Download - The Assembled Web
The Assembled WebWeb Content, Community, and Commerce Management
23 September 2009
John Eckman
http://twitter.com/jeckman
http://www.openparenthesis.org/
2 © 2009 Optaros, Inc. Some rights reserved. (cc-by-3.0)
How Did We Get Here?Assembled Web Overview
Era Characteristics Limitations
Web of Documents
Content-centric
Static HTML experiences / lightweight CMS
Focus on eyeballs, stickiness
“The web is a giant universal library for information”
Results in Brochure-ware
Experiences are not engaging
Not digitally native
Not interactive / immersive
Web of Transactions
Commerce-centric
Focus on conversion rates
“The web is a giant universal marketplace for buying and selling things”
No loyalty to merchants
No depth of experience
No social interaction
Transactional focus often resulted in weak content – don’t distract the buyer
Web of Communities(aka “Web 2.0”)
Community-centric
Focus on “engagement”
“The web is a giant universal cocktail party / high school reunion / community”
Struggle to find business models
Community for community’s sake
Herd mentality
Cost of community management underestimated
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The Assembled WebConceptual Framework
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Integrated ExperiencesExample: CNN and Facebook
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Integrated ExperiencesExample: Rue La La
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Integrated ExperiencesExample: Fangento (Social Shopping)
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Beyond the SiteExamples: SlideShare, Dopplr
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Beyond the SiteExample: New England Patriots Event Viewer
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The Assembled WebReference Architecture
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10 Principles (Notes Toward a Manifesto)
1.You should always be thinking multi-site, multi-interface, multi-project.
2.Success on the web is no longer . . . about driving traffic to your site, or keeping eyeballs there once they arrive.
3.Your brand is not what you say it is, but what . . . the Internet says it is.
4.Design is critical, and design is not about pretty shiny objects.
5.The internet itself, like the *nix operating systems on which it (almost entirely) runs, is a set of small pieces loosely joined.
6.The difference between “behind the firewall” and “out in the cloud” is trending toward zero.
7.There is no defensible reason to invent a proprietary standard wherever an open standard exists.
8.Working in isolation from the rest of the internet is inherently limiting and dangerous.
9.Consumer Technology is beating Enterprise IT, and soundly.
10. Small incremental releases are essential.
The Assembled Web
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What does this mean to the CIO?
Increased Collaboration• With business partners• With external communities
Demand for Agility• Changing business environment• Changing consumer expectations
Balance Influence and Control• Not “my way or the highway”• Not “anything goes”
Assembled Web
12 © 2009 Optaros, Inc. Some rights reserved. (cc-by-3.0)
Relevant Technologies, Approaches, and Standards
The Cloud• Software as a Service, Infrastructure as a Service, Platform as a Service• Autoscaling, autoprovisioning, metered utility
Services Oriented Architectures• “Lightweight” SOA• RESTful services, simple coordination
Application Programming Interfaces• For internal consumption • For leverage by external parties
The Open Stack• OpenID, OAuth, oEmbed, OpenSocial, ActivityStreams, Portable Contacts• The Closed Stack: Facebook Connect
Open Source• Collaborative Engineering, Crowdsourcing, Open Innovation• Cost of Maintenance, Regression Testing• Opportunity to Experiment, Lower cost of Failure