openDemocracy

« Previous post Next post » November 22 2007 The Secret Strategies Behind Many “Viral” Videos Dan Ackerman Greenberg 443 comments » Update: Dan has a follow up to this post, here. This guest post was written by Dan Ackerman Greenberg, co-founder of viral video marketing company The Comotion Group and lead TA for the Stanford Facebook Class. Dan will graduate from the Stanford Management Science & Engineering Masters program in June. Have you ever watched a video with 100,000 views on YouTube and thought to yourself: “How the hell did that video get so many views?” Chances are pretty good that this didn’t happen naturally, but rather that some company worked hard to make it happen – some company like mine. When most people talk about “viral videos,” they’re usually referring to videos like Miss Teen South Carolina, Smirnoff’s Tea Partay music video, the Sony Bravia ads, Soulja Boy - videos that have traveled all around the internet and been posted on YouTube, MySpace, Google Video, Facebook, Digg, blogs, etc. - videos with millions and millions of views. Over the past year, I have run clandestine marketing campaigns meant to ensure that promotional videos become truly viral, as these examples have become in the extreme. In this post, I will share some of the techniques I use to do my job: to get at least 100,000 people to watch my clients’ “viral” videos.

I met up with Robert Scoble last night at an Orange party in San Francisco (my photos from the party are here). He brought along his Amazon Kindle and let me and others test it out. It was the first time I’d held one - the Kindle I bought hasn’t arrived yet and my co-editor Erick covered the New York launch. Anyway, he took video of me giving my opinion of the Kindle (thumbs down). The problem is the UI is completely non-intuitive and the screen is unreadable in medium light (it was much brighter in the room than the video suggests and it was easily bright enough to read a normal book). I was trying to simply pull up the browser and go to a web page and I couldn’t figure it out. The scroll wheel on the side is obviously designed only to frustrate users. And without any sort of mouse, I kept touching the screen to try to get it to do what I wanted (which of course doesn’t work). I also compare it in the video unfavorably to the etch-a-sketch. I asked Robert to pull up a web browser and load TechCrunch. He did it once and it took so long I asked him if I could video it. He agreed, and did it again. It took him 55 seconds to pull up the browser and enter the TechCrunch URL. I then pulled out my iPhone and did the same thing in 14 seconds. The Kindle can be given some slack since web browsing isn’t its core function. But web browsing on the iPhone isn’t the key feature of that device, either. Amazon just didn’t design a good device (the user interface, keyboard and screen are all very flawed), and they had all the time in the world to get it right. Hopefully v.2 will be an improvement. Of course this is just my opinion after trying it out for a few minutes, and I’d had a couple of beers. Don MacAskill wrote up his own review after a day with the device and says its wonderful.

Hushmail, a longtime provider of encrypted web-based email, markets itself by saying that "not even a Hushmail employee with access to our servers can read your encrypted e-mail, since each message is uniquely encoded before it leaves your computer." But it turns out that statement seems not to apply to individuals targeted by government agencies that are able to convince a Canadian court to serve a court order on the company.

Danto has argued that what all works of art have in common is that they all relate in some way to an `artworld', to an accepted artistic theory, or to the history of art as a whole. So if someone puts a toilet in the middle of an art gallery and calls it art, then it is art if (and only if) it makes sense in the history of the development of art over the centuries. Maybe the history of art was just ready for a toilet in an art gallery then, and what distinguishes it from ordinary toilets are the interpretations which those educated in art history put upon it. Danto has a view of the development of the history of art inspired by Hegel. He claims that eventually, through its growing consciousness of itself, art becomes philosophy and thus comes to an end.

Content Producer since: October 28, 2006 I am a student at Clemson University in Clemson, SC. I love sports and I love to write. I am a junior and I study management. Football is my favorite sport and I love Erin Andrews. Coffee in the morning and a donut at night.

Should We Have Gone to War in Iraq?

Whether This War Was Worth ItIn Analyzing Iraq, Consider the Effects of Having Done NothingBy Robert Kagan

Actually, we probably won't fix it. Part of the standard disclaimer for the pages on this site is "We do not guarantee that any of the information contained on this system is correct, workable, or factual."

Should We Have Gone to Iraq? by JCX

Should we have gone to war?

Should we have gone to war? from National Review in Array provided free by LookSmart

There is a second reason that the hands-off approach has been shown to be wanting. During the past few years, a significant part of liquidity and credit creation has occurred outside the banking system. Hedge funds and special conduits have been borrowing short and lending long and, as a result, have created credit and liquidity on a massive scale. As long as this liquidity creation was not affecting banks, it was not a source of concern for the central bank. However, banks were heavily implicated. Thus, the central bank was implicitly extending its liquidity insurance to institutions outside the regulatory framework. It is unreasonable for a central bank to insure activities of agents over which it has no super­vision, just as it would be unreasonable for an insurance company selling fire insurance not to check whether the insured persons take sufficient precautions against the outbreak of fire.

Yet even if one agrees that a country has a right to restrict immigration, it does not follow that it ought to do so. Mr Legrain argues that it is not just in the global interest to have free migration, but also in that of recipient countries. A standard “gains from trade” analysis would suggest that this should be true. But if one is to argue for free movement of labour on economic grounds one needs a sense of the likely consequences. Analyses of free migration in the presence of huge real wage differentials suggest that we would end up with vast informal sectors and shanty towns. That is what happens within poor countries. Why should it not happen across the globe? I cannot see how one would persuade a host population that this outcome would be in their interests.

L’ancien communiste Alexandre Adler, toujours dans ce formidable numéro du Nouvel Observateur, en profite même pour lancer un appel vibrant à son ami : « Alain Minc, André Glucksmann et moi-même, nous soutenons vigoureusement Sarkozy, et tous nous venons des profondeurs du Komintern. Allez Bernard, rejoins ta vraie famille. Car il faut combattre beaucoup d’ennemis qui nous ont pris la gauche et s’en servent avec ténacité. »

As the cultural historian Markman Ellis writes, in Eighteenth-Century Coffee-House Culture, the British coffee house, a “heady combination of news, literature, debate and writing”, was “the central locus of newly egalitarian practices of discussion and conversation, including forms of structured discourse, such as lectures and debates, as well as unregulated discourse, such as gossip and chatter”.

The freedom of speech led to time-wasting and “gabbling” (“Here men carried by instinct sipp muddy water, and like Frogs confusedly murmur Insignificant Notes, which tickle their own ears, and, to their inharmonious sense, make Music of jarring strings”). The education on offer was “a school . . . without a master”.

The eighteenth-century coffee house was undoubtedly a great vehicle for the reading of newspapers. A Continental observer in the late eighteenth century noted that, whereas the French coffee house was a place where games were played, in Britain “you neither see billiards nor backgammon tables” because people frequent coffee houses principally to read “the PAPERS”. There was a close and sometimes volatile relationship between the coffee-men and the newspaper-men, which came to a head in 1728, when the coffee-men launched an abortive scheme for setting up their own newspapers. Coffee shops had long been used as places for reading papers without having to pay for them. The coffee-men resented the high price of newspapers and the fact that there were so many of them. The newspaper-men objected that coffee houses relied on newspapers to attract custom. There is a comparable symbiosis now between cafés and information, whether in the form of newspapers (Starbucks has an exclusive deal with The Times, Costa with the Daily Telegraph) or internet connection. It is hard to see which party owes most to whom. As a pamphleteer of 1729 wrote, “Papers mutually beget company, and Company papers”.

In other words, we have come so far in the American postindustrial meritocracy that everyone has equal access to guilt-ridden feelings of fraudulence.

As the man who oversees about $20 billion of fixed-income investments at American Century Investments, we revisited with Keegan as part of today’s The Game column on the recurring foibles of Wall Street. Deal Journal: You were right back in April. You called it all. Why does Wall Street keep messing up? Jim Keegan: It’s too profitable to stop. It’s too profitable at the individual level, so the individuals interests are not necessarily aligned with the company’s interest. Pay me now and you pay for it later. There is no clawback. Employees can walk away with hundreds and tens of millions of dollars. And someone else will hire them to do it again.

US household assets are $54,000bn. Liquid net worth (cash, mutual funds, bonds etc) is $27,500bn. Household debt is $13,000bn. In other words, the US household balance sheet is looking great: $54,000bn in assets ($27,500bn liquid) to cover $13,000bn in debt. Heck, we're under-leveraged as a country right now and should probably take on more debt. …But what about the subprime mess? Isn't that going to bring the net worth of the US to $0 or even negative? Right now the entire subprime market is about $800bn and let's give full credit to the traders and media and say 50 per cent of that is at risk. So $400bn. Will $400bn worth of homes go into foreclosure? Of course not. Defaults are good for nobody. Things will and are getting restructured.

Prime Time for SubprimeWho is doing the best reporting on this scary story?

The foundation shelved the study, which it has not made public, after a group of local business people bought the paper, because it did not want to appear to be competing with the new owners, Ms. Rimel says. But she remains deeply concerned about the state of the nation's newspapers and has agreed to serve on the board of ProPublica, the new investigative-reporting project. "Everybody from the Founding Fathers on have said we need a free, robust press, and a market failure in journalism is a deep public-policy problem," she says.