SXSW Interactive 2012 review

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2. SXSW BY THE NUMBERS 24,569 attendeesat SXSWInteractive Week. 503, 778 tweets sent this year (up40% from last year) Foursquare won out amongsharing apps used to post toTwitter, edging out Instagram andlapping YouTube. Highlight an impressive 75% ofthe buzz around social discoveryapps was for ambient awarenessapp Highlight. 41% of the SXSW Interactivecontent sent out via Twitter wasphotos. 34% was check-ins. 77% of #sxsw tweets posted froman iPhone, its still king. 3. SXSW THE PICTURES JAY-Z PERFORMS ANGRY BIRDSAL GORE GIVES AT AMEX GIG FLASH MOBSPEECH AT SXSWJUST ONE OF THE KEYNOTE JIMMY FALLON HOSTSNIKE FUEL BAND TALK THE MAIN STREET IN SPEECHES AT SXSW AUSTIN 4. KEY PANELS ILLUSTRATEDAd agency Ogilvy created Ogilvy Notes to capture all the action ofSXSWs most interesting panels in a creative way. They sent severalartists to the conference, who sketched key panels in a style known asvisual note-taking. 5. SXSW KEY VIDEOSWHAT IS SXSW? CASHMORE TALKS NEXT BIG THING AT SXSW PERFORMS AT SXSW (AMEX) FUEL PRESENCE SXSW #COUNTS 6. SXSW KEY LEARNINGS 7. SXSWKEY LEARNINGS1. HIGHLIGHT IS SXSWS MOST BUZZED ABOUT START-UPThis app helps you learn more about the people around you. If someone standing near you also hasHighlight, their profile will show up on your phone. You can see their name, photos, mutual friends andanything else they have chosen to share. When you meet someone, Highlight helps you see what youhave in common with them. If your friends are nearby, it will notify you. If someone interesting crossesyour path, it will tell you more about them. most-buzz/ 8. SXSWKEY LEARNINGS2. SOCIAL MEDIA IN EUROPE COVERS THE SAME PLATFORMS, BUT THECULTURAL DIFFERNCES IN BEHAVIOUS COMPARED TO THE US ARE SIGNIFICANT.Culturally, Europeans separate their work from their private lives. Peak usage times vary, as doexpectations of brands on social platforms. For example, when asked what the circumstances would haveto be to warrant interaction on Facebook, 42% of Europeans reported that they would only engage with abrand if there was a customer service issue. Contrastingly, in the US, a whopping 40% of people claimedthat they interact with the brands that they purchase from and have an affinity toward.Fashion and Luxury implications: Europe is often overlooked while brands focus on emerging marketslike Asia, India and Brazil. However, since the platforms are the same (Facebook as opposed to Weibo), itmakes sense to learn how to use the same sites in modified ways to speak more directly and effectively tothe European audience. 9. SXSWKEY LEARNINGS3. DATA IS THE FUTUREWhether regarding mining specific geo-location data on your smartphone to locate other users (as popularfestival apps like Highlight did), or about using insight data on customers apparel preferences online toinfluence buying decisions (like Gap is doing), there is no question that data is the future. Facialrecognition software presented like or microchips in our brains like Ray Kurzweil spoke about,make data much more human and personal. An interesting thing to ponder is the implications ofinformation as extensions of us. Currently, we have instant access to data through our smartphones, buthow will this impact the way we view this data and our own intelligence? Will we separate information weaccess from our own intellectual thoughts or adopt it as a product of ourselves?Fashion and Luxury implications: In our industry, there is a constant focus on the image, whether thebrand persona, the actual visuals or the appearance of exclusivity. However, it is the real data that will helpinform us and drive business forward. Rather than start with the image, if we start with an understanding ofinformation that tells us more about how users interact online, higher return on investment can beachieved, along with a more customized user experience. 10. SXSWKEY LEARNINGS4. THE RISE OF THE CONNECTED FANDigital media has reshaped the fashion industry, runway shows have become a spectator sport for the mass consumer and as itturns out there is a lot fashion can learn from the world of sports and the rise of the digitally connected sports fan.The Sports Fan in 2015 panel presented by Richard Ting and Kyle Bunch of digital agency R/GA outlined how the internet isbreaking down the borders between fans and players, giving rise to a number of trends.Fashion and Luxury implications: The first is the emergence of crowdsourced coaching in which fans and coaches makecollective decisions, for example which players should start a game. Imagine, for a moment, fashion fans collectively influencingwhich model was to open a hotly anticipated show. Also on the horizon is the growth of remote fandom via telepresence, meaningthat fans following a game online, no matter where they are in the world, can make their presence felt inside the physical stadium,influencing, for example, what appears on jumbotron screens. Could this concept be adapted and incorporated into a runwayshow?Frictionless sharing via near field communication (NFC), another innovation soon coming to the sports arena, could let fashioneditors auto-tweet their arrival at shows just by tapping their phones as they enter a venue, while the explosion of second screenapps thats set to enrich the sports experience with access to live stats and multiple camera angles could offer these same editorsnew tools to transmit the excitement of runway shows to fans and followers. 11. SXSWKEY LEARNINGS5. THE REAL WINNERS: AMEX AND NIKEIt was neither young start-ups nor technology giants who erected branded spaces like GoogleVillage and Microsofts Bing Lot but Nike and American Express who were the biggest winners atthis years conference. Both brands delivered well-executed consumer experiences that struck a chordwith attendees and generated an explosion of positive buzz on social media.Demonstrating the companys brand promise, Membership has its privileges, American Express gavecardholders who synced their cards to their Twitter accounts a chance to attend a Jay-Z concert atAustins W hotel.Nike made its first official appearance at SXSW this year. The brand erected basketball courts,skateboard parks, motion-responsive billboards, an Apple-like pop-up store that morphed into a nighttime concert venue and a skyscraper-scale app that measured and projected the collective energylevel of dancing concert-goers, in realtime, onto the Frost Bank Building in downtown Austin all topromote the launch of Nikes new activity-tracking FuelBand. 12. SXSW KEY LEARNINGS6. GOOGLE = IS BEING USED SO SAYS GOOGLE.Despite recent reports that Google+ (GOOG) users spend a mere 3.3 minutes there a month,rendering it a virtual "ghost town," engineering chief Vic Gundotra argued the service is one of thefastest growing the company has ever launched. Gundotra reported that 50 million individual users logonto Google+ each day, and 100 million users sign in at least once a month, with a lot of socialnetwork activity happening privately among users. (He didnt however, specify how much time theyreactually spending on it.) 13. SXSWKEY LEARNINGS7. FASHIONS GREATEST CHALLENGE LIES IN REALIGNING PRODUCTION WITHCOMMUNICATIONSI hosted a panel at SXSW entitled Who Needs A Fashion Cycle? Ive Got Social Media where we discussedthe future of the current production and communication process.If I were the CEO of a major fashion brand today, my focus would be on trying to compress the productioncycle so it realigned with communications, Imran Amed, founder and editor of The Business of Fashion, saidat the panel.We are at the beginning of a seismic change in the way consumers communicate with each other, makedecision, and ultimately purchase. Its only by changing the operational side of what we do that were going tobe able to catch up.The current way the fashion cycle operates means that brands are missing out on capturing that intentto purchase at the point of inspiration.Amed suggested creating two separate events around the shows. One small and quiet for trade to see theseason ahead, and the other a big, all-out affair for consumers, timed so its in sync with the actual season. Soin other words, shifting the position of the fashion show as we know it today, so it sits at the end of the cyclerather than the beginning.