Transcript Web 2.0
Web 2.0 and Beyond Minder Chen, Ph.D. Professor of MIS Martin V. Smith School of Business and Economics CSU Channel Islands [email protected] ©Minder Chen, 2014 Web 2.0 - 1 Web 2.0 Definition?! Web 2.0 is the network as platform (Cloud computing), spanning all connected devices (The Internet of Things); Web 2.0 applications are those that make the most of the intrinsic advantages of that platform: delivering software as a continuallyupdated service (perpetual beta) that gets better the more people use it (network effects), consuming and remixing data from multiple sources (mashup), including individual users, while providing their own data and services in a form that allows remixing by others, creating network effects through an "architecture of participation," and going beyond the page metaphor of Web 1.0 to deliver rich user experiences (using AJAX etc.). http://radar.oreilly.com/archives/2005/10/web_20_compact_definition.html ©Minder Chen, 2014 Web 2.0 - 2 Perpetual Beta • Web vs. client/server applications • Deployment – Single site • User training – No chance ©Minder Chen, 2014 Web 2.0 - 3 Web 2.0 Principles • The web as platform. – Leverage customer-self service and algorithmic data management to reach out to the entire Web, to the edges and not just the center, to the long tail and not just the head. – The service automatically gets better the more people use it. (e.g., BitTorrent) - Peer-to-peer – Network effects (network externality) from user contributions are the key to market dominance in the Web 2.0 era. – Decentralized architecture. – We, the media. (You! Time the man of the year 2006; selfie). Trusting users as co-developers. ©Minder Chen, 2014 Web 2.0 - 4 BitTorrent • • Peer-to-peer IP/copyright issues http://vimeo.com/15228767 ©Minder Chen, 2014 Web 2.0 - 5 Mashup: GIS Mapping and Data A mashup is a Web page or application that uses and combines data (remixing data), presentation or functionality from two or more sources to create new services. The main characteristics of the mashup are combination, visualization, and aggregation. It often makes existing data more useful. ©Minder Chen, 2014 Web 2.0 - 6 http://maps.google.com/maps/ms?hl=en&ie=UTF8&msa=0&msid=106212521568035882004.00045bb7819236c3696ea&t=h&ll=33.885807,-117.746658&spn=0.199507,0.33989&z=11&source=embed Web 2.0 Principles • Harnessing Collective Intelligence – Data is the next Intel inside. (NavTeq Onboard – Map data used by MapQuest) – The wisdom of crowds (crowd sourcing). • Services, not packaged software, with costeffective scalability (cloud computing). • Control over unique, hard-to-recreate data sources that get richer as more people use them. • Software above the level of a single device. • Lightweight user interfaces, development models, and business models. (Web-based, mobile apps) • Leveraging the long tail through customer selfservice and recommendation systems. ©Minder Chen, 2014 Web 2.0 - 7 Crowdsourcing Open Source Software For Rent Share economy (link, examples) Crowd funding: Kickstarter Wisdom of the Crowd: GoldCorp, PickFactor.com Source: http://usercontribution.intuit.com/w/page/18238302/The%20Contribution%20Revolution%20linked%20version ©Minder Chen, 2014 Web 2.0 - 8 Moving from Web 1.0 to Web 2.0 Facebook page (CPM) Co-Creation Source: http://oreilly.com/web2/excerpts/web2-architectures/chapter-3.html ©Minder Chen, 2014 Web 2.0 - 9 Photo Tagging • • • http://www.cnn.com/2010/TECH/social.media/10/25/glasto.tag.world.record/index.html?hpt=C2 http://glastonbury.orange.co.uk/glastotag/ http://www.facebook.com/photo.php?fbid=452346728475&set=a.452346678475.250852.65971847 5&ref=fbx_album ©Minder Chen, 2014 Web 2.0 - 10 YouTube: Folksonomy & Viral Marketing • http://www.youtube.com/watch?v=UdKVjHg1FSE (My database tutorial) • An example of a viral video by the band OK Go. http://www.youtube.com/watch?v=qybUFnY7Y ©Minder Chen, 2014 Web 2.0 - 11 Why Videos Go Viral • Kevin Allocca: Why videos go viral at http://www.ted.com/talks/kevin_allocca_why_vi deos_go_viral.html • 4 Rules for a Video to Go Viral at http://www.convinceandconvert.com/videomarketing/4-rules-for-a-video-to-go-viral/ ©Minder Chen, 2014 Web 2.0 - 12 Tagging and Word Cloud • Word clouds at http://www.wordle.net/ • Created based on part of Web 2.0 entry in Wikipedia. Words such as Web, user, may were removed manually. ©Minder Chen, 2014 Web 2.0 - 13 Reductionist view of Web 2.0 • Read and write • Writing by everyone http://oreilly.com/pub/a/web2/excerpts/web2-architectures/chapter-3.html?page=3 ©Minder Chen, 2014 Web 2.0 - 14 Blogsphere Ecosystem Source: https://www.facebook.com/photo.php?fbid=10151501720801234&set=a.387102226233.167817.18797601233&type=1&theater ©Minder Chen, 2014 Web 2.0 - 15 Social Technographics Ladder http://blogs.forrester.com/category/social_technographics ©Minder Chen, 2014 Web 2.0 - 16 Spotify Pinterest.com pinboard-style photo-sharing website music streaming service Foursquare Source: http://sphotos-a.xx.fbcdn.net/hphotos-prn1/525311_10151358559791234_706876222_n.png ©Minder Chen, 2014 Web 2.0 - 17 Evolution of Web 1.0 to 2.0 Media Contributor Video Purpose Everyone Wikipedia YouTube Sound Collaborate Customer Podcast Participate/ Connect RSS Tagging Photo Employee Distribute/ Share Developer Create/ Publish Flickr Text ©Minder Chen, 2014 Content/App. Web Services/ Mobile Apps XML: Microformat Web Apps.: Dynamic Web Site HTML: Contents (Static Sites) Web 2.0 - 18 ©Minder Chen, 2014 Web 2.0 - 19