Category: Digital

  • On location.. and beyond

    A few weeks back, @gkjohn and I were  invited to Chandu’s Military hotel in Malleswaram by the inimitable @parthajha . After an amazing meal, we walked back to where I’d parked my vehicle – Mantri Square, the new mall that had sprung up in the locality. It was new enough to be regarded as a shrine/tourist spot by many, and was already creating many traffic hassles. Both my companions had seen/lived in Bangalore much longer than I have, and shared interesting stories on Bangalore’s evolution. The new mall, and the changes in Malleswaram (which happens to be one of Bangalore’s oldest  residential localities) made me think aloud that soon, a locality’s culture (as expressed by stories about the place, people, historical locations as well as relatively unknown joints like Chandu’s) would begin to get packaged, as people  – both the city’s inhabitants as well as tourists, might want to look beyond the ‘sterile’ mall-multiplex-pubs-eateries jungle, and have more diverse experiences.

    And then, a few days back, i saw this article in PSFK titled ‘The Birth of the Microhood‘, which talks about an organisation called The Bold Italic initiating “a celebration of pocket microhoods through block parties and featured cross-sections across the city, introducing and promoting the social net worth of the people and businesses that inhabit them”. You can check out the details of the last event here, and the comments on Facebook here. Note the different establishments taking part.

    Those familiar to Bangalore might know of BangaloreWalks, which undertakes themed walks. With new services and technologies popping up and developing at a rapid pace, I wondered about the possibilities. On Foursquare, Chicago was a pioneer, allowing users to earn badges while exploring the city. Now Pennsylvania has followed suit. (via Mashable) There’s more. Check out the Augmented Reality iPhone app from the Museum of London. (via Gizmodo). The way it works – hold the iPhone up to a present day London street scene, the app shows the same location as it looked in the olden days. Tap a button and you get historical facts about the place. Meanwhile, QR codes have been around for quite a while now, also noticed Microsoft’s “tag” a few days back. While on the subject, also check out stickybits, a ‘fun and social way to attach digital content to real world objects’, through barcodes (existing ones, or new ones you print), and an app.

    Imagine a Coke/Pepsi/Kingfisher using this to tell us the origins of various iconic retail establishments they tie up with? Imagine augmented reality apps that allow an establishment to show us consumer reviews of the food it serves, or some content from the chef, say, how he’s made the dish. Relatively unimaginative, yes, but we haven’t even got there yet. 🙂 With the new version of location becoming increasingly important for brands, its perhaps time to check out the potential of using these services. A new way of aggregating content – videos, photos, literature – basis the location a person is in. More than anything else, i feel they offer splendid new means of storytelling, a way of making a brand go beyond the transactional relationship with its consumers, and the constraints of real time/space. It links the brand and its consumers through culture and shared experiences.

    until next time, vocal locals 🙂

    PS: To-do – check out my, ahem, interview at the newly launched www.foursquaretalk.com 😉

  • Online Segmenting and segregating

    We’ll start the thought from the easiest place. Facebook. 🙂 From industry leaders quitting Facebook to TC stating that media attacks on FB are getting out of hand, to Facebook deciding to launch ‘simplistic’ privacy options, there’s a ton of reading material out there. (I liked Danah Boyd’s ‘rant‘ quite a bit) But let’s get to the scope of the post, before i digress way out.

    I think it might be safe to assume  that we are different persons to different people. To the large set of siblings, friends, relatives, acquaintances and the various people we interact with, we share different aspects and versions of our personality, depending on the nature, time, depth, even expectations of our interactions and relationships. So, in a Facebook context too, we would like to retain different levels of sharing and communicating too, in spite of Mark Zuckerberg thinking that having two identities shows a lack of integrity. I think this might be the core of the current tussle – a failure to understand the need to segregate connections, and therefore the content that gets distributed to them.

    When i read Adam Singer’s take on Chris Brogan’s post, I was completely in agreement, because I think HE has nailed a universal truth about normalisation. The last part of the post also mentions how we write basis the kind of audience we’d like. That is a kind of content segregation too, and it is necessary now more than ever, because of content abundance.

    It’s not just to do with publishing, it is also to do with the kind of communities we become a part of. The net provides tools which allows us to aggregate  people like ourselves – basis interests, attitudes, beliefs, and if everything else fails, even location 😀  My point, there’s segregation all around.

    Which brings me to the usual suspect – brands. I started on this last week, and found myself thinking of it during the recent UTV Bindass scuffle. Now, if we go by UTV’s brand communication, its clearly a youth brand. I’ve realised that ‘Youth’ is a very flexible segmentation, and people my age might argue that its all in the mind etc, but it was interesting to see that the average age of opinion sharers was on the erm, riper side of 30. I wonder if the brand would want this audience segment as its viewers.

    It reminds me of the Facebook user’s need for segregation choices. While the net gives the brand tools to find users in a desired segment/demographic, and the brand can limit itself to engaging them specifically, there really is no way to prevent interactions coming from/happening outside the segment. In an earlier era, it was easy, because it was mostly one way communication. Now, what does a brand do if its dragged into a conversation? The non-open options (protected tweets, invite-only community etc) are not really great. Now some would say that this thought approach is close to advocating control for brands – which is a strict no-no as per the tenets of social media 🙂 – but I can’t help but think of the choice that the brand might want in terms of the discussions they want to be part of.  In a case like Bindass, will “Thank you for the feedback, but we all know that different audience sets have different needs and likes. Hope to have some programming that you’ll like, soon.” really cut it?

    In Facebook’s case, while i can perhaps understand Zuckerberg’s version of how radical transparency will make us all better, I’ll still make a case for it to be a user’s choice, unhindered by beguiling ToS and changes to it. Similarly, in a scenario in which mobs and brand-baiting are rapidly on the rise, I’d say there should be a freedom of choice for brands too. How brands use it is a different discussion altogether.

    until next time, the answer, my friend, is flowin in the stream 🙂

    PS: Noted that Hippo, which is doing some excellent work on Twitter, replied to Tony’s Hippo-crates wordplay, (reply) but ignored the (same) one which i’d tweeted a couple of days earlier. (btw, he usually beats me to most wordplay stuff and more importantly, gives credit to original tweets when he doesn’t) Anyway, smart segmentation, Hippo knows i almost never snack.

    PPS: Its got nothing to do with the fact that Tony is almost a decade younger, okay? 😉

  • Converse

    A few days back, I read on RWW that Google Wave has released Wave Elements, which allow waves to be embedded on any website. Despite what might seem a ‘never took off’ status, I still thought Wave had potential. Buzz did confuse me in this context, and I wondered about Google’s strategy – whether they’re simultaneously developing the two products for consumer/enterprise users, or using one as a stepping stone for the other etc. My usage of Google Wave was limited to the first few weeks and Buzz faded out in a few days.

    My primary issue with Buzz was that rather than new conversations, my contacts mostly had feed imports from Reader, Twitter etc, with little value addition. Buzz never gave me the option of removing specific feeds of users. Also, I couldn’t export the conversation which happened inside Buzz to the blog. The latitude-buzz based ideas remain complicated. All this, in addition to all the criticism that came their way right after the launch. It just made a mess of all my contexts.

    But when I implemented the Facebook ‘Like’ button last week, I wondered whether I should implement the ‘Buzz’ button too. Like I’ve said before, I think most offices can’t afford to block GMail, so Buzz might help in the sharing better. 😉 Still thinking about it. Meanwhile, what I did try, is to add Facebook Insights to this domain. I stopped at six ‘Bad Request’ responses. Now, if I have shared my blogs with FB, I can’t see why they can’t make it easier for me to add Insights. They seem to be prompting me for a dozen other things these days!! With all the other plugins, this could really help.

    I had hopes on a similar line for Buzz too. Simplistically put, if i shared my blogs with Buzz as a publisher, could they automatically assign a shortened goo.gl url to it, and notify me when it was shared? While at it, also tie it to my Analytics, for even more details.

    The thought is pretty simple. Someone ‘likes’ this post, shares it on FB/Buzz, a discussion happens around it, and a reader here might not even know about it. Hell, I might not even know about it, if I haven’t implemented a few tools.  Can that be rectified? Also, can FB/Buzz help export the conversations from there and (also) show it on my blog,  because it provides the reader an easy way to know different perspectives on the matter, even though discussions have been happening on other platforms, and perhaps even discover people with similar interests. (There is at least one FB comments plugin that pulls comments from Notes, but I was looking at something that would identify the url irrespective of who shared it)  I’d say the same for Twitter too, except I don’t think they even have threaded conversations completely right.

    until next time, scaling walls

    PS. I don’t think Disqus is there.. yet

  • Early Bird Rewards

    At least two major virtual happenings, one that has massive implications on the future of the web, and the other, slightly more subdued, but not lacking in potential. The latter – Twitter Annotations, announced at Chirp, allowing developers to “add any arbitrary metadata to any tweet in the system.” You can take a look at the various possibilities here, here and here. The former – Facebook’s  Open Graph, unveiled at the f8 conference, and aimed at making itself the centre of everything that happens on the www. A  combination of  plugins, developer tools, new markups which can make the user experience on any site that plays along increasingly personal, social, semantic, from plain hyperlinks to layered information. Already, one small manifestation can  be seen at the bottom of this post – a Facebook ‘Like’ button, which will carry your liking of this post into your activity stream on Facebook. More and more data, not just what you do on FB, but outside as well, across the web. From what I read, smells like Google, perhaps worse, because the flow of information seems possible only through the Facebook conduit. A good round up of implications here.

    When I returned from he break, and read up on these developments, my first thought, which i also tweeted was

    1

    And that’s the point of the post. During the break, the only network I was hooked on to was Foursquare. One of the things that happened, thanks to long waiting times in the Kolkata airport was that I became mayor of the neat CCD outlet just outside the airport complex.

    CCD has completed the re-branding at this outlet (unlike the one inside the airport) and has done a decent job at establishing ‘conversations’ as the prime focus area, in terms of in-store design. The feedback posters, ‘snippets’ at each table and the ‘quotes’ design on the roof were nice touches. When I got back, I found a CCD account following me on Twitter. Seemed like a more synergistic effort after the earlier snafu.

    It made me think once again about how alert brands need to be in such a dynamic scenario. If CCD were an early adopter, would they have braved the earlier storm better? What if they become active on Foursquare now, experiment with the new services being built on top of it – friendticker, snacksquare etc, still in their nascent stages. Or at least acknowledge their outlets on Foursquare and engaging the users. “@xyz congrats on becoming the mayor of our abc outlet”, and then build on top of that relationship. Won’t that help them gain some crucial evangelists in a new medium? If not evangelists, at least someone who will listen to their side of the story when something nasty happens? Wouldn’t they get a headstart on ‘authority’ by being an early bird?

    Even the era of quick responses being a reasonable expectation seems to be blurring by fast. Perhaps brands are now required to have an advance scout mechanism, to test out new services, features, changes, understand the implications and see whether/how business and objectives needs to be realigned. Page Rank, Social Platforms at consumer and enterprise level, Social CRM, Location based services, tools and platforms keep shifting. Early adoption and balancing objectives with diverse ways and platforms of engagement may become an imperative. Multiple options, two way communication manifestos, its all changing real time. Hold on tight.

    until next time, service level disagreements

  • Endurance Models

    I’d ended last week’s post wondering about the role of durability in the design of communication and organisational structures. Dina has continued the discussion on her blog, adding on some very pertinent questions. Do visit and add on to this very interesting thought flow.

    I got myself three threads of thought in her post. One, the dependency (of one product on another’s durability) factor, highlighted by the classic example of Twitter, where app developers have been flummoxed by recent events. (Twitter buying out Atebits and making Tweetie a free app for iPhone). Two, brands needing to create enduring, sustainable relationships, and being agile and flexible, because neither consumers nor their relationships are ‘static’. And therefore, three, durability is morphing.

    Before we dig into all of them, a small point of view. While one one hand, Twitter buying out services/competing with them could be seen as very Google like, and something that kills innovation in my book, I do have faith in Twitter and believe it won’t go the way Google has. (Simplistically) Unlike Google, which practically kills (eg. Dodgeball, jaiku), Twitter has just removed one entry barrier (paying for the service) for Tweetie’s adoption. As for Fred Wilson’s post, i can only remind you (again) of Godin’s description of Twitter – a protocol, and that’s why I completely buy the argument in the post on creating something entirely new on top of Twitter. (a contra view on Twitter being a protocol, informative read)

    This, you would notice, is a thought that continues from Dina’s point on dependency. But there’s a link to the second point as well – creating enduring, sustaining relationships and being flexible. The services which (to quote Fred Wilson) were ‘filling holes’ were (IMO) way too dependent on twitter. They were only providing a value, which Twitter had not deemed as a priority at a particular point in time. Not sustainable.

    Now, social gaming is one of the opportunities that Fred Wilson notes. So, look at Zynga. Their creations acquired massive adoption because of Facebook. They keep making more games, running them on Facebook, but simultaneously, also made farmville.com, with integrated FB Connect, and offers them more flexibility to provide more value. More importantly, the genre is perhaps not something FB is likely to get its hands dirty in anytime soon. Slightly more sustainable. Look at Foursquare. Standalone, but with Twitter and Facebook integrated very well. A level higher on sustainability. So the point is, the durability would be a function of how these platforms are used, dependency is proportional to the value provided.

    Morphing. Though the usage of social media by organisations is a subject that is discussed often (including on this blog), I thought this post by Tac Anderson articulated it extremely well. He discusses three strategies used by the enterprise – the one off approach that isn’t integrated with any existing system/process; optimising social media for business – with clear resources, roles and responsibilities; optimising business for social media. The first and second areas are where most companies operate. The third is a business organisation optimised for social media (technology and culture). He points out that Netflix, Google, Amazon have built businesses optimised for the web, and doesn’t see a business that has successfully implemented it wrt social media. He does say that it may not make sense for a company to throw out an existing strategy and build another around social media, but the ones with the third approach will be the next Google/Amazon. Another good read on the subject is Tom Fishburne’s ‘The new product waterfall‘.

    It is debatable whether an organisation can move from approach 2 towards 3.  But I do think that the morphed versions of durability will emerge from business structures that are built to be comfortable with and are therefore in a position to take advantage of the tools and platforms of social media. That is most likely the way to create enduring, sustainable relationships in a scenario of changing consumer and communication dynamics.

    until next time, the durability of this thread on the blog ends here 🙂

    PS: Won’t have to endure a post next week. Back in a fortnight 😉