2009年2月26日 星期四

維基百科遊戲「Wiki Paths」兩天搞定,後Web 2.0時代的「非遊戲的遊戲」

From http://mr6.cc/?p=2860

這個月初有一場「大家一起做遊戲」的比賽活動叫「Global Game Jam」,這麼多團隊中,有一支團隊做出了一個叫「Wiki Paths」(原名可能叫「The Great Link Race」)的遊戲,特別引人注目,慢慢在網路上傳播開來,有人在twitter大讚這真是巧妙(clever)的遊戲!這一切都是因為,這個「遊戲」真的讓人意想不到,它不是要練功打怪獸,也不是要射擊飛機,Wiki Paths這個遊戲,竟然是玩「維基百科」

維基百科?維基百科恐怕是最無聊、最制式的網站之一,有什麼好玩的?Wiki Paths遊戲規則是這樣的,它給你兩個維基網頁,一個是「起點」,一個是「終點」,玩家要想辦法找到這個起點到底是怎麼「連」到終點的。譬如給你的起點是詩人「John Clarke」的維基頁面,終點是「黃鳴龍」的維基頁面,兩人都是文學家嘛,所以他們的維基頁面一定有什麼地方是連在一起的,是哪裡呢?不知道,不知道,而左邊有個鐘一直在跑,一秒、十秒、二十秒……要在5分鐘內把它找出來。

這個是需要推理的,譬如我第一次玩運氣很好,它挑給我的起點是「Thomas Richter」,它只是一個非常少資訊的stub,然後終點是「Giovanni Bia」(如上圖)。這兩位都是老足球明星,兩個都是在1960年代出生,我們可以想像,他們之間的維基頁會連在一起的地方大概是透過某支球隊?不過我玩的時候很快就按錯,按下了瀏覽器的「BACK」鍵,千萬別按那個鍵,不然就會回到「GAME OVER」回到原點!各位可以下載Wiki Paths來試試,練練頭腦,長長知識!不過,今天重點不只在這個小遊戲──

這個Wiki Paths小遊戲,以及這個「Global Game Jam」遊戲開發活動,其實,代表了一個「非遊戲的遊戲」的新商機

先來看看這個「Global Game Jam」,活動在全球54個地點同步舉行,時間從周五開始,一直到周日,參賽者開發遊戲的時間竟只有短短的48小時。48小時時間一到,就要收班,就要報告,無論參賽者遊戲做得怎樣都要交出來。除了時間很短以外,他們另外規定的一點是,「玩家」的時間也要跟著短!他們規定,這場遊戲必須花五分鐘內就可以玩完

你說,現在已經有很多Flash小遊戲?不,再簡單的小遊戲,應該也要花幾個星期開發吧!但現在,參賽者卻要在48小時內做出來。這類小遊戲,可能還要比我們想像的還要更小

幹嘛搞一個「Global Game Jam」來做這麼小的遊戲?就如同《Wired》解釋的,這樣的做法將遊戲界與資深遊戲人的思維完完全全的打破,一般的遊戲軟體譬如Xbox 360、Playstation 3的或許得花好幾年開發,現在變成48小時,參賽者發現,雖然對這「48小時」已有準備,簡化了很多,但實際一做就知道,有些東西還是「砍不掉」;他們很自然的去想得太複雜、無法割掉遊戲人的堅持。最後,都是因為沒睡覺、累得要死,只能想辦法把東西先做出來再說,避免最後只一個半成品讓大家笑掉大牙,反而猛然的砍掉了以往砍不掉的包袱!這些遊戲已經簡單到,幾乎沒有什麼動畫或華麗的效果。他們開發完成一個笨到不行的簡單遊戲,還可以多花一點時間來親身感受一下,這個經過極度簡化的遊戲,還可以再加點什麼變得更好玩?輕輕一加,竟又轉了一個大彎,遊戲又到了另一個境界。這個「砍掉、簡化、加強好玩點」的過程,竟然也是在教育這些老遊戲開發者。他們自己也感受到,天,這樣簡化以後,奇蹟出現了!沒想到這個簡化以後的遊戲,比原本更容易上手,一點不減好玩的程度,竟然還是非常非常好玩!

報導舉例,有一個四人的開發團隊原本就很會設計真正的遊戲軟體,來到這種場合就想捲起袖子好好大顯身手!他們原本想做的已經夠簡單,想做一個像Zork那樣的文字指令遊戲,可是是拿來「射擊僵屍」的遊戲;他們原本想,已經把所有動畫都拿掉了,至少還是要設計好幾種房間、好幾種武器、好像下棋一樣的複雜,才好玩吧!?最後,連這些東西都沒時間做!他們只好再咬牙,再簡化,將遊戲改成現在這個版本,主角在一棟五層樓的樓頂,然後,有一群僵屍從四面八方擁上來;這個場景電影都有播過,光想像就已經很有感覺了……然後每個樓層的東西都固定了,你可以按下「3」去對著三樓的僵屍射擊,可以按下「4」去看看四樓有什麼東西,這個遊戲進行得很快,據報導那個玩家在45秒鐘就死掉了,感受到一種很好玩的感覺。

這篇就以「Make it Quick、Play it Quick」來形容這場活動,這一句話已經暗示了另一種開發市場。這個風潮早在最近幾年就有許多人做小型的flash遊戲了?不,還不夠簡單,還不夠快。現在可做的是「更快」,而且快到非常非常的快,完全不必動畫都可以。一個遊戲,可能就只是一個「點子」,點子為重,剩下的做出來只要48小時,一兩個人就做完了──有沒有覺得很熟悉?開發遊戲,竟然有機會像開發一個簡單的網站一樣,這麼快?

這樣類似網站的開發流程,讓我們想起很多事情──遊戲軟體向來是另一個產業,就算是小遊戲,也是和網站分開,自有自的生態,產值和網站世界早就已經可以媲美。這個「Jam」可說是把網路的「快速架站」的精神拿到遊戲裡頭,來設計一些遊戲,反而得到另一種效果,去掉那些比規格、比逼真、比炫麗、比3D的「包袱」,他們竟然可以很快的製作出好玩的、令人著迷的小遊戲。這些小遊戲,可能即將另創一個產業

這個產業的遊戲,沒有動畫。

沒有漂亮的圖片。

只有「好玩」

至於,這個「好玩」要怎麼好玩?全靠點子主人的想法,還有做出一個大概以後,再做一些小小的調整。前前後後48小時太誇張,但應該不會超過一個星期。如果給1個月時間,說不定有機會做出好幾個。

再回到這個「Wiki Paths」的維基百科尋寶遊戲,Wiki Paths是寫在火狐另一個插件Greasemonkey之上,這個插件讓開發者可以寫一些簡單的JavaScript來修改網頁最後呈現給使用者的內容。之前,大家的創意僅限於「幫購物網站加一張比價表」或「幫一個表格自動填入資料」,但Wiki Paths隨便一想,竟然想到,利用Greasemonkey的功能來修改維基百科的頁面,用維基百科玩起遊戲來!看了一下Wiki Paths的原始碼大概就只有300行,扣除前面的comments也就只有不到300行。簡單的小程式,就有機會做出一個超好玩的遊戲。

藉這個機會我們可以開始來討論,2009年,這種「非遊戲的遊戲」一定會得到注意。這個想法,隨著TechCrunch已落後的文章「Mob Wars有可能一個月賺100萬美元」而愈來愈浮出檯面,大家一聽到這個金額,就嚇壞了,有這麼好的事?

這個效應,可能(已經)造成Web 2.0創業家再次大遷徙,就如同在2001年大家紛紛網路創業家紛紛開始轉至P2P軟體、電信手機軟體、遊戲軟體是一樣的意思。現在許多做網站的創業家,在網路上拿到人,才有錢;拿不到人,就沒錢。但如果做的是一個iPhone App,再奇怪的東西也有一些人下載,大錢賺不到可以賺小錢,小錢賺不到可以賺小小錢,小小錢賺不到就賺工本費……這些金錢的效應會讓許多有創意的點子主人、創業家,繳盡腦汁的投入這些「遊戲」型的點子,想法把遊戲這東西弄到最極限。

有趣的是,我也覺得這是Web 2.0的一個「合理的沿伸」。試想,假如一個遊戲要更吸引人,有一招就是給它更華麗的設計、更棒的劇情、更逼真的影像處理、更巧妙的行銷……這些,都是遊戲大廠專門的事情。但,還有一招,是在「多人對戰的設計」上,同一款遊戲可以幾個人玩?怎麼透過朋友之間玩,玩得很有趣?這部份,有機會為遊戲加分──而Web 2.0創業家,對這塊是很拿手的!想想,網路從1.0到2.0,錢沒賺到,但大家都開始知道怎麼把人拉進來、利用朋友互相拉住、而且壯大。所有的創業家,都已經一同看過好多好多的案例,也一起練習過好多好多「把人拉進來」的方法,現在,我們把這個創意引擎,再往上面一個氣層拉上去,把這些人拉進來,不是要玩一個社群網站,而是要玩一個「創意」的遊戲。Web 2.0站長們,現在就像從前的活動辦理者,已經知道如何讓一群人來這邊開會、交朋友,接下來,當然就是帶著這一群人,一起玩一些更好玩的活動,好像參加夏令營或團體康樂活動那樣。現在,Web 2.0創業家可以開始把創意全部投注在:「要帶什麼活動?」

設計一個「非遊戲的遊戲」,就是在設計一個「活動」,這個活動可能很死板,「命令」每個使用者都要照著玩。但這個活動就是很好玩,每個人進來,射擊下面的僵屍,就是很好玩。這樣來想,我們的創意的格局又整個了大了一百倍了,有點柳暗花明又一村的味道!

再想,人類,就算到了五十歲,可能其實都有「潛力」去迷上一個遊戲,只等著創業家去找到這些人所喜歡的遊戲!我們每次經過地鐵,看到整片牆的遊戲軟體的廣告,在從前我們可以笑這些年輕人天天泡「網吧」,是活在自己虛擬世界?當我們發現,自己或自己身邊朋友竟然也「不小心」迷上某個像「Wiki Paths」這種莫名奇妙的小遊戲,而且還花錢買它、還在上班的時候偷玩,就算被看到,也只看到你好像在瀏覽網頁或打文件,沒人知道你在玩遊戲,卻著迷得……到了下班時間還不想離開座位?

他們都在等著,下一個讓他們莫名奇妙瘋狂起來的小遊戲!用一些身邊的東西,48小時,或許就有機會,幫千千萬萬的人創造出莫名奇妙的樂趣,依照這些默默賺錢的超小遊戲來看,他們的錢包絕對會機會就這樣莫名奇妙的Wide Open開啟

17 Ways to Use Twitter for Business and Some Not - by ducttapemarketing.com

More and more small business folks are giving in to what seems like an insurmountable mountain of hype and jumping on the twitter bandwagon.
But, some people still look at twitter on the surface and conclude that it’s one big waste of time. I can’t say I disagree completely, however, like all social media and marketing tactics, before you can determine if something makes sense you need to analyze your objectives. So, instead of asking why you would use it, ask how it might help you achieve some other already stated objectives.
1) Would you like a way to connect and network with others in your industry or others who share you views? It’s a good a tool for that.

2) Would you like a way to get instant access to what’s being said, this minute, about your organization, people, products, competitors or brand? It’s a good tool for that.

3) Would you like a steady stream of ideas, content, links, resources, and tips focused on your area of expertise or interest? It’s a good tool for that.

4) Would you like to monitor what’s being said about your customers to help them protect their brands? It’s a good tool for that.

5) Would you like to extend the reach of your thought leadership – blog posts and other content? It can be a good tool for that.

6) Would like a way to quickly find vendors, partners, tech help, even employees for your organization? I can be a good tool for that.

7) Would you like to promote your products and services directly to a target audience? Not such a good tool for that, but it can light a path back to your web site!
Now, if that weren’t enough, the open nature of the twitter platform is spawning uses far beyond what was ever imagined or what many people can grasp - and this use of the technology will only get bigger.

Here are few things you may have never considered

Publish your Flickr photos on twitter - Visit twittergram and set-up an account and then just upload to Flickr but tag your photo twitter and it goes into your twitter stream.

9) If you use online todo list Remember the Milk - you can set it up to flow into twitter - this might be a way to assign todos to remote teams

10) Using strawpoll you can create mini polls into your twitter stream - great for flash feedback

11) Use twitter to keep up on traffic jams with commuterfeed

12) Have twitter alert you when you have a meeting with timer

13) Get and fill current job openings with tweetajob

14) Track FedEx, UPS and DHL shipments with TrackThis

15) Get help quitting smoking

16) Keep a diet journal

17) Get a tweet when your plants need water - - okay this one would be way cooler if it simply tweeted you when the plant watered itself.

from www.ducttapemarketing.com

2009年2月5日 星期四

50 Social Sites That Every Business Needs a Presence on

http://www.insidecrm.com/features/50-social-sites-012808/

If your business limits its online presence to advertising banners and blogging, it's missing out. The Internet provides powerful networking opportunities that allow users to effectively target their audience by logging on to social sites like LinkedIn, Digg and more. Take advantage of these tools by asserting your company's presence online and reaching more potential customers, business partners and employees.

Social-Media/Social-Bookmarking Sites

Share your favorite sites on the Web with potential clients and business partners by commenting on, uploading and ranking different newsworthy articles. You can also create a member profile that directs traffic back to your company's Web site.

  1. Reddit: Upload stories and articles on reddit to drive traffic to your site or blog. Submit items often so that you'll gain a more loyal following and increase your presence on the site.
  2. Digg: Digg has a huge following online because of its optimum usability. Visitors can submit and browse articles in categories like technology, business, entertainment, sports and more.
  3. Del.icio.us: Social bookmark your way to better business with sites like del.icio.us, which invite users to organize and publicize interesting items through tagging and networking.
  4. StumbleUpon: You'll open your online presence up to a whole new audience just by adding the StumbleUpon toolbar to your browser and "channel surf[ing] the Web. You'll "connect with friends and share your discoveries," as well as "meet people that have similar interests."
  5. Technorati: If you want to increase your blog's readership, consider registering it with Technorati, a network of blogs and writers that lists top stories in categories like Business, Entertainment and Technology.
  6. Ning: After hanging around the same social networks for a while, you may feel inspired to create your own, where you can bring together clients, vendors, customers and co-workers in a confidential, secure corner of the Web. Ning lets users design free social networks that they can share with anyone.
  7. Squidoo: According to Squidoo, "everyone's an expert on something. Share your knowledge!" Share your industry's secrets by answering questions and designing a profile page to help other members.
  8. Furl: Make Furl "your personal Web file" by bookmarking great sites and sharing them with other users by recommending links, commenting on articles and utilizing other fantastic features.
  9. Tubearoo: This video network works like other social-bookmarking sites, except that it focuses on uploaded videos. Businesses can create and upload tutorials, commentaries and interviews with industry insiders to promote their own services.
  10. WikiHow: Create a how-to guide or tutorial on wikiHow to share your company's services with the public for free.
  11. YouTube: From the fashion industry to Capitol Hill, everyone has a video floating around on YouTube. Shoot a behind-the-scenes video from your company's latest commercial or event to give customers and clients an idea of what you do each day.
  12. Ma.gnolia: Share your favorite sites with friends, colleagues and clients by organizing your bookmarks with Ma.gnolia. Clients will appreciate both your Internet-savviness and your ability to stay current and organized.
Professional-Networking Sites

Sign up with these online networking communities as a company or as an individual to take advantage of recruiting opportunities, cross-promotional events and more.

  1. LinkedIn: LinkedIn is a popular networking site where alumni, business associates, recent graduates and other professionals connect online.
  2. Ecademy: Ecademy prides itself on "connecting business people" through its online network, blog and message-board chats, as well as its premier BlackStar membership program, which awards exclusive benefits.
  3. Ryze: Ryze lets members organize contacts and friends; upcoming events; and even job, real-estate and roommate classifieds.
  4. YorZ: This networking site doubles as a job site. Members can post openings for free to attract quality candidates.
  5. Xing: An account with networking site Xing can "open doors to thousands of companies." Use the professional contact manager to organize your new friends and colleagues, and take advantage of the Business Accelerator application to "find experts at the click of a button, market yourself in a professional context [and] open up new sales channels."
  6. Facebook: Facebook is no longer just for college kids who want to post their party pics. Businesses vie for advertising opportunities, event promotion and more on this social-networking site.
  7. Care2: Care2 isn't just a networking community for professionals: It's touted as "the global network for organizations and people who Care2 make a difference." If your business is making efforts to go green, let others know by becoming a presence on this site.
  8. Gather: This networking community is made up of members who think. Browse categories concerning books, health, money, news and more to ignite discussions on politics, business and entertainment. This will help your company tap into its target audience and find out what they want.
  9. MEETin.org: Once you've acquired a group of contacts in your city by networking on MEETin.org, organize an event so that you can meet face-to-face.
  10. Tribe: Cities like Philadelphia, Boston, San Francisco, New York and Chicago have unique online communities on tribe. Users can search for favorite restaurants, events, clubs and more.
  11. Ziggs: Ziggs is "organizing and connecting people in a professional way." Join groups and make contacts through your Ziggs account to increase your company's presence online and further your own personal career.
  12. Plaxo: Join Plaxo to organize your contacts and stay updated with feeds from Digg, Amazon.com, del.icio.us and more.
  13. NetParty: If you want to attract young professionals in cities like Boston, Dallas, Phoenix, Las Vegas and Orlando Fla., create an account with the networking site NetParty. You'll be able to connect with qualified, up-and-coming professionals online, then meet them at a real-life happy-hour event where you can pass out business cards, pitch new job openings and more.
  14. Networking For Professionals: Networking For Professionals is another online community that combines the Internet with special events in the real world. Post photos, videos, résumés and clips on your online profile while you meet new business contacts.
Niche Social-Media Sites

Consider linking up with one of these social-media sites to narrow down your business's target audience. You'll find other professionals, enthusiasts and consumers who are most likely already interested in what your company has to offer.

  1. Pixel Groovy: Web workers will love Pixel Groovy, an open-source site that lets members submit and rate tutorials for Web 2.0, email and online-marketing issues.
  2. Mixx: Mixx prides itself on being "your link to the Web content that really matters." Submit and rate stories, photos and news to drive traffic to your own site. You'll also meet others with similar interests.
  3. Tweako: Gadget-minded computer geeks can network with each other on Tweako, a site that promotes information sharing for the technologically savvy.
  4. Small Business Brief: When members post entrepreneur-related articles, a photo and a link to their profile appear, gaining you valuable exposure and legitimacy online.
  5. Sphinn: Sphinn is an online forum and networking site for the Internet marketing crowd. Upload articles and guides from your blog to create interest in your own company or connect with other professionals for form new contacts.
  6. BuzzFlash.net: This one-stop news resource is great for businesses that want to contribute articles on a variety of subjects, from the environment to politics to health.
  7. HubSpot: HubSpot is another news site aimed at connecting business professionals.
  8. SEO TAGG: Stay on top of news from the Web marketing and SEO (search-engine optimization) industries by becoming an active member of this online community.
General Social-Media Sites

The following social-media sites provide excellent opportunities for businesses to advertise; promote specials, events or services; and feature published, knowledgeable employees.

  1. Wikipedia: Besides creating your own business reference page on Wikipedia, you can connect with other users on Wikipedia's Community Portal and at the village pump, where you'll find conscientious professionals enthusiastic about news, business, research and more.
  2. Newsvine: Feature top employees by uploading their articles, studies or other news-related items to this site. A free account will also get you your own column and access to the Newsvine community.
  3. 43 Things: This site bills itself as "the world's most popular online goal setting community." By publicizing your company's goals and ambitions, you'll gain a following of customers, investors and promoters who cheer you on as you achieve success.
  4. Wetpaint: If you're tired of blogs and generic Web sites, create your own wiki with Wetpaint to reach your audience and increase your company's presence online. You can easily organize articles, contact information, photos and other information to promote your business.
  5. Frappr: Embed a Frappr map and guestbook into your company's Web page so that you can pinpoint exactly how users find your site, discover in real-time what they have to say about your company profile and services, and create an "interactive, fun and engaging" spot for visitors.
  6. Yahoo! Answers: Start fielding Yahoo! users' questions with this social-media Q&A service. Search for questions in your particular areas of expertise by clicking categories like Business & Finance, Health, News & Events and more. If you continue to dole out useful advice and link your answer to your company's Web page, you'll quickly gain a new following of curious customers.
Job Sites

If you want to secure high-quality talent during your company's next hiring spree, you'll need to maintain a strong presence on popular job sites like the ones listed below.

  1. CareerBuilder.com: Reach millions of candidates by posting jobs on this must-visit site.
  2. The Wall Street Journal's CareerJournal: The Wall Street Journal's CareerJournal attracts well-educated professionals who are at the top of their game. Post a job or search résumés here.
  3. CollegeRecruiter.com: If your firm wants to hire promising entry-level employees, check CollegeRecuriter.com for candidates with college degrees.
  4. Monster: Post often to separate your business from all the other big companies that use this site to advertise job openings.
  5. Sologig: Top freelancers and contractors post résumés and look for work on this popular site.
  6. AllFreelance.com: This site "offers self-employed small business owners links to freelance & work at home job boards, self-promotion tips" and more.
  7. Freelance Switch Job Listings: Freelance Switch is the freelancer's online mecca and boasts articles, resource toolboxes, valuable tips and a job board.
  8. GoFreelance: Employers looking to boost their vendor base should check GoFreelance for professionals in the writing, design, editing and Web industries.
  9. Yahoo! Hot Jobs: This site is often one of the first places that job seekers visit. Post open opportunities and check out informative articles and guides to gain insight on the hiring and interviewing process.
  10. Guru.com: Build your company's repertoire with top freelancing professionals by advertising projects on this site, otherwise known as "the world's largest online service marketplace."

Tips for Building Communities, Online and Offline

http://tonyadam.com/blog/tips-for-building-communities-online-and-offline

I have been inundated with communities over the last couple years and recently it has been almost the only thing I am working on lately. I have learned so much about managing volunteer groups, creating an offline community of web geeks called “San Francisco Geek Dinners,” and in consulting roles.

There are many methodologies that I have learned over the past couple years and I am even learning all different forms daily by being thrown into it. What I find extremely intriguing is how there is no two communities or groups that function in the exact same way. This can take form in the shape of an online community that deals with technology or even travel, a group of people to manage within an organization, or a community of individuals in the offline sense, like a meetup.

So, the question remains, how do you deal with this? I truly don’t have the smoking gun nor will this article answer this all for you. Rather, I think this will get you on the path of thinking about how your unique community needs to be managed and/or gain traction. All communities have a set of common practices that are apparent within them.

Define a purpose and show you care about the community

Define the reason that the community exists and show that you really care about the community. Put some effort into this by putting a lot of grass roots effort into the planning and growth of the community. This gives the members and users of the community the sense that you are vested in the welfare of the community, which you truly are. Moving forward, the next steps are to engage community members and start having conversations with them, once again, both online and offline. Make members or volunteers feel like they have an opportunity to be involved in the overall success of an online community or organization. An example of this is as simple as providing a feedback link on your website that allows members/users to provide feedback on features, updates, or bugs that they run into. Other things that you can do is send out polls or surveys on user experience or features.

Things that I have done in the past is create user polls about new interfaces or more recent internal teams for naming conventions. Within the SEO community I have seen a number of people sending out polls/surveys about details for events as well.

Building momentum and keeping it going

Momentum is also a huge factor and keeping that momentum going is very hard to do, but once you have it, do not lose it! If you get some steam behind the community or group members, there is a great chance they will ride that momentum and want to get more involved. This is easier said than done though, as I am sure you can attest to if you have run or built a community.

Creating events and meetups for your online community is a great way to get the members or users together and even invite others to the event, thus creating Customer Evangelists for your community. Something else that you can do to create momentum is to create participation and conversations, which I will get to in a second.

On the offline community side, I have to admit, I had some great momentum with the first two dinners for San Francisco Geek Dinners. But, because I have not been able to stick with it but hope I can re-energize the momentum with the group. Granted, this is not an online community that I am working on, but, it shows that if you miss a beat with a community, you can instantly lose momentum and traction.

Creating Participation and Conversations

Just like I mentioned above throwing events is a great way to build momentum, but also a great way to start getting people involved in becoming an Evangelist for you. Members, will typically bring others along and hopefully get them involved in the community as well.

Also, give people the opportunity to volunteer and get their hands on something that they will make them feel like they are contributing. This can be as small as making recommendations or bring community involvement into the overall decision making process. Create a location for users to get together and discuss issues they are facing, let them talk it out, moderate it a bit, and you have create a think tank of your own for your community.

While building an online community, you want to ensure that the participation is staying put on your domain. Polls, survey’s, events, etc. are a great way of getting the community together. Ensure that your online community has a lot of sticky features that make it easy for people to be a Customer Evangelist of your online community. Do this by giving users all the “social/viral” features that they can use to pass things on to friends, collegues and family. Many community members want to be the first in on the news, to report it, get in touch with people, etc. From an Online Reputation Management standpoint, if you give users the opportunity to talk to you or provide feedback, it will prevent them from creating flame posts or sites about your community or brand.

Bottom line, Encourage the online community to be just that, an online community that allows people to participate and have conversations with each other.

Incentivise the community

Finally, you can create participation channels, but sometimes we all need or want an incentive to make things happen. They also give people the feeling of being rewarded, and we all enjoy knowing that we are appreciated for the hard work that we do.

In an offline community, ask the members if someone wants to run the event/meetup and I can guarantee you that there will be someone that is interested in stepping up. Empowering someone to step up and leave his/her mark on the group can be priceless. Create contests that give users/members a chance to win prizes. An example of this can be creating a twitter account for your community and asking everyone to follow you and that the 100th, 200th, etc. will win a free iPod Touch, or something along those lines.

Where do we go from here?

I think it is very apparent and we all know that we have already moved into an era of the online culture. But, that does not mean that we cannot build or leverage an offline community to help the online community or vice versa. Yes, that sounds a bit confusing, but there are commonalities between the two that can be important in building your online community like creating conversation, participation, etc. Overall, you want the community to be sticky and get members and users to become Customer Evangelists for your community.

41 Top Tips To Growing Your Social Media Presence

http://www.stanleytang.com/2009/02/03/41-top-tips-to-growing-your-social-media-presence/

  1. Be remarkable - somebody worth making a remark about
  2. Become a resource to others
  3. Have your own unique personality
  4. Be vocal and opinionated within the communtiy
  5. Don’t continuously push the envelope by flooding them with requests
  6. Invest time into social media
  7. Produce and share content that your audience will love
  8. Monitor what’s being shared about you
  9. Become a real member of the community
  10. Ask questions
  11. Answer questions
  12. Provide value to the community
  13. Be controversial
  14. Don’t be another “me-too”
  15. Automate carefully - it’s about people not robots
  16. Don’t be an asshole
  17. Make it easy for people to share and bookmark your content
  18. Listen to the community
  19. Make at least one new connection every day
  20. Engage yourself in conversations
  21. Become the conversation
  22. You’re there to make relationships, not hard selling
  23. Take time to focus on building a loyal following
  24. Give, Give, GIVE!
  25. Treat social media like a cocktail party
  26. Be supportive
  27. Syndicate your content across all social media platforms
  28. Encourage others to syndicate your content onto their sites
  29. Fully research the community to understand your market
  30. Be fun
  31. Get to know the unwritten laws of the community
  32. Create an attractive, unique and professional profile
  33. Use a cool avatar/picture
  34. Use the same avatar for each social media service
  35. Don’t be a keyboard gangsta (i.e. trash talk all day)
  36. Know what your followers/friends want and give it to them
  37. Form reciprocal arrangements with others
  38. Monitor your noise level
  39. Never cheat the system
  40. Help others unconditionally
  41. Be yourself

2009年2月3日 星期二

10 Ways Social Media Will Change in 2009

from http://www.readwriteweb.com/archives/10_ways_social_media_will_change_in_2009.php

"Social media" was the term du jour in 2008. Consumers, companies, and marketers were all talking about it. We have social media gurus, social media startups, social media books, and social media firms. 
It is now common practice among corporations to hire social media strategists, assign community managers, and launch social media campaigns, all designed to tap into the power of social media.

But social media today is a pure mess: it has become a collection of countless features, tools, and applications fighting for a piece of the pie.

Facebook, a once groundbreaking online community, has become the ant colony of third-party applications. Twitter users now have a dozen or so additional applications they can use to overcome Twitter's ever-present shortcomings. People spread themselves across a number of tools and maintain different networks on each (large portions of which they don't even know), making it nearly impossible to decide what to share and with whom.

Users, marketers, and companies face an incredible amount of noise, too. For every new application that relies on a network, another crops up that helps users manage it. While "eyeballs" used to be the coveted metric, both ad publishers and investors now realize that having smaller well-targeted niches can lead to much better returns than marketing to one large undifferentiated mass of users.

Meaning and connection -- two key anchors of all things social media -- are corroding by the day as people's ability to organize their experiences and find the relevance of their networks declines. Social media, in essence, is bumping up against its own ceiling, no longer able to serve the needs of those living within its walls; and for these reasons, social media as we know it is changing course.

Social Media is Evolving

Social media is morphing into a holistic experience that speaks to people's social needs in new ways. If you are a CEO of a startup who is focusing on the next generation of social media, here are 10 areas you'll need to take into consideration in the coming year:

1. It's About People

We're moving away from "users," "customers," and "shoppers": social media is bringing back the human element to all digital interaction. People now deliberately seek meaningful connection, self-expression, and a relevant and receptive community. Forrester's Social Technographic research and Charlene Li and Josh Bernoff's Groundswell represent a huge step towards a new kind of behavior-driven segmentation, but companies that want to succeed will need to take it further and tap into people's evolving needs, using the social media context as the new baseline.

2. Creating Meaning and Value

Social media will no longer be about features and applications. These have become a dime a dozen. People will be looking to get tangible and relevant value out of their social experience; they'll be looking for meaning and for order. "Social media online is no different from social media offline," said Brent Csutoras at a recent Social Media Club event. People will be looking for ways to keep their networks going regardless of device or platform. They will connect around meaningful topics and have live and simultaneous conversations within parameters they themselves define, which will bring relevance back to their interaction with others.

3. Enabling Convergence

FriendFeed -- now both a destination and an API -- is growing rapidly, despite a miserable wiki-like interface and interactive experience. That's because people are at a loss when it comes to pulling their conversations together from various sources and assigning meaning to them. Companies that deliver beautifully designed, easy-to-use, searchable, flexible, aggregating platforms will become more important than any social media tool by itself. Deb Schultz, a San Francisco-based web strategist, compares social media to an art exhibit and says people will "curate their live presence through the web ecosystem as needed." Noovo and Zannel are examples of early attempts to enable this.

4. Building a Truly Cross-Platform Experience

The iPhone experience has changed the playing field for users, companies, and developers. In Q1 of 2009 alone, Apple sold 4.4 million iPhones, and Google's Android and the new Palm continue to build on the cross-platform, application- and service-driven model. In the new landscape of social media, people are seeking solutions that seamlessly cut across mobile, web, and live interaction, hopping on and off them like double-decker buses, all with the same pass.

5. Creating Relevant Social Networks

People will create, join, and seek social networks that enable them to have meaningful and relevant experiences with each other. They will measure their return on investment (time spent, level of disclosure, etc.) in replies, comments, their ability to influence, and the value of their learning. Rachel Masters, VP of Strategic Relationships at Ning -- a social network that grew a massive 388% in 2008 -- says, "the Internet is confusing because it can be used to replicate almost any previous medium. Ning addresses this by delivering social networks that allow people to connect around the things they love."

6. Innovating in the Advertising Space

Ad publishers and the attached ecosystem will continue to lose revenue until they realign their understanding of what appeals to people who are conversing, connecting, and expressing. The next phase of social media is a gold mine of targeted niche demographics. Nuconomy, an Israeli startup, experiments in creating and delivering highly targeted, dynamic display advertising. Shahar Nechmad, Nuconomy's co-founder and CEO, says that, on average, Nucomony customers see six to nine times higher click-through rates on targeted ads than on non-targeted ones. "People do click on ads and buy things in the same session," says Nechmad. Ad agencies and publishers that are able to quickly realign their thinking and create an innovative and relevant product discovery experience will gain significant competitive advantage.

7. Helping People Organize Their "Old" Social Media Ecosystem

As aggregating platforms enter the field, people will seek to bring order to the endless bits of information available to them. Video tagging, conversation archiving, taking cloud computing to the next stage, and making search more relevant are some of the new baseline requirements. These represent a significant opportunity for companies willing to undertake this massive endeavor.

8. Connecting with the Rest of the US and the World

With some exceptions, today's active social media users are early adopters. In the next one to two years, the benefits of social media will cross the chasm and reach the mainstream, not only in the US but around the world -- especially in community-driven regions like Southeast Asia andcountries like Brazil, Russia, and Germany. Companies will need to understand the explicit and implicit differences between adoption patterns in different countries and adjust their products to meet these different needs.

9. Preparing for New Social Media Jobs

It has been a harsh year for marketing firms. Companies are looking to divert marketing dollars to more targeted social media destinations. And this is just the beginning. David Spark, founder ofSpark Media Solutions, says that businesses will need to go beyond paying people to Tweet or put up a Facebook page. Social media's new job descriptions will call on subject-matter experts who can plan for relevant interaction within networks and aggregating platforms and bring together products, services, and people.

10. Making Money

The next phase of social media will bring plenty of lucrative opportunities. With the rise of aggregating platforms, social networks, and new mobile and location-based features, we're bound to see an increase in targeted and personalized ads, "freemium" packaging, revenue sharing between strategic partners, and a flow from the offline world to online social engagement (such as when real goods complement virtual ones).

Social media has forever changed the way people use technology to interact with others, but it can no longer satisfy people's needs in its current form and must change course.

The new form of social media will be about creating "whole products" and complete experiences, all in real time, across the web, mobile, and live. Each user will be able to create his or her own experience using tools, features, and apps that magically coalesce. People will be able to move seamlessly through information that is available to them anywhere, anytime, sharing rich content with a rich set of groups and networks that they themselves define. Innovative companies that are able to listen to these needs and deliver products based on them will not only survive but thrive in the coming months and years as people eagerly advance on the inviting waters of the new social alchemy.

2009年1月28日 星期三

迪士尼征服世界的壯舉悄悄再添一件:它已成孩童界的Google

From : http://mr6.cc/?p=2766


Google應該是美國最大的網站,Yahoo!也是,我們很少去研究,到底在「孩童界」是不是也有前後之分,是不是也有一個「排行榜」?

你說,孩童的,不就是那幾個嗎!不過若看多一點,會發現四處的網站其實還蠻多的,小創業家也做小網站試圖吸引孩童注意,之前寫過的「企鵝俱樂部」就以Freemium模式賺到台幣二十億。上星期,comeScore出了一篇報告,剛好講到去年最紅的孩童網站──

去年最紅的孩童網站是哪一個?

答案:「迪士尼」(Disney.com)

之前寫到陳昭榮的迪士尼策略,讓我第一次了解到,原來迪士尼這麼厲害,由於迪士尼已經是這麼大的公司,因此我們常常覺得,迪士尼出現在身邊,好像是「理所當然」,但又想想,它原本只是一間專出卡通影片的公司,為何會有一家「店」?為何會有一個「電視台」?現在,在實體通路全吃以後,在「線上」竟然也已吃成第一名,擁有一個孩童流量最大的網站!

據comScore Media Metrix的2008年報告指出,迪士尼每個月平均不重覆使用人數為2900萬人,尤其在今年八月(暑假「旺季」)更達到3200萬人。穩坐孩童界第一名寶座。

這個流量我們或許覺得「還好」,因為Google本身在美國月不重覆拜訪就是1.37億人,Yahoo!則是1.24億人,AOL也有6800萬人,都是迪士尼的至少兩三倍~五六倍,但要想,一般大人,誰會去看迪士尼?換句話說,這3200萬人,有可能是一群平常不看其他網站的特殊人士。這些「特殊人士」就是那些小朋友,還有的一種是大人抱著小朋友,兩人四手在鍵盤上將「disney」一字一字敲進去觀賞。

迪士尼網站的「拜訪者」與眾不同處,也可從其他地方觀察到。首先,「迪士尼」的網站,目前都是在Go.com底下,就和ESPN等其他電視台一樣,當初以為這樣很好記?錯!維基百科已提到Go.com已被證明並沒有任何名稱上的優勢,反而讓人記不得disney網站域名。此外,迪士尼網站裡面的內容,大多是影音、Flash做成,因此大部份的網友是不會在搜尋引擎找到這個網站的。再加上,如果從亞洲去看,迪士尼官網會自動要求你進入地區的迪士尼網站。恕直言,地區的迪士尼礙於預算,或許難免比總公司的稍遜了一些,而且這些local站點的流量是不會算在那2900萬人之中的──

換句話說,迪士尼官網,是一個域名取得爛、搜尋引擎又找不到、又趕跑美國以外的人的網站,但,它還是來到了第一名!

所以,經營一個兒童網站,真的有它自己的一種味道。是什麼味道?目前只能先從迪士尼網站,前前後後、左左右右的看一看、感受一下:我大概歸納三點迪士尼網站的有趣特色:

一、主題館其實「重新整理」過:迪士尼最大的資產大概就是這幾十年來它所拍攝的一些影片所塑造的那些「偶像」。若迪士尼在它的官網,讓每一個卡通人物都有一個「主題館」並不稀奇,稀奇的是,迪士尼將它們拆散還「重組」過。譬如,「小公主」就有「迪士尼小公主主題網站」,什麼是「迪士尼小公主」?喔,原來從白雪公主到睡美人,再到花木蘭,全都算在「小公主」下面,點下去還可以再往深一層,小女生應該是愛死了這個網站了!另外,還有「迪士尼小妖精」的專屬網站……等等。這點或許也可以運用在一般的網站上,許多網站為了打一個族群,可以拆散再拆散,但拆散了以後,若適當的把其中幾樣「重組」起來,或許出現不一樣的感覺,火力也瞬間併強,讓使用者進來有「wow」的瞬間酥麻的感動。

二、影片從未這麼四處的出現過:到迪士尼官網從到到尾都是flash做的,每一頁的選單和logo都是慢慢的跳出來,而且,頁面上的影片特別的多,所有的頁面幾乎都有影片,有的在左上角,有的在下方一個小框框……孩子就是不會讀長篇大論,故事書這麼多讀不完;讓一個孩子坐在電腦前這麼久,影音幫助很大。此外,據報導說迪士尼官網也會播放一些長片像《The Wonderful World of Disney and Camp Rock》很長,還有一些短片如《Kid’s Inaugural: We Are the Future》,接下來還有一些NG鏡頭像是《High School Musical 3: The Making of a Musical》將在一個星期後在網上上映。據另一份報導,它在這個寒假也已經推出三部新片的預告片,只有在線上看得到!難怪迪士尼除了取得兒童最大流量網站,同時也是兒童線上影音播放秒數最多的網站。

三、以內容引誘線上購物:若線上只是一個「形象」,那迪士尼網站大概也不會花多少時間、人力去經營,但,這個迪士尼網站顯然是賺錢的!據報導,在2008年,這個網站就吸了6萬8千個祝賀簡訊,以及150萬分鐘(這感受不出有多長)的答鈴,這些當然是從大人世界來的。但小孩的世界呢?一到裡面一個子頁,旁邊就在賣這個「主題」的遊戲軟體旅遊行程、DVD……。

看完這三點,嘆,這些優勢,大概只有迪士尼才做得到。它已經畫了這麼幾十年,繪製後,同樣商品再賣二十年,驚人至極。

不過,蓋一棟迪士尼樂園、開一個迪士尼電視台,需要幾十億、幾百億,但開一個網站,可能只要幾百萬。雖然創業家手上沒有迪士尼水準的「人物」,但身邊也有其他創作者擁有不輸給迪士尼的自創人物。

迪士尼在美國是第一位,但它的網站的威力,顯然並沒有延展到local市場。那,在這裡,誰要來當孩童界的Google?迪士尼的成功,反而告訴我們,這裡還有一個很大的洞可以去填補,很多有實力的夥伴可結盟幫忙。