The Social

AUSTIN, Texas--I'm in Austin for the South by Southwest Interactive Festival, finally. And I'm exhausted. Last night, some friends convinced me that it would be a good idea to watch the Syracuse-University of Connecticut basketball game on TV until the end, and if you read the sports section this morning, you'll know that it went into six overtimes. I was able to get, oh, three hours of sleep.

Apparently, "nerd bird" is SXSWi slang for an Austin-bound plane coming from a city like New York or San Francisco, where there would be plenty of geeks flocking to the conference. It's totally true.

My early-morning JetBlue flight from New York contained folks from Gawker, Mashable, AllThingsD, and CrunchGear. However, unlike a Thursday flight from San Francisco that happened to host Digg founder Kevin Rose, there was no flight attendant encouraging us all to Twitter upon arrival.

So what's the buzz right now? The weather is unseasonably chilly and rainy. The line to pick up conference badges is screamingly long, and I'm about to go deal with that. Friday has only a limited number of panels and discussions.

Beyond that, everyone seems particularly eager to just have some fun. And some cool SXSWi-centric games are popping up. A few days ago, something called SXSW Bingo started making the rounds. It's a sort of Bingo scavenger hunt for which players are tasked with taking mobile photos of targets that range from Robert Scoble to a Snuggie.

I've also heard that Paparazzi, an iPhone game from Socialbomb that attempts to rank players by fame stemming from how many times they show up in mobile photos, may be another time-waster of choice.

I wonder if wacky games, scavenger hunts, and other outside-the-conference shenanigans will have a bigger presence at SXSWi 2009 than they may have in the past. My reasons for thinking so are twofold.

First, given the economic conditions we're all dealing with, a lot of people in the tech and media industries are looking for something to ease the stress. I think that any out-of-work geek would smile at the fact that blogger Ariel Waldman is sporadically twittering the locations where she is giving away free cupcakes.

Second, SXSWi was big last year, and it's bigger this year. The quirky digerati who have traditionally dominated SXSWi's core may be looking for new ways to hang out, now that the conference has grown increasingly corporate.

My CBS Interactive colleague Andrew Mager is also at the conference, and he is currently playing a Twitter-organized game of "Assassins." I'm not quite sure how it works, but he has reported that he was kidnapped by rival players. Eek!

Well, the Golden Globe nominations are out and everyone's buzzing about how Tom Cruise's fat-suit performance in Tropic Thunder is up against the late Heath Ledger's turn as the Joker in The Dark Knight. (Gee, wonder which one will win.)

But on the Web, there's another set of awards announcements making the rounds. The AOL-owned meme-culture blog Urlesque has announced the winners of its first annual "Urlies." The goofy categories include "Make It Stop" (winner: Rickrolling), "Breakout of the Year" (winner: the "Puppycam" craze), and the "WTF of the Year" (winner: the photo of the "Montauk Monster").

The best part, however, is an Oscars-inspired tribute to the Internet's veritable glut of funny cat videos. Worth a watch, embedded below:

Pop singer Rick Astley had a huge hit with "Never Gonna Give You Up" 20 years ago. Now he's had a second wave of fame--and according to a fan site, it will culminate in a performance at MTV Europe's "EMA" ceremony, which takes place on November 6.

The campy, hip-wiggling video for "Never Gonna Give You Up" enjoyed newfound popularity when it became the center of the "Rickrolling" phenomenon--the sharing of a link that purported to be something else but was actually a link to the Astley video as hosted on YouTube. The craze was declared "totally over" after a surfeit of Rickrolls on April Fool's Day, but it kept going strong--one of the most high-profile gags involving the song was when pranksters flooded an online poll for the New York Mets' eighth-inning sing-along with "Never Gonna Give You Up."

The EMA awards, which are the equivalent of the U.S.'s MTV Video Music Awards, feature a "Best Act Ever" award, chosen by popular vote rather than judges, and it's been well-known for a while that Astley is the front-runner. Rumor has it, per an Astley fan site set up specifically for the "Best Act Ever" campaign, that not only will the British singer accept his award at the EMA event, he'll perform as well.

Astley's official Web site confirmed several weeks ago that he had been invited to appear at the ceremony (but not necessarily perform), and that the singer would give it "serious consideration." If the more recent rumors are any indicator, that "serious consideration" has amounted to a "yes."

A correction was made at 1:47 p.m. PT on Thursday. Astley's official Web site says he was invited to appear at the ceremony, but does not mention actually performing.

(Credit: Dipity)

Timeline creator Dipity has finally been put to a completely awesome use: a user called "tatercakes" has created a timeline of fads and memes that have surfaced on the Internet since its earliest days. And, as far as I can see, almost nothing has been left out--if you're a Dipity member, you can add to the list.

Among the chronological listings are some memes that pre-date my knowledge of the Internet ("Trojan Room coffee pot"); a few classics like All Your Base, Hampsterdance, and Peanut Butter Jelly Time; and more recent ones like lolcats and Rickrolling. Don't know what those are? Check out the timeline.

There are also a few culturally significant moments that go beyond the Web, like Stephen Colbert's White House Press Correspondents Dinner speech in 2006. The pirated C-SPAN clip of that speech taught the media industry that it's tough to put a lockdown on video that everybody wants to see, taught the White House that you should really be familiar with a comedian's schtick before booking him for a speaking engagement, and taught millions of erstwhile American Luddites about the possibilities of YouTube.

Aside from that, the list does not yet include many of the people who have arguably turned into Internet memes themselves: digitally beloved politicians like Howard Dean in 2004 and Ron Paul earlier this year, a smattering of YouTube stars, and over-the-top bloggers like Perez Hilton.

But Sen. Ted Stevens' parodied, mocked, and dance-remixed "Series of Tubes" speech was the only really glaring omission I saw, aside from a few memes that are entirely too disgusting to mention in a family-friendly context (though be warned, a few gross-outs like "Goatse" are already on the list).

It also fails to mention, at least at this point, the latest Internet meme: the Internet meme timeline.

A goofy marketing gimmick plants Geek Squad 'agents' in select cities' theaters near screenings for 'Sex and the City,' designed to help male patrons escape the chick flick.

(Credit: Geek Squad)

The movie spinoff of Sex and the City hits theaters Friday, and if the estrogen-fueled near-rioting at its New York premiere is any indicator, it'll be a cinematic event of such shriekingly girly proportions that the average straight man is bound to run and hide.

But Geek Squad, the electronics help service owned by Best Buy, saw it as a potential marketing opportunity. I got an e-mail pitch in my inbox on Thursday explaining a gimmick that the company's pulling in a few cities geared toward men who have been dragged to the theaters for Sex and the City by wives, girlfriends, moms, co-workers, and other female tormenters.

"Not even the Geneva Convention can save us from the torture about to hit screens tomorrow," the release read. "Sure, Sex and the City will be adored by fanatic females that sip cosmos, adorn Manolos and look for their Mr. Big to get them out of credit card debt, but what about the unfortunate men that get dragged to this film?"

Consequently, Geek Squad "agents" will be stationed at select megaplexes in New York, Chicago, and Los Angeles to hand out promotional packets containing excuses for maneuvering one's way out of the movie at the last minute, along with quarters for use at the nearest video game arcade. The message: Look, Geek Squad won't just fix your computer, it'll fix your sense of masculinity!

Cute. But here's my advice to the men of the world: If your significant other is making you go see this pink-and-fluffy pastiche, grow a backbone and say no. Unless you forced her to go see 300 with you. Then you're obliged.

UPDATE (6:04 a.m. PT): SourceForge's sites are back up.
UPDATE (1:27 p.m. PT): Comment from SourceForge was added.

On Wednesday morning, there appeared to be some sort of outage at SourceForge Inc., parent company of iconic geek news forum Slashdot and retailer ThinkGeek (among others). Neither SourceForge nor the sites it operates were accessible at 5:30 a.m. PT. According to SourceForge, it was an emergency maintenance window that "caused an unanticipated network outage."

As they might have said at Slashdot rival Fark, "Everybody panic!"

Performance monitoring firm Pingdom reported that Slashdot was down from 3:38 a.m. ET (12:38 am. PT) until about 8:48 a.m. (5:48 a.m. PT), slightly more than five hours.

CNET News.com received an e-mail early Wednesday morning from a reader saying "Slashdot is down and has been since late (Tuesday) night." A run through Google Blog Search yielded few results, but the Belgium-based BosIT blog had a post dated Wednesday afternoon (in that time zone) saying "Slashdot down...So is this what the end of the world looks like? It certainly is a first to my knowledge. Good luck guys!"

Another blogger said simply, "SourceForge is down." And the site for a Scotland-based software start-up called MonAmi that hosts its downloads on SourceForge's servers said, "With some unfortunate timing, it looks like the 'Axis of Openness' Web pages (SourceForge, Slashdot, Freshmeat) have gone for a burton. There seems to be some networking problems with these sites, with Web traffic timing out...This is a pain because we've just done the v0.10 release of MonAmi, and both the Web site and the file download locations are hosted by SourceForge."

Slashdot has been owned by the publicly traded SourceForge (LNUX) since 2000, when the company--then known as VA Software--acquired Slashdot operator Andover.net.

SourceForge vice president of operations Jay Seirmarco responded with an e-mail statement on Wednesday afternoon: "The datacenter serving SourceForge.net, Slashdot, Freshmeat.net and ThinkGeek had an emergency maintenance window today, starting at 1:00am PT. While datacenter maintenance windows do not usually cause service outages for these sites, this specific maintenance window caused an unanticipated network outage that lasted until about 5:45am PT, at which time service was restored," he explained.

"We are currently working with our datacenter team to determine the root cause of this outage. All sites are now operating normally and we do not anticipate any other outages related to this issue."

On Monday night, social-news site Digg took a new approach to its famously clamorous users: CEO Jay Adelson and founder Kevin Rose sat down in front of a Ustream-connected camera with their MacBook Pros and a couple of beers and answered questions that had been submitted by Diggers.

As a relative outsider to Digg culture, I was fairly dissatisfied.

All in all, the session highlighted quite a few of Digg's strengths as well as troubles going forward--and additionally reflected a few common criticisms about the site as a whole. But in the process, the questions were inward-focused, dealing with the demands of an active but demanding user base. Very few dealt with Digg's place in the Web's landscape or new media industry as a whole.

Digg, like a handful of other social-media sites (Yelp and Vimeo come to mind), has become famous for a notoriously tight-knit community. On one hand, that's a sign of success. It's got a really dedicated user base. On the other hand, it invokes claims of cliquishness and complaints that it's hard for an outsider to break in.

Watching the town hall, those complaints seemed pretty grounded. Right off the bat, the 20 questions selected were chosen because of the numbers of Diggs each question amassed in a thread about the town hall. True, that's keeping it in the community, and Digg is all about the community. But it's also a bit incestuous, and the questions could have fallen prey to Digg's alleged insideriness--voting up a comment or story simply because of who posted it or submitted it, not because of the content of the stories.

And consequently, the vast majority of the stories were about the nitty-gritty details of the site, the sort of thing that would be of importance to a daily Digg user but which would be inconsequential at best (and potentially nonsensical) to an outsider. I'm not a top Digger, but I'm more than familiar with the site. Digg's users, for better or for worse, also happen to be a tech-savvy bunch. That means a tougher job for Adelson, Rose, and the rest, as the users will be more likely to demand upgrades to the service, insist on a better user experience, and the like. That's good; I'm tired of seeing Web 2.0 sites thinking that they can get away with perpetual beta phases and poor performance.

But on the other hand, Digg can't simply look inward because legitimate competitors have begun to surface. One of them, Mixx, just raised several million dollars in venture funding. None of the questions addressed on Monday night dealt with Digg's opinion of its competitors, plan for moving forward in a tough economic climate, or where Rose and Adelson see the site in five years. Granted, that's not their fault; the questions about "super-users" and comment system upgrades were, after all, what the users Dugg. But I sat through question after question about minute upgrades to the Digg comment system when I really wanted to hear about Adelson and Rose's collective vision for the site going forward.

One question did touch upon the constant gossip that Digg will get acquired. For obvious reasons, Adelson and Rose declined to comment. "We get asked this every day," was Adelson's response. "We are laser focused on the features that users want us to do, and frankly that is what we're focused on as a business right now."

Digg does have a great model for social news that, in my opinion, hasn't yet been paralleled by any other site. But it's in a bit of a Catch-22: ignore or deceive its community, and it faces mass backlash; but pander to its community too much, and it hinders its opportunities for growth as it focuses too far inward. I wanted to hear vision. I wanted to hear partnerships and developments and possibilities. What I heard instead was the gradual upgrading of the search algorithm. Maybe, because I'm not a hardcore Digger, I just don't get it.

But I appreciate that Kevin Rose is a fan of Chimay Red ale.

Please don't wear five-inch heels on these stairs.

(Credit: Caroline McCarthy/CNET Networks)

A friend of mine once told me that one of the most striking characteristics of the Manhattan mini-neighborhood known as the Meatpacking District was the proliferation of "baby giraffes."

Basically, what he meant were the hordes of impossibly skinny young women in mile-high stiletto heels, teetering through the cobblestone streets of the party-heavy neighborhood as though they were juvenile specimens of Giraffa camelopardalis who couldn't quite control their pole-like legs. (In case you couldn't tell, the Meatpacking District's warehouses have largely given way to pricey designer boutiques and the nightclubs that keep Us Weekly's readership happy).

But those Giraffe Girls had better watch out, because the nerds are invading their watering hole.

On Friday night at 6 p.m., the doors will formally open to the third and largest Apple retail store in Manhattan, at the northernmost end of the Meatpacking District (it's on the corner of West 14th Street and 9th Avenue, to be more specific). Unlike its Fifth Avenue sibling, the West 14th Street Apple store won't be open 24/7--it closes at midnight, which might as well be the Meatpacking District equivalent of three o'clock in the afternoon. It's probably for the better. Steve Jobs has enough on his hands; he doesn't need to have to deal with dubious lawsuits from drunk girls in stilettos who've tumbled down that three-story glass staircase while trying to go hit on the guys behind the Genius Bar (they get way cuter after four cosmopolitans!)

The geeks have already taken roost at the old Port Authority building two blocks north, now home to New York's sprawling Google headquarters. Now they've staked a second claim with the Apple Store. Don't hold your breath, fellow techies, but if Tenjune gets replaced by a late-night arcade or something, we'll know the transformation is complete.

Click here for the rest of CNET News.com's fanboy-friendly photo gallery.

A look at the entrance to 770 Broadway from the north side of East 9th Street.

(Credit: Caroline McCarthy/CNET Networks)

It'll be interesting to see how AOL chooses to classify its new corporate headquarters on 770 Broadway in downtown Manhattan. The historic building, formerly home to the Wanamaker's department store, spans an entire city block and now holds offices of one variety or another for companies as varied as J. Crew, Viacom and Billboard. And there's famously a K-Mart (one of Manhattan's few-and-far-between big-box discount retailers) on the ground floor. It's touted by owner Vornado Realty Trust as being "in the heart of the Village." Well, kind of.

Because so many of New York's neighborhoods have become iconic cities-within-a-city and hold rather weighty connotations about the people who live and work there, it's always interesting to see how a major company brands its office location. Google, for example, likes to talk about its Manhattan outpost as being in the design-savvy district of Chelsea. Locals, however, occasionally (OK, more than occasionally) snicker about how it's just a stone's throw away from the overpriced, Page Six-worthy Meatpacking District, which is better known for clubs with names like Cielo, PM, and Aer than for geeky Googlers with pythons on the loose.

770 Broadway is in a notably ambiguous location, to the point where AOL could really stake a claim to one of a handful of Manhattan locations depending on how it wants its new "advertising, not access" incarnation to be branded. Or it could go for the whole "at the crossroads" mystique. Five blocks north is the constantly crowded Union Square; a few blocks west is Washington Square Park; to the south is the retail-packed, not-really-a-neighborhood zone known as NoHo (North of Houston Street) East of 770 Broadway is Cooper Square, which really isn't much of a square anymore because of extensive development; it's an academic-friendly enclave due to the presence of Cooper Union and a number of New York University buildings, as well as multiple Starbucks locations.

But if you look further to the east, you can see the colorful strip that is St. Mark's Place, the western end of the East Village and home to a tome's worth of punk rock history as well as plenty of places to get an eyebrow piercing or a glass of cheap sake. It'd be a slight geographical inaccuracy for AOL to say it's found a new home in the East Village, and it'd make many of the liberal-minded residents cringe; but considering massive dot-coms' often unsuccessful affinity for branding themselves as the hip kids in town, I wouldn't be a bit surprised.

A tip to AOL-ers moving to New York: If you take the 6 train to get to the office, when you leave the subway stop, look for the bright orange van that sells coffee. That's the Mud Truck. They make a tasty brew.