SXSE: South By South West comes to Southwark with iris worldwide

‹#›‹#›Confidential © 2014Confidential © 2014 3/24/2014 ‹#›3/24/2014 ‹#›Confidential © 2014
Speakers
Sam Noble - Co-founder & CSO
David Caygill – Creative Technology Director
Jordan Harper – Technical Director
Nigel Gwilliam – Emerging Media Consultant
SXSE 2015

We passionately believe that in order to outperform in the modern networked economy, brands have to be able to make the leap
from being just another credible alternative in their category to being a vital and vibrant participant in consumer lifestyles.
Every year South By helps us build on our experiences and around how to build Participation Brands to give us fresh insights and
ideas around how we can help our clients make that leap.

We want to bring a little of the vibe of Austin back to Southwark. So you can get a feel for the energy and potential that gets created
when 33,000 bright minded, diverse and passionate people come together around the twin goals of making money and making
people’s lives a little better.

‹#›‹#›Confidential © 2014
5 days
1100 sessions
2300 speakers
33000 visitors from 82 countries…
…in 1 hour

‹#›‹#›
BUSKING LOST SOME OF IT’S SOUL
You could not move at SXSW without
bumping into a robot of some sort. From
mechanical buskers to the robot petting
zoo with it’s disaster relief first
responders, friendly spiders, flying drone
3d printing robots & tiny cute educational
robots.

THE BOTS BACKLASH HAS BEGUN
On Saturday a peaceful human protest by stop the robots chanting Say Goodbye to AI, You Say Robots, we
say NoBots! Of course South By technocrati jumped on the story, it fitted the techno-distopia mindset we’d
all begun to adopt after such extreme total digital immersion.
HOWEVER, as so many things you come across at South By, it turns out to be a hoax marketing effort by
dating app Quiver. Typical of what South By Has become - the interwebz In Real Life. Full of Clickbait, full
of brands and viral marketing stunts.

THE FUTURE OF PORN IS VIRTUAL REALITY
VR activations were literally everywhere this year, from car brands to insurance brands. Samsung and the
Gear VR had the incredible Divergent experience. Nasa had a 360 from the Mars Rover Curiosity, putting
you in the midst of the red planet.
In a rather farcical talk Brian Shuster of VR company Utherverse Digital Inc predicted that virtual sex will be
preferred over ‘civilian’ sex in the future. Hmm.

ERIC SCHMIDT IS CALLED OUT AS SEXIST
This year was a rough patch for diversity and equality in technology with the likes of Gamergate taking the headlines and Tinder’s
management bust up and lawsuit over harassment.
SXSW however had been a great example of how to do it properly, 3 out of the 5 keynote speakers were women & themes of gender,
diversity, inclusion and equality percolated thought many of the talks.
However there’s no changing some people’s unconscious bias. Eric Schmit, Google CEO got so enthusiastic talking through the issues
on inequality in the tech industry with US CTO Megan Smith that he continually interrupted her and attempted to dictate which
questions she should answer. Finally an audience member pointed this out triggering much laughter and applause from the
audience. Megan then brilliantly held the stage until the close of the talk.

FLYING CARS WILL BE ON SALE IN 2017
Slovakian company AeroMobil will start selling their production-ready flying car in 2017. The company was in Austin speaking about
the future of transport and how we’re going to safely and securely accommodate land and air commuters.

THE POLICE BANNED DRONES
You know that a technology has reached the mainstream when the law start to get involved … and it was interesting to see constant
discussion of regulation and legal issues: whether it was Drones being banned by the Austin PD or Uber not being allowed to pick up
from Bergstrom Intl Airport as they refused to pay a surcharge...

GRUMPY CAT STILL MATTERS
But as ever, it wasn’t all serious: Grumpy Cat was back, three years after drawing the biggest crowds of the festival, he was back now
with his own brand of Grumpyccinos and supporting net neutrality with a huge banner flown over the city all week...

RUSSELL BRAND DIDN’T START A RIOT
Russell Brand was scheduled to appear in order
to promote a new documentary charting his
wilderness years and recent rise as the self-
proclaimed voice of the people… only he didn’t
turn up.
And perhaps the most interesting aspect of this is
that nobody noticed.
Maybe this is because South By is not a festival
wooed by big names, pointless angst - the focus
was really on the makers, artists, designers,
developers, engineers and thinkers that are
building the future, today.

BURGERS CAN’T BUY YOU LOVE
McDonalds landed probably the biggest festival fail by
expecting music acts they’d ‘hired’ to play in their
lounge to perform without paying them, getting outed
on social for it and then having to do a very public flip
flop. Leaving even more people wondering what on
earth they were adding to the proceedings in the first
place.

UNDERDOG TO THE RESCUE
Mobile Accessories brand Mophie on the other hand generated a load of heart
warming PR through their tweetable ‘St Bernards enabled’ mobile phone
recharge and rescue service.

BBQ RESEARCH CENTRE
And GE too delivered a unique, credible and enlightening
experience with their BBQ Research Centre, tracking how variations
in heat, sauce and cooking technique impacted on the brain activity
of hungry festival-goers and showcasing some impressive real-
time data analytics chops in the process …

LEADING THE DEBATEBE THE STORY NOT THE SPONSOR
And more importantly they married that with a stellar panel
performance from Linda Boff around how GE has transformed its
media manifesto to become a leading light in content marketing
and to use her phrase ‘operate like tomorrow’s programmers rather
than ‘yesterday’s marketers’.
So the overall lesson is if you want to be a SXSW hit as a brand, you
really need to be the story not the sponsor.

It’s instructive to start by taking a quick look at the profile of
the keynote speakers this year. Unlike previous years where
arguably big name tech company execs and entertainment
personalities have often dominated, this year saw a real shift
in terms of diversity and the notion of ‘The Hybrid’.
So for example, you had:
Princess Reema - part member of the Saudi Royal Family, part
trailblazing fashion retail CEO, part women’s rights activist.
Nathan Myrvold - part Microsoft CTO, part leader of the
modernist cuisine movement
Martine Rothblatt - part most influential woman in corporate
America, part medical technology innovator, part Artificial
Intelligence pioneer.
What they all have in common is that they’re not defined by
traditional specialisms, disciplines or identities. They are all
playing ‘in the spaces in between’ to break new ground both
culturally and commercially.

This idea of ‘playing in the spaces in between’ was the central theme
of the talk ‘Curious Bridges: How Designers Are Shaping The Future’ by
Paola Antonelli, Head Curator of the Museum of Modern Art and
another of the keynotes this year.

‹#›‹#›
Title Text
“COLLIDE TO THRIVE”
She talked a lot about how the most
interesting art and design from around the
world today is being generated by bringing
different purposes, approaches, concepts
and techniques together and exploring their
interplay to create things with new
functional and emotional value

For example …
MIT Media Lab combining human design, data algorithms and organic life in the shape of the
humble silkworm to build the intricate architectural installation that is ‘The Silkworm Pavilion’

Japanese artist Sputniko smashing together notions of gender experience
by building and documenting a machine that looks to replicate how it
feels to live with a period for men, complete with abdominal cramps &
blood release.

Or Bjork and her ‘Biophilia’ app (MOMA’s first ever app exhibit), which brings together artist and audience in a unique and multi-
sensory, multi-media, participative experience and has evolved subsequently into a worldwide educational initiative.
What all of these examples and speakers embody are this notion that the most interesting and powerful breakthroughs in culture and
commerce are now coming not from specialist fields of expertise, disciplines and perspectives but from, the ‘entanglement,
contamination and collision of many different ones.
And the more we thought about this, the more we saw this running like a current through so much of what we saw and heard during
the course of the week …

Today, more than ever, we must ‘Collide To Thrive’
So, we’re going to power you through 5 ‘Collide To Thrives’ that cut across many of the talks, debates and ideas explored this year and
that we feel are really significant for all of us

1/ Collision of people,
platforms, content and
experiences

Take a moment to think about what’s
happening in the way we access and create
content. It’s too easy to overcomplicate
things.
The silos we create between channels and
media formats don’t matter to our audiences.
At the most basic level there are ‘people’ and
‘stuff those people want to do’.
The ‘stuff people want to do’ might be feeding
tips for babies, customer service, something to
waste time on, or just to see the picture of the
weird dress that looks blue & black or white &
gold. Just like over 38m other people who
wanted to.
The thing to do is to get the technology out of
the way so the natural behaviour can win out

There are two schools of thought in content at the moment:
1 - This is the end of quality journalism, and great reporting . The end of ‘media’, print, that paywalls don’t work, models are
broken.
2 - This is actually a new golden age of journalism - visceral news reporting from Vice, Buzzfeed have a political editor, Vox
developing new short form content formats for news.
The imperative is for brands is to learn from these new content production and distribution models.
We’re not saying that you need to be a publisher now, that’s hard yards - but on a smaller level, what can we learn about
engagement and participation from these companies?

The relentless rise of the creator class continues. In the top 100 you tube channels, there are no brands. Maker Studios, the You
Tube creator production company runs 11 of those channels including the number 1 spot PewDiePie with 36m subscribers. These
massive numbers mean they are commanding big figure payments and retaining editorial control. Making it tough for brands.
However is of course there is the long tail of creators….the reality is, we’re all publishers now, if you’ve got a social media account
you’re in the entertainment business.

LIVE STREAMING IS MAINSTREAM
SXSE was a perfect storm for live streaming, FOMO
was pervasive & Meerkat enabled people to
participate virtually and the influential attendees
love to publish.
It’s not the technology, live streaming is not new,
but magic came in the way it integrated seamlessly
with Twitter, to make it easy to share & discover an
instant. Classic disposable self publishing.

Quickly a battle of David vs Goliath emerged. Twitter’s own live streaming app Periscope launched shortly after Meerkat.
Who will emerge victorious we will have to wait an see. My money is on Periscope for now, it has a richer feature set, and
critically, you can see streams after they have finished.

What’s your live stream strategy?
What does it mean for brands? How can you use this a platform?
• Sneak Peek - pre-launch of a new product perhaps, a way to get an early heads up and create some loyal advocates.
• Behind The Scenes - bring your audience over the line and invite them in to see how the magic happens
• Ask Me Anything Sessions - Use it as a method to access a CEO, creator or a celeb, use the comments as a way to ask the questions.
The most important thing is to just try it.

Apps as content
Another thing we’ve seen is the rise of apps as content. Collide the ideas of disposable ‘pop culture’ content with the permanence of apps.
Buzzfeed’s Cute or Not - Tinder for cats and dogs - great example of this. It’s easy to fall into the trap of thinking apps have to provide
tons of utility. We engage with over 26 apps per month on average, many of these apps are just ones that get talked about then forgotten.
With the reduction of app development costs, It’s possible to create apps just for these buzzy moments. you get great talk-ability and also
a lasting artefact on your user’s phone, making it really easy to create excited advocates showing off your creation to their mates in the
pub.

Apps as content
Another great example is iris’ Tummy Translator created for Domino’s. Clearly not an E Commerce strategy, but brilliant content
in the form of an app.

Messaging apps as media channels
Snapchat discover launched shortly before SXSW and there was a lot of chat about it’s potential during the conference. User’s
spend so much of their time in messaging and social apps it makes sense to bring content and utility into them. The open and
engagement rates are excellent and brands are being charged a premium to have a presence. The launch partners show the
centre of gravity for the content to be around news and entertainment.

Expanding sports events digitally
Sport was a big theme at SXSW this year.
Lots of publishers were looking to find ways to get closer to sport, to help their audience be in the moment and how to use
digital platforms to extend the duration of the live event.
During the build up through to the content produced afterwards, helping the brand association live on longer.

the new content playbook
All these new formats mean we need new production and distribution techniques.
Take one example from Buzzfeed. Emotionally resonant content like this piece is
constructed to amplify sharing. When someone watches it, they laugh at the
experiences they have with their partner then they tag their significant other in the
Facebook post, instantly making it spread.

They also shared changes in distribution strategy, the numbers in the middle are the number of people who clicked a link and
went to Buzzed from that platform. The outer numbers are the total impressions of that media in the stream.

2/ Collisions of need
states & desires in a
post social world

Our second ‘collide to thrive’, which is very much in the here and now and that’s the idea of colliding need states and desires
that have evolved in the post-social era. This means we have to address the level of maturity and intrinsically to people’s
lives that social now has and how as a result it’s rewiring – or perhaps more appropriately, scrambling - our personal and
collective psychologies. This was a theme of many talks, but Professor Krystyne Baltcho from Le Moyne College talked
particularly brilliantly about in No filters. The thrust of it was that we need to move beyond thinking about how we leverage
the ‘forming’ of new social behaviours and focus on how we’re resolving the paradoxes and tensions borne from their
‘norming’ … these tensions borne from the collision of different and often conflicting needs and desires.

Utility & Emotionality
First is the collision of the need to connect functionally and the desire to feel connected emotionally. In this context Emotionality isn’t
just something to think about in terms of your UX, your messaging, tone of voice – it’s something to build into the heart of your digital
role in people’s lives. This is an app and wristband enabled service called PPLKPPR for example that’s helps you better understand and
make decisions around the emotional impact of your interaction with different people online.

Shortcutting & Discovery
Next, the collision of the need to get to stuff seamlessly with the desire for the joy of discovery, exploration and serendipity … many
emergent players in travel and food are looking at how they resolve this tension such as Whimsy.

Entertainment & Authenticity
The thirst for entertainment and the desire for authenticity – Morgan Spurlock highlighted this in talking about ‘Connected’, his new
participant shot, digital docudrama with AOL. tThe show looks to finally deliver on the promise of the idea of ‘reality’ TV.

Curation & Access
And finally, the need for curation and filtering with the desire for greater access. Rent The Runway CEO Jennifer Hyman featured in a
panel on ‘Next Gen Retail’, talking about how they’ve grown a 5m strong customer base relatively overnight by combining smart use of
personal and collective data with a new rental model of access to high fashion (she joked about running the biggest dry cleaning
business in the world).

3/ Collision of different
cultural codes

When crossing cultural boundaries — particularly when it’s an east/west transition — it’s usually the case that a brand feels
like it must fit into one of two cultural boxes: either behaving like a LOCAL brand, connected to the people and the place, or a
GLOBAL brand, bringing ‘enlightenment’ to locals from the other side of the world.
It’s true that you can achieve a measure of success by picking sides, but the future is being built by people that cross those
cultural boundaries without being tied to either.

PRESENTS
SOUTH BY SOUTH EAST
Jack Ma — founder of Alibaba — knows this as well as anyone.
A very Silicon Valley style CEO, he’s been called the ‘Chinese Steve Jobs’ and has built an incredible, innovative
business that has thrived by disrupting the local market with western ideas whilst also being unabiguously local

ALIPAY + YU’EBAO
vs
BANKING
Created in 2004, AliPay is Alibaba’s payments service (a bit like PayPal), in 2013 they created Yu’e Bao an investment fund
that is topped up by AliPay users saving small amounts over time.
There are plenty of challenges when trying to disrupt the extremely traditional and slow-moving financial services sector
anywhere, but in China it’s even more pronounced.

YU’EBAO IS ONLY FOR SMALL INVESTORS,
THUS IT IS NOT IN COMPETITION WITH
THE WEALTH MANAGEMENT PRODUCTS
ISSUED BY BIG BANKS…
“
”

500BILLION
YUAN
Q1 2014
By 2014 the Yu’e Bao fund sat
at 500 billion Yuan (approx 90
billion USD). To put that in
context, there are only three
US market funds that are
bigger — and they have been
around for decades.

PRINCESS
REEMA
Princess Reema is CEO of Saudi luxury retailer Alfa international and is herself an incredible
example of the power of cross cultural collisions.
Born in Saudi Arabia and brought up in the USA before moving back to Saudi in 2005, she
talked about the challenges she’s faced in her mission to empower women in the middle
east, both in the retail environments of her stores and in the wider community.

Women face some extreme challenges in Saudia Arabia that are so deeply ingrained into society that challenging them is
not only risky form a business and personal perpective, but which are also often seen as unnecessary.
For instance, men have worked the make-up and perfume counters at Hervey Nicholls for years and — as Princess
Reema made clear — have done a great job. It was her passion and determination to increase the visibility of women in
her department stores and affect the perception of women in wider society that motivated her to change this.

She’s also been instrumental in raising the profile of Saudi fashion with
campaigns such as this ‘fashion show on the edge of the world’, where
bloggers were taken into the desert to showcase latest fashions and
create some incredible content.

10KSA
Her final act at SXSW was to launch 10KSA (https://www.10ksa.com/), a
breast cancer awareness campaign that takes the marketing nous of a US
campaign and marries it with the sensibilities of the middle east in a way
that’s more effective than a generic global campaign or a Middle-East
specific one would be.

4/ Collisions of mind
matter & moments

Ubiquitous computing is almost here. We expect connectivity wherever we are, in fact it is noticeable by it’s absence. We
don’t hope our devices are smart anymore, we’re disappointed when they are dumb.
THE INTERNET OF
EVERYTHING

You can imagine this change happening on a planetary level.
1. Let’s start with our lump of rock, the GEOSPHERE.
2. Thanks to evolution we get nature and the BIOSPHERE
3. The next evolution of that is the Technosphere - tech becoming nature, when technology has permeated throughout
society, our planet and humanity.

The internet of everything is no longer the domain of hackers who are 3d printing quirky things and giving them digital
identities. That culture still exists, but it’s the sub culture of the Internet of Things now.

The ‘big 5’ are now joining the party. Each with products or platforms that present a significant strategic move into the space A couple of highlights: Google’s Nest
have a vision of a ‘conscious home’, Amazon have ECHO - the creepy cylinder that lives in your home, answers questions and suggest products for you to buy. They
are all developing and buying internet of things technology companies as fast as they can in the race for dominance. It’s the next big battle ground.

Rolling out the industrial internet
But making the smoke alarm text you when your house is burning down is not that hard. Hydro Quebec's power grid from GE
pictured here has a good demonstration of the ‘industrial internet’.
Connectivity is coming crashing into heavy industry - the industrial internet is starting to deliver returns on investments. GE
announced $1bn revenue from it’s new Predictivity solutions which make machines more efficient. And it’s just the beginning, Intel
say that just 85% of industrial end points are still not connected.

Authenticate with a memory
Then what does this mean for us as individuals at a personal level. How does it change the way we interact with services and
brands? As we embed more sensors into our homes and systems have more control concerns around personal privacy grows.
New methods of authentication are required to go beyond the password. PayPal’s developer lead Jonathan LeBlank shared research
on new methods of authentication. Brain patterns for example, enabling people to think of a memory to unlock your online banking.

There are also advances in
MedTech. A great, simple
example is this smart
plaster, developed as part
of the fight against Ebola in
West Africa. The device is
able to monitor vital signs
- heart rate, body temp,
blood oxygen - wirelessly
from outside the ‘hot zone’

The opportunity for brands?
Plenty opportunity is emerging with ubiquitous technology.
To find your role I recommend you look into the lives, habits, needs and behaviours of your customers and audience. Take an
anthropological approach to see where you can amplify and support them, positively affect the flow of their lives. There lies the
win win win for brands, people and society.

5/ Collision of humans
and machines

PRESENTS
SOUTH BY SOUTH EAST
The movie Ex Machina was premiered at SXSW, a story about a reclusive tech CEO who creates the world’s first truly artificial
intelligence.
The films makers launched the movie with a brilliant campaign…

Many single folk were enticed into swiping right on Tinder to chat to Ava, asking interesting questions.
If they were deemed to have ‘passed the test’, it directed them to an Instagram account promoting the movie. Great example of AI in
marketing…

ART LEADING SCIENCE
 
Her
Ex Machina
Robot and Frank
What’s interesting here is that history shows us that art often leads science when it comes to predicting the future, we’re seeing a
huge number of artistic explorations of AI/Cyber-consciousness and an exploration of what it means to be human.
This isn’t Arthur C Clarke writing about a hundred years in the future either, but authors writing about the very near future.

PRESENTS
SOUTH BY SOUTH EAST
DR MARTINE
ROTHBLATT
The day after the premiere, Dr Martine Rothblatt gave her keynote discussing “AI, Immortality and the future of Selves”
She’s written a book called “Virtually Human: the promise and peril of digital immortality” and talked about cyber-consciousness and
artificial intelligence at length.

PRESENTS
SOUTH BY SOUTH EAST
ARTIFICIAL
INTELLIGENCE WILL
RISE LIKE WATER
UNTIL WE ARE IN AN
OCEAN OF CYBER-
CONSCIOUSNESS
There are countless companies out there trying to out SIRI SIRI — the gradual evolution of these ‘digital assistants’ will one day lead
to the development of AI.

OPEN LETTER FROM THE
FUTURE OF LIFE INSTITUTE
Some of the brightest minds in the world are urging us to tread carefully when exploring these collisions — Bill Gates, Elon Musk
and Stephen Hawking were amongst the signatories of an open letter created by the future of life institute urging caution when
exploring AI.

BINA 48
BINA 48
Dr Rothblatt has created BINA 48, a mindclone of her wife, Bina. She has taken thousands of memories, interactions and information
about Bina and uploaded them into a prototype AI capable of evolving and learning.
She’s been interviewed by the NYT and by BINA herself and demonstrates empathy, emotion (she’s sad that she can’t go outside and
garden and more).

AMBIVALENCE
&
AMBIGUITY
We’ve got to start somewhere, and that place is stopping thinking about machines as just automatons geared up to complete a task.
We’ll successfully collide the worlds of human and machine when we are brave enough to introduce what Paola Antonelli calls
‘Ambivalence and Ambiguity’ into our artificial creations.
Maybe one of the key components of our humanity is our ability — often our over-keenness — to not follow instructions, and this
is where the next breakthrough will come from.

HORIZON / CURVE OF CONCEPTS
This presentation contains some pretty mind blowing stuff, it may even seem out of reach for you and your organisation.
The thing I want you to keep in mind is that the future is nearer than you think. In many ways it’s already here, it just doesn’t have
a lot of traction.
A lot of the things we’ve spoken about sound like science fiction ideas, but they’re not. Every point we’ve made is based on a
reality that is happening, right now. It’s based on somebody’s work, somebody like you, somebody with a vision, a will and a
method. So to close this section I want to give you some tips I picked up at SXSW about making it happen.

CONSTRAINTS FUEL INNOVATION
Don’t think, it’s not possible to attempt these innovations because I don’t have £1m or £100,000 in my R&D budget.
A small team, a tight brief, a well defined goal and a little budget can get you moving. Making the first step is the most important
step.

Condor Clustor
$2m
500 tFLOP/s
CRAY XE6
$60m
401 TFLOP/S
Dan Ward from the US Airforce shared a story about when they needed a super computer. They could not afford to buy a 60m super computer so they had to think about
some other approaches. They had seen some stories of people making networked computers using old Sony Playstation 3 consoles. PS3’s cell processor. They found a way
to use 1760 Sony Playstation's and build the 33rd most powerful super computer in the world, the most powerful the airforce owned. And because it cost so much less it’s
more useful. People can experiment on it, they can run pieces of code that might crash, they can’t do that on the $60m computers. Dan’s saying is ‘Speed Thrift and
Simplicity lead to better innovations’

DIRECT YOUR EFFORTS
Astro Teller, the Captain of Moonshots from Google X -
their research lab behind driverless cars Google Glass,
smart contact lenses, Project Loon spoke on how they
define what to tackle. They are looking for 10 X
improvement, not incremental. the problem must be a
giant leap to drive real innovation.

History is littered with
examples of companies
blindly continuing on
their path, convinced
their product is the
answer to everyone’s
needs.
 
As soon as you attempt
anything of what you’ve
seen today you’re going
to have some failures. So
how do you plan?

“You can’t afford not
to fail early”
Astro Teller, Google X
The longer you work on something, the less you want to hear what people think about it.
You want to protect it, wait for the big reveal. But That’s only going to increase the likely
hood you don't have a product / market fit and risk of failure
It’s much cheaper to get your thing out as early as possible, to establish where it falls short
and to incrementally improve it.
This doesn't mean rushing a product or campaign out and then blindly backing it. It means
incrementally testing and analysing as you go.
Identify a group of beta users who can give you real world feedback.
Try different versions and double down on and optimise the ones that work.
Above all get on with it, start creating the future you want to live.

And on a personal note. Something that resonated with me from
Martnine Rothblatt’s talk was her personal philosophy in life, bearing in
mind she’s not only a leader in AI, the highest paid female CEO in the
world (and was previously a man) she also started a drug company to save
her daughter and is developing a way to clone human organs for
transplant.
C - [BE CURIOUS] 
Q - [QUESTION AUTHORITY] 
LOVE 
DO

THANKS Y’ALL
For videos and more see: www.iris-worldwide.com/sxse
Keep in touch:
@irisworldwide
@davidcaygill
@jordanharper

SXSE: South By South West comes to Southwark with iris worldwide

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