Onze SXSW Update presentatie van de belangrijkste trends & startups van SXSW Interactive 2013. Our SXSW Update presentation of the most important trends & startups of SXSW Interactive 2013.

2. WELKOM
paolo @martorino
@ j0hn meulemans
#SXSWUPDATE

4. Austin Texas

8. SXSW TRENDS
LOCATION UPDATE
CAN’T BUY ME LIKE
GAMIFICATION UPDATE
10 SXSW STARTUPS
SOCIAL TV UPDATE
BORREL

11. SXSW TRENDS
DIE WE WILLEN DELEN
ER ZIJN ER MEER...

12. #1 SOCIAL IS THE NEW NORMAL

13. #2 MOST THINGS GET GAMIFIED

14. 3# DEMOCRATIZING ENTREPRENEURSHIP

15. 4# ACCES OVER OWNERSHIP

18. #5 A SHIFT IN DIGITAL
TOWARDS MORE OBJECTS

19. 6# USING TECHNOLOGY TO CREATE
OFFLINE EXPERIENCES

20. #7 RECOMMERCE

21. WEARABLE TECH DRAAGBARE TECH
DRAAGBARE TECH
Technologie wordt natuurlijk
onderdeel van onze
verschijning en staat dichter
bij onze zintuigen
Glass
Sneakers
Watch
Nike

22. WEARABLE TECH
DRAAGBARE TECH
Technologie wordt natuurlijk
onderdeel van onze
verschijning en staat dichter
bij onze zintuigen
Jawbone

23. WEARABLE TECH
DRAAGBARE TECH
Technologie wordt natuurlijk
onderdeel van onze
verschijning en staat dichter
bij onze zintuigen
Nike Fuelband

24. WEARABLE TECH
DRAAGBARE TECH
Technologie wordt natuurlijk
onderdeel van onze
verschijning en staat dichter
bij onze zintuigen
Sneakers

25. WEARABLE TECH
DRAAGBARE TECH
Technologie wordt natuurlijk
onderdeel van onze
verschijning en staat dichter
bij onze zintuigen
Credit Ring

26. WEARABLE TECH
DRAAGBARE TECH
Technologie wordt natuurlijk
onderdeel van onze
verschijning en staat dichter
bij onze zintuigen
iWatch

27. WEARABLE TECH
DRAAGBARE TECH
Technologie wordt natuurlijk
onderdeel van onze
verschijning en staat dichter
bij onze zintuigen
Chip tattoo

28. WEARABLE TECH
DRAAGBARE TECH
Technologie wordt meer
onderdeel van onze
verschijning en staat dichter
bij onze zintuigen
Telepathy

29. LOCATION UPDATE

30. LOCATION UPDATE
2012: Social Discovery War
Highlight
Banjo
Sonar
Glancee
Intro
Ntro
Glassmap
Mingle
...

31. LOCATION UPDATE
2013: Who survived?

32. Social Discovery 2013

33. Foursquare?

34. LOCATION UPDATE
Four years Foursquare
- 30M + users
- 1M merchants
- 1,5M new users pm
- 3B datapoints!

35. LOCATION UPDATE
- Instagram
- Path
- Foodspotting
- Highlight
- flickr!

36. Maps Are Broken

37. “We Can Do Stuff Nobody Else Can Because Of The Data Points”

38. LOCATION UPDATE
Relevant recommendations

39. (Digital) Coupons Are Broken

40. AMEX / MASTERCARD / VISA PROGRAM

41. AMEX / MASTERCARD / VISA PROGRAM

42. LOCATION UPDATE
Merchants better take notice
- Who’s been here
- Who comes here
- Who could be here
“Identify the best customers
that never heard of you”

43. EVER BEEN HIGHLIGHTED?

44. “WE ARE ENDLESSLY CURIOUS ABOUT OTHERS”

45. “WE ARE ENDLESSLY CURIOUS ABOUT OTHERS”

46. LOCATION UPDATE
Take out the friction
- Awkward to ask
- Weird but we’re used to it
- Bizarre version of FB!

47. BIRTHDAY NOTIFICATIONS

48. YOU LOOK FAMILIAR

49. WANTED TO TALK TO YOU

50. ALERTS: I WAS JUST LOOKING FOR YOU

51. LOCATION UPDATE
Early days
- Battery life
- Notification relevancy
- What’s appropriate?
- Handy vs Creepy

52. THIS PERSON KNOW 44 OF YOUR FRIENDS!!

53. JUST LOOK BACK...

54. LIKE

55. THE RELATIONSHIP ERA

56. 1920 1960

57. THE RELATIONSHIP ERA

58. VERTROUWEN & ECHT BEREIK

59. 4 KRACHTEN VERANTWOORDELIJK

60. Draagbare Technologie

61. MENSEN WILLEN MERKEN VERTROUWEN

62. EDELMAN TRUST BAROMETER
De basis van
relationship-era
marketing is
vertrouwen, geloof,
intentie en echtheid

63. STRUGGLE CORPORATE MERKEN
Airships & Big Boats Don't Make Sharp Turns

64. #MCDSTORIES
McDonalds Twitter campagne

65. #McDStories

66. UNITED AIRLINES
> 1 Miljard Gespendeerd Aan Advertising

67. UNITED AIRLINES

68. BRAND SUSTAINABILITY MAP
Trusted En Loved Brands
outperformen de industrie met
S&P 57%
FoE 1600% up (stock returns
over period 96-2011)
lo: beperkte relaties
ro: niet vrijwillige relaties
lb: emotionele relaties
rb: duurzame relaties

69. I LOVE...

70. HOE EEN DEO DE WERELD WIL VERANDEREN
Technologie wordt
natuurlijk onderdeel van
onze verschijning en
staat dichter bij onze
zintuigen

72. MIN 2 LOYALERE KLANTEN
RUIM 800.000 LIKES
TIENDUIZENDEN REACTIES
POSITIEF MERKSENTIMENT

73. A Loaf Of Bread In Every Arm® 1,7 Miljoen Fans

74. Everything You Do Is The New Media Department

75. WEES ECHT, EERLIJK EN BETROKKEN

76. ECHTE RELATIES AANGAAN

77. WIE IN DE ZAAL?

78. VRIJE KEUZE?

79. Work And Play Well With Others

80. DON’T BE A
DICK

81. GAMIFICATION MEETS BIG DATA

82. GAMIFICATION + BIG DATA
Gamification
“Taking elements from games
and applying them in the right
context in all kind of product
to drive behaviour”
Points
Status
Progression
...

83. IT’S JUST CHEMISTRY

84. GAME MECHANICS

85. GAMIFICATION + BIG DATA
Gamification: Not new!

86. GAMIFICATION + BIG DATA
Big Data
“Using massive amounts of
info to help people &
companies make better
decisions”
Predict the flu with Twitter
Facebook Graph Search
Predict X-Factor

87. PREDICT X-FACTOR

88. GAMIFICATION + BIG DATA
Big Data: Fairly New
- computing power
- datasets

89. WHAT HAPPENS WHEN GAMIFICATION & BIG DATA MEET?

90. IT’S CHOCOLATE BACON!

91. GAMIFICATION + BIG DATA
Career
- Mapping careerpaths
- Reverse engineer
- Steps to next position
- Optimize path for winning
- Increase performance

92. GAMIFICATION + BIG DATA
Who to hire?
- Linkedin migration patterns
- Where are the smart people
- Check where they are going
- Hire the right people
> Predict the next Facebook!

93. BIG DATA & GAMIFICATION & ENERGY

94. GAMIFICATION + BIG DATA
Quantified Self
- Nike Fuel Band
- Fitbit
- Fitocracy
- Foursquare health coach?

95. DATAMINE + GAMIFY YOUR BODY

96. FUTURE: PERSONALIZATION & MAKE BETTER DECISIONS

97. 10 SXSW STARTUPS
DIE OPVIELEN
IN DE CHAOS

98. SXSWStartup #1
Fleksy app die gebruikers van mobiele telefoons in staat stelt om sneller
en intuïtiever te typen

99. SXSWStartup #1
Fleksy app + Leap Motion

100. SXSWStartup #2
Tinder ontdekt wie interesse in je heeft en in de buurt is
en brengt je samen als jij ook geïnteresseerd bent.

101. SXSWStartup #3
Mico hoofdtelefoon/app is in staat om het humeur van de gebruiker
te monitoren en de afgespeelde muziek daaraan aan te passen

102. SXSWStartup #4
Brian Solis: Identified.com Is Like LinkedIn, But Sexier.

103. SXSWStartup #5
Smart travelsearch met Desti

104. SXSWStartup #6
Between: alleen voor jullie tweetjes

105. SXSWStartup #7
Present.me

106. SXSWStartup #8
Ouya

107. SXSWStartup #9
Lyft

108. SXSWStartup #10
Icon

109. SOCIAL TV UPDATE

110. SOCIAL TV
Social TV?
“Digital interaction between
people about TV and also the
interaction with that content”
Why?
- Watercooler
- Share & Engage
- Access to exclusive content
- Content Discovery

111. MORE THAN SPOILERS

112. SOCIAL TV
Or not?
Nielsen: Rise of SocialTV 2012
Nearly a quarter of people
aged 18-34 use social media
to comment on what they like /
dislike while watching TV.

113. SOCIAL TV
Let’s rewind: 2012 > 2013
An industry in full swing.

114. 20M TWEETS (14M 2012) - 230.000 TWEETS PMIN

115. 14M TWEETS (5M 2012)

116. 160.949 CHECK-INS @ SEASON PREMIERE

117. DIFFERENT TRENDS

118. SOCIAL TV
Death of the Nielsen Family?
25.000 households whose TV
habits collectively provide a
statistical snapshot of a
nation’s viewing behavior.
Hulu, Netflix, Apple TV,
Amazon Prime, Roku, iTunes,
smartphone, tablet are not
reflected in the Nielsen rating*.
*In February Nielsen announced that this fall
it would finally begin including Internet
streaming to TV sets in its ratings.

119. SOCIAL TV
In the near future, a show’s
tweetability may be just as
crucial as the sheer size of its
audience. It’s something that
advertisers and networks
already realize.
‘Our program has three times
the engagement, because
we’ve got many more people
tweeting about it—and by the
way, they’re young, they’re
tech-savvy, and they buy lots
of products.’

120. SOCIAL TV
Strategies: Building Interest
- For current and next season
- No tweets = boring
- Give people insights

121. SOCIAL TV
Strategies: Discovery
- Social proof
- 3/10 people watch show
because twitter says it
- Use existing fan base, let
them watch something new
- #advertising > big spike in
buzz with residual effect

122. SOCIAL TV
Strategies: Fan Engagement
- Tweet as characters, keeps
you ‘in’ all week
- Strengthen parasocial
relationships by making them
accessible
- Ask fans what they want to
see (Golden Globes)
- Tweet while they watch
- 51% tweets about show to
feel connected with others.
Brands and shows can
encourage this by hashtags.

123. SUPERBOWL HASHTAGS: 2011 #AUDI - 2013 50% OF ADS

124. SOCIAL TV
Strategies:
Realtime participation
- Tweet during the show drives
people to watch live $$$
- Twitter polls: American Idol:
Do You agree with the jury?
- Show specific hashtags
- Backstage tweets,
experience like they’re there

125. MASS RELEVANCE

126. SOCIAL TV
Strategies: Feedback
“Its like having millions of
producers working with you”
Simon Cowell, American Idol
- On storyline, format etc...
- #killcarlalready
- Hawaiifive-O two endings

127. WHAT’S NEXT IN SOCIAL TV

128. SOCIAL TV
#HASHTAG EVOLUTION

129. SOCIAL TV
MORE THAN TWITTER
- Instagram
- Tumblr
- Facebook (90% visits FB)

130. SOCIAL TV
FACEBOOK AS A PLAYER
- Influence
- Watched
- Discovery

131. SOCIAL TV
ADVERTISING
- More, better, more creative
- Realtime
- Comeback of the poll

132. COMMERCE

133. CONSEQUENCE?

135. SPECIAL MESSAGE FROM ICON.ME

136. TOT SXSWUPDATE 2014
DRAAGBARE
3sixtyfive bedankt:
Adformatie
GNR8
Selecta Multimedia
TonyAtomy