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Web 2.0 ’The web, and our customers, have moved on….’ Presentation to TWICT December 2007 Graham Jordan, TWICT Partnership Analyst.

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Presentation on theme: "Web 2.0 ’The web, and our customers, have moved on….’ Presentation to TWICT December 2007 Graham Jordan, TWICT Partnership Analyst."— Presentation transcript:

1 Web 2.0 ’The web, and our customers, have moved on….’ Presentation to TWICT December 2007 Graham Jordan, TWICT Partnership Analyst

2 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.

3 Background The world has moved to internet applications –The internet has gone wireless, users have become mobile and are using all sorts of devices –Most are Web and browser based But can integrate to other technologies such as SMS eGovernment: councils embraced the world wide Web as a customer service channel –New Web-based services –Some internal council systems have Web interfaces –More council staff mobile and online Constantly evolving and quickening pace of change

4 Tag map

5 What is Web2.0? Direct control by individuals of web services and tools –Inclusive of widgets that update pages without needing to refresh, RSS feeds, on-demand video, file-sharing, blogs, wikis, and podcasting Philosophy –The whole is greater than the sum of the parts –Users should participate and produce their own content, not just passively sit back and watch the web go by. Enabled by –Simple to use online applications with an agreed set of standards across a range of areas that allow users to develop, skin or customise applications and share content / functionality more easily.

6 Content Value is in the content and how you use it –Not in the technology Users involved in embellishing content –Eg posting news, opinions, events, photos and media –Tagging content so it can be searched and classified Publish / recycle content –Give others rights to reuse through Creative Commons etc Enables people to be more independent of traditional web authors and those who would otherwise manipulate their content –Create their own website, blog on what ever subject they want or their own communities. Users choose what they get, how they get it, when they get it, where they get it

7 Expression Publication Profession Opinion Details Reputation Hobby Certificates Purchase Knowledge Avatars Audience What I share Where I work What‘s said about me What I like How and where to join me Who can certify my identity What and how I buy What I know What represent me What I say Who I know What interests me FOAF iViva Based on an idea by Fred Cavazza

8 Concepts Users not organisations at the centre Developers engaging with users in their own environment –small parts loosely joined –concentrate on mechanisms (users define appearance) Open standards –exposed workings –available content Think locally, act globally –still have community of friends, just don't worry where they are in the world. 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’ Collaboration De centralisation Openness Sharing Peering

9 Current Use We are already using it –Google, Amazon, Wikipedia, FriendsReunited, YouTube, iTunes, msn, blogsGoogleAmazonWikipedia FriendsReunitedYouTubeiTunes msn all in some degree web 2.0 Councils are already using it New uses and applications emerging all the time

10 Aggregators – pulling content together Applet / widget integration –MyYahoo, Netvibes, Pageflakes, FacebookMyYahooNetvibes PageflakesFacebook Mash ups – pulled from multiple sources, published back to web –MooMoo –Google MapsGoogle Maps –Chicago Crime MapChicago Crime Map –Tube sms –Train Locator Software as a service

11 Use in councils RSS update / news aggregators –RSS news / Jobs feeds –myYahoo –TWICT website Wikis –DigiTVDigiTV Blogs –Cheltenham Flood blogCheltenham Flood blog –BSF Communities of Practice –Selective, focussed and a smaller audience –Govx Digital challenge –HexHex –FlashFlash –Online communities Social Networks –Facebook Codeworks North East IT Managers Forum Social Bookmarking – Image libraries –CISCO use a Flickr-type product for their corporate image bankCISCOFlickr Media sharing –Podcasts / webcasts –YouTube UK Government use Webcasts Virtual worlds –second life etcsecond life

12 Strengths Agility Enhances the way we work –Can do what we want to do easier, often cheaper Innovation / speed of iteration Speed of deployment Low thresholds –Technical –Cost –User access / licensing Real time content –Automatically updates 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)

13 Weaknesses Not easy to define, ‘sell’ the concept –Jelly, nails……. Requires a mind set change and a leap of faith –We have worked for years to keep data closed, it seems strange now to decide to share it Perception –Safety and security issues around some Web 2.0 products Can blur professional and personal identities –Do we need to be aware / manage this? Immaturity of market –In some areas Reliability (and reputation) –Not everything that we read from the internet is true. –It is community content and some folk have funny views –Copyright / Data Protection Social engineering –Can foster relationships that may make it difficult to act objectively

14 Opportunities People are actively looking for information We can have a dialogue with users –Or facilitate users having discussions with each other If we make information available other people could develop applications for it free of charge Business uses of concepts, tools, way of thinking –Web 2.0 ‘mash-ups’ = Web services integration Growth of systems services suppliers Many Web 2.0 applications use 3 rd party managed processing power and storage –Scaleable, robust Emerging business market and commercial grade SLAs –Eg Amazon Web ServicesAmazon Web Services

15 Threats Challenges corporate way of thinking –Do we have to do everything ourselves? Small and faster will win over big and slow Information overload –So many new portal and applications to be aware of Employee access to web2.0 applications –For corporate data? –Licensing –Productivity –Will they be there tomorrow? –Eg rememberthemilkrememberthemilk Greater risk of ‘class action’ law suits –As people group together Powerless to stop 3 rd party developers or users using web 2.0 –Our users? Some applications that are free carry advertising we can’t control –Inappropriate advertising –Reputation risk of our adverts alongside others If we don't make information available other people will - without our collaboration –Selling them on? –Reputation risk –Who owns the data? –Eg fixmystreetfixmystreet Reuse of our data out of context –Or in ways we don’t want them to Seemingly innocent data can be aggregated to information than can be used for criminal or terrorist behaviour

16 History ’from Available through Accessible to Meaningful’

17 History ’from Available through Accessible to Meaningful MP3 standard BT Launches ADSL Mosaic Browser Facebook MSN Messenger Skype BBC website Firefox Napster iPod Wikipedia

18 History ’from Available through Accessible to Meaningful MP3 standard BT Launches ADSL Mosaic Browser Today’s graduates started secondary school Facebook MSN Messenger Skype BBC website Firefox Napster iPod Wikipedia

19 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 NetvibesflikrFacebookNetvibes –Meebo single view of multiple instant messenger accountsMeebo –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.wikipedia

20 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…..?

21 Council 2.0 Building our own widgets –How we present our services and information (and places?) to our end users –(or others building them – competition?) 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 –But we don’t need to do it all at once

22 Council 2.0 In-house mash-ups? –Probably already happening in our developer teams –Public facing? Thinking about the functionality that’s out there and how we could use it –Image banks –Knowledge banks –Communications –Contact directories –Systems services

23 News Publish Contacts Opinion Discuss Reputation Interests Certificates Procurement Knowledge Virtual Networks And consult Where I work What‘s said about me Council views on… How and where to talk to me Who can certify my identity What and how I buy & Documents Reaching different audiences What I say Who I know What areas interest 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?

24 Immediate Implications All bad? –Is the jury out on all Web2.0? Security –A question of balance? ID –Are we looking at / working with OpenID etc? Sharepoint / Intranet development –Facebook is a social dashboard –Implications for those developing corporate dashboards? Aggregators –The ultimate CRM for the customer? –eg Netvibes

25 Immediate Implications Community Presences –Already on Facebook etc, developed by individuals Council Content –Should we be developing widgets for netvibes, Facebook etc.? –What would they do? Collaboration? –Should we publish all our contacts lists on LinkedIn?LinkedIn New Web services development –Will others mash it up if we make it available? –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?

26 More…. Further Reading – 203895/web-confusion-hindering-firms 203895/web-confusion-hindering-firms – – opyXT_g opyXT_g – Web Web Glossary – 0301/web-20-glossary 0301/web-20-glossary Contact – – Acknowledgements –David CoxonDavid Coxon –Simon JonesSimon Jones –James BurkeJames Burke –Gareth RushgroveGareth Rushgrove –Neil McQuistonNeil McQuiston –Paula TitshallPaula Titshall –Chris ForemanChris Foreman

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