Howard Rosenbaum hrosenba@indiana

1. MLNC Speaker Series November 8, 2006 Emerson Library, Webster University Library 2.0: The technology treadmill is speeding up! Howard Rosenbaum hrosenba@indiana.edu http://www.slis.indiana.edu/hrosenba/www/Pres/mlnc_06/index.html

2. Library 2.0: On the treadmill I. Introduction: “Library 2.0” - say what? • Web 2.0 II. Library 2.0 technologies • Communication technologies • Social technologies III. Library 2.0 services • What’s different? IV. How should librarians respond? • Technology and social change

3. Introduction: “Library 2.0” - say what? ticklebooth.com/wp-content/uploads/2006/08/treadmill-dance-1.jpg ticklebooth.com/wp-content/uploads/2006/08/treadmill-dance-2.jpg

4. Introduction: “Library 2.0” - say what? The roots of Library 2.0 are in Web 2.0 So what is Web 2.0? www.weblogsinc.com/common/images/3060000000055560.JPG?0.5497399570678874

5. Introduction: “Library 2.0” - say what? Web .01: linking pages into a network of digital resources Web 1.0: publishing content and facilitating communication among people Web 2.0: linking people into groups that cooperate, collaborate, and compete www.avidos.net/detalles/imagenes/web20revolution.jpg

6. Introduction: “Library 2.0” - say what? What is Web 2.0? It is not Internet 2 or any other new network It was originally a marketing term introduced in 2004 as “a useful, if imperfect, conceptual umbrella under which analysts, marketers and other stakeholders in the tech field could huddle the new generation of internet applications and businesses that were emerging to form the ‘participatory Web’” Madden and Fox (2006). Riding the waves of ‘Web 2.0.’ Pew Internet Life Project. Developed by Tim O’Reilly and Dale Daugherty who turned it into a source of revenue and a meme breakerdesign.com/images/article/ajax2.jpg

7. Introduction: “Library 2.0” - say what? We all remember what happened in 2000 www.cool-studio.net/images/box_tall.jpg chicagobusiness.com/images/random/ogsockpuppet.gif www.cartoonstock.com/newscartoons/cartoonists/bst/lowres/bstn120l.jpg

8. Introduction: “Library 2.0” - say what? The conventional wisdom now is that several factors contributed to the rapid collapse of first generation e-businesses “Irrational exuberance” - Alan Greenspan Venture capitalists had a lot of money Too much money chasing too many bad ideas Computer people were starting up the companies We don’t need no stinkin’ business experience Startups had amazing “burn rates” We also don’t need no stinkin’ business plan

9. Introduction: “Library 2.0” - say what? What’s different now? Again, VCs have lots on money, although less than before They are being more careful about their investments The companies are different The focus: providing services rather than products The services seem to be built around concepts of community and collaboration The goal: active and involved people using the service Web 2.0!!!

10. Introduction: “Library 2.0” - say what? O’Reilly and Daugherty began to popularize a core set of themes and practices that they saw in the evolving environment The crash was a turning point The web is now moving in a new direction Web 2.0 is several things A new approach to to using the web A category of new technologies A type of company that is trying to take advantage of the first two characteristics

11. Introduction: “Library 2.0” - say what? A new approach to using the web www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html

12. Introduction: “Library 2.0” - say what? Web 2.0 is a new way to use the web An attitude not a technology The collective wisdom of the crowd Rich user experience Trust your users We control our own data The hedonic impulse: the importance of play Hackability Software gets better the more you use it The right to remix with some rights reserved

13. Introduction: “Library 2.0” - say what? Web 2.0 is a category of new technologies Common theme: the architecture of participation Design intentionally produces systems that depend on involvement of people using them Assumes that people add value to systems Strategy: set defaults to aggregating user data Build value as a byproduct of use of the application Google’s page rank algorithm Strategy: encourage people to work on a core technology The “onion” of open source development

14. Introduction: “Library 2.0” - say what? Web 2.0 technology is service oriented Allows the collaborative creation, manipulation, and exchange of information Encourages people’s input, comments, reactions Allows people to take care of themselves with personalization and self-service options Attempts to build sense of community and collective ownership through social networks A rich user experience Pleasurable and easy to use Interfaces with many functionalities

15. Introduction: “Library 2.0” - say what? Web 2.0 technologies share other characteristics Harnessing the collective intelligence Google uses the link structure of the web Amazon uses people’s reviews of their products Ebay uses people’s willingness to engage in commerce Flikr and de.li.cious use people’s ability to classify their artifacts taking others into account Wikipedia uses people’s desire to express their knowledge and trust in each other These activities produce network effects that are a source of value

16. Introduction: “Library 2.0” - say what? More Web 2.0 characteristics A more open approach to data and applications Making use of “open data” formats Encouraging and making use of user created data Avoidance of “lock in” Being less proprietary about the data Greater interoperability of data Used in other applications Used across devices Opening up the API (application programmer interface)

17. Introduction: “Library 2.0” - say what? Even more Web 2.0 technology characteristics Data as the “Intel inside” The importance of the database The perpetual beta Services assume emergence User behavior not predetermined Granular addressibility of content Small pieces loosely joined Web as components www.cartoonstock.com/lowres/hsc1123l.jpg

18. Introduction: “Library 2.0” - say what? Web 2.0 is a type of company They try to exploit the long tail Out of all the available products in a particular niche, offline retailers sell a subset of those they could sell Cost of inventory, lack of shelf space, old fashioned ` telecommunications architecture, need to focus sales and support in a narrow area Online retailers can have virtual inventory that includes almost all of what is available They can sell a little of a lot Anderson, C. (2006). The long tail: Why the future of business is selling less of more. Hyperion

19. Introduction: “Library 2.0” - say what? technology360.typepad.com/technology360/images/tailgrowth2_1_1.jpg

20. del.icio.us social bookmarking Introduction: “Library 2.0” - say what? Examples of Web 2.0 companies Flickr, de.li.cious: tagging not taxonomy Google Maps and Gmail: AJAX Google Adsense: customer self service Blogs: participation not publishing Wikipedia: radical trust BitTorrent: radical decentralization MySpace: social networking

21. Introduction: “Library 2.0” - say what? Madden and Fox. (2006)

22. Introduction: “Library 2.0” - say what? Madden and Fox. (2006)

23. Introduction: “Library 2.0” - say what? Madden and Fox. (2006)

24. Introduction: “Library 2.0” - say what? ononemap.com/map/index?maptype=Rentals

25. Introduction: “Library 2.0” - say what? www.netvibes.com/

26. Introduction: “Library 2.0” - say what? www.backpackit.com/

27. Introduction: “Library 2.0” - say what? So here’s the big picture Suddenly there are a lot of companies claiming to be Web 2.0 What does this mean for libraries? ru3.com/luc/uploaded_images/web2-big-745097.jpg

28. Introduction: “Library 2.0” - say what? So here’s another big picture blackboard.uic.edu/bbcswebdav/users/garay/talks/itl.update.reach06_files/images/image2.png

29. Library 2.0: On the treadmill I. Introduction: “Library 2.0” - say what? • Web 2.0 II. Library 2.0 technologies • Communication technologies • Social technologies III. Library 2.0 services • What’s different? IV. How should librarians respond? • Technology and social change

30. II. Library 2.0 technologies: communication Library 2.0 is several things A new approach to to using the library A category of new technologies adapted for the library The library as an organization trying to take advantage of the first two characteristics Let’s begin by agreeing to dismiss the hype about the concept Library 2.0 as a manifesto “detracts from the concepts and tools by creating divisions where none are necessary.” Crawford finds 62 views and seven definitions Crawford, W. (2006). Library 2.0 and “Library 2.0.” Cites & Insights

31. II. Library 2.0 technologies: communication Library 2.0 communication technologies www.andybudd.com/dcontruct05/

32. II. Library 2.0 technologies: communication RSS is a push technology based on syndication www.deskshare.com/Resources/articles/images/awr_rss.jpg

33. II. Library 2.0 technologies: communication RSS: really simple syndication A patron subscribes to your syndication service She automatically receives information about updates to your website RSS is a web content syndication format that uses XML to mark up and disseminate information automatically It requires newsreaders and RSS-aggregators These client side applications can be stand alone or built into browsers like Firefox and Safari They organize RSS feeds, manage updates, monitor website changes and search for information online

34. II. Library 2.0 technologies: communication Travelocity allows people to sign up for RSS feeds This is a way for them to push content to people who opt in Many organizations are experimenting with RSS travel.travelocity.com/feeds/Subscription.do

35. II. Library 2.0 technologies: communication Here’s another example www.firstgov.gov/Topics/Reference_Shelf/Libraries/RSS_Library.shtml

36. II. Library 2.0 technologies: communication What could you do? www.mpls.lib.mn.us/rss.asp

37. II. Library 2.0 technologies: communication Social media: online tools and platforms that people use to share opinions, insights, experiences, and perspectives Blog: website with entries made in journal style and displayed in reverse chronological order May or may not allow commenting Primarily textual Can display photographs (photoblog), videos (vlog), or audio (podcasting) Distinguished by type of device used to compose it If written on a mobile device like a cellphone or PDA it is a moblog

38. II. Library 2.0 technologies: communication What could you do with this? www.librarysupportstaff.com/4blogs.html library.sonoma.edu/blog.html

39. II. Library 2.0 technologies: communication Wikis: collaborative publishing Allows easy addition, removal, editing and changing of content with or without registering The ease of interaction and operation make them tools for collaborative authoring The software is open source and easily installed (by a technical person) Wikis are being used in many different types of settings As educational technologies As organizational communication channels As the basis for online community building

40. II. Library 2.0 technologies: communication It has features of content management systems The name of an article is embedded in the link Articles can be created or edited at anytime by anyone (with with access restrictions for protected articles) Editable through the web browser One-click access to the history page Supports versioning and retrieval of prior versions One-click access to a discussion page for that article The most recent additions/modifications can be monitored actively or passively

41. II. Library 2.0 technologies: communication Wikimedia Foundation: encouraging growth, development and distribution of free, multilingual content wikimediafoundation.org/wiki/Home Wikicat is a bibliographic catalog used by Wikicite and WikiTextrose Goal: to assemble a bibliographic database of all works cited in Wikimedia pages meta.wikimedia.org/wiki/Wikicat Wikicite will facilitate the citation of all factual assertions Goal: to organize article review around fact and citation- checking meta.wikimedia.org/wiki/Wikicite

42. II. Library 2.0 technologies: communication WikiTextrose: a project to analyze relationships between texts meta.wikimedia.org/wiki/WikiTextrose “Inspired by long-established theories in the field of citation analysis” It is a text relationship database for mapping the various interactions between interpretable artifacts (“texts”) Goal: may be used in conjunction with Wikipedia to improve the quality (particularly the authority) of Wikipedia’s articles

43. II. Library 2.0 technologies: communication What could you do with this? www.seedwiki.com/wiki/butler_wikiref/ www.libraryforlife.org/subjectguides/index.php/Main_Page

44. II. Library 2.0 technologies: social networking Social networking 1995: Classmates.com was the first social networking site 1997: Other sites followed, including SixDegrees.com 1999: Epinions which introduced the circle of trust 2002: Websites like Friendster used the Circle of Friends 2003: Myspace: an interactive, user-submitted network of friends, personal profiles, blogs, groups, photos, music, and videos Bought in July 2005 for $580 million by Murdoch's News Corporation

45. II. Library 2.0 technologies: social networking 2003: LinkedIn: a business oriented social networking site, mainly used for professional networking September 2006: 7 million registered users, representing 130 industries 2004: Facebook: for high school, college, corporate, non-profit, military and geographic communities primarily in English-speaking countries ~ 85% of students in supported colleges have a profile Of those who are signed up, 60% log in daily ~ 85% log in at least once a week, and 93% log in at least once a month www.techcrunch.com/2005/09/07/85-of-college-students-use-facebook/

46. II. Library 2.0 technologies: social networking What could you do with this? teentechweek.wikispaces.com/Online+Social+Networking www.myspace.com/fullertonpubliclibraryya

47. II. Library 2.0 technologies: social networking Or this www.flickr.com/photos/cmrls

48. II. Library 2.0 technologies: social networking Or this www.libraryloft.org/podcasts.asp

49. II. Library 2.0 technologies: social networking MMORPG: massively-multiplayer online role-playing game A large number of players interact in a virtual world This world is persistent 2003: Second Life - a privately owned, partly subscription-based 3-D virtual world (basic membership is free) 1 million residents view and modify the world They participate in its virtual economy which operates as a real market There are businesses that originate and operate in the game Business outside the game open branches inside it

50. II. Library 2.0 technologies: social networking Second Life home page secondlife.com/