Unleashing the Power of Collective Intelligence

NASSCOM 2008Mumbai, India

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Agenda

• From Web 2.0 to Enterprise 2.0 • SLATES in Actions

– Flickr– Search & Social Search

• Enabling technologies • Emerging opportunities

User Generated

Content

Social Network

Wisdom of Crowds

Architecture of Participation

The Web 2.0 trends on the consumer Internet…

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Web 2.0 Consumer Dynamics

1 creators

10 synthesizers

100 consumers

2 creators

4 synthesizers

8 consumers

Moving beyond “users”…

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Web 2.0 Consumer Dynamics

100% creators

100% synthesizers

100% consumers

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Happenstance artistes…

Anyone with a ________ is now a ________

keyboardcamera

iPodbrowser

authorphotographerdeejaypublisher

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Enterprise 2.0

• The SLATES platform– Search– Links– Authoring– Tags– Extensions– Signals

• Business value driver:– harnessing collective intelligence

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Flickr: A Pictorial view of SLATES in Acton

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What makes Flickr special?

1. User Generated Content

Content not licensed from providers such as Corbis or Getty, but rather contributed by users.

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What makes Flickr special?

2. User Organized Content

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

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What makes Flickr special?

3. User Distributed Content

Flickr achieved distribution across the internet, not through “business deals” per se, but rather through the Flickr community which distributed Flickr content on 3rd-party blogs.

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What makes Flickr special?

4. User Developed Functionality

Flickr exposed APIs (PHP, Perl, etc.) that allowed the community of developers to build against the Flickr platform.

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What drives values in Flickr

• SLATES in actions– Search: the nexus that ties everything together– Authoring: ride the wave of ubiquitous of digital camera– Links: groups and social networks– Tags:

• Enabling text search• Geo tagging: the eyes of the world

– Extension• Interestingness algorithm • Scalable publication platform

– Signals: photo streams

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Socialization of search: a historical view of SLATES in Search

Webmasters

<A>Engineers

& Scientists

Users

Alpha ChipSurfers

Enabling TechnologiesRight Incentives

Critical Mass

Thousandsof Newsgroups

Millionsof Web Sites

Trillionsof Knowledge

Artifacts

Usenet / Newsgroups

Google / Inktomi

Y! Answers /Delicious

Y! Directory / Altavista

Tens of Billionsof Web Docs

Link-Based AlgorithmsInfrastructure Scale

Source

Technology

Magnitude

Product

Better Search through People: The Yahoo! Answers example

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Knowledge Search, 2003 in Korea

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Naver

0

50,000,000

100,000,000

150,000,000

200,000,000

250,000,000

300,000,000

350,000,000

400,000,000O

ct-0

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Jan-

03

Mar

-03

May

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Aug

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Oct

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Dec

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Mar

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May

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Jul-0

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Sep

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Dec

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Feb

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Apr

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Jul-0

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Pag

e V

iew

s p

er W

eek

Knowledge Search

Amazing user adoption…

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Taiwan design

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US design

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India Design

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DJ’s ask for Answers as part of their show programming

Professionals quote Answers levels as credentials

Level 6 – Home & Garden

Celebs, thought leaders, give out urls for more on their views & knowledge

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Local listings contain answers level credentials

Pop culture mentions Answers frequently and in the context of broader issues – not as a promotion

Answers becomes the epicenter of social debate and fact exchange around key issues & political events

Where will this lead?

Better search through people: The del.icio.us example

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Social bookmarks

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Organizing the best of the web

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Keep up to date on what your network finds interesting

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What drives values

• Harnessing the collective intelligence– Capture

• Original content• Meta data

– Organize• Computationally discern quality, topic aboutness, …

– Access • Seek• Discover

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Enabling technologies

• Tables takes– Web-based applications– Back-end services– Text search engines

• Secret sauce– Data and metadata– Modeling techniques – Large scale data-driven pattern discovery

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Emerging opportunities

• New development approaches– Systems and applications

– Metrics and analytics

– Modeling techniques (algorithms, data mining….)

– Editorial operations

• New computing paradigm – DISC

• Open source grid computing, e.g., Hadoop

• Potential new vendor business opportunities – Software

– Services

– And beyond: e.g. partnership in joint discovery, R&D, ….

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Thank You!

Qi Lu

Yahoo! Inc

qilu@yahoo-inc.com

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