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Web 2.0 for the Adaptive Web

Web 2.0 for the Adaptive Web. Alexandra Cristea & Fawaz Ghali http://www.fawazghali.com/. Overview. Web 2.0 versus Web 1.0 Applications Mashups Concepts Market Trends (social, business, technology) Adaptation in Web 2.0 User Profile in Web2.0 Content Profile in Web2.0

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Web 2.0 for the Adaptive Web

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  1. Web 2.0 for the Adaptive Web Alexandra Cristea & Fawaz Ghali http://www.fawazghali.com/

  2. Overview • Web 2.0 • versus Web 1.0 • Applications • Mashups • Concepts • Market • Trends (social, business, technology) • Adaptation in Web 2.0 • User Profile in Web2.0 • Content Profile in Web2.0 • Adaptive E-learning 2.0

  3. Web 2.0

  4. Web 2.0: Evolution Towards a Read/Write Platform Cuene.com/mima

  5. Web 2.0 is the network as platform, spanning all connected devices; Web 2.0 applications are those that make the most of the intrinsic advantages of that platform: delivering software as a continually-updated service that gets better the more people use it, consuming and remixing data from multiple sources, including individual users, while providing their own data and services in a form that allows remixing by others, creating network effects through an "architecture of participation," and going beyond the page metaphor of Web 1.0 to deliver rich user experiences. Tim O'Reilly, “Web 2.0: Compact Definition?”

  6. Web 2.0: Is it a Whole New Internet?

  7. It’s Hard to Define, But I Know it When I See it… "[This is] not my mom's Internet…It's changing, and it's changing because we're looking at the share-shifting—the time people are looking at TV, reading a magazine, listening to the radio—they're not replacing each other; they're coming together." - AOL Exec / May 2005 Emerging Tech • Web Services / API’s • “Folksonomies” / Content tagging • “AJAX” • RSS • Flickr • Google Maps • Blogging & Content Syndication • Craigslist • Linkedin, Tribes, Ryze, Friendster Apps You May Know… Some Apps You May NOT know • Del.icio.us • Upcoming.org • 43Things.com • Amazon API’s • Google Adsense API • Yahoo API • Ebay API Major Retailers

  8. Dion Hinchliffe, “Review of the Year's Best Web 2.0 Explanations” Web 2.0 Journal

  9. Web 2.0 Applications

  10. Flickr is a social network for sharing photos. Flickr combines social network w user generated content. Users work together, collaborate on photo projects & use each others’ tags to find new photos. Flickr has an API for web services to integrate photo collections w blogs & other apps. My contacts “tags” are available to me Flickr shows me photos from my network Cuene.com/mima

  11. Del.icio.us is an Example of a Site that Uses a “Folksonomy” to Organize Bookmarks A “folksonomy” is a spontaneous, collaborative work to categorize links by a community of users. Users take control of organize the content together. My Tags: Words I’ve used to describe links in a way that makes sense to me Tags: Descriptive words applied by users to links. Tags are searchable Cuene.com/mima

  12. Wikipedia is a Collaborative Dictionary Being Edited in Realtime by Anyone Cuene.com/mima

  13. Blogging is the Most Recognized Example of Web 2.0 Cuene.com/mima

  14. Chicago Crimes – Daily Crime Data on top of Google Maps, sent to you by RSS Cuene.com/mima

  15. Chicago Crime - Continued Cuene.com/mima

  16. Social Networks Connect Users into Communities of Trust (or interests) Cuene.com/mima

  17. A new way of receiving content… Cuene.com/mima

  18. How You Do It: Example CNN Interactive Cuene.com/mima

  19. RSS Reader Examples Cuene.com/mima

  20. RSS Examples Cuene.com/mima

  21. Mashups • What it is? • Example mashups • Example mashups based on Web 2.0 applications

  22. What is Mashup? • A mashup is a web page or application that combines data or functionality from two or more external sources to create a new service. - Wikipedia

  23. Examples of Mashup • www.thesuggestr.com • www.bestparking.com • http://woozor.co.uk • www.realtravel.com • www.usetrackthis.com • http://pixelpipe.com

  24. MAP API EVENTS API IMAGE API

  25. Web 2.0 Concepts • User generated content • Various user types and roles • Collaborative creation and sharing • Bottom-up versus top-down approaches • Emerging groups and communities • Cloud tag • Mashups • Blogs & micro-blogs

  26. b f o r e v e r The 7 O’Reilly principles • 1. The Web As A Platform • 2. Harnessing Collective Intelligence • 3. Data Is The Next “Intel Inside” • 4. End of the Software Release Cycle • 5. Lightweight Programming Models • 6. Software Above the Level of a Single Device • 7. Rich User Experiences REST, APIs, Mashups

  27. Open Issues / Implications • The appeal of Web 2.0 lies in the nature of the apps/tools • Direct • Transparent • controllable • Are “masses” better than “experts” • What expectations does this set? • Who owns the message? • How can marketers use this to their advantage?

  28. The 3 aspects of Web 2.0 Collaboration Internal Collaboration Internal Blogging Internal Wikis Enterprise Social Bookmarking Social Tagging Enterprise Social Networking B2B Collaboration Mashups Complementary Web Services Open Standards C2C2B CollaborationUser Created Content User CommunitiesViral Marketing Ian McNairn – Program Director Web Innovation – Office of the CIO, IBM Source:Gartner Says Web 2.0 Offers Many Opportunities for Growth, But Few Enterprises Will Immediately Adopt All Aspects Necessary for Significant Business Impact, May 2006

  29. Users Who Are Using Web 2.0 Apps are Highly Engaged, Active and Attractive to Marketers Blogging is a good proxy for web 2.0 activities. Blog readers consume a LOT of media Cuene.com/mima

  30. Users Find Blog Content Helpful, and They Are Receptive to Online Ads Cuene.com/mima

  31. Tactical Opportunities for Early Adopters & Marketers Social Networks Tags & Folksonomies Web Services RSS Blogging Watch & Wait Act Now

  32. Web 2.0 Will Mean Changes for Marketers • More users are connecting to each other and content through networked, peer-driven activities & content • Linkedin now has service referrals as part of their package • API’s and Content syndication will lead to more machine generated connections • “Non-compliant” content won’t fit into the flow as readily • Web 2.0 is truly two-way • Marketers need to be very willing to “listen” and receive more than broadcast • User-generated content may be more valuable to users than yours • Adoption and ROI will drive investments in online advertising • Investment in blog marketing will increase by 22% in 2005 Cuene.com/mima

  33. RSS Adoption is Small Currently, But it Could be an Attractive Tool for Niche Marketers RSS (Really Simple Syndication) is an emerging technology which enables users to get “feeds” of data from content publishers via a browser or special newsreader tool. Items come to user free of spam, on-demand, and in an easy to digest format. Items have a brief summary included in the feed Feeds contain news items/stories Cuene.com/mima Users can read the full content of some stories within their browser or desktop app without going to orgincating website

  34. Social Trends • Spread of Broadband • Increasingly ubiquitous connections • A generation of “web natives” • Living on the web • Social networking; blogging; instant messenger • Create, not just consume • Some hard lessons about data ownership • Don’t steal my data; don’t lock me in

  35. Business Trends • Exploit the Long Tail • At internet scale even niche communities are very large • “We sold more books today that we didn't sell at all yesterday, than we sold today of all the books that did sell yesterday.” • Amazon employee quoted on Wikipedia • Success of web services • No need to own the user interface. It's your data that they want • Users can enrich your data • “Harnessing collective intelligence of users” • Review and Recommend; Social Bookmarking; Folksonomies

  36. Technology Trends • The Power of XML • Easier to exchange and process application independent data • Agile Engineering • Incrementally developer your product; short release cycles • Continually adapt to user needs • “The Perpetual Beta” • Maturation of the browser • XHTML, DOM, CSS, Javascript • Browser as platform, not just document viewer

  37. AJAXDynamic User Interfaces

  38. Asynchronous JavaScript and XML more dynamic & responsive web pages building web clients in a Service Oriented Architecture to connect to any kind of server: J2EE, PHP, ASP.Net, Ruby on Rails, etc. using technology & standards: JavaScript and XML Pattern: Page view in a web browser retrieves data from a service & refreshes just a part of the page non-trivial, requires skills in web development ...... but benefits to be gained can be huge enables major improvements in responsiveness & performance of web applications, e.g. Yahoo! Mail, Google Maps, live.com, and others AJAX is NOT hype – it is very real & very useful for highly interactive applications What is AJAX ? Ian McNairn – Program Director Web Innovation – Office of the CIO, IBM

  39. AJAX compared to classic Web UIs service Browser Server Server Browser In the typical web application, each request causes a complete refresh of the browser page An Ajax application begins the same way. After the initial page loads, Javascript code retrieves additional data in the background and updates only specific sections of the page • Ajax forces you to think about discrete services. • It may drive requirements for new services from your IT department Ian McNairn – Program Director Web Innovation – Office of the CIO, IBM

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