07 mars 2008
What is the Social Web?
The Early Days of the Internet and Web 1.0:
When the Internet first became a household word, the World Wide Web was very one-sided with most websites providing static information. From the mid-1990s to the early 2000s, the Internet remained fairly one-sided with primary offerings including informational and transactional (online shopping) websites.
The Internet Becomes Social with Web 2.0:
The second generation of the Internet came about in the early 2000s and was called Web 2.0 or the social web. No longer were people satisfied being talked at. Instead, they wanted to join the conversation and have a say in the World Wide Web. The evolution of the social web began with user-generated content. Personal websites, forums and online chats became just a few of the standard features of Web 2.0 and made way for blogs, social networking, social bookmarking and more.
Popular Tools of the Social Web:
- Blogs
- Social bookmarking: Digg, StumbleUpon, Reddit, etc.
- Social networking: MySpace, Facebook, LinkedIn, etc.
- Groups: Google, Yahoo, etc.
- File sharing: YouTube, Napster, etc.
- Wikis: Wikipedia, Google's Knol
- Virtual worlds: SecondLife
- Instant messaging
- Online chat
- Forums
Blogging and the Social Web:
Blogging is an integral part of the social web. A blog's success relies heavily on its community of readers. That community is typically built through online networking and promotion through the various tools of the social web. From bookmarking important posts to participating in relevant forums, a blogger's online activities within the social web can make or break a blog's success.
The Next Social Network? It's Web 2.0, And It Knows Where You Are
By Michael Calore October 12, 2007
The Web 2.0 Summit kicks off next week here in San Francisco. Epicenter's Julie Sloane and I will be there, blogging and passing out cards (and just plain passing out).
The official theme this year is "The Web's Edge," but based on murmurings I've read recently, I'd like to propose a less official theme: "The Socialization of Presence."
I got to thinking about this after reading Chris Messina's thought-provoking blog post riffing on Google's acquisition of the social messaging service Jaiku. If you're not familiar with the news, see our coverage on Compiler.
Chris' post refers to a meme started earlier this year by Web 2.0 conference co-chair Tim O'Reilly called the "Web 2.0 Address Book," a nebulous product (yet to be invented) that's basically a location-aware contact list. The idea is that all of our real social apps already exist in the form of e-mail, your phone, IM and Twitter. We just need some glue to make everything work together.
Messina extends the idea to a possible scenario: Rather than calling somebody or sending an e-mail or a Twitter or an IM, you just open up your contact list and click on their name. Wherever they are, your communication reaches them via the most convenient and appropriate means. So, they're walking on the beach, their iPhone rings. If they're in a meeting, they get a text message. If they're at their desk, they get an e-mail. If they're in Asia, they're probably asleep, so they get a voicemail.
Another name for it is the "presence-enabled phone book."
Last month, Jaiku's Jyri Engeström argued that this location-aware utility is the key piece of functionality missing from the iPhone. Not a surprising point of view considering it's pretty close to where his company is headed. Jyri points to O'Reilly's post which makes the same point.
Messina, however, argues on the iPhone's behalf. He asserts that Apple's browser-centered "dumb device" is the perfect tool with which to surf the social presence web. He brands the iPhone the Sputnik of this new frontier, the first of many devices to come. Logically then, since Google bought Jaiku and since the company is rumored to be building its own mobile platform, this is one of the holes we can expect the so-called GPhone to fill.
And for anyone weary of joining yet another social networking platform in order to participate, worry not. You're already a member. This new presence-aware social network is the web.
In Messina's vision of the future, your "presence" doesn't just exist on Facebook or Google. Rather, it lives in that layer of information which can be assembled from the pieces stored on every service you're a part of. Obviously, microformats would play a key part in such a scenario. Standards like hCard and hCalendar can be used to track where you are and what you're up to. OpenID can verify your identity, making your location data accessible to you and your group of friends. Instantly, anyone who wanted to get in touch with you could just look you up in their contact list and see where you are, what you're doing, what you'll be doing this afternoon and the best way to get in touch with you right now.
Actually, I should amend that last sentence -- anyone you trust would be able to get in touch with you. That's one of the complicated caveats here, and one that Messina touches on in his post. In order for this presence network to properly blossom, we need to overcome the hurdle of privacy. Not only do we need more secure and innovative ways of safely establishing and maintaining our identities, but we all need to get more comfortable with putting our information out there in the first place.
More importantly, we also need to free up all of our personal data that's already out there, languishing in closed networks like Facebook. Sadly, that might prove to be the most difficult hurdle.
Web2.0: The next frontier in digital business
By Steve Horvath — 07 August, 2007 12:55PM
Since Tim O'Reilly's article popularised the concept of an interactive and social web, Web2.0 has gained tremendous pace. Reminded of its intimidating presence by such successes as the MySpace sale to the Fox Interactive Media group in July 2005, Web2.0 represents the imminent new chapter in digital business. Not technology hype or a passing fad, Web2.0 promises to impact business function and model alike, a disruptive and enhanced Internet, bursting into mainstream ICT operations only years after the first web revolution.
What is Web2.0: Hype or revolution?
A slippery and somewhat misused term, Web2.0 is the topic of the moment (Gartner 2006). Often dismissed as marketing hype, it is important to draw the line between what is mere myth, and what may truly represent an upheaval in digital business. Web2.0 is not so much about new web technology, as it is about the way that these technologies are being used to augment ordinary human interaction and behaviour. Those in the "fad" camp frequently see Web2.0 as a collection of technology tools, many of which have been in existence for years. However, those able to see through the technological hype understand that the growing interest in human networking and the sharing of experiences online has the potential to again alter, and disaggregate traditional sources of value and methods of marketing.
In Web2.0 and online knowledge networking we discussed the progressive move toward an enhanced Internet, what O'Reilly (2005) refers to as an interactive environment rewarding flexibility, ease of interoperability and lightweight design in system architecture and business model alike. Within this emerging paradigm, the source of value creation within digital technology has shifted toward an architecture of participation; the harnessing of a collective intelligence of social participants within the system. In doing so, Web2.0 has firmly establishing the Internet as a platform for online dialogue (not monologue), with consumers gaining empowerment from others' conversations and discussions culminating in an ever-growing database of human experiences and know-how. Pushing the borders of what could be argued as a knowledge (and not just information) transfer, such usage patterns typically strengthen the value proposition of the overall system. This means that Web2.0 is often closely aligned to business operations, structures and models, making it much more than technology hype.
"Web 2.0 is much more than just pasting a new user interface onto an old application. It’s a way of thinking, a new perspective on the entire business of software— from concept through delivery, from marketing through support. Web 2.0 thrives on network effects: databases that get richer the more people interact with them, applications that are smarter the more people use them, marketing that is driven by user stories and experiences, and applications that interact with each other to form a broader computing platform." O’Reilly (2006) |
Indeed, Web2.0 embodies the evolutionary progression of Internet technology and usage dynamics toward a more fluid and agile "social" existence, an organic and responsive new business reality forever raising the value-added bar. In doing so, Web2.0 poses yet another imminent disruption to the operation space of modern business; coercing management to find new ways of engaging the consumer and doing business interactively online (Musser, 2006).
The 'socialisation' of experience: Models for learning businesses
A trend to appear over recent years has been that of recommendation and reputation-based systems. Capitalising on users motivated by feelings of anticipated reciprocity, improved reputation, efficacy and community (Kollock 1999; Rheingold 2000), the overall value proposition of such sites is ever-strengthened by the participation of their members. A noteworthy part of the achievements of these online businesses (e.g. Amazon, Epinions, Ebay etc.) is attributable to their members' direct and active contributions. In examining why, we find that the resultant collation of such experiences (e.g. feedback, reviews, testimonials etc.), if positive, represents a seemingly reliable endorsement of the products, services and/or agent's being promoted via them (Despotovic and Aberer 2006). Indeed, in a world now overloaded with information and choice, measuring and storing the quality of interactions is equally, if not even more important than measuring the links themselves (Scott 2005). Such an aggregated "quality of information", becomes an instrument for reducing uncertainty (complexity) and in doing so greatly impacts participant's decisions by saving time and reducing perceived risk (Masum and Zhang 2004; Ziegler and Lausen 2005).
Such reputation-based systems are but one facet of the architecture of participation which underpins many Web2.0 technologies. Instilling a sense of truth and validity in the information contained within, the socially inclusive and "on the ground" nature of these technologies is cutting against the grain of mainstream broadcast media business models, granting weight to the collective intelligence of the crowd (O'Reilly 2005). For example, viral marketing or influential manufacturer-endorsed bloggers have readily been deployed to spread positive word of mouth in preference over traditional media (Subramani and Rajagopalan 2003; Fadaghi 2006). Sensing this shift toward a 'socialisation' of experience, the world's largest media and advertising companies have jumped head-on into the online interactive market. The permission-based nature of most Web2.0 mediums facilitates highly tuned and targeted advertising, as demonstrated by the recent agreement between Fox Interactive Media (which includes web property MySpace) and Google (NewsCorp 2006). As user's actively and willingly participate, a clear profile of their interests and desires can be acquired, establishing not only direct passage for more personalised syndicated advertising, but a source of tremendously valuable market intelligence.
Epitomised by businesses like Google, Ebay and Amazon, Web2.0 systems are inherently adaptive and learning systems. They relentlessly scan their environments for indications (patterns) which may signal trends and follow-on to exploit emerging markets. In adjusting their structure to continuously secure new opportunities, such adaptive organisational systems often also evolve their business models and modes of operation. They embrace the chaos of business development by adopting a systemic policy of learning and knowledge acquisition, delivered upon a supporting infrastructure imparting necessary direction and control. In these cases, the architecture of participation delivers a continuous stream of permission-based market research, whilst at the same time reinforcing their position. Indeed, Web2.0 has the potential to allow for the simultaneous generation of revenue whilst performing research; the creation of organic, innovation and money-making machines.
The disruptive journey ahead
Indeed, Web2.0 is ushering in a new era of participation-propelled market outcomes. Internet technologies no longer singularly serve functions of mere utility, but may now be employed to extract more out of everyday human interactions, including as a platform for collating and recording the quality of such experiences. Accordingly, within the Web2.0 space of experience sharing and social networks, it is becoming apparent that the role the Internet plays for business is again shifting. This imminent and disruptive new chapter in digital business employs the interactive Internet medium to bring businesses, professionals and consumers together into the one digital business ecosystem. The promise being that of a virtual environment able to improve personal networking, strengthen relationships, stimulate the exchange of ideas, values and opinions, build reputations and catalyse the development of new products and services via the subsequent examination and data mining of permission-based contributions and social network analysis.
However, despite the many benefits, risks remain, as the openness of system design which welcomes participation, also exposes it to potential misuse. Thus, in incorporating concepts of Web2.0 into new business practices, it is imperative that any freedom and autonomy in design be balanced with methods capable of sustaining order and control. Indeed, this next frontier in digital business is a not a milestone to be conquered, but a continuous journey of closely-aligned business and open information systems development.
Harnessing the power of Web 2.0
Just when you thought the 'Net could not get any better, you realize that there is a plethora of activities you have not even considered; Web 2.0 is most likely the reason for this realization as it increases the usefulness of the Internet to amazing levels. Consider the fact that thus far the Internet has been a place for individuals to meet up and share information, and now imagine that by harnessing the power of Web 2.0, these same computer users will suddenly network, enjoy entertainment individually or as a group, and even blog and post on forums.
Yet the Web 2.0 revolution goes further than just a few users bandying together in an effort to chat and blog; instead, consider the premier application of this amazing package and you will undoubtedly find MySpace. This social networking and advertising powerhouse combined is one of the most popular websites bar none, and individuals, clubs, and even businesses now have an online presence on the MySpace website. YouTube and GodTube are other examples of the amazing power that Web 2.0 has brought to the web.
If social interaction is not your game, then information undoubtedly is; Wikipedia is one of the most accessed channels of information worldwide, but rather than just consuming the information, individual users actually add to it on a daily basis. Harnessing the power of Web 2.0 permits for access to and participation in the shaping process of the Internet as it is known today. How little or how much access you would like to enjoy is up to you, and you will be hard pressed to find any computer user who has not in some way, shape or form participated in adding something to the current Internet.
As you find out more about harnessing the power of Web 2.0, you most likely will also have an interest to make a bit of money with it and savvy affiliate marketers know that there is no better vehicle! With voting and other interactive media capabilities firmly in place on more and more social and news networking sites, gathering points, and even commentary blogs, it is not at all surprising to find affiliate links taking on new shapes as well. Gone are the garish banner ads - okay, so some of them are still around - and instead the embedded ad links in an informative article now serve as a premier mode of accepted advertising.
Since spamming a blog or forum is heavily frowned upon, it is left to the creative imagination of the marketer to find ways to circumnavigate this prohibition, but with the help of Web 2.0, affiliate marketers and other Internet savvy individuals have managed to have their commercial messages seen and heard by a whole new segment of the population. Harnessing the power of Web 2.0 is truly an amazing yet fluid process that requires the marketer to stay on the cutting edge of technology as well as consumer trends so as to enhance any marketing messages that are released.
The future WEB2.0 social experience
Ben Hunt casts an eye to the future of a more connected web and how we will experience it through new social applications.
This vision features insights into new search engines, an online marketplace, and solutions for phishing and spam.
Ben also predicts that Yahoo will be the dominant online brand for the next 5 years
The next killer app
The next killer app isn't an app.
It will be a new networking platform that builds on today's world-wide web and makes possible new generations of more powerful and useful applications.
My vision is of a next-generation web that is just as simple and flexible as web 1.0, but more interconnected and powerful.
At its core, it will incorporate a universe of connections that reflects the real-life links between people, organisations, services, products, web sites, and other entities.
Picture this
- A browser that instantly shows you the content you'll find most interesting
- Search engines that return fewer, better results - every time
- A marketplace that always tells you the best products and services, and lets you advertise anything you like
- A world with no more spam, phishing or online scams
- Being able to access your contacts' current details all the time, without effort
- and being able to find the right contact wherever you are
I'd like to share my vision for how all this will work, which is low-tech, doesn't rely on any new technology, and is nearer than you think. And I predict that Yahoo! will probably be the company to make this happen, in the next 2 years.
An evolutionary step
The web has given us some great applications that let us do some amazing things: communicate, publish, share, and shop with greater ease and speed than ever before. People, content, and data are more fluid and connected than ever before.
However, the world-wide web has now reached the limits of the platform. These great applications that we have are still fragmented and inconsistent when they could be interconnected and co-operative.
The new web will be a platform that simply joins up all the functions and data with a new network of connections below the application level, enabling a new generation of applications that will make life easier, more productive, safer. and more fun.
Searching today's fragmented web
Think how often you use an internet-based application to find something: content, recommendations, shopping, services, contact details, research, comparison...
Remember: "The answer is out there!"
The right answer is nearly always out there - somewhere.
- That person's contact details do exist online
- There is a piece of software that does just what you need
- There is a company that sells the item you need at the right price
- Someone is trying to sell the sofa that's perfect for your room
Most web applications are trying to match information to where that information is needed
The major problem is intrinsic to the Internet's architecture: there is no center. The lack of center is the reason why the web has become so useful so quickly - it has enabled free, organic growth.
But it also means that any time we try to compare information, we have to try to collect information in one place - such as on a single database. That's difficult on the web, although there are partial successes, see below:
Examples of the fragmented web
- Ebay has a huge database of people selling stuff, which it matches to people looking for stuff
- Google has a massive index of web page content, which it matches to search phrases
- Friends Reunited has a database of where people went to school
- Car Harbor is a solution (currently in development) that will match people looking for car parking with people who have free space to rent
- Loads of dating sites have databases of people wanting to find people who want to find people
- LinkedIn has a database of businesspeople's information, and links between them
I could go on. What these applications have in common is that:
- They all try to match information with needs-for-information
- They all have their own databases that contain a small proportion of the information out there
- And their scope is limited to only the data they hold themselves
In other words, they all have part of the picture.
This means they can only try to find the best answer to what you need with the information available.
It doesn't matter how much bigger or smarter these systems get, they're limited by the fragmented web version 1.0. Google or Ask.com will never be able to know what you really want when you search for "home run". This is because the current web is still locked into reductionism. Because all these applications are just part of a disconnected world of data, they're forced to reduce everything to their basic component parts.