ketchum sxsw wrap report: 10 trends from brands

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1 | 20.03.2015 Ketchum SxSW 2015 Trend Report March 2015 Ketchum SxSW 2015 Report 10 trends for brands

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Page 1: Ketchum SxSW Wrap Report: 10 Trends from Brands

1 | 20.03.2015

Ketchum SxSW 2015 Trend Report

March 2015

Ketchum SxSW 2015 Report

10 trends for brands

Page 2: Ketchum SxSW Wrap Report: 10 Trends from Brands

2 | 20.03.2015

SxSW, the annual music, film

and interactive conference

took place in Austin, Texas, US,

from 13 to 17, March 2015.

Here are ten trends for brands

and consumers that we

spotted.

For further information please

contact me or head to the

Ketchum SxSW hub

ketchum.com/sxsw.

Trends from SxSWHere’s what we spotted

Page 3: Ketchum SxSW Wrap Report: 10 Trends from Brands

3 | 20.03.2015

Content can’t and shouldn’t

ever be perfect. Instead, brands

should view it as a work in

progress, ever-evolving, and

iterative. It should evolve as the

audience interacts and

comments. It should be human

and authentic.

Christine Dobbin, digital

strategist

#1 BetaWork in progress

Page 4: Ketchum SxSW Wrap Report: 10 Trends from Brands

4 | 20.03.2015

If you bombard your publics

with sales messages and ads,

they’ll turn away. It’s an obvious

point but one that is frequently

forgotten. Successful

campaigns connect with their

audience through content that

appeals to us emotionally. It’s

effectively art.

Abby Guthkelch, head of

digital, London

#2 CreativityBlanded content

Page 5: Ketchum SxSW Wrap Report: 10 Trends from Brands

5 | 20.03.2015

Live video streaming, a

relatively new genre of social

media, is hot. At the moment it’s

the apps such as Meerkat that

are getting the attention but

that will be short lived as people

find creative ways to put

them to use for demos, first

person video and live events.

Stephen Waddington, chief

engagement officer

#3 Hot appsStreaming is sizzling

Page 6: Ketchum SxSW Wrap Report: 10 Trends from Brands

6 | 20.03.2015

Publishers are equipping staff

to be their own producers,

story writers and video

editors. Your iPhone is your

mobile newsroom enabling

content to be created and

iterated quickly, responding

to conversation on the social

web.

Andrew Jennings, associate

director

#4 Newsroom workflowApps for the job

Page 7: Ketchum SxSW Wrap Report: 10 Trends from Brands

7 | 20.03.2015

Publishers and platforms are

using dwell time as

measurement tool. Buzzfeed

and Super.Me both cited it as

an engagement metric.

Facebook and YouTube’s

algorithms both reward

content that people watch.

Brands take note.

Abby Guthkelch, head of

digital, London

#5 MetricsTime as a content metric

Page 8: Ketchum SxSW Wrap Report: 10 Trends from Brands

8 | 20.03.2015

Hiring and keeping the brightest

people is a challenge that

trickles down from top

employers. The solution lies in

continuous learning, but yet

only four per cent of

professional people are skilling-

up for digital. Training is a huge

opportunity. There’s almost

certainly a skills shortage ahead.

Brad Simon, online

communications

#6 LearningTrain talent to tackle digital

Page 9: Ketchum SxSW Wrap Report: 10 Trends from Brands

9 | 20.03.2015

As technology becomes

ubiquitous original human

voices and content cut through.

Automation has application in

modern marketing and public

relations workflow but it is the

enemy of social engagement.

Brands are competing in social

feeds, not with each other, but

friends and family.

Brad Simon, online

communications

#7 HumanRobots move over

Page 10: Ketchum SxSW Wrap Report: 10 Trends from Brands

10 | 20.03.2015

Much of digital is transitory.

Publishers that make their

content available openly

help ensure its longevity. A

community and third-party

market helps develop and

preserves the original

intellectual property.

Ben Foster, digital strategist

#8 Digital archivesOpen drives conservation

Page 11: Ketchum SxSW Wrap Report: 10 Trends from Brands

11 | 20.03.2015

Brands need to stay on top of

algorithm changes if they

want to keep ahead of social

news feeds. Overhaul your

content strategy as

algorithms change. Schedule

reviews to evaluate your

community, and content

management.

Ally Mann, digital strategist

#9 AlgorithmsChange is the only constant

Page 12: Ketchum SxSW Wrap Report: 10 Trends from Brands

12 | 20.03.2015

Brands inflate the importance

of personality over content

and context. Organisational

change is hard; really hard.

Action needs to be

straightforward. Think hard

about messaging and your

call to action.

Jayshri Patel, account

executive

#10 Organisational changeEasy does it

Page 13: Ketchum SxSW Wrap Report: 10 Trends from Brands

13 | 20.03.2015

Words &

pictures

by

With thanks to the Ketchum crew

Abby Guthkelch, Christine Dobbin, Ben Foster,

Andrew Jennings, Brad Simon, Ally Mann,

Jayshri Patel, Stephen Waddington, and Tim

Weinberger

For further information about any of these

trends please contact me or head to

ketchum.com/sxsw.

Page 14: Ketchum SxSW Wrap Report: 10 Trends from Brands

14 | 20.03.2015

Stephen Waddington

Chief Engagement Officer

Ketchum

Mobile-No. +44 (0) 7771 851407

[email protected]

www.ketchum.com

@wadds

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