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Enhancing Collaboration Using Web 2.0

Defining Web 2.0

Dynamic Web applications that allow people to collaborate and share information online A shift in the users role from passive consumer of content to creator Example: articles in the online encyclopedia Wikipedia are jointly written and edited by the online community. Amazon.com incorporates book reviews from its customers.

Facebook is the most popular social network, with over 500 million active users.

Defining Web 2.0

Social Software (or social media) Enterprise 2.0 Collective Intelligence MySpace/Facebook/ LinkedIn
Distributed groups of people with a divergent range of information and expertise will be able to outperform the capabilities of individual experts.

Defining Web 2.0

Shifting Perspectives from Web 1.0 to Web 2.0

Blogs
Enhancing Communication with Web 2.0
Blogs Social Presence Instant Messaging Virtual Worlds
Blogging is the process of creating an online text diary (a blog, or Web log). Traditional media giants (e.g. CNN) use blogs. Companies increasingly use blogs to connect with their employees or customers. Blogosphere is the community of all blogs.

Examples of Prominent Blogs

Social Presence
Social presence tools (sometimes called micro blogging tools) Twitter has become a source for breaking news. Example: Crash of US Airways flight 1549

Controversy of Blogs
Called the amateurization of journalism Some bloggers cut journalistic corners.

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Instant Messaging
Instant messaging (or online chat) emulates realtime written conversations. Immediate feedback from conversation partners Social networking sites, such as Facebook, have integrated instant messaging. Most instant messaging environments also support both video and voice communication. Many organizations use instant messaging for internal communications, sales, and customer support.

Virtual Worlds
Virtual worlds consist of 3D environments where people can interact and build, buy, or sell virtual items, all using their personalized avatar.

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Enhancing Cooperation with Web 2.0

Media Sharing Social Bookmarking Social Cataloging Tagging

Media Sharing
Sharing pictures, videos, audio, and presentations on the Web Flickr (images), YouTube (videos) Netcasting (or podcasting)distribution of digital media, such as audio or video files via syndication feeds Educational sector uses netcasts for lectures, lab demonstrations, or sports events.
(Example: via Apple iTunes U)

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Social Bookmarking
Users share Internet bookmarks and create categorization systems (folksonomies). Example: Delicious and Digg

Social Cataloging
Creation of a categorization system by users Contributors build up catalogs regarding specific topics; such as academic citations, wireless networks, books and music, and so on. Example: Zotero

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Tagging
Manually adding metadata to media or other content Metadata is data about data. Example: picture metadata:
date and time focal length shutter speed aperture value

Tag Clouds
The size of a word in a tag cloud represents its importance or frequency so that it is easy to spot the most important or frequent words or tags.

Tags enable searching using keywords Geotaggingtags include geospatial data.

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Enhancing Collaboration with Web 2.0

Collaboration can be done:
Synchronously (i.e., at the same time)
Chatting online, video conference, and so on

Virtual Teams
Members of highly specialized virtual teams are often not colocated.

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.

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Tools for Collaboration

Collaboration tools help with many different communication needs, such as talking, sharing documents, or making decisions.

Web-Based Collaboration Tools

Benefits and Risks

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Google Apps
Google Apps is a family of Web-based collaboration tools
Gmaile-mail client Google Calendarcollaborative calendar allowing users to share events Google Talkinstant messaging client Google Docsonline office suite (word processing, spreadsheet, presentation) Google Sitesgroup Web sites

Microsoft SharePoint
Microsoft SharePoint is a document management platform that can be used to host Web sites that enable shared workspaces and integrate other collaborative applications, such as wikis and blogs.
It also includes workflow functionality such as to-do lists, discussion boards, and messaging alerts. It is easily customizable.

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Content Management Systems

Content management systems allow users to publish, edit, version track, and retrieve digital information. Contentdocuments, images, audio files, videos, or anything that can be digitized. Typical roles in a content management system:
Creator Editor Administrator Guest

Wikis
Wiki: a Web site allowing people to
Post, edit, add, comment Access information

Wiki: a Web site that is linked to a database

Keeps history of prior versions and changes Allows for reversing any edits

Wikipedia is the most popular wiki.

Over 15 million articles 270 languages

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Examples of Wikis

Human-Based Computing (Crowdsourcing)

Using everyday people to outsource work Eli Lillys InnoCentive
Company posts problems and anyone can take a shot at solving them

Amazons 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

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Enhancing Connection with Web 2.0

Social Networking Viral Marketing Social Search Syndication Web Services Widgets Mashups

Social Networking Communities

Social networking
Business uses (e.g. LinkedIn) Social uses (e.g. Facebook, MySpace)

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Viral Marketing
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

Social Search
Finding relevant information has become increasingly difficult on the Web. Returning the most relevant results to each user is the holy grail for search engines. Search engines such as Google or Bing now offer social search functionality. Include content from social networks, blogs, or microblogging services. Narrow the results to content from ones online social circle. Let users annotate or tag search results.

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.

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Syndication
Real Simple Syndication (RSS)a family of syndication feeds used to publish current blogs, podcasts, videos, and news stories.
RSS feeds typically contain a synopsis of a document or the full text. RSS feeds can be read by most Web browsers.

Web Services
Web services allow data to be accessed without intimate knowledge of other organizations systems, enabling machine-to-machine interaction over the Internet.
Web services allow any device to use any network to access any service.

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Benefits of Web Services

1. Utilizing the existing Internet infrastructure (i.e., no new technologies are needed) 2. Accessing remote or local data without having to know the complexities of this access 3. Creating unique and dynamic applications quickly and easily

Google Web Services

Androidfor building mobile phone applications. Searchallows users to create customized search features in Google. Calendarfor managing personal calendars. Mapsused to integrate Googles mapping system into Web sites. OpenSocialallows users to build applications that work with multiple social communities, such as Friendster and LinkedIn.

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Widgets
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

Mashups
Idea of mashups came from popular music where a song is produced by mixing other existing songs. Combination of two or more Web services Creates unique applications Google, Yahoo, Microsoft and others have created mashup editors.

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Future Web Capabilities

Semantic Web
Originally envisioned by Tim Berners-Lee Web pages are designed so that computers are able to read and index the pages.

Managing the Enterprise 2.0 Strategy

Organizational Issues
Enterprise-Web Culture Organizational Context Organizational Hierarchies Network Effects and Critical Mass Generation Gap Technological Inertia Technological Integration Security

Web 3.0
World Wide Database Open Technologies Open ID Integration of Legacy Devices Intelligent Applications

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Managing the Enterprise 2.0 Strategy

Pitfalls of Web 2.0 Marketing
Online Product Reviews Microblogging Social Networks Viral Marketing

Revision Questions
Why is using Web 2.0 applications an important factor for attracting and retaining employees? Explain the difference between blogging and microblogging tools. How can social bookmarking and social cataloging help in an organizations knowledge management efforts? What are virtual teams, and how do they help to improve an organizations capabilities? Explain what is meant by crowdsourcing and how the Web is enabling this form of collaboration. How can organizations use social networking to connect with their customers? What is a wiki? Why would an organization want to implement a wiki? What is tagging, and how are organizations using it in their Web sites?

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ETHICAL DILEMMA

Managing in the Digital World: Facebook.com

Facebook.com calls itself
a social utility that helps people better understand the world around them . . . through social networks allowing people to share information online the same way they do in the real world.
Over 500 million active users Half of U.S. users between 18 and 34 years of age Average user spends over 55 minutes on Facebook daily 70 percent of Facebook users are from outside the United States.

Virtual Reality (VR) People

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?

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POWERFUL PARTNERSHIPS

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COMING ATTRACTIONS

Diggs Kevin Rose and Jay Adelson

Rose hosted TV show called Screen Savers Met when Jay (founder of Equinix Inc.) when he was a guest on the show Started Digg in 2004 News aggregation site based on Web 2.0 principles Over 35 million unique users each month

The Future of TV
One day soon youll be able to call up any video-related entertainment you desire on your TV. Multiple layers of video, pictures, and text Requires a user interface:
powerful enough to find and organize the near infinite content available online easy enough to use with a simple remote control

Apple TV
small digital media receiver connected to TV view from various media services (iTunes, YouTube, Flickr, MobileMe)

Others include Google TV and Sony Internet TV

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WHEN THINGS GO WRONG

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Most Popular Facebook Fan Pages

As of June 2010, 7 of the top 10 most-liked product pages were related to food and drinks

Social Media Meltdown at Nestl

Global producer of cereals, coffee, dairy, confectionary treats, and other products In early 2010, Greenpeace began protesting Nestl over their use of palm oil
Greenpeace claimed that vast sections of the rain forest were being destroyed. YouTube parody of Nestl ad showed orangutan finger in a Kit Kat bar.

Nestl petitioned YouTube to take down the video.

Howls of protests were received throughout the social networking arena. Viewings of the video went up dramatically.

Nestl started deleting protest postings on Facebook. It was a public relations nightmare.

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INDUSTRY ANALYSIS

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Online Travel
Online travel agencies
Expedia, Travelocity, Orbitz In the first quarter of 2010, Expedia accounted for 38 percent of worldwide bookings

References
Information Systems Today, Valacich & Schneider, 5th Edition

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