Cyworld-- More Than A Minihome

Still never heard of a Minihome (I have also heard it referred to as a minihompy)! Where have you been? I imagine not in South Korea where 90% of all 20 something's belong to Cyworld.


Like Second Life, many may shudder when referring to Cyworld as a game. "Cy" means relationship in Korean and that is the core value proposition of this world. In fact, it is my contention, based on the look, feel and functionality of Cyworld that that was the premise upon which Cyworld was built, whereas Second Life was built with the original premise of creating a new world, with the social manifestations coming later (or so Philip Rosedale said at Virtual Worlds 2007).


Today Cyworld announced two new features, Cyworld Video Studio and Plaza. According to the press release these functions offer:



a forum for members to upload, edit, mix and share videos or photos...

Cyworlds worked on the project with Eyespot, "developer of next generation media mixing playgrounds, to incorporate online editing features in response to a demand from Cyworld members for interactive tools that allow them to personalize their content sharing".
Eyespot collaborated with Cyworld USA to customize the interactive tool with powerful features
that allow members the ability to mix video, photos, and music -- complete with slow motion,cross-fades, color enhancements, and special effects -- all without ever leaving the Cyworld USA online environment.



I love the tag line that they use, "Your life, letterboxed"

Another important addition is the Cyworld Plaza which allows users to share their creations that were produced in the studio. Sure, we are all familiar with video sharing, but in an ingenious move, Cyworld has played on the idea that their users have shared experiences and has verticalized video based on these experiences. The hunt for ridiculous video on You Tube may be fun but by making this move Cyworld is strengthening communities by providing forums for people to share experiences and emotions, very powerful!

Here are the categories:

  • Frenemies -- You love them, compete with them, and are Best FriendsForever. Let's cut through the lunchroom politics and reveal the truth!

  • Aftermath Cafe -- Prom, Blind Dates, Spring Break, SAT, School Plays ...enough of the glossy tales, let's talk about what really happened theday after.

  • A/V Club -- We're geeks and we love it. From Anime Conventions and Lord of the Rings to Glue Guns and Student Films ... Artists of the World unite!

  • Travel Diaries -- Enough of the sunset photos. What really happened on your last trip across town or across the world?

  • McJobs -- Deep fryers, animal costumes, zinc oxide, and drive-thru's. What's minimum wage life really like?

  • Global Citizen -- Whether you grab a camera or grab a broom, we can all make a difference. Let's show the world how we're going to change everything!

  • Current Obsessions -- Boys, shoes, or ramen noodles... what are you fascinated with right now?

  • Whatever -- Doesn't Fit? Fit it here!




I recommend keeping an eye on how well Cyworld is doing with teens and young adults in America.

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Virtualive.TV May 10-- The First Run

The questions I keep getting asked is, "was it a success"?


I have news for everyone, it was a success the day before it occurred. The team I assemble proved that when the right minds, the passionate minds get together as a community, anything is possible!!! I have the utmost respect for all of them.


As for my feelings now, the event was a great success and this is only the tip of the iceberg. If you missed the event, I am sorry. If you were at the event and had a great time but did not see why this is important to the future of entertainment, you will.


Check out some of the highlights at Virtualive.tv...


Below are some shots taken by shutterbug Melody Chamlee.


Stay tuned as there will be a wealth of content to come.








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Microsoft SAS 2007 --Bill Gates (raw notes)

The Reception on Monday was great. 18 piece jazz ensemble, the drinks did flow, the food was great and conversation was great. Now on to the first session where Bill Gates himself will be speaking. Below are my raw notes from the session. There are a number of issues discussed that I would like to dive deeper into but for now here are the notes.


How can inspiration change the world?


Joanne Bradford and Bill Gates



  • Joanne gives a little opening anecdote about how she stays connected with her family with Microsoft products

  • There was an attempt to utilize the interactive tool at the event today and it did not work J

  • “A guy who I will introduce in a few minutes, Bill Gates”

  • “I know I can I care” message

  • CEO of Home Depot wrote an apology to consumers on an msn message board

  • First party audience through MSN


Bill Gates



  • Revolutionizing the way people consume media and create media

  • Innovating in the age of engagement

  • How software advances will change that faster than before…



    • Chips.. exponential improvement



  • Ultra Wide Band technology

  • Digitization of the economy

  • It is not just about the screen based information, it is about the way we connect with all the marketplaces in the world

  • Directory Assistance and search become the same entity

  • The industry as a whole is spending a record amount on R and D

  • Touched upon the 3D element and the fact that we are starting to see products that can render these types of graphics and experiences

  • Tools for 3D interaction

  • Navigational environment type for experiencing the web

  • (Gates references the iPod instead of the Zune J )

  • Getting to a point where total integration makes sense

  • Far more integration in the future

  • Pervasive connectivity

  • There is not an industry that this is not changing in a dramatic way

  • It is not just advertising, it is not just media

  • Customer Driven Interaction



    • Excite>attract>engage>>



  • As we move to be user centric any time that you prove that it is you, it will connect to the internet and bring that down onto the device

  • In the future there will be no thinking about how information will be transferred from device to device, it will just happen

  • Speak about the straightforward nature of what Jenkins calls the “knowledge community”

  • There is a great simplification that comes after specialized sites look towards greater integration through advanced forms of RSS

  • The decline of print advertising

  • The only sure winner with the internet is the consumer themselves

  • Easy navigation of digital memories

  • “Memories will be well organized”

  • Ads can be in new and richer formats, the only drawbacks are the things associate with the device itself

  • Talks about Channel 9 (did not mention Scoble)

  • TV- “a subject that I think about a lot”

  • Changing TV to a targeted medium

  • The internet is now cheap that the idea of every house in American watching a different video feed is a reality

  • Customized channels

  • Interactive channels

  • A dramatic change in TV.

  • “Broadcast TV will not be competitive”

  • “One of the ways that we are learning about the future of TV is Xbox live”

  • Gaming like environments where you can chat while you watch TV

  • Turning the xbox into the worlds greatest set top box

  • Ed Gracyk- heads up the IPTV group

  • A connected TV experience. Social Connectivity

  • Displays microsofts iptv product

  • Integrated search

  • Xbox- How Social is coming into the TV experience

  • Disrupting advertising


  • Interactivity and New Formats—Silverlight

    • Cross browser/platform plugin

    • Content Partnerships

    • Rich Vector Grpahics—Casual Gaming

    • Silverlight TV Scaleable Video

    • Immersive experience that can extend the experience of video

    • The Socialization of TV with chat, video sharing etc.

    • Making the ads part of the experience itself

    • i.e. Advertising overlay

    • What can we do with search advertising in new ways?

    • C Dragon- Embedded imagery, audio, video etc. into search advertising



  • “The Live Era”

  • Providing Services across the internet

  • The importance of voice screen interaction—especially for the local market

  • We finally have the basis to draw education into technology

  • When people go to the internet they have a task in mind

  • The idea that through the magic of software we can capture that at the task level

  • Because we can learn so much about users, I think that we can move away from the way we think about this (advertising) today…

  • Question about Virtual Worlds—



    • Virtual Earth

    • We want to take the idea of the real world and bring it into the 3D virtual space and make that mainstream



  • Gates on Philanthropy

  • “I think we are seeing a higher level of generosity”

  • Using the internet to give people a way to  know that what they are giving is actually making a difference

  • It is important the we get the message back to people in order to continue the cycle


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Sleepless In Seattle

What a week I have ahead of me!


I am on a plan right now headed to Seattle for the annual MSN Agency Summit. Not only am I excited to be visiting the Microsoft campus, it is a very interesting time to be at Microsoft (in light of the recent talks about the acquisition of Yahoo). I have been told that the fact that Terry Semel is speaking has nothing to do with the acquisition talks,  I still find it intriguing.


Microsoft has gotten Chris Cornell (ex-Soundgarden) to perform for us and I am sure there will be many others treats over the next few days.


The day that I return I will be on Karen Salmansohn's Sirius radio show "Be Happy Dammit" and then will get to work on setting up for Virtualive.tv at the Canal Room.


Needless to say I am a little stressed but very excited!


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RuneScape Breaks Through One Million Subscriber Mark

The news that MMORPG Runescape hit one million subscribers today hit the news wires today. While I am not a "gamer" I do have a very intimate connection with virtual worlds from a social standpoint, and while I have never played Runescape (weekend plans anyone?) this still resonates as important to me.


As younger generations grow up with Virtual Worlds, they have become used to, almost dependent upon them as ways of interacting with each other. I have often heard such thin comments as,


 "don't you think it is a bit sad that the younger generations will be sitting in front over a computer all day, and that that will be their social lives".


To all of you with this attitude, (you know who you are) get over yourselves!


I imagine 98% of the people who make such comments sit in front the boob tube as lifeless blobs the same amount of time that people play these games. Don't you realize that as a TV viewer you are a passive lurker, often times with little or no brain activation!


"...And admit that the waters
Around you have grown
And accept it that soon
You'll be drenched to the bone.
If your time to you
Is worth savin'
Then you better start swimmin'
Or you'll sink like a stone"


"...And don't criticize
What you can't understand
Your sons and your daughters
Are beyond your command
Your old road is
Rapidly agin'.
Please get out of the new one
If you can't lend your hand"


--I hope you know who penned that!


Now, get to work folks!


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Virtualive.tv Hits Billboard PR Wires/Adam In Newport Beach/Adam Losing His Mind?

Okay, so maybe I am not losing my mind....just very stressed.


I arrived in Newport Beach today to speak at the Driving Interactive Summit Part 2 and have not been able to leave the hotel due to the copious amounts of work.


I was however excited to see this on the newswires today...


Second Life Provides Virtual Empowerment For Independent Live Musicians



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How Is Social Media Changing Corporate Life 


According to PRNewswire, Research organization, Melcrum, announced

 the preliminary findings of the first ever survey into

 social media adoption by large corporations worldwide.



Here we go with the firsts again! Is this really the first time that this type of study has been done…

anyhow here are some stats from the study





  • 55% Using blogs or planning to start in the next 12 months,




  • 63% Watching online video through video sharing services like You Tube.




  • 43% Listening to podcasts




  • 51% Using RSS/webfeeds




  • 41% Involved social networks like LinkedIn



…and here is the stat that I really love




  • 73% of respondents having no intention of implementing 3D web tools like Second Life for their businesses.




…I shall reserve judgment on this one :)


Top reasons why people are so excited about social media




  • 71% selected "improved employee engagement"




  • 59% said "improved internal collaboration"  




  • 47% chose "creating a two-way dialogue with senior executives".




There are more stats. You can find them here.


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Some Signs The 3D Web Is On It's Way

A few days ago I read an article in the New York Times about initiative being taken by IBM and Sun


that deal with the future of the internet. In my immediate sphere of influence I have been hearing


 people like Mark Wallace write about things of this nature for a while but it is always great to see further


validation from the large companies.


In a press release by Sun today I saw some more ammo for these contentions.


Here are some of the things they are working on:



Project Darkstar -- A Java technology-based game server technology that helps
solve many of the distributed computing problems associated with modern online gaming



MPK 20 -- Sun's Virtual Workspace, powered by Project Darkstar, this "serious game"
is the basis for research into collaborative work environments

There were many other projects that were mentioned but these were the ones that caught my attention.
You can find the release here

I am very excited about the concepts that Sun is rallying around
"The Network Is The Computer"(TM)
The Participation Age

http://sun.com/news.


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Google Earth and the AIA-- Adding 3D Layers to The Conversation




The AIA is seeking to expand the conversation about architecture by adding layers of peoples favorite architecture to Google Earth.


This will allow for a more open dialogue between the AIA and it's members, as well as conversation between members of the AIA and the population at large.


To some this may simply appear to be a technological /architectural endeavor. To me this stands for a lot more. This initiative symbolizes the type of interaction/ experience that will occur during the next phase of the web.


It is my contention that the next movements in interactive media will be more immersive, experiential and social than ever before (and potentially more so than ever imagined by most people). As displayed in the above clip, people will be able to actually experience some of their favorite architecture in a 3D (as opposed to staring at static 2D images of the same structures) environment from the convenience of their home.


To my knowledge Google has not yet added a social layer to the Earth product whereby individuals in different locations can enter the 3D space simultaneously, however I imagine that they are not far off from adding this functionality.


This initiative is further validation that Web 3.D is on its way!


Read More Here


America's Favorite Architecture




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Let The Advertisers Support The Music


What does the future have in store for the music industry?


Will the industry be able to revitalize what was once a lucrative business model?


From a consumer standpoint I am very happy with the current state of the music industry as I feel there is more choice than ever before and I am able to download any music I want in a variety of formats.  The music industry on the other does not see it this way and are struggling to redefine their business model.


I just read an article in the NY Times that spoke about a new venture called Qtrax. Qtrax is seeking to help revitalize the music industry by creating an ad supported P2P network. I am not familiar with any successful ad supported, p2p music model, however that does not mean it is not a viable solution. In fact, maybe this solution can also help with the current issues that labels and music retailers are having with DRM. In light of Steve Job's recent comments on DRM this is certainly an area of opportunity.


While the idea of ad supported music not new it is sure an exciting space to watch. The added ability for advertisers to target based on some degree of relevance (style of music etc.) makes it even more interesting for people in the new media /marketing /advertising space.


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Ad Sense For Second Life?

I got a note from John Swords about contextual advertising in Second Life.


While the technology appears to be far from perfect, it is nice to see people thinking of creative ways to advertise in virtual spaces, however what will this mean for the community?


When you opt in to Gmail (for example) you are opting into an ad supported environment. When you enter Second Life this is not the case (per se).


I, for one, am very used to ad supported environments and am fully comfortable with things such as Behavioral Targeting, however many are not. I think that Second Life residents will be even more uneasy knowing that their text is being used for dynamic ad insertion at first, but if the sim where the advertising is occurring adds value in the form of entertainment, I think people will learn to be ok with it. Especially if the advertising is relevant.





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So you say Virtual Worlds Are A Fad....

Take a look at the next generation. A generation born with a mouse in hand. A generation that thinks email is for their grandparents. A generation that will be born into the metaverse without knowing how we ever survived with 2D web pages.


You say Second Life is a fad....you say you have seen this before and it is all hype. Well, maybe you are right, maybe Second Life is a fad (I still love it) but you cannot deny the power of 3D virtual worlds...well...you can deny the power of 3D virtual worlds however if you wish to have a job in the interactive space in 20 years I am afraid to tell you that it will be tough times.


3pointD reported on Barbie Girls yesterday and I had to try it. This my friends is what the future will look like (well, maybe it will not all be in pink)













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Once Again, Proof It Does Not Take Budget To Be Brilliant/Virtaulive.tv


The prosumer has been a hot topic these days in the days of UGC/CGC/CGM. But what about the "would-be" pro without the budget to produce.


Director Stas Lipovetskiy showed me that the great ideas will shine through, despite a lack of budget. Does that make him any less professional? I say no. His ideas are great and to be honest, the look and feel may not be that of a Pepsi commercial, but I prefer it this way.


Stas my friend, hats off to you! You are man of the hour.


Oh and Robert Coghan (who works here at Morpheus Media), you are a cross between a young De Niro and Tom Cruise :) Nice Work








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Julie Roehm Driving Interactive/Marketing 2.X

Overall my trip to the motor city was a success. I got learn more about the auto industry and share some of my own thoughts on how the industry could be better leveraging virtual worlds.


The highlight of the event for me was Julie Roehm. Sure, she mentioned the pink elephant a few times, but she did not harp on it and it was eclipses by her spirit, vigor, intelligence and understanding of the marketing landscape that I have rarely seen. Below is the abstract about what her talk was about as well as a video she played that I had never seen before. Here are some concepts from the video that I particularly loved



  • A New Way of Getting Things Done

  • The Human Network

  • Body Language is Business Language

  • People Subscribe to People (not magazines)

  • Drag and Drop People Wherever They Want To Go

  • We are more powerful together than we ever could be apart


Julie Roehm, Marketing Communications Consultant
In the 1.0 world, television was king. In the 2.0 world, the internet came of age. In the 3.0 world, all our screens will be connected to the network of information and entertainment on demand. This world will tear down the walls between brands, media, studios, agencies and consumers (and already is). The question isn't if it will happen. The question is "what are we doing to get ready for it?" M2.x looks at the coming changes and explores what forward-thinking companies can (and are) doing to thrive in the 3.0 world.





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Driving Interactive Day One Sessions (raw notes)


John Durham- Jumpstart


Moderator Joe Kyriakoza. VP Product Strategy, Jumpstart Automotive Media


Kevin Brown, Senior Partner and Managing Director Ford Motor Media


Robin Cooper, Vice President Advertising and Business Development, Kelley Blue Book


David Duncan, Regional Sales Manager, BMW


Mary Carpenter, President GM Planworks



  • Redefining the tunnel

  • Auto consumers don’t necessarily going down the same funnel they once did

  • Carpenter- The funnel sends the signal that the process is way to linear

  • From a funnel to a tumbler


  • Brown- at any given time prospect are at some stage. The funnel helps frame the process.

    • “The lower funnel issue”



  • The funnel helps define certain elements of media mix


  • Cooper- “I blow up the funnel except in many way Kelley Blue Book is a Funnel”

    • Even when they get to pricing, 79% have not made a decision

    • It presents a challenge to sites to provide the right content



  • Cooper- As we move into more local type of advertising the complexity will increase dramatically

  • Tier 2

  • Creates different complexities that were not there before

  • The tier 2 marketer needs to be online

  • The reality is the millions are spent on local media with what are largely tier 2

  • How do you create efficiencies across 200 markets?

  • “Search it the most direct path to their door” Brown on Tier 2

  • The sites have enough trouble on a tier one level…

  • Cooper- ops dept. had a 7000% increase in line items

  • Cooper stresses the important of local regional integration and content

  • Bridging the gap from consideration to acquisition

  • BT is going to be an important solution

  • The answer is going to be a more macro solution…the right content for the right consumer

  • The existence of DMA’s is shifting in meaning online

  • The diminished digital advertising talent pool

  • College curriculums not addressing the business as they should

  • Video

  • Are we an industry that reads or watches the internet

  • The on demand show room

  • Set top boxes are not quite there

  • Talent rights and licensing an issue with online video

  • Networks having issues with how to own their content online


  • Virtual Worlds

    • Brown- - “It is not a move that is going to turn their business around” in reference to Pontiac



  • 10 years later- Is the internet a branding or direct response medium


  • What’s the hottest topic affecting your business today?

    • Tier 2

    • Engagement

    • Technology solutions




Min Cho Senior Analyst II, Digital Marketing Solutions, J.D. Power and Associates



  • Improving the brand site experience

  • The Upper Funnel- Upper Funnel advertising

  • 43% of visitors to sites such as KBB are not in market

  • If you are only catering to people who are looking to purchase you are not catering to a majority of your audience


  • Brand image study- consumers respond more favorably to sites that seem more technologically advanced

    • Demo videos



  • 90% of new vehicle buyers access the internet

  • Plan for efficiency as well as brand awareness

  • You are missing the point if you are not looking at people who are not willing to consider you

  • Avoiders have the greatest impact on sales

  • Look at engagement metrics, time spent, how many videos/photos did consumers watch

  • Think of avoiders in terms of relevant messaging

  • Sales integration can provide a higher value proposition



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Off To Dearborne Michigan To Drive Interactive

I am hoping that American Airlines does not perform as usual (ok, so there is a monsoon out there) and can actually get me to Detroit in order to make it on time for iMediaconnection's "Driving Interactive" summit where I will be on a panel talking about New New Media :)  (Mark Wallace, I think they stole that from you)



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Virtualive.tv Gets Some Industry Chatter

For those of you who have paid attention over the last few weeks, I am working on an event called Virtualive.tv.


The great thing about the chatter around Virtualive.tv is that it is being done by all types of people. Second Lifers, Musicians, Media Execs and now a PR blogger. Blogger Mark Rose of PR Blog News did a great piece on Virtualive.tv (and I am not just saying that because he did a piece on Virtualive.tv).


Mark was able to cover the event from a new perspective, PR. It is very cool that this event has been able to mean different things to different people. For example, to me it means a long nap on May 11th :)


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Exclusive Spike Lee Footage On Babelgum

Democratization of media in the 21st century has been spurred on by many factors. Low barriers to entry for content creators as well as open distribution have served the prosumer with everything needed to enter to public media ecosystem.


Renowned director Spike Lee is proving that it is not only the prosumer leveraging new, democratized content distribution channels. A recent press release announced that Lee will be premiering content on Babelgum, the new global Internet TV network. Following the premier this content will be available on Babelgum for a period of three months.





"The accessibility of Babelgum for both users and content providers is ground breaking.




It means independent producers and content providers can showcase their work free of charge




to a global viewing audience and not have to compromise in terms of quality, length or artistic
integrity."



While I have not spoken to anyone at Babelgum and have not gotten the full low down, it is my understanding that Babelgum employs a very unique system of which content will be aired based on supply and demand. Similar to You Tube, Babelgum also allows user to create their own channels creating, in essence, networks syndicates of each one of us.


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Google's Metaverse

via Google Blogoscoped


Okay, so this is far from a metaverse in and of itself but, think of the possibilities. Sure, Google's aim here seems to be purely informational, but a company as forward thinking as Google no doubt has other things in mind. I will keep my speculations minimal however I am hoping to hear from some of you. Is Google jumping into 3D virtual worlds any time soon?


As always, I would love to hear some comments!



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