Michael Birch, the founder of bebo.com, is urbane and witty. He laughs easily and naturally. Dammit, I’ve seen pictures of him and he’s attractive, too. I’m hot and sweaty as the sun pours in through the window behind me. My gelled-up hair has flopped. I’m at an immediate and lasting disadvantage but try to pretend I am Bob Woodward - the Robert Redford version…
Were you offered $552mn for bebo.com yesterday?
I wish it was true. I’d love to say that we had been offered that much, but unfortunately, no. Michael Arrington cites sources close to the deal, and at first we thought it was BT. But that doesn’t seem to be the case. It’s not implausible, I think. We do about half the page views that MySpace did when they sold so you could argue that it’s worth that sort of price. After all, the MySpace sale has been called “the deal of the century”. Yes, it would be terrible in the future to be remembered as the man who turned down half a billion. I can see why other news sources believed it [including this one]. Arrington is reliable and must have had what he thought was good information.
Why is social networking so popular?
The core of it is that it is addictive. When you first launch, it’s very boring. Then people start to connect. Then they start offering more and more of their own content. Looking at other people’s pages becomes a slightly voyeuristic thrill. Then before you know it, there’s so many people creating new content and offering new links that you have a “clickstream” - there’s always something new to offer. If you go away a few days, you come back, and there are messages and new things to see.
How do you create a social network?
It isn’t rocket science to do. What’s hard is creating the traction. Good technology is very important, but being able to differentiate between those technologies is more important still. Before bebo, we had a site called Ringo, launched in 2003, and that’s where we learned how to do this. We were hot on the tale of Friendster, launching two weeks before MySpace, I believe. Before long we were a sizeable player. We had 400,000 users. But we weren’t making any money. Our only options at that point were VC money or to sell it. As it turned out, we had three options within a week to sell it.
We learned a lot from Ringo when it came to the technology. We threw features at it. But as we looked at it we learned that only 10% of our users were using those features. So basically we learned how not to scale a social network. Every user takes a hit on the database, and the more you complicate things, the greater that hit will be.
How did you launch bebo?
The original bebo wasn’t really a social networking site. It was more of a cross between an online contacts database (e.g. plaxo) and a picture hosting site (e.g. flickr). Then we looked at what users were doing and tried to enhance those things and the result was bebo, which was relaunched in July 2005. That’s when we introduced the things that would really identify us as a social network, home pages and profile comments and so forth.
Those things seem to go down well, since we now have 25mn users, but for the first few months, we were just chugging along. Everyone was keeping their stuff private and so we had 3000 private web pages. Then the first few people started making their stuff public and the whole thing just took off. Interestingly, we never bothered telling our old users about the new features. If what they wanted was a private web space, then that was fine, but new users took to it like a duck to water.
We tend to find a craving for variety. We need to introduce a new feature every couple of weeks. Basically, we have to keep evolving it in order to keep the site attractive.
Bebo is geared towards schoolchildren. Why that demographic?
It’s actually kind of a stereotype that we are geared to children. We don’t deliberately do that, it’s just pigeonholed that way. Our original intention was to aim the site towards people with young children. In Ireland, the average age of our users is 19, and as the network ages, so will our users, so the children tag will no longer apply.
At the time we launched, the youth market was a very competitive market space, and we had the choice to either be part of that or not. But really, the intention was, and is, to target adults in their 20s or early 30s.
Next week, we’re launching bebo bands, intended for unsigned, indie groups. That isn’t aimed at children. And going forward, we’ll be launching nightlife and social life features more aimed at young adults.
One possible weakness in a youth site based on advertising is that they don’t have credit cards, so can’t respond to adverts?
They don’t have a credit card, but advertisers really want to reach these people. We have to moderate that really carefully to make sure that the adverts aren’t manipulating our users. 50% of teens in the UK use social networking sites… there are many brands that want to reach them, and how exactly are they going to do that?
Moderation is an challenge I wanted to raise. Child safety is clearly an issue?
It’s a big element of what we do. We’re just setting up a customer service centre in Texas to do just this. Historically, our approach has been reactive, but we want to be more pro-active. You can block members from ever having access to your page or details again. You can send complaints to the company, but there is more to be done.
We have just hired Dr. Rachel O’Connell, who worked at the Cyberspace Unit at the University of Lancaster. She’s spent the last eight years studying the behaviour of predatory paedophiles. She has the title of Chief Safety Officer, and will have the power to change company policy - that’s one of the conditions on which she joined us.
On the other hand, I believe a lot of what you might think about paedophiles on the internet is media hype. We have 25mn users and not one registered case of this happening. What does that tell you? It’s another reason that we want more adults, especially parents, on our network. As soon as they get past the news headlines and understand what this really is and why people like it, then so much the better.
Another challenge is people leaving for the ‘next best thing’. Doesn’t that worry you?
*Chuckles* If I said “no”, then our current attempts to displace MySpace in the US would sound a bit hypocritical.
There is a big barrier to leaving any network in that all your friends are there. So what happens is that people never really leave. They start frequenting other networks. This happens all the time. Your challenge is to keep evolving, keep making your network as attractive as possible; keep giving them reasons to come back.
My first attempts to understand digg, the news-voting site, were a bit of a shambles, to be honest. I tried to work out the order and content of the front page and ended up in a tangle of half-remembered Maths lessons. Owen Byrne, senior software engineer at the service, put me out of my misery by commenting that the order was actually chronological according the time stories were promoted to the top. I also commented on the importance of rate and topic, which may have been less useless.
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Being the Elvis of Web 2.0 is a busy job, it seems. I’ve been stalking Kevin Rose of