SXSW09 - Mobile Ubiquitous Banking and The Future of Money

Panel:
Razorfish
UNICEF, HSBC
Vodaphone
Devauld
Chris Wireless

Most radical innovation in mobile was the impezza product created by
telecoms. They can store up to $800 and give to family and friends.

3 main themes:
Trust - ppl will transact with those they trust
Innovation - will not come from banks
Trickle Up - help come up to speed with first world countries

Trickle up:
A lot of innovation in mobile banking come from developing countries.
There is ingenuity due to constraints. Most innovation coming from
Africa.

Mobile payments is not the same as mobile banking. Mobile payments is
like a mobile wallet. Used for short term and small balances. Mobile
payments are important because of infrastructure. GSM infrastructure
is more robust than other infrastructures.

How does the mobile payment system work? Need agents to provide the
services.

What can ppl do?
Individuals can transfer money. Consumers can pay merchants.
Entrepreneurs can pay labour.

Trust:
Who are you going to trust in a boom or in a bust?

Who are you going to trust when you are making a transaction?

When there is a bust, fear comes in. We lose our trust in
everything. Everything gets shut down. Banks become government
facilities because of trust.

The economy changes. Trust will be deployed in different ways.

Towns are only going local (transition towns) No more credit, etc.

In developed countries, banks want mobile to be a bank machine. With
that said, why does it have to be a bank like Bank of America and
instead a company I trust.

This is a chance to reinvent the economy.

There are other currencies based on assets.

Innovation:
How can technology open up barrier to money and improve trust? How
can you move your funds from one acct to another?

Some companies are breaking down the barriers:
Twitpay
Smava
Paymo
Zola
Snartfundit

Kashklash.net

SXSW09 - Is Web 2.0 killing the sports industry?

Panel:
Watercooler
Dallas Cowboys
Clearspring
OpenSports (in beta)

75% traffic from site come from outside the local community.

Watercooler - team by team communities online. Connectingu fans with
one another. Created across multiple platforms, facebook, myspace.

Adding 100k ppl everyday.

It is all social graph growth. No need to do marketing. Die hard
fans help grow the site.

What are the fan hotspots? fans cheer their team and trashtalk other
teams

They make money from advertising model. Merchandising deals based on
geo targetting.

Dallas Cowboys - built content first and then ppl will come. 3.5
million visitors a month. Grow 15-20% every year.

Monetize the site through advertising. Ramped up sales force.
Looking to identify items can sell at a small cost per until to a
large number of ppl.

Launched 'True Blue' fan club - the traction was ability to go into
forums and blogs. Consumers love the up to a second info that is
behind the scenes. Blogs 3rd most visited page on website.

Clearspring - widget distribution. Launchpad is the main product -
works on multiple platform. 'add this' product used 20B times per
month.

Combining launchpad and add this together in an open platform. Work
with espn, NBC, NFL, etc.

Make money by paid installs for widgets and ads on widgets.

OpenSports - Fantasy is a big business. It is easy to sell because it
is so sticky. CBS make 40b in revenue.

SXSW09 - M Ward

Recording on analog sounds better and truer for him. digital sounds
like a demo.

Love working with voices that are timeless.

Steers clear of reaction so he can focus on the act of creating music.

There is freedom in obscurity. Have never felt the weight of rampant
popularity.

He is most interested in sphere of influence and how it is changing
and growing. Word of mouth.

Best education was learning other peoples songs.

SXSW09 - Punk Marketing in the Real World

Speaker: Richard Laermer
@laermer

How can the economy help us sell right now?

Marketers have become very complacent?

Punk marketing shakes up the core of what you are doing.

Anyone that engenders trust provides something ppl don't have (due to
recession)

Punk markers shift power from corporations to consumers.

Consumers are no longer passive.

Treating ppl as a mass audience is dumb.

Commerce, content and consumers are converging.

Consumers want tone taken care of.

Tone is more important than ever.

Give ppl something to talk and think about.

Focus groups do not represent your customers.

Comsumers don't necessarily want a conversation but want to participate.

Cut through the white noise. 'me too' products are everywhere.

Remove the mass from the market.

Recognize who you want to reach and go after them. You have to think
of the customer as an individual.

Example: Lynx Air (Australia) - they became the #1 body spray.

You have to think about what your customers are thinking.

Who has back during a recession? Crown Royale - they knew they were
cheaper than other scotches and ppl are more family oriented.

Love the ones who love you.

Be careful how hard you push your research and development. Example:
tropicana new design - they changed it back.

Take advantage of your customers and die.

What do you need to get through a recession?
Reality
Simplicity
Sustainability - it is about assurance
Sanctuary - it makes you feel good, safe

You have to give something ppl haven't seen before.

Rethink who you are. Maybe be somethink else. Understand your
customers.

SXSW09 - Advertising is Entertaining

What is branded entertainment? Content, advertiser as the character,
content of show driven by product.

How do you maintain authentic content with advertising?

Advertisers don't want to let go of their message.

Good examples: burgerking on YouTube and facebook. Absolut and kanye.

There is a big difference between product placement and branded
entertainment.

What is selling out?

If it matches the audience and the brand is compelling, it isn't
necessarily selling out if the audience doesn't mind or enjoys it.

Is there cultural relevance? Brands are used to buying cultural
relevance offline, but it doesn't work online.

What is the process for agency and client for good branded
entertainment?

Don't take audience out of story. Audience and story line come
first. Product placement was integrated in a casual way.

If it is badly done, ppl care.

Does the brand come first or does the story?

Adding product to a show can sometimes make it feel authentic.

There is an art to product placement. Ppl know when something is
selling out.

Using your audience to build your content.

Example: Footlocker Unlocked, If I made a commercial for Trader Joe's

For UGC - you need a good balance of Eyeballs and submissions.

SXSW09 - Monday Keynote with James Powderly / Virginia Hefferman

LED throwie
Laser tag setup - done in openframeworks

Why is illuminating graffiti so powerful?

Technology sometimes is magical.

With opensouce, magician reveals their trick and then there are more
magicians. Helps spread.

Transgression only works when there are a few of them so graffiti
should stay illegal.

The more powerful the technology, there is a perception that the more
power you have.

SXSW09 How to protect your brand without being a jerk

Note: this session was too legal heavy for me so notes may not be as
good. :(

Panel:
EFFS
HIQI media
Funkybrowngirl
VLA
Creative Commons

How do you deal with piracy?

Make sure everything is registered so there is no confusion of owner.
Part of exanding your brand is ppl copying you.

How are you going to police your work? It is important to monitor
your mark.

What do you do if someone is stealing from your site?

Copyright law allows you to send a takedown notice. The person who
put it up can counter notice.

If you go after pirates material, ISP or webservices will take it down
immediately.

In clear cut cases, this is not a problem.

How deep does the process go?

There are different ways to group items so you don't have to copyright
everything. You might want to spend more time registering items of
greater importance.

You cannot copyright an idea.

Understand what aspects belong to you and what you don't have to worry
about.

SXSW09 Finance 2.0

Backchannel hashtag #sxswfinance

Panel:
Mint.com - Patzer
Smartypig - Ferrari
Billeo - Subbarao
Keeping nickels - Stephens

The FI environment does not allow true innovation.

What do you know that banks don't know?

Allow community to talk back and help keep with the changes. Banks
can't engage in an environment where things are fluid.

More ppl need to talk about personal finance on the web. Need to talk
about fees etc.

Young ppl don't know how to budget. List all expenses out. Process
can be tedious. Set budgets in groups 'going out with friends.'.
Complexity is the enemy. Ppl need to be honest with themselves and
what they are spending.

The sooner you can get money from payday to saving accounts, the better.

How do you deal with security?

Banks have a lot of security. They have everything about you and
ability to move your money around. Mint.com is anonymous. They don't
move money around. They send out alerts for suspicious activity.
They have a special area for servers that are tight security.

Smartypig is audited quarterly. They are goverened the same way as a
bank.

Billeo does not keep sensitive data.

Your browser can be compromised.

Why should ppl trust small companies with their finances?

It is anonymous. Seeing account balances is not as scary as leaving
your ATM slip. iPhone connection uses phone database. If it gets
stolen, you go online and wipe it.

To learn about finances?

Since the financial crisis, mint registration tripled.

Ppl are thinking more about their finances. How best to start saving.

What type of functionality do ppl want?

Smarty pig manages goals. Mint is not action oriented enough.

Smarty pig users wanted it integrated into mint. The first step for
ppl is trying to get a feel for it and understand where there money is
going.

Ppl need to look at mint or online account frequently. Help ppl
figure out what money is coming in and what is going out. Ppl need to
stay on top of payment obligations.

If you are doing a good job with your community, then you are doing a
good job.

Incenticise behaviour?

There are opportunities for great innovation here.

The incentive can be environmental or social. Can scam purchases to
track carbon footprint. Mint sees a lot of possibilities.

Gartner did a study and 80-90% did not hear of these online services.
How do you get out?

Smartypig - wanted to ensure sustainability of company without
advertising.

Mint gets a 20% clickthrough rate on targetted ads.

Billeo gets rev from promoting credit card products.

Is there competition outside us?

Mint gets a lot of demand in Canada and the uk. They willbe ecansing
next year.

Smartypig will be expanding in 3-4 international countries next year.

Smartypig already works with a lot of large banks. Mint will not work
with banks.

SXSW09 - Twitter for Marketers

Presenters:
@mhjohnston (@jetblue)
@ggroovin (@stwitt3rgy)
Dell.com/twitter

Backchannel Hashtag #sxswt4m

Twitter is what happens between blog posts.

Treat twitter how you would at a cocktail party. It's about
establishing those relationships.

Jetblue - asked community what they wanted to hear about? Marketing
is the byproduct of the communication. Drive engagement that drives
advocacy. If you build that community, they will speak for you.

Dell - started as just delivering coupons. A month after launch they
did a survey to see if they new about the dell outlet.

Why not promote rss instead of twitter? Rss usage is low. Following
ok twitter is a lot easier, especially if users are on.

Jetblue - tried the slow growth opposed to trying to pull people from
customers.

How do you monitor so many followers?

Jetblue - get about 180 mentions a day? Playing with cotweet to
measure interactions. Twitter is an information booth not a
billboard. You need to beanle todirect ppl to the right spot.
Infrastructure of business needs to help solve issues.

If you become a resource for your followers, more will follow you.

The biggest use of twitter is observing. If you are there, fb,
whatever - make sure you are doing it right.

Can you be social as a brand?

JetBlue - still needs to be human. But it has to be built so ppl can
go on vacation or if ppl leave, someone else can take it over.

Who does a brand follow others?
Do brands talk to other brands?

Jetblue follows everone that follows them. Dell only follows Dell
accounts.

How many accounts do you have?

Do you use direct messaging?

If you don't follow anyone back, you don't have many dm's.

Jetblue has over 3,000 direct messages. It is where they get to have a
real conversation. You have to be responsive. Will @ replies at
beginning if useful for some. Will move @ reply somewhere in message
if they want everyone to see the message.

Dont get into cycle of apologizing or thanking praise.

The idea is to build a relationship.

Keep an eye on influencers. Watch what ppl in your industry and
competitors are doing. Use search extensively.

SXSW09 Lessons in Community Management

Panel:
Flickr
Current TV
Etsy
MetaFilter
YouTube

How do you handle censorship?

YouTube is a platform for speech. They try to accommodate as much as
possible. Are things lawful? What is the user experience? You want to
be socially responsible.

Current TV - they don't have an agenda and this is often hard to let
ppl know this. Often, conversations have to happen as to why content
has to be taken down.

Transparency is key. Finding a balance with what ppl can say. Having
community guidelines helps put a voice to it.

How do try to maintain your sanity?

Etsy - need to believe in your community. Dont let haters get you down.

Current TV - weekly town hall chats with community.

YouTube - criticism is good. It is hard when ppl are loud and
persistent. If ppl know why something was removed, it helps decrease
more. Look at the positive as well.

When not to respond?

Flickr - there can be value not responding as well. Others know if
ppl are being crazy.

What advice would you give to start or participating in a community?

Current TV - respond. Allow multiple ways for feedback. You have to
make a promise to the dialogue. You can set some limits but you need
to talk back.

Etsy - focus on internal communications. Make sure teams are talking
to one another. Be ready to hear feedback and give feedback even if
it is not what they want to hear. Ppl will use the site they way they
want to.

YouTube - understand what you want the community is about but know
that the community will change over time. You have to grow with it.
Try to recognize these trends. Realize you will have to adapt your
product, services and policies as the community evolves.

MetaFilter - just don't be a jerk. Be able to explain the rules and
why you think those rules are there. If they get it, they become part
of the solution. Make sure you have public feedback. It can be scary
but ppl will trust you.

How do you get first time visitors to become engaged?

Flickr - you get what you give.

Current TV - try to reach out and help provide pointers

On most sites, you have to log on to rate or provide feedback.

SXSW09 Building your brand with Web 2.0 tools

Love this session - they are giving away cake! Back channel Hashtag
#cake

Speakers:
The Advance Guard
The Marketing Farm
Freshbooks
Seesmic

Why it's important that you do this?
The way you communicate, ppl will learn more about you.

Your personal and professional online presence must be integrated.

Dont be afraid to ask your followers to help promote you.

Respond to all feedback, good or bad.

You can never have the last word on the Internet.

If a brand is going to be on social networks, it has to be ready to
talk back.

Be helpful. This will help build your brand.

There is a lot of social out there? Where do you focus your efforts?
Try all and figure out which ones were the most successful. Add the
others when you can.

How do you grow when you launch in stealth mode? Launch as soon as you
can. The faster you share, the quicker you would get feedback.

Social media is not one size fits all.

How do you reach out on a local level? Find a way to bring ppl
together in a small event. Cafe type conversations. Facebook fan
page to push out coupons or info. Set up some custom searches.
Facebook advertising by location.

How do you rebrand on social networks? You still have to worry about
your product. If it is not good, stay away from the power of
communication. If you admit mistakes, it will make a big difference.

What can nonprofits do?
Chipin.com
Contact @iamdave, @bethcantor

Read 'tactical transparency'

Is it important to let ppl know who is tweeting for your brand? It is
very important. People want to deal with ppl. Allow ppl inthecompany
to tweet on brand account.

What if someone leaves? Use brand but remind ppl who is
communicating. Develop a deep bench.

SXSW09 The Future of Social Networks

Speaker: Charlene Li, Altimeter

More places are becoming social.
In the future, Social networks will be like air.

Reviews from ppl you know.
Advice from ppl you trust

Ecommerce sites don't want to create a social site, but users allows
the sie to know your friends and those you trust.

Mobile apps become social too. Even tv is becoming social.

The challenge is seeing the ppl you are interested in hearing from.

Integra5 - invite your friends to chat on tv.

Networks move into the enterprise. Salesforce.com pulls facebook
profiles into crm tool. Linkedin plug in for lotus notes.

What needs to happen?

1. Identity - who are you
2. Contacts - Who do you know. What is the depth of the relationship
and in what context do they exist
3. Activities - what do I do.

It is still early.

Two sets of rules / standards that exist:
- facebook connect
- the new 'open stack'

Managing identities:
- your email or openid will allow you to control what identity to use.

Friend management is tough today.
Facebook now allows you to group ppl making news and feeds more
manageable.

Another challenge is relationships are changing. Being able to tap
into your social stream.

Google portals provide social data.

We have to put our trust with somebody to manage our identity as users
and as businesses.

A social algorithm will make privacy and permission easier to manage.
- context makes content privacy easier

What will get everyone to open and play nicely? They will do it to
make money.

Most digital content resides outside of social sites.

Facebook connect taps into offsite activities.

Transactions can become social data.

Most social ads require explicit action. Why don't they work? They
expect us to do something. They may imply endorsement.

The rise of the personal CPM.

How can you prepare?

1.Evaluate where social makes sense.
Leverage existing identity and social graphs where your audience is
ready. Relook at your privacy and permission policies.

2.Get your backend data in order

3. Prepare to integrate social networks into organization.

Presentation will be at www.Slideshare.net/charleneeli

SXSW09 Profit by Mobilizing your Online Community

Speakers:
-Unwired nation
-Uship.com - eBay for shipping
-Tatango.com - mass SMS or VM to a group
-centsports.com - free sports bets (450k users)

How do you look at what you do and decide to part should be monetized?

With the recession, ad spending will decrease revenue so need to find
other revenue channels.

Need to connect the offline world. It may have to drive to the real
world.

Types of monetization models:
Transactional
Usage
Advertising

Some ppl don't know what features can help them. Measure your
features, get feedback to make sure you are getting the most use of
them.
Overtime, add more features as you get feedback.

Mobile is still expensive. You can do VM or SMS but it costs money.
you can build an iPhone app but you are not reaching a large portion
of your audience.

Why is the shift away from advertising important?

You have to have a product ppl will pay for. As your user group
grows, so does your revenue. Ppl will pay for something if it helps
them solve a problem.

Sit down with your clients to see if they can make revenue from it as
well.

SXSW09 Emerging Trends of Mobile Technology

A lot has been accomplished in 10 years in mobile technology.

There is mobile everywhere. In Japan, mobile is core piece of
technology.

80% of iPhone users access the web everyday.

As more devices like the iphone are released in the market, the way we
use or access the web will change. As flash and chat become available
on mobile, more and more will access web online.

We will no longer need two seperate sites. It will be shared.

Predictions are there will be more flash enabled phones by end of 2010.

In Japan, they already have flash enabled phones.

Apps

20k apps cuurently.
500m iPhone app downloads
$1b sales
93% iPhones with apps installed
$25b global mobile content sales

Blackberry needs to do something different.

The fact that it is so cheap is attractive.

We got used to everything being free. However, we will and don't
expect apps to be free.

There is a huge opprtunity to monetize mobile.

Augmented Reality - what's new is the ability to do it on the web.
(cellagames.com). There are more compaines doing this. Jaguar, bmw
are doing this with magazines.

Merging digital world with physical world. Photo recognition that
coordinates with web. Mobile allows this.

GPS allows location based merging with the web.

A lot of this isn't new but how it is leveraged.

Example - fanta interactive - ping pong game.

Using iPhone for navigation with image recognition.

G1 travel guide mashup with wikipedia with photo recognition.

What will really sell is the users experience.

Logo recognition - snap a photo of logo and it connects you to
information. (getfugu.com)

Allows us to consume info everywhere and the way we want to.

Voice recognition - embed barcodes in audio stream. If it picks up
audio code we can embed info.

Example - ralph lauren. Take a photo of ad and it takes you to
ecommerce page. Amazon.com app allows you to take photo and it will
point you to where to purchase on the web.

Mobile Advertising - really good for market. Most recall seeing ad on
mobile and don't mind it, for now.

New devices:
LGs new watch

Twitter for home automation.

Note: panel very good and spoke quickly so notes may be off.

SXSW09 Interactive Beyond the Screen

Speaker: Jamie Monberg

We keep evolving our tools.
Successful brands thrive interactively.

Xerox vs Apple

1977 - xerox hasn't figured out how important PCs would be.

Xerox didn't know how to get it into the market. Apple did.

Your brand today is about how you interact, not your logo.

People expect a dialogue or to be involved with your brand. People
need to be able to talk back.

MySpace - interactIvity Is how to grew.

Facebook - facilitating interaction is their offering.

It is all about the next generation web.

How do we create tools that are more human centric?

The logo and where it is placed is not the issue. Brands don't think
about how people interact when doing a media plan.

Examples:
Gibson and guitar hero
McDonalds drivethru

Branding used to be about only visual but should be about the 5 senses.

Technology should have a low cogntive load.

Brands start with perception. Our initial result is skepticism. If
we have positive interaction, we have positive perception.

We have a sense of entitlement and want transparancy.

How do you be transparant?

CEO blogs used to try to be authentic and connect. It is a step in the
right direction.

Puts a human face on the brand.

Good example is Zappos.

All generations have expectations on how they use technology. We need
to consider the audience.

Facebook is not treating their users in a more thoughtful way. The
terms have pushed a lot of people out the door. Although they changed
it, still not fulfilled.

Just because you put it on the website does it mean you are being
transparent?

It is more important than ever to connect. We have to help clients be
more interactive with us.

Dialogue
Interactivity
Authenticity

1. Do no harm then do some good. (you may need to reduce functionality)
2. Interactive not always digital
3. Brand yourself interactively
4. Old in the new 'new'
5. Understand and practice virtues of transparency.
6. Embrace users with transparency.

How do you start with brands that are weighed down?

A-create communities where others can talk sincethey are talking anyway.

SXSW09 Social Engineering

Presenter: http://www.shwood.com

Use psychological tricks to get people to do what you want.

How can you get reliable or fixed action patterns?

1. Liking - hard to say no to people we like. (how to win friends and
influence people)

- if you can get them to laugh, you win
- you want to break their patten.
- become their friend

2. Reciprocation

- feeling of obligation
- make clear it is a gift

Opener - don't care if they are paying attention or not.

Tweeners - interactive. Requires focus and attention. Builds rapport.

Payoffs - challenges or unbeatable puzzle.

3. Authority

Hard to resist requests from people.

Symbols of confidence and authority. The person who asks the
questions own the conversation.

Situational awareness
- you need to know people

SXSW09 The ecosystem of news

Speaker: http://www.stevenberlinjohnson.com

Old growth media.

To understand the future of news, you need to know What life before
the web was like.

We went from publishing monthly to seconds.

Todays media is more like an ecosystem opposed to like an assembly line.

More volume, density and depth.

What is the future of news itself?

Investigative blogging still in its infancy. This is also changing.
Coverage just isn't distributed yet.

Ecosystem of political news is now delivered on blogs, shows online,
politicians themselves. However, traditional news stillhad an
important impact in 2008. Has had a decade to mature. All the
staples of old media is growing.

Jeff jarvis - do what you do best and link to the rest.

Can we expect the general public to navigate with through all info
online?

Let's say we can't. Newsrooms have the experience, tools and
reputation to do this.

They should spend the money on news people cannot cover.

News - Commentary - Curation - Distribution

This model will be better than the paradigm we live in today.

Q-how do we inspire people? Or getting this ecosystem done effectively?

A-this process needs time even though it doesn't have the time. There
is going to be an ecosystem of online advertising as well.

Q-what is traditional media on top of distribution model?

Q-does writing style need to change if all online?

A-content can actually get longer. It is short form writing but it
points to longer or ongoing content.

Q-how do journalists make a living as this new ecosystem changes?

A-involves sites that using free content to start to pay for regular
contributors.

SXSW09 UGC State of the Union

> Who is doing the best job?
>
> YouTube
> Twitter
Digg
Ebay
LinkedIN
Threadless

Monetization
-many different models
-should users be rewarded?
-there are many ways to reward beyond money
-depends what you are doing with the content.
-is content saleable vs pageviews?
-good to look at monetize model once you have a lot of ugc.

How to deal with the different types of participation?
-the mob has a general self interest for making it work.
-setting the tone that you desire from the site at the beginning
-create a system where the people around you can use
-your community will tell you what is wrong.

How to make your site successful?
-allow people to self promote

SXSW - The killing moon will come too soon

I am off to sunny Austin on Thursday for SXSW.

Pregnant at one of the world's largest interactive, music and film conferences may not be a smart idea for some...but damn am I excited.

Top 5 sessions I am most excited about:

1. Emerging trends of mobile technology
2. How to protect your brand without being a jerk
3. M. Ward
4. Behind the Scenes with Mad Men on Twitter
5. Mobile Ubiquitous Banking and the Future of Money

Since the Austin Convention Centre is fully wifi capabable, I will be on Twitter and Blogging from the conference so follow me as I will try to post key learnings right away.

Touch, Feel...then buy online

There are just some things you need to test before you purchase.

A car, stroller, stereo speakers and for many...shoes and clothes.

So how do you make sure you get to test drive and in the end pay the best price?

1. Go to a store and test it out. Mark and I did this when we purchased our UppaBaby. We did our research first, tested it at a store that carried it (which didn't have the best pricing) and then called around and searched online to see who had the best pricing.

NOTE: We did ask the store where we tested if they did price matching...and they didn't so we did purchase it elsewhere.

2. Look to your friends and community, online and offline to see if you can test theirs. If you are on Twitter or Facebook - tweet or post an update to see who has it and if you can swing by and test it out.

3. Purchase used goods. If you can't find a product in a store (because it is an older version or they don't sell in your country), look to kijiji, eBay or craigslist for the goods in your area then connect with the seller and see if you can test it out before you purchase. If it isn't a hot commodity, chances are good they will let you try it out.

4. Read return policy. If the above three fail and you really want the product online - make sure to read the return policy as well as any extra shipping charges. Sometimes you will have no choice but to purchase it online and see it if it works or not - you will feel better doing it knowing that you can return it and get your money back. If not, there is always eBay.