Tag: Social Software

Seesmic Addiction [en]

After the initial doubts, addiction:

I’ve lost count of the number of videos I recorded. I’m drowning in them. I’m afraid you can’t easily track them down if you’re not the lucky holder of a Seesmic account (it’s still closed, though they’re working on opening it — there are 15’000 people on the waiting list for invites).

I did a short piece on WoWiPAD. I talked about upcoming posts here on CTTS. I spoke against conversation threading. I participated to the collective dissing of the expression “social graph”.

I left a nice message for Loïc, in French, to tell him I liked his service (I usually complain about his stuff more than praise it, so it’s worth noting).

Granular Privacy Control (GPC) [en]

[fr] Google Reader permet maintenant à vos contacts GTalk d'avoir un accès facile à vos "shared items" (articles lus dans votre newsreader et que vous avez partagés). Il semblerait que beaucoup de personnes ont mal interprété cette nouvelle fonction, imaginant que leurs éléments partagés étaient privés, et qu'ils sont maintenant devenus publics. Nous voilà encore une fois face au même problème: l'internaute moyen (et même le pas-si-moyen) surestime complètement à quel point les informations qu'il publie ou partage en ligne sont confidentielles. Au risque de me répéter: internet est un espace public.

Cet incident nous montre aussi, à nouveau, à quel point nous avons besoin de pouvoir structurer de façon fine (Granular Privacy Control = GPC) les accès à nos données à l'intérieur d'un réseau social. Facebook est sur la bonne piste avec ses "listes d'amis", mais on ne peut pas encore les utiliser pour gérer les droits d'accès.

In response to Robert Scoble‘s post about how Google Reader needs to implement finer privacy controls. Let’s see what Robert says, first:

Oh, man, is the Google Reader team under attack for its new social networking features.

There’s a few ways I could take this.

  1. I could call people idiots for not understanding the meaning of the word “public.”
  2. I could call the Google Reader team idiots for not putting GPC into its social networking and sharing features.
  3. I could call the media idiots for not explaining these features better and for even making it sound like stuff that isn’t shared at all is being shared (which absolutely isn’t true).

I’m going to take #2: that the Google Reader team screwed up here and needs to implement GPC as soon as possible. What’s GPC? Granular Privacy Controls.

Here’s how Google screwed up: Google didn’t understand that some users thought that their shared items feeds were private and didn’t know that they were going to be turned totally public. The users who are complaining about this feature assumed that since their feed had a weird URL (here’s mine so you can see that the URL isn’t easy to figure out the way other URLs are) that their feed couldn’t be found by search engines or by people who they didn’t explicitly give the URL to, etc. In other words, that their feed and page would, really, be private, even though it was shared in a public way without a password required or anything like that.

Robert Scoble, Google Reader needs GPC

Wow, I really didn’t think that this feature was going to create trouble. I was personally thrilled to see it implemented. So, here are two thoughts following what Robert wrote:

  • I’ve noticed time and time again that you can tell people something is “public” as much as you like, they still don’t really grasp what “public” means. Because things are not “automatically found” on the internet, they still tend to consider public stuff as being “somewhat private”. This is a general “media education” problem (with adults as much as teenagers). So, Robert is completely right to point this out.
  • GPC is a very important thing we need much more of online (see my SPSN and Ethics and Privacy posts) but I disagree with Robert when he says that Facebook has it. Facebook isn’t there yet, though they are on “the right path”. I can’t yet use my friend lists to decide who gets to see what on my profile. That would truly be GPC (in addition to that, their friends list interface is clunky — I need to blog about it, btw).

Hashtags For My Followees [en]

[fr] En utilisant un dièze # devant un mot dans un message Twitter, on en fait un tag (un "hashtag", pour être précis -- "hash" étant un nom du dièze). Le site hashtags.org indexe ces tags. Pour y retrouver vos tweets, suivez hashtags sur Twitter.

Hashtags.org popped up on my radar roughly a week ago, I’d say. I mentioned hashtags once already here. They’re a “user-generated” system for implementing tags into Twitter. (User-generated, here, does not mean the same as in the ugly “user-generated content (UCG)” everybody is talking about these days, but points to the fact that hashtags were initiated by users, not by the Twitter-makers — just like the @convention.)

So, what does hashtags.org do? Basically, it makes those hashtags visible. In September, Twitter introduced tracking, which I realise now I haven’t mentioned here yet. Tracking allows you to “subscribe” to keywords. I personally chose to track “stephtara” and “@stephtara” so that any @replies would arrive directly on my phone as texts. I had the bad idea to track “fowa” during the Future of Web Apps conference. By break time I had 300 text messages in my inbox. Oopsie!

Hashtags.org allows you to view tweets labeled with a hashtag on a web page. Look at #leweb3 for example, #twitter, or #wordpress.

A few remarks:

  • it’s not very populated yet, because you need to follow @hashtags for them to track your tags; as of writing, only 132 people are — so start following!
  • I’m getting 500 internal server errors when I try to look at a tag that doesn’t exist (#lausanne, as of writing)
  • once “everybody” starts using hashtags, it will be very useful to be able to narrow down a collection of tagged tweets to “my followees only”; imagine I’m at LeWeb3, and everybody is twittering about it: I’m not interested in getting the thousands of tweets, just those from the people I’m following
  • for a long time, I’ve been a proponent of stickemtogether multi-word tags; recently, I’ve revised my ideas about them and come to realise that multi-word tags really need spaces in them, for better indexing; at the moment, you need to use “+” instead of spaces, like “#san+francisco” (unfortunately these don’t get indexed correctly, another 500 error); Stowe suggests opening and closing hash as an alternative, which is a bit hashy though it has its charm (“#san francisco#”).

In any case, nice to see such an initiative up and running!

Twitter Advertisers and Friend Collectors [en]

[fr] Sur Twitter (voir mon guide si vous êtes perdus!), je laisse en principe qui le désire me "suivre". Par contre, je bloque sans merci ceux qui n'ont rien capté et qui utilisent Twitter pour envoyer des messages ressemblant à du spam, et ceux qui collectionnent les gens à suivre comme des trophées (à moins que ce soit des gens de "mon monde" que je connais). Donc, oui -- non seulement je ne m'amuse pas à suivre ces gens foncièrement inintéressants, mais en plus, je ne désire pas figurer dans leur tableau de chasse.

I’m approaching 500 followers on Twitter. That means that nearly 500 people have asked to be able to track my updates — and I haven’t blocked them.

I’ve blocked many people from following me, even though my updates are public, and anybody can read my tweets/twitters on the web.

Who do I block? Blatant advertisers and friend collectors.

When I get a notice that somebody is following me on twitter, I quickly go to check out their stream (sometimes a backlog builds up, but that doesn’t change much to the process).

If I know/recognize the person and I want to keep track of them, I’ll follow them back (I’m pretty loose about who I follow on Twitter, though I do stick to people I know in a way, people I’d like to know more, or people that seem very interesting in what they tweet).

If I don’t recognize the person, the first thing I do is check how many people they’re following. If they’re following 500+ or 1000+ people and their name doesn’t ring a bell (ie, they aren’t one of the 2.0 mass-networkers gravitating around my world), I block them. I see no interest in being part of their faceroll collection. None at all. So yeah, of course, I get less followers, like that (but I’m not in any race or anything).

If they don’t get busted because of my “friends limit”, I take a quick glance at their twitter stream. If it’s tweet after tweet of self-promotional crap or ad-linking, I block them too. Why anybody would use Twitter to try to convince people to follow their spam is beyond me — probably, they haven’t got a clue what Twitter is about, and are trying their same old spammy techniques there without realising they’re mostly useless. Anyway, I’m not interested in being associated with people like that, so I block them too.

Who is left? Well, normal human beings. If you’re reading this and you have a clue (ie, you don’t believe in spamming people or making collections of people/links/whatevers to win the contest), then you run very little chance of being blocked :-). Feel free to follow me on Twitter!

PS: Robert, Loïc, Jeff, and other authentic super-networkers out there: you’re part of my world, I don’t mind being in your collection ;-).

Seesmic Doubts [en]

[fr] Le texte et la vidéo sont fondamentalement différents. Je ne pense pas qu'il soit possible de "recréer" un dynamique comme celle de Twitter avec du contenu vidéo.

So, now that I’ve discovered what Loïc‘s startup, Seesmic, is about (thanks to Ben twittering his tests), here is my initial reaction to reading about it on Techcrunch.

I’m not certain a “video-based Twitter” is a viable concept: the huge difference between video and text is that the latter is scannable, and that’s precisely what allows the presence/flow dimension in Twitter. You can “keep an eye” on a stream of text, but can you “keep an eye” on a stream of videos? Also, it takes much less time to keep up with a stream of text than with a stream of videos.

Me, commenting on Techcrunch

Now, not to say that Seesmic is doomed (that would be a bit pretentious of me) — and I haven’t checked it out directly — but I do want to go on record saying that the dynamics created by Twitter and other flow/presence apps with text cannot simply be transferred to other media.

If it turns out I’m right, I’ll be able to say “I told you so” — and if I’m wrong, nobody will care. 🙂

FOWA: Enterprise Adoption of Social Software (Suw Charman) [en]

[fr] Notes prises à l'occasion de la conférence Future of Web Apps (FOWA) à Londres.

Here are my live notes of this Future of Web Apps (FOWA) session. They are probably incomplete and may contain mistakes, though I do my best to be accurate. Suw has written a blog post about her presentation.

FOWA 2007 105

Suw is a freelance consultant, has done a lot of work with businesses and vendors. Guide on getting your stuff used by businesses, based on her experience.

A couple of areas to think about:

  • tech readiness? does our tool work?
  • support readiness? are we ready to provide support to our customers, and how they will adopt our tool and convince people in their business to adopt the tool?

Two sides of the same tool.

Important: make sure your tool is really ready. If it’s still buggy, if the interface or language is confusing, don’t try to sell it into enterprise. Get more funding first. You only get one chance in enterprise. They won’t come back to see where you’re at.

FOWA 2007 106

Incremental improvements based on user feedback won’t work in businesses. They want something that works now, and regular but not-too-frequent updates. Stability.

Have a process for feature requests. Difference between big vendors (MS, Oracle) “this is what we’re giving you, deal with it” and small vendors.

Pilots aren’t an opportunity to do user testing. They’ll shy away if they feel they’re being used as guiney-pigs.

Don’t assume simple tools will automatically get adopted. People very resistant to use software. They don’t use software because it’s cool. They just want to get the job done, and will find ways to work around the tools they’re given.

Where do you start? Try to figure out what businesses want from you as a vendor, and your tool.

  • integration with their existing systems, single sign-on, active directory, LDAP
  • very concerned about security: “can our employees use this and put data in it and have that data be safe from accidental stupidness or prying eyes?” Technical security and user stupidness security (delete everything by mistake). Big plus for wikis, which have history. Disaster recovery: offices burn down, how will you help them retrieve their data

Understanding time scales. It can take months for things to happen. Lots of things can get in the way of adoption, even with vocal evangelists inside. Contracts, lawyers, packaging…

  • be aware of internal political rankings (stakeholder management)
  • be flexible about how you intend to sell into business. You might end up having to host your service (very different from selling a chunk of software). Trojan mouse solutions.
  • be prepared for runaway success. Can you scale? Really? Quickly? Administration can turn around from “against it” to “we want this everywhere, now!” in the space of weeks
  • be prepared for failure — understand what happened, and have processes in place so that you can learn from failure, but possibly not the same way. Try and fail in new and innovative ways.

Businesses are quite happy to spend money on hardware, software, but not really on operational (people) stuff. Bundle in your support costs into your selling price. If you do an unsupported package, they’ll take that, and you’ll still get the calls. You need to make sure you can afford to help your client get the best out of your tool. How will you be responsive? How will you deal with your contacts in the business, and all the (possibly tens of thousands) of people in the business using your tool?

Sales! One case where a business tried to get through to the sales people to buy, and didn’t get a response. Had to call the CEO! Have someone available to talk to a client.

How are you going to explain your tool to the people who are going to use it? You need an adoption strategy. No use in just giving people your tool. steph-note: as I say, throwing blogs at people doesn’t make them bloggers. What kind of materials are you going to provide them with?

A good place to start: pilots. Groups of like people. Who are groups of people who might benefit from this? Case with wiki: PAs and secretaries, for example. People like very specific use cases. Not good at generalising. Who are you talking to and what do they need from your tool?

Adoption isn’t a business goal. Running the business is the business goal. You need to meet both the wider business goals and the individual people’s goals.

People don’t use documentation. They don’t click help. They ask human beings instead. There is a lot of informal and semi-formal learning going on in businesses. 80% is informal, it seems. Formal learning, training courses aren’t effective. How can you provide ad hoc support? IRC channel? Social collaborative learning tools? (blogs, wikis)

Centralised support is important for the people using the tool. If the company is going to take over that role, they’ll need the materials for it. Make your material user task oriented, not software task oriented. “This is how you do a meeting agenda in the wiki.” Not “this is how you make a page”. Present it to them on a plate.

A qualitative leap needs to be made between old and new things, even if the new things aren’t so much more complicated. That leap can be difficult. But at some point, when enough people in the organisation are using the tool, they start helping each other. Provide the materials for that. Giving people the confidence that they know how it works.

Don’t try to make it up as you go along. Plan in advance. Bring people in. You don’t have to do it all alone (materials, etc).

More about this! Important: both management and grassroots buy-in. Balancing top-down with bottom-up approaches.

Q: tips for demonstrating tool usefulness?
A: work on the use cases. ROI: investing time and money and getting something in return. Important to understand those metrics. Careful, metrics don’t tell you what an individual’s use of something is. One of the problems with social software is that it can sound a little fluffy. “It improves collaboration.” But people think like “I want it to improve productivity to the point I can fire someone.”

Q: is it different for open source tools?
A: enterprises can be very wary of it (how will we get support?) even though there is a huge amount of open source being used. The more technically savvy they are, the more likely they’ll go for it, and the more business-oriented, the less. No hard and fast rules.

FOWA: The Future of Presence (Felix Petersen & Jyri Engeström) [en]

[fr] Notes prises à l'occasion de la conférence Future of Web Apps (FOWA) à Londres.

Here are my live notes of this Future of Web Apps (FOWA) session. They are probably incomplete and may contain mistakes, though I do my best to be accurate. Chances are I’ll be adding links to extra material and photos later on, so don’t hesitate to come back and check.

Felix does Plazes. Story: in 2004, original idea to build some location-based service for networks. Geo-annotated database of Wifi networks. At some point, where is the benefit for the everyday user? (Some nerds find it exciting to add data to a database, but not for everybody…) User base strong in certain cities rather than certain countries.

Jyri does Jaiku. Story: in 2006. Help people have a better social peripheral vision. We spend a lot of time physically disconnected from people we care about. Presence or activity stream. What are you doing right now? Not just things that people type, but also items automatically generated by what you’re doing online.

Brian: are Jaiku and Plazes “presence” apps?

FOWA 2007 101

Felix: presence is kind of a by-product of the network, software stuff. You’re connected to the network, and that makes it possible for the tool to broadcast your presence. But at the beginning, could only be somewhere if there was wifi… which is a problem! Need to be able to add small messages. (e.g. “I’m at the airport, leaving for London” — or “just here for another 20 minutes”) Coordinates don’t give you a lot of context.

Jyri: we’re still figuring out the language to talk about these services (e.g. “micro-blogging”). The important part is bringing people together, by enabling them to have this social peripheral vision.

Felix: actually, lots of services have been used like that for a long time, but we didn’t have specific tools for this. E.g. Felix used his blog in 2002 to keep people updated on where he was, and to send links rather than by e-mail. Shift from push to pull. steph-note: ditto. Lots of presence updates all over the place. Now it’s made more explicit by our tools that we’re doing that.

Brian: exciting idea, get all these things to talk together. How are you guys designing your systems to be open?

Jyri: social network portability… importing your friends/buddies from one service to another. Would it make sense for me to import my dog-loving friends from Dogster into my professional network in LinkedIn? steph-note: I think it could make sense, if there is structure to the network. Maybe your dog-loving friends have great professional opportunities for you, but you’re not aware of it because of the circle in which you interact. Getting rid of silos (IM, phones, e-mail…). The answer isn’t “everybody go on Facebook”. We want Facebook to be a player in a larger system which is the internet.

Felix: more about interoperability. Hard to figure out: harmonisation of the objects.

Brian: Jeremy Keith’s lifestream. steph-note: the colors make it really readable

Felix: as long as people are able to get their data out, it’s already a good thing.

Brian: Jaiku Mac client allows you to see what your friends are doing in a granular way. steph-note: need to check it out

Jyri: the image that comes to mind when you say “social network” is the graph of the relationships. But there’s a problem there: people are connected to one another through some type of object, for a reason. In Jaiku: reporting on the actions that people have performed on these objects (tagging a photo, favoriting a video…).

Felix: at the beginning, was just “I’m here now”. What is the “shared object”? In Plazes, I could share the location, but not “me being at FOWA tomorrow”. That’s where it confused people. No way to share or reference it. Blogging was a step forward because you can reference a single post, and do things with it.

Brian: are you building tools that many social networks might use, or are you building communities?

Felix: are we a community or a service? We’re a service, but we’re socially enabled. A service that different people can use in different ways, but it’s a social service.

Jyri: what’s going on on the web has to do with becoming more fluid. e.g. in social science, people are not just talking about social networks, but knots in the social network — transient. Jaiku is based on Jabber, so very different from usual LAMP systems. Creating a load on other servers to pull feeds — unnecessary load, and not real-time. A photo on Flickr has comments on Flickr, but also on Jaiku — not good, we’d like that to be one conversation. But very difficult to do. XMPP protocol to keep conversations in sync, maybe? This is a different approach to what we’re used to when building web pages.

BarCamp Lausanne: Wuala (Dominik Grolimund) [en]

[fr] Wuala: pour partager des données en ligne.

Wuala launched last week. Demo. (Closed Alpha.)

BarCamp Lausanne 30

Storing, sharing, publishing files. Desktop application. Allows you to search for files. “Free, simple, and secure.*

What’s new about it? Different technology. Decentralized.

Advantages:

  1. Free because uses resources provided by participating computers.
  2. You get 1GB free, and get more by trading unused disk space. steph-note: so basically, this is a service that allows you to convert local disk space into online storage — it doesn’t give you significant extra storage. You need to be online for at least 4 hours a day to do that. *steph-note: I find 1Gb very little. Gmail offers 3 times that.
  3. No traffic limits.
  4. No file size limits.
  5. Fast downloads. P2P. Like BitTorrent.
  6. You can stream music and video files.
  7. “We think it’s a great application.” Drag’n drop. Upload in the background.
  8. Simple.
  9. All in one place.
  10. Security and privacy. All the files are encrypted on your computer. Your password never leaves your computer. Not even Wuala people can see your files.

Demo.

BarCamp Lausanne 31

BarCamp Lausanne 32

steph-note: I feel annoying. I always ask if there are “buddy list groups” or complain about their non-existence (Facebook).

Use: mainly to share a few files with other people. steph-note: not sure I’d call this “online storage” as I find it a little misleading (gives the impression you get extra storage space outside your local drives) — this is really file sharing, Pownce-like but without the timeline. For example, Dominik’s mum is going to use this to share photographs with him, because she’s not comfortable putting them on Flickr as it’s “on the internet”. steph-note: I see this as an interesting alternative to dropsend and the like.

Question: what is the business model? Ads in the client. steph-note: alternate business model would be to make people pay to have more actual “storage”.

Privacy: in Switzerland, there are “anti-spying” laws which would protect Wuala from having to surrender data to the CIA etc., for example. Wuala doesn’t see what is private or shared (regarding content). Very strong emphasis on privacy. steph-note: “illegal” music and TV series sharing system of choice, if there is more storage. Problem with this strong emphasis on privacy is when people start using the service to trade kiddie porn. Dominik says one of the solutions to this could be to limit the size of groups.

Careful! if you lose the password, you lose your files. steph-note: ouch! this sounds unacceptable to me… no possibility to reset it? Secret question: I hate them, because they are usually very weak. What’s the point of having great encryption, secure passwords, if people give secret answers to secret questions which aren’t so secret?

Should keep a local version of all the files you share. steph-note: so this is really not extra storage. What makes it so different from a prettily dressed up FTP client, besides the fact that the underlying technology is different? From a user point of view? Encryption, and sharing with friends/groups.

steph-note: a bit skeptical about this, though parts do indeed sound interesting. Not sure what I’d use it for. Maybe to swap music.

How Blogging Brings Dialogue to Corporate Communications [en]

[fr] Notes d'une conférence que je viens de donner à Zurich sur les blogs en entreprise.

As promised to the participants of this (Monday) evening’s event, here is my slideshow of the talk, notes, and links. note: notes written up on the train on the way home, I hope the links aren’t too broken and that it makes sense; let me know in the comments if there is anything weird.

Thanks to everyone for participating so well 🙂 Please feel free to add notes, comments, further questions, things you took away from the talk in the comments to this post.

note: the beginning of the notes are roughly what I said; questions and answers are not included — there were lots; I gave an accelerated version of the second part of the presentation, as we had talked a lot, and actually, covered much of what was important anyway.

For links related to corporate blogging, see those tagged corporateblogging and 20070924 for those linked to today’s talk. Click on the “related tags” on the right to explore further.

I’ve added slide numbers in brackets roughly when they appear. Not that the slides are that interesting, of course…

[1] [2] Blogging is a tool that brings dialogue, and the point of this talk is to see how that happens in a corporate context.

[3] Two main aims:

  • understanding the “bigger picture” blogging is part of
  • practical advice on introducing blogs into a business setting.

[4] As you’ve probably noticed, I’m not a Powerpoint wizard, so won’t be dazzling you with fancy slides and lots of buzzwords. I’d like to have something approaching a conversation with you. I’m obviously expected to do quite a lot of the talking (that’s what I was asked to come for!) — but you know lots of things I don’t, and you’ll have comments and questions. Please ask them as we go along… I’d rather go off-track from my presentation and be sure to address the things you’re wondering about. note: and yeah, that’s exactly what happened! got so caught up in our conversation that I lost track of time! This way of doing things, you’ll notice, is related to what blogging is about.

[5] First, I need to know a bit more about you. I know you’re communication executives and I’m told you’re already familiar with blogs — that’s a start, but I need more:

  • who reads blogs?
  • who has a blog? (personal, corporate, work-related?)
  • who is blogging this talk? (nobody — hopefully in 2 years from now, half the room)
  • who uses a feed-reader (NetNewsWire, BlogLines, Google Reader)
  • who is in a company that uses corporate blogs?
  • who has employees/clients who blog?
  • who has read The Cluetrain Manifesto? Naked Conversations? (required reading!)
  • who is in a company that is blogged about? do you know?

[6] Before we get to the meat (practical stuff), let’s clarify

  • what is blogging?
  • where does it fit in?

There’s a lot of confusion there.

Blogging is:

  • a tool/technology
  • a culture
  • from a business point of view, a strategy

Different layers.

Blogs@Intel · Intel Corporation

[7] Using just the “tool” layer often fails, because it’s just publishing “official communications” in a different wrapping. And official communications are boring — I hope I’m not breaking the news to anyone. Example of this: blogs.intel.com. Not very exciting.

I think a lot of corporate blogging failures can be attributed to stopping at the “tool” aspect of blogging, and underestimating the cultural aspects.

Listening and Learning Through Blogging

[8] Example that gets the “culture” layer: Listening and Learning Through Blogging on McDonalds’ CSR blog.

I’ve just finished my second posting, and I’ve realized how much there is to learn about the blogosphere. I’ve spent a lot of time looking at other blogs, listening to what others are saying about what we’re doing, and picking up some suggestions along the way. (McDonalds’ CSR blog)

From a business point of view, adopting blogging is a strategic decision, because it impacts the culture. It’s not just a shiny tool we can use to do the stuff we do usually, it’s linked to deeper changes.

[9] So we’re going to concentrate on the “culture, strategy” side of blogging, which is the first part of this presentation. So we’re going to have to backpedal, zoom out, and look at the big picture: [10] The Internet, The Cluetrain Manifesto.

So, what’s the Cluetrain about? It started as an online rant, and grew into a book in 2000. It’s still valid today.

Basically, the Cluetrain says that conversations are happening, inside and outside your organization, and they can’t be stopped.

[11] People are tired of being talked at. They (inside: employees; outside: customers) are too busy having [12] real conversations with their friends, people they know and trust. Offline as well as online. They won’t listen to fabricated discourse (a lot of marketing). I know that when I receive my bank statements, I’m interested in how much I’ve spent, and the flyer giving details about my bank’s latest service goes straight to the bin. What about you?

[13] These conversations are everywhere. They’re talking about you — you the companies. A lot of our day-to-day conversation is about brands, consumer products, services… These conversations [14] can’t be controlled. Control is a big issue when it comes to corporate blogging.

Is communication something you control?
Are conversations something you can control?

[15] We know how important word-of-mouth is in marketing, and in the shaping of buying decisions we make. We listen to our friends (people we trust) way more than advertising.

Do great stuff. Care. Let people know. They’ll talk about you.

[16] Blogging is about jumping in there, being part of the conversation. And this conversation is bigger than just blogging.

Not that easy, but not that hard: remember what it is to be human. To be passionate about something. To care. Bring that into the conversation.

So the important question becomes: how will this fit into my corporate culture — or not? Is it compatible?

[17] What I mean by corporate blogging: blogging that has to do with corporations, businesses. Blogging beyond the tool (culture). Everything is possible.

  • internal
  • external
  • one author
  • multiple authors (group blog)
  • very official
  • unofficial
  • employee blogs
  • news outlet (with the danger of missing the “culture” and falling back into the “just tool” use)

[18] Some quick examples of real “corporate” blogs. A lot of damage control in my examples — one thing blogs are good at.

[19] Who should blog?

Corporations do not blog. Humans do, people. You can’t remove the person from the blog. Businesses with a “do the right thing” attitude. Enthusiasm needed! [20] Bad guys shouldn’t blog. Businesses who mistreat customers and employees shouldn’t either. Not if you’re dull or cheesy or very controlling. (See Naked Conversations, pp. 134-138.)

[21] Why should one blog? Very important question.

  • to communicate differently, humanise the company
  • not just another channel to push the same tired message through.

Where does blogging fit in strategically? => who, what exactly…

See possible objectives here. Basically, anywhere there are people doing things. Except probably high-confidential security stuff.

[22] How?

You want to get blogs going for all the good reasons, but how does one

  • start blogging [23]
  • blog well? (ongoing work!)

No real “one size fits all”. Many answers to this, depends on the situation/culture of the company in question.

Some general answers, however.

[24] Check out the corporate blogging 101, very precious stuff there.

enable blogging. Encourage employees to blog. Blogging is a grassroots phenomenon, but it needs support form the top. There are maybe people already blogging — find them, and use them to encourage more blogging.

[25] have a purpose (that important Why? question). Don’t blog to blog. Figure out what current needs can be adressed by blogging. You can start small:

  • event?
  • product?
  • “news”?
  • project?
  • office life?
  • expertise on one topic?

This is very context-dependant. Need to understand the context well to be able to choose/advise wisely.

Careful! If you’re using a blog to post the usual “official communications”, you’re missing something.

[26] learn the culture: this is the big bit. Listen to bloggers (online and offline, in-house and out). Get training (this is where it’s worthwhile to put your money, as you’ve saved on expensive software).

Before going to India, I studied the culture, but it couldn’t prepare me totally for what I found when I went to live there. You need to go to a foreign culture to really “get” it. Blogging is a foreign culture.

Learning to blog well can take time. Not everyone is a natural. Ongoing effort!

[27][28] Remember, blogging is about Me & You, having a conversation.

  • dialogue
  • relationship
  • people

[29] Listen. Read blogs. Read comments. Be open. Get a feed-reader.

[30] Passion. Believe. Be passionate. If you’re not interested, it’ll be boring.

[31] Style. HUGE subject. How to write on a blog. It’s difficult.

  • write for the web
  • use “I”
  • use links, make your writing 2D instead of 1D
  • informal
  • short paragraphs
  • simple, direct language
  • no jargon or corpspeak
  • tell a story, as if to a friend
  • author name, but don’t sign posts like e-mail

[32] Time. Don’t kid yourself, it takes time. Commitment. Easily an hour a session, a few times a week. But it’s fun 🙂

If you try to remove any of these ingredients, I doubt your blog will be successful and survive.

Best practices?

[33] DO:

  • eat your own dog-food
  • trust your bloggers
  • read other blogs
  • be part of the community
  • use a feed-reader
  • link! even to competition, negative stuff
  • be human
  • learn the culture
  • use an existing blogging tool
  • discuss problems
  • define what is really confidential
  • give existing in-house bloggers a role (evangelists! learn from them!)
  • tag, ping, use the “kit” and other social tools

[34] DON’T:

  • try to control
  • use a ghost-writer or outsource blogging
  • “roll your own” tool
  • ignore established blogging conventions, they’re there for a reason
  • copy-paste print material in posts
  • use corpspeak
  • force people to blog
  • write happy-clappy stuff
  • write blog posts or comments as if they were e-mails (starting with Hi… and ending with a signature)
  • be faceless (signing with the name of the company instead of the person)

[35] FUD: fear, uncertainty, doubt. Cf. Naked Conversations pp. 140-145 for discussion, really, it’s all there:

  • negative comments
  • confidential leaks
  • loss of message control
  • competitive disadvantage
  • time-consuming
  • employee misbehaviour
  • ROI absent…

[36] ROI of blogging (google for “ROI blogging” — without quotes). Comes up often (need for quantitative measurement), but still very debated topic. Respected experts all over the map, from “it doesn’t/can’t apply” to “here is a way to calculate it”.

Distinguish:

  • hard returns
  • soft returns

There is a return, it’s a worthwhile investment, say those who do it. How to measure it is another story. Sorry 🙁

[37] A closer look at some examples… coComment [disclosure: ex-client]:

coComment blog -- Corporate Blogging Example

[38] Read the first sentence… what is wrong here? Not a human speaking. Don’t post press releases as blog posts. You might cite them, or link to them, or comment on them, but don’t stick them in there as posts. How does the reader think his “feedback” will be received when he’s being spoken at to start with?

coComment -- Corporate Blog Example 1

[39] Privacy concerns raised on other blogs. Good to address the issue and respond, instead of hiding! (it would just get worse… cf. Kryptonite). “Click here” looks bad, though, and hints that the medium (blogging) isn’t really understood.

coComment blog -- Corporate Blogging Example

[40] OMG. What is this doing here? Did somebody smoke something? First-time author on this blog — an introduction would have been more appropriate.

coComment blog -- Corporate Blogging Example

[41] Note that this is a multi-author blog, which is usually the case with an “official blog”, though often there will be one “main author” who carries it. Apology for painful upgrade, that’s good. E-mail-like signatures on each post, however, again point to incomplete understanding of the culture.

Flickr: great example (and great photosharing service too, sign up today).

Flickr Blog -- Corporate Blog Example

[43] Look at that outage notice. It’s fun! Really fun. And there are updates. Two of them. As a user/customer, I feel that they give a damn.

Flickr Blog -- Corporate Blogging Example

[44] Coverage of what’s going on in the community. Blogging is a lot about community, nurturing it.

Flickr: it's not just blogging

[45] Here, a forum post. It’s not just about blogging, remember the “bigger picture”? But same kind of attitude. How you engage with others in the community. Treat them as people and not like numbers. Look at how well this issue is documented, with links and all — and this is a “problem situation”. We’re not shoving the dirt under the carpet here.

Moo note: if you got a business card from me, this is where they come from!

MOO | Blog -- Corporate Blogging Example

[46] So, this is a promotional posting (ad, marketing, oh my!) but look… it feels like she was e-mailing a friend, rings true.

Up for debate (bloggers will tell you “yes”): can you feel if somebody put his/her heart into a post?

[47] Closing notes:

Blogging is a strategy. Deep change in communications. Not pushing a message anymore, but

  • conversations
  • relationships
  • trust
  • people

The question to ask is:

Is my company/department/team ready for this?

Blogging is a grassroots phenomenon, so bottom-up (you can’t force people to be passionate about something and blog about it), but needs support from top-down. There are maybe already blogs in your company, and you might not know it!

Read The Cluetrain Manifesto and Naked Conversations to start. (I’m serious.)

Eat your dog food. If you’re going to introduce blogging in your company, you need to start blogging — before. Open a WordPress.com account and start writing about stuff you’re interested in. Use your blog as a backup brain, writing things as they occur to you. For you first, and for sharing with others in case it’s of interest to them.

Blogging is technically cheap, but culturally expensive.

[48]

Some extra stuff, off the top of my head (some from off-presentation discussion):

Blogging tools: WordPress, Movable Type and Typepad (SixApart), Drupal.

Looking up stuff in blogs: use Technorati or Google BlogSearch. Use Technorati Cosmos to see who linked to a given blog post.

The “Because Effect”: I make money because of my blog, not with my blog.

Discussion of trust and reputation in the blogosphere. Auto-regulating medium.

A few sketches I made while preparing this talk, but didn’t use:

Cluetrain 101 Sketch 1

Cluetrain 101 Sketch 2

Cluetrain 101 Sketch 3

Open-sourcing the invitation copy.

Good example of an “event blog”: LIFT conference (and go to the conference, too, it’s a great event).

promotional 😉 note: if you would like to have me come and give this talk (or another!) elsewhere, please don’t hesitate to get in touch. This is one of the things I do for a living.

Finally Getting Tumblr [en]

[fr] Un tumblelog, c'est un blog réduit à sa plus simple expression: des articles, des liens permanents, un fil RSS. Pas de commentaires, pas de gadgets, pas de tags, pas de catégories. Un bookmarklet permet de facilement choisir entre six sortes de billets prédéfinis (texte, citation, lien, photo, chat, vidéo) et devine même pour vous si vous le cliquez depuis une page web.

C'est un lieu idéal pour bloguer en passant, au fil des lectures. Noter une idée en vitesse. Mettre en valeur une photo ou une vidéo qu'on a appréciée. Prendre des notes sous forme de citation lorsque l'on lit.

I’ve had a tumblelog since February of this year, but it’s taken me a long time to figure out where it fit into my online presence.

I first tried importing everything into it, but that was a mess. Jaiku is better when it comes to lifestreaming, for the moment. (Wow, just checked, and Suprglu’s still alive — head there if you want the “fuller” version of my lifestream… with the lag, though.)

Anyway. This is what I publish on it nowadays: comments from other blogs, screenshots, quotes, and passing thoughts.

Let’s take a closer look.

What on Earth is This Tumblelog Thing?

A tumblelog is a blog stripped of all the non-essential stuff: no categories, no comments, no monthly archives, no fancy layouts, widgets. What is left? Posts, permalinks, RSS feeds… and a simple, no-nonsense layout.

Tumblr

Back in 2000 when I started blogging, the revolutionary thing about blogging tools (which at the time meant Blogger, there weren’t that many others) was that they made it dead easy to publish things online.

Tumblr has focused on that. Make it simple. Remove everything that gets in the way. Make the act of blogging so effortless that it can really become a true backup brain.

It’s a place for passing thoughts, interesting links, a video here or there. No time lost for anything else than the act of posting. Whatever you do, don’t think before posting.

A tumblelog is really a “me first!” thing. Stuff for me, first. Maybe you’ll find it interesting too — but if you don’t, no heat.

What I’m Importing

Tumblr Feed Settings

At the beginning, as I said, I imported everything into my Tumblr. But then, I wanted to import my Tumblr into my lifestream on Jaiku, and I ended up with duplicate content.

I decided to remove all my imports from Tumblr except for comments — through coComment. Comments on other people’s blogs are an important part of my online activity, and they deserve to be “kept” somewhere. CoComment does that, of course, but not in a really comfortable way for readers (the RSS feed is fine, and included on my blog, but it’s only the last comments). Reminds me that I never wrote that post about the disastrous launch of the 2.0 version, btw. Oh, well.

So, my comments go in my Tumblr.

During my stay in San Francisco this summer, I was converted (quite easily) to Skitch by Mr. Messina, and since then, my flickr photostream has seen the arrival of a great many screenshots. I feel like I finally have a camera to take photographs of my online life — as soon as I see something of note or bump into a problem, Skitch allows me [http://flickr.com/photos/bunny/tags/skitch](effortlessly upload a screenshot).

These screenshots are a narrative of my online wanderings, and as such, deserve to be displayed in a timeline separate from my thousands of photographs.

In the Tumblr they go.

What I’m Posting

So far, I’ve found two really important uses to Tumblr: quotes and thoughts. The Tumblr bookmarklet is smart enough that it recognizes that I want to post a quote if I select some text on the page before clicking it:

Posting a Quote to Tumblr

This makes posting quotes dead easy. It’s suddenly made my online reading way more valuable: I’ve always read books taking notes on what I was reading, copying quotes so I had them handy in the future — and when a lot of my reading shifted online, I lost that. With Tumblr, I’ve found it again. (Finding the quotes will be trickier, I hope Google’s indexing of the Tumblr will be sufficient.)

The Tumblr Dashboard has six pre-set types of posts: text, photo, quote, link, chat, video.

Tumblr Dashboard

These pre-set post types offer different formatting and posting forms.

I’ve started to use the text post type to jot down random thoughts that occur to me, or notes to myself. For example, I’ve spent quite a bit of today thinking about a talk I’m going to give tomorrow, and jotted down some thoughts like this one.

As you can see, Tumblr allows me to link to an individual post.

A few times, I’ve also posted snippets of chat/IM conversations.