web2.0: from "i know nothing" to "i know something" in 2 hours (what?!?)

digg.com/spy● “Democracy in action” ?!?!?

Web 2.0

Web 2.0 Web 2.0 Web 2.0 Web 2.0 Web 2.0 Web 2.0 Web 2.0 Web 2.0 Web 2.0

Web 2.0 Web 2.0 Web 2.0 Web 2.0 Web 2.0 Web 2.0 Web 2.0 Web 2.0 Web 2.0

Web 2.0 Web 2.0 Web 2.0

WEB 2.0 From http://flickr.com/photos/kosmar/62381076/

Getting to know each other ...Do you:

● Know what is a blog?● Keep a blog?● Know what RSS is?● Use a news (RSS) reader (such as bloglines.com)?● Know what a wiki is?● Write on a wiki (at least once)?● Know what del.icio.us is?● Use del.icio.us?● Know what Flickr.com is?● Use Flickr.com?● Use Slashdot.org? Digg.com?● Know how Google ranks pages and decide what is

relevant?● Know Google maps?

What is “Web 2.0”?'I don't know what you mean by "glory",' Alice said.

Humpty Dumpty smiled contemptuously. 'Of course you don't—till I tell you. I meant "there's a nice knock-down argument for you!"'

'But "glory" doesn't mean "a nice knock-down argument",' Alice objected.

'When I use a word,' Humpty Dumpty said, in rather a scornful tone, 'it means just what I choose it to mean—neither more nor less.'

'The question is,' said Alice, 'whether you can make words mean so many different things.'

'The question is,' said Humpty Dumpty, 'which is to be master—that's all.'

What is “Web 2.0”?Non capisco che cosa volete intendere dicendo "gloria" – disse Alice.

Humpty Dumpty sorrise con aria di superiorita'.

E' naturale che tu non capisca .... finche' non te lo spieghero' io.

Volevo dire che "questo e' un ottimo argomento per darti torto!" -

Ma "gloria" non significa "un ottimo argomento per darti torto!" - obietto' Alice.

Quando io adopro una parola - disse Humpty Dumpty con tono piuttosto sdegnoso - essa ha esattamente il significato che io le voglio dare .... ne' piu' ne' meno.

Bisogna vedere - disse Alice - se voi potere fare in modo che le parole indichino cose diverse.

Bisogna vedere - disse Humpty Dumpty - chi e' che comanda ... ecco tutto.

The term “Web 2.0”● When is a string a word?

– More than 13,000,000 Web page mention “web2.0” (can I summarize them in 1 hour?!?) http://www.google.it/search?q=web2.0

– Buzzword?

● Agreed word for agreed meaning? Not really ● DISCLAIMER: this is my take on the trend.

– Adoption of new words in our new fast world is an interesting topic but not the topic of this talk ;-)

● http://www.google.com/trends?q=web2.0%2C+ajax+javascript%2C+folksonomy%2C+mashup%2C+podcasting&ctab=0&geo=all&date=all

● WARNING: the presentation is buzzwords-plenty!

http://headrush.typepad.com/creating_passionate_users/2005/03/the_new_geek_sp.html

From http://flickr.com/photos/kosmar/62381076/

Outline of the talk● Disclaimer: Web2.0 is an evolving buzz-trend● History of the term Web2.0● Key concepts

– User participation– Web as platform (API, mashups)– Interactivity (ajax)

● Examples:– del.icio.us, flickr, blogs, wikipedia, ...

● And the future?

Web 2.0: history of a meme● First things first: what is Web1.0?

● Dotcom bubble● In 2001 there was the Dotcom burst● BUT the Web, “far from having "crashed",

was more important than ever, with exciting new applications and sites popping up with surprising regularity”

● “What's more, the companies that had survived the collapse seemed to have some things in common. Could it be that the dot-com collapse marked some kind of turning point for the web, such that a call to action such as "Web 2.0" might make sense?”

● Which web1.0 experiences survived? And why?– Amazon– Ebay– Google

Amazon.com vs BarnesAndNoblesAmazon let users add value:

Explicit: Ratings, ReviewsImplicit: Collaborative filtering of buying behaviour dataAffiliation programs: set up your own Amazon.com shop

The value of this database is given back to the community

On-site marketing is completely based on wisdom of the crowd

BN.com had a brand, Amazon had a platform!

From i-merge slides

Ebay•Value of the platform increases with every new participant

•Providing an ecosystem where everybody gets a piece of the cake

•Long tail business model•Integrating social realities at the heart of the architecture: Reputation, Trust,…

•What is the asset of Ebay?

From i-merge slides

Ebay (2)

From i-merge slides

Google•Search engine war won based on maximizing

the intelligence of its user base: PageRank system, which has two rules:

1.Hyperlinks are votes of attention2.Some voters weigh more than other voters,

because they themselves are heavily linked to

• Implicit harvesting the distributed intelligence of the network

•Google bombing = communities that exploit this algorithm:

– e.g: “miserable failure” or “buffone” or “incapace” or “regali”

From i-merge slides

Who invented the “web2.0” term?

Tim O’Reilly

“Those companies who survived the dotcom burst knew how to build an environment in which users could participate, although the nature of that participation isn’t always clear”

What Is Web 2.0 - Design Patterns and Business Models for the Next Generation of Software - by Tim O'Reilly

09/30/2005

www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html

Web2.0 ConferenceWeb2.0 Conference

by O'Reilly group

October 5-7, 2004

http://www.web2con.com/

And since then ... http://www.google.com/trends?q=web2.0%2C+ajax+javascript%2C+folksonomy%2C+mas

hup%2C+podcasting&ctab=0&geo=all&date=all

Web2.0 ~ social web● I prefer the term “social software” or “social

web”● But ... who am I?

Web1.0 --> Web2.0WEB 1.0:

­We thought the web was about publishing, advertising and « multimedia »

WEB2.0:

­The web as a platform­User participation built in the very heart of it­Users add value

(from i-merge slides)

Web2.0 key concepts● The web as a platform

– “the service automatically gets better the more people use it”

– "architecture of participation"

● Harnessing Collective Intelligence / Wisdom of the crowds– Users contribute and add value (wikipedia,

del.icio.us, flickr, digg, youtube, free software/open source, blogs, ... readwrite web ... cornucopia of the commons)

The web as a platform: what is a platform?

A digital environment

On which users can interact with data and/or with eachother

Thereby creating added value for themselves or for the platform as such

The architecture of the platform determines the nature of this participation and the value that results from this participation

A platform can focus on the individual, the collective, the data or a common goal

(a virtual world?)

(from i-merge slides)

Examples● Let us explore some examples● And try to find the common patterns

Bookmarking is so Web1.0● From personal bookmarking ...

Image from http://www.ethanzuckerman.com/blog/?p=512

Del.icio.us● ... to social bookmarking

Image from http://www.ethanzuckerman.com/blog/?p=512

Del.icio.us (2)● A small difference (bookmarks are public by

default) made a huge difference!● You can be informed of what your “friends”

(people you trust and admire) bookmark!● You can see what is popular at the moment!

Image from http://www.ethanzuckerman.com/blog/?p=512

Tags● How do they work on del.icio.us?● Screenshot!●

●

Tags● You can see which other users used the tag

“sociology”! Or the new made-up tag “sociologytn”!!– Leads to new interesting links– Leads to users who are doing similar things

(possible future friends and partners!)

●

●

●

Tags

Tags•Other users who bookmarked this same link

– Leads to users who are doing similar things ( discovery)

– They also gave other tags to this link ( increasing semantic field)

– They bookmarked other links ( inspiration)

Tags● Users contribution is a must! Simplicity is

key!● Folksonomy (flat strings, no structure).● Before there was taxonomy (Yahoo!)

Image from http://www.ethanzuckerman.com/blog/?p=512

Other uses of tags● And also flickr, youtube, last.fm, citeulike, ....●

Blogs● Some examples

Blogs: As easy as email!

Image from http://www.ethanzuckerman.com/blog/?p=512

RSS

Blogs (2)● RSS

– Extremely SIMPLE! --> adoption | what about the Semantic Web? OWL?!? Microformats is a simpler, evolutionary approach

RSS readers● Bloglines screenshots

RSS: only from blogs?● Joking?● Repubblica, cnn● Search on google (pubsub better)● Events● Everything (that) is a list, everything is a list

Wikipedia

Image from http://www.ethanzuckerman.com/blog/?p=512

Like Britannica Encyclopedia???

Wikipedia● User-contributed encyclopedia. Everyone can

create new concepts or edit old ones!!!

Image from http://www.ethanzuckerman.com/blog/?p=512

Would have you bet on this mechanism 5 years ago? Revisit “what is possible” and “what not”.

Users contribution!

Like free software but for content!

Neutral Point of View● An interesting (sociologic?) challenge: “can

we all (!) agree on the meanings of words?”

Image from http://www.ethanzuckerman.com/blog/?p=512

Edit wars are extremely insightful!

Have a look at the “history” page to see users contributions

Wikipedia software● It is MediaWiki (http://mediawiki.org)

– There are tons of other free software wikis tools (moinmoin, pmwiki, ...)

● Download the software (Free software) and create your own.– Great for collaborative writing (a book?) and for

documentation– Move everything you write (your company?) on a

wiki!– www.sociologiatrento.it/wiki ?

Digg

Digg● Skip it?●

● Decentralized Users contribution allows to spot what is cool. Democratic? Wisdom or herd behaviour? What gets “noticed”? (“sex” or “africa”?)

● Slashdot.org has similar dynamics● Other ways to discover “interesting stuff”:

del.icio.us/popular, flickr interestingness, ..., blogpulse, cloudalicious

●

Mashups

• Websites that are built from pieces of other websites (that expose simple and useful APIs)– RSS google maps, last.fm, ... web services

• http://www.webmonkey.com/webmonkey/06/08/index4a_page2.html?tw=commentary

• http://www.programmableweb.com/api/Flickr/mashups

• Ex: http://krazydad.com/colrpickr/index.php?group=colorfields

• Is Flickr worst off or best off if a lot of other cool services use “its” images?

• BE OPEN! EXPOSE DATA VIA SIMPLE APIS!

Mashups (combining info from different sites)

● Technorati http://technorati.com/tag/sociology sociologia

● http://popurls.com/

– Who created this content?● More? http://programmableweb.com/

Mashups (combining info from different sites)

● Craiglist + gmaps http://www.housingmaps.com/

● Gmaps +ebay http://www.markovic.com/markovic.com/ebay/search.php

● Gmaps+georss+flickr+geocaching+... http://www.dynamite.co.uk/local/

● Gmaps+... http://mibazaar.com/missingkids.html

● gmaps+realtimetrains http://dartmaps.mackers.com/

● Gmaps+ news on cartoon riots http://www.lastingnews.com/maps/cartoons_protests.html

● Gmaps + your friends ?

● http://berkeleyca.crimelog.org/all

● http://maps.google.com/green/gg_interior_sf.html

AJAX● AJAX (Asynchronous JavaScript and XML) is a

Web development technique for creating interactive web applications.

● Web applications will replace desktop application: Gmail , Google Calendar, Meebo, Kiko, Writely, Pixoh, and DabbleDB.

● How can I find cool examples? http://del.icio.us/popular/ajax

● http://www.pageflakes.com/● http://digg.com/spy

Writely (google)

Greasemonkey● There are so many data out there, why not

play with them?● Greasemonkey let you easily do this!

– Javascript + XHTML DOM model

Licence● Some Rights Reserved! ● Content protection (like the default copyright

of everything you produce!) limits re-use and prevents experimentation.

● Creative commons allows you to state “some rights reserved”. I would suggest – CC Attribution-ShareAlike 2.0 licence– http://creativecommons.org/licenses/by-sa/2.0/– Allows commercial use of your content

Summary?● What ties everything together?● Social relationships

– Links (a la google)– Trust (friendship) relationships on social web (not

only ebay in which reputation~money, slashdot, google, epinions, flickr, ...)

● All the successful Web2.0 ventures are exploiting humans need to be connected and recognized, and the network effect.

● Social capital, reputation economy, ...– “Down and out in the magic kingdom”, sci-fi novel by Cory Doctorow

● “It's all about you” (everything is public) ... and your relationships!

Marketing2.0● Companies (brands) are really interested in

this new social architecture, it is a total shift from previous ones– Tv, radio, newspapers are one-to-many

(broadcast) [people are passive swallowers]– Blogs, Web2.0 is many-to-many [people are

active, they contribute (We Media)]

● Advertisement does work nomore, pay attention to what people say, they can destroy your reputation.– Word of mouth, viral marketing– P2p advertisement (hidden persuaders in plain

sight?)http://www.stayfreemagazine.org/public/nyt-rob-walker.html

Summary?­The web as a platform­User participation built in the very heart of it­Users add value

● Bottom-up

● Democratic (anarchic?)

● On the shoulders of your peers (not necessarily giants!) --> Evolutionary (towards the best?) --> Smartmobs (book by Rheingold)

● Inclusive

● Easy to be engaged

Where do we go from here?● What will be Web 3.0? Who will define it?● ItalianWeb2.0 ?!?● Or better, what will be the next “buzzword”,

able to shape how the world think about the world?

● Contribute2.0 ;-)

Suggested resources● I copied ... ehm ... took inspiration from:● I-merge slides (http://i-wisdom.typepad.com/iwisdom/2005/12/imerge_web20_se_1.html)

● Ethan's Readwrite slides (http://www.ethanzuckerman.com/blog/?p=512)

Image from

● Creative commons licence! Remix culture!● Everything but what is derived from other

resources (basically the slides in which there is a “from http://....” are not under creative commons)

About me● (dormient) blog:

http://moloko.itc.it/paoloblog/ ● Email: massa@itc.it (but email is so 1.0!) ● Identity in real world: Paolo Massa● Identity in Web2.0 worlds: “phauly” (flickr,

del.icio.us, ...)

Thanks

Questions2.0?

● Wiki: mediawiki● Blog: wordpress● Feeds reader: bloglines● Aggregator: digg● Social bookmarking: del.icio.us, connotea,

citeulike● Photos: flickr● Video: youtube● Google maps●

● FIRST CONFERENCE (tim o' reilly!)

● What web2.0 mean? Humpty dumpty BUZZword

● Many 2 many / read write web

● amazon/ebay/google (users add value)

● Web as platform / architecture of participation / long tail

● RSS (news readers): bloglines, ... <---- speak little about the Format!

– Anche bloglines puo' essere pubblico (vedi chi legge quello che tu leggi ...)

● Tags (folksonomy): Flickr, del.icio.us, youtube, ... digg (pligg), last.fm, ..., connotea, citeulike, ... (users trust each other, friends)

● WISDOM OF THE CROWD (relevant staff gets discovered as a by-product of users' activity)

– The amateurization of nearly everything

– del.icio.us/popular, flickr interestingness, ..., blogpulse, cloudalicious

– From outsourcing to crowdsourcing?

– Empowerment, normal people are important, buzzmetrics, p2p advertisments, ...

– We media, grass root journalism, open source/free software

● Social software / trust, reputation, there are no expert! (slashdot, foaf/semantic web) / orkut friendster / linkedin, ryze, myspace

● Clutrain manifesto

● Emergent

● Blogs

– Technorati

● E-advocacy (moveon.org, participate.org, ...)

● Telephone (SIP? Talkety? ... + ajax): why email is free and telephone no?

– Mobile Social Software (MOSOSO, dodgeball, ...

– LICENCE (copyright? Creative commons? .. the right to remix.)

● Ajax (examples): web applications ~ desktop applications (writely)

● Google maps

● Api / Mashups

● Calendar (events)

● Wikipedia (user participation) / wikis

● --- the web as platform

● spam? Splog? Fake blog? Clay Shirky, “Social Software is the stuff that gets spammed.”

http://many.corante.com/archives/2005/02/01/tags_run_amok.php

● Forget email!

● Social capital? Reputation as currency? Down and out in the magic kingdom

● Democracy? politics?