Web 2.0 - The Social Web
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The document discusses Web 2.0 and social networking. It defines Web 2.0 as the second generation of web services that allow users to collaborate and share information online through social software like blogs and wikis. It discusses key principles of Web 2.0 like harnessing collective intelligence, specialized databases, and software above a single device. It also covers understanding the effects of Web 2.0 by focusing on human traits like reciprocity and herding behavior rather than technology. Finally, it briefly describes different types of online communities like communities of passion, practice, and interest.
Web 2.0 - The Social Web
- 1. The Social WebnContacto - 2011cc1
- 2. Who I am?Father of two boysEvangelist of business models based on collaboration and social networking.Chief Officer of nContactoExpert on Enterprise Communities of PracticeWW Compliance Manager in the business of Printing Systems Management at HPFormer CFO and Controller for Hewlett Packard Venezuela.Chemical Engineer (ITESO Guadalajara)MBA in Finance (ITESM campus Guadalajara) Experienced educatorPresident of the Houston Chapter of the Mexican Talent NetworkCo-founder and active member of the Alumni Association ITESM in Houston (Ex-A-Tecs)Follow Me:pplopez.mptwitter.com/pplopezwww.inkedin.com/in/joseluislopezfacebook.com/jose.luis.lopez.motafriendfeed.com/pplopezpplopez.tumblr.compplopez.posterous.comstumbleupon.com/stumbler/PePeLopezdelicious.com/pplopezwww.slideshare.net/pplopezPP_Lopez2
- 3. TopicsWhat is Web 2.0 ?Principles of Web 2.0Understanding effects of Web 2.0CommunitiesHow to startEnterprise 2.03
- 4. If time permits…The Long TailYour Digital IdentityUsability4
- 5. What is web 2.0?5
- 6. “Web 1.0 was CommerceWeb 2.0 is People” - Ross Mayfield6
- 7. Web 2.0The term Web 2.0 refers to a second generation of services available on the World Wide Web that lets people collaborate and share information online. closer experience to desktop applications than the traditional static Web pages (Web 1.0). allow for mass participation (web-based social software - blogs and wikis).the phrase refers to one or more of the following:The transition of websites from isolated information silos to sources of content and functionality -> computing platforms serving web applications to end users Approach to creating and distributing Web content itself (open communication, decentralization of authority, freedom to share and re-use, and "the market as a conversation“) A more organized and categorized contentA shift in economic value of the web, possibly surpassing that of the dot com boom of the late 1990s A marketing term to differentiate new web businesses from those of the dot com boomThe resurgence of excitement around the possibilities of innovative web applications and serviceshttp://en.wikipedia.org/wiki/Web_2.07
- 8. WWW was born!Web 2.0 ConferenceLinkedinFacebookGoogleTwittersixdegreesFriendsterMosaic (Netscape)Yahoo!MySpaceHistory.com BubbleSource: Wikipedia8
- 9. Vastly increased scale of users and content….Source: Wikipedia9
- 10. SocialComputingTechnology and social factors converge to create social computingTechnologyCheap hardware and software reach the masses
- 11. Computing power migrates to the edge of the networkTechnology increases the speed and force of social changeSocial forces shape technology development and custom applicationsSocial changeAging consumers look to technology to support families and communities
- 12. Younger generations pioneer the use of personal networks and viral communicationSource: Forrester10
- 13. What is Web 2.0? Biz view…Web 2.0 represents a fundamental shift toward a more open, flexible and participatory model for creating content, systems and business models. Its application can reduce cost, enhance adaptability and create new business opportunities."The Gartner GroupWeb 2.0 is a set of economic, social and technology trends that collectively form the basis for the next generation of the Internet – a more mature, distinctive medium characterized by user participation, openness, and network effects.Tim O’Reilly11
- 14. Consumer mind-shifts...Only 42% of consumers say they even “somewhat” trust newspapersConsumer trust is fallingConsumers are less brand loyal52% of consumers say brand trumps price, down from 59% in 2000Consumer-to-consumer activities growingC2C eCommerce, messaging, blogs, camera phones, video phonesConsumers are customizing products and services10% - 40% of customers develop or modify productsSource: Forrester12
- 15. What’s ChangedWeb 2.0 attributes differ from those of traditional web apps in numerous ways13
- 17. Web 2.0Web 1.015
- 19. Principles of web 2.017
- 20. Principles of Web 2.0No Products, but ServicesCustomizationFocus on the “Long Tail”Harnessing Collective IntelligenceSpecialized DatabaseWho owns the dataEnd of Software Release CycleSoftware above the level of a single device18
- 21. No Products but Services“There are no products, only solutions”Not what customer wants but why they wantA problem solving approachSimple Solutions19
- 22. No Product but Services20www.mint.com
- 23. CustomizationEvery individual is uniqueSome people want to be differentAllow him to choose instead of forcing him to use what you have madeMake him feel home21
- 24. Customization22 Screen clipping taken: 2/3/2011, 5:50 PM Screen clipping taken: 2/3/2011, 5:53 PM www.ning.com
- 25. Focus on the “Long Tail”Reach out to the entire webTo the edges and not just to the centre, to the long tail and not the just the headPut everything thereLeverage customer-self service23
- 26. Focus on the “Long Tail”24www.netflix.com
- 27. Harnessing Collective IntelligenceNetwork effects from user contribution are the key to market dominance in Web 2.0 eraThe Wisdom of crowds – Users add valueSystems designed to encourage participation Pay for people to do it – ‘gimme five’Get volunteers to perform the same taskInspired by the open source communityMutual benefits e.g. P2P sharingIt requires radical experiment in trust25
- 29. Specialized DatabaseEvery significant application to date has been backed by a specialized databaseDatabase management is the core competency of Web 2.0 companies“Infoware” rather than merely “software”27
- 31. Who owns the dataControl over data has led to market control and oversized financial returnsIt will provide a sustainable competitive advantage to the companyEspecially is data sources are expensive to create or amenable to increasing returns via network effectsRace is to own certain classes of core data e.g. naukri.com, 99acre, yahoo29
- 32. Who owns the data30www.flickr.com
- 33. End of the Software Release Cycle“Release Early and Release Often”“Perpetual BETA”Daily operations must become a core competency Software will cease to perform unless it is maintained on a daily basisReal time monitoring of user behavior31
- 34. End of the Software Release Cycle32www.docs.google.com
- 35. Software above the level of a Single DeviceThe PC is no longer the only access device for internet applicationsApplications that are limited to a single device are less valuable than those that are connected. Design your application from the get-go to integrate services across handheld devices, PCs, and internet servers.33
- 36. Software above the level of a Single Device34www.evernote.com
- 37. understanding effects of web 2.035
- 38. So to understand how to do business in a 2.0 world…You are better off understanding Human 1.0 – not as individuals, but as hyper-social creaturesYou do not need to understand the Web 2.0 technologies36
- 39. It’s more about the people than the technology37
- 41. What’s happen?39
- 42. What are the important Human 1.0 Hyper-Social TraitsReciprocity – it’s a reflex that allows us to be the only super-social species without all being brothers and sistersSocial framework - Evaluating things vs. market frameworkFairness - The role of fairness and punishment in assessing situationsMimicking Others - The importance of looking cool and imitating othersHerding and self-herding – We like to gatherMeritocracy – Status and reputation mattersSource: The Hyper-Social Organization – F. Gossieaux & E. Moran40
- 43. Hyper-Social companies think differently: a recapThink tribe – not market segmentWe need to find groups of people who have something in common based on their behavior, not their market characteristicsThink knowledge network – not information channelThe most important conversations in communities happen in networks of people, not between the company and the community.Think human-centricity – not company-centricityThe human has to be at the center of everything you do, not the companyThink emergent messiness – not hierarchical fixed processesPeople will want to see responses to their suggestions, even if it does not fit your community goals – FASTSource: The Hyper-Social Organization – F. Gossieaux & E. Moran41
- 44. Turning a business process into a social processRunning traditional programs using social media platformsSource: The Hyper-Social Organization – F. Gossieaux & E. Moran42
- 45. Turning a business process into a social processRunning programs based on human reciprocity and social contracts to get othersSource: The Hyper-Social Organization – F. Gossieaux & E. Moran43
- 46. communities44
- 47. A community45
- 48. A domain of interestGosport Allotment Holders & Gardeners Association46
- 49. A place to meet47
- 51. 3 Types of CommunitiesCommunities of Passion - have the richest and most formal set of activities, governance, and structureCommunities of Practice - are less formal and are based on common work specialtiesCommunities of Interest - are for topics that don’t require formal communities but need threaded discussions for collaboration and knowledge sharing49
- 52. Communities of PassionMembers have a particular role (e.g., project management)
- 53. Develops members to fit into this role, be proficient in this role, and actively help others to develop in this role
- 54. Motivation: master the disciplinesourceforge.net50
- 55. Communities of PracticeMembers have a particular specialty (e.g., security)
- 56. Various roles can participate
- 57. Focused on developing expertise and skills in this specialty
- 58. Motivation: learn about the specialty and solve problemswww.realtown.com51
- 59. Communities of InterestLoosely connected groups of people who want to learn about a particular topic
- 60. No commitment in terms of delivering something together
- 61. Motivation: stay current on the topic and ask questionsfacebook.com Group EXATEC HOUSTON - ITEMS52
- 62. Richard McDermott on Communitieswww.mcdermottconsulting.comHealthy communities have a driving purpose, clear activities, and a sense of accomplishmentCommunities are becoming integrated into organizationsCommunity facilitationand participation are real work and require timeCore community members are well-connected through meetings and ongoing contactHealthy communities have high management expectations and supportThe heart of a community of practice:peer-to-peer relationshipsresponsibility for stewarding a body of knowledgemembership crosses boundariesroom for dealing with whatever comes up53
- 63. Patterns of contribution1% active contributors9% occasional contributorsThe 1-9-90 ruleNumber of contributions90% readers (aka ‘lurkers’)Number of participantsSource:Jacob Nielsonwww.useit.com/alertbox/participation_inequality.html54
- 64. The “1% Rule”For every 100 people online only 1 person will create content and 10 will “interact” with it. The other 89 will just view it.Each day at YouTube there are 100 million downloads and 65,000 uploads50% of all Wikipedia article edits are done by 0.7% of users, and more than 70% of all articles have been written by just 1.8% of all usersIn Yahoo Groups, 1% of the user population might start a group; 10% of the user population might participate actively. 100% of the user population benefits from the activities of the above groupsSource: The Guardian55
- 65. Members of an active community90%Outsiders9%LurkersFacilitatorsContributors1%ActivistFacilitatoren.wikipedia.org/wiki/1%25_rule_(Internet_culture)56
- 66. How to start57
- 67. Levels of EngagementBecome an expertBecome a mentorWrite a blogAsk a question(with attribution)Comment(with attribution)Level of engagementRegisterWaxing and Waning InterestComment(Anonymously)Browse, search, learn(Anonymously)Type of engagement58
- 68. Start ContributingIdentify YourselfSearch & Explore ContentKnow more AboutSave & Share Links / BookmarksSubscribeStore & Distribute Documents59
- 69. Start ContributingExpress & Discuss IdeasCommunicate & Get FeedbackLearn & Share KnowledgeProduce & publish contentInvite to EventsWork together60
- 70. Enterprise 2.061
- 71. The “Long Tail” of WorkMulti-taskingEnriched jobs, several rolesBroad span of control, flat organizationsTons of emails dailyCalendar overloaded of meetings and calls3-digits number of direct contactsPeople located around the worldMulti-language, multi-culturesPhone, email, instant messaging, virtual meetings, twitter, facebook, etc. Did I mention face-2-face (occasionally)?Only 24 hours at day…..62
- 72. Fundamental Shifts on OrganizationsMore virtual, few human interactionCommunities requires face-to-face meetingsMicro formats of knowledgePowerPoint slides, no longer reportsPeople is not reading, they are scanningTragedy of knowledge common sense
- 73. Balancing the Growing Costs64
- 74. Exploration & ProductionSenior VPMaresExplorationDrillingProductionAveryMcWattersMilavecRamirezProductionReservoirGeologyPetrophysicalHassanHopperDhillonCrossleySutherlandWaringSmithMyersCordozaKellerAngeloKlimchuckMitchellSchultzZaheerFormal vs. Informal StructuresWhat Do You Notice When You Compare the Formal and Informal Structures?Formal Structure (Org Chart)Informal Structure (revealed in ONA)HussanMilavecHopperWaringDhillonMitchellMaresZaheerMyersAverySmithSchultzKellerCordozaMcWattersCrossleyAngeloSutherlandRamirezKlimchuck
- 75. Enterprise 2.0Informal, less structure, knowledge-based work of a companyBalance of formal structures and informal networkingIT enabled application of Web 2.0 to corporate environmentSLATESEnterprise-wide Social NetworksHyper-CollaborationWiki-culture66
- 76. Components of Enterprise 2.0Six components (SLATES):SearchLinksAuthoringTagsExtensionsSignals67http://sloanreview.mit.edu/smr/issue/2006/spring/06/
- 77. Levels of CollaborationGroups utilizing systems to make sense and share complex materials and dataCore product enhanced by a social component, deeper participation to interactLow-barrier social involvement like voting and the recording of personal participation
- 78. Key decisions needed for successA Receptive CultureA Common PlatformAn Informal RolloutManagerial Support69
- 79. usability70
- 80. UsabilityPrinciplesDon’tmake me thinkSimple, Selfevident, obious, self-explanatoryEasyto UseWe don't read pages. We scan them Clear visual hierarchy Use conventions Break up pages into clearly defined areas Make it obvious what’s clickable Keep the noise down to a dul roarWedon’tmakeoptimalchoices. We satisficeGoodenoughWe don't figure out how things work. We muddle through71
- 82. Web Navigation 101Few clicks to get anywhereNo more than 3 clicks; 2 is a good goal Omit needless wordsHappy talk must dieInstructions must dieA well designed page should be able to answer these questions:What site is this? (site ID)What page am I on? (page name)What are the major sections of this site? (sections)What are my options at this level? (local navigation)Where am I in the scheme of things? (“you are here” indicators)How can I search?73
- 84. SocializeThink, then shareURL it!Be TransparentBe PersonalContributeBe reciprocalSet the stage75
- 85. Create your Digital IdentityShow who you areExpress yourselfKnow your toolsKeep simpleKnow your audience76My profileMy blogMy feedsMy tagsMy picturesMy presentationsMy placesMy videos
- 86. Me - First77
- 89. The long tail80
- 90. Understandingthe Long TailA powerlaw81
- 91. Where are they all going?82
- 93. An example of the Long Tail84
- 94. Six Themes of the Long Tail ageThere are far more niche goods than hitsCost of reaching those niches is now falling dramatically.New “filters” can drive demand down the TailOnce there’s a massively expanded variety and the filters to sort throught it, the demand curve flattensThere are so many niche products that collectively they can compromise a market rivaling the hits.Then, the natural shape of demand is revealedA Long Tail is just culture unfiltered by economic scarcity85
- 95. Three Forces of the Long Tail86
- 96. references87
- 97. Bibliography88
- 98. Bloggraphy89
- 99. SlidegraphyWeb 2.0 – The Social Web (this presentation!)http://www.slideshare.net/PPLopez/web-20-the-social-web-6806313What is Web 2.0www.slideshare.net/adunne/what-is-web-20-157107Web 2.0 Tools to inspirewww.slideshare.net/tippydawn/web-20-tools-to-inspireWeb 2.0www.slideshare.net/kikollan/an-introduction-to-web-20-the-user-roleAn introduction to Web 2.0www.slideshare.net/kikollan/an-introduction-to-web-20-the-user-roleWebinar: The Hyper-Social Organizationwww.slideshare.net/AwarenessLIVE/webinar-the-hypersocial-organization90
- 101. Thanks!92