2015 SXSW Interactive Recap

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    15-Jul-2015
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    Marketing

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Transcript of 2015 SXSW Interactive Recap

  • 1

  • REPORT&OVERVIEW

    NOTABLE&BRANDS SESSIONS&WE&LOVED

    MAJOR&THEMES PERSONALITIES TRENDING&TECH

    HERES&WHAT&INSPIRED&US&DURING&SXSW&THIS&YEAR

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  • BRAND&TAKEAWAYS&TRANSFORMING&DATA&INTO&INSIGHTS&AND&ACTION&WILL&DIFFERENTIATE&INNOVATIVE&BRANDSThe&best&companies&have&a&data&analytics&person&who&reports&directly&to&the&CEO,&said&SXSW&keynote&speaker&and&Silicon&Valley&whiz&Bill&Gurley&in&his&conversation&with&author&Malcolm&Gladwell,&reaching&thousands&at&SXSW.&Today&were&moving&beyond&the&cliche&big&data&buzzword&era&into&one&where&brands&are&making&data&actionable&in&powerful&ways.&

    Whether&the&data&is&used&to&create&more&valuable&experiences&for&consumers,&to&test&and&optimize&campaigns&and&content,&or&to&inform&key&strategic&decisions,&it&was&clear&at&SXSW&that&data&will&be&the&dierentiator&between&brands&that&win&and&brands&that&falter&in&the&future.&Organizations&should&be&investing&not&only&in&the&acquisition&of&data,&but&also&in&talent&that&can&turn&data&into&action&and&outcomes.

    DIVERSE,&CROSSYFUNCTIONAL&TEAMS&WILL&AMPLIFY&INNOVATIONAlongside&Google&Executive&Chairman&Eric&Schmidt,&Megan&Smith,&Chief&Technology&Ocer&of&the&United&States,&woke&up&the&crowd&in&her&keynote&talk&How$Innovation$Happens&when&she&said,&Its&just&a&proven&fact&that&diverse&teams&make&better&products.&If&you&want&better&products,&better&reach&and&better&economics,&have&diverse&teams.&

    Brands&that&are&able&to&leverage&the&radically&changing&workforce&and&its&neverYbeforeYseen&values&of&collaboration&and&diversity&will&be&the&ones&that&see&the&most&innovation&happening.&Diversity&&across&genders,&skill&sets&and&race&&will&only&increase&in&importance&in&the&future.&Businesses&that&want&to&win&tomorrow&can&get&a&jumpYstart&by&investing&in&diverse,&crossYfunctional&teams&today.

    ASK&BETTER&QUESTIONS&TO&GET&TO&MEANINGFUL&INNOVATIONAt&SXSW&its&easy&to&fall&into&the&trap&of&being&mesmerized&by&the&latest&new&shiny&object&in&the&tech&world,&but&this&year&many&top&panels&stressed&that&the&most&important&leadership&skill&for&businesses&and&business&leaders&is&learning&how&to&ask&the&right&questions.&The&moment&a&brand&stops&asking&questions&is&the&moment&it&stops&innovating&solutions&to&its&most&vexing&challenges.&As&Peter&Drucker&once&noted,&Theres&nothing&more&dangerous&than&the&right&answer&to&the&wrong&question.&

    New&apps,&technologies,&approaches&and&data&can&be&incredibly&valuable&to&a&brand&only&if&they&are&part&of&solving&the&right&problems.&Marketers&who&wish&to&encourage&more&questioning&among&their&teams&before&trying&to&innovate&could&employ&innovation&expert&Hal&Gregersens&4Y24&project:&spending&4&minutes&a&day&(24&hrs&a&year)&asking&better&questions&about&problems,&both&large&and&small,&they&are&facing.&

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  • MAJOR&THEMES

    Photo&credit:&@Megan_Clement

    HERE$ARE$THE$TOPICS$THAT$ROSE$ABOVE$THE$NOISE$AND$LIKELY$WILL$CONTINUE$TO$DRIVE$CONVERSATION$IN$THE$COMING$MONTHS

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  • DELIVERING&ON&DATA

    COMMUNITIES:NARRATIVE&&&ENGAGEMENT

    The$word$data$has$been$thrown$around$in$recent$years,$to$the$point$of$exhaustion$for$marketers.$But$theres$a$good$reason$it$remains$such$a$hot$topic:$Theres$more$data$than$ever$before,$and$brands$that$can$win$with$data$will$win$in$the$everRchanging$modern$marketing$landscape.

    A$variety$of$packed$panels,$including$one$led$by$360i$Chief$Strategy$Ocer$Lee$Maicon,$discussed$data$literacy$and$the$value$exchange$between$shoppers$and$businesses.$WellRcrafted$data$strategies$stand$to$improve$a$variety$of$brand$oerings$R$and$equally$important$R$to$strengthen$consumer$loyalty$and$impact$purchase$behavior$moving$forward.

    Progressive$brands$and$marketers$are$harnessing$communities$in$new$ways.$Whether$its$working$with$inuential$community$members$or$using$advanced$technologies$that$help$create$and$distribute$better$content,$the$themes$of$narrative$storytelling$and$community$engagement$were$big$topics$of$discussion$at$SXSW.

    Its$important$to$note$that$the$word$is$shifting$beyond$its$traditional,$social$media$community$origins$to$encompass$groups$unied$by$a$central$theme$or$idea.$Wearables,$TV$/$movie$fans,$concert$/$festivalRgoers$and$streaming$music$subscribers$are$examples$of$communities$that$were$showcased$at$SXSW.$$Many$sessions$explored$how$brands$are$working$with,$or$could$work$better$with,$dierent$communities.

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  • MODERN&CONTENT&DISTRIBUTION

    RETAILREEXAMINED

    SXSW$is$sometimes$referred$to$as$geek$spring$break,$for$its$emphasis$on$progressive$technologies$$but$the$festival$is$equally$lled$with$progressive$ideas.$

    One$that$stood$out$in$Austin$centered$around$the$notion$that$the$old,$adRbased$model$of$brand$communications$is$transforming.$With$new$platforms$and$the$ability$to$use$data$to$personalize$experiences$and$engage$consumers,$the$notion$of$a$conventional$media$buy$is$changing.$Panels$like$Content&Marketing&vs.&Don&Draper,&The&End&of&Ads&and$Back&To&The&Future&of&Media&were$big$hits$among$attendees.

    In$retail,$the$desire$for$marketing$communications$that$move$customers$from$product$discovery$and$awareness$to$intent$and$purchase$has$always$been$the$Holy$Grail.$SXSW$hosted$dozens$of$panels$that$stressed$how$in$the$notRsoRdistant$future$retailers$will$have$a$slew$of$new$touchpoints$that$will$seamlessly$connect$the$digital$and$physical$worlds$to$form$new$connections$with$consumers$at$various$stages$of$the$purchase$cycle.

    These$new$connections$will$create$a$more$unied$consumer$experience$across$all$channels$$from$TV,$to$digital,$social$and$inRstore.

    Traditional$forms$of$advertising$will$still$be$important$to$drive$retail$sales,$but$with$these$impending$advances$in$technology$$especially$in$mobile$$brands$will$be$able$to$connect$the$dots$more$seamlessly$along$their$consumers$journey.

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  • GROWTH&&THROUGH&INTREPRENEURSHIP

    CULTURAL&DISRUPTION

    A$new$generation$of$talent$is$entering$the$workforce:$one$that$is$more$frequently$remote,$multiRfunctional$and$transient$than$any$before$it.$Historically,$these$traits$would$have$all$been$viewed$negatively,$but$many$SXSW$sessions$encouraged$brands$to$embrace$these$attributes$in$order$to$harness$this$much$more$creative,$collaborative$and$exible$talent$pool.$

    Intrepreneurship,$or$the$practice$of$using$entrepreneurial$thinking$and$skills$within$a$company,$was$highlighted$as$a$way$to$engage$talent$and$is$ripe$territory$for$brands$looking$to$attract$talent,$innovate$in$their$category$and$keep$pace$with$change$moving$forward.

    Innovators,$Ph.D.s,$scientists$and$futurists$took$the$stage$at$SXSW$to$share$their$thoughts$and$debate$one$another$around$the$impact$that$innovative$technologies$are$having$on$culture.$

    As$farRfetched$as$it$may$seem,$they$all$support$the$notion$that$we$must$collectively$discuss$how$the$digital$revolution$(or$evolution)$is$impacting$many$fundamental$aspects$of$humanity$$like$identity$and$relationships.$

    Though$there$was$no$conclusive$answer,$the$discussion$provoked$new$thinking$about$how$technologies$$from$social$and$mobile,$to$public$and$personal$$are$becoming$complexly$embedded$into$everyday$life,$and$what$it$will$mean$to$be$a$brand$of$the$future.

    Notable$sessions$included:$AI,&Immortality&and&the&Future&of&Selves;$Facebook,&Twitter&and&The&Future&of&Free&Speech;$and$Home&Smart&Home:&The&Future&Conscious&Home.

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  • PERSONALITIES

    Photo&credit:&Richard&Mcblane/Getty&Images

    THESE$ARE$THE$MOVERS$&$SHAKERS$THAT$CAPTURED$OUR$ATTENTION$AT$SXSW

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  • WALTER&ISAACSON&&President$&$CEO$of$The$Aspen$Institute$Issascon$spoke$in$the$How&Innovation&Happens$keynote$$alongside$Googles$Eric$Schmidt$and$the$U.S.$Chief$Technology$Ocer,$Megan$Smith$$about$the$virtues$of$adopting$new$technologies$in$our$everRincreasing$digital$world.$Art,$copy,$code$$each$of$these$concepts$is$beautiful$and$a$powerful$force$of$our$world.

    ANDREW&COCHRANE&&Digital$Director$of$Mirada$