sxsw 2014: 10 trends from cake group & havas media

SXSW10 TRENDS IN ‘14

2THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014 2THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014

SXSW 2014 BY THE NUMBERS

40KATTENDEES

1,322SESSIONS

57+COUNTRIES

2,000SPEAKERS

2M@ MENTIONS

2BSOCIAL REACH


MOST POPULAR TOPICS

201

178

156

145

116

HEALTH & BUSINESS

GLOBAL IMPACT & POLICY

SOCIAL & PRIVACY

DESIGN & DEVELOPMENT

STARTUPS


70HAVAS EMPLOYEES

7HAVAS MEDIA CLIENTS

18HAVAS MEDIA EMPLOYEES

6HAVAS SPEAKERS

15THOUGHT PIECESHAVASCOLLECTIVE.COM

1EPIC PARTY

HAVAS @ SXSW


WHITNEY ALEXANDERAMY CUDDY’S POWER POSING

ARMIN MOLAVIBROOKS RUNNING’S‘RUN HAPPY”

MATT SPECTORSMASHINGSECOND SCREEN

JENNA FIDELLOWSHARKNADO SOCIAL STORM

KAREN GOULETZERO PAID MEDIA

The poses we adopt while working across different devices directly correlate to “confidence” and “fear” hormones. Our most insecure power pose? When we’re on our mobile devices.

The book & approach reveal the ugly truth behind the industry’s unwillingness to change the way it invests in brand marketing and advertising

Via WWE, CW, Lionsgate – building passionate fandoms means marketers must be comfortable giving away some control of their brands to communities themselves.

While posting from the Sharknado session – which explored the virality of Sharknado’s pop culture perfect storm – Jenna was retweeted by the viral star herself Tara Reid (a life-changing moment).

Every morning a DJ led a pack of runners via pedicab through the streets of Austin. A great way to network & find like-minded SXSWers.

FAVORITE MOMENTS @ SXSW

10SXSWTRENDS

PRIVACY & PERSONAL DATA OWNERSHIP

7THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014


01PRIVACY & PERSONAL DATA OWNERSHIP

As brands collect more and more of our data, privacy is a top-of-mind concern. Most agree that the data debate comes down to transparency – being up front with consumers around exactly how their data is being used. If a consumer volunteers his or her data for a specific useful application, that behavior is tolerated. Being vague about how his or her data is being used is not. The bigger issue raised? Data ownership. Consumers are starting to question how easily they can access, store and in some cases take back their personal data once they sever brand ties.


ANTI-SOCIAL MEDIA



02ANTI-SOCIAL MEDIA PLATFORMS

While consumers are still widely sharing what they eat for breakfast across their social graph, consumers are becoming more savvy about what to share on which platforms. This media sophistication and selectiveness has given rise to a new breed of social networks, where users can either limit who sees their content (as evidenced in the popularity of closed messaging apps like WhatsApp), how long they have access to content (Snapchat or Confide), post anonymously (Secret and Whisper) or even avoid the world altogether (Cloak).


NEW CONTENT CONSUMPTION



03NEW CONTENT CONSUMPTION

As the amount of content increases, how content is consumed is rapidly changing. The speeds of consumption have altered not only the types of content we prize, such as the prominence of visual content, but also how content is distributed (including the reading digest app Rooster, the latest tech entrant). As consumers become fans of content franchises like FiveThirtyEight and Wonkblogs, the media properties through which are consuming become less relevant. Consumers want their content when they want it on their devices of choice. And they expect all their devices to be connected together, automatically syncing where they left off.


SHARING ECONOMY PUT TO WORK



04SHARING ECONOMY PUT TO WORK

SXSW creates microcosms of high-tech, allowing certain latent behaviors & trends to reach scale. The best example in 2014? The sharing economy in action. The limitations due to the number of conference attendees and the size of the Austin community allowed companies like Airbnb, Uber and TaskRabbit to prove themselves as a savior for many. In our real lives we may use each of these services from time to time, but the conference showed that by outsourcing our daily needs to the larger community we’d be happier, more effective and more productive.


CRYPTOCURRENCY



05CRYPTOCURRENCY

After serving as the butt of many jokes, Bitcoin was again a hot-button topic. Digitally-native currencies have a great deal of appeal to brands that are shifting more and more of mass commerce online. By cutting out the middle man, corporations can save millions of dollars in transaction fees, not to mention the increase in speed for transactions. Stability, its ties to black market use and payment security are all factors to consider when considering digital currency. Experts agree though, that these new forms of payment like Dogecoin aren’t going anywhere, especially as more major merchants begin to accept and legitimize Bitcoin payments.


PLANNING EARNED MEDIA



06PLANNING EARNED MEDIA

Successful brands will shift from investing in “rented” inventory spaces (paid media) to investments in brand Zealots, Entrepreneurialism, (customer) Retention, and Owned assets. Paid media investments will be replaced by efforts focusing on owned, earned and shared, and brands are seeking organizations that can help them orchestrate the entirety of their communications ecosystem, not just plan for paid initiatives.


PREDICTIVE TECHNOLOGY



07PREDICTIVE TECHNOLOGY

Technologists are beginning to explore the notion that products can adapt based on behavior. Smart UX design could serve up content based on what we might need, rather than what we overtly request. An app, for example, could orient its design based on proximity to the device, or a designing platform will offer up suggestions on how to refine based on your taste or a calendar will predict what your day should look like based on past routines. By freeing up the time you’re normally spending on inputting data, consumers will have more freedom to focus on ideas, action and application.


FOOD & INNOVATION



08FOOD + INNOVATION

Innovation has an impact on many aspects of our physical lives, none more apparent then the rapid rise of food innovation. There was an abundance of food stories coming from Austin, from the IBM Watson food truck leveraging computer creativity and social data to build never-before-seen recipes, to Mondelez and Oreo experimenting with 3D-printed cookies, to Dominique Ansel of Cronut fame debuting his milk and cookie shots at midnight. Using technology to improve analog experiences showcases the blurring of on- and offline worlds.


MARKETING TO THETECH CROWD



09MARKETING TO THE TECH CROWD

The festival saw activations from major marketers Subway, Mastercard, Pennzoil, Chevy, Nespresso and Pepsi, brands that are not conventionally considered “tech companies.” As marketers, this indicates these brands are seeing value in the association with technology. A survey by SXSW showed that 96% of attendees actively use social media, making these tech-focused consumers more influential than the average consumer. Brands are beginning to target the tech crowd as an influential segment, much as with music and fashion enthusiasts in the past. By aligning brands with this passion vertical, marketers are broadcasting an innovation message (even where innovation might not be taking place) as well as targeting a group of individuals with significant earned media potential.


NERDS ARE KING



10NERDS ARE KING

One might expect the stars that arrived for the SXSWFilm portion of the festival to be the big-name draws, but speakers such as astrophysicist Neil deGrasse Tyson, Bill Nye the Science Guy and even actor-turned-internet-darling George Takei were drawing the biggest crowds and most Twitter chatter. The prominence of “geek culture” has been bubbling for the past few years, but their popularity has become more established and mainstream. Consumers’ interest in science, technology and innovation has helped elevate these non-traditional stars. Their influence among mass audiences should not be taken lightly.



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THANKYOU!
