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The web has come a long way over the last 15 years, from its humble beginnings with text browsers like Lynx, through the browser wars and now with social computing and Web 2.0 This presentation looks at the evolution of the web, gives examples of modern social computing applications, and gives a case study of its application in government.
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Evolution, the web, and social computing in business
Matthew HodgsonACT regional-lead, Web and Information Management
15 October 2007
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Evolution
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Internet (alpha)
TelnetInternet Relay Chat (IRC)
Kermit
Newsgroups
Multi-user Domains (MUDs)
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Web 1.0
Lynx
Browser Wars
Microsoft FrontPage Sausage Software
Mosaic
Netscape Altavista
ICQ
Internet Explorer
Dreamweaver
HTML
Adobe PDF
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Web 2.0What is it?
AJAX
RSSAtom
XML
XHTML
TaggingFolksonomies
Podcasting
Vodcasting
WikisBlogs
REST
SOAP
API
CSS
Microformats
Search Engine Optimisation (SEO)
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Tim O’Reilley on Web 2.0
“…the business revolution in the computer industry caused by the move to the internet as platform…”
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Shocked about new social technology?
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Web 2.0“Social Computing”
AJAX RSSAtom
XML
XHTML
TaggingFolksonomies
Podcasting
Vodcasting
WikisBlogs
REST
SOAP
API
CSS
Microformats
Search Engine Optimisation (SEO)
Sharing
Collaboration
User-centred
Accessibility
Joy of use
PersonlisationNetworking
Connecting
CommunicatingWisdom of Crowds
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YouTube – sharing videoFeatures Share video Tag video (folksonomic navigation)
Who? Labor demands election campaign debates posted on
YouTube Labor posted video on climate change, education, skills
and training, and representation. Australian Democrats posted a video that mocks the new
Australian citizenship test Anti-smoking academics are accusing tobacco
companies of advertising on YouTube
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Flickr – sharing photos
Photo: http://flickr.com/photos/chewywong
Features•Upload photos•Share photos•Tag photos
Who•Photographers•Some naughty companies
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Del.icio.us – sharing bookmarks
Features Post bookmarks Synchronise bookmarks rather than store them on
one computer Share bookmarks Re-use bookmarks through the API on the
company intranet
Who SMS “mobile consultants” National Endowment for Science, Technology and
the Arts (NESTA) in London
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Facebook – building online communities
Features Powerful social networking hub Good way to create ‘community’ and brand loyalty Share profiles and interests with friends and
business associates
Who Everyone from average Joe to big business Accenture, Amazon, Apple, EA, Gap, Intel, Intuit,
Microsoft, Pepsi, PWC and Teach for America.
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SlideShare
Features Share (PowerPoint) presentations Share podcasts Folksonomic (tagging) navigation
Who Academics Conference presenters Clergy (online sermons!) Adult industry (PowerPoint porn)
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Wikis & Wikipedia
Features Information collaboration Instant access to edit, update, comment & discuss
Who AGIMO to share corporate policy and guidelines CIA to share intelligence (esp. on terrorism) Qld state govt to share information between
departments
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What do these have in common?Technology Each uses different technology Folksonomies (tagging) seems to be a key component
Support team work Support team interaction on tasks Share information Help classify information
Support team interaction Support team interaction, communication and
social cohesion Psych literature tells us that both task and social support
are critical to a team’s long term survival
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Key messages
When thinking about building systems: Understand and support team interaction on tasks Understand and support team interaction,
communication and social cohesion It’s not about a technology-driven solution
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A case study
The issues: Two different cultures Two different perspectives Interaction problems
Need to: Share information
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Goldilocks and Porridge
PorridgeLoves to eat
Eaten in
Built in
Visited
Contained
Contained
Goldilocks
Chairs
Just Right!
Too hard
Too soft
Forest
Kitchen
Contained
FeltFelt
Felt
Felt
Felt
Felt
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Three Bears and Porridge
Breakfast Lunch Dinner
Porridge
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Information disconnect
PorridgeLoves to eat
Eaten in
Built in
Visited
Contained
Contained
Goldilocks
Chairs
Just Right!Too hard
Too soft
Forest
Kitchen
Contained
Felt
FeltFelt
Felt
Felt
Felt
Breakfast Lunch Dinner
Porridge=?
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Govt. department and information disconnect
WRITE WRITE
CONTAINS
Free-text
PolicyCompliance Fees
=?Stakeholders
REPORTS ON
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The problem
“How can you determine what’s in these reports so that one world view can inform the other?”
“How do you create business processes and tools that connects these two world views of information?”
- Mark Allenby, SMS Consultant
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A typical approach
Parent term
Child term Child term Child term
Taxonomy
+EDMS or TRIM
Might meet the businesses needsWould it meet users’ needs?
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Using a taxonomy?
IssuesNeed to have a finite set of ‘things’ to build a good taxonomyContent of reports are not finite and change over timeDoesn’t fit people’s personal view of informationNo one will use it (except for the experts)
ExtensibilityTaxonomy needs to be redesigned to adapt to new information
Parent term
Child term Child term Child term
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Issues Good as a ‘filing cabinet’ for documents Good for records managers Not designed to match the way users’ think about their own
information (corporate way only) Not designed for other things like ‘sharing information’ Tower Software uses a wiki to share knowledge and
information
Using TRIM (recordkeeping system)?
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A tagging approach
“… instead [of using a system], you may want to capture and communicate… the essence of what is talked about by using free text tagging (like they do with blogs and wikis)…”
- Matt’s response
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Selling tagging
Currently tracking over 8 million tags
5 years and millions of tags and users
8 years worth of tagged, public, online diaryand information websites
All user/self-classified information
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Tagging = users’ view of information
Benefits for users: Chosen by the user Not part of a formal taxonomy
(my way, not the corporate way of thinking) Adapts easily to new information Flexible and easy to use
Benefits for the business: People want to use it - high level of participation Information still gets classified Tag clouds show frequency of terms for reporting
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Applying Garrett’s User-Centred Design Methodology
See also: http://www.jjg.net/ia/
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Scope phaseBig gaps in information and little communications between stakeholders and the Department due to different world-views
Some documented process, but without documented workflow or governance
No tools or supporting systems
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SolutionFacilitate information storage & communication Create a place to share information and knowledge Invite and encourage stakeholders to participate
Establish governance Document roles and responsibilities Document process
Provide tools and systems Support business process Support the way people think about their own information If tools are usable they will be used Focus on connecting people, information and knowledge
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Tagging and Topic Maps
Topic maps = connected information
Topic Map
WRITE WRITE
CONTAINS
Free-text
Stakeholders
Tagging CorporateTaxonomy
Laws ComplianceEquivalent to
BillsFees
Policy
Equivalent to
Has categoriesDecisions
Equivalent to
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Topic Map
WRITE WRITE
CONTAINS
Free-text
Stakeholders
Tagging CorporateTaxonomy
Laws ComplianceEquivalent to
BillsFees
Policy
Equivalent to
Has categoriesDecisions
Equivalent to
Wiki
Store and share knowledge
Contributeknowledge
Contributeknowledge
Wikis to store knowledge
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Department’s term in theirCorporate taxonomy
Related tags users haveCreated and related to the term ‘policy’
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Social computing tools in this case study
Tagging Good for user classification of information Good for representing information based on the user’s own
world-view
Wikis Good for communication Good for sharing information and knowledge to reinforcing
social cohesion between groups Easy to create and maintain content Easy and cheap to setup
Topic Maps The glue that connects disconnected information
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Key messages The more our computers are connected, the more
we realise how disconnected our information is Social computing tools can connect people,
information and knowledge Use social computing tools in “smart ways” to
serve growing user demand to interact directly with government
Remember to concentrate on the “social”-part, not the “computing” part
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… happily ever after
Blog: magia3e.wordpress.comEmail: [email protected]
Web: www.smsmt.com