Web 2.0 Challenges & Opportunities


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This provides an overview of core principles of Web 2.0/Social Computing systems and how organizations can learn from them through technology deployment, community creation, and application of the social computing principles in development of traditional enterprise systems.

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  • Web 2.0 Challenges & Opportunities

    1. 1. Web 2.0: Opportunities & Challenges Brian S. Butler, MSIA, Ph.D. Associate Professor of Business Administration [email_address]
    2. 2. What do these have in common? <ul><li>Google buys YouTube for $1.65bn (October 2006) </li></ul><ul><li>Apache Web Server, an Open Source Software project, is the infrastructure for ~50% of all websites </li></ul><ul><li>Wikipedia has 2 million+ articles, all created by volunteers </li></ul><ul><li>Massively Multiplayer Online Games were a $1 billion market in North America & Europe in 2006 </li></ul><ul><li>Dell, IBM, and others creating spaces in Second Life </li></ul><ul><li>Time Magazine making “You” the person of the year </li></ul>
    3. 3. Today’s Agenda <ul><li>What is Web 2.0? </li></ul><ul><li>Organizational Applications of Web 2.0 </li></ul><ul><li>Principles of Successful Web 2.0 Efforts </li></ul>Adidas in Second Life
    4. 4. What is Web 2.0? <ul><li>Technologies – Facilitating technologies </li></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Wikis </li></ul></ul><ul><ul><li>Social networking technologies </li></ul></ul><ul><ul><li>Predictive markets </li></ul></ul><ul><ul><li>Virtual worlds </li></ul></ul><ul><ul><li>RSS </li></ul></ul><ul><ul><li>Ajax </li></ul></ul><ul><ul><li>Web Services and Service Oriented Architectures </li></ul></ul><ul><li>Techniques – Prompting and leveraging voluntary social activity </li></ul><ul><ul><li>Social tagging, bookmarking, and filtering </li></ul></ul><ul><ul><li>Mashups, aggregation, and recombination </li></ul></ul><ul><ul><li>Social network analysis </li></ul></ul><ul><ul><li>Referrals, sharing, and word-of-mouth </li></ul></ul><ul><ul><li>Crowdsourcing & Human Computation </li></ul></ul><ul><li>Communities - High profile examples </li></ul><ul><ul><li>Wikipedia </li></ul></ul><ul><ul><li>MySpace, Orkut, LinkedIn </li></ul></ul><ul><ul><li>Flickr, Fotolog </li></ul></ul><ul><ul><li>Second Life </li></ul></ul><ul><ul><li>Google Maps </li></ul></ul><ul><ul><li>YouTube </li></ul></ul>
    5. 5. So now that that’s cleared up…
    6. 6. Working Definition <ul><li>Web 2.0 refers to a collection of technologies and techniques that mobilize highly-distributed, latent resources by facilitating voluntary individual action within sustainable communities </li></ul>
    7. 7. Organizational Use of Web 2.0 Technologies <ul><li>Use of formally managed blogs for distributing announcements </li></ul><ul><li>Restricted wikis as a platform for team archives and document distribution </li></ul><ul><li>Second Life as a meeting support tool or training platform </li></ul><ul><li>Service Oriented Architectures (SOA) as a basis for corporate infrastructure </li></ul><ul><li>Ajax and RSS as a tool for implementing web-based systems and portals </li></ul>
    8. 8. Types of Web 2.0 Efforts Inside an Organization Created Community Existing Community Outside an Organization Awareness Campaigns, Distribution of Media Products, Innocentive Nike, Lostpedia, MySpace, IBM Eclipse, Wikipedia Distributed Project Teams Communities of Practice
    9. 9. Resource Flows in Traditional Systems Use External Support <ul><li>Resources </li></ul><ul><ul><li>Data </li></ul></ul><ul><ul><li>Attention </li></ul></ul><ul><ul><li>Time </li></ul></ul><ul><ul><li>Hardware </li></ul></ul><ul><ul><li>Infrastructure </li></ul></ul><ul><ul><li>Software </li></ul></ul><ul><li>Benefits </li></ul><ul><ul><li>Information </li></ul></ul><ul><ul><li>Analyses </li></ul></ul>Use External Impact
    10. 10. The Web 2.0 Resource – Benefits Cycle Use External Support <ul><li>Resources </li></ul><ul><ul><li>Data </li></ul></ul><ul><ul><li>Attention </li></ul></ul><ul><ul><li>Time </li></ul></ul><ul><ul><li>Hardware </li></ul></ul><ul><ul><li>Infrastructure </li></ul></ul><ul><ul><li>Software </li></ul></ul><ul><li>Benefits </li></ul><ul><ul><li>Information </li></ul></ul><ul><ul><li>Analyses </li></ul></ul><ul><ul><li>Visibility </li></ul></ul><ul><ul><li>Reputation </li></ul></ul><ul><ul><li>Social Support </li></ul></ul>Use Contribution External Impact
    11. 11. Leveraging Diverse Motivations and Needs <ul><li>Successful Web 2.0 efforts bring together complementary needs and motivations in synergistic communities </li></ul>
    12. 12. Seeding and Controlling Structures <ul><li>Wikipedia contains 3+ millions articles created by volunteers working without formal supervision… </li></ul><ul><li>but this community has clearly defined leaders, roles, governance structures, and policies </li></ul><ul><li>Technology and techniques provide a context in which the activities can occur – rather than attempting to ensure that they do occur </li></ul>
    13. 13. Web 2.0 Ecology <ul><li>Expect turnover </li></ul><ul><ul><li>Successful communities have more turnover than unsuccessful ones (not less) </li></ul></ul><ul><ul><li>Focus on managing flows of people (not on capturing specific individuals people) </li></ul></ul><ul><li>Accounting for competition </li></ul><ul><ul><li>Overall impact on the community and </li></ul></ul><ul><ul><li>Differential impact on member segments </li></ul></ul><ul><li>Selection vs. Design </li></ul><ul><ul><li>Many community efforts fail (plan for and take advantage of it) </li></ul></ul>
    14. 14. Be Aware of Hype <ul><li>Hype (exaggeration, overstatement, etc.) is a bad indicator of the true impact or importance of an innovation </li></ul><ul><li>The level and type of hype is a good indicator of the development of the collective knowledge, experience, and expertise around an innovation (e.g. hype cycle) </li></ul><ul><li>Hype is a valuable tool for assessing the risk of engaging an innovation (not the benefits) </li></ul>
    15. 15. Key Takeaways <ul><li>Web 2.0 refers to a collection of technologies and techniques that mobilize high-distributed, latent resources by facilitating voluntary individual actions within sustainable communities </li></ul><ul><li>Web 2.0 can be used in a variety of ways (technology use, community building, community engagement) </li></ul><ul><li>Successful Web 2.0 efforts: </li></ul><ul><ul><li>Create and maintain a sustainable resource-benefit cycle by </li></ul></ul><ul><ul><li>Integrating diverse needs and motivations, </li></ul></ul><ul><ul><li>Providing structures that seed desired activity, and </li></ul></ul><ul><ul><li>Account for the Web 2.0 ecology </li></ul></ul><ul><ul><li>Use hype as a valuable signal of risks not benefits and impact (and plan resources, development strategy, and evaluation metrics accordingly) </li></ul></ul>