SXSW HOTSHEET360i RECAPS THE BEST OF SXSW INTERACTIVE 2014
Fresh from a few busy days in Austin, 360i is bringing you the top highlights from SXSW Interactive 2014. Read on to learn about the themes, personalities, startups and brands that moved and inspired us this year.
THE TENSION BETWEEN BIG DATA & PRIVACY
The single biggest theme this year was the tension between data and privacythe products and technology we rely on to make our lives easier, and the data and privacy we give up to the companies that make that happen. The fact that Julian Assange and Edward Snowden spoke at the same conference as some of the worlds biggest data collectors was an irony not lost on
When wearables first launched, they seemed to be used more as a fashion accessory for trendsetters and early adopters and less as useful tools that could be leveraged by the masses. With the boom of devices designed to offer tangible and accessible benefits to their wearers though, that has all changed. From medical implantables able to track blood pressure, to tools that allow people to control the things around them to make
the conference curators. Many presenters this year spoke to the fact that while data is powerful in that it can lead to great personal experiences (e.g. those that are customized or highly relevant), privacy can become an issue when the value of the service is unclear and/or when the handling of data is not transparent.
everyday actions easier, wearables prove their worth when they provide insight into our current lives, and foresight about what we should do in the future. Brands will be especially eager to use these technologies to satisfy a consumer need and connect people to their products via physical experiences in physical spaces.
SETTING THE PACE FOR THE REST OF 2014, HERE ARE THE TOPICS THAT ROSE ABOVE THE NOISE AND LIKELY WILL CONTINUE TO DRIVE CONVERSATION IN THE COMING MONTHS:
7 THEMES TO WATCH
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Several talks focused on the need for marketers to recalibrate and consider the objectives that their programs are trying to meet (vs. blindly chasing the next big thing). The presenters advice: go back to the basics and understand what consumers want or need before you dream up experiences through which to
reach them. Of course, this must also balance with the innovate or die theme expressed throughout the conference, which encourages companies to get over the fear of failure and to take calculated risks to create better work. One speaker summed this up in the following way: Playing safe is playing to lose.
HAS MARKETING BECOME TOO TRY-HARD? BALANCING INNOVATION WITH AUTHENTICITY
EARNING ATTENTION IN AN INCREASINGLY DISTRACTED SOCIETY
Now that people have multiple mobile devices, they are constantly multi-tasking and sometimes only half-paying attention to content to which theyre exposed. Additionally, the way people pay attention depends on where they are, and if theyre online, what platform
and device theyre on. For content creators, this is important to keep in mind. Marketers can overcome the attention challenge by considering a users behavior in their environment (not trying to change behavior) to scale information and lower friction.
Beyond visual forms of content (think Instagram images or Vines), several apps came to SXSW vying to be the next Instagram for another sense. For example, Bobler is a French startup focused on leveraging voice technology as content. Dubbed as the vocal form of social media, this product is out to prove that sound
(voice particularly) can evoke emotion the same way that visuals can. Similarly, Scentee is doing the same with smell in fact, our client Oscar Mayer has recently debuted a new iPhone dongle that emits the scent of fresh-cooked bacon (using Scentee technology).
NON-VISUAL EXPERIENCES: THE NEXT BIG THING IN CONTENT MARKETING?
3D PRINTING CONTINUES TO EVOLVE
Not surprisingly, 3D printing continued to capture imaginations at SXSW this year. 3D printed food in particular was everywhere, with Oreo (client) and
Deloitte leading the pack. And apps like Easel are reinventing digital manufacturing by allowing users to invent their own products simply by sketching a 2D design.
WHERE HAVE ALL THE STARTUPS GONE?
Up-and-coming players were out in full force this year (see our Startups section for more on that), but some critics are arguing that SXSW has become less about startups and more about brands. The lack of clear-cut breakout stars this year (e.g. Twitter and Foursquare in 2007 and 2009, respectively) seems to support this theory. Josh Rubin, a producer for CNN who has covered the event for years said,
Its too expensive for startups to get attention down here, so were seeing less launches and a lot of big brand activations. While startups might have to find craftier ways to rise above the noise, the general consensus seems to be that SXSW remains a valuable incubator of idea-sharing and collaboration around digital culture.
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DR. NEIL DEGRASSE TYSON, futurist, astrophysicist and star of FOXs recently re-launched show COSMOS, took his talents to Austin to deliver unique insights about the Universe around us. Our team was most struck by his infectious curiosity (curiosity is one of 360is core mantras) and passion. Says one of our ambassadors, He creates wonderment and curiosity in a way I havent seen in a long time.
DANAH BOYD, Principal Researcher at Microsoft and author of Its Complicated: The Social Lives of Networked Teens, discussed the way teens use social media in their everyday lives. While Millennials are currently top of mind in marketing circles, the current teenage generation their mindsets and the future trends associated with them is one for brands to keep an eye on.
MARK CUBAN, tech investor and owner of the Dallas Mavericks, is known for his outspoken and blunt demeanor and he delivered on this reputation in Austin. He joined Guy Kawasaki for a candid discussion around the state of technology, innovation and entrepreneurship. He also subtly promoted his latest project, Cyber Dust, which is a private messaging app that operates like SnapChat for text.
Leading the popular session Go Home Marketing, You Are Drunk was content strategist & Brain
Traffic CEO KRISTINA HALVORSON, who urged marketers to recalibrate their approach and reground their organizations in pragmatism. Brands can achieve this by going back to the basics and starting with the consumer need/want by fixing whats broken instead of finding things to break.
FRED GRAVER, Head of TV at Twitter, discussed TV storytelling as adapted for the 140-character medium. Speaking to how television shows are integrating transmedia into their strategies, Graver shared examples of how networks are bringing fans into the storylines of their favorite programs. A re-tweet is the new autograph, he said.
JOANNA COLES, Editor in Chief of Cosmo, spoke about the ways in which consumers seek out relatable characters in the media they consume yet also appreciate when these characters have an unexpected twist along the way (e.g. Walter White: a high school chemistry teacher who moonlights as a meth manufacturer). Brands can aspire to similar combinations of familiar and unexpected in their own marketing to achieve the same resonance with their audiences.
ADAM SAVAGE, host of the popular Discovery Channel series MythBusters, delivered a keynote that emphasized the role of science education in creative industries such as digital media and TV. Speaking passionately about his experiences across both scientific and artistic pursuits, Savage underscored the need for experimental sciences and arts in public education.
ALFRED LUI, Chief Design Officer at Seer Labs, gave an inspiring talk called Reorienting UX Design for the Internet of Things. A designer of wearable technologies himself, Lui provided interesting insight into the opportunities and challenges faced by the UX community as the Internet of Things (IoT) becomes more prevalent. To learn more about Lui, check out his presentations on Slideshare.
ROY SEKOFF, Founding Editor of The Huffington Post, spoke about how the media company evolved HuffPo Live into what it is today by focusing on engagement (and not just content). Giving people a platform from which to respond via video and to do so in real-time changed the game for the news consumption experience and created one of the most social experiences on the web.
CHELSEA CLINTON, Vice Chair of the Clinton Foundation, focused her talk on the ways technology is being used in developing countries and how it can be used to make a real difference in the world. She stressed that things dont always have to be innovative to be valuable, and that innovative isnt always new. Some of the most effective and highly-used technologies in Africa for example are simple ones that already exist and dont involve extravagant new apps or technology.
MOVERS & SHAKERSTHESE ARE THE PERSONALITIES THAT CAPTURED OUR ATTENTION MOST:
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START ME UP Here are a few of this years standout startups (though there was no single breakout star in 2014):
Company: ROIKOIWhat it does: A Leaderboard for Professionals, ROIKOI lets you anonymously rate your colleagues and see the rankings of others.Reason to care: ROIKOI could impact how companies seek out and hire talent. Imagine another layer of vetting beyond the standard resume, cover letter and interview model. This is especially relevant to the marketing world, since the most successful work relies on well-functioning teams and a strong company culture.
Company: PeepsOutWhat it does: This app all