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Upload Tag Share Discuss: Content Management in the Age of User Participation


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WebContent2008 Presentation: CMS in the Age of User Participation

WebContent2008 Presentation: CMS in the Age of User Participation

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  • I believe it is Bansky - if you look at slide 57 in full screen mode it lists the sources / credits for all the images.
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  • 1. Upload, Tag, Share, Discuss: Content Management in the Age of User Participation John Eckman Sr. Director, Optaros Labs Web Content 2008 June 18th, 2008
  • 2. Spaces for Content, Interaction We join spokes together in a wheel, but it is the center hole that makes the wagon move. We shape clay into a pot, but it is the emptiness inside that holds whatever we want. We hammer wood for a house, but it is the inner space that makes it livable. We work with being, but non-being is what we use. - Tao Te Ching, Chapter 11 v3.html#11
  • 3. Content Management: For Professionals Only?
  • 4. Special Permissions for Authors, Editors
  • 5. How are users participating? • Blogs (comments, trackback)
  • 6. How are users participating? Blogs Microblogging
  • 7. How are users participating? Blogs Microblogging Wikis
  • 8. How are users participating? Blogs Microblogging Wikis User Contributed Content (Photos, Videos, News)
  • 9. How are users participating? Blogs Microblogging Wikis User Contributed Content (Photos, Videos, News) Social Networking
  • 10. How are users participating? Blogs Microblogging Wikis User Contributed Content (Photos, Videos, News) Social Networking Collaborative Filtering
  • 11. How are users participating? Blogs Microblogging Wikis User Contributed Content (Photos, Videos, News) Social Networking Collaborative Filtering Tagging, Folksonomy
  • 12. Contrary to what you may have heard, there is still a role for the content management professional in the age of participation
  • 13. Social Control Social mechanisms ● which regulate human behavior Internalization of ● norms and values External sanctions ● Reward – Punishment –
  • 14. Library: Orderly, Quiet, Non-Participatory
  • 15. Coffehouse: Polite, Conversational
  • 16. Mardi Gras: Laissez les bon-temps roulez!
  • 17.
  • 18. Loose Structures Encourage Participation
  • 19. Someone's Gotta Drive the Bus
  • 20. Terms of Service Regulate Behavior ● But over-reliance on ● TOS is dangerous Avoid Surprises ● Social Norms more ● effective than explicit regulations Code is Law ●
  • 21. Must Cover Privacy Appropriate Ownership ● ● ● Behavior What you won't do – User Contributed Content – What they can't – Rights to Reuse Sanctions for bad behavior – – do Guidelines/Process of – appeal
  • 22. Identity Anonymity can lead ● to bad behavior That bad behavior is ● worse in the aggregate Reputation is a strong ● curb on bad behavior You wanna go . . . where everybody knows your name
  • 23. Initial Inertia: The Empty Dancefloor Initial Scale
  • 24. It's OK to “Seed” Content
  • 25. Rapid Growth Control growth ● Registrations, Invites ● “Exclusivity for ● Everyone”
  • 26. Failure is Visible “That place is so crowded ● no one goes there anymore” - Yogi Berra Remember Friendster? ● Plan for wild success, ● spend for moderate success
  • 27. Everyone Loves Exclusivity
  • 28. Moderation Unmoderated ● Meta-moderated ● Community ● moderated Post-moderated ● Fully moderated ●
  • 29. Man: Well, what've you got? Waitress: Well, there's egg and bacon; egg sausage and bacon; egg and spam; egg bacon and spam; egg bacon sausage and spam; spam bacon sausage and spam; spam egg spam spam bacon and spam; spam sausage spam spam bacon spam tomato and spam; Spam spam spam spam ...spam spam spam egg and spam; spam spam spam spam spam spam baked beans spam spam spam ...or Lobster Thermidor a Crevette with a mornay sauce served in a Provencale manner with shallots and aubergines garnished with truffle pate, brandy and with a fried egg on top and spam. Wife: Have you got anything without spam? Waitress: Well, there's spam egg sausage and spam, that's not got much spam in it.
  • 30. Spam Keep out the Bots Registration wall ● ● CAPTCHA (Completely Automated Higher barrier to entry for bad and – – Turing Test To Tell Computers and good alike Humans Apart) Creates spam registrations as bots – CAPTCHA-like interfaces register – Watch for specific behaviors Constant vigilance and moderation ● ● Akismet, Mollom With community help – flag as – – spam, flag as inappropriate Spam-Protection-by-Obscurity – (non-obvious field names) but remember accessibility ●
  • 31. Client Case Study: Endeca Building a partner community for innovation The Challenge: • Create an online knowledge-sharing and collaboration community for employees, customers, and partners • Provide controlled access to thousands of technical documents, best practices, code samples, case studies, and other content • Address department-specific requirements for metadata and content approval • Support future initiatives for interaction and participation • Meet a 13-week deadline Assembly Highlights: “The solution that  180 users the first day, 360 the first Optaros assembled week, more than 1000 the first for us lets us interact month with our audiences  Site integrates portal, content, and with speed, flexibility The Company: blog servers with a seamless user and differentiation.” interface • Endeca Technologies, a next-generation information access  Content is personalized to match company user preferences  Content approval rules can be • Information access platform is used by many leading adjusted for each department companies and government agencies - Colby Dyess  Reusable assembly for internal • Headquarters in Cambridge, MA, USA and operations Endeca community (e.g. blogging, Product Manager worldwide Endeca Wiki)
  • 32. Client Case Study: Endeca Building a partner community for innovation (Cont’d) Flexibility: “By offering our Key Components: customers and partners a seamless  Enterprise 2.0 open source assembly designed for Client Preferred Component way to educate Endeca’s needs and preferences  Endeca Search Engine themselves and interact with peers we  Content approval rules are adjustable for individual Open Source Software are creating loyalty to departments using Alfresco's embedded JBPM workflow Web Presentation: the site and to engine  Liferay Portal [JSR-168] Endeca.”  Enterprise 2.0 stack can be leveraged and reused for  Forums: Liferay Forums Endeca’s internal community site - Colby Dyess  Alfresco: Content Differentiators: Presentation [JSR- 170] Product Manager  Loose assembly architecture allows easy replacement of Endeca pluggable modules and the ability to experiment  Additional AJAX integration with, prototype “Endeca customers  DWR (Direct Web Remoting) Differentiation: and partners have been toolkit for javascript the driving force  Blogs: Wordpress  Vibrant online community builds stronger relationships behind our initiatives with customers and partners to encourage relationship building Web Services:  Users can access thousands of technical documents, and the open exchange  Used to integrate Liferay with tools and utilities, code samples, case studies and other of ideas and best Alfresco content practices. EDeN is the culmination of these Back-end Components:  Metadata tags identify relevant search content to match efforts…”  Alfresco content repository user profile  JBoss Application Server  Social networking and knowledge-sharing for e-business  Red Hat Directory Server (blogs for executives and technical staff, feedback, - Colby Dyess (LDAP) for user and group forums) Product Manager management Endeca  New participation and collaboration features coming soon
  • 33. Endeca EDeN Architecture Presentation Services  RSS Portlet  Forums Portlet  Custom Search Portlets  Custom Alfresco Portlets  SOAP WS Site-wide Search  Guided Navigation  LDAP SOAP WS Content Spotlighting  JDBC JDBC CTO Blog Custom Content Model   Employee Advanced Workflow   User Profiles  Blogs Custom Actions  Preferences  Minor Web Client Cust.  All File-based Content  Batch Job
  • 34. “Professional” content and ● “Amateur” content in one place Higher ad revenue sales for ● mixture than for pure UGC Conversations are two way ● Automatic list generation ● based on user activity is UGC! Most recommended – Most viewed – Most shared – Recent comments –
  • 35. Calls to action guide user ● behavior Remember “Code is law” - guide ● behavior through enabling technology It may be necessary to seed ● content
  • 36. Case study: Local Online Community Site Challenge • Create new website that would become a primary channel for building community in the local Chicago market • Leverage content produced by radio staff as well as content submitted by the audience Solution • Assembly leveraged community, content management, and media integration components of Drupal CMS Highlights • Web site is not just an add-on to a radio station, but provides the primary community experience • Enables a collage of commentaries, personal stories, local satire, music and other content originally uploaded to the Web site.
  • 37. Case Study: Syndicated Community Community Features: Comments ● Rankings ● Top Commented ● Top Emailed ● Top 10 ● Today’s Rankings ● Feedback ● Email a friend ● Social Bookmark ● Platform: Symfony (PHP) ● MySQL ● JQuery ●
  • 38. Drupal -> Facebook Wider distribution ● Bring content to where ● audiences are, not audiences to where content is Drupal module makes this ● easy Can be extended to other ● networks
  • 39. Same posts, in Drupal Format
  • 40. Wordpress <-> Facebook Comments pooled ● between Wordpress and Facebook audiences Custom theme = ● easily adapted for brand look & feel Blogosphere meets ● Social Network Interactions in ● context
  • 41. Same content in Wordpress (
  • 42. What's Next? RingSide Networks OpenID ● ● Open Social OAuth ● ● Sun Project SocialSite XFN / FOAF – ● Apache Shindig – hCard ● fbOpen ● XRDS ● Google ● XMPP ● FriendConnect DiSO ●
  • 43. Thanks! John Eckman
  • 44. Photo Credits 1. Transparent Teapot: 23.Terms of Service: 24.Terms of Service: 2. Teapot Pottery: 3. CMS Vendor Map: 25. Must Cover: 4. Main Professional Building: 26. Cheers:; Dog: 5. No Access: 27. Dancefloor: 28. Seeds: Web 1.0/2.0: 6. 29. Growth: 7. Blogs:,, technorati 30. Twitter New Friendster?: state of the blogosphere reports 8. Microblogging: twitter, twittux, pownce 31. Rue La La: 9. Wikis: Wikipedia, Optaros Internal Wiki 32. Moderation: 10. Video, Photos, News: CNN iReport, Flickr, YouTube 33. Moderate Moderation: 11. Social Networks: facebook, linkedin 34. Spam Skit: 12. Collaborative Filtering: newsvine, digg 35. Spam Truck: 13. Tagging/Folksonomy: ma.gnolia, 36. Case Study, Optaros 14. Grownups Obsolete: 37. Case Study, Optaros 15. Beer Pitcher: 38. Endeca EdeN: 16. Library: 39. Endeca EdeN: 17. Coffeehouse: 40. Endeca EdeN: 18. Mardi Gras: 41. Endeca EdeN: 19. Lewin's Equation: 42. REMTour: design-talk/ 43. Optaros Intranet (Not public) 20. Chalkboard: 44. Corporate Social network (not public) 21. WikiWiki Bus: 45. Home Remedies: 22. Legal Notice on Beach: 46. Home Remedies: 47. Chicago Public Radio, 48. Chicago Public Radio, 49. Hearst Digital Comics Kingdom, 50. This presentation licensed under a Creative 51. Commons Attribution-Share Alike License 52. 53. 54. 55. <none> 56. Joy: