Archive for September, 2008
ZooToo calls itself a “social pet-working” service that connects pet-lovers all over. It is a unique site, that’s for sure. Once you sign up you add your pets to your profile. I was impressed by the vast variety of animal types and breeds they provided during this process. Here are my two pets:
There are a great deal of useful features and services on the site. For example, when you enter your zip code ZooToo will be able to show you a map of all the pet related services in your area. This includes local vets, animal shelters, Animal rescue centers, groomers and many more. The other great thing about this feature is that they are all rated by other ZooToo members.
You can also find all kinds of useful pet products that are also rated by the ZooToo community. The products are searchable and arranged according to type of animal. There’s a Craigslist type of classified section for more pet-related products.
One of the best things about the site is the way that it engages the community to get involved with good causes such as Animal Shelter makeovers. They’re gearing up for their second annual event that will helped out about 20 shelters last time around.
The social networking part of the site comes into play with the member profiles and groups feature. You can make friends with local pet-lovers according to your zip code. You can even search for people who like the same kind of pets that you do. For example, you can find fellow Poodle lovers who live close by. As for the groups feature, you can join a group for just about every kind of animal lover there is. These areas are helpful for pet related events, parties or fundraiser that you might want to conduct.
The Answers area provides a healthy amount of information for any pet question or concern you might have. It’s like a Yahoo Answers for animals. It’s a great way to learn more about your pets and how to take better care of them. You can also answer questions and become known as the resident expert on the subject because there’s a rating system for all Q&A activities.
Speaking of rating systems, every member of ZooToo earns points for things they do on the site and in their own local community for pets. You earn more bonus points with everything you do online and offline for animals which is a nice way to encourage people to get more involved.
At first, I thought this was a silly idea – social pet-working? However, once I signed up and started using the service I soon discovered that despite the cuteness and cleverness, they are serious about helping pets and pet-owners. It’s actually a smart way to connect pet owners with services that cater to the needs of animals.
By Aaron Strout and Joe Cascio
Although experts in the social media space have been talking about how businesses might adopt microblogging tools like Twitter and Plurk, only recently have we started to see a series of new vendors cropping up in the enterprise microblogging space. This has been due in part to businesses needing to figure out how Twitter can benefit the enterprise. The fact that the mainstream press has started covering this topic has also helped to push things along (see Businessweek’s CEO Guide to Microblogging if you need proof).
Given the recent focus on business microblogging and the emergence of some new players like Yammer and Utterli (Formerly Utterz, Utterli has been around for a little over a year but just rebranded and is now becoming more enterprise-centric), it felt like as good a time as any to write a post about the business value of microsharing within the enterprise. Included in this post will be considerations for implementing microblogging and a few of the relevant players in the space.
Just to level set, it probably doesn’t hurt to define what microblogging is. For anyone that uses Twitter, Plurk, Identi.ca or any of the multiple other microblogging tools, microblogging is in some ways like instant messaging or text messaging but instead of it taking place one to one, it’s often one to many or many to many. I could take this entire post explaining what it is, but friend and Commoncraft founder, Lee LeFever, has done a fantastic job in his quick Twitter in Plain English video. I’d also like to clarify that this post is focused on businesses using microblogging within their organization vs. having a corporate presence in the public (like @comcastcares on Twitter). How corporations are using microblogging publicly is an equally relevant topic, however, numerous posts have already covered this phenomena.
One of the lessons we learned from Web 1.0 (and the subsequent bubble) was the fact that startups that create technologies in search of a problem fail, even when VCs are stupid enough to throw wads of cash at them. This time around, most companies don’t get funded unless they are solving a business problem or at least offering up a technology that can enhance existing business processes. To that end, here are a few ways companies can tap into the power of microblogging:
Emergency Broadcast System: First and foremost, any company needs a way to reach all of its employees quickly and efficiently. E-mail is obviously one way to do this but increasingly, it’s hard to separate the wheat from the chaff. With many folks receiving hundreds of e-mails a day, it can take minutes if not hours before we get to an e-mail from the CEO.
Knowledge Management: Here’s where things get interesting. One of the biggest failings of many companies is the fact that they trap their intellectual property in Powerpoints, spreadsheets and Word documents and store them on shared drives and e-mail inboxes. Once the creator of that content walks out the door, the odds of their years of work finding its way into anyone else’s life are slim. As companies start uploading more and more content onto wikis, or central file repositories, these files can be linked to and indexed by conversational tools like microblogs.
Training: Any company that has gone on a hiring binge quickly realizes how painful it is to train new employees. If a formal training program exists, the materials are often outdated almost as soon as they are created. By identifying a few key influencers and allowing new employees to see their daily “streaming,” information and best practices can be shared more easily and in real time with little burden on the “trainer.”
Expert Identification: Another area that many larger companies fall down is in making their resident experts easily findable. If you can see your company’s employees talking (possibly segmented by business unit or group within an organization), it wouldn’t take long to figure out who knows what about whom.
Seeing the Connectors: Good companies spend a lot of time on succession planning. Unfortunately, most companies don’t have a good handle on who the true connectors are within their organization. By analyzing conversations and watching the conversations of employees, senior managers can easily identify who these connectors are and then ensure these employees compensation and titles match their internal value AND start to add additional connectors if too much information is flowing through any one individual.
Inclusion of External Stakeholders: Back in the early 2000’s, extranets were all the rage. There would finally be a way for companies to include partners, investors and even certain customers in their daily conversations. Portals obviously began to fill this roll to a degree but none were ever truly conversational. Enter enterprise microblogging with the ability to include these aforementioned stakeholders in the mix.
Enterprises considering microblogging as an internal function will have some common requirements. Here is our take on several areas that corporations tend to look at when they are considering a new technology:
Single Sign-On (SSO): A growing problem in the social media world right now is identity proliferation. With some notable exceptions that accept OpenID, most sites still require you to create yet another account in their system (or identity domain). In most enterprises, a fair amount of effort has already been expended on establishing single sign-on through the intranets’ LDAP registry. It would be highly desirable to leverage this capability to enroll employees in the microblogging system. So, an enterprise microblogging solution must have flexibility in adapting to existing ID and sign-on registries.
Reliability: Initially, microblogging may seem like a non-essential, nice-to-have kind of tool, but our bet is that most businesses will find it very quickly becomes indispensable for keeping important lines of communication open. People, on their own, will invent many different uses for such a simple tool, as they have with Twitter. In a large corporation with geographically distributed sites, it would be best to have a solution that allows each campus to run its own server and not be dependent on a remote centralized service. These distributed servers would exchange data to unify the system as a whole. See Distribution below.
Analytics: Businesses will eventually want to analyze the traffic on their microblogging sites. They’ll want to know who follows who, who posts the most and to who and most importantly, a feature I’d love to have in Twitter, the ability to see and search all my posts and other posts selectively for important information, just like we can search our G-mail accounts now.
Security:This will probably be of paramount concern at least initially in most businesses. Most corporations are very aware of keeping internal communications safe from prying outside eyes. An enterprise microblogging solution must provide for fine-grained authorization and trustworthy security of communications. Management, through the IT department will want to be able to restrict who can see certain posts.
Scalability: The word Enterprise covers a huge spectrum of organizations. An enterprise microblogging solution should be scalable from less than 100 users to tens or even hundreds of thousands of users, spread across the globe. The ability to distribute and federate many local servers on the corporate intranet will help to satisfy this need.
Groups: Enterprises comprise many different groups within their walls. Not just departments, but project teams, ad hoc working groups, common interests, etc. An enterprise microblogging solution must provide for the easy definition of groups or tags, where any employee user can belong to many groups.
Distribution: This requirement has been touched on already, but it should be mentioned again because of its importance to other requirements. It refers to the ability of the enterprise microblogging solution to be decentralized, spread out across wide geographic areas, and hence to become fault tolerant, so the failure of any one node does not cause a failure of the whole system.
Interoperability: Clearly a distributable enterprise microblogging solution would require its various nodes to federate and interoperate, but a corporation wishing to allow interaction with its customer base outside its walls would require a solution that interoperates with other microblogging solutions that may exist, yet allows only some posts to be seen outside the corporate firewall.
Until recently, most vendors in the community or social media space have either focused on delivering microblogging tools to the public while software providers that focused on the enterprise tools busied themselves with delivering better wikis and other collaboration tools. Not anymore. A slew of startups (and one or two more tenured companies) have now turned their attention to the less sexy but immediately more profitable enterprise microblogging space. Below you will find a list of some of the major players in this space along with a quick description, pros and cons of each. If we’ve missed a player, please feel free to add to the comments and we’ll strongly consider adding them into this post:
Yammer (from TradeVibes) Yammer is a tool for making companies and organizations more productive through the exchange of short frequent answers to one simple question: “What are you working on?”
PROS: Easy to turn on and screens out folks outside of the corporate domain. These guys have obviously learned a thing or two from where some of the existing microblogging tools fall down.
CONS: No single sign-on functionality (at least not that we could see). Tricky to add other “partners/contractors” that don’t have e-mail addresses matching the corporate domain. Hosted by outside company, can’t be deployed inside the firewall.
Laconi.ca (from Wikipedia) An open source microblogging tool written in PHP that implements the OpenMicroBlogging standard. Laconica was created as an open source, distributed alternative to Twitter, and was originally used by the identi.ca microblogging service.
PROS: Built on opensource software so it’s completely customizable. It also integrates with well-known Twitter client, Twhirl giving power users the ability to manage external and internal facing microblogging activity in a seemless fashion. It is based on the Open Microblogging protocol specification, so other implementations are possible.
CONS: As is the case with any opensource application, its greatest asset (flexibility) is also its biggest weakness (not super user-friendly out of the box). Scaling, federation and interoperation have yet to be seriously tested.
Utterli (from Utterli.com) Utterli helps you create and follow discussions with friends or new people with similar interests. You can create or join a discussion from any mobile phone or computer. Utters are cool because they can be audio, video, pictures and text, and it’s really easy to post to your other online profile pages.
PROS: Utterli’s two biggest strengths are easily its multi-media and mobile capabilities. It’s fairly easy to create a “group” on the fly and coming soon will be enterprise-friendly SSO and security capabilities. Stay tuned for more on this front.
CONS: The least “Twitter-like” out of any of the existing enterprise microbloggers. We’re not completely sure that’s actually a weakness.
PROS: These guys are in the business of working with enterprises and catering to their needs. Don’t be surprised to see some of these players (if they aren’t thinking about it already) jump into this game in the next 3-6 months. If and when they do, they will be forces to be reckoned with.
CONS: While none of the existing community providers are actively touting an enterprise microblogging tool, it wouldn’t be a stretch for any of them to create one based on existing tools. The fact that they haven’t created one yet does put them at a slight disadvantage on the learning curve.
Will They or Won’t They
As the corporate adoption of microblogging tools like Twitter continues to increase, it’s only a matter of time before companies decide that there is something there worth exploring. Well-known startups like Mahalo have a 50% adoption rate of Yammer. Companies like IBM are using similar functionality on their Facebook-like internal communities. With so many potential benefits, why wouldn’t a company want to give this a try?
About the authors:
AARON: As Vice President of Social Media at Mzinga, Aaron Strout focuses on creating business value for Mzinga through viral marketing channels, including blogs, podcasts, twitter, and speaking engagements.
JOE: Joe Cascio is an independent software developer turned “social media enthusiast.” Joe is also the chief developer of an experimental social media identity site called SociaLogic.org. His “biggest” current interest, however, is Distributed Microblogging (i.e., Twitter). Joe maintains a blog as JoeCascio.net and you can follow him on Twitter here.
*In full disclosure, I work for Mzinga as the VP of Social Media.
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Peter Gabriel and other backers of the free-streaming, ad-supported, as well as paid-for download service We7 already convinced Sony BMG, Warner Music Group and EMI to provide some of their respective catalogues to the effort. Now the service has signed The Orchard, an international distributor with connections to more than 14,000 artists and over 1.3 million tracks.
The way in which tracks are being issued through We7 is not certain. Immediate availability of content is definitely not proving to be the case at present, as a quick search for material listed among The Orchard’s repertoire of artists shows a great number of absences. The same goes for the major companies noted earlier.
But if We7 co-founder and CEO Steve Purdham’s assessment of additions soon to be made is any indication, the service’s full launch is expected occur “in the coming months,” ensuring that the future will look richer than today. Probably, anyway. The wait will either be treacherous or easygoing, depending on one’s current assessment of the We7 business model.
Seeing as how We7 offers music rights holders the ability to offer streaming music as well as free (ad-supported) and paid-for downloads, one might think it to be striving to be a come-one-come-all type venue. Whatever fashion the consumer wants their music, in other words. But the availability of content is far from thorough, and the somewhat strange juxtaposition of paid and ad-supported downloads might make for an uneven experience.
Then again, if it is payment for songs that you wish to avoid, We7 can provide for such demand. Granted, the amount of popular content needs to be dramatically increased if We7 is to have any chance at amassing a substantial audience, but if one is to take the company’s abovementioned statement into account, that objective will eventually be realized.
When all is said and done, if we’re to draw any comparisons with the most recent free music newsmaker (MySpace), We7 will be something that resembles the social network’s opposite. Meaning music will be the primary attention getter, with friendly features tagging alongside.
Related Articles at Mashable | All That’s New on the Web:
Pump Audio Hooks Up with Redeye Distribution
MySpace, Snocap Strike Deal with The Orchard, CD Baby and More
WOW: CBS Acquires Last.fm for $280 Million
Last.fm Partners with The Orchard…Mashable Readers Fall Asleep
SellaBand Signs New Partners for Worldwide Concert Tour
Zune.net Goes Live, Wants To Make Music Social
CDBaby, Snocap to Sell Music on MySpace