social media | Paul Wallbank - Communications Professional

Understanding the social media whispers

The evolution of Roamz into Local Measure tells us a lot about how businesses can use social media and online local services.

What do you do when paying customers tell you they would rather your product be different to what you were offering? This is the predicament that faced Jonathan Barouch when he discovered the real market for his Roamz service was in social media business intelligence.

How Jonathan dealt with this was the classic business pivot, where the original idea of Roamz evolved into Local Measure.

Originally Roamz was set up to consolidate social services like Twitter, Foursquare and Facebook. If you wanted to find a restaurant, bar or hotel in your neighbourhood, Roamz would pick the most relevant reviews from the various services to show you what was in your neighbourhood.

The idea for Roamz came from when Jonathan was looking for places to take his new baby, jugging several different location services to find local cafes, shops or playground is hard work when you have a little one to deal with.

A notable feature of Roamz was the use of geotags to determine relevance. Even if the social media user doesn’t mention the business, Roamz would use the attached location information to determine what outlet was being discussed.

Enter Local Measure

While Roamz was doing well it wasn’t making money and, in Jonathan’s words, it was a “slower burn, longer term play”. On the other hand businesses were telling him and his sales team that they would pay immediately to use the service to monitor what people were saying about them on social media.

“People said, ‘hey this is cool, we want to pay for this.” Jonathan said of the decision to pivot Roamz into Local Measure.

“I want to say it was a really difficult decision but it wasn’t because we had people saying ‘we want to pay you if you continue with this product.’”

Local Measure is built on the Roamz platform but instead of helping consumers find local venues, the service now gives businesses a tool to monitor what people are saying about them on social media services.

The difference with the larger social media monitoring tools like Radian6 is Local Measure gives an intimate view of individual posts and users. The idea being a business can directly monitor what people are saying are saying about a store or a product.

For dispersed companies, particularly franchise chains and service businesses, it gives local managers and franchisees the ability to know what’s happening with their outlet rather than having to rely on a social media team at head office.

The most immediate benefit of Local Measure is in identifying loyal users and influencers. Managers can see who is tweeting, checking in or updating their status in their store.

Armed with that intelligence, the local store owner, franchisee or manager can engage with the shop’s most enthusiastic customers.

Customer service is one of the big undervalued areas of social media and Jonathan believes Local Measure can help businesses improve how they help customers.

“It makes invisible customers visibile to management,” says Jonathan.

An example Jonathan gives is of a cinema where the concession’s frozen drink machine wasn’t set currently. While the staff were oblivious to the issue, customers were complaining on various social media channels. Once the theatre manager saw the feedback he was able to quickly fix the problem.

Employee behaviour online is also an important concern for modern managers, if employees are posting inappropriate material on social media then the risks to a business are substantial.

“From an operational point perspective we’ve picked up really weird and wonderful things that the business doesn’t know,” says Jonathon. “Staff putting things in the public domain that is really damaging to brands.”

“We’ve had two or three cases of behaviour that you shudder at. I’ve been presenting and it has popped up and the clients have said ‘delete that, we don’t want that up’ and I say ‘that’s the whole point – it’s out there.’”

That’s a lesson that Domino’s Pizza learned in the US when staff posted YouTube videos of each other putting toppings up their noses. Once unruly employees post these things, it’s hard work undoing the brand damage and for smaller businesses or franchise outlets the bad publicity could be fatal.

Local Measure is a good example of a business pivot, it’s also shows how concepts like Big Data, social media and geolocation come together to help businesses.

Being able to listen to customers also shows how marketing and customer service are merging in an age where the punters are no longer happy to be seen and not heard.

It’s the business who grab tools like Local Measure who are going to be the success stories of the next decade, the older businesses who ignore the changes in customer service, marketing and communications are going to be a memory.

Facebook as the family newsletter

The online and traditional media frenzies over the royal baby show how times are changing for the media and families.

This week’s Royal birth was a curious mix of the old and modern – a cringing fawning by the media over the family and baby which wouldn’t have been out of place of place in a black and white 1950s newsreel coupled with a modern frenzy on social media.

In the social media world, the Washington Post reports there were almost one million mentions of the royal birth on Facebook in the hour following the news. It’s an interesting reflection of how communications have evolved.

Where once we shared news of life events by letter, then telegraph and later the phone; we now broadcast our own news over social media services, particularly Facebook.

Increasingly for families, Facebook has been the main way people keep in touch with their more distant friends and relatives. Your cousin in Brazil, aunty in Germany or former workmate in Thailand can all keep up with the news in your life through social networks.

The Royal family itself is an example of this, having set up their own Facebook page for the new arrival and it shows of how ‘weak ties’ are strengthened by the social media connections.

Another aspect of social media is the ability to filter out noise. If you’re like me, the royal baby is about as interesting as origami classes but I was spared most of the hype by not looking at broadcast media and sticking to my online services where it was just another story.

While being able to filter out what you consider ‘noise’ risks creating écho chambers’ it also means the online channels are becoming more useful for both relevant news and family events.

That’s an important change in personal communications we need to consider. We also have to remember those baby photos we post to Facebook, Twitter or Pinterest are now licensed to those services as well.

One of the great challenges for this decade is balancing the privacy and security aspects of these new communications channels with the usefulness of the services.

In the meantime though they are a great substitute for a family newsletter.

Image courtesy of Hortongrou through sxc.hu

ABC Nightlife – killing email

Can we get rid of email? Tony Delroy and Paul Wallbank discuss how we can shrink our inboxes on ABC Nightlife.

For the July 2013 Nightlife spot Tony Delroy and I be looking at email – reduce the volume of email we receive or should we abolish it altogether. Join us from 10pm, July 25 on ABC Local Radio across Australia.

Should you have missed the spot, it’s available for download at the ABC Nightlife website and listener’s questions are answered on our follow up post.

In the United States, the Major League Baseball Commissioner Bud Selig claims he’s never sent an email in his life. While Bud is an older worker with plenty of staff to print out his electronic messages, many of us are looking for ways of getting out from under the daily deluge of messages.

While executives of major sports may be able to get away without using email, most people working in modern organisations can’t. So different companies have introduced different ways of reducing the amount of email flowing around their organisations.

French company Atos is moving to completely ban internal email with CEO Thierry Breton claiming he hasn’t sent an email since 2008. In Australia, Telstra head David Thodey is winning acclaim for his use of enterprise social media service Yammer.

Tony and I will be looking at how all of us can reduce our email load with filters, social media and business collaboration tools. Some of the questions we’ll be covering include;

How can the US Baseball Commissioner get away with never using email?
So how does the French company work without email?
What sort of collaboration tools can companies use?
Telstra’s CEO is using social media, what is he doing there?
Are there any replacements for email?
Can we expect to see email disappearing soon?
How can we reduce the email load?
Australia’s come in around 40th on an international survey on Internet use. Why are we so low?
Along with mainstream press, social media went nuts about the royal birth this week. Just how bad was it?

On the topic of social media and collaboration tools, Salesforce claim some major business benefits from their Chatter app, including thirty one percent of users claiming few meetings which in itself is a major productivity improvement.

We’d love to hear your views so join the conversation with your on-air questions, ideas or comments; phone in on the night on 1300 800 222 within Australia or +61 2 8333 1000 from outside Australia.

Tune in on your local ABC radio station or listen online at www.abc.net.au/nightlife.

You can SMS Nightlife’s talkback on 19922702, or through twitter to @paulwallbank using the #abcnightlife hashtag or visit the Nightlife Facebook page.

Re-inventing management with social media

Is social media changing how management works? It could be the case at Telstra.

Yesterday I went along to hear Telstra’s Paul Geason speak at the American Chamber of Commerce lunch in Sydney.

Geason, who is Group Managing Director for the company’s Enterprise and Government division, was speaking on some of the findings from Telstra’s Clever Australian program along with some of the technology trends he’s encountered in big business and public organisations.

The bulk of Geason’s presentation I reported in an article for Comms Day, and much of his observations about enterprise technology trends wouldn’t surprise keen observers of the industry or regular readers of this blog.

What did stand out though were his comments on how social media is changing management behaviour at Telstra where over 25,000 registered users of the company’s Yammer platform have direct access to the company’s CEO, David Thodey.

Social media is just going crazy. Within Telstra now we have over 25,000 of our staff registered on Yammer. It has been a phenomenon. It’s playing this really interesting role of breaking down the hierarchy in our organisation.

Which is not just because of the technology but it’s also got something to do with our CEO.

He is on Yammer just about every single day of the week. There is not an issue that hits that site that he won’t pick up and direct to the right place to get it to the right place and have it dealt with.

Our people love it, they would never have imagined they could get that level of access and input and intervention from the CEO.

There’s a certain transparency that has come to our organisation that didn’t exist previously which is really great for the levels of engagement of our people and very challenging for us as leaders in having to deal with that level of visibility that was not there before.

I think it’s really changing how organistations are operating.

Paul Geason’s comments are a good example of changing management structures. Not only does it bring accountability to executives, it also means organisations can respond quickly to changing marketplaces – something covered in the Future of Teamwork presentation back in 2010.

A few years ago, no-one would have thought of Telstra as being an open, collaborative organisation yet today it’s gone quite a way down the path to becoming one.

The key though to this is having senior management buying into the process. Without that leadership many companies might be facing a tough future.

Trolls never sleep – Social media and the twenty four hour business

Qantas Airlines learns the hard way that social media doesn’t sleep, unlike its marketing department.

One of the truths of social media is it gives idiots an opportunity to expose themselves for what they are.

For businesses using social media idiots posting stupid or offensive content on the company’s site or Facebook page can do a lot of damage to their brand and reputation.

This is the problem Australian airline Qantas faced last week when some fool posted a pornographic image to one of the company’s promotions pages.

As the Sydney Morning Herald reports, the father of an eight year old reported an inappropriate post to the airline after his son found the image while visiting the Qantas Wallabies page. He was allegedly told by the company’s social media staff “there was nothing we can do about it.”

The father points out correctly that both the airline and Facebook are 24 hour operations so claiming a post that is put up at midnight – one assumes Eastern Australian time – is out of hours seems to be disingenuous.

Until recently, businesses had given social media responsibilities over to the intern or the youngest person in the office. While organisations like Qantas have moved on from that, they largely leave these tasks with the marketing department.

While marketing is a valid place for social media responsibility – it’s probably the most obvious area to establish a return on the functions – it leaves organisations vulnerable to out of hours customer service and public relations problems.

Social media doesn’t knock off at 5pm and spend the evening a bar like the marketing department, it’s on all the time and customers are using it to complain about problems while twits and trolls are gleefully posting things to embarrass businesses.

For those businesses who do operate on a 24 hour basis, and probably all big corporations, it’s no longer good enough for the social media team to just operate during office hours.

Smaller businesses have a different problem – most don’t have the resources to keep a 24 hour watch on their Facebook page but the effects of a social media disaster could be proportionally far greater – so they shouldn’t be overlooking regular checks on what people have posted to their business sites.

What’s happening in social media is part of a broader trend in the global economy that’s been going on for thirty years as the pace of business has accelerated. It’s something that all managers, entrepreneurs and company owners need to understand.

The myth of the baby boomer

Are we making a mistake when we talk about the demographics of baby boomers?

Yesterday I was at the release of Deloitte’s State of Media Democracy report when something that’s been bugging me for a while became clear – have we got our definitions of baby boomers wrong?

In the report’s demographic breakup was the usual breakdown of age groups with the interesting twist of separating ‘leading Millennials’ and ‘trailing Millennials’.

Such separation makes sense, how a sixteen year old uses the media is very different from that of a 26 year old, however there’s a good argument breaking up the baby boomer group the same way.

While there’s no denying the post World War II baby boom in most Western countries that lasted roughly from 1945 to 1965, lumping the entire group into one demographic bubble with the same economic characteristics seems mistaken.

If nothing else, the baby boomers should be broken into two groups – those born before 1955 and those afterwards.

Those born between 1945 and 55 had the benefit of being born into the a world rebuilding from the second world war and the massive improvement in living standards that accompanied the reconstruction.

For those born after 1955 their work experience was very different; the 1973 oil shock marked the end of the post war economic certainties and also saw the beginning of increased casualisation of the workforce through the deregulations that accelerated under the Reagan, Thatcher and other Western governments in the 1970s and 80s.

In many ways, the 1955-65 cohort of baby boomers have more in common with the generation who followed them – the Generation Xers, the term coined by the author Douglas Coupland who was born in 1961.

Equally, the earlier half of the baby boomers have much more in common with those born between 1935 and 45, the ‘war babies’ were too young to fight in World War II and they benefited greatest of all from the post war economic boom.

So perhaps we should be talking of the ‘Lucky Generation’ – those born between 1935 and 55 – and redefining ‘Generation X’ as those born 1955 and 80.

While it’s easy to say “who cares”, there’s an important aspect to this. Much of our discussion about the aging population revolves around the boomers retiring and the load this puts on the community.

Not to mention the foibles, beliefs and voting patterns of the boomers which again differ markedly between the ‘early boomers’ and ‘late boomers’.

If we accept that the tipping point wasn’t in 2010 when the first baby boomers reached retirement, but in 2000 when the ‘lucky generation’ started retiring then this discussion about how we service a growing – and demanding – group of retirees becomes even more pressing.

As in many things, life is a lot more complex than the lazy assumptions of demographers and economists would have us believe.

The myth that the baby boomers are one big fat group with equal demands, needs and assets is something may turn out to fool many of our business and political leaders.

First we kill email, then Powerpoint

French company Atos intends to eliminate email, Powerpoint and meetings from their business. Few organisations are brave enough to follow them.

Two years ago French technology firm Atos raised eyebrows after announcing the company would go email free.

Atos CEO Thierry Breton said at the time,

We are producing data on a massive scale that is fast polluting our working environments and also encroaching into our personal lives. At [Atos] we are taking action now to reverse this trend, just as organizations took measures to reduce environmental pollution after the industrial revolution.

Eighteen months on, the Financial Times reports Thierry is well on the way to eliminate the office pollution that is email. Lee Timmons, one of Atos’ Vice Presidents, tells the paper,

“At the 2012 London Olympics, we were able to zero-email certify some processes – a first – and (we) look set to be email-free internally by the end of 2013,”

Now Atos is looking at eliminating other business distractions, notably Powerpoint presentations and meetings.

Eliminating inboxes, Powerpoint and meetings from the workplace seems a noble cause. Few organisations would be prepared to even consider this.

For many staff and managers, spending hours sorting email, attending pointless meetings and futzing around with over-elaborate Powerpoint presentations is how they justify their time.

It’s going to be interesting to see how Atos goes with thier objective of streamlining the workplace and how many other companies are prepared to copy them.

Man sending an email image courtesy of Bruno-Free at SXC.hu

Facebook’s struggle to stay relevant

Are Facebook’s advertising policies alienating users and leaving advertisers unimpressed?

Are we getting sick of Facebook? Tech magazine CNet stirred up the interwebs on the weekend with the claim that Teenagers are Tiring of Facebook a meme was pushed by the New York Times’ Nick Bilton dissecting his experience with the service.

It’s not just teenagers moving away from social media sites though, many adults are getting sick of intrusive adverts and promoted posts getting in the way of the news about family and friends.

As an example, here are the ads taken off the page of one fifty year old woman’s feed.

“I find these offensive” she says, “I’ve been posting my results from a fitness program and now my Facebook page is plastered with ugly weight loss advertisements.”

Clearly the targeted advertisements are working too well and clumsy marketers are destroying the user experience with ugly and offensive ads.

Not that those ads are working as Nick Bilton found when he decided to promote a post to his 400,000 followers.

From the four columns I shared in January, I have averaged 30 likes and two shares a post. Some attract as few as 11 likes. Photo interaction has plummeted, too. A year ago, pictures would receive thousands of likes each; now, they average 100. I checked the feeds of other tech bloggers, including MG Siegler of TechCrunch and reporters from The New York Times, and the same drop has occurred.

When he decided to advertise, his engagement went up by ten times. Leading Nick to conclude that Facebook were suppressing his unpaid posts while pushing the one’s he pays to promote.

Even for advertisers, a few hundred likes doesn’t translate into much of a return.

That suppression of useful posts is one of the reasons teenagers are moving, one 17 year old I asked about why he’s moved from Facebook said the ads cluttered up his feed.

Which leads us to the reason why people use Facebook – they use it to talk to friends and relatives; not to watch ads.

It took commercial radio and television a decade to figure out the right mix of advertisements and contents, a balance that is still tested today. Social media sites are going to have to get that mix right soon.

Facebook has the most at stake and their time is running out.

Social media and the Gartner hype cycle

Has social media peaked?

“Social media has become a tiresome hobby” complained a social media expert over coffee, “my heart is no longer in it.”

There’s been much hype about social media, if you listen to some people services like Facebook, Twitter and Pinterest were going to revolutionise marketing and fundamentally change business.

Now the hype seems to be escaping from the social media industry as its practitioners, and the businesses who’ve embraced it, become exhausted with the long, hard grind of fighting a revolution.

This exuberance followed by exhaustion is fairly typical in the technology industry, consulting company Gartner describes it in their Hype Cycle, which shows how a new product goes a period of excitement, peaks and then tumbles into a trough of disillusionment.

It could be that social media is approaching that peak.

That’s not all bad news for social media, after a product falls into the trough of disillusionment, the technology matures and industry figures out how to best use the product.

Microsoft founder Bill Gates put it well when he said “in the short run we over-estimate the effects of technology, and in the long term we under-estimate the effects.”

Probably the best example of this process is the World Wide Web itself, the irrational exuberance drove the dot com boom which peaked at the turn of the century and then plummeted into the trough of disillusionment.

Companies like Amazon and Google who stayed the course through the dark days of 2002 and 2003 were richly rewarded when the market came good.

For the social media people who can stay the course through that dismal period they may not become as successful as Amazon and Google, but there’s good opportunities for those who survive.

In some ways, passing the peak of inflated expectations is good news. It means the hard work and adding value is just beginning.

Image from Gastonmag via sxc.hu

Who will build the next Barnes and Noble?

The rise and fall of US bookseller Barnes & Noble shows describes the changes in our society and the urge to join online and real world communities.

As US bookseller Barnes and Noble shrinks its store network, Mark Athitakis has a tribute to the once ubiquitous chain in The New Republic.

Barnes and Noble was never popular among US independent booksellers because of the perception, probably true, that the chain drove locally owned stores out of business.

What it offered though was a safe, comfortable place for booklovers to gather in suburban shopping malls. As Mark points out, it created a community.

Its stores were designed to keep people parked for a while, for children’s story time, for coffee klatches, for sitting around and browsing. That was a business decision—more time spent in the store, more money spent when you left it—but it had a cultural effect. It brought literary culture to pockets of the country that lacked them.

In recent years that community moved to coffee shops, in the United States B&N’s role was taken by Starbucks, at the same time our reading habits changed and the business of selling books and magazines became tougher.

Now that community is changing again, as the online societies like blogs, Facebook and Twitter become important, the coffee shops have responded with free wi-fi which is a perfect example of how the online and offline world come together.

That need to create communities, either physically or online, is a driving human urge.

Online that role is being catered to with social media platforms and sites like food, mommy or tech blogs where like minded people can gather.

Down at the mall, Barnes and Noble catered for that need in the 1980s and Starbucks in the 1990s. What will follow them may be the next big success in the retail or hospitality industry.

Image courtesy of Brenda76 on SXC