ten BIG THEMES THAT OWNED SXSW this year

For more coverage visit sxsw.360i.com.

1. Transmedia storytelling2. Brands acting like content companies3. Brands as APIs4. Big data getting bigger5. Apps still matter to people6. Intellectual property law in the social space7. The ‘Pivot Point’ in digital8. Newsjacking + real-time content9. Brands stealing the show from startups10. The collective need to simplify digital

//Exec summary top themes

360i.com // @360i

Multi-platform storytelling, specifically as it relates to social TV, was one of the buzziest topics in Austin this year. Networks like Bravo, USA Network and IFC are leading the way as apps like Shazam, Miso and GetGlue continue to attract new users.

//one TRANSMEDIA +STORYTELLING THE NEW

BRAND NARRATIVE

360i.com // @360i

//two BRANDS ACTING LIKE CONTENT COMPANIES

Marketers are realizing that the ‘if we build it, they will come’ model won’t work in today’s consumer-driven landscape. Brands need to provide real value to people in social spaces, and one of the biggest ways they can do this is by curating & creating compelling content.

360i.com // @360i

//three BRANDS AS APIs

Technology has afforded brands with a huge opportunity to create one-to-one relationships with consumers. On the bleeding edge of this trend are brands that are turning themselves into platforms, capturing rich data and allowing developers to creatively mold it into new experiences (i.e. Nike+).

360i.com // @360i

//four BIG DATA getting bigger

The wealth of data offered by digital is at once powerful and overwhelming. Data and data visualization will continue to be hot trends in the interactive space – how can we collect, capture and communicate data in a way that’s valuable and actionable? At SXSW, Foursquare CEO Dennis Crowley said this very question is what drives his company.

360i.com // @360i

//five APPS STILL MATTER TO PEOPLE

While there was no clear breakout star in the app world at SXSW this year, it was very clear that people continue to rely on apps for utility and entertainment. Some of the most buzzworthy in Austin were Highlight, Sonar and Draw Something.

360i.com // @360i

//SIX intellectual property law in the social space

360i.com // @360i

When will the law catch up to social media? As brands try to stay more culturally relevant, all parties – from legal counsels to community managers – will need to be clear on what’s permissible and what’s not.

//seven THE ‘PIVOT POINT’ IN DIGITAL

What do we mean by ‘pivot point?’ It’s that moment in time where one must shift direction in order to accomplish an initial planned goal. The idea of staying flexible and open to change in digital was a theme that resonated in sessions led by big brands, startups and entrepreneurs alike.

360i.com // @360i

Brands looking to capitalize on breaking news or rapidly emerging trends are realizing that the traditional model of content creation isn’t always quick enough – or nimble enough – for a real-time environment. As a result, they’re implementing new processes and changing the way they view content.

//eight +NEWSJACKING REAL-TIME CONTENT

360i.com // @360i

//nine BRANDS STEALING THE SHOW FROM STARTUPS

SXSW has traditionally been a coming out party for the latest startup starlets, but this year big brands were able to cut through the clutter better than anyone else. Look for more of the same in 2013.

360i.com // @360i

//ten THE COLLECTIVE NEED TO SIMPLIFY DIGITAL

360i.com // @360i

No one ever said navigating digital would be easy, and the intense rate of change brings both challenges and opportunities for brands. Emanating from Austin in 2012 was a collective need to simplify digital – both on a micro-level (user experience) and a macro-level (how we view digital within the broader marketing environment).