Web 2.0 Data Is the Next “Intel Inside”

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.”


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




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Web 2.0 Harnessing the Collective Intelligence

One of the main attractions to Web 2.0 applications is that it is open source and therefore, generally free! With many and varied uses to apply and new experiences to explore, it is no wonder that online social networking is the biggest/best thing since sliced cheese. The global audience is easily reached.
Social networks form and grow with tremendous speed. Metcalfe’s law states that, “the value of a telecommunications network is proportional to the square of the number of connected users of the system (n2).” Reed’s law continues in this vein, “the utility of large networks, particularly social networks, can scale exponentially with the size of the network.”

A set of basic patters or characteristics of Web 2.0 were identified by Tim O’Reilly. These characteristics include eight core patterns:
1. Harnessing collective intelligence
2. Data is the next ‘Intel Inside’
3. Innovation in assembly
4. Rich user experiences
5. Software above the level of a single device
6. Perpetual beta
7. Leveraging the long tail
8. Lightweight models & cost-effective scalability

The following is a series of blogs relating to these patterns or characteristics. The purpose of the blogs is to explore

The intelligence mentioned here is the wisdom of the crowds. As more and more users accumulate or collect on a site, they communicate and participate adding value through their collective knowledge. Web 2.0 is sometimes referred to as the Read/Write web. If the site owners recognise and develop a way to harness their user’s collective intelligence, they will consequently, become a successful & leading Web 2.0 business.
Amazon.com is a common example of how harnessing collective intelligence works. It realized that by allowing users to review books and write their own reviews, would filter out the best reads and add value to the amazon.com website. Ellyssa Kroski describes this as, when the “critical mass of participation is reached within a site or system, allowing the participants to act as a filter for what is valuable.” And Dion Hinchcliffe suggests seeking collective intelligence out as “the Google approach”.

Another example of harnessing the collective intelligence is “The Million Dollar Homepage”. I have heard of this page but didn’t look at it until now. It certainly is quite impressive! Here you have a bright, 21 year old named, Alex Tew who started this innovative advertising idea of selling millions of pixels on a website at the price of a dollar per pixel. It’s fun to run the mouse around to view the advertiser’s names such as, “Marvel of China” to “It’s the David Lawrence Show”.

A third example is the use of web logs or blogs and blogospheres. One of these, the “Biblioblogsphere”, “specializes in issues relating to library and information science fields. According to Ellyssa Kroski, it is “authored by a wide range of bloggers, including libraries and their patrons, library consortia, library associations, vendors and organizations, current and future librarians, and information professionals.”

More to follow… please stay tuned
Hinchcliffe, Dion. Web 2.0 Blog

Kroski, Ellyssa. The Hype and the Hullabaloo of Web 2.0

Tew, Alex. The Million Dollar Homepage

O’Reilly Tim. What is Web 2.0 – Design Patterns and Business Models for the Next Generation of Software

Wikipedia –

Web 2.0

Metcalfe’s law

Reed’s law


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