The web is quickly moving to real-time, people share the information about what they’re doing while their doing it. Yet the next step beyond real time, is future-looking data, which is called the Intention Web (get up to speed by reading this post). In an effort to map out this trend in 2010, let’s list out the vendors, companies, and beyond that will facilitate this type of forward looking data.
There are countless opportunities for people to connect with others with the same goals, or for companies that want to serve them as new technologies like Social CRM evolve and develop. Scope: These Intention websites facilitate a person to publish their future goals in the context of their community, or sometimes even in public. For example, an unshared CAL isn’t a qualifier.
To The Future! A List of Intention Enabled Websites
- 43 Things: This “wish list”, they suggest that you make a list on 43 Things and see what changes happen in your life. They encourage you to connect with others with the same goals.
- Coachsurfing: Helps those traveling to other cities to find homes and couches to stay on, by organizing availability. (thanks jasminw)
- Facebook Events: Facebook allows members to RSVP for future events, publish their own events, or see what friends are doing.
- Localist: Allows those in DC and Baltimore to find events, publish their intent to attend, and organize with friends (thanks Mary)
- Meetup: Encourages groups to organize events, plan events, and connect with others.
- Plancast: Is a social network that allows members to publish their future plans. It allows people to see who is going to other future goals, and to publish to Facebook, and Twitter.
- Tripit: This website allows travelers to plan out their travel itineraries. (thanks Sameer)
- Upcoming: This Yahoo owned property allows people to find, publish, and share future events.
Leave a comment if you know of other technologies that meet this critia
Things started slow
I remember when people would go to conferences, take notes, then share them a few hours or days later. Then in 2005-2006 I noticed people started to live blog sessions, anxious readers would refresh as the page was updated in real time –sometimes with photos. Fast forward to Dec 2006, Twitter emerges to the early adopters and people begin to share in real-time. Plurk, Jaiku, and then Facebook status updates emerge, followed by the enterprise vendors like SocialText, it’s not just a product, status updates are now a feature.
[The Intention Web: A Published, Anticipated Goal.]
When Real Time Is Not Fast Enough: The Intention Web
Web Strategy Matrix: Asynchronous, Real-Time, and Intention Web
I’ll be presenting at Europe’s largest tech conference, LeWeb next week. My topic? When Real-Time Isn’t Fast Enough: The Future Of the Web (I’ll publish slides, later). In particular, with event planning features, like Facebook events, upcoming.org, we’re starting to see people make explicity public remarks on what they want to do, when, and with who. Welcome plancast.com a startup by Mark Hendrickson formerly of Techcrunch who created this simple website that allows people to broadcast what they plan to do next using Twitter or Facebook.
||What It is, and Examples
||Information exchanging between multiple sets of time. People publish, someone else reads later. Examples: News sites, press releases, websites without social features.
||Information with longer term shelf life can be archived and consumed.
||Much of today’s information is related to real time events, people want to share their thoughts and experiences, this is quickly getting outdated as social features empower real time conversations appear, regardless.
||Information published as it happens, often, content is consumed in real time, with the reader also broadcasting back, resulting in synchronous communication. Examples: Twitter, Jaiku, Facebook Status updates.
||Consumers can give instant feedback about their needs. Companies can respond to the immediate needs of customers.
||Excessive noise from everyone publishing their status. Companies unable to sort through noise, prioritize, and react. This problem to compound over time.
||Information that provides explicit predictions of who will do what next, although it’s not happened yet. Examples: Upcoming.org, Facebook events, Plancast. Update: Silicon Valley Insider writes about Tweetmeme, Topsy, Sency, OneRiot
||People can connect to each other, improving experience. Businesses can provide a more contextualized experience for customers or prospects using Social CRM
||Explicit intentions may not be true, the future is always uncertain. Companies can barely keep up with real time web –let alone predict the future.
Intention Web Provides People and Companies Opportunities
Some may call this the, anticipation web, intention web, or forward looking web, but regardless of the name, there are some unique opportunities: 1) People can now use their social relationships that have similar goals or events on their cal and improve their experience. 2) They can also identify who in their social circles are most likely going where, increasing their knowledge of top events. 3) This provides businesses with the ability to listen to provide highly contextualized offerings and experiences for those explicitly stating their intents. Once a listening strategy is developed, expect Social CRM to be in the foreground mining, organizing, and making this data actionable.
Yet Barriers Will Challenge Consumers and Companies
Yet the intent based web is also fraught with challenges for both people and companies. 1) Status updates are still getting traction. Twitter has the media hype, but not yet the mainstream adoption, so you can’t expect the social behaviors of everyone to broadcast their future intents. 2) For those that do broadcast their intent, should be concerned about privacy and personal security. 3) The future is always uncertain, a great degree of intention data will be inaccurate. 4) Most companies can’t even keep up with the asynchronous web, let alone the real-time web, and certainly not the intent based web.
Above: Plancast allows me to broadcast my goals which include, what, where, and when.
Above: My goals can now be published to Twitter, Facebook, or to my friends on Plancast.
Above: Community can subscribe to Paul Greenberg’s intentions, who’s set a goal to attend the upcoming SAP event.
Bottom Line: Intention Web Will Provide Consumers With Contextualized Experiences
Expect the real-time web to quickly evolve into the intention web. People will work together to share their information about what they plan to do, and improve how they work or organize. Expect Social CRM systems (Salesforce, SAP), Brand Monitoring vendors (Radian6, Visible Technologies), and Search Engines (Bing and Google) to quickly try to make predictive models on what could happen, and what are the chances. Businesses that have a physical location like retail, events, or packaged goods can use this data to anticipate consumer demand. They may offer contextualized marketing, or increase or decrease inventory or store hours to accommodate. Don’t be surprised in the future and you walk into a store with your preferred items, meal, or drink already nicely packaged for you.