The story behind the tweet

What came off as a completely natural off-cuff quip of the moment was actually the product of a well-scripted social media command center prepared to jump on the opportunity. Imagine a room with representation from marketing, creative, legal, and the “VP of Cookies” huddled around a table on Super Bowl Sunday, laptops open, ready to pounce on the latest conversation.

It’s all about catching the wave before it crests and surfing in on the momentum. One well-timed tweet netted 15,000 retweets and 8,000 new followers of @oreo on twitter and 20,000 likes on Facebook.

See and Say in the San Francisco Bay

See or Say, San Francisco Bay

I’ve written about Eric Fischer’s work before (Digital Cartography, Digital Contrails). His work takes massive amounts of data and plots them geo-spatially to create beautiful maps. His latest piece shows Twitter and Flickr around the San Francisco Bay.

Red dots are locations of Flickr pictures. Blue dots are locations of Twitter tweets. White dots are locations that have been posted to both.

Interesting to see how much of the activity, especially Twitter, are located along major streets. Looks like a lot of Tweets are being sent from behind the wheel.

Digital Contrails

What do you do when you have access to the twitter firehose and a top notch geo-visualization artist? Make beautiful maps of course! Gnip and Eric Fischer got together with MapBox and plotted millions of tweets by location, language, and device to come up with some fantastic interactive maps.

twitter-geo-tokyo

 

The map above is Tokyo and the blue dots represent the location of geo-stamped tweets by people identified by their tweet history as locals while those dots in red are “tourists” who normally tweet from somewhere outside the region. The map tells you a couple of things.

  1. Most tourists are tweeting (photo-sharing?) from the major city centers. I can recognize Shibuya, Shinjuku, Marunouchi, Yokohama, Ueno, Ikebukuro, maybe the Rainbow Bridge?
  2. If you’re familiar with Tokyo, you can see that people tend to tweet while on the train.

This second point reminds me of something I read in Wired a couple of years ago. In an experiment, researches placed oat flakes in a pattern that resembled the major city centers in Tokyo. Then they place a culture of slime mold in the middle and let the culture figure out how best to harvest or “move around” the oat flakes across the pattern. What they found was that the mold grew a series of tunnels that matched the patterns found on the metropolitan rail system.

What works on a large scale also fits a pattern at a much smaller scale.

slime mold

I’ve written about Location Traces as Art before. Even before the crazy NSA/Snowden tracking scandal broke it was a well-known fact that the phone companies had a wealth of data about us. Aggregated en-mass in platforms such as twitter, this data can paint an pretty amazing picture of the world around us. A couple more maps from the Gnip/Fischer/MapBox collaboration.

twitter-devices

It’s a little hard to see but this is a map of the world that shows which type of twitter client is used when a tweet is made. The Red is iPhone, Green is Android, and Purple is Blackberry. Looks like Spain is big on Android (for twitter anyway) while Saudi Arabia, Mexico, and Southeast Asia are Blackberry strongholds (where BBM is huge).

bayareadevices

If we look at my neighborhood, you can see that I mostly live in an iPhone town except for a Oakland/San Leandro which is more into Android. I know what you’re thinking, The Atlantic already wrote about it. When you see lots of green, it usually signifies a less affluent area.

Fascinating stuff.

Visualizations – Foursquare and Twitter

Foursquare and Twitter both released experiments that let you look at a visualization of your activity on that service over time. One is art that happens to convey information and tell a story of your travels thru time and space. The other is a functional dashboard that is designed to give you and idea of how effective you are in getting your message out to others.

Foursquare Visualization

The Fourquare visualization is sponsored by Samsung and is clearly branded so. It’s a well done, if slightly solipsistic, eye-candy. Foursquare got their money up front on this one and used it so their users (including me) would have something beautiful that they wanted to share along with their sponsor.

Twitter Timeline

The Twitter timeline (read The Next Web for details on how to get to yours) shows mentions and follow/unfollow activity along with details about specific tweets and how they performed.  There’s also a screen that shows your follower growth over time along with some basic demographic information. It’s all business though, a reason for the normal folks to login and poke around their ad platform and think about spending money on some of twitter’s ad products. Tucked at the bottom of their graph is a sober message reminding us that we’re browsing through a business tool.

And there, my friend, is the difference between these two efforts:

Foursquare:  Zoom through time and space as you visualize all your check-ins

Twitter: The data reported on this page is an estimate, and should not be considered official for billing purposes.

The Art of Product Management

View from Product SF

Many start up Product Managers are lone wolf types. They work alone, part of a team, but the only one in that team doing what they do. Shuttling between engineering, design, sales, marketing, management and other constituents, they are the glue that ties the team together, the universal joint making sure all the momentum in one group transmits cleanly to the next so all the pieces move in unison and things get done.

Because they work alone, Product Managers have developed their own set of tools that work for them and their company. Tips and tricks on how to organize teams and set priorities are passed around like folklore on blogs and Quora posts but it’s rare to find an event that gets a room full of PMs sharing what works in real-time.

Perhaps it’s a sign of a maturing industry legitimizing a role but over the past several weeks, I have had the good fortune to attend three (!) events specifically for the modern Product Managers.

Each of these events were great in their own right but it was this past Friday’s How to Build Great Products hosted by Ty Ahmad-Taylor of Samsung and Josh Elman of Greylock Partners really knocked it out of the park.

 

What I Learned

Many PMs fell into their role before they realized that they were doing it. Especially at small start ups on a hyper growth trajectory, the PM is the first to jump in to rally and organize and bring teams together and ends up creating their job.

PMs need to have a singular focus on what needs to get done to make their product successful. This means sometimes going against corporate objectives. Hunter Walk, when he was a PM at YouTube, put priority on supporting Facebook login over Google’s own competitive Open Social login initiative. You need to look at the market as a consumer and make the choice based on what’s right for the customer, even if it sometimes goes against larger corporate initiatives.

PMs need to be entrepreneurs. Faced with a limited amount of resources, you need do whatever it takes to get things done. This often means you need to think creatively. Hunter also mentioned “learning to draft ascending ecosystems” – take an objective look at the market and if there is a way for you to bundle or integrate your product into another product on the rise. By focusing on getting the YouTube icon added to the default iPhone deck, all other conversations with carriers turned from YouTube chasing them to the carriers calling YouTube. Picking the ascending leader early was a bet that paid off.

Trust Your Strategy. Allen Blue, the co-founder of LinkedIn, described the first year of nominal growth (2,100 users after one week, 80,000 after 7 months). They reserved a bottle of whiskey for when they hit 1 million users but ended up drinking at 500,000.

PMs are problem solvers, give them meaty problems to chew on. Like Allen, many PMs come from varied backgrounds. Allen came from the theatre. Because of their non-traditional training (Hunter Walk too, was one of the few PMs at Google without a CS degree), a PMs can be the source of a unique perspective and often solution. One useful technique to use when drilling down to the essence of a problem is by using the 5 Hows which is a derivative of the 5 Whys, designed to lead you to a solution, not causality.

Srikanth Rajagopalan on building the Chrome Browser

“Speed is a feature.” This is often ignored when prioritizing tasks. Do not forget that simplicity, and it’s cousin, speed, are silent feature requests that should always be potentials for any roadmap discussion.

Build for the average user but do not ignore your super fans by hiding power user features. Chrome has a number of geeky features (Keyboard shortcuts that one could only appreciate if you, “grew up with vi”) but they are tucked away and do not get in the way of the basic user’s core experience. Deciding how to add an advanced feature is difficult. Putting it into Settings and letting the user choose is lazy. Did you know  Chrome has a detailed Site Info box?

Chrome Site Info

There was a panel discussion about user growth where I unfortunately had to step out for a bit but I did catch Elliot Shmukler talk about the power of shared metrics. During his days at LinkedIn, he pulled together the most important metrics into an information radiator so that everyone gets a realtime view of these metrics with just a glance. But one must not forget to focus on the right metrics. Too often a dashboard is swamped with metrics where it’s too easy to drown in data. Pick 3-5 metrics and use those to test intuition. Be careful which metrics you chose because those will be the ones you optimize for.

A funny anecdote Elliot shared was coming in one morning to find, “Belgium on fire.” User acquisition spiked overnight because an engineer, after looking at these shared metrics, fiddled with some of the contact importing settings for users in that country to see if it would move the needle. It did. That is the power of shared metrics.

Dan Olsen gave an entertaining talk about his time at Friendster during their meltdown and subsequent loss to MySpace. See slide 21 which shows how he came up with the concept of the viral loop (no one was doing this kind of stuff then) and how different points in that loop have different amplification values.

Despite succeeding in rolling out several new features that helped in user growth, we all know the story about poor database optimization that ultimately ruined the experience on Friendster so that the more users joined, the slower the site became. Dan’s learnings were that, for social networks, a large user base is a feature. People used MySpace because that was where the majority of their friends were which lead to, um, a majority of their friends being on MySpace.

 

Fred Sigman, an Art Historian & Photographer, gave an thoughtful talk about the influence of nearby atomic bomb testing on the neon signs of early Las Vegas. As a post-lunch talk, professor Sigman’s talk was perfect as the, “palette cleanser” talk before we got to the. . .

Ignite talks. These are lightning round, Pechakucha-style presentations where the slides self-advance. Highlights for me were Ken Norton’s How (not) to work with Engineers and Ian McAllister’s talk about the User-Driven Development which I’ve written about before.

Ian Mcallister

Joe Zadeh from AirBnB spoke about the hiring process at his company. Forgive the fuzzy resolution but it’s the nut of his talk which explained that all PMs that are interviewed are invited in to present on a topic given to candidates in advance. This allows them to evaluate all the candidate along a baseline for a number of things simultaneously,

  • Can they communicate effectively?
  • What’s their design skill like? Do they understand spacing, fonts, color, use of graphics?
  • Are they nervous presenting? How do they respond to questions, pressure?
  • Did they have a fresh approach? Are they an original thinker?

If the interview is for a Product Manager, they may make it about a specific problem they are trying to solve. When they were looking into adding a payments processor in South America, they asked prospects to speak that topic. By the end of the interviews, they had not only a good sense of who knew what, they also got six different approaches to integrating payments processors.

Joe Zadeh

James Buckhouse from Twitter gave an great talk about storytelling. @buckhouse came from Dreamworks and tells stories for twitter and shared his formula for how to tell a good story. It’s all about the journey to a transformation. He writes about writing on Medium at Design Story.

James Buckhouse on Story Telling

The final talk of the day was with Tom Conrad at Pandora. No slides, just a simple discussion between Josh Elman and Tom about the early days of Pandora and it’s inspiration (“I loved to recommend music to people. Building a service was a lot easier than inviting people to my dorm room.”) but also included a varient of the “let’s go shopping” style of roadmap prioritization.

  1. Every 90 days, wipe your roadmap clean.
  2. Ask everyone in the company what things the company would be crazy not to do. This includes projects that used to be on the roadmap but are now off it.
  3. Summarize each idea on one slide. Work with engineering to come up with a thumbnail estimate for how many days it’ll take for each project. If a project will take one weeks’ development by two developers, that’s a $10 project.
  4. Print out each slide and stick them up on a wall.
  5. Sit with Engineering and decide how many developer man-days you have for the next 90 days. If it’s 60 working days and you have 2 developers, and you need to reserve 10 days for maintenance, that means you have 110 developer man-days. This would equal $120.
  6. Invite a cross-representative group of people to a product prioritization meeting. At Pandora, this included someone from HR. Give each person a different colored post-it note with equal amounts that they can allocate towards projects. If there are 5 people in the room, then that’s $24 each.
  7. It will be a long meeting but, by the end, you’ll clearly see which projects are “fully funded” and those will be the ones that you take on for the next 90 days.

Everyone leaving that room will have a clear view of what engineering is going to be working on better than any Roadmap document could tell them. There will be no need to brief people on what each project is because they will have heard the description of each project in that meeting.

I hope you found this post useful. I’m gathering these tips and tricks into a collection. If there are some that you feel should be included, let me know.

Find your first tweet with oldtweets

UPDATE: Twitter announced that you can now request a zip file of all your tweets.

Kellan Elliott-McCrea, the CTO of Etsy, has made available an searchable archive of Twitter’s first year of tweets. It’s a fascinating dip into the early days of the service.

The first two tweets from Biz and Ev testing out their new service, twttr is a 21st century version of  the Mr. Watson. Come here, I need you! Check out the timestamps.

Followed 11 minutes later by:

If you were on twttr or as it later became known, twitter in 2006, you can search for your first tweets at http://kellan.io/oldtweets. Kellan writes more about what he built on his blog where he writes,

I think our history is what makes us human, and the push to ephemerality and disposability “as a feature” is misguided. And a key piece of our personal histories is becoming “the story we want to remember”, aka what we’ve shared. I just wanted my old tweets, as a side effect I got all of them.

It’s humbling to look at these early tweets. Like the first, tentative steps of a child. This was before hashtags, before the @sign, before links, it was just text and, if memory serves, most of us were using T9 text entry and sending our blips off via SMS to 40404. We had no idea what twitter would become.

Thank you @kellan for digging up our collective past and reminding us of our earlier, simple selves. It’s amazing how something so mundane has turned into a force that has sparked revolutions and changed the media landscape.

Driverless Vehicles – Two Kinds

Google released an amazing video showing one of their driverless car taking a blind man out to get tacos and pick up his dry cleaning. This is good.

In a tweet the other night, Twitter CEO Dick Costolo pointed to a swarm of programmable Nano Quadrotors and mused, “It’s with confidence and dread that I’m guessing the future of warfare is going to involve lots and lots of these” This is bad.

What’s Old is New

When you’ve been around long enough, you start to see old ideas, re-invented.

These guys have managed to crack the nut of how to monetize social media by charging $35 to print your twitter stream onto toilet paper which you can then use in the restroom. More details from Laughing Squid.

Roll back seven years to when RSS was all the rage and you have the following which, somehow, stuck in my memory as something I blogged about way back when.

This was slightly more ambitious because they would print the stuff right in your bathroom and offered a marketplace which allowed advertisers to buy ad space. No, I never did figure out what “biometric user identification” meant.

Twitter for Small Business

Twitter extended it’s partnership with American Express and building on the campaign to tap into support for local businesses with the rollout of Twitter Promoted Products. It’s a pay per-click model which can be limited by daily spend so there will be no surprises.

The video is one of the nicest product videos I’ve seen. It’s clear, concise, and speaks directly to the potential customer. The video assumes a certain familiarity with twitter so will attract only the well-versed merchants that will get the most from the program. It also has been pointed out that the video shows a bias for iPhone users as all the audio cues are prom the iPhone.

Interested? Registration is open to American Express cardholders and merchants today and if you get picked, they’ll throw $100 your way to get started.