SXSW 2010 Recap: Austintatious
Yes, I know – it’s a horrible pun. But it’s true. The South by Southwest (SXSW) Interactive conference is over the top in every regard. The 15,000+ attendees, crowded sessions and who’s who list of presenters makes for an ostentatious spectacle. Not to mention the parties — the crown jewel of the SXSW experience.
Having attended SXSW last year, I had a pretty good idea of what to expect. Or perhaps more important, what NOT to expect. I think what drives the popularity of the event is the people and culture BEHIND technology and not the hardcore technologies themselves. If you’re looking for a tutorial on the latest and greatest server software, you’re in the wrong place. But if you want to hear the story (the failures, personalities, and inspirations) behind the newest Google innovation, you’re in the right spot. Because at the end of the day, it’s all about people — and so is SXSW.
That said, there were a few notable takeaways from SXSW 2010:
Geosocial Applications
Gowalla and foursquare are gaining serious traction. Both companies released upgrades days before the conference in preparation for this Spring Break for Geeks. With such a concentration of tech savvy users, SXSW is a veritable test lab for the latest and greatest ideas and gadgets. Everywhere I went, the first thing everyone did was “check in” to grab the cool little “badges.” Being somewhat skeptical about games that require me to announce my whereabouts, I must admit to being impressed. In the immediate sense, it was very handy seeing where other people were hanging out. It allowed for more chance encounters instead of firm meet-ups which is basically impossible at a chaotic event like SXSW. In the future, I can see incentives and gameplay evolving where users get actual rewards for performing normal daily tasks. Still in the “PONG-like” state of evolution, foursquare is already being used by coffeeshops who give free pastries to every person who checks in X-number of times. The biggest takeaway for me is the psychological power of gameplay. People like to be recognized as a leader (or “mayor” in foursquare) and they like mini-rewards for doing otherwise mundane tasks (picking up/dropping “badges”). The pieces-parts of these social games are just beginning surface. It’s going to be very interesting to see if these geosocial applications become the next “must have” in our daily lives like the darling of SXSW 2007 – Twitter.
Content Worth Talking About
Now that social media tools and technologies have been mainstream for over three years, attention is being focused on how to offer content that actually does something productive. The experimentation time with Facebook and Twitter is over. We’re now in the “what’s our SPECIFIC strategy and EXACTLY what content should be used” phase. There were two social psyhologists that were particularly interesting: Ben Scofield (”Mind Control: Psychology for the Web”) and Dan Ariely (”Perfectly Irrational”). Scofield offered the following rule(s) of thumb when developing Web site content:
- Likeability – Be likable (no kidding!)
- Social Proof – Show people what their peers are doing
- Authority – Demonstrate that you are trustworthy
- Reciprocity – Give people something for free
- Scarcity – Tell people when time is running out
- Commitment – Give people a low cost way to commit
- Decoy Effect – Make it easy to compare choices
The more your site can offer content that delivers on these points, the more persuasive and effective it will be.
@Anywhere
Finally, the big hullabaloo was Twitter’s announcement during the Monday keynote address by founder Ev Williams. Early speculation was that Twitter would unveil it’s new advertising model. Instead, Williams anticlimactically explained their new @anywhere service which will be rolled out to select publishers (such as the NY Times) in the near future. Basically @anywhere is a little overlay that will be on websites that allows you to follow somewhere directly from that site. Imagine reading an article, clicking on the author’s name and selecting “follow” via a popup window instead of visiting Twitter.com in another window (or a 3rd party app like Tweetdeck), searching for their name/handle and following. They’re basically trying to eliminate the disconnect between publishers and Twitter. Cool? Yes. Underwhelming. Very much so. But in true Twitter fashion, this understated release will probably be turned into something much more impressive and practical by 3rd party developers — just like the rest of Twitter’s history.
I’d highly recommend attending SXSW as it’s definitely a unique experience. Just be sure to wear comfortable shoes and stock up ahead of time on sleep. See you next year!
iPad Prediction: Your Newest Kitchen Appliance
Like millions of other geeks, I watched/listened/read along as Steve Jobs did his best Billy Mays impression introducing the Apple iPad. Positioned as the new mobile device that’s “between” the iPhone and laptops, the iPad is basically a giant iPod Touch. It looks gorgeous and is probably a joy to hold — which you’d expect from Apple. I get it.
But I was left wondering where this device would “fit” in my life. It’s not a replacement for my phone. It doesn’t replace my laptop which I use for typical office work: Excel, Word, Photoshop, etc. And I can’t use public transportation (train or subway) to commute to work so I don’t have time to kill to play games, read magazines or books. So what is this thing?
Then it hit me: I could really enjoy an iPad in my kitchen. I never realized how much time our family spends in the kitchen. Like it our not, it’s the one room in my house where I “pivot” off throughout the day. I don’t particularly enjoy my kitchen — it’s a functional place where I HAVE to be doing food prep and clean-up, day-after-day. Rinse and repeat, literally. And while I’d enjoy some light entertainment in the kitchen, I’m not risking water/crumb damage to my laptop; plus, you have to tap keys and finger the trackpad which are no-no’s with dishpan hands. It’s just not right.
BUT, an iPad is different. It’s small and wouldn’t take up much countertop space. It doesn’t use keys and can be operated with a simple touch or swipe. I could listen to music, catch-up on Podcasts, passively watch some videos and the flip over to read Facebook posts or Twitter feeds. I’d use the iPad as a catch-as-catch-may entertainment device for quick snippets of content in between kitchen chores.
The iPad calendar system would also be a handy family organizer to keep track of after school activities, lessons, meetings, appointments, etc. A daily pop-up reminder would nice.
I’d love an app that offered video cooking lessons and recipes, especially for niches like “gluten free” recipes. Having it compile shopping lists for me based on the necessary ingredients would be sweet.
Face it, it’d be fun to work on an iPad crossword/Sudoku puzzle for a few minutes while you’re waiting for pizza to cook. Plus you could easily skim the day’s news and check school closings due to weather all while brewing your coffee. And, of course, while the kids eat their cereal, I could get a jump on the day’s email without leaving the room.
Now don’t get me wrong. I know all these things can be done on other devices including plain ol’ newspaper radio and TV, but it’s the all-in-one, instant availability and ease-of-use that’s enticing. And no, I don’t need a computer in every room of my house. But you must admit, the kitchen is a “work room” for most families. So if there’s a way to make it more productive and enjoyable, I’ll definitely consider it.
What do you think?
FTC Guidelines on Endorsements & Testimonials
I’m pleased to share the following guest post by Ellie Hempleman, Marketing/Communications Specialist @ Park National Bank, on FTC updates that affect advertiser and blogger disclosure. Special thanks to Central Ohio PRSA for this great educational luncheon.
December 1, 2009 marked the day the Federal Trade Commission (FTC) implemented its new “Guides Concerning the Use of Endorsements and Testimonials in Advertising.” The guides address endorsements by consumers, experts, organizations, and celebrities, plus the disclosure of important connections between advertisers and endorsers. The FTC spent two years making these revisions, so it’s safe to say they’ll be more vigilant about cracking down on those who fail to comply.
Why the Revision…
Quite simply, the document was getting stale and the update was long overdue. The previous version had not been touched for 20+ years and the guides weren’t developed to include trends such as Internet advertising, viral marketing or consumer blogs.
As our media environment continues to morph and social media ramps up in intensity, advertisers no longer fully control the endorsements being made. It’s becoming easier for regular consumers and celebrities to make off-the-cuff comments about products or companies – intentionally or inadvertently. Because of this, the FTC implemented changes to the guides to continue protecting consumers from false and misleading advertisements.
Endorsement vs. Testimonial…
In the past, a celebrity made an endorsement and an average consumer made a testimonial. Now, the term endorsement is practically synonymous with testimonial. The FTC defines an endorsement as any advertising message that consumers are likely to believe reflects the opinions, beliefs, findings or experiences of a party other than the sponsoring advertiser, even if the views expressed are identical to those of the sponsoring advertiser.
What Changed…
1. Results not typical disclaimers (Think Weight Watchers, Subway, etc.)
- “Results not typical” is no longer a safe harbor, especially for weight-loss messages
- Advertisements now have to be substantiated and disclose what the typical result is for the average consumer
2. Disclosure of material connections
- The connection (payment, free products) between the endorser and company must be identified.
- Disclosure is only necessary when the comment could influence a consumer’s opinion, positively or negatively.
- Example: Lance Armstrong partnered with FRS Healthy Energy to promote their energy drink. If he talks about this supplement on Oprah, he has to explain he’s a paid endorser. Two ways to accomplish this: the disclaimer can be in the end credits, or the endorser can weave into conversation that he is endorsing the product. The same thing applies to Twitter or Facebook messages; the connection must be disclosed either in the person’s profile or directly in their comment (Most celebrities aren’t doing this…yet).
3. Liability of advertisers
- Advertisers and endorsers are both liable for false/misleading/unsubstantiated claims.
- It is the endorser’s responsibility to make sure the message they are delivering is accurate, and to disclose their material connection to the product or company they’re endorsing.
Proceed with Caution…
If you, as a consumer, blog about the great cup of coffee and outstanding service you received at your neighborhood Starbucks on your way to work, you’re indirectly endorsing the product. If Starbucks sees your message and sends you a coupon to say thanks, you’re not liable. You become a sponsored endorser when Starbucks reaches out and asks you to talk about or review their product in exchange for free coffee – now you’re responsible for disclosing the relationship.
An easy way to protect yourself is to add a “Terms of Use” page to your blog outlining that you are not a professional or expert and aren’t affiliated with the companies mentioned in your blog. That’s also where you can include the products or companies you do endorse or support and whether or not you are paid for those messages. You can get a free disclosure policy from www.disclosurepolicy.org.
Quick Reminder…
While it’s in your best interest to comply with the guidelines, remember they are advisory in nature – not law – and they don’t always apply. You be the judge.
For a complete copy of the new guide, go to: http://www2.ftc.gov/os/2009/10/091005revisedendorsementguides.pdf
Augmented Reality: When Real Life Isn’t Enough
OK everybody, hunker down for the next wave of technical wizardry known as “augmented reality” or AR for short. Bantered about by engineers and geeks for nearly two-decades, AR is finally going mainstream thanks to smartphones (such as the iPhone and Droid) as well as experimental, mainstream marketers.
Read the rest of this entry »
Social Media Consultation: Because Even Tiger Woods Has a Swing Coach
Several years ago, my friend started a distance running program that required membership dues. Innocent enough, right? To the contrary, Columbus area running message boards were littered with scathing posts about how exercise should be free and that charging for advice on running was ridiculous. To hardcore distance runners, the notion of a pay-to-participate running program was insulting to the established running community. They simply turned up their noses, made fun of the new program and went on their merry way.
Read the rest of this entry »
