Download - Sxsw Team Presentation April14 Slideshare
SxSW 2010
Austin, TX
South what?
Often dubbed the Sundance of new media, SXSWi is the bellwether for what lies ahead for digital culture.
– Advertising Age, March 24, 2009 ❞
❝
Welcome to Austin, a city where, for the time being, everybody is famous, the economy is rocking, and the grid is groaning under an influx of the digitally interested.
– New York Times, March 23, 2009
❞❝
facts and figures
• First sxsw in 1987, all about music
• First sxsw multimedia in 1994
• Became sxsw interactive in 1999
This year:
• Interactive participants: 15,000+ (40% ↑ YOY)
• 40% more registrations than sxsw music 2010
• Countries represented: 31
personas
Ashton Kutcher
Evan Williams,Twitter
Gary VaynerchukWine Library
Jeff Jervis, The Buzz Machine
Scott Heiferman,Meetup.com
Danah BoydSocial Media Researcher @ Microsoft
Guy Kawasaki
today
#1 : social [media+business];
today’s connective tissue
#2 : UX
#3 : on steroids
#4 : practical philosophy
#1social [media+business];
today’s connective tissue
8
Question: How different was this event from others, when
you say ‘connective tissue’ ?
“It just felt more connected. All the time. Nearly like a scene
from Blade Runner.”
super-connected
transparentlocation-sensitive
connective tissue of
sxsw
+ + =
In short:
MySXSW
check it out?user: molonesep/w: sxswrocks
• Not just a website but an Event Social Network• Connect Twitter followers• Connect to Facebook• Connect with new people [Contacts]• See who is attending [Groups]• Install [Tools] • Customize [My Schedule]
MySXSW - Groups
• Who is attending• Connect with them
MySXSW - Tools
MySXSW on iPhone
Features:• My Schedule • Map • Search • Notifications • My Card (send via email or SMS) • News• Compatibility: only iPhone v3.x
• Developer: DUB• User feedback: not updating at times
QR (quick response) Code
Application 1: “Follow me” @ mySxSW
• How? Snap the QR Code on my event tag with your phone • Get: name, photo, company, etc • Then: follow me on my.sxsw; events attended, what I say, see my groups, etc.• After: synch up all contacts gathered with my address book• Applies: to people, brands, events
Application 1 Application 2
Application 2: Quick access to content
• How? Snap the QR Code on poster, print ad•Result: get instant access to mobile page; text, mp3, video, etc.
QR (quick response) Code
• Phones and apps: • iPhone: I-Nigma• Windows Mobile:Bee Tagg• BlackBerry: I-Nigma or BeeTagg• Android: Google Zxing Reader• Nokia: I-Nigma
• Result: few people used it, but it shows innovation leadership of sxsw. Expected to be big in the coming years.
Application 1 Application 2
Tweets kill Twitter’s keynote
• Highly anticipated keynote
• Worthy quotes:
• “We are a force for the good”
•“Difference between transparent and open?” Window is transparent but closed. Door is open.”
• @Anywhere disappointed the interactive world. Lacked a larger context.
• Voted the worst keynote in the history of sxsw. Ironically, the tweeting audience killed the keynote.
• They never read the tweets in real time for feedback
• 75% of audience left before the end.
#tags at tracks
What’s good about it?• synopsis of the track left on Twitter• real-time feedback to the presenters• helps decide if worth switching to another track
#sparkamovement
#tags in lifeThis is Jenn’s real story
Gowalla
What’s cool [need mobile]• know where your friends are • ping them “at a great bistro now” • what they say about places • imports friends from FB and Twitter• rewards (pins)
Foursquare
What’s cool [on mobile]• very similar to Gowalla• venue-specific promos from vendors• rewards (badges)
Foodspotting
What’s cool• connects food lovers• rates and reviews food and places • helps make food decisions• tagged by food type and geography • natural fit for food-related sponsors
#2 : UX (user experience)
22
UX
• Web psychology
• Best UX sites
• Rapid prototyping (exercise)
web psychology
#1 Likeability
#2 Social Proof
#3 Authority
#4 Reciprocity
#5 Scarcity
#6 Commitment
•use of personalities like Obama, liked celebrities
•smiling models sell better (example of banking products)
•obvious but not used often enough
web psychology ..continued
#1 Likeability
#2 Social Proof
#3 Authority
#4 Reciprocity
#5 Scarcity
#6 Commitment
• show what like-minded people are doing, e.g. “people with red hair, buy this…. “
• the power of “first follower”
• power of groups / peer opinions, experiment “which is the longest line”, most see A when others say so too.
A. --------
B. ----------------
C. ----
web psychology ..continued
#1 Likeability
#2 Social Proof
#3 Authority
#4 Reciprocity
#5 Scarcity
#6 Commitment
• show people that you are credible
• reference made to “Stanford Guidelines for Web Credibility”
• “Ashton Kutcher said… “
• “Jack Welch says… “
web psychology ..continued
#1 Likeability
#2 Social Proof
#3 Authority
#4 Reciprocity
#5 Scarcity
#6 Commitment
• you give, you get
• dog adoption as an analogy; the dog given “free” for the weekend always finds a home
• Google doing it with its free apps like Reader.
web psychology ..continued
#1 Likeability
#2 Social Proof
#3 Authority
#4 Reciprocity
#5 Scarcity
#6 Commitment
• especially when we know something will be short in supply
• tell people when it’s running out
web psychology ..continued
#1 Likeability
#2 Social Proof
#3 Authority
#4 Reciprocity
#5 Scarcity
#6 Commitment
• create a low entry point for people to commit. Games are a good example of merits and rewards to create a hook
• comes across how the site engages us
web psychology ..continued
#1 Likeability
#2 Social Proof
#3 Authority
#4 Reciprocity
#5 Scarcity
#6 Commitment
• Great sites like Amazon subscribes to all these principles
• Recommendation: run this checklist to see how a site can be optimized further
best UX nibs
UX experts’ picks:
• zappos .com
• mint.com
• urbanoutfitter.com
• amazon.com
• turbotax.com
• We hardly ever acknowledge a good UX site but get so irritated with a bad one.
• Let someone else tell you the site is great (assuming you are the designer/UX person)
rapid prototyping
The Wallet Exercise(by c/o Intuit, designed TurboTax.com)
The idea:
• Experiment early by conducting rough and rapid experiments
• Means little time investment
• Validate ideas (as idea creators get so hang up on their ideas)
rapid prototyping ..continued
Step 1
rapid prototyping ..continued
Step 2
rapid prototyping ..continued
Step 3
rapid prototyping ..continued
Step 4
rapid prototyping ..continued
From this, to …………………………….. this
We can use this approach to communicate a POV (strategy), a new interactive approach (with the client or a focus group).
#3 : on steroids
battle of the decks
Idea:
• Present a powerpoint
deck you had never
seen before. 10 slides in
5 minutes.
• Be judged for originality,
confidence and
storytelling skills.
SXSW matchmaking: pitching content to Miller Light
“Advertising is so 20th Century. Watch a world famous brand stop interrupting TV and start dating motion media online. Six content creators will pitch their ideas live on the Day Stage. A fast six minutes each. One will secure $24,000 to make their film. Another will get $8,000 decided by the audience.”
Bing maps evolution
• Silverlight makes it AMAZING!• Applications built on top of Bing Maps• E.g. see real-time Tweets in this location
#4 : practical philosophy
neuroscience and marketing
• Pet rock success – do we need neuroscience to sell?
• There are no such things as “super ads”, no mind reading
• Use of smiley faces in ads show a higher acceptance level in ads than neutral faces
• Not being able to decipher a facial expression makes us more curious (Monalisa, catwalk model?). Why?
• Human brain can only process 2-3 images at a time.
• Anything more than 3 gives us anxiety. Why?
• Decoy marketing – a counterintuitive way to sell more
• Dips and chips; the evocative moment of dipping the chip in the salsa; moment of the experience.
• Ask the kids to study before going to sleep. Why?
too much math killing marketing?
• Panel split “for” and “against” math
• Right/left brain people see things differently (vid)
• Moderator listening to audience tweets and responds in real-time
• Most popular session at sxsw(‘coz they listen?)
privacy and publicity
Danah BoydEthnographer,
Social Media Researcher@ Microsoft
• Privacy is not dead • Google’s Buzz fiasco• Facebook’s privacy disconnect• Living in a publicity world • Message for us
Full talk on : http://www.danah.org/papers/talks/2010/SXSW2010.html
spark a movement
podcast: http://my.sxsw.com/events/event/5004
Scott Heiferman, founder of Meetup.com
“Followers are over rated”
spark a movement …continued
spark a movement …continued
CultDictatorship
Band Brand
21st century movement
spark a movement…continued
21st century movement
• an inspiration, not leadership
• making followers powerful
• get them to self-organize
• Leadership Factory
spark a movement …continued
Architecture for Humanity
spark a movement …continued
Story of ME Story of WE
Let’s
spark a movement …continued
spark a movement …continued
documenting ideas
Microsoft @ sxsw
brands @ sxsw
disappointments
• No ‘wow’ launches such as the next Twitter-, Foursquare-like
• Having to arrive early for better tracks and keynotes
• Some tracks brilliant, some sub-standard
• Food selection/health and coffee queues
• Total Pepsi block, no Coke..
• Wish we were more to cover it all!
what we loved
• The energy
• The brains
• The ideas
• DPE team connections
• Getting to know each other..
useful links
• Aston Kutcher – Katalyst Media – the future of media?
• Chris Brogan http://www.chrisbrogan.com/ - social media consultant and a blogger
• Danah Boyd keynote : http://www.danah.org/papers/talks/2010/SXSW2010.htmlhttp://sxsw.com/node/4700 takeaways:
• Gary Vaynerchuk presentation (Wine Library founder) http://www.youtube.com/sxsw#p/c/746DB49695B7D2F3/27/BEYjvifUdeM
• SXSW.com login : user: molonese, p/w: sxswrocks
till next year