Webware

SAN FRANCISCO--He wasn't on the program, but nobody was disappointed that Google co-founder Sergey Brin showed up at the Web 2.0 Summit on Thursday afternoon and agreed to sit down for an onstage chat with conference organizer John Battelle.

Sergey Brin, Google co-founder

(Credit: Google)

Battelle said Brin had been extended an invitation to speak but turned it down, to which Brin joked, "I didn't say no, I just never responded."

But it was an appropriate time to hear from one of the minds behind Google because one of the most evident trends at the conference is that the search market is heating back up. On Wednesday alone, Microsoft announced a partnership with Twitter and Facebook for real-time search results, Google announced a similar deal with Twitter, and Google executive Marissa Mayer previewed a new "social search" feature in Google Labs.

Brin talked about the new competition with a "bring it on" attitude. "I think what Bing has reminded us is that search is a very competitive market," he said. "There are many interesting companies out there." He said he's disappointed that Yahoo is retreating from the fight and planning to strike a deal with Microsoft instead.

"I think Yahoo had a number of innovations there, and I wish they would continue to innovate in search," Brin said. He didn't go into specifics.

Yahoo CEO Carol Bartz had been slated to speak at the conference on Wednesday but canceled at the last minute, citing a bad case of the flu.

SAN FRANCISCO--Google Vice President Marissa Mayer made a surprise announcement at the Web 2.0 Summit in San Francisco on Wednesday: "Social Search," a new Google Labs experiment that will bring in search results from a member's social-network contact circle.

It'll be launching as an opt-in project in the next few weeks. Then, you'll need to have a Google account and set up a Google Profile to fill in information about the social networks that you use. Google first launched Profiles about a year ago.

"What we've done here is inserted, on the bottom of the page, content written by people in your social network," Mayer said, adding that Google hopes this will "really improve the overall relevance, comprehensiveness, and quality" of search results. A search for a local restaurant, for example, could bring up your friends' Yelp reviews for the same establishment. A search for travel destinations could bring up a post from a friend's blog.

This comes on the same day that Google announced that it had entered into an agreement with Twitter to bring real-time "tweets" to search results. That's another product that has yet to actually launch.

"The idea is for...these fast-rising queries, where there's a period of time (when there are) actually tweets about that topic, and the definitive news source hasn't been written yet," Mayer said of the Twitter partnership, declining to disclose its financial terms.

This post was updated at 4:25 p.m. PT.

Hewlett-Packard is announcing two projects Wednesday at the Web 2.0 Summit that it hopes will give new life to print--books and magazines in particular.

BookPrep and MagCloud let content that's been too expensive or difficult to print reach readers more easily.

Andrew Bolwell, director of new business initiatives at HP, told me these products are based on an understanding that the publishing industry is undergoing a fundamental shift--which he sees as the move away from printing items ahead of time, distributing them to locations in the hopes that people will buy them, and then disposing of the products that are unsold--into the more contemporary model of printing on demand. Each year in the U.S., 2 billion magazines, or 62 percent of all those printed, end up unsold and in landfills, Bolwell said.

Books are printed in advance in the same way, for the most part, and unsold copies are likewise destroyed. Furthermore, most of the books ever printed are unavailable to buy: Bolwell said only 4 percent of the 90 million books ever printed are available to purchase.

BookPrep

HP is set to rescue old books, making them fit to print again.

(Credit: Screenshot by Rafe Needleman/CNET)

HP's BookPrep is built to address that. The service takes in scans of book pages, cleans them up automatically, and preps them for sale as print-on-demand paperback editions.

The service, which has been in testing for about a year at a university library, is getting some high-profile partners and a business model. The service now gets scanned books from Google and from the Internet Archive, and sells its books on Amazon.com.

The books are printed by various on-demand book printing houses. The covers are done on HP Indigo printers, but the book pages themselves are created on who-knows-what printer. Bolwell doesn't care, as the revenue comes from the sale of the books via Amazon royalties. HP said it will share a portion of its revenue with the source of each book's scan--in most cases, a library.

Unlike the Archive's more disruptive Book Server project, which is about making current books available online, BookPrep is about older, public-domain books. And the BookPrep service does not index the actual text in books--it leaves that to Google, Amazon, and the Internet Archive. All BookPrep does is take crufty scans of old books and make them presentable enough for print. It also can create nice covers for print editions.

So if you want a print edition of the 1887 White House Cook Book, this is how a surviving, aging copy of the book can appear new again.

MagCloud

The company also has a way for today's magazine publishers to print for less.

(Credit: Screenshot by Rafe Needleman/CNET)

The MagCloud business addresses magazine printing. It's a custom magazine printing site, like Lulu but for glossy magazines, that's been live since February. The service lets people create their own print publication and customize single copies for users based on location or other factors. When a reader buys an issue, MagCloud prints a copy at a printer as close to the person's location as possible to save shipping costs and time.

The new addition to the product is a link into Wikia community sites. Users can now print "magazines" of Wikia pages, and the service will format them so they look nice. It reminds me of Offbeat Guides to an extent.

MagCloud isn't a complete magazine publishing system in the sense that it helps people create periodical publications. It doesn't do subscription management nor does it automate print advertising. But it does look like a nice way to get a fancy-looking color magazine-like publication created and distributed easily.

MagCloud publications are printed on HP's Indigo printers.

Taping up old pages

Bolwell has a modern yet conflicted appreciation for print, which is not surprising for someone who works at a one of the largest printer manufacturers. He believes that people will continue to love and want printed products and that, "especially for rich four-color content, the experience of the printed page is the preferred way of reading content." However, he also believes that the process for creating a printed product must change: "It's only a matter of time until the entire (magazine) industry moves to print on demand," he adds.

Both BookPrep and MagCloud seem to be Band-Aids for likely terminal patients. The demand for printed books and magazines won't vanish tomorrow. Nor will the demand for newspapers evaporate suddenly, though that's an industry even Bolwell doesn't think printing technology should try to fix.

The question is to what level the book and magazine printing industries, even streamlined, will decline, and how fast they will get there. I hope Bolwell has exit plans for this business, and I don't mean selling it to Google.

Jeff Immelt holds the GE Vscan ultrasound scanner.

(Credit: Rafe Needleman/CNET)

SAN FRANCISCO--In a wide-ranging interview at the Web 2.0 Summit, Jeff Immelt, CEO of General Electric, announced a low-cost and very portable ultrasound scanner called the Vscan.

"It's about the same size as a BlackBerry," Immelt said, holding up a white device that appeared to fold in the middle like a flip-phone. The top of the device showed an ultrasound image (of a patient's liver, we were told), while the bottom showed control keys.

"This is Moore's law," he said, saying that the device had the same power as a console ultrasound from two to three years ago that would cost $250,000.

The price of the device was not revealed, but Immelt asked the audience to imagine these devices going to Africa and helping health care providers there determine "if a baby is breech," for example. "This could be the stethoscope of the 21st century," he said.

Immelt also gave a demo of an enhanced online medical records system, in which patient data is combined with clinical outcome data and research to help caregivers apply effective and current treatments to patients. Medical records, he said, don't win only because they give patients portable electronic files, but rather, "it's about making better clinical decisions faster."

On the topic that the Web 2.0 audience was expecting to learn more about, the potential sale of GE's NBC Universal, Immelt said, "An IPO would be fine." Also: "You've got to think a couple of years head in this space and think, there might be other partnerships. We've got all the options."

See also: Comcast CEO: We are not a dead duck.

See also: Smallest ultrasound system for fast diagnoses

Evan Williams (left) and John Battelle (right)

(Credit: James Martin/CNET)

SAN FRANCISCO--In anticipation of an onstage interview with Twitter CEO Evan Williams at the Web 2.0 Summit on Tuesday afternoon, conference organizer and Federated Media CEO John Battelle told the audience to expect "a surprise" during the talk.

Turns out that "surprise" was actually a recently unearthed video clip of Williams in 1994, explaining the Internet on behalf of a company called Illumination Labs and sporting a haircut that looked like it belonged on the set of '90s alterna-teen flick "Empire Records." (No, we don't have a snapshot of it yet.)

Williams didn't really say a whole lot else about where Twitter's going, beyond what the world already knows: it's been growing fast. It turned down a buyout offer from Facebook. It just raised a ton of money. It still hasn't disclosed a long-term revenue model.

Evan Williams

(Credit: James Martin/CNET)

"It's not like we're spending our days looking in the couch cushions for the elusive revenue model, but obviously we've done a lot of thinking about it," Williams said, declining to comment on the potential of search deals with Google or Microsoft. "I can't tell you exactly what the model is, but it's pretty obvious to you that there may be some advertising that makes sense...there's a lot of commercial activity on Twitter today, there's a lot of brand marketers who use Twitter today, and it works. We think of Twitter (as) not a social network, it's an information network...a substantial part of that is commercial and theoretically monetizable information."

Williams, who previously founded Pyra Labs and sold its flagship Blogger product to Google, took over as CEO of Twitter from fellow co-founder Jack Dorsey last year. Dorsey, who remains Twitter chairman, is working on a new mobile commerce start-up called Square.

In his talk at Web 2.0 Summit, Williams mentioned new features like user-generated "lists," currently in beta, and said that they may end up replacing the site's current (and much-maligned) "suggested user" list altogether. ("It's gone on too long, and I desperately want to kill it or evolve it.") He also said that "some things we're launching" may counteract recent slowdowns in Twitter's U.S. Web-based traffic, which was growing exponentially not so long ago.

"We are seeing slowing of growth in some areas and accelerating growth in other areas. Twitter is very hard to measure, even for us," Williams said. "The biggest two areas that we're seeing growth is on mobile and internationally." Last week, the company inked new mobile deals in India and Japan; currently, its five biggest markets are the U.S., the U.K., Japan, Brazil, and Indonesia, which has been "growing like crazy lately."

So what does he think of the other players in the real-time Web? He's not sure what to make of Google Wave ("I sure as hell don't know what Google Wave is going to be. I haven't wrapped my head around it yet") but underscored that in Twitter's early days he wasn't sure what that would turn out to be either. And as for Facebook, he shrugged off speculation that the social-networking giant started aping Twitter when it was unable to actually buy it.

"I don't know how Facebook's feature prioritization works. I suspect that they came to a lot of the same conclusions we did," Williams said. "In the global sense, I'm pretty sure the world is big enough for Facebook and Twitter, and fundamentally I think they're good at different things. Facebook is phenomenal at communications among people who know each other."

Facebook ultimately purchased a far smaller streaming-information start-up, FriendFeed, this summer.

"We had a few conversations with our friends in Palo Alto (Facebook) and ultimately I just didn't see a reason to sell if that opportunity would have presented itself because it's not the point," he continued regarding the failed acquisition. "The point is really to see what we can build. We believe very strongly in that at Twitter, and enabling the open exchange of information is a good thing for the world."

It's his usual schpiel. Aside from the Nirvana-era haircut, there wasn't a whole lot to tweet about here.

Outside the TechCrunch 50 conference in San Francisco earlier this week.

(Credit: Josh Lowensohn / CNET)

SAN FRANCISCO--At some point during the TechCrunch50 conference it became evident that the Web 2.0 floodgates are no longer open.

Maybe it was when conference co-organizer Jason Calacanis asked one of the panels of judges what they'd thought of a round of pitches from just-launched social-networking start-ups like inbox aggregator Threadsy and photo-sharing iPhone app Clixtr. Sean Parker, the Napster co-founder and former Facebook exec who will be portrayed as a "Silicon Valley bad boy" in the film adaptation of Ben Mezrich's dot-com scandal tome "The Accidental Billionaires," leaned his elbows on the onstage table, slouched, and declared, "I'm a little bit bored with social media."

Maybe it was when the TechCrunch50 conference winners were finally announced and the grand prize went not to a slick and shiny app filled with Ajax interfaces and social-media mashups, but to RedBeacon, a mundane-looking local services start-up that aims to offer an alternative to Craigslist and the Yellow Pages if you're looking for somebody to paint your house or cater a party.

Or maybe it was when several Facebook execs took the stage to announce, among other things, that the social network--the subject of perpetual hand-wringing over how it would possibly make money--achieved a cash-flow positive status for the first time in the second quarter of this year, earlier than its 2010 goal.

Web 2.0 has grown up, after three years of investment, start-ups, and media hype, and it couldn't have been more evident at TechCrunch50, a two-day parade of start-up launches that sometimes feels less like a conference and more like a fraternity reunion. By this point just about everybody knows just about everybody else; the launch demos were just as likely to come from established industry players as from hopeful young newcomers.

Not so long ago, the Web start-up landscape was dotted with dozens of small companies with a legitimate shot at getting huge. As recently as last year, it wouldn't have been entirely ludicrous for an ambitious entrepreneur to take the stage at TechCrunch50 and announce that he or she was hoping to build a new start-up into the next Facebook. But the big guys have gotten bigger, and everything in comparison appears to be niche, peripheral tools.

Innovation on the Web these days comes in the form of fine-tuned features and tweaks, not big and lofty new schemes. TechCrunch50's lineup showed that while there are very promising ideas out there, the new stuff is about improving existing concepts, not creating something off-the-wall new. ToyBots, a new Web-connected toy company, takes the kiddie Webkinz craze from a few years ago and infuses it with the thinking behind "hackable" household gadget Chumby. Winner RedBeacon, as well as used-car marketplace Mota and job-hunt site LocalBacon, all pitched themselves as better options than traversing the Craigslist jungle. iMo and Spawn Player are both add-ons for gamers, the former an iPhone controller app and the latter a Slingbox-like place-shifter.

And when something popped up at TechCrunch50 that was pretty darn original, it was met with some restraint. There was plenty of excitement over AnyClip, a new database site that indexes and deep-tags short clips from movies, but the judges rightfully expressed concerns over the difficulty of wrangling with copyrights and content owners.

It's a far cry from the days when, even in the post-Napster era, millions of dollars were pumped into music- and video-sharing start-ups that weren't prepared to deal with the intricacies of big media. And likewise, VC dollars were once flooding into start-ups that hoped to be the biggest social network in the world. The economy put a damper on this, for sure, but so did the increasing dominance of the likes of Google, Facebook, and to a lesser extent Twitter and Digg. The big news in venture capital on the Web these days is Twitter's alleged billion-dollar valuation and Facebook's employee stock trading, not in a huge rush of investors heading for the next big thing on the Web--which is exciting nonetheless, because it wasn't all that long ago that these companies were just as small as those presenting onstage at TechCrunch50.

For now, if we want genuine, holy-crap excitement in the tech industry, perhaps we should be looking at hardware, green tech, edgy mobile innovations like augmented reality, or perhaps even enterprise technology. TechCrunch50 seemed to have the right idea by devoting a category of pitches to new hardware companies--but the judges, whose backgrounds were in Web and software investments, admitted that this wasn't their area of expertise.

There were blunt words for some of the companies at TechCrunch50, especially community-based sites that require a critical mass of users to stay afloat; judges seemed skeptical that the social-media fever of the past few years can still pack enough of a punch. "Why would I leave Twitter for this?" asked Robert Scoble of one start-up--the same Robert Scoble who, in fact, did more or less leave Twitter for FriendFeed, which had impressive technology but little mainstream appeal when Facebook purchased it this summer.

The next big game-changer in social media might be out there already, and we haven't even seen it coming yet. But watching more than four dozen start-up pitches in a row made it pretty clear that most of the biggest splashes of Web 2.0 have come and gone: we simply don't need another news aggregator, another discovery engine, another question-and-answer service, another blogging platform, or heaven forbid, another social network. This is good. It's a sign of industry maturation.

And it's certainly not a bad thing that Silicon Valley's elite finally seem to be catching on to that.

Web 2.0 sites that enable people to create content are increasingly used to carry out a wide range of attacks, according to a new security study.

Websense's State of Internet Security" (PDF), released Tuesday, notes that attackers are focusing their attention on interactive Web 2.0 elements. Some 95 percent of user-generated comments on blogs, message boards, and chat rooms are either spam or contain malicious links, the security vendor warned.

"The very aspects of Web 2.0 sites that have made them so revolutionary--the dynamic nature of content on the sites, the ability for anyone to easily create and post content, and the trust that users have for others in their online networks--are the same characteristics that radically raise the potential for abuse," Websense said in its report.

Web 2.0 sites, the company added, comprise "many" of the most visited sites on the Internet. The top 100 most visited Web properties, tended to be classified as social-networking or search sites. Nearly half, or over 47 percent, of the top 100 Web sites support user-generated content.

This is how Websense categorizes the Web and security risks.

(Credit: Websense)

At the same time, sites that allow user-generated content make up the majority of the top 50 most active distributors of malware. Over 60 percent of the top 100 Web properties either hosted malicious content or redirected users to malicious sites without their knowledge.

"With their large user base, good reputations and support of Web 2.0 applications, these sites provide authors of malicious code with abundant opportunity to easily reach a wide number of victims with their attacks," the report continued.

Meanwhile, efforts to self-police Web 2.0 properties have been "largely ineffective," Websense noted. The security company said its research during the first six months of 2009 indicated that community-driven security tools, which enable people to report inappropriate content, on sites including YouTube and BlogSpot are 65 percent to 75 percent "ineffective in protecting Web users from objectionable content and security risks."

According to Websense statistics, the number of malicious sites between January and June grew 233 percent over the second half of 2008, and 671 percent compared with the same period last year.

The security company also found that during the first six months of 2009, 78 percent of new Web pages with objectionable content such as pornography or gambling, contained at least one malicious link. Some 77 percent of Web sites with malicious code were compromised legitimate sites.

Vivian Yeo of ZDNet Asia reported from Singapore.

Where are the crowds? The Moscone Center was noticeably quieter this year at the Web 2.0 Expo.

(Credit: Evan Bartlett)

SAN FRANCISCO--Stepping off an otherwise quiet street and through the door of the downtown restaurant Roe on Thursday night was, at first, like a foray into a secret fantasy world where no market crash or economic recession had ever happened.

It was the launch party for Yola.com, a rebranded Web publishing platform formerly known as SynthaSite, in conjunction with this week's Web 2.0 Expo down the street at the Moscone convention center. There was an open bar, of course: The signature cocktail was a kir royale, a blend of champagne and blackcurrant liqueur, so champagne flutes were the drinkware of choice in the darkened room. The music was loud. Yola's logo was everywhere--projected on the wall, on T-shirts handed out at the door, on stickers scattered across the bar for the taking.

Yet if you surveyed the scene, there were signs of conscious frugality. The guest list was tight and the party was kept small, with only the ground floor of the two-story Roe booked; the open bar eventually ended, and the kir royales stopped flowing. While Yola was a "silver" sponsor of the conference, the event had not been heavily publicized. The same applied to many of the other scattered parties at the convention. If you knew the details, you could slip into a fun and relatively low-key affair that might even have free drinks and snacks. It was all about doing a bit of digging.

With a "doing more with less" theme, change was in the air at the whole Web 2.0 Expo: This edition of the biannual confab, co-presented by O'Reilly Media and TechWeb, felt like the recession had scooped a hole out of it with a spork. Attendance rates were slightly down, and even though conference representatives said more than 8,000 people came, the halls of The Moscone Center were noticeably quieter than in years past. Yet this is still a must-attend for the majority of the industry. Exhibitors from big tech companies like Microsoft and Adobe, courting developer talent to populate their various platforms and services, said that this is the best way to reach the biggest audience.

And here's what that audience was hearing: that with the harrowing financial climate, there is opportunity in casting off centuries' worth of old institutions that now only serve to hamper innovation.

"The current global financial crisis is the Web's fault," author Douglas Rushkoff said in his Wednesday keynote. "It's a good thing, and...it's really the arresting of a 400- to 500-year process from which value has been extracted from people and companies unfairly and unproductively."

"Six hundred thousand jobs were lost last month, and we've got to believe that the Internet has something to do with the massive restructuring, reorganization, and revitalization of what is our future," Meetup founder Scott Heiferman said in a talk on Friday morning. "They say that a crisis is a terrible thing to waste, so there is this opportunity for us to turn our backs to the screen, to turn our backs to a centralized 20th-century culture where we are dependent on these bloated banks and insurance companies."

That's so last century
The irony lies in the fact that with so many talks at the expo fixed on the opportunities presented by financial difficulties, and the final death knells of the 20th-century way of doing things, the convention itself was still an old-school trade show. The expo floor was full (though not as full as last year) of colorful booths and talkative PR representatives, the panel lineup still packed with the usual marketing and programming buzzwords--ROI, SEO, PHP, RSS--and the art of the business card swap still paramount.

"There's just not a whole lot that's cool this year," one disappointed attendee told me. Another said he'd found that after last month's South by Southwest Interactive Festival in Austin, Texas, there was something stale about the Web 2.0 Expo, even though it was much healthier than many had anticipated. Maybe it's time for a reboot.

You see, if you got past the surface, did a little digging--just like with the after-hours scene--there were some noteworthy talks at Web 2.0 Expo. There was a seminar about just how much you need to know about wine in order to impress business associates, a crash course from Digg's director of business development for old-media types who want to capitalize on the social news craze, and a session about marketing insights from the creator of the Burger King "Whopper Sacrifice" Facebook app. Keynote speakers like John Maeda, president of the Rhode Island School of Design, and the founders of indie T-shirt sensation Threadless, weren't exactly the sorts of conference highlights you'd expect.

In those talks, the lack of banter about monetization and user engagement was refreshing. The T-shirt clad Threadless guys, for example, didn't really seem to be in their element sitting on couches onstage for a keynote "conversation" in front of an auditorium of laptop-wielding conference-goers in uncomfortable chairs. They were 21st century dot-com heroes in a setting that some of the expo's out-with-the-old speakers would likely have characterized as so last century.

One of the biggest and most promising highlights of the conference was the after-hours Ignite offshoot, the latest in a series of wacky geek-culture seminars presented by O'Reilly and spearheaded by Web 2.0 organizer Brady Forrest. Seven hundred people packed into a nearby nightclub for a set of decidedly unorthodox presentations: a mandated number of PowerPoint slides, set on an automatic timer, so that no one could veer off topic or go over time. Ignite events are held all over the world and have quite a cult following; with presentations like "Mr. Hacker Goes To Washington" and "Demystifying Weird Japanese Toys and Tools," it wasn't your typical Web 2.0 Expo material.

Conference representatives seem to think that the conference format still has life in it. "The expo itself is not going to change. I think the content changes from year to year based on what the trends are like and what the market looks like," TechWeb community manager Janetti Chon told CNET News. "We try to be the conference that appeals to all Web enthusiasts...of course the conference will evolve as the market and industry evolve." She does have a point. Web 2.0 Expo is so big and far-reaching that putting any kind of new spin on it would risk alienating some sector of attendees.

Tim O'Reilly, founder of O'Reilly Media, said in his address to the expo on Wednesday that the term "Web 2.0" was "never intended to be a version number." But maybe it should've been. With all this talk, finally, about putting old institutions to rest, maybe the digerati should consider taking the plunge and making our industry gatherings something truly new. If we're going to talk about a fresh start, there are a lot of things that can be done to make our events reflect it.

From what it sounds like, many of us are ready for it.

SAN FRANCISCO--"I don't know how many of you actually got sacrificed out there, but condolences to you," said Matt Walsh, head of the Interaction Design department at ad agency Crispin Porter & Bogusky, as he surveyed the audience at his Friday morning talk at the Web 2.0 Expo.

(Credit: Burger King)

CP&B, after all, was the creator of the "Whopper Sacrifice" phenomenon, a Burger King ad campaign on Facebook that promised a coupon for a free hamburger if participants deleted 10 people from their friends lists on the social network. It was a wild success: the Facebook application was installed nearly 60,000 times in a matter of days, nearly 20,000 Whopper coupons were sent out, and well over 200,000 Facebook friends were deleted. Facebook members even created unofficial groups, offering to let other members add them as friends and then delete them for Whopper Sacrifice purposes.

But Facebook disabled the campaign after ten days, claiming that it was a violation of user privacy because Whopper Sacrifice notified friends if they had been deleted. "(It) challenged the very concept of Facebook," Walsh said. "Whopper Sacrifice had been sacrificed." In an ironic twist, that just led to even more buzz for the campaign.

Walsh took the stage at the Web 2.0 Expo to talk about what he saw as the secret sauce (ha, ha!) behind Whopper Sacrifice's success: what he calls "deceptive simplicity."

"It's a very, very simple idea," Walsh said. "And it's something that to a user is a very easy message to communicate. Sacrifice ten of your friends, get a free Whopper. It's got kind of the ultimate elevator pitch."

But the decision-making process behind the campaign was more theoretical, almost anthropological. Walsh said that another core element of Whopper Sacrifice's popularity was the fact that it tapped into a real "tension" in digital culture--how social networking has changed our ideas of what friendship means.

"For so long, friendship in the social space has kind of been a form of social currency," Walsh explained. Social networks' "entire system is kind of dependent on you aggregating as many of your friends as possible in the network, ballooning as quickly as possible, but at the end of the day that's all fine and good in the ramp-up when everything is novel...quite a few years into the social-networking arena now, there's really a question of what is friendship in the 2.0 world?"

Combining that provocativeness with a simple, no-brainer campaign is what Walsh said made it work.

"You're going to be faced with a lot of questions, and you're going to be faced with a lot of what-ifs, and you're going to be faced with a lot of bells and whistles added on," he suggested to marketers in the audience. "Whopper Sacrifice was one that went viral with pretty much zero media budget. We had a few small media banners on Facebook itself, but outside of that...we had a press release and that was it. It blew up because it was something that really resonated with people."

He also acknowledged that not all the feedback was glowing.

"Some people thought it was a little brutal because we did send notifications," Walsh admitted. "If I defriended you, you would get a message saying that you were worth less than one-tenth of a Whopper."