Web 2.0

Web 2.0
Morad Benyoucef, Cate Huston, Amir Rad, Payam
Sadeghi

Thursday, November 12, 2009

Introduction to Web 2.0


Introduction to Web 2.0

• Web 2.0
• Principles of Web 2.0
• Web 2.0 & collaboration
• Decisions 2.0
• Enterprise 2.0


Web 2.0


What is Web
2.0?
From a platform of presentation
(eyeballs, stickiness, etc.) to a
computational platform

Whatever you do on the web,
you are in a sense programming.


What is Web 2.0?

• Blogs (citizen journalism), wikis, social
networks, web services, RSS feeds,
recommendations, folxonomies (i.e., folk
taxonomies / user created taxonomies /
tagging), open APIs, etc.
• Consumers become producers
(prosumers)


What does Web 2.0
mean to individuals?

• participation • connectedness
• collaboration • rich experiences
• conversation • etc!
• community


What does web 2.0
mean to organizations?
• openness
• collaboration
• crowd sourcing
• empowered and engaged customers/
partners/suppliers
• etc!

“Web 2.0 applications support the creation of
informal users’ networks facilitating the flow
of ideas and knowledge by allowing the
efficient generation, dissemination, sharing and
editing/refining of informational content” [1]


Web 2.0 is also called wisdom
web, social web, people-centric
web, participative web, read/
write web, etc. [1]


Web 2.0 - classiﬁcation [1]
Web 2.0!

Blogs & Social Content Forums / Content
Podcasts! Networks! Communities! Bulletin Boards! Aggregators!

Web logs / journals! Applications allowing Applications organizing & Applications for Applications allowing
users to build sharing a particular type of exchanging ideas and users to customize
Fastest growing
personal websites content! information usually web content using
category of Web 2.0
accessible to others around special Real Simple
applications! www.youtube.com (videos)!
for exchange of interests! Syndication (RSS)!
http://wordpress.org ! personal content and www.ﬂickr.com (photos)!
www.epinions.com!
communication!
www.digg.com (social
www.python.org !
www.facebook.com ! bookmarking)!
www.wikipedia.org (publicly
edited encyclopedia) !


Web 2.0 - main principles [1]

• Service-based, simple and open-source solutions

• Simple interfaces, limited features, customizable
applications

• Network effect vs. vendor lock-in

• A user would not switch from Skype to a
competitor if the user’s contacts are also on
Skype


Web 2.0 - main
principles [1]
From software as a product to
software as a service (Google
Docs, Salesforce)



• Continuous and incremental application
development requiring user participation

• Users are no longer just consumers, they
contribute, review and reﬁne content aggregation
of collective intelligence

• Continuous real time improvement of
applications based on user feedback

• Software remains under development and
improvement as long as it exists (Perpetual Beta)



• New service based business models and new
opportunities for reaching small consumers with
low-volume products

• Offer services for free and generate revenue
through advertising and/or sponsoring (Google
Search, etc.)

• Offer basic services for free and charge a fee
for premium services (Ning, etc.)


Leverage the Long Tail
“a retailing concept describing the niche strategy of selling a large number of
unique items in relatively small quantities - usually in addition to selling fewer
popular items in large quantities.” [Source: en.wikipedia.org/wiki/The_Long_Tail]


Web 2.0 &
collaboration


Goldcorp Example

• Inspired by the Linux story, Goldcorp
published its geological data and held a
contest for whoever ﬁnds gold based on
the data
• 77 submissions from around the world


Open market for ideas

• http://www.innocentive.com/
• P&G: most innovations will come from
outside the company
• Portfolio of IP (intellectual property) some
of it kept private, some of it shared


Boeing co-innovated a plane
on the web with its
suppliers (considered peers)


Netﬂix

• The www.Netﬂix.com crowd-sourcing
example
• 1 million dollars awarded to a team who
created a movie recommendation
algorithm


“There is no crowd in crowd-sourcing. There
are only virtuosos, usually uniquely talented,
highly trained people who have worked for
decades in a ﬁeld ”
Dan Woods
“The Myth of Crowd-sourcing Crowds don't innovate--individuals do.”
http://www.forbes.com/2009/09/28/crowdsourcing-enterprise-innovation-technology-cio-
network-jargonspy.html


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Decisions 2.0


“companies have always used teams to
solve problems, focus groups to explore
customer needs, consumer surveys to
understand the market and annual
meetings to listen to shareholders” [2]


Decisions 2.0 [2]
• Today companies can use Web 2.0 (“collective
intelligence”, “wisdom of the crowd”, wikis,
“crowdsourcing”, etc.) in making decisions

• Decision making can be broken into generation
of potential solutions evaluation of those
solutions

• These two tasks can be inﬂuenced by human
biases which can be mitigated using collective
intelligence


Decisions 2.0 [2]
• A study on Collective Intelligence concluded that:

• Tools using collective intelligence have
performed better than theorists can explain

• Collective intelligence is better for idea
generation than for idea evaluation

• Managers need to consider many key issues
when designing collective intelligence tools –
from loss of control to balance of diversity to
expertise


Enterprise 2.0


Suppliers
Customers
Enterprise
Partners

: Web 2.0 Deployment


Enterprises and Web 2.0 [3]

• Internally: share ideas, access to knowledge,
reduced cost of communication, reduced time to
market products, improved customer satisfaction

• Externally: better interactions with organizations
and customers, closer ties with customers,
increased customer awareness of the company’s
products, improved customer satisfaction, joint
design with customers, partners and suppliers


@benyoucef
http://business.admin.uottawa.ca/~benyoucef/

morad.benyoucef@googlewave.com


The Effects of Social
Networks on Business


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Social Network Analysis
• Social Network are measured in terms of:

• Degree Centrality: The number of direct connections a node
has. What really matters is where those connections lead to and
how they connect the otherwise unconnected.

• Betweenness Centrality: A node with high betweenness has
great inﬂuence over what ﬂows in the network indicating
important links and single point of failure.

• Closeness Centrality: The measure of closeness of a node which
are close to everyone else. The pattern of the direct and indirect
ties allows the nodes any other node in the network more
quickly than anyone else. They have the shortest paths to all
others.


•
•
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Social Commerce

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Effective Customer Targeting:
Predicting the Potential Actors, Choosing the right actors,
Most Visited actor


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@amir_a_rad
a.afrasiabi@uottawa.ca


Health Care &
Health 2.0


Current Trends in
Health Care
• Effective health Information Sharing is highly required:

• From Biomedicine to Infomedicine

• Health care models and policies [4] are emerging from
disease-centered to patient-centered [5].

• Internet Models as a primary source of health information
mainly for:

• Improving collaboration along the health care process.

• Finding timely and personalized health information.


Health 2.0 Deﬁnition
• Combination of health • Exchange health
information;
data and health
information with patient
experience through the • Collaborate with each other
on a large scale;
use of ICT, enabling the
citizen to become an
active and responsible
• Actively participate in health
care process;
partner in his/her own
health and care pathway • Build personal network of
(by Lodewijk Bos), where friends;
consumers are able to:
• And patient expertise is
valued!


Applications of
Health 2.0[6]


Sources Used to Find or Access
Health-Related Information in the
Past 12 Months in US, 2008.[6]


According to Dr. Martin Seligman’s ﬁndings,
extremely happy people are extremely social.
And technology, entertainment, and design are
able to increase happiness and positive emotion
by increasing meaning engagement in life.


PatientsLikeMe as a
Health 2.0 Platform


Health 2.0
Basis Structure


Swan Health
2.0 Model [7]


E-Health Issues

• Information integration is a critical point.

• Delivering right information to the right
person at the right time!

• Information explosion in health

• Credibility and patients’ privacy are challenging.


E-Health 2.0 Initiatives
• Health care mechanism/model with the
following characteristics:

• Supports multi-disciplinary decision-
making

• Offers customizable (personalized)
health services
• Accepts the patients as partner through
structured participation schema


E-Health 2.0 Initiatives

• Digitizing a health care process/scenario
based on SCM Models where:
• Patients are partners
• Health professionals are consultants
• Hospitals/clinics are service enablers


@PayamSadeghi
http://www.iPayam.com/MyThesis/

PSade077@uOttawa.ca


Conversation 2.0:
Twitter


The Internet (ARPANet) went live in 1969
The World Wide Web in 1990
(no, they are not the same thing)


Now, the web/internet is infrastructure: like
electricity, roads, public transport, running water...


So much has changed - so fast.
This is just the beginning.


Authorization of content is now nearly universal.
http://seedmagazine.com/content/article/a_writing_revolution/


The possibility of “Serendipitous Connections”
The power of “Weak-Tie” relationships


Twitter!
Hang on - isn’t Twitter a
Pointless Waste of Time?

NO

Twitter is having real impact.


The US gvt intervened to change
Twitter’s maintenance time to
keep the service up in the
aftermath of Iran’s Election
Authoritarian
regimes are now
more afraid of
conversation than
information


October 13th, 2009:
#Traﬁgura is trending -
why?

October 16th, 2009: “Jan
Moir” is trending - why?


#Traﬁgura: Outrage at the press prohibited from reporting on
parliament
“Jan Moir”: Disgust at an article about the tragic death of a pop star


Twitter doesn’t just tell us what a
person is doing right now, it tells us
what’s hot, what people are getting
angry/excited/upset about.
Twitter captures the moment.


Information Gathering:
Crowd-Source your News
• Personally, the most
useful aspect of Twitter

• Follow leaders in your
ﬁeld

• People working in
similar areas, who
tweet useful links

• People who inspire
you


Keeping in touch...

... through ambient
intimacy / awareness


If you’re a
business, your
customers are
talking about you.

If you’re smart, you’re
listening to what they’re
saying about your brand.

Twitter is one mechanism
for listening.

Your conversations Who are you
say a lot about you. talking to?
Who’s talking
about you?

Measuring
conversations, is one
way to measure (no-one talks to
engagement. spammers)

Spammers have caused number of followers
to became a poor way to measure inﬂuence.


Spammers on
Twitter
Nobody’s listening to spammers.

They aren’t listening to anyone
else.

There’s no conversation.


Conversations
I decided someone’s conversation
network was a better measure of
inﬂuence.

So I graphed it.

(this guy’s not very inﬂuential)


Me: @kittenthebad


Spammer: see how
nobody’s talking to
them?


Power-User: @snookca


Moderate User: @tgrevatt


Light-user: @jdemond
See how clear the sub-networks are?
Wouldn’t it be nice if we could pick
these out for everyone.


@kittenthebad
http://kittenthebad.wordpress.com/

catehuston@googlewave.com


http://geekandpoke.typepad.com/geekandpoke/
2009/09/the-art-of-programming.html

http://www.flickr.com/photos/briansolis/
2080563665/

Decisions 2.0: The Power of Collective
Intelligence, E. Bonabeau, MIT Sloan Management
Review,VOL. 50 NO. 2 PP 45-52, 2009

How companies are benefiting from Web
2.0, A Mckinsey Global Survey, 2009

How companies are benefiting from Web
2.0, A Mckinsey Global Survey, 2009


iCrossing, How America Searches: Health and
Wellness. January 2008.

Emerging Patient-Driven Health Care Models: An
Examination of Health Social Networks, Consumer
Personalized Medicine and Quantiﬁed Self-Tracking, By
Melanie Swan, February 2009.

By Gunther Eysenbach, MD, MPH (http://
www.jmir.org/2008/3/e22/).


iStockPhoto

http://www.ﬂickr.com/photos/
22746515@N02/3554570745/

iStockPhoto

http://spinster.blogs.com/rak/2009/06/
green.html

http://spinster.blogs.com/rak/2009/06/
green.html


http://whatothersmissed.blogspot.com/
2009/06/round-up.html

http://www.flickr.com/photos/ari/
3644667355/

http://www.flickr.com/photos/ari/
3625401150/

http://www.flickr.com/photos/
24960504@N06/3581090321

http://commons.wikimedia.org/wiki/
File:British_Houses_of_Parliament.jpg


http://trendistic.com/traﬁgura/jan-moir/_30-
days

http://seedmagazine.com/content/article/
a_writing_revolution/

http://geekandpoke.typepad.com/
geekandpoke/2009/04/twitter-business-
plan.html

iStockPhoto

iStockPhoto


iStockPhoto

iStockPhoto

iStockPhoto

geekandpoke/2009/02/spam-followers.html

geekandpoke/2009/07/micro-messages.html


References
• [1] Web 2.0: Conceptual Foundations and
Marketing Issues, E. Constantinides and S. J.
Fountain, Journal of Direct, Data and Digital
Marketing Practice,VOL. 9 NO. 3 PP 231-244, 2008

• [2] Decisions 2.0: The Power of Collective
Intelligence, E. Bonabeau, MIT Sloan Management
Review,VOL. 50 NO. 2 PP 45-52, 2009

• [3] How companies are beneﬁting from Web 2.0, A
Mckinsey Global Survey, 2009


References
• [4] Web 2.0 systems supporting childhood chronic disease management:
A pattern language representation of a general architecture. By Toomas
Timpka and et al, November 2008.

• [5] Expanding patient-centered care to empower patients and assist
providers. By M. W. Stanton, May 2002)

• [6] iCrossing, How America Searches: Health and Wellness. January 2008.

• [7] Emerging Patient-Driven Health Care Models: An Examination of
Health Social Networks, Consumer Personalized Medicine and
Quantiﬁed Self-Tracking, By Melanie Swan, February 2009.

• [8] By Gunther Eysenbach, MD, MPH (http://www.jmir.org/2008/3/e22/).


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