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Abusing Web 2.0 For Our Own Good<br />לירן זילכה<br />מנכ&quot;ל משותף<br />Liran.zelkha@alunasoft.com<br />

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Slide Share<br />This presentation is going to be on http://www.slideshare.net/vzilka/presentations<br />

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Mark Your Target<br />http://www.youtube.com/watch?v=UauYLmBXNuw<br />

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What Can We Achieve<br />Job offers<br />Acquiring customers<br />Job security<br />Renew old connections<br />

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What Is Social Networking<br />

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What Is Social Networking<br />Wikipedia:<br />A social network is a social structure made of nodes (which are generally individuals or organizations) that are tied by one or more specific types of interdependency, such as values, visions, ideas, financial exchange, friendship, sexual relationships, kinship, dislike, conflict or trade.<br />

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???<br />Let’s start with talking on Web2.0<br />

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Web2.0<br />Wikipedia:<br />&quot;Web 2.0&quot; refers to what is perceived as a second generation of web development and web design. It is characterized as facilitating communication, information sharing,interoperability, User-centered design and collaboration on the World Wide Web. <br />It has led to the development and evolution of web-based communities, hosted services, and web applications. Examples include social-networking sites, video-sharing sites, wikis, blogs, mashups and folksonomies.<br />

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Web2.0 <br />Everyone associates it with Tim O’reilly<br />Next slides are taken from <br />http://oreilly.com/web2/archive/what-is-web-20.html<br />

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Web 2.0 By Example<br />

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Web 2.0 Topics<br />Web as a platform<br />Harnessing collective intelligence<br />Data is the next Intel Inside<br />End of the software release cycle<br />Lightweight programming models<br />Software above the level of a single device<br />Rich user experiences<br />

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Web as a Platform<br />Netscape vs. Google<br />

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Web 2.0 Design Patterns<br />The Long Tail<br />Small sites make up the bulk of the internet&apos;s content; narrow niches make up the bulk of internet&apos;s the possible applications. Therefore: Leverage customer-self service and algorithmic data management to reach out to the entire web, to the edges and not just the center, to the long tail and not just the head.<br />http://www.thelongtail.com/the_long_tail/2005/10/web_20_and_the_.html<br />

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Web 2.0 Design Patterns<br />Data is the Next Intel Inside<br />Applications are increasingly data-driven. Therefore: For competitive advantage, seek to own a unique, hard-to-recreate source of data.<br />

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Web 2.0 Design Patterns<br />Users Add Value<br />The key to competitive advantage in internet applications is the extent to which users add their own data to that which you provide. Therefore: Don&apos;t restrict your &quot;architecture of participation&quot; to software development. Involve your users both implicitly and explicitly in adding value to your application.<br />

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Web 2.0 Design Patterns<br />Network Effects by Default<br />Only a small percentage of users will go to the trouble of adding value to your application. Therefore: Set inclusive defaults for aggregating user data as a side-effect of their use of the application.<br />

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Web 2.0 Design Patterns<br />Some Rights Reserved <br />Intellectual property protection limits re-use and prevents experimentation. Therefore: When benefits come from collective adoption, not private restriction, make sure that barriers to adoption are low. Follow existing standards, and use licenses with as few restrictions as possible. Design for &quot;hackability&quot; and &quot;remixability.&quot;<br />

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Web 2.0 Design Patterns<br />The Perpetual Beta <br />When devices and programs are connected to the internet, applications are no longer software artifacts, they are ongoing services. Therefore: Don&apos;t package up new features into monolithic releases, but instead add them on a regular basis as part of the normal user experience. Engage your users as real-time testers, and instrument the service so that you know how people use the new features.<br />

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Web 2.0 Design Patterns<br />Cooperate, Don&apos;t Control<br />Web 2.0 applications are built of a network of cooperating data services. Therefore: Offer web services interfaces and content syndication, and re-use the data services of others. Support lightweight programming models that allow for loosely-coupled systems.<br />

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Web 2.0 Design Patterns<br />Software Above the Level of a Single Device <br />The PC is no longer the only access device for internet applications, and applications that are limited to a single device are less valuable than those that are connected. Therefore: Design your application from the get-go to integrate services across handheld devices, PCs, and internet servers.<br />

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The New Yorker, July 1993<br />The New Yorker, September 2005<br />We blog<br />Something has changed in the Web during this decade of online history… At the beginning it was all about being online; now it’s about socializing the online environment.<br />

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We Media - The citizen’s assault to Main-Stream-Media<br />Participatory journalism is living its renaissance powered by the “credibility crackdown” of traditional media (MSM) and it’s reaching its own “technology perfection” through this new social media that are blogs, and that “vigorous communication subspace”, emerging within the Web itself, that is the Blogosphere.<br />

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Wikis: the ultimate collaboration tool<br />A wiki is a web application that allows users to add content, as on an Internet forum, but also allows others (often completely unrestricted) to edit the content. The term Wiki also refers to the collaborative software used to create such a website. In essence, the wiki is a vast simplification of the process of creating HTML pages, and thus is a very effective way to exchange information through collaborative effort. (Wikipedia)<br />

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Social Software<br />Social Networking<br />Keeping your contacts online trough a web interface with a useful representation of them.<br />Social Calendaring<br />Shared agendas for events arrangement and meetings planning.<br />Social Bookmarking<br />Your links and references to different kinds of resources live online.<br />Social Tagging (Folksonomies)<br />An unintentional, collective effort of categorizing the Web, with added social significance.<br />Socialware<br />del.icio.us, de.lirio.us, BlogMarks, Wists, LinkedIn, eConozco, Orkut, 43Things, flickr... always in “permanent beta”, offering open APIs and keeping certain level of ‘hackability’ as an enabler for improving USER INNOVATION.<br />

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Which Social Networks Are There<br />

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Feb-09<br />http://tinyurl.com/bfs5b6<br />

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Vertical Social Networks<br />SOA (by IBM)<br />http://www.soasocial.com/<br />Oracle<br />Mix - https://mix.oracle.com/<br />Oracle Week - http://oracleweek.ning.com/<br />

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And Now For Something Completely Different<br />http://www.youtube.com/watch?v=u0WOIwlXE9g<br />

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Blogs<br />

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What Are Blogs<br />Wikipedia:<br />A blog (a contraction of the term &quot;weblog“) is a type of website, usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse-chronological order. &quot;Blog&quot; can also be used as a verb, meaning to maintain or add content to a blog.<br />

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Rules For Successful Bloggers<br />Write from the heart<br />Be insanely useful<br />Keep the reader’s problems in mind<br />Don’t just write about yourself<br />Interact with readers<br />Give them a reason to come back<br />Write catchy headlines<br />On social media<br />Guest posting<br />Reveal yourself<br />Don’t be afraid to try new things<br />Focus on the essential<br />

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Useful Blogging Tools<br />Blogging search engine<br />Google Blog Search<br />Technorati<br />RSS<br />FeedReader<br />Outlook<br />Social network on a site<br />Google Friend Connect<br />http://www.youtube.com/watch?v=N94s7ix0JPo<br />

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Useful Blogging Tools<br />Blog tools<br />http://tinyurl.com/6dsnnt<br />http://tinyurl.com/l7d7c<br />

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What Not To Say<br />Remember Jessica Cutler<br />For short<br />Don’t talk about customers<br />Don’t talk about managers<br />Don’t talk about co-workers<br />Don’t talk about partners<br />http://en.wikipedia.org/wiki/Jessica_Cutler<br />

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Facebook<br />

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What Is Facebook<br />Wikipedia:<br />Facebook is a free-access social networking website that is operated and privately owned by Facebook, Inc. Users can join networks organized by city, workplace, school, and region to connect and interact with other people. People can also add friends and send them messages, and update their personal profiles to notify friends about themselves. <br />

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Facebook Stories<br />MI6<br />Sexual harassment trial<br />

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Facebook Marketing<br />Compare Target and Walmart marketing on facebook (2007)<br />http://tinyurl.com/yp42s7<br />

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Target Marketing On Facebook<br />Adjust Message to for Audience:<br />Pay attention to what is being said<br />Talk Like Your Audience<br />Converse Don’t Shout<br />Results:<br />By Sept. 31, the site had attracted 7,176 members, 409 photos, 483 posts and hosted 37 discussion groups. Most of the feedback was positive and discussed good deals to be had in Target’s brick-and-mortar stores, from which had coffee shops to which had shorter lines, and gave kudos to the dollar bins of discounted merchandise.<br />

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Walmart Marketing On Facebook<br />Restrict comments and feedback<br />Stray from your core<br />Results<br />Only 2000 members<br />

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Joining Facebook<br />No really, can you not have a facebook account already?<br />Just join at www.facebook.com<br />Browse with your mobile phone<br />Add some friends<br />Now use the Find Friends application to search for more friends<br />And from now on – you won’t have a minute of production your entire life<br />Add new applications<br />

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Facebook Tips<br />Include a photo of yourself<br />Incorporate Twitter<br />Post Links of Interest<br />Fill Out Your Profile Info<br />Change Your Privacy Settings<br />Friend People; Don’t Sell Them Stuff<br />Friend with Privacy<br />Calm Down When It Comes to Applications<br />Bow Down to the Coolness of the Timeline and Feed<br />

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Linked In<br />

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What Is Linkedin<br />Wikipedia:<br />LinkedIn is a business-oriented social networking site founded in December 2002 and launched in May 2003 mainly used for professional networking. As of May 2009, it had more than 40 million registered users, spanning 170 industries.<br />

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Demo<br />Say a company name – and let’s find a reference in that company<br />Knowing your competitor customers<br />

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Success Story<br />Find a job<br />http://tinyurl.com/nt62ce<br />

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Joining Linkedin<br />Create a profile<br />Add some friends<br />Use Linkedin Toolbar to identify friends from Outlook<br />Write recommendations on people – and ask them to recommend you!<br />Join groups<br />

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Twitter<br />

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What Is Twitter<br />A micro-blogging service<br />Taber?<br />Actually, it’s:<br />make high-pitched sounds, as of birds<br />Wikipedia:<br />Twitter is a free social networking and micro-blogging service that enables its users to send and read each others&apos; updates, known as tweets. Tweets are text-based posts of up to 140 characters, displayed on the author&apos;s profile page and delivered to other users - known as followers - who have subscribed to them. <br />

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Success Stories<br />@BarackObama<br />Naked pizza<br />http://tinyurl.com/lmmbo6<br />Dell<br />http://twitter.com/dellOutlet<br />

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Trends<br />Iran elections<br />Jeff Goldblum is dead<br />http://johnskelton.blogspot.com/2009/06/great-jeff-goldblum-twitter-hoax.html<br />

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The Best Success Story<br />http://twitpic.com/2bj58<br />

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Israeli Stories<br />@yosit<br />Search engine <br />http://www.facebook.com/yosi.taguri?v=feed&story_fbid=208785855602<br />Mortgage<br />http://twitter.com/yosit/status/1921810565<br />

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Israeli Stories – Cont’<br />@Shidury vs. ynet<br />

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Twitter Terminology<br />Follower<br />Someone who gets all your public tweets<br />Tweet<br />Send a message to the world<br />RT<br />Reply to a message<br />Direct<br />Send a direct tweet to a follower. Only he can see it.<br />Retweet<br />Resending a tweet you got to all your followers<br />Favorites<br />Tweets you like<br />

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Twitter Tools<br />Mobile<br />I use jibjib – only because it’s free<br />Desktop<br />I use twhirl – and it’s good!<br />Web<br />Twitpic<br />Topify<br />

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Running An Interesting Twit Account<br />Tweet about anything<br />Tweet allot<br />Follow many <br />If someone follows you – follow him<br />Don’t say<br />I’m bored<br />Nothing to do<br />Long day at the office<br />Say<br />Interesting links<br />Life’s little anecdotes<br />

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Rules Of Twitter<br />Don’t say – “I’m home alone” on Twitter<br />

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And Now For Something Completely Different<br />http://www.youtube.com/watch?v=PN2HAroA12w<br />

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The Final Cut<br />

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Know The Rules<br />Jeremiah Owyang<br />Just like going to a cocktail party, the savvy attendee will know how to dress and won’t jump into any conversations before understanding the context<br />

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So, How Do I Sell Myself?!?<br />Know the rules<br />Choose your networks well<br />Invest time<br />Don’t be shy<br />

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Choose Your Networks<br />What is your goal?<br />Business? Pleasure? Getting friends?<br />Business – Linkedin<br />Fun – MySpace, Facebook<br />Where are your friends<br />Nobody in Israel is using Hi5<br />

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Invest Time<br />How much? The more the merrier<br />Invest in your profile<br />Image increases your chance<br />“Live” in your social network<br />Write on walls<br />Twit<br />Add friends<br />Join groups<br />Post blogs<br />

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Don’t Be Shy<br />Israeli Hutzpa<br />Asking an IBM VP to give a lecture in Israel ;-) <br />Most people accept friendships<br />Denying is rude<br />

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What To Do Now<br />

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Where To Start<br />Again – what do you want to do?<br />Choose network:<br />Friends – use Facebook<br />Business – use Linkedin<br />Use twitter<br />Blog<br />I use blogger.com – but there are tons of sites<br />Know your target audience<br />Blogger.com or The Marker Café?<br />

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Where To Start<br />Get as many friends as you can<br />I will accept any invitation, on any network<br />See what other people are doing before you start<br />What twits to write<br />Ret<br />

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Aluna<br /> חברת Aluna היא חברת ייעוץ ופרוייקטים מובילה וחברה בת של מטריקס. בחברה עשרות מומחים טכנולוגיים בתחום ה Java/JavaEE שמסייעים לחברות וארגונים בארכיטקטורה, בחירת טכנולוגיות, עיצוב, פיתוח, תמיכה והתקנה של מערכות ואפליקציות Java/JavaEE מורכבות. <br />איך נזהה צורך / למי זה יכול להתאים?<br />כל חברה או ארגון שיש להם אפליקציה או מערכת מבוססת Java/JavaEEשנדרשים לפתח סביבה, לשפר את ביצועייה ולתמוך בה.<br />כל החברות והארגונים שמגייסים מפתחי Java לשורותיהם.<br />חברות וארגונים שמעוניינים להסב את המערכות שלהם מסביבת Legacy לסביבות חדשניות יותר כגון Java/JavaEE.<br />חברה, ארגון ואפילו סטארט אפ בשלבי הקמה שמתחיל פיתוח מערכת חדשה או מוצר כלשהו בסביבת ב Java/JavaEE. <br />ארגונים שמבצעים הדרכה או הכשרה בנושאי Java/JavaEE.<br />