Upload Tag Share Discuss: Content Management in the Age of User Participation

Upload, Tag, Share, Discuss: Content Management in the Age of

User Participation

John EckmanSr. Director, Optaros Labs

Web Content 2008June 18th, 2008

We join spokes together in a wheel,but it is the center holethat makes the wagon move.

We shape clay into a pot,but it is the emptiness insidethat holds whatever we want.

We hammer wood for a house,but it is the inner spacethat makes it livable.

We work with being,but non-being is what we use.

- Tao Te Ching, Chapter 11http://academic.brooklyn.cuny.edu/core9/phalsall/texts/taote-

v3.html#11

Spaces for Content, Interaction

Content Management: For Professionals Only?

Special Permissions for Authors, Editors

How are users participating?

• Blogs (comments, trackback)

How are users participating?

Blogs

Microblogging

How are users participating?

Blogs

Microblogging

Wikis

How are users participating?

Blogs

Microblogging

Wikis

User Contributed Content (Photos, Videos, News)

How are users participating?

Blogs

Microblogging

Wikis

User Contributed Content (Photos, Videos, News)

Social Networking

How are users participating?

Blogs

Microblogging

Wikis

User Contributed Content (Photos, Videos, News)

Social Networking

Collaborative Filtering

How are users participating?

Blogs

Microblogging

Wikis

User Contributed Content (Photos, Videos, News)

Social Networking

Collaborative Filtering

Tagging, Folksonomy

Contrary to what you mayhave heard, there is still a role for the content management professional in the ageof participation

Social Control

● Social mechanisms which regulate human behavior

● Internalization of norms and values

● External sanctions– Reward– Punishment

Library: Orderly, Quiet, Non-Participatory

Coffehouse: Polite, Conversational

Mardi Gras: Laissez les bon-temps roulez!

http://bokardo.com/archives/psychology-of-social-design-talk/

Loose Structures Encourage Participation

Someone's Gotta Drive the Bus

Terms of Service

● Regulate Behavior● But over-reliance on

TOS is dangerous● Avoid Surprises● Social Norms more

effective than explicit regulations

● Code is Law

Must Cover● Ownership

– User Contributed Content

– Rights to Reuse

● Privacy– What you won't do

– What they can't do

● Appropriate Behavior– Sanctions for bad behavior

– Guidelines/Process of appeal

Identity

● Anonymity can lead to bad behavior

● That bad behavior is worse in the aggregate

● Reputation is a strong curb on bad behavior

You wanna go . . . where everybody knows your name

Initial ScaleInitial Inertia: The Empty Dancefloor

It's OK to “Seed” Content

Rapid Growth

● Control growth● Registrations, Invites● “Exclusivity for

Everyone”

Failure is Visible● “That place is so crowded

no one goes there anymore” - Yogi Berra

● Remember Friendster?

● Plan for wild success, spend for moderate success

Everyone Loves Exclusivity

Moderation

● Unmoderated● Meta-moderated● Community

moderated● Post-moderated● Fully moderated

Man: Well, what've you got?

Waitress: Well, there's egg and bacon; egg sausage and bacon; egg and spam; egg bacon and spam; egg bacon sausage and spam; spam bacon sausage and spam; spam egg spam spam bacon and spam; spam sausage spam spam bacon spam tomato and spam; Spam spam spam spam ...spam spam spam egg and spam; spam spam spam spam spam spam baked beans spam spam spam ...or Lobster Thermidor a Crevette with a mornay sauce served in a Provencale manner with shallots and aubergines garnished with truffle pate, brandy and with a fried egg on top and spam.

Wife: Have you got anything without spam?

Waitress: Well, there's spam egg sausage and spam, that's not got much spam in it.

Spam● Keep out the Bots

– CAPTCHA (Completely Automated Turing Test To Tell Computers and Humans Apart)

– CAPTCHA-like interfaces● Watch for specific behaviors

– Akismet, Mollom

– Spam-Protection-by-Obscurity (non-obvious field names)

● but remember accessibility

● Registration wall

– Higher barrier to entry for bad and good alike

– Creates spam registrations as bots register

● Constant vigilance and moderation

– With community help – flag as spam, flag as inappropriate

Client Case Study: Endeca

The Company:

Building a partner community for innovationThe Challenge:

Assembly Highlights: 180 users the first day, 360 the first

week, more than 1000 the first month

Site integrates portal, content, and blog servers with a seamless user interface

Content is personalized to match user preferences

Content approval rules can be adjusted for each department

Reusable assembly for internal Endeca community (e.g. blogging, Wiki)

• Endeca Technologies, a next-generation information access company

• Information access platform is used by many leading companies and government agencies

• Headquarters in Cambridge, MA, USA and operations worldwide

• Create an online knowledge-sharing and collaboration community for employees, customers, and partners

• Provide controlled access to thousands of technical documents, best practices, code samples, case studies, and other content

• Address department-specific requirements for metadata and content approval

• Support future initiatives for interaction and participation

• Meet a 13-week deadline

“The solution that Optaros assembled

for us lets us interact with our audiences

with speed, flexibility and differentiation.”

- Colby DyessProduct Manager

Endeca

Client Case Study: EndecaBuilding a partner community for innovation (Cont’d)

Flexibility:Key Components:

Liferay Portal [JSR-168]

Forums: Liferay Forums

Alfresco: Content Presentation [JSR- 170]

Additional AJAX integration with script.aculo.us, prototype

DWR (Direct Web Remoting) toolkit for javascript

Blogs: Wordpress

Open Source SoftwareWeb Presentation:

Used to integrate Liferay with Alfresco

Web Services:

Alfresco content repository

JBoss Application Server

Red Hat Directory Server (LDAP) for user and group management

Back-end Components:

Differentiators:

Enterprise 2.0 open source assembly designed for Endeca’s needs and preferences

Content approval rules are adjustable for individual departments using Alfresco's embedded JBPM workflow engine

Enterprise 2.0 stack can be leveraged and reused for Endeca’s internal community site

Loose assembly architecture allows easy replacement of pluggable modules and the ability to experiment

“By offering our customers and

partners a seamless way to educate themselves and

interact with peers we are creating loyalty to

the site and to Endeca.”

- Colby DyessProduct Manager

Endeca

- Colby DyessProduct Manager

Endeca

“Endeca customers and partners have been

the driving force behind our initiatives

to encourage relationship building

and the open exchange of ideas and best

practices. EDeN is the culmination of these

efforts…”

Differentiation: Vibrant online community builds stronger relationships

with customers and partners

Users can access thousands of technical documents, tools and utilities, code samples, case studies and other content

Metadata tags identify relevant search content to match user profile

Social networking and knowledge-sharing for e-business (blogs for executives and technical staff, feedback, forums)

New participation and collaboration features coming soon

Endeca Search EngineClient Preferred Component

Endeca EDeN Architecture

Batch Job

SOAP WS

JDBC JDBC

User ProfilesPreferences

Presentation ServicesRSS PortletForums PortletCustom Search PortletsCustom Alfresco Portlets

Site-wide SearchGuided NavigationContent Spotlighting

SOAP WS

LDAP

Custom Content ModelAdvanced WorkflowCustom ActionsMinor Web Client Cust.All File-based Content

CTO BlogEmployee Blogs

● “Professional” content and “Amateur” content in one place

● Higher ad revenue sales for mixture than for pure UGC

● Conversations are two way

● Automatic list generation based on user activity is UGC!

– Most recommended

– Most viewed

– Most shared

– Recent comments

● Calls to action guide user behavior

● Remember “Code is law” - guide behavior through enabling technology

● It may be necessary to seed content

Challenge• Create new website that would become a primary channel for building community in the local Chicago market

• Leverage content produced by radio staff as well as content submitted by the audience

Solution• Assembly leveraged community, content management, and media integration components of Drupal CMS

Highlights

• Web site is not just an add-on to a radio station, but provides the primary community experience

• Enables a collage of commentaries, personal stories, local satire, music and other content originally uploaded to the Web site.

Case study: Local Online Community Site

Case Study: Syndicated Community

Community Features:

● Comments ● Rankings● Top Commented● Top Emailed● Top 10● Today’s Rankings● Feedback● Email a friend● Social BookmarkPlatform:

● Symfony (PHP)● MySQL● JQuery

Drupal -> Facebook

● Wider distribution

● Bring content to where audiences are, not audiences to where content is

● Drupal module makes this easy

● Can be extended to other networks

Same posts, in Drupal Format

Wordpress <-> Facebook

● Comments pooled between Wordpress and Facebook audiences

● Custom theme = easily adapted for brand look & feel

● Blogosphere meets Social Network

● Interactions in context

Same content in Wordpress(www.openparenthesis.org)

What's Next?

● RingSide Networks● Open Social

– Sun Project SocialSite– Apache Shindig

● fbOpen● Google

FriendConnect● DiSO

● OpenID● OAuth● XFN / FOAF● hCard● XRDS● XMPP

Thanks!John Eckman

jeckman@optaros.com

http://www.openparenthesis.org/

http://www.optaros.com/user/jeckman/

http://twitter.com/jeckman

Photo Credits

1. Transparent Teapot: http://flickr.com/photos/59683764@N00/1258264231/

2. Teapot Pottery: http://flickr.com/photos/quinn/14242449/3. CMS Vendor Map: http://www.cmswatch.com/vendormap/4. Main Professional Building:

http://flickr.com/photos/davehogg/144100828/5. No Access: http://www.flickr.com/photos/jbennett/10859606/6. Web 1.0/2.0: http://web2.wsj2.com 7. Blogs: www.openparenthesis.org, www.eosdirectory.com, technorati

state of the blogosphere reports8. Microblogging: twitter, twittux, pownce9. Wikis: Wikipedia, Optaros Internal Wiki10. Video, Photos, News: CNN iReport, Flickr, YouTube11. Social Networks: facebook, linkedin12. Collaborative Filtering: newsvine, digg13. Tagging/Folksonomy: ma.gnolia, del.icio.us14. Grownups Obsolete: http://flickr.com/photos/nietsdoener/1091201075/15. Beer Pitcher: http://flickr.com/photos/gerardniemira/133918277/16. Library: http://www.flickr.com/photos/chainsawpanda/170652816/17. Coffeehouse: http://www.flickr.com/photos/stevecadman/188227943/18. Mardi Gras: http://www.flickr.com/photos/darinmarshall/17876483/19. Lewin's Equation: http://bokardo.com/archives/psychology-of-social-

design-talk/20. Chalkboard: http://www.flickr.com/photos/mike-burns/424768890/21. WikiWiki Bus:

http://en.wikipedia.org/wiki/Image:HNL_Wiki_Wiki_Bus.jpg22. Legal Notice on Beach:

http://www.flickr.com/photos/jurvetson/2017134/

23.Terms of Service: http://wordpress.com/tos/24.Terms of Service: http://stockcharts.com/help/doku.php?id=support:terms_of_service25. Must Cover: http://www.flickr.com/photos/66164549@N00/2162663143/26. Cheers: http://www.tvrage.com/Cheers; Dog: http://www.cartoonbank.com/product_details.asp?sitetype=2&sid=2223027. Dancefloor: http://www.flickr.com/photos/joeshlabotnik/529655787/28. Seeds:http://www.flickr.com/photos/lollyknit/458912525/29. Growth: http://www.flickr.com/photos/anniemole/63845419/30. Twitter New Friendster?: http://www.ajcronk.com/2008/02/24/twitter-is-the-new-friendster/31. Rue La La: http://www.ruelala.com/32. Moderation: http://www.flickr.com/photos/ozzzie/507605060/33. Moderate Moderation: http://www.flickr.com/photos/johnjoh/520897789/34. Spam Skit: http://en.wikipedia.org/wiki/Spam_(Monty_Python)35. Spam Truck: http://www.flickr.com/photos/mulad/264285948/ 36. Case Study, Optaros37. Case Study, Optaros38. Endeca EdeN: http://eden.endeca.com/39. Endeca EdeN: http://eden.endeca.com/40. Endeca EdeN: http://eden.endeca.com/41. Endeca EdeN: http://eden.endeca.com/42. REMTour: http://tour.remhq.com/43. Optaros Intranet (Not public)44. Corporate Social network (not public) 45. Home Remedies: http://homeremedies.prevention.com/46. Home Remedies: http://homeremedies.prevention.com/ 47. Chicago Public Radio, Vocalo.org48. Chicago Public Radio, Vocalo.org49. Hearst Digital Comics Kingdom, TimesUnion.com/comics50. http://www.TimesUnion.com/comics51. http://apps.facebook.com/optaros-blogs52. http://www.optaros.com53. http://apps.facebook.com/openparenthesis54. http://www.openparenthesis.org55. <none>56. Joy: http://www.icanhashotdog.com

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