sxsw 2011 recap

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Upon returning from 2011 South by Southwest Interactive (SXSWi) event in Austin, TX Tarah Feinberg and Mark Silva of Anthem Worldwide provided this recap to the company. In this presentation we also do a bit of deeper dive assessment of emerging companies/platforms based on the information we were provided, an experiential audit and a briefing matrix we apply for our practice. You can follow Tarah on Twitter @TarahFO and Mark @MarkSilva

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Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved

SXSW 2011Real Branding Emerging Platforms

Insights & Takeaways

Monday, May 2, 2011

Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved

WHAT STOOD OUT?

Monday, May 2, 2011

Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved

KEY TRENDS & THEMES GeoSocial

Abundant 3rd party Foursquare API innovation (reminiscent of Twitter) Recommendations (food, events, etc.) Nightlife & Dating

Gamification Transmedia Photo Sharing

Monday, May 2, 2011

Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved

LEADERS (BY TWEETS)

http://tcrn.ch/hSsZ2J

Monday, May 2, 2011

Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved

STANDOUT BRANDS

Monday, May 2, 2011

Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved

BEST PARTIES & EVENTS Foursquare plays foursquare at PepsiMax lot all week 140 Characters Conference (#140conf) cocktail party Startup RV SimpleGeo Foursquare official party Foursquare/PepsiMax Big Boi concert Hashable/Groupme Party Crowdtap launch party (Mr. Youth) Big Bang Bordello Party with True Ventures and Tunehopper

Monday, May 2, 2011

Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved

THE APP WARS

Monday, May 2, 2011

Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved

THE PEOPLES CHOICE: BEST 24 APPS AT SXSW 2011

Instagram 65%Foodspotting 65%Addieu 44%Foursquare 43%Yobongo 41%Hashable 38%WalkIn 37%GroupMe 36%Uber 36%Situationist 36%GroundLink 36%Neer 35%IntoNow 34%SWAGG 33%Fast Society 31%Skifta 26%Hurricane Party 26%Grouped{in} 25%Beluga 24%SCVNGR 23%HeyWire 23%Whrrl 22%Kik 16%Gowalla 13%

Per Opinionaided, free iOS survey app

Source: http://bit.ly/jhRVgO

Monday, May 2, 2011

Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved

OVERVIEW Group messaging application

Text Calling Share photos & location in chats

Branded groups around entertainment and other commercial properties Create as many groups as you want Avoid SMS fees if using data Free

Monday, May 2, 2011

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EMERGING PLATFORMS VETTINGTeam/stability & values Audience/demographic Distribution/pot. reach Engagement/connection Ext value/earned media Created in May 2010

at TechCrunchs Disrupt Hackathon

Over $11M in funding: betaworks, SV Angel, First Round Capital, Lerer Ventures & angels

Co-Founder Steve Martocci formerly of Gilt Group and Tumblr

powered by Twilio Won Best Group

Messaging App at SXSWi

Hundreds of thousands of registered users

Over 1M SMS/day Need specifics: # regular users User demos Engagement w/

branded groups

Users invite friends Tap into brand-

relevant categories, events & conversations

Reach extremely social, trendsetting early adopters focused on telling social groups whats worth paying attention to

Branded groups Conversational Brand awareness &

engagement

No charge for branded groups yet

Few brands on platform yet

Conversational, entertainment-focused platform ignites network effect

GroupMe has partnerships with major events (e.g. Lollapalooza) & is receiving a great deal of press

Monday, May 2, 2011

Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved

GROUPME LEAD THE GROUP MESSAGING PACKGroupMe was the clear winner.

Beluga got a bump from the FB acquisition.

*Analyze this with caution - based on Twitter data

http://tcrn.ch/dMmdNN

Monday, May 2, 2011

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ASSESSMENT Benefits:

Good UI & functionality Works seamlessly with SMS if user doesnt

have app/data service Great value to user if data service

available

Recommendation: Consider testing effectiveness for clients

Tap into existing GroupMe events/partnerships

Curate/promote relevant conversations

Drawbacks: Most useful at large events with many

activities Member list not intuitive if using SMS Like email reply all, generates unneeded

messages to whole group

Main Competitors: Beluga (owned by Facebook) Fast Society Party & dating apps (e.g. Hurricane Party)

Monday, May 2, 2011

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OVERVIEW Social location-based gaming platform for mobile phones Players participate in digital challenges (scavenger hunts) through real world activities Earn virtual rewards (badges) LevelUp: Earn real world rewards (discounts & deals) Free

Monday, May 2, 2011

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EMERGING PLATFORMS VETTINGTeam/stability & values Audience/demographic Distribution/pot. reach Engagement/connection Ext value/earned media Launched in July

2010 Over $15M in funding $100M valuation Founder, Seth

Priebatsch, is a serial entrepreneur who began founding companies with international teams at 12 (received $1M funding at 17)

Over 650 institutions are building experiences

Over 1M registered users

To be included as native app on 4G Sprint Android handsets

Need specifics: User demos # regular users activity stats Engagement w/

and success of offers

Over 20k locations with live deals

Activity posted to FB & Twitter

Tap into brand-relevant categories, locations & incentivize purchase decisions

LevelUp offers businesses tiered loyalty scheme, incentivizing repeat visits

Game Daily/regular deals Reach extremely

social, trendsetting early adopters focused on finding deals, having fun and telling others about it

Platform not saturated by brands yet

Game & deal-focused platform ignites network effect

Scvngr is receiving a great deal of press

Monday, May 2, 2011

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SCVNGR CASE STUDY: BUFFALO WILD WINGS

Monday, May 2, 2011

Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved

ASSESSMENT Benefits:

Visionary, insightful, articulate leader Some proven results with businesses Earning = more meaningful incentives

than coupons & daily deals

Recommendation: Build a test challenge on the platform with

a retail client who shares the target demo Get familiar with user experience

individually

Drawbacks: Participants must download app Gamification is fun, but not regular part of

daily activity for most LBS privacy concerns

Main competitors: Foursquare Facebook Yelp? Groupon/Living Social (for deals)

Monday, May 2, 2011

Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved

OVERVIEW Mobile digital business networking & relationship tracker Connect with people using Twitter name or email address Post and share who you meet with on Twitter Introduce contacts to each other Track who you connect with the most Discover new people by seeing who your friends are meeting Choose specific hashtags for different activities (e.g. #justmet, #beers, #raninto) Free

Monday, May 2, 2011

Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved

EMERGING PLATFORMS VETTINGTeam/stability & values Audience/demographic Distribution/pot. reach Engagement/connection Ext value/earned media Launched private

beta in June 2010 Over $4M in funding Founder, Michael

Yavondite: Quigo, Altavista, Juno

Streamlines business networking & social interactions

Digital media professionals

Advertising/marketing professionals

Need specifics: # users User demos # regular users activity stats

Mentions posted by influencers to their networks

Connect with other technophiles

Act as trendsetter in industry

Streamline connections & follow-ups at industry events

Monday, May 2, 2011

Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved

HASHABLE SXSWI 2011 INFOGRAPHICGary V was the most hashed

Most active type: Founders (27%)

Most Active Hometowns:1. Boulder2. NYC 7. SF

Peak Times: 12-3pm & 7-10pm

Full infographic: http://hashable.com/sxsw

Monday, May 2, 2011

Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved

ASSESSMENT Benefits:

Streamlined, paperless way to share contact information

Record of who you met where Automatically integrates connection

messages from connected accounts (Foursquare, Twitter) when hashtags are used

Recommendation: Use for individual needs if it adds utility Carefully consider when to post

connections to other social networks

Drawbacks: Participants must download app/visit site Some consider these hashta