With Twitter exploding–and the focus on real time data exploding along with it–there are a number of new companies that are seeking to develop more specific applications of this technology.

Several such companies presented at a conference in San Francisco last week organized by TechCrunch.

Hot Potato organizes real-time content about specific events, which can be big public events such as a conference or sporting event or private events such as a person buying a car. The company is backed by $1 million from First Round Capital and RRE Ventures.

Using the service, people can see a stream of the text updates for the events, as well as photos directly in the stream of news. People can participate in the events whether they are at the event in person or watching remotely.

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Demand Media has advertising-driven content down to a science. Instead of creating content for the Web and hoping that it generates revenue, the company works backwards by determining how much revenue each piece will generate before anything is produced.

The company uses a series of algorithms to pick through keywords that people are searching for on the Web and aims to create content unique enough to rank highly in those search results. It also determines how much advertisers would pay to be next to that content.

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For Kiaya Steele, the men in suits and dark glasses who appeared suddenly through the raindrops of a New Hampshire morning were the first sign that something very unusual was going on.

One of the men stood under an umbrella next to the car Steele and her friend Kellin had been riding in moments earlier and delivered a message. As Kelli’s sister Jenna was brought out of a second car that had pulled up mysteriously behind them, Steele was told that if she couldn’t quickly prove that she was “the real Kiaya,” the bomb planted inside Jenna would explode.

And this was just the tip of the iceberg of a day spent driving all around the countryside, complete with vans, staple guns, cameramen in trees, threats, red phone booths, and a series of hidden clues.

But this wasn’t a situation for the FBI. Rather, it was a very small-scale–and low-tech–version of what is known as an alternate-reality game, an entertainment genre that has grown in popularity in recent years, especially because its traditional use of mixed-media–the Web, cell phones, social media, and others–can allow large numbers of people to play together collaboratively.

Over the years, the games have become a favorite marketing tool of large companies like Microsoft, which has commissioned huge ARGs, as they’re known, for the launches of things like the video game Halo 2 and Windows Vista. Indeed, the first widely known ARG was called The Beast, and was used as a promotion for the release of the Steven Spielberg film “AI: Artificial Intelligence.”

Those versions of ARGs have seven-figure budgets and allow thousands of people to participate. Yet while they get most of the ink written about ARGs, there has long been a steady stream of games built for very small audiences or, as in the case of Steele and the friend with a “bomb” insider her, an audience of one. It turned out that the intrigue was all part of a day-long mystery concocted by Steele’s boyfriend, and involving several of their friends, as part of an elaborate marriage proposal.

“It’s such a cool format, and the people who can make it through a whole one of these get an experience that no other media can provide.”

–Jim Babb, founder of the AGR Awkward Hug

“We use a lot of fictional analogies in our lives–gangsters in an alley (and) later in the quest there was a Soviet scientist, all themes that had played out in our courtship,” Steele recalled. “We would write stories of sorts to one another before we dated. We’d take an image and run with it until it was too tired to move anymore. The whole thing was kind of a collaboration of our lives together.”

Given that the game Steele’s new fiance planned for his proposal had such a small audience, it was, to be sure, at the extreme end of the size and complexity spectrum for ARGs. But at any given moment, there are several ARGs being played that have slightly larger, yet still very small, numbers of participants. And it is these games, usually carried out at minimal expense and with no deep-pocketed sponsor, that may well be the true lifeblood of the increasingly popular world of ARGs.

And while there are practical limits to the kinds of interactions that are possible between the people running the larger games–the so-called puppetmasters–and the players, these smaller adventures offer everyone involved a much greater chance at direct communication.

“There are quite a few people making [small] ARGs, either without profit in mind or marketing [who are] saying, ‘Look at me, I can do this,’” said Michael Andersen, who runs ARGNet, the leading source for news and information about the genre. “The motivations for a lot of these things vary. [One] advantage of doing these grassroots games is working for yourself. [And], it becomes a lot easier to have those one-on-one interactions [and the] feeling that not only can you communicate, but you can change what’s going on” for fans.

Robot love

Earlier this year, a New York duo calling themselves Awkward Hug built and pulled off a small-scale ARG called Must Love Robots, which was centered around the idea of helping make love connections between people and robots.

Through a series of Web sites, social media, YouTube videos and more, Awkward Hug founders Jim Babb and Tanner Ringerud turned a $3,000 budget into a 3-month-long game with at least 300 participants.

Babb said that the project, which was entirely self-funded, came out of an original desire to create a Web series about a robot. But when the two realized that they could “make it so much more” by adding the various multimedia elements, they set out to build a bona fide ARG, one that would allow them to communicate directly with almost anyone who wanted to talk with them, even to the point of playing online games of Scrabble. And, of course, there were real-world meetings between prospective “dates” and the game’s signature robot (see video below).

Given the huge gap in size between a large-scale ARG and something like Must Love Robots, it might be surprising that many of the ultimate goals are the same. It certainly was to Babb.

“What surprised me the most,” Babb said, was that “players want more and they want to do things with you. It becomes a collaboration. The audience becomes characters.”

And while it’s not always possible for everyone to participate in person–Must Love Robots attracted players from around the world–one of the great things about the ARG genre is how many people who play do participate directly in one way or another. In Babb and Ringerud’s game, for example, 20 people created costumes related to the story line and sent in pictures of themselves wearing the outfits, all of which were intended to be folded into the larger story line.
Kids creators
A different kind of small-scale ARG was Find Chesia, a project put on by the Finksburg, Md., library on behalf of its local schoolchildren and their summer reading program.

The story, said organizer Heather Owings, was centered on the story of Chesia, a 14-year-old girl whose parents have gone missing on an archaeological dig and who sets out to find them. The game was designed by five small teams of 11- to 15-year-olds.

Like with many small-scale ARGs, Find Chesia encountered a series of structural problems, most notably, Owings said, the fact that the kids turned out to be resistant–mainly due to regular conditioning about the dangers of online anonymity–to the idea of posting information in character to the game’s Web site. In addition, there was the unforeseen problem that almost none of the kids were old enough to drive to the game’s real-world locations.

Still, the game was successful enough for Owings to want to run the game again next summer, incorporating some of the lessons they learned this year. And despite the problems, Owings said that she came away with an appreciation for what the ARG genre can offer its organizers and participants.

“I like that ARGs use tools that were set up to do something else, and they’re used to create something new,” Owings said. “It’s the taking of something and changing it and using it for something it wasn’t intended [for] in a new and creative way.”

Plus, she said, Finding Chesia turned out to be a perfect way to get the kids in on the enjoyment of building their own game, even though they lacked many of the skills generally considered necessary for such a task.

“It’s a way for teens to create their own game,” Owings said, “and we really enjoyed that aspect of it…They don’t need to be computer programmer [and] here is a way for them to take ownership for creating a game on a fairly small level. [As well, it] helps them to realize how much the Internet does facilitate networking within the community, as well as outside the community.”

These days, said ARGNet’s Andersen, there are at least as many small, grassroots ARGs being produced as the larger, corporate-backed games. And those numbers could grow as an increasing number of people become versed in the tools for building them. According to Andersen, teachers at the University of Texas at Dallas and the University of Mary Washington are both teaching classes about ARGs.

But the real upside in the genre’s growth will come naturally, as more people in more local communities get exposed to ARGs and discover the joy of playing something truly interactive and truly collaborative.

And while it’s true that most small ARGs quickly peter out as players and organizers discover that they don’t have the time or energy to follow through, there are those who feel that the ultimate payoff of participating is there for anyone with the stamina or commitment to grab it.

“For an independent ARG, the most successful thing you can do is complete it and have your core audience go all the way through,” said Awkward Hug’s Babb. “It’s such a cool format, and the people who can make it through a whole one of these get an experience that no other media can provide.”

Copyright ©1995-2009 CBS Interactive Inc. All rights reserved. Used by permission.

International Business Machines (IBM) and a handful of other major marketers, including casino operator Harrah’s Entertainment and software giant Microsoft (MSFT), are experimenting with developing ad campaigns based in part on what consumers are chatting about on the Web.

For decades, advertisers have relied heavily on sometimes-dated consumer surveys and focus groups to provide grist for their ads. Now, some are using new technologies to scan the Web for key words to find out what consumers are–and aren’t–saying about their brands.

Then, they are incorporating those findings into their more-conventional research and using them not only to choose the overall themes of their marketing campaigns, but also specific text and photos for their ads.

Once the campaigns are up and running, the companies and their ad firms are using the same Web-scanning technologies to gauge consumer reaction to their messages, and to fine-tune them to boost performance.

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Videogames are serious business in China. The country’s online game market will reach 41 billion yuan ($6 billion) by 2010, accounting for half the global market, according to newly released data from Cnzz.com, a Beijing-based data analysis firm.

The Cnzz.com report says that almost two-thirds of China’s 338 million Web users are now online gamers. The online-game industry, which currently accounts for more than half of the total Internet economy, will see strong annual growth at a rate of 20 percent in future years, the report says.

The mainstream remains the awkwardly named sector of Massively Multiplayer Online Role Playing Games (MMORPGs). In October, six out of the 10 most popular online games in China are MMORPG games, according to the report. World of Warcraft by Activision Blizzard (ATVI) still tops the list with the most registered players and peak simultaneous online users. But the current government regulatory fighting over its Chinese license, held by Netease, may yet have a negative impact on the game, according to the report.

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Once upon a time Second Life had a Twitter level of hype. Even those without a cartoon version of themselves couldn’t plead ignorance due to blanket coverage in newspapers and magazines.

Second Life is a virtual world started by the US firm Linden Lab in 2003, in which users design an avatar to live their “second life” online.

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MySpace, rumored to be on the verge of purchasing the free music streaming site imeem, is struggling to keep up with its own payments to music copyright holders, according to a top News Corp (NWS) executive–a problem that has plagued every other licensed free music service.

The digital music doubters could be right with the contention that advertising revenue can’t cover the costs of licensing music. Meanwhile, illegitimate free music sources continue to proliferate, rendering paid music subscriptions irrelevant for most music fans.

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On Friday, my latest tweet was automatically posted to my Facebook news feed, as always. But this time, Tom Scoville noticed a difference: the link in the posting was no longer active.

It turns out that a lot of other people had noticed this too. Mashable wrote about the problem on Saturday morning: Facebook Unlinks Your Twitter Links.

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It’s tempting to blame the victim. In May, a twentysomething French hacker broke into several Twitter employees’ e-mail accounts and stole a trove of meeting notes, strategy documents, and other confidential scribbles. The hacker eventually gave the stash to TechCrunch, which has since published notes from meetings in which Twitter execs discussed their very lofty goals.

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China’s bloggers are a focus of organizers of the President Barack Obama’s upcoming visit, echoing similar efforts by the administration to use social-media tools to communicate with Americans.

On Thursday, U.S. State Department officials held simultaneous press briefings for a select group of predominantly Chinese bloggers in Beijing, Shanghai and Guangzhou, giving a rundown of the U.S. president’s China schedule and took questions from the bloggers.

The attendee list included many influential bloggers, such as journalist Michael Anti, who blogs about freedom of the press, and Rao Jin, whose Anti-CNN Web site scrutinizes China coverage by the news network and other foreign media.

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Yes, my boss follows me on Twitter. And it’s no use denying that this makes a difference to what I tweet. For example, I always feel bad about not tweeting, because I report on digital media and a tacit part of my job description is to maintain an online presence. However, I don’t tweet if I am in a bad mood or am simply too busy. On the other hand, we should examine where the line should be drawn for social media and our private lives.

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Where’s my pancakes, read Rodney Bradford’s Facebook page, in a message typed on Saturday, Oct. 17, at 11:49 a.m., from a computer in his father’s apartment in Harlem.

At the time, the sentence, written in indecipherable street slang, was just another navel-gazing, cryptic Facebook status update–words that were gobbledygook to anyone besides Mr. Bradford.

But when Mr. Bradford, a skinny, short 19-year-old resident of the Farragut Houses, was arrested the next day as a suspect in a robbery, the words took on a level of importance that no one in their wildest dreams–least of all Mr. Bradford–could have imagined.

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Interest in social gaming is jumping to new heights. One of the players in the space, Playdom Inc., just raised a giant-sized $43 million round from Lightspeed Venture Partners, New Enterprise Associates, Norwest Venture Partners and Rick Thompson, one of the co-founders and an existing angel investor in the company.

That funding comes just a day after news that competitor Playfish Inc. has agreed to be acquired by Electronic Arts Inc. (ERTS) for $300 million plus $100 million in potential earn-outs. A third company, Zynga Inc., which also makes games played on social networking sites, has raised nearly $40 million from venture investors and is currently locked in litigation with Playdom over theft of trade secrets.

We caught up with Tim Chang, principal at Norwest, to talk about Playdom’s latest funding. Here’s an edited excerpt of our interview:

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Face.com is opening its photo-tagging system, based on facial-recognition technology, to Facebook members Wednesday.

Photo Tagger, which launched to a limited group of users in July, scans a user’s photo albums on the social-networking site, then lets him tag faces it identifies. It groups multiple shots of each person, making it easy to tag large albums, and users can also adjust or remove incorrectly tagged pictures.

Once a member has been identified, the app prompts him or her to approve the tag–a crucial privacy step, since he or she may not want to be labeled in a photo. It also works with a member’s current photo-privacy settings on Facebook.

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