SXSW Day 1: 3D printing become 3D photocopying
Just survived Day 1 of South by Southwest (SXSW), the annual interactive conference in Austin Texas that's known for being the Launchpad for all things cool in the digital world like Twitter.
Before I get into the Day 1 highlights, it must be said that this place is absolutely crazy, with 70,000 people expected to be here over the next four days and every second person claiming they’re a ‘social media guru’, I’ve never seen so many people glued to Twitter as they race to share the inspiration.
But, I’ve been warned by a few seasoned SXSWesters to keep my wits about me, sniffing out real digital and social innovation from BS can be the biggest challenge with over 5,000 speakers.
Here are my top 3 highlights from Day 1 action:
1. 3D printing is the next Industrial Revolution
SXSW is known for amazing technology being released. Today Bre Pettis launched the MakerBotDigitizer 3D scanner, which can scan a physical item like a garden gnome and record its precise 3D rendering.
Forget printing objects, with his latest invention, Pettis let’s anyone scan and print physical objects in 3D. We’ve all heard about 3D printing but this innovation brings amazing new possibilities for brands to create highly participatory and personalized experiences for consumers.
As Bre states: "MakerBot is leading the next industrial revolution, and we are empowering everyday people to make stuff.”
2. Think Omni Channel marketing, forget the silos
The world of mobile is always an interesting discussion topic. Australia has a smartphone penetration of almost 65% so I thought I better check out the OMMA session, ‘Is mobile a branding vehicle?’. The answer – yes.
Brands need to forget the online vs. offline debate, as people have media experiences, not channel ones and mobile devices are the ultimate access point. Consumers are living Omni channel lives so marketers have to stop thinking in media and channel silos (forget buzzwords like SOLOMO) and start ensuring that brand experiences flow seamlessly throughout. Remember, people don't watch the web, they participate in it and mobile devices facilitate and enhance that. And when planning content for multiple devices think three things: Personal. Adaptable. Social.
3. Empowering people in the Age of Damage
Havas Global CEO, David Jones spoke about the ‘Age Of Damage’ where brands like BP have been brought to their knees via social media backlash. Brands need to shift from a focus on profit to a focus on social purpose.
Whilst the industrial revolution empowered companies; the social revolution has empowered people with ability to either pull down your brand or build it up. Brands don’t get to dictate their image anymore, so they need to focus on transparency, authenticity and speed in bringing their social good to the world.
They also need to shift from mass communication to thinking about how they can leverage a ‘mass of communicators’ to share and advocate their brands.
And to finish off my day, there’s no shortage of fun to be had amongst the digital craziness. Stumbled across this ping-pong tournament happening at the Hilton Hotel set up by Pongrock. I won a few rounds but was no match for a developer from Brooklyn who tells me he ‘lives for code and pong’.
Tune in tomorrow or follow me @danpankraz for more digital inspiration from SXSW
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