Monday, June 19, 2006

What is Web 2.0?

It’s an interesting question that was put to me today. I’ve been talking a lot about Web 2.0 but have never actually written a definition myself which encapsulates what it was and identifies the key aspects of it. I was asked the direct question this morning and so below is my stab at defining the new web order.

Web 2.0 is a move away from the first web model where there were a few publishers and many consumers of information. For example a company created a website and lots of potential customers looked at it. The barriers to creating a website (better looked at as content) were too high for most users in this model, and lets face it your average AOL user can just about cope with email so HTML was going to look like PhD physics to them. What I'm driving at was that in order to publish information in the first web model a user needed to understand markup language, have some grasp on image creation, layout and also hosting before they were going to be ready to take on gathering their thoughts together to publish.

Web 2.0 takes the view that every consumer of information should be able to be a publisher as well. This is purely subjective but in my view there are several key sites and technologies that make web 2.0 available to the masses

Picture phones and digital cameras make it much easier to gather graphics together now, and this is as true for video content as it is for still photography. This is completely personalised graphical content and therefore is very focused on the user.

Flickr.com is a very easy to use and highly configurable way to make photographs available across the web.

Youtube does the same thing with video content.

Blog hosting sites, Livejournal and Myspace provided extremely easy to use layouts and publication mechanisms that even the tabloid reading masses could get their heads around.

These sites (obviously there are others) should all be viewed as Web 2.0 projects and the cornerstones of the web 2.0 publication method.

The essence of web 2.0 is therefore encouraging content not simply from brand owners but from their customers, which is why I bring the essence of Web 2.0 for business down to the phrase that "Web 2.0 enables companies to have a closer relationship with their customers than ever before" and "brands have the opportunity to create personal relationships with consumers". The key to this is user content and the creation of discussions online about products and services offered by companies. A classic web 2.0 is AOLs 'Discuss' project about the very fabric of the Internet itself.

The problem with all this content is that with everyone publishing there will be an absolute wealth of it out there. The problem is how to categorise it and how to consume it.

Consuming the content is achieved via a syndication model and RSS (Really Simple Syndication) is the model of choice for the Web. No conversation of Web 2.0 is complete without a section devoted to RSS and RSS readers.

In the old model, a user searched for a website and entered via the homepage through a browser. They then navigated to the section they wanted and found the content. Some websites were updated regularly and were read regularly by consumers but the same navigation model was used to check for updates. What I'm getting at is that this is a lot of wasted time spent on looking and checking for information when the information itself is the valuable item.

RSS enables a site to be syndicated and RSS readers monitor sites for updates automatically and then alert the user to this. The user is then able to scan headlines to see which individual pages they want to read. The point is that individual pages are read as they are added and updated rather than navigated from a homepage. It saves time and therefore is significantly more productive.

This however does not solve the problem of categorising the content. Blogs account for a great deal of this content as they are the largest publication method. Google therefore created its blog search engine which ignores all other content and concentrates only on user based content.

The biggest and most respected tool for categrosing this content is however technorati.com. It uses the concept of tagging to add short descriptions of what each piece created is actually about. Tags are added to the bottom of the content with short descriptions and keywords. This is then categorised by Technorati and can be searched. Similarly it relates blogs sharing tags to each other in what are known as clouds. The idea is that if two people are using the same tags as each other then the chances are that their content is quite similar and therefore readers of one will find the other relevant.

There are obviously new methods and improvements to categorisation coming along all the time, and many of them are led by users themselves. One concept which is highly useful is called ‘Declarative Living’. Quite simply this is a discipline whereby whatever you are reading and the sources you find are published for others to see. The logic follows that if people are interested in what you are saying, they are also likely to be interested in your sources. This is achieved via Outline Processor Markup Language (OPML). Every RSS Reader has a listing of blogs sites and sources which the individual user reads. These can be exported as OPML files. Any good RSS reader can import an OPML file and so publishing your OPML file for others to download and import into their own RSS reader's list is a very good idea. The concept was first introduced to me by James Governor who also has a blog you should read. Google him or look for him in Technorati. My own OPML file can be found here.

There you go, introduction to Web 2.0. That’s procedurally how things work with a little bit of technical information as well, together with identifying the major players as viewed by Aaron Savage. The real question though is what does this all mean for business. Advertising is the medium that is having to adapt quickest to this but others will follow.

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