Strategic Implications of Strategic Implications of Living Web for BucknellLiving Web for Bucknell

Food for Thought for CDC/University Food for Thought for CDC/University RelationsRelations

Prepared by Jordi Comas, Assistant Prepared by Jordi Comas, Assistant Professor ManagementProfessor Management

TodayToday

I assume passing familiarity with Living I assume passing familiarity with Living Web/Web 2.0Web/Web 2.0

I am at best further along the continuum I am at best further along the continuum from Luddite to power user.from Luddite to power user.

Most I can offer is some food for thought Most I can offer is some food for thought grounded in Sociology and my grounded in Sociology and my experiences.experiences.

Putting the “We” in WebPutting the “We” in Web Software is a platform, not a productSoftware is a platform, not a product Data management is key- software is fluid and dynamicData management is key- software is fluid and dynamic Success comes from designing participation not controlling Success comes from designing participation not controlling

consumptionconsumption The small world effect: network effects, word of mouth dynamics, The small world effect: network effects, word of mouth dynamics,

generated by user content, are critical to attracting people.generated by user content, are critical to attracting people. Wikinomics: users generate value. However, only a few generate a Wikinomics: users generate value. However, only a few generate a

lot of value and it usually comes as a by product of normal use.lot of value and it usually comes as a by product of normal use. Time-space compression and control: Communication and hence Time-space compression and control: Communication and hence

relationships can flow and evolve in many media and over many relationships can flow and evolve in many media and over many time streams. Living Web applications create new relationships time streams. Living Web applications create new relationships and deepen existing ones.and deepen existing ones.

From O’Reilly, Tim. “What Is Web 2.0? Design Patterns and Business Models for the Next Generation of Software. ” Sept, 2005.  http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html

Older ideasOlder ideas

The Cluetrain ManifestoThe Cluetrain Manifesto by by Christopher LockeChristopher Locke, , Rick LevineRick Levine, Doc , Doc Searls, David Weinberger (he’s an alum!) Searls, David Weinberger (he’s an alum!) written as the dot-com bubble was about written as the dot-com bubble was about to burst was very prophetic.to burst was very prophetic.

  when  

(Inter)networkedMarkets meet (Intra)networked

WorkersThe connectedness of the Web is transforming what's inside and outside your business — your

market and your employees.

Through the Internet, the people in your markets are

discovering and inventing new ways to converse. They're

talking about your business. They're

telling one another the truth, in very

human voices. There's a new conversation

Intranets are enabling your best people to hyperlink themselves together, outside the org chart. They're incredibly productive and innovative. They're telling one another the truth, in very human voices.

between and among your market and your workers. It's making them smarter and it's enabling them to discover their human

voices. You have two choices. You can continue to lock yourself behind

facile corporate words and happytalk brochures. Or you can join the conversation.

Facebook as an illustrationFacebook as an illustration Facebook is a database of contact information Facebook is a database of contact information

and an open platform on which small and an open platform on which small applications run (small pieces, loosely joined)applications run (small pieces, loosely joined)

Facebook grew out of Zuckerberg’s Harvard Facebook grew out of Zuckerberg’s Harvard experience of no print facebook in 2003. As of experience of no print facebook in 2003. As of 11/0611/06

Facebook responded to a 2006 uproar of Facebook responded to a 2006 uproar of 700,000 users complaiing within days about a 700,000 users complaiing within days about a feaure using Facebook’s feaure using Facebook’s own group toolsown group tools..

41 million users. 1% of all Internet traffic. Most 41 million users. 1% of all Internet traffic. Most upoaded photos of any website. 80,000 upoaded photos of any website. 80,000 developers and 4,000 applications.developers and 4,000 applications.

Apocrophyal Story?Apocrophyal Story? Zuckerberg wanted to build an online version for Harvard, but the Zuckerberg wanted to build an online version for Harvard, but the

school "kept on saying that there were all these reasons why they school "kept on saying that there were all these reasons why they couldn't aggregate this information," he says. "I just wanted to show couldn't aggregate this information," he says. "I just wanted to show that it could be done." So one night early in his sophomore year, he that it could be done." So one night early in his sophomore year, he hacked into Harvard's student records. He then threw up a basic hacked into Harvard's student records. He then threw up a basic site called Facemash, which randomly paired photos of site called Facemash, which randomly paired photos of undergraduates and invited visitors to determine which one was undergraduates and invited visitors to determine which one was "hotter" (not unlike the Web site Hot or Not). Four hours, 450 "hotter" (not unlike the Web site Hot or Not). Four hours, 450 visitors, and 22,000 photo views later, Harvard yanked Zuckerberg's visitors, and 22,000 photo views later, Harvard yanked Zuckerberg's Internet connection. After a dressing-down from the administration Internet connection. After a dressing-down from the administration and an uproar on campus chronicled by and an uproar on campus chronicled by The Harvard CrimsonThe Harvard Crimson, , Zuckerberg politely apologized to his fellow students. But he Zuckerberg politely apologized to his fellow students. But he remained convinced he'd done the right thing: "I thought that the remained convinced he'd done the right thing: "I thought that the information should be available." (Harvard declined to comment on information should be available." (Harvard declined to comment on the episode.) the episode.)

McGrit, Ellen.“Hacker.Dropout.Ceo” McGrit, Ellen.“Hacker.Dropout.Ceo” Fast Company. Fast Company. Issue 115 Issue 115 | | May May 2007 2007 | | Page 74 Page 74

What’s coming down the roadWhat’s coming down the road

The metaverse…The metaverse… Synthetic worlds will enable a user’s 3D Synthetic worlds will enable a user’s 3D

presence to surf within and across rich presence to surf within and across rich information spaces.information spaces.

SecondLife is but one exampleSecondLife is but one example

Internet

Internet storage

Multi-UserDungeons

3D gaming

3D online games(MMORPGs etc.)

Chat (MSN, chatrooms)

World Wide Web(as informationenvironment)

Informationprovision

Virtual Worlds(e.g. SL)

Social or networked spaces: communication

Interactive,dynamic content

Concept ofuser-created media

Social networking(Friendster, Facebook)

Personalization

Dynamic, alternateMedia (facilitatingnarratives, etc.)

Interactive spaces:interactivity

Information spaces:informating

“Live-in”communities,groups

Social games

E-commerce

Exchangespaces:commerceand exchange

Economic Currency

Virtual Worlds Are Next Iteration of Information Technology-Culture DynamicVirtual Worlds Are Next Iteration of Information Technology-Culture Dynamic

From “Theorizing Virtual Worlds: Play, Identity, and Evolving Theorizing Virtual Worlds: Play, Identity, and Evolving Institutions” a Working paper by Ted Tschang and Jordi ComasInstitutions” a Working paper by Ted Tschang and Jordi Comas

Portable ProfilesPortable Profiles

As more advanced users develop more and As more advanced users develop more and deeper connections with various living web sites deeper connections with various living web sites and communities, managing one’s information and communities, managing one’s information and profile can become burdensome, annoying, and profile can become burdensome, annoying, and a privacy concern.and a privacy concern.

Innovators are imagining the technical and Innovators are imagining the technical and business models business models

One example of this emergent technology: One example of this emergent technology: OpenID OpenID http://www.slideshare.net/daveman692/web-http://www.slideshare.net/daveman692/web-20-expo-berlin-open-platforms-and-the-social-graph/20-expo-berlin-open-platforms-and-the-social-graph/

Food for Thought (if you are not Food for Thought (if you are not stuffed yet…)stuffed yet…)

We should focus on robust systems that can rapidly We should focus on robust systems that can rapidly adapt to the dynamic software and technical adapt to the dynamic software and technical environment of Web 2.0environment of Web 2.0

Be mindful of a range of user experience levels and Be mindful of a range of user experience levels and interests. At same time, don’t be afraid to shepherd interests. At same time, don’t be afraid to shepherd them. Legacy systems and lagging users can drain a lot them. Legacy systems and lagging users can drain a lot of resources.of resources.

Develop some research-based practices for how to Develop some research-based practices for how to manage the attention economy.manage the attention economy.

Let groups (on-line and in-person) thrive.Let groups (on-line and in-person) thrive. Explore OpenID or other forms of one-stop profile Explore OpenID or other forms of one-stop profile

management as a strategic investmentmanagement as a strategic investment Loosen up about controlling content and interactions. Loosen up about controlling content and interactions.

The forest…The forest…

Information systems will reflect and Information systems will reflect and amplify ground truth of personal, group, amplify ground truth of personal, group, and organizational realities.and organizational realities.