sxse@iris: our take on sxsw 2014
Post on 15-Jan-2015
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PRESENTS
SOUTH BY SOUTH EAST
the next 2 hours
SXSW distilled
Break
Q&A
Drink and discussions
@davidcaygill @benessen
@deemac99@Fourie_duPreez
There are so many amazing things in the
universe. don’t be distracted by things
that are not.
“
”
the insights that matter
Dr Neil deGrasse Tyson, Astrophysicist, Cosmos
changeat the rate of moore’s law
Participation brands visibly enhance the flow of people’s lifestyles.
lifestyle hacks#1 practical magic
lifestyle hacks#2 habituality
lifestyle hacks#3 material quality
Confidential © 2014
the team1. 21st century content craft2. Future of social is collaboration3. Brands as digital anthropologists4. Living in an automated world5. From design to de$ign6. Hardware / Software / Wear7. Innovation at the edges8. Your next billion customers
21st century content craft
21st century content craftA cyberpunk tech war is
coming. not for your
pocket, desktop or living
room. but for how you
experience reality.
“
”John Brownlee, Fast Company
algorithmic journalism
algorithmic journalism works
50m+ unique visitors per month
75k av Facebook Likes per post
380m page views from 100 posts
5m minutes daily watching
perfecting curiosity gaps
brand collaboration through native advertising
entertaining mobile brand utility
extraordinary digital storytelling
extraordinary digital storytelling
rebooting the news
rebooting cookery!
rebooting the news
the rise and rise of short form video
next generation internet
next generation virtual reality for brands
key takeouts
3. Foster a culture of content craft
2. Make content that POPS
4. Re-imagine immersive brand experiences
1. Craft for the ‘curiosity gap‘
The future of social is collaboration
collaboration
activeoutput orientated
social as means to end
connection
passiveinput orientated
social as end in itself
a new social paradigm
CREATIVE COLLABORATION
TECHNOLOGY
COLLABORATIVE ECONOMY
access over ownership peer to peer
more like real lifehuman & authentic
CREATIVE COLLABORATION
TECHNOLOGY
COLLABORATIVE ECONOMY
The next frontier is to make asynchronous communication as
seamless as real time conversations
“
”
From ‘connection’ to ‘collaboration’
Stephen Kim, Global Creative Solutions, Microsoft / Skype
share desktop surfaces with illumishare
MIT Scratch programme
collaborative programming
for kids
brand participation through collaboration
key takeouts
1. Design for access as well as ownership
2. Identify the passionate peers in your category3. Create the tools to enable collaborative
creativity4. Focus your social use on productive output
brands as digital anthropologists
stop doing digital
marketing and start
doing marketing for
the digital age
“
”
brands as digital anthropologists
Ben Malbon, Dir Strategy, Google Creative Labs
the inequalities of participation
harness superfans to fuel participation
Being anonymous & private is the ‘new social’
brands stepping out into digital culture
brands stepping out into digital culture
brands stepping out into digital culture
the way we communicate is evolving
a growing universal visual language
collaborative social experiences through entertainment
key takeouts
1. Let superfans in to fuel participation
2. Be honest and creative when entering new spaces
3. Get fluent in new visual vocabularies
4. Mobilise communities through creative collaboration
software > hardware > Wear
software > hardware > Wear15 years' time computers will be
more intelligent than we are and
will be able to understand what
we say, learn from experience,
make jokes, tell stories and even
flirt.
“
” Carl Bass, President & CEO of Autodesk Inc, The Robot Revolution.
the race has changed
ubiquitous embedded computing
perceptive computing
perceptive computing
sci-fi as a business plan
health as a tech toy
ultra specific wearables
wearables as controllers
wearables as controllers
do we still need single use devices?
Data Capture
Lifestyle context
Behavioural prompt
Measurement
Enhancement
from quantification to qualification
giving customers a privileged perspective
key takeouts
1. What role do you play as tech wraps around your consumer?
2. How can you activate actionable health and fitness?
3. What data do you need to do more for your consumer?
4. How do you help your audience improve themselves?
living in an automated world
“
”
Brands in an automated world
12 Ahead
brands can be the
connective tissue
between real people
and technology
new times and a new class of consumer
human api
using artificial intelligence as ‘sense makers’
enhancing your life with automation
gamifying participation
big data hubrisSource: Gartner / IBM, 2014
the promise of predictive marketing Source: Gartner / IBM, 2014
reverse engineering hollywood ource: Gartner / IBM, 2014
key takeouts
1. Start designing for an automated world
2. Find extraordinary auto enhance brand moments
3. Embed motivation core drivers into experiences
4. Harvest data for predictive patterns
From design to DE$IGN
“
”
visual everything
we must change our mindset about design
and designers
Maria Giudice, Innovator and Author, Rise of the DEO
“
”
design everything
we must change our mindset about design
and designers
Maria Giudice, Innovator and Author, Rise of the DEO
design is the glue that connects the brand
visual
product experience DE$IGN
commercial
From design to DE$IGN
1. design = ALIGN A DESIRED OUTCOME WITH A USER’S INTEREST
2. design = informed iteration
3. design = insight driven persuasion
4. design = craft
design = change
from ceo to deo:change agent
facilitatoriterates
key takeouts
1. Make Design the glue for your brand
2. Make your Design process commercial
3. Align the user’s interests with the brand’s
4. Add some Design thinking to your day to day
Your next 1 billion customers
Oxfam: African advertising campaign is helping to dispel negative stereotypes
AFRICA’S MIDDLE CLASS HAS TRIPLED OVER THE LAST 30 YEARS
class attendance climbed to 95%
43% of kenya’s $40 billion GDP flows through M-pesa
3 key take-outs
Understand the context of the market then you will seethe opportunities to innovate
Develop exciting value propositions that are relevant for the audiance
Adapt your approach to mobile to suit the technologies available
innovation at the edges
Where does innovation happen in your organisation?
R&D Centre in leeds? Marketing meeting?
when different kinds of people meet
18c internet culture
Innovation at the edges
True discovery happens in a
very undirected way, when
you figure it out as you go
along
“
”Joi Ito, MIT Media Lab Director
learn by doing
re-imagine the tools you need
make social sawdust
Two life saving machines
point of use technology + global logistics
social growth strategies
key takeouts
3. Embrace new opportunities and pivots
2. Lower the barrier of experimentation
4. Create byproducts from your process
1. Find collaborations in your network
THANK YOU
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