Phil "Pud" Kaplan on building buzz at Gnomedex
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Pud made f***edcompany.com, AdBrite, Mobog, etc. How do you build buzz, how do you make money, how do you be something useful on the Internet?
- Couldn't figure out what a blog was, but already had one in f***edcompany.
- Yes, advertising is someone vestigial, and so is the traditional blog.
- In the ad world, you're either a publisher or an advertiser.
- There are a lot of ways to get traffic and make money.
- Phil has about 12 websites, with hundreds of thousands or millions of page views a day.
- There are a lot of crap websites that are only there to serve up ads.
- An example of an excellent scam: create a program that scrapes the top 100,000 sites on the web, grab all their content, finds available domain names relevant to the content, and then duplicate those sites with AdSense.
- What are better ways of building buzz?
- The press always wants to write the exact opposite of what you tell them.
- Present yourself as the opposite of the impression you want to make, I guess.
- When VCs give you money and you put it in the bank, VCs say, "hey, we could have put it in the bank!"
- "But I'm making 4% interest!"
- Ragging on things is a great way to get buzz about it.
- TechCrunch does the same thing.
- Write about a group, and every person who's involved with that group will come visit you.
- Create a personality: "contact Pud," not "contact us."
- Create a website where there's a need for people to come back.
- Are the old-school media all that important anymore?
- TV and Internet use are about equal in the U.S.A., but Internet ads are only 6% of ads.
- Coca-Cola is completely built on branding, but they're missing the kids on MySpace and now they're losing sales.
- A full-page ad in the Wall Street Journal is $100,000, and that's because it plays on scarcity.
- There is no such scarcity on the web, unless you set it up to do that.