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10/21/2008

Web 2.0 Web 2.0 What does it mean for Online Using , , RSS, and Marketing? other tools of the new internet

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Web 2.0 Bullshit Generator™ http://emptybottle.org/bullshit/ “tag AJAX- “integrate user- eeabednabled contributed networking” ”

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“beta-test standards- compliant 1. Technologies widgets”

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Defining Web 2.0 Web 2.0 transitions • Tim O'Reilly and John Battelle summarized Information silos Æ Information sharing key principles they believed characterized Web 2.0 applications Designed Æ Customizable – the Web as a platform – data as the driving force “One to Many” Æ “Many to Many” – an architecture of participation (publication) Æ (conversation) – open source development – content and service syndication Authority Æ Consensus – the end of the software adoption cycle (i.e. “The Wisdom of Crowds”) – leveraging the power of The Long Tail

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Web 2.0 technologies Conversation: Blogs • A is a where entries are made in journal style and • Conversation: Blogs displayed in a reverse chronological order. • Syndication: RSS • A blog entry typically consists of the following: – Title, the main title, or headline, of the post. • Consensus: Wikis – Body, main content of the post. – , the URL of the full , individual article . • Sharing: – Post Date, date and time the post was published.

• A blog entry optionally includes the following: – Comments – Categories (or tags) - subjects that the entry discusses – and or - links to other sites that refer to the entry

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Join the conversation Syndication: RSS • RSS stands for “Really Simple Syndication” • Searching the – Technorati – IceRocket – blogsearch.google.com

• Writing a blog – – Wordpress

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Hunting and gathering Need the feed? • Finding RSS feeds is relatively easy • RSS feeds require a reader, sometimes called an “aggregator,” to display them in a readable format

• These icons all represent RSS feeds and are found on most blogs, news sites, journal sites, and many search tools • Web browsers often have the ability to read RSS feeds (see Firefox Live Bookmarks) • Click on an RSS icon and save the link to an RSS newsreader or aggregator • Web services such as Bloglines and Newsgator • Any time that feed is updated (new blog post, new news Online can aggregate many feeds and be accessed item, new search results) your newsreader or aggregator will include the updated items from any computer

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PubMed and RSS Hands-on exercises • PubMed can format searches into RSS • Run a PubMed search and save the results as an RSS feed • By adding a PubMed RSS feed to your aggregator, you will automatically receive • Save the RSS feed in Firefox as a Live updates to your search Bookmark – “Send to” RSS feed with pulldown menu – Click the “Create Feed” button – Click the button in the address bar and “Add PubMed search…”

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Consensus: Wikis Other wikis to know • A type of website that allows the visitors themselves to easily add, remove and otherwise edit and change • Medicine Portal – some available content, sometimes without the need for registration http://en.wikipedia.org/wiki/Portal:Medicine

• Ease of interaction and operation makes a an • Health Lib-Wiki effec tive t ool f or colla bora tive au thor ing http://hlwiki. slais. ubc. ca/index. php?title=Main_ Page

• The open philosophy of most wikis—of allowing • Wikibooks – Health Sciences anyone to edit content—does not ensure that editors http://en.wikibooks.org/wiki/Medicine are well intentioned

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Editing wikis Hands-on exercise • Wikis represent consensus over authority -- the knowledge of many people is considered more valuable and correct than the • Find a Wikipedia entry on a topic with knowledge of any one person, even an expert which you have a strong familiarity or • Wikis like Wikipedia still rely on the valuable input of experts to even expertise – Make an addition or edit correct errors and improve the value of the resource to that entry • In an article in Nature (12.15.2005), Wikipedia was compared to Encyclopedia Britannica and found to be about as accurate in articles on the sciences

• Wikis use a slightly different markup than the web, but it’s easy to learn – most wikis include a toolbar to help with this

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Sharing: Social Bookmarking, etc. Potential outcomes Sharing of information takes on many forms • File sharing and peer-to-peer networks Same as with traditional research and publishing • Ratings, rankings, opinions (i.e. Amazon or • Locate peers with similar interests Angieslist.com) • Share data, papers, publications • FiFriend s li litsts (i .e. M yS pace or F Firiend st er) • Find new ways to collaborate on projects • Social bookmarking • Use relevancy and ranking to filter more valuable – Sharing links (del.icio.us) information from the pile – Sharing lists (LibraryThing, All Consuming) – Sharing articles (CiteULike, PennTags) In-class examples from CiteULike

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What is Web 2.0? AJAX REST • Web as Conversation • Web as Syndication SOAP • Web as Consensus RDF • WbWeb as S oci ety, as Sh Shiaring, as Di scovery JSON RSS APIs

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AJAX SOAP

2. People Power

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Blogs User- generated Content Wikis Social 3. SmartData™_2.0 Software Peer- Networking 2-peer Tagging

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“Web page “Web as as a state platform” not a place” Mashups Some examples … ? Feeds Open Syndication APIs Aggregation

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1. Technology from the Gods… 1. Technology from mere mortals…

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2. People Power 2. People Power from the Gods… from mere mortals…

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3. SmartData from the Gods… 3. SmartData from mere mortals…

Amazon wishlist readers of Orwell’s 1984

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Web 2.0 What does it mean for Online Marketing?

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How can Web 2.0 Acquire customers thinking help me… online

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Convert them Retain them

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Let’ s take an example

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Summary

• It’s Evolution not Revolution • But there are some interesting new ideas and technologies to exploit

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