There’s a lot of buzz about social media and how it can be embedded into the heart of businesses at the moment. I love the idea, it resonates really strongly with the idea of being truly customer centric which is something I strongly believe will help you grow your business and increase customer satisfaction and retention. Being social means being open, listening, responding, having conversations with your customers all things which any customer focused business needs to do. It’s how you fix the pain points, grow up as a business and learn to take criticism and proactively respond and make amends when you have screwed up royally. Social media is a great vehicle for these conversations.

This great presentation from David Armano of Dachis Group hints at how businesses can embrace being social and some of the benefits. The slides that resonate most strongly with me are 44 and 45 where David says it’s time to grow up and realise that being social should just become the way we do business (at least if we want our brands to succeed). The change David mentions in his blog post here is the same as the transformation that’s required to become a customer focused organisation, it needs to come from the top and be embraced throughout the business, there’s no half measures if you really want to reap the full benefits. Consumers have grown up and want more from brands these days, they expect them to listen and respond. It’s time for brands to grow up and realise they need to support this consumer desire for a conversation or risk alienating their audience and pushing them to competitors who will.

Found via Paul Papadimitiou.

Altimeter Group announced an interesting fact in the last week, blogged by Charlene Li on their behalf, that their latest study shows that companies who engage more in social media perform better in the marketplace. I was drawn to this by a timely piece from Anthony Mayfield of iCrossing.

The Altimeter report finds that companies who engage and embrace social media tend to be the ones who are performing best at this moment in time. That’s great! It’s always good to be able to have cause and effect proof on company profits isn’t it?

It’s really good to look at the effect that social media may be having on performance on businesses. It gives a direct indicator of the reponse of consumers to brands that seek to engage and have a conversation with them rather than a one-way direct marketing approach.

However, where I think this falls short is in the analysis of what other activities these same brands are undertaking to ensure tighter connections with their customers and audience. If engaging in social media alone was the answer there would be much more successful major brands out there. It’s actually a question of learning to engage and communicate in the right way through whatever channel is most appropriate at that point of your customer journey. By default, a brand who has spent the time to really understand it’s customer journey and all the touchpoints along the way (no matter what channel, online and offline) is bound to benefit. Mapping out the numerous touchpoints you have with your customers and addressing each one in the most appropriate manner to optimise it and remove any pain points is the way to deal with this. That includes offline channels such as call centres and direct mail and online channels such as your website and social media.

Brands who really engage in social media are by default likely to be the same brands who really understand their customers so it’s really not at all surprising to see a correlation between social media engagement and performance. Saying that the performance boost is down to social media alone is however just not telling the whole story.

Don’t get me wrong, studies like this are important and will really help brands who haven’t yet stepped into the social media world find a reason and justification for doing so, but they really need to think cross-channel and ensure that they aren’t neglecting their whole customer base. I particularly like what Anthony calls ‘social business design’ in his post, maybe that’s a route to being really customer centric. Learning to communicate with your audience should be such a basic tenet of business but unfortunately most people just tend to broadcast in the hope that someone is listening. You’d think they’d have learnt by now?

Indeed, wouldn’t it be great if engaging in social media alone could propel your business to new heights? I think this is more about how well a company engages with it’s customers across any channel and the whole customer journey rather than just on social media.

Companies who really get being customer focused, who get the benefit of being open and honest with their audience and strive to be customer centric are most likely to also be engaged in social media. Just doing social media alone though won’t create the success the report hints at, although becoming ‘social centric’ is a good step on the way to becoming a listening, engaging, customer centric organisation. Perhaps social centric is the new customer centric?

This article on Wired talks about the increasing trend for tech companies to produce new products quickly and with fewer features. They say this is due to a demand from consumers to get access to new technology early and they’re willing to relinquish features in order to achieve that.

While the article is about tangible tech products this applies equally to the online world of web design and development. Too often I see companies striving to release the perfect, polished web site, app or piece of functionality and by the time it’s released into the wild it’s either no longer groundbreaking or it’s been done by someone else already. Being agile is important, iterating quickly and releasing early versions as soon as they offer value to users is the way to go particularly for e-commerce businesses. Amazon does this well, through a combination of an agile mindset and the great set of multivariate testing tools it has at its disposal. Get features to market quickly, test their effectiveness (really important) and iterate their development. Good enough really is ‘Good Enough’ if it’s adding value for your audience and making you more money. I can think of a few industries who could really do with adopting this mindset…

If you read the title and thought this was a blog post about broadband speeds you’ll be disappointed. Equally if you thought this was about social media you may want to move along. This is purely a musing about something that hit me the other day while watching a show on TV (and perhaps what some would call a pipe dream).

I was watching a BBC programme called Future of Food, a decent enough look at the current (and growing) global food crisis and how it could affect us all in coming years. Part of the program discussed the current trend for food being grown abroad (the example was Kenya), in developing countries often facing a food crisis themselves, specifically to feed the needs of another market (in this case the UK). The vegetables being grown year round in Kenya all grow perfectly well in the UK but only seasonally, so the argument here is that consumers want a supply throughout the year and the only option is to grow abroad. So that made me think; if we had a global policy for growing seasonal produce and an open borders import/export/trade process could the food crisis be lessened or even halted in its tracks?

Bear with me, I didn’t jump straight to that conclusion. Rather the way the programme portrayed the inequality of food growing and distribution made me think of Buckminster Fuller and one of his ideas which has (unfortunately) never come to fruition. If you don’t know who Buckminster Fuller is I suggest you read up on him, but essentially he was an inventor, architect, engineer, mathematician, poet and cosmologist (there are more categories you could put him in), one of the greatest thinkers in history. He had many ideas and inventions, a lot of which never came to fruition. One of those was the Global Energy Grid.

Buckminster Fuller came up with the following question as part of his World Game simulation; ‘How do we make the world work for 100% of humanity in the shortest possible time through spontaneous cooperation without ecological damage or disadvantage to anyone?‘ From this question Bucky came up with the idea of interconnecting the worlds power grid, nation to nation. This would enable sharing of this most precious resource (energy was in his eyes one of the things that decided the rich from the poor and the developed from the developing). The grid of energy networks would allow energy to be produced in one nation for their daytime use and passed on to the next as a surplus. Benefits of such a network included reduced demand on fossil fuels, reduced capital investment in individual nations energy generation networks, new markets for electricity sales, brings income to developing nations, saves transporting fossil fuels as they could be processed at source amongst others (many detailed here).

So, a good idea (probably not explained so well by me), but it made me question whether networking our resources is actually the way to go in areas other than energy. Networked food distribution, the example I was thinking about, would allow food to be produced where it grew best (in the right seasons) and to be shared/sold across borders in both directions (key, as this is very much one way right now). If people (and governments) could step outside their localised view of the world we live in and work towards holistic, globally inclusive approaches to every day problems would we be in a better state as a world of nations than we are now? The food crisis is a good example as some nations have surplus and others don’t have enough, a socially co-operated network of food distribution where developed nations pay developing ones for growing their favourite exotic fruit and veg in return for selling them our surplus of other staples they require could benefit people greatly. It could also give some dignity back to nations tired of living on agency delivered charity relief and stimulate economic growth.

At the moment everything is very one-way and unequal, which doesn’t encourage growth and can for example cause nations to become dependent on sales to foreign supermarkets. Given a system of equality and a network of distribution and sharing of resources both the developed and the developing nations of the world would benefit (we get what we as consumers desire and they get to be more self sufficient and to be able to trade equally with us).

Can I see the global level of cooperation required to instigate any of these ideas in the future? Right now no; not without a major change of mindset in government and industry. That’s not to say there aren’t opportunities for some entrepreneurial types to set up micro-networks which provide opportunities to smallholders in an equal and fair trade way.

Networks create good relationships; we all know that from social media, cooperative initiatives and co-working spaces, why can’t similar models be utilised to increase social goodness across the globe?

I spotted an interesting post from iCrossing via their Twitter account today. It’s about some rumours that are flying round the web on the topic of Google adding a breadcrumb trail beneath each search results on the SERPs. A grand idea and one that should help to give users an insight into the structure of your website before they even visit it (it’d be even better if each stage of the breadcrumb was clickable), however some site owners may not be so pleased.

How pleased they would be would depend on exactly how Google implemented something like this. If they can work out your site structure via the main sections, or via the page title (which would seem to be how the example on iCrossings blog shows it) then it will be a good thing for most site owners. But if they worked it out from directory structure (for example) that would cause a whole world of pain for site owners everywhere.

I think it’s most likely that this will be like Site Links (the links to main sections of a site that only appear under the ‘chosen few’ results that deserve it) and won’t be applied to all websites on the result pages. It does show the power of Google though as changes like this will always hurt somebody who has a legacy or large site and can’t afford to change it to optimise it for the new SERPs. A good reminder of why pragmatic design is so important when building a site, particularly when thinking about the structure and how that may work as your website grows over time (don’t forget your content plan)!

I love design; from the minimal to the quirky, everything about it makes me happy, particularly the lines used and the use of space to define and complement design features. I also love architecture; it’s my dream to design my own home, using modern materials and methods to create a living space that’s truly unique. I also love Japan; I’ve been there twice, I long to go back, it’s probably the country where I’ve felt most at ease in all my travelling.

So I was delighted to stumble across the website of a Japanese architectural design firm today which displays examples of their designs and work within Japan. I think some of the structures are incredible and they tick all my boxes for something attractive, functional, modern and breathtaking. They’re so good I thought I’d share! A few example images from their site are below. Visit the Suppose Design Office website to see many more.

Amazing minimal exterior of this house

Amazing minimal exterior of this house

Another cool exterior shot

Another cool exterior shot

Beautiful glass sided building

Beautiful glass sided building

This is actually a house

This is actually a house

Another amazing house design

Another amazing house design

They do interiors too, just check out their website. Seeing the huge range of works undertaken by just this one agency makes me think Grand Designs is not as cutting edge as I used to believe (although I do love that program)…

Couldn’t agree more with this post (or as he says rant, though I think I sense some holding back) from @builtbydave today. Expert is a phrase used far too often in many fields, particularly in relation to social media. Being social is a skill in its own right, and one that far too many overlook.

People often use the term social media to describe online communities and blogging and seem to think they’re something new, where as anyone who remembers newsgroups would remember just how social they used to be (uk.music.rave anyone?). I used to work for a company who specialised in community portals in the mid to late 1990′s, the concept isn’t new, just the technology has moved on significantly. Campaigns have been built around places people congregate on the web for many years.

But there are people who are very good at building campaigns based around various community platforms, blogging, networks, forums etc and specialise in that as a discipline so we do need a word for what they do. Perhaps ‘social media’ is just the wrong one, is it trying to encompass too much?

It’s a hard thing to define though, and I’m not going to pretend I can do it, but I am going to pose a few questions. Do we need to define social media? Can you define it acceptably? Should we segment the skills into online PR, community building & management, blog media experts etc; would that make it more palatable? Or do we just need to accept that the best person for the job is one with an open mind, a sociable demeanour and a deep understanding & passion for the web as a whole? I tend to side with something an old boss of mine used to say before we interviewed ‘the best people are web people’.

Cloud based computing and data storage is something that I find fascinating. The whole concept of moving away from rigid hosting centres to a distributed system, where data just flows around the web and gets requested and added to by apps and services also in the cloud opens up so many possibilities. Where cloud based computing is going is anyones guess but this great article by Carl Hewitt on O’Reilly Radar gives makes a good assumption at where the storage of personal data could be going and identifies a lot of the issues that will arise around privacy and regulation (good read).

clouds

The interesting stuff on privacy etc aside, it was Carl’s description of personal ‘client’ clouds in particular that drew me to write about it. This is something I’ve been thinking of for a while; particularly with reference to the data that services like Facebook, Twitter, Delicio.us and Flickr store on my behalf. At the moment that data is hosted by each service provider in their choice of data centre and data from other services can only interact with it with the help of OpenAuth, Facebook Connect and other ID services I can subscribe to. What I’d really like to do is hold my data myself, perhaps in a client cloud, and make it accessible to the services I choose.

This led me to think; could services like Facebook and Twitter work on a cloud data model whereby they don’t host anything for you apart from basic identity mapping to enable you to log in? Once logged in your data would be accessed by the application (say Twitter for example) from your client cloud storage solution using an identity key so the experience wouldn’t change. As broadband speeds increase, storage becomes cheaper still and processing speeds go up this should be possible if the privacy issues could be overcome. Imagine being able to take real control over what data you leave behind and actually have the option to disclose data to applications to make them usable but then update that and keep it with you in your storage repository. Every user would have an API key for each web app allowing the services to continue to work when you’re not ‘online’ (although in this scenario you’re data is always online) so functionality wouldn’t be affected.

Of course Facebook and co. want your data to enable them to target their ads better. If we owned our data then we’d be able to allow them access to whatever pieces we wanted to release for advertising purposes. Happy with them being able to target you based on factors such as what sex you are and location but don’t want them to target you based on the last product you recommended? If you owned your data then that would be possible.

The ability to have all your data available to then share with other apps and mashups make this a very attractive proposition to me. I think we’ll begin to see web apps which leave the data on your hard drive soon (in fact there probably are some already), so how much longer till we take that a step further and put all our data in the cloud?

Twitter is a source of many things; great content recommendations, trends, memes, geeky chatter, friendships and mindless drivel (40% mindless drivel according to Pear Analytics). Reading this post on how best to use Twitter by Chris Brogan made me think that it could have a future in destination advice and content.

Chris says he uses Twitter before he visits a city to find out who’s there, where they go and what’s good to do. I’ve used Twitter myself for just those reasons when I visited Japan in May and more recently on a trip to Texas. The information returned is pretty good just by using Twitter search but ask a question and you get even better recommendations and content.

I’m thinking that if Twitter could be mined for all the recommendations people make for things in a certain location and a positive/negative sentiment filter be applied to it you’d actually have a pretty good service for travellers. Concierge service in 140 characters anyone? Trust would obviously be an issue but it wouldn’t surprise me (or others here and this article from Chris Brogan again is worth reading on reputation) to see Twitter launching some sort of reputation filter in the future which when combined with sentiment will open up mining of Twitter content to many more uses. Tapping Twitter in a way that delivers the nuggets of information held within in a usable format with sentiment and reputation considered is something I’ve yet to see from any ‘trend’ tool. Does such a thing exist yet?

Recently I treated myself to my first digital SLR camera, a Canon EOS450D (or Rebel XSi for those in the U.S.). I’m getting to grips with it at the moment, learning all the various settings, which is really interesting compared to my old point and shoot. On Sunday we went to the Airbourne airshow at Eastbourne in East Sussex and of course I took my camera. It’s a great annual event that features the likes of the Red Arrows, a Eurofighter, aerobatic displays and classic WWII fighters. Here are a few of my better shots that I’ve cropped down to blog size. Warning, large images (hence only showing the first on the blog index).

An aerobatic glider being towed through a display

An aerobatic glider being towed through a display

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