Bradley Horowitz @ FOWA Feb 07

Slide 1: “User” Rehab: A story of redemption Bradley Horowitz bradleyh@yahoo-inc.com VP Advanced Development Division Yahoo!, Inc. Q1 2007

Slide 2: User - Wiktionary Defn. 2

Slide 3: Turning “users” into People… Moving beyond “users”… 2 1 creators 10 4 synthesizers 8 100 consumers 3

Slide 4: Web 2.0 Community Dynamics 100% creators 100% synthesizers 100% consumers 4

Slide 5: Happenstance artistes… Anyone with a ________ is now a ________ author keyboard photographer camera deejay iPod publisher browser 5

Slide 6: Where is this leading? 6

Slide 7: Turning “users” into Editors Interestingness… • Based on implicit, organic measures • Retroactive • Less susceptible to “gaming” or agendas • Works! 7

Slide 8: Turning “users” into Taggers Another form is \"throw- ups\" which are normally quickly done pieces featuring very simple pieces using few colors, sacrificing aesthetics for speed. - wikipedia 8

Slide 9: Tagging People Organized Content Content is tagged, described, organized, discovered, etc. not by “editors” but by the “users” themselves. 9

Slide 10: A Digression: Computer Vision is hard 10

Slide 11: FOWALONDON07 @yahoo.com? Phone can provide context - time - place (GPS, CPT) - identity - copresence (Bluetooth) - crowd effects - ancillary database 11

Slide 12: Emergent knowledge 12

Slide 13: Mental maps: TagMaps 13

Slide 14: Jaguar Clusters 14

Slide 15: Love Clusters 15

Slide 16: Lotsa tags! • Low barriers to participation • Messy / easy at data entry time… but lots of data helps to make sense of it later 16

Slide 17: Turning “users” into neighbors 17

Slide 18: Publisher’s reln. to her audience 211.43.201.11 - - [25/Jan/2007:04:00:42 -0800] \"GET /blog/?feed=rss HTTP/1.0\" 200 4865 \"-\" \"openmaru feed aggregator 0.1\" 222.231.15.180 - - [25/Jan/2007:04:01:21 -0800] \"GET /blog/?feed=rss HTTP/1.0\" 200 4865 \"-\" \"HanRSS/1.0 (http://www.hanrss.com; 1 subscriber)\" 64.4.8.131 - - [25/Jan/2007:04:03:23 -0800] \"GET /blog/ HTTP/1.0\" 200 56366 \"-\" \"msnbot/1.0 (+http://search.msn.com/msnbot.htm)\" 207.126.230.225 - - [25/Jan/2007:04:03:30 -0800] \"GET /favicon.ico HTTP/1.1\" 304 - \"http://dial.sbc.yahoo.com/p/d.html\" \"Mozilla/5.0 (Windows; U; Windows NT 5.1; en-US; rv:1.8.1.1) Gecko/20061204 Firefox/2.0.0.1\" 72.237.73.67 - - [25/Jan/2007:04:03:36 -0800] \"GET /blog/?cat=10 HTTP/1.1\" 200 16415 \"-\" \"Mozilla/5.0\" 72.237.73.67 - - [25/Jan/2007:04:03:38 -0800] \"GET /blog/?p=10 HTTP/1.1\" 200 13794 \"-\" \"Mozilla/5.0\" 207.126.230.225 - - [25/Jan/2007:04:03:47 -0800] \"GET /favicon.ico?.yslowt=1169726627372 HTTP/1.1\" 200 1406 \"-\" \"Mozilla/5.0 (Windows; U; Windows NT 5.1; en-US; rv:1.8.1.1) Gecko/20061204 Firefox/2.0.0.1\" 24.138.234.251 - - [25/Jan/2007:04:03:55 -0800] \"GET /blog/?feed=rss2&p=8 HTTP/1.0\" 200 5128 \"-\" \"Mozilla/4.0 (compatible; MSIE 6.0; Windows NT 5.1; SV1)\" 193.49.124.107 - - [25/Jan/2007:04:04:27 -0800] \"GET /robots.txt HTTP/1.1\" 304 - \"-\" \"NG/2.0\" 212.134.155.210 - - [25/Jan/2007:04:04:40 -0800] \"GET /blog/?feed=atom HTTP/1.0\" 200 50697 \"-\" \"AppleSyndication/54\" 72.30.216.107 - - [25/Jan/2007:04:06:24 -0800] \"GET /blog/?m=200602 HTTP/1.0\" 200 18512 \"-\" \"Mozilla/5.0 (compatible; Yahoo! Slurp; http://help.yahoo.com/help/us/ysearch/slurp)\" 74.52.87.85 - - [25/Jan/2007:04:09:43 -0800] \"GET /blog/?p=64 HTTP/1.1\" 200 12273 \"\" \"Mozilla/4.0 (compatible; MSIE 5.5; Windows 98; Win 9x 4.90)\" Oh! I got a visit from 18.85.225.206 at 12:31 today! 74. 69.180.26.237 - - [25/Jan/2007:04:10:34 -0800] \"GET /favicon.ico HTTP/1.1\" 304 - \"http://my.yahoo.com/p/d.html\" \"Mozilla/5.0 (Windows; U; Windows NT 5.1; en-US; rv:1.8.1.1) Gecko/20061204 Firefox/2.0.0.1\" 74.6.67.123 - - [25/Jan/2007:04:11:16 -0800] \"GET /blog/?m=20060624 HTTP/1.0\" 200 16536 \"-\" \"Mozilla/5.0 (compatible; Yahoo! Slurp; http://help.yahoo.com/help/us/ysearch/slurp)\" 66.150.96.118 - - [25/Jan/2007:04:13:28 -0800] \"GET /blog/index.php?&feed=rss2 HTTP/1.1\" 304 - \"-\" \"FeedBurner/1.0 (http://www.FeedBurner.com)\" 65.214.44.29 - - [25/Jan/2007:04:14:09 -0800] \"GET /blog/?feed=rss2 HTTP/1.1\" 200 50314 \"-\" \"Bloglines/3.1 (http://www.bloglines.com; 6 subscribers)\" 72.30.216.88 - - [25/Jan/2007:04:18:16 -0800] \"GET /blog/?p=62 HTTP/1.0\" 200 23205 \"-\" \"Mozilla/5.0 (compatible; Yahoo! Slurp; http://help.yahoo.com/help/us/ysearch/slurp)\" 70.87.56.46 - - [25/Jan/2007:04:18:21 -0800] \"GET /blog/?p=24 HTTP/1.1\" 200 8882 \"\" \"Mozilla/4.0 (compatible; MSIE 5.5; Windows 98; Win 9x 4.90)\" 61.17.229.126 - - [25/Jan/2007:04:19:08 -0800] \"POST /blog/wp-trackback.php?p=24 HTTP/1.1\" 200 94 \"\" \"Mozilla/4.0 (compatible; MSIE 5.5; Windows 98; Win 9x 4.90)\" 72.14.199.3 - - [25/Jan/2007:04:20:17 -0800] \"GET /blog/?feed=rss HTTP/1.1\" 200 4881 \"-\" \"Feedfetcher-Google; (+http://www.google.com/feedfetcher.html)\" 72.14.199.8 - - [25/Jan/2007:04:20:38 -0800] \"GET /blog/?feed=atom HTTP/1.1\" 200 50713 \"-\" \"Feedfetcher-Google; (+http://www.google.com/feedfetcher.html)\" 38.102.128.140 - - [25/Jan/2007:04:21:50 -0800] \"GET /blog/?feed=rss2&p=5 HTTP/1.1\" 200 6939 \"-\" \"Mozilla/5.0 (X11; U; Linux i686; en-US; rv:1.2.1; Rojo 1.0; http://www.rojo.com/corporate/help/agg/; Aggregating on behalf of 1 subscriber(s) online at http://www.rojo.com/?feed-id=2587649) Gecko/20021130\" 64.78.155.100 - - [25/Jan/2007:04:23:03 -0800] \"GET /blog/?feed=rss2 HTTP/1.1\" 200 50314 \"-\" \"NewsGatorOnline/2.0 (http://www.newsgator.com; 4 subscribers)\" 65.55.208.92 - - [25/Jan/2007:04:23:37 -0800] \"GET /robots.txt HTTP/1.0\" 200 50 \"-\" \"msnbot/1.0 (+http://search.msn.com/msnbot.htm)\" 65.55.208.92 - - [25/Jan/2007:04:23:38 -0800] \"GET /blog/?cat=5 HTTP/1.0\" 200 22429 \"-\" \"msnbot/1.0 (+http://search.msn.com/msnbot.htm)\" 72.237.73.67 - - [25/Jan/2007:04:23:50 -0800] \"GET /blog/?p=5 HTTP/1.1\" 200 110865 \"-\" \"Mozilla/5.0\" 69.180.26.237 - - [25/Jan/2007:04:25:50 -0800] \"GET /favicon.ico HTTP/1.1\" 304 - \"http://my.yahoo.com/p/d.html\" \"Mozilla/5.0 (Windows; U; Windows NT 5.1; en-US; rv:1.8.1.1) Gecko/20061204 Firefox/2.0.0.1\" 74.6.74.226 - - [25/Jan/2007:04:27:50 -0800] \"GET /robots.txt HTTP/1.0\" 200 50 \"-\" \"Mozilla/5.0 (compatible; Yahoo! Slurp; http://help.yahoo.com/help/us/ysearch/slurp)\" 74.6.73.231 - - [25/Jan/2007:04:27:51 -0800] \"GET /blog/?feed=rss2&p=56 HTTP/1.0\" 304 - \"-\" \"Mozilla/5.0 (compatible; Yahoo! Slurp; http://help.yahoo.com/help/us/ysearch/slurp)\" 64.4.8.131 - - [25/Jan/2007:04:28:12 -0800] \"GET /blog/?cat=4 HTTP/1.0\" 200 27144 \"-\" \"msnbot/1.0 (+http://search.msn.com/msnbot.htm)\" 64.4.8.131 - - [25/Jan/2007:04:28:25 -0800] \"GET /blog/?cat=1 HTTP/1.0\" 200 25546 \"-\" \"msnbot/1.0 (+http://search.msn.com/msnbot.htm)\" 64.4.8.131 - - [25/Jan/2007:04:28:37 -0800] \"GET /blog/?cat=2 HTTP/1.0\" 200 26949 \"-\" \"msnbot/1.0 (+http://search.msn.com/msnbot.htm)\" 200.87.117.58 - - [25/Jan/2007:04:28:55 -0800] \"POST /blog/wp-comments-post.php HTTP/1.0\" 302 0 \"http://www.elatable.com/blog/?p=59\" \"Mozilla/4.0 (compatible; MSIE 5.5; Windows NT)\" 64.34.176.164 - - [25/Jan/2007:04:29:22 -0800] \"GET /blog/?feed=atom HTTP/1.1\" 200 50713 \"-\" \"Mozilla/5.0 (X11; U; Linux i686; en-US; rv:1.2.1; aggregator:Tailrank; http://tailrank.com/robot) Gecko/20021130\" 66.150.96.118 - - [25/Jan/2007:04:29:44 -0800] \"GET /blog/index.php?&feed=rss2 HTTP/1.1\" 304 - \"-\" \"FeedBurner/1.0 (http://www.FeedBurner.com)\" 64.4.8.131 - - [25/Jan/2007:04:30:18 -0800] \"GET /blog/?cat=7 HTTP/1.0\" 200 16739 \"-\" \"msnbot/1.0 (+http://search.msn.com/msnbot.htm)\" 64.4.8.131 - - [25/Jan/2007:04:30:18 -0800] \"GET /blog/?cat=8 HTTP/1.0\" 200 16745 \"-\" \"msnbot/1.0 (+http://search.msn.com/msnbot.htm)\" 64.4.8.131 - - [25/Jan/2007:04:30:23 -0800] \"GET /blog/?cat=20 HTTP/1.0\" 200 17358 \"-\" \"msnbot/1.0 (+http://search.msn.com/msnbot.htm)\" 72.14.199.8 - - [25/Jan/2007:04:30:52 -0800] \"GET /blog/?feed=rss2 HTTP/1.1\" 200 50314 \"-\" \"Feedfetcher-Google; (+http://www.google.com/feedfetcher.html)\" 202.162.230.107 - - [25/Jan/2007:04:31:23 -0800] \"GET /blog/?feed=rss HTTP/1.1\" 200 4881 \"-\" \"Java/1.5.0_05\" 18

Slide 19: Publisher’s reln. to her audience 19

Slide 20: Instant community 20

Slide 21: Site owner owns the community 21

Slide 22: MyBlogLog connects people where they are, all over the web Since I joined MyBlogLog last month, I have met some really incredible people whom I doubt I would have met otherwise. I’d not done anything to build my ‘community’ except happen to be a member - but now this site has 539 ‘members’! Reason No. 38 Why I’m Becoming A Huge “MyBlogLog” Fan http://abowlofstupid.com/arts-entertainment/reason-no-38-why-im-becoming-a-huge-mybloglog-fan http://www.problogger.net/archives/2007/01/23/problogger-mybloglog/ 22

Slide 23: Turning the lights on… 23

Slide 24: MyBlogLog integration Add this single line of javascript to a web page… • <script type=\"text/javascript\" src=\"http://pub.mybloglog.com/comm2.php?mblID=2006111120453914&c_width=180&c_sn_ opt=y&c_rows=5&c_img_size=f&c_heading_text=Recent+Readers&c_color_heading_bg=00 < don’t blink! > 5A94&c_color_heading=ffffff&c_color_link_bg=E3E3E3&c_color_link=005A94&c_color_bott om_bg=005A94\"></script> 24

Slide 25: Pipes: Rewire the Web 25

Slide 26: Pushing HTML to the “users” New York Times <HTML><HEAD>… </BODY></HTML> <HTML><HEAD>… </BODY></HTML> Flickr 26

Slide 27: Mashup’s for the masses: RSS! New York Times <RSS version=“2.0”> </RSS> Flickr 27

Slide 28: A real-world task Find an apartment for rent walking distance from a daycare center… 28

Slide 29: Give the “users” (crack) Pipes! 29

Slide 30: Apartments Near Something 30

Slide 31: Sampling v. Synthesizing In music, sampling is the act of taking a portion, or sample, of one sound recording and reusing it as an instrument or element of a new recording. 31

Slide 32: Web 2.0 Community Dynamics 100% creators 100% synthesizers 100% consumers 32

Slide 33: Thank You! Bradley Horowitz VP of ADD Yahoo, Inc. bradleyh@yahoo-inc.com 33

Slide 34: 200490966 3EiGUH7F37 unlimited minutes within 24 hours from first log-in 31-12-2008 34