SXSW 2015 Trends and Insights

© Hill + Knowlton Strategies 2015
SXSW 2015;
WHAT GIVES?

@vikkichowney
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SXSW = FOMO
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© Hill + Knowlton Strategies 2015© Hill + Knowlton Strategies 2015
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"We never set out to make a better taxi
service. We want to make car ownership
unnecessary, and we're relentlessly
innovating to bring price down”
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500 different
sensors between
the car and
the driver
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“Much of ISIS’s social
media success can be
attributed to a relatively
small group of hyperactive users,
numbering between
500 and 2,000 accounts,
which tweet in concentrated
bursts of high volume”
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"By the time today's
five-year-olds are 16,
they won't need a
doctor to diagnose"
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Those who
'take health
into their
own hands'
cost 31%
less to treat
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900,000 DNA samples
recorded so far
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wearables?

WHAT WE’RE SAYING,
NOT HOW WE’RE SAYING IT
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Brands must
learn to edit.
Tyler Brule, Monocle
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QUALITY > QUANTITY
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• DIVERSITY
• ROBOTS
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"We need to break this
obscene habit of
pattern-recognition"
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“I’m kind of
dealing with a bit
of an existential
crisis here. Am I
alive? Will I die?”
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1. Hire people who know
how to wrangle data
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Data
Scientist
Familiar with code
and uses technology
to scour data sets to
create actionable
intelligence – usually
in the form of data
vsiualisations
Traditional
Researcher
Doesn’t necessarily
use code or
technology to
manipulate data sets
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Collection – Utilising browsers, sensors, devices etc to collect information
Loading – Taking that data in the form of excel, csv, or sql and loading it to a place where it
interacts with a programme (like Wolfram Mathematica)
Wrangling – Cleaning the data and resolve, corrupt, missing, and irrelevant data and starting
to group related data
Visualisation – Interpreting the data and presenting it in an easily digestible format
Modelling – formalise understanding of the data and start to make predictions
Deploying – extracting value from the data by deploying putting in the public space in some
capacity
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how to wrangle data
2. Make mistakes early
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Talk to actual humans Don’t give up immediately Get out in the field
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‘Mistakes aren’t expensive
if you make them early’
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how to wrangle data
3. Partner up
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Curiosity is the basis of
all creativity
Curiosity informs your
taste; you have a better
chance of doing
something original and
authentic if you look
outside your bubble
You never know when
the dots are going to be
joined, or how and what
will inspire your next
project
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“I look for people
who can write
stories I wouldn’t
even be capable of
imagining. And that’s
because their
backgrounds and
their visions are so
different from mine”
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‘La Maison’
Content distributed by Conde Nast & Google
Vogue’s design director to oversee content creation
Google provides trend analysis
Publicis provides strategic input from LBI, Razorfish
and Rosetta
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how to wrangle data
3. Partner up
4. Think ‘brand’, not product
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‘AIRBNB is no longer be about where
you stay, but what you do and whom
you do it with while you are there.
We’re reimagining the entire trip. It’s a
$6 trillion travel industry.’
Brian Chesky, CEO.
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Issue One – Winter 2014
London | Seoul | San Francisco
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how to wrangle data
3. Partner up
4. Think ‘brand’, not product
5. Distribute, don’t pull
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200m visitors a
month to its
websites
18.5 billion
impressions from
Facebook, Twitter
and Pinterest
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DE-CENTRALISING OUR
ECOSYSTEMCENTRALISED ECOSYSTEM DISTRIBUTED ECOSYSTEM
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Why create a company you hate?
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SXSW 2015 Trends and Insights

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