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Comcast - Frank Eliason - comcastcares
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Lois Townsend Global manager of social media strategy
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Toby - @tobyrichards
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Jeremiah Owyang - partner Altimeter group
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Caroline McCarthy - Cnet news -
Question: With recent case of complaining fat Southwest would-be passenger; is Twitter the best space for feedback.
Frank: Customer’s control this space. Question is how companies will act on it.
Townsend: Twitter is a way to connect with the customer, but not converse with the customer…Virtual concierge, getting them in off the street.
Question: Is there anyone from PR keeping an eye on you <stinky support boys>?
Toby Richards: At Microsoft as a company we’ve invested in the way we’ve listened to our customers…. We’re as transparent as possible….there is a conversation to be had….Story of win7.. goal is to get customer healthy
Question: Are there style guides?
Comcast & Microsoft: There are policies, but not style guides. We empower people to be part of the community
Question: how did you leverage traditional support people and integrate them?
Question: how about B2B - how do you do that support?
Microsoft: Re: B2b - launched our @microsoftpartners twitter account to help them compete in market. We also have some private forums where we have private partners there. And we’re infusing knowledge of how to do online community support slowly into the organizaiton.
Question: Re: Social CRM - do you see a single location for customer support? That’s the modus operandi of ‘get satisfaction’ it allows for embeds. URL’s and destination don’t matter. Do people use twitter to search for support? Temporal decay creates obstacles
Comcast: Twitter great way to broadcast immediately solutions to an issue.
Microsoft: yes forums are more persistent. Will post a tweet in our own forums to land them in better location.
@anywhere launch by Evan Williams and disastrous interview by Umar Haque.
- @anywhere is the new twitter “app platform” – basically an API that allows someone to call to and display specific twitter data from their site, and take specific actions like follow that person.
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- Solves the problem of discovery within context.
- Slashes my discovery cost as a user.
- As a site, it gives you a connection back to users you didn’t have before.
- create community or subcommunity
- this isn’t an ad platform, this is an @platform
- lowers the barrier to twitter, puts it in a stronger context
- experimentation is what leads you to create value.
- process of creating a business is discovering how you’re wrong and iterating.
- increasing the signal to noise ratio, getting better information to those who want it.
- experimentation is about iteration.
- openness is a survival mechanism.
- Why did they open us search? how do you increase the value of the network and the value to the user? by making it more searchable.
- 3rd party developer focus has been around creating core experiences that are holes in teh UX - like sharing photos.
- cotweet got acquired - just doing customer support through twitter
information network - hard to narrow that down.
- increasing the signal to noise ratio, getting better information to those who want it.
- experimentation is about iteration.
- openness is a survival mechanism.
- how do you increase the value of the network and the value to the user? by making it more searchable.
- 3rd party developer focus has been around creating core experiences that are holes in teh UX - like sharing photos.
- cotweet got acquired - just doing customer support through twitter
- hardware device for bakers to tweet
Panelists:
- Liz Gannes
- Douglas Merrill
- David Maher
- Christopher Dixon
- Geoffrey Roberts
#contentme is the hashtag for this session on twitter.
- Personalization has been around for 15 years, why are websites so impersonal? Answer: it’s hard
- Article here describes the end of anonymity on the net. How companies can pinpoint individuals based on data exhaust. http://33bits.org/2009/03/19/de-anonymizing-social-networks/
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Operators of online social networks are increasingly
sharing potentially sensitive information about users and
their relationships with advertisers, application developers,
and data-mining researchers. Privacy is typically protected
by anonymization, i.e., removing names, addresses, etc.
We present a framework for analyzing privacy and
anonymity in social networks and develop a new
re-identification algorithm targeting anonymized socialnetwork
graphs. To demonstrate its effectiveness on realworld
networks, we show that a third of the users who
can be verified to have accounts on both Twitter, a popular
microblogging service, and Flickr, an online photo-sharing
site, can be re-identified in the anonymous Twitter graph
with only a 12% error rate.
Our de-anonymization algorithm is based purely on the
network topology, does not require creation of a large
number of dummy “sybil” nodes, is robust to noise and all
existing defenses, and works even when the overlap between
the target network and the adversary’s auxiliary information
is small.
- Google uses over 200 signals to rank ads and searches. (your data exhaust)
- hunch - makes recommendations to you, based on your personal context and profile.
- the filter - recommendation and relevance engine, b2b engine, for digital content (sounds like music/video mostly)
- hunch guy - non-obvious recommendations: what car you’d like to buy, what vacation you should go on, whether you should have another kid. decision support for over 5000 topics. users answer 140 questions about themselves. some correlation: if you like to dance, you should switch to a mac
- the filter - crop prices and the weather, recommendations to help them manage their life. Gigfinder - recommends gigs based on your music preferences and your location.
- the filter looks for connections between the content, rather than connections based on titles. And they feel they can prove that based on consumption. 40% increase in time spent on site based on their better correlation engines.
- Roberts of the filter says ‘we make sure our recommender now only remembers, but forgets as well. Inputs should have decay.’
- Netflix was going to use more demographic data sometimes gives you better relevance on recommendations, but they backed down based on lawsuits.
- Douglas: De-anonymization of data is a terrifying thing. Had problem with google search data. It’s not that hard to work back from generic set of signals back to an individual person.
- Important not to be paralyzed by fear. Removing the name fromt he database is different than providing aggregates. Sharing correlations, but not tying those to particular usage sets from a person is different and not dangerous in the same league as just anonymized data sets.
- Interoperable recommendation sets coming?
- Location is very important as a key variable for interoperability.
- people can have taste profiles, and they can follow others based on their similar tasets, and that’s all volitional.
- hard to scale the data across more domains. Portability is very difficult for generic relevance engines.
- Analysis of data that has been created by the corporation is seen as corporate owned, but it would be great for people to share in order to create a cross-domain content recommendation engine.
- It’s worth exploring changing the UI based on consumption patterns of the content. Not completely thought through yet. - adaptive UI changes based on who you are and how you use.
- Somebody help make relevance out of all the content we’re seeing…
- something that helps me spawns some corporate application (insurance company) so users need to be able to keep my data anonymized
- location based advertising old world example: billboards or street teams.
- Time:aging; if my preferences are curated by my usage several years ago - how useful is that? I pass through life stages that you can’t predict.
- No recommendation engine has been around long enough.
- Let the filter ‘forget’ over time. Necessary part of the engine over time. Weight now/recent vs. older data exhaust.
- Better click-through on female focused sites/content than male focused. “women are browsers, men are searchers.”
- It’s very computationally hard to provide a truly relevant website. Therefore most sites don’t do or don’t do well.
- Can make good inference from a single data set like a few movie photos about some personal items like ‘gender’.
- Join with another data set, and you can predict actual user identity, place on map with a photo.
- Hard to scale expert knowledge; case in point zimbabwe music is rarely recommended set. not enough experts to scale their recommendation.
- If you have ten million tracks, so 80/20 rule will apply. 20% will do 80% of sales. So long tail may never appeal. There must be other ways to pull out content that is less expected from the long tail that you might like.
Themes: Reputation, Rewards, Awareness
Slides: http://www.slideshare.net/stephenpa/the-art-science-of-seductive-interactions http://www.getmentalnotes.com
General theme - use predictable human motivations to drive better and more seductive UX.
A few notes:
- Usability is about removing friction
- Psychology is about increasing the motivation to complete a task in the first place
- make the user curious, give him visual imagery & pattern recognition, make things easier with recognition over recall ex: By turning your profiling mechanism into a game you can draw users into mutually beneficial information sharing.
- why did iLike’s interface work? curiosity, visual imagery, pattern recognition, recognition over recall
- How to be mysterious and intriguing: Hot Wheels - blacks out some product. CPK ‘Don’t open it’ thank you card.
- Playing hard to get = scarcity + social validation
- Adding humor as micro-copy and reactions - embracing humorous brand tone.
- taking a risk - where you can throw in default data.
- Ownership, playfulness
- brain likes surprise: novelty the unexpected; fun, playfulness; varying visuals
- delighter - fun that you just throw into the application.
- Incremental construction
- progressive disclosure
- immediate response
- predictability
- direct manipulation
- context of use
- Personalization
mobile nudges people to browse, since people don’t know what to search for, and small real estate.
search patterns library in flickr
Dan Ariely
Duke University
befuddled monkeys. http://bit.ly/c7DuWc we are speed venning this morning.
less attractive but similar option makes like option more attractive.
The value of the first decisions
how should people decide about buying a cup of coffee
you should have a reservation price - too much
what is the self herding version of these decisions?
compare wine to wine and beer to beer and keep these categories.
don’t want to be compared to dunkin donuts
self control: the problem and how to get over it.
really fun now, not so good for future.
not good now, really good for the future
long term not sufficiently motivating
reward substitution, replace intantible future reward with immediate reward
learn to turn off the temptation (rats and pigeons) in the hope that they get more food.
snooznloose -
in the future, everyone has patience.
Now it’s incredibly hard to wait
Hard to think more than 1 step ahead. Have to think long term if we don’t want to make these kind of mistakes.
Think about the following; to deviate from her intuition would be expensive.
So she was not willing to try something new, because it against her belief and it would cost her something.
Choice architecture - if you design an environemnt, the design has a lot to do with the outcome of the user behaviors
Not just short, but also long-term effect of influencing decisions
self-control - problems of making decisions on future, need to make short term reward - submit to a self-control problem, not a full cost benefit.
general lessons:
governed by irrational behaviors, and we’re typically blined to them
you need to do experiements.
health care; strong belief and no behavior
predicably irrational -
the upside of irrationality
dan ariely
Caught last little bit of this session.
Interview with Michel Gondry
- Website that is/appears to be blog, rather than promotional site.
- making your own person:
merchandise your effort so people can support you; USB drive, tshirts, half of dvd sales now are from amazon - put itunes execs in the movie itself
Free e-book on:
scottkirsner.com/ffff/sxsw.html
Panelists:
dashiell bennett dashiellbennett.com @dashbot
anthony derosa @antderosa/soupsoup.tumblr.com
kate milner @katelmilner/katemilner.com
Jaime morelli @jaimemorelli
kelly reeves @kellyreeves/kellyreeves.net
http://lunch.com/t/10xy From Trolls to Stars: The Commenter Ecosystem Review by AlanaJoy
There are a number of segments of commenters;
- regular commenters
- affinity, but intermittent
- one article people
- trolls to come because they’re trolls & want to be wicked.
There are also typical tactics. Like “you are all morons” - predictable provocatateurs
Annonymity makes a difference;
There is a different dynamic commenting as themselves vs. personas some people create personas that are different than real life
Real idendity use creates more subdued responses
people who are fake personas make more extreme comments and buy into them.
commenting to flame others under your real name is a danger. (story about this)
Definition of trolling - there is more personal anger in trolling comments than in other types of comments.
It’s the job of commenter and moderators to moderate.
There is a fine line between fine line of comments and not letting them take over comments.
In most cases, the commenters are a very small minory of your actual readership
the people who bitch and moan the most, they aren’t the people you want to cater your site to.
Twitter hash tag on session: #sthb
Panelists:
- Sam Ford - pepper.com
- Ivan Askvich - Biz spaceship
- Michael Monello - Campfire
- Amber case - Oakhazelnut.com @caseorganic
- Emily Yellin - author
Book by Yellin on panel: Your call (is not) important to us
- Flawed product with greta service results in more passion than good product with bad service.
- Brand message important in the moderator or tweeter
- what do I need to hear? - make changes internally so you don’t create the comment in the future. Instead companies act like the SNL script; “we learned well the lessons of Vietnam. Stay out of Vietnam.” - they need to think systematically about listening to and acting on the feedback. The worst practices of tweeting are those companies with no internal connections of conversation and feedback.
- Acknowledge the conversation.
- Thing marketers love about social media is the ability to target their campaigns pushing outbound. But they haven’t thought about the targeting teh users can do in-bound, and what they should do with that.
- Most of the point of twitter is that the audience want to talk to each other about you, no to you. Blogging is more of an effort to talk to you.
- Twitter teams can only be part of good cust. serv. But can change pace & culture of big corps thru instantaneous feedback #sthb
