2015 sxsw interactive recap

of 33 /33
1

Author: 360i

Post on 15-Jul-2015

7.749 views

Category:

Marketing


0 download

Embed Size (px)

TRANSCRIPT

  • 1

  • REPORT&OVERVIEW

    NOTABLE&BRANDS SESSIONS&WE&LOVED

    MAJOR&THEMES PERSONALITIES TRENDING&TECH

    HERES&WHAT&INSPIRED&US&DURING&SXSW&THIS&YEAR

    2

  • BRAND&TAKEAWAYS&TRANSFORMING&DATA&INTO&INSIGHTS&AND&ACTION&WILL&DIFFERENTIATE&INNOVATIVE&BRANDSThe&best&companies&have&a&data&analytics&person&who&reports&directly&to&the&CEO,&said&SXSW&keynote&speaker&and&Silicon&Valley&whiz&Bill&Gurley&in&his&conversation&with&author&Malcolm&Gladwell,&reaching&thousands&at&SXSW.&Today&were&moving&beyond&the&cliche&big&data&buzzword&era&into&one&where&brands&are&making&data&actionable&in&powerful&ways.&

    Whether&the&data&is&used&to&create&more&valuable&experiences&for&consumers,&to&test&and&optimize&campaigns&and&content,&or&to&inform&key&strategic&decisions,&it&was&clear&at&SXSW&that&data&will&be&the&dierentiator&between&brands&that&win&and&brands&that&falter&in&the&future.&Organizations&should&be&investing&not&only&in&the&acquisition&of&data,&but&also&in&talent&that&can&turn&data&into&action&and&outcomes.

    DIVERSE,&CROSSYFUNCTIONAL&TEAMS&WILL&AMPLIFY&INNOVATIONAlongside&Google&Executive&Chairman&Eric&Schmidt,&Megan&Smith,&Chief&Technology&Ocer&of&the&United&States,&woke&up&the&crowd&in&her&keynote&talk&How$Innovation$Happens&when&she&said,&Its&just&a&proven&fact&that&diverse&teams&make&better&products.&If&you&want&better&products,&better&reach&and&better&economics,&have&diverse&teams.&

    Brands&that&are&able&to&leverage&the&radically&changing&workforce&and&its&neverYbeforeYseen&values&of&collaboration&and&diversity&will&be&the&ones&that&see&the&most&innovation&happening.&Diversity&&across&genders,&skill&sets&and&race&&will&only&increase&in&importance&in&the&future.&Businesses&that&want&to&win&tomorrow&can&get&a&jumpYstart&by&investing&in&diverse,&crossYfunctional&teams&today.

    ASK&BETTER&QUESTIONS&TO&GET&TO&MEANINGFUL&INNOVATIONAt&SXSW&its&easy&to&fall&into&the&trap&of&being&mesmerized&by&the&latest&new&shiny&object&in&the&tech&world,&but&this&year&many&top&panels&stressed&that&the&most&important&leadership&skill&for&businesses&and&business&leaders&is&learning&how&to&ask&the&right&questions.&The&moment&a&brand&stops&asking&questions&is&the&moment&it&stops&innovating&solutions&to&its&most&vexing&challenges.&As&Peter&Drucker&once&noted,&Theres&nothing&more&dangerous&than&the&right&answer&to&the&wrong&question.&

    New&apps,&technologies,&approaches&and&data&can&be&incredibly&valuable&to&a&brand&only&if&they&are&part&of&solving&the&right&problems.&Marketers&who&wish&to&encourage&more&questioning&among&their&teams&before&trying&to&innovate&could&employ&innovation&expert&Hal&Gregersens&4Y24&project:&spending&4&minutes&a&day&(24&hrs&a&year)&asking&better&questions&about&problems,&both&large&and&small,&they&are&facing.&

    3

  • MAJOR&THEMES

    Photo&credit:&@Megan_Clement

    HERE$ARE$THE$TOPICS$THAT$ROSE$ABOVE$THE$NOISE$AND$LIKELY$WILL$CONTINUE$TO$DRIVE$CONVERSATION$IN$THE$COMING$MONTHS

    4

  • DELIVERING&ON&DATA

    COMMUNITIES:NARRATIVE&&&ENGAGEMENT

    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.

    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.

    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.

    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.

    5

  • MODERN&CONTENT&DISTRIBUTION

    RETAILREEXAMINED

    SXSW$is$sometimes$referred$to$as$geek$spring$break,$for$its$emphasis$on$progressive$technologies$$but$the$festival$is$equally$lled$with$progressive$ideas.$

    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&Marketing&vs.&Don&Draper,&The&End&of&Ads&and$Back&To&The&Future&of&Media&were$big$hits$among$attendees.

    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.

    These$new$connections$will$create$a$more$unied$consumer$experience$across$all$channels$$from$TV,$to$digital,$social$and$inRstore.

    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.

    6

  • GROWTH&&THROUGH&INTREPRENEURSHIP

    CULTURAL&DISRUPTION

    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$pool.$

    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.

    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$culture.$

    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$relationships.$

    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.

    Notable$sessions$included:$AI,&Immortality&and&the&Future&of&Selves;$Facebook,&Twitter&and&The&Future&of&Free&Speech;$and$Home&Smart&Home:&The&Future&Conscious&Home.

    7

  • PERSONALITIES

    Photo&credit:&Richard&Mcblane/Getty&Images

    THESE$ARE$THE$MOVERS$&$SHAKERS$THAT$CAPTURED$OUR$ATTENTION$AT$SXSW

    8

  • WALTER&ISAACSON&&President$&$CEO$of$The$Aspen$Institute$Issascon$spoke$in$the$How&Innovation&Happens$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.

    ANDREW&COCHRANE&&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.

    AMANDA&PARKES&&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.

    TODD&YELLIN&&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.

    MICHAEL&MICHALOWICZ&&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$process.$

    9

  • BRIAN&GRAZER&&Academy$AwardJWinning$Producer,$Author;$CoJFounder$of$Imagine$EntertainmentOn$stage$speaking$about$his$new$book,$A&Curious&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.$Respect.$

    JEFF&GOTHELF&&Author,$Principal$of$Neo$InnovationIn$his$Building&a&Culture&of&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.

    KARL&ISAAC&&Head$of$Brand$Strategy,$AdobeIn$the&Inside&Out:&Where&Corporations&and&Innovation&Meet$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.

    PHIL&LIBIN,&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.

    PATRICK&TERRY&&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.

    10

  • TRENDING&TECH

    Photo&credit:&IGN.com

    HERE$ARE$THIS$YEARS$STANDOUT$TECHNOLOGIESTHAT$MADE$THEIR$PRESENCE$KNOWN$AT$SXSW

    11

  • WHO&OR&WHAT?

    WHATS&IT&ABOUT?

    WHY&DOES&IT&MATTER?

    MEERKAT VIRTUAL&REALITY&(VR)&TECH

    Meerkat$is$the&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.

    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.

    Attendees$were$buzzing$about$VRs$immersive$storytelling$potential$to$radically$change$the$market$for$many$industries.$

    Sports,$entertainment,$journalism$and$music$all$had$sessions$dedicated$to$how$VR$will$change$how$we$think$of$those$spaces.

    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.$

    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!

    12

  • WHO&OR&WHAT?

    WHATS&IT&ABOUT?

    WHY&DOES&IT&MATTER?

    BITCOIN WEARABLES&+&HEALTH

    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.

    Wearables$have$been$a$hot$topic$for$the$past$year,$but$SXSW$saw$a$new$wave$of$wearables$dominating$conversation:$smart$textiles.

    "As$things$get$smaller$and$cheaper...$I$see$technology$and$fashion$becoming$one,$says$Billie$Whitehouse,$coRfounder$of$Wearable$Experiments.

    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.

    While$were$early$in$the$adoption$curve$for$the$crypto$currency,$Bitcoin$stands$to$change$the$economics$of$the$world$at$large.$

    Panels$covered$a$range$of$topics,$including:$Government$Policy$&$Regulation,$How$Any$Brand$Can$Utilize$Bitcoin,$MIT$Bitcoin$Project,$and$How$Bitcoin$will$Disrupt$the$Accounting$and$Auditing$Industry.

    13

  • WHO&OR&WHAT?

    WHATS&IT&ABOUT?

    WHY&DOES&IT&MATTER?

    INTERNET&OF&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.

    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.

    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.$

    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$industries.$

    From$disasterRrelief$and$humanitarian$crises$to$scientic$exploration$and$automated$delivery$of$goods,$robots$are$expected$to$change$many$aspects$of$our$lives.

    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!

    14

  • NOTABLE&BRANDS

    Photo&credit:&YAHOO!

    SXSW$HAD$NO$SHORTAGE$OF$BRAND$ACTIVATIONS;$HERE$ARE$OUR$FAVORITES:$#CLIENTS$AND$NONRCLIENTS$INCLUDED

    15

  • A&E&&To$promote$the$upcoming$season$of$Bates&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$rooms$for$that$night$at$SXSW!

    Photo&credit:&YAHOO!

    16

  • The$Simpsons&&To$mark$the$25th$anniversary$of$the$KWIKRERMART$appearing$on$the$classic$cartoon,$the$show$tapped$into$food$culture$in$a$fun$way$as$SXSW$played$host$to$the$rst$stop$of$the$national$KWIKRERMART$food$truck$tour.

    Photo&credit:DEBORAH&CANNON&Y&STATESMAN

    17

  • Photo&credit:DEBORAH&CANNON&Y&STATESMAN

    SQUIRL.CO&&It$was$hard$to$miss$the$group$of$squirrels$sitting$around$Austin$reading$every$day.$The$activation$included$an$app$that$delivers$its$users$geoRrelevant$book$passages,$so$when$a$person$is$in$a$certain$location,$he/she$can$read$an$authors$words$about$that$place.

    18

  • TOYOTA&$SXSW$attendees$were$wowed$by$the$automakers$OculusRpowered$distracted$driving$simulator.$The$clever$activation$reinforced$the$brands$mission$to$end$distracted$driving,$especially$for$teen$drivers.

    Photo&credit:&PSFK

    19

  • Ex$Machina&&A$sciR$lm$that$debuted$Saturday$at$SXSW$used$popular$dating$app$Tinder$to$trick$many$men$who$liked$Ava$into$learning$about$the$lm.$It$was$a$smart$tieRin$to$the$movies$theme:$articial$intelligence$and$modern$love.

    Photo&credits:&AdWeek

    20

  • Photo&credit:The&NEXT&WEB

    MOPHIE&$The$cellphone$case/battery$pioneer$partnered$with$the$Saint$Bernard$Rescue$Foundation$to$rescue$dead$cell$phone$batteries$in$response$to$tweets$around$Austin.$Hundreds$ocked$to$meet$the$pups,$dead$battery$or$not.

    21

  • CANON&&Canon$hosted$a$lmmakers$lounge$where$SXSW$goers$could$relax,$refresh$and$learn$more$about$Canon$products$through$a$touchRandRtry$area$in$the$lounge.$The$brand$also$hosted$daily$interviews$with$notable$lmmakers$like$iJustine!

    Photo&credits:&@PopTrigger

    22

  • Photo&credits:&@stephawie

    HootSuite&&The$popular$social$media$management$system$won$big$with$its$impossibleRtoRmiss$transportation$options.$While$pedaling$their$way$through$Austin,$riders$were$refreshed$with$cold$beer!

    23

  • Google&&Always$a$presence$at$SXSW,$Google$promoted$its$rapidly$expanding$Google$Fiber$highRspeed$oering,$announced$for$Austin$this$year.$Hundreds$tried$Googles$VRRpowered$simulator$that$let$users$y$over$Austin.

    Photo&credits:&@stephawie

    24

  • Photo&credits:&Business&Insider

    HBO&&With$few$shows$present$at$SXSW,$Game&of&Thrones&was$the$most$popular$by$far.$The$SXSWesteros$interactive$exhibit$was$crowded$throughout$SXSW$and$dozens$of$pediRcabs$carried$attendees$around$on$the$Iron$Throne.

    25

  • USA&&Promoting$the$networks$new$hacker$drama,$Mr.&Robot,$USA$partnered$with$Boingo$to$give$ATX$airport$wi$users$a$surprise$hack.$At$login,$it$dispatched$a$cryptic$group$of$young$men$in$black$hoodies$chanting$Mr.$Robot!$to$promote$the$premiere$of$the$pilot$at$SXSW.

    Photo&credits:The&Daily&Dot

    26

  • SESSIONS&WE&LOVEDTHOUGH$ITS$IMPOSSIBLE$TO$ATTEND$EVERY$AMAZING$SESSION$AT$SXSW,$THESE$ARE$THE$ONES$THAT$STUCK$WITH$US$AFTER$AUSTIN

    Photo&credit:DEBORAH&CANNON&Y&STATESMAN

    27

  • PANEL&NAME:

    PANEL&MEMBERS:

    WHY&WE&LOVED&IT:

    ED$CATMULL$President,$Pixar$&$Walt$Disney$AnimationGALYN$SUSMAN$Producer,$Pixar$Animation$StudiosJIM$MORRIS$President,$Pixar$Animation$StudiosPETE$DOCTER$Director$&$VP,$Creative$Pixar$Animation

    For$the$20th$anniversary$of$Toy&Story,$several$Pixar$leaders$took$the$stage$in$front$of$a$packed$audience$to$discuss$the$rstRever$computer$animated$hit.$

    They$oered$a$rare$glimpse$into$the$imaginationRdriven$process$and$the$tech$created$to$bring$it$to$life$in$parallel.$The$panel$also$discussed$how$their$belief$in$the$idea$led$to$a$revolution$and$revival$in$the$dying$animated$feature$lm$category,$prompting$Disney$to$acquire$Pixar$Animation$Studios.

    Innity&and&Beyond:&Pixar&and&20&Years&Since&Toy&Story

    Photo&credit:&@seenoevilpix

    28

  • PANEL&NAME:

    PANEL&MEMBERS:

    WHY&WE&LOVED&IT:

    CHRIS$HAINES$Director$of$Strategy,$FluidPAU$SABRIA$CoRFounder$&$CEO,$Olapic

    2.6$billion$photos$are$shared$on$social$media$each$day.$With$this$huge$rise$in$userRgeneratedRcontent$(UGC),$its$becoming$increasingly$apparent$to$consumers$when$content$is$overly$branded$and$staged.$In$fact,$63$percent$of$consumers$trust$UGC$over$branded$content.$

    The$panel$discussed$how$to$work$with$brand$advocates$and$inuencers$when$thinking$through$content$strategies,$to$ensure$brand$messages$are$well$received$within$target$communities.

    The&Anatomy&of&Seles&That&Sell

    Photo&credit:&EliteDaily

    29

  • PANEL&NAME:

    PANEL&MEMBERS:

    WHY&WE&LOVED&IT:

    MALCOLM$GLADWELL$Author,$Writer,$The&New&YorkerBILL$GURLEY$Venture$Capitalist,$Benchmark

    One$of$the$most$packed$sessions$at$SXSW,$these$two$shared$an$inspiring$conversation$that$touched$on$disruptive$technologies,$Uber,$Millennials,$and$VC$trends.

    Millennials$view$cars$as$a$utility,$not$as$a$social$statement$$thats$a$huge$shift,$Gurley$noted$on$the$impact$and$growth$of$Uber.$

    On$whether$were$in$another$tech$bubble:$No.$But$were$in$a$risk$bubble.$Money$being$frivolously$spent$in$Silicon$Valley.$Expect$to$see$a$few$dead$unicorns$[tech$startups]$this$year.$Research$well$and$invest$intelligently.

    Bill&Gurley&and&Malcolm&Gladwell&in&Conversation

    30

  • PANEL&NAME:

    PANEL&MEMBERS:

    WHY&WE&LOVED&IT:

    VICTORIA$TAYLOR$Director$of$Communications,$RedditALEX$CHUNG$Founder$&$CEO,$GiphyTIM$HWANG$Director$of$Marketing,$ImgurSELENA$LARSON$Journalist,$The&Daily&DotThe$lively$panel$discussed$the$Internets$visual$messaging$phenomenon:$the$GIF.$

    GIFs$capture$an$emotion$and$reaction$and$serve$as$a$vehicle$for$expressing$it.$They$are$becoming$increasingly$important$in$advertising$and$are$attentionRgrabbing.$

    80$percent$of$the$GIFs$people$are$watching$already$come$from$movies$and$TV,$so$entertainment$brands$in$particular$should$look$for$GIFRable$moments$to$promote$longRform$content.$

    Behind&the&GIF:&The&Future&of&Online&Visual&Culture

    Photo&credit:&@seenoevilpixPhoto&credit:&@ArturoAOrtiz

    31

  • PANEL&NAME:

    PANEL&MEMBERS:

    WHY&WE&LOVED&IT:

    GENEVIEVE$BELL$VP$Intel$Fellow,$Intel$CorporationMIMI$ITO$Professor,$University$of$California$Irvine

    Anthropologists$by$profession,$Bell$and$Ito$explored$the$development$of$technology$and$how$we$can$leverage$it$to$explore$the$dichotomy$between$what$people$say$they$are$doing$and$what$they$are$actually$doing.$

    While$technology$is$changing$the$way$we$gather$data,$the$two$stand$by$their$hallmark$of$a$good$research$methodology:$that$your$consumer$is$the$expert$on$what$you$want$to$know,$not$you$or$your$teams.

    User&Experience&Design&Shaping&Our&World

    Photo&credit:&MarketingMob

    32

  • 33