Personalization: The Social Architecture for Information
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Transcript of Personalization: The Social Architecture for Information
Donn R. DeBoardSTC‐PMC Annual Conference
March 27, 2010
About the presenter
24 years in software documentationSenior Information Developer, Vertex Inc. in Berwyn, PASenior STC‐PMC member Judge in local and international communication competitionsInformation Architecture Institute Usability Professionals Association
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What about youShare a little about yourselfShare your reasons for coming to this conference Any first time attendees hereShare your expectations for this session
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AgendaInformation overload and Attention EconomyConfluence of technology trends:
The Web Social media User‐generated content
An evolving readerPersonalization: social architecture for informationAn evolving communicator
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Why is this importantEvolving content over multiple distribution methodsProduct and service documentation goes to a more technically savvy audience Communicators need to be actively engaged in creating discoverable content in future
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Documentation in the clouds
Our world of in‐house authoring of proprietary help files, closed doc sets, and isolated knowledge bases is coming to an end
M.Hiatt
ApplicationsDataPersonalized content
ApplicationsDataPersonalized content
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Information overload and the Attention Economy
Information overload Attention Economy
Web enables everyone to create, distribute, and consume content globallyContent creation outpaces our ability to consume content
Attention Economy: endless status updates and new content for 24/7 viewingREAD ME FIRST
Source: P. CashmoreContent creators are battling for user attention
Source: K.Kelly
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Evolution of the web
2009 web trends2010 web trendsWeb 1.0 to Web 3.0
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2009 evolution of the web
• Structured data• Real time web• Personalization• Mobile web and augmented reality
• Internet of things
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Evolution highlightsStructured data: semantically marked‐up data enhances content discoverability on webReal‐time web: public and real time exchange of information (Twitter, Facebook)Personalization: personal or social attributes reflected in focused content
Mobile web and augmented reality (AR): AR is world view enhanced by computer‐generated imagesInternet of things: Internet‐enabled objects with web services, such as IBM’s Pachube (PATCH‐bay)
Source: R.MacManus
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2010 destination of the webContent curation: friends become filters for your content, such as web bookmarksDecision Engines:
Hunch: questions and collective knowledgeAardvark: in‐network response
Fame: social media makes everyone known and recognized
Source: P. Cashmore
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Web 1.0 (1989‐1999)Desktop search paradigm
Web viewed as a collection of documentsRelevancy determined by how closely search criteria were metSearch results returned hierarchically based on key criteria
Source: N. Spivak
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Web 2.0 (1999‐2009)Web of trust aroundpeople and relationships
Introduces social searchSocial value in recommendations, rating, sharing, linking Organizes information around people and relationshipsSocial value shows how community valued information (rated content)
Source: N. Spivak
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Web 3.0 (2009‐2019)Shift in search paradigm
Current social search engines (Digg and Twine) rank content by activity and social value.New paths for search relevancy
TimelinessPersonalization
Past to presentSocial to personalization
Source: N. Spivak
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New search featuresSearch engine adaptations to get personal results
Better ways to understand contentMetadata is used to determine what content isModified algorithms to personalize search (Hunch, Aardvark)Tailor search to knowledge of searcher (novice or expert)
Source: N. Spivak
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Social identity of web site visitorCommunity: affiliations with others with similar interestsLocation: mobile location and timeSocial: influence from trusted peersBehavior: individual actions on web Preferences: articulated interests
Source: J. Tsai
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Web sites evolve into web servicesUnstructured information changed into structured informationWeb services semantically mark up unstructured HTML into meaningful categoriesOpenCalaisGoogle Rich SnippetsWolfram Alpha
Source: R. MacManus
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Evolution of social mediaSocial relationships (Start: 1995 Maturity: 2003‐2007)Social functionality(Start: 2007 Maturity: 2010‐2012)Social colonization(Start: 2010Maturity: 2012)Social commerce (Start: 2011 Maturity: 2013)
Source: J. Tsai
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Highlights of social mediaSocial relationships: individuals connect with online groups with simple profile and discussion featuresSocial functionality: social network as operating system. Embedded web applications
Social colonization:most web sites are social. Peer opinions influence product choiceSocial context: personalized content to site visitors who share social identitySocial commerce: online groups replace brands
Source: J. Tsai
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Evolution of user‐generated content with social media
Key ShiftsFinding information is not a destination, but a processBroadcast (centralized) moves to a networked flowInternet a forum for all to distribute contentIndividuals as content mediators
Source: D.Boyd
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New challenges: democratizationAccess to content is available to allAttention is not divided equallyContent with most attention is not always most informativeExample: people pay attention to content in their native languageChinese content will soon get more attention than English
Source: D.Boyd
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New challenges: stimulationPeople move to content that stimulates their mind and sensesSome content causes an emotional response. But, this may not be best contentOver stimulation with too much information
Source: D.Boyd
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New challenges: homogeneityIn a networked world, people connect to people like themselvesSimilar interests encourage exchange of informationInformation flow can create social dividesDiffering points of view need to be heard
Source: D.Boyd
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New challenges: powerThe ability to get other people’s attentionInfluence their decisionsExchange informationNew type of information broker is emerging
Source: D.Boyd
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An evolving readerWe don’t read with concentration and focused attention (not linearly)We are the Google Generation ‐ scan and browse multiple sites quicklyWe are decoders of informationDilemma: How to create content to be understood
Source: D.Pires
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“The medium is the member”Social media is experiences based on relationships with peersIn a real‐time environment, content becomes identityTraditional contextual analysis shifts to focus on dynamic social interactions
Source: S.Goldstein
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Metadata: the game changerMetadata changes the future of informationInformation has unique tagTag defines attributes of informationNew Common Tag Standard and ZemantaPersonalization of information is possible through tagging
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Common Tag Standard
New standard that uses RDFaResource Description Framework (RDFa) is a standard for structured data in HTMLIncludes human and machine readable tagContent becomes more discoverable and connected
Source: J.O’DellSource: www.commontag.com
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ExampleTagging this session
Each tag applies to one conceptOne tag, optionally, for human label for conceptTags can be across a document or multiple tags within sections of documentExample tags are customized for today’s presentation
<body xmlns:ctag= http://commontag.org/ns#”rel=“ctag:ta
gged><span typeof=“ctag:Tag”resource=“http://rdf.freebase.
com/ns/en.location=Willow Grove,PA/>
resource=“http://rdf.freebase.com/ns/en.identity=Donn DeBoard/>
resource=“http://rdf.freebase.com/ns/en.content subject=personalization/>
</body>
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What is personalization?Personalization Recommendation engines
Individuals organizing content in ways that are relevant, appropriate, and unique.AmazonRecommendation based on:
Personalized: individual past behaviorSocial: past behavior of similar usersItem: attributes of item itself
Source: R. McManus
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Information architectureand personalization
User profile and content profile
A business web site with your preferences
Business context drive interaction (Amazon/ Pandora)Content profile: attributes of content (Music Genome project)User profile: attributes of user (Location, demographics )
Source: S. Lemieux/K.Instone
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Personalization on webData portability on web
OpenID: single‐sign on with same digital identityOpen Social: shares user data (profiles, friends, activities) between sitesAttention Profiling Markup Language (APML)
Unique data about you ‐likes, dislikes, and interestsAttention profile is shareable
Source: R. McManus
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Shift on content deliveryBroadcast from a single source
Shift from broadcast media (single source, such as TV and news media) Distributor is sole controller of contentAttention is undividedCorporate publications are pushed out
Source: D.Boyd
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Shift to personal contentPersonal content Networked and linked
contentShift to networked and linked distribution (multiple sources and social media) Everyone shares their storyReceiver is organizer of personal contentAttention is no longer assumed, but at a premiumTrust becomes key (We become trusted advisors)
Source: D.Boyd
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Social architecture for informationPersonal building blocks
LocationIdentityContent subjectContent typePerformance type
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LocationGeography is now part of content
Twitter now has location component, geocachingGPS for your contentLocation‐based social networking services
FoursquareGowallaMany others
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Identity
Personal details
DemographicsInterestsRoles (job or volunteer effort)Preferences
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Content subject
Subject of contentSub‐topicsContent relationships within topic
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Content typeSearch by content type Robert Horn’s Information
TypesConceptFactStructurePrincipleProcedureProcess
Source: R. Horn, Information Mapping
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Performance typeSearch by performance type Gery’s faces of a complex task
Why do thisWhat is itWhat is it related toHow do I do itHow or why did this happenShow me an example
Teach meHow does it workWhy does it work like thatCompare this for meWhere am IWhat’s next
Source: G.Gery
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Doc mashupConsolidated information sources from webPublic content integrated with internal corporate (documentation sets, wikis, help, training) and personal contentSemantically–relevant knowledge for selected audienceCommunicators as information manager and producerIBM Mashup Center Wiki
Source: M.Hiatt
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Future of the InternetNow in the Middle Ages in computingWe are moving towards a blended reality –information streaming at us through physical and digital artifactsPersonal Internet layer –personal cloud/content
Source: J.Canton
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New perspectivesIf technology were not limited…
Icentered web: Individual as center of digital universeShift from site‐centered to individual oriented
Contextivity: personalization becomes context of i‐centered interaction
Source: A.Rahav
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An evolving communicatorInformation Arbitrage
Thomas L. Friedman, international business writer, coined term information arbitrageLook at world through multidimensional, multilens perspectiveConvey complexity to others through simple stories
Source: H. McLeallan
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An evolving communicatorMake content discoverableDiscoverable content gets attentionAttention leads shared interactions within communitiesFeedback to communicator refines content discoverability
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Finding your place in the futureConnect people to content in Attention Economy through tagging data, not actual textAttention mediatorPersonal content streams Information Arbitrage skills to see big picture.Build relationships (Ed Wallace)
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SummaryInformation overload and Attention EconomyConfluence of technology trends for:
The web Social media User‐generated content
An evolving readerPersonalization: social architecture for informationAn evolving communicator
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Thanks for your participation!
Questions?Comments?Other?
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My contact information
You are welcome to contact me with questions and commentsEmail:[email protected]: http://www.linkedin.com/in/donndeboard Twitter: @donndeboard
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For more information Boyd, Danah. “Streams of Content, Limited Attention: The Flow of Information through Social Media,”Web2.0 Expo, New York, New York, November 17, 2009, www.danahboyd. org /papers/talks Web2 Expo.html.Cashmore, Pete. “10 Web trends to watch in 2010,”December 9, 2009, www.cnn.com/2009/ TECH/12/ 03/cashmore.web.trends.2010/index.html. Common Tag, www.comontag.org.
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For more informationGoldstein, Seth. “The Medium is not longer the message…You Are.” The Washington Post, www.washingtonpost.com, December 12, 2009.Gery, Gloria. Electronic Performance Support Systems, September, 1991. Gery Performance Press. ISBN‐13: 9780961796815.Google, Aardvark. www.vark.com .Hunch. www.hunch.comHiatt, Michael. “Documentation in the Cloud (Podcast),”March 1, 2010. www.mashstream.com.Hiatt, Michael. “The Doc Mashup” March, 2010. www.mashstream.com.
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For more information IBM Mashup Center Wiki http://www‐10.lotus.com/ldd/mashupswiki.nsf.Instone, Keith. Information Architecture and Personalization, Argus Center for Information Architecture @2000, www.agrus‐acia.com.Krynsky, Mark. “Basics of Attention Profiling through APML.” October 2007. www.cleverlogs.org /2007/10 /basics‐of‐atten.html.Lemieux, Stephanie and Doane, Mike. Taxonomy for Personalization, Earley and Associates, www.Early & associates.com, January 6, 2010.
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For more information MacManus, Richard. “Top 5 Web Trends of 2009: “The Real‐Time Web,” www.readwriteweb.com, September 8, 2009.MacManus, Richard. “Top 5 Web Trends of 2009: “Personalization,” www.readwriteweb.com, September 9, 2009.MacManus, Richard. “Top 5 Web Trends of 2009: Mobile Web and Augmented Reality,”www.readwriteweb.com, September 10, 2009.
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For more information MacManus, Richard. “Top 5 Web Trends of 2009: Internet of Things,” www.readwriteweb.com, September 11, 2009.MacManus, Richard. “Top 5 Web Trends of 2009: Structured Data,” www.readwriteweb.com, December 26, 2009O’Dell, Jolie. “Common Tag Brings Standards to Metadata” www.readwriteweb.com, June 10, 2009.
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For more information Pieres, Denise. “Why don’t we actually read anymore?” Dancing Uphill, www.dancinguphill.com, November 11, 2009.Quitter, Josh. “The future of reading,”www.CNNMoney.com, February 11, 2010.Rahav, Ayala. “Contextonomics: The currency of the attention economy.” www.icentered. Com.Rahav, Ayala. “Icentered.” www. icentered.com.
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For more information Spivak, Nova. “The Next Generation of Search –Search 3.0.”, www.twine.com, August 25, 2009.Terdiman, Daniel. “The future of the Internet on display at Singularity University.”, CNET News. March 4, 2010. www.news.cnet.com.Tsai, Jessica. “Social Media: The Five Year Forecast (Jeremiah Owyang interview), CRM Magazine, www.destinationcrm.com, April 27, 2009.Wallace, Ed. Building Relationships that last, 2009. www. relationshipcapitalgroup. Com.
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