Using Web 2.0 For Outside I Nnovation Seybold Stm Dec 07

2007 Patricia Seybold Group

Using Web 2.0 for OUTSIDE INnovationPatricia Seybold, Founder and CEO, Patricia Seybold Group

STM - LondonDecember 7, 2007


Web 2.0

Social Networking

Customer-Contributed Content

Executable Web

Syndication

Published APIs

Web Services

What are the Patterns of Web 2.0?

Really Simple Syndication (RSS) Feeds, Atom

MultimediaPhotos, Videos,

Animation, Audio, Text

Rich Internet Apps

XML

Blogs, WikisMash UpsPodcasts

Flash, Flex , Ajax

Ruby on Rails, Python

JavaScript

Amazon S3

Google Earth

icalendar

Gadgets, Widgets

Sharing

Meta Tags

TaggingLinking


What are Business Customers Doing??

OrganizingRating

Creating Designing

Publishing

Subscribing

Finding

PromotingSharing


Web 2.0: Short-Term Memory Aids

• Five Roles that Customers want to Play

• Five Steps to Success in B2B Web 2.0

• Five Ways in which Customers are Creating Value

• Five Customer-Critical Services You Should be Leveraging

• Five Final Thoughts


Guides

Contributors

Consultants

Lead customers

Promoters

5 Roles Customers Naturally Play

Readers act as Guides By Tagging Scientific and Medical Info


www.alexanderstreet.com

Stephen Rhind-Tutt, President

8

Playlists

Semantic Indexing…

Author

Birth dateDeath dateBirth PlaceDeath PlaceNationalityOccupationAwards(38 fields)

Theater

DistrictLocationCapacityStyleEtc…(18 fields)

Company

NameProductionsPerformersEtc…(14 fields)

ProductionDirectorTheaterCast# of Perfs.LightingCostumesEtc…(47 fields)

Characters

PlaysAgeAuthorPerformerEtc…(30 fields)

Scenes

WhereWhenSettingSubjectEtc…(41 fields)

Resources

PlayDirectorTheaterProduction Co.CharacterSceneEtc…(45 fields)

Texts

KeywordAuthorDate WrittenDate PublishedProduction(67 fields)

Give me scenes about AIDS written by South African authors in the past 5 years….

12

Popularity

EffectivenessFolksonomies

Taxonomies

Taxonomy + Folksonomy


When EVERYONE tags, discovery is fun!

Everyone is Contributing;

Shared Services Make Findability and Re Use Easy


Edmunds.com’s Customers Write “How To’s”


Customers Create Mash Ups


Mozilla is Designed by Users


Mozilla is QA’d by Users


Mozilla is Supported by Users


Mozilla is Promoted by Users

50% of NIs’ New Products Come from Lead Customers

50% of National Instruments’ Products are designed by its Customers and its

Ecosystem

Customers and Partners Contribute their own

Engineering Applications to the Community

Lead User Community

drives product development

Customers Identify and Prioritize all Feature

Requests for R&D

Next generation games: Co-designed by Lead Customers and

Contributors


Customers’ Virtual Creations Go Physical


Customers create products for others to sell

Karmaloop’s Lead Customers: Find and Model Urban Streetwear

Karmaloop Community Finds and Reps the Products 10,000 Karmaloop Customers are its

Promoters (and its Sales Reps!)


Karmaloop’s Lead Customers Strut their Stuff as Designers


B2B Customers are Rolling Up Their Sleeves

Customers/End-Users:

• Authors

• Researchers

• Scientists

• Seekers

• Students

• Professors

• Librarians (University, Corporate, Public, Govt)

• Individual Subscribers

Acting as:

• Contributors

• Guides

• Consultants

• Promoters

• Lead Users

And as:

• Inventors

• Subject Matter Experts

• Lexicographers

• Publishers


Five Steps to Success in B2B Web 2.0

1. Focus on findability (people, resources, answers).

2. Solicit customers’ reviews, ratings and opinions to save others’ time.

3. Empower users to classify and organize content, build collections, and add resources.

4. Nurture community, social networks, and communities of practice.

5. Get lead users to strut their stuff, using your IP to build their IP.


National Instruments’ Customers have Embraced 2.0


Search: Optical Nanotechnology Motion Control


Rate & Review Submissions


Search: Sound Signal Acquisition


Customers use NI’s LabVIEW to Create Courses


View Customer Profiles: Find Resources


WHAT IS THE TERMINAL VELOCITY OF A SNOWFLAKE?

So as I am watching the snow fly horizontally outside my window, it occured to me that that if

1) I knew the terminal velocity of a snow flake

2) Measured the angle the snow's impact vector with the ground

3) and applied a little trig

I could estimate the wind’s speed.

So does anyone know the terminal velocity of a snow flake?

Ben

PS Add a vision system and I could automate the measurement.

Well you will have to watch out when you use vision pattern recognition...because as everyone knows, every snowflake is unique! although looking out my window at a field of now deep snow...I’m doubting that theory. However I would need a lot more free time before I headed outside to search for two identical snowflakes.... Ben the other way to estimate the wind speed is www.theweathernetwork.com As for your question, I would have to say the terminal velocity would be affected quite heavily by snow consistency and flake size. You might also have to compensate for noisy data, since snowflakes 'tumble' (which would mess with your vector). Furthermore since you are looking out of a building, your results would be effected by the updraft from the wind being deflected by the building. (Just a warning in case your results lead you to believe there is a hurricane in progress and you try to convince your coworkers to take cover).

http://www.theweathernetwork.com/

A snowflake vision system would require LV-RT and not be a precise estimate of speed.

The feeling of the snow coming to an abrupt stop against you face is a bit more accurate..

How fast your face freezes is another..

Or you could always get one of those turbine thingy that has a speed transducer on it. Your whirly-wind hat with an hall-effect sensor should do the trick! You know the diameter where the sensor is mounted, the rest is simple math. Use a graph to show wind bursts and velocity transitions!

Jeff, you could present that project at the next LV User Group meeting!!

Ben wrote:

2) Measured the angle the snow's impact vector with the ground

Remember that the wind speed is a 3D vector and you're only measuring the projection perpendicular to the view direction. Not to mention the "ground effects". You need to measure the angle away from any surfaces. You could measure the trajectories with two cameras pointing 90° apart and fit the 3D trajectories to a model function that you then can extrapolate to an infinite distance away from the ground. Maybe you should stick to some doppler radar setup.

After reading Ben’s post, I had to point out that he was really re-inventing Particle Image Velocimetry (PIV), which I used quite a bit in my Artificial Organs past. The snow already exists as a particle in the fluid of study

This link support's Altenbach's requirement for a second camera.

http://darwin.bio.uci.edu/~edrucker/home/dpiv.htm

Here is the kind of thing I had done, with hearts and arteries and so on:

http://www.ladhyx.polytechnique.fr/activities/bio_en.html

Both of these images are 2D, but 3-D reconstruction is also done, it is just MUCH more processor intensive - No real time results as JoeLabView said!

It gets really exciting when you have porous media (imagine the snow blowing through a tightly-packed cornfield...):

http://medschool.umaryland.edu/artificial_organs/pump_comp.asp

-Mello








Take-Aways from National Instruments

• Good use of federated search and metadata for findability across applications.

• Customers rate everything!

• Customers contribute their own applications and intellectual property to the community.

• Vibrant cross-disciplinary customer community of engineers and scientists.

• Social networking is key to locating expert resources.

• Strong ecosystem of customers, SME’s and partners


Connexions’ Users are Harnessing Web 2.0


Take-Aways from Connexions

• Make it easy for contributors to create, organize and link well-structured content.

• Provide collaborative authoring tools.

• Leverage popular standards and services:

– OpenID– Creative Commons– Slideshare.org– YouTube

• Make rights management of customer-contributed content clear and fair.


Staples’ Customers are Leveraging 2.0


Staples’ Customers Categorize Products


Staples’ Customers Rate & Review Products


Take-Aways from Staples

• Customers are happy to review even the most mundane products.

• There is value to others in having customers rate and review products.

• Customer reviews are used in the physical stores.

• A “closed customer community” creates and evolves the merchandise categories for the Web and the store. Customer categorization increased online revenues by 30%.

• First widget was the “Easy Button.”


Dell’s Customers are Driving Web 2.0


Dell’s Contributors Add Value thru How To’s


Dell Service Tag Widget: Customer-Created


Take-Aways from Dell

• If you enable customers to vote on ideas, you need to be prepared to act on them.

• Customers want control over how dialogs and discussions are displayed

• Customers will spend amazing amounts of time creating videos and tutorials

• Pro: A separate customer-generated content site is easy to police and maintain

• Con: Customers prefer a more seamless experience of user-generated and expert-generated content


National Semiconductor’s Rich Internet Apps

© 2006 National Semiconductor Corporation 57

WEBENCH® Flash-based Online Design and Prototyping Environment

2. Create a Design

Custom Prototype KitOvernight

Prototype

4. Build It!

Select Part

Enter Specifications

1. Choose a PartFor Power, Amplifiers, Audio,

Data Conversion, and RF/Wireless

Generate Schematic/Generate Schematic/Electrical AnalysisElectrical Analysis

Generate Layout/Thermal Analysis

3. Analyze a Design


Customers Use National’s Tools to Design


Application

Resources

DiagramLayout

SystemOverview

National Semiconductor’s WEBENCH Toolkit

SortableSelection

Guide

WEBENCHWEBENCHSimulationSimulation


WEBENCH® HotWire Opens Up Any Design

HotWire


Now(Hours)

Then(Weeks)

Virtual DesignsSave Precious Time


Customer InfluencedDesign Cycle

Product Line, 3rd Parties,WW Design Centers

Capture Designs

Product Application Design Centers & Field Application Engineers

Modify Designs

Proposals, App Notes, Reference Designs

In Library


Take-Aways from National Semiconductor

• Invest in core services with perceived high value (empower customers to achieve their outcomes)

• Embed your IP; Deliver Innovation Toolkits

• Give tools/services away

• Deliver immediate tangible results (physical goods)

• Make tools hackable

• Make tools ubiquitous (online & offline)


How are Customers Creating Value?

• For themselves?

• For other customers?

• For businesses?


1. They Rate, Review, Recommend, Vote

• Review products, books, articles, etc.

• Rate products, posts, people’s ideas, people’s contributions, solutions

• Recommend to a colleague, view automatically generated recommendations

• Vote on posts, articles, customer contributions, new product ideas, proposed solutions


2. Customers Tag, Organize, Make Collections

• Tag Photos, Films, Products

• Tag Books, Journals, Articles

• Organize and Share Resources

– Tools– Information– Experts– Records, Archives, Datafeeds– Methods, Recipes, Protocols

• Create Collections


3.They Publish, Subscribe, Re-Use, Syndicate

• Create and publish feeds, subscribe to feeds

• Publish or Subscribe to specific events/triggers/alerts

• Publish or Subscribe to changes they care about

• Provide Updates

• Subscribe to state changes: price, availability, movement, traffic patterns, stock prices, etc.


4. Contribute and Share: Strut their Stuff!

– Create & Post in Blogs– Create and Edit Wikis– Contribute Photographs– Contribute Videos – Create and Share Music– Create Podcasts– Create and Share Designs– Create and Share Information – Create and Share Applications– Create and Share Gadgets & Widgets– Research and share findings


5.Hack, Extend, Combine, Create “Mash Ups”

• Mix and match multimedia, create mash ups of music, video, etc.

• Mix and match information feeds and applications

• Map Data Sets together

• Interlink Data Sets or Feeds

• Combine Applications using APIs and Service requests

• Interlink Applications


GuyzNight’s Mash-Up Hits it Big


How to Harness Customer Innovation

Lead Users Improvise

Create Customizable

Solutions

Customers Purchase

New Product

Customers Configure Solutions

Customers Hack or Extend

Solutions

Commercialize Lead Users’Innovation

Recommend Solutions

Lead Customers Improvise

Create Next GenerationProducts

CreateExtensibleSolutions

CommercializeNew Solutions

Partners Create New Solutions

Customers Create New Solutions

C O M M U N I T Y

CAPTURE PATTERNS

CAPTURE PATTERNS

CAPTURE PATTERNS

What Customers Do

What Brand Owners Do


5 Customer-Critical Services

Business Customers need to be able to:

1. Search within and across collections and networked resources using semantics, parameters and folksonomy.

2. Create and share custom collections (playlists) and derivative works (mash ups).

3. Custom-configure, extend and create new applications and designs.

4. Take information + functionality anywhere.

5. Subscribe to updates. Publish updates.


5 Final Thoughts

1. It’s really easy for anyone to create new value and derivative works by leveraging all the shared services

– Google, YouTube, Flickr, OpenID, CrossRef, Eventful, WidgetBox, Wikipedia, etc.

2. There are lots of “Roll Your Own” Community, Blog and Wiki tools that make it easy for anyone to create new “long tail” experiences


5 Final Thoughts

3. Customer communities are central to the Web 2.0 experience

4. Customers are contributing about 20% of value to most Web businesses today

5. Customers will contribute 50% of value from Web businesses by the end of the year!

Patty’s Widgets/Gadgets


Patricia SeyboldCEO, Consultant, and [email protected]

This work is licensed under a Creative Commons License. You may re-use any of these slides or the images on them as long as you attribute them to: 2007 - Patricia Seybold Group, www.psgroup.com

Patricia Seybold GroupBoston, MA 02129

617.742.5200

www.psgroup.comwww.outsideinnovation.blogs.com

Using Web 2.0 For Outside I Nnovation Seybold Stm Dec 07

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