2015 SXSW Interactive Recap

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<ul><li><p>1</p></li><li><p>REPORT&amp;OVERVIEW</p><p>NOTABLE&amp;BRANDS SESSIONS&amp;WE&amp;LOVED</p><p>MAJOR&amp;THEMES PERSONALITIES TRENDING&amp;TECH</p><p>HERES&amp;WHAT&amp;INSPIRED&amp;US&amp;DURING&amp;SXSW&amp;THIS&amp;YEAR</p><p>2</p></li><li><p>BRAND&amp;TAKEAWAYS&amp;TRANSFORMING&amp;DATA&amp;INTO&amp;INSIGHTS&amp;AND&amp;ACTION&amp;WILL&amp;DIFFERENTIATE&amp;INNOVATIVE&amp;BRANDSThe&amp;best&amp;companies&amp;have&amp;a&amp;data&amp;analytics&amp;person&amp;who&amp;reports&amp;directly&amp;to&amp;the&amp;CEO,&amp;said&amp;SXSW&amp;keynote&amp;speaker&amp;and&amp;Silicon&amp;Valley&amp;whiz&amp;Bill&amp;Gurley&amp;in&amp;his&amp;conversation&amp;with&amp;author&amp;Malcolm&amp;Gladwell,&amp;reaching&amp;thousands&amp;at&amp;SXSW.&amp;Today&amp;were&amp;moving&amp;beyond&amp;the&amp;cliche&amp;big&amp;data&amp;buzzword&amp;era&amp;into&amp;one&amp;where&amp;brands&amp;are&amp;making&amp;data&amp;actionable&amp;in&amp;powerful&amp;ways.&amp;</p><p>Whether&amp;the&amp;data&amp;is&amp;used&amp;to&amp;create&amp;more&amp;valuable&amp;experiences&amp;for&amp;consumers,&amp;to&amp;test&amp;and&amp;optimize&amp;campaigns&amp;and&amp;content,&amp;or&amp;to&amp;inform&amp;key&amp;strategic&amp;decisions,&amp;it&amp;was&amp;clear&amp;at&amp;SXSW&amp;that&amp;data&amp;will&amp;be&amp;the&amp;dierentiator&amp;between&amp;brands&amp;that&amp;win&amp;and&amp;brands&amp;that&amp;falter&amp;in&amp;the&amp;future.&amp;Organizations&amp;should&amp;be&amp;investing&amp;not&amp;only&amp;in&amp;the&amp;acquisition&amp;of&amp;data,&amp;but&amp;also&amp;in&amp;talent&amp;that&amp;can&amp;turn&amp;data&amp;into&amp;action&amp;and&amp;outcomes.</p><p>DIVERSE,&amp;CROSSYFUNCTIONAL&amp;TEAMS&amp;WILL&amp;AMPLIFY&amp;INNOVATIONAlongside&amp;Google&amp;Executive&amp;Chairman&amp;Eric&amp;Schmidt,&amp;Megan&amp;Smith,&amp;Chief&amp;Technology&amp;Ocer&amp;of&amp;the&amp;United&amp;States,&amp;woke&amp;up&amp;the&amp;crowd&amp;in&amp;her&amp;keynote&amp;talk&amp;How$Innovation$Happens&amp;when&amp;she&amp;said,&amp;Its&amp;just&amp;a&amp;proven&amp;fact&amp;that&amp;diverse&amp;teams&amp;make&amp;better&amp;products.&amp;If&amp;you&amp;want&amp;better&amp;products,&amp;better&amp;reach&amp;and&amp;better&amp;economics,&amp;have&amp;diverse&amp;teams.&amp;</p><p>Brands&amp;that&amp;are&amp;able&amp;to&amp;leverage&amp;the&amp;radically&amp;changing&amp;workforce&amp;and&amp;its&amp;neverYbeforeYseen&amp;values&amp;of&amp;collaboration&amp;and&amp;diversity&amp;will&amp;be&amp;the&amp;ones&amp;that&amp;see&amp;the&amp;most&amp;innovation&amp;happening.&amp;Diversity&amp;&amp;across&amp;genders,&amp;skill&amp;sets&amp;and&amp;race&amp;&amp;will&amp;only&amp;increase&amp;in&amp;importance&amp;in&amp;the&amp;future.&amp;Businesses&amp;that&amp;want&amp;to&amp;win&amp;tomorrow&amp;can&amp;get&amp;a&amp;jumpYstart&amp;by&amp;investing&amp;in&amp;diverse,&amp;crossYfunctional&amp;teams&amp;today.</p><p>ASK&amp;BETTER&amp;QUESTIONS&amp;TO&amp;GET&amp;TO&amp;MEANINGFUL&amp;INNOVATIONAt&amp;SXSW&amp;its&amp;easy&amp;to&amp;fall&amp;into&amp;the&amp;trap&amp;of&amp;being&amp;mesmerized&amp;by&amp;the&amp;latest&amp;new&amp;shiny&amp;object&amp;in&amp;the&amp;tech&amp;world,&amp;but&amp;this&amp;year&amp;many&amp;top&amp;panels&amp;stressed&amp;that&amp;the&amp;most&amp;important&amp;leadership&amp;skill&amp;for&amp;businesses&amp;and&amp;business&amp;leaders&amp;is&amp;learning&amp;how&amp;to&amp;ask&amp;the&amp;right&amp;questions.&amp;The&amp;moment&amp;a&amp;brand&amp;stops&amp;asking&amp;questions&amp;is&amp;the&amp;moment&amp;it&amp;stops&amp;innovating&amp;solutions&amp;to&amp;its&amp;most&amp;vexing&amp;challenges.&amp;As&amp;Peter&amp;Drucker&amp;once&amp;noted,&amp;Theres&amp;nothing&amp;more&amp;dangerous&amp;than&amp;the&amp;right&amp;answer&amp;to&amp;the&amp;wrong&amp;question.&amp;</p><p>New&amp;apps,&amp;technologies,&amp;approaches&amp;and&amp;data&amp;can&amp;be&amp;incredibly&amp;valuable&amp;to&amp;a&amp;brand&amp;only&amp;if&amp;they&amp;are&amp;part&amp;of&amp;solving&amp;the&amp;right&amp;problems.&amp;Marketers&amp;who&amp;wish&amp;to&amp;encourage&amp;more&amp;questioning&amp;among&amp;their&amp;teams&amp;before&amp;trying&amp;to&amp;innovate&amp;could&amp;employ&amp;innovation&amp;expert&amp;Hal&amp;Gregersens&amp;4Y24&amp;project:&amp;spending&amp;4&amp;minutes&amp;a&amp;day&amp;(24&amp;hrs&amp;a&amp;year)&amp;asking&amp;better&amp;questions&amp;about&amp;problems,&amp;both&amp;large&amp;and&amp;small,&amp;they&amp;are&amp;facing.&amp;</p><p>3</p></li><li><p>MAJOR&amp;THEMES</p><p>Photo&amp;credit:&amp;@Megan_Clement</p><p>HERE$ARE$THE$TOPICS$THAT$ROSE$ABOVE$THE$NOISE$AND$LIKELY$WILL$CONTINUE$TO$DRIVE$CONVERSATION$IN$THE$COMING$MONTHS</p><p>4</p></li><li><p>DELIVERING&amp;ON&amp;DATA</p><p>COMMUNITIES:NARRATIVE&amp;&amp;&amp;ENGAGEMENT</p><p>The$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$landscape.</p><p>A$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$forward.</p><p>Progressive$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$SXSW.</p><p>Its$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.$$Many$sessions$explored$how$brands$are$working$with,$or$could$work$better$with,$dierent$communities.</p><p>5</p></li><li><p>MODERN&amp;CONTENT&amp;DISTRIBUTION</p><p>RETAILREEXAMINED</p><p>SXSW$is$sometimes$referred$to$as$geek$spring$break,$for$its$emphasis$on$progressive$technologies$$but$the$festival$is$equally$lled$with$progressive$ideas.$</p><p>One$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$Content&amp;Marketing&amp;vs.&amp;Don&amp;Draper,&amp;The&amp;End&amp;of&amp;Ads&amp;and$Back&amp;To&amp;The&amp;Future&amp;of&amp;Media&amp;were$big$hits$among$attendees.</p><p>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.</p><p>These$new$connections$will$create$a$more$unied$consumer$experience$across$all$channels$$from$TV,$to$digital,$social$and$inRstore.</p><p>Traditional$forms$of$advertising$will$still$be$important$to$drive$retail$sales,$but$with$these$impending$advances$in$technology$$especially$in$mobile$$brands$will$be$able$to$connect$the$dots$more$seamlessly$along$their$consumers$journey.</p><p>6</p></li><li><p>GROWTH&amp;&amp;THROUGH&amp;INTREPRENEURSHIP</p><p>CULTURAL&amp;DISRUPTION</p><p>A$new$generation$of$talent$is$entering$the$workforce:$one$that$is$more$frequently$remote,$multiRfunctional$and$transient$than$any$before$it.$Historically,$these$traits$would$have$all$been$viewed$negatively,$but$many$SXSW$sessions$encouraged$brands$to$embrace$these$attributes$in$order$to$harness$this$much$more$creative,$collaborative$and$exible$talent$pool.$</p><p>Intrepreneurship,$or$the$practice$of$using$entrepreneurial$thinking$and$skills$within$a$company,$was$highlighted$as$a$way$to$engage$talent$and$is$ripe$territory$for$brands$looking$to$attract$talent,$innovate$in$their$category$and$keep$pace$with$change$moving$forward.</p><p>Innovators,$Ph.D.s,$scientists$and$futurists$took$the$stage$at$SXSW$to$share$their$thoughts$and$debate$one$another$around$the$impact$that$innovative$technologies$are$having$on$culture.$</p><p>As$farRfetched$as$it$may$seem,$they$all$support$the$notion$that$we$must$collectively$discuss$how$the$digital$revolution$(or$evolution)$is$impacting$many$fundamental$aspects$of$humanity$$like$identity$and$relationships.$</p><p>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.</p><p>Notable$sessions$included:$AI,&amp;Immortality&amp;and&amp;the&amp;Future&amp;of&amp;Selves;$Facebook,&amp;Twitter&amp;and&amp;The&amp;Future&amp;of&amp;Free&amp;Speech;$and$Home&amp;Smart&amp;Home:&amp;The&amp;Future&amp;Conscious&amp;Home.</p><p>7</p></li><li><p>PERSONALITIES</p><p>Photo&amp;credit:&amp;Richard&amp;Mcblane/Getty&amp;Images</p><p>THESE$ARE$THE$MOVERS$&amp;$SHAKERS$THAT$CAPTURED$OUR$ATTENTION$AT$SXSW</p><p>8</p></li><li><p>WALTER&amp;ISAACSON&amp;&amp;President$&amp;$CEO$of$The$Aspen$Institute$Issascon$spoke$in$the$How&amp;Innovation&amp;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$$each$of$these$concepts$is$beautiful$and$a$powerful$force$of$our$world.</p><p>ANDREW&amp;COCHRANE&amp;&amp;Digital$Director$of$Mirada$StudiosCochrane$spoke$about$immersive$and$interactive$storytelling$in$the$digital$age.$Immersive$and$interactive$stories$are$not$told$to$the$audience;$they$are$experienced.$We$are$witnessing$the$birth$of$new$mediums$that$allow$storytellers$$including$brands$$to$reach$their$audiences$in$new,$exciting$and$deeply$personal$ways.</p><p>AMANDA&amp;PARKES&amp;&amp;Fashion$Technologist,$Founder$of$Skinteractive$StudioParkes$was$candid$that$she$believed$todays$hard$wearables$are$only$the$beginning$$she$sees$the$future$being$much$more$about$wearable$fabrics$that$consumers$will$adopt.$While$Apple,$Google$and$Facebook$will$continue$to$innovate,$these$are$just$the$tip$of$the$iceberg$for$emerging$tech.$Some$of$the$most$real$innovation$is$happening$out$of$the$spotlight,$and$will$come$from$brands$and$agencies$alike.</p><p>TODD&amp;YELLIN&amp;&amp;VP$of$Product$Innovation,$NetixYellin$shared$seven$years$of$lessons$from$A/B$testing$at$Netix,$noting$that$it$can$help$solve$problems$and$debates,$can$empower$trying$new$things$and$can$help$move$business$metrics$for$brands.$$However,$he$stressed$that$testing$isnt$always$the$solution$$no$matter$what$metrics$say,$brands$need$to$stick$to$their$values.</p><p>MICHAEL&amp;MICHALOWICZ&amp;&amp;Author,$Entrepreneur$and$Lecturer$Michalowicz$talked$about$social$axioms$and$how$we$frequently$accept$things$for$the$way$they$are.$Many$successes$come$from$questioning$axioms:$Roger$Bannister$rst$broke$the$4Rminute$mile$after$studying$how$geese$y,$and$hot$dog$eating$champ$Kobayashi$shattered$the$Nathans$contest$record$by$changing$the$ageRold$process.$</p><p>9</p></li><li><p>BRIAN&amp;GRAZER&amp;&amp;Academy$AwardJWinning$Producer,$Author;$CoJFounder$of$Imagine$EntertainmentOn$stage$speaking$about$his$new$book,$A&amp;Curious&amp;Mind,$Grazer$discussed$a$few$fundamentals$for$exercising$curiosity$and$inspiring$innovation$(e.g.,$he$meets$people$beyond$his$industry$$law,$medicine,$etc.$$every$two$weeks).$He$also$hit$on$the$values$of$a$good$creative$working$relationship:$Taste.$Work$ethic.$Trust.$Respect.$</p><p>JEFF&amp;GOTHELF&amp;&amp;Author,$Principal$of$Neo$InnovationIn$his$Building&amp;a&amp;Culture&amp;of&amp;Learning$session,$Gothelf$highlighted$three$characteristics$for$building$continuously$learning$teams:$(1)$Small,$dedicated,$coRlocated,$selfRsucient$teams$(2)$Incentivized$for$solving$problems$over$creating$output$(3)$Encouraged$to$take$smaller$risks$with$clear$denitions$of$success.</p><p>KARL&amp;ISAAC&amp;&amp;Head$of$Brand$Strategy,$AdobeIn$the&amp;Inside&amp;Out:&amp;Where&amp;Corporations&amp;and&amp;Innovation&amp;Meet$panel,$Isaac$discussed$Adobes$approach$to$becoming$a$modern,$creative$company$and$the$importance$of$empowering$teams$to$be$The$Three$Os$$Optimistic,$OpenRminded$and$Opportunistic$$when$facing$new$problems$and$creating$innovative$solutions.</p><p>PHIL&amp;LIBIN,&amp;CEO$of$Evernote$Libin$described$how$even$though$we$may$think$we$are$making$the$best,$most$rational,$informed$decisions$regarding$real$life$problems,$we$usually$operate$in$the$shadow$of$our$lizard$brain.$We$rst$look$for$the$answer$with$the$least$potential$negative$outcomes$$the$safest$option$$which$often$has$fewer$potential$positive$outcomes,$too.$Instead,$look$at$the$option$with$the$most$potential$positive$outcomes,$and$take$risks$for$a$bigger$payo.</p><p>PATRICK&amp;TERRY&amp;&amp;Owner$of$WorldJRenowned$P.$Terrys$Burgers$in$Austin,$TXTerry$talked$about$the$power$of$modern$wordRofRmouth.$He$has$run$an$extremely$successful$burger$chain$in$Austin$without$any$marketing.$Instead,$he$relies$on$making$a$highRquality$product$with$surprisingly$reasonable$prices$and$exceptional$customer$service.$By$focusing$solely$on$the$customer,$he$has$been$able$to$build$an$empire$of$brand$advocates$who$authentically$share$and$recommend$P.$Terrys$to$a$wider$audience$for$$0.</p><p>10</p></li><li><p>TRENDING&amp;TECH</p><p>Photo&amp;credit:&amp;IGN.com</p><p>HERE$ARE$THIS$YEARS$STANDOUT$TECHNOLOGIESTHAT$MADE$THEIR$PRESENCE$KNOWN$AT$SXSW</p><p>11</p></li><li><p>WHO&amp;OR&amp;WHAT?</p><p>WHATS&amp;IT&amp;ABOUT?</p><p>WHY&amp;DOES&amp;IT&amp;MATTER?</p><p>MEERKAT VIRTUAL&amp;REALITY&amp;(VR)&amp;TECH</p><p>Meerkat$is$the&amp;app$that$stole$the$show$at$SXSW.$Users$connect$via$Twitter$and$can$liveRstream$via$their$mobile$devices$or$view$and$comment$on$another$users$stream.</p><p>VR$was$very$big$at$SXSW,$with$both$hardware$and$software$companies$touting$their$latest$oerings.$Oculus,$Samsung,$Avegant$and$Jaunt$were$all$in$Austin.</p><p>Attendees$were$buzzing$about$VRs$immersive$storytelling$potential$to$radically$change$the$market$for$many$industries.$</p><p>Sports,$entertainment,$journalism$and$music$all$had$sessions$dedicated$to$how$VR$will$change$how$we$think$of$those$spaces.</p><p>Meerkat$is$the$rst$company$thats$cracked$the$liveRstreaming$code$in$such$a$way$that$everyone$from$Jimmy$Kimmel$(who$has$already$streamed$dozens$of$times)$to$your$grandma$can$use$it$easily$and$eectively.$</p><p>While$limitations$exist,$audiences$thus$far$are$extremely$engaged,$too.$In$just$one$day$at$SXSW,$there$were$15,000$streams$with$more$than$200,000$people$tuning$in!</p><p>12</p></li><li><p>WHO&amp;OR&amp;WHAT?</p><p>WHATS&amp;IT&amp;ABOUT?</p><p>WHY&amp;DOES&amp;IT&amp;MATTER?</p><p>BITCOIN WEARABLES&amp;+&amp;HEALTH</p><p>Bitcoin$has$been$referred$to$as$the$currency$of$the$Internet$and$is$one$of$the$rst$currencies$born$on$the$Internet$to$be$used$in$the$analog$world$economy.</p><p>Wearables$have$been$a$hot$topic$for$the$past$year,$but$SXSW$saw$a$new$wave$of$wearables$dominating$conversation:$smart$textiles.</p><p>"As$things$get$smaller$and$cheaper...$I$see$technology$and$fashion$becoming$one,$says$Billie$Whitehouse,$coRfounder$of$Wearable$Experiments.</p><p>The$new$world$of$wearables$will$track$and$record$health$and$tness$statistics,$clean$themselves$via$sunlight,$provide$haptic$feedback$to$aid$in$seamless$integration$with$mobile$devices,$and$even$stabilize$body$temperature$for$us.</p><p>While$were$early$in$the$adoption$curve$for$the$crypto$currency,$Bitcoin$stands$to$change$the$economics$of$the$world$at$large.$</p><p>Panels$covered$a$range$of$topics,$including:$Government$Policy$&amp;$Regulation,$How$Any$Brand$Can$Utilize$Bitcoin,$MIT$Bitcoin$Project,$and$How$Bitcoin$will$Disrupt$the$Accounting$and$Auditing$Industry.</p><p>13</p></li><li><p>WHO&amp;OR&amp;WHAT?</p><p>WHATS&amp;IT&amp;ABOUT?</p><p>WHY&amp;DOES&amp;IT&amp;MATTER?</p><p>INTERNET&amp;OF&amp;THINGS ROBOTICSThe$IoT$$the$idea$that$connections$will$come$from$the$physical$world$$continued$to$be$a$hot$topic$among$the$tech$elite$at$SXSW.$Beacon$tech$stood$out,$earning$a$lot$of$attention$in$this$category.</p><p>The$sensors$and$technology$required$to$power$robots$are$becoming$increasingly$inexpensive$and$accessible,$which$means$robots$are$poised$to$aid$mankind$in$nearly$every$industry.</p><p>The$idea$that$everything$and$anything$will$be$connected$in$the$future$means$that$there$will$be$an$explosion$of$new$data$that$brands$can$tap$into.$</p><p>Whether$its$microRlocation$data$with$beacons$or$product$usage$moments$and$timing$through$smart$appliances,$the$IoT$will$put$brands$that$can$deliver$on$the$data$at$the$forefront$of$their$industries.$</p><p>From$disasterRrelief$and$humanitarian$crises$to$scientic$exploration$and$automated$delivery$of$goods,$robots$are$expected$to$change$many$aspects$of$our$lives.</p><p>A$variety$of$panels$discussed$related$topics,$like$the$future$of$articial$intelligence$and$how$we'll$interact$with$robots.$There$was$even$a$robot$petting$zoo$for$attendees$to$touch,$operate$and$program!</p><p>14</p></li><li><p>NOTABLE&amp;BRANDS</p><p>Photo&amp;credit:&amp;YAHOO!</p><p>SXSW$HAD$NO$SHORTAGE$OF$BRAND$ACTIVATIONS;$HERE$ARE$OUR$FAVORITES:$#CLIENTS$AND$NONRCLIENTS$INCLUDED</p><p>15</p></li><li><p>A&amp;E&amp;&amp;To$promote$the$upcoming$season$of$Bates&amp;Motel,$the$network$built$an$impressive$replica$of$the$shows$main$set.$Fans$lined$up$around$the$block$and$tweeted$for$the$chance$to$stay$in$one$of$the...</p></li></ul>