The new H+K PPT template

Hello from Austin

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Hill+Knowlton Strategies 2016

Data

2TrendsSports + Culture

POTUS

Hill+Knowlton Strategies 2016

Hill+Knowlton Strategies 2016

Data3

Hill+Knowlton Strategies 2016

Hill+Knowlton Strategies 2016

4What we didLook at conversation relating to the official hashtags (918,000), as well as the individual speakers in two contexts; most hyped, and most enjoyed.This allowed us to look at the sessions that were worth paying attention to.

Hill+Knowlton Strategies 2016

Most hyped? Storytelling and consumer data5Barack Obama dominated online chatter as he became the first serving President of the United States to attend and give a speech at a SxSW eventKevin Plank, CEO and Founder of Under Armour, created a stir talking about how to use power of data may be used to improve healthJJ Abrams and Andrew Jarecki stressed that tech will be unable to improve storytellingNBA Commissioner Adam Silver touched on uses of social media and virtual reality for fansKerry Washington, star of TV show Scandal, gave a talk about social media and the impact it made on creating exposure for her as a person and the show itself

Hill+Knowlton Strategies 2016

Hill+Knowlton Strategies 2016

Most enjoyed? Niche or specialist topics 6Scholar Bren Browns keynote was the most enjoyed session. Attendees most cited this quote; "We are emotional, feeling beings who, on rare occasions, thinkStewart Butterfields (CEO of Slack & co-founder of Flickr) mentions relating to his quote that now is the time to start a $1bn companyNujoud Merancy, NASAs Planning lead for the space mission to Mars was received wellJimmy Wales generated the highest share of positive content, focusing on building an active editor community & the future facing the community currentlyBruce Sterling, science fiction writer, presented his state of the world. He stressed the importance of social networks in todays age, with many quoting the following assertion from the talk: "Facebook is bigger than the Catholic church

Hill+Knowlton Strategies 2016

Hill+Knowlton Strategies 2016

The most enjoyed speakers talked about largely niche stories. This was great, however it actually meant some more general topics such as gender (in)equality that came to the fore on individual days were not as enjoyed overall:

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By volume?7We knew that chatter about speakers would continue across a number of days to give even larger mention volumes which are displayed in this chartThis show two new entries; Richard Linklater (who hosted a film premiere as part of SXSW Film and Interactive) and YouTuber Kian Lawley showing that people talk more about the speakers even more upon reflection of the talkAgain, the topics for these speakers focused around story telling and the use of data

Hill+Knowlton Strategies 2016

Hill+Knowlton Strategies 2016

Hashtag-tastic8#sxsw (314,290,114)#sxswi (160,350,270)#sxsw2016 (194,954,199) #innovation (11,603,121)#technology (7,113,448)

Hill+Knowlton Strategies 2016

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Hill+Knowlton Strategies 2016

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ObamaPOTUSPresidentGoogleSelf-driving car

Hill+Knowlton Strategies 2016

Hill+Knowlton Strategies 2016

The influencers10

@dannydevriendt(MD of Mediabrands)@ndahlberg (Miami Herald Staff Writer + blogger)@chrisyates11 (Emmy winning broadcaster + marketer)@USAIDUS poverty charity@BBCWorldNews organisation@SapientNitroDigital agency

@jasminevallejoPR + Marketing consultant@SheilaSAuthor and speaker

@MediaPostMarketing trade publication@sxswOfficial feed

Hill+Knowlton Strategies 2016

Most shared links11

POTUS live linkWhite House Chief Digital Officer on Technology and the imperative of CitizenshipEngadgets write up of the JJ Abrams sessionEngadgets live announcementGoogles self-driving car clip on Carautodaily.com

Hill+Knowlton Strategies 2016

Hill+Knowlton Strategies 2016

The majority of the most shared links were directing the public to information about specific events and the speakers rather than discussion points around what was said.

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12Demographic Breakdown

Hill+Knowlton Strategies 2016

Mentions around a talk by Tyler Hoechlin were largely shared by females users, driven largely by fan sites. Hoechlins stars shared details of his event, without expressly engaging with the content of the talk. The talk focused on team mentality in sports, a typically male-led topic.

Congresswoman Katherine Clark led a session relating to law enforcement around online trolls. Mentions relating to the session were driven by male social media users.

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13Whos talking?

Hill+Knowlton Strategies 2016

Trends14

Hill+Knowlton Strategies 2016

Hill+Knowlton Strategies 2016

This year we took four H+Kers to Austin to report on trends across Design, Entertainment, Media & Sports 15

Hill+Knowlton Strategies 2016

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Hill+Knowlton Strategies 2016

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Hill+Knowlton Strategies 2016

However, when we got there, we saw these four things converge not in a terrible, awkward way like Batman v Superman but in a useful way. Horizontality was at its peak.16

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VRCognificationLivestreamingEmpathyVideoSnapchatPersonalisation

Hill+Knowlton Strategies 2016

As such, here are 7 things to think about17

18Demonstrations of VR are currently so underwhelming because theyre made by engineers

Ricardo Casale at UN Spotlight; The New Frontier of Virtual reality

Hill+Knowlton Strategies 2016

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Hill+Knowlton Strategies 2016

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Hill+Knowlton Strategies 2016

Hill+Knowlton Strategies 2016

They said that theres HUGE potential for the film and media industry to create immersive stories that make people truly feel something when they experience VR. The UNs latest project, Clouds over Sidra (a VR experience that aims to show viewers the world of a 12 year old refugee) aims to inspire consumers to not just be voyeurs of an issue, but be moved, triggering empathy toward the issue at hand and hopefully inspire to take actions for change. We also see this sense of immersion in lower-tech ways; like Guardian Labs work with The National Autistic Society launched last week.

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20While VR puts you in the story, written word remains the best medium to inform the public

CEO of New York Times, Mark Thompson in Embracing Virtual Reality to Better to Tell a Story

Hill+Knowlton Strategies 2016

Hill+Knowlton Strategies 2016

Continuing that sense of practically, Mark Thompson spoke about the different uses for VR and urged people to remain balanced in their view.20

21Virtuality+ VR is nothing new+ His prediction is that this will evolve to become one screen (possibly glasses-based); which allows us to dial through realities, from real world to augmented, mixed reality and virtual immersion+ Movement from internet of information, to the internet of experiences

Hill+Knowlton Strategies 2016

Wired co-founder Kevin Kelly also stood firmly in that practical camp21

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Hill+Knowlton Strategies 2016

The opportunity for brands is to focus on that sense of experience; and since experience is 50% tactical to consider how to take VR and use it in a physical sense. 22

hyper real23

Hill+Knowlton Strategies 2016

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Hill+Knowlton Strategies 2016

On the AI front; there were two perspectives hyper real. So, the continuation of what we saw last year with BINA48 during last years conference, and the attempts by engineers to create human-esque characters.23

24hyper realistic

Hill+Knowlton Strategies 2016

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Hill+Knowlton Strategies 2016

And then the hyper realistic camp. Kevin Kelly was again in this camp. 24

Currently, AI capabilities are narrow, and machines can only learn to do one thing very well. Googles Deep Mind computer can beat the Go world champion, but it cant play chess.

Cognification is where AI is not about consciousness, but about synthetic smartness.

This will become a service or commodity and well be able purchase IQ on demand from the grid.

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Hill+Knowlton Strategies 2016

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Kellys take on AI is one of cognification 25

26A more realistic entry point

Hill+Knowlton Strategies 2016

AI can help us be more innovative as humans, and that exists right now. Here we see an example of an AI generated personal assistant.

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27+ Amazon bought Twitch for $1bn in 2014+ 45,000 Korean viewers watchmukbangevery evening (threefold growth since 2014). The top-ranked stars make as much as $10,000 a month+ Former pharmaceutical executive Martin Shkreli live-streamed from his apartment after being charged with securities fraud and released on bail+ Facebook is pushing its own Live version, and thats not even mentioning Periscope and Meerkat

Hill+Knowlton Strategies 2016

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Hill+Knowlton Strategies 2016

The next thing we saw talked about at length is livestreaming, which is already a thing27

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Whats the next iteration? For many, its streaming live events for the masses. This exists already for conferences (like SXSW) but the next iteration looks to be music festivals. 28

29+ YouNow, StreamUp and Twitch now considered the best livestream platforms by influencers+ Donned live participation platforms

Hill+Knowlton Strategies 2016

Food focus30

*Random trivia; did you know YouTube started as a dating site?

Hill+Knowlton Strategies 2016

Theres also huge potential here for food brands; as YouTube co-founder Steve Chen launched his new platform NOM at SXSW (a livestreaming food network for recipes, demos and reviews). Plus we see Buzzfeed start to livestream from its Food profile on Facebook, with great success.30

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Hill+Knowlton Strategies 2016

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Buzzfeeds Frank Cooper pointed to Empathy as the secret sauce in Buzzfeeds scale and success.31

Swarm was run in alpha with NBC Universal for the launch of the movie Sisters, which saw native content for the film distributed across BuzzFeeds Instagram, Vine, Twitter, Facebook, Snapchat and Youtube channel, as well as on its main website

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Hill+Knowlton Strategies 2016

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Hill+Knowlton Strategies 2016

He also launched Buzzfeed SWARM during his session.32

Technology wont improve storytelling33

Hill+Knowlton Strategies 2016

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Hill+Knowlton Strategies 2016

JJ Abrams take is that storytelling is still about finding empathy. Technology makes it easier and more accessible to all; but you still have to be able to put yourself in the shoes of someone be it the audience or the character. If you cant do that no technology will help you.33

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Hill+Knowlton Strategies 2016

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Hill+Knowlton Strategies 2016

Mashables Pete Cashmore reiterated that the future of media was visual; banging the drum for video content34

35Video is ubiquitous, attractive and now an essential part of any brand experience

*were a long way away from being able to craft a VR experience like we can a video

Hill+Knowlton Strategies 2016

Hill+Knowlton Strategies 2016

Hill+Knowlton Strategies 2016

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Hill+Knowlton Strategies 2016

Snapchat was the darling of the conference36

37Some context+ 100m daily users (77% 18-35) + 50% US, 50% outside + 35m in Europe + 9,000 snaps per second (5% of selfies) + 8 billion daily video views

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38Geo-filters *everywhere*

Hill+Knowlton Strategies 2016

Practical tips39*Typically* the max limit for a sports story is 280 seconds. Then engagement drops off a cliffStories over Snaps (sometimes up to a week with a proper beginning, middle, and sign off)Takeovers perform bestMore is sometimes less (fewer snaps perform better for NASCAR)Multiple users for verified accounts makes it easier for global brands

Hill+Knowlton Strategies 2016

Hill+Knowlton Strategies 2016

The Snapsports session with NASCAR and Major League Soccer was one of the best; and most practical39

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Hill+Knowlton Strategies 2016

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Hill+Knowlton Strategies 2016

And finally, personalisation was the name of the game. Be it in simple execution with high quality delivery like the Straight Outta Compton movie promo with beats by dre40

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Hill+Knowlton Strategies 2016

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The similar PowerPuff Girls site that lets your create personalised avatars41

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Or adidas take; from 3D printed midsoles to precision milled kicks, adidas' design team has been hard at work shaping the not-so-distant future of sports performance and style. Always looking for new barriers to break, that drive to constantly innovate gave rise to Futurecraft, an initiative that offers the world a glimpse of what can be when creativity is unleashed on all areas of production. With open source collaboration at the heart of it all, a new era of product personalization is now within grasp. 42

Sports + Culture43

Hill+Knowlton Strategies 2016

Hill+Knowlton Strategies 2016

This next session comes from Josh Connell, Head of Content + Publishing Strategy for Sports at H+K43

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Hill+Knowlton Strategies 2016

What I found interesting at SXSW, in sports and beyond (culture)44

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Hill+Knowlton Strategies 2016

But Im not going to talk to you in bullsh*t. Which is sometimes hard to do with SXSW. So much rhetoric and jargon.

One of the best talks I went to focused on this, and helped give a sense of perspective for the conference.

Jargone, cliches, acronyms bleed into how we speak and builds a wall and culture thats difficult to change. How do you stop? Speak with Honesty. Openness. Humour.45

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Hill+Knowlton Strategies 2016

First up is VR which is very bullsh*t friendly! But it was an amazing experience that changed my viewpoint on VR46

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Hill+Knowlton Strategies 2016

My experience I was IN Jurassic Park with a Brontosaurus. It sat up, walked towards me, looked at me in the eye

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What it felt like48

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Hill+Knowlton Strategies 2016

Incredible potential for education. Going from DK to being in the same room with a Dinosaur. The passion, the excitement, the interest.49

Hill+Knowlton Strategies 2016

But what does VR mean for sports? This Microsoft ad was all the rage at the Superbowl50

Hill+Knowlton Strategies 2016

But actually, this is how people watch sports. In groups. If we can use VR and be courtside then great, but its not been cracked yet.

You cant control what is essentially a new experience.51

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Hill+Knowlton Strategies 2016

Sports can look to gaming industry to do this something that remains communal52

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QU: How innovative is the sports industry?

Hill+Knowlton Strategies 2016

How innovative has the sports industry actually been?

Knits v phones

NFL Combine as example53

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The value isnt in the hardware its in the community

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Not the hardware, as in the trainer. Its in the community. UA has 1 million new users every week. UA Record is the largest ever food database ever assembled!

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Hill+Knowlton Strategies 2016

Brands also need to re-think their purpose. Again its not about the hardware. Example is Gatorade going from a drink to fuel. From top athletes to everyone.

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Hill+Knowlton Strategies 2016

The Gatorade experience was brilliant.

Slick. Coherent. Amazing staff.

The content was above the line but the experience was bespoke

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Hill+Knowlton Strategies 2016

I will finish with some quotes that have stuck with me57

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Curation now IS creation

Hill+Knowlton Strategies 2016

As the volume of content increases the skill of Curation will also increase.

Brands love to own, create original content. But increasingly, and as with the wider public, the selection and sharing of content holds greater value for them.

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Young people dont play sport to win59

Hill+Knowlton Strategies 2016

In a survey asking young people why they play sport, winning just scraped into the top 50 at number 48.

Yet young people are being asked to specialize in one or two sports sooner and sooner.

What matters more Gold medals or happiness?

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Every new wave of expression is an example of whats come before it

Hill+Knowlton Strategies 2016

Beauty of photography panel. How do we judge it in an age of millions of photographs. The panelist from Tumblr shared this thought. Snapchat wouldnt have exist without Instagram.

Bear it in mind when youre creating ideas, for your client or US. New ideas arent new. Manifestations from something before them.

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61From Mass Marketing to Relationship marketing

Hill+Knowlton Strategies 2016

One of the panelists in Fans to Fanatics panel said when you first met your wife you didnt ask them to marry you. It described brilliantly the need to get to know individual fans over a long period of time. Personalization is key.61

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Tending a garden, Not launching a spaceship

Hill+Knowlton Strategies 2016

Theres all these big ideas and grand retoric at SXSW. But this quote stood out for me. From WWE a multi billion views content ecosystem cross channel. Its about doing. Trying. Managing. This is the challenge we face and can make a different with.62

63What can I do right now?+ Go and try VR + Personalised things can be simple, but really well executed. How can you use this? + Whats your Snapchat strategy? If its not right why? + Watch Brene Browns RSA short on empathy + How will AI affect you?

Hill+Knowlton Strategies 2016

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Hill+Knowlton Strategies 2016

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Hill+Knowlton Strategies 2016

Now were going to screen the Obama keynote which you can find here; http://www.sxsw.com/live64