SXSW Diary: Ten thoughts from SXSW

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tumblr_n28z1veUjU1s7wjcuo1_r2_1280.jpgBy Tony Dunseath, group account director, BMF

SXSW is an onslaught of technology, thought leadership, music, comedy and film. It is an entire semester of University slammed into 5 days. I’ve left broken but inspired.

It is hard to capture it all in a single article, but here’s a list of applicable stuff that stuck. It isn’t all mind blowing and revolutionary, but for me the question is; how much of this are we applying? How often do we stop and ask ourselves these questions? Or look at our day to day with these filters?

1. Be human. You are human, so be so in everything you do, ‘talk to people’ don’t ‘communicate with customers’. Real, meaningful relationships have to be the cornerstone of our work and you will only get to those through acting human.

2. Trust is everything. Loyalty comes from trust. BUT for people to trust you, you have to form a relationship with them. As with any relationship it is two way; you need to understand them, walk in their shoes and they have to get to know you – be transparent and authentic.

3. Brand Communication is not trusted. Corporate fear is rife. It just isn’t human enough, therefore hard to trust. Employees are seen as more trustworthy (up to 80% more) than companies – leverage them and the massive footprint they offer as diverse, invested, passionate fans.

4. Brands are not leading the way. We are increasingly in a world of Millennials; they are the makers and publishers. We need to change our focus to how we can help build people’s brands not our own. Give them value as your first focus.

5. Filtering to deal with MASSIVE content overload. In the US consumers already consumer 10hrs of content a day. We are approaching a maximum capacity. But content continues to grow, people receive 4500 messages a day at the moment and by 2020 the internet is predicted to be 6 times bigger than today. Filters are going to overtake SEO, Facebook’s EdgeRank is just the start. To break through them you have to make it worth people’s time – there is a value exchange. They give you precious time, what are you giving them?

6. Be honest and tough on yourselves. Before you start getting in deep the collective team must be honest, are you in love with it? Is it good? When I say ‘good’, that is in the context of the world of content not our little advertising bubble. It has to be moving, funny and entertaining when compared to all content being produced. Would you share it? If not why not? Be honest is it a bit shit really? Don’t compromise; there isn’t room in people’s lives for ok content.

7. ‘Viral’ used when there are HUGE EXPECTATIONS but tiny budgets. It is the equivalent of wanting a forest set on fire with just one match. But why do you want the whole forest on fire – is it cold? Or do you need more light? Find the reason and build from there. There has to be a strategy linked to an end goal, ‘viral’ is not a strategy; it is ego driven.

8. Don’t be naïve. Hollywood puts hundreds of millions of dollars behind promoting and pushing their films. If content is King, Distribution is its powerful Macbethian wife. Build with distribution in mind. Gangnam Style had inbuilt influencers featuring a Korea’s Got Talent star, two comedian/television personalities and rapper Hyuna; plus it was backed by a music company with huge, established distribution channels.

9. Nothing beats real. Learn, test and operate in the real world. Theory will not teach you anything, it can give you a hypothesis but not an actual fact. Experiment and learn. Fail and learn. Win and understand why.

10. Tec is not an end goal. It should be invisible, it should enable an engaging meaningful experience but it is not the start point.

As I said it this stuff isn’t revolutionary for me is the starting point; getting more of this right and in our day to day. And check out Bipolar Sunshine.