sxsw update 2013

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Page 1: SXSW Update 2013
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paolo @martorino@ j0hn meulemans

#SXSWUPDATE

WELKOM

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Austin Texas

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LOCATION UPDATE

CAN’T BUY ME LIKE

GAMIFICATION UPDATE

10 SXSW STARTUPS

SOCIAL TV UPDATE

BORREL

SXSW TRENDS

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SXSW TRENDS DIE WE WILLEN DELEN

ER ZIJN ER MEER...

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#1 SOCIAL IS THE NEW NORMAL

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4# ACCES OVER OWNERSHIP

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#5 A SHIFT IN DIGITAL TOWARDS MORE OBJECTS

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6# USING TECHNOLOGY TO CREATE OFFLINE EXPERIENCES 

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#7 RECOMMERCE

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DRAAGBARE TECH

Technologie wordt natuurlijk onderdeel van onze verschijning en staat dichter bij onze zintuigen

GlassSneakersWatchNike

DRAAGBARE TECH WEARABLE TECH

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DRAAGBARE TECH

Technologie wordt natuurlijk onderdeel van onze verschijning en staat dichter bij onze zintuigen

Jawbone

WEARABLE TECH

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DRAAGBARE TECH

Technologie wordt natuurlijk onderdeel van onze verschijning en staat dichter bij onze zintuigen

Nike Fuelband

WEARABLE TECH

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DRAAGBARE TECH

Technologie wordt natuurlijk onderdeel van onze verschijning en staat dichter bij onze zintuigen

Sneakers

WEARABLE TECH

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DRAAGBARE TECH

Technologie wordt natuurlijk onderdeel van onze verschijning en staat dichter bij onze zintuigen

Credit Ring

WEARABLE TECH

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DRAAGBARE TECH

Technologie wordt natuurlijk onderdeel van onze verschijning en staat dichter bij onze zintuigen

iWatch

WEARABLE TECH

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DRAAGBARE TECH

Technologie wordt natuurlijk onderdeel van onze verschijning en staat dichter bij onze zintuigen

Chip tattoo

WEARABLE TECH

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DRAAGBARE TECH

Technologie wordt meer onderdeel van onze verschijning en staat dichter bij onze zintuigen

Telepathy

WEARABLE TECH

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LOCATION UPDATE

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2012: Social Discovery War

HighlightBanjoSonarGlanceeIntroNtroGlassmapMingle...

LOCATION UPDATE

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2013: Who survived?

LOCATION UPDATE

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Social Discovery 2013

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Foursquare?

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Four years Foursquare

- 30M + users- 1M merchants- 1,5M new users pm- 3B datapoints!

LOCATION UPDATE

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- Instagram- Path- Foodspotting- Highlight- flickr!

LOCATION UPDATE

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Maps Are Broken

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“We Can Do Stuff Nobody Else Can Because Of The Data Points”

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Relevant recommendations

LOCATION UPDATE

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(Digital) Coupons Are Broken

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AMEX / MASTERCARD / VISA PROGRAM

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AMEX / MASTERCARD / VISA PROGRAM

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Merchants better take notice

- Who’s been here- Who comes here- Who could be here

“Identify the best customers that never heard of you”

LOCATION UPDATE

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EVER BEEN HIGHLIGHTED?

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“WE ARE ENDLESSLY CURIOUS ABOUT OTHERS”

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“WE ARE ENDLESSLY CURIOUS ABOUT OTHERS”

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Take out the friction

- Awkward to ask- Weird but we’re used to it- Bizarre version of FB!

LOCATION UPDATE

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BIRTHDAY NOTIFICATIONS

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YOU LOOK FAMILIAR

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WANTED TO TALK TO YOU

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ALERTS: I WAS JUST LOOKING FOR YOU

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Early days

- Battery life- Notification relevancy- What’s appropriate?- Handy vs Creepy

LOCATION UPDATE

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THIS PERSON KNOW 44 OF YOUR FRIENDS!!

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JUST LOOK BACK...

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LIKE

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THE RELATIONSHIP ERA

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1920 1960

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THE RELATIONSHIP ERA

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VERTROUWEN & ECHT BEREIK

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4 KRACHTEN VERANTWOORDELIJK

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Draagbare Technologie

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MENSEN WILLEN MERKEN VERTROUWEN

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De basis van relationship-era marketing is vertrouwen, geloof, intentie en echtheid

EDELMAN TRUST BAROMETER

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STRUGGLE CORPORATE MERKEN

Airships & Big Boats Don't Make Sharp Turns

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McDonalds Twitter campagne

#MCDSTORIES

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#McDStories

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UNITED AIRLINES

> 1 Miljard Gespendeerd Aan Advertising

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UNITED AIRLINES

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Trusted En Loved Brandsoutperformen de industrie metS&P 57% FoE 1600% up (stock returns over period 96-2011)

lo: beperkte relatiesro: niet vrijwillige relatieslb: emotionele relatiesrb: duurzame relaties

BRAND SUSTAINABILITY MAP

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I LOVE...

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Technologie wordt natuurlijk onderdeel van onze verschijning en staat dichter bij onze zintuigen

HOE EEN DEO DE WERELD WIL VERANDEREN

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RUIM 800.000 LIKES

MIN 2 LOYALERE KLANTEN

TIENDUIZENDEN REACTIES

POSITIEF MERKSENTIMENT

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A Loaf Of Bread In Every Arm® 1,7 Miljoen Fans

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Everything You Do Is The New Media Department

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WEES ECHT, EERLIJK EN BETROKKEN

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ECHTE RELATIES AANGAAN

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WIE IN DE ZAAL?

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VRIJE KEUZE?

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Work And Play Well With Others

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DON’T BE A

DICK

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GAMIFICATION MEETS BIG DATA

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Gamification

“Taking elements from games and applying them in the right context in all kind of product to drive behaviour”

PointsStatusProgression...

GAMIFICATION + BIG DATA

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IT’S JUST CHEMISTRY

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GAME MECHANICS

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Gamification: Not new!

GAMIFICATION + BIG DATA

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Big Data

“Using massive amounts of info to help people & companies make better decisions”

Predict the flu with TwitterFacebook Graph SearchPredict X-Factor

GAMIFICATION + BIG DATA

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PREDICT X-FACTOR

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Big Data: Fairly New

- computing power- datasets

GAMIFICATION + BIG DATA

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WHAT HAPPENS WHEN GAMIFICATION & BIG DATA MEET?

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IT’S CHOCOLATE BACON!

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Career

- Mapping careerpaths- Reverse engineer - Steps to next position- Optimize path for winning- Increase performance

GAMIFICATION + BIG DATA

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Who to hire?

- Linkedin migration patterns- Where are the smart people - Check where they are going- Hire the right people

> Predict the next Facebook!

GAMIFICATION + BIG DATA

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BIG DATA & GAMIFICATION & ENERGY

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Quantified Self

- Nike Fuel Band- Fitbit- Fitocracy- Foursquare health coach?

GAMIFICATION + BIG DATA

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DATAMINE + GAMIFY YOUR BODY

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FUTURE: PERSONALIZATION & MAKE BETTER DECISIONS

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10 SXSW STARTUPS DIE OPVIELEN

IN DE CHAOS

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SXSWStartup #1 Fleksy app die gebruikers van mobiele telefoons in staat stelt om sneller en intuïtiever te typen

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SXSWStartup #1 Fleksy app + Leap Motion

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SXSWStartup #2 Tinder ontdekt wie interesse in je heeft en in de buurt is en brengt je samen als jij ook geïnteresseerd bent.

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SXSWStartup #3 Mico hoofdtelefoon/app is in staat om het humeur van de gebruiker te monitoren en de afgespeelde muziek daaraan aan te passen

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SXSWStartup #4 Brian Solis: Identified.com Is Like LinkedIn, But Sexier.

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SXSWStartup #5 Smart travelsearch met Desti

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SXSWStartup #6 Between: alleen voor jullie tweetjes

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SXSWStartup #7 Present.me

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SXSWStartup #8 Ouya

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SXSWStartup #9 Lyft

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SXSWStartup #10 Icon

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SOCIAL TV UPDATE

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Social TV?

“Digital interaction between people about TV and also the interaction with that content”

Why?

- Watercooler- Share & Engage- Access to exclusive content- Content Discovery

SOCIAL TV

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MORE THAN SPOILERS

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Or not?

Nielsen: Rise of SocialTV 2012

Nearly a quarter of people aged 18-34 use social media to comment on what they like / dislike while watching TV.

SOCIAL TV

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Let’s rewind: 2012 > 2013

An industry in full swing.

SOCIAL TV

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20M TWEETS (14M 2012) - 230.000 TWEETS PMIN

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14M TWEETS (5M 2012)

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160.949 CHECK-INS @ SEASON PREMIERE

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DIFFERENT TRENDS

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Death of the Nielsen Family?

25.000 households whose TV habits collectively provide a statistical snapshot of a nation’s viewing behavior.

Hulu, Netflix, Apple TV, Amazon Prime, Roku, iTunes, smartphone, tablet are not reflected in the Nielsen rating*.

*In February Nielsen announced that this fall it would finally begin including Internet streaming to TV sets in its ratings.

SOCIAL TV

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In the near future, a show’s tweetability may be just as crucial as the sheer size of its audience. It’s something that advertisers and networks already realize.

 ‘Our program has three times the engagement, because we’ve got many more people tweeting about it—and by the way, they’re young, they’re tech-savvy, and they buy lots of products.’

SOCIAL TV

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Strategies: Building Interest

- For current and next season- No tweets = boring- Give people insights

SOCIAL TV

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Strategies: Discovery

- Social proof- 3/10 people watch show because twitter says it- Use existing fan base, let them watch something new- #advertising > big spike in buzz with residual effect

SOCIAL TV

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Strategies: Fan Engagement

- Tweet as characters, keeps you ‘in’ all week- Strengthen parasocial relationships by making them accessible- Ask fans what they want to see (Golden Globes)- Tweet while they watch- 51% tweets about show to feel connected with others. Brands and shows can encourage this by hashtags.

SOCIAL TV

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SUPERBOWL HASHTAGS: 2011 #AUDI - 2013 50% OF ADS

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Strategies: Realtime participation

- Tweet during the show drives people to watch live $$$ - Twitter polls: American Idol: Do You agree with the jury? - Show specific hashtags- Backstage tweets, experience like they’re there

SOCIAL TV

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MASS RELEVANCE

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Strategies: Feedback

“Its like having millions of producers working with you”Simon Cowell, American Idol

- On storyline, format etc...- #killcarlalready - Hawaiifive-O two endings

SOCIAL TV

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WHAT’S NEXT IN SOCIAL TV

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#HASHTAG EVOLUTION

SOCIAL TV

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MORE THAN TWITTER

- Instagram- Tumblr- Facebook (90% visits FB)

SOCIAL TV

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FACEBOOK AS A PLAYER

- Influence- Watched- Discovery

SOCIAL TV

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ADVERTISING

- More, better, more creative- Realtime - Comeback of the poll

SOCIAL TV

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COMMERCE

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CONSEQUENCE?

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SPECIAL MESSAGE FROM ICON.ME

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DRAAGBARE

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TOT SXSWUPDATE 2014