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July 09, 2007Who's Coming: Guy Kawasaki
When I was trying to figure out how to make a Ypulse conference happen, a few people told me not to do it. "Conferences are hard," they said. "They don't make money in their first year." Then I was lucky enough to have had lunch with Guy Kawasaki during that period. He just smiled and told me there would always be people who would tell me NOT to do whatever I wanted to do. His encouragement was part of what kept the vision for next week's Mashup alive even before I received an email from my conference partner Modern Media asking, "Do you want to launch a conference?"
I had an opportunity to interview Guy recently about his latest venture, a site called Truemors, where users can post a "rumor" and people can vote it up or down Digg-style. While it's not specifically for teens, you can see the appeal for a younger generation who grew up consuming news and information much differently than we did.
Ypulse: What inspired you to launch Truemors?
Guy Kawasaki: I saw how successful PlentyofFish and HotorNot were starting from nothing. I'm also a big believer in the democratization of information. We've gone from royalty having scribes to Gutenberg to desktop publishing to websites to blogs. Truemors is one more step in this direction because anyone can post a truemor who has a phone or computer. You don't even need to own a site or blog.
YP: Why do you think we as a culture love gossip?
GK: Gossip is judgmental personal information, usually when the person isn't present. Rumors arise in the context of uncertainty, ambiguity, and danger in order to help people make sense of the situation. We're Truemors not Trussip.
However, gossip does serve social purposes. For example, it enables people to bond together--to distinguish those inside the "tribe" and outside the "tribe." It also communicates values: "Did you know that that scumbag Joe pads his expense reports?" signals that such behavior is not acceptable.
YP: Describe who you envision as a typical Truemors poster.
GK: One kind of hardcore Truemors poster is an information junkie. He or she is the type of person who can always carry on a fascinating conversation across a broad spectrum of topics from sports to sex to science. This person wants to enlighten the world with the facts that she uncovers.
A second kind of hardcore Truemors poster is a subject expert -- let's say politics. This person wants to foster greater understanding what really happens in, say, Washington DC. This applies to cars, science, even entertainment: Is Lindsay Lohan's mother a drug abuser?
The casual poster comes across things from time to time and just wants to spread the word. In all cases, the serious truemorist is trying to democratize information.
YP: How is Truemors different from Digg or other news sites that use collaborative filtering?
GK: Truemors differs in subject matter and methodology. Our subject matter is broader than Digg's. A Vista bug fix announcement, for example, would seldom make Truemors. Also, our methodology doesn't depend on collaborative filtering; we depend on passionate people who act as independent editors and journalists. There's no need to game the system and rack up votes to get on Truemors. You post, and it's there. However, we do delete posts that are not "true rumors."
The end result of reading Digg and Truemors is also very different. The person who reads Digg is doing it for self enlightenment: they need to know about that Vista bug fix. The test for reading Truemors is very different. We want people to read things at Truemors and ask their friends, colleagues, and significant others, "Did you know that Starbucks and Ethiopia reached an agreement about the marketing of Ethiopia's coffee?" Or Colin Powell tried to talk George W. out of attacking Iraq? Or seven people were gored in the running of the bulls? Or Al Gore's son was arrested for going 100 mph in a Prius?
YP: Why you see Truemors as being appealing to "the Ypulse demo" (teens, college and early twentysomethings)?
GK: It's been a long time since I've been in that demographic, but it seems to me that these people want information fast and brief. I call them Gisters -- "just give me the gist" of what happened. Indeed, several of our best Truemorists are undergraduate college students.
YP: I know you've moderated a few teen panels, what surprised you about what they have to say about technology?
GK: If I were an advertiser, I would be very concerned. What I heard in the panels is that they don't watch TV and what TV they do watch is Tivoed, they completely ignore banner ads, and they hate being marketed to. Wow, does that describe everything that most advertisers do?
YP: As a former Apple exec, I have to ask: What do you think it was about the iPod and Apple's marketing of it that made Apple a "must have" brand for teens?
GK: The iPod design is inherently elegant--one wheel instead of twenty-five buttons. However, the key to the iPod's success isn't the iPod--it's iTunes. That is, the integration of the hardware device and the content. One thing led to another, and the iPod became the device to own.
YP: What do you think of the iPhone?
YP: I don't have one yet because AT&T's data network is too slow, and because I really need Exchange compatibility. I am not convinced that teenagers or their parents will buy an $800 phone. And I am also not convinced that teenagers who send a thousand text messages a month will use an iPhone even if they can get one.
YP: Anything else about Truemors you would like Ypulse readers to know?
GK: I would ask your readers to suspend judgment until they see what's posted there. Visit a few days in a row. Most people tell us they were skeptical, but they found it "strangely addictive." If nothing else, Truemors will make you much more interesting at a cocktail party.
Guy Kawasaki will be attending the 2007 Mashup on July 17th. There are only a few spots left so register today!
Posted by anastasia
Mashup 2007
Monday July 16
Pre-Conferences
* SOLD OUT A. 2:30-6:30 pm - Cracking The Code: Marketing To Teens In The Digital Age
* SOLD OUT B. 3:00-6:30 pm - Music Mashup
Pre-Conference A: Cracking The Code: Marketing To Teens In The Digital Age
Pre-Conference B: Music Mashup
Monday July 16
Main Conference
Tuesday July 17
Christina Della-Fera, Head of Marketing, Sugar magazine/digital
Annabel Brog, Editor, Sugar magazine/digital
Lorraine Getz, Brickfish
Lee Barth, Dualstar Entertainment Group
Jesse D. Lewin, Enthusiast Evangelist, Microsoft
Elana Yonah Rosen, Founder/Exec. Dir., JUST THINK
Norm Liang, Business Development, Web 2.0, Nokia
Robert Franklin, Chief Webolutionary, FamilyThrive
Marc Prensky, CEO, Games2train
Steve Poppe, Director of Marketing, Fifth Generation Systems, Inc.
Billy Dutton, Chairman, Music.com
Holly Jones, Music.com
Julie Heiser, Adobe Systems Incorporated
Jodi Bryson, Editorial Director, LimeLife Mobile Media
Greg Ovalle, VP BD, Kadoink
Roland Deal, VP Marketing, Kadoink
Hallie A Warshaw, Publisher/Creative Director, Orange Avenue/Zest Books
Anita Taff-Rice, iCommLaw
Marg Tobias, Mandell Law Group
Jeffrey Young, Chronicle of Higher Education
Celia Hirschman, Managing Director, KCRW - National Public Radio
Johnny Igaz, KCRW - National Public Radio
Bill Schaff, Phocas Financial Corp.
Randy Eckhardt, Canadian Music Week
Jeremiah Owyang, Podtech Network
Eming Piansay, Main Blogger, YO! Youth Outlook
Stefanie Olsen, Senior Writer, CNET News.com
Larry Magid, Technology Analyst, CBS News / San Jose Mercury News
Jennifer Vee Jones, Vice President, PodTech Network - Marketing Voices
Ann Bassette, Producer, YO! Youth Outlook
Adisa Banjoko, Author & Speaker, Hip Hop Chess Federation
Katie Facada, Influx Strategic Consulting
Scott Sperry, President, Sperry Media
Shireen Piramoon, McGrath/Power
Derek James, McGrath/Power
Dina A. Gallo, Marketing Manager, Hearst Magazines Digital Media
Sam Hon, VelvetPuffin
Jennifer Woodard Maderazo, PBS | MediaShift
Amelia Bechtel, McGrath/Power
Adisa Banjoko, Journalist
Terry Hemphill, Senior Marketing Manager, Adobe
Jill Hipps, Managing Editor, Common Sense Media
Erin Burke, Product Trend Analysis, Cotton Incorporated
John Scrofano, Dir. of Bus. Dev., 3Guppies, Inc.
Demetrius Romanos, Director of Design, Kaleidoscope
Jeanne Sachs, National Sales Director, The N.com Teen Network
Benjamin Pashman, Vice President Business Development, Gigya
Jaime Ernesto Uzeta, Partner, BBMG
Robert Ficcaglia, Founder, MotivePath, Inc., Mobile Advertising
Brandon Watson, CEO/Founder, IMSafer
Pano Anthos, CEO, EVS
Shelly Gourlay, Brand Marketing, Nike
Allan Brabo, Brand Marketing, Nike
James Bower, CEO, Numedeon / Whyville
Tara Wagner, SutherlandGold Group
Nicole Lauchaire, Director, Varsity.com
Ilene Tucker, Yahoo!
Julie Finlay, Youth Media Director, USAA
Christian Busch, VP Marketing, Cellfish Media
David Rosenheim, CEO, JamBase, Inc.
Terri Williams, VP Sales, JamBase, Inc.
Chrisanne McCoy, Senior Strategic Sales Executive, Operative
Dave Macli, Sr. Account Executive, Operative
Josh Spencer, PR Director, Imagine Marketing Agency
Monica Staniec, Marketing Director, Imagine Marketing Agency
Bryce McAnally, Account Manager, Runyon Saltzman & Einhorn
Alessandra Beckmann, CEO, BlingyBlob.com
Heather Wetzler, Sales Director, West Coast, Hearst Magazines Digital Media
Stephanie Teng, Microsoft
Carlos Garcia, CEO, Scrapblog
Alex De Carvalho, Community Guy, Scrapblog
Mike Gowen, Director of User Experience, Scrapblog
Cindy Li, Director of Content, Scrapblog
Caleb Elston, Intern Extraordinaire, Scrapblog
Patrick Tufts, Director of Research, Metaweb Technologies
Tomi Pierce, Sr Product Designer, Metaweb Technologies
Dani Hildebrandt, Red Wallet Records
Progam Manager, Epilepsy Foundation
Strategic Planner, The Geppetto Group
Marketing Associate, Wells Fargo
Director, Strategic Business Development, SCEA
Marketing manager, Florida Youth Prevention Delegation
Director of Marketing, Piczo
Irene McGee, Microsoft
Brian Solis, Editor in Chief, bub.blicio.us
Adriana Gascoigne, Vlogger, bub.blicio.us
Ned Sherman, CEO & Publisher, Digital Media Wire, Inc.
Gary Taylor, Executive VP International, Canadian Music Week
Tara C. Gibb, Director of Marketing, CMP Game Group
Ed Prentice, President, TeleVoce
Susan Lucas-Conwell, Executive Director, SDForum
Micheal Butler, Artist Relations Manager, PodShow
Tinzar Than Sherman, VP, Marketing, Digital Media Wire, Inc.
Stacey Foreman, Dir of Events, Federated Media
George Frost, General Counsel & Licensing Director, WiMoto, Inc.
Britton Glasser, Yahoo! Inc.
Gailene Nelson, Yahoo! Inc.
Elizabeth Dye, Special Projects Director, Seventeen Magazine
Peng Wei, Gaia Interactive
Beth Carls, Co-founder, MindOH!
Tim Black, EVP, Sales & Marketing, Intellimar Solutions
Tom Bollinger, CEO, Intellimar Solutions
Kristine Givas, Director, Advertising & Marketing, VIZ Media, LLC
Chris Castagnetto, Gaia Interactive
Brendan Robertson, Yahoo!
Ryan Kuder, Yahoo!
Jennifer Neal, Director of Marketing, Oddcast
Shaival Shah, VP Strategy and Business Development, Oddcast
Ro Choy, VP of Business Development, RockYou
Jia Shen, CTO and Co-Founder, RockYou
Linsey Willaford, Business Development Manager, RockYou
Amy Jussel, Executive Director, ShapingYouth
Bobbie Carlton, Director, Marketing, B*tween Productions
Aseem Badshah, President, Scriptovia.com
Paul Scribner, Progam Manager, Epilepsy Foundation
Jill Hipps, Managing Editor, Common Sense Media
Erin Burke, Director, Marketing, B*tween Productions
John Scrofano, Dir. of Bus. Dev., 3Guppies, Inc.
Demetrius Romanos, Director of Design, Kaleidoscope
Jeanne L. Sachs r, National Sales Director, The N.com Teen Network
Brian Dunham , Account Manager, The N.com Teen Network
Erin Miller, Strategic Planner, The Geppetto Group
Benjamin Pashman, Vice President Business Development, Gigya
Jaime Ernesto Uzeta, Partner, BBMG
Robert Ficcaglia, Founder, MotivePath, Inc.
Brandon Watson, CEO/Founder, IMSafer
Pano Anthos, CEO, EVS
Doreen Bloch, Yahoo! Inc.
Ceca Mijatovic, Founder & CEO, DayZ Loop
Dave Bottoms, Yahoo! Inc.
Mi Jee Song , Events Consultant, DayZ Loop
Derek Baird, Yahoo! Inc.
Gary Taylor, Executive VP International, Canadian Music Week
Nicol Addison, Yahoo! Inc.
Elizabeth Dye, Special Projects Director, Seventeen Magazine
Karon Weber, Yahoo! Inc.
Holly Rotman, eCRUSH
Edward Park , Yahoo! Inc.
Steffan Heuer, US Correspondent, brand eins
Havi Hoffman, Yahoo! Inc.
Mike Manuel, Voce Communications
Matt Warburton, Yahoo! Inc.
Cammie Dunaway, Yahoo! Inc.
Jeanne Moeschler, Yahoo! Inc.
Meaghan Fu, Yahoo! Inc.
Britton Glasser, Yahoo! Inc.
Gailene Nelson, Yahoo! Inc.
Chandrasekar Rathakrishnan, CEO, VelvetPuffin.
Ashley Qualls, CEO and President, WhateverLife, Inc.
John P Klem, Business Development, Social Search, Yahoo! Inc
Mike Sledge, E-Commerce Marketing Manager, Balfour
Raymond Dooley, Senior Director, Marketing, The N (MTV Networks)
Anne Marie Edwards, Sr. Marketing Manager, Yahoo!
Ryan Rigoli, Marketing Director, Yahoo!
Finn Mckenty, Strategist, Kaleidoscope
Amanda Peters, , The N (MTV Networks)
Aprille Byam, Research Analyst, Eastman Kodak Company
Cheryl Dellasega, Professor, Penn State College of Medicine
Joan E Lockwood, PR Manager, Piczo
Neha Modi, New Media Manager, The Firm
Jeanine LeFlore, Vice President of Products, Piczo
Maura Welch, Editorial Director, WeeWorld
President, Creative Productions
Laura M Ashley, Associate Brand Manager, LeapFrog
Marcom Project Manager, Symantec Corporation
Chad Weiner, Brand Manager, Fly Marketing, LeapFrog
Mehrnaz Ensafmanesh, Plannner, Lowe Brindfors
Stephanie Peterson, Director, Fly Marketing, LeapFrog
Casey Sloan, Research Director, C&R Research
Account Director, Creative Productions
MJ Kim, Marketing Manager, Photobucket
Sr. Editor, Yahoo!
Kurt Collins, Business Development, Photobucket
Managing Director, The Kaplan Thaler Group
Rebecca Weeks, Director, Business Development, Real Girls Media
Sr. Marketing Manager, Symantec Corporation
JD Lasica, Co-Founder, Ourmedia.org
Jessica Alter, Business Development, Bebo
Mark Glaser, Editor, PBS MediaShift
Michal Lev-Ram, Staff Writer, Business 2.0 Magazine
Inga Johnson, Gaia Interactive
Vanessa Camones, Director, Three-Forty Communications
Tammy H Nam, Director, Slide, Inc.
Rachel Williams, Director, Research and Programming, Nielsen Business Media
Editor, Yahoo! Inc.
Lauren Camp, Research Analyst, C&R Research
Sonya Chawla, Sr. Director, Advertising, Slide
Erik Hauser Creative Director/Founder, Swivel Media
Neal Burns, Experiential Marketing Forum
Krissy Teegerstrom, Community Manager, Six Apart
Sr. Editor, Yahoo
Annie Morita, Gaia Interactive
Peter Foster, VP Sales, Photobucket
CEO, myYearbook.com
Peter Pham, VP Business Development, Photobucket
Amy Looper, Chief Visionary Officer, MindOh
Tim Shay, Vice President of Network Development, Next New Networks
Julie Ask, Vice President & Research Director, JupiterResearch
Pamela Sellers, CNN
Jacqueline Lane, Director of Teen Research, C&R Research
Francis Pisani, Blogger & Technology Columnist, El Pais/Spain-Le Monde/France
David Cannon, Creative Director, We Are Family Foundation
Alexandra Watkins, Chief Innovation Officer, Eat My Words
Yoni Silberberg, Buisness Development, PLYmedia
Nancy Hunt, President, We Are Family Foundation
Jennifer Carole, Director, Worldwide Lab at Alcatel-Lucent
, Manager, Consumer Insight & Strategy, mDisney
Devin Cox, Program Director, We Are Family Foundation
Melissa Bethune, Marketing Manager, Buzznet.com
Steve Hudson, Senior Planner, Upshot
Scott Pappas, Associate Director- New Media/Online Marketing, Universal Music Enterprises
Erica Lindberg-Gourd, Producer, We Are Family Foundation
Lisa A. Feeley, Mananging Partner, Got2Know, LLc
Jane Schonberger, Managing Partner, Pretty Tough
Allison Mooney, Director of Trends & Research, Fleishman-Hillard, NGT
Chet Gulland, Account Supervisor, Fleishman-Hillard, NGT
Chris Elles, Partner, The Syndicate
David Cannon, Creative Director, We Are Family Foundation
David Schlossberg, Product Manager, Meez.com
Devin Cox, Program Director, We Are Family Foundation
Elizabeth Rosenberg, Director of Communications & Marketing, Declare Yourself
Erica Lindberg-Gourd, Producer, We Are Family Foundation
Jaimeson Keegan, Director of Athlete and Culture Marketing, Red Bull Canada
Jane Schonberger, Managing Partner, Pretty Tough
JEREMY LIEW, PARTNER, LIGHTSPEED VENTURE PARTNERS
Jill Allison Ettinger, Director of Marketing, Universal Music Enterprises
Jody Kakacek, Program Manager, Special Projects, Epilepsy Foundation
Joe Waltman, Business Development Manager, Boost Mobile
Jon Landman, Partner, The Syndicate
Joseph Tankersley, , Walt Disney Imagineering
Kevin Barenblat, Co-founder & CEO, SpotDJ
Kym Orr, Public Affairs Coordinator, Blue Shield of California Foundation
Lisa A. Feeley, Mananging Partner, Got2Know, LLc
Melissa Bethune, Marketing Manager, Buzznet.com
Monique Montibon, Web Manager, American Red Cross Bay Area
Nancy Hunt, President, We Are Family Foundation
Rev. Dave Joseph Ciancio, Partner, The Syndicate
Sam J Baris , Eleanor Mary Baris Ministries
Sara Laor, Director, The NPD Group
Sarah Shapiro, Online Initiatives Associate, BBYO, Inc.
Scott Pappas, Associate Director- New Media/Online Marketing, Universal Music Enterprises
Stephen Loflin, Executive Director, National Society of Collegiate Scholars
Steve Hudson, Senior Planner, Upshot
Toyota Motor Sales, USA, Inc.
Manager, Marketing Analysis, Cox Enterprises, Inc.
Manager, Consumer Insight & Strategy, mDisney
Director, Marketing Services, Cox Enterprises, Inc.
Lance Tokuda, CEO, RockYou!
Jed Stremel, Director of Business Development, Facebook
Brenda Lynch, Adjunct Professor, USC
Lori Tarabek, Director, Research, Kodak Imaging Network, Inc.
Ryan Okum, President, StreetWise
Program Manager, Answer
Consultant, Florida Youth Prevention Delegation
Keith Degrace, Director of Communicatoins, Red Bull Canada
Courtney Macavinta, Ambassador, Girls For A Change
Tristan Coopersmith , CAA/The Intelligence Group
Sophia Stuart , Hearst Digital Media
Wes Nihei , GamePro Magazine/GamePro.com/GamePro Family
Liza Vadnai, Director of Marketing, GOOD Magazine
Guy Kawasaki, Managing Director, Garage Technology Ventures
Angela Natividad, Adrants
Promotions Manager, Sony Online Entertainment
Dan Shannon, Asst Dir Youth Campaigns & Outreach, People for the Ethical Treatment of Animals
Christian Borges, Sr Director Publicity, Deep Focus
Julia Nocciolino, Brand Strategy Manager, BBC Worldwide
Charlie Riley, Marketing Manager, Think Financial
Amanda Hill, Head of Genre Development, BBC Worldwide
Craig Sherman, Chief Executive Officer, Gaia Online
David Birnbaum, Chairman and Chief Executive Officer, Takkle
danah boyd, Fellow, Annenberg Center for Communications, University of Southern California
Diane Dohm, Business Development, VIZ Media
Steven Snyder, Co Creative Director, Spark Top, Charles & Helen Schwab Foundation
Sean Williams, Strategy & Business Development, VIZ Media
Mary Sadeghy, Director of Marketing, Charles & Helen Schwab Foundation
Tamara Morgan, Program Director, YouthNoise
David Chustz, Vice President of Brand Creative, The-N
Holly Arsenault, Teen Tix Program Manager, Seattle Center
Jeanene Landers Steinberg, Web Director, SchwabLearning.org, Charles & Helen Schwab Foundation
Walter Mayes, Library Media Specialist, The Girls' Middle School
Ginger Thomson, CEO, YouthNoise
Sam Altman, CEO, Loopt
Dave Amos, Web Guy, Idealist.org
Steve Bryant, Columnist, Hollywood Reporter
Scott Moore, Online Community Manager, SchwabLearning.org, Charles & Helen Schwab Foundation
Martina Butler, Host, PodShow's Emo Girl Talk
Karl Carter, Co-Founder, Inner City Enterprises
Allen Goldblatt, Co Creative Director, SparkTop, Charles & Helen Schwab Foundation
Pearl Kim-Kregel, Editorial Manager, SparkTop, Charles & Helen Schwab Foundation
Anne Collier, Editor, Net Family News
Catherine Cook, President, MyYearbook.com
Chuck Cordray, Vice President and General Manager, Digital Media, Hearst Magazines
Julie Cordua, Vice President, Marketing, (RED)
James Daly, Editor in Chief, Edutopia
Zadi Diaz, Principal, Smashface Productions
Dixie Feldman, Editorial Director of The N, MTV Networks
Katie Montgomery, Marketing Coordinator, Charles & Helen Schwab Foundation
Research Analyst, CNET Networks Entertainment
Ulla Foehr, Co-Author, Generation M: Media in the Lives of 8-18 year olds
Jay Frank, Head of Programming and Label Relations, Yahoo! Music
Liz Gannes, Staff Writer, GigaOM
Eric Garland, CEO, BigChampagne Online Media Measurement
Amy Gibby, President, eCrush
Daniel Glass, President, Glassnote Entertainment Group
Anastasia Goodstein, Publisher, Ypulse
Jane Grenier, Publisher, Flip.com
David Hyman, CEO, MOG
Henry Jenkins, Director, MIT Comparative Media Studies Program
Dave Knox, Teen External Relations Manager, Procter & Gamble Beauty
Claudia L'Amoreaux, Community Developer, Second Life
Jacqueline Lane, Research Director, C&R Research
Amanda Lenhart, Senior Research Specialist, Pew Internet & American Life Project
Cory Llewellyn, Vice President New Media, Epic Records
Chris Maltese, President, Chris Maltese Management
Diane Naughton, Vice President of Marketing, HarperCollins Children's Books
Dorrian Porter, CEO, Mozes
Ashley Qualls, President, Whateverlife
Alan Rambam, Senior Vice President and Senior Partner, Fleishman-Hillard
Steve Rifkind, Chairman, SRC Records
Ariel Rosen, Head of Pro-Social Initiatives, Virgin Mobile USA
Gary Rudman, President, GTR Consulting
Javan Van Gronigenl, Art Director, Invisible Children
J Scavo, General Manager, MySpace Records
Secondhand Serenade, Recording Artist
Melanie Strong, U.S. Brand Manager, NIKEiD, Nike
Krissy Teegerstrom, Community Manager, LiveJournal and Vox, Six Apart
Robbie Trencheny, President and CEO, Teen Media Productions
Peter van Stolk, President & CEO, Jones Soda
Larry Weintraub, CEO, Fanscape
Alex Welch, CEO, Photobucket
Tina Wells, CEO, Buzz Marketing Group
Adam Zbar, CEO, Zannel
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Comments
In spite of all controversies I think Truemors will be a success. But the simplicity of the website is something that makes it don't look like a digg kinda site.
Posted by: Chandra | July 15, 2007 11:13 AM