SXSW10 TRENDS IN ‘14

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+ CAKE GROUP / TEN TRENDS / SXSW 2014 2THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014 SXSW 2014 BY THE NUMBERS 40KATTENDEES 1,322SESSIONS 57+COUNTRIES 2,000SPEAKERS 2M@ MENTIONS 2BSOCIAL REACH

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+ CAKE GROUP / TEN TRENDS / SXSW 2014 3THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014 MOST POPULAR TOPICS 201 178 156 145 116 HEALTH & BUSINESS GLOBAL IMPACT & POLICY SOCIAL & PRIVACY DESIGN & DEVELOPMENT STARTUPS

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+ CAKE GROUP / TEN TRENDS / SXSW 2014 4THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014 70HAVAS EMPLOYEES 7HAVAS MEDIA CLIENTS 18HAVAS MEDIA EMPLOYEES 6HAVAS SPEAKERS 15THOUGHT PIECES HAVASCOLLECTIVE.COM 1EPIC PARTY HAVAS @ SXSW

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+ CAKE GROUP / TEN TRENDS / SXSW 2014 5THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014 WHITNEY ALEXANDER AMY CUDDY’S POWER POSING ARMIN MOLAVI BROOKS RUNNING’S ‘RUN HAPPY” MATT SPECTOR SMASHING SECOND SCREEN JENNA FIDELLOW SHARKNADO SOCIAL STORM KAREN GOULET ZERO PAID MEDIA The poses we adopt while working across different devices directly correlate to “confidence” and “fear” hormones. Our most insecure power pose? When we’re on our mobile devices. The book & approach reveal the ugly truth behind the industry’s unwillingness to change the way it invests in brand marketing and advertising Via WWE, CW, Lionsgate – building passionate fandoms means marketers must be comfortable giving away some control of their brands to communities themselves. While posting from the Sharknado session – which explored the virality of Sharknado’s pop culture perfect storm – Jenna was retweeted by the viral star herself Tara Reid (a life-changing moment). Every morning a DJ led a pack of runners via pedicab through the streets of Austin. A great way to network & find like-minded SXSWers. FAVORITE MOMENTS @ SXSW

10SXSW
TRENDS

PRIVACY & PERSONAL DATA OWNERSHIP
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+ CAKE GROUP / TEN TRENDS / SXSW 2014 01 PRIVACY & PERSONAL DATA OWNERSHIP As brands collect more and more of our data, privacy is a top-of-mind concern. Most agree that the data debate comes down to transparency – being up front with consumers around exactly how their data is being used. If a consumer volunteers his or her data for a specific useful application, that behavior is tolerated. Being vague about how his or her data is being used is not. The bigger issue raised? Data ownership. Consumers are starting to question how easily they can access, store and in some cases take back their personal data once they sever brand ties. 8THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014

ANTI-SOCIAL MEDIA 9THE COLLECTIVE /
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+ CAKE GROUP / TEN TRENDS / SXSW 2014 02 ANTI-SOCIAL MEDIA PLATFORMS While consumers are still widely sharing what they eat for breakfast across their social graph, consumers are becoming more savvy about what to share on which platforms. This media sophistication and selectiveness has given rise to a new breed of social networks, where users can either limit who sees their content (as evidenced in the popularity of closed messaging apps like WhatsApp), how long they have access to content (Snapchat or Confide), post anonymously (Secret and Whisper) or even avoid the world altogether (Cloak). 10THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014

NEW CONTENT CONSUMPTION 11THE COLLECTIVE
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+ CAKE GROUP / TEN TRENDS / SXSW 2014 03 NEW CONTENT CONSUMPTION As the amount of content increases, how content is consumed is rapidly changing. The speeds of consumption have altered not only the types of content we prize, such as the prominence of visual content, but also how content is distributed (including the reading digest app Rooster, the latest tech entrant). As consumers become fans of content franchises like FiveThirtyEight and Wonkblogs, the media properties through which are consuming become less relevant. Consumers want their content when they want it on their devices of choice. And they expect all their devices to be connected together, automatically syncing where they left off. 12THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014

SHARING ECONOMY PUT TO WORK
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+ CAKE GROUP / TEN TRENDS / SXSW 2014 04 SHARING ECONOMY PUT TO WORK SXSW creates microcosms of high-tech, allowing certain latent behaviors & trends to reach scale. The best example in 2014? The sharing economy in action. The limitations due to the number of conference attendees and the size of the Austin community allowed companies like Airbnb, Uber and TaskRabbit to prove themselves as a savior for many. In our real lives we may use each of these services from time to time, but the conference showed that by outsourcing our daily needs to the larger community we’d be happier, more effective and more productive. 14THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014

CRYPTOCURRENCY 15THE COLLECTIVE / HAVAS
MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014 15THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014

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+ CAKE GROUP / TEN TRENDS / SXSW 2014 05 CRYPTOCURRENCY After serving as the butt of many jokes, Bitcoin was again a hot-button topic. Digitally-native currencies have a great deal of appeal to brands that are shifting more and more of mass commerce online. By cutting out the middle man, corporations can save millions of dollars in transaction fees, not to mention the increase in speed for transactions. Stability, its ties to black market use and payment security are all factors to consider when considering digital currency. Experts agree though, that these new forms of payment like Dogecoin aren’t going anywhere, especially as more major merchants begin to accept and legitimize Bitcoin payments. 16THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014

PLANNING EARNED MEDIA 17THE COLLECTIVE
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+ CAKE GROUP / TEN TRENDS / SXSW 2014 18THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014 06 PLANNING EARNED MEDIA Successful brands will shift from investing in “rented” inventory spaces (paid media) to investments in brand Zealots, Entrepreneurialism, (customer) Retention, and Owned assets. Paid media investments will be replaced by efforts focusing on owned, earned and shared, and brands are seeking organizations that can help them orchestrate the entirety of their communications ecosystem, not just plan for paid initiatives. 18THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014

PREDICTIVE TECHNOLOGY 19THE COLLECTIVE /
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+ CAKE GROUP / TEN TRENDS / SXSW 2014 07 PREDICTIVE TECHNOLOGY Technologists are beginning to explore the notion that products can adapt based on behavior. Smart UX design could serve up content based on what we might need, rather than what we overtly request. An app, for example, could orient its design based on proximity to the device, or a designing platform will offer up suggestions on how to refine based on your taste or a calendar will predict what your day should look like based on past routines. By freeing up the time you’re normally spending on inputting data, consumers will have more freedom to focus on ideas, action and application. 20THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014

FOOD & INNOVATION 21THE COLLECTIVE
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+ CAKE GROUP / TEN TRENDS / SXSW 2014 08 FOOD + INNOVATION Innovation has an impact on many aspects of our physical lives, none more apparent then the rapid rise of food innovation. There was an abundance of food stories coming from Austin, from the IBM Watson food truck leveraging computer creativity and social data to build never-before-seen recipes, to Mondelez and Oreo experimenting with 3D-printed cookies, to Dominique Ansel of Cronut fame debuting his milk and cookie shots at midnight. Using technology to improve analog experiences showcases the blurring of on- and offline worlds. 22THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014

MARKETING TO THE TECH CROWD
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+ CAKE GROUP / TEN TRENDS / SXSW 2014 24THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014 09 MARKETING TO THE TECH CROWD The festival saw activations from major marketers Subway, Mastercard, Pennzoil, Chevy, Nespresso and Pepsi, brands that are not conventionally considered “tech companies.” As marketers, this indicates these brands are seeing value in the association with technology. A survey by SXSW showed that 96% of attendees actively use social media, making these tech-focused consumers more influential than the average consumer. Brands are beginning to target the tech crowd as an influential segment, much as with music and fashion enthusiasts in the past. By aligning brands with this passion vertical, marketers are broadcasting an innovation message (even where innovation might not be taking place) as well as targeting a group of individuals with significant earned media potential. 24THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014

NERDS ARE KING 25THE COLLECTIVE
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+ CAKE GROUP / TEN TRENDS / SXSW 2014 26THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014 10 NERDS ARE KING One might expect the stars that arrived for the SXSWFilm portion of the festival to be the big-name draws, but speakers such as astrophysicist Neil deGrasse Tyson, Bill Nye the Science Guy and even actor-turned-internet-darling George Takei were drawing the biggest crowds and most Twitter chatter. The prominence of “geek culture” has been bubbling for the past few years, but their popularity has become more established and mainstream. Consumers’ interest in science, technology and innovation has helped elevate these non-traditional stars. Their influence among mass audiences should not be taken lightly. 26THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014

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+ CAKE GROUP / TEN TRENDS / SXSW 2014 27THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014 HOT INNOVATION MAKING MEANING MADEINTHEFUTURE.CO BRANDS & PRODUCT INNOVATION QUIRKY.COM VIRTUAL REALITY OCULUSVR.COM 3D PRINTING SHAPEWAYS.COM EVERYONE, EVERYWHERE CONNECT.COM

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STACY FULLER stacy.fuller@cakegroupusa.com 646.587.5053 MATT SPECTOR matt.spector@cakegroupusa.com 646.587.5222 28THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014

THANK YOU! 29THE COLLECTIVE /
HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014