2011 SXSW Panel: The SXSW PanelPicker: Can It Predict the Future? Presenters: Jonathan Spillman, Toni Wallace, Juan Moreno, and Lindsey Simon Panel Description: Since its inception, the SXSW Interactive PanelPicker has provided a unique avenue for everyday movers and shakers to project their voice in front of industry peers. This panel will chronicle the idealist origin and creation of the PanelPicker proposal system and follow its historical path of growth and evolution throughout the years. In addition, 2011 industry trends and an overview of the current interactive landscape (a product of the expansive PanelPicker database) will be analyzed and dissected. The panel will conclude with a look into the future, and how PanelPicker can be utilized as a tool to help predict and identify emerging interactive industry trends.

1. VS.
The SXSW PanelPicker: Can It Predict the Future? ● March 15, 2011

2. Welcome to the Future…
PanelPicker
• Overview and History
UT McCombs MBA Project
• Project Overview
• Startup Success and SXSW Advice
• 2011 PanelPicker Data Analysis
Takeaways
• Predicting the Future
• PanelPicker Opportunities

3. PanelPicker For Dummies
Discover Submit Your
Interactive Own Panel
Trends

4. PanelPicker For Dummies
Share
VOTE!!!
Connect

5. PanelPicker Quick Facts
8,000 Ideas
105,000 Registered Users
87,000 Comments
405,000 Votes
* Since 2008

6. PanelPicker Submissions
Submissions
2008 737
2009 1,385
2010 2,373
2011 2,563

7. PanelPicker 2008
PanelPicker Submission Description Data

8. PanelPicker 2009
PanelPicker Submission Description Data

9. PanelPicker 2010
PanelPicker Submission Description Data

10. PanelPicker 2011
PanelPicker Submission Description Data

11. McCombs MBA Project

12. Original Project
Provided with qualitative (user generated content)
PanelPicker data for the years 2011 and 2010
Initial assessment of data based on two tiers of
metadata:
• Interactive Categories
• User-defined tags
Manual mapping by project team members into a
new metadata “classification” model using panel
submission variables
Analysis and Conclusions

13. Interactive Landscape
PanelPicker - Description Data
2008 2009 2010 2011
? ? ? ?
Startups – Success Stories

14. Startups in 2008
Bebo BitTorrent
Meebo Slide
Dropbox Admob
Hulu Loopt

15. Startups in 2009
Fourquare Clicker
Bump Yammer
Zynga Justin.tv
Ngmoco Glyde

16. Startups in 2010
GroupMe Qwiki
Chomp Flipboard
Hashable Beluga
Instagram Quora

17. Interactive Landscape
PanelPicker - Description Data
Web Social Web Social Media Social Media
2008 2009 2010 2011
?
Users Mobile Web / People ?????????
Startups – Success Stories

18. “Expert” SXSW Advice
GigaOM Business Insider
TechCrunch Both Side of the Table
Mashable Quora

19. 2011 PanelPicker Analysis
250 10,000
9,000
Number of
Submissions
200 8,000
7,000
150 6,000
Number of
Votes 5,000
100 4,000
Entrepreneurship
3,000
Social Media
Innovation/
Technology
50 2,000
Healthcare
Workplace
Marketing
User Exp/
Usability
Branding
Career/
Mobile
Design
1,000
0 0

20. Social Media
30
Takeaways:
• Marketing supersedes Social Networks
25 • Community is key trend in Social Media
20
15
10
5
0
Marketing Social Network Branding Communities Social Affairs

21. Entrepreneurship
30
Takeaways:
• Move from Innovation to Monetization
25 • Career/workplace indicative of times
20
15
10
5
0
Biz Model/ Career/ Self-help Innovation/ Marketing
Monetization Workplace Technology

22. Design
25
Takeaways:
• Move from platform content focus to
experiences and ease of product use
20
15
10
5
0
User Exp/ Development/ Innovation/ Communication/ Content
Usability Programming Technology Collaboration

23. Mobile
35
Takeaways:
• There’s an “app” for that
30 • Mobile becoming the content hub
• Geo location moving down in relevance
25
20
15
10
5
0
Apps Content Development/ Geo Location Innovation/
Programming Technology

24. Branding
35
Takeaways:
• Less reliance on look and feel (design)
30 and more on channel of communication
25
20
15
10
5
0
Marketing Advertising Social Media Design Social Network

25. Predicting the Future?
Submissions in 2011 aligned
Industry
to interactive community
Indicator
preferences
Trends vs. actual data from
2008 through 2011 not Future
correlated, but time lag Indicator
identifies emerging trends

26. PanelPicker Opportunities
Automation
Content / Videos
“Springboard” Effect
Integration with Music and Film
Case Studies
Whitepapers
What do you think?

27. VS.
Thank you!
The SXSW PanelPicker: Can It Predict the Future? ● March 15, 2011