Burda is the most social corporation I know. That’s no doubt because its chairman, Huburt Burda, loves people and playing host to them. I’ve been to dinners and parties from New York to Davos where he and his lieutenants bring together incredibly diverse and interesting bunches of people. They’ve just brought 1,000 people to Munich for their conference. I’ve seen that being a gracious host pay dividends to Burda. They bring in new ideas and talent and relationships. Most companies I know are not at all social. They live in their own buildings and worlds. Not just people are becoming more social. Companies must become social.
Posts about Book
Like David Weinberger, I’m excited by the Flickr Commons project with its first effort, asking us to tag and identify Library of Congress photos and find the gems in the mine. This is similar to Chris Willis’ Footnote.com and I hope they’re not in deadly competition; I’d like to see a true commons of linked, tagged, commented-upon media artifacts.
I remember a year ago talking with a TV executive who got exhausted at the idea of finding and identifying video in their vault. My answer was to open it up and let the people tell you what’s good and what it’s about. Let us forage.
The beauty of opening up archives is that the people will, indeed, tell you what your content is about and find those diamonds. In the long run, the archives will become more valuable than if they are locked behind a toll booth.
I never cease to be amazed anew at how cable companies think it is their job to make their customers’ lives difficult.
I challenge any cable executive to publicly go through the experience of being a customer at their own companies and tell me straight-faced that it’s pleasant and efficient and worth the money and effort.
Today, I drove a half-hour to the only Cablevision “store” within the area to get a cable card for our new TiVo (shhh; don’t tell anyone that I’m only now getting one). I walk in and face a wall of ladies who look more bored and angry than prisoners. I am told that they won’t give me a cable card. I must make an appointment and wait a day for the damned cable guy to come to our house to stick it in the slot. It wastes them money. It wastes me time. It wastes some more of my three free months from TiVo. It inconveniences me. It’s just stupid. I walk out angrier at Cablevision. But I’m stuck with them because Verizon tore up my street two years ago — exaggeration — to lay fibre but still has not hooked up Fios. I’m a prisoner and Cablevision knows it. But that is any excuse to treat customers this way>
For Christmas, I wanted to get my father broadband and so I contacted Bright House in Florida (with whom I used to work) to get a gift certificate. They don’t do that. Can’t I just give you money? No. So I order the service but only on the condition that the installer will hook up the wi-fi router I was wrapping for under the tree. Yes, they said, that’s included. I tell them not to tell my father and to wait until after Christmas to contact my father because, of course, it’s a present. The next day, the phone rings. They called my father. Good work, Bright House. Scrooge. I tell my father to reschedule but instead they cancel the entire account. They were going to bill him for his own present. They also tried to charge him $149 to hook up that modem. I spent a good hour and a half calling Bright House and having fits before they finally switched the billing and agreed to do what they said they would do and hook up the modem (saving the company, by the way, the expense, time, and effort of running a cable halfway around the house; I saved them money by buying a router and they complained).
And, of course, we mustn’t forget Bob Garfield’s jihad at Comcast Must Die.
The only solution to this is true competition and openness. At CES, Brian Roberts promised a Cablevision 3.0 with the customer at the center — all of you who believe him, raise your hands — and a new standard for TV devices. We’ll see.
Jeremy Allaire of Brightcove (no relation to Bright House) sets a higher standard for a fully open alternative. We must be able to plug any device we own to the connectivity coming into our homes and get to any content. It’s that simple. I shouldn’t need to call them to beg or go to their distant offices or ever, ever, every wait all day for the damned cable guy. Connectivity is electricity.
Rather than telling Comcast that they can’t grow any bigger, the FCC should be telling them one thing: Open up.
I wonder whether, quietly, Barack Obama is to become the first candidate elected by the internet.
It’s not as if he has been all that aggressive in his internet strategy. That is, he has been no more and probably less disruptive in his online tactics than Howard Dean was. But I wonder whether it is the internet that has brought together the factors that are making him victorious.
First, the higher turnout among young people in Iowa — and, it appears, New Hampshire — is being credited as a key factor in his win(s). It has been said plenty of times that young people may get excited about a candidate but they don’t show up. Now they’re showing up, not only to vote but to jam public events that show the mo’. What’s different this time? It could be some magic potion of Obama as Pied Piper, but I think the change may well be the internet. He spoke to young people on their turf and they responded. They made it a point to befriend the bejesus out of him on MySpace and Facebook — they made that their own crusade — and I think media and political strategists thought that was cute but didn’t understand the full power and impact of that. It’s significant that one of Obama’s advisers is a founder of Facebook, Chris Hughes.
This leads to the second factor: the organizing power of the internet. To hell with the phone bank and campaign office downtown. And to heck with rallies, for that matter. The internet is the greatest organizational tool ever and both the campaign — and, importantly, the citizens themselves — used it to organize supporters to get out and support.
Third, of course, is money: It’s not just that Obama raised a helluva lot of money. It’s far more important, of course, that he raised it from a helluva lot of people. But what’s really important in that is that those people felt invested in Obama and his campaign. Yes, he got lots of money to pay for commercials. But what he really got was citizens with an equity stake in his victory. That wasn’t being done before Howard Dean showed how to raise money online and Obama made brilliant use of it.
There are, of course, other factors. The fact that older voters — like me — are the ones favoring Clinton shows that we hold nostalgia for the Clinton years, but young people have no fond memories of the era; they’re too young. I thought that Clinton ran a flawless campaign at the start but now it turns out to be flawed. I do think the media have from the start made Obama their darling and the mo’ was there for him to grab. See my post in April showing how the coverage of him was out of proportion to the polls. You could argue that the media were merely more in touch than the polls but I don’t think so; I believe Obama’s rise became a self-fulfilling prophecy that only he could screw up — and he didn’t.
It would be unwise to count Clinton out yet. She is smart and experienced and tenacious. And Obama is inexperienced and can mess this up. But as a Clinton supporter, I’ll concede the trajectory here.
My point is that as we analyze this fairly incredible and rabid shift in power between the two candidates, I haven’t heard the internet being given the credit I think it may deserve. And that’s not because he ran the campaign on the internet; no one will call him the internet candidate. It’s because he used it to speak to the right people and in ways that weren’t noticed or understood by big media. What do you think?
It’s not as if Facebook needs my defense; it has Microsoft’s millions. And I certainly can be accused of Facebook fervency in my writing. But I think some are too quick to jump on Facebook’s back precisely because it is so big and successful.
But I see something bigger happening here: I think Facebook is redefining how to make a mistake.
When they announced the newsfeed, they took their users by surprise and pissed them off. But after pulling back and explaining, it went ahead and, as it turns out, they were right: The newsfeed is the heart of Facebook and is, I’ve been arguing, a new interface for news elsewhere.
When they announced the ad program, they again took their users by surprise and didn’t include enough privacy controls for the users. But after pulling back and adding those controls, I’ll say again that I think they’re onto something. See what Matt McAlister says responding to my musings about airlines capturing the wisdom of their crowds the last few days:
Carrying the theme to retail markets, you can imagine that you will walk into H&M and discover that one of your first-degree contacts recently bought the same shirt you were about to purchase. You buy a different one instead. Or people who usually buy the same hair conditioner as you at the Walgreen’s you’re in now are switching to a different hair conditioner this month. Though this wouldn’t help someone like me who has no hair to condition.
That’s what Facebook’s ad strategy will work to deliver: social shopping. And I want that. Just as I’m interested in what apps friends install I’m interested in what products they buy, so long as they are willing to tell me, and also what they think of them.
Now comes the Scoble Plaxo kerfuffle. Facebook did right: It protected my email from going to the dreaded Plaxo. It cut off Scoble for violating the TOS. But it then reinstated Scoble before he could make a video whining about them. Plenty of folks say they did right.
But now to the bigger point: how Facebook makes mistakes. See Rick Segal defending Zuckerberg on this point:
The larger issue and concern for me is the piling on from Bloggers and questionable Political Action Groups when it comes to pounding on Mark Zukerberg. I turn fifty in 22 days so I can clearly say Mark is a kid. He is going to make lots of mistakes and he will continue to learn and grow. Focusing in on him and how he personally handed it, dissecting his blog posts, etc, is just silly. Many of the blog posts, especially from the “A” list types, have that twinge of arrogance and smugness which is normally seen when the business of business turns into the blood sport of watching somebody fail.
We need to use care in beating up Zuckerberg and Facebook in general because we want these folks to push the limits of finding new ideas and trying to make sense out of all the data flowing everywhere. Try it and get some reactions, adjust, find the happy center, rinse and repeat. That’s what Facebook should be doing and all the users and give feedback about the business. If they go off sides, it will get corrected, it always does. If they do really bad things, people vote with the mouse clicks. Just ask MySpace or AOL’s GeoCities. People vote and have no problem moving.
Right. We can’t expect to see new companies innovating and taking chances without the chance that they make mistakes. Of course, they’ll make mistakes. The question is what they do about them. Zuckerberg and Facebook have done a good job listening to their public and correcting their mistakes and keeping the nerve to innovate and experiment. And they do it in the open.
Too often, companies and brands — especially media brands, I’ll add — try to act as if they’re perfect and they don’t make mistakes and they don’t want to risk their reputations by making any. This makes them timid and that kills innovation.
I’d rather have a company that tries to innovate and makes mistakes, so long as they listen and correct them. That, I believe, is the new way for companies to act. It works only if you are in a conversation with your customers and listen to them. And so far, Facebook has done that. So I agree with Segal. And I say, don’t be so quick to jump on or write off Zuckerberg and company. They’ve done a lot right so far. Could they make the Big Mistake that messes it all up? Sure. That’s what Plaxo did with me, spamming me to the point that I will never trust that brand or company again.
But so far, Facebook has learned from its mistakes. That’s the most I can ask from them.
Furthering my ruminations on the social airline….
Today’s NY Times writes about travel publishers still trying to figure out the web (they’ve been trying and failing to figure it out since the web’s start; I worked, frustratingly, with Fodor’s back in the ’90s as it tried to find a strategy). It says that among their tactics is licensing book content to airlines to display on their seat-back entertainment systems.
But that should be a two-way exchange. Airlines should capture the knowledge of their wise-about-traveling crowds. Imagine if, on return trips, the airlines asked us the hotels where we just stayed and ate and invited us to rate and review them. Imagine if they asked natives to share some inside tips on eating and shopping in their towns. They have a currency to pay for the information: They could reward us with frequent-flier bonus miles. Because they know who we are, they could even start to anonymously aggregate other data around this: ‘American Express Platinum customers recommend….’
The airlines would gather an incredible data base of live knowledge of real travelers with fresh knowledge. They’d outdo TripAdvisor over time. Or they could license their content to TripAdvisor or some of those travel publishers. The airlines could themselves become publishers by listening to and capturing and sharing the knowledge of their customers. But first, the an airline needs to think of itself as a platform for travel and of its customers as networks.
This should be a basic question of any company or industry in the internet era: ‘What do my customers know and how do I help them share that?’
The other day, I wrote about how I’d like to see airplane flights become social economies as a way to improve and add value to the now-tortured experience. Of course, much of the hassle of flying is in the unfortunately necessary security gauntlet, and others are talking about how to improve that — including the security people running it.
Anthony Williams of Wikinomics points us to an article in FCW describing a successful effort to gather ideas and information from Transportation Security Administration employees through a closed wiki. Williams regrets that we passengers can’t join in and I think he’s right. There’s are obvious reasons why the TSA wiki is closed — namely, security and secrets — but they’d be wise to create a parallel wiki and forum where we, the passengers, could give our ideas and where the TSA people can try out theirs on us.
In the FCW article, Jennifer Dorn, CEO of the National Academy of Public Administration, talks about “rebooting the public square” this way. In a speech, she tells about hearing of the TSA initiative from Kip Hawley, its assistant secretary:
After a great dinner and stimulating conversation, Hawley leaned over and, in a tone reminiscent of the famous scene in the movie “The Graduate,” said, “Jenna, I want to say one word to you. Just one word.”
“Yes?” I said.
“Are you listening?”
“Yes, I am,” I replied.
“Wiki.” . . .
TSA’s Idea Factory is a secure intranet, restricted to registered users inside the agency. It has become an instant hit. Airport TSOs now share ideas for improving their workplace environment and strategies for making the traveling public more secure. Within a week of its launch, TSA employees had submitted more than 150 ideas, offered more than 650 comments and voted on ideas more than 800 times.
Dorn realizes that this is about more than improving airport security. This is about improving government.
Today, we at the academy are convinced that collaborative technology has the potential to transform government in America, to tap into the expertise of people outside the hierarchy of any single agency or department, to make government more transparent, and to open the door to a broader array of experts focused on solving a particular problem or to citizens who want to contribute to making government work better. . . .
As a public administrator, I believe that the real power of collaborative technology extends far beyond the practical solutions that I’ve outlined. It is more than a new capability. It enables an entirely new way of thinking about the everyday management challenges of government. The real power of collaborative technology lies in its promise for bringing citizens back to the public square to re-engage them in the work of government and solving the problems of America and the world.
: Back to improving airlines and airports. Brad Templeton, chairman of the Electronic Frontier Foundation, is filled with ideas. Found via the Lufthansa discussion, where I’ve not been able to post my comment.
What if a plane flight were networked and became a social experience with its own economy?
For part of a book I’m finally starting to work on, I’ve been thinking about how companies and industries can be remade with Googlethink and social smarts (note how I’m not saying Web 2.0). It’s harder to reimagine some than others. The benefits of tearing apart and rebuilding cable companies are obvious. But I just about gave up on airlines, dooming them to their status as the new buses. What can one do with such a commodity service, and one that has deteriorated so badly?
Then I was inspired by Steve Baker at Business Week, who asked, “Why hasn’t aviation benefited more from Moore’s Law?” Maybe it’s not Moore’s law that can reform airlines but Jarvis’ First Law — give the people control and we will use it; don’t and you will lose us — and Zuckerberg’s commandment — give your people elegant organization — plus a bit of Googlethink about networks, platforms, and wise crowds. For Burda’s upcoming DLD event, one airline, Lufthansa, is asking what they should be in 15 years. Here’s one scenario of how they can change in far less time….
Start here: Most passengers on airlines today are connected to the internet on the ground and soon we will be in the air as airlines return to the idea of adding wireless internet to jets (see an AP roundup from yesterday here — I can’t wait). Getting us connected will be good for the airlines, not only because they have something new to sell — if they don’t try to gouge us — but also because we’ll be busy — engaged, entertained, connected — and less likely to grumble and revolt at delays. Busy passengers are happier passengers.
Once airplanes’ passengers are connected with the ground, that enables them to get connected with each other. It would be easy for the airlines — or, failing that, the passengers themselves — to set up social networks around flights and destinations. The possibilities are endless:
* At the simplest level, we could connect while in the air to set up shared cab rides once we land, saving passengers a fortune.
* We can ask our fellow passengers who live in or frequently visit a destination for their recommendations for restaurants, things to do, ways to get around.
* We can play games.
Note that this requires not only wifi internet access at a reasonable price but also electric plugs at every seat. The first airline to do this will gain the loyalty and appreciation of a huge number of wired road warriors.
* Now think back to the earliest 747s with their lounges where you could socialize with fellow passengers, something that still goes on even in the cramped quarters of today’s jets, though every inch is filled with a seat and though the cabin crew is less often the object of the flirting. The idea is coming back on Virgin and in the 787 Dreamliner and A380. So now imagine if on this onboard social network, you could find people you want to meet — people in the same business going to the same conference, people of similar interests, future husbands and wives — and you can rendezvous in the lounge.
* This is the key to decommodifying the airline: What if you chose to fly on one airline vs. another because you knew and liked the people better? What if the airline’s brand became its passengers? What if the airline even found ways to encourage more interesting people to fly with them because they knew that would attract and retain passengers (they could offer discounts and benefits to people who are active and popular in the social network)? Right now, all you offer is seats and miles: commodities. How much richer this would be if you offered small societies. Yes, we could still get stuck next to a talkative bozo — but not if we could meet people and arrange our seats before the flight thanks to the social network. Next to the right person, I might even tolerate a middle seat.
So these social networks should be opened before the flight. And that enables not only these on-flight connections but also a new economy:
* The airline can set up an auction marketplace for at least some of the seats: What’s it worth for you to fly to Berlin next Wednesday? You could bid and buy a seat from a passenger who already holds one. This could solve some of the airlines’ overbooking problem and reduce the cost of bumping customers if late-booking passengers can buy seats from fellow passengers in an open marketplace. You can bet that once a social network around a flight exists, we’ll compare what we paid. So why not be open? Yes, speculators could arbitrage seats, but so long as they’re nonrefundable, what problem is that for the airline? They become market makers. Besides, this sets a new market value for seats that in some cases will be higher than the airlines’ existing fares.
* The airline could also use this to predict and maximize load. What if there’s a sudden surge in demand for a destination the airline can see because bids appear in an auction marketplace for a certain route around certain dates (because of a new conference or festival or good media coverage for a new getaway or bargain)? The airline can add capacity, which keeps the airlines in control over arbitrageurs; the airline is always in control of supply and now it would know more about demand. Similarly, what if a flight is light and the airline starts offering passengers alternatives at great discounts to enable the airline to cancel a flight and reroute the equipment long before departure? The airline increases efficiency and profitability; the passengers get a dividend; and the environment gets a break. These things can be done in an open and flexible marketplace.
* While you’re at it, why not turn frequent-flier miles into an open market? In miles, the airlines have created a virtual currency with far greater reach and value than those on Second Life or Facebook. But they’re essentially illiquid. The airlines make it impossible to get frequent-flier seats with them unless you’re flying to Krakow on Christmas Day a decade hence. And the other deals they offer us — use your miles to buy a TV — are bad deals. This, in turn, devalues the virtual currency to the point that it offers an ever-decreasing incentive to choose one airline over another; it no longer acts as the decommodifier the airlines intended. So open it up: Let us bid on frequent flier seats with our miles. Let us trade and barter our miles with each other — I’ll sell you this iPod for miles I want to use to get my vacation. This will again add value to the currency.
* The main reason we go for miles today is to get silver or greater status so we can jump lines and board first. But I’m not in control of how much I travel; my employers are. So what you really want is my loyalty; you want a large marketshare of me. So let me earn privileges in other ways. Open this up, too. Let me bid miles or money for these benefits: create a market value for boarding first.
* The airline should find ways to involve employees in the network. They can also offer tips. They are the airline’s representatives to the community. And the airline should want to learn more about its employees through the network. Those who make the flight more pleasant and more social are an asset and should be rewarded. Besides, it’s hard to get nasty with cabin crews when you feel as if you know them.
* The airlines can also learn a great deal about their service from the network of passengers. We’ll tell you about the food and what’s worth paying for. I’ll start a movement to save my knees from the bozos who slam their seats into them. You’ll see which employees are your best marketers.
There are many subtleties to this. For example, in some cases, I won’t want to reveal my true identity (telling people I’m out of town), for others I will (doing business). If seats are being traded, real identities and credit cards must be in the system for security. And so on. But this would be easy to pull off with existing social software (Ning, Drupal) and links to existing social networks (Facebook, Linkedin) and existing auction markets (a walled-in eBay). The beauty is that no marketing is required; you’re simply serving, connecting, and organizing the customers you already have. Yet this act alone rebrands you as the social airline. (Better get there quick, before Virgin does.)
So brainstorm with employees and passengers. Imagine what it takes to be the open, social airline — a platform for travel — and then imagine the good that comes of it. Your customers will give you value if you trust them and let them.
: LATER: Ross twitters: “the social airline already exists, try the last flight to Vegas on a Friday night.”