ANA SXSW Webinar 2014

ANA SXSW Webinar 2014

Mashable Senior Tech Analyst Christina Warren highlights some of the biggest tech trends at SXSW 2014 and how brands can use those ideas in their own campaigns.

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Christina Warren

March 26, 2014
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Transcript

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    Connected Generation M Our audience is the Connected Generation: Millennials

    and those who think like them. Grew up with technology and constantly immerse themselves in it. Early adopters and those interested in innovation in business, design, music, television, film and more. Shape the “information revolution.” • • •
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    M Editorial Mission We’re the resource for news and the

    guide to culture. WE COVER A FULL SPECTRUM OF TOPICS BUSINESS TECHNOLOGY LIFESTYLE POLITICS ENTERTAINMENT h WEB CULTURE
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    SXSWi is a powerful blend of tech, digital, social media

    culture, business, marketing, startups and of course, Mashable. #MashSXSW SXSW M
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    Top SXSW Trends M Top Trends of SXSW •  Internet

    Privacy •  Creative ways to Market through Social Media •  Location Devices •  Brand Activations
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    M Tech’s Next Big Thing / WhatsApp and Instagram SXSW

    Mashable Photo Challenge, using the hashtag #MySXSW  
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    M Tech’s Next Big Thing / WhatsApp and Instagram Mashable

    continued its tradition of being one of the most buzzed about brands at SXSWi, with the Mashable House.  
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    Tech’s Next Big Thing / Privacy & Security M Growing

    awareness of the potential downsides of sharing so much online
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    Tech’s Next Big Thing / Privacy & Security M The

    NSA leaks last summer kick started a broad conversation about privacy and security, which culminated in a number of panels and sessions at SXSWi 2014
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    Tech’s Next Big Thing / Privacy & Security M Edward

    Snowden and Julian Assange both appeared on-stage over the Internet, to discuss these issues.
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    M Privacy & Security / What Brands Can Learn What

    Brands Can Learn   Some of the biggest security/privacy panels were brand sponsored. The Barbarian Group, a digital agency, brought Julian Assange.
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    M Privacy & Security / What Brands Can Learn What

    Brands Can Learn   When these more complex conversations happen, it's important for brands to be aware of the discourse when doing their own marketing. Maybe don't promote an app that records your daily movements, as an example.
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    M Privacy & Security / What Brands Can Learn What

    Brands Can Learn   Even though SXSWi has evolved largely into "marketers spring break" rather than "geek spring break" - it's important to be aware of the "geek" and informed aspect of the audience and attendees that still come to SXSW.
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    The Hottest Social Networks Are NOT Facebook and Twitter Tech’s

    Next Big Thing / WhatsApp and Instagram M
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    M Tech’s Next Big Thing / WhatsApp and Instagram WhatsApp

    By the Numbers   •  450 Million Monthly Active Users, 70% Active Daily •  1 Million New Users a Day •  Send 19Billion Messages Each Day, More Than SMS •  Over 600 Million Photos Uploaded Each Day •  Over 100% Y/Y Growth •  Huge Global Reach, Hasn’t Even Taken Off in the US Yet
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    M WhatsApp and Instagram / What Brands Can Do How

    Brands Can Take Advantage   Absolut Unique WhatsApp Campaign in Argentina •  Absolut Created an entire social profile for the enter of its Campaign •  In order to gain access to an exclusive party, users had to send this profile WhatsApp messages and photos asking to get in. •  Hundreds responded, creating a viral, socially relevant campaign, even without official WhatsApp “advertising” •  Meet users on their own terms. Use what they use.
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    M WhatsApp and Instagram / What Brands Can Do How

    Brands Can Take Advantage   Ben & Jerry’s on Instagram •  Average non-ad post gets about 2,000 likes •  First Instagram ad got 387,000 likes – nearly 2000% increase •  Instagram ads raised recall lift by 33 points
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    M WhatsApp and Instagram / What Brands Can Do More

    Tips:   •  Think About Using WhatsApp As a Way to Do SMS Marketing… But For Real •  Try to Integrate These Technologies Into Broader Campaigns •  Be Authentic
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    Tech’s Next Big Thing / Beacons M What Is A

    Beacon? •  A Beacon is a low-cost, low-energy transmitters that can alert phones or other devices of their presence •  Apple’s implementation is called iBeacon and Qualcomm is making beacons too
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    How Beacons Work •  Using Bluetooth Low Energy (Bluetooth LE),

    the beacon can send a notification or alert to a user’s phone. •  It can also trigger actions (check-in in an app, add a digital coupon to a wallet) •  Beacons are similar to NFC, but with a wider range and lower-cost Tech’s Next Big Thing / Beacons M
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    M Beacons / Official SXSW App How Beacon Powered the

    Official SXSW Mobile App   •  Users could take advantage of Beacon in select sessions and when picking up badges. •  Offered threaded discussion platform that lets attendees have a conversation within the app itself. •  Allowed users to find out which other attendees (who have logged into the SXSocial platform) are at a session and view tweets from a specific hashtag. •  More than 40 beacons were set up around the Austin Convention Center and in certain event venues. •  Just the beginning: Official app at the Tribeca Film Festival in April and Cannes Lions in June
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    M Beacons / What Brands Can Do How Brands Should

    View Beacons   Similar to QR codes…except people might actually use them.
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    M Beacons / What Brands Can Do How Brands Should

    View Beacons   Great way to build loyalty, call- attention to product placement
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    M Beacons / What Brands Can Do How Brands Should

    View Beacons   Use as a way to Enter Contests, Offer More Information, Lead Gen
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    M Beacons / What Brands Can Do How Brands Should

    View Beacons   Use Beacons as an Opportunity to Partner with Other Brands, Retailers and Venues
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    M Beacons / What Brands Can Do How Brands Should

    View Beacons   Be relevant, not annoying
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    M Tech’s Next Big Thing / ANA BrandMasters 2014 Thank

    You! Twitter: @film_girl Website: ChristinaWarren.com Full slides: http://speakerdeck.com/ filmgirl  
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    References: •  http://mashable.com/2014/03/10/google-wearables-sdk/ •  http://www.l2thinktank.com/research/instagram-2014 •  http://files.shareholder.com/downloads/AMDA-NJ5DZ/ 2988248637x0x727110/3b516115-909d-4044-b758-d1742a46a135/ Facebook_02_19_14.pdf • 

    http://www.hashslush.com/the-first-whatsapp-marketing-campaign- absolut-unique-access/ •  http://www.adweek.com/news/technology/ben-jerrys-early-winner- instagram-ad-race-154196 •  http://www.adweek.com/news/technology/instagram-ads-boost- ben-jerrys-and-levis-brand-recall-early-tests-154603 •  http://mashable.com/2014/03/07/ibeacon-sxsw-2014/ •  http://www.wired.com/underwire/2014/03/game-of-thrones-oculus- rift/ •  http://mashable.com/2014/03/10/game-of-thrones-oculus-rift-arya- stark/ •  http://thenextweb.com/insider/2014/03/11/hbos-game-thrones- oculus-rift-exhibit-immersive-entertainment-ive-ever-encountered/ M Tech’s Next Big Thing / Notes