The Assembled Web

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

The Assembled Web
Conceptual Framework

Integrated Experiences
Example: CNN and Facebook

Example: Rue La La

Example: Fangento (Social Shopping)

Beyond the Site
Examples: SlideShare, Dopplr

Beyond the Site
Example: New England Patriots Event Viewer

The Assembled Web
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

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

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

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

The Assembled Web

by John Eckman on Sep 23, 2009

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