It was an evolutionary year at the 2013 SXSWi. How will new technologies like Google Glass play into the existing landscape? How are we using existing technologies to create authentic, emotional experiences between brands and fans? How are we using the context of daily routines to inform our business?

1. SXSWi 2013 Recap
An Evolutionary Year

2. 2
Emerging Tech Provides First Person POV
On-the-Go
• Google Glass
– Aids in content creation
• Takes pictures or video
• Stream experiences live
• Builds upon popular video services
like Vine now from first person POV
– Hands-free communication
• Make calls
• Video chat
• Speak to send messages
– Next great augmented reality tool
• Acts as personal assistant
• Get directions
• Ask contextual questions
• Translate language live

3. 3
Centralized Content Streams
• Fatigue has set in.
– There are now more than 230 million
homepages on the Internet
– Consumers are overwhelmed by social
network news feeds
• How do we curate and view streams in a
concise way?
– Looking for aggregators after demise of
Google Reader
– Do we seek out new ways to curate
content, e.g. variant Facebook news
feeds, or trust publishers to curate?
• How do pay walls and paid content
platforms play into this?
– Brands like NYT beginning to redesign
experience to focus on interactivity,
responsive design and story curation

4. 4
Telling Authentic and Emotional Stories
• Personalizing content
strategy to connect 1:1 with
audience is next evolution of
social marketing, whether in
online gaming, social TV or
marketing of consumer products
• Crowd sourcing content is the
way to relate emotionally with
your audience and put your
customer front and center
– Facebook’s acquisition of
Storylane supports this
movement
– Companies like Airbnb and
Modcloth preached
importance of creating
authentic and original
experiences
• In entertainment, customized
episode endings and directly
conversing with fans to gain
production feedback is the
current trend

5. 5
Contextography
• Foursquare is beginning to have a
greater understanding of what
consumers do on a daily basis in
and out of their routine: what types
of places they travel to and when
• Can create a predictive string
outlining how a city behaves – even
during natural disasters
• Allows business to understand who
might be their best customers if
targeted correctly
• Audience is expanding rapidly with
pre-installed app on Android and
Blackberry, in addition to
integrations with Vine, Instagram,
et al.

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Copyright © 2013 Meredith Corporation.