Chapter 10 The Impact of Web 2.0 and Social Media on Business Processes Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 10-1

Learning Objectives Q1. What are Web 2.0 and social media? Q2. How can Web 2.0 improve business processes? Q3. How can social media improve business processes? Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 10-2

Learning Objectives Q4. How can Web 2.0 improve the process of building social capital? Q5. What are the challenges for business using Web 2.0? Q6. What is on the horizon that will have a significant impact on Web 2.0? Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 10-3

What Are Web 2.0 and Social Media? Web 2.0 – Refers to a loose grouping of capabilities, technologies, business models, and philosophies Figure 10-1 Web 2.0 and Traditional Web Applications Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 10-4

What Are Web 2.0 and Social Media? Social Media – Any web application that depends on user- generated content (UGC) Figure 10-3 Major Categories of Social Media Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 10-5

What Are Web 2.0 and Social Media? Web 2.0 – Refers to a loose grouping of capabilities, technologies, business models, and philosophies Social Media – Any web application that depends on user- generated content (UGC) Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 10-6

How Can Web 2.0 Improve Business Processes? Web 2.0 and Social Media Figure 10-4 Examples of Existing Business Processes Impacted by Web 2.0 and Social Media Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 10-7

How Can Web 2.0 Improve Business Processes? Web 2.0 – Google AdWords; Google AdSense; RSS; Google Analytics Figure 10-5 Processes Improved by Web 2.0 Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 10-8

How Can Web 2.0 Improve Business Processes? Web 2.0 – Supporting New Processes with Web 2.0 Mash-ups – Process Integration with Web 2.0 Google Analytics; Google Awards Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 10-9

How Can Social Media Improve Business Processes? Web 2.0 and Social Media Figure 10-4 Examples of Existing Business Processes Impacted by Web 2.0 and Social Media Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 10-10

How Can Social Media Improve Business Processes? Social Media – Sharing Figure 10-7 Processes Improved by Sharing Social Media Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 10-11

How Can Social Media Improve Business Processes? Social Media – Networking Figure 10-8 Processes Improved by Networking Social Media Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 10-12

How Can Social Media Improve Business Processes? Social Media – Collaboration Figure Processes Improved by Collaborating Social Media Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 10-13

How Can Social Media Improve Business Processes? Social Media – Supporting New Processes with Social Media Internal wikis; social media content generation – Process Integration with Social Media – Tips for Conducting Social Media Promotions Figure Social Media Promotion Keys To Success Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 10-14

How Can Social Media Improve Business Processes? Web 2.0 and Social Media Figure 10-4 Examples of Existing Business Processes Impacted by Web 2.0 and Social Media Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 10-15

How Can Web 2.0 Improve the Process of Building Social Capital? What is Social Capital? – How an Organization Can Use Social Media to Increase the Number of Relationships – How an Organization Can Use Social Media to Increase the Strength of Relationships – How an Organization Can Use Social Media to Connect to Those with More Assets Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 10-16

How Can Web 2.0 Improve the Process of Building Social Capital? What is Social Capital? – Investment in social relations with the expectation of benefits in the marketplace – Relationships in Social Networking Data Influence Social credential Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 10-17

How Can Web 2.0 Improve the Process of Building Social Capital? Objectives of the Process of Building Social Capital – How an Organization Can Use Social Media to Increase the Number of Relationships – How an Organization Can Use Social Media to Increase the Strength of Relationships – How an Organization Can Use Social Media to Connect to Those with More Assets Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 10-18

How Can Web 2.0 Improve the Process of Building Social Capital? How an Organization Can Use Social Media to Increase the Number of Relationships – Viral Marketing Figure 10-14: Viral Social Media Marketing Network Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 10-19

How Can Web 2.0 Improve the Process of Building Social Capital? How an Organization Can Use Social Media to Increase the Strength of Relationships – Likelihood that a person or other organization in the relationship will do something that benefits the organization Data; influence; social credential Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 10-20

How Can Web 2.0 Improve the Process of Building Social Capital? How an Organization Can Use Social Media to Connect to Those with More Assets – An organization’s social capital is partly a function of those to whom it relates – Relationship must be relevant Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 10-21

How Can Web 2.0 Improve the Process of Building Social Capital? What is Social Capital? – How an Organization Can Use Social Media to Increase the Number of Relationships – How an Organization Can Use Social Media to Increase the Strength of Relationships – How an Organization Can Use Social Media to Connect to Those with More Assets Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 10-22

What Are the Challenges for Businesses Using Web 2.0? Management Problems User Content Problems Responding to User Content Problems Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 10-23

What Are the Challenges for Businesses Using Web 2.0? Management Problems – Difficult to estimate labor requirements – Difficult to create useful measures – Customer privacy – Web 2.0 not appropriate for all processes Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 10-24

What Are the Challenges for Businesses Using Web 2.0? User Content Problems – Junk and crackpots – Inappropriate content – Unfavorable reviews – Mutinous movements – Dependency on the social media vendor Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 10-25

What Are the Challenges for Businesses Using Web 2.0? Responding to User Content Problems – Leave reasonable criticism alone – Respond to problematic content – Delete inappropriate content Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 10-26

What Are the Challenges for Businesses Using Web 2.0? Management Problems User Content Problems Responding to User Content Problems Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 10-27

What Is on the Horizon That Will Have a Significant Impact on Web 2.0? Fusion of Social Media and Location-based Marketing Social Media Monitoring Authenticating Users Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 10-28

Ethics Guide Ethics, Social Media, and Stretching the Truth Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 10-29

Conclusion Q1. What are Web 2.0 and social media? Q2. How can Web 2.0 improve business processes? Q3. How can social media improve business processes? Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 10-30

Conclusion Q4. How can Web 2.0 improve the process of building social capital? Q5. What are the challenges for business using Web 2.0? Q6. What is on the horizon that will have a significant impact on Web 2.0? Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 10-31

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 10-32