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“User” Rehab:
A story of redemption
          Bradley Horowitz
    bradleyh@yahoo-inc.com
VP Advanced Development Division...
User - Wiktionary Defn.




                          2
Turning “users” into People…


    Moving beyond “users”…

                2
                1     creators

             ...
Web 2.0 Community Dynamics



            100% creators

            100% synthesizers

            100% consumers




   ...
Happenstance artistes…


Anyone with a ________ is now a ________
                                 author
              ke...
Where is this leading?




                         6
Turning “users” into Editors

Interestingness…

• Based on implicit,
  organic measures
• Retroactive
• Less susceptible
 ...
Turning “users” into Taggers


             Another form is quot;throw-
             upsquot; which are normally
         ...
Tagging
People Organized Content
Content is tagged, described, organized, discovered, etc. not by “editors” but by the
“us...
A Digression:
Computer Vision is hard




                          10
FOWALONDON07    @yahoo.com?


               Phone can provide context

               - time
               - place (GPS,...
Emergent knowledge




                     12
Mental maps: TagMaps




                       13
Jaguar Clusters




                  14
Love Clusters




                15
Lotsa tags!

• Low barriers to participation
• Messy / easy at data entry time…
  but lots of data helps to make sense of ...
Turning “users” into neighbors




                                 17
Publisher’s reln. to her audience

211.43.201.11 - - [25/Jan/2007:04:00:42 -0800] quot;GET /blog/?feed=rss HTTP/1.0quot; 2...
Publisher’s reln. to her audience




                                    19
Instant community




                    20
Site owner owns the community




                                21
MyBlogLog connects people where
                           they are, all over the web

        Since I joined MyBlogLog la...
Turning the lights on…




                         23
MyBlogLog integration


Add this single line of javascript to a web page…


•   <script type=quot;text/javascriptquot;
   ...
Pipes: Rewire the Web




                        25
Pushing HTML to the “users”


New York
 Times


 <HTML><HEAD>…
 </BODY></HTML>


 <HTML><HEAD>…
 </BODY></HTML>




   Fli...
Mashup’s for the masses: RSS!


New York
 Times



<RSS version=“2.0”>
     </RSS>




    Flickr

                       ...
A real-world task

Find an apartment for rent walking distance from a
  daycare center…




                              ...
Give the “users” (crack) Pipes!




                                  29
Apartments Near Something




                            30
Sampling v. Synthesizing




              In music, sampling is the act of taking a portion, or
               sample, of...
Web 2.0 Community Dynamics



            100% creators

            100% synthesizers

            100% consumers




   ...
Thank You!




        Bradley Horowitz
           VP of ADD
           Yahoo, Inc.

     bradleyh@yahoo-inc.com




     ...
200490966
3EiGUH7F37
unlimited minutes within 24 hours
from first log-in
31-12-2008




                                  ...
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Bradley Horowitz @ FOWA Feb 07

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Bradley Horoqitz of Yahoo! speaking at Future of Web Apps in London, February 2007.

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Bradley Horowitz @ FOWA Feb 07

  1. “User” Rehab: A story of redemption Bradley Horowitz bradleyh@yahoo-inc.com VP Advanced Development Division Yahoo!, Inc. Q1 2007
  2. User - Wiktionary Defn. 2
  3. Turning “users” into People… Moving beyond “users”… 2 1 creators 10 4 synthesizers 8 100 consumers 3
  4. Web 2.0 Community Dynamics 100% creators 100% synthesizers 100% consumers 4
  5. Happenstance artistes… Anyone with a ________ is now a ________ author keyboard photographer camera deejay iPod publisher browser 5
  6. Where is this leading? 6
  7. Turning “users” into Editors Interestingness… • Based on implicit, organic measures • Retroactive • Less susceptible to “gaming” or agendas • Works! 7
  8. Turning “users” into Taggers Another form is quot;throw- upsquot; which are normally quickly done pieces featuring very simple pieces using few colors, sacrificing aesthetics for speed. - wikipedia 8
  9. Tagging People Organized Content Content is tagged, described, organized, discovered, etc. not by “editors” but by the “users” themselves. 9
  10. A Digression: Computer Vision is hard 10
  11. FOWALONDON07 @yahoo.com? Phone can provide context - time - place (GPS, CPT) - identity - copresence (Bluetooth) - crowd effects - ancillary database 11
  12. Emergent knowledge 12
  13. Mental maps: TagMaps 13
  14. Jaguar Clusters 14
  15. Love Clusters 15
  16. Lotsa tags! • Low barriers to participation • Messy / easy at data entry time… but lots of data helps to make sense of it later 16
  17. Turning “users” into neighbors 17
  18. Publisher’s reln. to her audience 211.43.201.11 - - [25/Jan/2007:04:00:42 -0800] quot;GET /blog/?feed=rss HTTP/1.0quot; 200 4865 quot;-quot; quot;openmaru feed aggregator 0.1quot; 222.231.15.180 - - [25/Jan/2007:04:01:21 -0800] quot;GET /blog/?feed=rss HTTP/1.0quot; 200 4865 quot;-quot; quot;HanRSS/1.0 (http://www.hanrss.com; 1 subscriber)quot; 64.4.8.131 - - [25/Jan/2007:04:03:23 -0800] quot;GET /blog/ HTTP/1.0quot; 200 56366 quot;-quot; quot;msnbot/1.0 (+http://search.msn.com/msnbot.htm)quot; 207.126.230.225 - - [25/Jan/2007:04:03:30 -0800] quot;GET /favicon.ico HTTP/1.1quot; 304 - quot;http://dial.sbc.yahoo.com/p/d.htmlquot; quot;Mozilla/5.0 (Windows; U; Windows NT 5.1; en-US; rv:1.8.1.1) Gecko/20061204 Firefox/2.0.0.1quot; 72.237.73.67 - - [25/Jan/2007:04:03:36 -0800] quot;GET /blog/?cat=10 HTTP/1.1quot; 200 16415 quot;-quot; quot;Mozilla/5.0quot; 72.237.73.67 - - [25/Jan/2007:04:03:38 -0800] quot;GET /blog/?p=10 HTTP/1.1quot; 200 13794 quot;-quot; quot;Mozilla/5.0quot; 207.126.230.225 - - [25/Jan/2007:04:03:47 -0800] quot;GET /favicon.ico?.yslowt=1169726627372 HTTP/1.1quot; 200 1406 quot;-quot; quot;Mozilla/5.0 (Windows; U; Windows NT 5.1; en-US; rv:1.8.1.1) Gecko/20061204 Firefox/2.0.0.1quot; 24.138.234.251 - - [25/Jan/2007:04:03:55 -0800] quot;GET /blog/?feed=rss2&p=8 HTTP/1.0quot; 200 5128 quot;-quot; quot;Mozilla/4.0 (compatible; MSIE 6.0; Windows NT 5.1; SV1)quot; 193.49.124.107 - - [25/Jan/2007:04:04:27 -0800] quot;GET /robots.txt HTTP/1.1quot; 304 - quot;-quot; quot;NG/2.0quot; 212.134.155.210 - - [25/Jan/2007:04:04:40 -0800] quot;GET /blog/?feed=atom HTTP/1.0quot; 200 50697 quot;-quot; quot;AppleSyndication/54quot; 72.30.216.107 - - [25/Jan/2007:04:06:24 -0800] quot;GET /blog/?m=200602 HTTP/1.0quot; 200 18512 quot;-quot; quot;Mozilla/5.0 (compatible; Yahoo! Slurp; http://help.yahoo.com/help/us/ysearch/slurp)quot; 74.52.87.85 - - [25/Jan/2007:04:09:43 -0800] quot;GET /blog/?p=64 HTTP/1.1quot; 200 12273 quot;quot; quot;Mozilla/4.0 (compatible; MSIE 5.5; Windows 98; Win 9x 4.90)quot; Oh! I got a visit from 18.85.225.206 at 12:31 today! 74. 69.180.26.237 - - [25/Jan/2007:04:10:34 -0800] quot;GET /favicon.ico HTTP/1.1quot; 304 - quot;http://my.yahoo.com/p/d.htmlquot; quot;Mozilla/5.0 (Windows; U; Windows NT 5.1; en-US; rv:1.8.1.1) Gecko/20061204 Firefox/2.0.0.1quot; 74.6.67.123 - - [25/Jan/2007:04:11:16 -0800] quot;GET /blog/?m=20060624 HTTP/1.0quot; 200 16536 quot;-quot; quot;Mozilla/5.0 (compatible; Yahoo! Slurp; http://help.yahoo.com/help/us/ysearch/slurp)quot; 66.150.96.118 - - [25/Jan/2007:04:13:28 -0800] quot;GET /blog/index.php?&feed=rss2 HTTP/1.1quot; 304 - quot;-quot; quot;FeedBurner/1.0 (http://www.FeedBurner.com)quot; 65.214.44.29 - - [25/Jan/2007:04:14:09 -0800] quot;GET /blog/?feed=rss2 HTTP/1.1quot; 200 50314 quot;-quot; quot;Bloglines/3.1 (http://www.bloglines.com; 6 subscribers)quot; 72.30.216.88 - - [25/Jan/2007:04:18:16 -0800] quot;GET /blog/?p=62 HTTP/1.0quot; 200 23205 quot;-quot; quot;Mozilla/5.0 (compatible; Yahoo! Slurp; http://help.yahoo.com/help/us/ysearch/slurp)quot; 70.87.56.46 - - [25/Jan/2007:04:18:21 -0800] quot;GET /blog/?p=24 HTTP/1.1quot; 200 8882 quot;quot; quot;Mozilla/4.0 (compatible; MSIE 5.5; Windows 98; Win 9x 4.90)quot; 61.17.229.126 - - [25/Jan/2007:04:19:08 -0800] quot;POST /blog/wp-trackback.php?p=24 HTTP/1.1quot; 200 94 quot;quot; quot;Mozilla/4.0 (compatible; MSIE 5.5; Windows 98; Win 9x 4.90)quot; 72.14.199.3 - - [25/Jan/2007:04:20:17 -0800] quot;GET /blog/?feed=rss HTTP/1.1quot; 200 4881 quot;-quot; quot;Feedfetcher-Google; (+http://www.google.com/feedfetcher.html)quot; 72.14.199.8 - - [25/Jan/2007:04:20:38 -0800] quot;GET /blog/?feed=atom HTTP/1.1quot; 200 50713 quot;-quot; quot;Feedfetcher-Google; (+http://www.google.com/feedfetcher.html)quot; 38.102.128.140 - - [25/Jan/2007:04:21:50 -0800] quot;GET /blog/?feed=rss2&p=5 HTTP/1.1quot; 200 6939 quot;-quot; quot;Mozilla/5.0 (X11; U; Linux i686; en-US; rv:1.2.1; Rojo 1.0; http://www.rojo.com/corporate/help/agg/; Aggregating on behalf of 1 subscriber(s) online at http://www.rojo.com/?feed-id=2587649) Gecko/20021130quot; 64.78.155.100 - - [25/Jan/2007:04:23:03 -0800] quot;GET /blog/?feed=rss2 HTTP/1.1quot; 200 50314 quot;-quot; quot;NewsGatorOnline/2.0 (http://www.newsgator.com; 4 subscribers)quot; 65.55.208.92 - - [25/Jan/2007:04:23:37 -0800] quot;GET /robots.txt HTTP/1.0quot; 200 50 quot;-quot; quot;msnbot/1.0 (+http://search.msn.com/msnbot.htm)quot; 65.55.208.92 - - [25/Jan/2007:04:23:38 -0800] quot;GET /blog/?cat=5 HTTP/1.0quot; 200 22429 quot;-quot; quot;msnbot/1.0 (+http://search.msn.com/msnbot.htm)quot; 72.237.73.67 - - [25/Jan/2007:04:23:50 -0800] quot;GET /blog/?p=5 HTTP/1.1quot; 200 110865 quot;-quot; quot;Mozilla/5.0quot; 69.180.26.237 - - [25/Jan/2007:04:25:50 -0800] quot;GET /favicon.ico HTTP/1.1quot; 304 - quot;http://my.yahoo.com/p/d.htmlquot; quot;Mozilla/5.0 (Windows; U; Windows NT 5.1; en-US; rv:1.8.1.1) Gecko/20061204 Firefox/2.0.0.1quot; 74.6.74.226 - - [25/Jan/2007:04:27:50 -0800] quot;GET /robots.txt HTTP/1.0quot; 200 50 quot;-quot; quot;Mozilla/5.0 (compatible; Yahoo! Slurp; http://help.yahoo.com/help/us/ysearch/slurp)quot; 74.6.73.231 - - [25/Jan/2007:04:27:51 -0800] quot;GET /blog/?feed=rss2&p=56 HTTP/1.0quot; 304 - quot;-quot; quot;Mozilla/5.0 (compatible; Yahoo! Slurp; http://help.yahoo.com/help/us/ysearch/slurp)quot; 64.4.8.131 - - [25/Jan/2007:04:28:12 -0800] quot;GET /blog/?cat=4 HTTP/1.0quot; 200 27144 quot;-quot; quot;msnbot/1.0 (+http://search.msn.com/msnbot.htm)quot; 64.4.8.131 - - [25/Jan/2007:04:28:25 -0800] quot;GET /blog/?cat=1 HTTP/1.0quot; 200 25546 quot;-quot; quot;msnbot/1.0 (+http://search.msn.com/msnbot.htm)quot; 64.4.8.131 - - [25/Jan/2007:04:28:37 -0800] quot;GET /blog/?cat=2 HTTP/1.0quot; 200 26949 quot;-quot; quot;msnbot/1.0 (+http://search.msn.com/msnbot.htm)quot; 200.87.117.58 - - [25/Jan/2007:04:28:55 -0800] quot;POST /blog/wp-comments-post.php HTTP/1.0quot; 302 0 quot;http://www.elatable.com/blog/?p=59quot; quot;Mozilla/4.0 (compatible; MSIE 5.5; Windows NT)quot; 64.34.176.164 - - [25/Jan/2007:04:29:22 -0800] quot;GET /blog/?feed=atom HTTP/1.1quot; 200 50713 quot;-quot; quot;Mozilla/5.0 (X11; U; Linux i686; en-US; rv:1.2.1; aggregator:Tailrank; http://tailrank.com/robot) Gecko/20021130quot; 66.150.96.118 - - [25/Jan/2007:04:29:44 -0800] quot;GET /blog/index.php?&feed=rss2 HTTP/1.1quot; 304 - quot;-quot; quot;FeedBurner/1.0 (http://www.FeedBurner.com)quot; 64.4.8.131 - - [25/Jan/2007:04:30:18 -0800] quot;GET /blog/?cat=7 HTTP/1.0quot; 200 16739 quot;-quot; quot;msnbot/1.0 (+http://search.msn.com/msnbot.htm)quot; 64.4.8.131 - - [25/Jan/2007:04:30:18 -0800] quot;GET /blog/?cat=8 HTTP/1.0quot; 200 16745 quot;-quot; quot;msnbot/1.0 (+http://search.msn.com/msnbot.htm)quot; 64.4.8.131 - - [25/Jan/2007:04:30:23 -0800] quot;GET /blog/?cat=20 HTTP/1.0quot; 200 17358 quot;-quot; quot;msnbot/1.0 (+http://search.msn.com/msnbot.htm)quot; 72.14.199.8 - - [25/Jan/2007:04:30:52 -0800] quot;GET /blog/?feed=rss2 HTTP/1.1quot; 200 50314 quot;-quot; quot;Feedfetcher-Google; (+http://www.google.com/feedfetcher.html)quot; 202.162.230.107 - - [25/Jan/2007:04:31:23 -0800] quot;GET /blog/?feed=rss HTTP/1.1quot; 200 4881 quot;-quot; quot;Java/1.5.0_05quot; 18
  19. Publisher’s reln. to her audience 19
  20. Instant community 20
  21. Site owner owns the community 21
  22. MyBlogLog connects people where they are, all over the web Since I joined MyBlogLog last month, I have met some really incredible people whom I doubt I would have met otherwise. I’d not done anything to build my ‘community’ except happen to be a member - but now this site has 539 ‘members’! Reason No. 38 Why I’m Becoming A Huge “MyBlogLog” Fan http://abowlofstupid.com/arts-entertainment/reason-no-38-why-im-becoming-a-huge-mybloglog-fan http://www.problogger.net/archives/2007/01/23/problogger-mybloglog/ 22
  23. Turning the lights on… 23
  24. MyBlogLog integration Add this single line of javascript to a web page… • <script type=quot;text/javascriptquot; src=quot;http://pub.mybloglog.com/comm2.php?mblID=2006111120453914&c_width=180&c_sn_ opt=y&c_rows=5&c_img_size=f&c_heading_text=Recent+Readers&c_color_heading_bg=00 < don’t blink! > 5A94&c_color_heading=ffffff&c_color_link_bg=E3E3E3&c_color_link=005A94&c_color_bott om_bg=005A94quot;></script> 24
  25. Pipes: Rewire the Web 25
  26. Pushing HTML to the “users” New York Times <HTML><HEAD>… </BODY></HTML> <HTML><HEAD>… </BODY></HTML> Flickr 26
  27. Mashup’s for the masses: RSS! New York Times <RSS version=“2.0”> </RSS> Flickr 27
  28. A real-world task Find an apartment for rent walking distance from a daycare center… 28
  29. Give the “users” (crack) Pipes! 29
  30. Apartments Near Something 30
  31. Sampling v. Synthesizing In music, sampling is the act of taking a portion, or sample, of one sound recording and reusing it as an instrument or element of a new recording. 31
  32. Web 2.0 Community Dynamics 100% creators 100% synthesizers 100% consumers 32
  33. Thank You! Bradley Horowitz VP of ADD Yahoo, Inc. bradleyh@yahoo-inc.com 33
  34. 200490966 3EiGUH7F37 unlimited minutes within 24 hours from first log-in 31-12-2008 34

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