The Assembled Web Web Content,
Community, and Commerce Management 23 September 2009 John Eckman [email_address] http://twitter.com/jeckman http://www.openparenthesis.org/

How Did We Get Here?
<ul><li>Assembled Web Overview </li></ul>Era Characteristics Limitations Web of Documents Content-centric Static HTML experiences / lightweight CMS Focus on eyeballs, stickiness “ The web is a giant universal library for information” Results in Brochure-ware Experiences are not engaging Not digitally native Not interactive / immersive Web of Transactions Commerce-centric Focus on conversion rates “ The web is a giant universal marketplace for buying and selling things” No loyalty to merchants No depth of experience No social interaction Transactional focus often resulted in weak content – don’t distract the buyer Web of Communities (aka “Web 2.0”) Community-centric Focus on “engagement” “ The web is a giant universal cocktail party / high school reunion / community” Struggle to find business models Community for community’s sake Herd mentality Cost of community management underestimated

The Assembled Web <ul><li>Conceptual Framework
</li></ul>

Integrated Experiences <ul><li>Example: CNN and
Facebook </li></ul>

Integrated Experiences <ul><li>Example: Rue La
La </li></ul>

Integrated Experiences <ul><li>Example: Fangento (Social
Shopping) </li></ul>

Beyond the Site <ul><li>Examples: SlideShare,
Dopplr </li></ul>

Beyond the Site <ul><li>Example: New
England Patriots Event Viewer </li></ul>

The Assembled Web <ul><li>Reference Architecture
</li></ul>

10 Principles (Notes Toward a
Manifesto) <ul><li>You should always be thinking multi-site, multi-interface, multi-project. </li></ul><ul><li>Success on the web is no longer . . . about driving traffic to your site, or keeping eyeballs there once they arrive. </li></ul><ul><li>Your brand is not what you say it is, but what . . . the Internet says it is. </li></ul><ul><li>Design is critical, and design is not about pretty shiny objects. </li></ul><ul><li>The internet itself, like the *nix operating systems on which it (almost entirely) runs, is a set of small pieces loosely joined. </li></ul><ul><li>The difference between “behind the firewall” and “out in the cloud” is trending toward zero. </li></ul><ul><li>There is no defensible reason to invent a proprietary standard wherever an open standard exists. </li></ul><ul><li>Working in isolation from the rest of the internet is inherently limiting and dangerous. </li></ul><ul><li>Consumer Technology is beating Enterprise IT, and soundly. </li></ul><ul><li>Small incremental releases are essential. </li></ul><ul><li>The Assembled Web </li></ul>

What does this mean to
the CIO? <ul><li>Increased Collaboration </li></ul><ul><ul><li>With business partners </li></ul></ul><ul><ul><li>With external communities </li></ul></ul><ul><li>Demand for Agility </li></ul><ul><ul><li>Changing business environment </li></ul></ul><ul><ul><li>Changing consumer expectations </li></ul></ul><ul><li>Balance Influence and Control </li></ul><ul><ul><li>Not “my way or the highway” </li></ul></ul><ul><ul><li>Not “anything goes” </li></ul></ul><ul><li>Assembled Web </li></ul>

Relevant Technologies, Approaches, and Standards
<ul><li>The Cloud </li></ul><ul><ul><li>Software as a Service, Infrastructure as a Service, Platform as a Service </li></ul></ul><ul><ul><li>Autoscaling, autoprovisioning, metered utility </li></ul></ul><ul><li>Services Oriented Architectures </li></ul><ul><ul><li>“ Lightweight” SOA </li></ul></ul><ul><ul><li>RESTful services, simple coordination </li></ul></ul><ul><li>Application Programming Interfaces </li></ul><ul><ul><li>For internal consumption </li></ul></ul><ul><ul><li>For leverage by external parties </li></ul></ul><ul><li>The Open Stack </li></ul><ul><ul><li>OpenID, OAuth, oEmbed, OpenSocial, ActivityStreams, Portable Contacts </li></ul></ul><ul><ul><li>The Closed Stack: Facebook Connect </li></ul></ul><ul><li>Open Source </li></ul><ul><ul><li>Collaborative Engineering, Crowdsourcing, Open Innovation </li></ul></ul><ul><ul><li>Cost of Maintenance, Regression Testing </li></ul></ul><ul><ul><li>Opportunity to Experiment, Lower cost of Failure </li></ul></ul>

Thanks <ul><li>John Eckman </li></ul><ul><li>[email_address] </li></ul><ul><li>http://twitter.com/jeckman
</li></ul><ul><li>http://www.openparenthesis.org/ </li></ul>