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Web 2.0 - The Social Web
 

Web 2.0 - The Social Web

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    Web 2.0 - The Social Web Web 2.0 - The Social Web Presentation Transcript

    • The Social Web
      nContacto - 2011
      cc
      1
    • Who I am?
      Father of two boys
      Evangelist of business models based on collaboration and social networking.
      Chief Officer of nContacto
      Expert on Enterprise Communities of Practice
      WW Compliance Manager in the business of Printing Systems Management at HP
      Former CFO and Controller for Hewlett Packard Venezuela.
      Chemical Engineer (ITESO Guadalajara)
      MBA in Finance (ITESM campus Guadalajara)
      Experienced educator
      President of the Houston Chapter of the Mexican Talent Network
      Co-founder and active member of the Alumni Association ITESM in Houston (Ex-A-Tecs)
      Follow Me:
      pplopez.mp
      twitter.com/pplopez
      www.inkedin.com/in/joseluislopez
      facebook.com/jose.luis.lopez.mota
      friendfeed.com/pplopez
      pplopez.tumblr.com
      pplopez.posterous.com
      stumbleupon.com/stumbler/PePeLopez
      delicious.com/pplopez
      www.slideshare.net/pplopez
      PP_Lopez
      2
    • Topics
      What is Web 2.0 ?
      Principles of Web 2.0
      Understanding effects of Web 2.0
      Communities
      How to start
      Enterprise 2.0
      3
    • If time permits…
      The Long Tail
      Your Digital Identity
      Usability
      4
    • What is web 2.0?
      5
    • “Web 1.0 was Commerce
      Web 2.0 is
      People”
      - Ross Mayfield
      6
    • Web 2.0
      The term Web 2.0 refers to a second generation of services available on the World Wide Web that lets people collaborate and share information online.
      closer experience to desktop applications than the traditional static Web pages (Web 1.0).
      allow for mass participation (web-based social software - blogs and wikis).
      the phrase refers to one or more of the following:
      The transition of websites from isolated information silos to sources of content and functionality
      -> computing platforms serving web applications to end users
      Approach to creating and distributing Web content itself (open communication, decentralization of authority, freedom to share and re-use, and "the market as a conversation“)
      A more organized and categorized content
      A shift in economic value of the web, possibly surpassing that of the dot com boom of the late 1990s
      A marketing term to differentiate new web businesses from those of the dot com boom
      The resurgence of excitement around the possibilities of innovative web applications and services
      http://en.wikipedia.org/wiki/Web_2.0
      7
    • WWW was born!
      Web 2.0 Conference
      Linkedin
      Facebook
      Google
      Twitter
      sixdegrees
      Friendster
      Mosaic (Netscape)
      Yahoo!
      MySpace
      History
      .com Bubble
      Source: Wikipedia
      8
    • Vastly increased scale of users and content….
      Source: Wikipedia
      9
    • Social
      Computing
      Technology and social factors converge to create social computing
      Technology
      • Cheap hardware and software reach the masses
      • Computing power migrates to the edge of the network
      Technology increases the speed and force of social change
      Social forces shape technology development and custom applications
      Social change
      • Aging consumers look to technology to support families and communities
      • Younger generations pioneer the use of personal networks and viral communication
      Source: Forrester
      10
    • What is Web 2.0? Biz view…
      • Web 2.0 represents a fundamental shift toward a more open, flexible and participatory model for creating content, systems and business models. Its application can reduce cost, enhance adaptability and create new business opportunities."
      The Gartner Group
      • Web 2.0 is a set of economic, social and technology trends that collectively form the basis for the next generation of the Internet – a more mature, distinctive medium characterized by user participation, openness, and network effects.
      Tim O’Reilly
      11
    • Consumer mind-shifts...
      Only 42% of consumers say they even “somewhat” trust newspapers
      Consumer trust is falling
      Consumers are less brand loyal
      52% of consumers say brand trumps price, down from 59% in 2000
      Consumer-to-consumer activities growing
      C2C eCommerce, messaging, blogs, camera phones, video phones
      Consumers are customizing products and services
      10% - 40% of customers develop or modify products
      Source: Forrester
      12
    • What’s Changed
      Web 2.0 attributes differ from those of traditional web apps in numerous ways
      13
    • Web Evolution
      14
      Social
      Social again!
    • Web 2.0
      Web 1.0
      15
    • Web 2.0 Examples
      www.slideshare.net/tippydawn/web-20-tools-to-inspire
      16
    • Principles of web 2.0
      17
    • Principles of Web 2.0
      No Products, but Services
      Customization
      Focus on the “Long Tail”
      Harnessing Collective Intelligence
      Specialized Database
      Who owns the data
      End of Software Release Cycle
      Software above the level of a single device
      18
    • No Products but Services
      “There are no products, only solutions”
      Not what customer wants but why they want
      A problem solving approach
      Simple Solutions
      19
    • No Product but Services
      20
      www.mint.com
    • Customization
      Every individual is unique
      Some people want to be different
      Allow him to choose instead of forcing him to use what you have made
      Make him feel home
      21
    • Customization
      22
       
      Screen clipping taken: 2/3/2011, 5:50 PM
       
       
       
      Screen clipping taken: 2/3/2011, 5:53 PM
       
       
      www.ning.com
    • Focus on the “Long Tail”
      Reach out to the entire web
      To the edges and not just to the centre, to the long tail and not the just the head
      Put everything there
      Leverage customer-self service
      23
    • Focus on the “Long Tail”
      24
      www.netflix.com
    • Harnessing Collective Intelligence
      Network effects from user contribution are the key to market dominance in Web 2.0 era
      The Wisdom of crowds – Users add value
      Systems designed to encourage participation
      Pay for people to do it – ‘gimme five’
      Get volunteers to perform the same task
      Inspired by the open source community
      Mutual benefits e.g. P2P sharing
      It requires radical experiment in trust
      25
    • Harnessing Collective Intelligence
      26
      www.kickstarter.com
    • Specialized Database
      Every significant application to date has been backed by a specialized database
      Database management is the core competency of Web 2.0 companies
      “Infoware” rather than merely “software”
      27
    • Specialized Database
      28
      www.foursquare.com
    • Who owns the data
      Control over data has led to market control and oversized financial returns
      It will provide a sustainable competitive advantage to the company
      Especially is data sources are expensive to create or amenable to increasing returns via network effects
      Race is to own certain classes of core data e.g. naukri.com, 99acre, yahoo
      29
    • Who owns the data
      30
      www.flickr.com
    • End of the Software Release Cycle
      “Release Early and Release Often”
      “Perpetual BETA”
      Daily operations must become a core competency
      Software will cease to perform unless it is maintained on a daily basis
      Real time monitoring of user behavior
      31
    • End of the Software Release Cycle
      32
      www.docs.google.com
    • Software above the level of a Single Device
      The PC is no longer the only access device for internet applications
      Applications that are limited to a single device are less valuable than those that are connected.
      Design your application from the get-go to integrate services across handheld devices, PCs, and internet servers.
      33
    • Software above the level of a Single Device
      34
      www.evernote.com
    • understanding effects of web 2.0
      35
    • So to understand how to do business in a 2.0 world…
      You are better off understanding Human 1.0 – not as individuals, but as hyper-social creatures
      You do not need to understand the Web 2.0 technologies
      36
    • It’s more about the people than the technology
      37
    • Connect & Communicate
      38
    • What’s happen?
      39
    • What are the important Human 1.0 Hyper-Social Traits
      Reciprocity – it’s a reflex that allows us to be the only super-social species without all being brothers and sisters
      Social framework - Evaluating things vs. market framework
      Fairness - The role of fairness and punishment in assessing situations
      Mimicking Others - The importance of looking cool and imitating others
      Herding and self-herding – We like to gather
      Meritocracy – Status and reputation matters
      Source: The Hyper-Social Organization – F. Gossieaux & E. Moran
      40
    • Hyper-Social companies think differently: a recap
      Think tribe – not market segment
      We need to find groups of people who have something in common based on their behavior, not their market characteristics
      Think knowledge network – not information channel
      The most important conversations in communities happen in networks of people, not between the company and the community.
      Think human-centricity – not company-centricity
      The human has to be at the center of everything you do, not the company
      Think emergent messiness – not hierarchical fixed processes
      People will want to see responses to their suggestions, even if it does not fit your community goals – FAST
      Source: The Hyper-Social Organization – F. Gossieaux & E. Moran
      41
    • Turning a business process into a social process
      Running traditional programs using social media platforms
      Source: The Hyper-Social Organization – F. Gossieaux & E. Moran
      42
    • Turning a business process into a social process
      Running programs based on human reciprocity and social contracts to get others
      Source: The Hyper-Social Organization – F. Gossieaux & E. Moran
      43
    • communities
      44
    • A community
      45
    • A domain of interest
      Gosport Allotment Holders & Gardeners Association
      46
    • A place to meet
      47
    • Someone to facilitate
      48
    • 3 Types of Communities
      Communities of Passion - have the richest and most formal set of activities, governance, and structure
      Communities of Practice - are less formal and are based on common work specialties
      Communities of Interest - are for topics that don’t require formal communities but need threaded discussions for collaboration and knowledge sharing
      49
    • Communities of Passion
      • Members have a particular role (e.g., project management)
      • Develops members to fit into this role, be proficient in this role, and actively help others to develop in this role
      • Motivation: master the discipline
      sourceforge.net
      50
    • Communities of Practice
      • Members have a particular specialty (e.g., security)
      • Various roles can participate
      • Focused on developing expertise and skills in this specialty
      • Motivation: learn about the specialty and solve problems
      www.realtown.com
      51
    • Communities of Interest
      • Loosely connected groups of people who want to learn about a particular topic
      • No commitment in terms of delivering something together
      • Motivation: stay current on the topic and ask questions
      facebook.com Group EXATEC HOUSTON - ITEMS
      52
    • Richard McDermott on Communitieswww.mcdermottconsulting.com
      Healthy communities have a driving purpose, clear activities, and a sense of accomplishment
      Communities are becoming integrated into organizations
      Community facilitationand participation are real work and require time
      Core community members are well-connected through meetings and ongoing contact
      Healthy communities have high management expectations and support
      The heart of a community of practice:
      peer-to-peer relationships
      responsibility for stewarding a body of knowledge
      membership crosses boundaries
      room for dealing with whatever comes up
      53
    • Patterns of contribution
      1% active contributors
      9% occasional contributors
      The 1-9-90 rule
      Number of contributions
      90% readers (aka ‘lurkers’)
      Number of participants
      Source:Jacob Nielsonwww.useit.com/alertbox/participation_inequality.html
      54
    • The “1% Rule”
      For every 100 people online only 1 person will create content and 10 will “interact” with it. The other 89 will just view it.
      Each day at YouTube there are 100 million downloads and 65,000 uploads
      50% of all Wikipedia article edits are done by 0.7% of users, and more than 70% of all articles have been written by just 1.8% of all users
      In Yahoo Groups, 1% of the user population might start a group; 10% of the user population might participate actively. 100% of the user population benefits from the activities of the above groups
      Source: The Guardian
      55
    • Members of an active community
      90%
      Outsiders
      9%
      Lurkers
      Facilitators
      Contributors
      1%
      Activist
      Facilitator
      en.wikipedia.org/wiki/1%25_rule_(Internet_culture)
      56
    • How to start
      57
    • Levels of Engagement
      Become an expert
      Become a mentor
      Write a blog
      Ask a question
      (with attribution)
      Comment
      (with attribution)
      Level of engagement
      Register
      Waxing and Waning Interest
      Comment
      (Anonymously)
      Browse, search, learn
      (Anonymously)
      Type of engagement
      58
    • Start Contributing
      Identify Yourself
      Search & Explore Content
      Know more About
      Save & Share Links / Bookmarks
      Subscribe
      Store & Distribute Documents
      59
    • Start Contributing
      Express & Discuss Ideas
      Communicate & Get Feedback
      Learn & Share Knowledge
      Produce & publish content
      Invite to Events
      Work together
      60
    • Enterprise 2.0
      61
    • The “Long Tail” of Work
      Multi-tasking
      Enriched jobs, several roles
      Broad span of control, flat organizations
      Tons of emails daily
      Calendar overloaded of meetings and calls
      3-digits number of direct contacts
      People located around the world
      Multi-language, multi-cultures
      Phone, email, instant messaging, virtual meetings, twitter, facebook, etc.
      Did I mention face-2-face (occasionally)?
      Only 24 hours at day…..
      62
    • Fundamental Shifts on Organizations
      More virtual, few human interaction
      Communities requires face-to-face meetings
      Micro formats of knowledge
      PowerPoint slides, no longer reports
      People is not reading, they are scanning
      Tragedy of knowledge common sense
    • Balancing the Growing Costs
      64
    • Exploration & Production
      Senior VP
      Mares
      Exploration
      Drilling
      Production
      Avery
      McWatters
      Milavec
      Ramirez
      Production
      Reservoir
      Geology
      Petrophysical
      Hassan
      Hopper
      Dhillon
      Crossley
      Sutherland
      Waring
      Smith
      Myers
      Cordoza
      Keller
      Angelo
      Klimchuck
      Mitchell
      Schultz
      Zaheer
      Formal vs. Informal Structures
      What Do You Notice When You Compare the Formal and Informal Structures?
      Formal Structure (Org Chart)
      Informal Structure (revealed in ONA)
      Hussan
      Milavec
      Hopper
      Waring
      Dhillon
      Mitchell
      Mares
      Zaheer
      Myers
      Avery
      Smith
      Schultz
      Keller
      Cordoza
      McWatters
      Crossley
      Angelo
      Sutherland
      Ramirez
      Klimchuck
    • Enterprise 2.0
      Informal, less structure, knowledge-based work of a company
      Balance of formal structures and informal networking
      IT enabled application of Web 2.0 to corporate environment
      SLATES
      Enterprise-wide Social Networks
      Hyper-Collaboration
      Wiki-culture
      66
    • Components of Enterprise 2.0
      Six components (SLATES):
      Search
      Links
      Authoring
      Tags
      Extensions
      Signals
      67
      http://sloanreview.mit.edu/smr/issue/2006/spring/06/
    • Levels of Collaboration
      Groups utilizing systems to make sense and share complex materials and data
      Core product enhanced by a social component, deeper participation to interact
      Low-barrier social involvement like voting and the recording of personal participation
    • Key decisions needed for success
      A Receptive Culture
      A Common Platform
      An Informal Rollout
      Managerial Support
      69
    • usability
      70
    • UsabilityPrinciples
      • Don’tmake me think
      Simple, Selfevident, obious, self-explanatory
      • Easyto Use
      We don't read pages. We scan them
      Clear visual hierarchy
      Use conventions
      Break up pages into clearly defined areas
      Make it obvious what’s clickable
      Keep the noise down to a dul roar
      Wedon’tmakeoptimalchoices.
      We satisfice
      Goodenough
      We don't figure out how things work.
      We muddle through
      71
    • Usability Principles
      72
    • Web Navigation 101
      • Few clicks to get anywhere
      No more than 3 clicks; 2 is a good goal
      • Omit needless words
      Happy talk must die
      Instructions must die
      • A well designed page should be able to answer these questions:
      What site is this? (site ID)
      What page am I on? (page name)
      What are the major sections of this site? (sections)
      What are my options at this level? (local navigation)
      Where am I in the scheme of things? (“you are here” indicators)
      How can I search?
      73
    • Your digital identity
      74
    • Socialize
      Think, then share
      URL it!
      Be Transparent
      Be Personal
      Contribute
      Be reciprocal
      Set the stage
      75
    • Create your Digital Identity
      Show who you are
      Express yourself
      Know your tools
      Keep simple
      Know your audience
      76
      My profile
      My blog
      My feeds
      My tags
      My pictures
      My presentations
      My places
      My videos
    • Me - First
      77
    • Personal Identity
      78
    • Company Identity
      79
    • The long tail
      80
    • Understandingthe Long TailA powerlaw
      81
    • Where are they all going?
      82
    • Savagely truncated
      Box office
      Films
      83
    • An example of the Long Tail
      84
    • Six Themes of the Long Tail age
      There are far more niche goods than hits
      Cost of reaching those niches is now falling dramatically.
      New “filters” can drive demand down the Tail
      Once there’s a massively expanded variety and the filters to sort throught it, the demand curve flattens
      There are so many niche products that collectively they can compromise a market rivaling the hits.
      Then, the natural shape of demand is revealed
      A Long Tail is just culture unfiltered by economic scarcity
      85
    • Three Forces of the Long Tail
      86
    • references
      87
    • Bibliography
      88
    • Bloggraphy
      89
    • Slidegraphy
      Web 2.0 – The Social Web (this presentation!)
      http://www.slideshare.net/PPLopez/web-20-the-social-web-6806313
      What is Web 2.0
      www.slideshare.net/adunne/what-is-web-20-157107
      Web 2.0 Tools to inspire
      www.slideshare.net/tippydawn/web-20-tools-to-inspire
      Web 2.0
      www.slideshare.net/kikollan/an-introduction-to-web-20-the-user-role
      An introduction to Web 2.0
      www.slideshare.net/kikollan/an-introduction-to-web-20-the-user-role
      Webinar: The Hyper-Social Organization
      www.slideshare.net/AwarenessLIVE/webinar-the-hypersocial-organization
      90
    • Follow Me!
      91
      pplopez.mp
    • Thanks!
      92