reaching those web folk
Post on 12-Sep-2014
6.183 views
DESCRIPTION
My talk for museum web developers at the London National Maritime Museum about data distribution, Pipes and YQLTRANSCRIPT
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Reaching those web folk
Christian Heilmann | http://wait-till-i.com | http://scriptingenabled.org
National Maritime Museum, London, UK, April 2009
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The internet is a media.
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It is highly distributed, available 24/7 and easy to be a part of.
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And my god is it huge.
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The sheer size of the internet makes it hard to be found and to get your content out to people.
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Which is why people spend more time on optimising their products for search engines than for their end users.
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To have success in reaching people on the web, we have to re-think some ideas.
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In the old school model, you build a site and people come.
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Your Site
Reader+ User
Reader+ User
Reader+ User
Reader+ User
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This works to some degree, but only really when you are a starting point of the web experience (ISP, news portal...)
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For normal web sites, much more visitors come to your site in a roundabout way.
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Your Site
Reader+ User
PartnerSites
SearchEngines
PaidLinks
Reader+ User
Reader+ User
Reader+ User
Reader+ User
Reader+ UserReader+ User
Reader+ User
Lots of arrows here...
SocialMedia
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To make this work on a much bigger scale, re-think the web.
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The web is *not* a broadcasting media with receivers.
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Every receiver is also a broadcaster.
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Starting a blog, signing up for twitter, uploading photos to flickr...
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All of these things are terribly easy.
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If you re-think your site as your content, then any of these broadcasting stations can be a relay for your message.
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Yourcontent
Reader+ User
Reader+ User
Reader+ User
Reader+ User
Reader+ User
Reader+ User
Reader+ User
Reader+ User
Reader+ User
Reader+ User
Reader+ User
Reader+ User
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And they talk to yet other people and have access to other distribution channels you aren’t even aware off.
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Yourcontent
Reader+ User
Reader+ User Reader
+ User
Reader+ User
Reader+ User
Reader+ User
Reader+ User
Reader+ User
Reader+ User
Reader+ User
Reader+ User
Reader+ User
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You validate content on the web with links and quoting from other sources.
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People add their own opinion and allow for others to give theirs.
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People also mix your information with other sources to prove a point or validate it.
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Much like good journalism works – only on a wider, media richer and less professional scale.
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The power of this distribution is very much obvious if you ever try to pull something from the web. :-)
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So how can you be part of this?
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Make your content easy to access.
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This starts by structuring your web sites in a semantic manner.
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Continues with adding more semantic richness with RDF and microformats.
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Gets even easier by providing data feeds in Atom or RSS.
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And ends with the rolls royce of distribution: your own API.
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Semantic document structure, RDF and microformats are useful for other machines to make sense of your content.
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Especially search engines love them.
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One thing that made this much more obvious to me was when Yahoo opened their index as an API.
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http://developer.yahoo.com/search/boss/
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Using this and special information or technology you can build a cleverer web search.
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Another thing BOSS does right now is provide a mainstream channel for the semantic web and Microformats.
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Using SearchMonkey technology BOSS lists this information in the results.
http://www.flickr.com/photos/glenscott/3273401181/
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view=searchmonkey_rdf
view=searchmonkey_feed
http://developer.yahoo.com/search/boss/structureddata.html
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Another interesting thing is the keyterms parameter in BOSS.
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This one returns the keywords people entered to find a web site.
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This gives search engines access (and also hard core developers).
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But you can make it even easier.
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Your data is already available on the web.
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And if it is interesting enough, people will try to get to it and remix it.
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Let’s say I want to display the opening hours of the V&A on my tourism tips site for London.
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http://isithackday.com/hacks/nmm/
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A more useful way to offer that is RSS.
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That way I can subscribe to this and get updated when there is a change.
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Some companies understood that very early.
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http://www.guardian.co.uk/travel/restaurants
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http://www.guardian.co.uk/travel/restaurants/rss
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And they took the next steps of providing APIs to end users to filter down the data to exactly what they need.
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So now developers have access to all kind of data out on the web to mix and match.
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And they build blog plugins, Facebook applications and other widgets and distribution channels for our data.
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The problem is that the more data sources you use, the more time you spend on reading API documentation.
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The other problem is that the more sources you connect to, the more chances of error are there.
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What we needed are systems to aggregate several sources painlessly.
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Pipes allows you to get user input, get data from web resources, put them all together and get them back as XML, JSON and other formats.
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The drawback of pipes is that it is a visual interface and changes have to be made by hand.
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You can’t just quickly use a pipe in your code and alter it on the fly.
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Which is one of the reasons for a new system with a different angle: YQL.
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YQL is a SQL-style interface to all Yahoo data – and the web!
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Say you want to get photos of London that you are allowed to show in your own products.
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You need to define London without a doubt.
select woeid from geo.places where text='London,uk'
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Then find photos that were taken there.
select id from flickr.photos.search where woe_id in (select woeid from geo.places where text='london,uk')
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Check that they have the right license.
select id from flickr.photos.search where woe_id in (select woeid from geo.places where text='london,uk')
and license=4
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And get all the information about them.
select * from flickr.photos.info where photo_id in (select id from
flickr.photos.search where woe_id in (select woeid from geo.places where text='london,uk') and license=4)
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http://developer.yahoo.com/yqlhttp://developer.yahoo.com/yql/console/?q=select%20*%20from
%20flickr.photos.info%20where%20photo_id%20in%20(select%20id%20from%20flickr.photos.search%20where%20woe_id%20in%20(select%20woeid
%20from%20geo.places%20where%20text%3D%27london%2Cuk%27)%20and%20license%3D4)
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Then you can build a nice interface and show that data.
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http://isithackday.com/hacks/cantine/index.php?loc=london%2Cuk
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All without having to spend hours on reading either the Flickr or the GeoPlanet API docs :)
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This also helps us immensely internally – as we have varying APIs in all departments.
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YQL gives you access to the Yahoo services and to any data source on the web – including HTML and microformats.
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Now here’s the really good news:
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You can easily add your information to YQL via something we call “Open Tables”.
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Take young Jim O’Donnell of the National Maritime Museum in London.
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They are already part of the Commons on flickr:http://www.flickr.com/people/nationalmaritimemuseum/
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He wanted to allow people to access their free data and filter it without providing an API.
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All it needed was a simple XML file.
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<?xml version="1.0"?><table xmlns="http://query.yahooapis.com/v1/schema/table.xsd"> <meta> <author>Jim O'Donnell</author> <documentationURL>http://www.nmm.ac.uk/collections/</documentationURL> </meta> <bindings> <select produces="XML" itemPath="rss.channel.item"> <urls> <url>http://www.nmm.ac.uk/collections/requestHandlers/doQuickSearch.cfm?searchterm={searchterm}&authority={authority}&category={category}&startrow=1&format=rss</url> </urls> <inputs> <key id="searchterm" type="xs:string" paramType="path" required="true"/> <key id="authority" type="xs:string" paramType="path" required="false" default="category"/> <key id="category" type="xs:string" paramType="path" required="false" default=""/> </inputs> </select> </bindings></table>
http://developer.yahoo.com/yql/guide/yql-opentables-chapter.html
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http://developer.yahoo.com/yql/console/?q=use%20%27http%3A%2F%2Featyourgreens.org.uk%2Fyql%2Fnmm-search.xml%27%20as%20nmm%3B%0Aselect%20*%20from%20nmm%20where%20category%20%3D%20%27art
%27%20and%20searchterm%20%3D%20%22tower%20bridge%22
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This was a start, now he is going nuts with it...
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Let’s look at some of his stuff later...
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In conclusion:
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By opening your data to the web you make web users your data advocates.
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You start by writing clean, semantic web sites.
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You make it easier for people by providing data feeds.
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You really go to town with your own API.
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If you can’t do that, a YQL open data table pointing to a search engine on your site also works.
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YQL handles the interface, caching and data conversion for you.
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YQL also limits the access to sensible levels.
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It works for us, it can work for you.
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Keep in touch:
Christian Heilmann
http://wait-till-i.com
http://scriptingenabled.org
http://twitter.com/codepo8
T H A N K S !