SxSW 2010

Austin, TX

South what?

Often dubbed the Sundance of new media, SXSWi is the bellwether for what lies ahead for digital culture.

– Advertising Age, March 24, 2009 ❞

❝

Welcome to Austin, a city where, for the time being, everybody is famous, the economy is rocking, and the grid is groaning under an influx of the digitally interested.

– New York Times, March 23, 2009

❞❝

facts and figures

• First sxsw in 1987, all about music

• First sxsw multimedia in 1994

• Became sxsw interactive in 1999

This year:

• Interactive participants: 15,000+ (40% ↑ YOY)

• 40% more registrations than sxsw music 2010

• Countries represented: 31

personas

Ashton Kutcher

Evan Williams,Twitter

Gary VaynerchukWine Library

Jeff Jervis, The Buzz Machine

Scott Heiferman,Meetup.com

Danah BoydSocial Media Researcher @ Microsoft

Guy Kawasaki

today

#1 : social [media+business];

today’s connective tissue

#2 : UX

#3 : on steroids

#4 : practical philosophy

#1social [media+business];

today’s connective tissue

8

Question: How different was this event from others, when

you say ‘connective tissue’ ?

“It just felt more connected. All the time. Nearly like a scene

from Blade Runner.”

super-connected

transparentlocation-sensitive

connective tissue of

sxsw

+ + =

In short:

MySXSW

check it out?user: molonesep/w: sxswrocks

• Not just a website but an Event Social Network• Connect Twitter followers• Connect to Facebook• Connect with new people [Contacts]• See who is attending [Groups]• Install [Tools] • Customize [My Schedule]

MySXSW - Groups

• Who is attending• Connect with them

MySXSW - Tools

MySXSW on iPhone

Features:• My Schedule • Map • Search • Notifications • My Card (send via email or SMS) • News• Compatibility: only iPhone v3.x

• Developer: DUB• User feedback: not updating at times

QR (quick response) Code

Application 1: “Follow me” @ mySxSW

• How? Snap the QR Code on my event tag with your phone • Get: name, photo, company, etc • Then: follow me on my.sxsw; events attended, what I say, see my groups, etc.• After: synch up all contacts gathered with my address book• Applies: to people, brands, events

Application 1 Application 2

Application 2: Quick access to content

• How? Snap the QR Code on poster, print ad•Result: get instant access to mobile page; text, mp3, video, etc.

QR (quick response) Code

• Phones and apps: • iPhone: I-Nigma• Windows Mobile:Bee Tagg• BlackBerry: I-Nigma or BeeTagg• Android: Google Zxing Reader• Nokia: I-Nigma

• Result: few people used it, but it shows innovation leadership of sxsw. Expected to be big in the coming years.

Application 1 Application 2

Tweets kill Twitter’s keynote

• Highly anticipated keynote

• Worthy quotes:

• “We are a force for the good”

•“Difference between transparent and open?” Window is transparent but closed. Door is open.”

• @Anywhere disappointed the interactive world. Lacked a larger context.

• Voted the worst keynote in the history of sxsw. Ironically, the tweeting audience killed the keynote.

• They never read the tweets in real time for feedback

• 75% of audience left before the end.

#tags at tracks

What’s good about it?• synopsis of the track left on Twitter• real-time feedback to the presenters• helps decide if worth switching to another track

#sparkamovement

#tags in lifeThis is Jenn’s real story

Gowalla

What’s cool [need mobile]• know where your friends are • ping them “at a great bistro now” • what they say about places • imports friends from FB and Twitter• rewards (pins)

Foursquare

What’s cool [on mobile]• very similar to Gowalla• venue-specific promos from vendors• rewards (badges)

Foodspotting

What’s cool• connects food lovers• rates and reviews food and places • helps make food decisions• tagged by food type and geography • natural fit for food-related sponsors

#2 : UX (user experience)

22

UX

• Web psychology

• Best UX sites

• Rapid prototyping (exercise)

web psychology

#1 Likeability

#2 Social Proof

#3 Authority

#4 Reciprocity

#5 Scarcity

#6 Commitment

•use of personalities like Obama, liked celebrities

•smiling models sell better (example of banking products)

•obvious but not used often enough

web psychology ..continued

#1 Likeability

#2 Social Proof

#3 Authority

#4 Reciprocity

#5 Scarcity

#6 Commitment

• show what like-minded people are doing, e.g. “people with red hair, buy this…. “

• the power of “first follower”

• power of groups / peer opinions, experiment “which is the longest line”, most see A when others say so too.

A. --------

B. ----------------

C. ----

web psychology ..continued

#1 Likeability

#2 Social Proof

#3 Authority

#4 Reciprocity

#5 Scarcity

#6 Commitment

• show people that you are credible

• reference made to “Stanford Guidelines for Web Credibility”

• “Ashton Kutcher said… “

• “Jack Welch says… “

web psychology ..continued

#1 Likeability

#2 Social Proof

#3 Authority

#4 Reciprocity

#5 Scarcity

#6 Commitment

• you give, you get

• dog adoption as an analogy; the dog given “free” for the weekend always finds a home

• Google doing it with its free apps like Reader.

web psychology ..continued

#1 Likeability

#2 Social Proof

#3 Authority

#4 Reciprocity

#5 Scarcity

#6 Commitment

• especially when we know something will be short in supply

• tell people when it’s running out

web psychology ..continued

#1 Likeability

#2 Social Proof

#3 Authority

#4 Reciprocity

#5 Scarcity

#6 Commitment

• create a low entry point for people to commit. Games are a good example of merits and rewards to create a hook

• comes across how the site engages us

web psychology ..continued

#1 Likeability

#2 Social Proof

#3 Authority

#4 Reciprocity

#5 Scarcity

#6 Commitment

• Great sites like Amazon subscribes to all these principles

• Recommendation: run this checklist to see how a site can be optimized further

best UX nibs

UX experts’ picks:

• zappos .com

• mint.com

• urbanoutfitter.com

• amazon.com

• turbotax.com

• We hardly ever acknowledge a good UX site but get so irritated with a bad one.

• Let someone else tell you the site is great (assuming you are the designer/UX person)

rapid prototyping

The Wallet Exercise(by c/o Intuit, designed TurboTax.com)

The idea:

• Experiment early by conducting rough and rapid experiments

• Means little time investment

• Validate ideas (as idea creators get so hang up on their ideas)

rapid prototyping ..continued

Step 1

rapid prototyping ..continued

Step 2

rapid prototyping ..continued

Step 3

rapid prototyping ..continued

Step 4

rapid prototyping ..continued

From this, to …………………………….. this

We can use this approach to communicate a POV (strategy), a new interactive approach (with the client or a focus group).

#3 : on steroids

battle of the decks

Idea:

• Present a powerpoint

deck you had never

seen before. 10 slides in

5 minutes.

• Be judged for originality,

confidence and

storytelling skills.

SXSW matchmaking: pitching content to Miller Light

“Advertising is so 20th Century. Watch a world famous brand stop interrupting TV and start dating motion media online. Six content creators will pitch their ideas live on the Day Stage. A fast six minutes each. One will secure $24,000 to make their film. Another will get $8,000 decided by the audience.”

Bing maps evolution

• Silverlight makes it AMAZING!• Applications built on top of Bing Maps• E.g. see real-time Tweets in this location

#4 : practical philosophy

neuroscience and marketing

• Pet rock success – do we need neuroscience to sell?

• There are no such things as “super ads”, no mind reading

• Use of smiley faces in ads show a higher acceptance level in ads than neutral faces

• Not being able to decipher a facial expression makes us more curious (Monalisa, catwalk model?). Why?

• Human brain can only process 2-3 images at a time.

• Anything more than 3 gives us anxiety. Why?

• Decoy marketing – a counterintuitive way to sell more

• Dips and chips; the evocative moment of dipping the chip in the salsa; moment of the experience.

• Ask the kids to study before going to sleep. Why?

too much math killing marketing?

• Panel split “for” and “against” math

• Right/left brain people see things differently (vid)

• Moderator listening to audience tweets and responds in real-time

• Most popular session at sxsw(‘coz they listen?)

privacy and publicity

Danah BoydEthnographer,

Social Media Researcher@ Microsoft

• Privacy is not dead • Google’s Buzz fiasco• Facebook’s privacy disconnect• Living in a publicity world • Message for us

Full talk on : http://www.danah.org/papers/talks/2010/SXSW2010.html

spark a movement

podcast: http://my.sxsw.com/events/event/5004

Scott Heiferman, founder of Meetup.com

“Followers are over rated”

spark a movement …continued

spark a movement …continued

CultDictatorship

Band Brand

21st century movement

spark a movement…continued

21st century movement

• an inspiration, not leadership

• making followers powerful

• get them to self-organize

• Leadership Factory

spark a movement …continued

Architecture for Humanity

spark a movement …continued

Story of ME Story of WE

Let’s

spark a movement …continued

spark a movement …continued

documenting ideas

Microsoft @ sxsw

brands @ sxsw

disappointments

• No ‘wow’ launches such as the next Twitter-, Foursquare-like

• Having to arrive early for better tracks and keynotes

• Some tracks brilliant, some sub-standard

• Food selection/health and coffee queues

• Total Pepsi block, no Coke..

• Wish we were more to cover it all!

what we loved

• The energy

• The brains

• The ideas

• DPE team connections

• Getting to know each other..

useful links

• Aston Kutcher – Katalyst Media – the future of media?

• Chris Brogan http://www.chrisbrogan.com/ - social media consultant and a blogger

• Danah Boyd keynote : http://www.danah.org/papers/talks/2010/SXSW2010.htmlhttp://sxsw.com/node/4700 takeaways:

• Gary Vaynerchuk presentation (Wine Library founder) http://www.youtube.com/sxsw#p/c/746DB49695B7D2F3/27/BEYjvifUdeM

• SXSW.com login : user: molonese, p/w: sxswrocks

till next year