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SXSW 2011
                                                                                 Real Branding Emerging Platforms
                                                                                             Insights & Takeaways




    Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved



Monday, May 2, 2011
WHAT STOOD OUT?

    Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved



Monday, May 2, 2011
KEY TRENDS & THEMES
                ‣ GeoSocial
                  ‣ Abundant 3rd party Foursquare API innovation (reminiscent of Twitter)
                  ‣ Recommendations (food, events, etc.)
                  ‣ Nightlife & Dating
                ‣ Gamification
                ‣ Transmedia
                ‣ Photo Sharing


    Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved



Monday, May 2, 2011
LEADERS (BY TWEETS)




      http://tcrn.ch/hSsZ2J

           Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved

Monday, May 2, 2011
STANDOUT BRANDS




           Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved

Monday, May 2, 2011
BEST PARTIES & EVENTS
                ‣         Foursquare plays foursquare at PepsiMax lot all week
                ‣         140 Characters Conference (#140conf) cocktail party
                ‣         Startup RV
                ‣         SimpleGeo
                ‣         Foursquare official party
                ‣         Foursquare/PepsiMax Big Boi concert
                ‣         Hashable/Groupme Party
                ‣         Crowdtap launch party (Mr. Youth)
                ‣         Big Bang Bordello Party with True Ventures and Tunehopper
    Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved



Monday, May 2, 2011
THE APP WARS

    Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved



Monday, May 2, 2011
Instagram           65%
                                                                                        Foodspotting     65%
        THE PEOPLE’S                                                                    Addieu          44%
        CHOICE:                                                                         Foursquare     43%
        BEST 24 APPS AT                                                                 Yobongo           41%
        SXSW 2011                                                                       Hashable           38%
                                                                                        WalkIn          37%
        Per Opinionaided, free iOS survey app
                                                                                        GroupMe            36%
        Source: http://bit.ly/jhRVgO                                                    Uber            36%
                                                                                        Situationist   36%
                                                                                        GroundLink     36%
                                                                                        Neer            35%
                                                                                        IntoNow           34%
                                                                                        SWAGG            33%
                                                                                        Fast Society    31%
                                                                                        Skifta       26%
                                                                                        Hurricane Party 26%
                                                                                        Grouped{in}      25%
                                                                                        Beluga        24%
                                                                                        SCVNGR            23%
                                                                                        HeyWire           23%
                                                                                        Whrrl        22%
                                                                                        Kik            16%
           Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved
                                                                                        Gowalla          13%
Monday, May 2, 2011
OVERVIEW
                ‣ Group messaging application
                  ‣ Text
                  ‣ Calling
                  ‣ Share photos & location in chats
                ‣ Branded groups around entertainment and other commercial properties
                ‣ Create as many groups as you want
                ‣ Avoid SMS fees if using data
                ‣ Free

    Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved



Monday, May 2, 2011
EMERGING PLATFORMS VETTING
               Team/stability & values                                            Audience/demographic Distribution/pot. reach   Engagement/connection Ext value/earned media
               ‣ Created in May 2010                                             ‣ “Hundreds of        ‣ Users invite friends    ‣ Branded groups      ‣ No charge for
                 at TechCrunch’s                                                   thousands” of       ‣ Tap into brand-         ‣ Conversational        branded groups yet
                 Disrupt Hackathon                                                 registered users      relevant categories,    ‣ Brand awareness & ‣ Few brands on
               ‣ Over $11M in                                                    ‣ Over 1M SMS/day       events &                  engagement            platform yet
                 funding: betaworks,                                             ‣ Need specifics:       conversations                                 ‣ Conversational,
                 SV Angel, First Round                                                                 ‣ Reach extremely                                 entertainment-
                 Capital, Lerer                                                    ‣ # regular users
                                                                                                         social, trendsetting                            focused platform
                 Ventures & angels                                                 ‣ User demos          early adopters                                  ignites network effect
               ‣ Co-Founder Steve                                                  ‣ Engagement w/       focused on telling                            ‣ GroupMe has
                 Martocci formerly of                                                branded groups      social groups what’s                            partnerships with
                 Gilt Group and Tumblr                                                                   worth paying                                    major events (e.g.
               ‣ powered by Twilio                                                                       attention to                                    Lollapalooza) & is
               ‣ Won “Best Group                                                                                                                         receiving a great deal
                 Messaging App” at                                                                                                                       of press
                 SXSWi

    Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved



Monday, May 2, 2011
GROUPME LEAD THE
        GROUP MESSAGING
        PACK
        GroupMe was the clear winner.

        Beluga got a bump from the FB
        acquisition.

        *Analyze this with caution - based on
        Twitter data




   http://tcrn.ch/dMmdNN

           Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved

Monday, May 2, 2011
‣ Benefits:
                                                                                 ASSESSMENT
                                                              ‣ Drawbacks:
                  ‣ Good UI & functionality                     ‣ Most useful at large events with many
                  ‣ Works seamlessly with SMS if user doesn’t     activities
                    have app/data service                       ‣ Member list not intuitive if using SMS
                  ‣ Great value to user if data service         ‣ Like email reply all, generates unneeded
                    available                                     messages to whole group

                ‣ Recommendation:                              ‣ Main Competitors:
                  ‣ Consider testing effectiveness for clients   ‣ Beluga (owned by Facebook)
                    • Tap into existing GroupMe events/          ‣ Fast Society
                      partnerships                               ‣ Party & dating apps (e.g. Hurricane Party)
                    • Curate/promote relevant conversations
    Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved



Monday, May 2, 2011
OVERVIEW
                ‣         Social location-based gaming platform for mobile phones
                ‣         Players participate in digital challenges (scavenger hunts) through real world activities
                ‣         Earn virtual rewards (badges)
                ‣         LevelUp: Earn real world rewards (discounts & deals)
                ‣         Free




    Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved



Monday, May 2, 2011
EMERGING PLATFORMS VETTING
               Team/stability & values                                            Audience/demographic Distribution/pot. reach   Engagement/connection       Ext value/earned media
               ‣ Launched in July                                                ‣ Over 1M registered ‣ Over 20k locations       ‣ LevelUp offers            ‣ Platform not
                 2010                                                              users                 with live deals           businesses tiered           saturated by brands
               ‣ Over $15M in funding                                            ‣ To be included as   ‣ Activity posted to FB     loyalty scheme,             yet
                                                                                   native app on 4G      & Twitter                 incentivizing repeat      ‣ Game & deal-focused
               ‣ $100M valuation                                                                                                   visits
                                                                                   Sprint Android      ‣ Tap into brand-                                       platform ignites
               ‣ Founder, Seth                                                     handsets                                      ‣ Game                        network effect
                 Priebatsch, is a serial                                                                 relevant categories,
                 entrepreneur who                                                ‣ Need specifics:       locations &             ‣ Daily/regular deals       ‣ Scvngr is receiving a
                 began founding                                                    ‣ User demos          incentivize purchase    ‣ Reach extremely             great deal of press
                 companies with                                                                          decisions                 social, trendsetting
                                                                                   ‣ # regular users
                 international teams                                                                                               early adopters
                 at 12 (received $1M                                               ‣ activity stats                                focused on finding
                 funding at 17)                                                    ‣ Engagement w/                                 deals, having fun and
               ‣ Over 650 institutions                                               and success of                                telling others about it
                 are building                                                        offers
                 experiences

    Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved



Monday, May 2, 2011
SCVNGR CASE STUDY:
        BUFFALO WILD WINGS




           Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved

Monday, May 2, 2011
ASSESSMENT
                ‣ Benefits:                                                          ‣ Drawbacks:
                  ‣ Visionary, insightful, articulate leader                           ‣ Participants must download app
                  ‣ Some proven results with businesses                                ‣ Gamification is fun, but not regular part of
                  ‣ Earning = more meaningful incentives                                 daily activity for most
                    than coupons & daily deals                                         ‣ LBS privacy concerns


                ‣ Recommendation:                               ‣ Main competitors:
                  ‣ Build a test challenge on the platform with   ‣ Foursquare
                    a retail client who shares the target demo ‣ Facebook
                  ‣ Get familiar with user experience             ‣ Yelp?
                    individually                                  ‣ Groupon/Living Social (for deals)

    Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved



Monday, May 2, 2011
OVERVIEW
                ‣         Mobile digital business networking & relationship tracker
                ‣         Connect with people using Twitter name or email address
                ‣         Post and share who you meet with on Twitter
                ‣         Introduce contacts to each other
                ‣         Track who you connect with the most
                ‣         Discover new people by seeing who your friends are meeting
                ‣         Choose specific hashtags for different activities (e.g. #justmet, #beers, #raninto)
                ‣         Free

    Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved



Monday, May 2, 2011
EMERGING PLATFORMS VETTING
               Team/stability & values                                            Audience/demographic Distribution/pot. reach Engagement/connection Ext value/earned media
               ‣ Launched private                                                ‣ Digital media       ‣ Mentions posted by ‣ Connect with other ‣ Streamline
                 beta in June 2010                                                 professionals         influencers to their    technophiles          connections & follow-
               ‣ Over $4M in funding                                             ‣ Advertising/          networks              ‣ Act as trendsetter in ups at industry
                                                                                   marketing                                     industry              events
               ‣ Founder, Michael
                 Yavondite: Quigo,                                                 professionals
                 Altavista, Juno                                                 ‣ Need specifics:
               ‣ Streamlines business                                              ‣ # users
                 networking & social                                               ‣ User demos
                 interactions
                                                                                   ‣ # regular users
                                                                                   ‣ activity stats




    Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved



Monday, May 2, 2011
HASHABLE SXSWI
        2011 INFOGRAPHIC
        Gary V was the most hashed

        Most active type: “Founders” (27%)

        Most Active Hometowns:
        1. Boulder
        2. NYC
        7. SF

        Peak Times: 12-3pm & 7-10pm

        Full infographic:
        http://hashable.com/sxsw




           Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved

Monday, May 2, 2011
ASSESSMENT
                ‣ Benefits:                                     ‣ Drawbacks:
                  ‣ Streamlined, paperless way to share           ‣ Participants must download app/visit site
                    contact information                           ‣ Some consider these hashtag
                  ‣ Record of who you met where                     communications spammy
                  ‣ Automatically integrates connection           ‣ Competing with LinkedIn, so doesn’t
                    messages from connected accounts                integrate
                    (Foursquare, Twitter) when hashtags are       ‣ Contact info usually incomplete
                    used
                ‣ Recommendation:                               ‣ Main competitors:
                  ‣ Use for individual needs if it adds utility   ‣ LinkedIn
                  ‣ Carefully consider when to post               ‣ Bump
                    connections to other social networks          ‣ Plaxo

    Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved



Monday, May 2, 2011
A VETERAN MAKES WAVES
                ‣ Explore
                  ‣ Category
                  ‣ Friends’ tips
                  ‣ Popularity
                  ‣ Distance
                ‣ American Express SXSW Partnership
                  ‣ Users received automatic discount at POS with check-in
                    and linked account

    Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved



Monday, May 2, 2011
BRANDS
                                                                                 @SXSW
    Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved



Monday, May 2, 2011
NOISE
 &
 SPAM
           Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved

Monday, May 2, 2011
PEPSI
 MAX
           Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved

Monday, May 2, 2011
FEDEX

           Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved

Monday, May 2, 2011
CNN
 GRILL
           Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved

Monday, May 2, 2011
UBER

           Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved

Monday, May 2, 2011
CHEVY

           Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved

Monday, May 2, 2011
AGENCIES


           Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved

Monday, May 2, 2011
KEY TRENDS & THEMES
                ‣         Utility
                ‣         Service
                ‣         Fit
                ‣         Entertainment
                ‣         Food
                ‣         Contests (especially the most Spammy)
                ‣         Free


    Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved



Monday, May 2, 2011
OTHER
                                                                                 HIGHLIGHTS
    Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved



Monday, May 2, 2011
USING SXSW RESOURCES FOR
                GOOD...FAST



    Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved



Monday, May 2, 2011
GAMESALAD
        Creation: Drag & Drop - no coding
        required

        Testing: on any iOS device

        Portfolio Management:
        Submit to App Store
        Marketing material creation




           Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved

Monday, May 2, 2011
KIIP
        Reward gamers at point of achievement
        with tangible gifts

        Launched out of stealth April 11, 2011

        Currently discussing partnership
        opportunities for our clients




           Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved

Monday, May 2, 2011
LIPTON NATURALS
        @Lipton Lounge directly across from
        Convention Center

        Conducted on-site interviews in Lounge &
        around SXSW Music
           - generated original video series
           - amplified editorial content strategy

        Drove large FB Fan and Twitter follower
        increase




           Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved

Monday, May 2, 2011
SXSWI 2011: DIVE DEEPER
                ‣ Silva’s “Bubble or Bubbly?” panel: http://www.youtube.com/watch?v=GWZLx8Zcvrg
                ‣ Shiv Panel: http://www.youtube.com/watch?v=Xb9Kby9_NBQ
                ‣ PepsiCo Video w/ Silva & Lou Kerner: http://www.youtube.com/watch?v=nuFuS3dWGzE
                ‣ Brisk Panel: http://www.fastcompany.com/1743284/sxsw-2011-pepsico-panel-with-danny-
                  trejo
                ‣ Amazingly thorough, multi-media Storify account: http://bit.ly/fvtjZq
                ‣ Photostream from Foursquare engineer: http://bit.ly/fnH7k2


    Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved



Monday, May 2, 2011

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Anthem Digital @ SXSW 2011: Learnings & Insights

  • 1. SXSW 2011 Real Branding Emerging Platforms Insights & Takeaways Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved Monday, May 2, 2011
  • 2. WHAT STOOD OUT? Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved Monday, May 2, 2011
  • 3. KEY TRENDS & THEMES ‣ GeoSocial ‣ Abundant 3rd party Foursquare API innovation (reminiscent of Twitter) ‣ Recommendations (food, events, etc.) ‣ Nightlife & Dating ‣ Gamification ‣ Transmedia ‣ Photo Sharing Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved Monday, May 2, 2011
  • 4. LEADERS (BY TWEETS) http://tcrn.ch/hSsZ2J Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved Monday, May 2, 2011
  • 5. STANDOUT BRANDS Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved Monday, May 2, 2011
  • 6. BEST PARTIES & EVENTS ‣ Foursquare plays foursquare at PepsiMax lot all week ‣ 140 Characters Conference (#140conf) cocktail party ‣ Startup RV ‣ SimpleGeo ‣ Foursquare official party ‣ Foursquare/PepsiMax Big Boi concert ‣ Hashable/Groupme Party ‣ Crowdtap launch party (Mr. Youth) ‣ Big Bang Bordello Party with True Ventures and Tunehopper Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved Monday, May 2, 2011
  • 7. THE APP WARS Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved Monday, May 2, 2011
  • 8. Instagram 65% Foodspotting 65% THE PEOPLE’S Addieu 44% CHOICE: Foursquare 43% BEST 24 APPS AT Yobongo 41% SXSW 2011 Hashable 38% WalkIn 37% Per Opinionaided, free iOS survey app GroupMe 36% Source: http://bit.ly/jhRVgO Uber 36% Situationist 36% GroundLink 36% Neer 35% IntoNow 34% SWAGG 33% Fast Society 31% Skifta 26% Hurricane Party 26% Grouped{in} 25% Beluga 24% SCVNGR 23% HeyWire 23% Whrrl 22% Kik 16% Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved Gowalla 13% Monday, May 2, 2011
  • 9. OVERVIEW ‣ Group messaging application ‣ Text ‣ Calling ‣ Share photos & location in chats ‣ Branded groups around entertainment and other commercial properties ‣ Create as many groups as you want ‣ Avoid SMS fees if using data ‣ Free Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved Monday, May 2, 2011
  • 10. EMERGING PLATFORMS VETTING Team/stability & values Audience/demographic Distribution/pot. reach Engagement/connection Ext value/earned media ‣ Created in May 2010 ‣ “Hundreds of ‣ Users invite friends ‣ Branded groups ‣ No charge for at TechCrunch’s thousands” of ‣ Tap into brand- ‣ Conversational branded groups yet Disrupt Hackathon registered users relevant categories, ‣ Brand awareness & ‣ Few brands on ‣ Over $11M in ‣ Over 1M SMS/day events & engagement platform yet funding: betaworks, ‣ Need specifics: conversations ‣ Conversational, SV Angel, First Round ‣ Reach extremely entertainment- Capital, Lerer ‣ # regular users social, trendsetting focused platform Ventures & angels ‣ User demos early adopters ignites network effect ‣ Co-Founder Steve ‣ Engagement w/ focused on telling ‣ GroupMe has Martocci formerly of branded groups social groups what’s partnerships with Gilt Group and Tumblr worth paying major events (e.g. ‣ powered by Twilio attention to Lollapalooza) & is ‣ Won “Best Group receiving a great deal Messaging App” at of press SXSWi Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved Monday, May 2, 2011
  • 11. GROUPME LEAD THE GROUP MESSAGING PACK GroupMe was the clear winner. Beluga got a bump from the FB acquisition. *Analyze this with caution - based on Twitter data http://tcrn.ch/dMmdNN Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved Monday, May 2, 2011
  • 12. ‣ Benefits: ASSESSMENT ‣ Drawbacks: ‣ Good UI & functionality ‣ Most useful at large events with many ‣ Works seamlessly with SMS if user doesn’t activities have app/data service ‣ Member list not intuitive if using SMS ‣ Great value to user if data service ‣ Like email reply all, generates unneeded available messages to whole group ‣ Recommendation: ‣ Main Competitors: ‣ Consider testing effectiveness for clients ‣ Beluga (owned by Facebook) • Tap into existing GroupMe events/ ‣ Fast Society partnerships ‣ Party & dating apps (e.g. Hurricane Party) • Curate/promote relevant conversations Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved Monday, May 2, 2011
  • 13. OVERVIEW ‣ Social location-based gaming platform for mobile phones ‣ Players participate in digital challenges (scavenger hunts) through real world activities ‣ Earn virtual rewards (badges) ‣ LevelUp: Earn real world rewards (discounts & deals) ‣ Free Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved Monday, May 2, 2011
  • 14. EMERGING PLATFORMS VETTING Team/stability & values Audience/demographic Distribution/pot. reach Engagement/connection Ext value/earned media ‣ Launched in July ‣ Over 1M registered ‣ Over 20k locations ‣ LevelUp offers ‣ Platform not 2010 users with live deals businesses tiered saturated by brands ‣ Over $15M in funding ‣ To be included as ‣ Activity posted to FB loyalty scheme, yet native app on 4G & Twitter incentivizing repeat ‣ Game & deal-focused ‣ $100M valuation visits Sprint Android ‣ Tap into brand- platform ignites ‣ Founder, Seth handsets ‣ Game network effect Priebatsch, is a serial relevant categories, entrepreneur who ‣ Need specifics: locations & ‣ Daily/regular deals ‣ Scvngr is receiving a began founding ‣ User demos incentivize purchase ‣ Reach extremely great deal of press companies with decisions social, trendsetting ‣ # regular users international teams early adopters at 12 (received $1M ‣ activity stats focused on finding funding at 17) ‣ Engagement w/ deals, having fun and ‣ Over 650 institutions and success of telling others about it are building offers experiences Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved Monday, May 2, 2011
  • 15. SCVNGR CASE STUDY: BUFFALO WILD WINGS Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved Monday, May 2, 2011
  • 16. ASSESSMENT ‣ Benefits: ‣ Drawbacks: ‣ Visionary, insightful, articulate leader ‣ Participants must download app ‣ Some proven results with businesses ‣ Gamification is fun, but not regular part of ‣ Earning = more meaningful incentives daily activity for most than coupons & daily deals ‣ LBS privacy concerns ‣ Recommendation: ‣ Main competitors: ‣ Build a test challenge on the platform with ‣ Foursquare a retail client who shares the target demo ‣ Facebook ‣ Get familiar with user experience ‣ Yelp? individually ‣ Groupon/Living Social (for deals) Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved Monday, May 2, 2011
  • 17. OVERVIEW ‣ Mobile digital business networking & relationship tracker ‣ Connect with people using Twitter name or email address ‣ Post and share who you meet with on Twitter ‣ Introduce contacts to each other ‣ Track who you connect with the most ‣ Discover new people by seeing who your friends are meeting ‣ Choose specific hashtags for different activities (e.g. #justmet, #beers, #raninto) ‣ Free Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved Monday, May 2, 2011
  • 18. EMERGING PLATFORMS VETTING Team/stability & values Audience/demographic Distribution/pot. reach Engagement/connection Ext value/earned media ‣ Launched private ‣ Digital media ‣ Mentions posted by ‣ Connect with other ‣ Streamline beta in June 2010 professionals influencers to their technophiles connections & follow- ‣ Over $4M in funding ‣ Advertising/ networks ‣ Act as trendsetter in ups at industry marketing industry events ‣ Founder, Michael Yavondite: Quigo, professionals Altavista, Juno ‣ Need specifics: ‣ Streamlines business ‣ # users networking & social ‣ User demos interactions ‣ # regular users ‣ activity stats Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved Monday, May 2, 2011
  • 19. HASHABLE SXSWI 2011 INFOGRAPHIC Gary V was the most hashed Most active type: “Founders” (27%) Most Active Hometowns: 1. Boulder 2. NYC 7. SF Peak Times: 12-3pm & 7-10pm Full infographic: http://hashable.com/sxsw Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved Monday, May 2, 2011
  • 20. ASSESSMENT ‣ Benefits: ‣ Drawbacks: ‣ Streamlined, paperless way to share ‣ Participants must download app/visit site contact information ‣ Some consider these hashtag ‣ Record of who you met where communications spammy ‣ Automatically integrates connection ‣ Competing with LinkedIn, so doesn’t messages from connected accounts integrate (Foursquare, Twitter) when hashtags are ‣ Contact info usually incomplete used ‣ Recommendation: ‣ Main competitors: ‣ Use for individual needs if it adds utility ‣ LinkedIn ‣ Carefully consider when to post ‣ Bump connections to other social networks ‣ Plaxo Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved Monday, May 2, 2011
  • 21. A VETERAN MAKES WAVES ‣ Explore ‣ Category ‣ Friends’ tips ‣ Popularity ‣ Distance ‣ American Express SXSW Partnership ‣ Users received automatic discount at POS with check-in and linked account Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved Monday, May 2, 2011
  • 22. BRANDS @SXSW Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved Monday, May 2, 2011
  • 23. NOISE & SPAM Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved Monday, May 2, 2011
  • 24. PEPSI MAX Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved Monday, May 2, 2011
  • 25. FEDEX Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved Monday, May 2, 2011
  • 26. CNN GRILL Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved Monday, May 2, 2011
  • 27. UBER Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved Monday, May 2, 2011
  • 28. CHEVY Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved Monday, May 2, 2011
  • 29. AGENCIES Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved Monday, May 2, 2011
  • 30. KEY TRENDS & THEMES ‣ Utility ‣ Service ‣ Fit ‣ Entertainment ‣ Food ‣ Contests (especially the most Spammy) ‣ Free Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved Monday, May 2, 2011
  • 31. OTHER HIGHLIGHTS Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved Monday, May 2, 2011
  • 32. USING SXSW RESOURCES FOR GOOD...FAST Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved Monday, May 2, 2011
  • 33. GAMESALAD Creation: Drag & Drop - no coding required Testing: on any iOS device Portfolio Management: Submit to App Store Marketing material creation Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved Monday, May 2, 2011
  • 34. KIIP Reward gamers at point of achievement with tangible gifts Launched out of stealth April 11, 2011 Currently discussing partnership opportunities for our clients Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved Monday, May 2, 2011
  • 35. LIPTON NATURALS @Lipton Lounge directly across from Convention Center Conducted on-site interviews in Lounge & around SXSW Music - generated original video series - amplified editorial content strategy Drove large FB Fan and Twitter follower increase Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved Monday, May 2, 2011
  • 36. SXSWI 2011: DIVE DEEPER ‣ Silva’s “Bubble or Bubbly?” panel: http://www.youtube.com/watch?v=GWZLx8Zcvrg ‣ Shiv Panel: http://www.youtube.com/watch?v=Xb9Kby9_NBQ ‣ PepsiCo Video w/ Silva & Lou Kerner: http://www.youtube.com/watch?v=nuFuS3dWGzE ‣ Brisk Panel: http://www.fastcompany.com/1743284/sxsw-2011-pepsico-panel-with-danny- trejo ‣ Amazingly thorough, multi-media Storify account: http://bit.ly/fvtjZq ‣ Photostream from Foursquare engineer: http://bit.ly/fnH7k2 Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved Monday, May 2, 2011