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Sxse1 hammersmith final
1.
SXSE1
Top trends and marketing relevance Confidential © iris 2011
2.
Confidential © iris
2011
3.
The birth place
Confidential © iris 2011
4.
Who’s next?
Confidential © iris 2011
5.
Brands have arrived...
Confidential © iris 2011
6.
Brands have arrived...
Confidential © iris 2011
7.
Clients tuned in
Confidential © iris 2011
8.
Speaking today
Lindsay Landy Planning Overall trends and what this means for brands Roisin Kiberd Social Media Content Creator The power of movements Jon Burkhart Social Media Creative Director The power of the second screen Confidential © iris 2011
9.
8 key trends
from SXSW Lindsay Landy Confidential © iris 2011
10.
TREND 1:
THE SIXTH SENSE Confidential © iris 2011
11.
Confidential © iris
2011
12.
Confidential © iris
2011
13.
TREND 2:
THE POWER OF MOVEMENTS Confidential © iris 2011
14.
"We have created
in our South-by-type world a lot of incentive and addiction to feedback and stimulus from the world around us.” Baratunde Thurston, SXSW Keynote Confidential © iris 2011 ‘How to read the world’.
15.
o New apps
show how comfortable we are being hypersocial and hyperconnected. o The new breed of social is ‘mass social’ and ambient. o People like to be part of something, even if the connection is not as strong as on Facebook. Causes bring them together. Confidential © iris 2011
16.
A few recent
good examples: The London riot cleanup last summer Cash Mobs (themselves a reaction to Groupon) Kickstarter, Indie-go-go, Kiva, even the Kony 2012 campaign. American politics (more so than in the UK). Confidential © iris 2011
17.
SXSW featured lots
of examples of skilled ‘post-crowdsourcing’ campaigns, like Chevy’s ‘From Prototype to Production’ panel. FOMO- how people can be mobilised en masse. Changing the world by giving brands a cause. Arguing the case for online voting. Confidential © iris 2011
18.
Charitable crowdsourcing has
paved the way, with sites like Kiva making a lot of small difference rather than one big one. Confidential © iris 2011
19.
Cause.it debuted at
SXSW, and uses more sophisticated geolocation to link businesses to local causes, making it easier to bring difference across society. Confidential © iris 2011
20.
Kickstarter leads innovation
using a crowdsourcing model, a kind of middle ground between marketing and charity. Confidential © iris 2011
21.
Indiegogo is a
similarly highly successful platform for funding filmmakers. Confidential © iris 2011
22.
How crowdsourcing was
in the past: Chevy have been vilified and celebrated for their use of crowdsourcing. This 2006 campaign was a fail: the Tahoe SUV 2006 campaign, where ‘fan submitted’ video edits went very wrong. Chevy Tahoe SUV2011 Confidential © iris campaign, parody videos, 2006
23.
Chevy have done
an about-turn by incentivizing their crowdsourcing A prize that matters: chance to be screened at the Superbowl. Entertaining rather than simply ‘interactive’ MoFilm, Microsoft’s crowdsourcing company, as intermediary. 7363192 YouTube Views for ‘Zombie Ride’ // 1 million Facebook Likes //87,451 Twitter followers Confidential © iris 2011
24.
Doritos ‘Crash the
Superbowl’ 6,100 entries for 2012 // highest-rating Superbowl ad // $1 million prize Confidential © iris 2011 //4161 media mentions
25.
Other brands like
to highlight innovation as their cause. Toyota know their brand well enough not to count on entertainment, like Doritos, and to play up what they have and are known for. Eco-friendly and socially minded, socially conscious crowd-sourcing, but with professionally-made films. Crowdsourcing for good (and entertainment): Toyota’s Ideas for Good Confidential © iris 2011
26.
Heineken’s rich history
of design mean they can take it as their ‘cause’ 107,144 FB visits 37,000 Likes Genuine human aspect , in that it connects people. countries 145 different Shows that they’re listening to followers, but keeping 30,000 connections 750,000 Limited Edition high standards- perfect middle ground forbottles sold out. reaching 1.2m winning design gift packs Confidential © iris 2011
27.
The Cuusoo Minecraft
proposal racked up 10,000 votes in 24 hours. Very much a case of Lego knowing their audience and appealing to the geeks.. In this case through their own Kickstarter-style platform. A good example of a massive company acting like a start-up and proving very agile and quick to listen and react. Result: Renewed cred with their followers in the tech world, and in 2010 (two years after Cuusoo’s launch) they reached $1 billion in sales for the first time in their history. Confidential © iris 2011
28.
Pepsi Refresh- similar,
and could be expanded with geo- location (cause.it and highlight style!) Opens up process to public, but keeps in control Interactive on multiple levels- votes and ideas Measurable change, using social media to make the process more detailed and more human. Pepsi Refresh Everything 63 million votes // 5 million site registrations //$19 million beyond grants //79k volunteers Confidential © iris 2011
29.
Confidential © iris
2011
30.
Confidential © iris
2011
31.
What can we
take from this? Crowd-sourcing has moved on, and this time it works better. Brands have a grassroots following, like it or not. Show that you’re listening. Reach out, but do it on your own terms. Know yourself and what you stand for, because any U-turns will be transparent on the Facebook Timeline. The ‘Age of Uprising’ is applicable to brands as well as politics. Don’t be afraid to experiment (But don’t get caught out!) Confidential © iris 2011
32.
TREND 3:
MULTI-SCREEN STORYTELLING Confidential © iris 2011
33.
Stories on many
screens Jon Burkhart Social Media Creative Director Confidential © iris 2011
34.
Social TV &
Second Screen apps & Audience Data & Brands Confidential © iris 2011
35.
Confidential © iris
2011
36.
Social is still
a deep focus which drives valuable conversations around engagement and authenticity for brands, and further how it transforms the sales narrative… Whether its second screen or building branded channels, there was no doubt that great video content is what a lot of businesses are innovating around.” Oxygen Media’s Jennifer Kavanagh Confidential © iris 2011
37.
The Lean Forward Passive
– Watching (Where we have been) Persistent – Engaged (Where we are now) Perceptive – Personalized (Where we are going) Highly personalized experiences from immersive programing that you are in, to the simple -socially informed electric program guides, your shows and DVR recordings etc… This will also include real-time interactive advertising that is highly personalized TV Everywhere will be perceptive to you and your preferences, your library, your life. It’s all about you Confidential © iris 2011
38.
Watching, tweeting, blogging
the superbowl Terms like second screen are being chucked around with abandon. It’s all about how content sits as the centre point between mobile, social and real time experiences. The 2nd screen can both add to the experience and distract to push you somewhere else. Confidential © iris 2011
39.
Confidential © iris
2011
40.
Confidential © iris
2011
41.
Miso is a
new app which allows fans/viewers to create sideshows to accompany their favourite shows. It’s going to be big A sideshow is an interactive content experience which plays on your iphone or ipad while you’re watching tv The interaction is really cool allowing you to check in, join conversations, find out extra info like what track have they used in the show, what they’re wearing and the ability Using a timeline interface Fans can add commentary at key points in the narrative Confidential © iris 2011
42.
Confidential © iris
2011
43.
Confidential © iris
2011
44.
It’s about empowering
viewers to participate in programs they love in an organic and authentic way. A constant theme at the conference was that TV isn’t just something you watch anymore – it’s an experience you live.” Travel Channel’s Nisha Chittal Confidential © iris 2011
45.
Confidential © iris
2011
46.
Confidential © iris
2011
47.
Confidential © iris
2011
48.
Confidential © iris
2011
49.
Confidential © iris
2011
50.
Confidential © iris
2011
51.
Confidential © iris
2011
52.
When people are
talking about Glee on Twitter, we study these Gleeks in an almost stalker-like manner and then report back to brands who they are, where they hang out, where they live and more importantly what products they talk about. All in real-time. Network Insights’ Sean Reckwerdt Confidential © iris 2011
53.
Confidential © iris
2011
54.
3D storytelling
Meta+Micro Stories Give people What They Want Real-Time Media Planning More meaningful Connections Confidential © iris 2011
55.
The platform is
not the story. The story is who and how and why and what it makes you feel. Channel 4’s Hilary Perkins Confidential © iris 2011
56.
TREND 4:
REAL-TIME CONTENT Confidential © iris 2011
57.
Confidential © iris
2011
58.
Confidential © iris
2011
59.
Playing the role
of publisher and content creator means moving beyond old- school push-message advertising. It means creating engaging content that invites the consumer in to make the experience their own, and it means allowing the consumer to be the copywriter in some cases. It also means that brands must constantly evaluate if their content is fresh, engaging, provoking and causing a reaction in their audience. It means that brands must entertain … or fail. Confidential © iris 2011
60.
Turn consumers into
the content creators. Oscars time – Makes any YouTube video an award winner in seconds. We created this UG tool to allow people to artistify their favourite YouTube Films. The head of content at YouTube told Jon that loads of people at Google and the tube were playing with this. 14,000 films were made in a week and made it onto Comedy Central’s Colbert report. Films still being made today Confidential © iris 2011
61.
TREND 5:
THE REAL WORLD GETS SMART Confidential © iris 2011
62.
We’re seeing a
big growth in the humanizing of vast amounts of data, make it useful and accessible for everyone. Nike Fuel Band (a wrist band) is the latest example where your movements are turned into a currency by analysing all your movement data for the day and motivating you to be more active. But thinking about the mood emotion type connection there could be an application between this and the entertainment platform serving emotive content © iris 2011 Confidential
63.
Confidential © iris
2011
64.
TREND 6:
DATA MINING 2.0 Confidential © iris 2011
65.
Confidential © iris
2011
66.
Confidential © iris
2011
67.
Hunch personalizes the
internet by helping you to share and discover great recommendations about all sorts of topics. Hunch’s ambitious mission is to build a ‘Taste Graph’ of the entire web, connecting every person on the web with their affinity for anything, from books to electronic gadgets to fashion or vacation spots. Confidential © iris 2011
68.
69.
TREND 7:
DIGITAL NICHE "I think the interactive industry has reached a point where the tools and platforms are becoming more mature, and we're going to see a trend toward focused applications. Pinterest and Instagram are not trying to do everything, just do a few things well. I think the over-arching theme we will experience at SXSW 2012 is "More and Specific". Additionally, I think we'll begin to see a B2B renaissance. The sex appeal and lure of fast money in B2C (especially in social) is wearing. This does not include mobile, which I believe still has a lot of room." Confidential © iris 2011
70.
Confidential © iris
2011
71.
TREND 8: Ambient technology
– the internet of things Confidential © iris 2011
72.
Confidential © iris
2011
73.
Confidential © iris
2011
74.
Confidential © iris
2011 Key take aways 1. THE SIXTH SENSE 2. THE POWER OF MOVEMENTS 3. MULTI-SCREEN STORYTELLING 4. REAL-TIME CONTENT 5. THE REAL WORLD GETS SMART 6. DATA MINING 2.0 7. DIGITAL NICHES 8. AMBIENT TECHNOLOGY
75.
'digital isn't a
medium, it's the age we're in’. Greg Johnson, HP's global creative director Confidential © iris 2011
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