@finianmurphy @ SXSW

SXSW

AUSTIN, TX

INTERACTIVE | FILM | MUSIC

@finianmurphyreport

The

@finianmurphy @ SXSW

SXSWWhat is

?Established 1987, South by Southwest is a convention for the music, film and interactive (tech & advertising) industries.Hosted by the residents of Austin, TX, SXSW becomes home to 100,00 marketers, movie makers and musicians who converge on the city for ten days, every March, to discuss and shape the future.

@finianmurphy @ SXSW

Last year, 2012, what was the hype?

MOBILE SOCIAL NETWORKS APPS

Brands which were embracing mobile into their strategies, using

location and building on the second screen trend.

Social design was king and every product and campaign which didn’t have social networks at

their core was criticised.

Apps for finding people, finding places, adding tags, declaring

interests, sharing photos, making events, making coffee...

@finianmurphy @ SXSW

Last year, 2012, what was the hype?

}It was all about the technology

@finianmurphy @ SXSW

2013, we parked the technology

{It was a return to the real world

1

2

3 Storytelling

Physical Objects

Behaviour

@finianmurphy @ SXSW

1 Behaviour

We have moved beyond the debatesabout technology adoption,about social networksabout mobile,about old vs. new media

We have now returned to observing consumer behaviour,digital just happens to be part of this.

@finianmurphy @ SXSW

“The railroad tracks have been built – now the question is, “What’s worth sharing on them?”Jonah Peretti, founder & CEO of BuzzFeed (25 million monthly unique users) describes how we should stop talking about the technology and focus on the content we are creating.

Content for all platforms

@finianmurphy @ SXSW

How Twitter is changing TV viewing

These charts show the level of social media conversations for different types of TV. Finales and events can cause a dramatic spike, while streaming/VOD peaks early and then tails off

US drama

American Idol

SuperBowl

Breaking Bad

We’re chatting online while watching live TV, but who are we talking to while binging on boxsets?

@finianmurphy @ SXSW

How Twitter is changing TV viewing

Oreos was cited as a brand with a simple tactic, tweeting out this image during the SuperBowl in reaction to the lights going out during the football game. It was amplified by over 30,000 RTS or likes.

Agencies are currently not set up to react to TV viewers who are tweeting along with shows

@finianmurphy @ SXSW

Foursquare has created the social map

Many have written Foursquare off, but moving from a game where people “check-in” to a search utility for finding the best places to go, it now offers a “social” layer of maps, with over 3 billion points of interest

Foursquare can now show the behaviour of people in cities - when and where they travel, work, eat and relax

@finianmurphy @ SXSW

Online marketplaces now provide viable options

Online marketplaces with unique experiences (e.g. sharing a vintage car via RealityRides; Etsy connecting directly with craftmaker) are becoming serious competitors to mainstream brands.

AirBnB provides not just a place to rest your head but provides a unique experience not available anywhere else

@finianmurphy @ SXSW

What does this mean for communications?

Every consumer is digitalIt is not a young person’s game

Every idea has digital baked inIdeas without digital will not succeed

We need to plan faster and be more agile As creative content is devoured quickly

1 Behaviour

@finianmurphy @ SXSW

Physical Objects

We have been obsessed withthe online worldthe digital spacethe mobile appsthe social networks

However people seek something tangible, a return to the real world, physical things which can also be connected.

2

@finianmurphy @ SXSW

Google live-demoed their Glass product, a pair of glasses which displays information in the foreground of your vision as you go about your day - bringing digital information into the the real world.

Google is encouraging developers to build ideas for Glass, but at $1,500 will it ever reach the masses?

Bringing Google (AdWords) into the real world

“By bringing technology closer –

we can get it out of the way”

Timothy Jordan, Developer Advocate, Google

@finianmurphy @ SXSW

Every move the user makes generates data that’s captured using an accelerometer, gyroscope and pressure sensors. The data is translated into commentary that gets pushed to banners and social media, creating new, interesting content in the digital world from something happening live in the physical one.

While the shoe might be far off, people are alreadyactively broadcasting their every move, meal, movie...

Wearable Technology: The Talking Shoe

@finianmurphy @ SXSW

Leap Motion was the hottest technology launch at SXSW 2013, allowing people to interact with computers with their hand gestures - it is one step closer to removing interfaces we interact with.

The best interface is no interface

@finianmurphy @ SXSW

3D printing digital creative

3D printing allows the user to print physical objects from designs they create or download. This allows prototypes to be quickly created.GeoMagic Inc has produced a 3D printer for home and school use.

Allowing people to print objects has created a community of makers who help in product development

@finianmurphy @ SXSW

The retail world has realised that the consumer wants to experience both online and offline buying opportunities.

Major online retail now experimenting with pop-ups

Owned by Gap Inc. Piperlime.com has created a NYC pop-up shop in order to see what clothes people buy in ‘the physical world’ where touch is important, and what people are happy to buy online.

@finianmurphy @ SXSW

There is a revival of older traditions that are fadingwith the transition to digitalin music, photography, art.

To have and to hold

Physical artifacts can be keepsakes, identity markers and status symbols. Physical objects also have a longevity that digital objects lack; 76% of a JWT 2013 survey said as much.

“This is not anti-tech,we’re not turning off electricity,but we all like to eat by

candlelight”Vinyl Never Die

@finianmurphy @ SXSW

What does this mean for communications?

Consumers seek great offline experiencesAs well as smart technologies

An idea should live in a real and virtual placePhysical (outdoor, retail) and online (sites, mobile)

Ideas people will experience (everywhere) These moments will be shared with others

Physical Objects2

@finianmurphy @ SXSW

Storytelling

Our focus has been onbig datathe social media strategythe celebrity endorsementthe sponsored event

However there can be an emotional void in digital work,and emotions in our creative is vital, storytelling is vital

3

@finianmurphy @ SXSW

Danny Boyle (Slumdog Millionaire, Trainspotting and the Olympics Opening Ceremony) on risk taking

Storytelling involves taking risks

David Carr (New York Times writer) described Boyle’s 2013 movie Trance as the type of story that “when you hit the sidewalk, you don’t want to be by yourself, you want to talk about it with someone else”

“When you’remaking a story...the things youthink you shouldn’t do...

do them”

@finianmurphy @ SXSW

LEGO leans to their adultfans to help them develop new products and act as advocates of the brand.

Do you have a community? Use them

LEGO presented an impressive case study which has shown how their crowdsource model for New Product Development has led to stories being created around three new products in the past year.

@finianmurphy @ SXSW

Data is helping to inform better decision making,but must be balancedwith human instinct.

Big Data driving creativity!

When Netflix analysed their bank of TV and film shows, the viewing data told them people liked Kevin Spacey, political dramas and David Fincher, which led them to commission a 13 part drama - House of Cards.

“We know what people watch on Netflix and how big a likely

audience is for a given show based on people’s viewing habits”

Jonathan Friedland, Netflix Communications Director

@finianmurphy @ SXSW

Data can inform us, but it does not account for emotions or empathy, created by storytelling

Data without soul is meaningless

The Good Night Light, brings is a physical object which is connected to the internet to allow you know when your friends or family turn on and off their lamp indicating that they are in their homes (storytelling). This brings an emotion and a behaviour right into a digital product.

Paul Woolmington: Naked Comms founder

“There is an emotional void in the digital age”

@finianmurphy @ SXSW

2013, we parked the technology

{“This year it was all about the real

world”

1

2

3 Storytelling

Physical Objects

Behaviour

The Wall Street Journal

@finianmurphy @ SXSW

“One of the certainties of

being a futurist is that

everything is temporary”

So what about 2014?

BRUCE STERLING, SXSW CLOSING SPEECH 2013