3 December 2007

Facilitating community & content interaction

BMJ response to Web 2.0

Phil Caisley, Head of Information ServicesLorenzo Fabbri, Sales Manager S.Europe & America

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‘Web 2.0 is the business revolution in the computer industry caused by the move to the Internet as a platform, and an attempt to understand the rules for success on that new platform’.

Tim O’Reilly, 2004

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TOC

• Community: connections/forum• Wikis• Responses• Podcasts/Vodcasts• Blogs• Content personalization• Links• Mashups• Clustering/Context linkage• Polls• The importance of Web 2.0 in Medicine

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Community – enabling connections

• Connecting with who I know– Who I trained with– Who I work(ed) with– Who I socialise with– Those who influence me– Those who I share profession associations with

• Keeping informed • Maintaining & enabling contact• Facilitating info discovery• Separating professional from social

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Community – user generated content

• Discussion forums for – Raising questions to others– Seeking responses from others– Rating others’ responses– Viewing average ratings of responses– Polling users’ opinions– Viewing poll outcomes– Building knowledge base from discussion threads– Providing access points into knowledge base

• Search• Categorisation

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Wikis – user generated content

• Content written by user• Content added to or corrected by others• Based on principle of crowd sourcing

– Accuracy improved by wider input– Closed community ensures relevance/accuracy– Requires moderation

• Full version history and audit log

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Responses – user generated content

• User responses to published content• Provides a user voice• Near time since libel moderation required• Adds value to original content

– Alternative views– Substantiation

• Feeds future articles or content updates

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Podcasts

• Audio files for – Interviews– Discussions– Presentations– Etc…

• Media player embedded in pages and• Audio files separately downloadable or• Audio files available from 3rd party

– iTunes

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Vodcasts/videos

• Video files for – Interviews– Discussions– Presentations– Medical training

• Examimation procedures - Cardiovascular examination• Surgical procedures - Harry the hand• Scenarios

• Media player embedded in pages• Video files separately downloadable• Automated transcription

– Discovery– Retrieval

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Blogs – interactive content

• Online diary– Web log = Blog

• BMJ Group generated content– Opinion– Direct influence– Influence by association– etc

• User responses to content• Entries have persistent location

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RSS (really simple syndication)

• Tool for communicating updated info– From system to user– From system to system

• Push technology• User subscribes and receives

– Heading + link– Heading + link + abstract

• Content viewed– In browser– In RSS reader

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Content personalisation

• Personalisation based on – Behaviour (current & previous)– Preferences– Demographics

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Links – user generated content

• Web-based URL bookmarking• Link categorisation• Info discovery through shared links

– See other links that they have saved– See their categories

• Monitor influencers link submission

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Mashups

• Merging multiple data sources• Creating new resources that are greater than

the sum of the parts• Many examples in Geographic Space

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Clustering/context linkage

• virtual 'information piles‘– gathers matching pieces of data from numerous

sources– places them into groups without the need for

predefined taxonomies or manual tags.

• identifies hot topics• unveils hidden content relationships• matches documents based on actual content

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Polls – interactive content

• Requesting user opinion• Publishing collective response + free text

comments• Interpreting with analysis

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The importance of Web 2.0 in medicine

• Doctors need quick access to a variety of information via a single, organised interface

• Doctors are seeking new methods of information discovery because of the limitation of search engines

• Web 2.0 provides a dynamic interactive platform for medical knowledge exchange

• Knowledge exchange is not limited or controlled by private interests• Multimedia tools (e.g. podcasts or videos) are becoming popular learning

tools

Guistini D. How Web 2.0 is changing medicine. BMJ. 2006

3 December 2007

Networking sites doctors use and whyNetworking site Why doctors joined How and why they use the site

Facebook •Family members/friends were already members•Easy way of keeping up to date with what friends are doing

•Mostly used by younger doctors•Used to keep in contact with and set up meetings with friends/family•Access the site once/twice daily•Not used for professional networking

Doctors.net •Most doctors registered for access to a dedicated, professional email address

•Very few doctors use the site or email address regularly•A few use the learning modules and forums occasionally•Not used for professional networking

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What doctors want: focus group findings3 focus groups, 32 doctors (general practitioners)

• A focus on professional networking rather than social

• Opportunity to discuss clinical cases and obtain second opinions at a national and local level

• Ability to contact colleagues from medical school or previous jobs

• Access to a calendar of upcoming events in their specialty

• A portfolio to record learning activities • Videos of medical procedures• Access to job opportunities/career information• A continually updated medical news section

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Features of the BMJ networking site

• Clinical forums with tiering of forum groups by region

• Rating system for posts and authors• Tiered access to personal profiles• Portfolio: a storage area where doctors can record

learning activities/resources (required for professional revalidation)

• Videos of medical procedures/communication skills• Latest medical news• Targeted content links

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BMJ networking site: doc2doc

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BMJ networking: doc2doc integration

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BMJ networking: doc2doc integration

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BMJ networking: doc2doc integration

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Criticisms on Web 2.0? Questions?

• New version of WWW? (AJAX vs HTTP)• Andrew Keen: ‘web 2.0 has created a cult of narcissism and

amateurism… and is creating an endless digital forest of mediocrity: uninformed political commentary, unseemly home videos, embarrassingly amateurish music, unreadable poems, essays and novels…’

• Library 2.0• FB usage? (BMA, FVG, etc.)• …

THANKS