Web 2.0 For The Enterprise

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    Notes on slide 1

    Presentation meant to provide an overview on the fundamentals of Web 2.0 and how these fundamentals can be applied in an enterprise environment.

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    Web 2.0 For The Enterprise - Presentation Transcript

    1. Web 2.0 for the Enterprise Understanding and Leveraging the Next Internet Paradigm Presented to the AITP by J Schwan May 27, 2009
    2. 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
    3. 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
    4. 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
    5. 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
    6. 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
    7. 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)
    8. 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
    9. 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
    10. 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
    11. 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
    12. 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
    13. 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
    14. 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
    15. 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)
    16. 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
    17. 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
    18. Perpetual Beta - in the Enterprise
      • Treat users as co-developers
      • Get new non-mission critical functionality in front of them early
      • Elicit their feedback
      • Beta-Labeling
        • Creates more tolerance for potential issues
        • Generates user excitement by allowing them to be on the “cutting edge”
        • Increases brand loyalty since users have a stake in the services that are built
    19. Closing Thoughts
      • Business needs should drive the technology
      • No magic Web 2.0 dust
      • How to change. . .
    20. Follow Ups. . .
      • For a copy of this presentation and other Web 2.0 resources, contact:
      • J Schwan
      • Solstice Consulting, LLC
      • 641 W. Lake Suite 102
      • Chicago, IL
      • [email_address]
      • W: 312-265-6010x112
      • C: 312-371-3425

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