In case you haven’t heard Facebook is allowing user profiles to be indexed and listed in public search engines. A lot of eyebrows have raised, hairy, unkempt eyebrows, at the prospect of this. They are however giving all of their users a one month period to set their profiles to private if they so wish. it seems Facebook is trying to become the official online White Pages. This idea is innocent enough but what do you think is motivating them to do this? Some would say they are trying to improve their SEO rankings, others propose that they are trying to reach a broader audience.

By searching or “googling” a friends name their Facebook listing may come up. The user who searched for them may not have a Facebook account and decide to sign up to get the rest of the info. Once again this raises the issue of privacy, even users who set their profiles to private will still be listed but with substantially less information than users that don’t. Is it a good move to risk alienating long time users to gain a few more? Only time will tell but it will be interesting to watch.

Also, Martha Stewart has launched a Facebook profile, you can see it here. So for anyone who has ever wanted to poke her, here is your chance. I wonder if hers will be set to private? 

 

Entertainment facebook fringe marketing google googling internet marketing social media optimization Uncategorized user profiles white pagesEntertainment facebook fringe marketing google googling internet marketing social media optimization Uncategorized user profiles white pages

In college and for most of my life I was what you called a “Night Owl”. I was always up late just doing stuff, playing video games, learning, reading, whatever I could get my hands on. As any other night owl knows being up that late, you get to see a lot of interesting infomercials and I would like to consider myself something of an infomercial onnoisseur. Yes, we all have our favorites whether it is the Ron Popeil “Set it And Forget It”, The Magic Bullet or the Jack LaLanne Juicer, but recently I stumbled upon not only the most interesting SET of infomercials that I have ever seen but also one of the most attention grabbing marketing ploys ever.

The company, Blendtec, makes blenders (Duh!) and in order to promote their product they decided that making some viral videos for YouTube would be the best route to promote their product (OK, so not the only way, perhaps a branding campaign or supplemental traffic). Regardless, these videos caught on HUGE, of the 25 or so, most of them have over 700K hits. Apparently Blendtec had a small budget, and by small I mean $50. These videos helped them to create brand awareness but also increase their sales five times over. Pretty Amazing!

Here are a few of my favorites:

Watch as he pulls a fast one with the crowbar

You can see the rest of them here.

Anyway I found this to be an pretty interesting phenomenon and it just goes to show the power of viral videos.

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In case you haven’t checked the Business Wire this morning…Doubleclick announced a major technology partnership with Pepperjam.

With the addition of Doubleclick’s unparalleled technology, Pepperjam becomes the most sophisticated and cutting edge full-service internet marketing agency in the world.

This is a significant milestone in the history of Pepperjam’s technology offering and we are honored to be associated with Doubleclick and excited to pass the value of the partnership to our growing client base.

Truth is we’ve been in negotiations with Doubleclick dating back before Google’s (NASDAQ: GOOG) $3.1 Billion acquisition. In addition, we were in private negotiations with numerous other top ad management and technology vendors, including aQuantive (NASDAQ: AQNT), who was recently purchased by Microsoft.

I’ve included the body of the press release below, which was sent out by Doubleclick this morning.

For press inquires please contact Ojas Naik, Vice President, Ogilvy Public Relations Worldwide at 917-406-7159 or ojas.naik@ogilvypr.com.

June 07, 2007 09:00 AM Eastern Daylight Time

Pepperjam Selects DoubleClick as Exclusive Ad Management Solution for Its Rapidly Growing Client-Base
Pepperjam Switches from Atlas to DoubleClick DART® Ad Management Integrated Platform for Search, Rich Media and Display

NEW YORK–(BUSINESS WIRE)–DoubleClick Inc., the premier provider of digital marketing technology and services, today announced that Pepperjam, an Inc. 500 company and industry leading full service Internet marketing agency, has selected DoubleClick’s integrated DART® platform to meet the digital marketing needs of Pepperjam and its clients. Pepperjam is a rapidly growing agency that specializes in search-engine marketing, affiliate marketing management and online media buying and planning. The agency serves clients in the fashion, entertainment, education, retail and consumer packaged goods industries, such as The Wharton School of the University of Pennsylvania, 1-800-PetMeds (PETS: NASDAQ), and Sesame Street.

DoubleClick’s integrated DART platform enables Pepperjam to serve display and rich media ads and conduct effective search marketing campaigns while also providing deep analysis and reporting across all digital channels to ensure Pepperjam has a holistic view of campaign results. Through the use of DoubleClick’s DART platform, including DART for Advertisers (DFA), DART Search and DoubleClick Rich Media, Pepperjam collaborates with its clients to seamlessly integrate digital advertising into overall marketing efforts. The integrated solution gives Pepperjam clients the ability to manage all their digital marketing with greater efficiency and flexibility.

“We made the switch to DoubleClick because they offer a fully-integrated ad management platform to seamlessly manage all digital marketing channels,” said Kristopher B. Jones, president and CEO of Pepperjam. “It became a burden to manage multiple products for each marketing channel. DoubleClick instead provides cutting-edge technology and in-depth analysis enabling us to focus on serving our clients.”

“Pepperjam is growing tremendously, adding new clients each week and we are thrilled that they have decided to streamline their ad management with DoubleClick,” said Jason Bigler, vice president of product management at DoubleClick. “The combination of DFA, Search and Rich Media gives Pepperjam a single platform to create world-class advertising campaigns that produce great results and allow Pepperjam to achieve operational excellence.”

DFA provides Pepperjam with a hosted, enterprise-class advertising management and serving solution to help their clients reach their online goals efficiently and effectively. DFA offers sophisticated targeting capabilities, ad serving technology, robust reporting and rich media capabilities. As a highly advanced ad management platform on the market today, DFA allows marketers to centrally manage creative assets, traffic more compelling ads, track results beyond impressions and clicks to understand conversion, improve ROI and branding and automatically optimize creative to improve results.

Pepperjam’s powerful search-engine marketing management solution will rely on the Web-based DART Search, a solution for all aspects of creating and managing search advertising. It is integrated with DFA, so Pepperjam clients get a clear view of results across both display and search advertising, enabling them to boost efficiency, effectiveness and ROI. The Web-based DART Search system is integrated with leading engines so Pepperjam clients have insight into what’s happening from first bid to final report, across multiple search engines. Additionally, DART Search is synchronized with DFA, so Pepperjam clients can gain a clear view of their results.

With DoubleClick Rich Media, Pepperjam can easily collaborate with their agency partners, publishers and advertisers to produce campaigns that garner great results. DoubleClick Rich Media integrates the best of interactive design, ad serving and reporting into a sophisticated integrated rich media offering.

DoubleClick’s world-class service model provides unparalleled support for Pepperjam by giving them direct access to technical account managers and specialists to help ensure campaigns are up and running seamlessly.

About Pepperjam

Pepperjam is an industry leading full-service internet marketing agency offering management services in the areas of search-engine marketing (PPC / SEO), affiliate marketing, and online media planning and buying. Pepperjam is a 2006 Inc. 500 Company (#293) and has been in business since 1999.

Learn more at www.pepperjamsearch.com

About DoubleClick Inc.

DoubleClick is a provider of digital marketing technology and services. The world’s top marketers, publishers and agencies utilize DoubleClick’s expertise in ad serving, rich media, video, search and affiliate marketing to help them make the most of the digital medium. From its position at the nerve center of digital marketing, DoubleClick provides superior insights and insider knowledge to its customers. Headquartered in New York, and with 17 offices and development hubs and 15 data centers worldwide, the company employs more than 1,200 people and delivers billions of digital communications every day. Learn more at www.doubleclick.com

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For the past 2 weeks we have looked at Avatars and the impact they have had on the online world. This week we will look at who, I believe, is ushering the avatar into a new era of existence. I am sure everyone out there has heard of Second Life and if you haven’t you shouldn’t be allowed online.

Since the inception of Second Life people have been obsessed with it. It is quite possibly the ultimate chat program. It allows its users to chat with one another in a 3D world, where they can actually see virtual representations of one another. Saying that second life is just a chat program is a complete understatement and I actually feel a little guilty saying that, but that IS initially how it did start. Second Life did have features that set it apart from other 3d Chat Programs though, mainly the ability to make your own items and customize anything you want to. Through a Pseudo-open ended interface Second Life allowed its users to customize their avatar anyway they wanted if they put the time in to learn the code. Of course there are some stock items that your Avatar can wear but that’s boring, right?

I think the open ended interface was probably somewhat of an experiment to begin with. I don’t think Linden Labs expected this type of response or their creation to turn into one of the first and most interesting online social experiments. Let me explain. The “residents” of Second Life have completely shaped the landscape, economy and social structure of the land. Trade skills are in high demand and are probably the most sought after type of player. The people who are making the most money from Second Life are the “Real Estate Agents” from all accounts that I have seen, they can make between $150K to $1M a year. Quite Amazing if you ask me.

But how does Second Life relate to Web 3.0 you ask? Well to truly understand we need to continue the story of the evolution of Second Life. As we have just seen, trade skills and real estate are in high demand, which means that Virtual Customized Structures are able to be built from landscapes to mansions to storefronts!

Storefronts! This is where it gets interesting. A few months ago Adidas was one of the first real world stores to put in a virtual store. The store was selling virtual Adidas Products such as Jerseys and Shoes that You could put on your avatar and then go test it all out on the virtual basketball court they had outside. This is what got me thinking about this article in the first place.

 

IF Second Life can find a way to recruit more merchants and the merchants start building more and more virtual malls and stores eventually people might start going on to second life to browse for items since they can get a 3D representation of it. Imagine logging in to go shopping online, except you are represented by a virtual version of yourself and you can visit virtual stores where you can get information about a product by “virtually physically” touching it.

It would be an interesting experience to be able to visit these virtual stores and malls and browse for real items. Imagine this, and really imagine, you log on to Web 3.0 with a few friends because you are all interested in doing some online shopping. You decide that you will all meet at the virtual mega mall downtown. Instead of taking a cab, you fly there or teleport and meet out front by the fountain. There are people everywhere doing the same things that you are doing. You get a Instant Message from one of your friends saying “Be there in a few minutes”. Meanwhile one of your other friends shows up and starts talking about the virtual house she just bought. The friend who was late just showed up. You all gather together and walk towards your destination of The Gap or Forever 21. Once you get in the mall you consult the virtual directory and you can either click on the store to teleport there or walk. You decide to teleport to get the true virtual experience. Once inside you start browsing through racks of clothes, you grab what you like and go to the virtual changing room to model the clothes on your avatar. You decide that you like 4 shirts and 3 pairs of pants and you purchase them, so you get them for your avatar and the real items are also being shipped to you immediately. Your day at the virtual mall is completed by stopping for an Orange Julius and then you all part ways and decide to meet up later to go to a virtual club.

 

Ok so perhaps that is a bit of a drawn out scenario but that is where I see avatars going and I truly believe that Second Life has the potential to take it in that direction. I just hope that Second Life is not too far ahead of its time and it never gets the chance to take over.

I would love to have some feedback on this. So if anyone found this article interesting please leave your feedback or ideas as I am a little obsessed with futurism and hearing what others think about whats to come.

You can see some Second Life Stats Here and read an interesting Web 3.0 Article Here

Until Next Time…

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Last week we looked at how avatars have grown from a simple icon into a very useful tool for users and marketers alike. We have seen their
application change from a way to express your individuality into a way to express your identity online. Previously, we even looked at the real world application of the avatar. This week, however, we are going to shift gears a little and look at the avatar as a marketing tool.

I Just Wii’d Myself

I can hear you all screaming, “Dean, Where were the first real avatars seen”?

Well, looking back, one of the first true applications of an avatar was in the game Ultima Online (which was also one of the first MMORPG’s). This was the first time that we saw the avatar in its fully customizable form. At character creation you were able to not only pick the hair, hair color, etc but you could also dress him as you saw fit. This was one of the first applications of the “customizable avatar”. Gaming companies started to take notice of this phenomenon of customization and how much it attracted the user’s attention and soon after second generation avatar customization interfaces started to pop-up in video games.

Magical Bubba Is An Example Of An Ultima Online Avatar

EA (Electronic Arts) and Neversoft were probably the first two companies to go next-gen with this feature. One of the big draws of avatar
customization is personalization. These two industry giants saw the opportunity to capture users through use of a very in-depth character creation application. This was the first time a user could not only select but then adjust hair, hair color, eyebrows, brow size etc; they even built in a feature for bone structure customization which allowed the users to create very, very distinct images of themselves to use right in the game. Some companies took this a step further by allowing you to map your face to the avatar through use of a digital camera.
But how did this become such a selling point?

An Example Of EA’s Character Creation

A Character Made Using Neversoft’s Interface For Tony Hawk

Once marketers realized the immense popularity of customizing characters (i.e. using one’s own face online, in-depth physical alteration, etc) they eschewed the generic character models of old and started “create-a-character”. Create-a-character soon became a HUGE fad and every
single game followed suit. Often times you could not even see your character because it was a driving game or a first person shooter; however, people still ate it up and the gaming industry continued to thrive on this gimmick. It eventually died down, becoming less prevalent, but what started to emerge because of this were more finely crafted character creation systems. When used in conjunction with the right type of game, these creation systems completely enhanced the experience.

Sony and Nintendo (along with Linden Labs, who we will discuss next week) are at the forefront of this new charge of the avatar. They
have each created distinctly different interfaces and platforms in which the user’s characters interact with the online world. Nintendo has crafted a very unique and very Nintendo version of this called the Mii. A Mii is a very cartoony and quite funny version of the user that is fully customizable. You can use your Mii on your Wii as a virtual wallet to store all of your achievements and points. A Mii is also available to use in certain games on the Wii and once you take it online that is your online identity. The Mii offers a very cool stylized version of an avatar to take online and compete against others. On the Playstation front however, things are a little different. Playstation has modeled their HOME platform in more of a Second Life way. It is a giant interactive environment that acts as the central hub for all Playstation 3 owners going online. Here they will be able to meet and play games together as well as interact and chat. It seems there has also been mention of online stores for your avatar so that you can buy your character Nike shoes. Essentially, customizing your character has become a monetization opportunity for large companies and marketers. Platforms like HOME and Second Life have become the testing ground for this concept (although there have been some lesser known games from Korea testing this as well) and they are at the leading edge of the marketing revolution of avatars. They know that people will pay a small fee in order to get unique items for their character. Some companies have even gone out of their way to set up virtual stores.

An Example Of A Nintendo Mii

An Example Of The New Playstation Home Platform

Next week we will visit the land of Second Life and tie this whole thing together. We will explore their new online stores and how Second Life might eventually morph into Web 3.0 (they are certainly on pace to do so). If they can become main-stream enough and start grabbing merchants to integrate their stores more and more into the Second Life landscape, it seems that more and more people would be willing to give it a try. Eventually the Web will be a virtual landscape where you can walk around and explore and shop all in the same application.

Until Next Time…

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Welcome to the first in a three part series of a special PepperjamBLOG. Throughout this series I will explore, in-depth a current phenomenon that everyone seems to be taking for granted - Avatars. Avatars have been a part of the internet and its culture as since the beginning. They have stood the test of time and have outlasted other gadgets in the Internets rich history such as chat room and AltaVista. We have seen avatars morph from a quaint graphic to full 3D models. Lets take a deeper look at the avatar. Also, I have given myself a special picture to help me look more like an avatar, I don’t really look like this

In The Beginning

Avatars, icons or whatever you choose to call them, there is one thing that you cannot deny: They are everywhere. From simple programs like Gtalk, and AOL Instant Messenger to more advanced platforms like the Mii’s on the Wii, Playstation Home and Second Life, avatars are becoming as much a part of everyday business on the web as business cards in the real world. They remind people of who you are, what you do, and where you met. Your avatar is your life line to your friends and colleagues on the internet. An electronic calling card if you will. Over the past few years we have seen the avatar grow in depth and popularity. Avatars are quickly becoming the marketing tools of the future.

Avatars started out as simple pictures that one would place next to their screen name on AOL Instant Messenger, a message board or a forum. The pictures acted as your online identity and gave others a glimpse of who you really are. They often showed the world one of three things:

1.) What you ideally want to look like.
2.) Your current celebrity crush.
3.) Your creative side.

It was somewhat of a contest in the beginning to see who could have the coolest avatar or icon to describe them. This little contest is what pushed the avatar from a “snazzy little icon” to the awesome marketing identity that it is becoming today. Essentially it is your personal calling card or “dressing your business to impress”, all of your creativity is going to waste if you don’t have the means to advertise all of your skills to potential clients

As avatars grew in popularity they started to become animated and more customizable and interactive. (which is probably how they have become so ingrained into web 2.0) The avatar eventually grew into a full fledged “character” in video games and they are becoming a very important and awe-inspiring marketing tool.

As we watch the web make it’s transition from 2.0 to 3.0 you will see that a fully customizable version of yourself will not only act as a recognizable business card but will also help you craft your identity online and it will be available to use at every website.

The Real Life Avatar

In recent years we have seen the avatar leap off of the computer screen and into the real world. As we often see, online phenomenons sometimes blur the line between the real world and the virtual world. One recent example is the introduction of Moo Cards. Moo Cards are mini business cards that have many custom images printed on them in one printing. It allows for a truly customizable business card and one that does not grow stale and stagnant to the owner. Moo Cards also stand out because of the size. They are roughly half the size of a normal business card.

Moo Cards in Action

Moo Cards have become very popular with the gaming convention circles and the blogging community. They often have peoples gaming avatar on the back and their personal information on the front, you are able to choose an image from Moo Cards personal collection or upload your own images. The ability to customize is a desirable feature in any web 2.0 application and since Moo Cards are tied very closely to web 2.0 it only makes sense that they are customizable as well.

As we delve deeper into the phenomenon of Avatars you will discover that the more involved a user is in an avatar the more emotional/personal attachment they have to it. They will continue to change the avatar based on their likes and dislikes, buy it new things and give it a new haircut. The avatar often changes along with the person it is linked too. As we progress through the series we will look at how this is beneficial to companies like Nintendo, EA, Sony and Linden Labs and how they have created or supplemented a sustainable business model with something as simple as a customizable character.

In coming articles I will take an in-depth look at how avatars are being used as powerful tools to gain user and customer loyalty and how this “virtual” version of yourself shows your consumer profile. I will also look at what the future of web 3.0 holds and how I already see it forming.

I would love to hear comments and suggestions from anyone reading this, so please feel free to use them.

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Recently I have been lucky enough to have A LOT of exposure to the world of gaming (more so than usual) and more specifically the MMORPG segment. What is interesting though is the exposure is not from the traditional gaming side, it is from the business side (ok, perhaps you expected that). Which has given me insight into just how much it takes, from every aspect, to launch a game. Aside from that it got me thinking about business gaming or corporate gaming.

Corporate gaming, whats that? (I can hear you asking this question) Corporate Gaming (as I am officially dubbing it) is using already existing gaming technologies such as Second Life and Lord of The Rings Online to build a game engine based around your company. How can this be useful? (Again I hear your brains thinking this) Well imagine being able to hold a board meeting, or a conference call or even a training session online, with everyone there but not physically. Quite innovative if you ask me.

For instance some companies struggle with team building (major issue, you need a great team), well why not load up your Pepperjam MMO, gather your team, suit up in your armor, pick your weapons and go slay some monsters together. Not only have you effectively worked as a team to meet a common goal, you have also had a great networking session, and have seen top prospects in action for positions in leadership, planning, organization etc…

Another thought that has crossed my mind is opening a division of your company online (yes I know some people have done this) but if you are a company like Pepperjam who already works online, why not go to Second Life, build the Pepperplex and actually do online marketing online. I think it would be quite interesting to be able to load up your avatar and walk to the virtual Pepperplex where you can find either a virtual version of myself or Kris Jones to help you with your online marketing dilemmas.

There has been a lot of buzz around people making supplemental incomes from playing Second Life (or would you call it working at, the line gets blurred here) some people have simply made player animations for dancing and sold them for $1, but if you make 10 different animations and 1 million players buy them, you have got a pretty nice business on your hands. The entrepreneurial spirit is alive and well in video games and has been for years. (Ultima Online started it) In this instance it is the true essence of an entrepreneur because not only has it never been done, it hasn’t been done in a completely different living, breathing world.

I just think the prospect of virtual offices and boardrooms is an exciting thought, forming an online community with the rest of your workforce is a great idea, sometimes you don’t even get to see some of the people in your office let alone meet them, I think this would be a step in the right direction to circumvent problems like that.

Chuch.

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One of my favorite sects of marketing is Guerilla Marketing. Perhaps it’s the artist in me or perhaps it speaks to me on a cosmic level. Whatever the reason, I have devoted a lot of time to finding and studying some of the more creative Guerilla Marketing campaigns.

To me Guerilla Marketing means that you are inserting ads out into the real world, you are making them part of the daily human experience, all while trying not to blend them into the environment so well that they don’t get noticed. This is one instance where creativity pays off. If you can make your ads stand out and memorable and have people see them everyday then there is no reason your advertising will be uneffective.

“Guerilla Marketing, as described by Jay Conrad Levinson in his popular 1982 book Guerrilla Marketing, is an unconventional way of performing promotional activities on a very low budget. Such promotions are sometimes designed so that the target audience is left unaware they have been marketed to and may therefore be a form of undercover marketing (also called stealth marketing). The ethics of guerilla marketing have often been called into question due to the often deceptive, misleading, or subtle nature of the campaigns.”

The above is a rather famous definition of Guerilla Marketing, it recent years I believe it has become slightly outdated, although the ethics part still holds up. In some instances Guerilla Marketing tactics can be illegal, such as the recent in Boston Fiasco, or in the case of a famous and controversial U.K. graffiti artist Banksy. In myopinion Banksy has not only transcended street art he has been able to market himself to get to that level. One of the high profile stunts he has pulled off includes putting a piece of art he made himself into a famous museum and since no one noticed it for weeks they left it there. (It was a “cave drawing “of a man pushing a shopping cart that he put with a caveman exhibit) In this instance it wasn’t a piece that stood out in the environment, but when it was discovered all the buzz hit at once, and that is what Guerilla Marketing is about, generating buzz and getting people to WANT to see your advertisement.

There are even some companies popping up that specialize in Guerilla Marketing only. Once such company is ALT TERRAIN. They have over 17 forms of Guerilla Marketing (including ahem… blog and viral) that includes such thinks as talking billboards, and legal graffiti campaigns on wall space set aside just for that. Another of my favorites is Ass-vertise, for a nominal fee they will put your message on the backside of a bikini worn by a hot girl. (the essence of where people are really looking).

Here are some of my favorite ad campaigns:

From Hemmy

 

See more Banksy here

Dont Know Who This Is By, But Certainly Attention Grabbing.

 

For Further Study here Are More Links:

CNN Story

Will It Blend

Leo Burnett (Play With This Site For A Minute)

Marketallica (Scroll Down A Little)

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Ever think to yourself “Man what a great short film this would make” or “If I could only get my movie out there”? Me neither, but apparently some people are very interested in expressing themselves through film whether it is some backyard wrestling, a gaming stunt video or LonelyGirl15. Soooooo, when I read today that YouTube was going to start sharing revenue with users I was pretty excited because its a really good idea. Not only will it keep people coming back but you know someone is going to get really good at gaming YouTube and do a ShoeMoney type picture where they hold up a check for 100K from YouTube.

By engaging users on such a level it actually should foster creativity and self-promotion. I guarantee that there will be films put on here that garner some sort of buzz for sundance or any other film festival.

On a completely different note I was thinking that Google would serve ads for possibly related objects like they do in GMail. For instance, (and they beat me to it by a second) this quote by Gerbot from ThreadWatch: “If [Google] is really smart and they’ll start running ads for cups/boxers under videos of guys getting kicked in the nuts.”

Entirely feasible. Anyway I am sure they will find a better use for what they are proposing to do with YouTube than selling things for your groin.

Best,

Dean

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With the release of the iPhone, Apple has a huge opportunity on their hands. Think about this, what company wouldn’t kill to be able to go to one area to find out everything they ever wanted about their users. With the iPhone Apple could assign each of their users who opted in for web browsing functionality a numeric ID, track the behavior of that user ID and serve ads based on the users behavior. You would most likely to be able to figure out the users age range, sex, hobbies etc… all without ever asking them because, although it won’t be perfect, you will be able to infer all of the demographical traits just based on how they browse the internet.

Apple and their network of partners could serve ads, through not only regular mobile advertising but through iTunes and other media outlets. For example, say you are listening to one of your favorite artists, Apple or their partners could serve an ad for a music artist that is similar to the one you are listening to. They will be able to target your choices in music with artists that are similar to your tastes which could prove to be very effective. Surfing the web and being served ads that are relevant to you is not only good for you but VERY good for online media companies

Cheers Apple, Don’t mess this up for all of us!

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