Personalization and authenticity are two buzz words du jour, pointing to the underlying apparatus that fuels much of the social web: accounts tied to real individuals, with behavioral tracking to deliver a unique-to-each-user content and message experience.
However, with much of the privacy backlash centering on the usage of user data, there's most definitely a mini-revolt brewing - and the team at Spraffl are stirring the pot.
Spraffl started as "one of those back of a bar mat conceptions," says co-founder Jay Feeney, where the team was discussing the idea in their local pub.
The idea is to create a completely anonymous platform for user comment and interaction, a purely anonymous content publishing platform open to anyone, anywhere. There are no friends, no networks, no groups, no names - nothing but pithy comments by anonymous Sprafflers.
As they say, the revolution will not be personalized - rather, it will be spraffled, a variation on woffling that will certainly resonate with a certain demographic.
Will this turn out to be a haven for trolls? Or will this become a refreshing respite from the recriminations of having every last digital word tied to an identity-verified profile?
We started to discuss classified sections, where people write in to place an anonymous classified message for people they spotted but didn’t have the courage to speak to at the time – e.g. “I saw you on the 99 bus wearing the red jacket, you smiled at me but I didn’t get to speak to you before you got off”.
It’s all a bit of fun and nothing serious but we wondered if there was a way to take that concept onto a smartphone.
On Spraffl, the only identifiers beyond the geo-tag are categories for each individual post. Question, Observation, News, Statement, Flirt and Review are all options to attach to content, providing some context for sorting through the anonymous ramblings of the unwashed masses.
The team at Spraffl, consisting of CEO Jay Feeney, CTO AJ Ostergaard, and Chief Developer Dasha Salo, took some time to answer our Tnooz TLabs Q&A.
Describe what your start-up does, what problem it solves (differently to what is already out there) and for whom?
Spraffl is a geo-social app that elegantly takes the “self” out of the social media equation. It introduces instant anonymous networks where people can share ideas, gossip and connect without the ‘baggage of identity’.
Our initial thinking was to allow people to post anonymous comments tagged to a time and location. Before long we realised that the simple concept of real-time anonymous publishing in a local environment was something that hadn’t really been done – and we were incredibly excited about the concept.
Over the next few days, thinking more and more about this concept we realised that it could open up so many positive and useful possibilities (beyond the obvious gossip and flirt aspect). We also realised that there could be a negative user case and after working a way to stamp out malicious activity, we decided to get to it!
People can jump straight into a ready-made network and engage with other users –“Spraffers” - close by without the need and effort of building connections as with other social media platforms. It’s an easy, simple and effective way of sharing hyper-local information.
Spraffl is about anonymity: is the Spraffer your colleague at work, the girl in the lecture theatre, that guy in the bar? The conversation is the important element, not the social profile.
This freedom and anonymity is exciting, but Spraffl is automatically moderated and self-healing, allowing its users to potentially flag specific "Spraffs" as abusive. Three or more abusive reports will automatically remove a Spraff, and if a Spraffer does this three times they will be removed from the network.
Spraff: What you spraffing about? Spraff (ing) is a slang term for chit-chat. Spraffl is a pure social network aimed at relevant local conversation rather than self-promotion.
Why should people or companies use your startup?
Anonymity has been an incredibly important part of the way we communicate over the centuries and has proved its great worth in print and other media.
The ever-evolving opportunities to live a life online have been exciting and addictive but we’re becoming a little bored by our online selves.
We’re ready to ditch the baggage of identity and Spraffl means there are no people to follow, no check-ins required, no badges, no points, just pure and immediate conversation. Simply open the app and start spraffing!”
Spraffl connects people in any locale - the same bar, at the same office, in the same town or watching the same football game.
Spraffers can say what they’re really thinking by making anonymous location-tagged statements. You can see where Spraffers are, but not who they are.
“Spraffs” or updates can be used to break local news, comment at an event, make an honest review, or pay someone a compliment, the opportunities are limitless.
Other Spraffers can read, rate and reply to posts. Spraffl is about location: you can see Spraffs near you and reply to them publicly or privately.
Users can also share Spraffs or other people’s Spraffs with their friends on Facebook and Twitter. All Spraffs are shared as green posters.
Other than going viral and receiving mountains of positive PR, what is the strategy for raising awareness and getting customers/users?
We’re going to be focusing on self-sustaining pocket communities where Spraffl can work without the rest of the world having to use it.
These would include universities, venues, large offices and various group/fan-based communities (like sports fan groups). Our aim is to get more and more of these communities using the app when it’s expected that more organic users will start percolating through.
How did your initial idea evolve? Were there changes/any pivots along the way? What other options have you considered for the business if the original vision fails?
We had originally planned to allow the app to tell you what had been said near you at the time you were there, so you could go back and see your activity plotted on location and time.
We soon realised that it was a much more simple and effective proposition to remove the time aspect so that Spraffl was focussed on real time local anonymous activity. We do however plan to introduce our time track feature in a future update.
Where do you see yourselves in 3 years time, what specific challenges do you hope to have overcome?
Our challenge is to reach a critical mass so that the app grows organically and virally through its userbase and content.
If we can get a hyper local following even in a few areas, the app should start to grow it’s own legs. Our challenge is to keep bringing people back to the app whilst attracting new users.
We’re really hoping that our users will encourage their friends to join in their local area – so far we’re finding that our users are doing just that – Spraffl is all about building hyper local communities.
What is wrong with the travel, tourism and hospitality industry that requires another startup to help it out?
Spraffl isn’t specific to the travel, tourism and hospitality industry but it offers real opportunities for all.
Using Spraffl while on holiday, at an event or travelling offers a fun and useful way for people to connect and share ideas and experiences with each other, without having to worry about setting up or keeping a profile up to date.
If you have something to say, or want to connect, open up Spraffl, and Spraff, it’s that easy.
Tnooz take:
This idea is fresh and innovative, and unlike other new anonymous social networks like Social Number, there is a clear mobile-first play here that is poised to take advantage of the continued growth in smartphone adoption.
The broad ability to flirt, review, comment, etc. is also clever, as it allows multiple demographics to participate in the way they see fit, allowing the network to become a true utility of direct interaction.
The anonymity could be a negative, of course, when it comes to fostering true in-person connections and reducing the impact of trolls who see this as carte blanche to be completely idiotic, rude and inappropriate. The question of inappropriate content - such as foul language, pornographic media or other less-than-savory pieces of content - is also an important one. Who is monitoring these streams? What standards will the anonymous masses be held to? How will the Spraffl team manage this moderation without watering down the concept or seeming to censor people?
On the money front, the monetization strategy is to allow local businesses to communicate and advertise to their local customers. Given the geo-located nature of the content, this could definitely work. There could also be some fun branding opportunties for the right businesses able to become a part of the conversation.
However, some businesses may be reluctant to place ads against content that is of uncertain character and tone. In addition, the businesses would not be anonymous while anyone who responds to the promotions are - this is a recipe for a trolling disaster, and is something that the Spraffl team should think seriously about.
Overall, this is a welcome development as travel businesses look to experiment with all kinds of geo-specific networks that allow them to interact with locals and visitors alike - however they choose to communicate.
Snap poll:
[poll id="84"]