The deck from our take on SXSW 2014 held at iris towers back in early April. My talks cover: 21st century content craft, brands as digital anthropologists and living in an automated world.

1. PRESENTS
SOUTH BY SOUTH EAST

4. the next 2 hours
SXSW distilled
Break
Q&A
Drink and discussions
@davidcaygill @benessen
@deemac99@Fourie_duPreez

9. There are so many
amazing things in the
universe. don’t be
distracted by things
that are not.
“
”
the insights that
matter
Dr Neil deGrasse Tyson, Astrophysicist, Cosmos

10. change
at the rate of
moore’s law

11. Participation brands
visibly enhance the flow of
people’s lifestyles.

12. lifestyle hacks
#1 practical magic

13. lifestyle hacks
#2 habituality

14. lifestyle hacks
#3 material quality

16. Confidential © 2014

17. the team
1. 21st century content craft
2. Future of social is collaboration
3. Brands as digital anthropologists
4. Living in an automated world
5. From design to de$ign
6. Hardware / Software / Wear
7. Innovation at the edges
8. Your next billion customers

18. 21st century content craft

19. 21st century content craft
A cyberpunk tech war is
coming. not for your
pocket, desktop or living
room. but for how you
experience reality.
“
”John Brownlee, Fast Company

20. algorithmic journalism

21. algorithmic journalism works
50m+ unique visitors per month
75k av Facebook Likes per post
380m page views from 100 posts
5m minutes daily watching

22. perfecting curiosity gaps

23. brand collaboration through native advertising

24. entertaining mobile brand utility

25. extraordinary digital storytelling

26. extraordinary digital storytelling

27. rebooting the news

28. rebooting cookery!

29. rebooting the news

30. the rise and rise of short form video

31. next generation internet

32. next generation virtual reality for brands

33. key takeouts
3. Foster a culture of content craft
2. Make content that POPS
4. Re-imagine immersive brand experiences
1. Craft for the ‘curiosity gap‘

34. The future of social is collaboration

35. collaboration
active
output orientated
social as means to end
connection
passive
input orientated
social as end in itself
a new social paradigm

36. CREATIVE
COLLABORATION
TECHNOLOGY
COLLABORATIVE
ECONOMY

37. access over ownership peer to peer

38. more like real lifehuman & authentic

39. CREATIVE
COLLABORATION
TECHNOLOGY
COLLABORATIVE
ECONOMY

40. The next frontier is to
make asynchronous
communication as
seamless as real time
conversations
“
”
From ‘connection’ to
‘collaboration’
Stephen Kim, Global Creative Solutions, Microsoft / Skype

41. share desktop surfaces with illumishare

42. MIT Scratch programme
collaborative
programming
for kids

43. brand participation through collaboration

44. key takeouts
1. Design for access as well as ownership
2. Identify the passionate peers in your category
3. Create the tools to enable collaborative
creativity
4. Focus your social use on productive output

45. brands as digital anthropologists

46. stop doing digital
marketing and start
doing marketing for
the digital age
“
”
brands as digital
anthropologists
Ben Malbon, Dir Strategy, Google Creative Labs

47. the inequalities of participation

48. harness superfans to fuel participation

49. Being anonymous & private is the ‘new social’

51. brands stepping out into digital culture

52. brands stepping out into digital culture

53. brands stepping out into digital culture

54. the way we communicate is evolving

55. a growing universal visual language

56. collaborative social experiences through entertainment

57. key takeouts
1. Let superfans in to fuel participation
2. Be honest and creative when entering new spaces
3. Get fluent in new visual vocabularies
4. Mobilise communities through creative collaboration

58. software > hardware > Wear

59. software > hardware > Wear
15 years' time computers will be
more intelligent than we are and
will be able to understand what
we say, learn from experience,
make jokes, tell stories and even
flirt.
“
”Carl Bass, President & CEO of Autodesk Inc,The Robot Revolution.

60. the race has changed

61. ubiquitous embedded computing

62. perceptive computing

63. perceptive computing

64. sci-fi as a business plan

65. health as a tech toy

68. ultra specific wearables

69. wearables as controllers

70. wearables as controllers

71. do we still need single use devices?

74. Data Capture
Lifestyle context
Behavioural
prompt
Measurement
Enhancement
from quantification to qualification

75. giving customers a privileged perspective

76. key takeouts
1. What role do you play as tech wraps around your consumer?
2. How can you activate actionable health and fitness?
3. What data do you need to do more for your consumer?
4. How do you help your audience improve themselves?

77. living in an automated world

78. “
”
Brands in an automated
world
12 Ahead
brands can be the
connective tissue
between real people
and technology

79. new times and a new class of consumer

80. human api

81. using artificial intelligence as ‘sense makers’

82. enhancing your life with automation

83. gamifying participation

87. big data hubris
Source: Gartner / IBM, 2014

88. the promise of predictive marketing
Source: Gartner / IBM, 2014

89. reverse engineering hollywood
ource: Gartner / IBM, 2014

90. key takeouts
1. Start designing for an automated world
2. Find extraordinary auto enhance brand moments
3. Embed motivation core drivers into experiences
4. Harvest data for predictive patterns

91. From design to DE$IGN

92. “
”
visual everything
we must change our
mindset about design
and designers
Maria Giudice, Innovator and Author, Rise of the DEO

93. “
”
design everything
we must change our
mindset about design
and designers
Maria Giudice, Innovator and Author, Rise of the DEO

94. design is the glue that connects the brand

95. visual
productexperience DE$IGN
commercial
From design to DE$IGN

96. 1. design = ALIGN A DESIRED OUTCOME WITH A USER’S INTEREST

97. 2. design = informed iteration

98. 3. design = insight driven persuasion

99. 4. design = craft

100. design = change
from ceo to deo:
change agent
facilitator
iterates

101. key takeouts
1. Make Design the glue for your brand
2. Make your Design process commercial
3. Align the user’s interests with the brand’s
4. Add some Design thinking to your day to day

102. Your next 1 billion customers

103. Oxfam: African advertising campaign is helping to dispel negative stereotypes

105. AFRICA’S MIDDLE CLASS HAS TRIPLED OVER THE LAST 30 YEARS

109. class attendance climbed to 95%

110. 43% of kenya’s $40 billion GDP flows through M-pesa

112. 3 key take-outs
Understand the context of the market then you will see
the opportunities to innovate
Develop exciting value propositions that are relevant for the audiance
Adapt your approach to mobile to suit the technologies available

113. innovation at the edges

114. Where does innovation happen in your organisation?

115. R&D Centre in leeds? Marketing meeting?

116. when different kinds of people meet

117. 18c internet culture

118. Innovation at the
edges
True discovery happens in a
very undirected way, when
you figure it out as you go
along
“
”
Joi Ito, MIT Media Lab Director

119. learn by doing

120. re-imagine the tools you need

121. make social sawdust

122. Two life saving machines

123. point of use technology + global logistics

124. social growth strategies

125. key takeouts
3. Embrace new opportunities and pivots
2. Lower the barrier of experimentation
4. Create byproducts from your process
1. Find collaborations in your network

127. THANK YOU
Break

128. PRESENTS
SOUTH BY SOUTH EAST
BREAk - 10 minuets

129. PRESENTS
SOUTH BY SOUTH EAST
questions - #sxse