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WELKOM
         paolo @martorino
         @ j0hn meulemans



         #SXSWUPDATE
Austin Texas
SXSW TRENDS

LOCATION UPDATE

CAN’T BUY ME LIKE

GAMIFICATION UPDATE

10 SXSW STARTUPS

SOCIAL TV UPDATE
     BORREL
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
WEARABLE TECH   DRAAGBARE TECH
                  DRAAGBARE TECH

                  Technologie wordt natuurlijk
                  onderdeel van onze
                  verschijning en staat dichter
                  bij onze zintuigen

                  Glass
                  Sneakers
                  Watch
                  Nike
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
LOCATION UPDATE
LOCATION UPDATE

  2012: Social Discovery War

  Highlight
  Banjo
  Sonar
  Glancee
  Intro
  Ntro
  Glassmap
  Mingle
  ...
LOCATION UPDATE

  2013: Who survived?
Social Discovery 2013
Foursquare?
LOCATION UPDATE

  Four years Foursquare

  -   30M + users
  -   1M merchants
  -   1,5M new users pm
  -   3B datapoints!
LOCATION UPDATE



  -   Instagram
  -   Path
  -   Foodspotting
  -   Highlight
  -   flickr!
Maps Are Broken
“We Can Do Stuff Nobody Else Can Because Of The Data Points”
LOCATION UPDATE

  Relevant recommendations
(Digital) Coupons Are Broken
AMEX / MASTERCARD / VISA PROGRAM
AMEX / MASTERCARD / VISA PROGRAM
LOCATION UPDATE

  Merchants better take notice

  - Who’s been here
  - Who comes here
  - Who could be here


  “Identify the best customers
  that never heard of you”
EVER BEEN HIGHLIGHTED?
“WE ARE ENDLESSLY CURIOUS ABOUT OTHERS”
“WE ARE ENDLESSLY CURIOUS ABOUT OTHERS”
LOCATION UPDATE

  Take out the friction

  - Awkward to ask
  - Weird but we’re used to it
  - Bizarre version of FB!
BIRTHDAY NOTIFICATIONS
YOU LOOK FAMILIAR
WANTED TO TALK TO YOU
ALERTS: I WAS JUST LOOKING FOR YOU
LOCATION UPDATE

  Early days

  -   Battery life
  -   Notification relevancy
  -   What’s appropriate?
  -   Handy vs Creepy
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
EDELMAN TRUST BAROMETER

           De basis van
           relationship-era
           marketing is
           vertrouwen, geloof,
           intentie en echtheid
STRUGGLE CORPORATE MERKEN




        Airships & Big Boats Don't Make Sharp Turns
#MCDSTORIES


     McDonalds Twitter campagne
#McDStories
UNITED AIRLINES




> 1 Miljard Gespendeerd Aan Advertising
UNITED AIRLINES
BRAND SUSTAINABILITY MAP


Trusted En Loved Brands
outperformen de industrie met
S&P 57%
FoE 1600% up (stock returns
over period 96-2011)

lo: beperkte relaties
ro: niet vrijwillige relaties
lb: emotionele relaties
rb: duurzame relaties
I LOVE...
HOE EEN DEO DE WERELD WIL VERANDEREN


Technologie wordt
natuurlijk onderdeel van
onze verschijning en
staat dichter bij onze
zintuigen
MIN 2 LOYALERE KLANTEN

 RUIM 800.000 LIKES
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 + BIG DATA

  Gamification

  “Taking elements from games
  and applying them in the right
  context in all kind of product
  to drive behaviour”


  Points
  Status
  Progression
  ...
IT’S JUST CHEMISTRY
GAME MECHANICS
GAMIFICATION + BIG DATA

  Gamification: Not new!
GAMIFICATION + BIG DATA

  Big Data

  “Using massive amounts of
  info to help people &
  companies make better
  decisions”


  Predict the flu with Twitter
  Facebook Graph Search
  Predict X-Factor
PREDICT X-FACTOR
GAMIFICATION + BIG DATA

  Big Data: Fairly New

  - computing power
  - datasets
WHAT HAPPENS WHEN GAMIFICATION & BIG DATA MEET?
IT’S CHOCOLATE BACON!
GAMIFICATION + BIG DATA

  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!
BIG DATA & GAMIFICATION & ENERGY
GAMIFICATION + BIG DATA

  Quantified Self

  -   Nike Fuel Band
  -   Fitbit
  -   Fitocracy
  -   Foursquare health coach?
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

  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
MORE THAN SPOILERS
SOCIAL TV

  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.
20M TWEETS (14M 2012) - 230.000 TWEETS PMIN
14M TWEETS (5M 2012)
160.949 CHECK-INS @ SEASON PREMIERE
DIFFERENT TRENDS
SOCIAL TV

  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.
SUPERBOWL HASHTAGS: 2011 #AUDI - 2013 50% OF ADS
SOCIAL TV

  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
MASS RELEVANCE
SOCIAL TV

  Strategies: Feedback

  “Its like having millions of
  producers working with you”
  Simon Cowell, American Idol

  - On storyline, format etc...
  - #killcarlalready
  - Hawaiifive-O two endings
WHAT’S NEXT IN SOCIAL TV
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
COMMERCE
CONSEQUENCE?
SPECIAL MESSAGE FROM ICON.ME
TOT SXSWUPDATE 2014
  DRAAGBARE

  3sixtyfive bedankt:

  Adformatie
  GNR8
  Selecta Multimedia
  TonyAtomy

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SXSW Update 2013