Tag Archives: marketing trends

This is an unusual year at SXSW Interactive, because as of this writing, there’s no big break out story, company, app or trend – at least that I can detect – and I’m hearing the same thing from the journalists and fellow bloggers I’ve been talking to up in the Samsung Blogger Lounge.   That said, a few things have landed on my radar screen over the last few days, including:

Big data about influence + smart filters * knowledge graph = HeyBigFish

From the folks behind Little Bird comes a great new way to look at real-time and influential conversations swirling around an event.  HeyBigFish lets you dive in to the digital discussions around specific topics at an event like SXSW.   You can find out in an instant what emerging conversations are about  and who’s shaping the discussion.

Note to brands: Need=Opportunity

Click the icon to get the beta version of the Ion app.

The app I’m really digging:  From the folks at Otterbox – makers of cases for all manner of mobile devices – comes a neat new app that tells you exactly when your device is going to run out of power, based on your usage.  It’s actually very handy at an event like SXSW when you really do want to conserve and manage your power, because the days are long and you just don’t know when you’ll be able to recharge.  Called Otterbox Ion, it’s out in beta for you to try.

Along the same need=opportunity line of thinking is this simple but clever promotion from AT&T.  They have created secure charging stations, and have placed them all over South By.  You can put your phone in a little locker to recharge while you run to the washroom or grab a cup of coffee.  It’s smart and relevant branding.

The pervasiveness of cats.    

So we’ve been talking (and joking about) the prevalence of cats on the internet for years now.   But cats are a hot topic at SXSW this year.  Lines to see Grumpy Cat at the Mashable House stretched for blocks.  And a session on the Walker Art Center’s Internet Cat Video Fest (@catvidfest) was packed.  Even among the digerati here in Austin this week, cats are cool.

SXSWi attendees waiting in the rain to meet Grumpy Cat in person at Mashable House.

But really, the take-away here for marketers isn’t to stick cats into all your messaging.  However, it is worthwhile to spend some time reflecting on what is about cats that makes them so attractive to digital audiences – which is ultimately the ability for people to relate to them – and to assign conversations, feelings and emotions to them.

Real social relationships:

It’s interesting watching the juxtaposition between people who dive 100% into the whole SXSW experience, and those who don’t – and the difference between the two is (at least as I’ve observed it) is emphasis on real-life versus digital experiences.  It’s important to remember (and invest in) the real relationships and experiences that social media fosters.  Without interactions IRL, you miss a lot of value.

Watch this space for more from SXSW over the next few days.  And if you’re in Austin this week, tell me, what’s catching your eye?

Author Sarah Skerik is PR Newswire’s vice president of social media, and is the author of the e-book “Unlocking Social Media for PR.”  Follow her on Twitter at @sarahskerik.

A special-edition SXSW “Panel Nerd” badge from Foursquare. I have a full set.

Today some coworkers and I are heading to Austin, Texas – the land of bluebonnets, BBQ and SXSW Interactive.   “South By” is on my list of can’t miss events, and not because of the parties – I have yet in my four years there to be seen out and about much past 10 p.m.   No, I’m a panel nerd. I go to SXSW to learn.  I’ll be blogging from the sessions, and already, some trends are emerging in the gathering noise from the event.

It’s not about you.  It’s about me.  ALL about me.

Personal technology – and personalization of technology – looks like it’s going to be taking center stage this year.   The Interactive lineup includes a bevy of sessions about personal tracking and health technologies, as well as wearable tech.    I’ll be watching what emerges from this trend – personal tech absolutely influences behavior, and as a marketer, I’m interested in that.

Big data, redux.

Big data was big news last year at SXSW, and I’m expecting a reprise of this subject again, albeit with a more practical point of view.  Last year was about the availability and awesome potential of big data.  This year I’m expecting to hear about some interesting applications thereof.

Science.

Science, specifically space, will be a big theme this year, as the speaker and session lineups include a keynote from Elon Musk of SpaceX to a slew of sessions about space-derived science, I’m battening down the hatches for a lot of extra-terrestrial geekery.  What can this stuff possibly have to do with marketing and communications?  I’ll be looking for two angles to these stories – actual storytelling from brands and thinkers (after all, SXSW draws a highly influential crowd, and watching how brands engage with that crowd is always informative,) and where people are finding market opportunities, within those stories one can find good thinking about segmentation. So yes, even though I tend more toward being a life-sciences enthusiast, I’ll be in a science- or space-related session or two.

Moving targets.

Mobile marketing is kind of old news, except that this seems to be the year that marketers are awakening to mobile, driven by the massive adoption of smart phones and tablets.  However,  mobile behavior and motivations are different other online behaviors.  I’ll be looking for thinking around appealing to audiences in the different contexts in which they’re using their devices.

We’ll see how well I stick to these plans.  I have no doubt my plans will be waylaid by crowds, and I’ll find myself in a session about completely new subject, and if history means anything, I’ll walk away with a significant new perspective.  That’s part of the SXSW serendipity.  I’m looking forward to it.

You’ll have the chance to follow along, and see how I do (and whether or not I’m right in my trend watching.   A number of us are headed to SXSW, and we’ll be blogging, Tweeting, Tumblring, Pinning and otherwise sharing as much content from the event as we can.  And if you’re going to be joining the fray in Austin, I’d be curious to know which trends you think will dominate the conversation.  Am I on point, or did I miss the mark?  Let me know what you think.

Author Sarah Skerik is PR Newswire’s vice president of social media, and is the author of the e-book “Unlocking Social Media for PR.”  Follow her on Twitter at @sarahskerik.