We are the internet - SXSWi 2011
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**Make sure to sign in to slideshare to view speaker notes!** We are Jess Hanebury & Lindsay Stevens - a pair of advertising art directors. After returning from SXSWi 2011, we broke everything we learned into four key messages and incorporated our sketchnotes and other odds and ends to present it to our agency.
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We are the internet - SXSWi 2011
- 1. S X SW i #wearetheinternet @nerm22 @jesshanebury
- 2. be human
- 24. "we still do not know one thousandth of one percent of what nature has revealed to us." Albert Einstein
- 25. Fenix
Notas del editor
- After returning from SXSWi 2011, we broke everything we learned into four key messages and incorporated our sketchnotes and other odds and ends to present it to our agency. \n
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- Gary Vaynerchuk of winelibrary.com told us that the world is now a cocktail party. So, just like at a cocktail party, if you go in with a script of everything you have to say, you are gonna look like a jerk. Being able to interact with people in real time, with real opinions is CRUCIAL to building your brand’s reputation and relationships with consumers.\n
- In a panel with Bob Garfield, Brian Clark, GMD Studios, David Eastman, JWT, Kyle Monson, JWT and Shiv Singh, Pepsi stressed that “social should always be people to people.” They talked about the PR guy for Chrysler that accidentally Tweeted from the Chrysler account, "If Detroit is the Motor City then why can't anyone here fucking drive?" That Tweet received more interaction and buzz than the previous tweet about fully independent suspension. Those people that are tweeting, facebooking etc for the brand are allowed to have opinions. If we react to what’s going on RIGHT NOW rather than just continue to spit out our own message, we’ll get a lot more credit for being real. \n
- Guy Kawasaki, author of “Enchantment: The Art of Changing Hearts, Minds, and Actions” talked about what it takes to be enchanting. One notable piece of advice is to let people pay you back. If someone wants to do you a favor because you did them one, let them. Both parties feel better. It made us think about how that idea could be interpreted for a brand.\n
- The Dutch are very active on social networks. So, this is where their political parties go to spread their message. Although their politicians do post the general “ad-like” campaign commercials, they go one step further that seems to make all the difference. When viewers comment on their videos, the politicians actually post back. Allowing for this realtime back and forth has, in some cases, led to a much more civil communication of ideas. Since politicians are in the business of selling themselves, this idea is easily adaptable for brands.\n
- In 2009 when Iceland's economy collapsed, The Best Party formed. The political party was based on complete transparency and honesty in a satirical manner. They talked to Icelanders in a very simple human way and won the Mayoral election. \n
- A simple thought about how a campaign can exist across media: Making everything match is killing advertising. Just because your print campaign looks one way, doesn’t mean the banner ads, the twitter feed and the Facebook page all have to look the same. “If you understand what your brand is all about, you can behave in a way that is completely inconsistent.”\n
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- Seth Priebatsch, founder of SCVNGR, thinks we’re past the “age of social” and entering the “age of gamefication.” For example, the reason group couponing works so well isn’t just the huge discount, it’s the countdown. It’s more fun because you can beat the clock. \n
- During SXSWi Foursquare had a major update. One of the changes makes the app more competitive. You can actually see how you are ranking among your friends on checkins. Even between the two of us, we’ve found ourselves checking in more just so we can stay in the lead. Other important things were updated that we discuss later.\n
- Social Media gaming is a cheap and easy way to engage with your consumer. Manny Anekal from Zynga, the creators of Farmville, discussed the number of people that are playing and the best ways for a brand to participate. Not Banner Ads! One example of a seamless and successful integration was from State Farm Insurance. Farmville players could get a blimp from Farmers Insurance that would protect their crops causing them to advance in the game. \n
- At SXSWi, Sapient-Nitro held an evening event that had a lot going for it: free food, free drinks, live music and even a sword swallower. But the most engaging thing they did was provide a simple game that everyone could participate in. Just take a picture of their logo on the cocktail napkin, text it to them, and you could WIN. The prizes were actually cool things...a talking Darth Vader stuffed toy, a can of “unicorn meat”....novelty prizes we were actually excited to get, not a foam football with the Sapient logo on it. Thank you!\n
- In education, games are being used in new and interesting ways. Wildlab is an app that allows students to become “citizen scientists.” Teachers are bringing their kids out into the world where the kids have an opportunity to identify different wildlife they find in their area. The best part is this information is actually used by scientists as data. Students get to be a part of real live science.\n
- TechKaraoke was the best karaoke we’ve ever been to for one simple reason: Twitter. With screens in the back projecting every tweet that contained #techkaraoke, spectators suddenly became judges. People posted their opinion about singers in real time, right above their heads. Instead of waiting for our turn to sing, we were engaged in the action the whole time.\n
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- Dennis Crowley had a lot to say about the benefits of checking in. Consider a few years from now when you try to remember whether or not you’ve been to a certain restaurant, or what you ordered. It will all be archived within your foursquare account. It’s like googling your brain. Brands will be able to pinpoint their consumers and find out where exactly they like to go, as opposed to where they SAY they like to go.\n
- Why was Justine Bateman on this panel? Still not sure. The Old Spice Guy actually doing what Tweeters requested him to do is a great example of listening and talking with your audience. Kraft Mac N Cheese is also getting in on the action with a similar campaign they launched recently, where fans' tweets are turned into TV commercials within hours of being tweeted.\n
- The Guild is a web series about a group of internet gamers, a topic that is interesting to a very specific group. Being a gamer herself, Felicia Day didn’t want to have to water down her idea for a more general TV audience. Filming the first episodes on almost no budget, in her own home, she was able to slowly crowd source funds from her small but very passionate audience. She attributes her success to the “niche” nature of the internet, and her natural human back and forth engagement with her audience through Twitter. Shows like this can exist now like they couldn’t before because the internet allows like-minded people to find one another - no matter how small the group of like-minded people may be.\n
- Joanna Weibe knows a lot about how different cultures perceive time. Mayans believe time stacks up. Our culture believes time is an arrow. Kids have to learn to perceive time. Although these ideas seems abstract, understanding the details of global cultures is paramount to gaining cultural understanding.\n
- When working on the Orbitz travel website, Weibe found that when creating the European car rental arm of the site, to avoid extra clicks, the pop up window has to have not one month, but three. Why? Americans tend to plan car rentals just a few weeks in advance, but the average European reserves three months ahead. Maybe because they get all those long summer vacations? *Sigh.*\n
- The 3six5 Project, Victors and Spoils and Six Items or less all discussed how once you have found your “crowd” you are able to understand them, talk to them and push them to do better work. The crowd itself can even help make the crowd better. If two heads are better than one, surely 2,000 are better than 1,000.\n
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- Biomimcry is the idea that nature has already solved the problems we face today. For example, fish in the ocean travel in schools without ever running into one another because they have 180 degree vision. That idea can be used to develop safer cars today. \n
- African villagers without electricity cannot charge their cellphones. Villagers are traveling to larger towns that have electricity and charging giant car batteries, bringing them back to the villages and villagers pay to charge their phones. Fenix came up with a solution where you can buy a battery box and charge it with a bike, or the sun and charge not only cellphones but other small electronics.\n
- Everything you make should solve a problem for a consumer was the message from The Last of the Launch and Leave Em’s. There are too many useless microsites, widgets and apps that are created and just left to die. Always look at what you are making in all of it’s life stages not just what it will be when it is unveiled. \n
- Blake Mycoskie founded his company by asking an interesting question, “Why does charity have to take all the responsibility for helping people?” With this, he created a shoe company that is fashionable, charitable, and highly profitable. With every shoe purchased, another pair is given to a child who desperately needs them. This incredible brand story creates brand advocates that can’t shut up about how awesome TOMS is. In turn they feel like they too are solving a problem, because they are. Maybe the key to selfless giving truly lies in allowing people to take credit for their contribution, a novel idea that could change the philanthropic landscape.\n
- Mike Kruzeniski, Microsoft’s Creative Director for Windows Phone wants us to look to the past of great graphic design and make websites be the best they can be. The same Gestalt principles apply to the web and interactive devices. \n
- Two examples of nicely designed websites, Popular Science and Nike Better World. Notice the use of negative space.\n
- American Airlines before and after. Enough said. \n
- There are too many icons! Start using less and more universal icons. Think about pacing and flow.\n
- GE’s super eco-friendly event at SXSW solved a real problem for all the interactive conference-goers. With days full of tweeting, notetaking and downloading, phones and ipads were constantly running out of power and so were the attendees. GE provided solar chargers for participants so phones could charge up while there owners did the same...on a solar powered carousel.\n
- The HP mobile park was more than turf, lawn darts and free beer. HP lined their lot with mobile homes and invited influential bloggers to stay in the Airstreams for the entire conference. This was pretty brilliant considering the high cost and low availability of lodging for the event. It’s probably a good guess that those bloggers had only nice things to say about their landlords as they blogged about the conference.\n
- Side note: HP did some cool stuff during their time in Austin. One night, the band Nightmare and the Cat played their set as artist Gary Baseman started and completed an entire painting. Prints of the art were given to the audience after the show.\n
- Long lines for the cafe and little time between panels and talks provide for a lot of hungry people inside the convention center. Squarespace saw that problem and created an interesting solution. Each day they brought in a different Austin food truck and handed out free food. Hotdogs, doughnuts and sausages for everyone!\n
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