1. 1 | 18.03.2014
Ketchum SxSW Trend Report
March 2014

2. 2 | 18.03.2014
SxSW, the annual music, film,
and interactive conference and
festival took place in Austin,
Texas from 7 to 16 March.
Ketchum and Zocalo had 40
people on the ground. Here are
the key trends for brands and
consumers that we spotted.
For further information on any of
these trends please head to
www.ketchum.com/sxsw-2014.
Trends from SxSW
Here’s what we spotted

3. 3 | 18.03.2014
In the near future, your
wardrobe will not only need to
match in color, but also by Wi-Fi
connections.
As the Internet becomes more
wearable, we need new
methods of interacting with
content. Users don’t want to
walk around with their hands
glued to their glasses or talking
out loud to engage with visuals.
#1 Wearables
What should I wear today??

4. 4 | 18.03.2014
Gesture mechanics, controlling
computers by motion, was big
at SxSW a few years ago when
the Xbox Kinect first launched.
It didn’t take long for users to
become familiar with
touchscreen devices and the
pinch, pull and swipe method of
interaction on them. Gesture
navigation, via touchless
interaction, is next.
Stephen Strong
The wearable mouse

5. 5 | 18.03.2014
Wearable technology is
becoming a mainstream
consumer product.
Connected devices give a
more complete picture of our
whole health with the goal of
actually keeping people out of
hospital. In time, with the help of
connected fitness, diseases can
better be prevented before
they arise.
#2 Quantified self
Machines say get fit, eat less

6. 6 | 18.03.2014
Arthur Markman, Professor of
Psychology and Marketing,
University of Texas, said
quantified self is a new
movement for raising awareness
to truly change behaviors.
The next generation of
connected health is moving
from simple data analysis to
personalized prescriptive
actions, he added.
Tim Weinheimer
Source: Shaping healthy behaviors through
connected fitness

7. 7 | 18.03.2014
3D printing isn’t just for big
companies to prototype their
new products, or for engineers
to craft models before building
the real thing.
Manufacturers showed off
$1,000 products that are clearly
aimed at the small company,
serious hobbyist and even arts-
and-crafts enthusiasts. And
there are kits that you can build
yourself.
#3 3D Printing
Heading to every home

8. 8 | 18.03.2014
Challenges remain to wholesale
consumer adoption of 3D
printers, including the software
used to drive them and the
‘plans’ used to craft a specific
item, but the market also seems
well on the way to working
those things out.
Ron Surfield
Source: 3D printing goes mainstream at SxSW

9. 9 | 18.03.2014
Humans of New York is followed
by four million people and is a
great example of a multi-
platform content strategy.
Originally a Tumblr page, the
site has morphed into a
dedicated site, including a
subscription option.
#4 Content
Tell me a story

10. 10 | 18.03.2014
But the success of Humans of New
York has little to do with the
photos, rather everything to do
with the frequency of his updates
and the dual storytelling power of
words and pictures.
The unpredictability of each post
keeps viewers coming back.
Michael O’Brien
Source: The right content

11. 11 | 18.03.2014
I’m getting increasingly excited
to see and hear more about –
and think it will be the star of the
show next year – localization.
Content is still king, but getting
content to the people right
when they want and need it is
taking on a whole new level of
importance and value.
#5 Localization
Go local, or go home

12. 12 | 18.03.2014
Up and coming companies
like MaxPoint (hyperlocal
display advertising), Yodle (a
local small business marketing
platform), Verve Mobile (using
location data to target specific
advertising), and ThinkNear are
coming on fast and strong. And
don’t forget the soon to re-
discovered Yelp and Groupon.
Paul M. Rand
Go local or go home: Keeping an eye out for
localization at SxSW

13. 13 | 18.03.2014
Privacy was hot at SxSW with
video link-ups with whistle-
blower Julian Assange and
Edward Snowdon.
Consumers need to be mindful
of data collection by social
networks such as Facebook and
Google.
Brands should reassure
consumers that their data is
safe.
#6 Privacy and security
Mind you data

14. 14 | 18.03.2014
Both Assange and Snowdon
called for oversight of data
collection by governments.
Developers need to make it
easier for consumers to protect
their data. The next generation
of apps should have end-to-end
encryption designed in.
Personal reputation and security
is an issue that is now covered in
schools but what about the
older generations?

15. 15 | 18.03.2014
The SxSW organizers should
be concerned about the
event’s brand identity. Big
brands are taking over. The
younger community finds it
harder and harder to afford
to visit. This might be the
reason that we haven’t seen
any big breakouts in 2014.
Andrada Morar
Source: Sprinting through SxSW
#7 SxSW tourism
In search of the next big thing

16. 16 | 18.03.2014
“If you have a story to tell, are
pursuing your next big thing, or just
want to hang out with fun, interesting
people, from all walks of life, SxSW is
an amazing experience.”
Jeff Woelker
Source: The best times at SxSW are the ones you least
expect

17. 17 | 18.03.2014
Words &
pictures
by
With thanks to…
Abby Guthkelch, Andrada Morar, Danny
Whatmough, David Gallagher, Debra Foreman, Jeff
Woelker , Kate Matlock, Michael O’Brien, Gene
Chui, Paul M. Rand, Ron Surfield, Stephen Strong
and Tim Weinheimer.
For further information on any of these trends please
head to the www. ketchum.com/sxsw-2014.

18. 18 | 18.03.2014
Stephen Waddington
Digital and Social Media Director
Ketchum Europe
35-41 Folgate Street
London
E1 6BX
Telephone-No. +44 (0) 20 7611 3645
Mobile-No. +44 (0) 7771 851407
stephen.waddington@ketchum.com
www.ketchum.com
@wadds
Contact