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.

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What happens when software is wrong

A phone company software glitch puts one man’s life and the safety of thousands at risk. It reminds us that computers are not always correct.

The Las Vegas Review Journal yesterday told the story of Wayne Dobson, a retiree living to the north of the city whose home is being fingered as harbouring lost cellphones thanks to a software bug at US telco Sprint which is giving out the wrong location of customer’s mobile devices.

While it appears funny at first the situation is quite serious for Mr Dobson as angry phone owners are showing up at his home to claim their lost mobiles back.

Making the situation even more serious is that 911 calls are being flagged at coming from his home and already he has had to deal with one police raid.

While the local cops have flagged this problem, it’s likely other agencies won’t know about this bug which exposes the home owner to some serious nastiness.

That a simple software bug can cause such risk to an innocent man illustrates why we need to be careful with what technology tells us – the computer is not always right.

Another aspect is our rush to judgement,  we assume because a smartphone app indicates a lost mobile is in a house that everyone inside is a thief. That the app could be wrong, or we don’t understand the data to properly interpret it, doesn’t enter our minds. This is more a function of our tabloid way of thinking rather than any flaws in technology.

The whole Find My Phone phenomenon is an interesting experiment in our lack of understanding risk; not only is there a possibility of going to the wrong place but there’s also a strong chance that an angry middle class boy is going to find himself quickly out of his depth when confronted by a genuine armed thief.

For Wayne Dobson, we should pray that Sprint fixes this problem before he encounters a stupid, violent person. For the rest of us we should remember that the computer is not always right.

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Mapping new industries

Can Google Maps Coordinate change the business world?

As smartphones become ubuiquitious in business, more applications are appearing that take advantage of the devices’ inbuilt features like GPS and cameras.

To date, many of these have services have been in consumer based, social media style applications but as the market matures, more business orientated services are appearing.

Google Maps Coordinate, the latest service from the search engine giant, uses a smartphone’s built in location services to track field staff and allocate jobs through an Android smartphone app.

On top of that, Google have added a Maps-style interface for businesses to schedule appointments and for staff to accept assignments.

It’s a nice but basic product that doesn’t really address any gaps in the marketplace with job scheduling technology being available for over a decade in the logistics and field service industries.

Connect2Field’s chief executive Steve Orenstein compared Google Maps Coordinate to his own product and while Steve is talking up his own company, the comparison does show this is a market that’s well catered for.

Given the market already has plenty of participants, it would make sense for Google to make the API available to existing players and profit from the rich data they can provide, that move might even give the edge to Android devices in an enterprise market that will become a two horse race if Microsoft fail to execute on Windows 8 and their tablet devices.

Unfortunately Google has chosen not to include these services into their enterprise API packages, leaving them competing against existing players rather than working with them.

At the moment Google Maps isn’t on a roll, having dropped their developer rates by 88% to deal with threat from Apple’s new mapping service.

Probably the biggest drawback to Google Maps Coordinate is its lack of integration with Google Docs, the increased siloing of Google’s operations makes the company start to resemble Microsoft and this is an issue Sergei Brin and Larry Page are going to have address lest the company find itself locked into the same inward looking stagnation.

While its difficult to see Google Maps Coordinate surviving in its current form given the nature of the marketplace, the trend in business orientated geolocation services is changing how companies work.

As smartphones take over the market and location based services become accepted, we’ll see more tools taking advantage of the business opportunities. For Google, this sector has huge potential and it will be interesting to see how they succeed in capitalising on their market dominance.

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