Transcript MS PowerPoint format

Real World Emerging Technologies
Chris Scott, Headscape
Institutional Web Management Workshop 2006
14 June 2006
Introduction
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Identify some trends
Ask some questions
Challenge some preconceptions
Paint some pictures
Identify some problems to overcome
Not here for specifics or technical details
Context: target audience
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Let’s narrow it down: 17-25 year old
Texting generation
iPod generation
Cynical and astute
What they use
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MySpace.com
Messaging
Mobile Phones
Blogging
Flickr.com
iPod/MP3
RSS (but they don’t know it)
What they will use
• Podcasting
• Feeds – a growing understanding
• Social bookmarking
Emerging applications: common factors
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Language
Design
Technology
Culture
Language
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Informal
Friendly
Humorous
Snappy/Short
Design
• Is design important?
• Fashion matters to visually aware target
audiences
• Now…
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Large type
White space
Rounded corners
Badges
• Fashion changes: Web standards allows easy
re-skinning
Technological approach
• Web standards
– Reusability
– Delivery to multiple devices
• Desktop-like responsiveness
– AJAX
• Increasing broadband utilisation
• RSS
Culture
• Openness
– Users owning their data
– Actually about transparency
– Sharing
• Peer to peer
– Traditionally institution to individual
– Cynical individuals respond better to peer
recommendations
Institutional enabling
• It’s about NOT controlling the message
• It’s about “customers” selling to “prospects”
through word-of-mouth recommendation
• Challenging the culture?
This feels unfamiliar to institutions but it isn't
– Academic principles
– The roots of the web
– But what about IT, Marketing, VCs, ProVCs, …?
Community blogging
• Provide every student with tools to blog
– Warwick is leading the way
• Add in Flickr-style photo sharing
– A photo speaks a thousand words
• Networks and communities of students
– Tagged communities
– Sports, course, groups etc
• A window into student life
Podcasting
• Needs to be student led
• Contains what students want and what
prospects want
– Student bands
– Student life
– Advice
• Aspirational
Hurdles to overcome
• Fear of losing control
• Moderation
– Kiss of death
• Internal selling
– Does it have to be on a large scale?
– Could you hand-pick bloggers to pilot?
• Connecting “customers” with “prospects”
– Tagging
– Promotion mechanisms – keyword-based automation?
• Challenge audience to share ideas with each other
– Sharing creates growth
– E.g. the growth in Web 2.0 (enabled by openness)
Conclusions
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Employ language, design & technology
Empower your customers
Embrace openness
Eliminate controls
• Engage with your prospective customers
Thank you