Day one at SXSW

Today was our first official day at SXSW. We arrived late last night, checked in and happened upon on an amazingly authentic Taqueria where it happened to be Karaoke night. Soo good.

We got started a bit late and hit registration around 10:30, it was breeze and so well organized. Thousands of people ahead of us and the whole process took around 20 minutes. That left us just enough time to hit the opening 11:00 AM sessions.

Digital Diversity: How Culture Impacts Digital

This session featured Christian Martinez, Head of US Multicultural Sales @ Facebook and Virginia Lennon SVP, Partnerships Ipsos MediaCT and was based on findings of a joint research study from their respective companies. At first blush this seemed to focus heavily on cultural groups in the U.S. and wouldn’t have much relevance to the Canadian Market. However, the study showed that the cultural groups analyzed used Facebook and social media for very similar reasons and had similar behaviours. This is very relevant for an ethnically and culturally diverse market such as Canada. Here are some key takeaways:

1. Digital and social platforms are becoming the new cultural neighbourhoods, Little India is moving online. Cultural groups are connecting on social channels no matter where they live to stay connected to their culture. Using language and expression from their respective cultures to connect and communicate.
2. Their primary motivator is connection with Family. Of those studied 50% of their friends on social channels were Family members. They used it to share news, stay in touch, and even celebrate events in real time with those in other parts of the world.
3. Mobile is king. Because most countries that these cultural groups originate from lack the “landline” infrastructure they have adopted mobile back home as their primary telecommunications platform, so mobile access to social is natural. Just look at the mobile penetration in places like India and you'll understand.
4. Personalization is key. Because of their motivators for usage are connected to, and motivated by family and culture they are in a personal state of mind. Brand messaging needs to take this into account to be effective.
5. They are open to brands. According to the study 40–50% use social to discover brands. The key here is relevance not only culturally but to their social circle. If my uncle likes it, I'm interested.

Unfortunately this session took a hard right into a sales pitch for Facebook video Ads. That said some great thoughts to ponder when we head back home.

BBQ Break

Content Marketing vs Don Draper: The End Of Ads

For me this session was intriguing and held promise. The session was introduced hinting that the Big Idea was dead and smaller stories and interactions were the future. Personally, I disagree with this statement. The Big Idea should be what spawns those smaller interactions and stories, all building brand equity. The statement was never proven through the session and overall it was a let down. That said GE and Dell had some great examples of and guidelines to content marketing.

GE is all about innovation and they show it off well through their content. They have been first movers on platforms platforms platforms as Vine and Pinterest. The’ve stayed true to who they are and are proof that great content works.

Dell had shared a great approach and philosophy to content marketing, content as a service to consumers. This approach doesn’t sell computers directly, it doesn't say buy this new thing now. What it does is allows them to create content that interest their consumers. Articles and infographics on productivity aren't asking you to buy now, but it’s something you think about all day when you're pounding keys on your laptop. Maybe I need a new laptop. A Dell.

Key takeaway: Ads aren't dead. They’re different.

Art and Experience: A Future for Creativity

This session wasn't planned for me. I missed the cut off for an IoT session that I had RSVP'd to and so I jumped in this one with Jacob. It was a great panel discussion about the role of technology in art and specifically about its role in physical spaces that house art. It was interesting to hear how an industry such as galleries and museums have moved away from frowning on photography to encouraging it to spread the experience outside their walls. This concept could be applied to any bricks and mortar and I wanted to hear more. Unfortunately the fire alarm went off and we all had to leave.

Time for tacos and day two planning.

/Adam