Web 2.0

Eh?

Confusion

Why?

• The web and our customers have moved on

• Social change being brought about because the way we communicate, form groups and collaborate has changed

Web 2.0

• Real simple syndication (RSS)

• Wikis

• Blogs

• Podcasts

• “Web as platform” and mashups

• Social networking

• Social bookmarking

Real simple syndication

The old way

News

Blogs

The old way

News

Blogs

?

?

The new way

News

Blogs

The new way

News

Blogs

New web site containing your favourite items• google reader• bloglines• newsgator

Desktop RSS news reader

iGoogle

RSS reader

The big conversation

Wikis

• Collaboration– Visibility– Version– Attach documents

The old way

The old way

The new way

Wiki

The new way

• Collaboration

• Visibility

• Version

Civic emergency

Event organisation

Project management

Blogs

• Confusion -blogs similar to message boards

• Not a replacement for message boards.• The content of a blog is controlled by a

single person• A blog doesn't require people to reply.• Blogs support the uploading of a wide

variety of media.• Blogs can be syndicated via RSS.

Social networking

• Social Network Services (Sites)

• Expose the links which exist between individuals and groups

• Viral marketing and customer targeting

• Six degrees of separation

Social bookmarking

• Saving your favourites onto a web site

• Available from any computer

• Tagged for grouping and retrieval

• Public - Can be shared

• Enables customer insight

Mashup

• Aggregation of information from 2 or more sources.

• Anybody can make APIs (Application Programing

Interfaces) available across the internet

• Internet as platform – Internet Operating System

Windows

APIs Network Display Files UI

Internet

APIs Yahoo Google eBay KMC

So what is Web 2.0• Direct control by individuals of web services and

tools– Inclusive of widgets that update pages without needing to

refresh, RSS feeds, on-demand video, file-sharing, blogs, wikis, and podcasting

• Philosophy– The whole is greater than the sum of the parts– Users should participate and produce their own content, not just

passively sit back and watch the web go by. – Engagement over broadcast

• Enabled by– Simple to use online applications with an agreed set of

standards across a range of areas that allow users to develop, skin or customise applications and share content / functionality more easily.

Content• Value is in the content and how you use it

– Not in the technology

• Users involved in embellishing content– Eg posting news, opinions, events, photos and media– Tagging content so it can be searched and classified

• Publish / recycle content– Give others rights to reuse through Creative Commons etc

• Enables people to be more independent of traditional web authors and those who would otherwise manipulate their content– Create their own website, blog on what ever subject they want or

their own communities.

• Users choose what they get, how they get it, when they get it, where they get it