The Assembled Web

The Assembled WebWeb Content, Community, and Commerce Management

23 September 2009

John Eckman

[email protected]

http://twitter.com/jeckman

http://www.openparenthesis.org/

2 © 2009 Optaros, Inc. Some rights reserved. (cc-by-3.0)

How Did We Get Here?Assembled Web Overview

Era Characteristics Limitations

Web of Documents

Content-centric

Static HTML experiences / lightweight CMS

Focus on eyeballs, stickiness

“The web is a giant universal library for information”

Results in Brochure-ware

Experiences are not engaging

Not digitally native

Not interactive / immersive

Web of Transactions

Commerce-centric

Focus on conversion rates

“The web is a giant universal marketplace for buying and selling things”

No loyalty to merchants

No depth of experience

No social interaction

Transactional focus often resulted in weak content – don’t distract the buyer

Web of Communities(aka “Web 2.0”)

Community-centric

Focus on “engagement”

“The web is a giant universal cocktail party / high school reunion / community”

Struggle to find business models

Community for community’s sake

Herd mentality

Cost of community management underestimated

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The Assembled WebConceptual Framework

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Integrated ExperiencesExample: CNN and Facebook

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Integrated ExperiencesExample: Rue La La

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Integrated ExperiencesExample: Fangento (Social Shopping)

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Beyond the SiteExamples: SlideShare, Dopplr

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Beyond the SiteExample: New England Patriots Event Viewer

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The Assembled WebReference Architecture

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10 Principles (Notes Toward a Manifesto)

1.You should always be thinking multi-site, multi-interface, multi-project.

2.Success on the web is no longer . . . about driving traffic to your site, or keeping eyeballs there once they arrive.

3.Your brand is not what you say it is, but what . . . the Internet says it is.

4.Design is critical, and design is not about pretty shiny objects.

5.The internet itself, like the *nix operating systems on which it (almost entirely) runs, is a set of small pieces loosely joined.

6.The difference between “behind the firewall” and “out in the cloud” is trending toward zero.

7.There is no defensible reason to invent a proprietary standard wherever an open standard exists.

8.Working in isolation from the rest of the internet is inherently limiting and dangerous.

9.Consumer Technology is beating Enterprise IT, and soundly.

10. Small incremental releases are essential.

The Assembled Web

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What does this mean to the CIO?

Increased Collaboration• With business partners• With external communities

Demand for Agility• Changing business environment• Changing consumer expectations

Balance Influence and Control• Not “my way or the highway”• Not “anything goes”

Assembled Web

12 © 2009 Optaros, Inc. Some rights reserved. (cc-by-3.0)

Relevant Technologies, Approaches, and Standards

The Cloud• Software as a Service, Infrastructure as a Service, Platform as a Service• Autoscaling, autoprovisioning, metered utility

Services Oriented Architectures• “Lightweight” SOA• RESTful services, simple coordination

Application Programming Interfaces• For internal consumption • For leverage by external parties

The Open Stack• OpenID, OAuth, oEmbed, OpenSocial, ActivityStreams, Portable Contacts• The Closed Stack: Facebook Connect

Open Source• Collaborative Engineering, Crowdsourcing, Open Innovation• Cost of Maintenance, Regression Testing• Opportunity to Experiment, Lower cost of Failure

Thanks

John Eckman

[email protected]

http://twitter.com/jeckman

http://www.openparenthesis.org/