SXSW Interactive 2016 - the recap
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The document summarizes key findings from analyzing social media conversation around SXSW 2016. It found that Barack Obama and discussions around storytelling and data usage generated the most discussion. Sessions by Brené Brown on empathy and Stewart Butterfield on starting a $1 billion company were most enjoyed, while VR, livestreaming, personalization, and empathy emerged as major trends. The analysis also broke down participant demographics and highlighted influencers around SXSW.
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SXSW Interactive 2016 - the recap
- 2. © Hill+Knowlton Strategies 2016 Data 2 Trends Sports + Culture POTUS
- 3. © Hill+Knowlton Strategies 2016 Data 3
- 4. © Hill+Knowlton Strategies 20164 What we did Look at conversation relating to the official hashtags (918,000), as well as the individual speakers in two contexts; most hyped, and most enjoyed. This allowed us to look at the sessions that were worth paying attention to.
- 5. © Hill+Knowlton Strategies 2016 Most hyped? Storytelling and consumer data 5 + Barack Obama dominated online chatter as he became the first serving President of the United States to attend and give a speech at a SxSW event + Kevin Plank, CEO and Founder of Under Armour, created a stir talking about how to use power of data may be used to improve health + JJ Abrams and Andrew Jarecki stressed that tech will be unable to improve storytelling + NBA Commissioner Adam Silver touched on uses of social media and virtual reality for fans + Kerry Washington, star of TV show ‘Scandal’, gave a talk about social media and the impact it made on creating exposure for her as a person and the show itself 11,409 1,277 753 427 420 0 2,000 4,000 6,000 8,000 10,000 12,000 Barack Obama Kevin Plank JJ Abrams & Andrew Jarecki Adam Silver Kerry Washington
- 6. © Hill+Knowlton Strategies 2016 Most enjoyed? Niche or specialist topics 6 + Scholar Brené Brown’s keynote was the most enjoyed session. Attendees most cited this quote; "We are emotional, feeling beings who, on rare occasions, think“ + Stewart Butterfield’s (CEO of Slack & co-founder of Flickr) mentions relating to his quote that “now is the time to start a $1bn company” + Nujoud Merancy, NASA’s Planning lead for the space mission to Mars was received well + Jimmy Wales generated the highest share of positive content, focusing on building an active editor community & the future facing the community currently + Bruce Sterling, science fiction writer, presented his ‘state of the world.’ He stressed the importance of social networks in today’s age, with many quoting the following assertion from the talk: "Facebook is bigger than the Catholic church” 60% 47% 33% 22% 20% 0% 10% 20% 30% 40% 50% 60% 70% Brene Brown Stewart Butterfield Nujoud Merancy Jimmy Wales Bruce Sterling Positive sentiment
- 7. © Hill+Knowlton Strategies 2016 By volume? 7 + We knew that chatter about speakers would continue across a number of days to give even larger mention volumes which are displayed in this chart + This show two new entries; Richard Linklater (who hosted a film premiere as part of SXSW Film and Interactive) and YouTuber Kian Lawley – showing that people talk more about the speakers even more upon reflection of the talk + Again, the topics for these speakers focused around story telling and the use of data 15,171 1,639 1,346 1,288 1,054 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 Barack Obama (President) JJ Abrams & Andrew Jarecki (Directors) Kevin Plank (CEO, Under Armour) Richard Linklater (Film Maker) Kian Lawley (Actor/YouTube)
- 8. © Hill+Knowlton Strategies 2016 © Hill+Knowlton Strategies 2016 Hashtag-tastic 8 1. #sxsw (314,290,114) 2. #sxswi (160,350,270) 3. #sxsw2016 (194,954,199) 4. #innovation (11,603,121) 5. #technology (7,113,448)
- 9. © Hill+Knowlton Strategies 20169 1. Obama 2. POTUS 3. President 4. Google 5. Self-driving car
- 10. © Hill+Knowlton Strategies 2016 The influencers 10 @dannydevriendt (MD of Mediabrands) @ndahlberg (Miami Herald Staff Writer + blogger) @chrisyates11 (Emmy winning broadcaster + marketer) @USAID US poverty charity @BBCWorld News organisation @SapientNitro Digital agency @jasminevallejo PR + Marketing consultant @SheilaS Author and speaker @MediaPost Marketing trade publication @sxsw Official feed
- 11. © Hill+Knowlton Strategies 2016 Most shared links 11 + POTUS’ live link + White House Chief Digital Officer on ‘Technology and the imperative of Citizenship’ + Engadget’s write up of the JJ Abrams session + Engadget’s ‘live’ announcement + Google’s self-driving car clip on Carautodaily.com
- 12. © Hill+Knowlton Strategies 201612 Demographic Breakdown
- 13. © Hill+Knowlton Strategies 201613 Who’s talking? 2,241 1,408 1220 0 500 1,000 1,500 2,000 2,500 Executive Artist Sales/Marketing /PR Top 3 Professions 4,102 3,391 2404 0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 Business Technology Books Top 3 Interests
- 14. © Hill+Knowlton Strategies 2016 Trends 14
- 15. © Hill+Knowlton Strategies 2016 This year we took four H+Kers to Austin to report on trends across Design, Entertainment, Media & Sports 15
- 16. © Hill+Knowlton Strategies 201616
- 17. © Hill+Knowlton Strategies 201617 VR Cognification Livestreaming Empathy Video Snapchat Personalisation
- 18. © Hill+Knowlton Strategies 201618 “Demonstrations of VR are currently so underwhelming because they’re made by engineers” Ricardo Casale at UN Spotlight; The New Frontier of Virtual reality
- 19. © Hill+Knowlton Strategies 201619
- 20. © Hill+Knowlton Strategies 201620 “While VR puts you in the story, written word remains the best medium to inform the public” + CEO of New York Times, Mark Thompson in Embracing Virtual Reality to Better to Tell a Story
- 21. © Hill+Knowlton Strategies 201621 Virtuality + VR is nothing new + His prediction is that this will evolve to become ‘one screen’ (possibly glasses-based); which allows us to dial through realities, from real world to augmented, mixed reality and virtual immersion + Movement from ‘internet of information’, to the ‘internet of experiences’
- 22. © Hill+Knowlton Strategies 201622
- 23. © Hill+Knowlton Strategies 2016 hyper real 23
- 24. © Hill+Knowlton Strategies 201624 hyper realistic
- 25. © Hill+Knowlton Strategies 2016 Currently, AI capabilities are narrow, and machines can only learn to do one thing very well. Google’s Deep Mind computer can beat the Go world champion, but it can’t play chess. Cognification is where AI is not about consciousness, but about synthetic smartness. This will become a service or commodity and we’ll be able purchase IQ on demand from the grid. 25
- 26. © Hill+Knowlton Strategies 201626 A more realistic entry point…
- 27. © Hill+Knowlton Strategies 201627 + Amazon bought Twitch for $1bn in 2014 + 45,000 Korean viewers watch mukbang every evening (threefold growth since 2014). The top-ranked stars make as much as $10,000 a month + Former pharmaceutical executive Martin Shkreli live- streamed from his apartment after being charged with securities fraud and released on bail + Facebook is pushing its own Live version, and that’s not even mentioning Periscope and Meerkat
- 28. © Hill+Knowlton Strategies 201628
- 29. © Hill+Knowlton Strategies 201629 + YouNow, StreamUp and Twitch now considered the ‘best’ livestream platforms by influencers + Donned ‘live participation platforms’
- 30. © Hill+Knowlton Strategies 2016 Food focus 30 *Random trivia; did you know YouTube started as a dating site?
- 31. © Hill+Knowlton Strategies 201631
- 32. © Hill+Knowlton Strategies 2016 “Swarm was run in alpha with NBC Universal for the launch of the movie Sisters, which saw native content for the film distributed across BuzzFeed’s Instagram, Vine, Twitter, Facebook, Snapchat and Youtube channel, as well as on its main website” 32
- 33. © Hill+Knowlton Strategies 2016 “Technology won’t improve storytelling” 33
- 34. © Hill+Knowlton Strategies 201634
- 35. © Hill+Knowlton Strategies 201635 “Video is ubiquitous, attractive and now an essential part of any brand experience” + *we’re a long way away from being able to craft a VR experience like we can a video
- 36. © Hill+Knowlton Strategies 2016
- 37. © Hill+Knowlton Strategies 201637 Some context + 100m daily users (77% 18- 35) + 50% US, 50% ‘outside’ + 35m in Europe + 9,000 snaps per second (5% of selfies) + 8 billion daily video views
- 38. © Hill+Knowlton Strategies 201638 Geo-filters *everywhere*
- 39. © Hill+Knowlton Strategies 2016 Practical tips 39 + *Typically* the max limit for a sports story is 280 seconds. Then engagement drops off a cliff + Stories over Snaps (sometimes up to a week with a proper beginning, middle, and sign off) + Takeovers perform best + More is sometimes less (fewer snaps perform better for NASCAR) + Multiple users for verified accounts makes it easier for global brands
- 40. © Hill+Knowlton Strategies 201640
- 41. © Hill+Knowlton Strategies 201641
- 42. © Hill+Knowlton Strategies 201642
- 43. © Hill+Knowlton Strategies 2016 Sports + Culture 43
- 44. © Hill+Knowlton Strategies 201644
- 45. © Hill+Knowlton Strategies 201645
- 46. © Hill+Knowlton Strategies 201646
- 47. © Hill+Knowlton Strategies 201647
- 48. © Hill+Knowlton Strategies 201648
- 49. © Hill+Knowlton Strategies 201649
- 50. © Hill+Knowlton Strategies 2016
- 51. © Hill+Knowlton Strategies 2016
- 52. © Hill+Knowlton Strategies 201652
- 53. © Hill+Knowlton Strategies 201653 QU: How innovative is the sports industry?
- 54. © Hill+Knowlton Strategies 201654 The value isn’t in the hardware it’s in the community
- 55. © Hill+Knowlton Strategies 201655
- 56. © Hill+Knowlton Strategies 201656
- 57. © Hill+Knowlton Strategies 2016 “ ” 57
- 58. © Hill+Knowlton Strategies 201658 “Curation now IS creation”
- 59. © Hill+Knowlton Strategies 2016 “Young people don’t play sport to win” 59
- 60. © Hill+Knowlton Strategies 201660 “Every new wave of expression is an example of what’s come before it”
- 61. © Hill+Knowlton Strategies 201661 “From Mass Marketing to Relationship marketing”
- 62. © Hill+Knowlton Strategies 201662 “Tending a garden, Not launching a spaceship”
- 63. © Hill+Knowlton Strategies 201663 What can I do right now? + Go and try VR + Personalised things can be simple, but really well executed. How can you use this? + What’s your Snapchat strategy? If it’s not right – why? + Watch Brene Brown’s RSA short on empathy + How will AI affect you?
- 64. © Hill+Knowlton Strategies 2016 © Hill+Knowlton Strategies 201664
Notas do Editor
- The most enjoyed speakers talked about largely niche stories. This was great, however it actually meant some more general topics such as gender (in)equality that came to the fore on individual days were not as enjoyed overall:
- The majority of the most shared links were directing the public to information about specific events and the speakers rather than discussion points around what was said.
- Mentions around a talk by Tyler Hoechlin were largely shared by females users, driven largely by fan sites. Hoechlin’s stars shared details of his event, without expressly engaging with the content of the talk. The talk focused on team mentality in sports, a typically male-led topic. Congresswoman Katherine Clark led a session relating to law enforcement around online trolls. Mentions relating to the session were driven by male social media users.
- However, when we got there, we saw these four things converge – not in a terrible, awkward way like Batman v Superman – but in a useful way. Horizontality was at its peak.
- As such, here are 7 things to think about…
- They said that there’s HUGE potential for the film and media industry to create immersive stories that make people truly feel something when they experience VR. The UN’s latest project, Clouds over Sidra (a VR experience that aims to show viewers the world of a 12 year old refugee) aims to inspire consumers to not just be voyeurs of an issue, but be “moved,” triggering empathy toward the issue at hand – and hopefully inspire to take actions for change. We also see this sense of immersion in lower-tech ways; like Guardian Labs’ work with The National Autistic Society launched last week.
- Continuing that sense of practically, Mark Thompson spoke about the different uses for VR and urged people to remain balanced in their view.
- Wired co-founder Kevin Kelly also stood firmly in that ‘practical’ camp…
- The opportunity for brands is to focus on that sense of experience; and since experience is 50% tactical – to consider how to take VR and use it in a physical sense.
- On the AI front; there were two perspectives – hyper real. So, the continuation of what we saw last year with BINA48 during last year’s conference, and the attempts by engineers to create human-esque characters.
- And then the hyper realistic camp. Kevin Kelly was again in this camp.
- Kelly’s take on AI is one of cognification…
- AI can help us be more innovative as humans, and that exists right now. Here we see an example of an AI generated personal assistant.
- The next thing we saw talked about at length is livestreaming, which is already a ‘thing’
- What’s the next iteration? For many, its streaming live events for the masses. This exists already for conferences (like SXSW) – but the next iteration looks to be music festivals.
- There’s also huge potential here for food brands; as YouTube co-founder Steve Chen launched his new platform NOM at SXSW (a livestreaming food network for recipes, demos and reviews). Plus we see Buzzfeed start to livestream from its Food profile on Facebook, with great success.
- Buzzfeed’s Frank Cooper pointed to Empathy as the ‘secret sauce’ in Buzzfeed’s scale and success.
- He also launched Buzzfeed SWARM during his session.
- JJ Abrams take is that storytelling is still about finding empathy. Technology makes it easier and more accessible to all; but you still have to be able to put yourself in the shoes of someone – be it the audience or the character. If you can’t do that – no technology will help you.
- Mashable’s Pete Cashmore reiterated that the future of media was visual; banging the drum for video content
- Snapchat was the darling of the conference
- The Snapsports session with NASCAR and Major League Soccer was one of the best; and most practical
- And finally, personalisation was the name of the game. Be it in simple execution with high quality delivery like the Straight Outta Compton movie promo with beats by dre
- The similar PowerPuff Girls site that lets your create personalised avatars
- Or adidas’ take; from 3D printed midsoles to precision milled kicks, adidas' design team has been hard at work shaping the not-so-distant future of sports performance and style. Always looking for new barriers to break, that drive to constantly innovate gave rise to Futurecraft, an initiative that offers the world a glimpse of what can be when creativity is unleashed on all areas of production. With open source collaboration at the heart of it all, a new era of product personalization is now within grasp.
- This next session comes from Josh Connell, Head of Content + Publishing Strategy for Sports at H+K
- “What I found interesting at SXSW, in sports and beyond (culture)”
- “But I’m not going to talk to you in bullsh*t. Which is sometimes hard to do with SXSW. So much rhetoric and jargon. One of the best talks I went to focused on this, and helped give a sense of perspective for the conference. Jargone, cliches, acronyms bleed into how we speak and builds a wall and culture that’s difficult to change. How do you stop? Speak with Honesty. Openness. Humour.”
- “First up is VR which is very bullsh*t friendly! But it was an amazing experience that changed my viewpoint on VR”
- “My experience – I was IN Jurassic Park with a Brontosaurus. It sat up, walked towards me, looked at me in the eye”
- “What it felt like…”
- “Incredible potential for education. Going from DK to being in the same room with a Dinosaur. The passion, the excitement, the interest.”
- “But what does VR mean for sports? This Microsoft ad was all the rage at the Superbowl…”
- “But actually, this is how people watch sports. In groups. If we can use VR and be courtside then great, but it’s not been cracked yet. You can’t control what is essentially a new experience.”
- “Sports can look to gaming industry to do this – something that remains communal”
- “How innovative has the sports industry actually been? Knits v phones NFL Combine as example”
- “Not the hardware, as in the trainer. It’s in the community. UA has 1 million new users every week. UA Record is the largest ever food database ever assembled!”
- Brands also need to re-think their purpose. Again – it’s not about the hardware. Example is Gatorade going from a drink to fuel. From top athletes to everyone.
- “The Gatorade experience was brilliant. Slick. Coherent. Amazing staff. The content was above the line but the experience was bespoke”
- “I will finish with some quotes that have stuck with me…”
- “As the volume of content increases the skill of Curation will also increase. Brands love to own, create original content. But increasingly, and as with the wider public, the selection and sharing of content holds greater value for them.”
- “In a survey asking young people why they play sport, winning just scraped into the top 50 at number 48. Yet young people are being asked to specialize in one or two sports sooner and sooner. What matters more – Gold medals or happiness?”
- “Beauty of photography panel. How do we judge it in an age of millions of photographs. The panelist from Tumblr shared this thought. Snapchat wouldn’t have exist without Instagram. Bear it in mind when you’re creating ideas, for your client or US. New ideas aren’t new. Manifestations from something before them.”
- “One of the panelists in Fans to Fanatics panel said – “when you first met your wife you didn’t ask them to marry you”. It described brilliantly the need to get to know individual fans over a long period of time. Personalization is key.”
- “There’s all these big ideas and grand retoric at SXSW. But this quote stood out for me. From WWE – a multi billion views content ecosystem cross channel. It’s about doing. Trying. Managing. This is the challenge we face and can make a different with.”
- Now we’re going to screen the Obama keynote – which you can find here; http://www.sxsw.com/live