Social Networking the Pepsi Way

On April 27, 2011, Pepsi announced the launch of it's state-of-the-art "Social Vending Machine."

It's a touch screen, networked machine that aside from enabling the purchase of soft drinks and the provision of nutrition information online, it also enables users to "gift" a drink to a friend by entering the recipient's name, mobile number, and a personalized text message (and even has an option to personalize it with a short recorded video).

The recipient of the Pepsi gift simply enters the redeem code at a pepsi social vending machine to get their soda. They can also return a thank you gift to the sender or "pay it forward" and give a gift to someone else.

In addition, the machine makes use of advanced telemetry to remotely measure and report on inventory, manage delivery scheduling, and update content on the machines. This machine is alive with changeable content and interactive communication between users.

As the Chief Innovation Officer of PepsiCo Foodservice states: "Social vending extends our consumers' social networks beyond the confines of their own devices and transforms a static, transaction-oriented experience into something fun and exciting they'll want to return to, again and again."

Additionally, Mashable reports that in phase 2, Pepsi is planning to integrate their Social Vending concept with other social media such as Facebook, extending the reach of product placement and gifting even further through cyberspace and social networking.

While many companies continue to struggle to figure out how to integrate social networking into a companies operations and make it profitable, PepsiCo has a simple formula for how it engages it's customers, promotes sales, and makes it all seem completely natural to the whole transaction--like it belonged there all along.

Great job PepsiCo!

Social Networking the Pepsi Way

Mapping Our Social Future

I came across this interesting Social Network Map (Credit: Flowtown).

We are all part of and participants in social networking, and are genuinely hooked on it.

(Even going so far as the guy who was tweeting about his Continental flight plane crash in Denver in 2008.)

But sometimes it is hard to figure out what is going with all the social networking tools out there.

Hence, I find this 2010 map a very interesting visualization that sort of sums it all up.

The social lands are sized by number of users--hence Facebook looking like the goliath out there with 500 million users (now up to 600 million already!) surrounded on either side by Friendster and Twitter (with approximately 115 million users each).

Beneath Facebook are the "Volcanic Islands of iPhone Apps" (and add to that the Android Apps)--and with their explosive growth these are truly volcanic.

On top, you have the land of defunct social networks like a bunch of fallen Yahoo properties, along with the "Receding Glaciers of AOL and Windows Live" as well as the "Former Kingdom of MySpace"--together these are essentially the equivalent of the Siberia of the social map.

On the bottom, you have the "Empire of Google" (sounds a little foreboding with a ring of Darth Vader to it) plus there is what was then the up and comer, the "Rising Island of Google Buzz".

Near the "Sea of Desperation" is Match.com--that's funny.

Then there is a pretty sizable Island for YouTube with the "YouTube Triangle of Viral Videos"--plenty of those and now they are competing with the Networks and Cable.

And on the Right is LinkedIn for professional networking and a whole "United Territories of Wikipedia"--hey, the Encyclopedia of the web deserves it!

There are many more familiar sites like Digg, Flikr, and don't forget Blogger-- a personal favorite. :-)

The Strait of Bing is another one that is apropos since search is still Google pretty much all the way.

Finally, in the center under Facebook is the "Sea of Personal Information"--something we should all be concerned about; our privacy is important and shouldn't be overlooked, even as we open up and share of ourselves more publicly than ever before.

There really is something about a picture being worth a thousand words--I like the Map and how it portrays this activity and I am interested in seeing how this evolves as well as in how this might be applied to other social issues including everything from alternative energy to the spread of democracy and human rights.

Mapping Our Social Future

Evolving Capabilities To Meet The Times

Great question raised by ABC News on why can't we contact 911 using texting (except for Black Hawk County, Iowa--population 130,000!).

I would extend on the question and suggest that we be able to contact 911 by any number of ubiquitous technologies whether texting, instant messaging, email, or even potentially social media sites (e.g. 911 on Facebook).

Frankly, if someone is in trouble, they shouldn't have to get to a phone anymore, but rather they should simply be able to contact emergency services from wherever and whatever they are doing as long as they are connected--whether by desktops, laptops, tablets, and smartphones, help should be just a message away.

Moreover, by capturing photos, videos, and voice, we can send a more multimedia, data-rich stream of information to 911, enabling them to better assess and respond to the situation.

We owe it to both those in need of help and those emergency service providers to link them through more types of communications services and more information-rich media.

I believe that the excuse that people will make more mistakes texting doesn't ring true in an information economy where Americans send 5 1/2 billion text messages a day.

In fact, a mistaken text is better than no text!

The key is to evolve our capabilities and not stay static in 50 year old technology, just because.

Evolving Capabilities To Meet The Times

Safeguard Your Location

Nice presentation by the Army called "Geotags and Location-based Social Networking."

It offers important information on the potential dangers of leaving on Global Positioning System (GPS) services on electronic devices (such as smartphones and cameras) and using location-based social networking services.

- "Geotagging is the process of adding geographical identification to photographs, videos, websites, and SMS messages. It is the equivalent of adding a 10-digit coordinate to everything you post on the Internet."

- Location-based social networking applications focus on 'checking-in' at various locations to earn points, badges, discounts" and even become mayor for the day.

Exposing your location is not only dangerous if your in the military and engaged on an operation. But rather, for all of us, broadcasting location and patterns of movement can be detrimental to personal privacy and security.

As the geotagging safety presentation advises, consider when (and when not) to:

1. Turn off the GPS on devices such as smartphones and cameras.
2. Keep geocoded photos offline from the Internet (i.e. Flikr, Picasa, etc.)
3. Avoid use of location-based social networking services (e.g. FourSquare, Facebook Places, Gowalla, SCVNGR, etc.)

Sharing information--including where you are, were and are going--with family, friends, and colleagues can be a healthy and fun interchange; but sharing that information with "the wrong" people can leave you exposed and sorry.

Think twice--think about your privacy and security.

Safeguard Your Location

When My Friend Got Hacked

True story.

So an old friend of mine had his account hacked on Facebook.

And the hacker is sending chat messages to my friend’s Facebook contacts—like me—pretending to be him—with his picture and name and all his online information.

He says that he is stuck in London, just got mugged—at gunpoint—losing his money and phone and needs my help.

At first, I’m thinking oh crap; my friend is in trouble and needs me. Then, I’m like wait a second, he’s pulling my leg. So I ask “are you joking?”

The hacker—pretending to be my friend—continues how it was such a terrible experience, but thank G-d they are still alive.

I’m on the other end of this chat—and questioning now if this person is really who they say they are—despite the REAL picture and profile.

I ask who are you with?

The hacker replies with the name of my friend’s wife. Her real name!

And the hacker continues with the mugging story and how they are leaving in a few hours for their return flight to the States, but need help.

Ok, I am happy to help my friends, but I want to know this is really my friend. Behind the scenes, I am contacting other mutual friends, family and so on to verify this story and resolve this.

On the chat, I ask—can you tell me something that only the two of us would know?

The hacker starts flipping out and gives me "?!?!?!...."

I repeat my question and ask if the hacker understands.

The hacker responds that they do.

And then ignoring my questioning, proceeds with the storyline asking me to wire money and that it will be okay, because they will need identification to retrieve the wire.

Now I ignore the hacker’s request and go back to my question about who this person on the other end of the chat really is?

No response.

"U there?"

Hacker is offline...for now.

When My Friend Got Hacked

Implicit Requirements and Enterprise Architecture

With electonic contact lists in Microsoft Outlook on the computer and on organizer programs on cellphones and other electronic gizmos, why would anyone still keep a physical Rolodex anymore?

The Wall Street Journal, 24-25 November 2007, reports that "some executives are still spinning their rotary card files...more than 20 years after the digital revolution that forecasted the paperless office, the 'rotary card file'--best known by the market-leading brand name Rolodex--continues to turn."

The article continues, "as millions of social-network users display their connectedness on their Facebook pages, a surprisingly robust group of people maintain their networks on small white cards. Most of these devotees also rely on BlackBerrys and other computer-based address books."

This infatuation with physical Rolodex files extends to models like the 6000-card wheel that are no longer even on the market. Other executives keep as many as 8 or 9 Rolodex wheels on their much needed desk space. Why?

The article states that "part of the card system's appeal has always been that it displays the size of one's business network for the world to see." Yet, social-networking sites like LinkedIn also display the number of contacts a person has, so what's the difference from a physical Rolodex file--what need is the technology not fulfilling with users?

From a User-centric EA perspective, it seems that people have a fundamental need with their contacts to not only be able to maintain them in an organized fashion and to demonstrate the size of their network (to show their value to the organization), but also to feel important and accomplished and to be able "to wear" this like a mark or medal of distinction, in this case by laying it out their Rolodex files prominently on their desks for all to behold.

In EA, when we design technology solutions, we need to keep in mind that there are functional requirements like the organizing of personal and professional contacts, but there are also human, psychological requirements that may never actually come out in a JAD session. These are unstated or implicit requirements and architects need to plan technology to meet both the explicit and implicit needs of users.

A little like Sherlock Holmes and a little bit like a psychologist, an architect must explore user needs beyond the surface if they are to successfully align new technologies with end-user and organizational requirements.

Implicit Requirements and Enterprise Architecture