Web 2.0

IMD Web Authoring

Content

• What is Web 2.0

• Search

• Content Networks

• User Generated Content

• Blogging

• Social networking

• Social Media

Contents cont.

• Tagging• Social bookmarking• Software Development• Rich Internet Applications • XML, RSS, VoIP etc …• Web 2.0 Business and Monetisation

models• The future Web

What is Web 2.0?

• Collaborative• Community based

sites– Social networking,

blogs, wikis

How has it come about?

• Vast computing power– Advances in hardware

• Moore’s law• Memory• Performance

• Explosion of broadband Internet– In 2006 owned by 43%

American adults

Web 1.0 vs Web 2.0

• Focus on small number of companies / advertisers

• Content delivery– “Brochure web”

• Wider audience of users

• Involved the user• Users add, organise,

share, critique content

Lecture Conversation

http://www.sizlopedia.com/2007/08/18/web-10-vs-web-20-the-visual-difference/

Architecture of participation

• User interaction• Community contributions

• Harnessing collective intelligence– Feeding back the users

behaviour to extract useful information to enhance the web

• Open source software

Searching

• With so much content – how can you find what you are looking for?

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Search Engines

• Primary search tools for the web– Using key words– Returns a search engine results page

• Links in order of relevance

– Natural language will be used in the future

Google• Named after the mathematical term googol 10100

• Leading search and online advertising company• Success partly due to patented PageRankTM Algorithm

Google’s PageRankTM Algorithm

• Unique infrastructure of servers

• Considers the number of links into a web page and the quality of the linking sites to determine page importance

• All aspects of page used – Content, font, headers, contents of

neighbouring pages

• Highest ranked pages appear first in list

Other Google

• AdWords– Pay-per-click contextual advertising– Appear next to search page and relate to

search as text and url

• AdSense– Advertising program – Text ads placed on participating sites

Others …

• Yahoo– Search engine, email

provider, user groups

• MSN– Microsoft

• Ask– Formerly AskJeeves– User location important– Aimed at returning relevant local businesses

and events – Audio and video support

• Vertical Search– Topic specific– e.g. Expedia travel site

Others …

• Location-Based Search

• Customised Search Engines

• Search Engine Optimisation (SEO)– Tuning your website to enhance its visibility

when searched– White hat method – choice of key words,

quality content, metadata, relevant links– Black hat method – fooling the search engine

• Can get site banned by the search engines

Others …

Link Building

• Increasing web site ranking– Generating inbound links to a particular website– Increasing link popularity

– Reciprocal linking – • two websites link to each other

– Link baiting• Attention grabbing content

– Natural linking• Content quality

Content Networks

• Provide information in various forms– Articles, wikis, blogs

• E.g. – HowStuffWorks

• Articles

– Deitel• Links to descriptions, tutorials, demos, software etc

User Generated Content

• Community adds value to the site– Amazon, eBay, Monster

• User generated material – text, video, audio

• Implicit – derived from users’ actions– E.g. Amazon, YouTube, recommender

systems

Amazon recommends …

Wikis

• Users can edit existing content

• Wikipedia– Community generated encyclopedia– Community involved in moderating the

accuracy of content– Collective Intelligence– Collaborative Filtering

• Users can flag offensive material• Promote useful pages

Blogging• Traditionally short postings in reverse

chronological order providing links to other information

• Social networking, e.g. LiveJournal

• Readers can comment – interactive, debate, discussion

• Citizen journalism– Have become a significant news resource

• Used by the media

Blogging …

• Blogs have become a fast and in-depth (and often “unwashed”) news medium

• The mass media is embracing blogging

• Many blogs provide RSS and Atom feeds to alert the reader to new material– Automatically syndicated via the web

Social Networking

• Network effects – The value of the network is proportional to the square of the number of users (Metcalfe’s Law)

• Friendster, MySpace, Facebook– Social networks

• LinkedIn– Networking for professionals

• Second Life– Virtual world, avatars

Social Media

• Any shared online media– Video, photos, music, news etc.

• YouTube– Entire site based on user generated content– Users upload content, rate content, comment– Tags used to help search content– Can subscribe to other user’s material– Issue with content management – i.e. copyrighted

material

Others …

• Internet TV

• Digg– news, videos and podcasts rated by users

• Last.fm– Internet radio using recommendations– Downloaded software tracks users taste in

music and provides personalised recommendations

Others …

• Digital rights management (DRM)– Adds software to media files to prevent

misuse

• Podcasting– Digital audio file equivalent of a blog– RSS feeds often use to syndicate new

material

Tagging

• Labelling content to give meaning understood by a computer

• Enables searches, grouping, organisation – E.g. tagging photos with the holiday location

and date

• Tag clouds– visual display of tags weighted by popularity– Colour and text size– Based on majority opinion

More …

• Folksonomies– Classification based on tags

• Flickr– Photo sharing site

• Social bookmarking– Allows users to share their bookmarks – i.e.

their favourite sites

Mashups

Software development

• KIS – Keep it Simple – Keep is Small

• The web has become an application, development, delivery and execution platform– Using the web as a platform is a movement

away from Operator System dependence that widens the potential audience

Software as a Service

• Application software that runs on a web server rather than being installed on the client computer

Agile Development

• Incremental releases of updated software over shorter time frames– “Perpetual beta”

Open Source

• Users can customise code• Reduced cost or free• Used under license

– E.g. GNU General Public License

• Community driven• Users may need to be technology savvy• Examples

– Firefox, Apache web server, MySQL database system

Rich Internet Applications

• Responsiveness, “rich” features and functionality

• Ajax – Asynchronous JaveScript and XML– Allows partial page updates– More responsive GUI– Uses XHTML, CSS, JavaScript, the DOM,

XML, and the XMLHttpRequest object

Toolkits and frameworks:

• Dojo– Open source JavaScript toolkit, library

• Adobe Flex– Framework to enable scalable cross platform

multimedia rich applications – Flash player 9

• MS Silverlight– User interfaces built in Extensible Application

Markup Language

More …

• JavaFX – Script and Mobile

ASP.NET Ajax

XML

• Extensible Markup Language– Allows data to be labelled providing a

meaning to both user and computer

RSS and Atom

• Subscribing enables user to be updated automatically when new material available

• Requires an aggregator on the users’ PC to respond to the update

Web 2.0 Monetisation examples

– Banner ad– Blog advertising– Contextual advertising – target to content on

webpage– Cost-per-click / per-action– E-commerce– Premium content – payment to access

Web 2.0 Business model examples

– Music distribution– Online auction– Online payment – Photo sharing– Content network– Broadcasting– Recommender systems– Gaming– …

Future Web

• Meaning behind the data – Enabling data mining to extract information– XML possibly using a tool to create it– Tagging and folkonomies– Finding meaningful connections

• Semantic Web– Web of meaning

• Web 1.0 servers– Sent mainly static material coded in HTML or

XHTML to browsers that rendered the material on screen

• Web 2.0 – Applications are more dynamic, enabling

significant interaction between user and server and among a community of users

Ontologies

• Organising and describing related items

• Cataloging internet content