Bradley Horoqitz of Yahoo! speaking at Future of Web Apps in London, February 2007.

1. “User” Rehab:
A story of redemption
Bradley Horowitz
bradleyh@yahoo-inc.com
VP Advanced Development Division
Yahoo!, Inc.
Q1 2007

2. User - Wiktionary Defn.
2

3. Turning “users” into People…
Moving beyond “users”…
2
1 creators
10
4 synthesizers
8
100 consumers
3

4. Web 2.0 Community Dynamics
100% creators
100% synthesizers
100% consumers
4

5. Happenstance artistes…
Anyone with a ________ is now a ________
author
keyboard
photographer
camera
deejay
iPod
publisher
browser
5

6. Where is this leading?
6

7. Turning “users” into Editors
Interestingness…
• Based on implicit,
organic measures
• Retroactive
• Less susceptible
to “gaming” or
agendas
• Works!
7

8. Turning “users” into Taggers
Another form is quot;throw-
upsquot; which are normally
quickly done pieces
featuring very simple
pieces using few colors,
sacrificing aesthetics for
speed. - wikipedia
8

9. Tagging
People Organized Content
Content is tagged, described, organized, discovered, etc. not by “editors” but by the
“users” themselves.
9

10. A Digression:
Computer Vision is hard
10

11. FOWALONDON07 @yahoo.com?
Phone can provide context
- time
- place (GPS, CPT)
- identity
- copresence (Bluetooth)
- crowd effects
- ancillary database
11

12. Emergent knowledge
12

13. Mental maps: TagMaps
13

14. Jaguar Clusters
14

15. Love Clusters
15

16. Lotsa tags!
• Low barriers to participation
• Messy / easy at data entry time…
but lots of data helps to make sense of it later
16

17. Turning “users” into neighbors
17

18. Publisher’s reln. to her audience
211.43.201.11 - - [25/Jan/2007:04:00:42 -0800] quot;GET /blog/?feed=rss HTTP/1.0quot; 200 4865 quot;-quot; quot;openmaru feed aggregator 0.1quot;
222.231.15.180 - - [25/Jan/2007:04:01:21 -0800] quot;GET /blog/?feed=rss HTTP/1.0quot; 200 4865 quot;-quot; quot;HanRSS/1.0 (http://www.hanrss.com; 1 subscriber)quot;
64.4.8.131 - - [25/Jan/2007:04:03:23 -0800] quot;GET /blog/ HTTP/1.0quot; 200 56366 quot;-quot; quot;msnbot/1.0 (+http://search.msn.com/msnbot.htm)quot;
207.126.230.225 - - [25/Jan/2007:04:03:30 -0800] quot;GET /favicon.ico HTTP/1.1quot; 304 - quot;http://dial.sbc.yahoo.com/p/d.htmlquot; quot;Mozilla/5.0 (Windows; U; Windows NT 5.1; en-US; rv:1.8.1.1)
Gecko/20061204 Firefox/2.0.0.1quot;
72.237.73.67 - - [25/Jan/2007:04:03:36 -0800] quot;GET /blog/?cat=10 HTTP/1.1quot; 200 16415 quot;-quot; quot;Mozilla/5.0quot;
72.237.73.67 - - [25/Jan/2007:04:03:38 -0800] quot;GET /blog/?p=10 HTTP/1.1quot; 200 13794 quot;-quot; quot;Mozilla/5.0quot;
207.126.230.225 - - [25/Jan/2007:04:03:47 -0800] quot;GET /favicon.ico?.yslowt=1169726627372 HTTP/1.1quot; 200 1406 quot;-quot; quot;Mozilla/5.0 (Windows; U; Windows NT 5.1; en-US; rv:1.8.1.1)
Gecko/20061204 Firefox/2.0.0.1quot;
24.138.234.251 - - [25/Jan/2007:04:03:55 -0800] quot;GET /blog/?feed=rss2&p=8 HTTP/1.0quot; 200 5128 quot;-quot; quot;Mozilla/4.0 (compatible; MSIE 6.0; Windows NT 5.1; SV1)quot;
193.49.124.107 - - [25/Jan/2007:04:04:27 -0800] quot;GET /robots.txt HTTP/1.1quot; 304 - quot;-quot; quot;NG/2.0quot;
212.134.155.210 - - [25/Jan/2007:04:04:40 -0800] quot;GET /blog/?feed=atom HTTP/1.0quot; 200 50697 quot;-quot; quot;AppleSyndication/54quot;
72.30.216.107 - - [25/Jan/2007:04:06:24 -0800] quot;GET /blog/?m=200602 HTTP/1.0quot; 200 18512 quot;-quot; quot;Mozilla/5.0 (compatible; Yahoo! Slurp; http://help.yahoo.com/help/us/ysearch/slurp)quot;
74.52.87.85 - - [25/Jan/2007:04:09:43 -0800] quot;GET /blog/?p=64 HTTP/1.1quot; 200 12273 quot;quot; quot;Mozilla/4.0 (compatible; MSIE 5.5; Windows 98; Win 9x 4.90)quot;
Oh! I got a visit from 18.85.225.206 at 12:31 today!
74. 69.180.26.237 - - [25/Jan/2007:04:10:34 -0800] quot;GET /favicon.ico HTTP/1.1quot; 304 - quot;http://my.yahoo.com/p/d.htmlquot; quot;Mozilla/5.0 (Windows; U; Windows NT 5.1; en-US; rv:1.8.1.1)
Gecko/20061204 Firefox/2.0.0.1quot;
74.6.67.123 - - [25/Jan/2007:04:11:16 -0800] quot;GET /blog/?m=20060624 HTTP/1.0quot; 200 16536 quot;-quot; quot;Mozilla/5.0 (compatible; Yahoo! Slurp; http://help.yahoo.com/help/us/ysearch/slurp)quot;
66.150.96.118 - - [25/Jan/2007:04:13:28 -0800] quot;GET /blog/index.php?&feed=rss2 HTTP/1.1quot; 304 - quot;-quot; quot;FeedBurner/1.0 (http://www.FeedBurner.com)quot;
65.214.44.29 - - [25/Jan/2007:04:14:09 -0800] quot;GET /blog/?feed=rss2 HTTP/1.1quot; 200 50314 quot;-quot; quot;Bloglines/3.1 (http://www.bloglines.com; 6 subscribers)quot;
72.30.216.88 - - [25/Jan/2007:04:18:16 -0800] quot;GET /blog/?p=62 HTTP/1.0quot; 200 23205 quot;-quot; quot;Mozilla/5.0 (compatible; Yahoo! Slurp; http://help.yahoo.com/help/us/ysearch/slurp)quot;
70.87.56.46 - - [25/Jan/2007:04:18:21 -0800] quot;GET /blog/?p=24 HTTP/1.1quot; 200 8882 quot;quot; quot;Mozilla/4.0 (compatible; MSIE 5.5; Windows 98; Win 9x 4.90)quot;
61.17.229.126 - - [25/Jan/2007:04:19:08 -0800] quot;POST /blog/wp-trackback.php?p=24 HTTP/1.1quot; 200 94 quot;quot; quot;Mozilla/4.0 (compatible; MSIE 5.5; Windows 98; Win 9x 4.90)quot;
72.14.199.3 - - [25/Jan/2007:04:20:17 -0800] quot;GET /blog/?feed=rss HTTP/1.1quot; 200 4881 quot;-quot; quot;Feedfetcher-Google; (+http://www.google.com/feedfetcher.html)quot;
72.14.199.8 - - [25/Jan/2007:04:20:38 -0800] quot;GET /blog/?feed=atom HTTP/1.1quot; 200 50713 quot;-quot; quot;Feedfetcher-Google; (+http://www.google.com/feedfetcher.html)quot;
38.102.128.140 - - [25/Jan/2007:04:21:50 -0800] quot;GET /blog/?feed=rss2&p=5 HTTP/1.1quot; 200 6939 quot;-quot; quot;Mozilla/5.0 (X11; U; Linux i686; en-US; rv:1.2.1; Rojo 1.0;
http://www.rojo.com/corporate/help/agg/; Aggregating on behalf of 1 subscriber(s) online at http://www.rojo.com/?feed-id=2587649) Gecko/20021130quot;
64.78.155.100 - - [25/Jan/2007:04:23:03 -0800] quot;GET /blog/?feed=rss2 HTTP/1.1quot; 200 50314 quot;-quot; quot;NewsGatorOnline/2.0 (http://www.newsgator.com; 4 subscribers)quot;
65.55.208.92 - - [25/Jan/2007:04:23:37 -0800] quot;GET /robots.txt HTTP/1.0quot; 200 50 quot;-quot; quot;msnbot/1.0 (+http://search.msn.com/msnbot.htm)quot;
65.55.208.92 - - [25/Jan/2007:04:23:38 -0800] quot;GET /blog/?cat=5 HTTP/1.0quot; 200 22429 quot;-quot; quot;msnbot/1.0 (+http://search.msn.com/msnbot.htm)quot;
72.237.73.67 - - [25/Jan/2007:04:23:50 -0800] quot;GET /blog/?p=5 HTTP/1.1quot; 200 110865 quot;-quot; quot;Mozilla/5.0quot;
69.180.26.237 - - [25/Jan/2007:04:25:50 -0800] quot;GET /favicon.ico HTTP/1.1quot; 304 - quot;http://my.yahoo.com/p/d.htmlquot; quot;Mozilla/5.0 (Windows; U; Windows NT 5.1; en-US; rv:1.8.1.1) Gecko/20061204
Firefox/2.0.0.1quot;
74.6.74.226 - - [25/Jan/2007:04:27:50 -0800] quot;GET /robots.txt HTTP/1.0quot; 200 50 quot;-quot; quot;Mozilla/5.0 (compatible; Yahoo! Slurp; http://help.yahoo.com/help/us/ysearch/slurp)quot;
74.6.73.231 - - [25/Jan/2007:04:27:51 -0800] quot;GET /blog/?feed=rss2&p=56 HTTP/1.0quot; 304 - quot;-quot; quot;Mozilla/5.0 (compatible; Yahoo! Slurp; http://help.yahoo.com/help/us/ysearch/slurp)quot;
64.4.8.131 - - [25/Jan/2007:04:28:12 -0800] quot;GET /blog/?cat=4 HTTP/1.0quot; 200 27144 quot;-quot; quot;msnbot/1.0 (+http://search.msn.com/msnbot.htm)quot;
64.4.8.131 - - [25/Jan/2007:04:28:25 -0800] quot;GET /blog/?cat=1 HTTP/1.0quot; 200 25546 quot;-quot; quot;msnbot/1.0 (+http://search.msn.com/msnbot.htm)quot;
64.4.8.131 - - [25/Jan/2007:04:28:37 -0800] quot;GET /blog/?cat=2 HTTP/1.0quot; 200 26949 quot;-quot; quot;msnbot/1.0 (+http://search.msn.com/msnbot.htm)quot;
200.87.117.58 - - [25/Jan/2007:04:28:55 -0800] quot;POST /blog/wp-comments-post.php HTTP/1.0quot; 302 0 quot;http://www.elatable.com/blog/?p=59quot; quot;Mozilla/4.0 (compatible; MSIE 5.5; Windows NT)quot;
64.34.176.164 - - [25/Jan/2007:04:29:22 -0800] quot;GET /blog/?feed=atom HTTP/1.1quot; 200 50713 quot;-quot; quot;Mozilla/5.0 (X11; U; Linux i686; en-US; rv:1.2.1; aggregator:Tailrank; http://tailrank.com/robot)
Gecko/20021130quot;
66.150.96.118 - - [25/Jan/2007:04:29:44 -0800] quot;GET /blog/index.php?&feed=rss2 HTTP/1.1quot; 304 - quot;-quot; quot;FeedBurner/1.0 (http://www.FeedBurner.com)quot;
64.4.8.131 - - [25/Jan/2007:04:30:18 -0800] quot;GET /blog/?cat=7 HTTP/1.0quot; 200 16739 quot;-quot; quot;msnbot/1.0 (+http://search.msn.com/msnbot.htm)quot;
64.4.8.131 - - [25/Jan/2007:04:30:18 -0800] quot;GET /blog/?cat=8 HTTP/1.0quot; 200 16745 quot;-quot; quot;msnbot/1.0 (+http://search.msn.com/msnbot.htm)quot;
64.4.8.131 - - [25/Jan/2007:04:30:23 -0800] quot;GET /blog/?cat=20 HTTP/1.0quot; 200 17358 quot;-quot; quot;msnbot/1.0 (+http://search.msn.com/msnbot.htm)quot;
72.14.199.8 - - [25/Jan/2007:04:30:52 -0800] quot;GET /blog/?feed=rss2 HTTP/1.1quot; 200 50314 quot;-quot; quot;Feedfetcher-Google; (+http://www.google.com/feedfetcher.html)quot;
202.162.230.107 - - [25/Jan/2007:04:31:23 -0800] quot;GET /blog/?feed=rss HTTP/1.1quot; 200 4881 quot;-quot; quot;Java/1.5.0_05quot;
18

19. Publisher’s reln. to her audience
19

20. Instant community
20

21. Site owner owns the community
21

22. MyBlogLog connects people where
they are, all over the web
Since I joined MyBlogLog last month, I
have met some really incredible people
whom I doubt I would have met
otherwise.
I’d not done anything to build my
‘community’ except happen to be a
member - but now this site has 539
‘members’!
Reason No. 38 Why I’m Becoming A Huge “MyBlogLog” Fan
http://abowlofstupid.com/arts-entertainment/reason-no-38-why-im-becoming-a-huge-mybloglog-fan
http://www.problogger.net/archives/2007/01/23/problogger-mybloglog/
22

23. Turning the lights on…
23

24. MyBlogLog integration
Add this single line of javascript to a web page…
• <script type=quot;text/javascriptquot;
src=quot;http://pub.mybloglog.com/comm2.php?mblID=2006111120453914&c_width=180&c_sn_
opt=y&c_rows=5&c_img_size=f&c_heading_text=Recent+Readers&c_color_heading_bg=00
< don’t blink! >
5A94&c_color_heading=ffffff&c_color_link_bg=E3E3E3&c_color_link=005A94&c_color_bott
om_bg=005A94quot;></script>
24

25. Pipes: Rewire the Web
25

26. Pushing HTML to the “users”
New York
Times
<HTML><HEAD>…
</BODY></HTML>
<HTML><HEAD>…
</BODY></HTML>
Flickr
26

27. Mashup’s for the masses: RSS!
New York
Times
<RSS version=“2.0”>
</RSS>
Flickr
27

28. A real-world task
Find an apartment for rent walking distance from a
daycare center…
28

29. Give the “users” (crack) Pipes!
29

30. Apartments Near Something
30

31. Sampling v. Synthesizing
In music, sampling is the act of taking a portion, or
sample, of one sound recording and reusing it as
an instrument or element of a new recording.
31

32. Web 2.0 Community Dynamics
100% creators
100% synthesizers
100% consumers
32

33. Thank You!
Bradley Horowitz
VP of ADD
Yahoo, Inc.
bradleyh@yahoo-inc.com
33

34. 200490966
3EiGUH7F37
unlimited minutes within 24 hours
from first log-in
31-12-2008
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