[ swarm theory ]

My Twitter network as a visual graph.  I’ve linked this site up before, but still find it pretty amazing to plug in some web addresses of real internet rock stars - give it a try.

Verizon Communications recently announced a major victory against cybersquatters, with a $33.15 million award (the largest ever) from a federal court against domain registrar OnlineNIC. Cybersquatting comes in many forms, with each trying to confuse or mislead a consumer who is looking for a trademarked site. Cybersquatters have one goal - to profit (directly or indirectly) on the strength of someone else’s trademark and other intellectual property.

“This case should send a clear message and serve to deter cybersquatters who continue to run businesses for the primary purpose of misleading consumers,” says Sarah Deutsch, Verizon vice president and associate general counsel. “Verizon intends to continue to take all steps necessary to protect our brand and consumers from Internet frauds and abuses.”

Some typical methods used for cybersquatting include:

• Typosquatting - misspelled variations of trademarked URL’s. Used to “catch” all of the misspelled direct traffic, by creating landing pages filled with ads and affiliate links.
• Pay Per Click search ads that use misspelled variations of brand trademarks and confuse the person searching.
• Attempting to profit by selling domains to the company that owns the trademark intellectual property.
• Using domains/sites to divert traffic from a competitor, or communicate negative messaging to the public (XYZincSucks dot com).

Cybersquatters often register web addresses close to those of leading retailers and other companies, hoping to lure unwitting consumers and make money by serving them pay-per-click ads. For instance, a consumer who, instead of typing the web address llbean.com, enters llbeen.com is taken to a site that offers links to travel, credit and clothing sites unrelated to apparel retailer L.L. Bean.

Increasing popularity of internet search, regardless of purchasing channel or industry, makes brand control more important (and challenging). The more popular the brand is, the more cybersquatters will try to capitalize on the companies goodwill. CitizenHawk is one company that is leading the fight against cybersquatters, by providing digital brand management solutions that enable companies to protect their brand online. They have a very cool tool on their homepage that will instantly show you how many domains are squatting on your brand.

I’m sure it will take some time, and many more lawsuits, before cybersquatters start following the rules. So take action, and don’t let these bottom feeders mess with your most valuable asset - your brand.

View original article from Internet Retailer

The World Bicycle Relief organization helps provide bicycles to Africa. They currently have a program where your donation will be matched dollar for dollar. When you give one wheel, a generous supporter will give the other. Donate a whole bike, and recipients in Zambia will get twice as much. Visit Double Bike Match to make a financial contribution.

If you haven’t heard about the major bru-ha-ha regarding the Motrin ad/video - you will (besides reading about it here:). I’m not sure when the witch hunt began, but I think it was sometime Saturday? I saw the first Twitter tweet early Sunday morning, and at that time, it was still a small crowd of (virtual) protesters. As hours passed, the crowd started picking up major steam, and took to the (virtual) streets in record numbers by the afternoon.

So, what was the rage all about? Best I can tell, a small number of women who viewed the ad/video on motrin.com took major offense to content - something about mom’s wearing their babies as a “mommy badge” when they have them in sling, backpack, or similar. I think the mob was taking the angle that Motrin was trying to position - the nurturing action of carrying an infant in a sling - as being similar to a status seeking fashionista carrying an expensive handbag? The ad then goes on to say something about how the strain can lead to some major back pain - and that taking Motrin will keep you going strong.

The offensiveness of the ad design, content, delivery, and overall message, is really just personal opinion. Personally, I took no offense to it, and neither did my wife. But this post is not about the ad creative, it is about a milestone in “new media” history, and one I believe will become the first major case study moving forward regarding corporate use of social media.The first, and most obvious point, is power of the crowd. Multi-channel SM technologies are now in place, allowing for global distribution of public opinion - in real time. We saw the impact SM had on the election, and now we’ve seen its strength as “brand police”. Just as important, however, is the reaction from Motrin. Here is the official email that was sent individual mob members:

I think this response letter was perfect. The Motrin response was quick (and on a Sunday), personal, targeted, responsible, and completely transparent. Initially, I thought it may have been too conceding? But looking at the letter more closely, especially the line “Please know that we take your feedback seriously and will take swift action with regard to this ad”, it becomes apparent that Motrin really does understand that the customer is now in charge. A hard lesson to learn, but one that will help guide all corporate new media marketing.

Because they stepped up and dealt with the situation head on, I am now totally pro Motrin. I have gone from being completely indifferent about them, to having found affinity with the brand. They took the power back.

—————————-

Scott Templar is a digital business strategist and can be followed on Twitter @scotttemplar

Great presentation about personal branding by David Armano