Include it all. Filter it afterward.

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Presentation given at LavaCon 2012.

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Include it all. Filter it afterward.

  1. 1. Include it all.Filter it afterward. Mark Baker Analecta Communications Inc.
  2. 2. David Weinberger“We seem to be making a culturalchoice---with our new infrastructuresthumb heavily on the scale---to preferto start with abundance rather thancuration. Include it all. Filter itafterward. Even then, the filters donot remove anything; they filterforward, not out.” To Big to Know Copyright Analecta Communications Inc. 2012 2
  3. 3. Too Big to Know"Traditional knowledge seemed like truecontent handed to us by competentexperts. Networked knowledge seemslike the work of humans who neverquite get anything right." David Weinberger summing up Too Big to Know Copyright Analecta Communications Inc. 2012 3
  4. 4. Knowledge developed in private From 1836 to 1859, Darwin worked in private and alone before finally publishing. Copyright Analecta Communications Inc. 2012 4
  5. 5. Open Notebook Science Copyright Analecta Communications Inc. 2012 5
  6. 6. Climategate“the climategate furore hasgalvanised the scientificinformation community tomake data more open,transparent and accessiblethan ever” --http://www.thefreelibrary.com/Data+without+the+doubts%3A+the+climategate+furore+has+galvanised+the...-a0257556897 Copyright Analecta Communications Inc. 2012 6
  7. 7. Networked facts“The new default is: If you aregoing to cite the data, you mightas well link to it. Networked factspoint to where they came fromand, sometimes, where they leadto.” To Big to Know Copyright Analecta Communications Inc. 2012 7
  8. 8. Something that we do together“Links are the visible manifestation ofthe author giving up any claim tocompleteness or even sufficiency; linksinvite the reader to browse the networkin which the work is enmeshed, andacknowledgement that thinking issomething that we do together.” Too Big to Know Copyright Analecta Communications Inc. 2012 8
  9. 9. Abundance"We seem to be making acultural choice---with our newinfrastructures thumb heavilyon the scale---to prefer tostart with abundance ratherthan curation. Include it all.Filter it afterward.” Copyright Analecta Communications Inc. 2012 9
  10. 10. Scarcity We grew up in a culture of information scarcity.  Though we didn’t think so at the time. Image courtesy of dan / FreeDigitalPhotos.net Copyright Analecta Communications Inc. 2012 10
  11. 11. Not shaped like books“To think that knowledgeitself is shaped likebooks is to marvel that arock fits so well in itshole in the ground.” Too Big to Know Copyright Analecta Communications Inc. 2012 11
  12. 12. Selective publication Copyright Analecta Communications Inc. 2012 12
  13. 13. Rare and gem-like“Because of the economicsof paper, facts wererelatively rare and gem-likebecause there wasn‟t roomfor a whole lot of them.” Too Big to Know Copyright Analecta Communications Inc. 2012 13
  14. 14. Time consuming to get Copyright Analecta Communications Inc. 2012 14
  15. 15. Hard to search Copyright Analecta Communications Inc. 2012 15
  16. 16. Hard to link Copyright Analecta Communications Inc. 2012 16
  17. 17. Nailed down“Paper-based citations are likenails: If you wonder why theauthor made a particularclaim, you can see that it‟snailed down by a footnote.” Too Big To Know Copyright Analecta Communications Inc. 2012 17
  18. 18. Commitment Getting books is expensive. You are committed to the ones you have. Image courtesy of imagerymajestic / FreeDigitalPhotos.net Copyright Analecta Communications Inc. 2012 18
  19. 19. TrustCopyright Analecta Communications Inc. 201219 Image courtesy of graur razvan ionutS / FreeDigitalPhotos.net
  20. 20. Distrust“Distrust is an expensive vice” Too Big to Know Copyright Analecta Communications Inc. 2012 20
  21. 21. Authors Authors provided an aggregation of the information and a conclusion. Authors did the hard work of knowledge making. The publisher did the hard work of vetting. You paid them to do it for you because it was hard to do yourself. Copyright Analecta Communications Inc. 2012 21
  22. 22. The Web: Information is cheap Abundance Comprehensive publication Easy to get Easy to search No investment in the content  No motive to trust Cheap content = access to diversity  Nicholas Carr not withstanding. Copyright Analecta Communications Inc. 2012 22
  23. 23. Experience vs. credentials“Now the technology letsyou find experiencedpeople as easily ascredentialed ones.” Too Big To Know Copyright Analecta Communications Inc. 2012 23
  24. 24. The virtue of diversity“The best problem solvers tend to besimilar; therefore, a collection of thebest problem solvers performs littlebetter than any one of themindividually. A collection of random, butintelligent, problem solvers tends to bediverse. This diversity allows them to becollectively better.” Too Big to Know Copyright Analecta Communications Inc. 2012 24
  25. 25. What are we paying for The conclusion? The validation? The stopping point? The aggregation of content? Copyright Analecta Communications Inc. 2012 25
  26. 26. Include it all Our idea of knowledge has changed Everything is a debate We don‟t want the filter We don‟t trust the filter We want the data We want the experienced as well as the credentialed And now it‟s cheap! Copyright Analecta Communications Inc. 2012 26
  27. 27. Filter it afterward We can aggregate it for ourselves We can filter it for ourselves And with our friends  Pinterest  Reddit  Twitter  Etc. Copyright Analecta Communications Inc. 2012 27
  28. 28. Filter it socially Copyright Analecta Communications Inc. 2012 28
  29. 29. Authority is shifting“If our social networks are ournew filters, then authority isshifting from experts infaraway offices to the networkof people we know, like, andrespect.” Too Big to Know Copyright Analecta Communications Inc. 2012 29
  30. 30. Websites are upside down Image copyright (c) 123RF Stock Photos Copyright Analecta Communications Inc. 2012 30
  31. 31. Destination websites Aggregators: Facebook, Twitter, Amazon  Unfiltered aggregation and the tools to create your own filters Monopolies: government Regular vendors: bank, etc Favorite authors (blogs, etc,) Copyright Analecta Communications Inc. 2012 31
  32. 32. Twitter Twitter exemplifies include it all, filter it afterward  Unfiltered tweet stream, to which you can apply filters  Or just dip in and rely on repetition to surface relevance Copyright Analecta Communications Inc. 2012 32
  33. 33. Twitter vs. RSS “On my smartphone, I used to have Google Reader as one of my four quicklinks on the bottom toolbar. I recently replaced it with Twitter Topic, an app that shows all tweets that meet a specific hashtag.” Tom Johnson Copyright Analecta Communications Inc. 2012 33
  34. 34. LinkedIn LinkedIn contains massive amounts of information from thousands of users, and give you the tools to filter what you see. Copyright Analecta Communications Inc. 2012 34
  35. 35. Dethroning the book“Long-form writing is by no meansunnecessary or „dead.‟ But the factthat it is improved by being placedinto the Net‟s web of connectionsmeans it is being dethroned by thatweb as the single best way toassemble ideas.” Too Big to Know Copyright Analecta Communications Inc. 2012 35
  36. 36. Content Strategy crossroads Try to reclaim the order and certainty of the book world, or cooperate in the linked ecology of the web with its social approach to authority and its fuzzy edges? Copyright Analecta Communications Inc. 2012 36
  37. 37. Raucous market of ideas“Expertise preferred to speak in asingle voice. Books have authors andeditors who ensure the content isself-consistent. … Networkedexpertise is more like a raucousmarket of ideas, knowledge, andauthority.” Too Big to Know Copyright Analecta Communications Inc. 2012 37
  38. 38. Pick your battle Is it easier to win the battle against the raucous market of ideas… or win your battles in the raucous market of ideas? Copyright Analecta Communications Inc. 2012 38
  39. 39. Can you command the tide? Copyright Analecta Communications Inc. 2012 39
  40. 40. A network is of many minds“Because the multitude of people on theInternet are different in their interestsand abilities, a network of experts is ofmany minds about just abouteverything. The value of a network ofexperts can be in opening thing up, notsimply in coming to unshakableconclusions.” Too Big to Know Copyright Analecta Communications Inc. 2012 40
  41. 41. What, therefore, must we do? Do we attempt to make our web presence work like a book – to filter for the reader and lead them to our conclusion? Or do we acknowledge that that is not what the reader wants, and that there is no way to force them into that mold? And if so, what then? Copyright Analecta Communications Inc. 2012 41
  42. 42. Living within a web“Readers are being trained bythe linked Net to see anypiece that develops an idea asliving within a connectedtraversable web.” Too Big to Know Copyright Analecta Communications Inc. 2012 42
  43. 43. Embrace the network“The best way to moveforward is to embrace thepeculiar properties of thispeculiar network.” Too Big to Know Copyright Analecta Communications Inc. 2012 43
  44. 44. Every Page is Page One Every page is page one is a fact of the web People come to pages via search and links Every page they land on is their page one The question is, does every page of your content work as page one? Copyright Analecta Communications Inc. 2012 44
  45. 45. Include it all Contribute to the content that the reader aggregates and filters for themself Reader is more likely to visit one page from 10 sites than ten pages from your site Make each page worth including in someone‟s selection Copyright Analecta Communications Inc. 2012 45
  46. 46. Filter is afterward Be easy to filter correctly. Clearly identify the subject and context. Easy to consume as a unit. No point in being filtered in falsely. Don‟t get a reputation as a waste of time. Copyright Analecta Communications Inc. 2012 46
  47. 47. An EPPO topic Self-contained Establishes its context Conforms to a type Links richly Copyright Analecta Communications Inc. 2012 47
  48. 48. Self contained Works as the reader‟s first page No order dependency No assumption about how the reader got here Copyright Analecta Communications Inc. 2012 48
  49. 49. Establish Context Establish the context in every topic Your website is not a context  Context is not determined by topic‟s place in your site hierarchy  Next, previous, home, etc, do not establish context Context means context in the world, and context in the network of ideas Copyright Analecta Communications Inc. 2012 49
  50. 50. Conforms to type Many topic types are defined socially  Recipes  Car reviews  API reference Types help the user orient themselves Types help the user trust Types help the user filter content in Copyright Analecta Communications Inc. 2012 50
  51. 51. Links Links are about more than SEO Links locate your topic in context Links let your topic stand alone without repeating ancillary material Links guide readers to other topics  Preferably on your site! Links let readers get to the right topic without having to go back to Google Copyright Analecta Communications Inc. 2012 51
  52. 52. The Walled Garden? Copyright Analecta Communications Inc. 2012 55
  53. 53. The Bazaar? Copyright Analecta Communications Inc. 2012 56
  54. 54. Every Page is Page One In the raucous market of ideas, knowledge, and authority, Every Page is Page One. Readers can come from anywhere. Is your content ready to receive them? Copyright Analecta Communications Inc. 2012 57
  55. 55. Every Page is Page One Copyright Analecta Communications Inc. 2012 58
  56. 56. Thank You Mark Baker Analecta Communications Inc. mbaker@analecta.com @mbakeranalecta analecta.com everypageispageone.com Copyright Analecta Communications Inc. 2012 59

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