Brands today exist in multiple mediums, defined by multiple voices. The media brands inhabit is iterative, with no beginning, no end, and little permanency. In that context, adherence to a big idea and endless repetition of centralized, fixed rules can make a brand seem unresponsive and out of step with its audience. But without repetition, how does a brand create consistency? And without consistency, how does a brand maintain value? This panel will debate, show examples and outline a new model within which experience designers show how brands should behave.
If you can't make this session, an encore presentation will be given on Saturday, March 10: 9:30am at the Austin Convention Center in Ballroom EF.
by Don Tapscott
The continuing global economic and political crisis should be wakeup call to the world. We need to rethink and rebuild many of the organizations and institutions that have served us well for decades, even centuries, but are no longer able. Many traditional economic and social pillars of the industrial age have come to the end of their life cycle. Yet, enabled by the digital revolution there is dramatic change occurring everywhere, from Cairo streets to Wall Street, from the lecture halls of our universities to the halls of government. How can we rethink our economy and society for the new age?
Don Tapscott is one of the world's leading thinkers about new new technology, new media and innovaiton in business and society. He is the author of 14 widely read books, most recently Macrowikinomics, and was recently chosen by the Thinkers50 organization as the 9th most important living business thinker in the world.
Everybody talks about the “cloud” as if it is a digital savior. A beautiful white fluffy (free) cloud on a blue-sky day. Sounds nice, huh? But what if it’s a storm cloud? Today – there is a mad rush to move pictures, video, and event private data to the cloud. We live in a world today of constant connection. We’re blessed with unlimited access to pervasive communications. We are, in fact, shifting from an era of mere content abundance to an avalanche of undifferentiated data. Our hard drives runneth over. So - you can't blame your self for wanting to move to the cloud. Unlimited space for all your crap - and free. Who wouldn't sign up? Today the noisy web has resulted in the emergence of a handful of private, walled garden webs. A closed web. Will our cloud providers become information overloads? Can we save the web from privatization, and regain control over our data and our identities? Only if we move fast. Before ‘Big Data’ becomes ‘Big Government.’ Find out how digital ‘overload’ can insure power in the human web.
Imagine an app that could cut saturated fat from your diet. Or one that could cure gingivitis. Well, while technology has had a big role in making us more sedentary, it also has the potential to make us better informed, healthier and even more fit. In fact, patients are banking on this potential, which is why the AppStore offers more than 7,000 health apps for iPhone users alone. In this 60-min SXSW talk, Ina Fried of Dow Jones' All Things Digital sits down with Aetna Chairman and CEO Mark Bertolini to discuss how people are navigating this new landscape by using technology, especially mobile tech, to manage their health and make better health decisions. Already there are apps for testing eyesight, tracking exercise and even helping diabetics manage their glucose levels. Vast online communities complement these mobile apps by letting patients share, inform, and support one another. But what's next? Technology also has the potential to reshape the doctor-patient relationship, transforming it from one characterized by irregular visits to treat illness to true doctor-patient partnerships focused on wellness. And what about online health care records we hear so much about? We used to have a better chance of seeing bigfoot, but today companies like Aetna are making mobile health records a reality. Is this is a privacy breach in the making or are their real benefits to having this info on the go? This session is sponsored by Aetna.
Vic Gundotra will participate in a fireside chat with Guy Kawasaki to discuss the Google+ project. Vic will share how the product has grown since the initial launch, some of the lessons learned and the challenges the Google+ team faced along the way.
Bing Gordon knows how to spread magic dust: Look anywhere from Amazon to Zynga. A master of disruption, he's blessed with 20/20 vision into all things gaming and social. Go beyond the buzzwords as the former Electronic Arts executive, legendary video game pioneer, investor in online social gaming company Zynga, and partner at Kleiner Perkins Caufield & Byers sits down with Bloomberg BusinessWeek reporter Brad Stone to help us understand how both trends are changing the way people engage, behave and consume. Bing explores why gamification and socialization have moved into the mainstream - and into our bloodstream. He explains how these concepts and strategies are relevant to just about everyone, from entrepreneurs to marketing professionals to musicians and students. Bing also discusses how game and social design principles are used to heighten the "wow" quotient in products, services and change consumer experience.
In 2009, a mild traumatic brain injury changed the way that game designer Jane McGonigal thought about everything -- literally. She spent a year recovering -- struggling to think clearly, be physically active, and find a new sense of purpose. Her journey back to health led her to invent a new form of game design, aimed at having a measurable positive impact on players' real lives, and fused with scientific research at every level. In this talk, you'll see the first results of that process: a game called SuperBetter. You'll hear about the game's first clinical trials, and get a crash course in getting SuperBetter yourself: Find out how to turn weak social ties into allies. Learn how to experience "gain without pain" (or what scientists call "post-ecstatic growth"). Discover the secrets of "Lazy Exercise" and "Ninja Weight Loss". Find out what a two-minute "Future Boost" is, and why it's the most important thing you can do each week for your physical and mental health. From the mind of a game designer comes a radically disruptive model for integrating breakthrough science into our daily lives.
by Eric Ries
The Lean Startup debuted at #2 on the New York Times bestseller list. This talk draws on stories and insights from the book, explaining the new science of entrepreneurship. Most startups fail. But many of those failures are preventable. The Lean Startup is a new approach being adopted across the globe, changing the way companies are built and new products are launched. Eric Ries defines a startup as an organization dedicated to creating something new under conditions of extreme uncertainty. This is just as true for one person in a garage or a group of seasoned professionals in a Fortune 500 boardroom. What they have in common is a mission to penetrate that fog of uncertainty to discover a successful path to a sustainable business. The Lean Startup approach fosters companies that are both more capital efficient and that leverage human creativity more effectively. Inspired by lessons from lean manufacturing, it relies on “validated learning,” rapid scientific experimentation, as well as a number of counterintuitive practices that shorten product development cycles, measure actual progress without resorting to vanity metrics, and learn what customers really want. It enables a company to shift directions with agility, altering plans inch by inch, minute by minute.
Moments of joy... moments of happiness... moments of gratitude. These are all moments that describe our lives. It is very easy to mistake these as only moments that happen in real life. One fundamental key part of how the web has evolved has involved emotion. Emotion has become more explicit in our actions online. Companies are faster becoming aware that, as obvious as it may seem, humans are at the receiving end of the UI and design theme that you have just created. We no longer simply engage in actions; we "like". We contribute content and are immediately validated through social interactions. What is obvious is that there's another person we're interacting with. What's even more obvious is what we're supposed to feel. In this digital era, there's a field of science that has been largely underutilized until now: affective science. In our work at Kiip, we have realized just how core the "happiness moment" is to our business model. Just how raw emotion can be directly tied to an achievement in a game - we have designed not only a UI but a "emotive" experience around harnessing the elements of the happiness that surrounds a simple interaction. Do you want to share? Do you want to gift? Do you want to save it? Is it fleeting? How can you control it? How do you have more of it later? In this session we'll hear, for the first time, from companies in the mobile and web space that have harnessed not only emotional power - but pressure - to drive their business models all using the currency of happiness. Not only have some of them accidentally created models that capture this emotion beautifully, but some of them have now learned how to sustain it. Happiness is the missing resource in your company. Learn how to capture it.
9th–13th March 2012