what i learned at sxsw 2012, a first timers story
TRANSCRIPT
Be Prepared To Take NotesAsk Questions
Prizes For Best Takeaways To Share With Your Brands
What it’s Like | Lessons Learned | Participation Principles
What’s It Like
4 Days, Friday to Monday
7am – 9pm
28,000+ Attendees (just for interactive)
748 Trade Show Booths/Exhibits
1,033 Conference Sessions
2,591 Speakers
Constantly Running Around
Conference Programming:50% Formal
50% Informal (i.e. twitter based)
3:30 Saturday
LESSONS LEARNED
Lesson
Takeaway, key question, thought starter
Freshness
Stepping out of the day-to-day unleashes news perspectives and references for new and old endeavors.
Be Bold to Bust Through
Would you rather have 16 average or smaller digital programs or 2 bolder ones? What does
it take to gain a worthy SOV?
Why QR codes aren’t engaging consumers
QR codes aren’t evil… they are just misunderstood
- Makes receiving simple content difficult- Requires mobile devices to stop being mobile- Can’t go viral- Removes brand associations- Only work on smart phones with cameras- Take up a lot of space- Can’t use on TV or radio- Not recognized by the general public
Why QR codes aren’t engaging consumers
QR codes aren’t evil… they are just misunderstood
Every time we let our brand use a QR code and don’t think it
through, a kitten dies!
- MUST Think it through – put yourself in the shoes of the user- MUST lead to a mobile friendly experience- Destination MUST have added value- MUST not use QR codes in stupid places… email (scannability), on billboards off of highways (steady camera), airline magazines/subways (mobile signal)- MUST think through digital couponing… is it ready for prime-time (in most places!)
- MUST ask “Is it easier to use a URL instead? “ (more recognizable and better Brand association)
Accelerators as the New Way to Work
How can we apply the principles that help accelerators create successful companies, to help us make even
more successful projects and campaigns?
Proximity & Location Based
Bring Social back to the Physical World
Payment Options Explode
How could we offer customers the same level of choice – in coupons, payments or where to buy?
Consumers & Brand Value Creation
How can/will consumers improve our products, services, offerings?
Physical & Digital Convergence
How do we help our digital programs live offline? How do we combine an offline physical element?
Facebook As A Medium
How/can your Facebook data be used (if their were no privacy concerns)?
Collaborative Consumption - sharing moves further to physical
How can we lead the industry in helping consumers share our
items? If cost is shared, what can we develop at higher price points?
How To Participate
Be An Active ParticipantResearch and Connect Prior
Share LearningsTake Action
SUMMARY
• Be Bold to Bust Through
• Payment Options Explode
• Physical & Digital Convergence
• Collaborative Consumption
• Accelerators as the New Way to Work
• Freshness• QR Codes are Dead• Facebook as a Medium• Proximity & Location
Based• Consumer & Brand Value
Creation
Photo Credits:• Off of sxsw.com
– Extreme Air Shots– Leyla Kuhn– Merrick Ales
• Me for all the rest