Post on 08-May-2015
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SX6s // South by in 6 second increments
1,833 Interactive Sessions
SXSWi’13 Stats
#1 most talked about: Grumpy Cat followed by Elon Musk, and Al Gore
30k attendees in 2013 // 2012: 24k // 2011: 19k
60% HHI $100k+
48% repeat attendees
21% international registrants (from 72 countries)
60% 24-35 male
- DENNIS CROWLEY, FOUNDER/CEO FOURSQUARE
“SXSW is where you go experience the future for a few days before you have to go back home to the present.”
1.) Big data is important2.) Design to change behavior3.) Don’t say viral4.) Be awesome5.) Create distribution6.) Collaborate 7.) Value the experience8.) Humanize tech9.) Act like startups10.) Be passionate
10 KEY TAKEAWAYS
Big Data is Important
“We have all of humanity’s knowledge in our hands. It’s our responsibility to make that useful.”
- Amit Singhal, Google
BIG DATA ACCORDING TO GOOGLE
BIG DATA ACCORDING TO AL GORE
BIG DATA ACCORDING TO US
Design to Change Behavior
THE SHIFT FROM BIG DATA TO “QUANTIFIED SELF”
Through data, we can track our own behaviors to make actual changes in our real lives.
WHEN YOU CHECK IN AT 2 AM...
AND GET FOUR HOURS OF SLEEP...
YOUR WEIGHT GOES UP TWO POUNDS ONE WEEK LATER.
UNDERSTANDING YOUR OWN DATA
FEEDBACK & FEEDFORWARD
Google’s talking shoe motivates you to move
Stop saying “Viral”
1.) Most things are not “Viral.”
2.) You never know in advance which ideas will work.
3.)Try lots of things & optimize
THERE IS NO GOING VIRAL FORMULA
85% of these views were paid for
BUYING THE SEED, IS 1/2 THE BATTLE
It should be 50/50 split on figuring out the idea & how to make it spread.
Not 95/5
SPREADING THE SEED, IS THE OTHER 1/2 OF THE BATTLE
Be Awesome
“You could have a huge marketing budget, but if nobody wants to share your content and ideas then it’s not working.”-Jonah Peretti, Buzzfeed CEO
BROADCAST BORED-AT-WORK
THE NEW “MASS” NETWORKS
UNDERSTAND THE PLATFORMS
If it’s not MOBILE it won’t SPREAD
SweetSpot
Quality content doesn’t have to have high production value.
GRUMPY CAT MOST SHARED AT SXSWi
REAL-TIME RESPONSE OREO SUPERBOWL AD
“Social is a way of thinking, not a channel or a trick.”
JONAH PERETTI, BUZZFEED CEO
1.) Have a heart, be emotional 2.) Content is about identity 3.) Relate to your audience 4.) Be nimble & responsive5.) Capture the moment6.) Cute animals deserve respect7.) Humor is inherently social8.) Nostalgia 9.) Don’t post things people are embarrassed to share
Create New Distribution Models
By building from assets up, TMZ grew beyond a website, and now has a TV show, radio show, and bus tour.
"The goal, is to become HBO faster than HBO can become us."
Reed Hastings, Netflix CEO
Collaborate with Consumers
Hawaii Five-0 ran two different finales, on each coast based on social feedback
CROWD SOURCING CONTENT
Value the Experience, not the “Thing”
As our audiences become harder to reach,
we have to create experiences they actually want to have.
90% rent a brand they’ve never rented or owned before90% rent a brand they’ve
never rented or owned before
CREATING AN EXPERIENCE ECONOMY
Using real women & photos boosted conversion rates
PEOPLE WANT AUTHENTICITY
Buying things is so “passé”
Lululemon// Yoga Classes // In Store
Snow Skis // Demo // Slopeside J Crew // Whiskey // Liquor Store
Humanize Technology
As we spend more time with digital, the value we place on experiences with real people & things increases.
THE DIGITAL BACKLASH
We’ve always thought we were digital natives.
But we’re not.
THE MYTH & REALITY
Then.
Now.
THE ANXIETY
How do parents raise digitally-savvy children without relying on the convenience of technology as a babysitter?
Technology should be there when we want it, and out of the way when we don't.
THE SHIFT IN OUR RELATIONSHIP WITH TECH
“Hardware” can marry digital with physical
FUTU// 3D Printing Shoes 3M Innovation// Virtual Help Desk
MakerBot// 3D Printing
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3M Innovation// Virtual Help Desk
MakerBot// 3D Printing
LEAP MOTION & THE FUTURE OF GESTURE CONTROL
What’s holding computers back is the limited number of ways in which we can use them.
LEAP MOTION & THE FUTURE OF GESTURE CONTROL
GOOGLE GLASS IS ALMOST HERE.
IT WILL CHANGE THE WAY WE ACT
THE WAY WE COMMUNICATE
GOOGLE GLASS IS ALMOST HERE.
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Act like Startups
“Just because something has been done the same way for a long time, doesn’t mean it’s the only way.”
NICK CAVE
The Traditional Approach
WATERFALL APPROACH
Planners write a brief
Creative concept
Present ideas to account and
client
AGILE APPROACH: CONCEPT > TEST > ITERATE
Scrum: multiple small teams working in an intensive and interdependent manner.
Adopt a Lean Mentality
Didn’t accept credit cards at launch
Phones in driver’s cars died after 4 hours JWT’s “Pop-up” Agency for Startups
Be Passionate
ELON MUSK//BADASS
CEO and CTO of SpaceX, CEO and Head Product Designer at Tesla, CEO of Solar City
“If humanity doesn’t land on mars, that will be my greatest disappointment.”
First 3 Rocket Launches Failed
TINA ROTH EISENBURG
Owner of Swiss Miss, Creative Mornings, Teux Deux app, & online Tattoo shop Tattly
1.) Embrace enthusiasm2.) Don’t complain, make things3.) Surround yourself with likeminded people
1.) Big data is important 2.) Design to change behavior3.) Don’t say viral4.) Be awesome5.) Create distribution 6.) Collaborate7.) Value the experience8.) Humanize tech9.) Act like startups10.) Be passionate
10 KEY TAKEAWAYS