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Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved
SXSW 2011Real Branding Emerging Platforms
Insights & Takeaways
Monday, May 2, 2011
Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved
WHAT STOOD OUT?
Monday, May 2, 2011
Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved
KEY TRENDS & THEMES‣ GeoSocial‣ Abundant 3rd party Foursquare API innovation (reminiscent of Twitter)‣ Recommendations (food, events, etc.)‣ Nightlife & Dating
‣ Gamification‣ Transmedia‣ Photo Sharing
Monday, May 2, 2011
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LEADERS (BY TWEETS)
http://tcrn.ch/hSsZ2J
Monday, May 2, 2011
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STANDOUT BRANDS
Monday, May 2, 2011
Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved
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
Monday, May 2, 2011
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THE APP WARS
Monday, May 2, 2011
Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved
THE PEOPLE’S CHOICE: BEST 24 APPS AT SXSW 2011
Instagram 65%Foodspotting 65%Addieu 44%Foursquare 43%Yobongo 41%Hashable 38%WalkIn 37%GroupMe 36%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%Gowalla 13%
Per Opinionaided, free iOS survey app
Source: http://bit.ly/jhRVgO
Monday, May 2, 2011
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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
Monday, May 2, 2011
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EMERGING PLATFORMS VETTINGTeam/stability & values Audience/demographic Distribution/pot. reach Engagement/connection Ext value/earned media‣ Created in May 2010
at TechCrunch’s Disrupt Hackathon‣ Over $11M in
funding: betaworks, SV Angel, First Round Capital, Lerer Ventures & angels‣ Co-Founder Steve
Martocci formerly of Gilt Group and Tumblr ‣ powered by Twilio‣ Won “Best Group
Messaging App” at SXSWi
‣ “Hundreds of thousands” of registered users‣ Over 1M SMS/day‣ Need specifics:‣ # regular users‣ User demos‣ Engagement w/
branded groups
‣ Users invite friends‣ Tap into brand-
relevant categories, events & conversations‣ Reach extremely
social, trendsetting early adopters focused on telling social groups what’s worth paying attention to
‣ Branded groups‣ Conversational‣ Brand awareness &
engagement
‣ No charge for branded groups yet‣ Few brands on
platform yet‣ Conversational,
entertainment-focused platform ignites network effect‣ GroupMe has
partnerships with major events (e.g. Lollapalooza) & is receiving a great deal of press
Monday, May 2, 2011
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GROUPME LEAD THE GROUP MESSAGING PACKGroupMe was the clear winner.
Beluga got a bump from the FB acquisition.
*Analyze this with caution - based on Twitter data
http://tcrn.ch/dMmdNN
Monday, May 2, 2011
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ASSESSMENT‣ Benefits:‣ Good UI & functionality‣ Works seamlessly with SMS if user doesn’t
have app/data service‣ Great value to user if data service
available
‣ Recommendation: ‣ Consider testing effectiveness for clients
• Tap into existing GroupMe events/partnerships
• Curate/promote relevant conversations
‣ Drawbacks:‣ Most useful at large events with many
activities‣ Member list not intuitive if using SMS‣ Like email reply all, generates unneeded
messages to whole group
‣ Main Competitors:‣ Beluga (owned by Facebook)‣ Fast Society‣ Party & dating apps (e.g. Hurricane Party)
Monday, May 2, 2011
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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
Monday, May 2, 2011
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EMERGING PLATFORMS VETTINGTeam/stability & values Audience/demographic Distribution/pot. reach Engagement/connection Ext value/earned media‣ Launched in July
2010‣ Over $15M in funding‣ $100M valuation‣ Founder, Seth
Priebatsch, is a serial entrepreneur who began founding companies with international teams at 12 (received $1M funding at 17)‣ Over 650 institutions
are building experiences
‣ Over 1M registered users‣ To be included as
native app on 4G Sprint Android handsets‣ Need specifics:‣ User demos‣ # regular users‣ activity stats‣ Engagement w/
and success of offers
‣ Over 20k locations with live deals‣ Activity posted to FB
& Twitter‣ Tap into brand-
relevant categories, locations & incentivize purchase decisions
‣ LevelUp offers businesses tiered loyalty scheme, incentivizing repeat visits ‣ Game‣ Daily/regular deals‣ Reach extremely
social, trendsetting early adopters focused on finding deals, having fun and telling others about it
‣ Platform not saturated by brands yet‣ Game & deal-focused
platform ignites network effect‣ Scvngr is receiving a
great deal of press
Monday, May 2, 2011
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SCVNGR CASE STUDY: BUFFALO WILD WINGS
Monday, May 2, 2011
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ASSESSMENT‣ Benefits:‣ Visionary, insightful, articulate leader‣ Some proven results with businesses‣ Earning = more meaningful incentives
than coupons & daily deals
‣ Recommendation: ‣ Build a test challenge on the platform with
a retail client who shares the target demo‣ Get familiar with user experience
individually
‣ Drawbacks:‣ Participants must download app‣ Gamification is fun, but not regular part of
daily activity for most‣ LBS privacy concerns
‣ Main competitors:‣ Foursquare‣ Facebook‣ Yelp?‣ Groupon/Living Social (for deals)
Monday, May 2, 2011
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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
Monday, May 2, 2011
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EMERGING PLATFORMS VETTINGTeam/stability & values Audience/demographic Distribution/pot. reach Engagement/connection Ext value/earned media‣ Launched private
beta in June 2010‣ Over $4M in funding‣ Founder, Michael
Yavondite: Quigo, Altavista, Juno‣ Streamlines business
networking & social interactions
‣ Digital media professionals‣ Advertising/
marketing professionals‣ Need specifics:‣ # users‣ User demos‣ # regular users‣ activity stats
‣ Mentions posted by influencers to their networks
‣ Connect with other technophiles‣ Act as trendsetter in
industry
‣ Streamline connections & follow-ups at industry events
Monday, May 2, 2011
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HASHABLE SXSWI 2011 INFOGRAPHICGary V was the most hashed
Most active type: “Founders” (27%)
Most Active Hometowns:1. Boulder2. NYC 7. SF
Peak Times: 12-3pm & 7-10pm
Full infographic: http://hashable.com/sxsw
Monday, May 2, 2011
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ASSESSMENT‣ Benefits:‣ Streamlined, paperless way to share
contact information‣ Record of who you met where‣ Automatically integrates connection
messages from connected accounts (Foursquare, Twitter) when hashtags are used
‣ Recommendation: ‣ Use for individual needs if it adds utility‣ Carefully consider when to post
connections to other social networks
‣ Drawbacks:‣ Participants must download app/visit site‣ Some consider these hashtag
communications spammy‣ Competing with LinkedIn, so doesn’t
integrate‣ Contact info usually incomplete
‣ Main competitors:‣ LinkedIn‣ Bump‣ Plaxo
Monday, May 2, 2011
Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved
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
Monday, May 2, 2011
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BRANDS @SXSW
Monday, May 2, 2011
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NOISE& SPAM
Monday, May 2, 2011
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PEPSIMAX
Monday, May 2, 2011
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FEDEX
Monday, May 2, 2011
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CNN GRILL
Monday, May 2, 2011
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UBER
Monday, May 2, 2011
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CHEVY
Monday, May 2, 2011
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AGENCIES
Monday, May 2, 2011
Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved
KEY TRENDS & THEMES‣ Utility‣ Service‣ Fit‣ Entertainment‣ Food‣ Contests (especially the most Spammy)‣ Free
Monday, May 2, 2011
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OTHER HIGHLIGHTS
Monday, May 2, 2011
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USING SXSW RESOURCES FOR GOOD...FAST
Monday, May 2, 2011
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GAMESALADCreation: Drag & Drop - no coding required
Testing: on any iOS device
Portfolio Management: Submit to App StoreMarketing material creation
Monday, May 2, 2011
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KIIPReward gamers at point of achievement with tangible gifts
Launched out of stealth April 11, 2011
Currently discussing partnership opportunities for our clients
Monday, May 2, 2011
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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
Monday, May 2, 2011
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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
Monday, May 2, 2011