Monthly Archives: October 2007

Google’s Social Networking Plans: OpenSocial is Not About Facebook

social-networking

What is OpenSocial?

TechCrunch revealed today that, instead of launching a new social networking platform, Google will launch OpenSocial, a set of three common APIs that application developers can use to create applications that work on any hosts, social networks, that choose to participate. These APIs give developers access to the data needed to build social applications: access to a user’s profile, their friends, and the ability to let their friends know that activities have taken place. The initial lineup of hosts, or participating social networks, include Orkut, Salesforce, LinkedIn, Ning, Hi5, Plaxo, Friendster, Viadeo and Oracle (update: MySpace, Bebo and SixApart have also joined OpenSocial). The initial lineup of developers include Flixster, iLike, RockYou and Slide.

You can also see a press release on the subject posted on John Battelle’s Searchblog.

- X - X - X -

What is my overall impression of OpenSocial?

In my opinion, Google gets three on three for not calling it Maka-Maka, for not falling into the Orkut vs. Facebook trap -

While a lot of bloggers are looking at ‘Maka-Maka’ in a Orkut vs. Facebook context, I think Google will be short-selling itself if it looked at the opportunity in such a limited way.

Web 2.0: Is the Bubble About to Burst?

Steve Rubel started talking about it yesterday and, within a day, everyone is talking about the web 2.0 bubble -

The bubble really began in earnest when Google bought YouTube. That’s when every person with an entrepreneurial itch woke up and smelled the hype and money. Prior to then, startups were more focused on the entrance, not the exit.

John Heilemann at the New York Magazine argues both sides of the case but fails to make up his mind -

There’s the glut in venture capital: $3.4 billion invested in fledgling Internet firms in 2007, the most torrid pace since the height of the Web 1.0 mêlée. There are those lunatic valuations… There’s the frothy run-up in the NASDAQ… And then there’s the flood of derivative, dum-dum start-ups inducing a severe case of dot-com déjà vu.

Despite some tremors, online advertising is now a juggernaut that promises to only become more powerful as companies like Facebook start creating sophisticated networks where fine-grained behavioral targeting is possible. More than 1.3 billion consumers around the world now use the Internet, and the global growth curve is steep. Meanwhile, the main source of unbridled mania in the nineties, IPOs, are a non-factor this time around. Instead, the boom is being driven by giants with riverine profit flows and vast reservoirs of cash.

You Must Be Mad To Do This!

the-line

The line between “you must be mad to do this” and “you must be mad not to do this” is a very thin one… and you know what… it shifts.

How Do You Feed MediaSnackers?

Snack

Photo by Edtya

If you read marketing blogs, you couldn’t have missed the recent buzz on MediaSnackers.

MediaSnackers are (mostly young) people who snack on media, or consume it in small chunks. The 90 sec video on the MediaSnackers website serves as a good introduction to the idea. While the idea itself is not a new one, the packaging - and the catchphrase - is great, and has been rewarded with a meme dedicated to it.

The “Do you respect MediaSnackers?” meme started by Jeremiah Owyang asks bloggers how they are dealing with the low attention spans of their audiences. The meme has spread wide with the participation of many marketing and PR bloggers.

Here are my three quick thoughts on MediaSnackers:

- First, MediaSnacking is about attitude, not about age.

We snack for various reasons: because we don’t have time for a full meal, because snacks are easier to digest, because we simply like snacking. While MediaSnacking may come more naturally to the young, older people who are starved for time and weighed down with information are as likely to turn to it.

Google All Set to Maka-Maka!

maka-maka

Ever since TechCrunch reported on Google’s social networking plans, codenamed ‘Maka-Maka’, the entire blogosphere is going gaga over it.

While a lot of bloggers are looking at ‘Maka-Maka’ in a Orkut vs. Facebook context, I think Google will be short-selling itself if it looked at the opportunity in such a limited way:

The bigger vision is to combine all of Google’s apps and services through Maka-Maka. Google already has so much data on you, depending on how many Google apps you already use. It just needs to bring everything together… in different ways, along with data about you from other social services across the Web, and give developers access to the social layer tying all of these apps together underneath. The real killer app for Google is not to turn Orkut into a Facebook clone. It is to turn every Google app into a social application without you even noticing that you’ve joined yet another social network. (TechCrunch)

By the way, if you are wondering what ‘Maka-Maka’ means, it may refer to a Hawaiian song about friendship, a shop for women’s dresses, a Japanese RPG (role playing game), or a modern, all-color adult manga about two girls who appear to be “friends with benefits” (via Andy Beal).

Most Marketers in India Haven’t Heard of the Subservient Chicken

the-long-tail

People like us who understand social media, or pretend to, often spend all our time with other people like us. Which means that we often forget that we are part of a very niche sub-culture and most other people are not like us, and don’t understand the references we often take for granted.

I was reminded of this reality when I was reading chapter 11 of Chris Anderson’s brilliant book ‘The Long Tail‘. To prove the point that snippets of culture that are ubiquitous to us are often obscure to everyone else, Chris lists down 10 famous Internet viral memes and wonders how many people have heard of them. I had heard of 4 out of 10, but could be sure about only 2.

- Ellen Feiss
- The Star Wars Kid (original video)
- Dancing Baby
- Bert is Evil
- Bonzai Kitten
- Tourist Guy
- MC Hawking (website)
- 1337
- Subservient Chicken (website)
- First Post

Do leave a comment and let me know how many you have heard of. I suspect that most of you would have heard of less than 5, and it won’t be the same 5 either.

Dell Blogs Its Way Out of Bad Buzz Hell

Two years back, Dell faced serious negative word of mouth from bloggers, but responded by solving their problems, starting its own Direct2Dell blog, asking for customer feedback at Dell IdeaStorm, seriously realigning its customer service processes and metrics, and finding new ways of engaging customers in a collaborative relationship (Jeff Jarvis in BusinessWeek via Rajesh) .

The Dell example is the exception rather than the rule - most companies still haven’t understood the concept of leveraging social media and engaging the customer in two-way conversations - but it serves as a powerful case study of what is possible if they did.

Also see: Mack Collier and Paul van Veenendaal.

Wipro Gets Second Life

Wipro Technologies has become possibly the first Indian company to join the virtual web community Second Life by opening a Offshore Development Centre model campus called Innovation Isle (via agencyfaqs!). While Second Life is surely a marginal force in the Indian context, Wipro’s move might encourage other IT companies to flirt with it. Watch out this space for more.

The Ultimate User Generated Content Wet Dream Come True

When 18 year old English student Nick Haley created a commercial for the iPhone using video clips taken from Apple’s website set to a song titled “Music Is My Hot Hot Sex” by a Brazilian band CSS, he didn’t know he had struck user generated content gold. Marketing executives at Apple saw the commercial on YouTube and, in the typically Apple ‘Think Different’ way, asked their agency TBWA/Chiat/Day to invite Nick to work with them on a broadcast-ready version of his spot. The commercial is now ready for worldwide release and Nick is a mini-celebrity (New York Times via Epicenter).

Apple and TBWA, of course, are milking the maximum possible PR value of the episode with Lee Clow, chairman and chief creative officer at TBWA Worldwide, making Steve Jobsesque statements like:

People’s relationship with a brand is becoming a dialogue, not a monologue.

Another Top 100 Blogs List

This one is for people like me who have 500+ feeds on our feed readers.

A recent award winning Carnegie Mellon study used mathematical analysis to find the top 100 blogs to read if you want to be informed about what the entire blogosphere is talking about (via Bloggers Blog). Instapundit is predictably at #1 and Indian Writing is the only Indian blog at #68 (although the study links to Uma’s old blog).

By the way, I read only 13 out of the top 100 blogs. So much for my super-conceited “I know everything that’s happening in the blogosphere” self image!

Update: A quick look at the blogs on the list redeems my self-image! The researchers’ definition of the blogosphere seems to be limited to blogs about American politics and Uma’s blog is not the only dead blog on the list. Yippee!