Why are we all experimenting with Web 2.0?
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Transcript of Why are we all experimenting with Web 2.0?
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Why are we all experimenting with Web 2.0?
Terry Hulbert 2.0Director of Business DevelopmentAmerican Institute of Physics
ASIDIC Fall 2008 MeetingSalem Waterfront Hotel, Salem, MA16 September, 2008
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Introduction (1)
• Please do not be fooled by my British accent
• I will use The Queen’s English– niche, Luddite, jargon
• I am an evangelist– and I make no apologies for it
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Introduction (2)
• What do the critics say?
• What are the Web 2.0 drivers?– some of the numbers
• Meta trend
• Context & illustrations
• My own thoughts
• Wrap-up
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What do the critics say?
• It’s a fad– it’ll never catch on; it’s a distraction
• It’s for a whole other generation
• It doesn’t translate to the scientific or academic research world
• Who’s making any money from all this?– massive experimentation; is that a
coincidence?
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Web 2.0 market drivers (1)
• Global growth:– 1 billion worldwide access– 845 million use it regularly– digital natives (<30)
• 88% online• 51% contribute content online
– China broadband growth rate – 79% during last three years
– world’s most popular blog is a Chinese blog
‘Web 2.0 Principles & Best Practices’, John Musser (2007, O’Reilly Media, Inc., ISBN 0-596-52769-1)
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Web 2.0 market drivers (2)
• Customers are always-on– broadband usage approaching 50%
• as of March 2006, 42% of all Americans had high-speed, continuously connected broadband connections
• essential fabric of their daily lives• Broadband facilitates photo, video & audio
distribution (everyone’s a publisher)
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Web 2.0 market drivers (3)
• Customers are connected everywhere they go
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Web 2.0 market drivers (4)
• 2006Q1 – 2 billion global cell phone users (twice the PC internet population)
• 28% of users have accessed the Web from their cell phone
• Trend accelerating with more sophisticated devices
• Opportunities for location-aware applications
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Web 2.0 market drivers (5)
• Customers are not just connected; they’re engaged too– increasingly comfortable & capable in creating
& contributing their own content• photo, video, audio, comments, product reviews,
personal & professional blogs
– at April 2006 >50 million blogs; 175k new each day
– top-10 social networking sites visited by ~45% of ALL internet users
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Web 2.0 market drivers (6)
• On an average day:– 5m Americans create content via a blog– 4m share music files on P2P networks– 3m rate a person, product or service
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What’s happening?
• Web is now finally becoming a true, read/write platform
• Mass media is increasingly challenged by UGC
• Technology is disrupting long-established industries
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New social models
• UGC as valuable as traditional media
• Social networks form and grow with tremendous speed
• Truly global audiences are reached more easily
• Rich media is now part of everyday life (and expectations)
• Kent Anderson referred to ‘apomediation’
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Meta trend
• Consumer experience in the Web 2.0 world is setting a new higher bar
• That knowledge and experience follows them into their workplace
• In turn, software vendors are incorporating Web 2.0 principles into their products & services.
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Social networks (1)
• Consumer & collegiate social networks– what’s here moves to our space– MySpace, Facebook
• Professional social networks
• Enterprise networks– Intranet, extranet, partners, suppliers, etc.
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Social networks (2)
• Knowledge sharing– benchmarking, how-to’s, etc. between peers
• Crowdsourcing– source collective knowledge and info to contribute
and produce e.g. citizen journalism
• Expert networks– legal services area, entrpreneurial area, e.g. Gerson
Lehman Group
• Professional networks– like LinkedIn, primarily job seeking, sales prospecting,
or ‘finding’
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What do I mean by Web 2.0?
• Social networking, communities
• RSS, blogs, wikis…
• Mashups
• Tagging, folksonomies
• Utility, utility, utility,…
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Incidentally,…
• 22% hiring managers review social network profiles
• 34% of those found material contentious enough to drop a candidate from consideration
• 24% found something that influenced them favourably(Research from CareerBuilder (via AllThingsDigital blog 11 sep 2008)
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Mashups
• Just some examples
• Don’t care about scepticism
• Care about experimentation, innovation (and also utility)
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Tagging & folksonomies
• 28% of Internet users tagged or categorised online content – photos, news, blogs
• And “on a typical day online, 7% of internet users say they tag or categorise online content”Source: Pew Internet & American Life Project, December 2006
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2collab research
• >50% of respondents (1894) see social applications as “playing a key role in shaping nearly all aspects of research workflow” in the next 5 years– think about ManyEyes, dataviz, etc.
• >25% currently use social applications• 23% believe social applications will have a
‘major influence’ on grant application within the next 5 years
• >25% see them as major influence in the future for finding jobs
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BioInformatics LLC research
• 77% of life scientists participate in some type of social media
• ~40% use social media for 1 or more hours per week
• ~50% saw blogs, discussion groups, online communities and social networking sites as “facilitating the sharing of ideas with colleagues and/or the community”
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What are we trying to do?
• Create an architecture of participation
• Innovation – perpetual beta
• Rich user experience, beyond the traditional
• Software, features, etc beyond a single device
• Leveraging the ‘Long Tail’
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Business models…hmmm
• Advertising based, sponsorship– 2Collab, BioMedExperts, Scintilla, Facebook, Digg,
Del.icio.us
• Subscription– Sermo, Community of Science (COS)
• Transactional– InnoCentive, IdeaConnection, Big Idea Group
• Blended– LinkedIn
• No-one has any answers…
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Why?
• If we want to compete
• If we want to innovate
• If we want to be leaders
• If we want to position ourselves to exploit the one great idea
• If we want to attract new business and retain existing business
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Summary (1)
• Easy for last 5,000 days !
• Cusp of truly exploiting Web 2.0…
• …and social networks, communities, etc.
• The next big thing is lots of little things– that’s features & granularity (the 2 M’s)
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Summary (2)
• Jeff Baer – “continually evolving”
• Kathy Greenler Sexton – alluded to ‘fail fast & culture of failure’
• Brad Kain – ‘socialisation’ of the web
• David Durand – “experiment or die”
• Larry Schwartz – how could you not be enthused
• I urge you to defeat the politics
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Summary (3)
• Why?– faith & hope– optimism– Inevitability
• Dave Freeman – – “We're going to the future. Do you want to
come along?”
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Thank youAny questions?
Terry HulbertDirector of Business DevelopmentAmerican Institute of Physics
ASIDIC Fall 2008 MeetingSalem Waterfront Hotel, Salem, MA16 September, 2008
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Experiment & innovate
• Using NEJM as an example…
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Blogs
• Editorial blog• Corporate blog• Personal & professional blogs• Research blog, lab notes…?• Think: the election blogosphere as an
influencer; increasingly used in place of polls– Howard Dean Democratic presidential nomination
campaign (2004)– “Rathergate” – Killian documents controversy (2004)
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