About these ads

Ma.gnolia’s Data Loss Got You Concerned? Use Diigo + Del.icio.us Simultaneously

By now, you may have heard that social bookmarking service Ma.gnolia suffered a tragic corruption of data this morning. As the company says on its website:

Early on the West-coast morning of Friday, January 30th, Ma.gnolia experienced every web service’s worst nightmare: data corruption and loss. For Ma.gnolia, this means that the service is offline and members’ bookmarks are unavailable, both through the website itself and the API. As I evaluate recovery options, I can’t provide a certain timeline or prognosis as to to when or to what degree Ma.gnolia or your bookmarks will return; only that this process will take days, not hours.

It’s awful, and I feel for those who were active users of the service.

Just a reminder that there are a couple other services out there, and that by using one, you actually can have your bookmarks stored in two different places. If nothing else, the Magnolia issue should point you to the value of this strategy.

So what are they? Diigo and De.licio.us.

And here’s the way to store your bookmarks in both. Save to Diigo, and have those bookmarks automatically written to Del.icio.us at the same time. First, register for Diigo and Del.icio.us. Then here’s what to do next:

1. Click on “My Diigo Tools” on Your Dashboard

my-diigo-tools


2. Click on “Save Elsewhere”

save-elsewhere-diigo

3. Enter Your Del.icio.us Credentials

diigo-save-elsewhere-input-page

That’s it.

Once you set this up, add the Diigolet to your browser. Thereafter, save everything to Diigo, and a copy of each bookmark – link, title, tags, notations – will be saved to Del.icio.us as well.

Double cloud coverage in Diigo and Del.icio.us. Can’t be too careful these days.

*****

See this post on FriendFeed: http://friendfeed.com/search?q=who%3Aeveryone+Ma.gnolia%E2%80%99s+Data+Loss+Got+You+Concerned++

About these ads

Mark It Down: Jan 2009 Is When Conservatives Migrated to Twitter

Item #1:

I’m seeing more conservative people on twitter then there used to be, just me or anyone else?

January 19, 2009

Item #2:

@vannschaffner #tcot #hhrs Cutting to the chase, if Twitter of 2009 existed in 2007, would McCain have gotten more votes? #sgp

January 21, 2009

Item #3:

Karl Rove is on Twitter: @karlrove

January 10, 2009

I’ve written previously about the #TCOT Report, which is a hashtag-based community for Twitter conservatives, and Karl Rove being on Twitter. Both of those posts have been ongoing hits in terms of traffic. And courtesy of hashtags.org, here’s the 30-day trendline for the #TCOT hashtag (last day Jan. 29 is a partial day total):

tcot-30-day-trendline-jan-2009

What I’m seeing is a growing movement by conservatives to leverage the power of Twitter. The #TCOT trendline is an indication of conservative uptake of Twitter. It’s not surprising, because I think Twitter is a natural for conservatives.

Twitter = Real-Time, Community

My view about conservatives and Twitter is formed by the popularity of Rush Limbaugh, believe it or not. Although I tend to be in the blue column in politics, at times I’ve listened to ol’ Rush on the radio over the years. Democratic friends and family would ask, “why?” First and foremost, he’s an entertainer who uses conservatism as his currency. He can crack me up.

But second, there really wasn’t a place to go if you wanted to hear a rich, opinionated commentary on politics. I suppose there were forums out there, but they lacked spontaneity and seemed like heavy, overly threaded diatribes by a lot of people you didn’t want to read. But you could turn on the radio and get opinions on what was happening that day, with callers screened by the Rush Limbaugh program. And their screening was pretty good, I wanted to hear what these dittoheads had to say (mostly…).

Enter Twitter.

Free form snippets of observation about the news of the moment. Rather than take in a threaded conversation, you can consume a bunch of observations, freed from the theme of a forum thread. As news emerges, sourced from traditional media or other twitterers, the hive adjusts.

You also get participation from high-profile types like Michelle Malkin, who I’m guess doesn’t venture into forums much. So you have a community of like-minded people that you want to follow (as opposed to forums), and the views of high-level people are included in that mix.

The Rush Limbaugh program provides the views of a single celebrity and a few callers, with topics reflecting the latest news. Twitter expands on this dramatically. And anyone can get in on the action, not just the few callers that make it onto Rush’s program.

There’s Going to Be Lots to Tweet About

Look at that graph at the top of this post. The tweets tagged with #TCOT build up daily, peaking on January 28, 2009. Which the date that Barack Obama’s stimulus package went  to vote in the House of Representatives. It passed, but received no votes from Republicans. Clearly, conservatives were energized by the bill, and the #TCOT tweets reflect that.

As the party out of power, Republicans are going to have lots of such opportunities for community discussions and rallies. The current base of conservative twitters will have plenty to talk about. And I’m sure they will attract many more users in the months and years ahead.

Of course, if you’re not of the conservative bent, you can ignore all of this. Twitter is good for maintaining your own communities.

But I’m personally not surprised to see a growing conservative movement on Twitter. And hey remember, House elections are coming up in 2010.

*****

See this post on FriendFeed: http://friendfeed.com/search?q=Mark+It+Down+Jan+2009+Is+When+Conservatives+Migrated+to+Twitter&who=everyone

How to Integrate Social Media into Product Marketing

Recently, I’ve had former colleagues from a couple of my old employers ask me about social media. Specifically, how to get started in it from a professional perspective. They’re aware that social media can be powerful, but it can be daunting to figure out an entrance point and what you’re supposed to do with it.

Now I’m no Chris Brogan, but I do have hands-on experience. Specifically, I’ve been doing product marketing for a while now, with both Connectbeam and BEA Systems.  BEA Systems was great for traditional product marketing work. Connectbeam is great for social media-oriented product marketing work. I’ve learned some things that work for me.

In that spirit, I’m going to share them here. Here’s a summary of what follows:

  1. What is product marketing? messaging, customers, market trends, market visibility
  2. Leverage the work you’re already doing
  3. The 9 social media tools I’m using
  4. Twitter – narrate your work
  5. Blog – part product, part big ideas
  6. FriendFeed – tracking the flow
  7. SlideShare, Scribd – the post-webinar bang-for-your-buck
  8. YouTube, Google Video – incremental exposure
  9. Wrapping up – feel free to contact me

OK, let’s get to it.

What Exactly Is Product Marketing?

In the graphic below, I’ve put together a rough (and incomplete) map of the different functions one finds inside companies:

map-of-company-functions

I look at product marketing as having four primary goals:

  1. Positioning and messaging of the company’s products
  2. Steady voice and knowledgeable source for customer inquiries
  3. Staying on top of evolving requirements and ideas in the market
  4. Establishing the company in the market, with coverage among sources of information used by customers

I want to distinguish product marketing from other functions. Every function can use social media for its benefit, but the use cases vary. For instance, I’d expect engineering to use social media to tap peers who can help with coding or architecture questions.

But let’s be clear what product marketing is supposed to do. It is an outward-facing function, with a number of responsibilities:

  • Articulate the value of the company’s products
  • Create messaging around the products, via website content, data sheets, white papers, presentations, etc.
  • Develop the business case for products
  • Put on webinars
  • Give customer presentations and demos
  • Do market and competitive analysis

The tools of the trade include: data sheets, white papers, newsletters, PowerPoint presentations, Camtasia demos, WebEx/GoToMeeting, trade show booths.

So how does social media play in all this?

Leverage the Work You’re Already Doing

The nice thing about traditional product marketing work is that a lot of it complements social media nicely:

product-mktg-source-for-social-media

The first bit of advice I want to impart is that if you treat social media like a foreign language, it will be. If you’re wondering where to start, look no further than the thinking and content you already do as a part of your job. That’s plenty good for starting.

There are three activities that the product marketer will engage in:

  1. Monitor: who is saying what of interest
  2. Engage: interact with customers, analysts, consultants, competitors
  3. Broadcast: create content, tweet original thoughts, post to SlideShare, etc.

In the sections that follow, you’ll see all three activities described.

Social Media: What I’m Doing

The tools: Here are the social media tools I use for product marketing:

Changes in latitude, changes in attitude: Attitude is the most important consideration. If you look at the various social media as a pain-in-the-ass part of your job, you’re likely not going to get much from it. It will be too much of a chore for you.

To excel at product marketing, you’ve got to be good at research and building persuasive arguments, along with a personality that engages customers well. It’s really not that hard to extend those traits into social media. And once you read a bit more below, I think you’ll see the value of engaging in social media.

Be a mensch: Do not spend your time running down competitors. It makes you look petty, and you’ll find yourself in entanglements with them which make no one look good. Focus on what your company is about.

Not tonight honey, I have a headache: I’m an ‘I’ introvert on the Myers Briggs test. Which means I tend to reflect on things. There are times I just don’t feel like twittering. And that’s OK. Because there are times I’m fired up. I will rattle off a series of tweets and dive into deeper conversations. Strike while the iron is hot.

Twitter

Twitter is the microblogging platform, and is my most valuable information source for tracking what’s happening in my industry. It’s really quite a simple platform, but it has a tremendously flexible set of use cases.

The basics: Here a few basics about the service:

  • 140 characters – learn the power of distinct thoughts in a limited space
  • Follow – you see the tweets of whomever you follow, and anyone following you might see your tweets
  • @Replies – the @Replies tab serves as an inbox of public tweets meant for your attention. Start a tweet with @[username] and it will end up in that inbox
  • RT – stands for retweet. When someone tweets something you like and you want your own followers to see it, you type ‘RT’ , then paste the tweet (with the @[username] included) and hit update.
  • DM – Direct Messages are essentially emails, limited to 140 characters. People use them all the time for private conversations.

Fill out your bio: Make sure you do the following with your Twitter account: use your real name, put your location, have a website of some type (your personal blog, company blog, company website), tell who your company is and what you do there, and upload a picture. This seems like basic advice, but if you don’t, a lot of people won’t follow you back. Which makes your product marketing job that much harder.

Also, before you start following people, get 3-4 tweets on your account so you don’t look like a spam bot.

Subscribe: You need to find others to follow on Twitter,  otherwise it’s a lonely place. But who? Here a three tips to get started:

  • Find prominent bloggers in your space, find their twitter account, and follow them
  • Look at who the prominent bloggers are following, and follow the same people
  • Run a search on twitter for industry jargon, see if those people are interested in your sector. Click here to go to twitter search.

A lot of those you follow will follow you back. This is how you start growing your own base of followers.

Narrate your work: Great, so you’re set up. Now what to tweet? Lunch menu? Here’s one idea. Narrate your work. Technology legend Dave Winer wrote this idea, and I like it. Tweet what it is you’re doing. But, let’s examine this a bit more.

Do not tweet, “Opening up Microsoft Word” or “Heading into a meeting”. Yes, that’s your work, but it’s nothing anyone cares about. Rather, you might be reading a good article about something relevant to your industry. You like it? Tweet it! A simple tweet like this is great:

Reading: [article name] [shortened URL] [optional - a bit of personal color]

Because of the 140 character limit, typical article URLs are too lengthy for a tweet. Use a URL shortener, like bit.ly. And if you have a pithy thought on the article, tack it on at the end of the tweet.

@reply to people: When someone you’re following tweets something of interest to you, engage them. Ask follow-up questions, agree with them, challenge them. This is the type of thing that puts you “on the map” in Twitter. Done well, you will gain new followers by doing this. Just avoid being a troll. When people @reply to you, make sure you give them the courtesy of a reply back.

Broadcast: Once you’ve established credibility and a set of followers on Twitter, don’t be afraid to broadcast updates. These may be product releases, blog posts, new white papers, conferences you’ll be attending, etc. All that is fine. Unless that’s all you’re tweeting. Then it’s not fine.

And don’t be bashful tweeting successes.

Be an information hub: One observation about @reply tweets. They are the conversational currency of Twitter. Personally, I want to make sure maybe 60% of my tweets are conversational. But I don’t want them too high. As a product marketer, you’ve got a message to impart. Nothing wrong with creating tweets that others like. What are some non-@reply tweets? Retweets, passing along links to interesting information, personal observations as you do your work, or personal life things (such as funny things about your kids).

People will be attracted to twitters who pass along valuable info.

Blog

Check any job description for product marketing, and you’ll see that good writing is a requirement. We do this for data sheets and white papers. And these papers we write are for public consumption. Of course, they do tend to have a fairly structured approach.

Which is what’s nice about blogging. You’re still writing. But the format restrictions of “official” documents are loosened. Language is less formal, you can inject personality and include pictures, videos, polls etc.

What to write: On the Spigit blog, I like to mix it up. I will cover product releases. But I won’t just re-state the data sheets or press releases. I write more of the background, the “why” for a product release or feature.

I cover larger  issues  as well. This is particularly important for smaller companies. When you’re smaller, you don’t get automatic attention the way Google, Microsoft or Oracle do. That means just writing about your product will result in people not reading your blog posts.

But what do smaller companies have? A different way of looking at the market, and the advantage of generally being more leading edge. For instance, this Spigit blog post, Eight Principles of Enterprise Innovation Management, clearly describes what the burgeoning field covers.

Bloggers love links: When you write these company blog posts, link to other bloggers. For your readers, it’s a great way to show how your thinking ties into issues others are grappling with. For yourself, it’s a good way to memorialize a post you liked. And in case you didn’t know, bloggers love links.

When you link to another blogger, they get a notification of that link. In terms of attention, this is even better than an email. It means you took the time to read their post, and built on it. See who the industry thought leaders are, subscribe to and read their blogs via Google Reader and incorporate their analysis, opinion and observations in your blog posts.

Foreshadow things that are coming up: You know your product roadmap: the features and timing. Prior to those releases, get some posts out that lay down the rationale for the releases. Not in some ham-handed fashion, but as a thoughtful look at the problems or opportunities there are. Pull in research, include excerpts from articles and other bloggers. You then have a good basis for announcing the new features.

Practice makes perfect: Don’t wait until you’ve got a sense of what the perfect blogging style is. Just get in there and do it. You’ll learn over time what subjects resonate, and how to craft an argument that gets attention.

Engage those who comment: People will leave comments on your blog. Make sure you take the time to respond to them. That’s a good way to ensure they come back, and you’ll learn something from the exchange. It also leaves a trail of commentary for others to read.

Blogs are a source of high quality traffic: The Spigit blog is a source of traffic to the Spigit website. Not the biggest, but a meaningful source. Visitors from the blog spend more time, view more pages and have a lower bounce rate than many traffic referral sources. And visitors from other blogs exhibit the same tendencies.

Make sure your company blog is indexed: The search engines can deliver great traffic. Make sure your blog is part of their search index database. For instance, here’s the Google page to submit your blog URL: http://www.google.com/addurl/?continue=/addurl

FriendFeed

FriendFeed is a lifestream aggregation service, which lets track all manner of information about other people from 59 different services. There is a good social aspect to FriendFeed, although the company is still pretty early in its lifecycle. So it’s likely that people in your industry aren’t yet active there.

But beside the social aspects, FriendFeed also has incredibly powerful information management tools. And it’s these tools that are valuable to the product marketer. I’m going to cover them below, but a more detailed description is available on this blog post.

Subscribe to people: Just like on Twitter, you can subscribe to people on FriendFeed, if they have an account there. When you do that, you’ll see there tweets, plus other useful information like Del.icio.us bookmarks, new blog posts, Google Reader shares, etc. You get a fuller picture of what is happening with those in your industry.

Subscribe to imaginary friends: Some people don’t have an account on FriendFeed, but they are active on some other site, like Twitter. But you can still stalk follow them on FriendFeed. You’re doing this not to interact with on FriendFeed, since they don’t have an account there. But I use FriendFeed as a master aggregator of people’s activity streams.

Track keywords in a Group: FriendFeed lets you create Group. Groups are containers into which you can pipe content from elsewhere. Use a Group to track keywords that relate to your industry.

For example, I’ve created the Innovation Management Group.  Into that Group, I’m piping tweets with keywords I want to track, and SlideShare presentations and Del.icio.us bookmarks with tags I want to track. One centralized place to stay on top of what’s happening in my industry.

Put it all together into a List: FriendFeed has a feature called Lists. You can categorize the people you follow into different Lists. Then you can focus specifically on the activity streams of those people. I’m currently tracking the activity streams of 61 people associated with the Enterprise 2.0 industry. You can also add your keyword notification Room to your List. So you’ll see who’s talking about your industry beyond just those people you follow. As I wrote before, Follow Everything by a Select Few, Select Content by Everyone.

Track it in real-time: Once you have your industry List set up, FriendFeed provides a nice option. You can follow the activity streams in real-time as they hit the FriendFeed database. I find this to be important for two reasons. First, there are time people you know are tweeting something you care about. There’s an opportunity to do one of those @reply engagements. You don’t want to wait until the end of the day to see that, because the moment is lost. The second reason is that stuff collects, and if you wait until the end of the day you’re less likely to catch things of interest.

As I wrote in another post, it’s really not that distracting to track activity streams this way. An alternative people use for real-time flow and user groups is Tweetdeck. It’s only for Twitter, but many swear by it.

Connecting the dots: Once you’re set-up with with your List + keyword tracking Room + real-time, something amazing happens. You will start to understand what people are buzzing about more. You’ll see recurring themes. You learn who people in your industry are paying attention to. You see the relationships that exist among industry folks, via the @reply conversations. You’ll know which conferences and trade shows are most talked about.

SlideShare, Scribd

SlideShare and Scribd are the two leading social document sharing sites. Social document sharing? Huh? What you do is upload a document to these sites, and others who are doing research can find and read them. Document types include:

  • PowerPoints
  • Word Documents
  • PDFs
  • Spreadsheets

These are great places to share the content you’re creating. Let me give you an example of how this worked for me.

In November 2008, I put on a webinar titled How to Double the Value of Your Social Software. Afterwards, I put the presentation on SlideShare. In the two months since it’s been there, the following has happened:

A more recent presentation for a Spigit webinar, Tapping Communities to Accelerate Corporate Innovation, has been viewed 1,508 times.

I recently added the social software presentation to Scribd, and it now has 586 views and two Likes.

I assure you, the after-webinar action is much greater than that which occurred with the webinar itself. The effect of all this is to get your company’s point of view into the market. You are a contributor to the industry dialogue, and your company is very relevant in the thinking about the industry’s future. As I said, this is particularly important for smaller companies, who cannot rely on a huge market presence to ensure getting people’s attention. But even the big companies benefit from this.

This  is product marketing, social media style.

Considerations for SlideShare, Scribd: As you can see, the webinar presentation can actually multiply in value when it’s on these social document sharing sites. I know Guy Kawasaki has the 10/20/30 Rule of PowerPoint. Consider that a philosophy, not a rule. What I take from his blog post is the advice not clutter up your slides with too much.

When people are viewing your PowerPoint, they will not have the advantage of your voiceover. You can’t provide a spare slide with just a picture and hope everyone gets what you’re saying. In the webinar, you’ll have a nice narration for the slide. In SlideShare and Scribd, each slide has to stand on its own. Here are my tips:

  • Minimize the times custom animation is a requirement to talk about the slide. Because customer animation doesn’t work on these sites.
  • Pictures and graphics – these break the monotony of endless bullets and text
  • Each slide should have two messages: (1) the point/data of the slide; (2) a way to provide your commentary to that point/data
  • Assuming multiple sections, recap the slides of each section – make sure the point is made

And don’t forget to tag, tag, tag your presentations. Don’t be chary with the tags. People will use them to find your documents. Of course, make sure your tags actually reflect the material in the presentation.

As you go into a webinar, think about your presentation being consumed by an audience many times bigger than the number of attendees to the webinar.

YouTube, Google Video

Videos are a popular way for people to view content. A part of your product marketing job may include producing canned demos of the product. These can be on your company website. And they can go on YouTube as well.

I’ve uploaded three demos for Connectbeam to YouTube. In total, they’ve gotten 380 views. Not quite the same as the SlideShare or blog posts. But it’s nice incremental exposure for something you’re creating anyway.

There are countless stories of videos going viral, and it’s a holy grail for marketers. But I don’t spend a lot of time on that. If you happen to have a particular strength in entertaining videos, by all means take advantage of it.

One limitation for YouTube is that videos’ running time can be no longer than 10:59. For basic product demos, this should be more than enough time. But for webinars, which can run an hour, YouTube doesn’t work.

Google Video supports much longer videos. It’s where I uploaded the recorded webinar from November.  It’s not nearly as social as YouTube, but it does come up in Google search results.

Unfortunately, Google is going to stop accepting new uploads to Google Video in a few months.

However, assuming you do get a video to Google Video or you upload shorter media to YouTube, you can embed these videos in a blog post and give them color commentary to spur viewing.

Use high quality resolution when embedding YouTube videos: The normal resolution of a YouTube video is rough. This may be something that happens when you convert a Camtasia video to a YouTube-acceptable format. But you should know about this, because it hurts the viewing quality of the video. Those web screenshots can be hard to read.

Fortunately, there is a solution to this. When you embed a YouTube video on a web page or blog post, you can alter the embed code to force the video to view in high resolution. The hack described in this blog post works. It will ensure that the video’s fidelity is much higher, making it a more enjoyable viewing experience.

Wrapping Up

A site that I think could be more valuable to engage in is LinkedIn. There are groups and questions that people pose. I haven’t been very active there, but it’s worth a look. Depending on your industry, Facebook may also have value.

I hope this post has been helpful. I seriously could triple the size of this post, but it’s long enough. If you want to talk more about this, feel free to reach out to me on email: (hutch <dot> carpenter at gmail <dot> com) or on the phone 415-377-3610.

Finally, here are a couple relevant posts as follow-up:

I encourage you to get out there and start experimenting. It’s the best way to learn.

My Ten Favorite Tweets – Week Ending 012309

From the home office in Phoenix, AZ…

#1: @amcafee My fave #inaug09 moment: the way Obama handled the muffed oath admin. On-the-spot composure, ability to handle pressure. #andyasks

#2: IBM’s term for layoffs is “resource action”. That’s a new one.

#3: Example of Yammer benefit. I just yammed about wanting to see a feature algorithm, not sure who wrote it. Engineer replied to me w/ answer.

#4: One thing about Enterprise 2.0 ROI: the highest return has the least predictability

#5: My first blog post that’s ever gotten any traction on Digg, “Angels and Demons of Our Social Media Souls” http://bit.ly/T3sd

#6: Brothers & Sisters TV show quote: “I didn’t know what Twitter was” (OK, don’t hate because that show is on TV here right now)

#7: If you’re looking for free, high quality icons for that presentation, check out iconspedia: http://bit.ly/QxirL

#8: Hard to tell when a fax goes through successfully here. Our fax machine is very secretive about its activity reports.

#9: Played a round of War with my 4 y.o. using home-made cards. True to statistical probabilities, we went 2-2-1 in our five games.

#10: Wonder what George Bush is doing tonight?

Angels and Demons of Our Social Media Souls

Let he who is without sin cast the first stone.

angels-and-demons-of-our-social-media-soulsAngel image: The Angel Whisperer

Devil image: People are the boss

*****

See this post on FriendFeed: http://friendfeed.com/search?q=%22Angels+and+Demons+of+Our+Social+Media+Souls%22&who=everyone

Google Alerts Ain’t Working – Why Don’t They Use Attention Signals?

Do you use Google Alerts?

I do. I’ve got seven of them set up. Generally, they’re pretty helpful. But they often suffer in terms of quality. Here’s a few comments with regard to that:

#1: @VMaryAbraham so am I. Google alerts and blog search have been delivering really bad quality results lately. Old and spam.

#2: Google Alerts actually sent me some useful info today instead of the usual mess of bizarre kitchen sink links from random years and places.

#3: @JesseStay my Google alerts are similarly getting less useful

One of my alerts is for ‘Enterprise 2.0′. I’m doing a pretty good job of staying on top of things in the Enterprise 2.0 Room on FriendFeed, but the Alerts are good back-up. And Google Alerts are the most common keyword notification service that people use.

So this is my question: what determines the links we see in those daily Google Alerts?

I ask this because of a recent experience with a well-received blog post that was not included in the ‘Enterprise 2.0′ Alerts. Compared to another post that did make it in to the Google Alerts, I find myself mystified as to what algorithm Google is using to generate its Alerts.

It’s not to say that Google Alerts don’t deliver some good posts – they do. But they seem to miss the mark pretty often as well, as the quotes at the start of this post show. I’ll relate my own experience below, based on objective factors, as opposed to my own declaration that “It was good post dammit!” ;-)

Tale of Two Blog Posts

I checked the Google Alert of January 18 for Enterprise 2.0. Here’s what I saw (my red highlight added):

google-alert-enterprise-20-011809

The highlighted post is a schedule of Web 2.0 sessions for Lotusphere 2009. If you’re into Lotus, good stuff. One session at Lotusphere was titled “INV101 –   From Web 2.0 to Enterprise 2.0: Collaboration, Productivity, and Adoption in the Enterprise”. Hence, its inclusion in the Enterprise 2.0 Google Alert.

I use that entry as a contrast to a post I wrote on the Connectbeam blog, titled Three Silos That Enterprise 2.0 Must Break. It’s a post that pushed some definitions of what a silo is and where knowledge management needs to move to. It was well-received, with a number of attention signals like Del.icio.us bookmarks and tweets.

And you’ll notice it’s not listed in the Alerts email above, or in any earlier ones. It was included in my ‘Connectbeam’ Google Alert. So I know Google had indexed it in its blog database. But it was not in the ‘Enterprise 2.0′ Google Alert. Which got me to wondering, what does it take for a post to make into the daily digest of Google Alerts?

I put together a comparison of the two posts: the Lotusphere post, and the Connectbeam Three Silos post. I wanted to see where the Connectbeam post falls short. Take a look:

google-alerts-tale-of-the-tape

The table above includes some typical Google attributes: PageRank, term frequency, links. It also includes the next generation of content ranking: comments, bookmarks, tweets and Google Reader shares. On either basis, it’s surprising that the Lotusphere post made the cut, while the Connectbeam post didn’t.

So I’m still trying to figure out what makes the difference here. Clearly, the Three Silos post struck a bit of a chord in the Enterprise 2.0 community. I know this not because of links by other bloggers (although they were there), but by the other Web 2.0 ways people communicate what’s of value to them.

How about it Google? Time to update your algorithms to include attention signals from our growing use of social media?

My Ten Favorite Tweets – Week Ending 011609

From the home office in Washington, D.C. …

#1: “We don’t do a good enough job of teaching our students how to be productively stupid” http://bit.ly/ZTFa4

#2: Noticing many folks securing their single-name twitter handles. Here’s how: http://bit.ly/Wbem Alas, @hutch is too active for me to do this.

#3: Great…if you’re expecting a tax refund in California, you may end up w/ an IOU http://bit.ly/TibY h/t @ZoliErdos

#4: The Social Media Dead Zone: 2 – 6 pm Pacific. Interactions, traffic drop during that time.

#5: Tired of being asked about things they could look-up themselves instead? http://letmegooglethatforyou.c…

#6: Reading: Ten Reasons Why “Enterprise RSS” Has Failed To Become Mainstream http://bit.ly/XLsZ

#7: Whoa – my blog post about @KarlRove just got linked from Huffington Post: http://bit.ly/Y0rS

#8: 24 fans, make sure you follow Jack Bauer @j_bauer and Tony Almeida @tony_almeida

#9: Reading: The Top Ten Worst URL’s in the world http://bit.ly/ux91 Actual URLs, too funny.

#10: I’m not actually an extrovert, I just play one on Twitter

Before There Was Twitter, There Was Dave Winer’s Instant Outliner

David Sifry

Photo credit: David Sifry

Twitter is the glamor girl these days. The latest triumph is the early picture of the U.S. Airways plane that belly flopped into the Hudson River. But before there was Twitter, there was Dave Winer’s Instant Outliner.

Never heard of it? Maybe you have, but I hadn’t. But it’s fascinating and eerily prescient of the rise of Twitter and Enterprise 2.0 today.

Dave can explain it better and more fully, but here’s what I have been reading about it.

Started in March 2002, here’s how Dave described Instant Outliner:

When you subscribe to someone’s outline, expect to see time-based notes on what they’re doing right now. I like to start each session with a top-level headline, and put a time-stamp in the headline (Control-4 on Windows, Cmd-4 on Macintosh). Then from that point, I narrate what I’m doing. When I start a new session, I start a new top-level timestamped headline. Sometimes I carry forward notes from previous sessions.

We can and probably will implement fancier notification routines, we’re ready to do it, but first we want to bootstrap with this brain-dead simple technology. It’s designed so that other outlining software can easily fit into the network of Instant Outliners.

See how Dave described it? “Notes on what they’re doing right now”. What is Twitter’s tagline? “What are you doing?” And notice Dave’s emphasis on designing Instant Outliner so that other software can work with it easily. I read this, and I think of Twitter’s API.

Here’s an April 2002 perspective on Instant Outliner by Jon Udell:

It’s been clear to me for a long while that the only thing that might displace email would be some kind of persistent IM. That’s exactly what instant outlining is. If it catches on, and it’s buzz-worthy enough to do that, we’ll have a framework within which to innovate in ways that email never allowed.

Instant Outliner (IO) as a form of instant IM. Something discussed here before in the context of Yammer. Here’s an early screenshot of IO, showing the organization by person and timestamps:

instant-outliner-buddy-list-messages

I like that the tweet…er…IO note here is the kind of thing you’ll see on Twitter these days. The IO message obviously doesn’t need to abide by the 140 character limit.

Here’s how Dave described use cases for IO:

We start with the Instant Messaging model, which many people understand. You get a structured surface to write on. You get to choose how you want to do it. I think that narrating your work is the way to go. But also answering questions or asking them of people you subscribe to is good too.

What I love about his use cases is how closely they align to Twitter use cases. This was microblogging, before microblogging was cool.

The Concepts We Associate with Twitter and Social Software Were All There

Check out how Jon Udell describes IO way back in 2002:

These are people who maintain outlines, in the form of Outline Processor Markup Language, to which I am subscribing. Some of them also subscribe to my outline, but not necessarily all of them, and this is one of the really interesting twists on email. Communication in this environment is by invitation only, and two-way communication requires mutual invitation. Sayonara to spam. If someone annoys you, just drop his or her feed.

You choose to whom you subscribe, and you only see updates for those to whom you subscribe. I especially like that Jon talked about unsubscribing from people whose feeds annoy you.

Retaining the IO notes and making them searchable as knowledge was another area Dave recognized:

The key is to find ways to flow the stuff entered there into a knowledge base. I have quite a few ideas about that.

Dave Luebbert, a former Microsoft programmer and collaborator with Dave, noted the enterprise social software possibilities of IO:

For leaders of large groups, Instant outlining has the very cool feature that you can allow folks to subscribe to you so that they can see what you are thinking about. The leader does not necessarily subscribe to everyone who subscribes to him because that would overwhelm his thinking process. But those who get to subscribe to one of his Instant Outlines get quite an informational advantage and can work better on their own goals because they have that.

If you’re organized around email, usually the only folks who get to listen are the folks who are direct reports. And those guys are always too busy to pass much info down.

The leaders also get to monitor activity in any of the subdomains of the company. They would subscribe to outlines in different groups of the company at their pleasure, but since they are not intimately familiar with those groups business they would not want immediate notification of changes made to those person’s outlines. They can see all the way down to the bottom of the company if they wish to. That’s been a near impossibility up to now with the communication tools that have been available.

And John Robb adds this thought about Instant Outliner that presages the rise of Enterprise 2.0:

I think this is a major new product that could sell in the hundreds of thousands of seats. It connects IM, weblog publishing (a weblog is essentially a published outline), RSS (if RSS items are brought into the outline), and outlining in a new way that radically improves team productivity. I bet I could do the same thing for this product that I did to business weblogs — turn it from a geeks only product and into mainstream productivity tool used by major corporations.

Based on search results for instant outliner, it appears the technology was most active between 2002 and 2005. I’m not sure the status of the project currently, although Dave Winer does subscribe to an entity called Instant Outliner on FriendFeed.

I’ve known Dave as the father of RSS. Now I know the range of his thinking included early models of microblogging and social software. Which tells me I ought be paying attention to what he’s thinking these days.

I’m @bhc3 on Twitter.

The Migration of Web Techniques to In-Store Retail Practices

Via ralphbijker on Flickr

Via ralphbijker on Flickr

Think about the companies doing the most technologically advanced stuff. Amazon. Google.

Grocery stores.

Say what…? The place where oranges sit in piles in the produce section. Boxes of cereal lines the aisles. The frigid ice cream aisle.

Well, they’re not in the league of Google and Amazon. But grocers are more than those aisles of food and ceilings of fluorescent lights you see. Two trends in the industry borrow heavily from the advancements on the Web:

  1. Website optimization
  2. Recommendations

I’m not talking about monitors with web pages inside stores. I mean the shopping experience has been affected by these developments. Here’s how.

Website Optimization => Store Layout and Merchandising

E-commerce sites live and die by their conversion rates. A key piece of the conversion rate puzzle is effective navigation and presentation of items to site visitors. One company that helps with that is  Tealeaf, which records and analyzes visitor behavior to help site owners optimize conversions and return visits.

In a physical space, you can’t record people’s clicks and actions. Or can you?

As reported in a recent Economist article, retailers are starting to video record shoppers’ behavior in the aisles. For instance, here’s how one supermarket used technology provided VideoMining to understand visitor behavior in its juice section:

Another study in a supermarket some 12% of people spent 90 seconds looking at juices, studying the labels but not selecting any. In supermarket decision-making time, that is forever. This implies that shoppers are very interested in juices as a healthy alternative to carbonated drinks, but are not sure which to buy. So there is a lot of scope for persuasion.

These are exactly the kind of metrics that e-commerce sites track to improve their conversion rates. Use of cameras in-store to do the same thing is analogous to tracking visitors to your website.

Personalized Recommendations

Amazon.com really led the movement to provide effective recommendations to existing customers. One report I’ve seen says that Amazon derives 35% of its sales from these recommendations. Amazon’s recommendations are generated from your shopping history, compared to others via collaborative filtering. The success of these recommendations has inspired others to build recommendation engine services, including Aggregate Knowledge, Baynote, MyBuys, RichRelevance and others.

The same thing is happening in-store as well. You know that loyalty card you present to your grocer to get discounts? It’s used to record your shopping history. Historically, grocers have done little with that information. It was more of a device to keep you coming back to the store.

But in the past few years, grocers have been getting hip to the idea that their customers’ shopping history can be used to personalize the shopping experience.

Once, I was product manager for just such a system, called SmartShop. Pay By Touch’s SmartShop used a Bayesian model to compare your purchases against those of other shoppers, and determine whether you exhibited stronger or weaker preferences for a category or product than the overall average. A set of 10 personalized item discounts were then selected for you based on your specific purchase preferences.

On a website, returning customers are presented with a set of recommendations as they shop. In-store, what’s the analog? Kiosks. Kiosks are the in-store interaction basis with customers. SmartShop notified you of discounts via a print-out from a kiosk at the front of the store. This was key – get you the discounts right at the point of decision, when you’re shopping. Not unlike e-commerce recommendations.

Prior to Pay By Touch’s demise, SmartShop was getting good traction among grocers, who were looking for ways to increase basket size, increase loyalty and differentiate themselves. And it wasn’t just SmartShop. Price Chopper and Ukrops use a recommendation system from Entry Point Communications. UK-based Tesco is the granddaddy of personalized recommendations, provided through Dunnhumby.

Teaching Old Dogs New Tricks

While e-commerce benefits from being all-digital and various identification mechanisms, grocery historically lacked these. But that’s changing. Retailer have picked up the best practices of their online brethren. Things are now much more measurable and personalization is no longer the province of the online players.

Looking forward to grocers introducing Twitter into the shopping experience…

*****

For reference, here’s a white paper I wrote about SmartShop when I was at Pay By Touch:

*****

See this post on FriendFeed: http://friendfeed.com/search?q=%22The+Migration+of+Web+Techniques+to+In-Store+Retail+Practices%22&who=everyone

The Perfect FriendFeed: Themed Channels for New Users

friendfeed-logo

On his blog, FriendFeed co-founder Paul Buchheit asks others to chime in with their own thoughts about improving the experience on FriendFeed:

If you’d like to contribute (and I hope you do), I’d love to read more of your visions of “the perfect FriendFeed”. Describe what would make FriendFeed perfect for YOU, and post it on your blog.

I’ve seen some good posts out there on the subject, many of them with suggestions for UI changes. I’m more inclined to think along the lines of Louis Gray on this one. He suggested a lite version of FriendFeed.

I’d like to suggest another approach.

FriendFeed provides pre-built lifestreams centered around different themes.

The idea is to make it easy for new users to get started.

What Is FriendFeed’s Bridge to Existing Consumer Behavior?

It’s useful to consider FriendFeed in light of the emerging success of Twitter. Twitter rides the earlier adoption cycles of email and IM although clearly it takes some mental adjustment to grasp the how and why of twittering: public declarations of activities, information finds and conversations. Run a Google search on “I don’t get Twitter” to see the past and current struggles people have.

But there is a link to prior behaviors. And with the @replies and DM, Twitter keeps that link.

FriendFeed’s models of consumer familiarity are less clear. Seeing a stream of links, pictures, tweets, etc. from someone…what’s the analog? Online forums come to mind. When I was active in marathoning, I spent time on LetsRun.com.  People would post new topics, and we’d comment on them. Each time someone commented, the topic would bounce back to the top of the page.

Of course, FriendFeed dramatically changes the forum experience: richer set of content, sourced from dozens of external sites, Likes-based ratings and you personalize the set of topics you see.

So what were the earlier adoption factors for online forums?

FriendFeed = Community + Information Tracking

FriendFeed has two primary benefits for users:

  1. Community
  2. Information tracking

Of the two, which one is more accessible to a new user?

Community requires people who are familiar with you, and with whom you are familiar. That’s tough in any social network to get right off the bat. And FriendFeed isn’t a social network the way Facebook is. You don’t set up shop with a profile page where you describe yourself and interact with friends. You pipe in content you’re creating elsewhere, and find others’ content to follow.

Facebook lets you anchor yourself, and then reach out to others. FriendFeed is a constantly moving stream.

Community does come to users of FriendFeed. But it takes time. It will be hard for non-tech geeks to get into FriendFeed right now. Sure the bacon posts and photo memes are great. But most people just joining FriendFeed won’t be part of that. In fact, the adulation of bacon posts will probably scare them.

Something that Lists have shown me is that my attention gets focused on people who share interests in a particular topic. I guess that’s not surprising. And yet it points to the value of having something in place on FriendFeed that new users can immediately get value from.

If you join FriendFeed now, you’re not going to find anyone initially that shares your interests. You can do searches, maybe follow some of the bigger names on the service. But for the majority of the population, that’s not going to get them invested in the service. They’ll sign up, look around, then become inactive.

Community on FriendFeed comes over time as you find people that share your interests. This is why I suggest that FriendFeed provide  pre-built theme channels that let new users quickly find content they care about.

Themed Channels

Themed channels would let new users find areas of interest quickly. By “themed channel”, I’m thinking of feeds that relate specific topics for users of the various 59 (and counting) services that FriendFeed supports: bloggers, YouTube users, twitterers, Flickr users, etc. Included in that would RSS feeds of keywords related to the theme.

How might it work?

  1. New user joins FriendFeed
  2. They are provided with the option of adding one ore more themed channels
  3. They select a topic that is of interest
  4. By selecting a themed channel, they are immediately joined to a dedicated Room for a topic. The Room is one that is probably managed by a FriendFeed employee.
  5. They also can be subscribed to highly rated users whose lifestreams are among the top in terms of percentage of content related to a subject.

As an example, I created a Room for NASCAR. Into the Room, I’ve added three Twitter accounts, two YouTube accounts, four blogs, one Tumblr account, Del.icio.us tags for NASCAR and NASCAR tags for Upcoming events. Imagine a racin’ fan decides to try out FriendFeed. What do you think he’s going to do? Wouldn’t it be great if he had a pre-set channel of content relevant to him?

FriendFeed Isn’t Immune from the 90-9-1 Rule

Jakob Nielsen famously wrote about the 90-9-1 rule:

In most online communities, 90% of users are lurkers who never contribute, 9% of users contribute a little, and 1% of users account for almost all the action.

The challenge for FriendFeed is that a lot of the population doesn’t blog or tweet. Or if they do, they don’t bring a lot of followers with them. Facebook or MySpace may be the biggest online social network they have. Asking these folks to create their own experience and find content they like is probably asking a lot of them.

But putting them in touch with user-generated content and other users who are relevant to their interests is a great way to kick off someone’s FriendFeed experience.

*****

See this post on FriendFeed: http://friendfeed.com/search?q=who%3Aeveryone++The+Perfect+FriendFeed+Themed+Channels

My Ten Favorite Tweets – Week Ending 010909

From the home office in Chicago, IL…

#1: RT @natenash203 Back to project planning for BPM implementation @ Afghanistan Ministry of Commerce. {Whoa! BPM? Things progressing there}

#2: “Businesses needed to have 20-30% engagement rates” by employees in social software to achieve ROI http://bit.ly/3aTs #e2.0

#3: RT @technacea OH: “I don’t have a blog – I guess I’m just a nobody”

#4: @LLiu Good one Lawrence. Bookmarked “The Emerging Math/Rules of Social Networks – Magic Numbers” http://bit.ly/S4J5

#5: Atlassian blog takes up the 2009 Email Brevity Challenge: http://bit.ly/TEWg

#6: What would be nice: Summize (er…Twitter search) tracks a conversation. It’d be cool to have a single link to that conversation.

#7: Note – if you make a comment on my blog and mistype/misspell something, never fear. I’ll go in and fix it.

#8: Slate’s nice historical perspective of newspapers’ reactions to disruptive technologies http://bit.ly/JE3I including the 1947 fax machine.

#9: RT @jimmyfallon @joeypfeifer I hope to. I want to see how we can play with [Twitter] on the show maybe. So far, I’m addicted.

#10: Runner geeks, you hear about Palm’s new iPhone competitor The Pre, do you think “Steve Prefontaine”? Can I get a witness?

*****

See this post on FriendFeed: http://friendfeed.com/search?q=%22My+Ten+Favorite+Tweets+-+Week+Ending+010909%22&who=everyone

Karl Rove Is on Twitter

Everyone’s favorite White House adviser, Karl Rove, is now on Twitter: KarlRoveChannel

UPDATE:  Karl Rove has gotten more real. He’s dropped the “Channel” part of his Twitter handle. Now he’s just: KarlRove

Naturally, when  you hear something like this, you want proof. You can see people wondering about this on this FriendFeed entry about this. And here’s a great write up from the #TCOT Report. Below is a screen shot from Rove’s own website:

karl-rove-website-twitter-account

So what is he tweeting? Here are a couple tweets.

#1: I2 Debate: Is George W. Bush the worst American President of the last 50 years? http ://tinyurl.com/7pvwxh

I’ve got to give him credit for tweeting something like that. Even if he is on the show where they discuss it.

#2: @livedesk I give the IL House points for speed although they should have worked this fast on setting a special elect ion to fill the vacancy.

Again, that was a fairly neutral observation.

It’s early for Karl, we’ll see how long he stays with this. Looks serious about it. And he will of course be the recipient of a lot of slams. Of course, he can just not follow people and block as needed.

Very cool in general – he’s not just talking to people in the TV studios.

Follow

Get every new post delivered to your Inbox.

Join 662 other followers