ketchum sxsw 2012 wrap report (executive summary powerpoint)
TRANSCRIPT
Insights & Observations
Fresh from SXSWi 2012An executive summary presentation of the Ketchum SXSW 2012 Wrap Report, which can be read & downloaded in full at:http://www.ketchum.com/sxsw-2012-wrap-report
Contact: Jonathan Kopp, Partner & Global Director, Ketchum DigitalEmail: [email protected] / Twitter: @jonathankopp
THE #KETCHUM #SXSWI 2012 WRAP REPORT
Ambient Startups Riding the Wave of
Twitter, Foursquare, Facebook & Google
New connections based on proximity & profiles
GOTTA GO, SoLoMo!
MARKETING Takeaway: Grandstand might be of most interest to
marketers, as it engages crowds by tying their
collective, real-world experience at events &
attractions to onsite, in-the-moment offers.
THE #KETCHUM #SXSWI 2012 WRAP REPORT
No big hit; no step change. The API equivalent of music sampling.
Pixable (aggregates and streams photos from your social networks), Roamz & Trover (both for sharing discoveries) and Womzit (for sharing experiences).
THE LONGTAIL OF TWITTER, FOURSQUARE, FACEBOOK & GOOGLE
MARKETING Takeaway: There’s plenty of opportunity yet to be mined from incumbents. Don’t ignore the effectiveness of fishing where the fish are.
THE #KETCHUM #SXSWI 2012 WRAP REPORT
Stamped: “Put your stamp” on food, restaurants and other things you like.
Grubwithus: A “social dining network,” connecting awesome people over delicious food.
AgLocal for purchasing meats directly from nearby farmers & ranchers.
STARTUPS & FOOD
MARKETING Takeaway: In the food & nutrition
space, AgLocal signals the growing trend of consumers taking a greater interest in the sources of their food and the distance from farm to fork.
THE #KETCHUM #SXSWI 2012 WRAP REPORT
Then: Focus on the “social graph” (what we glean about users based on who they
friend and what they like &do).
Now: The “interest graph,” a reflection of people’s explicit interests & intentions.
BIG DATA & THE INTEREST GRAPH
MARKETING Takeaway: New opportunities to engage consumers without the awkwardness of trying to be their friend and/or join their conversations. Interest graphs can offer more seamless & transactional engagement.
THE #KETCHUM #SXSWI 2012 WRAP REPORT
Old guard marketers combining real-world action with online engagement.
Nike: Fuel Band
Pepsi: Futuristic LED screens integrated into vending machines.
FedEx: “Power Couriers”
Amex: Tapped Twitter & Foursquare’s APIs to offer instant, on-location discounts
BRAND INVASION & ONLINE/OFFLINE INTERACTION
MARKETING Takeaway: Any brand can win in the
social web era by combining strategic creativity & technological innovations to provide value, engagement & entertainment.
Insights & Observations
Fresh from SXSWiAn executive summary presentation of the Ketchum SXSW 2012 Wrap Report, which can be read & downloaded in full at:http://www.ketchum.com/sxsw-2012-wrap-report
Contact: Jonathan Kopp, Partner & Global Director, Ketchum DigitalE: [email protected] / Twitter: @jonathankopp