2008-06-26 Velocity of Web

The Velocity of Web
Information in a web-enabled world
2008.06.26 _np
Index
01 Introduction
02 The Velocity of Web
03 Web 2.0 Concepts
04 Web 2.0 Services
05 Finding a Balance
06 Conclusion
2
Introduction
3
Vinyl Organization
4
Vinyl Business Domain
Integrated marketing service User Research Integrated Marketing Interactive Media Platform Book publishing
Web site development UX Strategy Online Promotion Interactive Media art Contents development
Service/Marketing planning IA &Usability Test Online Advertising Interactive advertising stationary development
Maintenance Interaction Design
Design Consulting Smart Object
5
e-Convergence Unit
Integrated Marketing Service UX Consulting Trend Research

Website Development User Research & Usability Test Market & Customer Research
System Integration Customer Experience Design Global Business Trend Research
Maintenance X-internet Solution Business & Service Modeling
Design Consulting
6
User Experience Unit
Research & UX Strategy Design Strategy Market Research

IA & Usability Test Interaction Design Tangible & Intangible Product Concept
Motion Design User Behavior Design
7
Interactive Unit
Brand & service promotion Brand micro site All about Interactive system
Online advertising Interactive web promotion site Interactive Advertising media
Promotion strategic planning All about Motion graphics Multi-Display & console
Event maintenance Multi screen motions Interactive Ambient product
8
VI Book Unit
Culture Contents Planning Culture Contents Planning Culture Contents Planning

Contents Providing Publishing Contents Providing Publishing Contents Providing Publishing
Promotion Product Novelty Promotion Product Novelty Promotion Product Novelty
9
Clients
정보통신
전기/전자
금융/캐피탈
인터넷쇼핑
엔터테인먼트
자동차/제조
식음료
기타
10
Awards
11
The Velocity of Web
12
Intervals & Quality
Traditional Media
Web 2.0 Media
Short
Intervals
Twitter Me2Day Digg
Blogs Newspapers
Blogs
YouTube Flickr Weekly

Periodicals
Monthly
Personal / Periodicals Authoritative /
Unknown Known
Quality Wikipedia Quality
Research Papers
Non-fiction
Novels
Encyclopedias
Long
Intervals
13
Web 2.0 Concepts
14
What is Web 2.0
15
What is Web 2.0
Web 2.0 is the business revolution in the computer

industry caused by the move to the Internet as
platform, and an attempt to understand the rules
for success on that new platform.
- Tim O'Reilly (2006-12-10)
16
What is Web 2.0
Web 2.0
Web as participation
Web 1.0 platform Users as
content creators
Web as info Social networking

source Content sharing
Rich User
Experience
Users as Collective (AJAX)
Data
consumers intelligence Transportability
(Embedding, RSS, API)
Web standards
1 n
Perpetual
Beta
n n
17
Web 2.0 as Transformation
Governments
Source of
Institutions Authority Users
Organizations
18
Web 2.0 = Users
19
Web 2.0 according to David Weinberger
“We are building an ever-growing pile of

smart leaves that we can organize as we
need to at any one moment. Some ways
of organizing it - of finding meaning in it -
will be grassroots; some will be official.
Some will apply to small groups; some will
engender large groups; some will subvert
established groups. Some will be funny;
some will be tragic.
But it will be the users who
decide what the leaves mean.”
20
Lay on the leaves and look to the sky
21
Web 2.0 Services
22
Map of Web2.0 apps
23
Intervals & Quality
Traditional Media
Web 2.0 Media
Short
Intervals
Twitter Me2Day Digg
Blogs Newspapers
Blogs

Periodicals
Monthly
Unknown Known
Research Papers
Non-fiction
Novels
Encyclopedias
Long
Intervals
24
Twitter / Me2Day
twitter.com
www.me2day.net
• “Micro-blogging”
• Updated many times a
day
• Updated from mobile
phone, web or client
application
• Networking: Find /
Follow
25
Twitter / Me2Day
twitter.com
www.me2day.net
day
application
Follow
25
Twitter / Me2Day
twitter.com
www.me2day.net
day
application
Follow
25
Twitter / Me2Day
twitter.com
www.me2day.net
day
application
Follow
25
Digg.com
www.digg.com
• Use of collective
intelligence as filter to
what is important
• Discover emerging
trends
26
Digg.com
www.digg.com
what is important
trends
26
Digg.com
www.digg.com
what is important
trends
26
Digg.com
www.digg.com
what is important
trends
26
Blogs, blog, blogs
• Informal personal
expression of thoughts
and opinions
• Blogs have gone
mainstream:
corporations are
adopting blogging
• Blogger.com gets more
traffic than
NYTimes.com
27
Blogs, blog, blogs
and opinions
• Blogs have gone
mainstream:
corporations are
adopting blogging
traffic than
NYTimes.com
27
Blogs, blog, blogs
and opinions
• Blogs have gone
mainstream:
corporations are
adopting blogging
traffic than
NYTimes.com
27
Blogs, blog, blogs
and opinions
• Blogs have gone
mainstream:
corporations are
adopting blogging
traffic than
NYTimes.com
27
Blogs, blog, blogs
and opinions
• Blogs have gone
mainstream:
corporations are
adopting blogging
traffic than
NYTimes.com
27
Blogs, blog, blogs
and opinions
• Blogs have gone
mainstream:
corporations are
adopting blogging
traffic than
NYTimes.com
27
Blogs, blog, blogs
and opinions
• Blogs have gone
mainstream:
corporations are
adopting blogging
traffic than
NYTimes.com
27
Flickr
www.flickr.com
• Public sharing of
photos
• Tagging enables
powerful search,
discovery
• Strong social
component
• Easy to blog, email,
embed photos
28
Flickr
www.flickr.com
photos
• Tagging enables
powerful search,
discovery
• Strong social
component
embed photos
28
Flickr
www.flickr.com
photos
• Tagging enables
powerful search,
discovery
• Strong social
component
embed photos
28
Flickr
www.flickr.com
photos
• Tagging enables
powerful search,
discovery
• Strong social
component
embed photos
28
Flickr
www.flickr.com
photos
• Tagging enables
powerful search,
discovery
• Strong social
component
embed photos
28
YouTube
www.youtube.com
• Public sharing of video

• Quality, interest filtered
by rating, popularity
• Easy to share, embed
to blogs, social
networking sites
29
YouTube
www.youtube.com

to blogs, social
networking sites
29
YouTube
www.youtube.com

to blogs, social
networking sites
29
Wikipedia
www.wikpedia.org
• 2.5 Million articles in

English
• 1 full-time staff
• Anyone can contribute
• Managed by 1000+
volunteers
• Compare: Naver 지식인
• Wiki platform allowing

research “flow”
30
Wikipedia
www.wikpedia.org

English
volunteers

research “flow”
30
Wikipedia
www.wikpedia.org

English
volunteers

research “flow”
30
Web 2.0 Recap
Web 2.0
Web as participation
Web 1.0 platform Users as
content creators
Social networking
Web as info
Content sharing
source
Rich User
Experience
Users as Collective (AJAX)
Data
consumers intelligence Transportability
(Embedding, RSS, API)
Web standards
1 n
Perpetual
Beta
n n
31
Striking a Balance
32
Striking a Balance
8 Samples:
• The Opinionated Filter
• The Aggregator
• The Innovator
• The Old-School to New-School
• The Brand Expander
• The Searchable
• The Social Networker
• The Personalized
33
The Opinionated Filter
www.boingboing.net
www.kottke.org
www.springwise.com
• Finding good stuff on

the web is hard. Let
someone else do it.
34
www.boingboing.net
www.kottke.org
www.springwise.com

someone else do it.
34
www.boingboing.net
www.kottke.org
www.springwise.com

someone else do it.
34
The Aggregator
www.9rules.com
www.tattermedia.com
• Aggregating information
from prefiltered sources
35
The Aggregator
www.9rules.com
www.tattermedia.com
• Aggregating information
from prefiltered sources
35
The Innovator
www.wired.com
• Mixing print & only

online content
• 3 velocities: blog, short
online articles, in-depth
magazine articles
• Rich multimedia content
• Twitter feed: go where
the users are
36
The Innovator
www.wired.com

online content
magazine articles
the users are
36
The Innovator
www.wired.com

online content
magazine articles
the users are
36
The Innovator
www.wired.com

online content
magazine articles
the users are
36
The Old School to New School
www.nytimes.com
www.boston.com/
bigpicture
• Maintaining authoritative
source
• Open, searchable
archives
• Enhanced experience:
doing what you can’t do
in print
• Feedback, video, blog,
full color photos,
multimedia presentations
• Traffic more important
than paid for content
37
www.nytimes.com
www.boston.com/
bigpicture
source
archives
in print
full color photos,
37
www.nytimes.com
www.boston.com/
bigpicture
source
archives
in print
full color photos,
37
www.nytimes.com
www.boston.com/
bigpicture
source
archives
in print
full color photos,
37
www.nytimes.com
www.boston.com/
bigpicture
source
archives
in print
full color photos,
37
www.nytimes.com
www.boston.com/
bigpicture
source
archives
in print
full color photos,
37
The Brand Expander
www.marthastewart.com
• Building on and
extending existing well-
established brands
• Searchable content
• Even Martha has a blog!
38
The Brand Expander
• Building on and
established brands
38
The Brand Expander
• Building on and
established brands
38
The Searchable
www.epicurious.com
• Database-driven
searchable recipe
archive
39
The Searchable
www.epicurious.com
• Database-driven
searchable recipe
archive
39
The Social Networker
www.fastcompany.com
• Leveraging community
for content
40
www.fastcompany.com
for content
40
www.fastcompany.com
for content
40
www.fastcompany.com
for content
40
www.fastcompany.com
for content
40
The Personalized
www.igoogle.com
• Display aggregated
content from sources I
want to see
• See only content I want
to see when I want to
see
• Power of RSS, API
41
So what?
42
Conclusion
Why go online?
That’s where the action is happening
• Online is where the users are

• Build loyalty
• Enhance DesignHouse’s brand
• Deliver a continuous yet different experience
• Fear? Other may do better
• Free online content does not damage print sales
43
Conclusion
How?
Think: Users, Content, Services
• Which reader segment will benefit most?

• What content will be most valued online?
• What services will enrich, differentiate and
enhance the users’ experience?
44
Intervals & Quality
Traditional Media
Web 2.0 Media
Short
Intervals
Twitter Me2Day Digg
Blogs Newspapers
Blogs
Where the users are
Periodicals
Monthly
Unknown Known
Research Papers
Non-fiction
Novels Where quality is
Encyclopedias
Long
Intervals
45
Conclusion
What can a magazine’s online component do?
Quality
• Trusted Filter
• Trusted Aggregator
• Opinion Leader
• Open Forum
• Enriched Experience
• Source for Sharable Content (Let go!)
46
Thank you.
박남호 | namho@vi-nyl.com | 010-2071-5477
VINYL | UX Unit | 사용자경험전략 수석

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The Velocity of Web

Information in a web-enabled world

Integrated Marketing Service UX Consulting Trend Research

Research & UX Strategy Design Strategy Market Research

Culture Contents Planning Culture Contents Planning Culture Contents Planning

YouTube Flickr Weekly

Web 2.0 is the business revolution in the computer

Web as info Social networking

“We are building an ever-growing pile of

YouTube Flickr Weekly

• Public sharing of video

• Public sharing of video

• Public sharing of video

• 2.5 Million articles in

• Compare: Naver 지식인

• Wiki platform allowing

• 2.5 Million articles in

• Compare: Naver 지식인

• Wiki platform allowing

• 2.5 Million articles in

• Compare: Naver 지식인

• Wiki platform allowing

• Finding good stuff on

• Finding good stuff on

• Finding good stuff on

• Mixing print & only

• Mixing print & only

• Mixing print & only

• Mixing print & only

That’s where the action is happening

• Online is where the users are

Think: Users, Content, Services

• Which reader segment will benefit most?

Novels Where quality is

What can a magazine’s online component do?

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