2. 2THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014 2THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014
SXSW 2014 BY THE NUMBERS
40KATTENDEES
1,322SESSIONS
57+COUNTRIES
2,000SPEAKERS
2M@ MENTIONS
2BSOCIAL REACH
3. 3THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014 3THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014
MOST POPULAR TOPICS
201
178
156
145
116
HEALTH & BUSINESS
GLOBAL IMPACT & POLICY
SOCIAL & PRIVACY
DESIGN & DEVELOPMENT
STARTUPS
4. 4THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014 4THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014
70HAVAS EMPLOYEES
7HAVAS MEDIA CLIENTS
18HAVAS MEDIA EMPLOYEES
6HAVAS SPEAKERS
15THOUGHT PIECES
HAVASCOLLECTIVE.COM
1EPIC PARTY
HAVAS @ SXSW
5. 5THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014 5THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014
WHITNEY
ALEXANDER
AMY CUDDY’S POWER
POSING
ARMIN
MOLAVI
BROOKS RUNNING’S
‘RUN HAPPY”
MATT
SPECTOR
SMASHING
SECOND SCREEN
JENNA
FIDELLOW
SHARKNADO
SOCIAL STORM
KAREN
GOULET
ZERO PAID
MEDIA
The poses we adopt while
working across different
devices directly correlate
to “confidence” and “fear”
hormones. Our most
insecure power pose?
When we’re on our
mobile devices.
The book & approach
reveal the ugly truth
behind the industry’s
unwillingness to change
the way it invests in
brand marketing and
advertising
Via WWE, CW,
Lionsgate – building
passionate fandoms
means marketers
must be comfortable
giving away some
control of their brands
to communities
themselves.
While posting from
the Sharknado session
– which explored the
virality of Sharknado’s
pop culture perfect
storm – Jenna was
retweeted by the viral
star herself Tara Reid (a
life-changing moment).
Every morning a DJ
led a pack of runners
via pedicab through
the streets of Austin. A
great way to network
& find like-minded
SXSWers.
FAVORITE MOMENTS @ SXSW
7. PRIVACY & PERSONAL
DATA OWNERSHIP
7THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014
8. 8THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014
01
PRIVACY & PERSONAL
DATA OWNERSHIP
As brands collect more and more of our data, privacy is
a top-of-mind concern. Most agree that the data debate
comes down to transparency – being up front with
consumers around exactly how their data is being used. If
a consumer volunteers his or her data for a specific useful
application, that behavior is tolerated. Being vague about
how his or her data is being used is not. The bigger issue
raised? Data ownership. Consumers are starting to question
how easily they can access, store and in some cases take
back their personal data once they sever brand ties.
8THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014
10. 10THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014
02
ANTI-SOCIAL MEDIA
PLATFORMS
While consumers are still widely sharing what they eat for
breakfast across their social graph, consumers are becoming
more savvy about what to share on which platforms. This media
sophistication and selectiveness has given rise to a new breed
of social networks, where users can either limit who sees their
content (as evidenced in the popularity of closed messaging
apps like WhatsApp), how long they have access to content
(Snapchat or Confide), post anonymously (Secret and Whisper)
or even avoid the world altogether (Cloak).
10THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014
12. 12THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014
03
NEW CONTENT
CONSUMPTION
As the amount of content increases, how content is consumed
is rapidly changing. The speeds of consumption have altered
not only the types of content we prize, such as the prominence
of visual content, but also how content is distributed
(including the reading digest app Rooster, the latest tech
entrant). As consumers become fans of content franchises like
FiveThirtyEight and Wonkblogs, the media properties through
which are consuming become less relevant. Consumers want
their content when they want it on their devices of choice.
And they expect all their devices to be connected together,
automatically syncing where they left off.
12THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014
13. SHARING ECONOMY
PUT TO WORK
13THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014
14. 14THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014
04
SHARING ECONOMY
PUT TO WORK
SXSW creates microcosms of high-tech, allowing certain
latent behaviors & trends to reach scale. The best example
in 2014? The sharing economy in action. The limitations due
to the number of conference attendees and the size of the
Austin community allowed companies like Airbnb, Uber and
TaskRabbit to prove themselves as a savior for many. In our
real lives we may use each of these services from time to
time, but the conference showed that by outsourcing our
daily needs to the larger community we’d be happier, more
effective and more productive.
14THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014
15. CRYPTOCURRENCY
15THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014 15THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014
16. 16THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014
05
CRYPTOCURRENCY
After serving as the butt of many jokes, Bitcoin was again
a hot-button topic. Digitally-native currencies have a great
deal of appeal to brands that are shifting more and more
of mass commerce online. By cutting out the middle man,
corporations can save millions of dollars in transaction
fees, not to mention the increase in speed for transactions.
Stability, its ties to black market use and payment security
are all factors to consider when considering digital currency.
Experts agree though, that these new forms of payment like
Dogecoin aren’t going anywhere, especially as more major
merchants begin to accept and legitimize Bitcoin payments.
16THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014
18. 18THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014 18THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014
06
PLANNING EARNED MEDIA
Successful brands will shift from investing in “rented”
inventory spaces (paid media) to investments in brand
Zealots, Entrepreneurialism, (customer) Retention, and
Owned assets. Paid media investments will be replaced by
efforts focusing on owned, earned and shared, and brands
are seeking organizations that can help them orchestrate
the entirety of their communications ecosystem, not just
plan for paid initiatives.
18THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014
20. 20THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014
07
PREDICTIVE TECHNOLOGY
Technologists are beginning to explore the notion that
products can adapt based on behavior. Smart UX design could
serve up content based on what we might need, rather than
what we overtly request. An app, for example, could orient
its design based on proximity to the device, or a designing
platform will offer up suggestions on how to refine based on
your taste or a calendar will predict what your day should
look like based on past routines. By freeing up the time you’re
normally spending on inputting data, consumers will have more
freedom to focus on ideas, action and application.
20THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014
22. 22THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014
08
FOOD + INNOVATION
Innovation has an impact on many aspects of our physical lives,
none more apparent then the rapid rise of food innovation.
There was an abundance of food stories coming from Austin,
from the IBM Watson food truck leveraging computer creativity
and social data to build never-before-seen recipes, to Mondelez
and Oreo experimenting with 3D-printed cookies, to Dominique
Ansel of Cronut fame debuting his milk and cookie shots at
midnight. Using technology to improve analog experiences
showcases the blurring of on- and offline worlds.
22THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014
23. MARKETING TO THE
TECH CROWD
23THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014
24. 24THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014 24THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014
09
MARKETING TO
THE TECH CROWD
The festival saw activations from major marketers Subway,
Mastercard, Pennzoil, Chevy, Nespresso and Pepsi, brands that are
not conventionally considered “tech companies.” As marketers,
this indicates these brands are seeing value in the association with
technology. A survey by SXSW showed that 96% of attendees
actively use social media, making these tech-focused consumers
more influential than the average consumer. Brands are beginning
to target the tech crowd as an influential segment, much as with
music and fashion enthusiasts in the past. By aligning brands with
this passion vertical, marketers are broadcasting an innovation
message (even where innovation might not be taking place) as
well as targeting a group of individuals with significant earned
media potential.
24THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014
25. NERDS ARE KING
25THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014
26. 26THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014 26THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014
10
NERDS ARE KING
One might expect the stars that arrived for the SXSWFilm
portion of the festival to be the big-name draws, but
speakers such as astrophysicist Neil deGrasse Tyson, Bill
Nye the Science Guy and even actor-turned-internet-darling
George Takei were drawing the biggest crowds and most
Twitter chatter. The prominence of “geek culture” has been
bubbling for the past few years, but their popularity has
become more established and mainstream. Consumers’
interest in science, technology and innovation has helped
elevate these non-traditional stars. Their influence among
mass audiences should not be taken lightly.
26THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014
27. 27THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014 27THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014
HOT INNOVATION
MAKING MEANING
MADEINTHEFUTURE.CO
BRANDS & PRODUCT
INNOVATION
QUIRKY.COM
VIRTUAL REALITY
OCULUSVR.COM
3D PRINTING
SHAPEWAYS.COM
EVERYONE,
EVERYWHERE
CONNECT.COM
28. FOR MORE INFORMATION,
PLEASE CONTACT:
STACY FULLER
stacy.fuller@cakegroupusa.com
646.587.5053
MATT SPECTOR
matt.spector@cakegroupusa.com
646.587.5222
28THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014