This presentation examines the five key macro trends at SXSW 2013 and the 10 key sub-trends that lay under these.

1. SXSW
2013
Key
Notes
3
April
2013

2. James Quinlan
Director of Social Media
DDB Group Sydney
@JayJayQuinlan
Hello.

3. All of these are OK tonight
Twee7ng,
Memeing,
Facebooking,
Instagramming,
Angry
Birdsing,
Blogging,
Foursquaring,
Pinteres7ng,
Vineing,
MySpaceing,
Planking,
Spo7fying,
Airbnbing,
Linkeding,
Flickring,
Yelping,
Pathing,
Tripadvisoring,
YouTubeing,
Harlem
Shaking
and
Hadoukening.

4. I, Q
Graduated
with
three
university
degrees,
went
into
the
law.
Went
into
adver7sing,
became
Ac7ng
Planning
Director
on
Telstra.
DDB’s
first
ever
Director
of
Social
Media,
responsible
for
social
intelligence,
community
management
and
social
strategy.

5. SXSW 2013
Video
Source:
Idnworld.com

6. SXSW 2013
Source:
theonion.com

7. SXSW 2013

8. This
presenta7on
examines
the
five
key
macro
trends
and
10
sub-­‐trends
coming
out
of
SXSW
2013
–
note
that
these
should
not
be
seen
as
independent,
but
become
more
powerful
when
combined.
Agenda
Macro
Trend
Sub-­‐Trends
“Be$er
Together”
The
rise
of
the
cyborgs
Cross
category
collabora7on
“Anything
Anywhere
Any2me”
Mobility
is
the
new
black
Context
is
king
“Business
at
the
speed
of
social”
Warts
and
all
The
sharing
economy
“Be
a
fan
of
your
fans”
Deepen
the
rela7onship
Extend
the
rela7onship
“From
social
to
real
world”
From
crowd
sourced
to
co-­‐developed
The
maker
movement

9. Macrotrend 1
“Be$er
Together”
It’s
great
when
we’re
together.
In
fact
whether
you’re
a
brand
or
a
piece
of
technology
nothing
exists
in
isola2on,
so
it’s
much
be$er
to
advance
by
working
together.
Sub-­‐trends
• The
rise
of
the
cyborgs
• Cross
category
collabora7on

10. The rise of the cyborgs
SXSW
has
typically
been
the
launchpad
(or
at
least
the
breakthrough
moment)
for
soware
programs,
including
both
Twi]er
and
Foursquare.
This
year
was
different
as
we
saw
a
very
strong
focus
on
hardware,
in
par7cular
–
and
building
on
last
year’s
standout
(the
Nike
Fuelband)
–
wearable
technology
that
records,
augments
and
enhances
everyday
life.

11. The rise of the cyborgs
Designed
to
be
there
when
you
want
it
(and
out
of
the
way
when
you
don’t
want
it)
the
standout
piece
of
hardware
was
Google
Glass
–
Internet
connected
eyewear
that
integrates
the
real
world
with
Google’s
index
of
everything.
Look
out
for
app
integra7on
(such
as
that
from
the
New
York
Times
(above))
and
a
whole
new
defini7on
of
“Google
Streetview”.
Source:
h]p://abcnews.go.com
Source:
thewebpitch.com

12. The rise of the cyborgs
Previously
the
stuff
of
spy
novels,
Memoto
showcased
its
life
blogging
camera
–
a
GPS-­‐equipped
device
which
users
wear
and
which
automa7cally
takes
a
5MB
picture
every
30
seconds.
Worried
about
sor7ng
through
literally
thousands
of
shots?
Fret
ye
not,
a
subscrip7on-­‐based
photo-­‐storage
service
creates
a
photo
7meline
and
even
picks
the
best
shot
from
any
moment.
Source:
digitaltrends.com

13. The rise of the cyborgs
Razorfish
created
a
rideshare
program
with
a
fleet
of
20
bikes,
each
of
which
carried
GPS
transponders
(so
that
people
could
track
them
down)
and
Tweeted
with
its
own
handle
and
personality.
Source:
thefutureofads.com

14. The rise of the cyborgs
Source:
thefutureofads.com

15. How
long
is
your
innova7on
7meline?
Probably
too
long
for
today’s
market
Open,
collabora7ve
teamwork
can
speed
up
innova7on.
Think
beyond
the
cross
promo7on
to
true
collabora7on,
with
brands
(and
more
than
a
few
crowd
sourced
people)
all
bringing
the
best
they’ve
got
to
offer
for
the
benefit
of
all.
Cross category collaboration

16. Cross category collaboration
Source:
sneakhype.com
Google,
Adidas,
72andSunny
and
YesYesNo
worked
together
to
produce
talking
shoes.
Using
an
accelerometer,
gyro
and
pressure
sensor
to
analyse
the
wearer’s
movements,
these
kicks
have
250
phrases
that
they
can
say
to
their
owner,
and
their
owner’s
social
network.

17. Cross category collaboration
Source:
youtube.com/user/iNTeresssss

18. Cross category collaboration
Source:
forge.localmotors.com
Local
Motors
is
an
open
source
car
design
firm
that
produces
small
runs
of
crowd-­‐designed
automobiles
and
has
worked
with
companies
such
as
Domino’s
and
Shell
to
produce
hyper-­‐specialised
products
that
would
be
otherwise
unavailable.

19. Macrotrend 2
“Anything
Anywhere
Any2me”
We
dis2nguish
between
channels
and
plaHorms
–
the
people
whom
we
serve
or
sell
to
don’t,
they
just
want
everything
now,
regardless
of
2me
and
place.
Sub-­‐trends
• Mobility
is
the
new
black
• Context
is
king

20. Mobility is the new black
People
are
increasingly
untethered
from
the
desktop,
the
couch
and
the
home,
making
our
rela7onship
with
technology
closer
and
more
in7mate
than
ever
before
(as
men7oned
previously
it’s
even
turning
us
into
cyborgs).
However
with
a
customer
base
more
omni-­‐channel
than
we
are
(including
instore
as
well),
how
best
to
keep
them
happy
and
coming
back
for
more?

21. Mobility is the new black
Source:
even7fier.co
This
ain’t
no
ordinary
s7cker
(or
QR
code
for
that
ma]er),
it’s
a
Samsung
TecTile
–
a
reprogrammable
NFC
chip
which
can
be
used
to
trigger
any
number
of
tasks
“in
the
real
world”
including
display
your
business
card
on
someone
else's
screen,
place
a
call,
launch
an
app,
open
a
URL,
"like"
something
on
Facebook,
or
check
in
to
a
place
on
Foursquare.

22. Mobility is the new black
Source:
geoawesomeness.com
Meijer
uses
sensors
in
its
stores
to
offer
customised
informa7on
and
coupons
via
mobile
phone,
while
customers
who
prepare
shopping
lists
online
can
open
up
app
inside
the
store
and
it
will
orders
their
list
based
on
their
loca7on
in
the
aisles
as
well
as
displaying
offers
and
coupons.

23. Context is king
In
a
world
filled
with
mul7ple
planorms,
devices
and
content
compe7ng
for
a]en7on,
it’s
cri7cal
to
find
where
people
are
and
what
they’re
doing
and
then
engage
them
in
a
manner
that
is
most
relevant.
Uncover
this
and
you
have
access
to
both
immediacy
and
the
ability
to
talk
meaningfully
to
a
very
specific
group
of
people.
The
importance
of
“Right
message,
right
place,
right
7me”
has
never
been
greater.

24. Context is king
Sources:
badgeunlock.com,
pcholic.blogspot.com,
foursquareaddict.info
As
we
carry
more
technology
with
us
and
as
it
integrates
with
more
things
that
we
do
loca7on
is
more
important
than
ever
before,
and
we’re
going
to
use
it
more
meaningfully
than
just
collec7ng
badges.
From
our
current
passive/what
you’ve
done
context
(check
ins
for
social
status
or
badges)
we’re
moving
towards
ac7ve/what
you
can
do
(contextual
informa7on
such
as
points
of
informa7on
and
things
that
you
can
join
in
or
avoid).

25. Macrotrend 3
“Business
at
the
speed
of
social”
As
well
as
wan2ng
to
engage
with
brands
in
more
places
than
ever
before,
people
increasingly
want
to
know
everything
about
the
brands
that
they
deal
with.
Looking
for
transparency
–
and
the
opinions
about
the
brand
from
someone
other
than
the
brand
itself
–
if
people
can’t
find
what
they
want
to
buy
then
they
might
just
rent
it
from
someone
they
meet
online.
Sub-­‐trends
• Warts
and
all
• The
sharing
economy

26. Warts and all
“Transparency”
was
the
second-­‐most
used
word
at
SXSW
(aer
“innovate”)
–
however
what
became
clear
was
that
they
won’t
let
brands
and
companies
decide
whether
or
not
they’re
living
up
to
this
standard,
they
will
trust
a
peer.
How
role
can
brands
fulfill
here?
Put
it
all
out
on
the
table,
warts
and
all.

27. Warts and all
Source:
armystrongstories.com
Real
soldiers
–
as
well
as
their
families
back
home
–
tell
real
stories
about
their
US
Army
experiences,
good
and
bad.
Note
that
they
even
share
their
50
page
social
media
manual
with
anyone
via
their
SlideShare
account.

28. Sharing economy
Social
and
commercial
technologies
have
collided
with
recent
economic
forces
to
change
the
way
we
buy,
sell,
educate
and
employ
themselves
and
create
enterprises,
spawning
an
en7rely
new
economy.
Some
products
are
immediately
useful,
others
require
a
network
to
be
built
around
them
in
order
to
become
useful.
The
sharing
economy
–
where
the
service
provider
is
the
owner
–
was
originally
a]rac7ve
for
cost
reasons
however
it
is
increasingly
about
offering
people
a
more
personalised
experience.

29. Sharing economy
Source:
corp.fon.com
Startup
Fon
enables
people
to
share
some
of
their
home
Wi-­‐Fi
network
in
exchange
for
geong
free
Wi-­‐Fi
from
anyone
of
the
7
million
people
in
Fon's
network.

30. Sharing economy
A
Fon
Spot
uses
a
special
router
with
two
WiFi
signals
–
a
private
signal
for
the
owner
and
a
shared
signal
for
other.
It
uses
any
broadband
connec7on
and
allows
members
to
safely
share
a
bit
of
their
WiFi
with,
crea7ng
a
crowd
sourced
network
where
everyone
who
contributes
connects
for
free.
No
more
roaming
charges!
Source:
corp.fon.com

31. Sharing economy
Google
Ventures-­‐backed
RelayRides
enables
people
to
rent
cars
from
their
neighbours
by
the
hour
or
by
the
day
with
an
aim
to
reduce
reliance
on
personal
car
ownership.
Source:
technode.com

32. Sharing economy
GM
has
used
RelayRides
as
a
way
for
people
to
experience
its
vehicles
first
hand.
Source:
h]p://gm-­‐volt.com

33. Macrotrend 4
“Be
a
fan
of
your
fans”
Despite
having
more
choice
than
ever
before,
people
are
geong
closer
to
brands
(and
bands
–
an
area
where
this
trend
is
par7cularly
prevalent)
than
ever
before,
seeking
far
more
than
the
simple
product.
Sub-­‐trends
• Deepen
the
rela7onship
• Extend
the
rela7onship

34. Deepen the relationship
“Always
on”
and
“cross
planorm”
are
two
phrases
that
we
use
more
and
more,
reflec7ng
a
desire
amongst
people
for
deeper
rela7ons
(and
higher
expecta7ons)
with
brands
than
ever
before.
Your
product
might
not
be
enough
to
sa7sfy
people
anymore.

35. Deepen the relationship
XXXXX
Source:
Pledgemusic.com
Pledgemusic
may
look
like
the
Kickstarter
of
the
music
world,
however
for
fans
it’s
not
about
the
amount
of
money
that
is
raised,
it’s
about
enjoying
unprecedented
access
to
ar7sts.

36. Deepen the relationship
XXXXX
Source:
Pledgemusic.com

37. Deepen the relationship
XXXXX
Source:
neowin.net
Drawing
viewers
deeper
into
the
program,
the
HBO
second
screen
app
for
Game
of
Thrones
provides
an
interac7ve
map
of
Westeros,
showing
the
loca7on
of
characters,
with
addi7onal
content
relevant
to
each
episode
popping
up
as
you
watch.
It’s
a
great
applica7on
for
a
show
with
such
a
large
cast
and
it
also
helps
draw
viewers
deeper
into
the
story.

38. Deepen the relationship
XXXXX
Source:
thirtysecondstomars.com
Of
course
with
a
deeper
rela7onship
comes
an
opportunity
to
increase
the
financial
return
from
new
products
–
even
for
something
that
recently
has
been
viewed
as
“free”
to
download.

39. Extend the relationship
XXXXX
Think
beyond
the
moment
of
use
–
while
technology
allows
people
to
enjoy
a
deeper
rela7onship
with
the
things
they’re
into
it
also
highlights
the
opportunity
for
brands
to
enjoy
a
more
frequent
role
in
people’s
lives
than
their
products
may
otherwise
suggest.

40. Extend the relationship
One
of
the
more
interes7ng
fan
engagement
ini7a7ves
shown
was
what
happened
in
between
airings
of
TV
programs,
with
character
Twi]er
accounts
sharing
content
like
behind-­‐the
scenes
photos,
ou]akes
and
contests.
Source:
h]ps://twi]er.com/
codenameduchess

41. Extend the relationship
Source:
durangotv.blogspot.com
Last
Chance
Kitchen
is
a
web
series
featuring
challenges
in
which
the
ousted
chefs
compete
for
a
chance
to
get
back
into
the
compe77on.

42. Macrotrend 5
“From
social
to
real
world”
Things
are
great
when
we’re
together,
but
what
makes
them
even
be$er
is
when
we
join
the
online
and
offline
worlds,
turning
1s
and
0s
into
real
things,
inven2ng
and
innova2ng
much
faster
than
large
companies
or
governments
ever
could.
Sub-­‐trends
• From
crowd
sourced
to
co-­‐developed
• The
maker
movement

43. From crowd sourced to co-
developed
Using
the
social
space
to
share
ideas
between
people
and
companies
isn’t
just
about
sourcing
ideas,
but
it
can
also
help
to
develop
them,
realise
them
and
gauge
demand
before
release.

44. From crowd sourced to co-
developed
Source:
lego.cuusoo.com
Lego
Cuusoo
–
turning
fans’
ideas
into
real
toys
(and
giving
them
a
financial
cut
in
return)
while
also
researching
ideas
in
the
market
to
see
how
interested
people
are
about
them.

45. From crowd sourced to co-
developed
Special
briefs
require
a
range
of
talents
–
including
people
you’ve
never
met
before
–
in
order
to
answer
them.
Source:
localmotors.com

46. The Maker Movement
As
components
con7nue
to
become
more
accessible
and
consumer
technology
becomes
more
powerful,
individuals
are
building
their
own
tech
solu7ons
to
hard
ques7ons,
and
they
are
inven7ng
and
innova7ng
much
faster
than
large
companies
or
governments
ever
could.
All
that
you
require
is
a
great
idea
–
and
possibly
the
support
of
several
thousand
people
you’ve
met
on
the
Internet.

47. The Maker Movement
Source:
pcworld.com
While
not
quite
at
the
“in
home”
stage
yet
(the
supplies
are
s7ll
very
expensive)
3D
prin7ng
is
almost
within
reach,
literally
allowing
people
to
“beam”
physical
products
around
the
world
via
a
CAD
file.

48. The Maker Movement
Have
a
great
idea
but
not
enough
money
to
get
it
off
the
ground?
Enlist
the
help
of
several
thousand
“backers”
while
retaining
full
ownership
of
your
work
via
Kickstarter.
Source:
kickstarter.com

49. The Maker Movement
Source:
kickstarter.com

51. For More
ddbdoesaus7n.com

52. Music
The
Joy
Formidable
Image:
straight.com

53. Music
Lissie
Image:
rapgenius.com

54. Music
Widowspeak
Image:
20wa]smag.com