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

Slide 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

Slide 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 http://academic.brooklyn.cuny.edu/core9/phalsall/texts/taote- v3.html#11

Slide 4: Content Management: For Professionals Only?

Slide 5: Special Permissions for Authors, Editors

Slide 7: How are users participating? • Blogs (comments, trackback)

Slide 8: How are users participating? Blogs Microblogging

Slide 9: How are users participating? Blogs Microblogging Wikis

Slide 10: How are users participating? Blogs Microblogging Wikis User Contributed Content (Photos, Videos, News)

Slide 11: How are users participating? Blogs Microblogging Wikis User Contributed Content (Photos, Videos, News) Social Networking

Slide 12: How are users participating? Blogs Microblogging Wikis User Contributed Content (Photos, Videos, News) Social Networking Collaborative Filtering

Slide 13: How are users participating? Blogs Microblogging Wikis User Contributed Content (Photos, Videos, News) Social Networking Collaborative Filtering Tagging, Folksonomy

Slide 14: Contrary to what you may have heard, there is still a role for the content management professional in the age of participation

Slide 15: Social Control Social mechanisms ● which regulate human behavior Internalization of ● norms and values External sanctions ● Reward – Punishment –

Slide 16: Library: Orderly, Quiet, Non-Participatory

Slide 17: Coffehouse: Polite, Conversational

Slide 18: Mardi Gras: Laissez les bon-temps roulez!

Slide 19: http://bokardo.com/archives/psychology-of-social-design-talk/

Slide 20: Loose Structures Encourage Participation

Slide 21: Someone's Gotta Drive the Bus

Slide 22: Terms of Service Regulate Behavior ● But over-reliance on ● TOS is dangerous Avoid Surprises ● Social Norms more ● effective than explicit regulations Code is Law ●

Slide 25: 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

Slide 26: 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

Slide 27: Initial Inertia: The Empty Dancefloor Initial Scale

Slide 28: It's OK to “Seed” Content

Slide 29: Rapid Growth Control growth ● Registrations, Invites ● “Exclusivity for ● Everyone”

Slide 30: 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

Slide 31: Everyone Loves Exclusivity

Slide 33: Moderation Unmoderated ● Meta-moderated ● Community ● moderated Post-moderated ● Fully moderated ●

Slide 34: 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.

Slide 35: 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 ●

Slide 36: 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)

Slide 37: 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 script.aculo.us, 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

Slide 38: 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

Slide 45: “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 –

Slide 46: Calls to action guide user ● behavior Remember “Code is law” - guide ● behavior through enabling technology It may be necessary to seed ● content

Slide 47: 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.

Slide 49: 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 ●

Slide 51: 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

Slide 52: Same posts, in Drupal Format

Slide 53: Wordpress <-> Facebook Comments pooled ● between Wordpress and Facebook audiences Custom theme = ● easily adapted for brand look & feel Blogosphere meets ● Social Network Interactions in ● context

Slide 54: Same content in Wordpress (www.openparenthesis.org)

Slide 55: What's Next? RingSide Networks OpenID ● ● Open Social OAuth ● ● Sun Project SocialSite XFN / FOAF – ● Apache Shindig – hCard ● fbOpen ● XRDS ● Google ● XMPP ● FriendConnect DiSO ●

Slide 56: Thanks! John Eckman jeckman@optaros.com http://www.openparenthesis.org/ http://www.optaros.com/user/jeckman/ http://twitter.com/jeckman

Slide 57: Photo Credits 1. Transparent Teapot: 23.Terms of Service: http://wordpress.com/tos/ http://flickr.com/photos/59683764@N00/1258264231/ 24.Terms of Service: 2. Teapot Pottery: http://flickr.com/photos/quinn/14242449/ http://stockcharts.com/help/doku.php?id=support:terms_of_service 3. CMS Vendor Map: http://www.cmswatch.com/vendormap/ 25. Must Cover: http://www.flickr.com/photos/66164549@N00/2162663143/ 4. Main Professional Building: 26. Cheers: http://www.tvrage.com/Cheers; Dog: http://flickr.com/photos/davehogg/144100828/ http://www.cartoonbank.com/product_details.asp?sitetype=2&sid=22230 5. No Access: http://www.flickr.com/photos/jbennett/10859606/ 27. Dancefloor: http://www.flickr.com/photos/joeshlabotnik/529655787/ 28. Seeds:http://www.flickr.com/photos/lollyknit/458912525/ Web 1.0/2.0: http://web2.wsj2.com 6. 29. Growth: http://www.flickr.com/photos/anniemole/63845419/ 7. Blogs: www.openparenthesis.org, www.eosdirectory.com, technorati 30. Twitter New Friendster?: state of the blogosphere reports http://www.ajcronk.com/2008/02/24/twitter-is-the-new-friendster/ 8. Microblogging: twitter, twittux, pownce 31. Rue La La: http://www.ruelala.com/ 9. Wikis: Wikipedia, Optaros Internal Wiki 32. Moderation: http://www.flickr.com/photos/ozzzie/507605060/ 10. Video, Photos, News: CNN iReport, Flickr, YouTube 33. Moderate Moderation: http://www.flickr.com/photos/johnjoh/520897789/ 11. Social Networks: facebook, linkedin 34. Spam Skit: http://en.wikipedia.org/wiki/Spam_(Monty_Python) 12. Collaborative Filtering: newsvine, digg 35. Spam Truck: http://www.flickr.com/photos/mulad/264285948/ 13. Tagging/Folksonomy: ma.gnolia, del.icio.us 36. Case Study, Optaros 14. Grownups Obsolete: http://flickr.com/photos/nietsdoener/1091201075/ 37. Case Study, Optaros 15. Beer Pitcher: http://flickr.com/photos/gerardniemira/133918277/ 38. Endeca EdeN: http://eden.endeca.com/ 16. Library: http://www.flickr.com/photos/chainsawpanda/170652816/ 39. Endeca EdeN: http://eden.endeca.com/ 17. Coffeehouse: http://www.flickr.com/photos/stevecadman/188227943/ 40. Endeca EdeN: http://eden.endeca.com/ 18. Mardi Gras: http://www.flickr.com/photos/darinmarshall/17876483/ 41. Endeca EdeN: http://eden.endeca.com/ 19. Lewin's Equation: http://bokardo.com/archives/psychology-of-social- 42. REMTour: http://tour.remhq.com/ design-talk/ 43. Optaros Intranet (Not public) 20. Chalkboard: http://www.flickr.com/photos/mike-burns/424768890/ 44. Corporate Social network (not public) 21. WikiWiki Bus: http://en.wikipedia.org/wiki/Image:HNL_Wiki_Wiki_Bus.jpg 45. Home Remedies: http://homeremedies.prevention.com/ 22. Legal Notice on Beach: 46. Home Remedies: http://homeremedies.prevention.com/ http://www.flickr.com/photos/jurvetson/2017134/ 47. Chicago Public Radio, Vocalo.org 48. Chicago Public Radio, Vocalo.org 49. Hearst Digital Comics Kingdom, TimesUnion.com/comics 50. http://www.TimesUnion.com/comics This presentation licensed under a Creative 51. http://apps.facebook.com/optaros-blogs Commons Attribution-Share Alike License 52. http://www.optaros.com 53. http://apps.facebook.com/openparenthesis 54. http://www.openparenthesis.org 55. <none> 56. Joy: http://www.icanhashotdog.com