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High Octane Blogging — Computing platform

We will be using The Port Network, a great RSS-based system that has the potential to marry back-end information consumption with front-end publishing. Issues we are working around include social bookmarking and training with a very short time frame.

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Yesterday, I mentioned that we were using The Port Network's platform for the High Octane Blogging Bootcamp. This decision is deeply rooted in what I expect to be the main value creation dynamic for bootcamp participants:

  • Learn about the target industry: cleaning and restoration.
  • Collect ongoing information about cleaning and restoration.
  • Determine who the target audience is and how to influence them. I expect the target audience to be a mix of: customers, media types, and web opinion makers.
  • Write blog posts that leverage the information collected to influence the target audience.

Participants will be working in teams of five or six. So, the question is how to get this dynamic to work in a team?

From this description it is apparent that teams need a place to share information and a way to publish it for the world to see. In simple terms, these requirements boil down to a social bookmarking system with perhaps a set of internal blogs and an external blog. The external blog might also include a public link blog. There are many ways to fulfill these requirements.

First, we could build it from components. The social bookmarking system could just come from a web service such as del.icio.us as Infoworld did, or we might use scuttle or de.lirio.us for a self-hosted system. We could use any of a number of blogging platforms including wordpress or movable type for self-hosted blogging. We could use typepad or blogger if we did not want to host it ourselves.

The advantage of using preexisting components is that their individual user interfaces and stability benefit from testing over a large user base. But, there is a real problem with this approach: we have to integrate the components. This involves developing a workflow, creating an interface for the integrated components, and building a training program around those. We would have to achieve the training in about 1.5 to 2 hours during the first session of the bootcamp. The workflow would involve going from bookmarking in one system to blogging in another.

This combination of factors led me to conclude that the advantage to be derived from using prebuilt components is outweighed by the issues we would face in building and maintaining an integrated system for just this one purpose.

What the Port Network brings us, along with a few drawbacks

What we are getting with The Port is a micro-community of five to six people with a public interface to the rest of the world. Dan Backus, the Port's CTO, and his team have had to work hard to scale back The Port from its usual size of hundreds of participants with time to learn its many features at a less hectic pace.

Our scaled back version of The Port Network includes:

  • A feedreader for tracking sites that publish RSS and atom feeds.
  • A bookmarklet for directly blogging articles read in a web browser.
  • A team “feedroll” that allows participants to add relevant content to their research database from other sites that have RSS and atom feeds.
  • The ability to create blogs at will.

In some ways, the mix of features is close to ideal. The one major drawback is, as it turns out, the reliance on RSS. Most resources for traditional industries like cleaning and restoration do not have RSS feeds. However, there is plenty of information on the web. What we will likely do is designate The Port's blogs to act as link blogs for the purpose of bookmarks. In this regard, tag support would be a positive.

Another issue we will face is training participants on a new system that does not already have a lot of users. Dan Backus has agreed to generate some demo movies, but this is an area where we will have to do a lot of work.

Bud posted this on May 3, 2005

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Comments

isn't actually generating more business for Coach's a part of the grade? shouldn't dollar and cents results be considered a bonus grade?

i would think that Coach wants to see more business from blogging. they appear to already do quite a bit of communicating via the web and will use the blog as a communication tool. however, at the end of the day, i would think they want financial improvement as well.

let me know if this belief is off base....

Posted by: jbr at May 4, 2005 01:45 PM

John, good points. Here's where I think we meet the limits of class room exercise vs. consulting engagement. Remember, the students are just getting acclimated to blogging themselves.

What we expect to see happen is that the students work for 2 months to get up to speed on a variety of features of Coach's business. At the end of the two months, Coach's looks at the students efforts and decides what to use and what not. Coach's is in effect getting free R&D while the students get educated.

Posted by: Bud Gibson at May 4, 2005 05:05 PM

makes sense and thanks for the clarification...this should be a very interesting education for the students...being in a temperate climate, we don't worry too much about pipe bursting and subsequent clean up...i would assume this biz would be somewhat new to the students as well...it will be interesting to see what they come up with for Coach blogging...

not to influence too much, but here's a pretty interesting use of a blog for Coach....put a series of thermocouplers in the ground around the city, set a temperature alarm (below freezing), then tie that alarm into the Coach blog and when the alarm goes off a freeze alert is posted on the Coach blog, then all Coach blog subscribers get notified of impending freeze conditions...

no doubt people in Michigan don't really need to be notified of impending freezes, but this is a pretty innovative use of blog technology...i think.

Posted by: jbr at May 4, 2005 05:32 PM

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