Alexandra Cristea Web 2.0 for the Adaptive Web

2 Overview Web 2.0 –versus Web 1.0 –Applications –Mashups –Concepts –Market –Trends (social, business, technology)

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Cuene.com/mima Web 2.0: Evolution Towards a Read/Write Platform Web 1.0 ( ) Pretty much HTML pages viewed through a browser Web 2.0 (2003- beyond) Web pages, plus a lot of other “content” shared over the web, with more interactivity; more like an application than a “page” “Read”Mode“Write” & Contribute “Page” Primary Unit of content “Post / record” “static”State“dynamic” Web browserViewed through… Browsers, RSS Readers, anything “Client Server”Architecture“Web Services” Web Coders Content Created by… Everyone “geeks”Domain of…“mass amateurization” 4

Web 2.0 is the network as platform, spanning all connected devices; Web 2.0 applications are those that make the most of the intrinsic advantages of that platform: delivering software as a continually-updated service that gets better the more people use it, consuming and remixing data from multiple sources, including individual users, while providing their own data and services in a form that allows remixing by others, creating network effects through an "architecture of participation," and going beyond the page metaphor of Web 1.0 to deliver rich user experiences. Tim O'Reilly, “Web 2.0: Compact Definition?”Web 2.0: Compact Definition? 5

Web 2.0: Is it a Whole New Internet? 6

It’s Hard to Define, But I Know it When I See it… Web Services / API’s “Folksonomies” / Content tagging “AJAX” RSS Emerging Tech Apps You May Know… Flickr Google Maps Blogging & Content Syndication Craigslist Linkedin, Tribes, Ryze, Friendster Some Apps You May NOT know Del.icio.us Upcoming.org 43Things.com Major Retailers Amazon API’s Google Adsense API Yahoo API Ebay API "[This is] not my mom's Internet…It's changing, and it's changing because we're looking at the share- shifting—the time people are looking at TV, reading a magazine, listening to the radio—they're not replacing each other; they're coming together." - AOL Exec / May

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Dion Hinchliffe, “Review of the Year's Best Web 2.0 Explanations”Review of the Year's Best Web 2.0 Explanations Web 2.0 Journal 11

12 Web 2.0 Applications

Cuene.com/mima Flickr is a social network for sharing photos. Flickr shows me photos from my network My contacts “tags” are available to me Flickr combines social network w user generated content. Users work together, collaborate on photo projects & use each others’ tags to find new photos. Flickr has an API for web services to integrate photo collections w blogs & other apps. 13

Cuene.com/mima Del.icio.us was an Example of a Site that Uses a “Folksonomy” to Organize Bookmarks Tags: Descriptive words applied by users to links. Tags are searchable My Tags: Words I’ve used to describe links in a way that makes sense to me A “folksonomy” is a spontaneous, collaborative work to categorize links by a community of users. Users take control of organize the content together. 14

Cuene.com/mima Wikipedia is a Collaborative Dictionary Being Edited in Realtime by Anyone 15

Cuene.com/mima Blogging is the Most Recognized Example of Web

Cuene.com/mima Chicago Crimes – Daily Crime Data on top of Google Maps, sent to you by RSS 17

Cuene.com/mima Social Networks Connect Users into Communities of Trust (or interests) 18

Cuene.com/mima A new way of receiving content… 19

Cuene.com/mima How You Do It: Example CNN Interactive 20

Cuene.com/mima RSS Reader Examples 21

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23 Mashups What it is? Example mashups Example mashups based on Web 2.0 applications

24 What is Mashup? A mashup is a web page or application that combines data or functionality from two or more external sources to create a new service. - Wikipedia

Mashup genres Mapping mashups Video and photo mashups News mashups Search and Shopping mashups etc. 25

26 Examples of Mashup (trends in Twitter topics: mash Google maps + Twitter) (visual search engine for movies, artists etc.: mash Amazon API) Seee more at: mashups/#2eV2Zdk2JPqdSeee more at: mashups/#2eV2Zdk2JPqd

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MAP API EVENTS API IMAGE API 30

31 Web 2.0 Concepts User generated content Various user types and roles Collaborative creation and sharing Bottom-up versus top-down approaches Emerging groups and communities Cloud tag Mashups Blogs & micro-blogs

Last time: –Basics of Web 2.0, definitions (incl. O’Reilly); concepts; –Web 1.0 versus Web 2.0 –Mashups, micro-, macro-blogs; –Semantic web versus Web 2.0 Next: –7 O’Reilly principles; 3 aspects of Web 2.0 collaboration; Tactical Opportunities for Early Adopters & Marketers; Web 2.0 pie chart; AJAX, Web 2.0 meme map; open issues; 32

The 7 O’Reilly principles 1. The Web As A Platform 2. Harnessing Collective Intelligence 3. Data Is The Next “Intel Inside” 4. End of the Software Release Cycle 5. Lightweight Programming Models 6. Software Above the Level of a Single Device 7. Rich User Experiences f o r e v e r REST, APIs, Mashups 33

Web 2.0 and businesses 34

Ian McNairn – Program Director Web Innovation – Office of the CIO, IBM Source: Gartner Says Web 2.0 Offers Many Opportunities for Growth, But Few Enterprises Will Immediately Adopt All Aspects Necessary for Significant Business Impact, May 2006Gartner Says Web 2.0 Offers Many Opportunities for Growth, But Few Enterprises Will Immediately Adopt All Aspects Necessary for Significant Business Impact The 3 aspects of Web 2.0 Collaboration Internal Collaboration Internal Blogging Internal Wikis Enterprise Social Bookmarking Social Tagging Enterprise Social Networking B2B Collaboration Mashups Complementary Web Services Open Standards C2C2B Collaboration User Created Content User Communities Viral Marketing 35

Cuene.com/mima Users Who Are Using Web 2.0 Apps are Highly Engaged, Active and Attractive to Marketers Blogging is a good proxy for web 2.0 activities. Blog readers consume a LOT of media 36

Cuene.com/mima Users Find Blog Content Helpful, and They Are Receptive to Online Ads 37

Cuene.com/mima Web 2.0 means changes for marketers More users are connecting to each other and content through networked, peer-driven activities & content –Linkedin now has service referrals as part of their package API’s and Content syndication will lead to more machine generated connections –“Non-compliant” content won’t fit into the flow as readily Web 2.0 is truly two-way –Marketers need to be very willing to “listen” and receive more than broadcast User-generated content may be more valuable to users than yours Adoption and ROI will drive investments in online advertising –Investment in blog marketing will increase by 22% in

Blogging / BlogsRSS / Feeds Drive Traffic to the Site Improves placement and relevance in search engines Could generate repeat visits to site Generates interest in deeper engagement Generate “reminder” traffic “Push” key product or promotion out to audience, to drive traffic back to your site Broaden reach through syndication, driving more traffic back to your site Improve Customer Experience Helps explain products, service, approach Provides “support” through direct customer Q & A Generate deeper insight into user attitudes and behaviors Feeds make it easier to stay connected and aware, driving convenience More information = more competence = more control Drive Conversions Generate “trial” usage Blogs and post drive deeper engagement and helps overcome objections Drives frequency, which may lower the barrier to awareness and trial Tactical Opportunities for Early Adopters & Marketers Watch & WaitAct Now Web Services Tags & Folksonomies Social Networks RSSBlogging 39

Cuene.com/mima RSS Adoption is Small Currently, But it Could be an Attractive Tool for Niche Marketers RSS (Really Simple Syndication) is a technology which enables users to get “feeds” of data from content publishers via a browser or special newsreader tool. Items come to user free of spam, on-demand, and in an easy to digest format. Feeds contain news items/stories Items have a brief summary included in the feed Users can read the full content of some stories within their browser or desktop app without going to orgincating website 40

news

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Social Trends Spread of Broadband –Increasingly ubiquitous connections A generation of “web natives” –Living on the web –Social networking; blogging; instant messenger Create, not just consume Some hard lessons about data ownership –Don’t steal my data; don’t lock me in 43

Business Trends Exploit the Long Tail –At internet scale even niche communities are very large –“We sold more books today that we didn't sell at all yesterday, than we sold today of all the books that did sell yesterday.” –Amazon employee quoted on Wikipedia Success of web services –No need to own the user interface. It's your data that they want Users can enrich your data –“Harnessing collective intelligence of users” –Review and Recommend; Social Bookmarking; Folksonomies 44

Technology Trends The Power of XML –Easier to exchange and process application independent data Agile Engineering –Incrementally developer your product; short release cycles –Continually adapt to user needs –“The Perpetual Beta” Maturation of the browser –XHTML, DOM, CSS, Javascript –Browser as platform, not just document viewer 45

AJAX Dynamic User Interfaces 46

Ian McNairn – Program Director Web Innovation – Office of the CIO, IBM What is AJAX ? A synchronous J avaScript a nd X ML more dynamic & responsive web pages building web clients in a Service Oriented Architecture to connect to any kind of server: J2EE, PHP, ASP.Net, Ruby on Rails, etc. using technology & standards: JavaScript and XML Pattern: Page view in a web browser retrieves data from a service & refreshes just a part of the page non-trivial, requires skills in web development but benefits to be gained can be huge enables major improvements in responsiveness & performance of web applications, e.g. Yahoo! Mail, Google Maps, live.com, and others AJAX is NOT hype – it is very real & very useful for highly interactive applications 47

Browser Ian McNairn – Program Director Web Innovation – Office of the CIO, IBM AJAX compared to classic Web UIs Browser Server service In the typical web application, each request causes a complete refresh of the browser page An Ajax application begins the same way. After the initial page loads, Javascript code retrieves additional data in the background and updates only specific sections of the page  Ajax forces you to think about discrete services.  It may drive requirements for new services from your IT department 48

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Ian McNairn – Program Director Web Innovation – Office of the CIO, IBM Services Oriented Architecture and Web 2.0  Both move from application centric practices to focus on how technology is used. Both enable a user centric approach to IT.  SOA breaks business processes into smaller  pieces (components) and aggregate them  in services. SOA delivers a level of  efficiency, agility and flexibility not possible  with an application centric approach. But  flexible services is not enough  if you don’t know your users’ wants and needs.  Web 2.0 puts the user front & centre, smoothing the flow of information between people. It facilitates the collaborative creation, combination and distribution of content, delivering a rich user experience. By enabling a two-way communication, it shifts the power towards the consumer, who can now voice her/his opinions and choose from a market of almost infinite choice (C2B and C2*). Sources: Where’s Web 2.0, Clinton McCallum, Mike Natoli, Robert W. Ross – IBM Centers for Solution Innovation CTO Blog, CapGemini 56

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Web 2.0: Open Issues / Implications Are “masses” better than “experts” What expectations does this set? Who owns the message? How can marketers use this to their advantage? The appeal of Web 2.0 lies in the nature of the apps/tools Direct Transparent controllable 58

Semantic Web versus Web 2.0 Top-down versus bottom-up Standards versus folksonomies Controlled vocabulary versus freedom Level of involvement of people, popularity Clear logics-based processing versus text mining Size (big data) Experts versus masses Ownership, privacy 59

Summing Up Web 2.0 hard to define, but very far from just hype –Culmination of a number of web trends Importance of Open Data –Allows communities to assemble unique tailored applications Importance of Users –Seek and create network effects Browser as Application Platform –Huge potential for new kinds of web applications 60

Reading material Socially Aware Cloud Storage, by TBL, 2009.Socially Aware Cloud Storage 61