Strategic Implications of Living Web for Bucknell Food for Thought for CDC/University Relations Prepared by Jordi Comas, Assistant Professor Management

Today I assume passing familiarity with Living Web/Web 2.0 I am at best further along the continuum from Luddite to power user. Most I can offer is some food for thought grounded in Sociology and my experiences.

I assume passing familiarity with Living Web/Web 2.0

I am at best further along the continuum from Luddite to power user.

Most I can offer is some food for thought grounded in Sociology and my experiences.

Putting the “We” in Web Software is a platform, not a product Data management is key- software is fluid and dynamic Success comes from designing participation not controlling consumption The small world effect: network effects, word of mouth dynamics, generated by user content, are critical to attracting people. Wikinomics: users generate value. However, only a few generate a lot of value and it usually comes as a by product of normal use. Time-space compression and control: Communication and hence relationships can flow and evolve in many media and over many time streams. Living Web applications create new relationships and deepen existing ones.

Software is a platform, not a product

Data management is key- software is fluid and dynamic

Success comes from designing participation not controlling consumption

The small world effect: network effects, word of mouth dynamics, generated by user content, are critical to attracting people.

Wikinomics: users generate value. However, only a few generate a lot of value and it usually comes as a by product of normal use.

Time-space compression and control: Communication and hence relationships can flow and evolve in many media and over many time streams. Living Web applications create new relationships and deepen existing ones.

From O’Reilly, Tim. “ What Is Web 2.0? Design Patterns and Business Models for the Next Generation of Software. ” Sept, 2005. http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html

Older ideas The Cluetrain Manifesto by Christopher Locke , Rick Levine , Doc Searls , David Weinberger (he’s an alum!) written as the dot-com bubble was about to burst was very prophetic.

The Cluetrain Manifesto by Christopher Locke , Rick Levine , Doc Searls , David Weinberger (he’s an alum!) written as the dot-com bubble was about to burst was very prophetic.

between and among your market and your workers. It's making them smarter and it's enabling them to discover their human voices. You have two choices. You can continue to lock yourself behind facile corporate words and happytalk brochures. Or you can join the conversation. Intranets are enabling your best people to hyperlink themselves together, outside the org chart. They're incredibly productive and innovative. They're telling one another the truth, in very human voices. There's a new conversation Through the Internet, the people in your markets are discovering and inventing new ways to converse. They're talking about your business. They're telling one another the truth, in very human voices. The connectedness of the Web is transforming what's inside and outside your business — your market and your employees. ( Intra )networked Workers meet ( Inter )networked Markets when

Facebook as an illustration Facebook is a database of contact information and an open platform on which small applications run (small pieces, loosely joined) Facebook grew out of Zuckerberg’s Harvard experience of no print facebook in 2003. As of 11/06 Facebook responded to a 2006 uproar of 700,000 users complaiing within days about a feaure using Facebook’s own group tools . 41 million users. 1% of all Internet traffic. Most upoaded photos of any website. 80,000 developers and 4,000 applications.

Facebook is a database of contact information and an open platform on which small applications run (small pieces, loosely joined)

Facebook grew out of Zuckerberg’s Harvard experience of no print facebook in 2003. As of 11/06

Facebook responded to a 2006 uproar of 700,000 users complaiing within days about a feaure using Facebook’s own group tools .

41 million users. 1% of all Internet traffic. Most upoaded photos of any website. 80,000 developers and 4,000 applications.

Apocrophyal Story? Zuckerberg wanted to build an online version for Harvard, but the school "kept on saying that there were all these reasons why they couldn't aggregate this information," he says. "I just wanted to show that it could be done." So one night early in his sophomore year, he hacked into Harvard's student records. He then threw up a basic site called Facemash, which randomly paired photos of undergraduates and invited visitors to determine which one was "hotter" (not unlike the Web site Hot or Not). Four hours, 450 visitors, and 22,000 photo views later, Harvard yanked Zuckerberg's Internet connection. After a dressing-down from the administration and an uproar on campus chronicled by The Harvard Crimson , Zuckerberg politely apologized to his fellow students. But he remained convinced he'd done the right thing: "I thought that the information should be available." (Harvard declined to comment on the episode.) McGrit, Ellen.“Hacker.Dropout.Ceo” Fast Company. Issue 115 | May 2007 | Page 74

Zuckerberg wanted to build an online version for Harvard, but the school "kept on saying that there were all these reasons why they couldn't aggregate this information," he says. "I just wanted to show that it could be done." So one night early in his sophomore year, he hacked into Harvard's student records. He then threw up a basic site called Facemash, which randomly paired photos of undergraduates and invited visitors to determine which one was "hotter" (not unlike the Web site Hot or Not). Four hours, 450 visitors, and 22,000 photo views later, Harvard yanked Zuckerberg's Internet connection. After a dressing-down from the administration and an uproar on campus chronicled by The Harvard Crimson , Zuckerberg politely apologized to his fellow students. But he remained convinced he'd done the right thing: "I thought that the information should be available." (Harvard declined to comment on the episode.)

McGrit, Ellen.“Hacker.Dropout.Ceo” Fast Company. Issue 115 | May 2007 | Page 74

What’s coming down the road The metaverse… Synthetic worlds will enable a user’s 3D presence to surf within and across rich information spaces. SecondLife is but one example

The metaverse…

Synthetic worlds will enable a user’s 3D presence to surf within and across rich information spaces.

SecondLife is but one example

Internet Internet storage Multi-User Dungeons 3D gaming 3D online games (MMORPGs etc.) Chat (MSN, chatrooms) World Wide Web (as information environment) Information provision Virtual Worlds (e.g. SL) Social or networked spaces: communication Interactive, dynamic content Concept of user-created media Social networking (Friendster, Facebook) Personalization Dynamic, alternate Media (facilitating narratives, etc.) Interactive spaces: interactivity Information spaces: informating “ Live-in” communities, groups Social games E-commerce Exchange spaces: commerce and exchange Economic Currency Virtual Worlds Are Next Iteration of Information Technology-Culture Dynamic From “ Theorizing Virtual Worlds: Play, Identity, and Evolving Institutions” a Working paper by Ted Tschang and Jordi Comas

Portable Profiles As more advanced users develop more and deeper connections with various living web sites and communities, managing one’s information and profile can become burdensome, annoying, and a privacy concern. Innovators are imagining the technical and business models One example of this emergent technology: OpenID http://www.slideshare.net/daveman692/web-20-expo-berlin-open-platforms-and-the-social-graph/

As more advanced users develop more and deeper connections with various living web sites and communities, managing one’s information and profile can become burdensome, annoying, and a privacy concern.

Innovators are imagining the technical and business models

One example of this emergent technology: OpenID http://www.slideshare.net/daveman692/web-20-expo-berlin-open-platforms-and-the-social-graph/

Food for Thought (if you are not stuffed yet…) We should focus on robust systems that can rapidly adapt to the dynamic software and technical environment of Web 2.0 Be mindful of a range of user experience levels and interests. At same time, don’t be afraid to shepherd them. Legacy systems and lagging users can drain a lot of resources. Develop some research-based practices for how to manage the attention economy. Let groups (on-line and in-person) thrive. Explore OpenID or other forms of one-stop profile management as a strategic investment Loosen up about controlling content and interactions.

We should focus on robust systems that can rapidly adapt to the dynamic software and technical environment of Web 2.0

Be mindful of a range of user experience levels and interests. At same time, don’t be afraid to shepherd them. Legacy systems and lagging users can drain a lot of resources.

Develop some research-based practices for how to manage the attention economy.

Let groups (on-line and in-person) thrive.

Explore OpenID or other forms of one-stop profile management as a strategic investment

Loosen up about controlling content and interactions.

The forest… Information systems will reflect and amplify ground truth of personal, group, and organizational realities.

Information systems will reflect and amplify ground truth of personal, group, and organizational realities.