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.

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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. slideshare.net/dmje
  • 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” http://www.slideshare.net/ninaksimon
  • 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” http://tinyurl.com/pmf38
  • 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 http://www.slideshare.net/ninaksimon
  • 22. i.e. the web isn’t necessary, but it makes some things easier publish distribute track access http://www.slideshare.net/ninaksimon
  • 23. maslow says... self actualisation esteem love / belonging safety physiological http://en.wikipedia.org/wiki/Maslow'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. http://www.flickr.com/photos/powerhouse_museum
  • 31. http://www.brooklynmuseum.org/community/blogosphere
  • 32. “network effects”
  • 33. http://www.slideshare.net/george08/uk-museums-and-the-web
  • 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 http://www.slideshare.net/george08/uk-museums-and-the-web
  • 35. http://www.sciencemuseum.org.uk/launchball
  • 36. http://www.powerhousemuseum.com/collection
  • 37. authentic, personal intelligence
  • 38. http://getsatisfaction.com/bbc
  • 39. http://kindlingapp.com
  • 40. http://objectwiki.sciencemuseum.org.uk
  • 41. collaboration http://ideastorm.com
  • 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 http://www.slideshare.net/ninaksimon
  • 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 www.eduserv.org.uk mike.ellis@... twitter.com/dmje
  • 58. and thanks to flickr people dmje tag cloud from wordle big finger mine geek tattoo http://commons.wikimedia.org/wiki/File:Geek_Tattoo_html.jpg drop tables http://xkcd.com/327/ don't panic http://flickr.com/photos/brighton/2153602543 suburbia http://www.flickr.com/photos/radiofree/134451006 tower mine listening http://www.flickr.com/photos/anniekate/3005811472 linear http://flickr.com/photos/generated/2109669188 suburbia neg http://www.flickr.com/photos/radiofree/134451006 comment http://www.flickr.com/photos/dharmasphere/20993325 curator mine bifurcation http://flickr.com/photos/ethanhein/2292232215 fireworks mine logos 2.0 http://www.flickr.com/photos/ryyo/249804450 crowd http://www.flickr.com/photos/victoriapeckham/164175205 broadcast http://www.flickr.com/photos/beger/2336486182 two way http://www.flickr.com/photos/z6p6tist6/500048151 social screen-grab from http://antisocial.demozoo.org/demo.html robots http://flickr.com/photos/yeowatzup/2463225297 real world http://flickr.com/photos/mniemand/2531756364 network http://www.flickr.com/photos/dr/2048034334 post-its http://www.flickr.com/photos/pulguita/2868952310 superhuman http://www.flickr.com/photos/esparta/482348262 many questions http://www.flickr.com/photos/orinrobertjohn/3040007953 skype http://www.flickr.com/photos/malthe/125252690 powerhouse http://www.flickr.com/photos/powerhouse_museum flickr http://www.slideshare.net/george08/uk-museums-and the-web launchball http://www.sciencemuseum.org.uk/launchball powerhouse http://www.powerhousemuseum.com/collection intelligence http://www.flickr.com/photos/ext504/732683765 engaged http://flickr.com/photos/timoni/452573099 authentic http://flickr.com/photos/jeremybrooks/2334664234 ..anger http://www.flickr.com/photos/sindesign/221297512 no parking http://www.flickr.com/photos/webel/2422760305 mcd http://www.flickr.com/photos/alvarez/408380960 moderation http://flickr.com/photos/mdesjardin/709085827 great ideas thanks to Hugh @ http://www.gapingvoid.com bored dogs http://flickr.com/photos/bobilina/361415711 question http://www.flickr.com/photos/drachmann/327122302 simple http://www.flickr.com/photos/louganmanzke/2722701187 fog http://www.flickr.com/photos/emdot/73257387 e=mc^hair http://www.flickr.com/photos/ocularsmith/239674652 duck mine technology changes thanks to Hugh @ http://www.gapingvoid.com thank you http://www.flickr.com/photos/vernhart/1574355240 hand my boy :-)