1. IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 6/26/2015 6-1 Sergey Brin, Google “A lot of our successes don't have anything to do with anything our executives thought were a good idea.” Sergey Brin, Google On the Wisdom of Crowds. Sergey Brin, Google “A lot of our successes don't have anything to do with anything our executives thought were a good idea.” Sergey Brin, Google On the Wisdom of Crowds. Chapter 6 Enhancing Collaboration Using Web 2.0

2. IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 6/26/2015 Learning Objectives 6-2 1. Describe Web 2.0, its components, the strategies that companies are adopting to embrace these emerging capabilities, and its future. 2. Understand the importance of empowering users to generate content using wikis, tags, blogs, netcasts, and self-publishing. 3. Explain different collaboration tools and techniques, including social networking, virtual teams, viral marketing, and crowdsourcing.

3. IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 6/26/2015 Learning Objectives 6-3 1. Describe Web 2.0, its components, the strategies that companies are adopting to embrace these emerging capabilities, and its future. 2. Understand the importance of empowering users to generate content using wikis, tags, blogs, netcasts, and self-publishing. 3. Explain different collaboration tools and techniques, including social networking, virtual teams, viral marketing, and crowdsourcing.

4. IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 6/26/2015 Defining Web 2.0 6-4 Contrasting Web 1.0 to Web 2.0

5. IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 6/26/2015 Pillars of Web 2.0 6-5 Utilizing the Web as a Platform  Example: openSUSE operating systems  Peer-to-peer technology Harnessing Collective Intelligence  Example: Amazon.com reviewers Leveraging the Data  Example: Google’s knowledge of the customer Implementing Innovative Web Capabilities  Example: Goog411

6. IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 6/26/2015 Key Web 2.0 Capabilities 6-6 Using these pillars we can provide a rich Internet experience Web 2.0 technologies allow creating unique applications such as:  Web Services  Widgets  Mashups

7. IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 6/26/2015 Web Services 6-7 Allows data to be accessed easily by:  Utilizing the existing infrastructure  Accessing remote or local data easily  Creating new and dynamic Web applications  Facebook, Google Maps…

8. IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 6/26/2015 Widgets 6-8 Small interactive tools  Typically for a single purpose  Can be placed on desktop or integrated into Web pages  Started on the MAC OS  Now available everywhere

9. IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 6/26/2015 Mashups 6-9 Combination of two or more Web services  Creates unique applications  Google, Yahoo, Microsoft and others have created mashup editors

10. IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 6/26/2015 Web-based Collaboration Tools Easy access software Allows individuals to share and communicate easily 6-10

11. IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 6/26/2015 Benefits and Risks of Web-Based Collaboration Tools 6-11

12. IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 6/26/2015 Some of Google’s Web Applications 6-12 Gmail: Web-based e- mails Google Calendar: Collaborative calendar Google Talk: IM client Google Docs: Online office suite Google Sites: Collaboration suite for team information

13. IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 6/26/2015 Microsoft SharePoint and Groove 6-13 Microsoft’s SharePoint and Groove  used for organizations/small teams  Used for document and workflow management

14. IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 6/26/2015 Other Web-based Collaboration Tools 6-14

15. IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 6/26/2015 Content Management Systems 6-15 Allows for publishing, editing, version tracking, and retrieving digital information Roles:  Creator—publishing  Editor—editing and publishing  Administrator—managing access, editing, and publishing  Guest—viewing

16. IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 6/26/2015 Example: Microsoft SharePoint Content Management System 6-16

17. IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 6/26/2015 Web of the Future 6-17 Semantic Web  Tim Berners-Lee  Web pages are designed so that computers are able to read and index the pages Web 3.0  World Wide Database  Open Technologies  Open ID  Integration of Legacy Devices  Intelligent applications

18. IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 6/26/2015 Learning Objectives 1. Describe Web 2.0, its components, the strategies that companies are adopting to embrace these emerging capabilities, and its future. 2. Understand the importance of empowering users to generate content using wikis, tags, blogs, netcasts, and self-publishing. 3. Explain different collaboration tools and techniques, including social networking, virtual teams, viral marketing, and crowdsourcing. 6-18

19. IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 6/26/2015 Empowering Individuals with Web 2.0 6-19 Web 2.0 allows people to  Write their own content  Edit others content  Publish their own content Several ways users can add value  Wikis  Blogging  Netcasts  Tagging  Printing on demand

20. IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 6/26/2015 Wikis 6-20 Wiki: a Web site that is linked to a database  Keeps history of prior versions and changes  Allows for reversing any edits Wikis allow people to  Post, edit, add, comment  Access information Wikipedia is the most popular wiki  10 million articles  253 languages

21. IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 6/26/2015 Other Wikis 6-21

22. IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 6/26/2015 Tagging 6-22 Add data to digital content Geo-tagging is adding information to maps

23. IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 6/26/2015 Metadata 6-23 Data about data. Example: What is “42”?  There is no context

24. IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 6/26/2015 Blogging 6-24 Blogging or Weblogging started as digital diaries

25. IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 6/26/2015 Issues in Blogging 6-25 Amatuerization of journalism  Nicholas Carr Blogosphere  Power of the bloggers  “Rathergate”

26. IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 6/26/2015 Netcasts 6-26 AKA podcasts (Apple term) Distributing digital content (audio or video) via syndication feeds Real Simple Syndication (RSS) is the most common type used Feeds can be aggregated

27. IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 6/26/2015 Printing-On-Demand 6-27 Customized printing in small batches Low set-up and per print run costs  Blurb, Lulu, or BookSurge

28. IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 6/26/2015 Learning Objectives 6-28 1. Describe Web 2.0, its components, the strategies that companies are adopting to embrace these emerging capabilities, and its future. 2. Understand the importance of empowering users to generate content using wikis, tags, blogs, netcasts, and self-publishing. 3. Explain different collaboration tools and techniques, including social networking, virtual teams, viral marketing, and crowdsourcing.

29. IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 6/26/2015 Enhancing Collaboration with Web 2.0 6-29 Collaboration can be done  Synchronously (i.e., at the same time)  Chatting online, video conference, and so on  Asynchronously (i.e., not coordinated in time)  E-Mail, discussion boards, and so on Virtual Team  Group members in different places assembled to work on a project  Rush University Medical Center  Uses virtual medical teams  Patients get best health care regardless of where they reside

30. IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 6/26/2015 Social Online Communities 6-30 Social networking  Business uses (i.e., LinkedIn)  Social uses (i.e., Facebook.com, MySpace.com)

31. IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 6/26/2015 Network Effect 6-31 Why certain social Web sites succeed and other fail  The value of the network depends on the number of users  A critical mass is needed

32. IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 6/26/2015 Viral Marketing 6-32 Marketing driven by word-of-mouth, similar to how viruses are transmitted Promoting a product / service via online content that can be shared.  Example: BMW short films by famous directors Critical Factors of Viral Marketing (Thomas Baekdal):  Do something unexpected  Make people feel something  Make sequels  Allow sharing and easy distribution  Never restrict access to the content

33. IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 6/26/2015 Crowdsourcing 6-33 Using everyday people to outsource work Eli Lilly’s InnoCentive  Company posts problems and anyone can take a shot at solving them Amazon’s Mechanical Turk  Allows anyone to post problems  Users are compensated for correct or useful answers E-lancing  Posting individual projects for anyone to bid on

34. IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 6/26/2015 End of Chapter Content 6-34

35. IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 6/26/2015 Opening Case: Managing in the Digital World: Digg.com: Changing How News Is Delivered 6-35 Digg.com founded in 2004 by Kevin Rose and Jay Adelson News aggregation site where users post and vote on important news stories Immensely popular  The “Digg effect”

36. IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 6/26/2015 Virtual Reality (VR) People 6-36 People enjoy nature from the comfort of their living rooms Study:  Outdoor activities such as camping, fishing, visits to natural parks are declining  Decline began during rapid growth of video games Will nature conservation and concern for environment deteriorate if people prefer “virtual nature”?

37. IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 6/26/2015 Digg’s Kevin Rose and Jay Adelson 6-37 Rose hosted TV show called Screen Savers Met when Jay was a guest on the show Started Digg in 2004 News aggregation site based on Web 2.0 principles

38. IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 6/26/2015 False Stories Receive Attention: Madness of the Crowds 6-38 Digg posts can have large impacts  2007—Digg users posted that Nancy Pelosi wanted opinions on possible impeachment of President Bush. They posted her phone number.  Pelosi was flooded with phone calls, however, no impeachment was planned  A user accused a writer for the O’Reilly Show of stealing code from Digg  No code was stolen  Digg users posted HD DVD encryption codes  Digg users influenced management to leave up the code Hard to aggregate wisdom of crowds without aggregating their madness as well

39. IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 6/26/2015 Top Web 2.0 Sites 6-39 Several companies publish ranking of top Web 2.0 sites:  Yahoo!  Complete  Quantcast  Alexa

40. IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 6/26/2015 Virtual Extras 6-40 Difficult to generate computer generated crowd scenes for video games and movies UCLA professor company has developed a crowd generation software  Up to 1,400 autonomous people  Act like real people  Motion layer for walking, running, and so on.  Reactive layer for interacting with environments  Cognitive layer for reacting in a human-like fashion  Crowds gather in groups, sit down to rest, avoid oncoming traffic, and so on

41. IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 6/26/2015 The Internet Movie Database (IMDb) 6-41 Began as a Usenet list in 1990  Before the WWW existed Online database of movie related information Registered users can leave comments or submit information Business professionals can post photos, resumes, and additional information for a fee 17 million users How can IMDb promote movies or actors? What is next for IMDb?

42. IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 6/26/2015 Online Travel 6-42 Online travel agencies  Expedia, Travelocity, Orbitz  In the first quarter of 2008, Expedia accounted for 32 percent of worldwide bookings Some providers prefer customers to book directly  Build customer relationships  Avoid OTA fees  JetBlue, InterContinental Hotels Travel search engines  Kayak, SideStep, Mobissimo, Yahoo!’s FareChase  Link to suppliers’ Web sites