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The SXSW ReportBy James Whatley / @Whatleydude Digital Director Ogilvy & Mather Advertising, London презентация
Содержание
- 1. The SXSW ReportBy James Whatley / @Whatleydude Digital Director Ogilvy & Mather Advertising, London
- 2. IT’S BEEN SEVERAL WEEKS SINCE SXSW SO WHAT?
- 3. – Krystal Higgins Sr. UX Designer
- 4. TREND ONE: THE ERA OF DISENEGAGEMENT
- 5. THE ERA OF DISENGAGEMENT: KEY DRIVERS
- 6. THE ERA OF DISENGAGEMENT: KEY DRIVERS (1)
- 7. THE ERA OF DISENGAGEMENT: KEY DRIVERS (1)
- 8. THE ERA OF DISENGAGEMENT: KEY DRIVERS (2)
- 9. THE ERA OF DISENGAGEMENT: KEY DRIVERS (3) ‘CONTENT MARKETING’
- 10. THERE WERE OVER 400 TALKS WITH THE WORD 'CONTENT' IN THE TITLE
- 11. THE ERA OF DISENGAGEMENT: EXAMPLES DEVICE HANDOVER
- 12. THE ERA OF DISENGAGEMENT: EXAMPLES SOCIAL MEDIA SABBATICALS
- 13. THE ERA OF DISENGAGEMENT: EXAMPLES THE SOCIAL MEDIA GUARD
- 14. THE ERA OF DISENGAGEMENT: IMPLICATIONS
- 15. LESS IS MORE
- 16. COULD YOU BE THE BRAND THAT TELLS ITS CONSUMERS TO ACTUALLY SWITCH OFF?
- 17. TREND TWO: THE RETAIL REVIVAL
- 18. – William Gibson (did not say this)
- 19. THE RETAIL REVIVAL: KEY DRIVERS (1)
- 20. THE RETAIL REVIVAL: KEY DRIVERS (2)
- 21. THE RETAIL REVIVAL: KEY DRIVERS (3)
- 22. YOU COULD CALL IT THE ‘CLICKS AND MORTAR’ REVOLUTION
- 23. THE RETAIL REVIVAL: EXAMPLES FOCUS
- 24. THE RETAIL REVIVAL: EXAMPLES BIOMETRIC PAYMENT SYSTEMS
- 25. THE RETAIL REVIVAL: EXAMPLES ONLINE GOES OFFLINE
- 26. ONLINE INTERCONNECTED DATA IS BEING USED TO
- 27. THE RETAIL REVIVAL: IMPLICATIONS
- 28. 75% OF MARKETERS BELIEVE THEY WILL BE RESPONSIBLE FOR THE CUSTOMER EXPERIENCE WITHIN 3-5 YEARS
- 29. TREND THREE: LIVESTREAM GOES MAINSTREAM
- 30. – Tero Kuittinen Boy Genius Report
- 31. LIVESTREAM GOES MAINSTREAM: DRIVERS (1) MEERKAT’S RISE
- 32. LIVESTREAM GOES MAINSTREAM: DRIVERS (2) PROLIFERATION
- 33. LIVESTREAM GOES MAINSTREAM: DRIVERS (3) GENERATION SELFIE
- 34. CONSUMERS ARE INCREASINGLY LOOKING TO THE SOURCE FOR ENTERTAINMENT
- 35. LIVESTREAM GOES MAINSTREAM: EXAMPLES Meerkat was without
- 36. LIVESTREAM GOES MAINSTREAM: EXAMPLES Madonna premiering her
- 37. LIVESTREAM GOES MAINSTREAM: EXAMPLES Twitter telling Meerkat: NO.
- 38. DO YOU NEED A LIVE-STREAM STRATEGY?
- 39. YOU DO NOT NEED A LIVE STREAM STRATEGY
- 40. TREND FOUR: THE ROBOT REVOLUTION
- 41. THE ROBOT REVOLUTION
- 42. THE ROBOT REVOLUTION: EXAMPLES 3D Printed iPhone-controlled robots.
- 43. THE ROBOT REVOLUTION: EXAMPLES
- 44. THE ROBOT REVOLUTION: EXAMPLES Robot arms for amputees
- 45. THE ROBOT REVOLUTION: IMPLICATIONS
- 46. FOCUS
- 47. WHAT DOES THIS MEAN FOR YOU?
- 48. THE ERA OF DISENGAGEMENT How can
- 49. THE RETAIL REVIVAL Real world spaces
- 50. LIVESTREAM GOES MAINSTREAM The big
- 51. THE ROBOT REVOLUTION Forget Drones and
- 52. The SXSW Report By James Whatley
IT’S BEEN SEVERAL WEEKS SINCE SXSW
SO WHAT?
Слайд 3– Krystal Higgins
Sr. UX Designer
Google
“A wealth of information creates
a poverty of attention”
Слайд 14
THE ERA OF DISENGAGEMENT: IMPLICATIONS
Content is as much about publishing &
distribution as it is about creation and storytelling. When considering your content strategy, you must consider the distribution of that content.
Слайд 18– William Gibson
(did not say this)
“The future of retail is here,
it’s just not evenly distributed”
Слайд 19THE RETAIL REVIVAL: KEY DRIVERS (1)
CUSTOMER FOCUS: EXPERIENCE
A focus on ‘The
Customer Experience’ (hello Apple) and UX as the future of
advertising and communications meant that at every retail-themed talk at
SXSW (over 150 sessions on this one subject) the topic of customer
experience was never far from the agenda.
Consumers are hungry for their high streets to prosper but the value placed on time and attention is continually increasing meaning that if a customer chooses to visit your store, you better make it worthwhile.
Consumers are hungry for their high streets to prosper but the value placed on time and attention is continually increasing meaning that if a customer chooses to visit your store, you better make it worthwhile.
Слайд 20THE RETAIL REVIVAL: KEY DRIVERS (2)
CUSTOMER FOCUS: WEARABLES
Wearable technology was everywhere
at SXSW. The Totes bag even had the words ‘The Original Wearable’ printed on it which, perhaps counter-intuitively put wearables front of mind at every glance (and not Totes).
From wrist payments to biometric scanning to seamless mobile integration, the way that consumers interact within the retail environment is set to change and, by iBeacon or wearable, we are about enter a brand new technology-driven bricks and mortar retail revival with a laser sharp focus on the customer experience.
From wrist payments to biometric scanning to seamless mobile integration, the way that consumers interact within the retail environment is set to change and, by iBeacon or wearable, we are about enter a brand new technology-driven bricks and mortar retail revival with a laser sharp focus on the customer experience.
Слайд 21THE RETAIL REVIVAL: KEY DRIVERS (3)
CUSTOMER FOCUS: ONLINE GOES OFFLINE
Buy Online
Pick in Store (or ‘BOPS’) was a key
trend in the myriad retail sessions at SXSW.
A recent econsultancy report cited a staggering 40% of British consumers reserved online to pick up in-store over Christmas and this is only set to increase.
And it’s here that the online giants could ultimately miss out.
A recent econsultancy report cited a staggering 40% of British consumers reserved online to pick up in-store over Christmas and this is only set to increase.
And it’s here that the online giants could ultimately miss out.
Слайд 23THE RETAIL REVIVAL: EXAMPLES
FOCUS ON EXPERIENCE
“The days of waiting in line
and crossing fingers for a product are over for our customers. The Apple Store app and our online store make it much easier to purchase Apple Watch and the new MacBook. Customers will know exactly when and where their product arrives.
This is a significant change in mindset, and we need your help to make it happen. Tell your customers we have more availability online, and show them how easy it is to order.
You’ll make their day.”
This is a significant change in mindset, and we need your help to make it happen. Tell your customers we have more availability online, and show them how easy it is to order.
You’ll make their day.”
Слайд 26ONLINE INTERCONNECTED DATA IS BEING USED TO ENHANCE & ENCOURAGE OFFLINE FOOTFALL (AND
NOT JUST IN RETAIL)
Слайд 27THE RETAIL REVIVAL: IMPLICATIONS
Wearables and Sensors
“No matter how often we
say we’re creeped out by technology, we tend to acclimate quickly if it delivers what we want before we want it.”
Слайд 2875% OF MARKETERS BELIEVE THEY WILL BE RESPONSIBLE FOR THE CUSTOMER EXPERIENCE WITHIN
3-5 YEARS
Слайд 30– Tero Kuittinen
Boy Genius Report
“Meerkat’s ‘success’ was the creation of a
handful of west coast tech bloggers who managed to lure major newspapers into covering a phenomenon that did not exist”
Слайд 31LIVESTREAM GOES MAINSTREAM: DRIVERS (1)
MEERKAT’S RISE AND ‘UP PERISCOPE’
The application Meerkat
has “surfaced” during this year’s SXSW.
There was a number of people in the corridors and at performances who were “livestreaming” the event on their social channels.
Gary Vaynerchuk, during his talk with Jack Welch, appeared with a man who was streaming it all the time to the observers of Gary’s profile. The question is whether Meerkat will be able to stand up “Periscope” without that strong support from Twitter? We’re not sure.
Now with PERISCOPE getting in on the scene, the Live Stream promise that was made in the late noughties, is finally coming to fruit.
There was a number of people in the corridors and at performances who were “livestreaming” the event on their social channels.
Gary Vaynerchuk, during his talk with Jack Welch, appeared with a man who was streaming it all the time to the observers of Gary’s profile. The question is whether Meerkat will be able to stand up “Periscope” without that strong support from Twitter? We’re not sure.
Now with PERISCOPE getting in on the scene, the Live Stream promise that was made in the late noughties, is finally coming to fruit.
Слайд 32LIVESTREAM GOES MAINSTREAM: DRIVERS (2)
PROLIFERATION OF 4G / TECH /
SOCIAL
Data is no longer a luxury item. With the advent of the year decade of mobile well and truly behind us, 4G technologies plus the democratization of previously pro-sumer tech, means that everybody has access to broadcast-quality kit.
4G networks allow super fast uploads and the flagship smartphones of 2015 packing cameras that can record up to 4K resolution, it’s no wonder that livestreaming is no longer the land of the geeks.
Finally, the maturity and subsequent seamless integration of social media platforms in our lives means that when someone starts broadcasting, their friends will know very quickly indeed.
Data is no longer a luxury item. With the advent of the year decade of mobile well and truly behind us, 4G technologies plus the democratization of previously pro-sumer tech, means that everybody has access to broadcast-quality kit.
4G networks allow super fast uploads and the flagship smartphones of 2015 packing cameras that can record up to 4K resolution, it’s no wonder that livestreaming is no longer the land of the geeks.
Finally, the maturity and subsequent seamless integration of social media platforms in our lives means that when someone starts broadcasting, their friends will know very quickly indeed.
Слайд 35LIVESTREAM GOES MAINSTREAM: EXAMPLES
Meerkat was without doubt the app du jour
at SXSW. With tech bros from all over world ‘meerkatting’ their lives to their myriad fans
Слайд 36LIVESTREAM GOES MAINSTREAM: EXAMPLES
Madonna premiering her the video for her new
song exclusively on Meerkat.
1000 subscribers isn’t much but Madge has 640k followers on Twitter and over 18m fans on Facebook (where the Meerkat feed was published to).
1000 subscribers isn’t much but Madge has 640k followers on Twitter and over 18m fans on Facebook (where the Meerkat feed was published to).
Слайд 48THE ERA OF DISENGAGEMENT
How can you tap into out the consumer
fear of ‘information overload’?
How can we reposition your online (and offline) efforts as the saviour of this never-ending stream of information?
What about content? If your consumers are switching off, how do ensure you’re adding value and simply not adding to the white noise of social media?
How can we reposition your online (and offline) efforts as the saviour of this never-ending stream of information?
What about content? If your consumers are switching off, how do ensure you’re adding value and simply not adding to the white noise of social media?
Слайд 49THE RETAIL REVIVAL
Real world spaces are back in fashion. You only
need to look at Google’s
recent high street efforts on Tottenham Court Road to see how/why…
How could you manifest a presence in retail?
What would the customer experience be like?
Where are the opportunities for wearables? What about sensors?
How could you manifest a presence in retail?
What would the customer experience be like?
Where are the opportunities for wearables? What about sensors?
Слайд 50LIVESTREAM GOES MAINSTREAM
The big stars of this ‘new’ livestream aspect of
social media are those that
already have the audience to tune in (celebrities, mainly).
Is there a celebrity ‘face’, with an already large following, that you could work with use this? If so, how?
Is there a celebrity ‘face’, with an already large following, that you could work with use this? If so, how?
Слайд 51THE ROBOT REVOLUTION
Forget Drones and 3D-printing, for 2015 you want to
get robots on your
clients’ innovation-led campaigns.
With the aforementioned democratization of the robotics available to us all, getting the right tools, kit, and programmes, in front of the right people –
Well, it’s a creative technologists dream!
With the aforementioned democratization of the robotics available to us all, getting the right tools, kit, and programmes, in front of the right people –
Well, it’s a creative technologists dream!
Слайд 52
The SXSW Report
By James Whatley / @Whatleydude
Digital Director
Ogilvy & Mather
Advertising, London
THANK YOU
