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12/10/2013
5
-
1
Facebook is the most popular
social network, with over 500
million active users.
Chapter 5
Enhancing Collaboration Using
Web 2.0
IS Today (Valacich & Schneider) 5/e Copyright © 2012 Pearson Education, Inc. Published as Prentice Hall
12/10/2013
Learning Objectives
1.
Describe Web 2.0 and the key enablers of
Enterprise 2.0.
2.
Explain how organizations can enhance
communication using Web 2.0 applications.
3.
.Explain how organizations can enhance
cooperation using Web 2.0 applications
4.
Explain how organizations can enhance
collaboration using Web 2.0 applications.
5.
Explain how organizations can enhance connection
using Web 2.0 applications.
6.
Describe how companies can manage their
Enterprise 2.0 strategy and deal with potential pitfalls
associated with Web 2.0.
5
-
2
IS Today (Valacich & Schneider) 5/e Copyright © 2012 Pearson Education, Inc. Published as Prentice Hall
12/10/2013
Learning Objectives
1.
Describe Web 2.0 and the key enablers of
Enterprise 2.0.
2.
Explain how organizations can enhance
communication using Web 2.0 applications.
3.
.Explain how organizations can enhance
cooperation using Web 2.0 applications
4.
Explain how organizations can enhance
collaboration using Web 2.0 applications.
5.
Explain how organizations can enhance connection
using Web 2.0 applications.
6.
Describe how companies can manage their
Enterprise 2.0 strategy and deal with potential pitfalls
associated with Web 2.0.
5
-
3
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12/10/2013
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.
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4
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12/10/2013
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.
5
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5
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Defining Web 2.0
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6
Shifting Perspectives from Web 1.0 to Web 2.0
IS Today (Valacich & Schneider) 5/e Copyright © 2012 Pearson Education, Inc. Published as Prentice Hall
12/10/2013
Learning Objectives
1.
Describe Web 2.0 and the key enablers of
Enterprise 2.0.
2.
Explain how organizations can enhance
communication using Web 2.0 applications.
3.
.Explain how organizations can enhance
cooperation using Web 2.0 applications
4.
Explain how organizations can enhance
collaboration using Web 2.0 applications.
5.
Explain how organizations can enhance connection
using Web 2.0 applications.
6.
Describe how companies can manage their
Enterprise 2.0 strategy and deal with potential pitfalls
associated with Web 2.0.
5
-
7
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12/10/2013
Enhancing Communication with Web 2.0
Blogs
Social Presence
Instant Messaging
Virtual Worlds
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12/10/2013
Blogs
5
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9
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.
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Examples of Prominent Blogs
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10
Controversy of Blogs
Called the “amateurization” of journalism
Some bloggers cut journalistic corners.
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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
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12/10/2013
Instant Messaging
Instant messaging (or online chat) emulates real
-
time 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.
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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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13
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12/10/2013
Learning Objectives
1.
Describe Web 2.0 and the key enablers of
Enterprise 2.0.
2.
Explain how organizations can enhance
communication using Web 2.0 applications.
3.
.Explain how organizations can enhance
cooperation using Web 2.0 applications
4.
Explain how organizations can enhance
collaboration using Web 2.0 applications.
5.
Explain how organizations can enhance connection
using Web 2.0 applications.
6.
Describe how companies can manage their
Enterprise 2.0 strategy and deal with potential pitfalls
associated with Web 2.0.
5
-
14
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Enhancing Cooperation with Web 2.0
Media Sharing
Social Bookmarking
Social Cataloging
Tagging
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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
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16
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
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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
Tags enable searching
using keywords
Geotagging
—
tags include
geospatial data.
5
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Tag Clouds
5
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20
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.
IS Today (Valacich & Schneider) 5/e Copyright © 2012 Pearson Education, Inc. Published as Prentice Hall
12/10/2013
Learning Objectives
1.
Describe Web 2.0 and the key enablers of
Enterprise 2.0.
2.
Explain how organizations can enhance
communication using Web 2.0 applications.
3.
.Explain how organizations can enhance
cooperation using Web 2.0 applications
4.
Explain how organizations can enhance
collaboration using Web 2.0 applications.
5.
Explain how organizations can enhance connection
using Web 2.0 applications.
6.
Describe how companies can manage their
Enterprise 2.0 strategy and deal with potential pitfalls
associated with Web 2.0.
5
-
21
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Enhancing Collaboration with Web 2.0
5
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22
Collaboration can be done:
Synchronously (i.e., at the same time)
Chatting online, video conference, and so on
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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Virtual Teams
Members of highly specialized virtual teams are
often not colocated.
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Tools for Collaboration
Collaboration tools help with many different
communication needs, such as talking, sharing
documents, or making decisions.
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Web
-
Based Collaboration Tools
Benefits and Risks
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Google Apps
Google Apps is a family of Web
-
based collaboration
tools
Gmail
—
e
-
mail client
Google Calendar
—
collaborative calendar allowing users to
share events
Google Talk
—
instant messaging client
Google Docs
—
online office suite (word processing,
spreadsheet, presentation)
Google Sites
—
group Web sites
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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.
Content
—
documents, images, audio files, videos, or
anything that can be digitized.
Typical roles in a content management system:
Creator
Editor
Administrator
Guest
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Wikis
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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
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Human
-
Based Computing (Crowdsourcing)
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31
Using everyday people to outsource work
Eli Lilly’s InnoCentive
Company posts problems and anyone can take a shot at solving
them
Amazon’s 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
IS Today (Valacich & Schneider) 5/e Copyright © 2012 Pearson Education, Inc. Published as Prentice Hall
12/10/2013
Learning Objectives
1.
Describe Web 2.0 and the key enablers of
Enterprise 2.0.
2.
Explain how organizations can enhance
communication using Web 2.0 applications.
3.
.Explain how organizations can enhance
cooperation using Web 2.0 applications
4.
Explain how organizations can enhance
collaboration using Web 2.0 applications.
5.
Explain how organizations can enhance connection
using Web 2.0 applications.
6.
Describe how companies can manage their
Enterprise 2.0 strategy and deal with potential pitfalls
associated with Web 2.0.
5
-
32
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Enhancing Connection with Web 2.0
Social Networking
Viral Marketing
Social Search
Syndication
Web Services
Widgets
Mashups
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Social Networking Communities
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Social networking
Business uses (e.g. LinkedIn)
Social uses (e.g. Facebook, MySpace)
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Viral Marketing
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35
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
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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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 one’s online social
circle.
Let users annotate or tag search results.
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Syndication
Real Simple Syndication (RSS
)
—
a family of
syndication feeds used to publish current blogs, podcasts,
videos, and news stories.
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37
RSS feeds
typically contain
a synopsis of a
document or the
full text.
RSS feeds can be
read by most
Web browsers.
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Web Services
Web services allow data to be accessed without intimate
knowledge of other organizations’ systems, enabling
machine
-
to
-
machine interaction over the Internet.
5
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38
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
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Google Web Services
Android
—
for building mobile phone applications.
Search
—
allows users to create customized search
features in Google.
Calendar
—
for managing personal calendars.
Maps
—
used to integrate Google’s mapping
system into Web sites.
OpenSocial
—
allows users to build applications
that work with multiple social communities, such
as Friendster and LinkedIn.
5
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Widgets
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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
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Mashups
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42
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
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Semantic Web
Originally envisioned by Tim Berners
-
Lee
Web pages are designed so that computers are able to read and
index the pages.
Web 3.0
World Wide Database
Open Technologies
Open ID
Integration of Legacy Devices
Intelligent Applications
IS Today (Valacich & Schneider) 5/e Copyright © 2012 Pearson Education, Inc. Published as Prentice Hall
12/10/2013
Learning Objectives
1.
Describe Web 2.0 and the key enablers of
Enterprise 2.0.
2.
Explain how organizations can enhance
communication using Web 2.0 applications.
3.
.Explain how organizations can enhance
cooperation using Web 2.0 applications
4.
Explain how organizations can enhance
collaboration using Web 2.0 applications.
5.
Explain how organizations can enhance connection
using Web 2.0 applications.
6.
Describe how companies can manage their
Enterprise 2.0 strategy and deal with potential pitfalls
associated with Web 2.0.
5
-
44
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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
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Managing the Enterprise 2.0 Strategy
Pitfalls of Web 2.0 Marketing
Online Product Reviews
Microblogging
Social Networks
Viral Marketing
5
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End of Chapter Content
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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.”
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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.
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ETHICAL DILEMMA
Virtual Reality (VR) People
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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
Digg’s Kevin Rose and Jay Adelson
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50
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
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COMING ATTRACTIONS
The Future of TV
One day soon you’ll 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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NET STATS
Most Popular Facebook Fan Pages
As of June 2010, 7 of the top 10 most
-
liked product
pages were related to food and drinks
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WHEN THINGS GO WRONG
Social Media Meltdown at Nestlé
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Global producer of cereals, coffee, dairy, confectionary
treats, and other products
In early 2010, Greenpeace began protesting Nestlé over
their use of palm oil
Greenpeace claimed that vast sections of the rain forest were being
destroyed.
YouTube parody of Nestlé ad showed orangutan finger in a Kit Kat bar.
Nestlé petitioned YouTube to take down the video.
Howls of protests were received throughout the social networking arena.
Viewings of the video went up dramatically.
Nestlé started deleting protest postings on Facebook.
It was a public relations nightmare.
IS Today (Valacich & Schneider) 5/e Copyright © 2012 Pearson Education, Inc. Published as Prentice Hall
12/10/2013
IS Today (Valacich & Schneider) 5/e Copyright © 2012 Pearson Education, Inc. Published as Prentice Hall
12/10/2013
INDUSTRY ANALYSIS
Online Travel
5
-
54
Online travel agencies
Expedia, Travelocity, Orbitz
In the first quarter of 2010, Expedia accounted for 38
percent of worldwide bookings
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
IS Today (Valacich & Schneider) 5/e Copyright © 2012 Pearson Education, Inc. Published as Prentice Hall
12/10/2013
IS Today (Valacich & Schneider) 5/e Copyright © 2012 Pearson Education, Inc. Published as Prentice Hall
12/10/2013
All rights reserved. No part of this publication may be reproduced, stored in a
retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written
permission of the publisher. Printed in the United States of America.
Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
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