Social Networks, Widgets, Podcasts and Second Life Sandboxes
It is all web 2.0 and social networking sites continue to proliferate showing no signs of slowing down. CostPerNews.com covered Ning in the entry, Affiliate Marketers Who Say “Ning”- yes the Monty Python reference made me chuckle too. Founded by Marc Andreessen, Ning, is an online service that allows people to create their own social networks. The basic service is free. Premium services include getting your own domain name, increased storage or bandwidth, running your own ads instead of Ning’s ads, or for the purist- no ads at all.
Another one has cropped up along a gender vertical- Girlfriendscafe.com. From the about- “So GirlfriendsCafe was designed for each of you … whether you are single, married, divorced, widowed, moved to a new location, kids, no kids, professional, housewife, etc … if you are female come on in and enjoy the fun meeting new friends and rekindling your friendships with old ones.” I think the fun might revolve around figuring out who is really a girl…
Blinkx is rolling out NowThen.com, which is rather interesting. The focus of NowThen is uploading and sharing images to cellular phones. From their tagline “nowthen lets you capture your life as it’s happening and save it for the future. keep a diary of the finer details in life by using your camera phone to record the things you see and do!”. However, when I think about it ,I usually want to see people’s “less than finer moments in life”. I find those far more interesting.
Social networking sites primary functions usually revolve around sharing comments, photos, videos, websites, bookmarks or just recommending interesting or excellent content. As people we like to share and we like to comment.
Why is this so important?
Because social networking sites or their services are being briskly interwoven into the fabric of existing “content sites” from small niche blogs to big, established powerhouses.
What is the best mix for all of this in terms of marketing?
Create core quality content and let these tools or services act as catalysts to extend the conversation and thus create new ones, often more valuable than the original core content or perhaps enhancing it. This brings me to a…
Podcast From Across The Pond
Direct Download to Fraser’s Interview with Sam Harrelson
Duration: 38:45
File Size: 18.1Mb
Format: MP3
So let me zero-in on what Sam Harrelson says a podcast at Fraser Edward’s Affiliate Marketing Blog. You can listen to it streaming on the site or the direct download above. I urge you to visit the site there is a lot of great content.
I will add, as an aside, that Fraser starts his podcasts by wrapping up comments and thanking listeners from the prior podcast(s). I even liked the “sponsors” format because they were more like conversations or dialogue- they didn’t sound so much like dry commercials. Very good formula from Fraser in my opinion. / Tips hat.
The Cast
In this particular podcast Sam responds to Fraser’s question about the rocket-like growth of CostPerNews.com. He humbly says that all the action is in the comments. However, as I note above, it really takes good quality “core content” to act as a driver for good comments, opinions, and observations. We usually don’t get together randomly to talk about things- unless the elevator breaks down or something like that. Like minds rally around content and discuss it.
Of course, we often don’t get to see or hear all the discussions. Even at Revenews I know many great conversations take place off the blog, hotly debated in e-mail or via Skype- even on the phone. The key for marketers as content “consumers” is to take all of this in and take some time to let the whole steaming brew simmer where it will hopefully act as a catalyst to create breakthroughs in thinking and creation. Some might call it R&D. I hope everyone does R&D?
Fraser goes on to ask him about what might be the single best opportunity among all of these emerging Web 2.0 innovations for marketers and I agree with Sam’s response there is no single silver bullet because it is all so fragmented and it is all relative based on one’s own goals. I was pleased to hear that Fraser was intrigued about Second Life- a recent area of study for myself. (As a teaser I hope to have some real metrics on Second Life soon…still working on that.)
Second Life Sandbox
Sam goes on to note several things, but one is that it is an experiment in how people interact without their normal everyday trappings. It can provide alot of good and quite frank feedback- it is an excellent “sandbox”. Every innovator and pioneer knows the need for a sandbox to play with, experiment in, etc. It is also a great place to interact with a diverse group of highly creative, vocal and active forward thinkers.
I think his actual words regarding my work in the medium started like this…
“People like Wayne Porter are doing all kind of crazy experiments…”
I think he was referring to my extensive social experimentation in the medium- which is the real value driver at the moment. He went on to quote one my more notable (if you want to go that far) quotes about Second Life-
“You can’t use Second Life, you have to let Second Life use you.”
Panning for Gold
I still stand behind those words, and that revelation was made after conducting my own research, reading many blogs, the comments from the user community, and, of course, diving into the medium itself. You simply cannot armchair innovation- you have to dig into these mediums yourself and sieve the stream for your own nuggets of gold.
They certainly do exist in metaverses like Second Life, but are rarely sitting on the surface. The ones that are sitting on the surface are usually called pyrite- fool’s gold. The real value, the real power is often hidden well in the fast moving stream so prepare to get wet and your hands dirty.
Even so half the fun is looking for them. Which brings me to marketing, and affiliate marketing networks and I will close with a set of questions and some commentary.
Why the general lack of innovation from the leaders and merchant powerhouses?
Why are people always compensated on volume and not innovation or forward thinking?
Is forward thinking simply too risky for these large networks and big merchants?
I don’t think so. I think the lack of supporting forward thinking is far more risky than waiting on innovation or taking gains through incremental product improvements. Nothing ventured- nothing gained the saying goes.
Networks should not be lulled by shiny pyrite and strive to dive in deeper or set their systems up to support these deep divers- the affiliates and publishers they serve. They have departments for “big producers”, but do they have them for “experimenters”? Experimental work often needs alot of nuturing. I don’t see this support- if it is going on I would love to know about it.
To networks- In today’s environment there is a good chance you may strike gold, and if you don’t- you can refine your strategies. That way on the next trip down your chances are better. Also remember not all gains are monetary in nature.
Knowledge and experience gained are well worth their weight in gold too.
