1. Writing for Web 2.0 & the 3D web

4. Writing for Web 2.0 & the 3D web

5. Writing for Web 2.0 & the 3D web
• A quick history of the world wide web

6. Writing for Web 2.0 & the 3D web
• A quick history of the world wide web
• Web 2.0: Strategies for coping as a writer

7. Writing for Web 2.0 & the 3D web
• A quick history of the world wide web
• Web 2.0: Strategies for coping as a writer
• Blogging it

8. Writing for Web 2.0 & the 3D web
• A quick history of the world wide web
• Web 2.0: Strategies for coping as a writer
• Blogging it
• Writing for others

9. Writing for Web 2.0 & the 3D web
• A quick history of the world wide web
• Web 2.0: Strategies for coping as a writer
• Blogging it
• Writing for others
• The 3D web: Lessons learned (so far)

10. Writing for Web 2.0 & the 3D web
• A quick history of the world wide web
• Web 2.0: Strategies for coping as a writer
• Blogging it
• Writing for others
• The 3D web: Lessons learned (so far)
• Virtual worlds, mirror worlds, augmented reality

11. Writing for Web 2.0 & the 3D web
• A quick history of the world wide web
• Web 2.0: Strategies for coping as a writer
• Blogging it
• Writing for others
• The 3D web: Lessons learned (so far)
• Virtual worlds, mirror worlds, augmented reality
• Writing for mirror worlds (Google Earth)

12. Writing for Web 2.0 & the 3D web
• A quick history of the world wide web
• Web 2.0: Strategies for coping as a writer
• Blogging it
• Writing for others
• The 3D web: Lessons learned (so far)
• Virtual worlds, mirror worlds, augmented reality
• Writing for mirror worlds (Google Earth)
• Writing for virtual worlds (Second Life)

22. What happened next?

23. What happened next?
• Form and content were separated

24. What happened next?
• Form and content were separated
• Content management systems: Database-driven web

25. What happened next?
• Form and content were separated
• Content management systems: Database-driven web
• Content syndication: RSS feeds

26. What happened next?
• Form and content were separated
• Content management systems: Database-driven web
• Content syndication: RSS feeds
• Atomisation of content: Reuse, mix, “mashup”

27. What happened next?
Cost of Publishing:

28. What happened next?
Cost of Publishing:
0

29. What happened next?
Cost of Publishing:
0
Cost of Commenting:

30. What happened next?
Cost of Publishing:
0
Cost of Commenting:
0

31. What happened next?
Cost of Publishing:
0
Cost of Commenting:
0
Leads to...

48. Strategies for coping: Blogging it

49. Strategies for coping: Blogging it

50. Strategies for coping: Blogging it

51. Strategies for coping: Blogging it

52. Strategies for coping: Blogging it

53. Strategies for coping: Blogging it

54. Strategies for coping: Blogging it

55. Strategies for coping: Blogging it

56. Strategies for coping: Blogging it
• Old media won’t disappear

57. Strategies for coping: Blogging it
• Old media won’t disappear
• Blogging is 1) a technology, 2) a state of mind

58. Strategies for coping: Blogging it
• Old media won’t disappear
• Blogging is 1) a technology, 2) a state of mind
• Niche blogging is the future

59. Strategies for coping: Blogging it
• Old media won’t disappear
• Blogging is 1) a technology, 2) a state of mind
• Niche blogging is the future
• The usual: Be personal, post often, original content, be generous, give credit,
have opinions, be incisive & to the point

60. Strategies for coping: Blogging it
• Old media won’t disappear
• Blogging is 1) a technology, 2) a state of mind
• Niche blogging is the future
• The usual: Be personal, post often, original content, be generous, give credit,
have opinions, be incisive & to the point
• Find your spot in the ecosystem and own it

61. Strategies for coping: Blogging it
• Old media won’t disappear
• Blogging is 1) a technology, 2) a state of mind
• Niche blogging is the future
• The usual: Be personal, post often, original content, be generous, give credit,
have opinions, be incisive & to the point
• Find your spot in the ecosystem and own it
• Comments = chance for community, conversation = loyal readers

62. Strategies for coping: Blogging it
• Old media won’t disappear
• Blogging is 1) a technology, 2) a state of mind
• Niche blogging is the future
• The usual: Be personal, post often, original content, be generous, give credit,
have opinions, be incisive & to the point
• Find your spot in the ecosystem and own it
• Comments = chance for community, conversation = loyal readers
• RSS is your friend (and so are Google email alerts) =>

63. Strategies for coping: Blogging it
• Old media won’t disappear
• Blogging is 1) a technology, 2) a state of mind
• Niche blogging is the future
• The usual: Be personal, post often, original content, be generous, give credit,
have opinions, be incisive & to the point
• Find your spot in the ecosystem and own it
• Comments = chance for community, conversation = loyal readers
• RSS is your friend (and so are Google email alerts) =>
• Blog intelligence: Alexa, Technorati, statistics

64. Strategies for coping: Blogging it
• Old media won’t disappear
• Blogging is 1) a technology, 2) a state of mind
• Niche blogging is the future
• The usual: Be personal, post often, original content, be generous, give credit,
have opinions, be incisive & to the point
• Find your spot in the ecosystem and own it
• Comments = chance for community, conversation = loyal readers
• RSS is your friend (and so are Google email alerts) =>
• Blog intelligence: Alexa, Technorati, statistics
• Find your preferred media (Video? Audio podcasts?)

65. Strategies for coping: Blogging it
• Old media won’t disappear
• Blogging is 1) a technology, 2) a state of mind
• Niche blogging is the future
• The usual: Be personal, post often, original content, be generous, give credit,
have opinions, be incisive & to the point
• Find your spot in the ecosystem and own it
• Comments = chance for community, conversation = loyal readers
• RSS is your friend (and so are Google email alerts) =>
• Blog intelligence: Alexa, Technorati, statistics
• Find your preferred media (Video? Audio podcasts?)
• Don’t aim to make money — do it for above all for reputation

67. Strategies for coping: Writing for others

68. Strategies for coping: Writing for others

69. Strategies for coping: Writing for others

70. Strategies for coping: Writing for others

71. Strategies for coping: Writing for others

72. Strategies for coping: Writing for others

73. Strategies for coping: Writing for others

74. Strategies for coping: Writing for others

75. Strategies for coping: Writing for others

76. Strategies for coping: Writing for others
• Out: Long pieces. In: Collections of shorter pieces

77. Strategies for coping: Writing for others
• Out: Long pieces. In: Collections of shorter pieces
- Why? Click-happy readers, page views = money

78. Strategies for coping: Writing for others
• Out: Long pieces. In: Collections of shorter pieces
- Why? Click-happy readers, page views = money
• Package it: Offer photos, video, audio

79. Strategies for coping: Writing for others
• Out: Long pieces. In: Collections of shorter pieces
- Why? Click-happy readers, page views = money
• Package it: Offer photos, video, audio
- Why? Web content is no longer just text

80. Strategies for coping: Writing for others
• Out: Long pieces. In: Collections of shorter pieces
- Why? Click-happy readers, page views = money
• Package it: Offer photos, video, audio
- Why? Web content is no longer just text
- No cost to embed YouTube, Flickr, Google Maps

81. Strategies for coping: Writing for others
• Out: Long pieces. In: Collections of shorter pieces
- Why? Click-happy readers, page views = money
• Package it: Offer photos, video, audio
- Why? Web content is no longer just text
- No cost to embed YouTube, Flickr, Google Maps
- WSJ Example

82. Strategies for coping: Writing for others
• Out: Long pieces. In: Collections of shorter pieces
- Why? Click-happy readers, page views = money
• Package it: Offer photos, video, audio
- Why? Web content is no longer just text
- No cost to embed YouTube, Flickr, Google Maps
- WSJ Example
- Be websavvier than those you’re pitching to

84. The 3D web: Lessons learned (so far)

85. The 3D web: Lessons learned (so far)

86. The 3D web: Lessons learned (so far)

87. The 3D web: Lessons learned (so far)

90. Writing for mirror worlds (Google Earth)

91. Writing for mirror worlds (Google Earth)

92. Writing for mirror worlds (Google Earth)

93. Writing for mirror worlds (Google Earth)

94. Writing for mirror worlds (Google Earth)

95. Writing for mirror worlds (Google Earth)

96. Writing for mirror worlds (Google Earth)
• It’s all about non-linear storytelling

97. Writing for mirror worlds (Google Earth)
• It’s all about non-linear storytelling
• Examples: Gombe Chimp Blog, IPY, Shackleton, Swedish universities

99. Writing for virtual worlds (Second Life)

100. Writing for virtual worlds (Second Life)

101. Writing for virtual worlds (Second Life)

102. Writing for virtual worlds (Second Life)

103. Writing for virtual worlds (Second Life)

104. Writing for virtual worlds (Second Life)

105. Writing for virtual worlds (Second Life)

106. Writing for virtual worlds (Second Life)

107. Writing for virtual worlds (Second Life)
• Lessons learned so far:

108. Writing for virtual worlds (Second Life)
• Lessons learned so far:
- Text doesn't work in Second Life (some tried)

109. Writing for virtual worlds (Second Life)
• Lessons learned so far:
- Text doesn't work in Second Life (some tried)
- Don't try to replicate the web

110. Writing for virtual worlds (Second Life)
• Lessons learned so far:
- Text doesn't work in Second Life (some tried)
- Don't try to replicate the web
- Events draw more repeat visitors than exhibitions

111. Writing for virtual worlds (Second Life)
• Lessons learned so far:
- Text doesn't work in Second Life (some tried)
- Don't try to replicate the web
- Events draw more repeat visitors than exhibitions
- Okay to share content between web & SL (video, pictures, recipes)

112. Writing for virtual worlds (Second Life)
• Lessons learned so far:
- Text doesn't work in Second Life (some tried)
- Don't try to replicate the web
- Events draw more repeat visitors than exhibitions
- Okay to share content between web & SL (video, pictures, recipes)
• Examples:

113. Writing for virtual worlds (Second Life)
• Lessons learned so far:
- Text doesn't work in Second Life (some tried)
- Don't try to replicate the web
- Events draw more repeat visitors than exhibitions
- Okay to share content between web & SL (video, pictures, recipes)
• Examples:
- Live events (gallery talks, plays, conferences)

114. Writing for virtual worlds (Second Life)
• Lessons learned so far:
- Text doesn't work in Second Life (some tried)
- Don't try to replicate the web
- Events draw more repeat visitors than exhibitions
- Okay to share content between web & SL (video, pictures, recipes)
• Examples:
- Live events (gallery talks, plays, conferences)
- Recorded video performances (“machinima”)

115. Writing for virtual worlds (Second Life)
• Lessons learned so far:
- Text doesn't work in Second Life (some tried)
- Don't try to replicate the web
- Events draw more repeat visitors than exhibitions
- Okay to share content between web & SL (video, pictures, recipes)
• Examples:
- Live events (gallery talks, plays, conferences)
- Recorded video performances (“machinima”)
- Recorded audio performances (Raoul Wallenberg room)

116. Writing for virtual worlds (Second Life)
• Lessons learned so far:
- Text doesn't work in Second Life (some tried)
- Don't try to replicate the web
- Events draw more repeat visitors than exhibitions
- Okay to share content between web & SL (video, pictures, recipes)
• Examples:
- Live events (gallery talks, plays, conferences)
- Recorded video performances (“machinima”)
- Recorded audio performances (Raoul Wallenberg room)
- Audio soundtracks: podcasts (polarbear podcast)

117. Thanks!