This post exists because I was asked to create a presentation of the high points of what I’ve discovered in my exploration of social media that could be conveyed to others just getting started looking at the space. I was asked to include why I was so interested to build my apps on my spare time (spy, retweet radar, and ConnectTweet) which are really about poking, prodding and learning about the social media conversation’s value by experimenting with it… not just technology hijinks (although that’s interesting too).

After a fair amount of brain freeze (still only partially defrosted at this point) I knew this “presentation” was largely a series of links to tools, great blog posts and examples… I quickly determined PowerPoint, the grand old corporate standard for this type of thing, could not capture or fairly represent the multifaceted and decentralized conversation around social media it dawned on me — a blog post — which by it’s nature is a containing thought, linking to others to expound upon it is open for debate [comments] just like the current malleable state of social media.

So here it is my “presentation”…

I come from the perspective that you don’t start doing something just because it’s the cool new thing – the buzzword buzzing in your peers/bosses/co-worker’s ears – rather you should see true value to your relationships, your work, your future… or simply some entertainment value. I am going to try to give you a walking tour through interesting aspects of social media channels specifically Twitter, which at it’s roots is a communication channel for short pointed messages… essentially an email message without the “blah blah” bloat and open for all to read. My goal will be to give you tools to discover why you care about participating in this channel, if in the end you just don’t see it that’s ok… forced conversation isn’t fun for anyone.

Listen first!

Your boss asked you why you aren’t on “The Web 2.0 Twitters” yet… you are itching to go out and create that Twitter account, even though I told you not to… don’t, you need to learn to listen first. [And don't worry (s)he's just asking because (s)he can't figure it out :)]

So many people go out create those shiny new empty accounts maybe add one or two friends [who don't participate] and say “it doesn’t work”, “I don’t get it” and “whats so interesting about this” here is the truth it’s not interesting or useful by itself… it’s a communication channel not a television! You need to discover interesting conversations and people and then jump in on it, your empty account is one of hundreds of thousands out there who didn’t realize discovery and a little work is a must.

Discover by Listening

Let’s find something interesting and see whats being said about it… this is where my first tool ‘spy‘ comes in but there are many others to look at too. The idea with ‘spy’ is to “listen in on the social media conversation going on around you” on something you already care about for example say the name of your company…

spy on Best Buy

Now we’re going to see all sorts of interesting things being said… you feel the vibe of the public towards you today… people hate us, people love us, people post weird [really weird] things… but in that mess at least one things will get you motivated you’ll read a post and say “hey, I can fix that for him”, “hey, she needs this product to make that better” or “hey, that’s completely not true where do I find this guy!” or any of a myriad of other responses… there it happened you found a connection an interaction you want to have this is one bud of a conversation in this global decentralized chatter going on around us every day. If you are an Apple nut or are argumentative about politics, among so many other examples, your sure to not go dry on topics to listen to and converse about.

Take something you personally care and plug them into tools like Twitter Search, ‘spy‘, monitter.com or maybe check out Twellow a list of Twitterers by their interests when you do get started you’ll know who you want to listen to.

Discover by Trends

One of my personal favorites is to watch trends, not “what’s next on the internet” but what are people talking about casually right now… Google can step aside here this is the rawest view on open conversations on the web — real time conversation trends. If you take a look at the “Trending topics” or “Trends” sections on Twitter Search and ‘spy‘ respectively click on any one that interests you you see up to the second conversation on that topic from hundreds or maybe thousands of participants. Yes you are going to see bad TV shows (American Idol and your sort I am looking at you…) celebrity gossip, and a bit of spam but real time shines during national or global events if you are watching you’ll know about any national event first far before the traditional media can report on it, even full time cable news.

During events like the US National Debates or the terror in Mumbai a real powerful side conversation is being had in real time of which you are listening and can participate, I remember watching the debates on the TV with real people’s Twitter commentary scrolling on my laptop in full screen on ‘spy’ totally changes the experience.

My second tool plays in this trends space, there is a concept on Twitter where you “retweet” someone’s Twitter post when you think it is important and you want more people to see it, more about retweets here. My tool retweet radar gathers all those “retweeted” messages and attempts to pull out relevant terms and plot them… this view quickly allows you to see what people think is interesting so far today and even right now, an interesting way to keep your finger on the pulse of the conversation and a fun little project.

Listen and Participate for Business

Listening as closely as possible to customers and interacting with them should be the first thing that comes to mind from a business mindset when we discuss these tools, we’ve already talked about it a bit above. You now have the unique ability to put your ear to the masses, ask them questions about your product and share in their excitement or pain using them.

In this medium some customers are turned into zealots on both positive and negative sides of the fence, they have a megaphone to speak their mind and they do. This can be good for you, they serve to keep you honest, keep a spotlight on you and spread the word of your brand and products this channel allows you to keep up a conversation with zealots and use them as a leading indicator for your decisions, maybe even including some of them in those directions.

As an example, the day a new Best Buy marketing pieces hits people’s homes the social media channels erupt in conversation both good and bad an almost immediate barometer on the impact of that offer, particularly today a get $100 off an iPhone offer hit all Best Buy RewardZone Silver customers and the social media conversation was very positive. A further example, the day RewardZone Black was accidentally emailed to millions of people, Barry Judge our CMO noticed the increased conversation on the ‘spy’ in his office and quickly issued an apology through his Twitter account and his blog a first for Best Buy in both speed and openness to admit our mistake.

Best Buy and other Twin Cities companies were written up in this Pioneer Press article for our early social media efforts including blueshirts from the stores, corporate workers and even our CMO on Twitter not to mention some nice ‘spy’ coverage. Outside of Best Buy using ‘spy’ to watch the social media conversation in the Hub, HP has implemented ‘spy’ in their internal marketing portal to help their workers keep up on the conversation around their company.

Chris Brogan and others covers ideas for business well in video and bullet point format so read on.

Participate for Yourself – Your Growth, Your Career.

Wherever and however your expertise, passion and occupation line up there are a limited number of people who do what you do, the way you do with the experiences you have… social media thrives on this fuel. People who throw out that new idea, business tip, graphic design guide, free font or nugget of web development advice are lifted up. People are eager to hear from others cross pollinate ideas and practices and generally to learn, putting yourself in this pool and being looked to for advice by this international group of “followers” can propel you to learn more, advance your skills and show you the market out there for you as a leader in your space.

I have been writing this blog for about 8 months now, polluting the internet and social media with my then poor, now slightly better, writing abilities; I progressed, I helped people, I participated in thousands of conversations with people I would have never met including many big names on the internet and getting my name out there.

Your ability to use social media, build your niche and “personal brand” as they say is nearly limitless. If you are the “best X person in the office” take it to the web, I guarantee you will learn something further and people will recognize your skills and you will be rewarded as many times as I feel I have been, your company, your industry, your world can be flattened by these barrier crossing social media connections.

I just received word from Pam Dearen at HP of some great launch news partially powered by spy.appspot.com!

Our new internal Digital Marketing Community Portal launched as planned on January 15. One of its top features is our “HP Buzz” — our custom version of your Spy app.

It’s truly exciting to see big business gravitating toward social media and empowering employees to listen fulfilling my vision for ‘spy’ — it was never about the technology or the website but finding and amassing these relevant and timely social media conversations and getting them in front of people who care about them but may not yet participate in the social media space.

HP’s “Buzz” section of their internal Digital Marketing Community Portal does all of this well, the employees in this group will see a constantly refreshed and relevant view of what people are saying about HP, if they only find one actionable nugget of information from their customers via this method it would feel great to me and I am positive they will.

I really appreciate the quick and relevant work they have done here, the very kind attribution and the clear view and message that empowering employees with more direct channels to listen to and interact with their customers can only better the experience for all customers and help to shape business decisions we all make every day. Kudos to the HP Digital Marketing team for getting out there, testing and trying new avenues and listening to their customers wherever are.


Click for full size.

Julio Ojeda-Zapata technology writer and columnist at the St. Paul Pioneer Press and author of twitter means business: how microblogging can help or hurt your company wrote a nice piece today in the Sunday Pioneer Press titled “To twit or not?” [Update: PDFs here] about three Minnesota companies finding some success on Twitter excited to see one of them was Best Buy.

Julio captures well a few of our early efforts namely @BestBuyTulsa221 and other folks in our stores Tweeting to help customers, @jbweb using Twitter to find others in the company passionate about projects she is working on crossing existing hierarchies effortlessly and @BestBuyCMO shows the power of open thinking and openness to feedback all the way at the top. Really exciting stuff, and I love the sub headline “Best Buy: I Spy Twitter” couldn’t be more perfect!

I am personally excited Julio specifically calls out the ideas behind my work on the application ‘spy’ (more on why I created ‘spy’ here) and how we used it to display Best Buy buzz on in the “Hub” of our headquarters, exposing everyone to the Social Media conversation and it’s relevance to our business. I believe, especially in economies like today’s, finding new ways to tune into the conversation around your company can only help you focus on the right things and solve customers problems more quickly.

Thanks to Julio and the Pioneer Press for great coverage of our early efforts hopefully there will be more fun to report as this whole space moves forward, I know I am not stopping here.

This may be a bit self promotional but capturing Julio’s ‘spy’ coverage here:

Ben Hedrington, a Web developer for the company’s BestBuy.com division, is such a Twitter fanatic that he created a new way to troll the twitterverse — along with other “social media” services such as FriendFeed and Flickr — via a built-from-scratch search engine he has christened “Spy” (spy.appspot.com).

Though fashioned in Hedrington’s spare time, Spy became an instant Best Buy hit. At one point, a big screen in Best Buy’s vast main lobby had Spy displaying the latest Best Buy-related buzz on Twitter. Spy has come in handy for Best Buy-related events, too. A screen behind the speakers is typically present, displaying a rolling series of event-specific tweets so staffers not physically present are able to chime in on discussions by using their Twitter accounts.

Even Barry Judge, Best Buy’s chief marketing officer, has Spy running in his office so he’ll know what is being said about his company on Twitter. Judge, a recent Twitter convert, said the service complements his blog and is a good way to gauge customer sentiment while speaking directly to his clientele in a way that feels genuine.

When Best Buy recently botched a phased rollout of a rewards-card program (meant to initially target 1,000 folks, it was e-mailed to about 7 million instead), Judge used his “BestBuyCMO” Twitter feed as well as his blog for mea culpas.

“Full transparency was helpful for maintaining trust,” Judge said. “Twitter gave me that visibility.”

There is much conversation among bloggers lately about targeting early adopters versus the mainstream, as Scoble would say the passionates versus the non-passionates, should we be excited when the early adopters love our product or service but the masses don’t understand it?

No, we shouldn’t we need to find ways that show the value of what we do to the mainstream otherwise we’ll be here talking to ourselves for years… how can we create that passion, or at least show ours?

The creation of my Google App Engine project ‘spy‘ has created a wave of conversation among my close daily contacts, in my company and even from the Google App Engine team itself, but to me it’s not the JSON feed compositing, the jQuery goodness or even the fun of trying out the App Engine itself… none of that is really that new or complicated it’s about simplicity and visualizing the social media conversation that give meaning to the applications like Twitter and FriendFeed and I believe a larger understanding of social media in general to its ‘viewers’.

Viewers?

Yes ‘viewers’, many need to see the value for themselves before they’d ever jump in and create that first FriendFeed account while we, the early adopters, scurry around and try to sign up for the newest thing in the first hour it’s created (Plurk, Identi.ca, Cuil anyone?).

You see, I talk to (real “normal”) people every day and similar things happen…

Me: “hey, I saw a great post on FriendFeed today, I commented back a tweet to Robert Scoble and he responded back to me in like 5 seconds” or maybe “last night Leo Laporte ‘liked’ my post about spy!”

Them: “huh, cool I guess”

it just doesn’t mean anything to them… I got the opportunity to talk to people I respect and have never met in a here to for unprecedented manner thanks to social media… but to them it is chatter, buzzwords, etc… if I would have got an email maybe that would have meant something to them?

These back channel social conversations just don’t hit home yet for the masses, it is really cool but not impactful to their life… this is where my idea for ‘spy’ was born. How could I make listening into the social media conversation about something you care about as low impact as turning on your TV. How can you show someone meaningful discourse via these new channels that they are overlooking or discounting?

A glimpse of social media from your armchair

So I did something about it, I combined feeds from Summize and Friendfeed to bring together the posts over a given time period and set them to scroll using some packaged JavaScript libraries, this created a simple interface that put in your face exactly what is being said about something that is relevant to you, say a conference you happen to be at, a company you work for, watch a news event unfold in front of your eyes before the US media is reporting it or maybe the news on your favorite presidential candidate.

Tipping Point?

What I saw was once I put something to scroll on a TV in front of someone that they care about people perked up, they laughed, they showed their friends, when a negative or odd post about their company or cause showed up they said “why would people say that online” my answer was two fold…

a) it doesn’t matter why they are saying it, they are… and we need to be listening

and

b) if they are saying it online they are, at least, saying the same thing verbally to all of their friends and it is affecting your company or cause… and we need to be part of the conversation, it is our brand

The next logical question from them was “how do we respond?” Yes! This engagement tipping point I believe is what social media needs, it’s not about newer technologies it needs to be about the conversation its value and its increasing relevance to everything we do.

From our early adopter lens here is no reason that everyone in your company is not participating in the conversation and monitoring their interests, but you need to start from somewhere you need to put the candy infront of the masses and let them decide the value for themselves to me visualization and simplicity are the key to this tipping point.