Enterprise Web 2.0 Fundamentals

An introduction to next-generation web technologies   This is a comprehensive, candid introduction to Web 2.0 for every executive, strategist, technical professional, and marketer who needs to understand its implications. The authors illuminate the technologies that make Web 2.0 concepts accessible and systematically identify the business and technical best practices needed to make the most of it. You’ll gain a clear understanding of what’s really new about Web 2.0 and what isn’t. Most important, you’ll learn how Web 2.0 can help you enhance collaboration, decision-making, productivity, innovation, and your key enterprise initiatives.   The authors cut through the hype that surrounds Web 2.0 and help you identify the specific innovations most likely to deliver value in your organization. Along the way, they help you assess, plan for, and profit from user-generated content, Rich Internet Applications (RIA), social networking, semantic web, content aggregation, cloud computing, the Mobile Web, and much more.   This is the only book on Web 2.0 that: Covers Web 2.0 from the perspective of every participant and stakeholder, from consumers to product managers to technical professionals Provides a view of both the underlying technologies and the potential applications to bring you up to speed and spark creative ideas about how to apply Web 2.0 Introduces Web 2.0 business applications that work, as demonstrated by actual Cisco® case studies Offers detailed, expert insights into the technical infrastructure and development practices raised by Web 2.0 Previews tomorrow’s emerging innovations—including “Web 3.0,” the Semantic Web Provides up-to-date references, links, and pointers for exploring Web 2.0 first-hand   Krishna Sankar, Distinguished Engineer in the Software Group at Cisco, currently focuses on highly scalable Web architectures and frameworks, social and knowledge graphs, collaborative social networks, and intelligent inferences.   Susan A. Bouchard is a senior manager with US-Canada Sales Planning and Operations at Cisco. She focuses on Web 2.0 technology as part of the US-Canada collaboration initiative.   Understand Web 2.0’s foundational concepts and component technologies Discover today’s best business and technical practices for profiting from Web 2.0 and Rich Internet Applications (RIA) Leverage cloud computing, social networking, and user-generated content Understand the infrastructure scalability and development practices that must be address-ed for Web 2.0 to work Gain insight into how Web 2.0 technologies are deployed inside Cisco and their business value to employees, partners, and customers   This book is part of the Cisco Press® Fundamentals Series. Books in this series introduce networking professionals to new networking technologies, covering network topologies, example deployment concepts, protocols, and management techniques.   Category: General Networking Covers: Web 2.0    

Table of Contents:
    Introduction xviii Chapter 1    An Introduction to Web 2.0 3     What Exactly Is This Web 2.0 and Why Should We Care About It? 3         Social Aspects of Web 2.0 5         Business Aspects of Web 2.0 6     Web 2.0 Versions and Generations 11         Web 2.0 CE Versus EE 14         Challenges to Web 2.0 EE Adoption 16     Characteristics and Memes of Web 2.0 16         User-Generated Content 18         Rich Internet Applications (RIA) 18         Social Networks 19         Cloud Computing 19         Web-Centric Development and Architectural Models 19         Data 21         Mashups 22         Scale Free and Long Tail 23         Mobility 24     Web 2.0 at Cisco 24         Web 2.0—Centric Products from Cisco 25         How Cisco Is Leveraging Web 2.0 Internally 27 Chapter 2    User-Generated Content: Wikis, Blogs, Communities, Collaboration, and Collaborative Technologies 33     Evolution of User-Generated Content (UGC) 35         Personal Webpages 35         Blogs 37         Wikis 46         Bookmarking and Folksonomies 54         Photos and Videos 60     Communities 63     Collaboration 65         Collaborative Technologies 65         Cisco TelePresence 65         WebEx 67         Unified Communications 69 Chapter 3    Rich Internet Applications: Practices, Technologies, and Frameworks 77     What Exactly Is an RIA and Why Do We Care About It? 77     A Techno-Business Tour Through the RIA Land 79     Web 2.0 RIA Technologies, Standards, and Frameworks 84         Ajax 85         HTTP Architectural Constraints 87         OpenAjax 88         Ruby on Rails Framework and Infrastructure 89 Chapter 4    Social Networking 91     State of the Union and Business Value of Social Networks 92         Characteristics of a Social App 94     Social Network Ecosystems and Players 96         Facebook: A Complete Ecosystem 96         Facebook Platform 96         Facebook Applications 98         Facebook Platform and Architecture 99         Weaving a Facebook Application 103         LinkedIn: The Corporate Hangout for Jobs and Connections 104         MySpace: The Teen Social Network Site 105         Friendster: Where It All Began 106         Ning: A Generic Social Site Hosting Platform 106         Jive: An Enterprise Platform 107         Socialtext: A Hosted Enterprise Collaboration Tool 107         Awareness: An Enterprise Social Media and Web 2.0 Communities Platform         108         Google: Social Network Interoperability Interfaces 108         Microsoft: Enterprise Content Management with Social Network Features 108         IBM: Making Collaboration a Corporate Priority 109         Twitter: In a New Category by Itself–Microblogging 111     Social Networking Standards and Interfaces 113         OpenSocial 114         OpenID 115         OAuth 117         Other Social Networking Standards 117     Challenges in the Social Networking Industry 118         Relevance and Nature 118         Openness and Data Portability 118         Security and Privacy 119         Data Ownership 120         Worldwide Acceptance and Localization 121 Chapter 5    Content Aggregation, Syndication, and Federation via RSS and Atom 125     Business View of Information Distribution 127     RSS 129         RSS 2.0 Information Architecture 131         RSS 2.0 Modules 133         How RSS Works 134         RSS at CISCO 135         Cisco RSS Publishing 136         Cisco RSS Consumption 137         Enterprise RSS Best Practices 137     Atom 139         Atom Information Architecture 140 Chapter 6    Web 2.0 Architecture Case Studies 143 Web 2.0 Infrastructure Architecture: Scale, Concurrency, and Distributability 144         Web 2.0 Infrastructure Architecture Case Studies 145         eBay 146         YouTube 147         Amazon 148         Google 149         Twitter 151         Flickr 152         Technologies for Scalable Architectures 152         Case for MapReduce and Its Cousin Hadoop 154         Scalable Interfaces 155         Web 2.0 Development and Deployment 156 Chapter 7    Tending to Web 3.0: The Semantic Web 161     A Business Definition of the Semantic Web 161     A Business View of the Semantic Web 163         Semantic Web Origins–From Aristotle to W3C 167         Inner Workings of Semantic Web Technologies 168         Resource Description Framework 169         Web Ontology Language 172         SPARQL 175     Enterprise Applications of the Semantic Web 176         Social Media, Education, and the Semantic Web 176         Semantic Web SaaS Platform 177         Semantic Web Support in Databases 178         Other Enterprise Applications 178 Chapter 8    Cloud Computing 181     Cloud Computing and Its Relevance 181         Cloud Computing Eco System 184     Cloud Computing Business Value 188     Cloud Computing Offerings from Major Vendors 190         Amazon 192         Google 195         Microsoft 195         Live Mesh 195         Azure 195         IBM 197         Sun 197         Other Companies 198     Enterprise Adoption of Cloud Computing 198 Chapter    9 Web 2.0 and Mobility 203     Evolution of Mobile Web Technology 204         Generations of Mobile Phone Technology 204         Mobile Devices 206         Voice Recognition and Position Location Technology 211         Developing Applications for Mobile Devices 211     Mobile Web Applications and Websites 213         Mobile Webapps 213         Web Portals and Wireless Application Service Providers 216         Mobile Social Networking 219     Mobile Web at Cisco 222         Cisco.com Mobile 222         Cisco Text Messaging Services 223         Cisco Mobile Intranet Services 224         Cisco Mobile Sales Information Services 226         Cisco’s Mobile Web Strategy 227 Chapter 10    Web 2.0 @ Cisco: The Evolution 231     Intranet Strategy Group 235     Blogs 236     Discussion Forums 241 Wikis 245     Connecting People, Information, and Communities 250     Video 255     Communications Center of Excellence (CCoE) 256     Communication and Collaboration Board 261     Cisco 3.0 262 Chapter 11    Cisco’s Approach to Sales 2.0 267     Web 2.0 Changes Sales Processes 267         Sales 2.0 268     Cisco Sales Explores Web 2.0 269         Connected Communities 270         Finding Expertise 270         Mobile Sales 2.0 271         Web 2.0 Explorers 272         Mashups 273         Salespedia 274         WebEx Connect Initiative for Sales 275         Sales Innovation via iFeedback 276     U.S.-Canada Sales Theater Initiatives 278         Sales Planning & Operations 279         Scale the Power 281         Administrator Training 282         Collaboration Portal 282         Collaboration Guide 282         Collaboration Hot Topics 286         Collaboration Library 288         Collaboration Cockpit 289         Web 2.0 Committee 290         Worldwide Sales Collaboration Board 290         Advanced Technology 291         Specialist, Optimization, Access, and Results 292         Five to Thrive 295     Worldwide Channels 297         Cisco to Partner 299         Partner to Partner 300     Marketing 303         Collaboration Consortium 303 Appendix    References 307 Index 348 TOC, 97815870547632, 3/27/09