3 December 2007 Facilitating community & content interaction BMJ response to Web 2.0 Phil Caisley, Head of Information Services Lorenzo Fabbri, Sales Manager S.Europe & America

3 December 2007 Web 2.0 is the business revolution in the computer industry caused by the move to the Internet as a platform, and an attempt to understand the rules for success on that new platform. Tim OReilly, 2004

3 December 2007 TOC Community: connections/forum Wikis Responses Podcasts/Vodcasts Blogs Content personalization Links Mashups Clustering/Context linkage Polls The importance of Web 2.0 in Medicine

3 December 2007 Community – enabling connections Connecting with who I know –Who I trained with –Who I work(ed) with –Who I socialise with –Those who influence me –Those who I share profession associations with Keeping informed Maintaining & enabling contact Facilitating info discovery Separating professional from social

3 December 2007

Community – user generated content Discussion forums for –Raising questions to others –Seeking responses from others –Rating others responses –Viewing average ratings of responses –Polling users opinions –Viewing poll outcomes –Building knowledge base from discussion threads –Providing access points into knowledge base Search Categorisation

3 December 2007

Wikis – user generated content Content written by user Content added to or corrected by others Based on principle of crowd sourcing –Accuracy improved by wider input –Closed community ensures relevance/accuracy –Requires moderation Full version history and audit log

3 December 2007

Responses – user generated content User responses to published content Provides a user voice Near time since libel moderation required Adds value to original content –Alternative views –Substantiation Feeds future articles or content updates

3 December 2007

Podcasts Audio files for –Interviews –Discussions –Presentations –Etc… Media player embedded in pages and Audio files separately downloadable or Audio files available from 3 rd party –iTunes

3 December 2007

Vodcasts/videos Video files for –Interviews –Discussions –Presentations –Medical training Examimation procedures - Cardiovascular examinationCardiovascular examination Surgical procedures - Harry the handHarry the hand Scenarios Media player embedded in pages Video files separately downloadable Automated transcription –Discovery –Retrieval

3 December 2007

Blogs – interactive content Online diary –Web log = Blog BMJ Group generated content –Opinion –Direct influence –Influence by association –etc User responses to content Entries have persistent location

3 December 2007

RSS (really simple syndication) Tool for communicating updated info –From system to user –From system to system Push technology User subscribes and receives –Heading + link –Heading + link + abstract Content viewed –In browser –In RSS reader

3 December 2007

Content personalisation Personalisation based on –Behaviour (current & previous) –Preferences –Demographics

3 December 2007

Links – user generated content Web-based URL bookmarking Link categorisation Info discovery through shared links –See other links that they have saved –See their categories Monitor influencers link submission

3 December 2007

Mashups Merging multiple data sources Creating new resources that are greater than the sum of the parts Many examples in Geographic Space

3 December 2007

Clustering/context linkage virtual 'information piles –gathers matching pieces of data from numerous sources –places them into groups without the need for predefined taxonomies or manual tags. identifies hot topics unveils hidden content relationships matches documents based on actual content

3 December 2007

Polls – interactive content Requesting user opinion Publishing collective response + free text comments Interpreting with analysis

3 December 2007

The importance of Web 2.0 in medicine Doctors need quick access to a variety of information via a single, organised interface Doctors are seeking new methods of information discovery because of the limitation of search engines Web 2.0 provides a dynamic interactive platform for medical knowledge exchange Knowledge exchange is not limited or controlled by private interests Multimedia tools (e.g. podcasts or videos) are becoming popular learning tools Guistini D. How Web 2.0 is changing medicine. BMJ. 2006

3 December 2007 Networking sites doctors use and why Networking siteWhy doctors joinedHow and why they use the site Facebook Family members/friends were already members Easy way of keeping up to date with what friends are doing Mostly used by younger doctors Used to keep in contact with and set up meetings with friends/family Access the site once/twice daily Not used for professional networking Doctors.net Most doctors registered for access to a dedicated, professional address Very few doctors use the site or address regularly A few use the learning modules and forums occasionally Not used for professional networking

3 December 2007 What doctors want: focus group findings 3 focus groups, 32 doctors (general practitioners) A focus on professional networking rather than social Opportunity to discuss clinical cases and obtain second opinions at a national and local level Ability to contact colleagues from medical school or previous jobs Access to a calendar of upcoming events in their specialty A portfolio to record learning activities Videos of medical procedures Access to job opportunities/career information A continually updated medical news section

3 December 2007 Features of the BMJ networking site Clinical forums with tiering of forum groups by region Rating system for posts and authors Tiered access to personal profiles Portfolio: a storage area where doctors can record learning activities/resources (required for professional revalidation) Videos of medical procedures/communication skills Latest medical news Targeted content links

3 December 2007

BMJ networking site: doc2doc

3 December 2007 BMJ networking: doc2doc integration

3 December 2007 BMJ networking: doc2doc integration

3 December 2007 BMJ networking: doc2doc integration

3 December 2007 Criticisms on Web 2.0? Questions? New version of WWW? (AJAX vs HTTP) Andrew Keen: web 2.0 has created a cult of narcissism and amateurism… and is creating an endless digital forest of mediocrity: uninformed political commentary, unseemly home videos, embarrassingly amateurish music, unreadable poems, essays and novels… Library 2.0 FB usage? (BMA, FVG, etc.) … THANKS