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Why the social web is here to stay (and what to do about it)
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Why the social web is here to stay (and what to do about it)


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The social web (was "Web2.0"...) calls to human experience and emotion in a way which transcends the hype often associated with it. While the phrase "Web2.0" does a good job of associating certain …

The social web (was "Web2.0"...) calls to human experience and emotion in a way which transcends the hype often associated with it. While the phrase "Web2.0" does a good job of associating certain services and approaches together, it also has a down-side, suggesting that any day now, a "Web3.0" will be along to replace this transient, fickle technology with something new.

This talk argues that the "social web" has a momentum which should be taken seriously -- more seriously than "just mere hype", particularly by content-rich organisations such as those involved with cultural content. It also examines some of the issues -- particularly around the perceived challenges to authority and "value" of cultural institutions and assets -- and asks how these can be overcome.

Published in: Technology
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  • 1. why the social web is here to stay [ and what to do about it ]
  • 2. I am Mike Ellis I have spent 10+ years working with heritage on the web I am a strategist, UX zealot, social(web)-ist I work for a not for profit IT company called Eduserv
  • 3.
  • 4. everything was fine, once
  • 5. back in 1.0, cultural heritage sites were authorities
  • 6. we said stuff: people listened.
  • 7. web experiences tended to be linear
  • 8. and then it all got complicated
  • 9. now, everyone has a say
  • 10. everyone is a curator...
  • 11. paths are chaotic
  • 12. let’s do a quick 2.0 re-cap
  • 13. creative commons user generated content rich “non web-like” environment web 2.0 is.. viral marketing mashups and permission based activity radical de-centralisation collaboration
  • 14. the social web
  • 15. social technology : “ tools that enable people to create, share and connect with each other”
  • 16. broadcast: “we tell you” us them
  • 17. interactive: “tell us what you think” us them
  • 18. social: “tell each other what you think” and him his mate and them us them her and her
  • 19. the changing heritage experience online web 2.0 reactive proactive private public consumption consumption production production pre-visit photos, text, the “basic sharing our research talking museum tour” experiences online modified from “Hobby Princess”
  • 20. let’s think about the non-virtual world for a moment
  • 21. we're quite good at social technology... zine blog radio show podcast group project wiki word of mouth digg address book social network
  • 22. i.e. the web isn’t necessary, but it makes some things easier publish distribute track access
  • 23. maslow says... self actualisation esteem love / belonging safety physiological's_hierarchy_of_needs
  • 24. web2.0 says... creativity self actualisation confidence community esteem respect love / belonging intimacy safety friendship physiological
  • 25. sharing and community is what we do
  • 26. ...and that’s what “web2.0” does, too
  • 27. so what does it actually do for us...?
  • 28. ..for years, cultural heritage institutions have been trying to prove they’ve got more than old stuff in dusty cases, that their voice is important
  • 29. a more human tone of voice
  • 30.
  • 31.
  • 32. “network effects”
  • 33.
  • 34. The Library of Congress has updated 176 records in the Prints & Photographs catalog, quot;based on information provided by the Flickr Commons project, 2008quot;, with more to come
  • 35.
  • 36.
  • 37. authentic, personal intelligence
  • 38.
  • 39.
  • 40.
  • 41. collaboration
  • 42. cultural heritage organisations become platforms for engagement
  • 43. then, our authority becomes more open and authentic
  • 44. and what about the dangers?
  • 45. challenge to authority?
  • 46. challenge to brand?
  • 47. moderation?
  • 48. ask – what are the dangers of not engaging?
  • 49. how to do it? 1. Think relationships, not technology
  • 50. 2. start small with something that excites you
  • 51. 3. Use internal projects to build competency
  • 52. 4. respect your users
  • 53. 5. fix things for individuals first
  • 54. which is why “there is no 3.0”
  • 55. the takeaway thought?
  • 56. connecting with other people is a human condition, not a technological one
  • 57. thanks for listening mike.ellis@...
  • 58. and thanks to flickr people dmje tag cloud from wordle big finger mine geek tattoo drop tables don't panic suburbia tower mine listening linear suburbia neg comment curator mine bifurcation fireworks mine logos 2.0 crowd broadcast two way social screen-grab from robots real world network post-its superhuman many questions skype powerhouse flickr the-web launchball powerhouse intelligence engaged authentic ..anger no parking mcd moderation great ideas thanks to Hugh @ bored dogs question simple fog e=mc^hair duck mine technology changes thanks to Hugh @ thank you hand my boy :-)