Web 2.0

Web 2.0Morad Benyoucef, Cate Huston, Amir Rad, Payam

Sadeghi

Thursday, November 12, 2009

Introduction to Web 2.0


Introduction to Web 2.0

• Web 2.0

• Principles of Web 2.0

• Web 2.0 & collaboration

• Decisions 2.0

• Enterprise 2.0


Web 2.0


What is Web 2.0?

From a platform of presentation (eyeballs, stickiness, etc.) to a

computational platform

Whatever you do on the web, you are in a sense programming.


What is Web 2.0?

• Blogs (citizen journalism), wikis, social networks, web services, RSS feeds, recommendations, folxonomies (i.e., folk taxonomies / user created taxonomies / tagging), open APIs, etc.

• Consumers become producers (prosumers)


What does Web 2.0 mean to individuals?

• participation

• collaboration

• conversation

• community

• connectedness

• rich experiences

• etc!


What does web 2.0 mean to organizations?• openness

• collaboration

• crowd sourcing

• empowered and engaged customers/partners/suppliers

• etc!


“Web 2.0 applications support the creation of informal users’ networks facilitating the flow

of ideas and knowledge by allowing the efficient generation, dissemination, sharing and editing/refining of informational content” [1]


Web 2.0 is also called wisdom web, social web, people-centric web, participative web, read/

write web, etc. [1]


Web 2.0 - classification [1]

Web 2.0!

Blogs & Podcasts!

Social Networks!

Content Communities!

Forums / Bulletin Boards!

Content Aggregators!

Web logs / journals!Fastest growing category of Web 2.0 applications!

http://wordpress.org !

Applications allowing users to build personal websites accessible to others for exchange of personal content and communication!

www.facebook.com !

Applications organizing & sharing a particular type of content!www.youtube.com (videos)!

www.flickr.com (photos)!www.digg.com (social bookmarking)!www.wikipedia.org (publicly edited encyclopedia) !

Applications for exchanging ideas and information usually around special interests!www.epinions.com!

www.python.org !

Applications allowing users to customize web content using Real Simple Syndication (RSS)!


Web 2.0 - main principles [1]

• Service-based, simple and open-source solutions

• Simple interfaces, limited features, customizable applications

• Network effect vs. vendor lock-in

• A user would not switch from Skype to a competitor if the user’s contacts are also on Skype



From software as a product to software as a service (Google

Docs, Salesforce)



• Continuous and incremental application development requiring user participation

• Users are no longer just consumers, they contribute, review and refine content aggregation of collective intelligence

• Continuous real time improvement of applications based on user feedback

• Software remains under development and improvement as long as it exists (Perpetual Beta)



• New service based business models and new opportunities for reaching small consumers with low-volume products

• Offer services for free and generate revenue through advertising and/or sponsoring (Google Search, etc.)

• Offer basic services for free and charge a fee for premium services (Ning, etc.)


Leverage the Long Tail“a retailing concept describing the niche strategy of selling a large number of unique items in relatively small quantities - usually in addition to selling fewer

popular items in large quantities.” [Source: en.wikipedia.org/wiki/The_Long_Tail]


Web 2.0 & collaboration


Goldcorp Example

• Inspired by the Linux story, Goldcorp published its geological data and held a contest for whoever finds gold based on the data

• 77 submissions from around the world


Open market for ideas

• http://www.innocentive.com/

• P&G: most innovations will come from outside the company

• Portfolio of IP (intellectual property) some of it kept private, some of it shared


http://www.innocentive.com

http://www.innocentive.com

Boeing co-innovated a plane on the web with its

suppliers (considered peers)


Netflix

• The www.Netflix.com crowd-sourcing example

• 1 million dollars awarded to a team who created a movie recommendation algorithm


http://www.Netflix.com

http://www.Netflix.com

“There is no crowd in crowd-sourcing. There are only virtuosos, usually uniquely talented, highly trained people who have worked for

decades in a field ”Dan Woods

“The Myth of Crowd-sourcing Crowds don't innovate--individuals do.”http://www.forbes.com/2009/09/28/crowdsourcing-enterprise-innovation-technology-cio-

network-jargonspy.html


http://www.forbes.com/2009/09/28/crowdsourcing-enterprise-innovation-technology-cio-network-jargonspy.html




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Decisions 2.0


“companies have always used teams to solve problems, focus groups to explore customer needs, consumer surveys to

understand the market and annual meetings to listen to shareholders” [2]


Decisions 2.0 [2]

• Today companies can use Web 2.0 (“collective intelligence”, “wisdom of the crowd”, wikis, “crowdsourcing”, etc.) in making decisions

• Decision making can be broken into generation of potential solutions evaluation of those solutions

• These two tasks can be influenced by human biases which can be mitigated using collective intelligence



Decisions 2.0 [2]

• A study on Collective Intelligence concluded that:

• Tools using collective intelligence have performed better than theorists can explain

• Collective intelligence is better for idea generation than for idea evaluation

• Managers need to consider many key issues when designing collective intelligence tools – from loss of control to balance of diversity to expertise


Enterprise 2.0


Enterprise

Suppliers

Partners Customers

: Web 2.0 Deployment


Enterprises and Web 2.0 [3]

• Internally: share ideas, access to knowledge, reduced cost of communication, reduced time to market products, improved customer satisfaction

• Externally: better interactions with organizations and customers, closer ties with customers, increased customer awareness of the company’s products, improved customer satisfaction, joint design with customers, partners and suppliers




@benyoucef

http://business.admin.uottawa.ca/~benyoucef/

[email protected]


mailto:[email protected]


The Effects of Social Networks on Business


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Social Network Analysis• Social Network are measured in terms of:

• Degree Centrality: The number of direct connections a node has. What really matters is where those connections lead to and how they connect the otherwise unconnected.

• Betweenness Centrality: A node with high betweenness has great influence over what flows in the network indicating important links and single point of failure.

• Closeness Centrality: The measure of closeness of a node which are close to everyone else. The pattern of the direct and indirect ties allows the nodes any other node in the network more quickly than anyone else. They have the shortest paths to all others.


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• Low-barrier

• Available anywhere

• Allow business users to structure information & content

• Continuous maintenance

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Effective Customer Targeting:Predicting the Potential Actors, Choosing the right actors,

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@amir_a_rad

[email protected]




Health Care & Health 2.0


Current Trends in Health Care• Effective health Information Sharing is highly required:

• From Biomedicine to Infomedicine

• Health care models and policies [4] are emerging from disease-centered to patient-centered [5].

• Internet Models as a primary source of health information mainly for:

• Improving collaboration along the health care process.

• Finding timely and personalized health information.


Health 2.0 Definition• Combination of health

data and health information with patient experience through the use of ICT, enabling the citizen to become an active and responsible partner in his/her own health and care pathway (by Lodewijk Bos), where consumers are able to:

• Exchange health information;

• Collaborate with each other on a large scale;

• Actively participate in health care process;

• Build personal network of friends;

• And patient expertise is valued!


Applications of Health 2.0[6]



Sources Used to Find or Access Health-Related Information in the

Past 12 Months in US, 2008.[6]


According to Dr. Martin Seligman’s findings, extremely happy people are extremely social. And technology, entertainment, and design are

able to increase happiness and positive emotion by increasing meaning engagement in life.


PatientsLikeMe as a Health 2.0 Platform



Health 2.0Basis Structure


Swan Health 2.0 Model [7]


E-Health Issues

• Information integration is a critical point.

• Delivering right information to the right person at the right time!

• Information explosion in health

• Credibility and patients’ privacy are challenging.


E-Health 2.0 Initiatives

• Health care mechanism/model with the following characteristics:

• Supports multi-disciplinary decision-making

• Offers customizable (personalized) health services

• Accepts the patients as partner through structured participation schema


E-Health 2.0 Initiatives

• Digitizing a health care process/scenario based on SCM Models where:

• Patients are partners

• Health professionals are consultants

• Hospitals/clinics are service enablers


@PayamSadeghi

http://www.iPayam.com/MyThesis/

[email protected]


http://www.ipayam.com/MyThesis/

http://www.ipayam.com/MyThesis/



Conversation 2.0: Twitter


The Internet (ARPANet) went live in 1969The World Wide Web in 1990(no, they are not the same thing)


Now, the web/internet is infrastructure: like electricity, roads, public transport, running water...


So much has changed - so fast.This is just the beginning.


Authorization of content is now nearly universal.http://seedmagazine.com/content/article/a_writing_revolution/


http://seedmagazine.com/content/article/a_writing_revolution/



The possibility of “Serendipitous Connections”The power of “Weak-Tie” relationships


Twitter!Hang on - isn’t Twitter a

Pointless Waste of Time?

NO

Twitter is having real impact.


The US gvt intervened to change Twitter’s maintenance time to keep the service up in the aftermath of Iran’s Election

Authoritarian regimes are now

more afraid of conversation than

information


October 13th, 2009: #Trafigura is trending -

why?

October 16th, 2009: “Jan Moir” is trending - why?


#Trafigura: Outrage at the press prohibited from reporting on parliament

“Jan Moir”: Disgust at an article about the tragic death of a pop star


Twitter doesn’t just tell us what a person is doing right now, it tells us what’s hot, what people are getting

angry/excited/upset about.Twitter captures the moment.


Information Gathering: Crowd-Source your News• Personally, the most

useful aspect of Twitter

• Follow leaders in your field

• People working in similar areas, who tweet useful links

• People who inspire you


Keeping in touch...

... through ambient intimacy / awareness


If you’re a business, your customers are talking about you.

If you’re smart, you’re listening to what they’re

saying about your brand.

Twitter is one mechanism for listening.


Your conversations say a lot about you.

Measuring conversations, is one way to measure engagement.

Keeping in touch...Keeping in touch...Who are you

talking to? Who’s talking

about you?

(no-one talks to spammers)


Spammers have caused number of followers to became a poor way to measure influence.


Spammers on Twitter

Nobody’s listening to spammers.

They aren’t listening to anyone else.

There’s no conversation.


ConversationsI decided someone’s conversation network was a better measure of

influence.

So I graphed it.

(this guy’s not very influential)


Me: @kittenthebad


Spammer: see how nobody’s talking to them?


Power-User: @snookca


Moderate User: @tgrevatt


Light-user: @jdemondSee how clear the sub-networks are? Wouldn’t it be nice if we could pick these out for everyone.


@kittenthebad

http://kittenthebad.wordpress.com/

[email protected]


http://kittenthebad.wordpress.com

http://kittenthebad.wordpress.com



http://geekandpoke.typepad.com/geekandpoke/2009/09/the-art-of-programming.html

http://www.flickr.com/photos/briansolis/2080563665/

Decisions 2.0: The Power of Collective Intelligence, E. Bonabeau, MIT Sloan Management

Review, VOL. 50 NO. 2 PP 45-52, 2009

How companies are benefiting from Web 2.0, A Mckinsey Global Survey, 2009

How companies are benefiting from Web 2.0, A Mckinsey Global Survey, 2009










iCrossing, How America Searches: Health and Wellness. January 2008.

Emerging Patient-Driven Health Care Models: An Examination of Health Social Networks, Consumer

Personalized Medicine and Quantified Self-Tracking, By Melanie Swan, February 2009.

By Gunther Eysenbach, MD, MPH (http://www.jmir.org/2008/3/e22/).


http://www.jmir.org/2008/3/e22/




iStockPhoto

http://www.flickr.com/photos/22746515@N02/3554570745/

iStockPhoto

http://spinster.blogs.com/rak/2009/06/green.html















http://whatothersmissed.blogspot.com/2009/06/round-up.html

http://www.flickr.com/photos/ari/3644667355/


http://www.flickr.com/photos/24960504@N06/3581090321

http://commons.wikimedia.org/wiki/File:British_Houses_of_Parliament.jpg






















http://trendistic.com/trafigura/jan-moir/_30-days


http://geekandpoke.typepad.com/geekandpoke/2009/04/twitter-business-

plan.html

iStockPhoto

iStockPhoto










http://geekandpoke.typepad.com/geekandpoke/2009/04/twitter-business-plan.html






iStockPhoto

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iStockPhoto

http://geekandpoke.typepad.com/geekandpoke/2009/02/spam-followers.html

http://geekandpoke.typepad.com/geekandpoke/2009/07/micro-messages.html












References

• [1] Web 2.0: Conceptual Foundations and Marketing Issues, E. Constantinides and S. J. Fountain, Journal of Direct, Data and Digital Marketing Practice, VOL. 9 NO. 3 PP 231-244, 2008

• [2] Decisions 2.0: The Power of Collective Intelligence, E. Bonabeau, MIT Sloan Management Review, VOL. 50 NO. 2 PP 45-52, 2009

• [3] How companies are benefiting from Web 2.0, A Mckinsey Global Survey, 2009


References

• [4] Web 2.0 systems supporting childhood chronic disease management: A pattern language representation of a general architecture. By Toomas Timpka and et al, November 2008.

• [5] Expanding patient-centered care to empower patients and assist providers. By M. W. Stanton, May 2002)

• [6] iCrossing, How America Searches: Health and Wellness. January 2008.

• [7] Emerging Patient-Driven Health Care Models: An Examination of Health Social Networks, Consumer Personalized Medicine and Quantified Self-Tracking, By Melanie Swan, February 2009.

• [8] By Gunther Eysenbach, MD, MPH (http://www.jmir.org/2008/3/e22/).




Education

Web 2.0