SXSW 2014 Wrap: Shadow marketing, 4D VR, Secret Social, Hacking for Humanity and Intrapreneurs

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SXSW Interactive is over for another year and thousands of marketers, clients, and tech geeks from around the world have had our brains filled with the latest and greatest in technology and human behavior. SXSW has become less about the latest start up tech (i.e: Twitter launching) and more about how marketers can influence behavior today and tomorrow through innovation.

So, here are 5 things I found most interesting at SXSW this year:

1.      Shadow Marketing: Data, security and privacy goes mainstream

As expected there was a big focus on data and privacy as we live in an era of technological transparency and big data in every marketing presentation. Interestingly, keynotes by Julian Assange and whistleblower Ed Snowden were the big attractions of the festival, not the CEO’s of tech companies.  Rather than the tech side of things, the conversations were around the shadows behind the technology and how we can use the immense data stream, tracking info to actually benefit mankind. Let’s call it ‘Shadow marketing’. People are acutely aware of the data being stored about their lives, so marketers need to be transparent about what info they have on people, making them feel secure about it whilst also adding genuine value to their lives, not flogging endless cross sells.

2.      4D Virtual Reality: The future of brand experiences

The big tech hit of SXSW this year was 4D Virtual reality software from Oculus Rift. Whilst, VR is not new, we may be finally coming to the point where marketers can genuinely use it to deliver hyper real brand experiences and interactive stories. HBO created a ‘Game of Thrones’ 4D Exhibit using Oculus Rift to showcase the new series, letting cast member Maisie Williams (Arya Stark) experience the mind blowing reality of it.  Watch it here:

 3.      Ssshhh: Secret social the antidote to the selfie obsessed

Finally, we may be seeing a counter trend against to the selfie-obsessed trend as people become more protective of their digital footprint. Perhaps we’ll be seeing a backlash to the selfie saturated social platforms and a growth in ‘secret social’ apps like Whisper and Secret. Their goal is to bring anonymity back to social. They’re both offering the ability to connect to anyone, anywhere, about anything without the fear of being judged. The big debate was around trolling and the impact that had on the overall welfare on the digiverse. Whisper CEO, Michael Heyward suggested ‘Whisper is the safest place on the web, we have a strict policy here anonymity is used to protect yourself, not hurt others’. Time will tell on this one.

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4.      Hacking for Humanity: emerging markets embracing hacking culture

Last year hacking was a key part of SXSW conversation and this year it popped up again but in a different guise. This year the conversation was around ‘Hacking for Humanity’ – tacking something and rewiring/rebuilding it to push us forward as a species. Interestingly, the best examples of this were not out of the USA or Europe but out of developing markets in Asia. Oxfam’s Pink Phone project in Cambodia was a shining example, whereby rural women were given old mobile phones providing them with access to farming information to help their livelihoods. We’re also seen phone hacking for good, as textbooks are delivered on phones in African nations.

 5.      Intrapreneurs the key to engaging Millennial workers

My favourite keynote was Pete Cashmore from Mashable talking about how to motivate Millennials in his ‘Y bother’ forum. By 2025, 80% of western workforces will be Gen Y, this is relevant for us all. We all know and have heard the discourse around Millennial expectations of management positions within 2 years of leaving uni, well here’s why. Millennials have grown up in a world where the tech has changed at warp speed, this is the real time generation. Social media platforms have democratised virtually every industry, giving everyone an equal voice. The key to maximising Millennial performance in the workforce is to empower them as INTRAPRENEURS – where they can be entrepreneurial within the business, making change in real time within flatter organisations structures.  Millenials have become wired to expect real time feedback. Annual Reviews are dead. Work and play is seen as one, Intrapreneurs want to go hard at both. Which is a great metaphor for the vibe at SXSW – a healthy dose of sucking up knowledge during the day and partying hard at night.

Perhaps the coolest thing at SXSW, was all the geeky gamers talking about the documentary series  ‘Dumping The Alien: Unearthing The Atari Graveyard’ where filmmakers are going to Area 51 in Mexico to try and find the 3million allegedly buried copies of the Atari Game ET ‘Extra Terrestrial’ – widely known as the worst video game ever. Watch the backstory here.

Another SXSW done, as people in Austin say: Stay Weird.

 

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Overheard at SXSW 2014: 30 Interesting & Influential quotes

 

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 Here’s a little piece I put together earlier in the week for B&T, capturing 30 interesting & influential quotes from around the grounds at SXSW covering an array of topics. 

Once again the Twitterverse has gone into a tail spin as we all look to the latest trends and digital innovations coming out of SXSW Interactive festival in Austin Texas.  

There have been hundreds of speeches over the first three days, and I learned from last year’s experience that it’s impossible to visit or track every interesting keynote or speech. So I’ve attempted to capture the most interesting and potentially influential Tweets of the festival so far to give you a sense of what marketers are getting excited about. From 3D trending cookies, automation, the meaning economy, taser drones, wearable tech, girlpower, messy ideas – there’s lots of interesting perspectives flooding the Twitter stream right now.

1.    ‘Chaotic Moons taser drone delivers 80,000 volts of paralyzing power.’ @Mashable

2.     “At the Oreo Trending Vending Lounge we’re connecting trending moments to the Oreo cookie itself in real time and in real life .”  Bonin Bough,  Mondelez

3.    ‘One of the best ways to achieve justice is to expose injustice’. Julian Assange

4.    “Brands need to move their social media from always on to always relevant.’ @richardting R/GA

5.     ‘Creativity is not about keeping clean, it’s about getting in trouble’ @jeffreytambor, Actor

6.     ‘The ability of an entrepreneur to be a good storyteller is critical to their company’s success’ @BenHorowitz, Author ‘The Hard thing about Things’

7.    ’30 years ago it took 30 years to build a brand.  Now it can be almost overnight.’ Ben Lerer, Thrillist

8.    ‘Brands are grappling with privacy. They’re figuring out what’s cool vs. what’s creepy and how to not cross that line.’ @AnnMack JWT

9.    ‘Only 6% of CEOs for startups are women. We are taught early on, that being the boss isn’t very attractive. Join in the fight to disrupt the ‘pink aisle.’ Lyndsey Shepard, GirlPower

10. ‘Participation, Exclusivity and Authenticity are the 3 Characteristics of Successful Design.”  @DBonner, Razorfish

11. “People don’t experience technology. They experience products, spaces, usually one at the time.’  @rodrigoATCG, IDEO

12. ‘The shift in wearable tech: from “connected body” to “engaged humans” – start to understand what motivate users.’ Francois Grouiller, Fred & Farid

13. “Self tracking must feed our intuition, not replace it.” Ben Essen, Iris Worldwide

14. ‘We create 838 miles worth of digital content every 10 minutes.’ Mary Snauffer

15. ‘In the automated world, income will go up for people who work with computers and robots, and down for others.’ Eric Schmidt, Google

16. ‘The more autocratic the country, the more online identities the citizens have.’ David Caygill, Iris Worldwide

17.  “The better the tools one uses, the further you can get.” Stephen Wolfram

18. “Your audience now has their own audience. “Sandra Zuckerburg, Facebook

19. “We were ready to take a risk. It worked.”  Dana Brunelli, House of Cards producer

20. “If you can’t post a picture of it, it didn’t happen” Sam Huston, Jumptank

21. “We forget that our writing systems all started as pictures.” Ben Zimmer, vocabulary.com

22. “Fonts exist to add emotional context to written words.” Ben Zimmer, vocabulary.com

23. “Progressive companies are the ones who say: This journey is 1% finished” Maria Giudice, Rise of the DEO: Leadership by Design

24. “Good ideas are messy.” Maria Giudice, Rise of the DEO: Leadership by Design

25. “The next frontier is to make asynchronous communication as seamless as real time conversations.” Stephen Kim, Microsoft / Skype

26. “We have a universal need to be in the places and times that we can’t be in.” Stephen Kim, Microsoft / Skype

27. “Persuasive design aligns your desired outcome with the user’s interest.” Matt Dana, Fullscreen

28. ‘Better to be fired than to create something boring.’ Mike Germano, Carrot

29. ‘Our perception of time is altered by how much new and unusual things we’re experiencing.’  Matt Danzico, BBC

30. ‘Best #iBeacon experiences are those that go back to basics and do Marketing as a Service: Push a Service, not a message.’ Mette Stuhr, Carlsberg

Youth marketing is all about creating CULTURAL CAPITAL

I’ve been kicking around this idea for a while now. We all know that the key to youth marketing is to get youth talking to each other about your brand. Well, i think it has to go one step further, brands need to give youth ‘cultural capital’. It’s beyond just ‘stuff to talk about’, it’s far more about the CONTEXT of that conversation as to whether youth really swarm around your idea. One of the most fundamental youth needs is that of ‘belonging’, however now with web 2.0 and the new speed of which cool diffuses into popular culture, ‘being in the know’ is extremely important for youth. Being the first to discover something and being able to give your friends that info, gives you cultural capital and relevance within your tribe. You just have to look at how competitive youth are now on social networks, it’s almost a competition as to who is going to the best part, is going on the best holiday etc. Not being a part of that, sometimes means you’re an outcast within your tribe. So, marketers need to think about what cultural capital they are providing youth which gives them social status within their tribe. Start with the evergreen 6 key pillars of youth culture; MUSIC, GAMING, FASHION, TRAVEL, SPORT, ENTERTAINMENT and how you can create utility within these areas..or better yet, create new cultural phenom that gives youth cultural capital…Easy….