Chapter 8

Social Networks and Industry Disruptors in the Web 2.0 Environment

The Web 2.0 Revolution

• Web 2.0The 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 users, content providers, and enterprises.

The Web 2.0 Revolution

• Foundation Of Web 2.0– Blogs – Wikis – Tagging and social book marking – Multimedia sharing – Audio blogging and pod casting – RSS and syndication

• Representative Characteristics Of Web 2.0– Individual production and User Generated Content– Harnessing the power of the crowd – Data on an epic scale – Architecture of Participation – Network effects– Open-ness

The Web 2.0 Revolution

• social mediaOnline platforms and tools that people use to share opinions and experiences, including photos, videos, music, insights, and perceptions.

• disruptorsCompanies that introduce significant changes in their industries.

The Web 2.0 Revolution, Social Networks, Innovations, Media, and Industry Disruptors

The Web 2.0 Revolution, Social Networks, Innovations, Media, and Industry Disruptors

Virtual Communities

• virtual (Internet) community A group of people with similar interests who interact with one another using the Internet.

Virtual Communities

– Types of Virtual Communities• Transaction and other business• Purpose or interest• Relations or practices• Fantasy• Social networks

Virtual Communities

• Commercial Aspects Of Communities– social commerce

A subset of e-commerce in which the users and their personal relationships are at the forefront. The main element is the involvement of the user in the marketing of products being sold.

Virtual Communities

• Key Strategies For Successful Online Communities1. Increase traffic and participation in the community2. Focus on the needs of the members 3. Encourage free sharing of opinions and information 4. Obtain financial sponsorship5. Consider the cultural environment6. Provide several tools and activities for member use7. Involve community members in activities and

recruiting8. Guide discussions, provoke controversy, and raise

sticky issues

Virtual Communities

• More success factors1. Handle member data sensitively2. Maintain stability of the Web site with respect to the

consistency of content, services, and types of information offered

3. Provide fast reaction time of the Web site4. Offer up-to-date content5. Offer continuous community control with regard to

member satisfaction6. Establish codes of behavior (netiquette or guidelines)

to contain conflict potential

Online Social Networks

• social networkA special structure composed of individuals (or organizations) that is based on how its members are connected through various social familiarities.

Online Social Networks

• Representative Social Networks: From Facebook To Classmates.Com– Representative Social Networking Web Sites

• Flickr• Facebook• Classmates Online• Friendster• Orkut• Xanga• Digg• Cyworld

YouTube and Company— A Whole New World

• Youtube: The Essentials• Brief History And Technology• The Social Impact Of Youtube• The Business And Revenue Models

– Strategic Advantages of the Business Model

• Implementation Difficulties: The Copyright Problem• The Competition

Business and Entrepreneurial Networks

• business networkA group of people that have some kind of commercial relationship; for example, the relationships between sellers and buyers, buyers among themselves, buyers and suppliers, and colleagues and other colleagues.– Example: LinkedIn– Entrepreneurial Network

• Cooperate Social Networks• social marketplace

An online community that harnesses the power of social networks for the introduction, buying, and selling of products, services, and resources, including people’s own creations.

Entertainment Web 2.0 Style

• Entertainment And Business Communities– Last.FM– Mixi

• Advertising Movies And Events In Communities• Online Marketplace For Movies• The Hype Machine• Internet Series

Technology Support: From Blogger.com to Infrastructure Services

• Web 2.0 And Social Software– Communication Tools– Services– Emerging Technologies– Tools for Individuals– Web 2.0 Development Tools

• Tools For Blogging And Wikis– Tools for Blogging– Wiki Tools– Tools for RSS and Podcasting– Will Wikis, Blogs, and RSS Replace E-Mail or Just Supplement

It?– Enterprise Wiki and Blog Tools– Blogging for Business

Technology Support: From Blogger.com to Infrastructure Services

• Personalization Tools: From My Yahoo! To Netvibes• Development Tools

– social bookmarkingWeb service for sharing Internet bookmarks. The sites are a popular way to store, classify, share, and search links through the practice of folksonomy techniques on the Internet and intranets.

– Intel’s Web 2.0 Software Suite

• Tools That Support Applications– File-Sharing Tools– Alexa: Web Traffic Information Provider– Mobile Phones and Social Networks

• Infrastructure Support– The Need for Very Rich Media– Other Tools

• Where Is Web 2.0 Software Going?

Web 2.0, Social Networks, and E-Commerce

• Why Is There An Interest?• Advertising

– Viral Marketing– viral blogging

Viral marketing done by bloggers.– Classifieds and Job Listing– Mobile Advertising

• Shopping• Feedback From Customers

– Conversational Marketing– Risks

Web 2.0, Social Networks, and E-Commerce

Web 2.0, Social Networks, and E-Commerce

• Other Revenue-generation Strategies In Social Networks– Indirect Strategies

• Strategic acquisition• Maintaining control of hard to re-create data sources• Building attention trust• Turning applications into platforms• Fully automated online customer self-service

• Web 2.0 Commerce Activities Inside The Enterprise

The Future: Web 3.0

• Web 3.0: What’s Next?– Web 3.0 Structure

• Application Program Interface (API) Services• Aggregation Services• Application Services

– voice commerce (v-commerce)An umbrella term for the use of speech recognition to support voice-activated services, including Internet browsing and e-mail retrieval.

• Serviced Clients

– Web 3.0 and the Semantic Web• 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.

– Mobile Social Networks

The Future: Web 3.0

– Future Threats• Security concerns• Lack of Net neutrality• Copyright complaints• Choppy connectivity

Summary

6. Web 2.0 and entertainment.7. Web 2.0 enablers.8. Social networks and e-commerce.9. Web 3.0.