The Assembled Web Web Content, Community, and Commerce Management 23 September 2009 John Eckman [email_address] http://twitter.com/jeckman http://www.openparenthesis.org/

How Did We Get Here? Assembled Web Overview Era Characteristics Limitations Web of Documents Content-centric Static HTML experiences / lightweight CMS Focus on eyeballs, stickiness “ The web is a giant universal library for information” Results in Brochure-ware Experiences are not engaging Not digitally native Not interactive / immersive Web of Transactions Commerce-centric Focus on conversion rates “ The web is a giant universal marketplace for buying and selling things” No loyalty to merchants No depth of experience No social interaction Transactional focus often resulted in weak content – don’t distract the buyer Web of Communities (aka “Web 2.0”) Community-centric Focus on “engagement” “ The web is a giant universal cocktail party / high school reunion / community” Struggle to find business models Community for community’s sake Herd mentality Cost of community management underestimated

Assembled Web Overview

The Assembled Web Conceptual Framework

Conceptual Framework

Integrated Experiences Example: CNN and Facebook

Example: CNN and Facebook

Integrated Experiences Example: Rue La La

Example: Rue La La

Integrated Experiences Example: Fangento (Social Shopping)

Example: Fangento (Social Shopping)

Beyond the Site Examples: SlideShare, Dopplr

Examples: SlideShare, Dopplr

Beyond the Site Example: New England Patriots Event Viewer

Example: New England Patriots Event Viewer

The Assembled Web Reference Architecture

Reference Architecture

10 Principles (Notes Toward a Manifesto) You should always be thinking multi-site, multi-interface, multi-project. Success on the web is no longer . . . about driving traffic to your site, or keeping eyeballs there once they arrive. Your brand is not what you say it is, but what . . . the Internet says it is. Design is critical, and design is not about pretty shiny objects. The internet itself, like the *nix operating systems on which it (almost entirely) runs, is a set of small pieces loosely joined. The difference between “behind the firewall” and “out in the cloud” is trending toward zero. There is no defensible reason to invent a proprietary standard wherever an open standard exists. Working in isolation from the rest of the internet is inherently limiting and dangerous. Consumer Technology is beating Enterprise IT, and soundly. Small incremental releases are essential. The Assembled Web

You should always be thinking multi-site, multi-interface, multi-project.

Success on the web is no longer . . . about driving traffic to your site, or keeping eyeballs there once they arrive.

Your brand is not what you say it is, but what . . . the Internet says it is.

Design is critical, and design is not about pretty shiny objects.

The internet itself, like the *nix operating systems on which it (almost entirely) runs, is a set of small pieces loosely joined.

The difference between “behind the firewall” and “out in the cloud” is trending toward zero.

There is no defensible reason to invent a proprietary standard wherever an open standard exists.

Working in isolation from the rest of the internet is inherently limiting and dangerous.

Consumer Technology is beating Enterprise IT, and soundly.

Small incremental releases are essential.

The Assembled Web

What does this mean to the CIO? Increased Collaboration With business partners With external communities Demand for Agility Changing business environment Changing consumer expectations Balance Influence and Control Not “my way or the highway” Not “anything goes” Assembled Web

Increased Collaboration

With business partners

With external communities

Demand for Agility

Changing business environment

Changing consumer expectations

Balance Influence and Control

Not “my way or the highway”

Not “anything goes”

Assembled Web

Relevant Technologies, Approaches, and Standards The Cloud Software as a Service, Infrastructure as a Service, Platform as a Service Autoscaling, autoprovisioning, metered utility Services Oriented Architectures “ Lightweight” SOA RESTful services, simple coordination Application Programming Interfaces For internal consumption For leverage by external parties The Open Stack OpenID, OAuth, oEmbed, OpenSocial, ActivityStreams, Portable Contacts The Closed Stack: Facebook Connect Open Source Collaborative Engineering, Crowdsourcing, Open Innovation Cost of Maintenance, Regression Testing Opportunity to Experiment, Lower cost of Failure

The Cloud

Software as a Service, Infrastructure as a Service, Platform as a Service

Autoscaling, autoprovisioning, metered utility

Services Oriented Architectures

“ Lightweight” SOA

RESTful services, simple coordination

Application Programming Interfaces

For internal consumption

For leverage by external parties

The Open Stack

OpenID, OAuth, oEmbed, OpenSocial, ActivityStreams, Portable Contacts

The Closed Stack: Facebook Connect

Open Source

Collaborative Engineering, Crowdsourcing, Open Innovation

Cost of Maintenance, Regression Testing

Opportunity to Experiment, Lower cost of Failure

Thanks John Eckman [email_address] http://twitter.com/jeckman http://www.openparenthesis.org/

John Eckman

[email_address]

http://twitter.com/jeckman

http://www.openparenthesis.org/