Piczo Zone: Better User Profiling Through Viral UGC

Social network Piczo has released a new feature into private beta: Piczo Zone. It’s being tested by a small group of users now and will be released generally in a few weeks.

What is it? Product Evangelist Keith Crowell says its a way for users to decorate their profile pages in much the same way as teenagers decorate their rooms - with posters, music, etc. Users take (or create) images, videos, style sheets or just about anything else and then add it to their profile. Each content item also includes descriptive data and tags. When someone creates something (say an image showing a band or artist name), any other user can add it to their profile as well. All of the “stuff” created in the Piczo Zone will then spread virally as the more popular items gets added by more and more users.

Users like this stuff - they can see what the popular kids (however defined) put on their profiles and then add the same things to their own. For now users can’t add stuff that they see directly from their friends’ profiles, but software engineer Devon Boyle says they’ll add that functionality shortly.

Users Love This Stuff. But So Do Advertisers

But there’s another reason this is important: user profiling for advertising. As users add artists/bands, popular movies and well known brands (nike, whatever) to their profiles they build an extremely detailed demographic and psychographic profile of themselves that can be used for far more targeted advertising. As an example, a music label could focus advertising around a new album release to users who’s added certain similar bands and artists to their profile. It’s highly likely that the advertising will be aimed at people who are likely to buy, and ad rates increase dramatically.

The content can also be used to predict new trends far before traditional methods. Users will create their own images for a popular local indie band, for example. As more and more users add the image, someone with access to aggregate data will be able to see what’s going to become mainstream well before it actually does. Since Piczo’s users, mostly teenagers, are the trendsetters, it’s a particularly powerful tool.

Piczo isn’t the first social network to experiment with something like this. In July we wrote about a similar product called HotLists released by HotOrNot. HotLists are made up only of images, but like Piczo users create them themselves and they spread virally as users add them from the profiles of people they view. Users immediately took to the idea, adding brands, movies, artists and other things that they identified with to build out their profile. And HotNorNot now has much deeper user information to aim advertisement at. Everyone wins.

Stat Gaming Services Come To YouTube

The creation of automated friends and general profile gaming has been a part of MySpace for a long time now. The general idea is that by creating more friends and more data you are more likely to gain traffic for what ever it is you are ultimately trying to sell.

YouTube has been fairly immune from widespread gaming to date. YouTube Friend Adders have been around for a while, but given the nature of YouTube, adding friends doesn’t really deliver much in the way of tangible benefits.

A new package, Tube Automator, hit my inbox yesterday. Tube Automator promises to deliver real traffic and results to uploaded YouTube videos by automating the YouTube friend creation process, commenting process and rating process.

The theory is that to gain real interest for a video on YouTube, a video must hit the top lists on YouTube, which includes the most commented videos, most viewed videos and the top rated videos.

According to the Tube Automator site

• [the]Built in account creator creates hundreds of YouTube accounts for you, all you need to do is type in the captcha
• Gets your video featured on the “Top Rated” and “Most “Discussed pages” at YouTube
• Once your video appears on these pages, it gets a large number of page views which makes it appear in the “Most Viewed” section automatically

And just in case YouTube catches on, Tube Automater has the ability to post at random intervals “to make it look like real people have posted and voted” and “Supports proxies to make posts look like they came from visitors across the world.”

I have no idea whether it works or not. In their product demo video (screencast below) they show high rated videos that are claimed to have been successfully promoted using their software; some rated so highly they appear next to videos from well known folks such as Chris Pirillo.

YouTube fans can only hope that Google finds a way of blocking and cracking down on this style of YouTube gaming ASAP. As long as these sorts of packages continue to flourish, the validity of the top lists on YouTube is thrown into question.

TimeBridge: Now Synching Your Meetings Through The Web

TimeBridge is a San Francisco-based startup that wants to do one thing very well: help with scheduling meetings.

They originally started out as a deeply integrated Outlook plug-in launched at the end of last year. While initially distinguishing them from other scheduling competitors, I have a feeling that the plug-in requirement added unnecessary friction to using the system.

Now TimeBridge is back with a full web only interface that integrates with your Google and Outlook calendars, with support for other calendars soon. The new version pushes them in the direction of their Montreal-based competitor Tungle, which integrates with more calendars. Tungle also differs by using a P2P system that runs between you and your contacts systems, not on a central server like TimeBrigde.

TimeBridge’s original Outlook plug-in brought their full functionality to your desktop. All of this functionality is now available with the web application, using the plug-ins to pull and push calendaring data between your computer and the web. Updates made on one calendar are reflected on the others and a master calendar is accessible anywhere on the web.

To make a meeting, you log in to their site, and fill out an email-like form consisting of the email addresses for attendees, meeting topic, and possible meeting times. You don’t have to download anything to use TimeBridge, but it helps if you install the plug-ins. If your attendees don’t have a TimeBridge, you can just suggest times based on your personal schedule. If they have TimeBridge integrated with their calendars, though, you can view what blocks of their scheduled time in a sidebar as you choose times.

After you send out the meeting request, each participant gets a full meeting request form in their email. The form lists the possible meeting times, which participants can select as no good, good, or best. Accepting the meeting request places time placeholders on calendars for people with TimeBridge.

The system then picks the best meeting time by points based on attendee responses with ties going to earlier times. If a an upcoming meeting time hasn’t been settled, you can either pick a meeting time or send reminders to the people that didn’t respond. Attendees with TimeBridge will then see the confirmed meeting slot pop up on their calendars.

The video below outlines the process in greater detail. TimeBridge is a funded through a total of $8.5 million by Mayfield and Norwest Ventures.

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