SXSW has become a key venue for the introduction of new technology, with Foursquare launching and Twitter gaining a large amount of its early momentum here. However, as much as this event has become a showcase for new tech (Monday’s Woodstock-sized Google Glass developer demo, anyone?) it’s far more important to focus on the human element – including what the tech asks of people and what it can do for them. With this in mind, here are my four key outtakes from the last two days here in Austin.
Look after your niche ?(and it will help look after you)??
A highlight for both me and, judging by his smile, the guy who sat next to me (who turned out to be an early investor) was the interview with Air B’n’B co-founder Brian Chesky. While the company’s idea initially seemed fairly out there – “strangers will let you come and stay in their house. And you meet them on the internet” – today it seems pretty normal, something vouched for by the thousands who either rented out their homes during SXSW or used it to find a place to stay. During this interview Air 'BnB 'had a clear message: products have traditionally had to be useful straight out of the box, however increasingly they require a network to be built around them in order to function. Instead of focusing on the masses to create this network, the brands that now use this model need to focus firmly upon their niche – especially those first 100 customers who love them enough to get involved early – and then use technology (and some word-of-mouth) to help them scale to their first 1,000,000 users.
Transparency/Authenticity???
Yes, we’ve heard this before (whether or not this is informing everyone’s work is another thing), however if I had a dollar for every time that I’d heard these words at SXSW 2013 then I could already afford to pay for next year’s trip. The core reason that presenters have spoken about this need is the expansion of the sharing economy, which is driven by individuals, each of whom has their own brand and reputation available online for everyone to see. If you believe that this age of the personal brand and transparency is not relevant to you then think about whether or not you Googled/Facebooked/LinkedIn a person the last time that you were recruiting (or someone recruited you).
There is no better, it's the experience that fits you best???
A quick confession – I share a desk at DDB towers with our experience designer, so I’ve more than drunk the Kool Aid on this one. Bias aside, another major theme that has emerged this year is the importance of digital design and in particular design that focuses beyond the immediate and concentrates upon creating unique experiences (particularly for products and services that want to enjoy more than a one night stand with their audience). However before you can address this it’s vital to know what trade you’re actually in – with Air B’n’B proclaiming itself not to be in the travel industry, but rather the business of making memories for people. If only someone had told the music industry that they’re not in the business of making and shipping little plastic circles...
Foremost before first???
While “always on” means that brands can’t close shop for the day, interestingly it doesn’t mean that they have to be first when it comes to news.
James Quinlan
Director of social media
DDB Australia