It’s so humbling to see simple social networking tools like spy which I created on a whim be discovered and serve purposes on a level I never would have anticipated. I first saw this when people found and used spy during the crisis in Mumbai but just today I discovered…

‘spy’ing on Volcano Stranded Travelers?

It seems the almost 1000 members of When Volcanoes Erupt: A Survival Guide for Stranded Travelers on Facebook are sharing and using a link to spy for the hash tag #getmehome. If this tool helps just one person get where they need to safely I am more than ecstatic.

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.

Act I: Bigger != Better

From the first installment: The Web Development Elves

These great little sites didn’t require a multi-million dollar creative agency. They didn’t require a creative brief. And they didn’t require a million dollar investment from a major corporate client. They just needed the curiosity, ingenuity, creativity, time, and effort of one clever tinkerer.

I really appreciate that Mike, dead on. Mike writes on the same vein I am about theses applications, it’s not the change in technology that’s critically important here it’s the openness and pervasiveness of the new tools… anyone can do this… it’s no longer just the game of big IT or big agencies.

Small websites, tools, and online services, built by independent developers will eventually dwarf the contributions of the major digital creative agencies.

Act II: Efforts playing outside influence the day job? – Benefits to Best Buy (my employer)

In the second installment: Web Development Elves II: Double Agent Mike picks up on the excellent article in the Economist “Generation Y goes to work” that mentions some of our work at Best Buy and sees:

Another Net Gener at the company cobbled together a mobile-phone version of Best Buy’s website for fun in seven days in his spare time.

Mike got in contact with me and asked… yep, he got me again… turned it into this post: Web Development Elves II: Double Agent Read the whole post, but this was his final flurry and I couldn’t agree more!

Big corporations are so used to working with big agencies on big projects that it’s difficult for them to adapt to this new way of working. Small projects. Iterative process. Limited bureaucracy. But, best of all, small budgets and limited risk.

Every corporation in the world should be seeking out this kind of embedded intelligence, and making effective use of it. Create systems for discovering these talents. Create regular rewards for employees who share these talents. And create ways for groups of employees to find each other and begin collaborating.

More and more you will find that this is how people expect to work – flexible interests, collaborative, non-hierarchical – because this is how the internet works. Adapt.

Fun stuff! …Now back to the lab…

My little Social Media ‘spy’ application http://spy.appspot.com makes “15 Useful Google App Engine Applications” on LouisGray.com written by Mike Fruchter! I just slid in there at 15… hoping to keep plugging along adding useful features and using ‘spy’ to expose more and more folks to the value of Social Media.

Google App Engine really does make it possible to kick out an idea out into the world delivering scalability, quality and efficiency right out of the gate. I hope developers continue to discover it’s power, Python and Django are nothing to be afraid of in fact I really value learning them.

Thanks again to Mike and Louis!

As Pete Cashmore of Mashable, Dan Farber of CNet and many others have reported Twitter and social media in general are playing a huge part in receiving accurate and timely information from the crisis in Mumbai.

While not in those leagues, in the last twenty four hours I’ve received notice of a number of posts written by bloggers looking to help people keep an eye on the events unfolding in Mumbai in real time and linking to http://spy.appspot.com/find/#Mumbai some of them written by people with family and friends too near to the events… I am floored… This tool I created largely on a whim had no delusions of helping people in situations like these but none the less I am humbled to see that it has helped even one person in a context like this. It appears at some points the use ‘spy’ was seeing peaks at almost eight times the average number of requests per second from the previous days… wow…

It’s true social media opens many personal opportunities… to flatten your company’s ladder, to enable passion in any niche space, to truly listen to your customers, constituents or opponents… but surely filling in this vital communication gap, reporting on a critical and emotionally charged event in a personal and unfiltered way, enabling people to keep closer to events effecting their families… is enough for me to say these channels are here to stay. Yes some folks tweet very inane events of their life, but today even skeptics need to step back and see just what these open channels allow.

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.