SXSW 2015 by LindseySilver

Table of Contents About SXSW

SXSW Dictionary

Key Themes Storytelling Privacy vs. Data Virtual Reality Internet of Things Women in Tech

7 8 9 10 11

Battle of the Brands

What and Who We Loved

The Future

References

About SXSW The South by Southwest® (SXSW®) Conferences & Festivals inlcude offerings in music, independent films, and emerging technologies. SXSW initially started in the 1980’s as a local music festival in Austin, Texas. Today, it has exploded into a fundamental part of the music, film, and digital media industries.

Creativity, Innovation and Inspiration South by Southwest® (SXSW®) Interactive is a breeding ground for cutting-edge technologies and digital creativity. The five day conference includes presentations and panels from the brightest minds in emerging technology, as well as networking events hosted by industry leaders.

Throughout the 2014-2015 school year, 7 students from the S.I. Newhouse School of Public Communications completed an internship for SXSW Startup Villiage and Student Startup Madness. I was part of this group, and we were lucky enought to attend SXSW Interactive and help run the national finals of the Student Startup Madness Competition in March 2015.

Source: sxsw.com

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The collision of ideas and people make SXSW the closest thing to a ‘weekend of enlightenment’ we have in this new digital age. People from all over the world, at all levels in their organizations, with all backgrounds, are getting together to share their perspectives, and are generally all accessible.” - Ian Schafer, Deep Focus

SXSW Dictonary SXSW attendees have been known to speak in their own langauge. Aside from the abundance of technology terms, here are 5 key terms to help you speak the Austin lingo.

Omnichannel A multichannel approach to marketing and sales that delivers a seamless shopping experience between online, desktop, mobile, telephone and instore.

Meerkat A live video streaming app. Made popular by celebrities such as Jimmy Fallon and news sites such as Mashable.

A/B Testing When you compare two versions of a web page or advertisment to see which one performs better.

Growth Hacking Marketing technique often used by technology startups. Focused on utilizing social media and viral marketing instead of traditional media buys.

Pedicab A small pedal-operated vehicle, often serving as a taxi

5 key themes and how they can be applied to the modern student

Storytelling

Stories Keep Us Human Storytelling is a traditional idea that can light up with the addition of digital. Every person and brand has an interesting story to tell, and the key to these stories is to connect on an emotional level. Technology has allowed consumers to become a part of the storytelling, and “though these stories vary in context and content, it’s the very act of sharing and participating in these legacypreserving conversations that connects us” (Mike Welsh Mobiquity, Inc.). Session ‘Designing for Trust’ teaches that storytelling increases transparency and establishes consumer trust with brands. Storytelling and Thrillist Thrillist, a website that delivers the best places and ways to eat, drink and travel, has developed a model called StorySelling. This term encompasses storytelling in every step of the purchase funnel. Brands can insert themselves into the conversation with a media partner to increase their “share of wallet.” Thrillist displayed their knowledge and expertise of this subject through their acquisition of Jack Threads. “When reading our very own newsletter one day, I saw an ad for a company called JackThreads. They were selling clothes that we’d covered on Thrillist. I realized they had the supply for a clear demand we helped to create.”

Student Voice To the modern student, storytelling is the key success. Without a compelling and interesting story, class projects, job applications, and personal branding are doomed from the start. The alternative to storytelling lies in boring and unimmaginative power point presentations. In order to rid the world of snooz-worthy presentations, students need to learn and practice telling interesting stories that engage the audience Leaders are born out of superb storytelling skills. In organizations, stories are used to define culture and values, as well as teach important lessons. Students will soon be these leaders. Sources: Digimedia.be Mobiquity Inc

Privacy Vs. Data

So You’ve Got Big Data? Data is no stranger to the limelight. But what is more important than having mounds and mounds of data, is being able to interpret the data and gain valuable insights from it. This is no easy task, but data interpretation is now more important than ever. Many consumers expect that by giving up their personal data they will be rewarded with relevant information. If data is being collected, and relevant information is not returned, you as a company will not be forgiven. Brands must learn to use their collected data responsibly and balance serendipity of targeting with highly relevant conent without crossing over to creepy. Data as a Currency Privacy goes hand and hand with the discussion of data. As society is evolving and technology is advancing, online privacy is decreasing. Consumers are sharing more and more information online, but what is necessary for brands to understand is that users are motivated to give up this data only in exchange for an immediate return. A session titled “Screw privacy, just give me my data” explained how people tend to initially be very cautious of giving away personal data, but when a reward such as an express line at airport security is offered, customers are suddenly want to give up personal data.

Student Voice During a more intimate sessions, the diverse and intelligent minds of SXSW can be heard through indepth discussions. As I attended one of these active conversations, the concept of digital privacy was explored through multiple lenses. As a college student, I initially thought “I’ll give away all my data. It doesn’t bother me.” However, it was brought into perspective the different ways this data could be used for many years to come. Did I want my grandchildren to see everything I did growing up? Do I want my insurance company to have access to my photos? While others are facing their fears of relinquishing some data online, perhaps young professionals should remind themselves who could potentially have acess to their online profiles.

Virtual Reality

VR, AR, and More. Oh My! Presentations and experiences having to do with Vritual Reality were buzzing at SXSW. Why? Because this new technology has the potential to drastically change many popular industries like sports, entertainment, and journalism. Virtual Reality is defined to “replicate an environment that simulates physical presence in places in the real world or imagined worlds.” Big players Oculus, Samsung, Avegant and Jaunt were all present in Austin allowing attendees to get first dibs at trying out their products. Some companies used this technology for distinct brand experiences. Marriot used Oculus Rift to allow attendees and potential guests to take a trip ‘round the word. This was made possible by the technology, but also closely tied in with the brand values and message. In the future, VR will move beyond applications that make use of a personal computer towards the utilization of smartphones to create new VR experiences. A close sibling of Virtual Reality, Augmented Reality, was seen as a similar technology that is slow to start, but it will soon become more common as cities, retailers, distributors, and manufacturers blend the physical and digital worlds. Think about being able to point your smartphone camera at a crowded street and being able to find the products and stores you’re looking for. This is the future that AR presents.

Student Voice While at SXSW, I was able to try out Google’s own VR product, Google Cardboard. I received my very own cardboard to assemble myself and take home, but on the spot I was able to use an already assembled and programmed cardboard that put me in the center of a rock climbing experience. I was thrilled to try out a somewhat foreign technology, as I even waited in an almost two-hour line to get a glimpse of the Google Fiber space. However, my personal Google Cardboard has remained untouched since returning from the trip, which makes me hesitant about the future of this product for the mainstream consumer. Sources: burrus.com blackfin360.com

Internet of Things

Just the Beginning This Sound of Music classic “These are a few of my favorite things...” runs through my head as IoT conversations buzzes throughout SXSW. Internet of Things exemplifies the technological concept that data will be gathered and is used for everything from cars and lawn mowers to freezers and toothbrushes. While there was much talk about Internet of Things this year at SXSW, Intel reports that we are just beginning to unleash the power of IoT 85% of industrial end points are not yet connected. While all this data is beginning to be collected, it is essentially an arms race between brands to figure out what to do with it. Brands that will rise above are those who create these new applications, software, and technologies the fastest.

Introduction to iBeacons iBeacons, technology running on Bluetooth low energy that communicates with beacon devices to form networks, was unique in that fact that it was both talked about and put to use at SXSW. Retailers such as Alex and Ani discussed how they use beacons to track invetory and blend the digital and physical experience in brick and mortar stores. In Austin, beacons were used in combination with the official SXSW mobile app to provide attendees with a look into who else is in the general area and inspirse meaningful networking. As well, attendees experienced the power of beacons when receiving location based messages during live sessions.

Student Voice It is interesting to look at the concept of IoT alongside generational shifts. As with any new technology, there are people who adapt immediatley, and others who struggle. Modern Millennials tend to speak positively of IoT and see opportunity in washing and drying machines running at times of low energy demands. While a “go green” mentality is appreciated by all, older generations bring the issue of privacy to the forefront. Communication between objects in society could cause a higher level of goverment monitoring and produce a “Big Brother” effect.

Sources: AdWeek Mashable

Women in Tech

One Step Forward, Two Steps Back With a conscious effort to make SXSW panels diverse, a greater number of women than ever before were leading panel discussions and named featured speakers. Keynote speaker Princess Reema Bint Bandar Al-Saud of Saudi Arabia led a talk on “empowering women” in her country. As well, in a panel focused on the convergence of retail and tech, Katrina Lake, CEO of fashion start-up Stitch Fix honed in on the need for executives to proactively address the issues of diversity, and more women in leadership over the longer term. While it was good to see the emphasis on diversity and female empowerment in many presenters, one incedent at SXSW showed how far the tech world still has to go. Google Executive Chairman Eric Schmidt and Steve Jobs biographer Walter Isaacson led a panel on innovation in the technology industry, which included the addition of more women into the field. One attendee called out the two panelists for continuously interrupting their fellow female panelist, the United States’ Chief Technology Officer Megan Smith, throughout the entirety of the panel. This acknowledged and brought to attention an unconscious bias against women in the tech industry. These constant inturruptions from industry leaders showed hypocrisy and a lack of respect for the opinions of women on these relevant subjects. It is one thing to speak about the need for diversity, but it is another to live by these ideals.

Student Voice Attracting women to technology fields has always been a challenge, but retaining them has proved to be an even bigger hurdle. Even though women earn 57% of all U.S. undergraduate degrees, only 18% of U.S. undergraduate computer and information science degree recipients are female, according to the National Center for Women in Information Technology. I think other Universities and the country can learn from programs such as the IT Girls at Syracuse University. This program welcomes high school girls to participate in an overnight program, and is often referred to as a cross between a slumber party and a hackathon. The weekend includes activities geared to inspire, engage, and celebrate their potential in the technology field. Sources: ischool.syr.edu Slate Magazine

Battle of the Brands

SXSW is the Super Bowl for Experiential Advertising. Brands flock to Austin to create a unique experiences for attendees in order to leverage the high capacity of influencers and create online & offline buzz. Here are some of our favorites from the week. Mashable House The Mashable house “Broke the Internet,” but lit up Austin. Filled with internet sensations such as Left Shark and Emoji tatoos, the Mashable house was the perfect place to pitch your Startup or catch site of Mashable CEO Peter Cashmore. Spotify House SXSW Music wasn’t the only place to take in some of Austin’s hottest acts. The Spotify House was a go-to venue to unwind and discover the best new artists.

Hootsuite Bike Hootsuite brought the party of SXSW on wheels. Groups of 12 could ride Party Bikes and cruise the streets. The bikes had activities such as karaoke, bingo, and spin class.

Mophie Rescue Dogs Mophie let the dogs out as part of their brand activation. Attendees could tweet their location and receive a rescue dog to help when their cell phone battery was in danger of dying.

What We Loved

While we surely got our fair share of BBQ in Austin, some of our favorite afternoons were spent eating from SouthBites’ best and most unique food trucks.

Parties were a plenty at SXSW. However, one option away from the chaos of 6th street was the SXComedy lineup featuring Upright Citizens Brigade and Comedy Central artists.

Future 15s were new additions to the SXSW lineup. These short, intense sessions were focused around a theme, and featured four to five 15 minute presentations.

Who we Loved Genevieve Bell is a combination anthropologist and researcher. Currently, the director of User Interaction and Experience in Intel Labs, she leads a research team of social scientists, interaction designers, human factors engineers, and computer scientists.

Julia Louis-Dreyfus is an actress known for her role of Elaine Benes in the hit NBC series “Seinfeld,” and most recently as Vice President Selina Meyer in the HBO series “Veep.”

Jennifer Hyman leads online clothing website called Rent the Runway, a brand that allows unprecedented access to designer fashion for millions of women through the rental of clothing.

Sources: sxsw.com Twitter

What we Said

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This is the trendiest group of people I’ve ever seen on a flight. #RoadToSXSW

Just tried google cardboard @ googlefiber party and it’s sick #SXSW2015

In Austin you have to tell a joke to get on the hotel shuttle. I nailed it with a potato joke. #SXSW

About to be in the presence of Karlie Kloss. Stay tuned for pictures.

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Just started a Genevieve Bell chant on the shuttle

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Brand is the connective tissue between consumers and your organization- @bviner #SXSW2015

The Future As our SXSW adventure was coming to a close, my group came together to discuss the highlights of our time inside and outside the organized sessions. One specific article entitled “SXSW Is Dead, Long Live SXSW!” sparked an interesting conversation among the group on the state of the SXSW conference; how it has changed from previous years and how it could continue to evolve in future years. Many experts have mourned the death of South by South West as it no longer has a tight focus on social media. While sessions were still offered on the topic of social media, those who had this narrow focus indeed felt like the conference had died. However, I believe this is not the case. Revived in its place, SXSW features a more broad focus of the Internet and media landscape. One of my favorite aspects of SXSW2015 was the incorporation of mini conferences that made the organized chaos of the conference, well, a little less chaotic. These mini conferences ranged from fashion and startups to SXSports. I specifically gravitated towards SXStyle, a niche set of sessions focused on the convergence of art, fashion, culture and technology. The addition of these mini conferences allowed SXSW to expand into some of the world’s hottest and fastest growing industries. Who knows, maybe these niche mini conferences will expand into full blown conferences around the country or even the world? We’ll have to stay tuned to SXSW2016 to find out...

Source: geofflivingston.com

References “About SXSW.” About SXSW. N.p., n.d. Web. 23 Apr. 2015.

“SXSW Is Dead, Long Live SXSW!” Geoff Livingstons Blog RSS. N.p., n.d. Web. 23 Apr. 2015.

“At SXSW, Meerkat Beats McDonald’s At Cutting Through The Noise.” TechCrunch. N.p., n.d. Web. 23 Apr. 2015.

“25 Game-Changing Hard Trends That Will Create Disruption and Opportunity.” Daniel Burrus. N.p., n.d. Web. 26 Apr. 2015.

“F*ck Storytelling. Let’s Start Storyselling!” Digimedia.be. N.p., n.d. Web. 23 Apr. 2015. “Gender Avenger App Lets You Shame SXSW Panels with No Women.” Mashable. N.p., n.d. Web. 23 Apr. 2015. Marcotte, Amanda. “Google’s Diversity Manager Asks Google Chairman to Stop Interrupting Woman at SXSW.” N.p., n.d. Web. 23 Apr. 2015. “Near Me Is Dead, Long Live IBeacons -- at SXSW.” Mashable. N.p., n.d. Web. 23 Apr. 2015. “SXSW Interactive: 7 Key Themes from and for Today’s Disruptafarians.” SXSW Interactive: 7 Key Themes from and for Today’s Disruptafarians. N.p., n.d. Web. 23 Apr. 2015. “SXSW Is a Mishmash, Just Like the Media and Marketing Industry.” Advertising Age Special Report SXSW RSS. N.p., n.d. Web. 23 Apr. 2015.

“Virtual Reality A Reality At SXSW 2015.” BlackFin360 Digital Innovation Strategy. N.p., 17 Mar. 2015. Web. 26 Apr. 2015. “Will the Internet of Things Come of Age in 5 Years?” AdWeek. N.p., n.d. Web. 23 Apr. 2015.