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Are you working on a product targeted at teens? 10% off YPulse Conference on July 14-15

Thinking about Generation Y, not just tech
One of my favorite blogs, YPulse, covers a great range of marketing, tech, and lifestyle issues around the teen demographic. The reason why I'm a fan is because they aren't just tech focused, but consider the research from A-Z on this demographic. Obviously it's great for people who are:

  • Working on social gaming or virtual worlds
  • Building out social networking sites based around games, media, or otherwise
  • Similarly, anyone who's doing Facebook or OpenSocial apps, to figure out what makes this demographic tick

Anyway, they are having a conference on July 14-15 in San Francisco, and they let me share a discount code. Here's the registration info:

REGISTER HERE
10% discount code: FUTURISTIC1

You can view the agenda here. They are having a screening of a documentary covering the demographic as well as a Q&A with a panel of teenagers at the end of the night also, which should be fun.

Sessions
A couple sessions I'm interested in – see you guys there:

Brand Engagement in Virtual Worlds for Youth

    * Creating virtual world experiences residents will love
    * How do you measure ROI in virtual worlds?
    * Connecting virtual engagement with real world engagement

Panelists:
Lauren Bigelow, General Manager, WeeWorld
Teemu Huuhtanen, President, North America, Sulake (Habbo)
Craig Sherman, CEO, GaiaOnline
Michael Wilson, CEO, There.com

Are Girls The New Geeks?

    * Understanding how girls and boys use the web
    * What works in reaching girls vs. boys
    * Girls are creating content, but what are they learning?

Panelists:
Nancy Gruver, Publisher, New Moon Girl Media
Allison Keiley, Online Content and Community Manager, Girls, Inc.
Ashley Qualls, CEO, WhateverLife
Holly Rotman, Senior Web Editor, eCRUSH/eSPIN; Writer, "Advice Girl" column, eCRUSH.com, Hearst Magazines

PS. Get new updates/analysis on tech and startups

I write a high-quality, weekly newsletter covering what's happening in Silicon Valley, focused on startups, marketing, and mobile.

Where are all the video startups? Maybe Content=King, online and offline

I ran across this interesting diagram from comScore on the top video properties online:

Top U.S. Online Video Properties* by Unique Viewers
April 2008
Total U.S. – Home/Work/University Locations
Source: comScore Video Metrix

Property

Unique Viewers (000)

Average Videos per Viewer

Total Internet

134,471

81.6

Google Sites

83,720

49.7

Fox Interactive Media

52,046

10.7

Yahoo! Sites

37,323

9.4

Microsoft Sites

29,908

9.0

Time Warner – Excl. AOL

20,627

6.7

Viacom Digital

19,367

10.3

AOL LLC

19,115

5.0

Disney Online

10,805

9.1

ESPN

9,026

9.2

CBS Corporation

7,993

7.1

My first thought was… why are there no startups on this list? YouTube is the closest, and obviously they are dominating, but how about all the other folks?

A theory on this is that most startups have focused on aggregating long-tail video online, and displaying it as a "content site" similar to YouTube. That is, one would focus on just aggregating and displaying content, rather than building too much complexity on top of it.

Compare this strategy to the one employed by many of the top media companies listed above – they are taking their wells of proprietary content and posting it online, and mainstream content is able to drive traffic with or without surrounding featureset. If you check out ABC.com or many of the major network sites, they don't do anything fancy – just post the content in Flash and off you go. It really makes you believe that content is king, both online and offline.

PS. Get new updates/analysis on tech and startups

I write a high-quality, weekly newsletter covering what's happening in Silicon Valley, focused on startups, marketing, and mobile.

Social gaming design – Bartle types versus Web 2.0 participation pyramid

Spending time between two communities

By spending time in the “social gaming” space, it’s interesting to see the intersection of approaches from both the consumer internet folks versus the traditional game folks. In addition to business models (ads versus subs/virtual goods) or product emphasis (functionality versus storytelling/characters/etc) or other topics, I’m particularly fascinated by the difference in how they think about their players/users and their activities.

Let’s look at the two approaches – both the “Web 2.0” view as well as the games perspective. The former is represented by a pyramid, and the other is a 2-axis landscape.

The Web 2.0 point of view

A while back, Bradley Horowitz (then at Yahoo) wrote an article on a “pyramid of value creation” classifying Creators, Synthesizers, and Consumers. He uses the following diagram and writes – bold formatting is mine:

pyramidcg7

The levels in the pyramid represent phases of value creation. As an example take Yahoo! Groups.

  • 1% of the user population might start a group (or a thread within a group)
  • 10% of the user population might participate actively, and actually author content whether starting a thread or responding to a thread-in-progress
  • 100% of the user population benefits from the activities of the above groups (lurkers)

There are a couple of interesting points worth noting. The first is that we don’t need to convert 100% of the audience into “active” participants to have a thriving product that benefits tens of millions of users. In fact, there are many reasons why you wouldn’t want to do this. The hurdles that users cross as they transition from lurkers to synthesizers to creators are also filters that can eliminate noise from signal. Another point is that the levels of the pyramid are containing – the creators are also consumers.

The use of a pyramid reinforces some subtleties which I bold above:

  • There’s a hierarchical view of how users are perceived, with a linear path
  • Creators are generally seen as “higher value” than the less involved users
  • There’s an effort to “convert” lower value users into creators

Another good discussion and example of the pyramid point of view is here at Jeremiah Owyang, in an article called See Actual % of “Community Pyramids” with Technographic Data.

Let’s return to the pyramid a bit later in this blog.

The Games point of view

Richard Bartle, who wrote the original MUD (multi-user dungeon) did some great early analytical work on the players of his proto-virtual worlds. He writes a great article on this here, where he discusses Achievers, Explorers, Killers, and Socializers, which he plots on the 2-axis landscape below:

 

4quadrantsod9

 

The four things that people typically enjoyed personally about MUDs
were:

i) Achievement within the game context.
Players give themselves game-related goals, and vigorously set out to achieve them. This usually means accumulating and disposing of large quantities of high-value treasure, or cutting a swathe through hordes of mobiles (ie. monsters built in to the virtual world).

ii) Exploration of the game.
Players try to find out as much as they can about the virtual world. Although initially this means mapping its topology (ie. exploring the MUD’s breadth), later it advances to experimentation with its physics (ie. exploring the MUD’s depth).

iii) Socialising with others.
Players use the game’s communicative facilities, and apply the role-playing that these engender, as a context in which to converse (and otherwise interact) with their fellow players.

iv) Imposition upon others.
Players use the tools provided by the game to cause distress to (or, in rare circumstances, to help) other players. Where permitted, this usually involves acquiring some weapon and applying it enthusiastically to the persona of another player in the game world.

Later on in the article, he also touches on the dynamics between each one of these Bartle types, and how they interact to create the community that makes up a game. He also discusses methods of increasing or decreasing the prevalence of certain types, since oftentimes having too many or too little of a particular type can cause imbalance to the community.

A couple observations on this:

  • The 4 types are primarily treated as peers to each other
  • By presenting it as a 2×2 landscape, it also expresses the idea that a player might be in one type yet flirt with another
  • Yet, the diagonals are problematic, since it’s hard to express an Achiever who is also a Socializer

Let’s compare the two viewpoints now.

Comparing the two perspectives
It’s clear that there are clear differences between the two views. While one more closely resembles a linear, hierarchical view, the other represents a flatter, multi-variable view.

In general, I think the two views are in conflict with each other due to the emphasis on user-generated content versus company-created content. In a pure UGC web 2.0 site, you need the content creators otherwise there’s nothing to do for anyone else. Take a site like Digg or Facebook, and if it’s just you on the site, it’s not so interesting. Compare this perspective to the games world, which has long built gradual “solo” experiences that then open into social experiences.

In almost any MMO, you can still play it for a while before you have to start thinking about other people. There’s a long “single user” experience that makes the game fun and entertaining, even if you’re the only person logged on. For socializers, you can talk to NPCs and get your kicks that way. For achievers, you can fight monsters and level up your character. For explorers, you can still check out the world and try out all sorts of different things. By investing in a content experience up-front, there’s less of a reliance on content creators to make it all work.

In general, comparisons like this make me think more about the user/player lifecycle of any product – how do you bootstrap the initial experience and make that fun? How do you pivot the user into trying other things, in particular with real live people? How do you build the critical mass to make social experiences interesting? As always, there’s a lot for Web folks (like me) to learn about from the games people.

Comments and suggestions always welcome!

 

PS. Get new updates/analysis on tech and startups

I write a high-quality, weekly newsletter covering what's happening in Silicon Valley, focused on startups, marketing, and mobile.

Social Gaming Summit: Recap and observations

Social Gaming Summit tomorrow – see you guys there!

Dear readers, need a quick favor!

5 steps towards building a metrics-driven business

Users, customers, or audience – what do you call the people that visit your site?

Data portability: Is the social network data you’re hoarding treasure or trash?

Social gaming and MMOGs: Quick link roundup

User retention: Why depending on notification-driven retention sucks

What’s the value of a user on your site? Why it’s hard to calculate lifetime value for social network audiences

Social network death spiral: How Metcalfe’s Law can work against you

GigaOm’s “10 Blogs We Love” and 15 Blogs that I love!

Online advertising report for 2007 by the IAB

Social network marketing: Getting from zero to critical mass

Lessons from the casino industry on engagement metrics and lifetime value

Has the Facebook platform hit its peak?

Facebook Apps: Why they’re focused on fun instead of utility

Quick link: Movie versus video game

Vertical ad networks: What are they, and why did Cox just buy Adify for $300MM?

Facebook app CPM numbers from Inside Facebook

When will Slide release their hounds on the social gaming sector?

10% discount off of the Social Gaming Summit

Viral marketing, activation, and retention metrics – commentary on Dave McClure’s Web 2.0 presentation

Moving to SF and joining the tech community – Lessons from my first year

iGoogle start pages: Vertical integration of the first, second, and Nth click

Viral loop coverage in Fast Company

Viral coefficient: What it does and does NOT measure

ComScore predictions versus Google performance actuals

Great stats on social media usage from an ad agency

Quick link: Long-tail private jets using agent-based simulations

MySpace versus Facebook: Winning in the US, Losing internationally

Woohoo, broke 3,000 subscribers today! New readers: Feel free to intro yourselves

Ads should be next to brand-elevating content

Quick link on quant trading strategies

5 factors that determine your advertising CPM rates

Your ad-supported Web 2.0 site is actually a B2B enterprise in disguise

Innovation from Asian-based social sites

How NOT to calculate ad revenue