Now that the #SXSW social feeds aren’t going a-million-mentions-a-minute anymore, let’s take a few minutes to step away from the clutter and discuss what’s trending on the interactive technology scene. We hope to provide some educational insight and actionable takeaways.
In this post: Gary Vaynerchuk quotes, the President Obama Keynote, some updates from the Google Self-Driving Car Project, recent innovations from Twitter, live streaming trends, developments around the Internet of Caring Things (IoT), and top tactics to creating and marketing movie trailers.
But first, here’s a more visually appealing recap in SlideShare format. The minutiae and long form recap below.
Virtual Reality is the next platform/internet, but we’re roughly 20 years out.
Trends according to Gary: eSports, B2B virtual reality, direct to consumer, virtual reality audio. Most important aspect for Gary when looking at new companies/tech = look at the people involved.
“Bet on the jockey more than the horse.”
“There’s no undefeated in entrepreneurship.”
“99% of people are not clever.”
Snapchat is the most interesting platform right now. It’s not a social feed, but instead, you’re watching a moment with context. Snapchat will be the first platform since Facebook to host millennials transitioning from teenage years to adulthood.
We’re finally leaving the ~80 year period where mainstream media only published .00001% of the dirt that’s out there.
“[In life] we’re given one at-bat. We die. That’s it. I don’t understand being stuck in a job you hate.” Quitting can seem like a setback, but what’s 5 or 7 years when you really think about it?
“Entrepreneurs are born, not made. We can all create a $200K business, but maybe not $5M. We can all be our best entrepreneur, but you can’t discount genetics.”
Advice: Go to a nursing home and learn from the experiences of our elders. Gary’s takeaway: People are either happy or unhappy. Being unhappy typically derives from complaining. Also, no one today has patience. So, more patience + less complaining = more happiness.
The United States government is fostering talent from the likes of Google, Facebook, and other tech giants in solving issues related to cyber security and federal initiatives like Healthcare.gov.
Obama became the first ever President to speak at a SXSW to recruit tech talent to government branches. He cited tax incentives, higher salaries, etc., in his quest to create a sustainable pipeline of talent. “Convening people across different industries to get together and solve problems.”
Obama hopes to see the next President enter “improvement mode” — institutionalize improvements across the board.
A problem local to Texas was addressed — lowest voter turnout (no online registration because it was deemed “insecure”) is a legislative issue because the legislators simply don’t want it. This needs to change.
The government is always doing invaluable work that the majority of people take for granted. Obama used this example — weather updates on your phone come from government satellites. However, people still feel a large disconnect from the government. Look at the DMV and the IRS, who have loose ties to the government and are accustomed to hatred.
On news: People prefer to be cynical and consume news where bad things are happening to other people. Human nature is weird. So although our financial system is much more secure than it used to be, this isn’t newsworthy to most Americans.
We need Americans to pay attention. There’s a huge need for civic engagement. With the connectivity never higher, and the current digital age we live in this should be easy. But, there’s a digital divide in access to general wifi and internet.
Presentation by Chris Urmson, who leads the Google Self-Driving Car Program.
Google emailed their employees asking who would be interested in trying the program. 4,000+ responses came back immediately, and initial test results showed that the Googlers trusted the cars with their lives. Some going as far as turning around to grab charging cords or putting their seats back for a nap! Disclaimer: the cars are far from perfect, so don’t try this at home.
Overheard: “If you’re at Google and not working on, like, teleportation, you’re not trying hard enough.”
Cars make generalizations from what they see to make future changes. The amount of data these cars are instantaneously processing is incredible.
Problem — tech comes incrementally. When the tech does come it needs to be better than people at whatever it accomplishes. Well, how good are people at driving? Problematic question… According to Chris, 80% of accidents go unreported.
In car entertainment will be huge. Imagine a 6 or 7-hour trip from SF to LA (as opposed to 3-hour flying process) where you’re able to watch a movie or get real work done. There will be a shift to your car being an extension of your house/rooms. Your car will be another room. Woah.
Takeaway — Self Driving cars are not ready, yet, and are not for everyone. Some people want to drive, some don’t, and some can’t (think cerebral palsy). We’re in this together, for the net benefits to society. Think of the city planning implications when parking lots aren’t necessary. Chris said there’s something like four spots for each car in the USA, giving city-scapers an incredible opportunity to redefine the future cities.
Panel-picker discussion featuring Sam Laird of Mashable (I’m a big fan of his soccer coverage) and Danny Keens of Twitter.
The most successful brands on Twitter keep their fans engaged post-game. Roughly 70% of tweets are sent in the broadcast window, but you have to do more than that to keep up engagement.
Tactic — cut broadcast into bite sized pieces. This presents an opportunity to convert casual fans to passionate fans, and get more eyes in the timeline. (You may not be a fan of the Warriors/NBA, but might see about Curry’s amazing game vs. the Thunder via a Vine post or infographic statistics.)
Danny recommends getting “out in the wild” with the team to see what they’re doing. Share what they’re doing, how they’re solving problems, and help them innovate. You have to go where the best content is made, meaning a lot of on-the-road time for Danny and his team.
Rules of Engagement: NBA is really strong on Vine. NFL skews more long form as well as highlight reels. MLB rocks GIFs.
Spotlight on Andrew Barge and his idea to launch #MascotScope for March Madness. Strap a GoPro to any given mascot’s head and watch ensuing awesomeness from their angle. Bravo, Andrew.
Ranked timelines were introduced to ensure you don’t miss the content you care about the most. Moments were introduced as a compilation for telling the stories around major events and happenings, where Twitter showcases the best tweets and images.
Rio Olympics coverage on Twitter properties is estimated to reach 1 Billion people in one month (Twitter, Periscope, Vine). Twitter is working closely with the IOC (International Olympic Committee) to broadcast not just sports moments but cultural moments. Remember the 2012 Spice Girls moment in London? Well, yeah, it was one of the most tweeted happenings of those Olympics.
Takeaway — Twitter is now innovating faster than ever. Between GIFs, Moments, Periscope/GoPro integrations and more, what’s LIVE is what’s most important to Twitter these days. Live, in the moment, functionality is key to Twitter’s future and is the most powerful part of the platform. An important factor, however, is that you’ll never know how people will use the new tech/features, which makes it that much more exciting! Very inspiring presentation.
Featured reps from FremantleMedia, Coca-Cola, Karen Allen Consulting and 15 y/o influencer Zach Clayton (BruhItsZach).
Facebook Live: Big celebrity or big brand
YouNow: Celebrity one-on-ones. Split-screen videos and interviews. The community is overwhelmingly positive, making this new channel an exciting, creative challenge. Along with Twitch, YouNow was labeled as a super organized platform by the panelists.
Periscope: Great to grow your Twitter following and engagement, and anyone can setup/broadcast easily. Labeled as greatly unorganized by the panel.
Analytics — “participation media” is the most appealing to brands. Real time engagement and focus.
Presented by IBM’s Susann Keohane and Nicola Palmarini.
Smart cities are the future, measuring everything from energy flows to transportation patterns.
Think beyond America and beyond tech applications. Agriculture is a massive innovation category — for good reason as scientists debate feeding our growing population.
The current city environments were built by and for youth. Let’s support and engage the 100+ population!
World Population Pyramids (pictured below, credit: Economist) highlight patterns in population growth/trends (or crises in China’s sake). Becoming more of a ‘skyscraper’ as opposed to a ‘pyramid’ as our population grows increasingly, and sustainably older.
“90% of old people interviewed by the AARP want to stay at home [and not go to nursing homes].” This fact would save between $3–19K/year in most cases, and give us more access to the elders’ lifetime of knowledge and experience. It’s time to create a more connected, caring society (hence, Internet of Caring Things)
Let’s create a shift on how to engage the elders, and not always focus on the younger demographics (Millennials, Gen Z, etc.). Opportunity for a new business model, as the Ubers/Lyfts of the world are disorienting to seniors. Tip: create offerings that don’t deviate from known paths (even if it takes longer time).
“Home hubs” are a huge part of the future (think Amazon Echo). They’ll increasingly be able to help us, track us and offer localized tips — soon without needing the cloud.
<pstyle=”text-align: center;”>Internet of CARING Things
Internet of HEALTHY Things
Internet of SECURITY Things
Internet of FAMILY Things
Internet of MINDFUL Things
Internet of _______ Things
Consider the Internet of Security Things for a moment. This simple example would create a network of support for the aging population where parents/children can remotely operate household locks, lights, and appliances etc.., when the younger/older forget to flip the switch.
Down this innovation track, we see a children’s learning toy, next a somewhat scary robot followed by a more comfortable seal companion. In the works today are projects, like trackable slippers, that can sensor movement, predict your activity, and provide alerts when the patient goes off course. Think falling, emergencies, etc.
“I want my home to adapt to me as I age, not the other way around.”
Presented by reps from RipTide Music, Confidential Music, Mob Scene Creative+Productions, and Audio Machine.
You cannot simply place nostalgic songs in movie trailers today unless you’re Star Wars. You need to create a level of mystery and anticipation for a “hair stands up” moment.
Studios typically hire 4 or more agencies to work on the trailers and teasers. Add a few more agencies when we’re talking International movies.
Piano music = emotional and captures you right away.
Song covers from independent artists are being used more and more. Recognizable, but in a different format and from an unknown author. Decomposing a track and making it fresh again. Results in music discovery, supporting the “little guys”, and cheaper for the studio in general.
General trailer info: Hard cap at two minutes and thirty seconds today. Each studio gets one trailer over 2:30 per year, so must be selective (Star Wars = no brainer).
“Less is always more. Don’t spoil the movie, no one likes that.” -Toddrick Spalding
Trailer sounds are very specific: The music for the “3rd Act” of a trailer must build on the stories told in the first two chapters. Movie trailer culture is very different in different regions of the world.
Looking to break into the industry? Get in some kind of trailer, any kind of trailer! Even if it’s an unknown movie or project, at least you’ll have some experience. Size does not matter here.
More tips on working with the movie producers: Be unique, be malleable, act quickly, let them remix whatever you make, expect 25–50 edits and be happy with whatever the client wants. You have to be producible, not stuck up or pretentious.
Be personal during the interview process. Really getting to know each other will be invaluable in working together. That’s what it’s all about.
It’s crucially important to separate personal and professional in making big life decisions. What feels right deep down?
Passion is everything, find your niche. Regardless of where you go there will be thought leaders and industry experts, you have to know your place and be comfortable asserting yourself where you belong.
Working in sports, it’s invaluable to really know the community of fans. Whether it be their locational cues, cultural preferences, or preferred methods of communication, consumer insights are key.
In the sports industry, ticket sales and game day operations are the best ways to get a foot in the door. At the mid-to-senior level, larger teams are able to pick up talent from other organizations, so industry experience is key.
Perks of starting with a small team are finding what you’re best at and operating with a sort-of startup feel.
Be open minded flexible throughout your life. Nothing is forever whether it be your job, city, current role, etc.
Saving money is not everything…saving knowledge is.
The most important fundamental skills include communications, analytics, consumer behavior and trends. Everything on top of this can be taught.
Note: this was my second time to Austin for SXSW. I first attended in 2014 as an exhibitor with Insightpool, and again this year with Object 9. To see a first-timer’s SXSW-retrospect blog click here (h/t Branden Lisi).