What john st. learned at SXSW 2011 - a high level view and some details on Mon.

1. SXSW(i)

2. 20,000 registered
for interactive.

3. Creative
Technologist is an
outmoded
concept - Rick
Webb, Barbarian

4. 70
-
your age
=

5. you have a long
time left in your
career.

6. so you can learn
now or you can
learn later. But it’s
inevitable.

7. I’m going to
spend my
remaining 11
minutes
discussing:

8. mobile!
interaction
content creation
platforms
Google

9. mobile: it’s not a
phone. it’s an
interaction device.

10. mobile!
within 18 months more people are going to
be accessing the internet via a mobile
device than a desktop/laptop
(goodbye rich media ad units; hello always
connected consumer)

11. which means...(to
us and our
clients)

12. mobile!
less passive consumption of media:

13. mobile!
less passive consumption of media:
viewers engage and interact directly with TV
via smart phone/tablet (sport will lead the
way - Formula 1 timing app; ABC’s Grey’s
Anatomy ‘app’)
overwhelming percentage of tablet owners
use them while watching tv (98% ?!)

14. mobile!
less passive consumption of media:
interact with others while consuming (e.g.,
Tweeting during the Oscars)
(anecdotally) leads to an increase in
viewership - as long as the content is
special (i.e., beware of ‘Idol Fatigue’)

15. mobile!
less passive consumption of media:
print ‘plus’ (e.g., QR codes, A/R)
print titles porting to tablets

16. the other thing
mobile is really
good at:

17. mobile!
content creation on the fly:

18. mobile!
content creation on the fly:
check in - Foursquare/Gowalla/Facebook

19. mobile!
content creation on the fly:
take a photo/video

20. mobile!
content creation on the fly:
add text/post/share

21. mobile!
content creation on the fly:
repeat across a variety of platforms
(until your battery dies)

22. mobile!
content creation on the fly:
check in
take a photo/video
text/post/share
repeat across a variety of platforms
(until your battery dies)

23. if you want to see
what it looks like,
go to the mall; go
to a concert

24. mobile platforms
Facebook: the social layer of the web is
built and it’s Facebook
Twitter: 140 characters to bitch about or
evangelize a brand
Foursquare (or whomever wins the location
war): not quite there, but working towards
how they’re going to make money (and are
they the start of the game layer?)

25. probably worth
keeping an eye
on Google, too.

26. Google: it’s not just a search
engine
Google fibre (Kansas City is the pilot)
Google TV
Google Places
Google Maps
Google ‘Likes’
Google ‘social’?

27. clumsy segue
into Mavis’
presentation.