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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

WWW.DIGITALLABLIVE.COM

- 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