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Now that the social media tools that define Web 2.0 have moved into the mainstream—and believe me, it’s mainstream now that our moms are on Facebook—the interactive community has moved on to the next big thing: Web 3.0.

Recently I’ve seen an increase in tweets and blogs about the topic. After trying to follow the conversation, I had to admit to myself I didn’t really know what “web 3.0” meant. So I decided to see what the buzz was all about.

Here’s your crash course in Web 3.0, in case you were wondering, too.

What is Web 3.0?
The first thing you should know is that the definition of Web 3.0 is still a little murky.

Here’s what some people are saying about it:

• "Web 3.0 is about making the web a more personal web. [It’s] an internet that can anticipate my needs, understand my meaning and even allow me to find information better than ever. " Judy Shapiro, Ad Age

•  " The core idea behind Web 3.0 is to extract much more meaningful, actionable insight from information. The goal of Web 3.0 is to reorganize information so users can capture what things are and how they are related."  Web 3.0 Conference site

• "… Web 3.0 is about open and more structured data – which essentially makes the Web more ‘intelligent’. The smarter the data, the more things we can do with it. The current trends we’re seeing today – filtering content, real-time data, personalization – are evidence that ‘Web 3.0′ is upon us, if not yet well defined." Richard MacManus, Read Write Web

Web 3.0 is also sometimes called the semantic web. But sometimes the semantic web is referred to as a component of Web 3.0. Like I said: murky.

Why could  Web 3.0 be awesome?
According to the various definitions out there, we’re on the verge of the BEST INTERWEBS EVER. In a nutshell, it sounds like Web 3.0 aims to be a customized information delivery system that intuitively caters to your every want and need—wherever you are.

Yes, this includes more and better mobile apps. And not just for the iPhone. (Please? Thank you.)

According to the Web 3.0 Conference people, the benefits of Web 3.0 are totally rad:
 

• This seemingly simple concept will have a profound effect at every level of information consumption, from the individual end user to the enterprise.

• Web 3.0 technologies make the organization of information radically more fluid and allow for new types of analysis based on things like text semantics, machine learning, and what we call serendipity — the stumbling upon insights based on just having better organized and connected information.

Why might Web 3.0 Suck?
Besides the inherent fear that a “smart” web is the first step to a Terminator-style robot revolution, some valid concerns have been raised about Web 3.0.

Recently, Advertising Age’s Judy Shapiro wrote a blog to express her concerns. Her post “In Web 3.0 We Trust – or Not” explores the need to integrate the human element of trust into the forthcoming “intelligent” web.

She writes that Web 3.0 risks disaster:

"… because as our dependence on the internet grows, a lack of trust will unravel any or all of the marvelous innovations being conceived now.

What good is more linked data when we have no idea which data to trust? Wouldn’t you rather get a product recommendation from a trusted friend than a "paid" digital butler, ah, I mean agent?"
 

Besides wondering whether we can trust the content Web 3.0 serves up, we’ll also struggle with issues of privacy. In order to make the data more customized, Web 3.0 gadgets will need to gather more of our personal information. Which begs the questions:

• What will they do with our personal information?

•  Will it be protected?

• How will we know?

Will we like Web 3.0?
I think that depends, on many factors. And of course it will be heavily influenced by personal choice.

Factors to consider:
 

• Will the technology deliver what it promises? Gadgets are cool, but only if they work.

• How will the technology change our lives, in a tangible way? It has to be intuitive and easy-to-use to improve our everyday lives.

• Can we overcome the feelings of mistrust brought on by an “intelligent” web? We have to be able to trust the content it serves up—and trust that our private information is protected.

• How does Web 3.0’s focus on technology affect the need for publishing useful, useable content? This last factor is the most important, in my opinion.

Here’s what Rachel Lovinger, Content Strategy Lead at Razorfish, has to say about the influence of Web 3.0 on content:

“The promise is that [Web 3.0 is] going to help make content more readily accessible. So, the call-to-arms for content strategy is a big one. Like my tweet quoting Tom Tague [from his keynote at the Semantic Technology Conference on June 16], there’s a lot of content, not enough information.

Web 3.0 is going to help the good stuff rise to the top, but in order for that to happen, there has to be good stuff.”

Exactly. We need to continue planning for content the same way we’ve always needed to—but with more urgency. But don’t worry. Brain Traffic can help. Just give us a call. (The telephone may be so Web 0.0, but it’ll still work in Web 3.0. Promise.)
 

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Posted in Content Strategy, Editorial Strategy, Information Architecture, Resources, User Experience, Web Content, Web Writing

Just a quick  progress update on our troop of business card people / unicorns …

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Posted in Around the Office, Brain Traffic

We just scored some sleek new business cards at Brain Traffic. They are totally awesome, or as I like to say, "tawes."

Here’s the thing, though …

We have a ton of old cards. And I simply cannot stomach the idea of throwing them into the recycling bin. So I’m trying to think of creative ways to use them.

I tried making a decorative fan for my desk:

I tried making a collage for my cabinet:

And I tried using one for scratch paper:

As you can see, my ideas are totally lame. Help.

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Posted in Around the Office, Brain Traffic

I have always liked the idea of medieval mapmakers using the phrase "Here Be Dragons" to denote unexplored or dangerous territories.  Sticking a fire-breathing reptile in documentation when you run out of facts? That’s panache.

Unexplored and dangerous territories, indeed
These days, people aren’t so stylish. When an information architect (or user experience designer) doesn’t have the time (or the talent) to document content requirements, they stick a "page stack" on their site map.  It looks like this:

Don’ t get me wrong: I’m cool with the stack if there is accompanying documentation that provides content details.  But when an information architect uses the stack in place of content requirements, they are leaving the client in unexplored and dangerous territories (without even a dragon to warn them).

A little dragon goes a long way
So, I have an idea. If you’re a web professional doing information architecture and you’re not documenting content requirements, stick a dragon on your site map instead of a page stack. This will be a nice heads up for your client and particularly fun for those of you who used to be designers.

If you’re a client and you see a dragon on your site map, consider why your information architect is not worried about the information.  Then, call Brain Traffic.

P.S.: Unfortunately, that here-be-dragons bit is mostly a myth. Only one medieval artifact, the Lenox Globe (ca. 1510), actually has the phrase "here be dragons" on it. Well, technically, there’s also the Borgia map (ca. 1430), but it doesn’t really say "here be dragons." It says (over a dragon-like figure), "Here are men who have large horns of the length of four feet, and there are even serpents so large, that they could eat an ox whole."  Put that on your site map.

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Posted in Content Strategy, Editorial Strategy, Information Architecture

As content strategists and web writers, we frequently face off with the dreaded Welcome copy in project requirements. It seems lots of folks still have difficulty parting ways with this dubious convention. 

You know The Welcome. It looks a little something like this:

We get it, we do. It’s important to be friendly and engaging. But here’s a bit about why we consistently recommend against this tactic.

What’s wrong with The Welcome? It’s a waste of your valuable real estate.
The words in this box state the obvious. (And not very compellingly, but that’s not the issue.) Nor do they directly help a user accomplish what she came to do. For example, they don’t actually allow her to print a document. Or help her “take advantage of products”—or whatever. They’re just in the way.

Ironically, The Welcome isn’t even particularly welcoming. It’s kind of awkward, inauthentic, overly formal, and sales-y. It reminds us of the host who overenthusiastically greets you at a party, then proceeds to talk about himself the entire time before abandoning his beleaguered listener go find her own glass of punch.

Gerry McGovern has no love for The Welcome. (And how.)
For some real vitriol on The Welcome, look no further than Gerry McGovern:  

“There is nothing worse on the Web than welcoming people, and telling them about how you’re so delighted to announce the launch of, or about how on your website they will be able to find, or about how it’s now even easier, or about how you’re introducing, launching, or already in an orbit of hot air.”

Yowza.

Welcome is a state of mind—not a statement.
So what’s a poor website to do? You still need to make your user feel welcome.

Fear not. You can. If you follow one simple rule:  Show—don’t tell.  

You’ll notice that nobody’s welcoming anybody here, per se. Rather, the idea permeates every word and image on the page. And I defy anyone to tell me what could be more welcoming than a site that:

• Promises to be the best way of managing my money—for free (They can help me)

• Organizes its navigation to mirror the way I naturally approach information (They understand me)

• Presents high-level benefits (They help me decide whether their service is worth my precious time)

• Offers a fresh, inspiring take on managing finances (They’re approachable and friendly—and different)

• Has won the attention of some important people (They know I’m a comparison shopper)

• Features a bright orange “Get started” button (They clearly show me what I should do next)

Back at the party, Mint.com is the equivalent of the gracious host who waves at you from across the room. He doesn’t waste time telling you how totally welcome you are, or what all you’ll find when you walk through the door. He just smiles warmly, hands you a piece of cake, and asks if you have everything you need.

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Posted in Content Strategy, Editorial Strategy, Web Content, Web Writing