Web 2.0 IMD Web Authoring. Content What is Web 2.0 Search Content Networks User Generated Content...
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Transcript of Web 2.0 IMD Web Authoring. Content What is Web 2.0 Search Content Networks User Generated Content...
Content
• What is Web 2.0
• Search
• Content Networks
• User Generated Content
• Blogging
• Social networking
• Social Media
Contents cont.
• Tagging• Social bookmarking• Software Development• Rich Internet Applications • XML, RSS, VoIP etc …• Web 2.0 Business and Monetisation
models• The future Web
How has it come about?
• Vast computing power– Advances in hardware
• Moore’s law• Memory• Performance
• Explosion of broadband Internet– In 2006 owned by 43%
American adults
Web 1.0 vs Web 2.0
• Focus on small number of companies / advertisers
• Content delivery– “Brochure web”
• Wider audience of users
• Involved the user• Users add, organise,
share, critique content
Lecture Conversation
Architecture of participation
• User interaction• Community contributions
• Harnessing collective intelligence– Feeding back the users
behaviour to extract useful information to enhance the web
• Open source software
Searching
• With so much content – how can you find what you are looking for?
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Search Engines
• Primary search tools for the web– Using key words– Returns a search engine results page
• Links in order of relevance
– Natural language will be used in the future
Google• Named after the mathematical term googol 10100
• Leading search and online advertising company• Success partly due to patented PageRankTM Algorithm
Google’s PageRankTM Algorithm
• Unique infrastructure of servers
• Considers the number of links into a web page and the quality of the linking sites to determine page importance
• All aspects of page used – Content, font, headers, contents of
neighbouring pages
• Highest ranked pages appear first in list
Other Google
• AdWords– Pay-per-click contextual advertising– Appear next to search page and relate to
search as text and url
• AdSense– Advertising program – Text ads placed on participating sites
• Ask– Formerly AskJeeves– User location important– Aimed at returning relevant local businesses
and events – Audio and video support
• Vertical Search– Topic specific– e.g. Expedia travel site
Others …
• Location-Based Search
• Customised Search Engines
• Search Engine Optimisation (SEO)– Tuning your website to enhance its visibility
when searched– White hat method – choice of key words,
quality content, metadata, relevant links– Black hat method – fooling the search engine
• Can get site banned by the search engines
Others …
Link Building
• Increasing web site ranking– Generating inbound links to a particular website– Increasing link popularity
– Reciprocal linking – • two websites link to each other
– Link baiting• Attention grabbing content
– Natural linking• Content quality
Content Networks
• Provide information in various forms– Articles, wikis, blogs
• E.g. – HowStuffWorks
• Articles
– Deitel• Links to descriptions, tutorials, demos, software etc
User Generated Content
• Community adds value to the site– Amazon, eBay, Monster
• User generated material – text, video, audio
• Implicit – derived from users’ actions– E.g. Amazon, YouTube, recommender
systems
Wikis
• Users can edit existing content
• Wikipedia– Community generated encyclopedia– Community involved in moderating the
accuracy of content– Collective Intelligence– Collaborative Filtering
• Users can flag offensive material• Promote useful pages
Blogging• Traditionally short postings in reverse
chronological order providing links to other information
• Social networking, e.g. LiveJournal
• Readers can comment – interactive, debate, discussion
• Citizen journalism– Have become a significant news resource
• Used by the media
Blogging …
• Blogs have become a fast and in-depth (and often “unwashed”) news medium
• The mass media is embracing blogging
• Many blogs provide RSS and Atom feeds to alert the reader to new material– Automatically syndicated via the web
Social Networking
• Network effects – The value of the network is proportional to the square of the number of users (Metcalfe’s Law)
• Friendster, MySpace, Facebook– Social networks
• LinkedIn– Networking for professionals
• Second Life– Virtual world, avatars
Social Media
• Any shared online media– Video, photos, music, news etc.
• YouTube– Entire site based on user generated content– Users upload content, rate content, comment– Tags used to help search content– Can subscribe to other user’s material– Issue with content management – i.e. copyrighted
material
Others …
• Internet TV
• Digg– news, videos and podcasts rated by users
• Last.fm– Internet radio using recommendations– Downloaded software tracks users taste in
music and provides personalised recommendations
Others …
• Digital rights management (DRM)– Adds software to media files to prevent
misuse
• Podcasting– Digital audio file equivalent of a blog– RSS feeds often use to syndicate new
material
Tagging
• Labelling content to give meaning understood by a computer
• Enables searches, grouping, organisation – E.g. tagging photos with the holiday location
and date
• Tag clouds– visual display of tags weighted by popularity– Colour and text size– Based on majority opinion
More …
• Folksonomies– Classification based on tags
• Flickr– Photo sharing site
• Social bookmarking– Allows users to share their bookmarks – i.e.
their favourite sites
Software development
• KIS – Keep it Simple – Keep is Small
• The web has become an application, development, delivery and execution platform– Using the web as a platform is a movement
away from Operator System dependence that widens the potential audience
Software as a Service
• Application software that runs on a web server rather than being installed on the client computer
Agile Development
• Incremental releases of updated software over shorter time frames– “Perpetual beta”
Open Source
• Users can customise code• Reduced cost or free• Used under license
– E.g. GNU General Public License
• Community driven• Users may need to be technology savvy• Examples
– Firefox, Apache web server, MySQL database system
Rich Internet Applications
• Responsiveness, “rich” features and functionality
• Ajax – Asynchronous JaveScript and XML– Allows partial page updates– More responsive GUI– Uses XHTML, CSS, JavaScript, the DOM,
XML, and the XMLHttpRequest object
Toolkits and frameworks:
• Dojo– Open source JavaScript toolkit, library
• Adobe Flex– Framework to enable scalable cross platform
multimedia rich applications – Flash player 9
• MS Silverlight– User interfaces built in Extensible Application
Markup Language
XML
• Extensible Markup Language– Allows data to be labelled providing a
meaning to both user and computer
RSS and Atom
• Subscribing enables user to be updated automatically when new material available
• Requires an aggregator on the users’ PC to respond to the update
Web 2.0 Monetisation examples
– Banner ad– Blog advertising– Contextual advertising – target to content on
webpage– Cost-per-click / per-action– E-commerce– Premium content – payment to access
Web 2.0 Business model examples
– Music distribution– Online auction– Online payment – Photo sharing– Content network– Broadcasting– Recommender systems– Gaming– …
Future Web
• Meaning behind the data – Enabling data mining to extract information– XML possibly using a tool to create it– Tagging and folkonomies– Finding meaningful connections
• Semantic Web– Web of meaning
• Web 1.0 servers– Sent mainly static material coded in HTML or
XHTML to browsers that rendered the material on screen
• Web 2.0 – Applications are more dynamic, enabling
significant interaction between user and server and among a community of users