Intel Corporation is the famous manufacturer of various types of Intel chips used inside numerous computers. As people could not SEE the chip (unless you physically opened the computer and risked damaging it), the corporation decided to promote their brand name by placing a sticker on the outside of each computer; usually near the keyboard on a laptop or on the front of a desktop tower. The Intel Corporation’s successful advertising campaign continues to this day. Wikipedia refers to this as, “The Intel Inside advertising campaign sought public brand loyalty and awareness of Intel processors in consumer computers.”
DATA IS THE NEXT ‘INTEL INSIDE’
One of the basic patterns of Web 2.0 identified by O’Reilly includes “Data Is the Next ‘Intel Inside’”. The “Intel inside” mentioned here is the real value of the communities providing user-generated content to the Web 2.0 platform. Their contribution is where the true value lies. Amazon.com for example, is fully aware of how valuable their massive collection of user reviews is. Accordingly, it is the user-produced data or content within a system that is valuable.
Another example of data is the next ‘Intel inside’ is Slideshare.net. SlideShare describes itself as “the world’s largest community for sharing presentations. You can…
- upload & share your presentations (ppt, pptx, odp, pdf, keynote)
- embed on blogs & websites
- use Leadshare & AdShare to generate customer leads
- create branded channels for your company/product
- create a webinar by linking slides with audio
- embed YouTube videos into presentations
And now SlideShare also supports all documents formats (doc, docx, odt, Apple iWork). And it’s completely free.”
This is only an example of making data more valuable by allowing users to enrich data with comments, tags, ratings, and especially sharing. You locate a suitable slideshow either by category – business and finance, technology, health, and education – or you can use the ‘Search’ tool in the top-left of the screen (e.g. search by Username). Users generating data in SlideShare include anyone with a passion for design and composition. Many of these slideshows are fascinating!
SlideShare also lists “related presentations” as well as “more by user” if you like the same style. An abstract about each slideshow is provided. However, there is no audio as these are just images. Similar to other Web 2.0 applications, there are links to “Post to:” other popular social networking sites such as Twitter, Facebook, Buzz, WordPress, Blogger, and more. Users can leave comments (more data enrichment).
Of course, the more users there are the better the data will be and this relates back to ‘harnessing collective intelligence’ another Web 2.0 basic pattern mentioned in the previous blog. Lee Rainie adds, “The internet, especially broadband connectivity is at the center of the revolution and ordinary citizens have a chance to be publishers, movie makers, artists, song creators, and story tellers.” They are the content creators of the DATA and they all have an audience. Additionally, Kroski notes, “encouraging this participation is vital to Web 2.0 companies, because the more people contribute, the better the network effect and the collective intelligence.”
More to follow… please stay tuned
Kroski, Ellyssa (2008). Web 2.0 for Librarians and Information Professionals. New York : Neal-Schuman Publishers, Inc.
Rainie Lee (2008). The Role of Libraries in a Networked World
O’Reilly, Tim (2005). What Is Web 2.0
SlideShare – Present Yourself (Web 2.0 application)
Wikipedia – Intel Corporation: Advertising and brand management