Rebuilding Bebo: Shaan Puri reveals his plans for the social network

"The biggest lesson is that the social products that succeed are non-obvious"

Last month, Michael Birch, the founder of the once-popular social networking site Bebo, reacquired the platform for a fraction of the price he sold it for in 2008. 

Besides releasing a tongue-in-cheek video previewing the relaunch of the network, the company have been reluctant to release details about its ongoing development.

I caught up with Bebo's new CEO, Shaan Puri. 

The network is currently being promoted through a self-deprecating satire of a corporate video. What was the thinking behind this?

It took a series of simple decisions:

Firstly to decide not to be boring. Most companies just put up a text landing page with a paragraph that says "sorry...blah blah...coming soon."

Secondly to decide to be honest. I hate when brands try to make a 'cool comeback' when they haven't been relevant in years. You can't throw money at the problem, hire celebrities and run fancy advertisements. People are too smart to be fooled. We are going to refresh the brand now that it's back in the hands of its original founders, but before you can move forward, you must acknowledge the present first. It was a risk, but so far the reaction has been tremendous. People like that we chose to do something funny, honest and self-deprecating.

A brand is an embodiment of the people behind it. Michael and I like to joke around, and don't take things too seriously. So for us, doing a spoof corporate video sounded like fun.

The new Bebo is launching initially as mobile-only. Why?

The concept we have for the new Bebo really works as a mobile app. This is fortunate, because the idea we are excited about for the new Bebo fits into a huge trend right now of people being connected via smartphones.

The social networking landscape is so changeable and unpredictable. Bebo's rise and fall epitomizes this. Why do big companies still invest so willingly?

I think there are two reasons:

1. Its really unlikely that a large company built around a completely different type of business model would ever internally create a social product that wins over the masses. Big companies find it hard to innovate outside of their core product. Yahoo would never be able to create Tumblr from scratch. Even Google has struggled to do it with Google+.

2. Social networks grow fast, and have incredible network effects. Even companies that understand 'social', such as Facebook, find it hard to compete with the Snapchats and Instagrams of the world. Once the big companies notice a startup is worth copying, the startup has built up too much velocity with its viral growth to be stopped.

What lessons have you learnt from the mistakes of other social networks?

Good question. I think the biggest lesson is that the social products that succeed are non-obvious. They sound silly, or like toys at first. Facebook, Twitter, and most recently, Snapchat. Next thing you know, they've disrupted everything.

There has been a lot of press recently about harassment on social networking sites. How should they police their communities?

Like any community, it starts with the people you attract, and the value system they are buying into when they join the site. Luckily, Michael has unique experience in growing a social network from just a few users to many millions, and is familiar with the challenges of managing a community through each phase of growth.

What has presented the greatest challenge in the development of the new Bebo?

We are doing two things at once, which is always tricky. On one hand, we're rebuilding the image of Bebo, and at the same time, we're building the actual product. Both need to be done very well for us to succeed.

Bebo. Photograph: Getty Images

James is a freelance journalist with a particular interest in UK politics and social commentary. His blog can be found hereYou can follow him on Twitter @jamesevans42.

A National Trust property. Photo: Getty
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The National Trust is right to bring gay history out of the closet

If you want to explore the history of Britain, you can't ignore its LGBT citizens.

Imagine seeing a monument to executed gay men and thinking literally anything other than, “how sad and poignant”. In September, the National Trust unveiled exactly such a memorial at one of their properties in Dorset. Kingston Lacy was once owned by William John Bankes, a man whose sexuality, in nineteenth century Britain, was a capital offence. The NT’s moving tribute to Lacy and so many others persecuted for being queer was deemed a “PC stunt” by the Daily Mail. Tory MP Andrew Bridgen somehow managed to find the monument “totally inappropriate”, adding that he looks to the Church for moral guidance – not the National Trust.

 But let me backtrack. I’m in the darkened vault of the Tower of London where the Crown Jewels are kept. The tour guide has just made a joke about vibrators.

The last time I was here, I was about nine and I was on a day out with my grandma. She made no mention whatsoever of sex toys. I wonder, actually, if this is the closest to this ceremonial bling a joke about vibrators has ever been made. I also wonder if there’s ever been a tour of the Tower of London where the guide – as my one did about fifteen minutes ago – has quite overtly slammed British imperialism. One thing I know for certain though: this is the first ever official LGBTQ tour of the Tower, organised by none other than Historic Royal Palaces – the charity that manages several of the UK’s grandest former homes.

 Earlier, at Traitors’ Gate, me and a tour group of about twenty people were told about Irish republican Roger Casement, who was executed, here, in 1916. Casement was dedicated to speaking out against the atrocities of imperialism, and was rumoured to be gay. But it wasn’t his alleged homosexuality that landed him in this thousand-year-old fortress-turned-prison, rather his involvement in the Easter Rising. King James I though – I later learn – was almost definitely gay or bi, having a number of “favourite” male courtiers. “Favourite” seeming to be a particularly coy seventeenth century euphemism for “gay lover”.

 The tour lasts about an hour and, although at times it seems to be slightly scraping the barrel for queer content, the pure effort of it is nothing short of heroic. The Crown Jewels section focused in on Queen Victoria, and all the anti-gay legislation introduced during her infamously prudish reign. On this tour, her freakishly tiny crown becomes a symbol of oppression rather than a cutesy royal knick-knack. Which, I can only imagine, would have the “gay agenda”-fearing monarchy groupies of middle England in a Faragean frenzy.

 This year marks the fiftieth anniversary of the 1967 Sexual Offences Act, which partially decriminalised (male) gay sex in England and Wales. And with the sheer number of events, like the queer Tower tour, at palaces and historic institutions – from Hampton Court to the British Library – you’d think it was the Queen’s platinum jubilee.

Now for some word association.

 “National Trust”.

 Pensioners? Fruitcake? Dust? Anarchic genderqueer hook-up joint?

 Not so much that last one? Well then, it may come as a surprise that it was the fusty old National Trust, working alongside the National Archives, that recreated a historically accurate covert 1930s London gay bar. For a couple of nights in March this year, Soho’s Freud Café was transformed into “London’s most bohemian rendezvous”, the Caravan club. In a spectacularly and appropriately theatrical evening of incense, cocktails and vintage drag queens, the NT totally nailed the “illegal den of queer iniquity” thing. This was preceded by a historic LGBTQ tour of Soho, which, like the Tower tour, didn’t gloss over the brutality of the British establishment. The Soho tour was rightfully heavy on harrowing stories about police raids on queer venues. In fact, it was through police reports collected by the National Archives that the NT was able to recreate The Caravan (which was shut down by the police in 1934).

Further north in London, another LGBTQ event hosted by the National Trust was “Sutton House Queered”. If the idea of a Tudor manor house in Hackney isn’t surreal enough, in February the grade II listed former home to aristocracy was the setting of a queer art exhibition. Think – richly wood panelled great room containing a painting of Henry VIII in full bondage gear. This was also the debut of the first gender-neutral public toilet in an NT property.

And, in a display of borderline hilarious inevitability, the Daily Mail … raised objections. “Preserve us from a National Trust that’s so achingly right-on”, quacked a Mail headline in December last year, after the NT announced its plans for a series of “Prejudice and Pride” events marking the 50th anniversary of the Sexual Offences Act. This July, the NT came under attack from the Mail, yet again, for outing late aristocrat, Robert Wyndham Ketton-Cremer. Ketton-Cremer left his Norfolk home to the Trust in 1969, and was supposedly outed as gay in a recent film for the “Prejudice and Pride” series. Whether or not the NT’s decision to discuss Ketton-Cremer’s sexuality was ethical, it’s a refreshing sort of controversy: the kind where an old British institution is actually quite blasé about gay sex, and the Mail goes nuts.

 Throughout this year, my inbox has been almost quite alarmingly full of press releases for queer-related events and promotions. From rainbow hummus (yes.) at the Real Greek restaurant, to “Pride at the Palace” at Hampton Court, more than ever, everyone seems to want a slice of the gay action. The Tate Britain’s “Queer British Art” exhibition, which opened in April, showcases a century (1867—1967) of sexually subversive works by LGBTQ artists. Although overwhelmingly male and posh, it’s hard to play down the importance of such a simultaneously harrowing and celebratory retrospective. In one room, A large and imposing portrait of Oscar Wilde stands right next to the actual door to his prison cell in Reading Gaol, where he was imprisoned for the absolute non-crime of “gross indecency”. Even if Britain’s cultural institutions are just playing up to a trend, a very big part of me is into it.

 In July, I went to a panel discussion organised by Opening Doors London, a charity that provides support for older LGBTQ people. A group of queer people who were adults when the Sexual Offences Act was passed spoke about what this anniversary means to them. When I asked panellist Jane Traies, the author of The Lives of Older Lesbians: Sexuality, Identity & the Life Course, what she thought about the likes of the National Trust taking on queer history, she was understandably wary of the possible faddy-ness of it all.

“It’s good, though, that history itself should come out of the closet,” she said.

                                                                                       

Eleanor Margolis is a freelance journalist, whose "Lez Miserable" column appears weekly on the New Statesman website.