Transcript Deployment Strategies For Web 2.0

http://www.ukoln.ac.uk/web-focus/events/seminars/nottingham-2007-03/
Deployment Strategies
For Web 2.0
(or let’s stop talking and start doing!)
Brian Kelly
UKOLN
University of Bath
Bath
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taking photographs, discussing the
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Resources bookmarked using ‘nottingham-2007-03' tag
UKOLN is supported by:
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This work is licensed under a AttributionNonCommercial-ShareAlike 2.0 licence
(but note caveat) www.ukoln.ac.uk
About Me
Brian Kelly:
• UK Web Focus: a Web advisory post based at
UKOLN
• Funded by JISC and MLA to advise HE/FE and
cultural heritage sectors
• Web enthusiast since Jan 1993 (helped set up 1st
institutional Web server in UK HE)
• Published many papers & given many
presentations on variety of Web issues
UKOLN:
• National centre of expertise in digital information
management
• Located at the University of Bath
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About You
Some quick feedback would be useful
Who works in:
• Service departments: IT service; Library; Admin; …
• Academic departments: teaching; research; …
• Other: ???
Who:
• Has a blog? Reads blogs?
• Uses a Wiki?
• Uses social networking services (for any purpose)?
• Uses Skype: openly? secretly?!
What would you like to get out of this seminar?
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Contents
Web 2.0 – What Is It? (Talking …)
• Blogs
 Wikis
• RSS
 Mashups
• Microformats
 Comms tools
• Social networks
…
Deployment Strategies (… doing)
• User focus
• Information literacy; staff development
• Risk assessment
• Safe experimentation
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Let’s Do It Now!
http://www.gabbly.com/www.nottingham.ac.uk/
Let’s not just talk about Web 2.0
– let’s use it now (assuming WiFi
network available!):
Let’s Talk
• Go to http://www.gabbly.com/
and in box enter
www.nottingham.ac.uk/
Let’s Share Resources
• Go to <http://del.icio.us/lisbk/
nottingham-2007-03>
to access resources
mentioned in talk
Discussion
Lecture theatres being WiFied; pervasive networking
being deployed  students with laptops will expect to
use them  we need to gain experiences to establish
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2 Mar 2007
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Web 2.0
Web 2.0
What Is Web 2.0?
Marketing term (derived from observing 'patterns') rather
than technical standards - “an attitude not a technology”
Characteristics Of Web 2.0
• Network as platform
• Always beta
• Clean URIs
• Remix and mash-ups
 Syndication (RSS)
• Architecture of participation
 Blogs & Wikis
 Social networking
 Social tagging
(folksonomies)
Web2MemeMap, Tim O’Reilly,
• Trust and openness
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2005
Web 2.0
Key Characteristics
Blogs
http://www.su.nottingham.ac.uk/blog/
Openness
Syndication
Collaboration
The term ‘blog’ is well-known, but
perhaps there’s a lack of
awareness of the potential of
blogs in HE. There’s a need to:
• Explore how blogs can support
business functions (support
users, staff & organisation)
There’s also a need for
information professionals to:
• Understand blogging & related
technologies (e.g. RSS,
Technorati)
Couldn’t find many blogs at Nottingham
University, but Student’s Union are using • Be able to find resources in
them (accountability; transparency; …)
the 'Blogosphere' www.ukoln.ac.uk
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Blogs & Marketing
http://georgemandler.com/2007/02/17/chocolatehttp://blogsearch.google.com/blogsearch?...
http://www.nottingham.ac.uk/public-affairs/
makes-you-smarter-at-least-temporarily/
press-releases/…
What happens:
• You’ve done some great
research (not quite a cure
for cancer!)
• You write a press release
(job done?)
• Who is linking to & talking
about this research (are they
disagreeing?)
• The Nourishing Balance blog
has commented on this
(That’s great – or are they
Who needs to know about and use
Web 2.0 apps from this example: PR
misinterpreting the findings?)
& marketing; researchers; …
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Web 2.0
Blogs - Reading
http://www.bloglines.com/myblogs
BlogBridge
a desktop blog
Bloglines – –
a Web-based
blogreader.
reader.You
Youare
are
informed
informed of
of changes
changes since
since you
you last
last viewed
viewed the
the
page.
page.
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Openness
Syndication
Collaboration
How do you keep
informed of
developments?
• Do you use a
dedicated blog
reader?
• Are you alerted of
changes to key
blogs?
• Do you focus on
the content, and
avoid the
distractions of
ads, etc.
www.ukoln.ac.uk
Blogs – Engaging With Users
http://ukwebfocus.wordpress.com/
2007/01/25/experiments-with-meebo/
The ukwebfocus.wordpress.
com blog provides:
• Comments option for all
postings
• A realtime chat facility
Benefits:
• Feedback on my thoughts
and ideas
• Evaluation
•…
Blended blogging
See (and discuss) UK Web
Focus blog post 25 Jan 2007
Blogs aren’t just one-way publishing, but an implementation of
Tim Berners-Lee’s
of a collaborative
Web
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Web 2.0
What Are They Saying About Us?
http://www.nottingham.ac.uk/
Blogs are very interconnected
with each other (bloggers discuss
other’s blog postings).
This can help to provide
feedback; measure impact;
engage in discussions; etc.
You can also monitor what they
are saying about your Web site.
Criticism: this may be comment spam.
This may be true for popular home
pages, but not for many other pages
Find out what bloggers have been saying about your blog or
your Web site – possibly minutes after they’ve said it. You can
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Web 2.0
Finding Resources
http://www.technorati.com/
search/sherpa+jisc
RSS
Syndication
Technorati can help find blog articles,
RSS feeds, etc.
Technorati search for “SHERPA JISC"
finds:
• 11 blog posting postings, most recent
196 day ago (nothing new since
then?)
A search for “JISC” finds a posting
from 6 hours ago
Note you can receive RSS alerts of
new search results
What do users want: the home page and what people are saying
today. Google & Technorati are valuable tools, so organisations
should ensure
their
Web
site can
be found in both. www.ukoln.ac.uk
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Web 2.0
Social Networking Software (1)
But what if:
• Students aren’t interested in
university-provided blogging
services?
• Students use commercial
social networking services
such as Facebook?
Should we:
• Make use of these
environments (save money by
not reinventing wheels)
• Inform students how our
information can be
18 Feb 2007
integrated?
There may be ethical issues about using
• Ignore?
centre ofspaces
expertise in(cf
digital
information management
www.ukoln.ac.uk
students’A social
bars)
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Social Networking Software (2)
http://kera.name/articles/2007/01/
http://kera.name/articles/2006/12/uni404-university-of-nottingham-not-found/
tech-team-storms-student-underground/
What are they saying about
your institution in social
networking services, on blogs,
…?
Do you (and your departments)
provide business intelligence
services to find out what your
users are saying about you?
Do you have policies on
rebuttal?
BUCS set up a feedback page in
Facebook - without being aware of
this page!
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www.ukoln.ac.uk
Web 2.0
Wikis
http://www.ukoln.ac.uk/interop-focus/community/index/
http://www.ukoln.ac.uk/interop-focus/community/index/
http://www.writely.com/
IWMW2006_Information_About_Social_Aspects
IWMW2006_Discussion_Group_Notes_for_Group_A
Openness
Syndication
Collaboration
Wikis – collaborative
Web-based authoring
tools
I use Wikis for:
• Collaborative
papers (avoiding
emailed MS Word
file around)
• Note-taking
at events
• Social discussions at
events
Writely – Web-based
Remember
when notesword
wereprocessor
trapped inorthe non-interoperable
Wiki?
Does
it inmatter,
it does
theneed
job no longer be
world
flip charts
&information
paper.
This
the case.
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Wikipedia
http://en.wikipedia.org/wiki/
Nottingham_University
16
Wikipedia – a communitydeveloped encyclopedia …
and also a well-linked Web
site, which boosts Google
rankings Note created by
Andre Engels in Sep 2003
Issues (practical):
• Who maintains this
page?
• What else should be in
Wikipedia related to the
university’s key interests
& expertise?
Issues (philosophical):
• Should we be doing this?
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• Who should create & maintain pages?
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Web 2.0
Sharing - Flickr
http://www.flickr.com/search/
http://www.flickr.com/photos/tags/
?w=all&q=iwmw2006&m=text
iwmw2006/interesting/?page=6
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Openness
Network effect
Syndication
Collaboration
Web 2.0 includes
community-building
You can help support
your communitybuilding by making it
easy to share photos at
events (e.g. this
seminar)
Simply suggest a tag
e.g. ‘nottingham-200703’ and encourage
delegates to upload
their photos with this
tag
www.ukoln.ac.uk
Web 2.0
Sharing – del.icio.us
http://del.icio.us/lisbk/nottingham-2007-03
Openness
Network effect
Syndication
Collaboration
Another aspect of sharing is
sharing bookmarks
This can be used to:
• Manage your bookmarks
• Allow others to
contribute resources
• Allow lists of bookmarks
to be repurposed
• Carry out impact
analysis
Note how the bookmarks can be
embedded (‘mashed-up’) elsewhere
Who else has bookmarked this resources? What are their interests?
(IA centre
may have
similar
interests)
Howmanagement
many have bookmarked my
resource?
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in digital
information
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Web 2.0
Tags
Collaboration
Microformats
http://www.worldcupkickoff.com/england/
http://www.ukoln.ac.uk/web-focus/events/
Add
workshops/webmaster-2006/sessions/kelly
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simple semantics
using <span>, <div>,
etc. classes:
Pages on IWMW 2006
Web site have
microformats
Plugins such as Tails
display contact and
event details & allow
them to be uploaded
to Outlook, Google
Calendar, etc
World Cup Web site also has microformats. This
avoids the cumbersome downloading dates, entering
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calendar,
selecting import, finding file, …
Web 2.0
Web As A Platform
http://upcoming.org/event/69469/
Network
Users
Tags
Collaboration
Upcoming.org can
deliver traffic to your
Web site, who may
then book for the event
They provide
• Event details
• Microformats
(event, location)
• Exporting
functionality
• Community
space
Other people can take my data and use it to provide my event.
They also
provide
additional
functionality
for me 
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Web 2.0
Creative Commons
Openness
Tags
Collaboration
Hasn’t Upcoming.com
contributor infringed
my copyright (even
though it’s to my
benefit?)
• Creative Commons
licence assigned to
publicity details
• Also described in
microformat to allow
Note that the openness is a key aspect software to find
of Web 2.0: open source; open
licence
http://www.ukoln.ac.uk/web-focus/events/
workshops/webmaster-2006/publicity/
standards and open content can all help
to bring benefits through maximising
usage
services
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Web 2.0
Mapping Services & The Web
Web 2.0 provides valuable opportunity to
provide mapping & location services:
• Embedding Google maps on your Web
sites
• Developing rich services using this
• Providing location metadata /
microformats which can be processed by
simple browser tools
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Web 2.0
Google Maps Mashups
http://northumbria.ac.uk/browse/radius5/
http://www.ukoln.ac.uk/web-focus/events/
workshops/webmaster-2006/maps/
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Openness
Mashup
APIs
Google Map ‘mashup’
used for IWMW 2006
event:
• ~ 20 lines of
JavaScript.
• Code taken from
Googler Maps Web
site and
coordinates added
More sophisticated
mapping applications
are being developed,
such as Radius 5 at
Northumbria
Univ.
www.ukoln.ac.uk
Web 2.0
Location Metadata
http://www.ukoln.ac.uk/web-focus/
events/meetings/nottingham-2007-03/
Openness
Mashup
Open source
APIs
Embedded location metadata
can now by exploited by 3rd
party tools
Why don't all our
organisation provide
location data in this way?
Note issues about quality of
data & responsibilities for
providing the data (e.g. is
this the right address?)
This service is based on the following HTML content:
<meta name="geo.position" content="52.937745,-1.19593" />
The
Greasemap
script
processes
this data as shown www.ukoln.ac.uk
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Web 2.0
Communications: Chat
http://www.gabbly.com/
Realtime discussion is a key
part of the Web 2.0 & the .net
generation (IM, SMS
messaging, …)
How much effort does it take
to provide an instant
messaging service for your
organisation?
Try Gabbly.com
Note:
• Most effective with ‘clean
URIs’
• Data an be exported using
RSS
• User support? What user
support?
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Communications
Clean URIs
www.ukoln.ac.uk
Communications: Audio
Control approach:
• Skype is evil because …
User-centred approach:
• Always beta approach (cf
Bath, Oxford,
Manchester)
• Just-in-time accessibility
• Support for overseas
students
• Environmental issues
• Real-world integration
(forget the app.)
• …
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Deployment Challenges
Web 2.0 Backlash
When significant new things appear:
• Enthusiasts / early adopters predict a
transformation of society
• Sceptics outline the limitations & deficiencies
There’s a need to:
• Promote the benefits to the wider community
(esp. those willing to try if convinced of benefits)
• Be realistic and recognise limitations
• Address inappropriate criticisms
Web 2.0: It’s a silly name. It’s just a marketing term. There are lots of poor
Web 2.0 services. There wasn’t a Web 1.0. What follows it?
It does have a marketing aspect – and that’s OK. It isn’t formally defined – it
describes a pattern of related usage. There will be poor (and good) Web 2.0 services
– just like A
anything
else. Any usage will arrive at a follow-up term.
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Takeup Of New Technologies
The Gartner curve
Rising expectations
Service plateau
Enterprise
software
Large
budgets
…
Chasm
Failure to go beyond developers
& early adopters (cf Gopher)
Trough
Need for:
of despair
• Advocacy
• Listening to users
Developers
• Addressing concerns
• Deployment strategies Let’s now look at approaches
Early
• …
for avoiding thewww.ukoln.ac.uk
chasm
adopters
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IT Services Barrier
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Beware The IT Fundamentalists
We need to avoid simplistic solutions to the complexities:
• Open Standards Fundamentalist: we just need XML
• Open Source Fundamentalist: we just need Linux
• Vendor Fundamentalist: we must use next version of
our enterprise system (and you must fit in with this)
• Accessibility Fundamentalist: we must do WAI
WCAG
• User Fundamentalist: must do whatever users want
• Legal Fundamentalist: it breaches copyright, …
• Ownership Fundamentalist: must own everything we
use
• Perfectionist: It doesn't do everything, so we'll do
nothing
• Simplistic Developer: I've developed a perfect solution
– I don't care if it doesn't run in the real world
Web
2.0: It’s
new;
its cool!
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Library Barrier
The Librarian Fundamentalists
Librarians:
• Think they know better than the user e.g. they don't like
people using Google Scholar; they should use Web of
Knowledge (who cares that users find it easier to use
Google Scholar & finds references they need that way?)
• Think that users should be forced to learn Boolean
searching & other formal search techniques because this
is good for them (despite Sheffield's study).
• Don't want the users to search for themselves (cf
folksonomies) because they won't get it right.
• They still want to classify the entire Web - despite the
fact that users don't use their lists of Web links.
• Want services to be perfect before they release them
to users. They are uneasy with the concept of 'forever
beta' (they don't believe that users have the ability to
figure things out themselves and work around the bugs).
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Deployment Challenges
Deployment Strategies
Interested in using Web 2.0 in your organisation?
Worried about corporate inertia, power struggles, etc?
There’s a need for a deployment strategy:
• Addressing business needs
• Low-hanging fruits
• Encouraging the enthusiasts
• Gain experience of the browser tools – and see
what you’re missing!
• Staff training & development
• Address areas you feel comfortable with
• Risk management strategy
• …
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Deployment Challenges
Staff Development
http://podcasts.alablog.org/blog/
_archives/2006/4/12/1881517.html
There's a need for your staff to:
• Understand what Web 2.0 is
about
• Learn how to make use of
Web 2.0
subject to constraints of lack of
time; resources; etc.
The Library 2.0 Podcasts
Web sites provides a useful
resources for learning about
new tools, techniques, etc.
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www.ukoln.ac.uk
Syndication
Your content could be here
(but only if you have a feed!)
http://ukwebfocus.wordpress.com/
http://www.ukoln.ac.uk/qa-focus/rss/
Produce an RSS/Atom feed
for key content!
Why?
• Syndicate content to
partners, etc
• Allow users to embed in
their tools, blogs, etc.
• Use of RSS as neutral
format for various
purposes (tag clouds,
generation of PDFs, etc.)
Have feeds for your news,
publications, vacancies, funding
opportunities, staff lists, …
RSS can be produced for legacy
(cleanish) HTML pages using tools
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such as RSSxl
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YouTube
http://www.youtube.com/
watch?v=p3u_AFTObS4
You’ve a University entry in
Wikipedia
But where else do students go? How
about YouTube:
• Entry for NUCU (quality
production values)
• Other society & individual video
clips
Questions:
• Should the University have a
‘proper’ video?
• Wouldn’t a better approach be to
provide materials for use by
students – and maybe a prize for
the video with the highest
impact?
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Deployment Strategy
IWMW 2006 & Risk Management
IWMW 2006 has taken a risk management approach to
its evaluation of Web 2.0 technologies:
• Agreements: e.g. in the case of the Chatbot.
• Use of well-established services: Google &
del.icio.us are well-established and have financial
security.
• Notification: warnings that services could be lost.
• Engagement: with the user community: users actively
engage in the evaluation of the services.
• Provision of alternative services: multiple OMPL tools.
• Use in non-mission critical areas: not for bookings!
• Long term experiences of services: usage stats
• Availability of alternative sources of data: e.g.
standard Web server log files.
• Data export and aggregation: RSS feeds, aggregated
in Suprglu, OPML viewers, etc.
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Tools For Your Staff
A simple approach for your
organisation staff: provide
Firefox to give a rich client
environment:
• RSS Panel: immediate
display and access to
RSS feeds on pages
• Blogger Web Comments:
immediate access to blog
comments on pages
• Various bookmarklets:
such as Webmaster tools
• Various sidebars: such
as the Meebo chat tool
All these FireFox extensions
are
available
for
free!
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Broader Issues: Blogs (1)
http://ukwebfocus.wordpress.com/blog-policies/
Many individuals are just
blogging
If you want to provide a
blogging service you
may wish to develop an
AUP (or a meta-AUP)
In my case I describe:
• Scope of content
• Purposes of blog:
(dissemination,
engagement,
reflection, surfacing
tacit knowledge, …)
• QA (policies &
procedures)
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Broader Issues: Blogs (2)
http://ukwebfocus.wordpress.com/
2007/02/05/further-blog-musings/
But what about possible
misuse? In my case I am
open about this:
• Comments are open
allowing users to respond
• Wacky postings will
undermine my status
• I need to comply with
University regulations
Possible approach:
• Bloggers must define
AUP & be open about
how they’ll avoid bringing
University into disrepute
A centre of expertise in digital information management • Conflict processes
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Broader Issues: External Services
Your concerns:
• Can I outsource functionality to networked services?
• What about sustainability; reliability; IPR, …?
You already do!
• Your savings (in a bank or under your mattress?)
• Your pension scheme, …
And in IT:
• JISCMail mailing list
• All the other JISC services
• Commercial services (spam filtering, …)
• Google!
Use of third party services is mainstream. This issues are
really about business processes, business models, contracts,
A centre of expertise in digital information management
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39 … (areas that techies tend not to engage with!)
Risks Assessment For External Services
Questions:
• How financially secure is the company?
If listed, look at company records
• How stable is the service?
Is the company likely to withdraw the service?
• What are the key features of the service?
Is it the functionality of the service, the data
collected, or the learning, …?
• Can the service be withdrawn without risk?
Is it a value-added service or is it mission critical?
• How will your users react to service loss?
Will users sue? Will users mind? Will users notice!
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NB similarities to selection of open source software. See QA Focus
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document
on “Top
Tips
For Selecting
Open Source Software”
Risks Assessment For In-House Services
Also ask questions of existing (or planned) in-house or
community-provided services:
• How dependent is the service on scarce technical
expertise?
If the developer left, can the service be maintained?
• How sustainable are community-developed services?
Are services developed by project funding like to be
sustainable in the long term?
• How easy is it to withdraw or change in-house
services?
Are egos involved? Are power struggles likely?
What other problems may be associated with in-house
development work?
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Risk Management For External Services
How might you manage the risks you’ve identified:
• Panic / be cool
If it breaks we’ve real problems vs I’m more likely
to win the lottery
• Withdraw service
Can the service be withdrawn in a seemly fashion?
• Provide alternative service
Can you easily switch to an alternative solution?
• Duplicate service
Can you run a duplicate service (e.g. Sitemeter
and usage log statistics)?
NOTE: Will a similar approach be needed for in-house solutions?
What
yourinresponse
to the
Blackboard/WebCT takeover?
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centre was
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Legal Issues
What about legal issues (IPR, copyright, data
protection, SENDA/DDA, …)?
What has your approach been in the past:
• Installing an institutional cache in mid 1990s?
• Linking without permission?
• Including screen shots in training materials without
permission?
How should we respond when legislation trails
technology:
• Do nothing until legislation changes
• Do whatever we want
• Be pragmatic: understand blatant misuse, but also
changing business models, …
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Broader Issues: Status Quo
Can you justify the status quo:
• Continued use of enterprise solutions
• A continuation of existing working practices
• Students will do things the way you did when you
were young
• …
Let’s:
• Be critical of the new
• Be equally critical of the status quo
Building On This Work:
Early days in developing mechanisms for effective use of Web 2.0. Initially focused
on awareness & advocacy, but now need engagement & deeper thinking. Feel free
to join in (e.g.
contribute
Web
Focusmanagement
blog discussions)
A centre
of expertiseto
in UK
digital
information
www.ukoln.ac.uk
44
Why Not?
Why Not?
University
JISC
prefers ‘best
of breed’
systems
Where’s the
vendor’s
roadmap?
This Web 2.0
thing is
simple to use
and can
provide lots
of benefits!
Adapted from Washington Post cartoon
A centre of expertise in digital information management
45
I want
JISCto
develop stuff
so I’ll always
have a job)
Google
might go
bankrupt
www.ukoln.ac.uk
Conclusions
Conclusions
To conclude:
• Web 2.0 can provide real benefits for our users
• However organisations tend to be conservative
• We therefore need:
 Advocacy
 To listen to users' concerns
 To address users' concerns e.g. risk management
• The wider community can benefit by adopting Web
2.0 principles of openness and sharing. So let us:
 Share our advocacy resources, risk management
techniques, etc.
 Develop your own social network based on openness,
trust, collaboration, ..
 Read UKWebFocus.wordpress.com Blog
and contribute to discussions
A centre of expertise in digital information management
46
www.ukoln.ac.uk