Real World Emerging Technologies Chris Scott, Headscape Institutional Web Management Workshop 2006 14 June 2006

Introduction Identify some trends Ask some questions Challenge some preconceptions Paint some pictures Identify some problems to overcome Not here for specifics or technical details

Identify some trends

Ask some questions

Challenge some preconceptions

Paint some pictures

Identify some problems to overcome

Not here for specifics or technical details

Context: target audience Let’s narrow it down: 17-25 year old Texting generation iPod generation Cynical and astute

Let’s narrow it down: 17-25 year old

Texting generation

iPod generation

Cynical and astute

What they use MySpace .com Messaging Mobile Phones Blogging Flickr .com iPod/MP3 RSS (but they don’t know it)

MySpace .com

Messaging

Mobile Phones

Blogging

Flickr .com

iPod/MP3

RSS (but they don’t know it)

What they will use Podcasting Feeds – a growing understanding Social bookmarking

Podcasting

Feeds – a growing understanding

Social bookmarking

Emerging applications: common factors Language Design Technology Culture

Language

Design

Technology

Culture

Language Informal Friendly Humorous Snappy/Short

Informal

Friendly

Humorous

Snappy/Short

Design Is design important? Fashion matters to visually aware target audiences Now… Large type White space Rounded corners Badges Fashion changes: Web standards allows easy re-skinning

Is design important?

Fashion matters to visually aware target audiences

Now…

Large type

White space

Rounded corners

Badges

Fashion changes: Web standards allows easy re-skinning

Technological approach Web standards Reusability Delivery to multiple devices Desktop-like responsiveness AJAX Increasing broadband utilisation RSS

Web standards

Reusability

Delivery to multiple devices

Desktop-like responsiveness

AJAX

Increasing broadband utilisation

RSS

Culture Openness Users owning their data Actually about transparency Sharing Peer to peer Traditionally institution to individual Cynical individuals respond better to peer recommendations

Openness

Users owning their data

Actually about transparency

Sharing

Peer to peer

Traditionally institution to individual

Cynical individuals respond better to peer recommendations

Institutional enabling It’s about NOT controlling the message It’s about “customers” selling to “prospects” through word-of-mouth recommendation Challenging the culture? This feels unfamiliar to institutions but it isn't Academic principles The roots of the web But what about IT, Marketing, VCs, ProVCs, …?

It’s about NOT controlling the message

It’s about “customers” selling to “prospects” through word-of-mouth recommendation

Challenging the culture? This feels unfamiliar to institutions but it isn't

Academic principles

The roots of the web

But what about IT, Marketing, VCs, ProVCs, …?

Community blogging Provide every student with tools to blog Warwick is leading the way Add in Flickr-style photo sharing A photo speaks a thousand words Networks and communities of students Tagged communities Sports, course, groups etc A window into student life

Provide every student with tools to blog

Warwick is leading the way

Add in Flickr-style photo sharing

A photo speaks a thousand words

Networks and communities of students

Tagged communities

Sports, course, groups etc

A window into student life

Podcasting Needs to be student led Contains what students want and what prospects want Student bands Student life Advice Aspirational

Needs to be student led

Contains what students want and what prospects want

Student bands

Student life

Advice

Aspirational

Hurdles to overcome Fear of losing control Moderation Kiss of death Internal selling Does it have to be on a large scale? Could you hand-pick bloggers to pilot? Connecting “customers” with “prospects” Tagging Promotion mechanisms – keyword-based automation? Challenge audience to share ideas with each other Sharing creates growth E.g. the growth in Web 2.0 (enabled by openness)

Fear of losing control

Moderation

Kiss of death

Internal selling

Does it have to be on a large scale?

Could you hand-pick bloggers to pilot?

Connecting “customers” with “prospects”

Tagging

Promotion mechanisms – keyword-based automation?

Challenge audience to share ideas with each other

Sharing creates growth

E.g. the growth in Web 2.0 (enabled by openness)

Conclusions Employ language, design & technology Empower your customers Embrace openness Eliminate controls Engage with your prospective customers

Employ language, design & technology

Empower your customers

Embrace openness

Eliminate controls

Engage with your prospective customers

Thank you