Web 2.0 IMD Web Authoring

Content What is Web 2.0 Search Content Networks User Generated Content Blogging Social networking Social Media

Contents cont. Tagging Social bookmarking Software Development Rich Internet Applications XML, RSS, VoIP etc … Web 2.0 Business and Monetisation models The future Web

What is Web 2.0? Collaborative Community based sites –Social networking, blogs, wikis

How has it come about? Vast computing power –Advances in hardware Moore’s law Memory Performance Explosion of broadband Internet –In 2006 owned by 43% American adults

Web 1.0 vs Web 2.0 Focus on small number of companies / advertisers Content delivery –“Brochure web” Wider audience of users Involved the user Users add, organise, share, critique content LectureConversation

Architecture of participation User interaction Community contributions Harnessing collective intelligence –Feeding back the users behaviour to extract useful information to enhance the web Open source software

Searching With so much content – how can you find what you are looking for? CONTENT CONTENT CONTENT CONTENT CONTENT WHAT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT

Search Engines Primary search tools for the web –Using key words –Returns a search engine results page Links in order of relevance –Natural language will be used in the future

Google Named after the mathematical term googol Leading search and online advertising company Success partly due to patented PageRank TM Algorithm

Google’s PageRank TM Algorithm Unique infrastructure of servers Considers the number of links into a web page and the quality of the linking sites to determine page importance All aspects of page used –Content, font, headers, contents of neighbouring pages Highest ranked pages appear first in list

Other Google AdWords –Pay-per-click contextual advertising –Appear next to search page and relate to search as text and url AdSense –Advertising program –Text ads placed on participating sites

Others … Yahoo –Search engine, provider, user groups MSN –Microsoft

Ask –Formerly AskJeeves –User location important –Aimed at returning relevant local businesses and events –Audio and video support Vertical Search –Topic specific –e.g. Expedia travel site Others …

Location-Based Search Customised Search Engines Search Engine Optimisation (SEO) –Tuning your website to enhance its visibility when searched –White hat method – choice of key words, quality content, metadata, relevant links –Black hat method – fooling the search engine Can get site banned by the search engines Others …

Link Building Increasing web site ranking –Generating inbound links to a particular website –Increasing link popularity –Reciprocal linking – two websites link to each other –Link baiting Attention grabbing content –Natural linking Content quality

Content Networks Provide information in various forms –Articles, wikis, blogs E.g. –HowStuffWorks Articles –Deitel Links to descriptions, tutorials, demos, software etc

User Generated Content Community adds value to the site –Amazon, eBay, Monster User generated material – text, video, audio Implicit – derived from users’ actions –E.g. Amazon, YouTube, recommender systems

Amazon recommends …

Wikis Users can edit existing content Wikipedia –Community generated encyclopedia –Community involved in moderating the accuracy of content –Collective Intelligence –Collaborative Filtering Users can flag offensive material Promote useful pages

Blogging Traditionally short postings in reverse chronological order providing links to other information Social networking, e.g. LiveJournal Readers can comment – interactive, debate, discussion Citizen journalism –Have become a significant news resource Used by the media

Blogging … Blogs have become a fast and in-depth (and often “unwashed”) news medium The mass media is embracing blogging Many blogs provide RSS and Atom feeds to alert the reader to new material –Automatically syndicated via the web

Social Networking Network effects – The value of the network is proportional to the square of the number of users (Metcalfe’s Law) Friendster, MySpace, Facebook –Social networks LinkedIn –Networking for professionals Second Life –Virtual world, avatars

Social Media Any shared online media –Video, photos, music, news etc. YouTube –Entire site based on user generated content –Users upload content, rate content, comment –Tags used to help search content –Can subscribe to other user’s material –Issue with content management – i.e. copyrighted material

Others … Internet TV Digg –news, videos and podcasts rated by users Last.fm –Internet radio using recommendations –Downloaded software tracks users taste in music and provides personalised recommendations

Others … Digital rights management (DRM) –Adds software to media files to prevent misuse Podcasting –Digital audio file equivalent of a blog –RSS feeds often use to syndicate new material

Tagging Labelling content to give meaning understood by a computer Enables searches, grouping, organisation –E.g. tagging photos with the holiday location and date Tag clouds –visual display of tags weighted by popularity –Colour and text size –Based on majority opinion

More … Folksonomies –Classification based on tags Flickr –Photo sharing site Social bookmarking –Allows users to share their bookmarks – i.e. their favourite sites

Mashups

Software development KIS – Keep it Simple – Keep is Small The web has become an application, development, delivery and execution platform –Using the web as a platform is a movement away from Operator System dependence that widens the potential audience

Software as a Service Application software that runs on a web server rather than being installed on the client computer

Agile Development Incremental releases of updated software over shorter time frames –“Perpetual beta”

Open Source Users can customise code Reduced cost or free Used under license –E.g. GNU General Public License Community driven Users may need to be technology savvy Examples –Firefox, Apache web server, MySQL database system

Rich Internet Applications Responsiveness, “rich” features and functionality Ajax – Asynchronous JaveScript and XML –Allows partial page updates –More responsive GUI –Uses XHTML, CSS, JavaScript, the DOM, XML, and the XMLHttpRequest object

Toolkits and frameworks: Dojo –Open source JavaScript toolkit, library Adobe Flex –Framework to enable scalable cross platform multimedia rich applications – Flash player 9 MS Silverlight –User interfaces built in Extensible Application Markup Language

More … JavaFX – Script and Mobile ASP.NET Ajax

XML Extensible Markup Language –Allows data to be labelled providing a meaning to both user and computer

RSS and Atom Subscribing enables user to be updated automatically when new material available Requires an aggregator on the users’ PC to respond to the update

Web 2.0 Monetisation examples –Banner ad –Blog advertising –Contextual advertising – target to content on webpage –Cost-per-click / per-action –E-commerce –Premium content – payment to access

Web 2.0 Business model examples –Music distribution –Online auction –Online payment –Photo sharing –Content network –Broadcasting –Recommender systems –Gaming –…

Future Web Meaning behind the data –Enabling data mining to extract information –XML possibly using a tool to create it –Tagging and folkonomies –Finding meaningful connections Semantic Web –Web of meaning

Web 1.0 servers –Sent mainly static material coded in HTML or XHTML to browsers that rendered the material on screen Web 2.0 –Applications are more dynamic, enabling significant interaction between user and server and among a community of users

Ontologies Organising and describing related items Cataloging internet content