IS1825Multimedia Development for Internet ApplicationsLecture 05: The Web, Web 2.0, Web 3.0…Rob Gleasure

R.Gleasure@ucc.iehttp://corvus2.ucc.ie/phd/rgleasure/index.html

IS1825

Today’s class Web 2.0 and the architecture of participation Web 3.0 and the semantic web

A Video…

The Web is us http://www.youtube.com/watch?v=6gmP4nk0EOE

Web 2.0

What is Web 2.0? Not really one clear definition…

“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)“A mix of technology and business process that facilitates conversational marketing”

(Bottle PR) “Web 2.0 isn’t a thing… it’s a state of mind”“The web is changing from a document delivery system to an application platform”

(Andy Budd)

Web 2.0

What is Web 2.0?

Web 2.0 is largely a reaction to the mistakes of 2000 and the “dot-com collapse”. What happened?

Naïve business models, often solving non-existent problems Technology for technology’s sake Assumption technology could solves non-technology problems Over estimation of usability and accessibility Lack of respect for standards

Web 2.0

Web 1.0 vs. 2.0

Web 1.0 Web 2.0

About reading About writing

About companies About communities

About HTML About XML

About Home pages About Blogs

About Portals About RSS

About Taxonomy About Tags

About Wires About Wireless

Web 2.0

Web 1.0 vs. 2.0

Web 1.0 Web 2.0

About Owning About Sharing

About IPOs About trade sales

About Windows, Netscape, etc

About Google, Facebook, etc

About Web forms About Web applications

About Screen scraping About APIs

About Dialup About Broadband

About Hardware costs About Bandwidth costs

Web 2.0

Web 2.0 & the Architecture of Participation

Providing a service, not a product Encourage user contribution Collective intelligence Make it easy to re-use and re-mix Customer self-service Community and sense of ownership

Web 2.0 Themes

Web 2.0 Memes

Web 2.0 and Style

Web 2.0 and Current Design Trends

Simple ‘cleaner’ layout more basic 1- and 2-column designs than in previous years pages read in a straightforward way from top to bottom, and you don't find your eye skipping around trying to work out what to look at

The pared-down remaining content is usually placed in the centre of the screen, to create a natural frame for the page and a sense of balance

Example http://simplebits.com/

Web 2.0 and Style

Web 2.0 and Current Design Trends

Design the content, not the page Strong colour and 3D effects used to draw attention to the content itself, including the main branding – the page “furniture” is much less prominent. This often means subtle gradients on background and to soften edges, as well as reflections, shades and shadows used in moderation

Examples http://www.aurum3.com/ http://www.circografico.com.ar/

Web 2.0 and Style

Web 2.0 and Current Design Trends

Visually separate top sections Always been banners but the separation between banner/navigation and page content is generally getting more pronounced

Often breaks column structure to add some distinctiveness

Examples http://www.reallywildflowers.co.uk/ http://trentcruising.com/ http://www.londonpainconsultants.com/

Web 2.0 and Style

Web 2.0 and Current Design Trends

Plenty of ‘whitespace’ and large text Good size margins and extra line height, along with plenty of peripheral room Helps your eyes clearly and cleanly identify things Bigger text is used to help visitors see quickly what the page is about, what's most important, and figure out where they want to look next to find what they want

Examples www.google.com

Web 2.0 and Gamification

Gamification?

The idea that users somehow ‘win’ the more they visit/contribute Post counts depicted next to people’s names in web forums Moderator promotions Profile completion as a challenge

Examples http://ie.linkedin.com/ http://www.thesixtyone.com/

Web 3.0

More recently, this has changed again So much content out there, the problem becomes making sense

of it Move towards the semantic web (Web 3.0), where the users

are trying to distil and distribute content in a sensible and useful way

Emergence of ‘folksonomies’ Content is tagged non-hierarchically and without explicit

relationships between tags Consensus is formed around the best tags to capture the

meaning and usefulness of specific content, which is then searchable accordingly

Sometimes this is explicit, other times implicit

Example: Reddit.com

‘The front page of the Internet’, founded in 2006

Basically a bulleting board – someone starts a thread on the main board or in a subreddit

Other users vote up or down the thread, as well as comment on it – those comments also get voted up or down

The whole web is distilled into hierarchically organised content, opinions, and insights

Question – how does the organisation match your interests? Remember, no one is really ‘average’ or ‘normal’

Example: Delicious.com

A site/browser extension where users can add links to content that they wish to ‘bookmark’

Users tag each of their bookmarks with freely chosen index terms

Users can click these tags to see links that have been tagged similarly by other users

Suggested content is also presented to users, based on trends among other users

Web 3.0 and the Movement of Information This changing dynamic away from broadcast models of

communication to more collaborative models also means that information moves differently

This means the channels to users are changed for digital enterprises

Research channels Marketing channels Sales channels

Web 3.0 and the Movement of Information As anyone can contribute, the quality of individual contributions

suffers

This means most people don’t search the web passively for new things, it would take too long and there’s too much rubbish out there

People connect with family, friends, and other people whom they trust as a source of information, then content spreads among networks

Example: Retweets During the Australian Federal Election Campaign

Image from http://mappingonlinepublics.net/2013/08/16/ausvotes-networks-of-interaction-on-twitter/

Example: News Spreading About the Discovery of the Higgs Boson

http://bcove.me/b1em00oq

TNT’s Viral Advertising

In April 2011, TNT Belgium launched the following ad on TNT's YouTube account, the PR firm responsible’s (DGM) Facebook page, and the Facebook's of enthusiastic DGM employees

Video at https://www.youtube.com/watch?v=316AzLYfAzw

TNT’s Viral Advertising

It took off pretty quickly 4.5 million views in its first 24 hours 20 million views in its first week Another 10 million the week after that The Belgian population is only 11 million people

So how did it go viral so quickly? The PR firm responsible’s executive creative director, Geoffrey

Hantson, Tweeted a link to the video to the 1,251 followers he had at the time (he has over 3,500 now)

… Profit!

Why Would Individuals Bother Labelling and Sharing Content? It is easy and enjoyable It easy and pretty quick to do We get social feedback that helps us ensure we’re in line with the

consensus It’s part of our nature

When we’re interested in something we typically want to show people, e.g. ‘this new song/movie/site/product I came across’ or ‘this picture you forgot I took on that night out where I look totally fine and you look like you’re in bits, LOLz’

Advantages to Organisations

Cheap effective way of making sure the content is appropriate/labelled appropriately for users

Can lend itself towards a trial-and-error approach – if the crowd don’t take to it, maybe it’s better we fail early

Inclusive way of pushing something out into the market, rather than targeting only some pre-defined segments

Very potent when done well – referrals are the most powerful form of marketing, much more so when they’re from people whom we trust

Disadvantages to Organisations Lack of control – the crowd may appropriate things in a way we

didn’t want. Sometimes this is good, sometimes it’s not business appropriate

Tagging makes sense as long as the people tagging something represent the intended user group. If not, then we may end up with a set of terms that confuses people

Ownership can be hard to get back without alienating the community interwoven with our customers

Spam tagging (or ‘spagging’)

Want to read more?

Tim O’Reilly’s seminal paper on Web 2.0 http://mpra.ub.uni-muenchen.de/4578/1/MPRA_paper_4578.pdf

Discussion of Web 2.0 style http://www.webdesignfromscratch.com/web-design/web-2-0-

design-style-guide/ Article on gamification in Web 2.0

http://webtechman.com/blog/category/social-business/gamification/

An archive of older sites, useful for seeing how things have changed http://web.archive.org/web/

Want to read more (continued)? Study of Twitter information sharing during the London riots

https://www.asis.org/Bulletin/Dec-11/DecJan12_Tonkin_Pfeiffer_Tourte.pdf

How TNT Made The Biggest Viral Video Ad Of The Year—In Belgium http://www.businessinsider.com/how-a-belgian-agency-made-one-of-the-

most-viral-videos-of-this-year-2012-5?op=1&IR=T Analysis of Twitter use during the Australian federal election campaign,

2013 http://mappingonlinepublics.net/2013/08/16/ausvotes-networks-of-

interaction-on-twitter/ Analysis of Twitter activity surrounding discovery of the Higgs

http://www.newscientist.com/blogs/shortsharpscience/2013/01/twitter-higgs-gossip.html