Kathy Mandelsten Ibm Keynote Evans Drc 2008 Final

C A R E & F E E D I N G O F Y O U R D E V E L O P E R C O M M U N I T Y T H E W E B 2 . 0 W A Y K A T H Y M A N D E L S T E I N kmandel@us.ibm.com Evans DRC Keynote 2008

T H E W E B 2 . 0 W A Y Web 2.0 is commonly defined as having two elements:

A set of new Web-based technologies, including AJAX, RSS, XML and cascading style sheets that enable the web to become a platform for dynamic content creation and distribution

A new generation of web-based communities and hosted services — such as social-networking sites , wikis , and folksonomies — which aim to facilitate creativity , collaboration, and sharing between users.

"The point isn't the features, it's the underlying philosophy of relinquishing control."

Enabling Technologies Social Network Web 2.0 Web 1.0 users were consumers of information Web 2.0 users are participants in the conversation

A social network is a network of people

But it is not about the people – it’s about relationships

The value is in the relationship or tie “between” people

NICK SUZANNE CARLA HEATH TED SRIKANTH LUIS GIA MENG HAGEN RAINIER ANGELA

W E B 2. 0 C A P A B I L I T I E S Have Spawned Business Models Based on Participation , Collaboration & Conversation T H E W E B 2 . 0 W A Y

Web 2.0 Is Not Just a B2C Phenomenon ; IT Professionals Participate in Social Media for Work Related Purposes T H E W E B 2 . 0 W A Y

Social Networks Blogs Sharing Feeds/Filters Start Pages Mobile Time & Place Shifting Search Destinations Portals Brand Microsites Gaming Web 2.0 capabilities present users with a wide range of N E W C A P A B I L I T I E S On Demand Personal Community Participation Enhanced Site Experiences T H E W E B 2 . 0 W A Y

Social media are the forums, blogs, social networks, chat and any other media where users communicate with one another Social Networks Blogs Sharing

You Tube

SlideShare

Wikipedia

Digg

Del.icio.us

Search tag clouds

Facebook

LinkedIn

Second Life

Multiverse

Amazon Affiliates

ThisNext

Twitter

Jaiku

Tumblr

Ozimodo

E X T E N D I N G T H E C O N V E R S A T I O N T H R O U G H S O C I A L M E D I A Community Participation T H E W E B 2 . 0 W A Y Video and Photo Sharing Collaboration Social Bookmarking Virtual Worlds Online Communities Social Commerce Micro Blogging Tumblelogs

developerWorks has actively invested in developing relationships with the technical community since 2004

Captured and synthesized discussions on blogs, wikis and forums on developerWorks

Developed an advisory board that helped guide the developerWorks technical and program focus

Market intelligence helped ensure that developerWorks content, communities and programs were in tune with the interests and needs of industry developers and technical professionals

A C T I O N S L E S S O N S L E A R N E D L I S T E N

Used grassroots efforts in over 300 external technical web sites

Developed IBMer community spaces

Added gizmos so users can syndicate developerWorks content to their personalized Website on iGoogle, Netvibes or Yahoo, or mobile device like iPhone.

Participated in external developer communities and social programs, e.g. Digg, Slashdot

Solicited content from external experts and industry influencers

Active IBM contributors helps build credibility within tcommunity and interest in content on developerWorks site

Technical value must be provided in order to receive interest and loyalty in return

Content from non-IBMers helps establish a non-partisan view

A C T I V A T E T H E W E B 2 . 0 W A Y

R E S U L T S : Unique Visitors to developerWorks communities have increased 18-25% per year since 2004 “ It’s the #1 bookmark on my browser” “ I go to the developerWorks site every day” “ I always find what I what I’m looking for on developerWorks” * Quotes from our users T H E W E B 2 . 0 W A Y

Web 2.0 is enabling capabilities, users’ expectations & behaviors are changing T H E W E B 2 . 0 W A Y Syndicated Content (Widget Popularity) “ The Google gadget ecosystem received 960 million page views last week, a 36% jump from just one month ago.” Niall Kennedy, April, 2007 developerWorks Gizmos allows you to syndicated content to iGoogle, Netvibes, Facebook, MyYahoo and even your website with the simple click of a button.

RSS Adoption Growing

In a recent IBM study, 84% of Japanese & 53% of US participants were familiar with RSS; 44% and 25% respectively use RSS readers.

Through 4Q 2007, developerWorks RSS feeds experienced an increase of 62% from the same quarter in 2006.

Podcasts will grow 170% nationwide Forrester is projecting that the number of households using podcasts will grow from 700,000 to 12.3 million over the next four years in the US alone. developerWorks produced 30% more podcasts than a year ago. Social Bookmarks Booming “ Over 53 million posts (on 25 million URLs) have been created on del.icio.us to date, and that post growth has increased 250% since Jan 2006” TechCrunch, August 2006 In 2007, over 1.4 million referrals to ibm.com/developerWorks originated from the top 4 social bookmarking sites

B L O G S

Nearly 100% growth YTY

F O R U M S

Over 50 million forum reads

W I K I S

90% growth YTY

C O M M U N I T Y S P A C E S

Brand new offering in 2Q2007

Great response from community, with

over 100 Communty spaces submissions

2 0 0 7 C O M M U N I T Y S T A T S developerWorks was honored with the 2007 "Jolt Hall of Fame Award" at the 17th Annual Jolt Excellence Awards from Dr Dobbs Journal (CMP). T H E W E B 2 . 0 W A Y

D E V E L O P E R W O R K S C O M M U N I T Y S P A C E S ibm.com/developerWorks/spaces A ”space” is a platform that allows the owner to aggregate several content types onto one page. A developerWorks space focuses on a technical topic, software project, development activity or user group community. * Blogs – Wikis – Podcasts – Lists – RSS Aggregator – Forums – Special offers – Technical briefings - Technical library – Spotlight – dW custom feeds – Feature stories

The owner of the developerWorks space determines…

The layout of the page

The theme of the page

The portlet types to display or delete

The content within the portlets

The placement of the portlets.

The visitor to the developerWorks space can…

View the content

Export the content

T H E W E B 2 . 0 W A Y

developer gizmos deliver developerWorks spaces and developerWorks feeds to their favorite mashup page!

It’s all about the user: customized developerWorks tools & technologies brought to your preferred home page.

Developer gizmos from IBM provide the power of syndication simply with the click of the mouse. No programming required. Users can select any developerWorks space portlet or developerWorks custom feed they are interested in and instantly create a Google Gadget, Netvibes module or MyYahoo Widget.

Now available on iGoogle, Netvibes and MyYahoo , and coming soon to favorite syndication mashups such as Facebook, My Space, personal blogging engine(s), Second Life, mobile devices and more…

We intend on making gizmos pervasive across our site , so that more more & more content can be earmarked by the user for further syndication.

D E V E L O P E R G I Z M O S F R O M I B M developer gizmos on spaces T H E W E B 2 . 0 W A Y

Add to

iGoogle from

dW spaces &

custom feeds

Google desktop widget

Extend the Facebook app to create a dW presence

Establish groups on Facebook, LinkedIn , etc.

Windows Vista desktop widget

Add gizmos to catalogs & directories automatically

dW gizmo screensaver

Yahoo desktop widget

Build mashups with Google Maps

Add to

MyYahoo & Netvibes from dW spaces &

custom feeds.

iPhone app.

June 2007 August 2007 Sept. 2007

Created a

dW Facebook

Application

Add to RSS in spaces

Export feeds to Yahoo, Google, Netvibes, RSS on all dW zone/brand pages .

It’s all about the user: customized developerWorks content, forums, blogs, wikis, podcasts, custom feeds, offers and more brought to their preferred destination… extending our reach D E V E L O P E R G I Z M O S F R O M I B M 1Q2008 2Q2008 - 40 billion hits a month - 100,000 new users a day - By year-end > 75% users will be post college age - Open API developer platform

Over 1 million owners,

goal is 10 million by

end 2008.

Over 40% of our

users come through

Google search

T H E W E B 2 . 0 W A Y

T H E W E B 2 . 0 W A Y W H E R E D O E S T H E C O M M U N I T Y L I V E ?

Eclipse.org, OSNews.com, Librenix.com and RootPrompt.org are top referring sites for developerWorks and alphaWorks (non-search engines)

In 2007, over a million referrals to ibm.com/developerWorks originated from the top 4 social bookmarking sites – Slashdot.org, de.licio.us, stumbleupon.com and digg.com

developerWorks content syndication partners include DevX, Code Project and DeveloperShed and other Developer Programs like Yahoo and AMD .

developerWorks is currently creating external groups in Facebook and LinkedIn . Both have large numbers of developers participating in their communities.

T H E W E B 2 . 0 W A Y Scroll through the list of developerWorks zones/brands, Select a topic with the touch of a finger, View the feeds, read an abstract or visit developerWorks All on your iPhone. ibm.com/developerworks/iphone

E X T E N D I N G the conversation offline T H E W E B 2 . 0 W A Y

F O C U S E D O N …

Application Creation

Collaboration

Information Technology

Taking web 2.0 to work

First Annual Web 2.0 Goes To Work Unconference Raleigh & Austin

T H E W E B 2 . 0 W A Y

Code Library: Download & share free objects & scripts

Labyrinth : Test coding skills by modifying a “bot” to better navigate a complex maze

Pavilion: for virtual events

I B M C O D E S T A T I O N I S L A N D I B M D E V W O R L D I S L A N D

A sister island that supports key features of IBM developerWorks.

Facilitates Collaboration

Ideal for technical training, Meetings

E X T E N D I N G the conversation to the V I R T U A L W O R L D C O D E R ’ S C H A L L E N G E

Great platform for “experiential” contests

The Sentinel 2.0 Project Serial Machinima

Contest ran July - September 2007

Over 1,100 Participants

Grady Booch

T H E W E B 2 . 0 W A Y Jazz.net: Jazz Technology Platform The Jazz platform is built on Eclipse technology and will serve as the future foundation of the IBM Rational Software Delivery Platform and its partner ecosystem. Unlike traditional processes where customers have little visibility into a new product until it is shipped, Jazz is being developed openly at jazz.net. You can view project progress, download builds as they are available, submit defect reports and join the conversation on Jazz vision. JAZZ: THE NEXT GENERATION OF COLLABORATIVE DEVELOPMENT developerWorks Jazz space Learn the latest about Jazz on developerWorks via the Jazz space.

T H E W E B 2 . 0 W A Y P R O J E C T B L U E G R A S S IBM Research project that is extending Jazz to virtual world… Utilizing the IBM Jazz technology , developers can work, chat and brainstorm around a virtual water cooler while "seeing" their teammates alongside interactive visual representations of ideas, data from the Web and from Jazz-based sources. JAZZ: THE NEXT GENERATION OF COLLABORATIVE DEVELOPMENT

IBM offers cutting-edge technologies and tools to deliver Web 2.0 applications that are: Implement and Extend Continuous Dynamic Web 2.0 Development Live! Simple to Build Quick to Remix Easy to Extend

© Copyright IBM Corporation 2008. All rights reserved. The information contained in these materials is provided for informational purposes only, and is provided AS IS without warranty of any kind, express or implied. IBM shall not be responsible for any damages arising out of the use of, or otherwise related to, these materials. Nothing contained in these materials is intended to, nor shall have the effect of, creating any warranties or representations from IBM or its suppliers or licensors, or altering the terms and conditions of the applicable license agreement governing the use of IBM software. References in these materials to IBM products, programs, or services do not imply that they will be available in all countries in which IBM operates. Product release dates and/or capabilities referenced in these materials may change at any time at IBM’s sole discretion based on market opportunities or other factors, and are not intended to be a commitment to future product or feature availability in any way. IBM, the IBM logo, the on-demand business logo, Rational, the Rational logo, and other IBM products and services are trademarks of the International Business Machines Corporation, in the United States, other countries or both. Other company, product, or service names may be trademarks or service marks of others.

Register today with discount code “HDDE” and receive $100 off your registration fee! Visit www.ibm.com/rational/rsdc for more information IBM Rational Software Development Conference 2008 June 1 – 5, 2008; Orlando, Florida