Making 2.0 Work For You, Inside and Out


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Presented by Jerome Nadel at Web Content Chicago, June 17-18, 2008.

A lot of attention has been devoted to the subject of Web 2.0. Companies are exploring how to incorporate Web 2.0 concepts into both their internally and externally-facing systems. Some take an IT-centric approach, focusing on the underlying technology and its implementation. Others examine the potential business benefits through improved communication and collaboration. However, both perspectives frequently struggle to demonstrate ROI in the face of uncertain user adoption and control/security issues.

This session will examine Web 2.0 from a very specific angle: user experience in a business context, where “can do” meets “will do”.

The Web 2.0 paradigm is here to stay, giving users far more control to become content contributors and choose the types of interactions they want. Successful companies will have to design a useful, relevant, compelling user experience for both customers and employees.

In this keynote presentation Nadel will cover:

1. The evolution from Web-enabled self-service user control with Web 2.0

* Implications for design: navigation, search, content creation & publishing, page design, and brand experience
2. How businesses can profit from Web 2.0

* From customers (externally-facing sites)
* Openness & collaboration
* From employees (internal sites)—the hybrid intranet: structured social classification
* Knowledge management
3. The future: Pulling it all together

Published in: Economy & Finance, Technology
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Making 2.0 Work For You, Inside and Out

  1. 1. Making 2.0 Work Inside and Out Jerome Nadel Chief Experience Officer Human Factors International
  2. 2. Collaborate Tag Publish Rate Upload Rate Blog Discuss Wiki Apps Human Factors International © 2008 2
  3. 3. contribution and collaboration Enterprise 2.0 Web 2.0 framework and process Human Factors International © 2008 3
  4. 4. contribution and collaboration Connect Me! framework and process Human Factors International © 2008 4
  5. 5. Connecting… people to people 1.0 people to content people to people 2.0 content to people 3.0 Human Factors International © 2008 5
  6. 6. Informed and validated – good decisions, good design Human Factors International © 2008 6
  7. 7. Will? Can? Human Factors International © 2008 7
  8. 8. Understanding of Decision Making Performance Persuasion (CAN DO) (WILL DO) Conversion* Positive Customer Experience * Conversion = adoption, usage, purchase, participation, contribution.... Human Factors International © 2008 8
  9. 9. Human Factors International © 2008 9
  10. 10. Attract Engage Empower Human Factors International © 2008 10
  11. 11. Are you doing what I want you to do? Human Factors International © 2008 11
  12. 12. Eye tracking, scan paths, and heat maps… Human Factors International © 2008 12
  13. 13. User in control, the new paradigm? Human Factors International © 2008 13
  14. 14. From voyeur to creator Human Factors International © 2008 14
  15. 15. To synchronize user experience and business goals… Engage the Audience Show unique value and features that distinguish it from other social networking sites Enable the Audience Give users access to intuitive tools and structure to “play & explore” while they collect, share, & create media experiences Connect the Audience Allow users to form valued relationships with creators, hosts, and other PodShow members Build Relationships Further support the ability of advertising partners to build lasting relationships with the PodShow audience by learning more about how users engage with media Human Factors International © 2008 15
  16. 16. All Shows Videos Music People Logo Search> advanced Show me what you’ve got Home Shows Videos Music People Program Guide Upload Promo player auto plays Member Login Hey PodCasters! show, video, music, and Now Playing: Get discovered—be a star! Register now and create people examples in sequence User name Kasabian, Razorlight, your free show site. The Flaming Lips… all Learn more Keep me coming back have been In the Attic. Show me what’s changed Password Find out who joins People new account> login> Rachel and the gang # in network (real-time meta data) Remember me this week… # new today # logged in right now Help! Forgot my password S Meet the artists and (1) Shows (2) Videos (3) Music (4) People producers behind the Tell it to me too Ad Banner(s)/Tower best content on the net, or create your It’s ok to tell the users what PodShow is the only media network where you can own profile and join PodShow! the site is for. (value prop) collect music, videos, pod casts and shows from next set anywhere on the web and share it all with your friends! P Build a visual language watch a tutorial> what’s in if for me?> Show me media types Discover and subscribe to the best podcasts and programs. next set Name Shows S S S S # in network # new today P Title Title Title Title Let me see what others Comedy Aggregate Tag Aggregate Tag Aggregate Tag Name collect Top new flicks and cool klips from across the net. next set Provide a quick summary of Videos V V V V # in network P # new today what users have collected Title Title Title Title Aggregate Tag Aggregate Tag Aggregate Tag Aggregate Tag Name Top picks and chart hits from the Podsafe Music Network. next set Facilitate choosing Music M M M M P # in network Include aggregate tag # new today description for easy scanning Title Title Title Title Name Aggregate Tag Aggregate Tag Aggregate Tag Aggregate Tag About PodShow | Lorem Ipsom | Lorem Ipsom | Lorem Ipsom | Lorem Ipsom | © 2007 * now Human Factors International © 2008 16
  17. 17. CEO’s perspective “A brand must accept that they will be relinquishing some control over their brand to their customers. They also have to trust that, over time, an accurate collective opinion of the brand and its products will emerge from any community initiatives and that the brand can ultimately profit from learning from that collective opinion.” Human Factors International © 2008 17
  18. 18. Eluma – A case study Tapping the power of personal information collections from your desktop through integrated, cross-web navigation and networking. Personal Start Pages Social Bookmarking Netvibes Blinklist iGoogle Stumbleupon Pageflakes Bloglines Squidoo Google Reader Webjam Newsgater Content Sharing RSS Reader/Desktop Alerts Human Factors International © 2008 18
  19. 19. Think ecosystem… Internet Explorer Brands Mozilla Firefox Publish Aggregate Content Creators Publish Me Discover My Eluma Eluma Network Publish Discover Share My friends Other viewers (private community) Human Factors International © 2008 19
  20. 20. Human Factors International © 2008 20
  21. 21. Web 2.0 Relegate control • Provide the framework Build the network Establish trust Think crowdsourcing Encourage (enable) contribution Human Factors International © 2008 21
  22. 22. Moving to 2.0 at work – Enterprise 2.0 Present Day Intranets… Enterprise 2.0… Content and tools that support employees’ work Content and tools that support employees’ work related tasks related tasks and enable participation in content creation and distribution Content Tools Collect Information Collect Information Present day intranets primarily allow Not only allows collection of information via collection of information. search and browse mechanisms but also via content syndication tools & utilities such as RSS. Communicate Communicate Communication tools & utilities are Allows communication via platforms such as not integrated Blogs, discussion forums etc. Create Content Create Content Allows content creation but only to a Allows all users to add and edit content collectively limited set of users via collaboration platforms such as Wikis. Distribute Content Distribute Content Content is organized into a formally Social bookmarking utilities allows all users to tag defined classification scheme where online resources that leads to a dynamic, flexible, online resources can only be tagged automatically generated taxonomy. by authors/creators or editors. Human Factors International © 2008 22
  23. 23. Knowledge comes in many forms… Documented / Formalized Organic / Experiential Chat Tagging Reports Glossaries Notes Previous Actions Help Systems Research Comments Business Rules Taxonomies Communities Blogs Wikis “Where do I look?” “”Who do I ask?” Human Factors International © 2008 23
  24. 24. Knowledge Officer’s perspective “Historically, knowledge management has focused on connecting people with content. But now the challenge is connecting people with people in increasingly virtual organizations. Human Factors International © 2008 24
  25. 25. Human Factors International © 2008 25
  26. 26. Taxonomy + Folksonomy = Structured Social Classification Doc. Edits Folksonomical Related Tags Docs Std. Filters Any User Tag Taxonomist/ Authorized Person Related Tags Validate Author/ Document Tags & Edits Doc. Editor Create/Edit Tag Publish Tag future Content Share Related Document Viewer Profiled Tags Std. Filters Search Results Home View/Edit/Tag Personalized Home Personalized Search Results “My Page” Human Factors International © 2008 26
  27. 27. From monolithic sites to an eChannel continuum Today Internal Client .com Portal portal Tomorrow SCORE Process View View Publish Collaborate Collaborate Upload Upload Blog Discuss Wiki Wiki Rate Rate Practitioner Clients + Visitors Apps Apps Tag Tag Rate Upload Blog Discuss Blog Discuss Tag Human Factors International © 2008 27
  28. 28. Enterprise 2.0 Connect people with people Collaborate in context Don’t throw away your taxonomist Manage cultural change (at the top) Extend the inside to the outside Human Factors International © 2008 28
  29. 29. Connectedness, contribution, and collaboration 1. Influence and persuade 2. Get your audience off the couch, enable contribution 3. Collaborate contextually Get to know… for 3.0! Human Factors International © 2008 29
  30. 30. Headquarters Minneapolis Bangalore, India 410 West Lowe 8400 Normandale Lake Blvd, Suite 920 310/6 HR Complex, 2nd Floor Fairfield, IA 52556 Minneapolis, MN 55437 Koramangala, 5th Block Phone: (800) 242-4480 (641) 472-4480 Phone: (952) 820-4442 Bangalore 560 095 Fax: (641) 472-5412 Fax: (952) 921-2306 Tel: +91 (80) 5150 7221/22/23 Fax: +91 (80) 5150 7220 Boston New York 1050 Waltham Street, 1 Penn Plaza Mumbai, India Suite 410 Lexington, MA 02421 New York, NY 10014 Chemtex House, 4th Floor Phone: (781) 860-7200 Phone: (212) 905-3495 Main street, Hiranandani Gardens Fax: (781) 860-7979 Powai, Mumbai - 400 076 Phone: 91 (22) 2570 8464/65/66 Fax: 91 (22) 2570 8468 Pondicherry, India Aurelec Premises, Prayogashala Kuilapalayam Village San Francisco Auroville 605 101 235 Montgomery Street Phone: +91 413 26232 95/96 Baltimore Suite 810 Fax: +91 413 2623297 1720 Thames Street San Francisco, CA 94104 Singapore Baltimore, MD 21231 Phone: (415) 765-0962 9 Raffles Place, Phone: (410) 327-1012 / 1013 Fax: (415) 765-0961 Level 58 Republic Plaza, Fax : (410) 327-1014 Singapore 048619 London, UK Tel: +65 6823 1368 Chicago Winchester House Fax: +65 6823 1377 8700 W. Bryn Mawr Avenue 259-269 Old Marylebone Road London NW1 5RA UK China Suite 800 South Tel +44 (0) 20 7170 4164 407, No. 555, Nanjing Road West Chicago, IL 60631-3507 Fax +44 (0) 20 7170 4161 Shanghai, China 200041 Phone: (773) 714-2362 Phone: +86-21-52132061 Fax: (773) 714-4910 Fax: +86-21-52132062 Human Factors International © 2008 30