Alexandra Cristea & Fawaz Ghali

http://www.fawazghali.com/

Web 2.0 for the Adaptive Web

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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

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Web 2.0

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Web 2.0: Evolution Towards a Read/Write Platform

Web 1.0(1993-2003)

Pretty much HTML pages viewed through a browser

Web 2.0(2003- beyond)

Web pages, plus a lot of other “content” shared over the web, with more interactivity; 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”

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?”

Web 2.0: Is it a Whole New Internet?

It’s Hard to Define, But I Know it When I See it…• Web Services / API’s• “Folksonomies” / Content tagging• “AJAX”• RSS

Emerging Tech

Apps YouMay Know…

• Flickr• Google Maps• Blogging & Content Syndication• Craigslist• Linkedin, Tribes, Ryze, Friendster

Some Apps You May NOT know

• Del.icio.us• Upcoming.org• 43Things.com

Major Retailers

• Amazon API’s• Google Adsense API• Yahoo API• Ebay API

"[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

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

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Web 2.0 Applications

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Flickr is a social network for sharing photos.

Flickr shows me photos from my network

My contacts “tags” are available to me

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.

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Del.icio.us is an Example of a Site that Uses a “Folksonomy” to Organize Bookmarks

Tags: Descriptive words applied by users to links. Tags are searchable

My Tags: Words I’ve used to describe links in a way that makes sense to me

A “folksonomy” is a spontaneous, collaborative work to categorize links by a community of users. Users take control of organize the content together.

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Wikipedia is a Collaborative Dictionary Being Edited in Realtime by Anyone

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Blogging is the Most Recognized Example of Web 2.0

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Chicago Crimes – Daily Crime Data on top of Google Maps, sent to you by RSS

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Chicago Crime - Continued

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Social Networks Connect Users into Communities of Trust (or interests)

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A new way of receiving content…

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How You Do It: Example CNN Interactive

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RSS Reader Examples

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RSS Examples

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Mashups

• What it is?

• Example mashups

• Example mashups based on Web 2.0 applications

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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

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

MAP API

EVENTS API

IMAGEAPI

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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

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

f o r e v e rf o r e v e r

REST, APIs, REST, APIs, MashupsMashups

Open Issues / Implications

• Are “masses” better than “experts”• What expectations does this set?• Who owns the message?• How can marketers use this to their advantage?

The appeal of Web 2.0 lies in the nature of the apps/tools•Direct•Transparent•controllable

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

The 3 aspects of Web 2.0 Collaboration

Internal CollaborationInternal Blogging

Internal WikisEnterprise Social Bookmarking

Social TaggingEnterprise Social Networking

B2B CollaborationMashups

Complementary Web ServicesOpen Standards

C2C2B CollaborationUser Created Content

User CommunitiesViral Marketing

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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

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Users Find Blog Content Helpful, and They Are Receptive to Online Ads

Blogging / Blogs RSS / Feeds

Drive Traffic to the Site

• Improves placement and relevance in search engines

•Could generate repeat visits to site

•Generates interest in deeper engagement

•Generate “reminder” traffic

•“Push” key product or promotion out to audience, to drive traffic back to your site

• Broaden reach through syndication, driving more traffic back to your site

Improve Customer Experience

• Helps explain products, service, approach

•Provides “support” through direct customer Q & A

• Generate deeper insite into user attitudes and behaviors

• Feeds make it easier to stay connected and aware, driving convenience

• More information = more competence = more control

Drive Conversions

•Generate “trial” usage

•Blogs and post drive deeper engagement and helps overcome objections

• Drives frequency, which may lower the barrier to awareness and trial

Tactical Opportunities for Early Adopters & Marketers

Watch & Wait Act Now

Web Services

Tags & Folksonomies

Social Networks RSS Blogging

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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

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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.

Feeds contain news items/stories

Items have a brief summary included in the feed

Users can read the full content of some stories within their browser or desktop app without going to orgincating website

Social

Technical

Business

The Web 2.0 Pie Chart!

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

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

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

AJAXDynamic User Interfaces

Ian McNairn – Program Director Web Innovation – Office of the CIO, IBM

What is AJAX ?• 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

Browser

Ian McNairn – Program Director Web Innovation – Office of the CIO, IBM

AJAX compared to classic Web UIs

Browser Server Server

service

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

Services Oriented Architecture and Web 2.0 Both move from application centric practices to focus on how technology is

used. Both enable a user centric approach to IT. SOA breaks business processes into smaller pieces (components) and aggregate them in services. SOA delivers a level of efficiency, agility and flexibility not possible with an application centric approach. But flexible services is not enough if you don’t know your users’ wants and needs.

Web 2.0 puts the user front & centre, smoothing the flow of information between people. It facilitates the collaborative creation, combination and distribution of content, delivering a rich user experience. By enabling a two-way communication, it shifts the power towards the consumer, who can now voice her/his opinions and choose from a market of almost infinite choice (C2B and C2*).

Sources: Where’s Web 2.0, Clinton McCallum, Mike Natoli, Robert W. Ross – IBM Centers for Solution Innovationhttp://www.capgemini.com/ctoblog/2006/10/soa_web_20_cage_match.php, CTO Blog, CapGemini

Summing Up• Web 2.0 hard to define, but very far from just hype

– Culmination of a number of web trends• Importance of Open Data

– Allows communities to assemble unique tailored applications

• Importance of Users– Seek and create network effects

• Browser as Application Platform– Huge potential for new kinds of web applications

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Adaptation in Web 2.0• Metadata:

– Resources (and possibly domain)– Users (and groups)– Environment– Goals (related to content)

• So we only need adaptation strategies– Adaptation to: users, groups, environment, etc.– Recommended content, users– Sequencing of content or activities

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User Profile in Web 2.0Examples of explicit data collection:

• user rates item• user ranks collection of items• user chooses item• user creates list of favourite items

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User Profile in Web 2.0Examples of implicit data collection:

• items viewed by user• viewing times• items purchased• items listened to / watched • user's social network: similar likes and

dislikes

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Social LAOS Framework

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Adaptive E-Learning 2.0

E-Learning Web 2.0

Adaptive Hypermedia

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E-Learning 2.0

• Learners are involved in content authoring

• Strict borders between learners and teachers disappear

• Group-based learning

• Merging between formal and informal learning

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Review• 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

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Next: Lab session:

• Demonstration of Web 2.0 techniques for the Adaptive Web

• Online lecture on: Collaborative Filtering

• On your laptop.