Upload Tag Share Discuss: Content Management in the Age of User Participation

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Jun. 17, 2008

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Upload Tag Share Discuss: Content Management in the Age of User Participation

  1. Upload, Tag, Share, Discuss: Content Management in the Age of User Participation John Eckman Sr. Director, Optaros Labs Web Content 2008 June 18th, 2008
  2. Spaces for Content, Interaction We join spokes together in a wheel, but it is the center hole that makes the wagon move. We shape clay into a pot, but it is the emptiness inside that holds whatever we want. We hammer wood for a house, but it is the inner space that makes it livable. We work with being, but non-being is what we use. - Tao Te Ching, Chapter 11 v3.html#11
  3. Content Management: For Professionals Only?
  4. Special Permissions for Authors, Editors
  5. How are users participating? • Blogs (comments, trackback)
  6. How are users participating? Blogs Microblogging
  7. How are users participating? Blogs Microblogging Wikis
  8. How are users participating? Blogs Microblogging Wikis User Contributed Content (Photos, Videos, News)
  9. How are users participating? Blogs Microblogging Wikis User Contributed Content (Photos, Videos, News) Social Networking
  10. How are users participating? Blogs Microblogging Wikis User Contributed Content (Photos, Videos, News) Social Networking Collaborative Filtering
  11. How are users participating? Blogs Microblogging Wikis User Contributed Content (Photos, Videos, News) Social Networking Collaborative Filtering Tagging, Folksonomy
  12. Contrary to what you may have heard, there is still a role for the content management professional in the age of participation
  13. Social Control Social mechanisms ● which regulate human behavior Internalization of ● norms and values External sanctions ● Reward – Punishment –
  14. Library: Orderly, Quiet, Non-Participatory
  15. Coffehouse: Polite, Conversational
  16. Mardi Gras: Laissez les bon-temps roulez!
  18. Loose Structures Encourage Participation
  19. Someone's Gotta Drive the Bus
  20. Terms of Service Regulate Behavior ● But over-reliance on ● TOS is dangerous Avoid Surprises ● Social Norms more ● effective than explicit regulations Code is Law ●
  21. Must Cover Privacy Appropriate Ownership ● ● ● Behavior What you won't do – User Contributed Content – What they can't – Rights to Reuse Sanctions for bad behavior – – do Guidelines/Process of – appeal
  22. Identity Anonymity can lead ● to bad behavior That bad behavior is ● worse in the aggregate Reputation is a strong ● curb on bad behavior You wanna go . . . where everybody knows your name
  23. Initial Inertia: The Empty Dancefloor Initial Scale
  24. It's OK to “Seed” Content
  25. Rapid Growth Control growth ● Registrations, Invites ● “Exclusivity for ● Everyone”
  26. Failure is Visible “That place is so crowded ● no one goes there anymore” - Yogi Berra Remember Friendster? ● Plan for wild success, ● spend for moderate success
  27. Everyone Loves Exclusivity
  28. Moderation Unmoderated ● Meta-moderated ● Community ● moderated Post-moderated ● Fully moderated ●
  29. Man: Well, what've you got? Waitress: Well, there's egg and bacon; egg sausage and bacon; egg and spam; egg bacon and spam; egg bacon sausage and spam; spam bacon sausage and spam; spam egg spam spam bacon and spam; spam sausage spam spam bacon spam tomato and spam; Spam spam spam spam ...spam spam spam egg and spam; spam spam spam spam spam spam baked beans spam spam spam ...or Lobster Thermidor a Crevette with a mornay sauce served in a Provencale manner with shallots and aubergines garnished with truffle pate, brandy and with a fried egg on top and spam. Wife: Have you got anything without spam? Waitress: Well, there's spam egg sausage and spam, that's not got much spam in it.
  30. Spam Keep out the Bots Registration wall ● ● CAPTCHA (Completely Automated Higher barrier to entry for bad and – – Turing Test To Tell Computers and good alike Humans Apart) Creates spam registrations as bots – CAPTCHA-like interfaces register – Watch for specific behaviors Constant vigilance and moderation ● ● Akismet, Mollom With community help – flag as – – spam, flag as inappropriate Spam-Protection-by-Obscurity – (non-obvious field names) but remember accessibility ●
  31. Client Case Study: Endeca Building a partner community for innovation The Challenge: • Create an online knowledge-sharing and collaboration community for employees, customers, and partners • Provide controlled access to thousands of technical documents, best practices, code samples, case studies, and other content • Address department-specific requirements for metadata and content approval • Support future initiatives for interaction and participation • Meet a 13-week deadline Assembly Highlights: “The solution that  180 users the first day, 360 the first Optaros assembled week, more than 1000 the first for us lets us interact month with our audiences  Site integrates portal, content, and with speed, flexibility The Company: blog servers with a seamless user and differentiation.” interface • Endeca Technologies, a next-generation information access  Content is personalized to match company user preferences  Content approval rules can be • Information access platform is used by many leading adjusted for each department companies and government agencies - Colby Dyess  Reusable assembly for internal • Headquarters in Cambridge, MA, USA and operations Endeca community (e.g. blogging, Product Manager worldwide Endeca Wiki)
  32. Client Case Study: Endeca Building a partner community for innovation (Cont’d) Flexibility: “By offering our Key Components: customers and partners a seamless  Enterprise 2.0 open source assembly designed for Client Preferred Component way to educate Endeca’s needs and preferences  Endeca Search Engine themselves and interact with peers we  Content approval rules are adjustable for individual Open Source Software are creating loyalty to departments using Alfresco's embedded JBPM workflow Web Presentation: the site and to engine  Liferay Portal [JSR-168] Endeca.”  Enterprise 2.0 stack can be leveraged and reused for  Forums: Liferay Forums Endeca’s internal community site - Colby Dyess  Alfresco: Content Differentiators: Presentation [JSR- 170] Product Manager  Loose assembly architecture allows easy replacement of Endeca pluggable modules and the ability to experiment  Additional AJAX integration with, prototype “Endeca customers  DWR (Direct Web Remoting) Differentiation: and partners have been toolkit for javascript the driving force  Blogs: Wordpress  Vibrant online community builds stronger relationships behind our initiatives with customers and partners to encourage relationship building Web Services:  Users can access thousands of technical documents, and the open exchange  Used to integrate Liferay with tools and utilities, code samples, case studies and other of ideas and best Alfresco content practices. EDeN is the culmination of these Back-end Components:  Metadata tags identify relevant search content to match efforts…”  Alfresco content repository user profile  JBoss Application Server  Social networking and knowledge-sharing for e-business  Red Hat Directory Server (blogs for executives and technical staff, feedback, - Colby Dyess (LDAP) for user and group forums) Product Manager management Endeca  New participation and collaboration features coming soon
  33. Endeca EDeN Architecture Presentation Services  RSS Portlet  Forums Portlet  Custom Search Portlets  Custom Alfresco Portlets  SOAP WS Site-wide Search  Guided Navigation  LDAP SOAP WS Content Spotlighting  JDBC JDBC CTO Blog Custom Content Model   Employee Advanced Workflow   User Profiles  Blogs Custom Actions  Preferences  Minor Web Client Cust.  All File-based Content  Batch Job
  34. “Professional” content and ● “Amateur” content in one place Higher ad revenue sales for ● mixture than for pure UGC Conversations are two way ● Automatic list generation ● based on user activity is UGC! Most recommended – Most viewed – Most shared – Recent comments –
  35. Calls to action guide user ● behavior Remember “Code is law” - guide ● behavior through enabling technology It may be necessary to seed ● content
  36. Case study: Local Online Community Site Challenge • Create new website that would become a primary channel for building community in the local Chicago market • Leverage content produced by radio staff as well as content submitted by the audience Solution • Assembly leveraged community, content management, and media integration components of Drupal CMS Highlights • Web site is not just an add-on to a radio station, but provides the primary community experience • Enables a collage of commentaries, personal stories, local satire, music and other content originally uploaded to the Web site.
  37. Case Study: Syndicated Community Community Features: Comments ● Rankings ● Top Commented ● Top Emailed ● Top 10 ● Today’s Rankings ● Feedback ● Email a friend ● Social Bookmark ● Platform: Symfony (PHP) ● MySQL ● JQuery ●
  38. Drupal -> Facebook Wider distribution ● Bring content to where ● audiences are, not audiences to where content is Drupal module makes this ● easy Can be extended to other ● networks
  39. Same posts, in Drupal Format
  40. Wordpress <-> Facebook Comments pooled ● between Wordpress and Facebook audiences Custom theme = ● easily adapted for brand look & feel Blogosphere meets ● Social Network Interactions in ● context
  41. Same content in Wordpress (
  42. What's Next? RingSide Networks OpenID ● ● Open Social OAuth ● ● Sun Project SocialSite XFN / FOAF – ● Apache Shindig – hCard ● fbOpen ● XRDS ● Google ● XMPP ● FriendConnect DiSO ●
  43. Thanks! John Eckman
  44. Photo Credits 1. Transparent Teapot: 23.Terms of Service: 24.Terms of Service: 2. Teapot Pottery: 3. CMS Vendor Map: 25. Must Cover: 4. Main Professional Building: 26. Cheers:; Dog: 5. No Access: 27. Dancefloor: 28. Seeds: Web 1.0/2.0: 6. 29. Growth: 7. Blogs:,, technorati 30. Twitter New Friendster?: state of the blogosphere reports 8. Microblogging: twitter, twittux, pownce 31. Rue La La: 9. Wikis: Wikipedia, Optaros Internal Wiki 32. Moderation: 10. Video, Photos, News: CNN iReport, Flickr, YouTube 33. Moderate Moderation: 11. Social Networks: facebook, linkedin 34. Spam Skit: 12. Collaborative Filtering: newsvine, digg 35. Spam Truck: 13. Tagging/Folksonomy: ma.gnolia, 36. Case Study, Optaros 14. Grownups Obsolete: 37. Case Study, Optaros 15. Beer Pitcher: 38. Endeca EdeN: 16. Library: 39. Endeca EdeN: 17. Coffeehouse: 40. Endeca EdeN: 18. Mardi Gras: 41. Endeca EdeN: 19. Lewin's Equation: 42. REMTour: design-talk/ 43. Optaros Intranet (Not public) 20. Chalkboard: 44. Corporate Social network (not public) 21. WikiWiki Bus: 45. Home Remedies: 22. Legal Notice on Beach: 46. Home Remedies: 47. Chicago Public Radio, 48. Chicago Public Radio, 49. Hearst Digital Comics Kingdom, 50. This presentation licensed under a Creative 51. Commons Attribution-Share Alike License 52. 53. 54. 55. <none> 56. Joy: