Deepend Dives Deep Into Day Two Of SXSW


Day two at SXSW highlighted a clear trend towards ‘humanising’ how we experience technology and showcased the need to continually empathise with the end user to create lasting success. EJ Granleese, managing partner of History Will Be Kind and Jono Butler, creative strategist at Deepend share their insider findings on this behavioural shift from three events.

The Future of Media Companies: Frank Cooper, CMO and CCO of BuzzFeed, argued that in today’s mobile and social environment, the primary driver for audience engagement is human connection. “Empathy and human connection are the superpowers for building large audiences,” he said.

Service Safari – Observation for Design Insight: This four hour interactive workshop was a hands on guide to ‘observing your prey in the wild’. Or, in other words, a style of ethnographic research to observe your users behaviour in the environment they actually use the product or service. The key take out from the UX team at Spotlight, who hosted the workshop, was to always be sociable and use any opportunity to make connections before and during the research. This is where the true gems of user insight lie.

Massive Online Experiments: Industry and academic experts from Stanford University, Microsoft Research, Google and the Association for Computing Machinery, provided practical advice on how to design and conduct online experiments without upsetting users in the process of improving their experience. In the face of A/B testing, panellist Elizabeth Churchill, Director of UX at Google, emphasised that companies must “humanise the data” and “design the experiments as you design the experience.”

Other activity: Live streaming services such as Periscope, Meerkat, Facebook Live, YouTube Live and Amazon Twitch got a lot of love from the marketers at BMW, GE and Mashable who discussed the benefits and risks of live social content.

Content insight: Digitalcontent is less about how frequently it is distributed and more about the story and the value you’re adding to your user’s life.

Crystal ball moment: Brands are going to expand their live content offering. For example, Mashable announced the company is exploring the possibility of a regular series using live streaming.

Just on the horizon: GE will live stream behind the scenes footage of the Rio Olympics in June.

Also on the horizon: BuzzFeed will launch Swarm, a 360 advertising offering across its multiple channels including Facebook, Instagram, Twitter, Vine, Snapchat and YouTube, as well as the main website.

Strategy FTW: There is no magic formula for going viral. The best you can do is identify patterns.

Eye boggling statistic: There are only 2.3 degrees of separation on Facebook and we spend 1 of every 5 minutes each day on Facebook or Instagram.

Today’s buzzwords: Authentic (yet again), unique, immediacy, scale, exclusive, delight, spontaneity, brand equity and natural behaviour.

Dirty bird: Gus’s World Famous Fried Chicken, great for brunch.

Latest News

M&C Saatchi’s This. Film Studio Announces Nat Geo Doco Series On Rhino Conservation 
  • Campaigns

M&C Saatchi’s This. Film Studio Announces Nat Geo Doco Series On Rhino Conservation 

M&C Saatchi Group’s film and television production studio THIS. has revealed its first major project, a two-part documentary series in partnership with National Geographic, Cisco Systems, Canon Australia and Land Rover South Africa. The documentary series, hosted by cricket legend Kevin Pietersen and outback wrangler Matt Wright with conservationist and Canon Australia Photographer, Julia Wheeler, […]

Ovarian Cancer Australia Appoints 10 Feet Tall As Its Integrated Agency Partner
  • Media

Ovarian Cancer Australia Appoints 10 Feet Tall As Its Integrated Agency Partner

Following a competitive pitch process, 10 feet tall is standing proud as the newly appointed agency for Ovarian Cancer Australia (OCA). The agency’s response to a complex brief included a strong multifaceted brand platform that spans all media and includes mainstream media working in conjunction with fundraisers and activations for the charity throughout the calendar […]

Edge Adds BASF Seeds To Client Stable
  • Advertising
  • Media

Edge Adds BASF Seeds To Client Stable

Independent agency Edge has announced its Melbourne office has been appointed to deliver integrated services for agricultural brand BASF Seeds, following a competitive pitch. Edge’s remit spans strategy, creative, advertising, digital and media for BASF Seeds, its InVigor products and its MySeed platform. Dan King, managing director of Edge Melbourne, said the agency was delighted […]

Cropped shot of two men working together with laptop and notepad in a minimalistic workplace enviroment with desklamp and plant
  • Media

Applications Open For 2018 Copy School

Applications have opened for the 2018 Copy School in Sydney, sponsored by NewsMediaWorks, with another world-class line-up of guest creative tutors. Copy School is designed to encourage the best quality copywriting across all channels and engages some of Australia’s leading advertising creative directors and copywriters, as well as news media executives, to pass on their […]