• Brand Chats – Google & Godin

    Last week, Seth Godin’s company Squidoo launched “Brands in Public” (BIP from now), a  service which creates pages -‘public-facing dashboards’ that aggregate conversations about brands on Twitter, YouTube and blogs, in addition to news, videos, images etc. BIP will create the pages anyway, but for a fee, brands can develop this page. Brands then get control of the left column on the page, and can respond to the content, highlight certain content, run contests etc. (example) In Seth Godin’s own words, brands “can respond, lead and organize.”As Godin himself states, there are many monitoring tools online (found an excellent wiki by Ken Burbary) which can be used to ‘listen’ to the conversation, but this service allows brands to respond publicly.

    I saw a couple of posts which asked an interesting question – whether by creating pages ‘anyway’, Godin was brandjacking. Godin had clarified that if a brand requested him to take a page off, he would do so. And in a later update (to clear the air) he took off the 200 sample pages that had been put up. Bravo! Not that there was anything technically wrong with it – after all, like one of the articles states, Google does something similar- sell ads next to contextually relevant others- generated content (search, ad sense on sites), but the non-paid for brand pages just didn’t sound right.

    But it made me wonder again about the location of brand-consumer conversations. Before we get to that, another interesting news item in context, albeit a bit tangentially. Last week, Google launched Sidewiki, “which allows you to contribute helpful information next to any webpage. Google Sidewiki appears as a browser sidebar, where you can read and write entries along the side of the page.” The entries which are shown, are selected not by recency, but an algorithm that has among other things – the contributor’s previous entries and the feedback on the entry. Moreover the entry will also be used on sites with the same content. Users will have to be logged into Google for leaving comments and rating.

    As Jason Falls notes in his post about Sidewiki, this adds another layer for brands to keep in touch with, because users may not even have to search for information about the website (or the product/service sold there). If they have the toolbar downloaded, they can see the information as they browse the site. He also rightly remarks (IMO) that we should expect ads (even that of competitors) in the wiki soon. Meanwhile, like any good social product, there is no control that a brand can exert on this content, as it exists on Google’s servers. Jeremiah Owyang  also has a post on the same subject, which offers several great insights and advice. Apparently, the comments a user leaves will also be displayed on his Google profile. The web as one giant social network, he’s right, that’s what Google’s after. There is also the option of sharing it on Facebook/Twitter. It’d be interesting to see a Facebook version of this whenever it happens – a play with Facebook Connect, the website, and perhaps, Facebook fan pages. The Facebook newsfeed means that it can bring the conversation back to Facebook. That’s something Google can’t do..yet.

    Now, back to the location. Attempts are being made to aggregate these conversations, and in BIP’s case make it a conversation involving the brand itself. My problem was not with brandjacking, the conversations are happening anyway, and brands are free to create their own ways of aggregation and response, I was more concerned with two other things. One, the creation of a destination point , a ‘middle man’ whose only context connecting its users was the brand itself. Like a subject popping up while chatting over coffee vs a focus group – they both have their uses, but for me, the former is more social media, simply because of the difference in intent. To be fair, I’ve always thought aggregation was inevitable, but Chris Brogan wrote recently about ‘Feeling the Community‘, where he talks about how “we don’t join communities because we  happen to like a product or service. We gather around people who feel what we feel, and we share passion for things that bring us some sense of pleasure or joy, or even healing.” I can completely relate to that, it is the reason I’m not a fan of many things on FB, and was/am not an active member of the groups I’d joined. Now, I talk about all these things (whose group/fan page I am part of) on Twitter. I follow blogs and use these as conversation points there, on Twitter and offline, whenever I feel there is a context, and whenever I can identify with what’s being said on the subject.  What I’m trying to say is that the objects (brands) or even the platforms are not the important context, the people are. Even though the brand has an identity and a personality, different people associate to the same brand differently, and my conversations happen with people who I feel can relate to what I’m saying. Also, the aggregation may not really show the context in which a comment was made. (esp. Twitter). For that, the brand has to be present on Twitter. I’m not sure whether an aggregation point would have the same effect. Woods, trees, and mistakes.

    The second issue I have is whether such destination points would tend to become band-aid fixes for a larger problem. Would brands approach the issues with a short term tactical mindset – highlight the issues that they’re able to solve, gloss over the ones they can’t? In essence, see this a point where they can control the conversations? Shouldn’t the greater priority for organisations be changing their internal processes and structures to adapt to social media, than having a dashboard responding to comments? I’m just not very sure it can work in parallel.

    So, conversations on the brand website, on its side, and on some other site..actually everywhere. At some point, all data would have to become portable, and depending on context (and perhaps other parameters) I would choose the platform/service/location for interaction. For now, world wild web indeed. 🙂

    until next time, a website with a sidekick 😉

  • Life…streamers

    Sometime back, I read an extremely interesting post by Chris Messina – how we’re now hit by a plethora of data and information on the real time web, which our brains have not adapted to, and how, in order to process this, we’d require an augmentation of our existing abilities.

    The information overload has been happening for a little while now. Between reading blogs, writing them, microblogging, Facebook and all the shiny little tools that keep coming up, it’s a constant juggling act. I’ve been on Twitter for over a couple of years now. I can see a drastic change in the relationships there already, as compared to the banter of the initial days. New people, new thoughts, old people who’re changing with time, old thoughts recycled.  A simple @ tag connects lives. Meanwhile, its not just relationships and thoughts that change, but also behaviour – the need to share an experience, attention deficit, and so on. These would obviously vary with an individual’s usage of Twitter, facebook etc, but I’m sure there are more like me.

    While I’ve been dimly conscious of the vastness of the Twitterverse, I had a more tangible realisation only after i came across a tool (from an article shared by Shefaly). As I sat watching the pictures streaming across the screen on Twitcaps, I felt I was somehow connected to all of them across the world sharing images – from parties to churches to landscapes to death to raunchy stuff to coffee mugs and so many many other things. There are multiple images being shared every second, and I had an acute realisation of the magnitude of change happening, in terms of connectedness and sharing. The population of the world, the population of your own city, the number of people working in your office/living in the apartment complex- as the numbers come down, the people slowly change from a blurred intangibility to a focused person. But as we get more and more networked, the number of persons who become tangible are increasing, the arguments about their relative importance to self notwithstanding. As Chris says in the article, can human beings cope after a point?

    Sometime earlier this year, I remember writing a post about speciation – the evolution of the human species, and how replacement of body parts and advancement might finally end up in a being that may not match our current concept of human, or even living, like the Cybermen in Dr.Who. In that post, I had also mentioned Homo Evolutis, one of whose characteristics was networked intelligence.

    As the information deluge gathers momentum, there may be those who choose not to be part of it, who are comfortable not being part of this vast stream of consciousness, while there may be others who use their abilities and the augmentation to embrace this. These are obviously two extremes, and its quite possible that humans would figure out a middle path. But I already see this divide happening – some leaving it by choice, some left out by circumstances. The learning curve is becoming so steep that after a few years, it might be difficult or even impossible to catch up. And that’s how I begin to wonder whether we’re rapidly approaching the point when the species will diverge. Maybe not in my lifetime, but within a couple of generations?

    There’s another aspect of all this that I wondered about. With the increasing amount of information and the speed at which we’re forced to process it, will we have time to acquire more perspectives, or continuing that cycle, accumulate more baggage? Will that change the way we behave with people, and the way we live life? Will we become more objective? Or will we become more biased, relying on notions we don’t have time to change, and behaving accordingly?

    As I write this there is a stream of thoughts running in my head – of times, friends and relationships. Poignant moment as I realise the vast yet connected nature of the universe and its inhabitants. In the miniscule amount of my lifetime that I have spent on Twitter, I realise that people and relationships have changed, perhaps irrevocably. The lifestream will be an interesting read for me later, if I do manage it. Meanwhile life flows, faster, faster, until each second and beyond is accounted for, with streamers in between, so that we might remember…just..

    until next time, you’re here..now..reading post #700..thank you 🙂

  • From the corner of his eye

    Dean Koontz

    That Dean Koontz is an amazing writer of supernatural stories is a known fact. What makes this book special is the mix of several themes that work in superb harmony – a psychotic killer, quantum physics and faith. I’ve always wondered about parallel universes and in this book, the author has tried to put a structure to it through the theories of Thomas Vanadium and the abilities of Bartholomew, Angel and Mary.
    Koontz uses Enoch Cain’s obsessed journey to find Bartholomew as a background to highlight the connection between human beings’ lives, a sort of ‘Butterfly effect’ among people’s destinies. Each character is built perfectly with specific roles to play in this journey, and they all fall into place magnificently, like a jigsaw puzzle.
    There is an underlying theme of hope that runs through this book, and Koontz does a great job of balancing it with the pure evil that is Enoch Cain.
    The pace never slackens, and while I like all the author’s works (that I have read so far), this one just went beyond the regular gripping thriller category.

  • Flipping news models

    Google’s Fast Flip has been receiving quite a lot of attention these days. Based on the Google News model of aggregation and categorisation, Google has partnered with quite  few sources including BBC, BusinessWeek, Washington Post, New York time, to name a few, which shows previews of their pages on Fast Flip, but looks exactly like they would on the source site, almost. We’ll come to that in a bit. The stories can be accessed basis sources, sections and the other parameters we are used to – recent, most viewed, recommended etc. Oh, yes, much of it is the user interface, that lets you ‘flip’ through the content, ‘like’ stories, and you can click through to the source site, if you want to read the full story. It has its rough edges, and is far from being any sort of killer to anyone, but its a damn good start, much better than any interface that any publication has brought out so far. On the revenue front, there are contextual ads on Fast Flip itself, and Google will be sharing revenue with newspapers. It is interesting to note that the previews of the source sites do not include ads. So if I am able to read a story completely in the preview, (which in many cases I am), I wouldn’t go to the source site, nor would I see/click the ads there. This is potentially an area of conflict, since the (shared) revenue from the one ad that’s displayed on Fast Flip cannot compare with the revenue from the source site. Meanwhile, I’m looking forward to a time when perhaps, Google Reader will have a similar interface. 😉

    In the last few weeks, this is the second instance of Google engaging with publications and ‘helping’ them create a revenue stream. The first instance was Google sending a proposal for micropayments, in response to a request for paid content proposals from the Newspaper Association of America. As per an NYTimes blog, this would be an extension of Google Checkout. Google is only one of the companies that have sent a proposal, and the list includes Oracle, IBM, and Microsoft. The system is of course in its early planning stages, and the business model has a 30-70 split (Google-publisher). Though Google still doesn’t believe that paying for content will be the remedy for newspapers’ woes, it  still has a vision of a premium content ecosystem, which includes five key features that combine the Google’s e-commerce, search, and advertising platforms.

    While Google is described by many as the single largest threat to newspapers, its definitely not the only one. From new hyperlocal community sites (eg. Patch) to remnants of old giants (AOL’s Digital City, Yahoo Local) and from new age media entities like Huffington Post to new and varied kinds of aggregators (Guzzle.it, OurSignal, MeeHive, Thoora) different services are catering to the different needs that newspapers used to satisfy. The important aspect is that the new entities are well versed in leveraging the latest tools and collaborating with those who can add to their utility value. A good example would be the tie up between Huffington Post and Facebook for HuffPost Social News. Social sharing, real time are changing the way news is being consumed. I recently read about The Twitter Times, which creates a customised ‘newspaper’ by checking the links from people you follow, and the popularity of those links. Even while massive changes are happening online, and affecting the lifestyle of individuals and society at large, newspapers are still grappling with how to evolve new business models. (a good, albeit dated read on battle plans)

    There was a short but interesting discussion on Twitter a few days back, where Surekha brought up the example of PressDisplay’s business model (aggregation of various newspapers and consumers pay for access) to ask whether a DTH kind of model would work for newspapers. I didn’t think it would. The only other distribution network for television content is the local cable guy (ignoring the web for now). But ‘news’ and even the ‘features’ content can find its way to the consumer through multiple sources and media – TV, web, mobile, and multiple sources within that.  The entry barriers have fallen drastically. Scarcity model vs Abundance model. Keeping in mind the cost that newspapers incur in creating the content and the incremental value that they give the consumer, how much would a consumer pay a newspaper aggregator, and how much would the newspapers get out of that. Yes, Press Display will make money, but ask newspapers to survive only on that revenue or even that plus web advertising, and it would be a tough task. This is why newspapers are finding it hard to negotiate this transition stage (discussed earlier) because its not one answer and its definitely not a common answer. Again, as I’ve discussed here earlier, there are inherent differences between news gathering processes in the print and online space – batch processing vs real time processing. It calls for a (albeit cliched) leaner meaner structure, not just for operations’ sake, but also perhaps from a profitability perspective.

    The more I think about it, the more I realise that its not just processes, there is a cultural angle to this. As Terry Heaton points out in “The Web’s widening stream“, the knack of creating and facing disruptive innovations. We’ve discussed David and Goliath before, David becomes version 1.0, 2.0, 3.0 faster and faster, each version better than the other (because he fixes the bugs in 1.1, 2.5 etc) while Goliath reels because it can’t even figure out the answer to 1.0.  His strength has become his weakness – scale, and he doesn’t have a culture that encourages moving fast, learning from mistakes, being open to changes amongst other things. In fact, newspapers have been lazy and guilty of doing the exact thing that Seth Godin warns about in “Flipping abundance and scarcity” – putting free on top of a business model, and now rapidly trying to change it.

    I don’t think India is impervious to these changes, the time frame will vary because of several factors – technology adoption delays, vernacular content to name a couple, but as I keep repeating, its no time to be complacent. From Rediff and Instablogs which have evolved their own news collection systems to hyperlocal players of different kinds – governance based like Praja, Citizen Matters, local businesses review based like Burrp, and several other niches, the different domains of newspapers are being challenged. More importantly we’re increasingly getting used to ‘streams’ – FB, Twitter etc. The principal revenue model of newspapers has been advertising (as opposed to circulation), they have been the medium to reach audiences, with the most basic of audience filtering. The radical change (as Heaton points out) is that advertisers can be part of the stream themselves, with such filtration techniques that they can target an individual if necessary. So, for newspapers, if the advertiser won’t pay, the reader has to. The reader , meanwhile has figured out that on the web, he has an abundance of choices.

    until next time, stop press?

  • Damn.. on the backburner

    It has come to be this way. The pattern. After every break I take, whether its a trip to Kerala, or a vacation to the beaches or the mountains. Its fairly easy to understand, the daily grind leaves very little time to ponder. Spend 5 days looking forward to the weekend, and maximise the two days for all its worth. Which is perhaps why the trips away from the routine premises have a way of giving one more perspective. An opening of the mind, so to speak.

    It brings in a few new experiences, it puts old  things in a new light, it gives a more objective view of the daily routine.  It highlights the things that are really important to one. It helps one revisit the tags. Most importantly, it shows glimpses of what could be, it opens up new avenues of thought – of building a revenue model for this life that one can be happy with, to figure out those things that one likes to do and would also get paid for, to wake up in the morning and be inspired about what one is going to achieve that day,  other than doing the bit to ensure the EMI gets paid. Existential angst that can be resolved only by living, instead of existing. 🙂 Not that these thoughts cannot happen on any given any day, its just that the trips offer a more conducive environment for the mind.

    But the pattern. What typically happens is that these lines of thought don’t stay with me for more than a few days. The flights of thought run aground when they meet the daily grind. I always wonder if they are really that far apart in the current state that they don’t even stand a chance of co-existence. Perhaps they are.

    But this time, after I get back from Kerala, I decide that its time to break the pattern and stretch beyond the limits I have set for myself, in thought and deed. I wake up, eager to start the day and make the necessary changes to my life, to go beyond the posturing and figure out the way forward. As I get busy with the morning yoga routine, the mobile rings. I stretch my hand out for it. The neck and the back refuse to shoulder any responsibility for what the mind and the rest of the body seek to achieve. A kind of neck jewelry results, the beige collared worker has arrived. 🙁  But I’ll be back.

    until next time, exercise caution

    PS. Too many introspective posts these days, I had to make a clean break 🙂