More Related Content Similar to SXSW 2011 Recap (20) More from Mark Silva (20) SXSW 2011 Recap1. SXSW 2011
Real Branding Emerging Platforms
Insights & Takeaways
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Monday, May 2, 2011
2. WHAT STOOD OUT?
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3. KEY TRENDS & THEMES
‣ GeoSocial
‣ Abundant 3rd party Foursquare API innovation (reminiscent of Twitter)
‣ Recommendations (food, events, etc.)
‣ Nightlife & Dating
‣ Gamification
‣ Transmedia
‣ Photo Sharing
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4. LEADERS (BY TWEETS)
http://tcrn.ch/hSsZ2J
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5. STANDOUT BRANDS
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6. BEST PARTIES & EVENTS
‣ Foursquare plays foursquare at PepsiMax lot all week
‣ 140 Characters Conference (#140conf) cocktail party
‣ Startup RV
‣ SimpleGeo
‣ Foursquare official party
‣ Foursquare/PepsiMax Big Boi concert
‣ Hashable/Groupme Party
‣ Crowdtap launch party (Mr. Youth)
‣ Big Bang Bordello Party with True Ventures and Tunehopper
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7. THE APP WARS
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8. Instagram 65%
Foodspotting 65%
THE PEOPLE’S Addieu 44%
CHOICE: Foursquare 43%
BEST 24 APPS AT Yobongo 41%
SXSW 2011 Hashable 38%
WalkIn 37%
Per Opinionaided, free iOS survey app
GroupMe 36%
Source: http://bit.ly/jhRVgO Uber 36%
Situationist 36%
GroundLink 36%
Neer 35%
IntoNow 34%
SWAGG 33%
Fast Society 31%
Skifta 26%
Hurricane Party 26%
Grouped{in} 25%
Beluga 24%
SCVNGR 23%
HeyWire 23%
Whrrl 22%
Kik 16%
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Gowalla 13%
Monday, May 2, 2011
9. OVERVIEW
‣ Group messaging application
‣ Text
‣ Calling
‣ Share photos & location in chats
‣ Branded groups around entertainment and other commercial properties
‣ Create as many groups as you want
‣ Avoid SMS fees if using data
‣ Free
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Monday, May 2, 2011
10. EMERGING PLATFORMS VETTING
Team/stability & values Audience/demographic Distribution/pot. reach Engagement/connection Ext value/earned media
‣ Created in May 2010 ‣ “Hundreds of ‣ Users invite friends ‣ Branded groups ‣ No charge for
at TechCrunch’s thousands” of ‣ Tap into brand- ‣ Conversational branded groups yet
Disrupt Hackathon registered users relevant categories, ‣ Brand awareness & ‣ Few brands on
‣ Over $11M in ‣ Over 1M SMS/day events & engagement platform yet
funding: betaworks, ‣ Need specifics: conversations ‣ Conversational,
SV Angel, First Round ‣ Reach extremely entertainment-
Capital, Lerer ‣ # regular users
social, trendsetting focused platform
Ventures & angels ‣ User demos early adopters ignites network effect
‣ Co-Founder Steve ‣ Engagement w/ focused on telling ‣ GroupMe has
Martocci formerly of branded groups social groups what’s partnerships with
Gilt Group and Tumblr worth paying major events (e.g.
‣ powered by Twilio attention to Lollapalooza) & is
‣ Won “Best Group receiving a great deal
Messaging App” at of press
SXSWi
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11. GROUPME LEAD THE
GROUP MESSAGING
PACK
GroupMe was the clear winner.
Beluga got a bump from the FB
acquisition.
*Analyze this with caution - based on
Twitter data
http://tcrn.ch/dMmdNN
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Monday, May 2, 2011
12. ‣ Benefits:
ASSESSMENT
‣ Drawbacks:
‣ Good UI & functionality ‣ Most useful at large events with many
‣ Works seamlessly with SMS if user doesn’t activities
have app/data service ‣ Member list not intuitive if using SMS
‣ Great value to user if data service ‣ Like email reply all, generates unneeded
available messages to whole group
‣ Recommendation: ‣ Main Competitors:
‣ Consider testing effectiveness for clients ‣ Beluga (owned by Facebook)
• Tap into existing GroupMe events/ ‣ Fast Society
partnerships ‣ Party & dating apps (e.g. Hurricane Party)
• Curate/promote relevant conversations
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13. OVERVIEW
‣ Social location-based gaming platform for mobile phones
‣ Players participate in digital challenges (scavenger hunts) through real world activities
‣ Earn virtual rewards (badges)
‣ LevelUp: Earn real world rewards (discounts & deals)
‣ Free
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14. EMERGING PLATFORMS VETTING
Team/stability & values Audience/demographic Distribution/pot. reach Engagement/connection Ext value/earned media
‣ Launched in July ‣ Over 1M registered ‣ Over 20k locations ‣ LevelUp offers ‣ Platform not
2010 users with live deals businesses tiered saturated by brands
‣ Over $15M in funding ‣ To be included as ‣ Activity posted to FB loyalty scheme, yet
native app on 4G & Twitter incentivizing repeat ‣ Game & deal-focused
‣ $100M valuation visits
Sprint Android ‣ Tap into brand- platform ignites
‣ Founder, Seth handsets ‣ Game network effect
Priebatsch, is a serial relevant categories,
entrepreneur who ‣ Need specifics: locations & ‣ Daily/regular deals ‣ Scvngr is receiving a
began founding ‣ User demos incentivize purchase ‣ Reach extremely great deal of press
companies with decisions social, trendsetting
‣ # regular users
international teams early adopters
at 12 (received $1M ‣ activity stats focused on finding
funding at 17) ‣ Engagement w/ deals, having fun and
‣ Over 650 institutions and success of telling others about it
are building offers
experiences
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15. SCVNGR CASE STUDY:
BUFFALO WILD WINGS
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16. ASSESSMENT
‣ Benefits: ‣ Drawbacks:
‣ Visionary, insightful, articulate leader ‣ Participants must download app
‣ Some proven results with businesses ‣ Gamification is fun, but not regular part of
‣ Earning = more meaningful incentives daily activity for most
than coupons & daily deals ‣ LBS privacy concerns
‣ Recommendation: ‣ Main competitors:
‣ Build a test challenge on the platform with ‣ Foursquare
a retail client who shares the target demo ‣ Facebook
‣ Get familiar with user experience ‣ Yelp?
individually ‣ Groupon/Living Social (for deals)
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17. OVERVIEW
‣ Mobile digital business networking & relationship tracker
‣ Connect with people using Twitter name or email address
‣ Post and share who you meet with on Twitter
‣ Introduce contacts to each other
‣ Track who you connect with the most
‣ Discover new people by seeing who your friends are meeting
‣ Choose specific hashtags for different activities (e.g. #justmet, #beers, #raninto)
‣ Free
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Monday, May 2, 2011
18. EMERGING PLATFORMS VETTING
Team/stability & values Audience/demographic Distribution/pot. reach Engagement/connection Ext value/earned media
‣ Launched private ‣ Digital media ‣ Mentions posted by ‣ Connect with other ‣ Streamline
beta in June 2010 professionals influencers to their technophiles connections & follow-
‣ Over $4M in funding ‣ Advertising/ networks ‣ Act as trendsetter in ups at industry
marketing industry events
‣ Founder, Michael
Yavondite: Quigo, professionals
Altavista, Juno ‣ Need specifics:
‣ Streamlines business ‣ # users
networking & social ‣ User demos
interactions
‣ # regular users
‣ activity stats
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19. HASHABLE SXSWI
2011 INFOGRAPHIC
Gary V was the most hashed
Most active type: “Founders” (27%)
Most Active Hometowns:
1. Boulder
2. NYC
7. SF
Peak Times: 12-3pm & 7-10pm
Full infographic:
http://hashable.com/sxsw
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Monday, May 2, 2011
20. ASSESSMENT
‣ Benefits: ‣ Drawbacks:
‣ Streamlined, paperless way to share ‣ Participants must download app/visit site
contact information ‣ Some consider these hashtag
‣ Record of who you met where communications spammy
‣ Automatically integrates connection ‣ Competing with LinkedIn, so doesn’t
messages from connected accounts integrate
(Foursquare, Twitter) when hashtags are ‣ Contact info usually incomplete
used
‣ Recommendation: ‣ Main competitors:
‣ Use for individual needs if it adds utility ‣ LinkedIn
‣ Carefully consider when to post ‣ Bump
connections to other social networks ‣ Plaxo
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21. A VETERAN MAKES WAVES
‣ Explore
‣ Category
‣ Friends’ tips
‣ Popularity
‣ Distance
‣ American Express SXSW Partnership
‣ Users received automatic discount at POS with check-in
and linked account
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22. BRANDS
@SXSW
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23. NOISE
&
SPAM
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24. PEPSI
MAX
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25. FEDEX
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26. CNN
GRILL
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27. UBER
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28. CHEVY
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29. AGENCIES
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30. KEY TRENDS & THEMES
‣ Utility
‣ Service
‣ Fit
‣ Entertainment
‣ Food
‣ Contests (especially the most Spammy)
‣ Free
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31. OTHER
HIGHLIGHTS
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32. USING SXSW RESOURCES FOR
GOOD...FAST
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33. GAMESALAD
Creation: Drag & Drop - no coding
required
Testing: on any iOS device
Portfolio Management:
Submit to App Store
Marketing material creation
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34. KIIP
Reward gamers at point of achievement
with tangible gifts
Launched out of stealth April 11, 2011
Currently discussing partnership
opportunities for our clients
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35. LIPTON NATURALS
@Lipton Lounge directly across from
Convention Center
Conducted on-site interviews in Lounge &
around SXSW Music
- generated original video series
- amplified editorial content strategy
Drove large FB Fan and Twitter follower
increase
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36. SXSWI 2011: DIVE DEEPER
‣ Silva’s “Bubble or Bubbly?” panel: http://www.youtube.com/watch?v=GWZLx8Zcvrg
‣ Shiv Panel: http://www.youtube.com/watch?v=Xb9Kby9_NBQ
‣ PepsiCo Video w/ Silva & Lou Kerner: http://www.youtube.com/watch?v=nuFuS3dWGzE
‣ Brisk Panel: http://www.fastcompany.com/1743284/sxsw-2011-pepsico-panel-with-danny-
trejo
‣ Amazingly thorough, multi-media Storify account: http://bit.ly/fvtjZq
‣ Photostream from Foursquare engineer: http://bit.ly/fnH7k2
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