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SXSW Expectations: Analysis of Social Conversation Show the Growing Importance of Digital Marketing at Tech’s Biggest Event

SXSW Expectations:  Analysis of Social Conversation Show the Growing Importance of Digital Marketing at Tech’s Biggest Event

MSLGROUP has partnered with Quid, the processing platform that specializes in understanding large amounts of text data in a short amount of time, to map out the conversation at SXSW at key times during the big event.  Quid analyzed media coverage of SXSW in the week leading up the conference.

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Coverage around tech and innovation linked to SXSW Interactive contained discussions of novel digital marketing exercises, exciting startups, innovation initiatives, including corporate interactive pop-ups, education/research initiatives, and health innovation.   The prominence of the marketing discussion shows how marketers have continued to “crash in” on the big geek party in Austin in recent years.

Coverage that readers were most likely to share on social media platforms involved novel digital marketing efforts, like Shazam using AR to have Wyclef Jean pop out of the SXSW invites and applications for AI devices like Alexa. 

There was also a lot of evidence of interest in exciting start-ups, including stories about start-ups’ big splashes at previous conferences as well as articles that preview demonstrations by promising start-ups.

About The Author

MSLGROUP is Publicis Groupe’s strategic communications and engagement group, advisors in all aspects of communication strategy: from consumer PR to financial communications, from public affairs to reputation management and from crisis communications to experiential marketing and events.

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