Why Oprah's Skype day was ineffective: tone and Skype

Skype earned market acceptance when Oprah said "I love Skype" in 2008. Skype started to become a household name as Oprah brought guests to her her weekday show.

Thursday, a year later, she spent an hour in Skype's honor. Nothing happened; Skype's download rate didn't budge.

The "Where the Skype Are You?" show aired Thursday, 05/21/09, at 4:00 pm in most US and Canada markets, rolling across time zones. U.S. Memorial Day weekend might have dampened the "Oprah Effect." A few weeks' earlier, the Oprah Winfrey Show had a Nielsen Television rating of 5.4, 6,197,000 audience, and 7,110,000 viewers for the week of 04/27 - 05/03 2009.

Why didn't Oprah's Skype day work?

The small problem: The tone was wrong. It felt like an infomercial more than a celebration of broadband Internet's ubiquity. Oprah's delivery was wooden, the Skype conversations banal, video quality variable.

This episode must have looked great on paper. Skype reinforces several Oprah themes: Surviving tough economic times by using free or cheaper tools. The importance of family and communication. That we live in a connected world and affect each other. 

Sadly, Oprah's regulars already knew the Skype basics, having seen dozens of guest appearances over Skype. Skype day became a "best of" show; not the most exciting format.

The huge problem: Fans could not Skype Oprah. Unlike twitter, where Oprah created an account that everyone could follow and message, Oprah did not give out a Skype account for fans to befriend. People want to be closer to their celebrities so, for example, they followed Oprah on twitter; 1,182,301 at last count.

Why couldn't a million fans Skype Oprah?

Twitter scales well for their news and celebrity users (ones with high TV ratings). Fame changes relationships from symmetrical (we friend each other) to off the charts. 1,182,301 twitterers follow Oprah, Oprah follows 14.

Could Skype handle an Oprah account? Or a Coke, a White House, or an American Idol account? What would happen if someone with a fan base used the web and television to invite a million people to befriend them in Skype?  No PSTN, just in-network Skype activity. One user with a million friends.

Skype is engineered for the average user, with a handful of contacts and modest levels of activity. For the most part, Skype's network is thin, flat, like the long tail in a power curve.

Power skypers, like Skype Journal readers and those who work at Skype or who use Skype for selling, may have a few hundred or a few thousand contacts.

Stressors come to mind:

1. Approval work flow. Can you imagine opening up your Skype client in the morning to approve a hundred new contacts? You might get through 100 in 15 minutes if you click 'add to contacts' blindly. 1000 per day at 6 seconds each? Almost two hours. A million? 1,666 hours, about nine months. For all practical purposes, this must be automated.
2. Client Account Storage. Can your Skype client hold a million contacts? No. Even if it was the only software running and you had all the memory in the world, your Skype client was never built to hold that large a contact list. While some enterprises have hundreds of thousands of employees and and millions of stakeholders, Skype for Windows or Mac will slow to a crawl and crash when loading that many contacts. Let's say each new contact's profile, avatar, and history uses .1 MB. The contact list alone would be 100k MB. Skype still thinks like a phone or mobile phone company, not like a social network.
3. Presence and Activity Streams. Skype updates your friends when you log on, log off, or otherwise change your presence. A Skype client would be very busy with hundreds of thousands of mood and availability updates. Presence data might be very useful to the celebrity if you want to narrowcast updates ("today's show is about puppies") only to people who are online; no need for you to see the message when you log in next week.
4. Navigation. Skype's UI is not designed to let search, sort, browse, discover, organize a million contacts. Not even ten thousand contacts.
5. Filtering contact activity. If you friend them, they will IM, call, and send you files. I sometimes have a dozen public chats and private conversations going at once; dizzying. What happens when ten thousand people try to chat with you during today's financial conference call? You must automate your responses in ways that produce meaningful experiences and that route callers to relevant people and services.
6. Public vs. shades of private. Former eBay CEO Meg Whitman revealed a deep flaw in Skype's identity system. Her MegAtWork Skype account was different than her personal account, and she could only log in to one at a time. Techniques vary, but a celebrity must be able to manage personal, family, workplace, acquaintances, and fans from one login, disclosing only as appropriate.
7. Swamping Skype supernodes and relays. What happens when one node on the Skype network connects with five to ten percent of the whole network? Can enough supernodes emerge in Chicago for Oprah, for example, to support all the new connections, updates and conversations? Will this hurt the experience of other Skype users in Chicagoland? How much of updating is done directly between a Skype client and Skype's presence and client-backup servers? Can that client-server connection be swamped as the volume rises four to five orders of magnitude over the norm?
8. No server side messaging, voice, video APIs. No software developer in their right mind wants to build and operate their own IM gateway. Think thousands of Skype clients running on hundreds of boxes, each needing careful administration. Instead they want to talk to a web service API. Services like IMified (congratulations, Voxeo!) let you design and run bots for the AIM, Yahoo!, Microsoft, and Google networks in hours, and without your getting into the gateway business. Skype isn't on the list because it doesn't host a public web service interface to the Skype network.

Why would Oprah want a million Skype fans?

Why would a brand or celebrity want to have a Skype relationship with so many people? For companies on Cluetrain 1.0 (markets are conversations) and moving to Cluetrain 2.0 (markets are relationships), Skype offers opportunities for engagement and intimacy. Unlike blogs or services like twitter, Skype conversations are held privately.

How will Oprahs engage?

1. Broadcast alerts and information. IM news relevant to fans based on language, interests, location, and length of relationship.
2. Deliver services. You could sign up for Oprah's book club, update Oprah's magazine subscriptions, get the link for the episode you missed, get local show times for next week, or suggest a show topic. Harpo Productions could support those services through a blend of voice mashups and call centers. How about Skyping an Oprah account that played a Skype video of her last show, or a show on demand?
3. Bring fans together. Introduce fans with similar interests to each other. Host thousands of small salons in Skype public chats before or after a show, or about a theme or a magazine topic. Help the millions find others to solve problems, share burdens, and make sense of the world.

See also:

• Jim Courtney's great play-by-play of the Oprah show
• flickr set of photos from the show

tags: skype, tv, television, us, canada, marketing, promotion, tie-in, oprahwinfrey, oprah, theoprahwinfreyshow, scale, fame

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