Social Networks
#socialmarketing Convergence CoverItLive Page
Submitted by Aldon Hynes on Thu, 11/19/2009 - 12:03This page is the CoverItLive aggregation of the #socialmarketing TweetChat that is taking place Thursday November, 19th at 12 noon, Eastern U.S. time.
You can join in by tweeting with the hash tag #socialmarketing via Twitter, Tweetchat, or other Twitter tools, or by posting comments in the CoverItLive frame while the chat is occurring.
Example QRCode pointing back to this blog post:
#socialmarketing Convergence, The Long Tail and The Innovator/Influencers
Submitted by Aldon Hynes on Thu, 11/19/2009 - 10:36Today at noon, Eastern U.S. time, @ckieff and I will do a Social Marketing Tweet Chat. Chris runs the Social Marketing firm, 1 Good Reason and we often chat at various conferences. He has been running the Social Marketing Tweet Chat for some time now, and asked me to join him to share some of my perspectives.
While I pay close attention to social marketing, I approach it more from the technology side than from the marketing side. I typically present myself as an “Old guard, hardcore geek”. The closest I get to marketing is when I describe some of my work as “helping people tell their stories on computers”. So, I will present a different perspective than some of the other folks that Chris often speaks with.
The current themes that I’m most interested in, in this area, and that I expect to explore at lunch time are convergence, the long tail, and the technology adoption lifecycle. In short, I believe that too many marketers do not spend enough time focusing on convergence. Various forms of digital technology are rapidly converging, but too often, it seems, marketing campaigns are not converging.
At the conferences Chris and I attend, it always seems like all of the focus is on the really large publishers. However, the long tail suggests that marketers, and especially those focusing on a social component, need to look more at the publishers that are not at the top of the A list. That is where the social action really is taking place.
Finally, I suggest that marketers should look more at innovators in the technology adoption lifecycle instead of early majority, late majority or laggards. The innovators are the folks that test out technology, when they find a product they like, they become the champions of the product and are the most effective influencers for a product. It seems like technology firms understand this, but few other firms seem to focus on who the innovators and early adopters for their brands might be. As an aside, the original research that led to the sociological model of the technology adoption lifecycle was based on hybrid seed corn sales in the 1950s.
So, join in at noon and share your thoughts for what I hope will be a lively discussion.
Understanding Google Wave Preview Hype and Testing
Submitted by Aldon Hynes on Sat, 11/07/2009 - 06:31My blog post yesterday Looking for Google Wave Invites? generated about three times as much traffic as a typical blog post does for me on its first day. It appears as if everyone is searching for Google Wave invites. Over on one of the mailing lists I’m on, there has been a lively discussion. One person posted information about a wave they were on and others asked to join the wave or to get Wave invites. Others spoke derogatorily of Google Wave and all the hype. One went so far as to suggest that Google was creating a new digital divide between those that have been invited to Google Wave and those that have not been.
I have a fairly different view and expressed some of it in a response to the list. I’m expanding that response into this blog post.
The 'new' digital divide
Google Wave is still in preview. That's Google speak for 'not ready for beta testing'. It is sort of like some late stage alpha testing. They are being wise in attempting to limit the use to people who are going to try it for alpha testing, find bug, develop use cases, etc. Many software firms do this for many products. It does produce a divide, but it is not new.
It goes back to the old technology adoption lifecycle or technology diffusion model, mostly based on work in the 50s. The first people to use technology are the innovators. Rogers suggests that this is about 2.5% of the population. With around 227 million Internet users in the United States alone, that would mean that there are about 5.7 million Innovators. I don't know how many users Google wants during its preview testing, but I suspect it is less than 5.7 million in the United States.
So, we have a limited resource within a specific cohort. Google attempts to find those in the cohort that will be most beneficial to their testing.
The Hype
Innovators are often typically champions for the products they are testing. They are innovators because they like to experiment with the new and shiny and talk with friends about what they are doing. They also like to find other innovators to share their experiences with, hence referencing back to some of the discovery issues the mailing list. The problem is that with the way we are all connected these days, innovators often have a lot of followers on various social networks and everyone piles on fighting for a limited resource they might not even understand.
This leads to a backlash by people who have not been invited, and especially by members of later cohorts that have not been invited. It often rings of sour grapes.
The Hope
One member of the mailing list said that she was not really seeing what Google Wave does that existing tools don't already do. I have to agree with her on that, with a couple of caveats. She went on to say that the real potential benefit of Google Wave being a convergent technology might turn out to be its best feature. Personally, it is this convergence that I find so interesting and is the reason I've been trying to find people that are interested in collaborating between Google Wave and other forms of computer mediated communication (CMC).
However, this gets to another part of the innovators. Some innovators are the geeks, the folks setting up and hacking FedOne servers. Other innovators are those that develop use cases. How could Google Wave interoperate with other CMC systems? What are the implications of this for other CMC systems? How could Google Wave be used to facilitate education? If I had any invites, I would be inviting people that are doing serious testing of the limits of the technology or are seriously thinking about use cases including the sort of questions I posed above. Unfortunately, I don't have any invites to the Google Wave Preview server.
Will the convergence that Google is trying achieve with Wave end up being the best thing since sliced bread? It is too early to tell. Instead it is time for innovators to explore if that is possible. One thing that I like is that it is a fairly open standard. The communications is done via extension to XMPP servers, making it easier to create additional interoperation.
Convergence
Content
There are a couple of areas of convergence that I am particularly interested in. The first is convergence of content. When I write this blog post, it will propagate across the Internet. Twitterfeed will check the RSS feed post the title and a link to Twitter and Identi.ca. Friendfeed will pick it up from RSS, Twitter and Identi.ca. Facebook will pick up to the RSS, Tweets, and Friendfeed. It probably gets picked up by several other sites via RSS as well. For a graphical image of how complicated this can become, check the Social Media Map that I created over a year ago.
On many of these sites, people comment. People reply to my tweets. They comment on the tweet as it becomes a status message on Facebook. They comment on the blog post as it becomes a note on Facebook, and so on. It would be very nice if all of this could be consolidated into a single wave where different comments from different systems could converge and be looked at together.
Contacts
I’ve written in the past about how I wished I had a good Social Network Contact Management System and I’ve written about trying to build one using Semantic Mediawiki. To the extent that Google Wave can interoperate and bring in my blog posts and the comments from various systems, my Tweets, my IMs, my status updates and Facebook, and all the conversations I have around them, I then have the basis for my much sought after Social network Contact Management System.
To make this work properly, I would want to be able to have my contacts have not only their contact information on the Google Wave Preview, but also their contact information; their wave addresses on various federated wave servers, their various email addresses, their various microblogging addresses like on Twitter or identi.ca, their IM addresses, and with the possibility of Google Voice integration and Asterisk integration, their phone numbers.
With that, each conversation that they participate in would be a wave, and I could search for all of my contacts with any of these people with a simple search on Wave. Perhaps the people that need to worry most about Google Wave are companies like Salesforce.
Other Wave Servers
All of this leads back to my current key interest. I've setup my own FedOne Wave Server. I've federated it with the Google Wave Sandbox server. A few other people have done the same thing. Right now, it is very difficult to do and the client for these federated servers, with the exception for the Google Wave Sandbox server, is very limited. I am glad that one person from the mailing list recently tested my wave server, and others are welcome to do the same thing. Just remember it is a very limited client and the user experience is much different that with Google's Wave Preview server or their Wave Sandbox server.
So, those are my additional thoughts on Wave, other forms of CMC, and perhaps even a little bit on education. Thoughts?
Google Wave Federation on Ubuntu – Openfire XMPP, StatusNet, Asterisk and Beyond
Submitted by Aldon Hynes on Sat, 10/31/2009 - 10:48Last night, I spent more time exploring Google Wave, and find there are so many more areas that I need to explore. I am especially interested in Google Wave Federation.
On the GoogleCode blog, they talk about “the Google Wave Federation Protocol, the underlying network protocol for sharing waves between wave providers.” They go on to explain, “Yes, that's between wave providers: anyone can build a wave server and interoperate, much like anyone can run their own SMTP server.”
With this in mind, I set up my own wave server. To do this, I followed the steps in the Google Wave Federation Prototype Server Installation Wiki Page.
At first glance, it looked nice and straight forward for Debian and Ubuntu users. Make sure you have Java 6 installed, grab the Openfire package, install it, configure it, and add the Wave software. Unfortunately, it turned out to be a bit more complicated.
If you are running on an older version of Ubuntu, you cannot simply install sun-java6-jdk. The package isn’t found. You can install openjdk-6-jdk, but then the Debian package can’t find sun-java6-jdk and it won’t install.
I did install sun-java6-jdk and Openfire 3.6.4 on one of my machines. However, I couldn’t get it to start. Then, when I finally got it to start, it wouldn’t recognize the administrative password. I went through several cycles of installing, uninstalling, tweaking, and couldn’t get things to work consistently. It was then that I discovered two important things:
First, when you start Openfire, depending on the machine you are using, it make take a minute or two before it will start responding to http requests. So, install Openfire. Wait a minute or two. Then, attempt to configure it. This led me to the second issue. After you configure it and set up the administrative userid and password, it appears that you need to restart the Openfire service. Once you’ve restarted it, and given it a minute or two to get up to speed, you can login to the administrative panel, and continue on with the configuration.
Openfire is an XMPP server. XMPP is a standard protocol that is used for chat programs like Google Talk. It is used by StatusNet for connecting with their micro blogging. StatusNet connects with Twitter, and the Openfire server has plugins that allow connections to other IM services like AOL and Yahoo. Openfire also has plugins to connect to Asterisk and SIP, so that you can use an Openfire session to connect to Voice over IP services. These are things I have yet to test.
My first test to make sure that Openfire was up and running was to run Pidgin, a chat service that runs nicely in Ubuntu. Not only did it connect nicely with my Openfire server, but I managed to connect over IPv6 for some of my testing.
Once I had Openfire running smoothly, the next step was to add the Wave component. In the instructions, they say to download the software using the ‘hg’ command. I did not have ‘hg’ as an available command. Hg is part of the mercurial package, so I did a
sudo apt-get install mercurial
To install Mercurial. Then, I retrieved the code and tried to build it. However, I had initially installed just the Java Runtime Environment, and I didn’t have ‘ant’ available as a command. I installed ant and the full Java Development Kit and the build worked. It took about a minute to build on my machine.
The next step was to build certificates. The Wiki page for Certificates provides a simple easy way to build your own certificates. However, it suggests getting a CA-issued certificate. They suggested going to http://xmpp.net/. However, as of yesterday, XMPP stopped operations. They have a link to https://www.startssl.com/. However, Google Chrome says that StartSSL’s certificate is not valid. On top of that, the StartSSL pages just aren’t working for me right now. So, I’m running with my own self-signed certificate.
The next place where I ran into an issue was installing my certificate. The run-config.sh file has a line
CERTIFICATE_FILENAME_LIST=${WAVE_SERVER_DOMAIN_NAME}.cert
If figured I’d just name my cert file to be my domain name. The problem is that the procedure for making cert files uses an extension of .crt instead of .cert So, my first attempt to run failed. Fortunately, I found that fairly easily and now have the server up and running.
The Openfire administration pages shows the component session running. The message from the wave server looks like it is initializing okay, but it isn’t discovering any other wave servers. It is getting a message that
INFO: Couldn't find wave on initech-corp.com
initech-corp.com does not appear to have wave
So, it looks like I’ve got a wave server up and running, but not connected to anything or doing anything. If anyone else is experimenting with Google Wave Federation, let me know. In addition, if anyone wants to do other things with my XMPP server, I’ve set it up so that you need to contact me to set up a userid, but I’ll set up userids for people that want to experiment.
Later, I’ll reinstall statusnet. I had set up a very early instance of laconi.ca, the precursor to statusnet, but I haven’t done anything with it in ages. Now that I have a nice XMPP server, I will want to do an new installation and see how it runs with Openfire and ultimately, Google Wave Federation. If I really get motivated and have some free time, I’ll work on getting Asterisk up and running again. Also, still on the list is looking at Shindig and Drupal for Google Gadgets, but that is even further down the list.
So, are you doing anything interesting with Google Wave Federation? Got any cool ideas?
Geek Day
Submitted by Aldon Hynes on Fri, 10/30/2009 - 12:15Yesterday, I spent much of my day playing with new technology in the pipeline as well as some older technology that is new to me, and it looks like today may be a bit similar. With that, I want to share some views from the geek trenches.
Google Wave
I am now on Goggle Wave. You can find me as aldon dot hynes at googlewave dot com. It is still in early testing and I’m only slowly finding friends and waves there. However, it does have a lot of interesting potential. I like the ability to have a real time discussion and still have it end up like an email thread. I like the idea of having these discussions publicly, like on a mailing list. I like the idea of being able to insert comments in the middle of someone else’s comment. I like the idea of having gadgets, and I’m glad they now have tags.
I’m disappointed that a good permissioning system isn’t in place yet, and I’ve been frustrated at times when a wave can get really slow with a lot of people on it.
On the usage side, I’m very interested in how people are using it for community gathering, political discussions and potentially journalism. It will be interesting to track usage and how usage changes, and I sure hope there are some good academics looking at this from various academic frameworks.
For the technology, I’m very interested in what can be done with gadgets, and I’m hoping to play with creating some gadgets. I’m interested in what can be done with gadgets and Shindig, and especially with the Drupal Shindig OpenSocial Integrator. Ultimately, I’m interested in how this will fit Open Handset, or Android.
Over on StatusNet there has been a discussion about Google Wave Federation and how Google Wave could interact with a system like StatusNet. This is another area I want to explore.
So, as an early adopter geek, I’m really enjoying Google Wave, and I’m hoping to explore it much more.
Sidewiki
On the Thursday #socialmaketing discussion, @ckieff asked people what they thought about Google Sidewiki. I hadn’t played with Sidewiki, but I’ve been hearing a lot of buzz about it, so I figured it would be a good idea to kick it around a little. My first comment was about my surprise that you couldn’t use it with Google Chrome. Several people shared this comment, and then @googlesidewiki responded that Google Sidewiki has just come to Chrome. Actually, it only partially came and there is more work to do, but it is a step in the right direction.
Over on Firefox, I installed the Sidewiki addon. So far, it doesn’t seem to do a lot that I couldn’t already do with StumbleUpon and a host of other sites. In addition, for some reason, I often have problems with Google authenticating from Firefox. It seems like Google frequently gags on my Firefox cookies. Maybe when Sidebar gets connected up to a Google Gadget and from their into a Google Wave, it will be more interesting. If you’re doing anything interesting with Google Sidewiki, let me know.
FlashBlock
One of the things that I’ve found more and more annoying are Flash programs in browsers. They suck up CPU time, play annoying music, and generally don’t add much of value. So, I was please to find FlashBlock as a Firefox addon yesterday. I’ve added it and things seem to run much more quickly and nicely without Flash. Unfortunately, there isn’t anything similar for Chrome.
This does present interesting new issues for advertisers using Flash.
Twitter Lists
I’ve also started playing with Twitter Lists. I’ve set up a few different lists and I look forward to when they can be accessible via the API. It seems like group functionality is one of the next great frontiers and I’m especially interested in how the group information can get shared. For example, some of the information that I entered in my Twitter Lists has already been entered in FriendFeed, PeopleBrowser, Facebook, and probably half a dozen other areas. Perhaps group information is something that needs to be added to Portable Contacts and sites like DandyID
Joomla
As I believe I’ve mentioned earlier, I’m starting to play a little bit with Joomla. Don’t worry, I’m not abandoning Drupal. Meanwhile, I’m listening to a friend on Facebook talk about a Drupal versus Wordpress smackdown going on at her office. You need to use whichever tool meets the needs.
Ubuntu 9.10
Next on the list is upgrading some machines to Ubuntu 9.10 I'm hearing good stuff, but just don't have the time yet.
Anyway, I keep getting distracted by a shiny new tool, so I’d probably better post this entry and get back to everything else that has piled up.