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On a scale of 1 to 10, Crankjam seems creepy and weird.

Wait, hold on.  Let me explain.

While on Facebook, I saw an advertisement related to rock climbing.  I like rock climbing.  So I said to myself: “Why don’t you check that out.”  The ad suggested that the advertisers in question were seeking Beta testers to check out their new rock climbing-based social network.  I then thought to myself: “You’re on a social network right now.  Maybe this one would be cool too.”

So I clicked.  I was taken to a site offering me a free T-shirt to become a beta tester.  Interesting.  Not great.  Just interesting.  That’s a pretty old-fashioned marketing technique for a web 2.0-style site.  But hey, I wear t-shirts all the time.  And clearly these guys are not appealing to Twittering tech geeks (at least, not unless they also climb rocks.)  They are going after a niche (technically, it will have to be a niche within a niche, those who like rock climbing, and who also frequent the internet / social networking world.)  So, they decided to throw some marketing dollars into it.  I sort of get that – I guess.  I mean, they are going after a tough to reach audience.  Kinda.

What really threw me for a loop was the scammy, “sign up for 2 or more credit cards” advertisement I was shown right after I signed up for the Beta.  I gave them my info (email, DOB, gender, the basics), hit submit, and was immediately shown an advertisement displaying an awesome package deal of rock climbing gear, as long as I sign up for at least 2 services, for a fee of no more than $5.  Super ghetto.  Giant turn off.  Totally inappropriate.

I just find the whole thing frankly weird.  Are they trying to make ad money already?   On the signups to the private Beta they haven’t finished offering?  They’re throwing money away on the one hand (paying for ads they don’t really need,) and then trying to re-coup it in a totally inappropriate way on the other (serving creepy, spam ads.)  Here’s what I don’t understand:

• Crankjam is advertising on facebook for beta testers?  $$$
• Crankjam is giving away a free t-shirt for beta testing?  $$$
• Crankjam is pushing credit card schemes (and netflix memberships) after Beta signup?  Too weird.

Now I’m not just trying to be a pill here.  I like rock climbing.  And I like social networking.  I think it could be a great site.  I just don’t understand what they’re doing – seems like they’re robbing Peter to pay Paul.  Why are they buying ads on Facebook to recruit for their private beta?  More importantly, why are they serving spam ads right after.  Here’s some of the things I think they should be doing:

• Use free social media: Twitter, FriendFeed, FB fan pages, Jaiku, Pownce, Message Boards, Discussion Forums, make a funny video on Youtube, create a channel on 12seconds - there’s all kinds of social media and services with which to create community and market yourself.  The key here is to be active in the community, spend time there, follow people, listen to what they say, and make sure they know you’re a real person, not a spam bot.  Then ask them questions.  What do you think of this idea?  Do you know anyone who likes rock climbing?  Get some real market data, and recruit some real Beta testers.
• Partner up with other people – do a little Business Development.  Reach out to the admins at rock climbing forums and retailers – tell them you want to trade some ad space and partner up.  You’re creating a rock climbing social network.  They sell gear to rock climbers (or provide a locale for them to gather and share thoughts.)  It’s a good fit and a win-win situation.
• Contact University groups – every college campus in America has a rock climbing club, rock wall, rock gym, etc.  Every one of those groups has young people who like to climb, every one of which uses the internet on a daily basis.  That’s your target audience.  Recruit them.  Buy them pizza (instead of FB ads) and recruit there.

This is the news announcement they’ve issued, and there’s an excerpt below.  Crankjam is a mass producer of niche social networks based in Columbia, South Carolina.  Lifefitter in turn seems to be a product of another “incubator” called LoudDoor, also based in South Carolina.  Now, the Lifefitter guys seem to sort of “get it.”  They have a blog.  And they’re even writing some posts that express expertise and understanding of their space.  Kudos, that’s sincerely excellent.  They are creating a bunch of niched social networks, online communities for the outdoor (and technologically) minded.  Cool.  Personally I think Ning makes more sense, where existing communities can form their own online social network, but there’s a place for this product too.  It’s even a cool idea.

However, this spammy approach is creepy, up and down. It’s disconcerting.  If I had to give this a numeric rating, on a scale of 1 to 10, I’d call it a 2.  And that’s without ever getting a chance to see the product itself.  Purely based on the experience of finding and signing up for the Beta, I am truly uncomfortable.

New

Lifefitter to release CrankJam, a social network for rock climbers, in private beta.

Columbia, SC: Today, Lifefitter Networks announced CrankJam, a new social network dedicated to the rock climbing community. The site is accepting requests for invitations to the beta program and will be released in private beta within the next 45 days.

“Rock climbing is such an intense sport, it takes a lot of guts to go out and climb all over the world,” said General Manager Bobby Redfern.

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