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FT: Brickfish aiming to use viral adverts to catch the attention

Brickfish aiming to use viral adverts to catch the attention

By Paul Taylor in New York

Published: July 3 2008 03:00 | Last updated: July 3 2008 03:00

When Kodak, the US photo supplies company, decided to re-enter the inkjet printer business with a range of printers that claim to cut the cost of ink in half, the company chose an unconventional way to get the message out.

Kodak teamed up with a San Diego-based start-up called Brickfish that has pioneered a new web-based viral marketing method called social media advertising.

Together they created a campaign dubbed "Pricey Ink Stinks" built around a competition that challenged online visitors to find another use for their old, ink-hungry printer and blog about it, take a photo, draw it or video it for the chance to win one of the new Kodak models.

The campaign was a success, generating 87 entries and more than 173,022 "engagements" which Brian Dunn, Brickfish's chief executive, claims are a much better metric than unique visitors or page views. Engagements, or a campaign's "e-score", measures consumer action defined by entries, votes, reviews and views of branded user-generated content.

Clients use the Brickfish platform to launch online advertising and marketing campaigns designed to capture the attention of consumers - particularly the young, creative and connected - and tap the power and reach of social networking.

Instead of marketing to consumers, the Brickfish advertising platform effectively co-opts consumers who become part of the campaign, generating blogs, images, video and audio content that is shared virally and voted upon. Meanwhile, Brickfish enables its clients to monitor and track the campaign through "viral map" technology that provides detailed analytics about campaign reach, performance and demographics.

"This viral, consumer-driven marketing approach has proven to be five to 10 times more effective than existing online advertising methods such as display ads and search optimisation," claims Mr Dunn.

With online banner ads stuck with their 0.1-0.2 per cent click-through rates, marketers at big-name companies including Samsung, Nike, Qualcomm and Procter & Gamble have begun to listen.

P&G used Brickfish to launch a campaign for its Aussie shampoo brand. Like the Kodak campaign, the Aussie effort was a contest site. The competition attracted 4,017 entries and more than 2m visitors, 80 per cent of whom were viral connections through sites such as MySpace, MyYearBook and SugarFoot. Brian Jochum, P&G's Aussie brand manager, described it as one of P&G's most successful engagement branding efforts so far this year.

"In order to broadly reach consumers across the internet, Brickfish provided us with a highly cost-conscious and effective method to virally spread our brand name to thousands," he said.

Using Brickfish's media platform, P&G was able to track not only the initial message sent but subsequent ones to other social networks.

In total, Brickfish has launched more than 200 campaigns for clients, including about 30 for the fashion and cosmetics industries.

Copyright The Financial Times Limited 2008

FT: Penguins offer safer surfing for junior web users

Penguins offer safer surfing for junior web users

By Maija Palmer

Published: May 12 2008 03:00 | Last updated: May 12 2008 03:00

The founders of Club Penguin - Lane Merrifield, Lance Priebe and Dave Krysko - are possibly some of the nicest guys in the internet business. They give millions of dollars a year to children's charities and are fierce advocates of family values.

Mr Merrifield looks more like a kindly primary school teacher than an executive, the kind of man you might trust to look after your children. This is what parents are, in effect ,doing as they let their children join Club Penguin, the virtual online world for six- to 14-year-olds.

What started out as a sideline project in the sleepy holiday town of Kelowna, British Columbia, Canada, is rapidly growing into a global phenomenon.

Club Penguin has 20m users and analysts estimate up to 10 per cent of them have persuaded parents to pay about £4 a month for souped-up access to the site. Stephen Prentice, senior analyst at Gartner, notes: "Kids' virtual worlds are the success story. If you exclude online games, around nine out of 10 virtual world users are probably under 12."

Club Penguin became so successful that last July it was bought by Disney for $700m (£350m). It is now building an international presence with Disney's backing, beginning with the opening of a UK office earlier this month. It is also hiring a marketing executive for the first time since it was founded in October 2005.

There is some irony in the fact that the Club Penguin founders now find themselves owned by a big US company. All three originally moved to Kelowna to escape the corporate rat race. And, they had started the site in order to create an advertisement-free zone for children that also offered entertainment.

The site's popularity - it made a profit within four months - showed the founders they had found a gap in the market.

Safety features were a big selling point from the outset. Mr Merrifield's wife is a clinical psychologist specialising in childhood and helped shape the site; his sister and mother, both teachers, also offered advice.

Virtual Worlds Management, which tracks networking sites and virtual worlds, estimates that there are more than 100 youth-focused virtual worlds either live or in development, with 52 of them aimed at children under seven. Disney alone is understood to be developing up to 10 virtual worlds aimed at children.

The fact that many of these sites are associated with commercial brands such as Barbie, Beanie Babies and Bratz worries parents concerned about their children being exposed to too much advertising online.

Safety is also a problem. A recent survey by Ofcom, the UK communications regulator, found that nearly half of all British children have a profile on a social networking site, including a quarter of all eight- to 11-year-olds with online access. These children are theoretically too young for Facebook, Bebo and MySpace, which have minimum age limits of 13 or 14. However, many find ways round the age restrictions. Given that last summer MySpace alone detected and deleted 29,000 convicted sex offenders on its service, parents concerns are real.

Their search for safer online alternatives - sites that are more closely monitored and where children cannot reveal personal information - plays to Club Penguin's strengths. It employs more than 100 moderators who monitor the site for unsafe behaviour. They are trained to spot bullying, or attempts to share contact details.

Pictures cannot be posted on the site. Instead, children are represented by a colourful penguin. Filtering software prevents phone numbers being published.

Club Penguin's culture of niceness is key to its success. But how well it can continue to walk the fine line between wholesomeness and commercial pressures is unclear. Mr Merrifield says that Disney has been very hands-off with the company and lets it do things its own way.

Mr Merrifield admits the company could create soft toys based on its virtual penguin characters but he pledges this would only be done with careful consideration. "It will be very purposeful. It will be based on what the audience want," he says.

The question is: which audience is he talking about? Eight-year-olds do not mind commercialism - they love toyshops. It is parents who resent it, and Club Penguin will have a tricky balancing act to please both sets of customers.

FT: Obama steals a march with technology

Obama steals a march with technology

By Edward Luce in Washington

Published: February 21 2008 02:00 | Last updated: February 21 2008 02:00

This time last year a video featuring Hillary Clinton rapidly ascended to the top spot in YouTube's daily rankings. The slickly produced video was a parody of an Apple advertisement based on George Orwell's "Big Brother" from 1984 . It was Mrs Clinton who was depicted as Big Brother. Again and again it replayed a clip culled from her own campaign website in which she said: "Let the conversation begin".

Peter Leyden, a former -editor of Wired and now director of the New Politics Institute, which examines how technology affects US campaigns, says the Big Brother video perfectly encapsulated the difference between Barack Obama's campaign and that of Mrs Clinton.

Mr Obama, he says, has run the model new technology campaign, in which staff and volunteers have the autonomy to make their own decisions and in which potential supporters who visit his website are offered multiple online materials.

The Obama website offers almost instant video replays of his speeches, which are also packaged by Obama officials for YouTube. A few mouse clicks from each webcast provides a simple procedure to make online donations. Users can set up blogs, join the Obama Facebook group and even download ring tones featuring recordings of his speeches.

The contrast with Mrs Clinton's relatively conventional website is instructive. In one of her first webcasts Mrs Clinton offered to "have a conversation with America". But the questions she received were obviously screened. The fact these "conversations" took place online could not disguise the fact they were controlled.

"Even businesses find it hard to change their organisational structure to fit the demands of new technology," says Mr Leyden. "But for political campaigns, which are classic command-and-control operations, it is particularly difficult. Mrs Clinton maintains a competent and solid website but Mr Obama has made it the central organising tool of his campaign."

As Mrs Clinton wages an uphill battle towards the must-win primaries of Ohio and Texas on March 4 following her tenth straight defeat to Mr Obama on Tuesday, criticisms about her organisational structure are becoming increasingly noisy.

Some blame the recent failures on her campaign's original launch premise, which billed her as the inevitable candidate and as the candidate of experience at a stage in US history when there is an overwhelming desire for "change". Others blame it on last month's irascible interventions by Bill Clinton, who reminded US voters of how a "copresidency" might function were Mrs Clinton to take the White House.

But it is hard to avoid the conclusion that Mrs Clinton has maintained a much less flexible campaign than her surging opponent, in which technology has been treated as an add-on rather than a central tool. She has also relied on a small coterie of family loyalists rather than recruiting far and wide like Mr Obama. Early on, Mr Obama hired Chris Hughes, co-founder of Facebook, the social networking site, to advise his campaign.

"Candidates get the campaigns they deserve," says Bill Galston, a veteran of Democratic contests. "The media needs a narrative and Mrs Clinton did not provide one. It is too late now to come up with one. All she can hope to do is to sharpen her message and hope something unexpected happens to Mr Obama."

Clinton insiders privately concede that her campaign has proved inflexible in the face of Mr Obama's early successes. Instead of recalibrating their strategy following Mr Obama's emphatic win in Iowa on January 3, the Clinton campaign continued to operate on the assumption the race would conclude with her victory in the "Super Tuesday" primaries on February 5.

That is why the Clinton campaign ran out of money after "Super Tuesday" and why she had to lend herself $5m to keep it going. It is also why the Clinton camp was hopelessly out-organised in the post-Super Tuesday states, such as Virginia, Nebraska, Maryland and now Wisconsin - all of which Mr Obama won.

And it explains why it is only now that the Clinton campaign is getting to grips with the hybrid caucusprimary structure of the Texas nominating vote in less than two weeks, in spite of the fact that the Lone Star state's high Latino population ought to have made it a comfortable win for her.

Mr Obama's better use of technology has enabled him to raise funds at more than twice the rate of Mrs Clinton in the past six weeks from an expanding universe of online donors. She, in contrast, has had to divert valuable time to attend traditional "offline" fundraising events.

"Once you have your online fundraising network in place it operates at virtually zero cost - in time and overheads," says Mr Leyden. "Mr Obama has built a kind of online ATM. Mrs Clinton doesn't have that."

*John McCain yesterday accused Mr Obama of "Washington double-speak" for fudging over whether he would accept public campaign financing in November's presidential election, writes Andrew Ward .

The presumptive Republican nominee has pledged to accept public funding - a move that would place a cap on campaign spending - if his Democratic opponent agreed to do likewise.

Mr Obama made the same pledge at the start of his campaign last year but has since hedged on the issue.

"I committed to public financing; he committed to public financing. It is not any more complicated than that," said Mr McCain. "I hope he keeps his commitment to the . . . people."

See Comment

FT: You can handle the web without an adviser

You can handle the web without an adviser

By Michael Skapinker

Published: November 13 2007 02:00 | Last updated: November 13 2007 02:00

I chuckled over recent statements from the public relations industry about how important the internet had become to their business.

"Think of the blogosphere as one enormous focus group," Katie Delahaye Paine wrote in a paper published by the US Institute for Public Relations.

Sir Martin Sorrell said social networking had boosted the public relations side of WPP, the communications group he heads.

All those social networks. All those blogs, podcasts and wikis. All those corporate executives who are not sure what this means but can pay a PR consultant to tell them.

The internet is a marvellous invention. I was an early adopter, signing up to have my groceries delivered by tesco.com a decade ago. I do not book a hotel room without consulting the indispensable tripadvisor.com. Like many of you, I do all my banking, bill-paying, book and shoe-buying online.

Like anyone who spends much of his waking time on the internet, I know it is divided into two parts: the handful of sites that help you run your life, catch up on the news and listen to your favourite tunes - and the remainder, which is mostly inconsequential rubbish.

Ms Delahaye Paine said: "A new blog is created about once every two seconds." That was in April. By now it is no doubt one every second. How many are read by anyone other than the blogger? How many are worth reading?

A few weeks ago, I heard the genome pioneer Craig Venter ask whether we remembered the story about how monkeys, given keyboards and endless time, would eventually produce the works of Shakespeare. Well, he said, the internet shows it is not true.

There are two sides to this story of the internet and business: hope and fear. The hope is that companies can engage with customers over the web, get ideas from them or, as Donna Imperato, chief executive of Cohn & Wolfe, one of WPP's companies, puts it, turn them into "brand evangelists".

How will consumers respond if they sense the companies' hand - or that of their PR advisers - behind future campaigns?

Ms Delahaye Paine concedes that "the blogosphere resembles nothing more than a cornered porcupine that will begin to throw darts the moment it sees someone trying to control it".

Then there is the fear: that your industry is going to be upended by the internet, as has happened to the music, travel and newspaper businesses, or that your company will fall victim to a consumer-backed web campaign.

When it comes to your whole industry being damaged, you can look for alternatives (paid-for music downloads, online newspapers), but it is difficult to imagine what the PR people can do for you.

As for internet-backed consumer campaigns, how many successful ones have there been? I sent a group e-mail to the FT's editorial staff worldwide asking for examples.

We came up with four web-based consumer campaigns that had a real impact. Cadbury decided to bring back the Wispa chocolate bar after a series of online petitions and social networking campaigns. HSBC agreed to reverse its plan to deprive new graduates of free overdrafts after widespread protests on Facebook.

There was the drive, backed by the UK Consumers' Association, to encourage banking customers to reclaim "unfair" bank charges.

Finally, there was the campaign launched by Jeff Jarvis, the US blogger, whose headline about his computer problems, "Dell sucks", attracted so much support that the company was forced to act on it.

Perhaps some of you can remember other examples. Perhaps we can get the total up to seven, or even 10. But given how many bloggers have set up since this morning alone, that is a paltry haul.

No doubt there will be other successful internet campaigns, but who is to know which ones? The internet is teeming with people complaining about companies, without anyone paying the slightest attention. Take any company you can think of and type "X sucks" into Google and see what I mean.

Perhaps your PR consultant has some metric to tell you which of these internet rantings is likely to turn into a significant campaign, but I would ask for a free demonstration first.

Dell used the campaign against it to its advantage, setting up a site for customers to make other complaints and advise it what to do.

But how many others will do the same? Like many of you, I have e-mailed several companies with my gripes over the years and have never received more than an electronic form letter of the "we are sorry we let you down" variety.

Few companies manage to turn consumer complaints into opportunities. Those that do will find the internet makes the job easier. For the many that do not, having a website is unlikely to make the difference.

michael.skapinker@ft.com

FT: Korean website generates cash from 'scrap'

Korean website generates cash from 'scrap'

By Anna Fifield in Busan, South Korea

Published: November 5 2007 02:00 | Last updated: November 5 2007 02:00

For most people, watching video clips on social networking websites - whether it's schoolboy pranks and wannabe popstars or TV bloopers and newscasts - is an entertaining way to pass the time.

For a small but growing group of Koreans, however, dispersing video clips around the internet is proving lucrative, thanks to a small user-created content (UCC) site that is turning internet business models upside down. UCC Community, a small but rapidly growing Korean video site based in the southern port city of Busan, is paying people who link to clips on its site ( www.uccc.co.kr ).

Unlike, say, YouTube, where users view clips on the site, Korean internet users usually put links on their personal blogs or websites - a process they call "scrapping".

"Users scrap the videos on to their own websites, and then people click through to the videos - the users can earn money that way," says Kim Jong-man, a 31-year-old entrepreneur who started the company with $500,000 of his own money in February.

"The more times users scrap clips, the more they can earn - it becomes a kind of pyramid," says Mr Kim, looking every bit the web entrepreneur with his long hair and open-necked shirt.

The remuneration is small - people who scrap UCC Community clips on to their personal websites earn 10 US cents for 50 clicks. But it all adds up. One UCC uploader earns $5,000 a month by finding news clips and being the first to post them. Mr Kim will reveal only that he is a "professional internet marketer" who is fast becoming the envy of other UCC users.

Last month, UCC Community, which has 15 employees, paid $150,000 in such fees, which are funded by advertising on the site and at the end of the clips.

Mr Kim says the site has been breaking even since it launched, but this month he expects to move into profit.

Korea is a technological trailblazer: it has the highest broadband penetration in the world, people use their mobiles for everything from watching TV to paying their bills. Long before MySpace and Facebook, Koreans were using Cyworld, a virtual world and social networking system that counts 90 per cent of Koreans in their 20s as members.

According to a recent survey of more than 2,100 internet users conducted by the information ministry, Koreans spend an average of 4.7 hours a week on UCC-related activities. Three quarters said they viewed UCC clips more than once a month and just over half had created clips.

This wired culture, combined with a very homogeneous society, means news and trends spread like wildfire, gripping the nation almost immediately.

The effect can have positive and negative outcomes. In 2005, a Korean woman became known nationwide as "dog poop girl" after being photographed failing to clean up after her puppy in a subway carriage. A fellow passenger posted the photo on the internet, leading to such public humiliation that the woman dropped out of university.

The most popular clip since UCC Community's launch was uploaded in July, when 23 South Korean missionaries were abducted by the Taliban in Afghanistan. A Christian group in Korea made a video in support of the group's proselytising to Muslim people, which was widely clicked. "It was such a sensitive issue in Korea, so it became the most popular clip," says Mr Kim.

UCC Community, which has 500,000 daily visitors, is only one of several video clip sites in Korea. Pandora TV is Korea's biggest video sharing platform, with more than 1.8m daily visitors, followed by TVPot, the UCC site run by the internet portal Daum Communications. But the payment dimension makes UCC Community stand apart.

Mr Kim is launching Japanese and Chinese sites, and is planning an English-language version.

It will be tough competing with the likes of YouTube, but Mr Kim is confident: "Just look at what we have done in only six months."

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FT: No place to hide

No place to hide

By Ed Hammond

Published: November 3 2007 02:00 | Last updated: November 3 2007 02:00

One evening in March, library assistant Graham Mallaghan was leaving work at the University of Kent in Canterbury when he noticed a group of people hanging about outside the exit. Some of the group started shouting abuse. 'Wait till he comes out, we'll kick his f****** head in,' one of them yelled.

For Mallaghan this incident was part of a confusing pattern, in which he increasingly found himself being intimidated and threatened with no apparent explanation. No explanation, that is, until an acquaintance told him to look on Facebook, now the most talked about of the online social networking sites.

When Mallaghan logged on, he found a group called For Those Who Hate The Little Fat Library Man, dedicated to insulting him.

One of Mallaghan's responsibilities is to enforce the library's noise regulations, and he believes the group was set up by students unhappy with his efforts. Mallaghan, who is 37, says that it quickly began to have an impact on all aspects of his life: 'At its peak the group had 363 members. Both my wife and I had the brakes on our bikes cut. People would run up to me and take photos on their phone ' at one point there was a competition on the group for who could get the best close-up.'

Websites such as Facebook and MySpace are the primary exports of the Web 2.0 revolution, which brought user-created internet content to the fore. The biggest of the sites, MySpace, launched in August 2003 and now has more than 200 million accounts worldwide. Facebook has gathered more than 49 million accounts so far, including more than five million in the UK, its third-largest market. Globally it is adding 200,000 users a day. The MySpace audience is mainly composed of teenagers, while Facebook's users are older ' dominated by college students and young professionals.

The sites have grown exponentially over the past four years by offering a fast, free and easy way for people to come together online and coalesce into an ever-shifting network of social connections around hotspots of friendship, work and shared interests. This can lend new energy to existing friendships and seed new ones at an astonishing rate. All you need is the patience to create your own homepage on one of these sites and the lack of inhibition required to start sharing details about yourself, your life and thoughts with the world. The doors of the social network are thrown open.

The networking currency is 'friends' ' online camaraderie expressed in the links that users create between their homepages and the pages of others members of the network. And because you never need leave your computer to stay in touch with your friends, you can have many hundreds of them.

Mallaghan remains perplexed by his experience and believes the huge number of people bullying him had to do with the medium in which they began doing it. 'It was as if they compartmentalised online and real life. But I couldn't do that ' their behaviour online had a profound effect on me.' He believes sites such as Facebook 'lend themselves to this kind of thing' and worries about how people behave when 'something gives them false courage, and they don't imagine they're going to get caught'.

When I approached - through Facebook - one of the group administrators, or presidents, of the For Those Who Hate The Little Fat Library Man group, she responded with a statement. 'Other than my name being put on the website I had no part to play in this event whatsoever. I do not want anything to do with your story as I had no part in this at all. Do not put my name in any article whatsoever.' But once you are out there on the network, all sorts of unwelcome visitors can come calling, and there is not much you can do about it, except perhaps to stay silent and hope they go away. The founder of the group did not respond to my Facebook advances.

Laura Evans (not her real name) sits by the window of a north London coffee shop. Autumn is stating its case in the streets outside. Papers, sweet wrappers and leaves cluster and form eddies before tumbling along in the direction of the City. Blowing into her cup, Evans looks out at the street and remarks on the chill in the air. Evans, 24, tells me she became a member of Facebook last year for the most obvious reason of all - her friends were already on it and she had started to feel that there was a party going on somewhere that she was missing out on.

'At first I was against it. You think it's only for geeks, but my friends were always telling me about this Facebook thing and that Facebook thing, so I just thought 'why not give it a go?'' Evans built a personal homepage on the site and although the online profile she created for herself 'was a bit unrealistic', she started to attract new friends almost straight away. 'Once people started messaging me I felt obliged to reply, and then you start getting sucked in. I got a bit addicted to it and started checking it every day' so you're always on there trying to make new connections.'

But this greedy pursuit of friendships is not without its pitfalls. 'I had tons of friends, all different kinds of people, some I already knew, and others complete strangers,' says Evans, marking off the different groups on her fingers. 'Old school mates, people from parties and things like that, lots of 'randoms' who I sort of knew as friends of friends, ex-boyfriends ' for some reason they think it's a good way to re-introduce themselves - and of course my friends who got me on there in the first place.'

In August, Evans received a private message from someone she had cut out of her life a few years previously. She had changed her phone number and e-mail, and even moved house in a bid to lose contact with certain people, and now they were back in her life. The ease with which they had found her came as a shock.

The message said: 'I bet you didn't think you'd find me on here, well here I am. You changed your number, like a coward' Let's just hope we never have to bump into one another ever again.'

'I was just sat there staring at the computer in shock for hours; I just kept re-reading the message over and over. I don't think I ever once thought about it being unsafe - you just log off if anyone annoys you. But here, at the click of a mouse, was one of the people I had worked hard to distance myself from, and he had thrown a knife at my online social bubble.'

Evans shut down her account last month, but admits that she still feels like she is missing out on something by not having one.

Social networking has rapidly transformed the way we interact with each other, and has started to redefine the idea of friendship, making it something much more nebulous than in pre-web days. But where casual friendship thrives, so does casual enmity. The free association that social networking sites put within everyone's reach cuts both ways, creating an equally fast, free and easy tool for those who do not want to be our friends. And the social pressure users feel to create more and more connections scatters personal information about themselves more and more indiscriminately.

'It is a classic symptom of the early development of these sorts of things,' says Neil Munroe, external affairs director of Equifax, a credit reference agency that offers consumer advice on the risks of online socialising.

Easy access to personal information is a perennial problem for technologically advanced societies. But Munroe believes that the detached nature of social networking encourages people to be far more liberal with information which offline they would consider private. In this online environment ' with its apparent dearth of immediate consequences of our actions - social networkers often impart personal details which can lead to them being harassed or bullied, on and offline. A survey conducted by Equifax for the UK's National Identity Fraud Prevention Week in October revealed that 83 per cent of people using online social networks were giving their full name, 38 per cent revealed their dates of birth and 63 per cent made their e-mail addresses public.

While Mallaghan's and Evans' stories demonstrate just how easy it is for adults to attract unwelcome attention on networking sites, younger online socialites have long been at the sharp end of internet-based crime, with countless stories of sexual predators taking advantage of the veil of anonymity the web offers them.

In the US, social networking sites are facing increased legal and political pressure from state law enforcement officials to introduce controversial age-verification technology. Aimed at rooting out online sexual predators posing as young people, the new technology is designed to protect children, who make up 22 per cent of social network users. Executives from MySpace's parent company, Rupert Murdoch's News Corporation, held meetings this month with state attorneys-general.

But for many youngsters and their parents, the threat of bullying, transferred from the playground to MySpace and similar sites, is as much of a concern. In September, the British government published guidelines on how to tackle the issue of cyber-bullying, a problem - according to research conducted by the Department For Children, Schools and Families - experienced by one in three children. Ed Balls, secretary of state for children, schools and families, said: 'Cyber-bullying is a particularly insidious type of bullying as it can follow young people wherever they go, and the anonymity that it seemingly affords the perpetrator can make it even more stressful for the victim.'

Action is being taken to protect children from internet abuse. However, if - as in Mallaghan's case ' the victim of cyber-bullying is an adult, who is responsible for protecting them?

One answer is Mallaghan's employer, the University of Kent. 'We have no objection to students using sites such as Facebook as long as they do so in a responsible manner,' a spokeswoman said. 'However, some of the comments on the website were deeply offensive and, as Graham's employer, we alerted Facebook to this contravention of its code of practice.'

According to the Association of Teachers and Lecturers' guidelines, this was the correct route for the university to take. When cyber-bullying affects an employee the guidelines suggest, having been informed of the material, 'the senior manager should approach the website hosts to ensure it is either amended or removed as a matter of urgency, ie within 24 hours.' They go on to say: 'If the website(s) will not co-operate, the senior manager should contact the internet service provider.'

Facebook says it shares the view that cyber-bullying is unacceptable. A spokesman said: 'Facebook does not condone cyber-bullying on the site and will disable accounts that are found to be intimidating others in any way.' In its terms of use, Facebook states that members will have their accounts deactivated if they intimidate, harass or bully other users or engage in predatory conduct or stalking. Among other rules, members can lose their accounts for creating a false identity.

Matthew Harris, a partner at law firm Norton Rose and a specialist in information technology and intellectual property law, explains that harassment or bullying can result in action being taken against the bully. But, he says: 'Just as the bully is liable for his actions, when the bullying occurs online, anyone who facilitates it over the internet ' for example, a social networking site - and continues to do so once they have been made aware that it is occurring could be equally liable.'

Mallaghan says the website did not respond to the university's complaint and 'did not seem to do anything at all about it'. Instead Facebook responded by informing the university that it did not take complaints from institutions. So he contacted the site himself to request that the group be closed. He also went on the website and used the 'report group' function to alert Facebook to the situation.

Facebook continued to allow the group to exist on its website, and failed to respond to any of Mallaghan's pleas to get it removed. Eventually, with the help of a colleague's son, Mallaghan was able to access the For Those Who Hate The Little Fat Library Man group himself, and remove its contents more than a month after it was created.

For Evans, the idea of cyber-harassment is part and parcel of the social networking experience. Looking out of the window of the coffee shop, she points to the people bustling past one another in the soggy, grey light of the street. 'They wouldn't dream of exchanging insults,' she says. 'Put the same people online and they'd be slagging each other like there was no tomorrow.'

Dr Karen Long, a lecturer at the University of Sussex who specialises in the social psychology of the internet, says the web merely serves as a new platform for behaviour that has always been around. She describes the exchange of abuse between social networkers as 'the same as people writing insults on the walls of public toilets'.

But she agrees that there are important differences in the online experience. 'The factors that limit behaviour in face-to-face interaction are absent online,' she says. 'Status markers don't exist, so people feel freer to be more anti-social.' The perceived escape from responsibility is one of the great dangers of social networking. Many users of the websites believe what happens online stays online, but as with Mallaghan, this is not always the case.

The law goes some way to protecting internet users from abuse. But often it is more effective for individuals to defend themselves. To this end, there is a growing number of voluntary groups that work to uphold the values of good cyber-citizenship online, patrolling the web for people who misuse the environment it provides.

From its small offices in Pennsylvania, Cyber Angels has rolled out a worldwide operation, offering protection to web users. Launched as an arm of the Guardian Angels - a volunteer group that was set up in 1979 to patrol the streets and subways of New York ' it offers support and advice to victims of cyber-stalking and bullying. It provides free weekly online classes, covering a range of subjects, to help web users understand what they can do to protect themselves from potential bullying.

'We'll help you collect all the information you need to take it to the police,' says Katya Gifford, a spokeswoman for the group. 'The biggest number of complaints comes from social networking site victims; it's the number-one type of case that we deal with, and the problem seems to be growing.'

Back in the coffee shop, things have got very noisy. It seems the hospital around the corner has just finished hosting a post-natal class for all the mothers and babies in London. The place thunders with a cacophony of hissing espresso machines, screaming infants and soothing maternal tones.

Evans is telling me about life after Facebook: 'I was controlled by it for a while, I couldn't shut it down, even when I wanted to, and I was always checking it. It's a bit of a social disability not being on it, but I just think that is ridiculous. I'd rather be left out than controlled by it.'

To research this piece Ed Hammond set up a two Facebook accounts, one under his own name and another using a pseudonym. Within five days the pseudonymous account was disabled and his e-mail address blacklisted.

The other side of social networking

Enemybook

Goes under the strap line 'Keep your friends close, and your enemies closer'.

Set up as a riposte to the perceived bogus nature of many online friendships, Enemybook runs off the back of Facebook.

It allows you to add people as Facebook enemies below your friends, specify why they are enemies and notify them that they are enemies. You can also see who lists you as an enemy, and even become friends with the enemies of your enemies.

Snubster

Similarly to Enemybook, Snubster derides the notion of social networking sites, and can run off Facebook. Users can build lists of personal enemies from their Facebook contacts, who will then be sent a snub and will be alerted that they are either 'On notice' or 'Dead to me'.

Hatebook

Modelled on the Facebook concept, and with an almost identical layout, Hatebook offers a less friendly approach to the world of social networking. You can befriend 'Other haters', and your homepage alerts you when 'Other fricking idiots' contact you. The site also provides you with an 'Evil Map', marking the locations of other users. The antithesis to Facebook's emphasis on making friends, this is an open forum for abuse and aggression.

CNA: Ministerial forum discusses rise of empowered web users

       
                                                 
                                                                                                                 
This                   story was printed from channelnewsasia.com
         
   
                                 

                                                                                                                                                                                                     
Title :           Ministerial forum discusses rise of empowered web users          
By             : 
          Date :           18 June 2007 2026 hrs (SST)          
URL :           http://www.channelnewsasia.com/stories/singaporelocalnews/view/283004/1/.html          
      
                                       
            

            SINGAPORE: Ministers and senior officials from 16 Asian and Middle East countries met in Singapore on Monday to discuss the next generation of web applications and its impact on users.

The one-day Infocomm Media Business Exchange Ministerial Forum was chaired by Minister for Information, Communications and the Arts Dr Lee Boon Yang.

The theme this year was "Web 2.0: Rise of the Empowered User", with the focus on its impact on user empowerment.

The Ministry of Information, Communications and the Arts said the closed-door forum was an opportunity for dialogue and reflection.

The ministers and senior officials had a useful discussion with industry players on the role governments, businesses and societies would play in maximising the benefits of Web 2.0 while at the same time managing the new set of challenges it might bring.

During the forum, Chief Technology Officer of Linden Lab Cory Ondrejka, and CEO of Infocomm Development Authority Chan Yeng Kit made presentations on the Second Life phenomenon and the technology and philosophy behind Web 2.0. - CNA/yy             
            
            
            

                         
            
                                                   
                         
                

         
      
   
      Copyright © 2006 MCN International Pte Ltd
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FT: The world of You aggravates a raw nerve

The world of You aggravates a raw nerve

By Richard Waters in San Francisco,By Richard Waters

Published: June 14 2007 03:00 | Last updated: June 14 2007 03:00

It is entirely understandable if watching YouTube sometimes makes you want to vent. All that crass exhibitionism, puerile humour and cute footage of other people's pets can be difficult to swallow.

In The Cult of the Amateur, Andrew Keen has succumbed to the urge for a good rant - and then some. This as an anti- YouTube polemic, a slap in the face to Time magazine for making "You" (your creative self, that is, as expressed on MySpace, Wikipedia and other "social media" sites) its Person of the Year.

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According to this book, we

have all been flooding the internet with worthless junk, undermining the value of expertise and professionalism and generally laying waste to the popular culture.

Keen does not stop at trying to puncture the "user-generated content" bubble (although that is the target suggested by his title). The internet in general comes in for a lambasting. Online piracy is making kleptomaniacs out of 12-year-olds who once paid for their music; online gambling is turning upstanding college sophomores into feckless addicts who rob banks to fund their habit; online pornography . . .

well, you get the picture.

As this summary suggests, the slim volume descends quickly into scatter-shot diatribe. However, Keen's ranting requires some response. The hype around user-generated content invites

a backlash - and when you

throw this much mud, something will stick.

His central argument is that our generation's ignominious contribution to posterity will have been to kill off media and cultural institutions that took hundreds of years to build (this 119-year-old newspaper included - if you are one of those diehards still reading this in pink and black). He lays much of the blame on our apparent willingness to trade quality (which in Keen's world equates to anything with a big budget - Hollywood blockbusters, the overseas newsgathering operations of old media, Pink Floyd's Dark Side of the Moon)

for trash.

As he sees it, anything of value online is being buried under mountains of user-generated garbage, and it is hard to find or identify the stuff with true worth. That, plus the behaviour of "parasitic" actors such as Google, has robbed the true artists of ways to make money.

Keen has certainly hit a nerve. His scathing attack has been quickly taken up by the growing band of sceptics who agree with his contention that the user- generated content free-for-all is diluting the value of the web.

This seems a good point to stop, take a deep breath and go back to first principles. The internet is, at heart, an ultra-low-cost communications and publishing system. Cheap communications and publishing technologies have always brought alarmist warnings of social degradation. The printing press and the telephone were also seen as threats to traditional institutions of authority and civilised discourse.

The products of what we like

to think of as the "traditional" media industry are not immutable. They are themselves the result of earlier technological innovations.

To some extent, they derive their value from scarcity.

A rationing of radio spectrum

and the high cost of building broadcast towers limited the number of early television networks; the expense of building printing presses and a physical distribution network limited the number of newspapers.

Old media generally don't die entirely, even as they cede centre-stage to the next technology. But why should these artefacts be guaranteed a central place in our culture once the technological era that gave rise to them has passed? Mass media markets created by scarcity

are now giving way to narrow and fragmented media markets

- and, yes, at its most extreme that narrowness extends to my personal MySpace page (URL on request).

Keen's argument comes down to two linked issues. One is social. To the extent that we watch YouTube or read blogs, we are turning our backs on expertise, learning, professionalism.

This is an elitist argument

that is too deferential to the "professional" media world and insufficiently respectful of the audience's right to choose and

its ability to sort the good from the bad.

The other issue is economic. Hyper-fragmentation is clearly

a threat to creators of media who in the past have relied on mass audiences, and so far it has benefited only the aggregators (Google). The economic foundations for this new-style media industry are only now starting to be laid. Yes, it is scary - but that does not mean that everything of value is about to be destroyed.

Forbes: The Soul Of a New Laptop

   Forbes.com

   

Special Report
The Soul Of a New Laptop
Jonathan Fahey 05.07.07

Can a network build a potentially huge new product?

Nicholas Negroponte knew he would need a lot of help. when the former director of the MIT media lab announced in 2005 the idea of making $100 laptops for millions of children in the poorest nations, his support group consisted of a couple of professors in cardigans. The project was ambitious: This machine was not a knockoff of a

Dell

or an

Apple

but a complete rethink, from the motherboard to the escape key.

His solution was to open every aspect of the product's development and design to gearheads around the world who wanted to pitch in. Negroponte eventually negotiated formal agreements with designers and suppliers. But at the start he envisioned a wiki undertaking and set up a sprawling Web site (wiki.laptop.org) with dozens of pages dedicated to the laptop's every detail--its goals and technical specs, downloads of the latest software and problems with the latest prototypes. Wild ideas, practical applications, skin-peeling criticism--it's all part of the process. A loosely connected alliance of staffers, suppliers and volunteers work out the kinks. "There would be no way to launch and ramp in any way other than open and viral," Negroponte says in an e-mail exchange from Taiwan, where he is dealing with manufacturing. "A command-and-control model, the way one runs an army, is not well suited for new ideas."

Negroponte is bound to get much of the credit or blame for the success or failure of this laptop. But, with 1,423 people registered on the wiki, there's really no single author. The $100 laptop, called XO, is the result of broad collaboration, sometimes forced, sometimes serendipitous. The same could be said for many familiar designs, products and processes commonly attributed to a single brilliant mind. The design of an automobile assembly line came from a Henry Ford associate who had visited a Chicago slaughterhouse (and might have been influenced by an assembly line created by Ransom E. Olds a few years earlier). The iconic Jaguar E-Type of 1963 (one of which now sits in the Museum of Modern Art in New York) was largely the result of a designer who applied mathematics he'd learned while creating aerodynamic World War II fighter planes, which themselves came from many different sources.

Design often comes about through a network of ideas--some borrowed, some stolen--that cross-pollinate. That's more easily discerned in, say, medieval cathedrals than in art deco architecture like the Chrysler Building. It took 500 years to cobble together St. Mark's Basilica in Venice, beginning in 1063. Traders and crusaders going East and West brought columns, friezes, statues and mosaics from far-flung places that were incorporated into the church.

Now, let's compress the cathedral-building to a year or two. XO had difficult requirements: It had to sip power, be readable in bright sunlight, be extremely tough and sport a much more powerful antenna in order to pick up and emit signals in isolated areas. In addition, the laptop had to be adapted to one of eight languages and four alphabets. Its overall appearance had to be striking enough that kids would want one. And it had to be cheap.

One laptopmaker refused early on to get involved because, it claimed, success would require "ten or twenty" miracles, according to Mary Lou Jepsen, a former

Intel

executive now serving as the project's chief technical officer. But the miraculous has mostly occurred--thanks to contributions from Hawaii and Haifa, China, California and Chile, Argentina, Brazil, Italy, Taiwan--even from Nepal. "It's breaking all the rules of designing something," says Jepsen. "And it's working better and faster than anything I've ever worked on."

Negroponte's nonprofit group, One Laptop Per Child, has raised $31 million from donors such as

Google

,

News Corp.

,

Red Hat

, Nortel and AMD. The XO is being built by Quanta, the giant Taiwanese laptopmaker, with AMD and Marvell chips and Red Hat--Linux-based open-source--software. The supplier companies plan to make a small profit on the machines. One Laptop will scrounge for grants and other funding to help foreign governments buy and distribute the machines to children. Thousands of late-stage prototypes have been built in preparation for full production starting late this summer. Nine countries have signed on to deliver several million computers.

Many technical challenges have been addressed through unlikely collaboration. Example: access to the Internet in nations without much dial-up or DSL or cable or Wi-Fi. One of the hardware designers, lamenting that the antennas of traditional laptops were buried in the display screen, asked if he could liberate them to increase range. But industrial designers worried that external antennas would be too fragile. At about the same time, Quanta suggested a locking mechanism for the laptop that designers thought was not child-friendly or durable enough. After several iterations, the antennas now stick up like rabbit ears, but they also serve as latches to hold the laptop closed. And they fold down to cover the USB ports and microphone jacks, acting as dust covers. As of the last test, the antennas could survive a 5-foot drop, open. Best, they pick up signals from a half-mile away and then act as routers to bounce signals along, even when the computer is off. The idea is that a single connection in a school could reach an entire community by bouncing from one laptop to the next.

Early in the project the laptop included a hand-crank generator to power the battery. But designers soon found that the size, weight, cost and torque needed to power the machine would be too great. Now the battery is easily removable and can be charged in all sorts of ways, like clipping it into a charger powered by a car battery or solar panel. A Bay Area firm called Potenco came up with a handheld accessory that charges the battery with a pull cord like the one that starts a lawn mower.

The screen was a problem because a typical one costs $120 and uses lots of power. So Jepsen changed the pixel layout, eliminated some costly color filters and changed the electronics so the display could be read even if the computer processor were dormant. Also, she designed the display so that it could be seen in black-and-white or color. It uses one-seventh the power of a traditional screen and costs only $40.

Smaller parts of the computer have come from all over--from so many sources Jepsen & Co. doesn't bother keeping track of who provided what. An engineer in Chile wrote a piece of code that governs a keyboard light. A group in Argentina came up with the calculator application. The user interface is being designed in Milan. Key parts of the operating system are being developed in Brazil. Negroponte says an unknown wiki contributor suggested that the caps lock key be eliminated to save space. And so it was.

Of course, not everyone who pitches in is helpful. To create a custom wireless system, the group had to agree to use proprietary, non-open-source software. That displeased a few, but very vocal, folks in the open-source community. They felt so betrayed by the decision, says Walter Bender, a One Laptop founder, that they vilified the entire project and convinced other software designers not to collaborate with it. But it's been nothing like the horrendous process of designing the structure now being called the Freedom Tower, the edifice that will stand on the site of New York City's former World Trade Center. Tortured by demands from developers, police departments, governments and survivors, the building scarcely resembles the original design by Daniel Libeskind. The current plans have been skewered by critics as the "Fear Tower."

The laptop has taken its share of hits. Bender, who is in charge of software, says that operating in such an open manner has subjected his project to withering criticism because so many people were invited to see early versions nowhere near completion. "We put ideas and machines out in the world long before a company would--we are exposing all of our warts," he says. The computer has a thousand bugs, all detailed for anyone to see online. "There's a risk in showing something that isn't finished," Bender says. "But there's a greater risk in waiting." He expects there to be 500 million laptops in the hands of poor children five years from now--both the XO and other low-cost models under development.

A few miracles haven't yet occurred. They haven't hit the $100 target yet; the machines still cost roughly $150 to produce. And One Laptop Per Child hasn't figured out yet how to get the laptops to all those kids. "We need to think about deployment as creatively as we thought about the hardware and the software," says Jepsen. Ideas are welcome.

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NY Times: Is It Time for An Online Code of Conduct?

http://www.nytimes.com/packages/html/technology/circuits.html

In Today's E-mail Thursday, April 26, 2007

THIS WEEK IN CIRCUITS: Looking Perfect, One Pixel at a Time
 
From the Desk of David Pogue
Is It Time for An Online Code of Conduct?

 

When I was just out of college in the late 1980's, I made a lot of computer house calls in New York (all right, apartment calls). During those years, I learned an awful lot about people and the dichotomy between their public and private personalities.

 

One client in particular has never left my mind. She was a wealthy woman with an astonishingly huge apartment -- and an astonishingly sour personality.

Whenever menials like me were around, she played a game whose name, I now realize, was "You're Wrong."

It began the moment she answered the doorbell. "Well, don't just stand there like a mannequin. I'm not paying you $25 an hour to just stand there. Go inside."

So, mumbling apologies, I entered the apartment and set down my bag next to the computer desk.

"Not there, not there!" she shrieked. "You'll get dirt on the carpet! Put it out there in the pantry. Have some respect for people's things!"

If I then reached to turn on the computer, it was, "Don't do it yourself! How do you expect me to learn if you do everything for me? Don't treat me like I'm some kind of idiot!"

But if, on the next visit, I invited her to turn on the machine herself, she shot back, "How should I know how to turn it on? If I knew how to use the computer already, I wouldn't be paying you $25 an hour, now would I?"

No matter what you said, on any subject, no matter how neutral, Mrs. Cronkwitz could find fault with it. (Yes, this was the same woman who berated me for suggesting that her daisy-wheel printer couldn't print graphics.) Her simple rule was: "If you can't say something negative, don't say it at all."

I think about Mrs. Cronkwitz's game every time I read the comments on any online forum that accepts anonymous postings, like Digg.com or YouTube. It's all a big contest to see who can spit with the most venom on any product, any idea, any topic.

Just once, I'd love to see how many products, ideas and topics these people come up with themselves. (Actually, I already know: None, because most of 'em are still in high school.)

All of which brings me to the Kathy Sierra story, which The Times recently covered here.

In short, a computer-book author named Kathy Sierra wrote, on her blog, about whether it's OK to delete nasty comments left by your readers. Anonymous commenters descended on her with vicious, violent and even sexual comments and threats, complete with vulgar Photoshopped images of Ms. Sierra.

Anyway, Tim O'Reilly, the publisher of her computer books (and mine, by the way), responded with a proposal on his own blog: a voluntary, seven-step blogger code of conduct. You can read the full draft here.

There's room for argument over some of his points -- true to form, most bloggers' first reaction was to criticize it -- but one point, I think, is unassailable:

"3. Consider eliminating anonymous comments."

That's it, baby. People don't go to psychotic extremes when their names or e-mail addresses are visible.

Just look at the reviews for books and products on Amazon.com. They prove that it's perfectly possible to express dislike of something without spewing hatred. And if you've signed your name, you're a *heck* of a lot less likely to do that.

For the record, my assistant and I moderate the comments on my own blog. Criticism, snarkiness and anti-Pogue comments are all permitted. The only things we delete are off-topic political diatribes, vulgar language, and spam. Yes, spam; you have no idea how many spammers seem to think that a tech blog is the place to find customers for Cialis and Viagra.

(OK, Amazon deletes vulgar and abusive comments, too. But I'll bet that it amounts to only a small percentage of submissions, just as we delete only about 1 in 1,000 Pogue's Posts comments for offensiveness.)

The quality of the discussion at nytimes.com/pogue is very, very high, as a number of readers have noted with delight. I think the biggest reason is that on this blog, readers don't feel anonymous. Your comment is posted under a nickname, but you're nonetheless aware that we know who you are; after all, you've signed up for free nytimes.com registration. Plenty of Pogue's Post readers even use their real names as their nicknames.

And why not? If you're proud of your thoughts, why would you be afraid to be associated with them?

Yes, I know, there are exceptions; certain blog topics have good reasons for offering anonymity (spouse-abuse forums, HIV sites and so on). I'm not suggesting that *all* blogs eliminate anonymity.

Nor am I suggesting censorship. As Tim O'Reilly put it: "I'm not suggesting that every blog will want to delete such comments, but I am suggesting that blogs that do want to keep the level of dialog at a higher level not be censured for doing so.

"There are many real-world analogies. Shock radio hosts encourage abusive callers; a mainstream talk radio show like NPR's Talk of the Nation wouldn't hesitate to cut someone off who started spewing hatred and abuse. Frat parties might encourage drunken lewdness, but a party at a tech conference would not. Setting standards for acceptable behavior in a forum you control is conducive to free speech, not damaging to it."

I'm just observing that the blogs with the best and most intelligent discussion are the ones where postings aren't anonymous -- and vice versa. Over and over again, the sites that permit anonymous pot shots are the ones that seem populated solely by Mrs. Cronkwitz and her clones.

* * *

(P.S.-- On a totally different, much cheerier subject, a number of readers have asked whatever became of "It's All Geek to Me," the six-episode TV series I wrote and hosted that was supposed to air in April.

The show has finally been blessed with a firm broadcast schedule: Friday nights at 8 p.m., beginning May 18.

Each week, they'll air one new episode and one re-run, on two channels: Discovery HD and The Science Channel. Both of these channels require either a digital cable box -- you can upgrade to one through your cable company, if you haven't already -- or satellite. Whether the episodes will be available for Internet download hasn't yet been determined.)

 

This week's Pogue's Posts blog.

Visit David Pogue on the Web at DavidPogue.com.