Tagged 'sxsw'

SXSW: Designing for the Fringe

Posted by Cameron Friedlander on March 20th, 2014 at 7:55 am

What if true innovation and game change could come by focusing on fringe groups? For instance, if we look at the concepts being created around the disabled and the elderly, can we add greater value to the overall conversation within digital?

SXSW Recap: Innovative Startups Deserve Innovative Domain Names

Posted by Jeremiah Johnston on March 19th, 2014 at 6:24 am

I’m fresh back from another amazing trip to Austin for South by Southwest Interactive, and the inspiration I always bring home with me continues to linger like in years past. I was lucky enough to give a presentation on the ins and outs of new generic top-level domains (gTLDs). These are the extensions that will be joining .com, .gov, .net, and the others we’ve become accustomed to over the Internet’s nearly three decades in existence. There will be hundreds of new extensions introduced this year, and some of them have already started to go live.
While walking the floor at SXSW, it’s hard not to be impressed by the many, truly innovative startup companies in attendance. But sadly, many of them had names that did their brands little to no justice, and a few of the companies I spoke with told me that they settled for company names simply based on what matching domains were available. Needless to say, most were not aware of the options available among the thousands of new extensions that are becoming accessible.
Herein lies a huge missed opportunity for startups, and one of the main reasons the Internet Corporation for Assigned Names and Numbers (ICANN), which is... Read more

The most powerful driver of innovation

Posted by Marti Funk on March 14th, 2014 at 2:38 pm

I'm still reeling from a great few days at SXSW, where I experienced some compelling brand activations from Oreo's Trending Vending Lounge, MasterCard and Mashable (#PricelessSurprises), and more private networking parties and inspirational pop-up discussions than hours in the day would allow.
I had the privilege of joining one such intimate discussion hosted by Expion, which turned into a passionate, all-out, no-BS discussion on the future of all things connected, including a featured panel on the future of packaging. The lively panel included Bonin Bough of Mondelez (@boughb), Gary Vaynerchuk (@garyvee), David Shing of AOL (@shingy), and Katharine Bell of HBR (@katharineabell).

As a business leader and curator of community and content in the marketing industry, I was most inspired not so much by the "what" or the "who" of the conversation, but more the "how." Specifically, I was inspired by Vaynerchuk's recognition of the "sheer will" behind the recent innovative successes behind legacy brands, with a nod to CPG marketers such as Mondelez and PepsiCo. Indeed, sheer will is the most powerful driver of innovation.
To give context, Bough shared his sentiment that all CPGs in the grocery store will be connected to the internet by 2020. There was no refuting that... Read more

8 Trend Predictions for SxSWi 2014 [Infographic]

Posted by Kevin Planovsky on September 24th, 2013 at 5:52 am

For the past two years, all three of us Vert founders have ventured into the interactive carnivàle that is Austin, Texas in early March… I came, I saw, I drank, I tweeted, I Uber'd (is that a verb yet?), and I left wondering if I would come back for the hat trick in 2014. The early consensus was NO! – we’re going badgeless! But after a stellar year of client work, I had no other choice but to amass an epic panel lineup to try to get on the bill (and score a free badge). More on that in a few weeks...
You see, this is the first year I have participated in the PanelPicker, both as a contributor and a voter. Needless to say, there is a lot of stuff people throw into the big 10-gallon SxSW programming hat. As I was perusing the other submissions a few weeks ago, I noticed some interesting keyword trends... A few searches later, and with some creative help from our pals over at The Visualab,  we came up with the below infographic showcasing the number of times each of these keywords showed up in the interactive session submissions.
In short – it is pretty clear... Read more

Celebrities Are Killing Your Twitter Marketing Campaign

Posted by Adam Leiter on June 18th, 2012 at 9:27 am

Because of their massive audiences and follower fanbases, celebrities on social media - Twitter in particular - have become a prime target for brands and even individuals looking for help in spreading messages. But is the effort that brand marketing managers put into this backfiring?
You could be killing your own Twitter marketing campaign by focusing on celebrities at this very moment. It may seem counter-intuitive that someone spreading your message, who essentially holds a megaphone on social media, could be a waste of time. What it all comes back to is developing and being prepared with the right messaging and content in order to promote trust.

This recent article about what makes a tweet popular, discusses the research of UCLA and Hewlett-Packard’s HP Labs in formulating an algorithm that forecasts a tweet’s “shareability,” and one of the most interesting takeaways was that established organizations trump even outspoken celebrities. In the end, “shareability is largely a function of reliability,” and a trusted resource outweighs a loud one.
This is not to say that reaching out to celebrities to help a social media campaign is a poor tactic in general. We have run campaigns that involve celebrity outreach, but have always kept in mind a deeper communications... Read more