Web 2.0 and the Emergence of
Emergence
ANNA NEMITTANAN
ALLEN CROTTY
TOYA DARTIS
WILL OLALEYE
A New Version of the Web?
 The concept of “Web 2.0” began with a conference
brainstorming session between O’Reilly and MediaLive
International. Dale Dougherty, web pioneer and O’Reilly
VP, noted that far from having “crashed”, the web was
more important than ever, with exciting new applications
and sites popping up with surprising regularity. What’s
more, the companies that had survived the collapse seemed
to have some things in common. Could it be that the
dotcom collapse seemed marked some kind of turning point
for the web, such that a call to action such as “Web 2.0”
might make sense. We agreed that it did….
Companies, Organizations and Sites represented
By Web 2.0
 Wikipedia
 Social Sites like MySpace and Facebook
 Web-book marking Delicious
 Media-sharing sites YouTube and Flickr
 Blogging utilities, i.e Blogger and Typepad
 Web Search engine Google
 Location-based classified ad site Craigslist
Definition of Web 2.0
 “Web 2.0 is the business revolution in the computer
industry caused by the move to the Internet as
platform, and an attempt to understand the rules for
success on that new platform. Chief among those
rules is this: Build applications that harness network
effects to get better the more people use them.”
Three Trends Yield Better Tools
Free and Easy Platforms for Communication and
Interaction
2. A Lack of Imposed Structure
3. Mechanisms to Let Structure Emerge
1.
Interaction
 Emails, mobile phone texting and some types of IM
are channels.
 Alternative to a channel is called a Platform, such as
every Web site, whether on intranet, extranet, or the
Internet
 Free and easy platforms exist on the web; current
popular Web 2.0 platforms like Facebook, MySpace
and Blogger. Also Twitter.
A Lack of Imposed Structure
 Workflows
 Decision right
 Interdependencies
 Information
 Throughout history the norm has been to use
technology to impose these work structures

To define workflows, interdependencies, decision rights
allocation, and information needs
 ERP(enterprise resource planning)
 CRM(customer relationship management)
 SCM(supply chain management)
 All experienced explosive growth in the mid 90’s
 By using software to define business processes
 It becomes an almost unquestioned assumption
that technology should impose the work structures

This is reflected in the design of groupware and KM systems.
 Software was originally designed to be a moment
by moment accomplishment

It has become the most accomplished groupware in use
 Several arguments over the use of technology in
workflows came about


Whether it should be used to achieve the goal or simply
organize the flow of work
Whether it is always appropriate is the key issue
 The greatest online encyclopedia, Wikipedia, was
created based off a web program called Nupedia.
 This encyclopedia was created in a seven stage
process
Nupedia

Article assignment:


Lead Review


Once it passed open review copyeditors were asked to copyedit
the article
Open Copyediting


Open for the general public to view
Lead Copyediting


Was blind and confidential
Open Review


Each article was put through a content screening from whether
the person was qualified for writing it to what its content really
was.
The article was set aside for a member of the public to review
Final Approval and markup

The article was finally posted on Nupedia after final approval
 In the fall of 2000 the creators found wikis.
 Web pages read and edited by the reader
 On wikis users and add or delete data from a
website they create

They are supported by databases which keep track of all
changes.
 As of 2008 Wikipedia is the largest reference site
in the world.

They have 2.4 million articles in English and hundreds of
thousands in other languages.
 Due to the advancements of web defined structures
companies such as Yahoo! Don’t have to define
their structure
 The web will do that for them!!
John Allen Paulos
“The internet is the world’s largest library. It’s just
that all the books are on the floor.”
Web I.O Search Engine
 Web I.O search engines developed by Alta Vista,
Infoseek, Excite, etc. provided as alternative to
Yahoo’s hierarchy.
 “Web Crawling”
 Analyzed the content of websites
Two Major Problems with Web I.O Search
Engines
If several Web sites existed on the same topic, it
was difficult to determine which was best.
2. It relied on the accuracy of the Web sites’ and
pages’ own descriptions.
1.
Google
 Google’s Founders: Larry Page and Sergey Brin
 Relied on other sites to determine how good a given
site was.
 First Search engine to view the Web as a community
rather than a collection of in individual sites
Emergent Social Software Platforms (ESSPs)
 SLATES:
 Search
 Links
 Authoring
 Tagging
 Extensions
 Signals
Enterprise 2.0
 Web 2.0 has been defined as any web site that
provides value through the actions of its users, and
as such includes Blogs, Wikis, and other forms of
collaborative or social tools.
Enterprise 2.0
 Social networking capabilities can help organizations
capture unstructured tacit knowledge
 Booz Allen Hamilton study – 2400 consumers
 Web 2.0 is already at critical mass, the study
concludes. Businesses who don’t respond are placing
themselves at risk.”
Enterprise 2.0
Enterprise 2.0
 Advantages
 Recruitment
 Search Engine Optimization (SEO)
 Marketing/PR
 Loyalty
 Reduced Cost
 User Requirements/Improved Offerings
 Scalability
Enterprise 2.0
 Disadvantages
 Security Concerns
 Strategic Risk
 Recurring Cost
 Reliability
 Lack of Control