IST4e Chapter 6

tansygoobertownInternet and Web Development

Dec 8, 2013 (3 years and 10 months ago)

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6
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1


A lot of our successes don't have
anything to do with anything our
executives thought were a good
idea.”

Sergey Brin,

Google

On the Wisdom of
Crowds.

Chapter 6

Enhancing Collaboration Using
Web 2.0

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12/8/2013

Learning Objectives

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2

1.
Describe Web 2.0, its components, the strategies
that companies are adopting to embrace these
emerging capabilities, and its future.

2.
Understand the importance of empowering users
to generate content using wikis, tags, blogs,
netcasts
,
and self
-
publishing.

3.
Explain different collaboration tools and
techniques, including social networking, virtual teams,
viral marketing, and
crowdsourcing
.

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12/8/2013

IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall


12/8/2013

Learning Objectives

6
-
3

1.
Describe Web 2.0, its components, the strategies
that companies are adopting to embrace these
emerging capabilities, and its future.

2.
Understand the importance of empowering users
to generate content using wikis, tags, blogs,
netcasts
,
and self
-
publishing.

3.
Explain different collaboration tools and
techniques, including social networking, virtual teams,
viral marketing, and
crowdsourcing
.

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12/8/2013

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Defining Web 2.0

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Contrasting Web 1.0 to Web 2.0

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Pillars of Web 2.0

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Utilizing the Web as a Platform


Example: openSUSE operating systems


Peer
-
to
-
peer technology


Harnessing Collective Intelligence


Example: Amazon.com reviewers


Leveraging the Data


Example: Google’s knowledge of the customer


Implementing Innovative Web Capabilities


Example: Goog411

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Key Web 2.0 Capabilities

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Using these pillars we can provide a rich Internet
experience


Web 2.0 technologies allow creating unique
applications such as:



Web Services



Widgets



Mashups

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Web Services

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Allows data to be
accessed easily by:


Utilizing the existing
infrastructure


Accessing remote or local
data easily


Creating new and dynamic
Web applications


Facebook, Google Maps…

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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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Combination of two or
more Web services


Creates unique
applications


Google, Yahoo, Microsoft
and others have created
mashup editors

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Web
-
based Collaboration Tools


Easy access software


Allows individuals to share and communicate
easily

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Benefits and Risks of Web
-
Based Collaboration
Tools

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11

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Some of Google’s Web Applications

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Gmail: Web
-
based e
-
mails


Google Calendar:
Collaborative calendar


Google Talk: IM client


Google Docs: Online
office suite


Google Sites:
Collaboration suite for
team information

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Microsoft SharePoint and Groove

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Microsoft’s SharePoint and Groove


used for organizations/small teams


Used for document and workflow management


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Other Web
-
based Collaboration Tools

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Content Management Systems

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Allows for publishing, editing, version tracking, and
retrieving digital information


Roles:


Creator

publishing


Editor

editing and publishing


Administrator

managing access, editing, and publishing


Guest

viewing


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Example: Microsoft SharePoint

Content Management System

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Web of the Future

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Semantic Web


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


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IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall


12/8/2013

Learning Objectives

1.
Describe Web 2.0, its components, the strategies
that companies are adopting to embrace these
emerging capabilities, and its future.

2.
Understand the importance of empowering users
to generate content using wikis, tags, blogs,
netcasts
,
and self
-
publishing.

3.
Explain different collaboration tools and
techniques, including social networking, virtual teams,
viral marketing, and
crowdsourcing
.

6
-
18

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Empowering Individuals with Web 2.0

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Web 2.0 allows people to


Write their own content


Edit others content


Publish their own content


Several ways users can
add value


Wikis


Blogging


Netcasts


Tagging


Printing on demand




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Wikis

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Wiki: a Web site that is linked to a database


Keeps history of prior versions and changes


Allows for reversing any edits


Wikis allow people to


Post, edit, add, comment


Access information


Wikipedia is the most popular wiki


10 million articles


253 languages




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Other Wikis

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Tagging

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Add data to digital content


Geo
-
tagging is adding information to maps




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Metadata

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Data about data.


Example: What is “42”?


There is no context





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Blogging

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Blogging or
Weblogging
started as digital
diaries




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Issues in Blogging

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Amatuerization of journalism


Nicholas Carr



Blogosphere


Power of the bloggers


“Rathergate”





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Netcasts

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AKA podcasts (Apple term)


Distributing digital content (audio or video) via
syndication feeds



Real Simple Syndication (RSS) is the most common
type used


Feeds can be aggregated




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Printing
-
On
-
Demand

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Customized printing in small batches


Low set
-
up and per print run costs


Blurb, Lulu, or BookSurge






IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall


12/8/2013

IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall


12/8/2013

Learning Objectives

6
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28

1.
Describe Web 2.0, its components, the strategies
that companies are adopting to embrace these
emerging capabilities, and its future.

2.
Understand the importance of empowering users
to generate content using wikis, tags, blogs,
netcasts
,
and self
-
publishing.

3.
Explain different collaboration tools and
techniques, including social networking, virtual teams,
viral marketing, and
crowdsourcing
.

IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall


12/8/2013

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12/8/2013

Enhancing Collaboration with Web 2.0

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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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Social Online Communities

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Social networking


Business uses


(i.e., LinkedIn)


Social uses


(i.e., Facebook.com,
MySpace.com)








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Network Effect

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Why certain social Web sites succeed and other fail


The value of the network depends on the number of users


A critical mass is needed








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Viral Marketing

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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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Crowdsourcing

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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

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End of Chapter Content

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Opening Case:
Managing in the Digital World: Digg.com:
Changing How News Is Delivered

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Digg.com founded in
2004 by Kevin Rose and
Jay Adelson


News aggregation site
where users post and vote
on important news stories


Immensely popular


The “Digg effect”


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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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Digg’s Kevin Rose and Jay Adelson

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Rose hosted TV show
called Screen Savers


Met when Jay was a guest
on the show


Started Digg in 2004


News aggregation site
based on Web 2.0
principles

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False Stories Receive Attention:

Madness of the Crowds

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Digg posts can have large impacts


2007

Digg users posted that Nancy Pelosi wanted opinions
on possible impeachment of President Bush. They posted
her phone number.


Pelosi was flooded with phone calls, however, no impeachment
was planned


A user accused a writer for the O’Reilly Show of stealing
code from Digg


No code was stolen


Digg users posted HD DVD encryption codes


Digg users influenced management to leave up the code


Hard to aggregate wisdom of crowds without
aggregating their madness as well

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Top Web 2.0 Sites

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Several companies publish ranking of top Web 2.0 sites:


Yahoo!


Complete


Quantcast


Alexa



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Virtual Extras

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Difficult to generate computer generated crowd
scenes for video games and movies


UCLA professor company has developed a crowd
generation software


Up to 1,400 autonomous people


Act like real people


Motion layer for walking, running, and so on.


Reactive layer for interacting with environments


Cognitive layer for reacting in a human
-
like fashion


Crowds gather in groups, sit down to rest, avoid oncoming
traffic, and so on


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The Internet Movie Database

(IMDb)

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Began as a Usenet list in 1990


Before the WWW existed



Online database of movie related information


Registered users can leave comments or submit
information


Business professionals can post photos, resumes,
and additional information for a fee


17 million users



How can IMDb promote movies or actors?


What is next for IMDb?

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Online Travel

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Online travel agencies


Expedia, Travelocity, Orbitz


In the first quarter of 2008, Expedia accounted for 32
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