seminar 5 social networks in the web 2.0 environment ref: chapter 8 – turban and volonino seminar...

Seminar 5

Social Networks in the Web 2.0 Environment

Ref: Chapter 8 – Turban and Volonino

Learning Objectives

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 and worlds.

3. Understand social networking and social networking sites.

4. Describe enterprise social networks.5. Understand the Web 2.0 social

networking, and e-commerce relationship.6. Describe the Web 3.0 concept.

Problem – Competition is usercreated; often poor & lackingaccuracy. Invasion of privacy.

Solution – Advisory board – block offenders, improve complaint handling, reader involvement initiative.

Results – Initiatives boosted reader confidence early-on tripling traffic.

Problems continue.

You…….

The Web 2.0 Revolution

Web 2.0 vs. Traditional Web

Greater collaboration among Internet users & others, content providers & enterprises.

May improve internal business processes & marketing.

Far better collaboration with customers, partners, suppliers, & internal users.

Web 2.0 Key Stats

75 million blogs exist online & about 120,000 new blogs added each day, 1.3 new blogs every second.

Up to 7000 new splogs (spam blogs) created every day.

1.5 million comments posted in blogs every day, 17 posts per second.

Growing to 75 million blogs took only 320 days.

Japanese is #1 blogging language at 37%, English at 33%, Chinese at 8%.

Web 2.0 Characteristics

Ability to tap into user intelligence.Data available in new or never-intended

ways.Rich interactive, user-friendly interface.Minimal programming knowledge required.Perpetual beta or work-in-progress state

making prototype opportunities rapid.Major emphasis on social networks.Global spreading of innovative Web sites.

Web 2.0 Companies – The Next Net 25

Social Media:Mashups & Filters:

Enterprise:

Social MediaOnline platform to share “social

stuff”◦People Control◦Use with Ease◦Little or no Cost

The emergence and rise of mass social media.

The DisruptorsInnovations that change the way

a business is conducted.◦Online wedding◦Real estate industry

Industry & Market Disruptors

Questions to help identify disruptors (Disruption Group):

1. Is service or product simpler, cheaper or more accessible?2. Does disruptor change basis of competition with current suppliers?3. Does disruptor have a different business model?4. Does product or service fit with what customers value & pay for?

You and the Traditional Media

Virtual Communities and Virtual WorldVirtual Community – interaction

on the internetVirtual World – user defined 3D

worldBusiness aspects of virtual worlds

Online Communities

Associations

Ethnic

Gender

Affinity

Social Networks Sites

Virtual Worlds

Top 10 Trends for Online Communities

Second Life

Social Networking Web Sites - Examples

Issues For Social Network Services Lack of privacy controlsInappropriate language

translations among countriesFierce competition for usersPrey to illegal activitiesCultural objections may become

volatile

Enterprise Social Networks Characteristics Gated-access approach is

commonCommon interestsSource of information &

assistance for business purposes

Typical modes of interaction with social networks.

Enterprise Social Network InterfacesUtilize existing social networksCreate in-house network & then

use as employee communication tool & form of knowledge management

Conduct business activitiesCreate servicesCreate and/or participate in

social marketplace

Retailers Benefit from Online CommunitiesSource of feedback similar to

focus groupViral marketingIncreased website trafficIncreased sales resulting in profit

YouTube is a Steal!

Tremendous ad-revenue potentialBrand-created entertainment

contentRonaldinho: Touch of Gold

User-driven product advertisingNokia N90

Multichannel word-of-mouth campaign

Customer product reviews

Web 3.0 Structure

1. Application Program Interface Services

2. Aggregation Services3. Application Services 4. Serviced Clients

Managerial Issues

Impact from social networking.Web 2.0 impact.To sponsor, or not, a social

network & all that it would require.

Dealing with risk.

END