Presented by Jerome Nadel at Web Content Chicago, June 17-18, 2008. A lot of attention has been devoted to the subject of Web 2.0. Companies are exploring how to incorporate Web 2.0 concepts into both their internally and externally-facing systems. Some take an IT-centric approach, focusing on the underlying technology and its implementation. Others examine the potential business benefits through improved communication and collaboration. However, both perspectives frequently struggle to demonstrate ROI in the face of uncertain user adoption and control/security issues. This session will examine Web 2.0 from a very specific angle: user experience in a business context, where “can do” meets “will do”. The Web 2.0 paradigm is here to stay, giving users far more control to become content contributors and choose the types of interactions they want. Successful companies will have to design a useful, relevant, compelling user experience for both customers and employees. In this keynote presentation Nadel will cover: 1. The evolution from Web-enabled self-service user control with Web 2.0 * Implications for design: navigation, search, content creation & publishing, page design, and brand experience 2. How businesses can profit from Web 2.0 * From customers (externally-facing sites) * Openness & collaboration * From employees (internal sites)—the hybrid intranet: structured social classification * Knowledge management 3. The future: Pulling it all together

1. Making 2.0 Work Inside and Out
Jerome Nadel
Chief Experience Officer
Human Factors International

2. Collaborate Tag
Publish Rate
Upload
Rate
Blog Discuss
Wiki Apps
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3. contribution and collaboration
Enterprise 2.0
Web 2.0
framework and process
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4. contribution and collaboration
Connect
Me!
framework and process
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5. Connecting…
people to people
1.0 people to content
people to people
2.0
content to people
3.0
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6. Informed and validated – good decisions, good design
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7. Will? Can?
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8. Understanding of
Decision Making
Performance Persuasion
(CAN DO) (WILL DO) Conversion*
Positive Customer
Experience
* Conversion = adoption, usage, purchase, participation, contribution....
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9. Human Factors International © 2008 9

10. Attract Engage Empower
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11. Are you doing what I want you to do?
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12. Eye tracking, scan paths, and heat maps…
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13. User in control, the new paradigm?
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14. From voyeur to creator
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15. To synchronize user experience and business goals…
Engage the Audience
Show unique value and features that distinguish it from other social
networking sites
Enable the Audience
Give users access to intuitive tools and structure to “play & explore” while
they collect, share, & create media experiences
Connect the Audience
Allow users to form valued relationships with creators, hosts, and other
PodShow members
Build Relationships
Further support the ability of advertising partners to build lasting
relationships with the PodShow audience by learning more about how
users engage with media
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16. All Shows Videos Music People
Logo Search>
advanced
Show me what you’ve got Home Shows Videos Music People Program Guide Upload
Promo player auto plays
Member Login Hey PodCasters!
show, video, music, and Now Playing: Get discovered—be a star!
Register now and create
people examples in sequence User name Kasabian, Razorlight, your free show site.
The Flaming Lips… all Learn more
Keep me coming back have been In the Attic.
Show me what’s changed
Password
Find out who joins People
new account> login> Rachel and the gang # in network
(real-time meta data) Remember me this week…
# new today
# logged in right now
Help! Forgot my password S
Meet the artists and
(1) Shows (2) Videos (3) Music (4) People producers behind the
Tell it to me too Ad Banner(s)/Tower
best content on the
net, or create your
It’s ok to tell the users what PodShow is the only media network where you can own profile and join
PodShow!
the site is for. (value prop) collect music, videos, pod casts and shows from next set
anywhere on the web and share it all with your friends! P
Build a visual language watch a tutorial> what’s in if for me?>
Show me media types Discover and subscribe to the best podcasts and programs. next set Name
Shows S S S S
# in network
# new today
P
Title Title Title Title
Let me see what others Comedy Aggregate Tag Aggregate Tag Aggregate Tag
Name
collect Top new flicks and cool klips from across the net. next set
Provide a quick summary of Videos V V V V
# in network
P
# new today
what users have collected
Title Title Title Title
Aggregate Tag Aggregate Tag Aggregate Tag Aggregate Tag Name
Top picks and chart hits from the Podsafe Music Network. next set
Facilitate choosing Music M M M M
P
# in network
Include aggregate tag # new today
description for easy scanning Title Title Title Title
Name
Aggregate Tag Aggregate Tag Aggregate Tag Aggregate Tag
About PodShow | Lorem Ipsom | Lorem Ipsom | Lorem Ipsom | Lorem Ipsom | © 2007
* now mevio.com
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17. CEO’s perspective
“A brand must accept that they will be relinquishing
some control over their brand to their customers. They
also have to trust that, over time, an accurate
collective opinion of the brand and its products
will emerge from any community initiatives and that the
brand can ultimately profit from learning from that
collective opinion.”
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18. Eluma – A case study
Tapping the power of personal information collections from your desktop through
integrated, cross-web navigation and networking.
Personal Start Pages Social Bookmarking
Netvibes Blinklist
iGoogle Del.icio.us
Stumbleupon
Pageflakes
Bloglines
Squidoo Google Reader
Webjam Newsgater
Content Sharing RSS Reader/Desktop Alerts
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19. Think ecosystem…
Internet
Explorer Brands
Mozilla
Firefox Publish
Aggregate Content Creators
Publish
Me Discover
My Eluma Eluma Network
Publish Discover
Share
My friends
Other viewers
(private community)
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20. Human Factors International © 2008 20

21. Web 2.0
Relegate control
• Provide the framework
Build the network
Establish trust
Think crowdsourcing
Encourage (enable) contribution
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22. Moving to 2.0 at work – Enterprise 2.0
Present Day Intranets… Enterprise 2.0…
Content and tools that support employees’ work Content and tools that support employees’ work
related tasks related tasks and enable participation in content
creation and distribution
Content Tools
Collect Information Collect Information
Present day intranets primarily allow Not only allows collection of information via
collection of information. search and browse mechanisms but also
via content syndication tools & utilities such
as RSS.
Communicate Communicate
Communication tools & utilities are Allows communication via platforms such as
not integrated Blogs, discussion forums etc.
Create Content Create Content
Allows content creation but only to a Allows all users to add and edit content collectively
limited set of users via collaboration platforms such as Wikis.
Distribute Content Distribute Content
Content is organized into a formally Social bookmarking utilities allows all users to tag
defined classification scheme where online resources that leads to a dynamic, flexible,
online resources can only be tagged automatically generated taxonomy.
by authors/creators or editors.
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23. Knowledge comes in many forms…
Documented / Formalized Organic / Experiential
Chat
Tagging
Reports Glossaries
Notes Previous Actions
Help Systems Research Comments
Business Rules Taxonomies Communities
Blogs
Wikis
“Where do I look?” “”Who do I ask?”
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24. Knowledge Officer’s perspective
“Historically, knowledge management has focused on
connecting people with content. But now the
challenge is connecting people with people in
increasingly virtual organizations.
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26. Taxonomy + Folksonomy = Structured Social Classification
Doc.
Edits
Folksonomical Related
Tags Docs
Std. Filters
Any User
Tag
Taxonomist/
Authorized Person
Related
Tags
Validate
Author/ Document
Tags & Edits
Doc. Editor
Create/Edit
Tag Publish Tag future
Content
Share
Related Document Viewer
Profiled Tags
Std.
Filters
Search Results
Home View/Edit/Tag
Personalized
Home
Personalized
Search Results
“My Page”
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27. From monolithic sites to an eChannel continuum
Today
Internal Client .com
Portal portal
Tomorrow
SCORE Process
View View
Publish
Collaborate Collaborate
Upload Upload
Blog Discuss
Wiki Wiki
Rate Rate
Practitioner Clients + Visitors
Apps Apps
Tag Tag Rate Upload
Blog Discuss Blog Discuss
Tag
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28. Enterprise 2.0
Connect people with people
Collaborate in context
Don’t throw away your taxonomist
Manage cultural change (at the top)
Extend the inside to the outside
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29. Connectedness, contribution, and collaboration
1. Influence and persuade
2. Get your audience off the couch, enable contribution
3. Collaborate contextually
Get to know… for 3.0!
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30. Headquarters Minneapolis Bangalore, India
410 West Lowe 8400 Normandale Lake Blvd, Suite 920 310/6 HR Complex, 2nd Floor
Fairfield, IA 52556 Minneapolis, MN 55437 Koramangala, 5th Block
Phone: (800) 242-4480
(641) 472-4480 Phone: (952) 820-4442 Bangalore 560 095
Fax: (641) 472-5412 Fax: (952) 921-2306 Tel: +91 (80) 5150 7221/22/23
Fax: +91 (80) 5150 7220
Boston New York
1050 Waltham Street, 1 Penn Plaza Mumbai, India
Suite 410 Lexington, MA 02421 New York, NY 10014 Chemtex House, 4th Floor
Phone: (781) 860-7200 Phone: (212) 905-3495 Main street, Hiranandani Gardens
Fax: (781) 860-7979 Powai, Mumbai - 400 076
Phone: 91 (22) 2570 8464/65/66
Fax: 91 (22) 2570 8468
Pondicherry, India
jerome@humanfactors.com Aurelec Premises, Prayogashala
Kuilapalayam Village
San Francisco Auroville 605 101
235 Montgomery Street Phone: +91 413 26232 95/96
Baltimore Suite 810 Fax: +91 413 2623297
1720 Thames Street San Francisco, CA 94104 Singapore
Baltimore, MD 21231 Phone: (415) 765-0962 9 Raffles Place,
Phone: (410) 327-1012 / 1013 Fax: (415) 765-0961 Level 58 Republic Plaza,
Fax : (410) 327-1014 Singapore 048619
London, UK Tel: +65 6823 1368
Chicago Winchester House Fax: +65 6823 1377
8700 W. Bryn Mawr Avenue 259-269 Old Marylebone Road
London NW1 5RA UK China
Suite 800 South
Tel +44 (0) 20 7170 4164 407, No. 555, Nanjing Road West
Chicago, IL 60631-3507 Fax +44 (0) 20 7170 4161 Shanghai, China 200041
Phone: (773) 714-2362
Phone: +86-21-52132061
Fax: (773) 714-4910
Fax: +86-21-52132062
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