Real World Emerging Technologies Chris Scott, Headscape Institutional Web Management Workshop June 2006

Introduction Identify some trends Ask some questions Challenge some preconceptions Paint some pictures Identify some problems to overcome Not here for specifics or technical details

Context: target audience Let’s narrow it down: year old Texting generation iPod generation Cynical and astute

What they use MySpace.com Messaging Mobile Phones Blogging Flickr.com iPod/MP3 RSS (but they don’t know it)

What they will use Podcasting Feeds – a growing understanding Social bookmarking

Emerging applications: common factors Language Design Technology Culture

Language Informal Friendly Humorous Snappy/Short

Design Is design important? Fashion matters to visually aware target audiences Now… – Large type Large type – White space White space – Rounded corners Rounded corners – Badges Badges Fashion changes: Web standards allows easy re-skinning

Technological approach Web standards – Reusability – Delivery to multiple devices Desktop-like responsiveness – AJAX Increasing broadband utilisation RSS

Culture Openness – Users owning their data – Actually about transparency – Sharing Peer to peer – Traditionally institution to individual – Cynical individuals respond better to peer recommendations

Institutional enabling It’s about NOT controlling the message It’s about “customers” selling to “prospects” through word-of-mouth recommendation Challenging the culture? This feels unfamiliar to institutions but it isn't – Academic principles – The roots of the web – But what about IT, Marketing, VCs, ProVCs, …?

Community blogging Provide every student with tools to blog – Warwick is leading the way Warwick is leading the way Add in Flickr-style photo sharing – A photo speaks a thousand words Networks and communities of students – Tagged communities – Sports, course, groups etc A window into student life

Podcasting Needs to be student led Contains what students want and what prospects want – Student bands – Student life – Advice Aspirational

Hurdles to overcome Fear of losing control Moderation – Kiss of death Internal selling – Does it have to be on a large scale? – Could you hand-pick bloggers to pilot? Connecting “customers” with “prospects” – Tagging Tagging – Promotion mechanisms – keyword-based automation? Challenge audience to share ideas with each other – Sharing creates growth – E.g. the growth in Web 2.0 (enabled by openness)

Conclusions Employ language, design & technology Empower your customers Embrace openness Eliminate controls Engage with your prospective customers

Thank you