1. S TORYBOARD FOR I NNOVATION : W EB 2.0 By Crystal Mosley 1

2. N EED Collaboration and sharing information Global diversity Flexibility and convenience Common work and storage space 2

3. R ESEARCH Developers: Tim Berners-Lee and Robert Cailliau Findings: Web 2.0- Services, not packaged software, with cost-effective scalability Control over unique, hard-to-recreate data sources that get richer as more people use them Trusting users as co-developers Harnessing collective intelligence Leveraging the long tail through customer self- service Software above the level of a single device Lightweight user interfaces, development models, and business models 3

4. R ESEARCH C ONTINUED Examples: Wikis, blogs, Flickr, Google, Tagging, Wikipedia, del.icious, Facebook, MySpace, You Tube, RSS Feeds, etc. Lead Thinkers: Tim O’Reilly and John Battelle Production: Built upon the World Wide Web (W3 or Web 1.0) platform to involve the users, allowing customers to build businesses, and users to publish valuable knowledge collectively. 4

5. D EVELOPMENT Development Problems: Clarifying and explaining the innovation. Considered a “piece of jargon” that no one truly understood what it meant. Criticisms include hackers and spam easily exposed to files and data on computers. Intended Audience: Anyone that is seeking information and/or wants to publish on the web in collaboration with others (experts and non- experts). 5

6. C OMMERCIALIZATION Production/Manufacturing: Developed on the basis of Lotus mashup technology Packaging: Service/software available online Marketing: O’ Reilly Media annual conferences and web 2.0 technologies Distribution: Available to anyone with Internet access and connects to the World Wide Web. 6

7. T IME L INE OF D IFFUSION FOR W EB 2.0 2006-2007: Knowledge Stage 2008-2009: Persuasion Stage 2010: Decision Stage 2011-2013: Implementation Stage 2014-2015: Confirmation Stage Supportive information for timeline decision. http://globalhumancapital.org/?p=675 http://globalhumancapital.org/?p=675 7

8. T IME L INE OF D IFFUSION FOR W EB 2.0 CONTINUED … Communication Channels: Conversations Conferences Technology Business Online Conversations Emails Social networks Blogs Wikis http://globalhumancapital.org/?p=675 8

9. A DOPTION AND THE S-C URVE 9 Early Late Majority Majority *Innovation went thru another adoption curve. Early Adopters Innovators Laggards http://globalhumancapital.org/?p=675

10. P ERCEIVED A TTRIBUTES OF W EB 2.0 Innovators –media specialists, technology specialists, and technology support team Early Adopters- technology savvy teachers and new graduates (1 st year teachers) Persuasive strategies- demonstration that indicates the product’s advantages, trial period available Laggards- veteran teachers Persuasive strategies- disclose the product’s history and improvement overtime, compare to other valued products, and share user testimonials Most Useful Perceived Attributes- observability and relative advantage will show product results and benefits in comparison to similar products. 10

11. C RITICAL M ASS AND C HANGE A GENTS Centralized vs. Decentralized Decentralization is the preferred diffusion system Horizontal networking amongst peers Shared diffusion decision Users experiments with the product Informal evaluations Problem-centered approach 11

12. C HANGE A GENTS Key Change Agents: Teachers, administrators, and parents that are willing and determined to address the needs of the students within the school and community. Use of Seven Roles: Identify and discuss a need Exchange information with others that can help impact the process of change Analyzing the problem Develop possible solutions and began action Determine level of stability and respond accordingly 12

13. C RITICAL M ASS Web 2.0 has reached critical mass Many students (higher education) use: Social networking Wikis Blogs Google docs E-Portfolios or other Web 2.0 supported tools Web 3.0 is developing 13

14. O RGANIZATIONAL I NNOVATIONS Need for Innovation- Collaborating and sharing Globalization Common work area Convenience Innovation Match to Need- Web 2.0 Capabilities Users interact with other users Website content can be changed Applications: blogs, wikis, social networking, video sharing, mashups, etc. 14