2011 SXSW Panel:
The SXSW PanelPicker: Can It Predict the Future?
Presenters:
Jonathan Spillman, Toni Wallace, Juan Moreno, and Lindsey Simon
Panel Description:
Since its inception, the SXSW Interactive PanelPicker has provided a unique avenue for everyday movers and shakers to project their voice in front of industry peers. This panel will chronicle the idealist origin and creation of the PanelPicker proposal system and follow its historical path of growth and evolution throughout the years. In addition, 2011 industry trends and an overview of the current interactive landscape (a product of the expansive PanelPicker database) will be analyzed and dissected. The panel will conclude with a look into the future, and how PanelPicker can be utilized as a tool to help predict and identify emerging interactive industry trends.
2. Welcome to the Future…
PanelPicker
• Overview and History
UT McCombs MBA Project
• Project Overview
• Startup Success and SXSW Advice
• 2011 PanelPicker Data Analysis
Takeaways
• Predicting the Future
• PanelPicker Opportunities
12. Original Project
Provided with qualitative (user generated content)
PanelPicker data for the years 2011 and 2010
Initial assessment of data based on two tiers of
metadata:
• Interactive Categories
• User-defined tags
Manual mapping by project team members into a
new metadata “classification” model using panel
submission variables
Analysis and Conclusions
17. Interactive Landscape
PanelPicker - Description Data
Web Social Web Social Media Social Media
2008 2009 2010 2011
?
Users Mobile Web / People ?????????
Startups – Success Stories
18. “Expert” SXSW Advice
GigaOM Business Insider
TechCrunch Both Side of the Table
Mashable Quora
19. 2011 PanelPicker Analysis
250 10,000
9,000
Number of
Submissions
200 8,000
7,000
150 6,000
Number of
Votes 5,000
100 4,000
Entrepreneurship
3,000
Social Media
Innovation/
Technology
50 2,000
Healthcare
Workplace
Marketing
User Exp/
Usability
Branding
Career/
Mobile
Design
1,000
0 0
20. Social Media
30
Takeaways:
• Marketing supersedes Social Networks
25 • Community is key trend in Social Media
20
15
10
5
0
Marketing Social Network Branding Communities Social Affairs
21. Entrepreneurship
30
Takeaways:
• Move from Innovation to Monetization
25 • Career/workplace indicative of times
20
15
10
5
0
Biz Model/ Career/ Self-help Innovation/ Marketing
Monetization Workplace Technology
22. Design
25
Takeaways:
• Move from platform content focus to
experiences and ease of product use
20
15
10
5
0
User Exp/ Development/ Innovation/ Communication/ Content
Usability Programming Technology Collaboration
23. Mobile
35
Takeaways:
• There’s an “app” for that
30 • Mobile becoming the content hub
• Geo location moving down in relevance
25
20
15
10
5
0
Apps Content Development/ Geo Location Innovation/
Programming Technology
24. Branding
35
Takeaways:
• Less reliance on look and feel (design)
30 and more on channel of communication
25
20
15
10
5
0
Marketing Advertising Social Media Design Social Network
25. Predicting the Future?
Submissions in 2011 aligned
Industry
to interactive community
Indicator
preferences
Trends vs. actual data from
2008 through 2011 not Future
correlated, but time lag Indicator
identifies emerging trends
26. PanelPicker Opportunities
Automation
Content / Videos
“Springboard” Effect
Integration with Music and Film
Case Studies
Whitepapers
What do you think?
27. VS.
Thank you!
The SXSW PanelPicker: Can It Predict the Future? ● March 15, 2011