sxsw update 2013
TRANSCRIPT
paolo @martorino@ j0hn meulemans
#SXSWUPDATE
WELKOM
Austin Texas
LOCATION UPDATE
CAN’T BUY ME LIKE
GAMIFICATION UPDATE
10 SXSW STARTUPS
SOCIAL TV UPDATE
BORREL
SXSW TRENDS
SXSW TRENDS DIE WE WILLEN DELEN
ER ZIJN ER MEER...
#1 SOCIAL IS THE NEW NORMAL
#2 MOST THINGS GET GAMIFIED
3# DEMOCRATIZING ENTREPRENEURSHIP
4# ACCES OVER OWNERSHIP
#5 A SHIFT IN DIGITAL TOWARDS MORE OBJECTS
6# USING TECHNOLOGY TO CREATE OFFLINE EXPERIENCES
#7 RECOMMERCE
DRAAGBARE TECH
Technologie wordt natuurlijk onderdeel van onze verschijning en staat dichter bij onze zintuigen
GlassSneakersWatchNike
DRAAGBARE TECH WEARABLE TECH
DRAAGBARE TECH
Technologie wordt natuurlijk onderdeel van onze verschijning en staat dichter bij onze zintuigen
Jawbone
WEARABLE TECH
DRAAGBARE TECH
Technologie wordt natuurlijk onderdeel van onze verschijning en staat dichter bij onze zintuigen
Nike Fuelband
WEARABLE TECH
DRAAGBARE TECH
Technologie wordt natuurlijk onderdeel van onze verschijning en staat dichter bij onze zintuigen
Sneakers
WEARABLE TECH
DRAAGBARE TECH
Technologie wordt natuurlijk onderdeel van onze verschijning en staat dichter bij onze zintuigen
Credit Ring
WEARABLE TECH
DRAAGBARE TECH
Technologie wordt natuurlijk onderdeel van onze verschijning en staat dichter bij onze zintuigen
iWatch
WEARABLE TECH
DRAAGBARE TECH
Technologie wordt natuurlijk onderdeel van onze verschijning en staat dichter bij onze zintuigen
Chip tattoo
WEARABLE TECH
DRAAGBARE TECH
Technologie wordt meer onderdeel van onze verschijning en staat dichter bij onze zintuigen
Telepathy
WEARABLE TECH
LOCATION UPDATE
2012: Social Discovery War
HighlightBanjoSonarGlanceeIntroNtroGlassmapMingle...
LOCATION UPDATE
2013: Who survived?
LOCATION UPDATE
Social Discovery 2013
Foursquare?
Four years Foursquare
- 30M + users- 1M merchants- 1,5M new users pm- 3B datapoints!
LOCATION UPDATE
- Instagram- Path- Foodspotting- Highlight- flickr!
LOCATION UPDATE
Maps Are Broken
“We Can Do Stuff Nobody Else Can Because Of The Data Points”
Relevant recommendations
LOCATION UPDATE
(Digital) Coupons Are Broken
AMEX / MASTERCARD / VISA PROGRAM
AMEX / MASTERCARD / VISA PROGRAM
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
EVER BEEN HIGHLIGHTED?
“WE ARE ENDLESSLY CURIOUS ABOUT OTHERS”
“WE ARE ENDLESSLY CURIOUS ABOUT OTHERS”
Take out the friction
- Awkward to ask- Weird but we’re used to it- Bizarre version of FB!
LOCATION UPDATE
BIRTHDAY NOTIFICATIONS
YOU LOOK FAMILIAR
WANTED TO TALK TO YOU
ALERTS: I WAS JUST LOOKING FOR YOU
Early days
- Battery life- Notification relevancy- What’s appropriate?- Handy vs Creepy
LOCATION UPDATE
THIS PERSON KNOW 44 OF YOUR FRIENDS!!
JUST LOOK BACK...
LIKE
THE RELATIONSHIP ERA
1920 1960
THE RELATIONSHIP ERA
VERTROUWEN & ECHT BEREIK
4 KRACHTEN VERANTWOORDELIJK
Draagbare Technologie
MENSEN WILLEN MERKEN VERTROUWEN
De basis van relationship-era marketing is vertrouwen, geloof, intentie en echtheid
EDELMAN TRUST BAROMETER
STRUGGLE CORPORATE MERKEN
Airships & Big Boats Don't Make Sharp Turns
McDonalds Twitter campagne
#MCDSTORIES
#McDStories
UNITED AIRLINES
> 1 Miljard Gespendeerd Aan Advertising
UNITED AIRLINES
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
I LOVE...
Technologie wordt natuurlijk onderdeel van onze verschijning en staat dichter bij onze zintuigen
HOE EEN DEO DE WERELD WIL VERANDEREN
RUIM 800.000 LIKES
MIN 2 LOYALERE KLANTEN
TIENDUIZENDEN REACTIES
POSITIEF MERKSENTIMENT
A Loaf Of Bread In Every Arm® 1,7 Miljoen Fans
Everything You Do Is The New Media Department
WEES ECHT, EERLIJK EN BETROKKEN
ECHTE RELATIES AANGAAN
WIE IN DE ZAAL?
VRIJE KEUZE?
Work And Play Well With Others
DON’T BE A
DICK
GAMIFICATION MEETS BIG DATA
Gamification
“Taking elements from games and applying them in the right context in all kind of product to drive behaviour”
PointsStatusProgression...
GAMIFICATION + BIG DATA
IT’S JUST CHEMISTRY
GAME MECHANICS
Gamification: Not new!
GAMIFICATION + BIG DATA
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
PREDICT X-FACTOR
Big Data: Fairly New
- computing power- datasets
GAMIFICATION + BIG DATA
WHAT HAPPENS WHEN GAMIFICATION & BIG DATA MEET?
IT’S CHOCOLATE BACON!
Career
- Mapping careerpaths- Reverse engineer - Steps to next position- Optimize path for winning- Increase performance
GAMIFICATION + BIG DATA
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
BIG DATA & GAMIFICATION & ENERGY
Quantified Self
- Nike Fuel Band- Fitbit- Fitocracy- Foursquare health coach?
GAMIFICATION + BIG DATA
DATAMINE + GAMIFY YOUR BODY
FUTURE: PERSONALIZATION & MAKE BETTER DECISIONS
10 SXSW STARTUPS DIE OPVIELEN
IN DE CHAOS
SXSWStartup #1 Fleksy app die gebruikers van mobiele telefoons in staat stelt om sneller en intuïtiever te typen
SXSWStartup #1 Fleksy app + Leap Motion
SXSWStartup #2 Tinder ontdekt wie interesse in je heeft en in de buurt is en brengt je samen als jij ook geïnteresseerd bent.
SXSWStartup #3 Mico hoofdtelefoon/app is in staat om het humeur van de gebruiker te monitoren en de afgespeelde muziek daaraan aan te passen
SXSWStartup #4 Brian Solis: Identified.com Is Like LinkedIn, But Sexier.
SXSWStartup #5 Smart travelsearch met Desti
SXSWStartup #6 Between: alleen voor jullie tweetjes
SXSWStartup #7 Present.me
SXSWStartup #8 Ouya
SXSWStartup #9 Lyft
SXSWStartup #10 Icon
SOCIAL TV UPDATE
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
MORE THAN SPOILERS
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
Let’s rewind: 2012 > 2013
An industry in full swing.
SOCIAL TV
20M TWEETS (14M 2012) - 230.000 TWEETS PMIN
14M TWEETS (5M 2012)
160.949 CHECK-INS @ SEASON PREMIERE
DIFFERENT TRENDS
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
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
Strategies: Building Interest
- For current and next season- No tweets = boring- Give people insights
SOCIAL TV
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
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
SUPERBOWL HASHTAGS: 2011 #AUDI - 2013 50% OF ADS
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
MASS RELEVANCE
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
WHAT’S NEXT IN SOCIAL TV
#HASHTAG EVOLUTION
SOCIAL TV
MORE THAN TWITTER
- Instagram- Tumblr- Facebook (90% visits FB)
SOCIAL TV
FACEBOOK AS A PLAYER
- Influence- Watched- Discovery
SOCIAL TV
ADVERTISING
- More, better, more creative- Realtime - Comeback of the poll
SOCIAL TV
COMMERCE
CONSEQUENCE?
SPECIAL MESSAGE FROM ICON.ME
DRAAGBARE
3sixtyfive bedankt:
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TOT SXSWUPDATE 2014