Who wins with your social solution?

Domino's have become quite famous for their 'social'. Nice apps. Happy twitter campaigns, gathering Facebook fans.
Which is why I'm so surprised at the weakness of its latest work in Australia.
In short, they are crowd-sourcing the next pizza to go on the menu with Facebook fans.
Which sounds on the face of it ok... until you dig into the benefits for the end user.

This from the blog of Online PR/Social outfit Simply Zesty (it's not them that's the blame, they are just reporting on it):

Now in Australia, they’re ... creating ‘the social pizza’ which will harness their 488,000 Facebook fans in creating the pizza they want to see. Starting March 19th and spanning the next seven days, fans will be able to vote on a wide range of factors such as the type of base used, the sauces used, the toppings and even its name.  the most popular choices will be then added onto the new pizza which will be added onto Domino’s.
It’s almost like being able to custom make your own pizza to your taste… no wait… it’s exactly like that except you have to go along with the lowest common denominator verdict.

Hell – at least I’ll feel like it’s my pizza in a way I wouldn’t have done if I’d made all the decisions myself… no wait…

This mass crowd-sourcing only ever delivers a mass production outcome ticking the lowest common denominator boxes.

Individuals are already innovating better-fit solutions each time they customise their toppings and crust choices. The long tail solution already exists. Do it with a friend? That's a half-and-half then.

This social solution smacks of an old broadcast model being forced into a network. Always an uncomfortable fit.

It seems to me more to me about the PR message this will generate and less about a best-fit outcome.

If you're treating customers as partners, would this be the best solution for them? An Open Business approach would ask exactly that. An Open Business approach would ask those partners if this was actually the solution they seek before foisting it on them.

I'm thinking the principles of Open Business did not apply here.

A reminder of those principles:

1. It's not about the tools - it is about Behaviours:
Often social business conversations focus on implementing software. Open Business urges you to think Behaviours first. What are people doing, what can and will they do? If you are starting with tools you'll likely starting in the wrong place.

2. Think less about messages and more about products. Open Business urges you to consider ways of making things with the people for whom they are intended; for the best possible fit with real need; for efficiency; for results people care about. Messages are an outcome of this process - not its purpose. Talk 'social' and all roads will lead you back to messages.

3. Ditch the customer.
No, really. Stop thinking about customers. Customers are people you intend to do things to. Open Business urges you to think about the long-suffering customer as partners to work with instead. It pushes those people deep into the production process - right to the start, to join with and be supported by the org in delivering the things all parties want - all partners want. 

In a nutshell, Open Business is the art of making partners of customers.

Who gets my vote? We do

I have a first and easy step I'd like to suggest the UK Parliament takes in its pursuit of more open government.

It'll put its members in touch with the people who elect them - with the views of the nation. And it'll do that without requiring them to move out of their first class rail carriages. Can't expect too much all in one go, can we?
I recently asked David Cameron to tell us what he thought, rather than tell us what he thought he ought to tell us.
It seems politicians - with some rare exceptions - see this as a step too far.

Well, us lot, Joe Public, the electorate, this army of self-publishers, have no such qualms.
We are quite happy to say what we think. We don't even mind being proven wrong on occasion.

And, unlike the man who would be our Prime Minister, we do publish what we think. A lot. Particularly about things we care about. (image courtesy kberberi)

Things we care about include parliamentary bills. The Digital Economy Bill this week amply demonstrated how a community of purpose can discover one another and act rapidly around the social object of a piece of parliamenary legislation.

Similar communities of purpose exist around any issue - on or off the statute book.

So I wonder how the debate may have shaped had the pitiful number of MPs in the commons for the second reading of the #DEBill been able to see for themselves the thousands of comments that were being made, the excellent points raised by thousands of people on Twitter; the crowd-sourced brilliance of the nation our MPs are there to serve?

So let's see a big screen - the twitterfall (all the comments about a certain, usually hashtagged, subject - collated and shown in real-time) for each debate - installed in The Commons, The Lords and - where appropriate - committee rooms, too.

Listening is the first step to open government. And this could be a first small step to listening.
Note: this is already happening on a handful of MPs mobile phones - trust me on this - so please let's not get into arguments about 'distraction'.

Listening, open government, shouldn't be done for some kind of altruistic, touchy-feely reason (though none of that is bad). It should be done because it will improve MPs' decision making processes. It will improve our legislation.

How so? Because MPs are generalists. They have to be. And for whatever given subject there is a community of purpose ready to come together to offer expertise and real-world experience far in advance of anything the House can muster on its own.

We now have the social tools for communities of purpose to self-organise in rapid, adhoc ways. The #debill campaign, 20,000 letters to MPs in 7 days etc, shows it is happening and will continue to happen. Exponentially.

It is easier now than at any time in history for people to discover other people who care about the same issue they do and to organise to make change.

Government can join in if it wishes. If it doesn't, it just might find itself out of a job.

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