sxsw 2016 trends

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SXSW 2016Nina Rieke for DDB, 21.03.2016!

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26.04.16 Divider 3

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26.04.16 Intro 4

SUPERFICIAL

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SUBSTANTIAL

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AMBIGUITY NEEDS BALANCE

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ANALOG VS. DIGITAL METRICS VS. EMOTION

MEN VS. WOMEN PERSONALIZATION VS. PRIVACY

CAPITALIZE VS. SUSTAINFAST VS. SLOW

ARTIFICIAL VS. REAL ENTERTAINMENT VS. ETHICS

ENGAGING VS. FRICTIONLESS

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9 OBSERVATIONS ON TRENDS: COGNIFY

VIRTUALITYTRACKING

SOCIAL INFLUENCEHYPER-PERSONALIZE

CONVERGENT EXPERIENCESEMOTION & AUTHENTICITYVALUE, MEANING, ETHICSPATTERNS OF DISRUPTION

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COGNIFY

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„COGNIFY“ WAS THE NO. 1 TREND IN KEVIN KELLY‘S PRESENTATION ON „THE 12 TECH TRENDS THAT SHAPE OUR FUTURE“.

IBM DOMINATED A WHOLE CORNER WITH THEIR „COGNITIVE“ HOUSE, INCLUDING A LOT OF EXAMPLES OF PUTTING AI TO WORK. FROM WATSON TO MINI-ROBOTS THAT PLAY „ROCK, PAPER, SICSSORS“ WITH YOU.

“THE NEED TO THINK DIFFERENT, NON-HUMAN LIKE TO SOLVE OUR DIVERSE ISSUES” (K.KELLY) VS. „HUMANIZING TECH“ (IBM)

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“Cognify things. Xrays, robo lawyers, AI in airline pilots, cars ... Watson is now becoming a doctor. What has changed in the last 10 years is a

convergence of 3 tech changes: Neural nets, GPUs, big data fuse together. 4 out of 5 beat the GO champion. Google’s AI can identify what is in

the pic - not as smart as a 4 year old .... Google teaches AI how to play a video game. This is narrow, but useful.” (K.Kelly, WIRED)

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“They are not human like, that is their virtue. They are driving, eg. self driving car. Free of consciousness, not distracted. We should not make AI

like humans, but unlike us. As many different types of thinking ... Many problems we will have that may be so difficult we require other kinds of

minds. The value of AI is it can think different. IQ will work as a service, flow like electricity. You will not have to make it, you can purchase it like

electricity, it will become a commodity. The formula for the next 10.000 start ups - take x and add AI.” (K.Kelly, WIRED)

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Any job about productivity will be taken by robots. If productivity is the measurement – then it goes to robots. But will make new jobs as

well...many of our jobs today where created by tech.... UX design, screen design etc. Jobs for humans are where productivity is not important.

Picasso was not efficient, healthcare is not about efficiency. Based on experience, relationship, creativity, will be human. Robots will make

things cheaper - we will be willing to pay for relationships, experiences - non productive stuff. (K.Kelly, WIRED)

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INTERNET OF THINGS AS PART OF THIS

“As the backbone of tomorrow’s connected world, the

Internet of Things will be a central point of conversation in numerous

sessions at SXSW Interactive. The problem is that we are still

searching for the killer app for this much-hyped technology.”

http://www.sxsw.com/interactive/trends

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VIRTUALITY

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BOTH PRE- AND POST-SXSW COVERAGE WAS HIGHLIGHTING THE IMPORTANCE OF VR AS THE ONE MAINSTREAM TREND THIS YEAR:

“VIRTUAL REALITY AND AUGMENTED REALITY ARE PREDICTED TO BE THE BREAKOUT TECHNOLOGY OF 2016 — SO THE BUZZ SURROUNDING THESE TWO CONCEPTS WILL BE SIGNIFICANT AT SXSW 2016. LEARN MORE ABOUT WHAT IS HYPE AND WHAT IS SUBSTANCE AT THE NEW VR/AR TRACK AS WELL AS THE NEW VR/AR EXPERIENCE” „VIRTUAL REALITY WAS EVERYWHERE AT SXSW 2016. ONE COULD NOT WALK TWO BLOCKS IN THE GREATER DOWNTOWN AUSTIN AREA WITHOUT STUMBLING UPON AN EVENT ACTIVATION THAT INCORPORATED VR EXPERIENCES. IF THERE WAS ANY DEBATE ABOUT THE VIABILITY OF VR IN THE CONSUMER SPACE, PARTICIPATION AND ENTHUSIASM AT THIS YEAR’S CONFERENCE ALL BUT SETTLED IT: THE MOMENTUM IS UNDENIABLE.“


http://blog.performics.com/sxsw-2016-wrap-up-3-hyper-trends-pn/

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STATEMENT CHARTS

SPLASH APP – STARTUP PRIZE 2016

MC DONALD‘S BRAND PAVILLION SAMSUNG #VRONDEMAND EVERYWHERE

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“I tried it 1889 – but it never hit it big. VR today is not that much better - but way cheaper. It got better, but mainly vastly cheaper because of

the smart phones. Cheap Hi res screens, location tracking, processors make super computers in phones. We need to split between immersion

VR vs. presence VR. And mixed reality. Swivel vs roam. High end vs low end.” (Kevin Kelly, WIRED)

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TRACKING

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METRICS ARE ANYWHERE. TRACKING AS THE 3RD TREND IN KEVIN KELLY/ WIRED PRESENTATION. „CO-VEILLANCE & „VANITY TRUMPS PRIVACY“ MANY PANELS & SESSIONS ON DATA DRIVEN MARKETING. SPREDFAST & IBM WATSON METRICS. YOUR BODY AS A DASHBOARD – IBM & UNDER ARMOUR.


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“Tracking is another big trend. Quantified self, tagging each other, checking in, but also government tracking. The smart phone is the modern

surveillance device, and VR is surveillance we are getting in. Life logging, Apple watch, self quantifying for medication, what you want is a

health machine that is tailored to your body. Pills that are personalized based on what happened before.“ (Kevin Kelly, WIRED)

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“Everything will be tracked and measured. Surveillance through outside and our selves

via phones. .. But we need to find more symmetry here. Co-veillance will give us

symmetry. Currently I do not get all the benefits…. “ (Kevin Kelly, WIRED)

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IBM & UNDER ARMOUR: YOUR BODYS DASHBOARD

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SOCIAL METRICS: SPREDFAST, IBM WATSON

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SOCIALINFLUENCE

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“SOCIAL MEDIA HAS BECOME A FACT OF LIFE, SO IT NO LONGER DOMINATES THE DISCUSSION AT EVENTS LIKE SXSW. OF COURSE, WE SAID THE SAME THING IN MARCH 2015 — AND LAST YEAR’S BIGGEST BREAKOUT TREND WAS THE LIVE-STREAMING SOCIAL MEDIA APP MEERKAT.LOTS OF TRACKS THAT REFERRED TO NEW APPS, KNOWME FOR EXAMPLE. AND THAT OFFERED ENHANCED USE OF SOCIAL, E.G. WITH SNAPCHAT.”

NEVERTHELESS – THERE WAS A LOT ON SOCIAL AND THE INFLUENCE IT ACHIEVES AT SXSW - FOR PEOPLE, BRANDS, MARKETS & REVENUE.


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STATEMENT CHARTSSOCIAL = INFLUENCEINFLUENCE MONETIZATION: REWARDSTYLE & AMBER VENZ BOX (CEO)

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KERRY WASHINGTON, ACTOR & SOCIALMEDIA STAR

SOCIAL = INFLUENCE

„... I AM ANTICIPATING REACTIONS, COMMENTS. MY ENGAGEMENT WITH NEUTROGENA WAS ABOUT HOW TO START OFF NEW DARK FOUNDATIONS. INTEGRATING NEGATIVE FEEDBACK AND TURNING IT INTO POSITIVE.“

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During a keynote at South by Southwest Interactive, BuzzFeed's

marketing chief Frank Cooper unveiled a beta test of an ad format dubbed Swarm. It allows advertisers to run campaigns simult-aneously across all of his company's Web and mobile properties and six of its social platforms: Snapchat Discover, Vine, YouTube, Facebook, Instagram and

Tumblr."Instead of forcing all your traffic and spending all your

resources to drive people to your owned and operated platforms, why

not go to where they are," Cooper said. "We've done it, and in doing

that we've built this power of an audience that crosses these different

platforms.“Cooper added that Swarm is a "cross-platform strategy

that's designed to light up our entire network in a big, coordinated

post."

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SOCIAL =

OPEN ACCESS =

SUCCESS

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26.04.16 SXSW2016 34 http://www.nypl.org/research/collections/digital-collections/public-domain

NEW YORK PUBLIC LIBRARYOPEN ACCESS: EXAMPLES OF RE-MIX AND RE-USE

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REMEMBER SECOND LIFE?

„Experiences are something that gains by being shared.

We will figure out how to have more people in there.

The future of your VR platform is social.“

(K.Kelly, WIRED)

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HYPER-PERSONALISATION

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WAVE OF CONNECTION: FROM COLLECTIVE TO (SUB-)CULTURE TO YOUR INNER CIRCLE TO YOU. (F.COOPER, BUZZFEED)

FROM 1ST PERSON TO YOU-PERSON. YOU ARE UNIQUE – LIKE EVERYONE ELSE. SELF MEASUREMENT AND THE CONTROL OF THE SELF. (K.KELLY, WIRED)

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„EMPATHY IS WHAT DRIVES IT ALL...WHAT CONNECTS TO YOU, WHAT MATTTERS TO YOU. WE LIKE YOU TO CREATE THE CURRENTS. AND FROM THERE MOVE TO CULTURE AT LARGE. HOW YOU WANT TO DEFINE YOURSELF. WE RECOGNIZE YOU ARE MULTI-DIMENSIONAL. I AM BLACK BUT I AM NOT. I AM MUSLIM BUT I AM NOT.“ FRANK COOPER, BUZZFEED

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VR LEADS TO THE BETTER ME

TRACKING LEADS TO HIGHLY PERSONALIZED OFFERS & PRODUCTS,

E.G. MEDICATION

TECH DRIVES PERSONALIZATION FROM MANY DIRECTIONS

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CONVERGENT EXPERIENCES

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“THE CONTINUED DISINTEGRATION OF BOUNDARIES BETWEEN THE MUSIC,

FILM AND TECHNOLOGY INDUSTRIES IS IMPOSSIBLE TO IGNORE…. THIS

TREND WILL CONTINUE. …THE EXTENSIVE SCHEDULE OF CONVERGENCE

PROGRAMMING.”

SXSW HAD MANY PANELS ON THE SENSES IN CONNECTION TO DIGITAL, LIKE TOUCH & SMELL. THE CONVERGENCE BETWEEN DIGITAL AND REAL WORLD IS A TOPIC THAT UNDERLINES A LOT OF WHAT WAS PRESENTED.


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“Internet of experience - from the internet of information we go to there. Experiences are the currency we get when we log on. In 20 years

we will not think of the internet is a place we go to, but a dialogue we have. Sell, trade, talk about experiences. Not 1st person, but you-

person. It shifts your point of view in VR. From “kind of watching it” to “it is happening to you”. Some things become too strong when things

are happening to you. It is not happening in your head but much deeper, it resides in a deeper place. Fooling your body, not making

imagery, tactile, hands etc are at least 50% of the experience. Smell, skin, temperature ... It will also be about how to directed walking, re-

directed touch. You think you walk straight, but its circles, you keep touching the same bottle but feels like different objects. You are

tricked .... This will make experiences powerful. AI will capture for 3 D for you to see fabric on their clothes, give a high degree of realism.

Eye contact will be the secret that someone is actually there, looking close enough.”

(Kevin Kelly, WIRED)

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STATEMENT CHARTS

DELTA SOCIAL SOULMATE: A WALK-IN EXPERIENCE OF YOUR SOCIAL FEED, CONNECTING TO WHO MATCHES YOU

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QUALCOMM „INVISIBLE MUSEUM“

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FROM THE PANEL OF “INNOVATIVE BRANDS USING DATA DRIVEN MARKETING”:

“THE MOMENT IN THE DRESSING ROOM – PARING A PANT WITH A TOP. WE DEVELOP A CONVERSATION AROUND THE FITTING ROOM AND THE IMAGES CAPTURED. LITTLE

TWO-WAY-CONVERSATIONS.” (THEORY/ HELMUT LANG)

WE HAVE TO DELIVER A HIGHLY PERSONALIZED, CUSTOMIZED EXPERIENCE. DATA,

IDEAS…ALL OUT THERE, BUT WE STILL DON’T BRING IT ALL TOGETHER.” (360I ON

JAMESON AND INFLUENTIAL BARTENDERS)

DIGITAL IS OFTEN UTILIZED AS A PR STUNT INSTEAD HELPING THE CUSTOMER

ENGAGE WITH THE BRAND…ESP. IN FASHION. IT DESERVES A MUCH DEEPER EXPERIENCE.” (THEORY/ HELMUT LANG)


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ANALOG EXPERIENCE MEETS DIGITAL WORLD

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CRAVING EMOTION & AUTHENTICITY

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SO MANY SIGNS THAT MAKE THIS A LARGE TREND AT SXSW:

WITH ALL THE DATA AND DIGITAL A STRONG ENFORCEMENT ON HOW IMPORTANT IT IS TO „HUMANIZE“, BE EMOTIONAL, LIKEABLE, AIM AT THE LIMBIC SYSTEM, NUDGING BEHAVIOR,HOW TO PITCH WITH NEUROSCIENCE. „ANALOG EXPERIENCES“ E.G. CARDS TO MAKE OR GIVE AWAY. (MOO, AMERICAN GREETINGS). BEHAVIOUR TALK BY AUTHOR OF „HAPPINESS PROJECT“. MR. ROBOT ON AUTHENTIC CODING ON SCREEN. DESIGN THINKING EMPATHY MAP AT IBM. „THE HUMAN FACTOR IN DIGITAL COMMUNICATIONS“ - TOPIC IN JJ ABRAMS PANEL.

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IBM DESIGN THINKING

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EMBRACING OPTIMISM

& ADAPTIVITY

“ITS DAY ONE” – THE MOST IMPORTANT THINGS OF THE NEXT 20 YRS ARE NOT HERE YET AND THESE THINGS WILL BE INVENTED BY YOU.” (K. KELLY, WIRED)

“WE HAVE FALLEN INTO THREAT BASED NARRATIVE - ‘we are under attack ... If we don’t mobilize now we are dead' is a very dis-functional narrative. AN OPPORTUNITY BASED NARRATIVE IS MUCH BETTER.” (J. HAGEL, DELOITTE)

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BUZZFEED/ TASTY DEVELOPMENT

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https://www.ted.com/talks/brene_brown_on_vulnerability?language=de

PSYCHOLOGIST BRENÉ BROWN* ON VULNERABILITY AND HER PROCESS DEALING WITH IT: RECKONING – RUMBLE – REVOLUTION

„IF YOU ARE BRAVE WITH YOUR LIFE, WITH YOUR WORK, YOU WILL GET YOUR ASS KICKED. CHOOSING COURAGE OVER COMFORT, IS WHAT I DO EVERY DAY. VULNERABILITY IS NOT WEAKNESS. TRUTH IS NEVER WEAKNESS.“

* HER TED TALK HAS MORE THAN 24 M VIEWS

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VALUE, MEANING, ETHICS

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“WHILE MILLENNIALS ARE MORE COMFORTABLE WITH BRANDS, THEY ALSO WANT A WORLD THAT IS MORE SOCIALLY CONSCIOUS. THIS DESIRE FOR GREATER MEANING IS MORE FULLY EXPLORED WITHIN SXGOOD, THE SXGOOD HUB AND THE DEWEY WINBURNE COMMUNITY SERVICE AWARDS.” LEILA JANAH, CEO OF SAMA: “WE DO IMAGE TAGGING IN DEVELOPING COUNTRIES. TRAINING LOW INCOME PEOPLE BASIC TECH SKILLS, RAISING THEIR INCOME. MILLENIALS ARE YEARNING FOR MEANING…THAT GOES BEYOND A DONATION ”DOUGLAS RUSHKOFF ON „THROWING STONES AT THE GOOGLE BUS“ – ASKING FOR SUSTAINBLE BIZ GROWTH INSTEAD OF VC SUCKING CAPITAL. THE TV SERIES MR.ROBOT = ANONYMOUS REFERENCE, EVIL VS. GOOD. SIGNS LIKE PRESIDENT OBAMA AT SXSW. ONLINE HARRASSMENT SUMMIT ARE FURTHER INDICATORS.


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THE CALL FOR VALUE AND ETHICS RANGED FROM „PERSONAL VALUE“ TO „BRAND ETHICS“ TO POLITICAL ACTIVATION:

“WHAT DOES REALLY ADD VALUE TO PEOPLE’S LIVES? PRIVATE INFORMATION IS PUBLIC FOR THE YOUNGER GENERATION AS LONG AS THEY GET VALUE IN RETURN.” G. HORWOOD, J&J

“YOU CAN NOT MARKET ON THE BACK OF DAVID BOWIES PASSING. DON’T HIJACK SOMEONE’S DEATH.” J.BURKHART, TBC

„THERE ARE 1 M REPORTS ON HATE SPEECH A DAY AT FACEBOOK. SOCIAL MEDIA HARASSEMENT IS BROAD, NOT JUST COMMENTS.“ K.WASHINGTON

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„THE START UP PIVOT IS TRANSITIONING A PROBABLY SUBSTANTIOUS COMPANY TO A CASINO LIKE THING.“

„MAKE YOUR CUSTOMERS RICH! GOOGLE ALMOST GOT THAT INSIGHT WITH YOUTUBE. EVEN EBAY WAS A BETTER BIZ MODEL THAN AMAZON.“

„BERNIE, CRAFT BEERS, ... ALL THIS SIGNS OF GETTING CLOSER TO VALUE CREATION. TECH ALWAYS DELIVERS MORE VALUE TO CAPITAL AND TAKES IT AWAY FROM LABOUR....RE-BOOT THE ECONOMY FOR DISTRIBUTED VALUE ECONOMY.“ DOUGLAS RUSHKOFF

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PATTERNS OF DISRUPTION

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JOHN HAGEL OF DELOITTE CENTER OF THE EDGE REFERS TO „PATTERNS OF DISRUPTION“ AS WHAT CHANGES MANY INDUSTRIES, NOT JUST AUTOMOTIVE. AT SXSW FOR MOBILITY AS WELL FOR FASHION, FOOD, HEALTH.

“NUMEROUS PANELS AND PRESENTATIONS AT SXSW INTERACTIVE WILL ADDRESS SELF-DRIVING CARS AND EVEN MORE FUTURISTIC SYSTEMS (SUCH AS THE HYPERLOOP). NEED MORE EVIDENCE OF THE IMPORTANCE OF THIS TREND IN AUSTIN IN MARCH?“


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„LIFE EXPECTANCY OF S&P500 COMPANY IN 1937: 75 YEARS. TODAY: 15 YEARS.“

„PATTERNS OF DISRUPTION THAT ARE LIKELY TO HIT MULTIPLE MARKETS, BUT NOT ALL.“

JOHN HAGEL, DELOITTE

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http://dupress.com/articles/anticipating-disruptive-strategy-of-market-entrants/?coll=16071

9 PATTERNS OF DISRUPTION JOHN HAGEL, DELOITTE

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MANY CATEGORY SPECIFIC TRACKS FOR THE INDUSTRY: FOOD IN UBER-MODE. FASHION GOES WEARABLES. HEALTH IS ALL DATA.MOBILITY LEAPING FORWARD IN SELF DRIVING – NOT JUST DRIVEN BY GOOGLE.

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THE EXAMPLE OF COMMA.AI & GEORGE HOTZ: MAKING A SELF-DRIVING CAR KIT FOR ABOUT 1,000 $ IS DEFINETLY USING “PATTERNS OF DISRUPTION”. WATCH HIM ON BLOOMBERG TV. http://www.bloomberg.com/features/2015-george-hotz-self-driving-car/

TRANSFORMING THE VALUE-PRICE-EQUATION

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KEVIN KELLY, WIRED

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THANK YOU!

sxsw 2016 trends

Marketing