Dissecting the ChatRoom. How does one think through new product development for chat? Last October I found this an intriguing question and with a little help developed the exploratory framework below. Today it is perhaps more relevant to the learning required to enhance collaboration with emerging social software. The target of this chat exploration was focused on determining the consumer frameworks to aid decision-making. [Unbound Spiral]

Interesting - has me thinking.

Six segments of chatters have been identified in the map, and drivers for each segment described.

Some thoughts straight off-the-hip on further refining and developing the prototypes (very much a researcherís perspective here) :

• There may be some value in considering an exploration into symbols-heroes-rituals-values (based on Geert Hofstedeís model of understanding cultures and organizations) to better understand what makes each prototype tick. Perhaps an exploratory study first to deepen understanding of each segment and develop prototypes, and then measure size of segments and validate this thru a larger-scale quantitative exercise.
• Taking a step backwards ñ yet an attempt to open a little window. This chat map is a representation of a form of communication.Perhaps this communication could be broken down into syntax/semantics/pragmatics or structure/content/meaning from a semiotic and linguistic perspective. Form could really focus on the syntax, which is critically important Ö.for instanceÖ.the labels (Blue Eyes, Red Hot Huge) or the colours used and boldness of font, or the other chat symbols like brb, lol, lmao; definitely the emoticons, the use of voice - eg. playing music for the room, webcam etc. Rigorous content analysis of the syntax of the chat under observation would throw up the semantic and pragmatic angles - for instance when Red Hot Huge flashes his heart for Blue Eyes and Blue Eyes responds with a blush and silenceÖÖor dances around the room joyously, holding Red Hot Huge close. Follow that interaction further - the a/s/l question leading to how far, what emoticons, what life positions - exhibitionist or sociable or flirtatious or explorer, etc. And how these meanings may change depending on the context of the chat - romance rooms vs others.

Purists might scoff at these suggestions Ö but there can be advantages :

• a more complete character sketch of each profile ñ with more ëfaddishí, ëwhatís in whatís outí symbolism at one extreme ñ that could for instance, impact creative devt for a brand hinged upon contemporary symbols, or content for a TV channel/music channel/radioÖÖÖÖ..Ö. and deeper values manifest by the symbols, heroes, rituals, on the other.
• this may extend into possibilities and implications these prototypes have on marketers on the ground as well (again assuming they can be extended Ö.only numbers will tell). For instance, if the age group of 16-18 yrs is very active in chat rooms (and one can take an educated guess that they are), these insights could be used by any and every marketer targeting this segment, and not necessarily restricted to online marketers or social software developers.
• profiling these segments along brands used ñ for instance, would the ëexhibitionistí go for ëlouderí brands vs the ësociableí ? Seems terribly simplistic the way Iíve put it but may help a deeper understanding of how brand choice is made ñ what governs it, what drives it, across categories and segments.
• a plotting of brands, products and new product opportunities by raising questions such as - do we want to be there - how best to get there there
• the Exploring segment is fascinating in its complexity.Perhaps could be fragmented further where the prototype would throw up emergent profiles and from the marketerís point of view the fragmentation could be useful by providing better industry/product/service focus. Soul food for the spiritually inclined (and there seems to be a growing ëcommercialí market for that), cat food for cat lovers, oils and perfumes transcending cyber space for the sensuous, apart from the ëregularí stuff. Marketing tasks to the other segments seem less challenging really. Even the habitual Ö.. with quick ëpick me upsí.
• would have inisights and implications too for advertising tone, mood, symbols too - eg the tone, symbol, colour, graphics that may cut thru to say the exhibitionist .. may be very different from ones that cut thru for the sociable or habitual. An analysis of the ëtoneí of communication of that segment Ö may throw up useful insights into his/her mode of receiving communication.

Found this article - Born Digital:Children of a Revolution - its a bit old, but useful in this context.

6:46:35 PM    comment []  trackback []

Its been three months since i started this blog.  

6 months ago i had not heard of a weblog.  But as i interacted with people all over the world through some online communities, i was really curious and started reading them.  This curiousity turned into wonder and the desire to set up a blog. 

A little over 3 months ago i learnt of  Blogger and Radio and MT.  And selected Radio on the recommendation of a few friends who are also bloggers.  3 months ago i had never really 'seen' macros and HTML and RSS. 

Its been an interesting 3 months.  The process of blogging and the benefits have been just wonderful.  I'm not paralysed anymore by technology, i've made some really interesting and useful connections, have had amazing exchanges and conversations with people all over the world.  Most of all,  i feel i have learnt more than i would have anywhere else - my horizons have widened tremendously both in terms of my personal life and professional life.   My professional interests and efforts are changing - i see old roadmaps with new eyes, and many completely new landscapes.  And tremendous business opportunities opening up as a result of studying and observing this phenomenon, and living this experience. 

Not to mention the encouragement from so many many people all over the world that do wonders for the ego :).  And on a fun note - my blogshare shows a  2162.32% hike in net worth in the last month ! 

Today i see blogging as a piece of theatre. Where the act of blogging is like staging a show, where the blogger is producer, director, originator and writer of script, stage manager, lights and camera crew, all rolled in one.  Its the players and the audience improvising - like a jazz composition, each note, each instrument, each little chord complementing the other, taking it to new levels - that makes the production so rewarding.  

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Are Corporate Weblogs Taking Off? - Corporate Weblog Series #2. I was happy to find in Thom Weidlich's New York Times article "The Corporate Blog Is Catching On." I'm not so sure I agree with Thom and as a result, I'm disappointed in the overall article.  [for the sake of clarity - The Digital Tavern]

Allan has a neat analysis on the article and sums it up by saying :

"Certainly with corporate blogging in its infancy, I would hardly claim that they are catching on. Where are the large megabrands? Starbucks? Come on Howard embrace the company culture and speak? Oakley? Nike? Jaguar? Ford? What about public sector blogs? Geeez. There's a rat nest. But we're barely at the dawn of the blog revolution.

As I noted earlier, corporations need to embrace weblog technologies, methodologies and find a way to create a synergistic relationship with PR, advertising, marketing and internal communications in an effort to leverage and extend the corporate brand while refining and enhancing the voice of the company. Even more, when these blogs can open up the dialog between company and customers, employees and suppliers/partners, then we'll start to see corporate blogs take off. "

I think there is no debate on their usefulness.   But there are two stumbling blocks - both push and pull factors - that need to be addressed :

- no answer yet to this issue raised by Allan - of how to maintain a balance of content, tone and messaging without compromising the soul of the blogger as soul of the company.  In this context, it's interesting to see how the Microsoft employee blogs shape up - i've been following the the evolution of a 'policy' for employees that blog, over at John Porcaro's blog too.  Lets see how this evolves.

- the second issue is one of bringing more and more employees into the area of blogging.  I'm not sure that simply positioning the blog as an opportunity for PR, advertising and marketing a product, process or brand will really work.  I think the key lies in recognising the power of open and trusted conversations and communication, and in bringing in a paradigm shift - a new culture of collaboration. 

When i see the number of companies that have paid vast sums to set up internal knowledge management systems, and then when I see how highly underutilised they are, I wonder how many developers of KM software and systems really spend time with employees, understanding the nature of their business, their relationships within the workplace, the dynamics of interactions between employees and colleagues, and their needs from a system of this kind, before setting it up.  Maybe its my researcher bent-of-mind, but i do believe this would be a critical input into designing more effective systems, ultimately leading to a growth spiral for employee and company.    

3:04:13 PM    comment []  trackback []