sxsw interactive 2016 - the recap

Hello from Austin

© Hill+Knowlton Strategies 2016

Data

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TrendsSports + CulturePOTUS


Data

3


What we did

Look at conversation relating to the official hashtags (918,000), as well as the individual speakers in two contexts; most hyped, and most enjoyed.This allowed us to look at the sessions that were worth paying attention to.


Most hyped? Storytelling and consumer data

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+ Barack Obama dominated online chatter as he became the first serving President of the United States to attend and give a speech at a SxSW event

+ Kevin Plank, CEO and Founder of Under Armour, created a stir talking about how to use power of data may be used to improve health

+ JJ Abrams and Andrew Jarecki stressed that tech will be unable to improve storytelling

+ NBA Commissioner Adam Silver touched on uses of social media and virtual reality for fans

+ Kerry Washington, star of TV show ‘Scandal’, gave a talk about social media and the impact it made on creating exposure for her as a person and the show itselfBarack Obama Kevin Plank JJ Abrams &

Andrew JareckiAdam Silver Kerry Washington

0

2,000

4,000

6,000

8,000

10,000

12,000 11,409

1,277753 427 420


Most enjoyed? Niche or specialist topics

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+ Scholar Brené Brown’s keynote was the most enjoyed session. Attendees most cited this quote; "We are emotional, feeling beings who, on rare occasions, think“

+ Stewart Butterfield’s (CEO of Slack & co-founder of Flickr) mentions relating to his quote that “now is the time to start a $1bn company”

+ Nujoud Merancy, NASA’s Planning lead for the space mission to Mars was received well

+ Jimmy Wales generated the highest share of positive content, focusing on building an active editor community & the future facing the community currently

+ Bruce Sterling, science fiction writer, presented his ‘state of the world.’ He stressed the importance of social networks in today’s age, with many quoting the following assertion from the talk: "Facebook is bigger than the Catholic church”

Brene Brown Stewart Butterfield Nujoud Merancy Jimmy Wales Bruce Sterling0%

10%

20%

30%

40%

50%

60%

70%

60%

47%

33%

22% 20%

Positive sentiment


By volume?

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+ We knew that chatter about speakers would continue across a number of days to give even larger mention volumes which are displayed in this chart

+ This show two new entries; Richard Linklater (who hosted a film premiere as part of SXSW Film and Interactive) and YouTuber Kian Lawley – showing that people talk more about the speakers even more upon reflection of the talk

+ Again, the topics for these speakers focused around story telling and the use of data

Barack Obama(President)

JJ Abrams & Andrew Jarecki

(Directors)

Kevin Plank(CEO, Under

Armour)

Richard Linklater(Film Maker)

Kian Lawley(Actor/YouTube)

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000 15,171

1,639 1,346 1,288 1,054

© Hill+Knowlton Strategies 2016 © Hill+Knowlton Strategies 2016

Hashtag-tastic

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1. #sxsw (314,290,114)2. #sxswi (160,350,270)3. #sxsw2016 (194,954,199)4. #innovation (11,603,121)5. #technology (7,113,448)

9 © Hill+Knowlton Strategies 2016

1. Obama2. POTUS3. President4. Google5. Self-driving

car


The influencers

@dannydevriendt(MD of Mediabrands)

@ndahlberg (Miami Herald Staff Writer + blogger)

@chrisyates11 (Emmy winning broadcaster + marketer)

@USAIDUS poverty charity

@BBCWorldNews organisation

@SapientNitroDigital agency

@jasminevallejoPR + Marketing consultant

@SheilaSAuthor and speaker

@MediaPostMarketing trade publication

@sxswOfficial feed


Most shared links

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+ POTUS’ live link+ White House Chief Digital

Officer on ‘Technology and the imperative of Citizenship’

+ Engadget’s write up of the JJ Abrams session

+ Engadget’s ‘live’ announcement

+ Google’s self-driving car clip on Carautodaily.com


Demographic Breakdown


Who’s talking?

Executive

Artist

Sales/Marketing/PR

0 500 1,000 1,500 2,000 2,500

2,241

1,408

1,220

Top 3 Professions

Business

Technology

Books

0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500

4,102

3,391

2,404

Top 3 Interests


Trends

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This year we took four H+Kers to Austin to report on trends across Design, Entertainment, Media & Sports

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VRCognificationLivestreamingEmpathyVideoSnapchatPersonalisation


“Demonstrations of VR are currently so underwhelming because they’re made by engineers”

Ricardo Casale at UN Spotlight; The New Frontier of Virtual reality


“While VR puts you in the story, written word remains the best medium to inform the public”

+ CEO of New York Times, Mark Thompson in Embracing Virtual Reality to Better to Tell a Story


Virtuality

+ VR is nothing new+ His prediction is that this will evolve to become ‘one screen’ (possibly glasses-based); which allows us to dial through realities, from real world to augmented, mixed reality and virtual immersion+ Movement from ‘internet of information’, to the ‘internet of experiences’


hyper real

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hyper realistic


Currently, AI capabilities are narrow, and machines can only learn to do one thing very well. Google’s Deep Mind computer can beat the Go world champion, but it can’t play chess.

Cognification is where AI is not about consciousness, but about synthetic smartness.

This will become a service or commodity and we’ll be able purchase IQ on demand from the grid.

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A more realistic entry point…


+ Amazon bought Twitch for $1bn in 2014

+ 45,000 Korean viewers watch mukbang every evening (threefold growth since 2014). The top-ranked stars make as much as $10,000 a month

+ Former pharmaceutical executive Martin Shkreli live-streamed from his apartment after being charged with securities fraud and released on bail

+ Facebook is pushing its own Live version, and that’s not even mentioning Periscope and Meerkat


+ YouNow, StreamUp and Twitch now considered the ‘best’ livestream platforms by influencers+ Donned ‘live participation platforms’


Food focus

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*Random trivia; did you know YouTube started as a dating site?


“Swarm was run in alpha with NBC Universal for the launch of the movie Sisters, which saw native content for the film distributed across BuzzFeed’s Instagram, Vine, Twitter, Facebook, Snapchat and Youtube channel, as well as on its main website”


“Technology won’t improve storytelling”


“Video is ubiquitous, attractive and now an essential part of any brand experience”

+ *we’re a long way away from being able to craft a VR experience like we can a video


Some context

+ 100m daily users (77% 18-35) + 50% US, 50% ‘outside’ + 35m in Europe + 9,000 snaps per second (5% of selfies) + 8 billion daily video views


Geo-filters *everywhere*


Practical tips

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+ *Typically* the max limit for a sports story is 280 seconds. Then engagement drops off a cliff

+ Stories over Snaps (sometimes up to a week with a proper beginning, middle, and sign off)

+ Takeovers perform best+ More is sometimes less (fewer

snaps perform better for NASCAR)

+ Multiple users for verified accounts makes it easier for global brands


Sports + Culture

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QU: How innovative is the sports industry?


The value isn’t in the hardware it’s in the community


“ ”57


“Curation now IS creation”


“Young people don’t play sport to win”

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“Every new wave of expression is an

example of what’s come before it”


“From Mass Marketing to Relationship marketing”


“Tending a garden, Not launching a spaceship”


What can I do right now?

+ Go and try VR + Personalised things can be simple, but really well executed. How can you use this? + What’s your Snapchat strategy? If it’s not right – why? + Watch Brene Brown’s RSA short on empathy + How will AI affect you?

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