The Web 2.0 Environment and Social Networks

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 1.Understand the Web 2.0 revolution, social and business networks, and industry and market disruptors. 2.Understand the concept, structure, types, and issues of virtual communities. 3.Understand social networking and social networking sites. 4.Describe the major social networks. 5.Describe business-oriented and enterprise social networks. 6.Understand the commercial aspects of social networking. 7.Describe Web 2.0 entertainment. 8.Describe the potential of Web 3.0 and Web

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Web 2.0 The popular term for advanced Internet technology and applications, including blogs, wikis, RSS, and social bookmarking. One of the most significant differences between Web 2.0 and the traditional World Wide Web is greater collaboration among Internet users and other users, content providers, and enterprises 9-2

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall REPRESENTATIVE CHARACTERISTICS OF WEB 2.0 – The ability to tap into the collective intelligence of users – Data is made available in new or never-intended ways – Relies on user-generated and user-controlled content and data – Lightweight programming techniques and tools let nearly anyone act as a Web site developer – The virtual elimination of software-upgrade cycles makes everything a perpetual beta or work-in- progress and allows rapid prototyping 9-3

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall – Users can access applications entirely through a browser – An architecture of participation and digital democracy encourages users to add value to the application as they use it – A major emphasis on social networks and computing – Strong support of information sharing and collaboration – Rapid and continuous creation of new business models 9-4

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall WEB 2.0 COMPANIES AND NEW BUSINESS MODELS – Categories of Web 2.0 companies: Social media Video Mobile tools Advertising Enterprise 9-5

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Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall social media The online platforms and tools that people use to share opinions, experiences, insights, perceptions, and various media, including photos, videos, and music, with each other disruptors Companies that introduce a significant change in their industries, thus causing a disruption in normal business operations 9-7

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Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall virtual (Internet) community A group of people with similar interests who interact with one another using the Internet 9-9

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Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall – Types of Communities Associations Affinity portals Ethnic communities Gender communities Catering to young people (teens and people in their early twenties) Communities of practice Neighborhood communities Social networking sites Virtual worlds 9-11

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Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall A DEFINITION AND BASIC INFORMATION – A social network is a place where people create their own space, or homepage, on which they write blogs (Web logs); post pictures, videos, or music; share ideas; and link to other Web locations they find interesting – The Size of Social Network Sites – A Global Phenomenon 9-13

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Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall – New Business Models – social network analysis (SNA software) The mapping and measuring of relationships and information flows among people, groups, organizations, computers, and other information- or knowledge-processing entities. The nodes in the network are the people and groups, whereas the links show relationships or flows between the nodes. SNAs provide both visual and mathematical analyses of relationships 9-15

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall REPRESENTATIVE SOCIAL NETWORKS SITES AND SERVICES – Classmates Online – Xanga – Digg – Additional Social Networking Sites 9-16

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall mobile social networking Members converse and connect with one another using cell phones or other mobile devices – Mobile Enterprise Networks – Mobile Community Activities 9-17

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall FACEBOOK: THE NETWORK EFFECT BEBO ORKUT: EXPLORING THE VERY NATURE OF SOCIAL NETWORKING SITES FLICKR TICKS OFF SOME OF ITS USERS 9-18

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall business network A group of people who have some kind of commercial relationship; for example, sellers and buyers, buyers among themselves, buyers and suppliers, and colleagues and other colleagues business social network A social network whose primary objective is to facilitate business connections and activities 9-19

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall BUSINESS SOCIAL NETWORKING: CONCEPTS AND BENEFITS – To build better customer relationships – To improve knowledge management – To facilitate recruiting and retention – To increase business opportunities – To build a community – To gain expert advice – To improve tradeshow experiences – To improve communication and collaboration 9-20

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall – Types of Business-Oriented Social Networking Ryze The Business Social Network Viadeo APSense 9-21

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall ENTERPRISE SOCIAL NETWORKS – Allow employees to collaborate and communicate in an employee-driven system – Promote the use of enterprise wikis via demonstrations – Set up internal blogs and incorporate them into internal directories – Set up enterprise social bookmarking systems – CIOs involvement from the beginning to make sure the right infrastructure and tools are in place 9-22

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Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall OTHER SOCIAL NETWORKING STRUCTURES – Enterprise 2.0 Technologies and business practices that free the workforce from the constraints of legacy communication and productivity tools such as e- mail. Provides business managers with access to the right information at the right time through a Web of interconnected applications, services, and devices – Entrepreneurial Networks 9-24

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall social marketplace The term is derived from the combination of social networking and marketplace. An online community that harnesses the power of one’s social networks for the introduction, buying, and selling of products, services, and resources, including one’s own creations. Also may refer to a structure that resembles a social network but is focused on individual members 9-25

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall WHY IS THERE AN INTEREST? – Consumers can provide feedback on the design of proposed or existing products etc. – Word-of-mouth (viral marketing) is free advertising – Increased Web site traffic brings more ad dollars – Increased sales can come from harnessing techniques based on personal preferences such as collaborative filtering 9-26

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall ADVERTISING USING SOCIAL NETWORKS, BLOGS, AND WIKIS – Viral (Word-of-Mouth) Marketing viral blogging Viral marketing done by bloggers – Classified Ads, Job Listings, and Recruitment – Special Advertising Campaigns – Mobile Advertising 9-27

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall SHOPPING IN SOCIAL NETWORKS FEEDBACK FROM CUSTOMERS: CONVERSATIONAL MARKETING 9-28

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall COMMERCIAL ACTIVITIES IN BUSINESS AND ENTERPRISE SOCIAL NETWORKS – Finding and Recruiting Workers – Management Activities and Support – Training – Knowledge Management and Expert Location – Enhancing Collaboration – Using Blogs and Wikis Within the Enterprise 9-29

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Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall REVENUE-GENERATION STRATEGIES IN SOCIAL NETWORKS – Ways that organizations can leverage Web 2.0 tools: Strategic acquisitions Maintain control of hard-to-recreate data sources Build trust Turn applications into platforms Automate online customer self-service 9-31

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall RISKS AND LIMITATIONS WHEN INTERFACING WITH SOCIAL NETWORKS JUSTIFYING SOCIAL MEDIA AND NETWORKING 9-32

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall ENTERTAINMENT AND SOCIAL NETWORKS – Mixi – Last.fm – Pandora – eFans 9-33

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall ADVERTISING MOVIES AND EVENTS IN COMMUNITIES ONLINE MARKETPLACE FOR MOVIES – The Hype Machine – Internet Series and Movie Streaming – Adult Entertainment in Virtual Worlds 9-34

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall MOBILE WEB 2.0 DEVICES FOR ENTERTAINMENT AND WORK – iPhone and Its Clones – Nokia’s N810 Internet Tablet YAHOO! GO 9-35

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Web 3.0 A term used to describe the future of the World Wide Web. It consists of the creation of high-quality content and services produced by gifted individuals using Web 2.0 technology as an enabling platform 9-36

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Semantic Web An evolving extension of the Web in which Web content can be expressed not only in natural language, but also in a form that can be understood, interpreted, and used by intelligent computer software agents, permitting them to find, share, and integrate information more easily 9-37

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Web 4.0 The Web generation after Web 3.0. It is still an unknown entity. However, it is envisioned as being based on islands of intelligence and as being ubiquitous 9-38

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Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 1.How will social networking impact businesses? 2.What are the impacts of the Web 2.0 boom? 3.Should we explore Web 2.0 collaboration? 4.How shall we start using Web 2.0 tools? 5.Do we need to sponsor a social network? 6.How should we deal with Web 2.0 risks? 7.Should we have an in-house social network? 9-40