Post on 09-May-2015
Lessons from SXSW Interactive 2012
Lessons fromSXSW Interactive 2011
Lessons from SXSW Interactive 2012
— Potted history of SXSW
— All that matters...— SoLoMo — Social TV— Game dynamics and the game
layer— Brand journalism
— The future’s in your mind
What I’ll be talking about
Lessons from SXSW Interactive 2012
Lessons from SXSW Interactive 2012
Lessons from SXSW Interactive 2012
Lessons from SXSW Interactive 2012
— Twitter launched prior to SXSW “to a whimper”
— Image of Zuckerberg— Foursquare
Lessons from SXSW Interactive 2012
— Twitter launched prior to SXSW “to a whimper”
— Image of Zuckerberg— Foursquare
Lessons from SXSW Interactive 2012
SXSW Interactive 2011
Lessons from SXSW Interactive 2012
SXSW Interactive 2011
Lessons from SXSW Interactive 2012
SXSW Interactive 2011
Lessons from SXSW Interactive 2012
— Phones— Social— Location— Mobile— SoLoMo
Lessons from SXSW Interactive 2012
”“
In fact, today's phones have about the same raw processing power as a laptop from 10 years ago. And every year they close the gap.
Source: The Guardian
A smartphone today would have been the most powerful computer in the world in 1985 Horace Dediu, former Nokia Executive
Lessons from SXSW Interactive 2012
Smartphone salesto beat PC sales by 2011
Lessons from SXSW Interactive 2012
Location, location, locationThe mobile phone acts as a cursor that connects the digital and physical worlds
Lessons from SXSW Interactive 2012
Nicaragua Raids Costa Rica, Blames Google Maps
Lessons from SXSW Interactive 2012
The father of Foursquare
Lessons from SXSW Interactive 2012
It’s not just about badges
now Foursquare is moving beyond the early-adopter market...
...the app will become more useful as a local guide for people who don’t want to check in everywhere they go.
Source: Financial Times
Lessons from SXSW Interactive 2012
Social TV
Lessons from SXSW Interactive 2012
— technology that supports social interaction in thecontext of watching television
Source: Wikipedia
Social TV
Lessons from SXSW Interactive 2012
— Backchannel is the practice of using networked computers to maintain a real-time online conversation alongside live spoken remarks.
— Initial thinking was around integrated TV set offerings... but
Backchannel
Lessons from SXSW Interactive 2012
The Second Screen
Lessons from SXSW Interactive 2012
Wifi – unleashes laptops (and smartphones)
Source: Percentage HH, Touchpoints 3 (2010) vs Touchpoints 2 (2008)
Lessons from SXSW Interactive 2012
Smartphone salesto beat PC sales by 2011
Lessons from SXSW Interactive 2012
Tablets redefine the backchannel
Lessons from SXSW Interactive 2012
”Re-linearization of TV
“ linear TV, far from being dead, is actually making a resurgence
Chloe Sladden, Twitter
Lessons from SXSW Interactive 2012
Beyond Twitter
Lessons from SXSW Interactive 2012
Game dynamics and the game layer
Lessons from SXSW Interactive 2012
The Game Layer
“creatively designed incentives and game-like compulsion loops”
Lessons from SXSW Interactive 2012
— A collection of ways to influence behaviour that form the basis of many games but that can also be applied to achieve desired business and/or social outcomes
— A form of applied PraxeologyThe science of human actionRelated to behavioural economics
Game Dynamics
Lessons from SXSW Interactive 2012
Appointment Dynamics
Lessons from SXSW Interactive 2012
Influence and Status
Lessons from SXSW Interactive 2012
Communal Discovery
Lessons from SXSW Interactive 2012
Labour camp gold farmers
Lessons from SXSW Interactive 2012
Brand Journalism
Lessons from SXSW Interactive 2012
Brand Journalism
”“ a method of engaging our audience in
discussions about the brand. This is done by creating compelling content and messages as well as by incorporating the audience’s own viewpoints Kyle Monson, JWT
Lessons from SXSW Interactive 2012
— from news rooms and political campaigns
Working in real timenew content every day that promotes and encourages dialogue with their target audienceThey must also monitor new blog entries, videos and other items using (for example) RSS feeds or Twitter
— and political campaigns Messages are clearly formulated, with daily news about the “brand”, but oriented toward current events
What brands can learn…
Source: Albert Pusch, Brand Republic
Lessons from SXSW Interactive 2012
Lessons from SXSW Interactive 2012
Lessons from SXSW Interactive 2012
Lessons from SXSW Interactive 2012
Lessons from SXSW Interactive 2012
Lessons from SXSW Interactive 2012
Seth Godin in 2004
— changing the marketing without changing the underpinnings of the business is almost always a bad strategy
— The marketer doesn't get to run the conversation. It's not really brand journalism that's happening, you see. It's brand cocktail party!
Lessons from SXSW Interactive 2012
Win or Fail?
Lessons from SXSW Interactive 2012
A quick look into the future…
Lessons from SXSW Interactive 2012
From gesture to mind control
Lessons from SXSW Interactive 2012
…for prosthetics
Lessons from SXSW Interactive 2012
Smart dust
— Wireless sensor networks
Lessons from SXSW Interactive 2012
SXSW Interactive 2012
come with us!
Lessons from SXSW Interactive 2012
In summary
— The only things that matter are social networks, games and phones...
...and cheetah robots... ...and in the words of
William Goldman,
“nobody knows anything”
Lessons from SXSW Interactive 2012
Social gibberish
— http://www.youtube.com/watch?v=NUbbDXHtQxU&feature=player_embedded