Topline insights & observations fresh from SXSWi 2012. An executive summary presentation of the Ketchum SXSW 2012 Wrap Report, which can be read & downloaded in full at http://www.ketchum.com/sxsw-2012-wrap-report

1. Insights & Observations
Fresh from SXSWi 2012
An executive summary presentation of the
Ketchum SXSW 2012 Wrap Report,
which can be read & downloaded in full at:
http://www.ketchum.com/sxsw-2012-wrap-report
Contact:
Jonathan Kopp, Partner & Global Director, Ketchum Digital
Email: jonathan.kopp@ketchum.com / Twitter: @jonathankopp

2. THE #KETCHUM #SXSWI 2012 WRAP REPORT
GOTTA GO, SoLoMo!
Ambient Startups Riding the Wave of
Twitter, Foursquare, Facebook & Google
New connections based on proximity & profiles
MARKETING Takeaway:
Grandstand might be of most interest to
marketers, as it engages crowds by tying their
collective, real-world experience at events &
attractions to onsite, in-the-moment offers.

3. THE #KETCHUM #SXSWI 2012 WRAP REPORT
THE LONGTAIL OF TWITTER,
FOURSQUARE, FACEBOOK & GOOGLE
No big hit; no step change. The API equivalent of music sampling.
Pixable (aggregates and streams photos from your social networks), Roamz &
Trover (both for sharing discoveries) and Womzit (for sharing experiences).
MARKETING Takeaway: There’s plenty of opportunity yet to be mined from
incumbents. Don’t ignore the effectiveness of fishing where the fish are.

4. THE #KETCHUM #SXSWI 2012 WRAP REPORT
STARTUPS & FOOD
Stamped: “Put your stamp” on food, restaurants and other things you like.
Grubwithus: A “social dining network,” connecting awesome people over delicious food.
AgLocal for purchasing meats directly from nearby farmers & ranchers.
MARKETING Takeaway: In the food & nutrition
space, AgLocal signals the growing trend of
consumers taking a greater interest in the sources
of their food and the distance from farm to fork.

5. THE #KETCHUM #SXSWI 2012 WRAP REPORT
BIG DATA & THE
INTEREST GRAPH
Then: Focus on the “social graph” (what we glean about users based on who they
friend and what they like &do).
Now: The “interest graph,” a reflection of people’s explicit interests & intentions.
MARKETING Takeaway: New opportunities to engage consumers without
the awkwardness of trying to be their friend and/or join their conversations.
Interest graphs can offer more seamless & transactional engagement.

6. THE #KETCHUM #SXSWI 2012 WRAP REPORT
BRAND INVASION &
ONLINE/OFFLINE
INTERACTION
Old guard marketers combining real-world action with online engagement.
Nike: Fuel Band
Pepsi: Futuristic LED screens integrated into vending machines.
FedEx: “Power Couriers”
Amex: Tapped Twitter & Foursquare’s APIs to offer instant, on-location discounts
MARKETING Takeaway: Any brand can win in the
social web era by combining strategic creativity &
technological innovations to provide value,
engagement & entertainment.

7. Insights & Observations
Fresh from SXSWi
An executive summary presentation of the
Ketchum SXSW 2012 Wrap Report,
which can be read & downloaded in full at:
http://www.ketchum.com/sxsw-2012-wrap-report
Contact:
Jonathan Kopp, Partner & Global Director, Ketchum Digital
E: jonathan.kopp@ketchum.com / Twitter: @jonathankopp