Web 2.0 - The Social Web


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Web 2.0 - The Social Web

  1. 1. The Social Web<br />nContacto - 2011<br />cc<br />1<br />
  2. 2. Who I am?<br />Father of two boys<br />Evangelist of business models based on collaboration and social networking.<br />Chief Officer of nContacto<br />Expert on Enterprise Communities of Practice<br />WW Compliance Manager in the business of Printing Systems Management at HP<br />Former CFO and Controller for Hewlett Packard Venezuela.<br />Chemical Engineer (ITESO Guadalajara)<br />MBA in Finance (ITESM campus Guadalajara) <br />Experienced educator<br />President of the Houston Chapter of the Mexican Talent Network<br />Co-founder and active member of the Alumni Association ITESM in Houston (Ex-A-Tecs)<br />Follow Me:<br />pplopez.mp<br />twitter.com/pplopez<br />www.inkedin.com/in/joseluislopez<br />facebook.com/jose.luis.lopez.mota<br />friendfeed.com/pplopez<br />pplopez.tumblr.com<br />pplopez.posterous.com<br />stumbleupon.com/stumbler/PePeLopez<br />delicious.com/pplopez<br />www.slideshare.net/pplopez<br />PP_Lopez<br />2<br />
  3. 3. Topics<br />What is Web 2.0 ?<br />Principles of Web 2.0<br />Understanding effects of Web 2.0<br />Communities<br />How to start<br />Enterprise 2.0<br />3<br />
  4. 4. If time permits…<br />The Long Tail<br />Your Digital Identity<br />Usability<br />4<br />
  5. 5. What is web 2.0?<br />5<br />
  6. 6. “Web 1.0 was Commerce<br />Web 2.0 is <br />People”<br /> - Ross Mayfield<br />6<br />
  7. 7. Web 2.0<br />The term Web 2.0 refers to a second generation of services available on the World Wide Web that lets people collaborate and share information online. <br />closer experience to desktop applications than the traditional static Web pages (Web 1.0). <br />allow for mass participation (web-based social software - blogs and wikis).<br />the phrase refers to one or more of the following:<br />The transition of websites from isolated information silos to sources of content and functionality <br />-> computing platforms serving web applications to end users <br />Approach to creating and distributing Web content itself (open communication, decentralization of authority, freedom to share and re-use, and "the market as a conversation“) <br />A more organized and categorized content<br />A shift in economic value of the web, possibly surpassing that of the dot com boom of the late 1990s <br />A marketing term to differentiate new web businesses from those of the dot com boom<br />The resurgence of excitement around the possibilities of innovative web applications and services<br />http://en.wikipedia.org/wiki/Web_2.0<br />7<br />
  8. 8. WWW was born!<br />Web 2.0 Conference<br />Linkedin<br />Facebook<br />Google<br />Twitter<br />sixdegrees<br />Friendster<br />Mosaic (Netscape)<br />Yahoo!<br />MySpace<br />History<br />.com Bubble<br />Source: Wikipedia<br />8<br />
  9. 9. Vastly increased scale of users and content….<br />Source: Wikipedia<br />9<br />
  10. 10. Social<br />Computing<br />Technology and social factors converge to create social computing<br />Technology<br /><ul><li>Cheap hardware and software reach the masses
  11. 11. Computing power migrates to the edge of the network</li></ul>Technology increases the speed and force of social change<br />Social forces shape technology development and custom applications<br />Social change<br /><ul><li>Aging consumers look to technology to support families and communities
  12. 12. Younger generations pioneer the use of personal networks and viral communication</li></ul>Source: Forrester<br />10<br />
  13. 13. What is Web 2.0? Biz view…<br /><ul><li>Web 2.0 represents a fundamental shift toward a more open, flexible and participatory model for creating content, systems and business models. Its application can reduce cost, enhance adaptability and create new business opportunities."</li></ul>The Gartner Group<br /><ul><li>Web 2.0 is a set of economic, social and technology trends that collectively form the basis for the next generation of the Internet – a more mature, distinctive medium characterized by user participation, openness, and network effects.</li></ul>Tim O’Reilly<br />11<br />
  14. 14. Consumer mind-shifts...<br />Only 42% of consumers say they even “somewhat” trust newspapers<br />Consumer trust is falling<br />Consumers are less brand loyal<br />52% of consumers say brand trumps price, down from 59% in 2000<br />Consumer-to-consumer activities growing<br />C2C eCommerce, messaging, blogs, camera phones, video phones<br />Consumers are customizing products and services<br />10% - 40% of customers develop or modify products<br />Source: Forrester<br />12<br />
  15. 15. What’s Changed<br />Web 2.0 attributes differ from those of traditional web apps in numerous ways<br />13<br />
  16. 16. Web Evolution<br />14<br />Social<br />Social again!<br />
  17. 17. Web 2.0<br />Web 1.0<br />15<br />
  18. 18. Web 2.0 Examples<br />www.slideshare.net/tippydawn/web-20-tools-to-inspire<br />16<br />
  19. 19. Principles of web 2.0<br />17<br />
  20. 20. Principles of Web 2.0<br />No Products, but Services<br />Customization<br />Focus on the “Long Tail”<br />Harnessing Collective Intelligence<br />Specialized Database<br />Who owns the data<br />End of Software Release Cycle<br />Software above the level of a single device<br />18<br />
  21. 21. No Products but Services<br />“There are no products, only solutions”<br />Not what customer wants but why they want<br />A problem solving approach<br />Simple Solutions<br />19<br />
  22. 22. No Product but Services<br />20<br />www.mint.com<br />
  23. 23. Customization<br />Every individual is unique<br />Some people want to be different<br />Allow him to choose instead of forcing him to use what you have made<br />Make him feel home<br />21<br />
  24. 24. Customization<br />22<br /> <br />Screen clipping taken: 2/3/2011, 5:50 PM<br /> <br /> <br /> <br />Screen clipping taken: 2/3/2011, 5:53 PM<br /> <br /> <br />www.ning.com<br />
  25. 25. Focus on the “Long Tail”<br />Reach out to the entire web<br />To the edges and not just to the centre, to the long tail and not the just the head<br />Put everything there<br />Leverage customer-self service<br />23<br />
  26. 26. Focus on the “Long Tail”<br />24<br />www.netflix.com<br />
  27. 27. Harnessing Collective Intelligence<br />Network effects from user contribution are the key to market dominance in Web 2.0 era<br />The Wisdom of crowds – Users add value<br />Systems designed to encourage participation <br />Pay for people to do it – ‘gimme five’<br />Get volunteers to perform the same task<br />Inspired by the open source community<br />Mutual benefits e.g. P2P sharing<br />It requires radical experiment in trust<br />25<br />
  28. 28. Harnessing Collective Intelligence<br />26<br />www.kickstarter.com<br />
  29. 29. Specialized Database<br />Every significant application to date has been backed by a specialized database<br />Database management is the core competency of Web 2.0 companies<br />“Infoware” rather than merely “software”<br />27<br />
  30. 30. Specialized Database<br />28<br />www.foursquare.com<br />
  31. 31. Who owns the data<br />Control over data has led to market control and oversized financial returns<br />It will provide a sustainable competitive advantage to the company<br />Especially is data sources are expensive to create or amenable to increasing returns via network effects<br />Race is to own certain classes of core data e.g. naukri.com, 99acre, yahoo<br />29<br />
  32. 32. Who owns the data<br />30<br />www.flickr.com<br />
  33. 33. End of the Software Release Cycle<br />“Release Early and Release Often”<br />“Perpetual BETA”<br />Daily operations must become a core competency <br />Software will cease to perform unless it is maintained on a daily basis<br />Real time monitoring of user behavior<br />31<br />
  34. 34. End of the Software Release Cycle<br />32<br />www.docs.google.com<br />
  35. 35. Software above the level of a Single Device<br />The PC is no longer the only access device for internet applications<br />Applications that are limited to a single device are less valuable than those that are connected. <br />Design your application from the get-go to integrate services across handheld devices, PCs, and internet servers.<br />33<br />
  36. 36. Software above the level of a Single Device<br />34<br />www.evernote.com<br />
  37. 37. understanding effects of web 2.0<br />35<br />
  38. 38. So to understand how to do business in a 2.0 world…<br />You are better off understanding Human 1.0 – not as individuals, but as hyper-social creatures<br />You do not need to understand the Web 2.0 technologies<br />36<br />
  39. 39. It’s more about the people than the technology<br />37<br />
  40. 40. Connect & Communicate<br />38<br />
  41. 41. What’s happen?<br />39<br />
  42. 42. What are the important Human 1.0 Hyper-Social Traits<br />Reciprocity – it’s a reflex that allows us to be the only super-social species without all being brothers and sisters<br />Social framework - Evaluating things vs. market framework<br />Fairness - The role of fairness and punishment in assessing situations<br />Mimicking Others - The importance of looking cool and imitating others<br />Herding and self-herding – We like to gather<br />Meritocracy – Status and reputation matters<br />Source: The Hyper-Social Organization – F. Gossieaux & E. Moran<br />40<br />
  43. 43. Hyper-Social companies think differently: a recap<br />Think tribe – not market segment<br />We need to find groups of people who have something in common based on their behavior, not their market characteristics<br />Think knowledge network – not information channel<br />The most important conversations in communities happen in networks of people, not between the company and the community.<br />Think human-centricity – not company-centricity<br />The human has to be at the center of everything you do, not the company<br />Think emergent messiness – not hierarchical fixed processes<br />People will want to see responses to their suggestions, even if it does not fit your community goals – FAST<br />Source: The Hyper-Social Organization – F. Gossieaux & E. Moran<br />41<br />
  44. 44. Turning a business process into a social process<br />Running traditional programs using social media platforms<br />Source: The Hyper-Social Organization – F. Gossieaux & E. Moran<br />42<br />
  45. 45. Turning a business process into a social process<br />Running programs based on human reciprocity and social contracts to get others<br />Source: The Hyper-Social Organization – F. Gossieaux & E. Moran<br />43<br />
  46. 46. communities<br />44<br />
  47. 47. A community<br />45<br />
  48. 48. A domain of interest<br />Gosport Allotment Holders & Gardeners Association<br />46<br />
  49. 49. A place to meet<br />47<br />
  50. 50. Someone to facilitate<br />48<br />
  51. 51. 3 Types of Communities<br />Communities of Passion - have the richest and most formal set of activities, governance, and structure<br />Communities of Practice - are less formal and are based on common work specialties<br />Communities of Interest - are for topics that don’t require formal communities but need threaded discussions for collaboration and knowledge sharing<br />49<br />
  52. 52. Communities of Passion<br /><ul><li>Members have a particular role (e.g., project management)
  53. 53. Develops members to fit into this role, be proficient in this role, and actively help others to develop in this role
  54. 54. Motivation: master the discipline</li></ul>sourceforge.net<br />50<br />
  55. 55. Communities of Practice<br /><ul><li>Members have a particular specialty (e.g., security)
  56. 56. Various roles can participate
  57. 57. Focused on developing expertise and skills in this specialty
  58. 58. Motivation: learn about the specialty and solve problems</li></ul>www.realtown.com<br />51<br />
  59. 59. Communities of Interest<br /><ul><li>Loosely connected groups of people who want to learn about a particular topic
  60. 60. No commitment in terms of delivering something together
  61. 61. Motivation: stay current on the topic and ask questions</li></ul>facebook.com Group EXATEC HOUSTON - ITEMS<br />52<br />
  62. 62. Richard McDermott on Communitieswww.mcdermottconsulting.com<br />Healthy communities have a driving purpose, clear activities, and a sense of accomplishment<br />Communities are becoming integrated into organizations<br />Community facilitationand participation are real work and require time<br />Core community members are well-connected through meetings and ongoing contact<br />Healthy communities have high management expectations and support<br />The heart of a community of practice:<br />peer-to-peer relationships<br />responsibility for stewarding a body of knowledge<br />membership crosses boundaries<br />room for dealing with whatever comes up<br />53<br />
  63. 63. Patterns of contribution<br />1% active contributors<br />9% occasional contributors<br />The 1-9-90 rule<br />Number of contributions<br />90% readers (aka ‘lurkers’)<br />Number of participants<br />Source:Jacob Nielsonwww.useit.com/alertbox/participation_inequality.html<br />54<br />
  64. 64. The “1% Rule”<br />For every 100 people online only 1 person will create content and 10 will “interact” with it. The other 89 will just view it.<br />Each day at YouTube there are 100 million downloads and 65,000 uploads<br />50% of all Wikipedia article edits are done by 0.7% of users, and more than 70% of all articles have been written by just 1.8% of all users<br />In Yahoo Groups, 1% of the user population might start a group; 10% of the user population might participate actively. 100% of the user population benefits from the activities of the above groups<br />Source: The Guardian<br />55<br />
  65. 65. Members of an active community<br />90%<br />Outsiders<br />9%<br />Lurkers<br />Facilitators<br />Contributors<br />1%<br />Activist<br />Facilitator<br />en.wikipedia.org/wiki/1%25_rule_(Internet_culture)<br />56<br />
  66. 66. How to start<br />57<br />
  67. 67. Levels of Engagement<br />Become an expert<br />Become a mentor<br />Write a blog<br />Ask a question<br />(with attribution)<br />Comment<br />(with attribution)<br />Level of engagement<br />Register<br />Waxing and Waning Interest<br />Comment<br />(Anonymously)<br />Browse, search, learn<br />(Anonymously)<br />Type of engagement<br />58<br />
  68. 68. Start Contributing<br />Identify Yourself<br />Search & Explore Content<br />Know more About<br />Save & Share Links / Bookmarks<br />Subscribe<br />Store & Distribute Documents<br />59<br />
  69. 69. Start Contributing<br />Express & Discuss Ideas<br />Communicate & Get Feedback<br />Learn & Share Knowledge<br />Produce & publish content<br />Invite to Events<br />Work together<br />60<br />
  70. 70. Enterprise 2.0<br />61<br />
  71. 71. The “Long Tail” of Work<br />Multi-tasking<br />Enriched jobs, several roles<br />Broad span of control, flat organizations<br />Tons of emails daily<br />Calendar overloaded of meetings and calls<br />3-digits number of direct contacts<br />People located around the world<br />Multi-language, multi-cultures<br />Phone, email, instant messaging, virtual meetings, twitter, facebook, etc. <br />Did I mention face-2-face (occasionally)?<br />Only 24 hours at day…..<br />62<br />
  72. 72. Fundamental Shifts on Organizations<br />More virtual, few human interaction<br />Communities requires face-to-face meetings<br />Micro formats of knowledge<br />PowerPoint slides, no longer reports<br />People is not reading, they are scanning<br />Tragedy of knowledge common sense<br />
  73. 73. Balancing the Growing Costs<br />64<br />
  74. 74. Exploration & Production<br />Senior VP<br />Mares<br />Exploration<br />Drilling<br />Production<br />Avery<br />McWatters<br />Milavec<br />Ramirez<br />Production<br />Reservoir<br />Geology<br />Petrophysical<br />Hassan<br />Hopper<br />Dhillon<br />Crossley<br />Sutherland<br />Waring<br />Smith<br />Myers<br />Cordoza<br />Keller<br />Angelo<br />Klimchuck<br />Mitchell<br />Schultz<br />Zaheer<br />Formal vs. Informal Structures<br />What Do You Notice When You Compare the Formal and Informal Structures?<br />Formal Structure (Org Chart)<br />Informal Structure (revealed in ONA)<br />Hussan<br />Milavec<br />Hopper<br />Waring<br />Dhillon<br />Mitchell<br />Mares<br />Zaheer<br />Myers<br />Avery<br />Smith<br />Schultz<br />Keller<br />Cordoza<br />McWatters<br />Crossley<br />Angelo<br />Sutherland<br />Ramirez<br />Klimchuck<br />
  75. 75. Enterprise 2.0<br />Informal, less structure, knowledge-based work of a company<br />Balance of formal structures and informal networking<br />IT enabled application of Web 2.0 to corporate environment<br />SLATES<br />Enterprise-wide Social Networks<br />Hyper-Collaboration<br />Wiki-culture<br />66<br />
  76. 76. Components of Enterprise 2.0<br />Six components (SLATES):<br />Search<br />Links<br />Authoring<br />Tags<br />Extensions<br />Signals<br />67<br />http://sloanreview.mit.edu/smr/issue/2006/spring/06/<br />
  77. 77. Levels of Collaboration<br />Groups utilizing systems to make sense and share complex materials and data<br />Core product enhanced by a social component, deeper participation to interact<br />Low-barrier social involvement like voting and the recording of personal participation<br />
  78. 78. Key decisions needed for success<br />A Receptive Culture<br />A Common Platform<br />An Informal Rollout<br />Managerial Support<br />69<br />
  79. 79. usability<br />70<br />
  80. 80. UsabilityPrinciples<br /><ul><li>Don’tmake me think</li></ul>Simple, Selfevident, obious, self-explanatory<br /><ul><li>Easyto Use</li></ul>We don't read pages. We scan them<br /> Clear visual hierarchy <br /> Use conventions<br /> Break up pages into clearly defined areas<br /> Make it obvious what’s clickable<br /> Keep the noise down to a dul roar<br />Wedon’tmakeoptimalchoices. <br />We satisfice<br />Goodenough<br />We don't figure out how things work. <br />We muddle through<br />71<br />
  81. 81. Usability Principles<br />72<br />
  82. 82. Web Navigation 101<br /><ul><li>Few clicks to get anywhere</li></ul>No more than 3 clicks; 2 is a good goal <br /><ul><li>Omit needless words</li></ul>Happy talk must die<br />Instructions must die<br /><ul><li>A well designed page should be able to answer these questions:</li></ul>What site is this? (site ID)<br />What page am I on? (page name)<br />What are the major sections of this site? (sections)<br />What are my options at this level? (local navigation)<br />Where am I in the scheme of things? (“you are here” indicators)<br />How can I search?<br />73<br />
  83. 83. Your digital identity<br />74<br />
  84. 84. Socialize<br />Think, then share<br />URL it!<br />Be Transparent<br />Be Personal<br />Contribute<br />Be reciprocal<br />Set the stage<br />75<br />
  85. 85. Create your Digital Identity<br />Show who you are<br />Express yourself<br />Know your tools<br />Keep simple<br />Know your audience<br />76<br />My profile<br />My blog<br />My feeds<br />My tags<br />My pictures<br />My presentations<br />My places<br />My videos<br />
  86. 86. Me - First<br />77<br />
  87. 87. Personal Identity<br />78<br />
  88. 88. Company Identity<br />79<br />
  89. 89. The long tail<br />80<br />
  90. 90. Understandingthe Long TailA powerlaw<br />81<br />
  91. 91. Where are they all going?<br />82<br />
  92. 92. Savagely truncated<br />Box office<br />Films<br />83<br />
  93. 93. An example of the Long Tail<br />84<br />
  94. 94. Six Themes of the Long Tail age<br />There are far more niche goods than hits<br />Cost of reaching those niches is now falling dramatically.<br />New “filters” can drive demand down the Tail<br />Once there’s a massively expanded variety and the filters to sort throught it, the demand curve flattens<br />There are so many niche products that collectively they can compromise a market rivaling the hits.<br />Then, the natural shape of demand is revealed<br />A Long Tail is just culture unfiltered by economic scarcity<br />85<br />
  95. 95. Three Forces of the Long Tail<br />86<br />
  96. 96. references<br />87<br />
  97. 97. Bibliography<br />88<br />
  98. 98. Bloggraphy<br />89<br />
  99. 99. Slidegraphy<br />Web 2.0 – The Social Web (this presentation!)<br />http://www.slideshare.net/PPLopez/web-20-the-social-web-6806313<br />What is Web 2.0<br />www.slideshare.net/adunne/what-is-web-20-157107<br />Web 2.0 Tools to inspire<br />www.slideshare.net/tippydawn/web-20-tools-to-inspire<br />Web 2.0<br />www.slideshare.net/kikollan/an-introduction-to-web-20-the-user-role<br />An introduction to Web 2.0<br />www.slideshare.net/kikollan/an-introduction-to-web-20-the-user-role<br />Webinar: The Hyper-Social Organization<br />www.slideshare.net/AwarenessLIVE/webinar-the-hypersocial-organization<br />90<br />
  100. 100. Follow Me!<br />91<br />pplopez.mp<br />
  101. 101. Thanks!<br />92<br />