Ahead of the session on the future of storytelling that I'm doing with German Haus at SXSW (see details here), I'm using ReplyAll to chat with host Irmela Schwab about themes from the session. This post will be continually updated as we have the conversation, and you can follow along right here.
SXSW 2016 is fast upon us, so continuing what can now be considered something of a tradition, here is this year's #DamnSXSW preview deck, with a convenient preview of SXSW and a template you can fill out for your own recap decks after.
Are you going to SXSW 2016? Do you like tech startups? Do you love Germans? Are you a Rebecca Lieb groupie?
Any of these are good reasons to stop by German Haus. As if you needed a reason to stop by German Haus!
And better still, you get to see me not once, not thrice, but twice!
On March 12, at 9:30am, you can catch me on this session:
INTERNATIONAL BREAKFAST: DIGITAL STORYTELLING - HOW BRANDS CAN PLAY A LEADING ROLE
In cooperation with W&V and Berlin School.
Get your coffee, breakfast bites, and early morning input all at once.
In this panel, experts from agencies and the entertainment industry discuss how brands spread their stories in the social web by experimenting with storytelling and by using influencers. Some are already claiming Youtube is conquering Hollywood. Without any doubt, there´s a lot to win for brands - the next Tom Cruise or the next big story might be coming out of the social sphere.
HOW WEBSITES BENEFIT FROM QUIZZES AND PERSONALITY TESTS
Successful content engages readers and gets them to share and react. Sites like Buzzfeed have built huge media empires around interactive content. We will discuss how every brand, website, and blog can benefit from this trend.
And now... here's the entire post (except this line) in German, thanks to Google Translate:
Gehst du zu SXSW 2016? Haben Sie Tech-Start-ups wie? Liebst du Deutschen? Sind Sie ein Rebecca Lieb Groupie?
Jedes dieser Programme sind gute Gründe, vom deutschen Haus zu stoppen. Wie bei Bedarf ein Grund von deutschen Haus zu stoppen!
Und noch besser, erhalten Sie mich nicht einmal zu sehen, nicht dreimal, sondern gleich zweimal!
Am 12. März um 9.30 Uhr, können Sie mich auf dieser Sitzung zu fangen:
Internationales Frühstück: Digital Storytelling - WIE MARKEN eine führende Rolle spielen kann, In Kooperation mit der W & V und Berliner Schule.
Holen Sie sich Ihren Kaffee, Frühstück Stichen, und am frühen Morgen Eingang auf einmal.
In diesem Panel werden Experten aus Agenturen und der Entertainment-Industrie zu diskutieren, wie Marken verbreiten ihre Geschichten im Social Web, indem sie mit Geschichten zu experimentieren und Beeinflusser mit. Einige behaupten, bereits Youtube erobert Hollywood. Ohne Zweifel wurde leider viel für Marken, um zu gewinnen - die nächste Tom Cruise oder die nächste große Geschichte könnte aus dem sozialen Bereich kommen.
David Berkowitz, CMO, MRY, New York Hector Silva, Partner bei Big Embassy & Berlin School of Creative-LeadershipAlumni, Austin Oliver Fuchs, Geschäftsführer, Bayern Entertainment, Köln Rebecca Lieb, Analyst / Autor / Advisor, New York Host: Irmela Schwab, Journalist und Korrespondent W & V, München
Bleiben, um mich auf dem 11.00 Uhr Sitzung zu fangen:
WIE WEBSITES profitieren von Quizzes und Persönlichkeitstests Erfolgreiche Inhalt greift Leser und bekommt sie zu teilen und zu reagieren. Webseiten ähnlich Buzzfeed haben riesige Medienreiche um interaktive Inhalte gebaut. Wir werden diskutieren, wie jede Marke, Website und Blog von diesem Trend profitieren können.
Anne Dwane, Chief Business Officer, Chegg Inc., San Francisco Boris Pfeiffer, Gründer, Riddle Inc., München David Berkowitz, CMO, MRY, New York Emerson Spartz, CEO, Dose.com, Chicago Ingo Rübe, CTO, Burda Magazine Holding München James Currier, CEO, NFX.com, Palo Alto Jonathan Smalll, VP Inhalt, Riddle Inc., Tel Aviv
Sie nicht verziehen. RSVP für deutsche Haus noch heute!
In what feels overdue, I'm finally making it to Mobile World Congress for the first time this year. I'll be speaking at Mobile Media Summit on the session detailed below. You can also find a slew of updates on Twitter from my colleagues at Starcom Mediavest Group by checking out the hashtag #SMGatMWC. You can also check out SMG's full speaker roster, featuring Laura Desmond, Lisa Donohue, and other luminaries.
If you are out at MWC, drop me a note. Along with some events from Mobile Media Summit and SMG, I'll also be attending the IAB's sessions on Tuesday and some events hosted by Medialink, Twitter, TechCrunch, and others. And the Swedish Beers meetup looks like fun.
Here's my session info, scheduled for just after 2pm Monday:
Creativity + Action = Masterful Mobile Experiences
The mobile technology stack is finally robust enough for marketers to create amazing campaigns and experiences. Taking a platforms focus, our experts will demonstrate ways to infuse innovation and unleash the creative process to build mobile products and services to delight consumers at the same time driving brand interactions via utility and interface. Creating digital experiences requires both "say" and "do" with "do" offering perhaps the most critical and often overlooked impact on success.
Justin Pearse (Moderator) - Managing Director , The Drum Works
Chris Colborn - EVP Global Chief Design and Innovation Officer, R/GA
Darin Brown - EMEA CEO, POSSIBLE
David Berkowitz - Chief Marketing Officer, MRY
Tom Daly - Group Director, Global Connections, Coca-Cola
Members of the Alpha Generation, on the heels of Generation Z, are only 0 to 2 years old today. They account for absolutely no purchasing power. But they will soon take over the world -- because that's what subsequent generations supposedly do.
I have spent thousands of hours observing one member of the Alpha Generation, and I have done meticulous ethnographic research on her peers in playdates, at family gatherings, and at the cutest baby ballet classes ever. Here, for the first time, I am publishing critical insights about the Alpha Generation -- dubbed "alphers" to ensure that they forever resent their forebears.
1. They hate the sharing economy. Anyone you meet in the Alpha Generation is likely to be decidedly anti-sharing. In fact, ethnographies have revealed that not a single member of this generation wants to share anything. That's good news for marketers: Ownership is back. The more verbal among this generation may not even be able to say the word "share," but they are likely to shout utterances such as, "Mine!" and "All mine!"
2. They are very mobile, except when they're stationary. Those in the trailing cohort of Generation Alpha, particularly those 0 to 6 months, tend not to be mobile at all. They just sit there.
3. They don't care about privacy. This is exemplified by their strange habit of always trying to take off their clothes, or at least a single sock. Building on the narcissistic tendencies of millennials and centennials, alphers are extreme exhibitionists.
4. They don't play by the rules. Want to play chess with them? Forget it -- they'll eat your rook. Want them to color within the lines? They'll break your crayon. Want them to watch your 30-second pre-roll spot before your video loads? They will come to your office, take off their diapers, and pee all over your stand-up desk until you accept that they're the ones in control now.
5. They break free of any boundaries. Just try to restrain them in any way. Whether you're putting them in a diaper, swaddling blanket, snowsuit, high chair or car seat, alphers will find a way to get out of it.
6. Full-fat, organic dairy is in. Don't buy them skim milk. They know that decades-old spurious research on saturated fat led to nutrition guidelines that spurred the obesity epidemic. They want their dairy real, and fresh -- with many in the younger Alpha Generation cohort preferring to drink mother's milk right from the source. This trend has been documented in literally every country.
7. Carbs are in, too. Crackers are huge. Cookies go over well. Pasta, rice, cereal and vitamin-fortified puffs are all staples. Many are practically addicted to macaroni and cheese. Maybe there's something to it, as alphers are said to have the longest life expectancy of any cohort yet. We should all be on the AG diet.
8. They eschew organized religion. When participating in any kind of formalized worship, alphers are inclined to scream or shout so loud that they must be taken outside, or conversely they will sleep through an entire service. If such atheistic tendencies hold true into adulthood, it could drastically alter the presidential elections of 2032 and beyond.
9. They are reinventing wearables. The Alpha Generation prefers low-tech wearables. Everyone in this cohort from about six months and up tends to wear milk, Cheerios, peas, crackers or noodles on every single part of their body any time they attempt to eat. Additionally, they love wearing dirt, stickers, blankets, crayon marks, their parents' shoes and jewelry, and other accessories not typically spotted on Milan's runways.
10. What's better than touchscreens? Tastescreens.Generation Z, millennials, and even boomers fell in love with touchscreens. Alphers -- avant garde pioneers that they are -- try to operate devices via their sense of taste. They will lick or attempt to ingest any and all technologies, including analog devices such as books. Unfortunately, product manufacturers have yet to equip their products with taste sensors to appeal to alphers' preferences, so this presents a market opportunity.
11. They trade binge-watching for cringe-watching.Remember how you spent all weekend watching the latest season of "Fargo" or "House of Cards" because you couldn't wait to see what happened next? Then you're clearly not an alpher. Instead, older alphers expressing their media preferences want to experience the last thing they watched over and over and over. This applies to music, too. No matter how much you love Adele's "Hello," playing it 500 times in a row is the kind of torture the military would inflict on a modern-day Noriega. And alphers inflict this punishment on their caregivers every single day.
12. They live in the moment. They have little sense of the past and no concept of the future. They want everything now. Goodbye, YOLO ("you only live once") and FOMO ("fear of missing out"); hello, NOTOMO ("no tomorrow") and GITMOE ("give it to me -- or else").
13. They're constantly changing. It's hard enough targeting this cohort, given the differences between leading and trailing alphers. What's worse is that they're changing all the time. By the time you complete a creative brief, they're exhibiting new behaviors. This is proving so daunting that some brands, such as those in the spirits category, plan to wait two decades to even try to reach them. That may sound extreme, but alphers have a way of vexing even the most seasoned marketers.
It's an annual tradition - getting the CES recap deck up before CES is even over. This year, I've altered the flow somewhat, focusing more on overarching trends and themes, and leaving the tech highlights for dessert. But it's all there. And as per usual, there are tons of links cited throughout the deck, and a grand recap of many more at the end, so you may just want to skip ahead and read it in reverse.
I'm still editing some of this, but it's getting closer, so it's a good enough time to pop this up here. Thanks as always for your time.
As part of my preview of this year's Consumer Electronics Show (embedded below), I included a slide at the end, updated a number of times, with some of the best coverage previewing the show. To make it even easier, here's the list:
Attending CES for ten years means traveling a total of 50,000 miles (from New York), navigating about 20 million square feet of exhibit space, mingling with some subset of more than 1.5 million attendees, and creating at least 1,000 slides for recap decks. I also know that one’s status as a rookie or veteran is determined by others; my familiarity with the Consumer Electronics Show is dwarfed by those who have been attending for decades.
But, 10 CES’s is something, and attending my tenth one in 2016 has made me nostalgic for the early days, back when I wrote more blog posts than columns and presentations, and back when the snacks a tech company served mattered as much to me as the impact of that tech on my clients’ businesses.
As I prepared for CES 2016, I looked back through all my files – blog posts (this blog was a treasure trove for reliving my earlier CES trips), Flickr photos, recap decks, columns – and gathered highlights from what I’ve shared publicly (as opposed to anything presented solely to clients). I was repeatedly surprised by early mentions of topics such as drones, virtual reality, and the Internet of Things. And yet, I had to wade through countless images of 3D TVs (which I sensed were a flop from the start) and 3D printers (which I was way too bullish on in terms of applications for mass market usage in the home).
I noted rather loftily in Advertising Age in 2015, “CES, at its core, isn't a show about electronics. It's a show about time.” What you’ll find here takes a broader view of time than what we’re normally afforded in a typical column or deck or tweet. It offers the perspective that a single year’s analysis can’t provide. If it interests or moves or inspires you in any way, please let me know.