#KeepPRWeird: Top 3 Take-Aways from PRSA 2013 Southwest District Conference

I’m on the PRSA Austin Chapter board and gladly volunteered to serve on the planning committee for the PRSA 2013 Southwest District Conference, which was June 5-7. I had an exciting job as the Special Events Committee Chair, which means that I got to plan the social events. What conference goes without networking and happy hours?

And what networking happy hour goes without a life-size poster board of John Wayne? He went with us everywhere!

Here’s a small group of us keeping it strictly business, of course, at Lustre Pearl during our Rainey Street Pub Crawl. That’s me in the cowgirl hat and glow sticks (yep, glow sticks).

To get back to the REAL reason PR pros from Texas, Oklahoma, Louisiana, New Mexico and more gathered in the capital city of Texas, we were there to learn how to “Keep PR Weird,” which was the official conference slogan. Not only did David Lieber, Watchdog Investigative Columnist at Dallas Morning News, say that #KeepPRWeird was the best conference slogan he’s seen in 20 years, it was trending locally for both Twitter and Instagram (thanks to our Pub Crawl photo contest), so check out the conversations!

If I had to take three lessons home from the conference, it’d be these:

1. Storytelling is everything.

Stories are the reason humankind has some idea of our past. From the beginning of time, humans have been passing on important information through stories–whether it was carvings in a rock, through song or written down. We still share and remember important information through stories, and we’re wired to think that way. David Lieber, the opening keynote speaker, emphasized the importance of companies and brands telling their stories. Each story should have a hero/heroine, and the story should have a beginning, climax and end. Make sure to describe the problem you’re solving and illustrate the challenges that brought you where you are today–it makes your company seem much more human. And people crave that human touch.

2. Measurement of Social Media? Possible!

Angela Jeffrey, APR, Senior Counsel for CARMA International, presented a session titled, “The R Social Media ROI.” This was a really useful session, because all PR people know what a headache it can be to try and measure anything in PR, let alone social media. Angela is a fan of the AMEC Social Media Valid Framework, and if you are unfamiliar with it, you can read up on it at AMEC.org (a very helpful presentation) or take a look at Angela’s PR News article that breaks it down nicely. According to Angela, “The philosophy behind the guidelines states that to truly demonstrate the value of PR, metrics need to be linked to the business objective of the program, and move beyond measuring outputs to measuring outcomes. The Framework helps you identify suitable metrics for PR and social media programs that take you from cursory to meaningful measures that resound with the C-suite and help you refine your programs.”

Angela gave attendees a very specific 8 step process for measuring social media activity:

  1. Define organizational goals
  2. Research stakeholders and prioritize
  3. Set specific objectives for each key stakeholder group
  4. Set traditional/social media KPIs against each objective
  5. Choose tools and benchmark (using the AMEC Framework)
  6. Analyze the results and compare to costs
  7. Present to management
  8. Measure continuously and improve performance
To learn more about her process, visit MeasurementMatch.com and download her latest white paper.

3. An organization can survive a crisis through honesty and passion

The closing keynote was awesome. Katherine McLain, VP of Communications at Livestrong Foundation, spoke on how to overcome a crisis situation, especially when your organization relies on donations. Following the investigation into and admittance of Lance Armstrong’s doping use, the Livestrong Foundation took a hit. Ken Berger, President and CEO of Charity Navigator had said, “[They are] not going to be able to survive if the person who is behind the spirit of [the organization] is in trouble. It is just going to devastate them.” Ouch! What Livestrong ultimately did was focus on the positive: They are there to help people through difficult struggles in their lives. People with cancer. People who need the foundation to assist them with their fight. Livestrong developed a hashtag that helped position them above the controversy: #FightWithUs. They also developed videos that illustrated individual peoples’ battles with cancer. They focused on the positive, distanced themselves from the negative and marched on.

If you want to chat more about what I learned at the PRSA Southwest District Conference, hit me up on Twitter! @CaitlinNew

 

Great Reads from Around the Marketing Blogosphere

This week we’d like to give a shout-out to other like-minded marketing or media agencies, whose blogs summed up everything we wanted to say before we could have said it.

Up first, is Thom Singer’s blog, “Tweet, Post, Update and Share Beyond Yourself,” which talks about the importance of promoting others even when there is nothing to gain personally. This is as easy as ‘retweeting’ someone else or sharing a Facebook update. The idea is to not make it all “Hey, look at me” but to make some of it “Hey, look at them!” You never know promoting others may lead to them promoting you.

Next we would like to mention Bazaarvoice and their blog on “Collaborative Economy,” a new(ish) way to reach, sell to and share with each other directly through a social, digital marketplace. This sharing marketplace allows customers to subscribe to or rent products other customers own. This was most commonly seen in media, such as: Netflix, Gamefly and Redbox, but now sharing has become something like a community.  This may seem like a threat to traditional businesses, but in reality, this sharing marketplace offers great opportunities for businesses that jump on the trend. For example, Toyota now lets customers rent cars off their lots, competing with services like ZipCar and Car2Go, and Chevy partnered with mobile app RelayRides, which lets members rent out their cars while they aren’t in use. The collaborative economy moves beyond selling, and allows business to create relationships for mutual benefit.

Our last shout out goes to Marketo and their round up of the “5 of the Most Innovative and Unique Marketing Campaigns So Far in 2013.” With 917 shares and counting, I was interested to see what campaigns made the cut. Out of the five campaigns, two really stood out to me in both creativity and just plain ole’ fun: Senador Volstead Beer and #lowesfixinsix.

  • Senador Volstead Beer is a truly genius campaign, I may have LOL’ed a bit while marveling at its website. Senador Volstead is a beer company based in Spain named after Senator Volstead, who declared the start of prohibition in 1920. How did they keep to the prohibition theme? By hiding their product to make it look like they are selling teddy BEARS not BEERS. This is memorable and hilarious.
  • Second, is from a Lowes Vine campaign: #lowesfixinsix on a solution to keep rugs from slipping across the floor. This is a really innovative campaign that uses Vine’s strengths to create a step-by-step process for the consumer. This campaign really sticks out to me; it really shows how a brand can use Vine to their advantage. Make sure to check out the other campaigns as well, they all do an amazing job of capturing the attention of their audience.
    Read an interesting blog lately or have any comments/thoughts? Please feel free to share!

    Image courtesy of Lowes

 

SXSW: A blur in the rear-view mirror

Photo courtesy of SXSW Interactive Festival

 

 

 

 

 

 

 

 

 

 

Both Austin and myself are fully recovered from the sleepless madness that is the South By South West (SXSW) onslaught of all things branded and hipster and geeky-cool that is now a much-loved and/or much-hated March tradition, depending on whom you ask (and whether or not you ask them as they sit in gridlocked traffic courtesy of all the road closures).

Though March and April(!) have come and gone, as have the road closures, thank goodness, I’m still thinking about a few sessions at SXSW Interactive (SXSWi) that opened my eyes to new ideas, and that’s the true value of SXSWi. As a busy professional, and one of the 69% of PR professionals that eat lunch at their desks every day, it’s so easy to put on blinders as I sit, chained to my computer every day, waging war against deadlines and monitoring budgets. Everyone needs to shake it up sometimes, and two sessions in particular posed questions that, a month and a half later, I still can’t shake.

The first session that blew me away was #bingle, a joint session with Danny Sullivan, Founding Editor Search Engine Land at Google, and Duane Forrester, Senior Product Marketing Manager of Bing Webmaster Tools. A pure Q&A format, the conversation was fluid and candid as SXSWi attendees took to the microphone to ask the experts. See the whole #bingle twitter feed here—look at the tweets from March 8-14.

 

 

 

The main question I walked away asking myself was this: What is the value of wire distribution for press releases?

Search engines have been discounting press releases for SEO for years.  So what’s the real value here? This question has come up a few times recently at KG, but hearing it directly from Google and Bing has increased our sense of urgency in reevaluating our internal processes. While we’ve always been very selective about which press releases we distribute via the wire and which circuits we recommend, we can still be more strategic in why and when we recommend wire distribution.

The other session that I still quote and think about daily (not exaggerating) was #socialb2b, “B2B Social Marketing: Blazing New Trails,” led by marketing experts Jamie Grenney, VP of Social Media & Online Video at Salesforce.com, Jason Bartlett, VP of Global Social Marketing at Xerox Corporation and Jeanette Gibson, Sr. Director of Social & Digital Marketing at Cisco Systems Inc. See the feed of tweets from March 11 here.

This session was packed with tidbits that have not just lingered in my memory, but have actually inspired change within myself and across KG:

 

 

 

 

 

 

 

 

 

 

And to quote myself quoting the panel:

 

 

 

The question that a session attendee asked the panel that still haunts me is: How can we translate big enterprise B2B social media success to much smaller companies with fewer resources?

The panel didn’t have an especially confident answer on that one, which is admittedly a really tough question with which the majority of businesses across the country struggle. The idea the panel did suggest, though, resonated with me. They all stressed how successful YouTube videos have been for their enterprises, and this is something many smaller companies do not invest in, but could produce on a budget. So long as there is a direct call to action within the first 15 seconds, YouTube videos are highly effective. One reason for this is how safe it is to share a familiar YouTube link. This point was driven home this week when I found an email from Networld in my inbox that aggregated some incredibly compelling stats about video:

  •  “89 million people in the United States are going to watch 1.2 billion online videos today.” (A second source: Comscore)
  • “Online video users are expected to double to 1.5 billion in 2016.” (Source: MediaPost & Cisco)
  • “Online video now accounts for 50 percent of all mobile traffic and up to 69 percent of traffic on certain networks.” (Source: TechCrunch & Bytemobile)

What’s more, PR giant FleishmanHillard saw the writing on the wall and this week announced they are rebranding from a traditional PR agency into a “channel agnostic” integrated marketing communications firm that will tackle digital marketing projects, including video.

SXSWi 2012 left me enlightened but exhausted. SXSWi 2013 left me inspired and recharged. The post-SXSWi zombie syndrome is always worth it to get out of my comfort zone and hobnob with the bright minds and progressive thinkers that are shaking up my industry. Ketner Group is committed to evolving with the times, staying fresh and current to bring our clients the most relevant, thoughtful counsel possible. We’re excited how far we have come—the new website, the new-and-improved PB&J blog, and the addition of the incredibly digitally-savvy Sara Lasseter—and we look forward to continuing to chart this new, more digital course through the rest of the year until SXSWi 2014, when we’ll fill up our inspiration tanks once more.

Introducing KG’s Newest Blog Series: PR 101

The KG Team is excited to introduce a content series for our PB&J Blog. “PR 101: Back to Basics”. Think back to your days in school: sitting in class, working on a campaign, writing all those press releases. Now think about the first year of your full-time job in PR… We’d be willing to bet you encountered more than a few concepts that threw you for a loop! We’ve all had our moments of panic when sitting in that first client meeting: bylines, analyst briefings, ed cals. What analysts? And what’s a byline?

“PR 101: Back to Basics” is a blog series designed to better prepare current PR students for the industry, as well as help professionals, green or well-seasoned, to enhance and expand their knowledge of PR. In this series, we’ll be profiling different topics that we feel would be beneficial to young PR professionals as well as vets who have been around the block, so to speak. We’d love to hear your thoughts on significant industry knowledge that would be helpful to highlight! Do you remember a specific instance when you were expected to know something on the job that you weren’t taught in school? Is there a topic you think gets pushed aside in our industry that you feel we should discuss? A penny for your thoughts! Or maybe a shout out on our blog will do.

If you’ve ever felt like Lucy at the chocolate factory, we understand. Feeling overwhelmed at work is normal, so no need to stuff all those truffles in your hat, or all those ed cals in a deep, dark, secret folder in Outlook. PR 101: Back to Basics will help you wrap those chocolate, and eat them, too!

 

 

 

 

 

 

 

 

 

 

 

 

KG is on a mission to end uncertainty and encourage real world knowledge in PR! We hope you can all get involved for this series, and follow us along the way with your comments and feedback! Tweet us at @PBJblog or @KetnerGroupPR using the hashtag #KGPR101 with your thoughts!

Ketner Group Gets a Blog Make-Over & National PB&J Day!

Does something look a little different to you? Our blog didn’t lose weight or change its hair, but it did get a whole new look! What was formerly Ketner Group’s KbloG is now PB&J! We aim to give readers “a slice of PR, Branding and Journalism”–a place to hang out and read about good ideas and examples of how to lead a better PR, content and marketing program and discuss trendy industry topics. Follow our Twitter page at www.twitter.com/PBJblog to get all of our updates!

We’re happy to announce our new PB&J blog name on 2013 National PB&J Day (April 2)!

If our new name doesn’t make you hungry, then National PB&J Day will make you itch for a ‘which and eager to help the environment, too! Check out the PB&J Campaign, whose goal is to educate people “on actions we can take (such as choosing a PB&J sandwich for lunch) to help create a sustainable, earth-friendly future with enough food for all.” You don’t have to agree with that to agree that PB&J is just an awesome name.

Hope you like our new graphic! Let us know what you think. And for the love of jelly, have a PB&J sandwich soon and think of us while you chew that peanuty goodness.

Why Our New Intern, Mia, Decided on a PR Career

I don’t know exactly when I decided that the public relations industry was a fit for me. I did watch a lot of Sex and the City my freshman year of college, so there may be a correlation there.

I wanted to live Samantha Jones’s glamorous (fake) life. Little did I know that Samantha Jones’s fabulously glamorous life was an unrealistic version of what the public relations industry really is.

I was disappointed to find out that not everyone in PR rubs elbows with the elite and lives in million dollar condos, but the more I learned about the industry I was able to forgive Samantha for deceiving me all those years. Maybe this industry was right for me even without all the glamour. Who needs $500 Manolo Blahnik shoes, anyway?

As my undergraduate public relations education almost comes to a close I’m excited and nervous for what this industry has in store for me. I will be graduating in December with a public relations degree and business foundations certificate and look forward to using my education and experience to become a great PR professional.

My course work thus far has been a well-rounded mix of advertising, business and public relations classes, and I’ve worked with teams to create a PR plan for Animal Trustees of Austin — a local animal welfare non-profit as well as a hypothetical media plan for another local Austin business.

Outside of class, I’ve had experience in various industries such as special events, journalism, production and public relations. I worked at Study Breaks Magazine where I gained experience in social media as well as journalistic writing. Last year, I interned for Cultivate PR, a boutique lifestyle public relations firm that ignited my passion for food and was fortunate enough to meet Top Chef winner, Paul Qui and Tyson Cole of Uchi and Uchiko. After my internship at Cultivate, I had opportunity to drop everything during the summer of 2012 and move to NYC to intern for a production and branding agency, inVNT, which I eagerly and willingly took. I won’t lie; before I left I thought that I might actually have the glamorous life of Samantha Jones, even if it was just for the summer. However, as amazing as my summer in the “Big Apple” was, it was no Sex and the City. It was more work than anything, maybe a little glamour, but most importantly, a tremendous experience.

I’m extremely excited to use my skills and experiences at Ketner Group. I’m so happy to be part of the team. I feel at home even on my second day.

Women in Communications: Can We Have it All?

International Women’s Day (IWD) was March 8, 2013, and it provided a good opportunity for both men and women to take a look at the current state of women’s progress around the world. While IWD calls for an examination and appreciation of all aspects of womanhood, women’s roles in the career force took a front seat.

In the U.S. communications industry, women outnumber men by a 60:40 ratio—and this trend has been on the rise for years. However, men still outnumber women in the executive boardroom. According to the 2012 Catalyst Census’ “Fortune 500 Women Board Directors” and “Fortune 500 Executive Officers and Top Earners” reports, women served in 16.6% of board member positions in 2012—this is the seventh consecutive year of no growth. Women also only held 14.3% of Executive Officer positions—a zero percent growth for the third straight year. And if this is not alarming enough, the report found that women held an underwhelming 8.1% of top earner slots. (Read more on these statistics at Women on Business.)

Infographic by Caitlin New @ Ketner Group

As I advance in both age and experience, I wonder why this is still a disappointing reality. Is it because men have more advancement opportunities? Is it because they work longer or harder? Do they possess more leadership talent than women? Is it because women have a lot more distance to cover because we started from so far behind? Or is it because women with families bear an unequal level of responsibility and/or prejudice when it comes to balancing work and family? Do we do it to ourselves, as this CNN article about Facebook COO Sheryl Sandberg’s “Lean in” philosophy suggests, a result of our own choices?

According to a report by the National Partnership for Women & Wage Families, women with children are paid 2.5% less than women without children, while men with children are paid 2.1% more than men without children. This is a confusing disconnect.

Curious about the work/family balance issues women face, I asked several women who hold leadership and managerial roles in the communications industry about their experiences in maintaining a successful career while performing the work/family-balancing act. Completely aside from the arguments of gender pay gaps and stay-at-home parenting vs. full-time workforce parenting, I learned about the challenges these women experience in making decisions about career and family.

“Today, most of my male co-workers have working wives and are more understanding and may have more responsibility themselves as a result,” said Stefanie Nelson, a technology industry professional. Nelson admits to having the fortunate ability to continue working full-time after starting her family, as her husband took some time off of work to be a stay-at-home dad. “The biggest challenge for me was letting him do it!” Nelson said. “I think a lot of women have not only a sense of obligation, but also a need to control certain things, and it can be hard to let go.”

On staying competitive at work, Nelson believes her “biggest challenge at the professional level hasn’t been dealing with the additional responsibilities as much as the perception that women don’t have the same dedication to their career as men,” she said.

Vanessa McMillan, a marketing specialist in the technology industry, believes that women carry more personal responsibility when it comes to balancing work and family. McMillan also feels men are given more opportunities to advance. “I think that men naturally are advanced in the organization, held in high regard and paid heed to more often than a woman—whether she is a working mom or not.”

Brittany Jedrzejewski, a communications technology professional, views women and men on equal ground as it relates to job responsibilities in the marketing communications industry. “However, in senior leadership roles, there are more men and I think that’s an indicator of how women are and have been viewed for a long time—that men are more adept at high level positions because they don’t have as much to balance,” said Jedrzejewski.

Jedrzejewski left her 65-hour workweek as a manager to work part-time. She is no longer considered for promotions and is not included in management meetings, but for Jedrzejewski, it’s a tradeoff she both accepts and appreciates. “Travelling was the biggest thing I wanted to give up because it took away from my time at home with the kids. I work hard and really enjoy a balance.”

As a communications professional interested in starting a family while continuing to advance in my public relations career, I asked these women to share their best advice.

“Remember what’s important. Man or woman, that answer should always be your family,” said Nelson. “Working harder, longer hours to get a raise or promotion is likely what you’ve been taught you’re supposed to do, but it’s not always the right answer.” Nelson advises us to remember why we want it all. “Careers are supposed to be fulfilling, give us a greater sense of purpose, challenge us, and make us excited to get up in the morning. If your career isn’t doing that for you and you find that your family (and possibly even your health) is suffering as a result, don’t be afraid to re-think priorities and readjust your strategy.”

McMillan advises women to choose a more established company when choosing a long-term employer. “Work for a company that has a strong work/life balance. Do not work for a start-up!”

Jedrzejewski encourages women to put your boss in the interview seat. “Find a career and environment that you really enjoy. Interview your boss—they determine your work/life balance and you want someone who empowers you, trusts you and isn’t afraid to fight for you.” Jedrzejewski recommends establishing your balance early, such as setting your in-office work hours and work-from-home day(s).

I’ll end this blog with an interesting story I heard from a friend who learned I was writing this blog post. She has a friend whose boss actually accused her of taking time off work during the day to go see her kids at school when she was, in fact, out of the office because she was traveling on business. Because she’s a mom, and because her kids’ school was down the street, he assumed that was where she must have been if she wasn’t at her desk.

Unfortunately, based on other blogs and articles I’ve read on the subject, this isn’t an isolated event. If this isn’t indicative of a problem, then what is it?

SXSW 2013 by the Numbers [INFOGRAPHIC]

It’s finally upon us… SXSW Interactive starts this Friday! In the spirit of all things SX, we’ve created a little infographic to boost anticipation for the start of this year’s tech, music and film extravaganza!

We’re pumped for the festival – keep a look out for KG’s Brittany and Caitlin at your interactive sessions this weekend!

Attention Tech Companies: DO NOT – I repeat – DO NOT Launch at SXSW

This blog post is reposted from Laura Beck’s shirtshorts blog. See Laura’s awesome fan-wear business at stripedshirt.com. Also, check out what Ketner Group has to say about SXSWi on our Be Spectacled page.

After 18+ years working for PR agencies, Laura Beck is focused on independent marketing and PR consulting as well as running her own commerce business, www.stripedshirt.com. Until May 2010, she ran the Austin Texas office of Porter Novelli for nearly 10 years.

 

I’m not kidding this just happened to me: this morning, last day of SXSW Interactive 2012, I get an urgent plea from a friend helping a friend who’s “PR firm dropped the ball” b/c the client was ticked no one wrote about them yet, and they needed to call in some favors, get some coverage. This client launched at SXSW (and I’m not making this up): a Smartphone app that’s a free mobile guide for events, complete with location based mapping and social media integration. iPhone only now, but coming soon for iPad, Android.

SERIOUSLY? You and about 2,000 other companies.

This one, is irritated with their PR people for not getting them enough coverage, especially after they got 50 requests for beta day 1. 50??? SXSW attracts over 20,000 tech people. 50? You are but a speck of sand on the beach, in so many ways.

Now, I feel for this PR person or firm, but really, ultimately, it’s their own fault, and here’s where this public service announcement blog post come in handy. Read it, believe it, remember it, and PLEASE please preach it from now on, for all the rest of us PR folks, and the press and bloggers, and the betterment of the tech companies of today and tomorrow.

DO NOT Launch at SXSW

The odds of you “being the next Twitter” are slim to none. And remember, that big moment for Twitter at SXSW 2007 wasn’t its launch anyway. Jack sent the first tweet a full year earlier. SXSW 2007 is just when that “hockey stick moment” happened for Twitter and everyone has been trying to replicate that magic ever since. YOU CANNOT. It was MAGIC. This stuff sometimes happens at SX, often times does not.

Last year, you could argue Group.me and Uber were the buzz, but holy cow they put the money down to do so, whether hundreds of free grilled cheese sandwiches or branding every pedi cab in town. This year, this sweet delusional mobile apps company is competing against Amex launching Sync with freaking JAY Z. Seriously? How can anyone compete with that?

So, again, DO NOT LAUNCH AT SXSW. Or at least do not come expecting traditional PR, press and blogger meetings or coverage. Just do us a favor, and do not come here with those unrealistic expectations that kill us all.

But come! SXSW is an amazing 10 days, 5 (or more) of just us tech folks. There are 20,000 people here, and over 2,000 of em are press, bloggers, influencers. And they are here to meet, and talk, and network. BUT NOT TO BE PITCHED, not to commit to a sit down briefing or meeting.

They come once a year to Austin to put faces with names, meet the companies they covered last year, get their research in for companies to cover in the future, LEARN, and network. They want to spend time with the tech community, with each other.

They will not commit to time with you or make a packed schedule (or shouldn’t) because at SXSW, you don’t know what’s coming at you when. You need to be fluid and flexible, and go with what happens. Enjoy the ride.

So PR people, please counsel your clients. And companies listen and learn. COME to SXSW, use it as an opportunity to talk to anyone and everyone about what you are up to, what you care about, and LISTEN to what they care about too. Talk with the masses, and tell them about your company, your apps, your tools, your location based social discovery smart phone apps. Do take advantage of the feeding frenzy that is 20,000 people combing the streets of Austin as awareness building, branding, marketing, stunts.

Enjoy the ride and that it is so crazy. Do not torture your PR person asking where “so and so” is, and why “such and such” didn’t agree to a meeting. Do not come here thinking you are the next Twitter, or Amex Sync. Just come, and enjoy the experience, and respect the rest of us (including the press and analysts) doing the same. With the influencers, meet them, let them know you love their writing or read their story last week. Build relationships that will last you your tech life time. But don’t pitch them or ask them for anything. Not this week.

I have done SXSW now since 2004. I have seen the show grow like crazy. I still love it. But maybe that’s because I play it right. Along with friends, I created an event each night for a smaller group of people, including national – and local – press, bloggers, analysts, influencers, VIPs where you can go to just talk with people, hang out, catch up. A “no pitch zone.” I do the same at any other events I hit, I enjoy the moment, don’t party hop or try to catch Leo or Tobey. I don’t look over my shoulder the entire time I’m talking with someone to see if anyone better is there. And I decline any PR project that comes my way that involves “launching at SXSW.” I have a lot of press friends who I hope respect and like me, because I will NOT call in favors or abuse their time here at SXSW (or anytime).

Please keep this blog URL, PR peeps and tech entrepreneurs, because I promise, if you’ve gotten to the bottom and agree with me, you’ll forget by SXSW 2013. Or you’ll talk with someone who doesn’t know, hasn’t been here, and will need this advice. It’s easy to get caught in the glamour of imaging you doing the PR for the next Twitter, being the “Next Big Thing At SXSW.” But those odds are very slim, rare and Magic! DO NOT Launch at SXSW. Rather, just come and enjoy the experience. It’ll serve you way better in the future, and over the crazy 5 days we live every March.

Vine: The New Social Sensation?

VineWell we’ve just begun 2013 and a starlet app has already hit the social scene. Vine is the new kid on the block everyone is talking about – could it be the next big thing in social sharing? It’s still too early to tell, but the mobile technology industry seems to think this Twitter spinoff has a pretty good shot.

Vine is a video creation platform designed to let users record 6-second video clips or GIF-like spots and share them to the social sphere. After its January 2013 release by Twitter, the industry hype surrounding the app has been on the rise. Other social video products, like SocialCam and Viddy, have been circulating the mobile sharing community as early as 2011. These platforms gained momentum rapidly, but after the launch of the social media giant’s own video app, the chances of survival have dwindled drastically. Viddy has experienced the most significant blow to followers and finances after supposedly turning down a buyout by the very company that is putting it out of business.

Brands like Trident and Wheat Thins have already jumped on the Vine train, and more companies are on their way to implementing the new social feature on Twitter. While the video application offers a unique outlet to not only promote products and services, Vine does come with bugs and burdens as new platforms typically do. Some non-Apple mobile devices have seen difficulty viewing the clips and other issues involve the inappropriate or unintended use of Vine for explicit content. Vine has its concerns, but the possibilities for future use are potentially endless. Specifically, the entertainment industry is interested to see how this new face of social sharing will impact music marketing.

So will Vine become another addition to the list of failed “Instagram for video” platforms, or will this new app see a consistent following in the coming months? Only time will tell, but KG looks forward to observing the role Vine will play at the fast-approaching SXSW Interactive Festival!