Web 2.0’The web, and our customers, have moved on….’

Presentation to TWICTDecember 2007

Graham Jordan, TWICT Partnership Analyst

• There is a very good 5 minute YouTube video here about web 2.0 but you are either not connected to the internet or prevented from accessing YouTube.

• I found out how to embed it via google, and a YouTube instructional video, which you’ll also not be able to access.

Web 2.0 Content & Concepts

• Value is in the content and how you use it

• Users involved in embellishing content

• Publish / recycle content• Enables people to be more

independent of traditional web authors and those who would otherwise manipulate their content

• Users choose what they get, how they get it, when they get it, where they get it

• Users not organisations at the centre

• Developers engaging with users in their own environment

• Open standards• Think locally, act globally• Reuse, Repurpose, Recycle• Content and data in many

places • A relationship where all inform

eachother• Permission based activity• Read write and process via the

‘cloud’

ExpressionPublication

Profession

Opi

nion

Details

ReputationHobby

Certificates

Purchase

Know

ledg

eAvatars

Audience

What I shareW

here I work

What‘s said about me

Wha

t I lik

e

How and where

to join me Who can certify

my identity

What and how I buy

Wha

t I kn

ow

What represent meWhat I sayWho I know

What interests me

FOAF

iViva

Based on an idea by Fred Cavazza

Aggregators –pulling content together

• Applet / widget integration– MyYahoo, Netvibes,

Pageflakes, Facebook

• Mash ups – pulled from multiple sources, published back to web– Moo– Google Maps– Chicago Crime Map– Tube sms– Train Locator

• Software as a service

Use of Web 2.0• RSS update / news aggregators

– RSS news / Jobs feeds– myYahoo– TWICT website

• Wikis– DigiTV

• Blogs– Cheltenham Flood blog– BSF

• Communities of Practice– Selective, focussed and a smaller

audience– Govx

• Digital challenge– Hex– Flash– Online communities

• Social Networks– Facebook

• Codeworks• North East IT Managers Forum

• Social Bookmarking– Del.icio.us

• Image libraries– CISCO use a Flickr-type product

for their corporate image bank• Media sharing

– Podcasts / webcasts– YouTube

• UK Government use• Webcasts

• Virtual worlds– second life etc

Strengths & Weaknesses• Agility• Enhances the way we work• Innovation / speed of iteration • Speed of deployment• Low thresholds• Real time content• Allows publishers to

– Retain ownership of data– Benefit from developers adding

value

• Allows developers to – fail fast, learn quickly– create applications

• Allows users to– Decide how to use applications– Access content from more locations

(enables agile working)

• Not easy to define, ‘sell’ the concept

• Requires a mind set change and a leap of faith

• Perception• Can blur professional and

personal identities• Immaturity of market

• Reliability (and reputation)

• Social engineering

Opportunities & Threats• People are actively looking for

information • We can have a dialogue with

users • If we make information available

other people could develop applications for it free of charge

• Business uses of concepts, tools, way of thinking

• Growth of systems services suppliers

• Many Web 2.0 applications use 3rd party managed processing power and storage

• Emerging business market and commercial grade SLAs

• Challenges corporate way of thinking• Small and faster will win over big and

slow• Information overload• Employee access to web2.0

applications• Greater risk of ‘class action’ law suits • Powerless to stop 3rd party

developers or users using web 2.0• Some applications that are free carry

advertising we can’t control• If we don't make information

available other people will - without our collaboration

• Reuse of our data out of context• Seemingly innocent data can be

aggregated to information than can be used for criminal or terrorist behaviour

History

’from Available through Accessible to Meaningful’

History

’from Available through Accessible to Meaningful

MP3 standard

BT Launches ADSLMosaic Browser

Facebook

MSN Messenger

Skype

BBC websiteFirefox

Napster

iPod

Wikipedia

History

’from Available through Accessible to Meaningful

MP3 standard

BT Launches ADSLMosaic Browser

Today’s graduates started secondary school

Facebook

MSN Messenger

Skype

BBC websiteFirefox

Napster

iPod

Wikipedia

Current Trends

• Moving from geeks in bedrooms to venture-capital funded teams– Capitalisation of added

value• More standardisation

– Microformats etc• Agile data storage and

processing – Moving to commercial

grade SLAs• Move to offline browser

based applications

• Aggregators / widgets within ‘eachothers’ products– Eg flikr in Facebook,

Facebook in Netvibes– Meebo single view of

multiple instant messenger accounts

– User can use one page for their ‘online life’ = ‘social dashboard’?

• Web 3.0 is coming…..– ‘Wisdom of crowds’

prevented from becoming ‘madness of mobs’ through adding ‘respect of experts’

– eg wikipedia etc.

Council 2.0

• The Web 2.0 philosophy– The whole is greater than the sum of the parts– Users should participate, not just consume, actively

contributing, helping customise media and technology for their own purposes, as well as for their community

• Similarities with Place Shaping and Community Engagement agenda…..?

Council 2.0

• Building our own widgets

• Reuse of public sector information– Licensing use of xml feeds,

APIs– More attractive to re-users

at Tyne and Wear or regional scale?

• Fewer APIs to integrate

• Eg roadworks information

• Democratising our data• In-house mash-ups?• Thinking about the

functionality that’s out there and how we could use it– Image banks– Knowledge banks– Communications– Contact directories– Systems services

NewsPublish

Contacts

Opi

nion

Discuss

ReputationInterests

Certificates

Procurement

Know

ledg

eVirtu

alNetworks

And consultW

here I work

What‘s said about me

Coun

cil vi

ews o

n…

How and where

to talk to meWho can certify

my identity

What and how I buy

& Do

cume

ntsReaching different

audiences

What I sayWho I know

What areasinterest me?

Based on an idea by Fred Cavazza

Can we use Web 2.0 tools to provide these functions?

Are we concerned about users in Council Services by-passing ICT and using these without our knowledge?

Immediate Implications• All bad?• Security

– A question of balance?

• Are we looking at / working with OpenID etc?

• Sharepoint / Intranet development– Implications for those developing

corporate dashboards?

• Aggregators – The ultimate CRM for the

customer? – eg Netvibes

• Community Presences– Already on Facebook etc,

developed by individuals

• Council Content– Should we be developing

widgets for netvibes, Facebook etc.?

• Collaboration?– Should we publish all our

contacts lists on LinkedIn? • New Web services development

– Do we need to do it ourselves?

• Reputation management– Who’s saying what about us?

• Awareness of Web2.0 and semantic Web within ICT departments?