1. HUSET MARKEDSFØRING, DIRECT MARKETING BESTYRELSEN
Highlights fra SXSW 2014
Morten Hershøj, Thorkild Bjerre, Niels Chr. Møller, Ida Riviére Le Quement, Emil Spangenberg og Kamilla Harritsø
København, 25. april 2014

2. AGENDA
From Conference to Festival to Megabrand
Emil Spangenberg, Head of Communication,
Wonderful Copenhagen
Back to Basics
Kamilla Harritsø, Chef for R&D,
Fynske Medier
Making Creativity your Business
Morten Hershøj og Thorkild Bjerre, Co-founders, Another
Intro til SXSW Interactive
Morten Hershøj, Co-founder, Another
Niels Chr. Møller, Adm. direktør, Express
Mine Top 2 Take-Aways
Ida Riviére Le Quement
Marketing Manager Forretningsudvikling, Post Danmark
Online Privacy og Democray &
From Real-Time to Context Driven Communication
Niels Chr. Møller, Adm. direktør, Express

3. HIGHLIGHTS FRA SXSW 2014
Intro to SXSW Interactive

4. The South by Southwest Conference & Festivals offer
the unique convergence of music, films, and emerging technologies
To create an event that would act as a tool for creative people and the companies they work with
to develop their careers, to bring together people from a wide area to meet and share ideas.
Austin, Texas is the scene
Convergence of original music,
independent films, and emerging technologies.
Tool for creative people and the companies
they work with to develop their careers, to
bring together people from a wide area to
meet and share ideas.
Austin, Texas, is the scene.
SXSW Co-founder, Louis Black

5. SXSW
Interactive
32.798 deltagere fra 82 lande
1.110 sessions, 2.377 speakers
Music
27.991 deltagere fra 82 lande
2.371 acts fra 58 lande
111 festival stages
214 sessions, 811 speakers
Film
18.747 deltagere
200 sessions, 566 speakers
216 deltagere fra Danmark, 712 fra Norden
Afholdes på ca. 25 forskellige faste lokationer
127 officielle SXSW Parties!

6. SXSWi
An incubator of cutting-edge technologies
and digital creativity
From hands-on training
to big-picture analysis of the future
Interactive has become the place
to preview the technology of tomorrow today
• SXSW Accelerator (Startup Village)
• SXSW Gaming Expo
• SXSW Trade Show (568 exhibitors)
• SXSW Create (Makers, Hackers and DIYers Unite)
• Digital Creative Job Market
• SXSW Interactive Awards

7. SXSWi Sessions
Types of Sessions:
• Keynotes
• Featured Sessions (Solo, Dual and Panels)
• Core Conversations
• Book Readings
• Workshops
• Future15s
• Meet Ups
• Mentor Sessions

8. SXSWi Sessions
Session Tracks:
• Art, Science and Inspiration
• Content and Distribution
• Design and Development
• Entertainment and Immersion
• Film Festivals
• Gaming and Create
• Global Impact and Policy
• Health and Business
• Intelligent Future
• Social and Privacy
• Social and Relationships
• Startup Village
• SXSports
• WTF and Beyond
• Work and Career

17. HIGHLIGHTS FRA SXSW 2014
Online Privacy & Democracy
Niels Chr. Møller, Adm. direktør, Express

18. “They (NSA) are setting fire to the
future of the internet. …you guys
are all the firefighters”
Edward Snowden
SXSW 2014

19. "There has been a military occupation
of Internet space“
“We’re all being watched”
Julian Assange
Spokesman, WikiLeaks
SXSW 2014

20. "We were attacked by the Chinese in 2010
and the NSA in 2013“
Eric Schmidt
Google Chairman
SXSW 2014
The Internet Is Accelerating Social Change On A Global Scale

21. What it is
A mass electronic surveillance data mining
program launched in 2007 by NSA
Providers (compelled by law)
Allegedly Google, Microsoft, Facebook,
Apple, Yahoo, Skype, Youtube, AOL and
PalTalk
Surveillance
E-mails, chat, video, voice photos, stored
data, fil transfers, video conferencing, online
social networking details etc.
PRISM

22. “In general, the reality is this:
If an NSA, FBI, CIA, DIA, etc. analyst
has access to query raw SIGNIT
[signals intelligence] databases,
they can enter and get results for
anything they want.“
Edward Snowden
International Business Times, 2013

23. Microsoft to strengthen security over NSA surveillance fears
SiteProNews, 2013
Yahoo Launches Post-Snowden Security Boost
TechWeek, 2014
Facebook rolls out SSL data encryption for all its web traffic
to combat NSA spying techniques
Wired, 2014
President Obama to introduce bill that would end
NSA's bulk data collection
New York Times, 2014
75% of respondents indicated that The Edward Snowden
incident has changed their companies’ cybersecurity practices
ThreatTrack Security Survey, 2014
The Snowden Effect

24. The Snowden Effect Merkel's phone may have been
monitored 'for over 10 years‘
The Observer, 2013
In wake of Snowden revelations,
German Chancellor Angela Merkel
proposes secure European web
BBC News, 2013

25. "We are pretty sure the information
that is inside of Google right now is safe”
Eric Schmidt
Google Chairman
SXSW 2014
The Internet Is Accelerating Social Change On A Global Scale

26. “One of the things I would say to a large
company is not that you can’t collect any data
it is that you should only collect the data and
hold it for as long as necessary for the
operation of the business”
Edward Snowden
SXSW 2014

27. “Government has the ability to deprive you of
rights. …They have police powers, they have
military powers, they have intelligence
powers they can literally kill you, they can jail
you, they can surveil you.”
“Companies can surveil you to sell you
products, to sell you information to other
companies. That can be bad, but you have
legal records.”
Edward Snowden
SXSW 2014

28. “Data should not be collected
without people’s knowledge and consent”
“Governments are prioritizing data collection.
We need to prioritize data security.”
“.. encryption does work”
Edward Snowden
SXSW 2014
The Bottom Line

30. Hart Research Associates, 2013

34. Anonymity
Is Stagning a Comeback

35. A Hub for Your Life on the Web
FavePersonal allows you to own your data and
your online presence while presenting your
content as photos, status updates, quotes,
links and videos.
Owning your Online Identity

37. You become a
firefighter
“We need a
global constitution
– a bill of rights.”
Tim Berners-Lee
World Wide Web Inventor
SXSW 2014

38. and as a company?
You develop a
CRM Data Strategy, now!

39. and as a company?
You give your customers
Choice, Control and Infos

40. and as a company?
You prioritize data security
before data collection

41. and as a company?
This is a marketing-driven job
involving board and management!

42. “I urge you –
Make the web that we want”
Tim Berners-Lee
World Wide Web Inventor
SXSW 2014

43. HIGHLIGHTS FRA SXSW 2014
From Real-Time to Context Driven Communication
Niels Chr. Møller, Adm. direktør, Express

44. Situation
Location
Time
Media
Profile
Consumption
Opinion
Experience

45. What they
Say
Think
Do

46. The Six Cases of Real-Time Marketing

47. “The strategy and practice of responding with
immediacy to external events and triggers.
It’s arguably the most relevant form of marketing,
achieved by listening to and/or anticipating consumer
interest and needs”
(Altimeter Group)

49. How one little cookie changed
the Super Bowl ad game

51. AMARA’s LAW
“We tend to overestimate the effect of
a technology in the short run
and underestimate the effect in the long run."
Roy Amara
Past president of The Institute for the Future

52. Bridging the Gab between Art, Copy and Code