Web 2.0 For The Enterprise

Web 2.0 for the Enterprise Understanding and Leveraging the Next Internet Paradigm Presented to the AITP by J Schwan May 27, 2009

Objectives

Defining Web 2.0

Web 2.0 Technologies

Blogs

Wikis

Social Networks

Tagging

Syndications

Mashups

AJAX/Flex Technologies

Infrastructure and Functional

Web Services

Web 2.0 Concepts Architecture of Participation Collective Intelligence Social Networking Folksonomy The Long Tail Rich Internet Applications The Web as a Platform Perpetual Beta

What is Web 2.0?

Coined by Tim O’Reilly in 2004

Not an update to internet or WWW standards, rather changes on how those standards are used

From Users to Doozers

From Consumers to Prosumers

Gartner recommends that most organizations have their revenue generating lines of business on a Web 2.0 architecture by 2008

Architecture of Participation

The People Formally Known as the Audience

Posterchild - Wikipedia

Content Participation Models

A user-editor with power to moderate other users’ submissions

Users moderate, other users meta-moderate/ judge moderators

Users contribute, site administrators moderate

Inexplicit participation

Architecture of Participation - in the Enterprise

Start with employees

Trust your users (but not too much)

Listen to your users

Don’t expect everyone to post

1% posters, 9% editors, 90% viewers

Share Control to Create Value

Collective Intelligence

The wisdom of crowds - James Surowiecki

Dependable collective intelligence requires:

Diversity of opinion

Independence of members from one another

Decentralization

A good method for aggregating opinions

Social Networking

A community of individuals organically formed internally by establishing relationships with each other

Both Social and Professional Networks exist

Social network is a platform, applications can be built on top of that platform

Future: 3-D Interactive Social Networks (i.e. Second Life)

Social Networking - in the Enterprise

Virality - equation measuring the ability for something to grow organically

Focus on distribution (platform) first, apps second, revenues third

Use the network for targeting

Bootstrapping

Folksonomy

A user generated taxonomy used to connect and retrieve web content using open-ended labels called “tags”.

Taxonomy vs. Folksonomy

Naming control vs. People’s Vocab

Sample Groups vs. Every perspective

In-house vs. Outside Service

$$$ w/value vs. $ w/ unknown value

Consistent vs. Emergent

The beauty of tagging is that it taps into an existing cognitive process without adding much cognitive cost” – Rashmi Sinha

Folksonomy - in the Enterprise Business Gains From Tagging Improved Understanding of Customers Helps target message to language and taste Helps you understand Current Terminology Ability to easily follow the customer Market Segmentation (other markets may be opened up to you) Improved “refindability” (i.e. lets customer find it again) People Tagging Times object is Tagged personal use serendipity social tagging mature system

The Long Tail

First coined by Chris Anderson in October 2004 Wired magazine article to describe new business and economic models

Some of the most successful Internet businesses have leveraged the Long Tail as part of their businesses.

eBay (auctions)

Yahoo! and Google (web ads)

Amazon (retail)

iTunes Store (music and podcasts)

Netflix (video rental)

Long Tail can threaten established businesses and offer opportunity for others

Popularity Products

The Long Tail - in the Enterprise

Consider low cost (niche) products and services that can be offered to your users in addition to your mainstream p/s line

Consider alternative marketing strategies

in addition to mainstream media

Search Engine Optimization - Go after long-tail key words in addition to mainstream keywords

Popularity Products

Rich Internet Applications

Many Web 2.0 concepts rely on a more rich user experience

Difference between 1.0 and 2.0, level of richness end users expect (i.e. productivity does not decrease going from thick to thin client)

Client Engines

AJAX (Asynchronous Javascript and XML)

Adobe Flex/Apollo

Microsoft Silverlight/Sun JavaFX

Rich Internet Applications - in the Enterprise

Separate Behavior from Content and Presentation

Provide Progressive Enhancement

Utilize mature and/or well supported (viable) frameworks

Utilize standards based (open) frameworks

Challenges Client Requirements Script Download Time Loss of Search Engine Visibility Greater Development Complexity Harder to Debug Benefits Richer More Responsive Client/Server Balance Asynchronous Communication Network Efficiency

The Web as a Platform

Syndication

First step, RSS feeds standardize the publishing of data in and outside of the enterprise

Mashups

Combining content/data (syndications)

Combining applications

Infrastructure Services

Amazon’s foundational services

Store (S3)

Message (SQS)

Compute (EC2)

The Web as a Platform - in the Enterprise

Syndication

Standardize exactly how content will be syndicated inside your enterprise, the what will come. . .

Use enterprise security controls for sensitive syndicates

Mashups

Business should drive the mashup requirements

Standardize on a framework that empowers business users -> Mashboards

Take advantage of the long-tail of departmental apps

Infrastructure Services

Think about utilizing initially in non-critical applications where you can outsource storage/processing that will allow you to decrease your hardware footprint

Perpetual Beta

"Users must be treated as co-developers, in a reflection of open source development practices . .The open source dictum, "release early and release often" in fact has morphed into an even more radical position, "the perpetual beta," in which the product is developed in the open, with new features slipstreamed in on a monthly, weekly, or even daily basis. It's no accident that services such as Gmail, Google Maps, Flickr, del.icio.us, and the like may be expected to bear a "Beta" logo for years at a time.” - Tim O’Reilly

Perpetual Beta - in the Enterprise