Some Fast Thoughts On Web 2 V3

© 2008—The Revere Group, an NTT Data Company. All rights reserved.

Some Fast Thoughts On Web 2.0Some Fast Thoughts On Web 2.0

Marc Danziger

National Competency Leader

Web 2.0 and Community

[email protected]

June 11, 2008


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What the heck do we mean “Web 2.0”?What the heck do we mean “Web 2.0”?

► Web 2.0 is considered to be the second strategic direction for the web

► Web 1.0 was about publishing content to and doing transactions on the web

► Web 2.0 is about moving from using the web as a megaphone toward using it as a telephone: Instead of one-to-many monologues, we have many-to-many conversations where all parties actively participate.


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How does that work?How does that work?

Traditional Media > “You pay, I talk, you listen.”

Interactive Media > “Let’s you and I talk.”

Social Media > “You all talk to each other. Imagine freezing all

the conversations and making them searchable so you can find the interesting and relevant ones and find the people who have the answers that you need.”


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Where can we go see it?Where can we go see it?

► Google► Blogs► Facebook► Twitter► YouTube► Digg► Del.icio.us


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Why does it matter?Why does it matter?

► Your customers and employees have been talking back forever, but you could ignore them – and you probably were

► Now they have almost as big a megaphone as you do, and you can’t

► Here’s a story...


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► Blogger Jeff Jarvis (disclosure: friend of mine) buys a Dell computer, and has some problems.

► Dell customer service is unhelpful.► Jeff starts blogging about ‘Dell Hell’

► Dell stock is at 40.3; HP stock is at 22.68

June 2005: June 2005:


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November 2005:November 2005:

► Jeff’s blog post has been cited by Business Week, NY Times, PC World, the Guardian UK, Adweek, and other mainstream media

► Dell’s reaction? It shuts down its message boards and issues press releases

► The market’s reaction? Dell 29.24, HP 28.79

► Dell lost ~$36 Billion in market capitalization


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What did Dell do then?What did Dell do then?

► Dell got smart► Reopened message boards► Started a corporate blog, took its licks

and converted a number of its critics to allies

► Decided to start listening to its customers, and with Salesforce.com, launched ‘Ideastorm’ a Digg-like rating tool that let customers suggest ideas and vote on the ideas suggested


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The most popular idea?The most popular idea?

► Linux notebooks► Today, you can buy Ubuntu (Linux)

notebooks from Dell

► Takeaway? Dell is talking to, and listening to, its customers


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Why did Dell get in trouble?Why did Dell get in trouble?

► Because they didn’t know what their customers thought of them

► They talked ‘at’ their customers, they didn’t converse ‘with’ them.

Blogs didn’t cause Dell’s problems. The problems were there and customers were mad – but unheard. No one at Dell – or outside Dell – listened to them.

Once the media started talking about them – triggered in part by Jeff’s blog posts – then they had quite an impact.


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Conversation is the Heart of Web 2.0Conversation is the Heart of Web 2.0

► Technology & organization that facilitates:

● Business conversing with Customers● Bosses conversing with Employees● Leaders conversing with Followers


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3 ‘legs’ of Web 2.03 ‘legs’ of Web 2.0

►Technology►Communication►Organization


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Web 2.0 TechnologyWeb 2.0 Technology

► More sophisticated technology tools allow application ‘assembly’ quickly, at a very low cost

► Initially driven by the increasing maturity of free open-source tools

► Now adopted today by sophisticated high-end platforms, as Microsoft, IBM, and Oracle begin to open their architectures and adopt many of the Web 2.0 features we’ll discuss below


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What are Web 2.0 features & tools?What are Web 2.0 features & tools?

► Features:● Connection-driven● Content Anytime● Content Anyplace● Collaboration● Small Things, Rapidly Done● Personalized Selection of Content

► Tools (examples):● Blogs● Wiki● Tags● Discussion Forums● RSS Feeds● Collaborative Filtering


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Connection-DrivenConnection-Driven

► Web 2.0 systems cannot function without connections – connections to the functionality in other systems, connections to data repositories, connections between the system presenting the information and the system(s) that house it.

► In Web 2.0, no system is an island; by leveraging the functionality of multiple smaller systems the functionality of far larger, more complex (and expensive!) systems can be duplicated or surpassed.


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Content AnytimeContent Anytime

► As the user experience in using the web changes, the presentation of data to the user must change as well.

● ‘Snacks’ vs. ‘Meals’. Where users once only sat down in front of a computer for long periods of time, and engaged in prolonged sessions of web surfing, email reading, etc., now they also ‘snack’ by quickly looking up a specific thing, and attention-share by reading email while watching TV, etc.

Much of this is driven by the increasing familiarity of the Web. But it is also being driven by instant-on broadband in the home, wi-fi, and wireless broadband that untethers users, allowing the user to bring the Internet to them, rather than go to the computer.

“I thought I saw that car for less – let me go online and check.”

“What other movies has he been in? I’ll go look on IMDB.”


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Content AnyplaceContent Anyplace

► As the tools the user experiences in using the web change, the presentation of data to the user must also change as well.

● ‘Device independence’ – Users today expect to be able to access the same data, with substantially the same functionality, on a desktop computer, a PDA, and their cell phone.

These changes are driven by the rapid drop in the cost of hardware – meaning that cell phones given away by phone companies now have significant computing power – and available bandwidth – home broadband at 1Mb+ is available for less then 14.4K dialup cost at the beginning of the Internet Age.


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CollaborationCollaboration

► Using Web tools to engage readers as contributors – to blur the distinction between author and audience – is a core feature of Web. 2.0

► This implies:● Tools that make publishing content to the web as easy to do as

saving a file.● A business culture that is receptive to listening and dialog as

much as speaking.● Resources to respond to customer posts, comments, etc.

– either to engage the customer in dialog, to monitor and encourage the dialog between customers, or to filter inappropriate or incorrect customer-created content.

► This delivers:● An engaged and committed community – because they can

participate, they have ownership.● Richer, less expensive content – it leverages the content-creating

capabilities of the organization.


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Small Things, Rapidly DoneSmall Things, Rapidly Done

► Web 2.0 is highly granular.● Instead of large, complex, applications, it consists of

aggregations of smaller applications that can share data.● Instead of large monolithic structures of content that must

be navigated, it consists of ‘nuggets’ of content that can be found directly.

► Because Web 2.0 relies on conversations between authors (including system developers) and readers (including users), it is important that that communication happen often in order to be meaningful.

● Imagine that you’re having a conversation in which each of you speaks once a year. Now imagine a conversation happening in real time. That’s the difference between Web 1.0 – with quarterly or annual release cycles – and Web 2.0 – in which content is updated in real time, and software and tools almost as often.


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Personalized Selection of ContentPersonalized Selection of Content

► Because Web 2.0 is granular – composed of small individually identifiable bits of data and content – it is possible (in fact necessary) to select from that information ‘soup’ the information that is most relevant or interesting to me as a user.

● Because the data is not hierarchically structured (users do not have to navigate to it via a menu structure or fixed path), it is possible to reach out and find a specific object and present it to the user.

● The most useful portals do that – aggregate information based on the user’s identity and preferences, as well as specific requests – and present them in a form that allows the user to drill down and see more detail.


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Web 2.0 CommunicationWeb 2.0 Communication

► Peer 2 Peer► Personal – not corporate► Immediate – not polished► Persistent, Searchable, Indexable

Corporations are made of People! –Who knew?


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The Web 2.0 Organization ModelThe Web 2.0 Organization Model

The “A team”


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Operational Detachment Alpha – a Special Forces ‘A team’

Operational Detachment Alpha – a Special Forces ‘A team’

► Non hierarchical● High levels of trust and conversation within the

team – anticipation, improvisation, responsive to changing conditions

● High levels of trust of the team by leadership – directed by goals, not tasks

● Short OODA loops► Works in the context of a traditional

organization● …but pushes power to the edges – to the people

facing problems● …but releases team members from tight levels

of top-down control

“In command and out of control” – Col. Paul Van Riper


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Enterprise 2.0Enterprise 2.0

► Take Web 2.0 principles and apply them within the enterprise

► Take inexpensive tools and allow ‘self-provisioning’ by users – first they built their own spreadsheets, then their own reports, now their own intranets using tools like SharePoint

► $70+Billion annual spend on knowledge management – channel communication to social media, use powerful search tools – improve communication + get free KM


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How Could Web 2.0 Concepts, Features & Tools Be Applied to you?How Could Web 2.0 Concepts, Features & Tools Be Applied to you?

► Strategic direction – lightweight business models and rapid evolution in response to customer preferences

► Strategic direction – opening content to customers and partners, rather than tightly controlling it

► Technical direction – lightweight tools and services as the primary deliverables

► Challenge – maintaining brand identity and regulatory compliance in an environment where tight control is not possible. Institutional limits on how far companies can go.


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Some ResourcesSome Resources

► What is Web 2,0● http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/0

9/30/what-is-web-20.html

► Web 2.0 Meets The Enterprise● http://news.com.com/Web+2.0+meets+the+enterprise/2

100-1012_3-6066138.html

► Enterprise 2.0 Success Stories from 2007● http://www.theappgap.com/enterprise-20-success-storie

s-from-2007.html

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