WEB 2.

0
Second Generation of Web Paradigm
Agenda
 What is Web 2.0
 Technology Driven
 Bussiness Perspective and Model
 Web Technology and influence to engineering
model.
It‘s Hard to Define, But I Know it When I See it…

 Web Services / API‘s

Emerging  ―Folksonomies‖ / Content tagging "[This is] not my mom's Internet…It's changing, and it's
Tech  ―AJAX‖ changing because we're looking at the share-shifting—the time
people are looking at TV, reading a magazine, listening to the
 RSS radio—they're not replacing each other; they're coming
together." - AOL Exec / May 2005
· Flickr
Apps You · Google Maps
Know…
· Blogging & Content Syndication
· Craigslist
· Linkedin, Tribes, Ryze, Friendster
Some · Del.icio.us
Apps You · Upcoming.org
Don’t
know · 43Things.com

Major · Amazon API‘s

Retailers · Google Adsense API
· Yahoo API
· Ebay API
Web 2.0 – Origin & Definition

A phrase coined in 2004 by O’Reilly Media Group; refers to a

perceived or proposed second generation of Internet-based
services such as Social Networking sites, Wikis etc - that
emphasize Online Collaboration & sharing among users
Web 2.0: Evolution Towards a
Read/Write Platform
Web 1.0 Web 2.0
(1993-2003) (2003- beyond)

Web pages, plus a lot of other ―content‖

Pretty much HTML pages viewed shared over the web, with more interactivity;
through a browser more like an application than a ―page‖

―Read‖ Mode ―Write‖ & Contribute

―Page‖ Primary Unit of content ―Post / record‖

―static‖ State ―dynamic‖

Web browser Viewed through… Browsers, RSS Readers,
anything
―Client Server‖ Architecture ―Web Services‖
Web Coders Content Created by… Everyone

―geeks‖ Domain of… ―mass amatuerization‖

Cuene.com/mima
eCommerce : Growth & Drivers

Drivers
6.000

4.924
5.000

4.000
 Internet Users: 35M+
3.000
3.077
 Broadband: 2.M++
2.000 1.836
 Mobiles: 130M++
1.058
1.000
422  Credit Cards: 45M+
2004-05 2005-06 2006-07
Year
2007-08 2008-09
 Venture Capital !
 Source: IAMAI, PhocusWright, Internal Estimates

TotalE-com erceMarket($Mln)

-
What do Users generate?

 Content Travelogues
 Classifieds Craigslist.com
 Relationships Social networks
 Trust Reviews & ratings
 Commerce Ebay
 Relevance Wikis, Del.icio.us
 Journalism Blogs
 Infrastructure BitTorrent
 Web 2.0 : Driver for the Internet

60

60

36

25

20

Months taken to achieve 20 Million UVs

Source Comscore, Hitwise

 Who‘s driving Web 2.0
A teeming young population…
India one of the youngest nations with 2/3rd of the
population under 35 years Italy; 41
4,7 4,9 5,2 6,8
14,5 Germany; 41
14,5 15,5 16,8 19,5 UK; 38
24,9
28,4 28,9 65+
France; 38
29,8
30,9 45-64
27,1 25-44
19,4 19,4 18,8
15-24 Brazil; 26 Indonesia; 25
17,0 0-15
13,5 India; 24
33,1 31,2 29,2 25,8
20,0 Median age China; 23

2001 2005 2010 2020 2050

Source: Asian Demographics Ltd. & TGI , NCAER India Digital Summit 2007
Media habits ~ Foundation for 2.0

 Increasing dependence on non-traditional media

like the Internet
 Strong need to create their ‗own space‘ through
interaction & personalization
 The new mantra : ‗Communicate, share and
connect‘
 Blogs and social communities - strong influencers
 Evolving & Unique Media habits

TV Radio
124 minutes 84 minutes
per day per day

Newspaper Internet

30 minutes 61 minutes per

per day day

Source Business World Youth Report 2006, IAMAI 2006

Business Models ~ Web 2.0

 Advertising
 Web usage rivals conventional media in mature
 geographies

Potential to affect all web businesses

 Classifieds
 Search
 Commerce
 Information


Why Web 2.0 is Useful
14

 Captures the incredible development of interactive Web sites

enabling people to create and collaborate
Flickr is a social network for sharing photos.
Flickr combines a social network with user generated content. Users can work together to
collaborate on photo projects and use each others‘ tags to find new photos. Flickr also has
an API for web services to integrate photo collections with blogs and other apps.

My contacts “tags” are

available to me
Flickr shows me
photos from my
network
 Del.icio.us is an Example of a Site that Uses
a ―Folksonomy‖ to Organize Bookmarks
Tags: Descriptive My Tags: Words I‘ve
A ―folksonomy‖ is a spontaneous, words applied by used to describe links
users to links. Tags are
collaborative work to categorize links searchable
in a way that makes
sense to me
by a community of users. Users take
control of organize the content together.
Wikipedia is a Collaborative Dictionary Being
Edited in Realtime by Anyone
Blogging is the Most Recognized
Example of Web 2.0
Chicago Crimes – Daily Crime Data on top
of Google Maps, sent to you by RSS
Chicago Crime - Continued
Social Networks Connect Users into
Communities of Trust (or interests)
 RSS, New way to spread information

What is RSS?

RSS is a defined standard for syndicating headlines and other content.

RSS is created using XML or eXtensible Markup Language, which is a markup language
similar to HTML. All fields are defined. Tags are used to denote the field’s classification.
Like HTML, proper construction requires that tags are both opened and closed.

Example: <title> Title of Item in Feed </title>

RSS has been around for more than a decade, but only recently the standard has been
embraced by bloggers, webmasters and large news portals as a means of distributing
Information, in a standardized format.
Why use RSS?

RSS as a means of communicating:

Email is burdened with:

· SPAM - messages are often deleted or are filtered because of cluttered mailboxes
· Viruses – more and more legitimate messages are not reaching their destination
due to the proliferation of viruses.

Benefits to RSS:

· Opt-In – users elect which feeds which they subscribe to.

· Syndication – RSS is a defined standard for syndicating content, feeds extend reach
· Content – steady stream of fresh web content
· Aggregation – users can quickly scan multiple content streams and click on items of
interest saving time
· Traffic – increased exposure and traffic for web sites
Why Use RSS?

This Alexa graph represents traffic increase on Software Marketing Resource.

After the beginning of July SMR began updating their RSS feed on a daily basis,
the significant traffic increase is evident in the graph above.
What is RSS used for?

Initially RSS was restricted to News Headlines. As RSS’ popularity has increased the uses
For RSS have expanded. Common uses for RSS include:

· Blogs – summaries of daily blog posts

· Newsletters – synopses of newsletters alerting users that a new newsletter is available
· Weather Alerts – notification of severe weather
· Press Announcements – new product announcements
· Specials or Discounts – weekly deals or discount offers for customers
· Calendars – listings of upcoming events, deadlines or holidays

Common Industry specific uses for RSS include:

· Service Industry – notification of viruses or security alerts

· Real Estate – listings of open houses or new homes on the market
· Schools – homework listings
· Restaurants – lunch or dinner specials
· Law Enforcement – announce sexual predators in area
How do I create an RSS feed?

RSS feeds can be created using :

· a text editor
· using desktop software

In order to use a text editor you must be familiar with all of the fields and
accepted formats. The following sites can be used as resources:

http://www.rss-specifications.com
http://www.make-rss-feeds.com
What does it look like?

27
 What about Atom?
28

 Atom is a format quite similar to RSS. It was created by

people who felt that RSS could be improved upon.
 The basic difference is that while Atom is somewhat more
complex (for producers of Atom feeds), it is also able to
carry more complex information, and it is consistent across
the syndication, storage, and editing of information.
 Almost everything regarding RSS applies equally well to
Atom.
 You can learn more about Atom at the official website,
AtomEnabled.org.
 RSS – Two Parts
29

 Feeds – These are the actual content items

that are produced by web authors. These
could be taken from blogs, journals, news
sites, etc.
 Aggregators – An aggregator is a program or site
that collects the feeds for reading.
Aggregators can be installed as stand-alone
programs, or they can be web-based.
 How to find RSS feeds
30

 Look for a button like these within a site:

 http://www.network-theory.co.uk/newtitles.html
 http://www.nytimes.com/services/xml/rss/
 How to find RSS feeds
31

 Or look for a button like this in your web browser:

 Web-Based Aggregators
32

 Bloglines – Currently the most popular in this category.

 Newsgator – Allows for delivery of content to Outlook.
 Litefeeds – good for PDAs & Mobile Phones
 Google Reader
 Netvibes
 Personalized Google Page
 My Yahoo! Page
 Netvibes
 Stand-alone readers
33

 SharpReader – for Windows

 FeedDemon – Also for Windows
 NetNewsWire – Good choice for Macs
 Straw – Great for Linux
 RSS Toolbar – Internet Explorer & Firefox
(Windows only)
 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

Feeds contain
summary included
news items/stories
in the feed

Users can read the full

content of some stories within
their browser or desktop app
without going to orgincating
website
A new way of receiving content…

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

Cuene.com/mima
RSS Reader Examples

Cuene.com/mima
RSS Examples
RSS Examples

Cuene.com/mima
 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
Users Find Blog Content Helpful, and
They Are Receptive to Online Ads
 Tactical Opportunities for Early Adopters &
Marketers
Web Tags & Social RSS Blogging
Services Folkson Networks
Watch & Wait Act Now
omies
Blogging / Blogs RSS / Feeds
· Improves placement and relevance in ·Generate “reminder” traffic
Drive Traffic to search engines ·“Push” key product or promotion out to audience,
the Site ·Could generate repeat visits to site to drive traffic back to your site
·Generates interest in deeper · Broaden reach through syndication, driving
engagement more traffic back to your site
· Helps explain products, service, · Feeds make it easier to stay connected and
approach aware, driving convenience
Improve Customer ·Provides “support” through direct · More information = more competence = more
Experience customer Q & A control
· Generate deeper insite into user
attitudes and behaviors
·Generate “trial” usage · Drives frequency, which may lower the barrier
·Blogs and post drive deeper to awareness and trial
Drive Conversions engagement and helps overcome
objections
 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