Early Bird Rewards

At least two major virtual happenings, one that has massive implications on the future of the web, and the other, slightly more subdued, but not lacking in potential. The latter – Twitter Annotations, announced at Chirp, allowing developers to “add any arbitrary metadata to any tweet in the system.” You can take a look at the various possibilities here, here and here. The former – Facebook’s  Open Graph, unveiled at the f8 conference, and aimed at making itself the centre of everything that happens on the www. A  combination of  plugins, developer tools, new markups which can make the user experience on any site that plays along increasingly personal, social, semantic, from plain hyperlinks to layered information. Already, one small manifestation can  be seen at the bottom of this post – a Facebook ‘Like’ button, which will carry your liking of this post into your activity stream on Facebook. More and more data, not just what you do on FB, but outside as well, across the web. From what I read, smells like Google, perhaps worse, because the flow of information seems possible only through the Facebook conduit. A good round up of implications here.

When I returned from he break, and read up on these developments, my first thought, which i also tweeted was

And that’s the point of the post. During the break, the only network I was hooked on to was Foursquare. One of the things that happened, thanks to long waiting times in the Kolkata airport was that I became mayor of the neat CCD outlet just outside the airport complex.

CCD has completed the re-branding at this outlet (unlike the one inside the airport) and has done a decent job at establishing ‘conversations’ as the prime focus area, in terms of in-store design. The feedback posters, ‘snippets’ at each table and the ‘quotes’ design on the roof were nice touches. When I got back, I found a CCD account following me on Twitter. Seemed like a more synergistic effort after the earlier snafu.

It made me think once again about how alert brands need to be in such a dynamic scenario. If CCD were an early adopter, would they have braved the earlier storm better? What if they become active on Foursquare now, experiment with the new services being built on top of it – friendticker, snacksquare etc, still in their nascent stages. Or at least acknowledge their outlets on Foursquare and engaging the users. “@xyz congrats on becoming the mayor of our abc outlet”, and then build on top of that relationship. Won’t that help them gain some crucial evangelists in a new medium? If not evangelists, at least someone who will listen to their side of the story when something nasty happens? Wouldn’t they get a headstart on ‘authority’ by being an early bird?

Even the era of quick responses being a reasonable expectation seems to be blurring by fast. Perhaps brands are now required to have an advance scout mechanism, to test out new services, features, changes, understand the implications and see whether/how business and objectives needs to be realigned. Page Rank, Social Platforms at consumer and enterprise level, Social CRM, Location based services, tools and platforms keep shifting. Early adoption and balancing objectives with diverse ways and platforms of engagement may become an imperative. Multiple options, two way communication manifestos, its all changing real time. Hold on tight.

until next time, service level disagreements