user-generated content (UGC) - Wiley

woebegoneidealInternet and Web Development

Nov 18, 2013 (3 years and 11 months ago)

87 views


Chapter 8


Web 2.0, Social Media, and
Online Trends


© John Wiley & Sons Canada, Ltd.

8
-
1

WHAT WE WILL COVER



Defining Social Technologies and Utility


User
-
Generated Content


Creating Business Utility Using Social
Media Tools and E
-
marketing


The Social and Business Impacts of Web
2.0


© John Wiley & Sons Canada, Ltd.

8
-
2

DEFINING SOCIAL TECHNOLOGIES
AND UTILITY


Social technologies are simply
purpose
-
built collections of existing capabilities and
tools,

in most cases bundling together a
combination of existing and occasionally
some new online concepts to create a
novel technology
-
enabled online
experience paralleling offline socializing.



© John Wiley & Sons Canada, Ltd.

8
-
3

WEB 2.0

© John Wiley & Sons Canada, Ltd.

8
-
4

WEB 2.0


The term Web 2.0 was first coined by Tim O’Reilly
(founder of O’Reilly Media) and used publicly at a trade
conference in 2004


Represents what most people refer to as the interactive
web


Socially
-
enabled sites often look and feel more interactive
and are often enhanced by audio and video tools focused
on various forms of
user
-
generated content (UGC)

such as blogs and conversation threads


Enhances the ability to promote a sense of online
community


© John Wiley & Sons Canada, Ltd.

8
-
5

TECHNOLOGY THAT TOOK
US FROM WEB 1.0 TO 2.0


Adobe Flash



Nearly every browser now
comes with Adobe Flash. It allows
interactivity, animation, and streaming of
audio and video.


Javascript



Simply put, Javascript is the
communicator between your computer and
the Internet.


API



In the Web 2.0 world, there is an
Application Protocol Interface (API) for
everything. Through the use of APIs,
developers are able to access established
programs and use their functionality.

© John Wiley & Sons Canada, Ltd.

8
-
6

SOCIAL IS FOR EVERYONE

A recent study by Nielsen showed that the popularity of
social networking and blogging is not limited to younger
teens and adults:

"
Females make up the majority of visitors to
social networks and blogs, and people aged
18
-
34 have the highest concentration of
visitors among all age groups. Americans aged
35
-
49 are also avid visitors: 4 percent more
likely than average to visit social networks and
blogs than they do any other site and 27
percent of these sites’ audience.
"

www.nielsen.com/content/dam/corporate/us/en/reports
-
downloads/2011
-
Reports/nielsen
-
social
-
media
-
report.pdf

© John Wiley & Sons Canada, Ltd.

8
-
7

WHAT TYPES OF SITES ACTUALLY
CONSTITUTE “SOCIAL MEDIA”?

Site Type


Current Examples


Blogs

Blogger; Wordpress; Blogspot; Tumblr

Wikis

Wikipedia; Wikileaks

Social Bookmarking

Delicious;

Digg; StumbleUpon, Reddit

Social Networking Sites

Facebook, MySpace, Tagged, LinkedIn

Social Updating Services

Twitter; Yammer

Virtual Worlds


Second Life; HABBO, The Sims Online

Social Endorsement/Rating Sites

Yelp;

TripAdvisor, DineHere.ca, Urbanspoon

Media Sharing Sites

Flickr, YouTube

Geo
-
Location

Foursquare, Gowalla

Forums

IGN boards, babycenter.com

© John Wiley & Sons Canada, Ltd.

8
-
8

© John Wiley & Sons Canada, Ltd.

8
-
9

TOP SOCIAL MEDIA SITES IN
CANADA

SOCIAL UTILITY


Social utility is a term that suggests you
only spend time on sites that are
useful

to
you, and that the time invested on
socially
-
oriented websites must somehow
contribute to your happiness or social
satisfaction, or create social opportunities
for you, or we hypothesize that you
wouldn’t or shouldn’t bother.

© John Wiley & Sons Canada, Ltd.

8
-
10

THREE PILLARS OF
SOCIABILITY


Affiliate


Beyond simply making people aware of the
opportunity to join something, ensure that users want
to be
affiliated

with your group. The underlying
psychological driver of this is the need to belong.


Participate


Once new users have made the leap to wanting to join
your site (that is, to publicly declare their desire to
affiliate with you), you must help them easily
understand the rules of
participation
.


Validate


Validate

the user’s on
-
going social experience by
constantly reinforcing the social utility of your website.
This will not be the same for every user, since each
user will have a different level of social comfort,
involvement, and confidence.

© John Wiley & Sons Canada, Ltd.

8
-
11

© John Wiley & Sons Canada, Ltd.

8
-
12

DESIGN AND USABILITY


Design esthetic and usability are critical
components to building a successful
interactive media site; the most powerful
of these become almost addictive to
users.

© John Wiley & Sons Canada, Ltd.

8
-
13

BUSINESS UTILITY


Business utility involves exploring how to
deploy social media platforms and
technologies to create business outcomes
(e.g., increased sales, higher customer
loyalty, lower transaction costs, etc.) that
have real value for an enterprise, but are
also acceptable to users.

© John Wiley & Sons Canada, Ltd.

8
-
14

LEGAL AND ETHICAL
FRAMEWORK FOR SOCIAL
MEDIA


Enormous costs associated with storage to
maintain user information and bandwidth for
consumption


Maintaining users’ privacy and security


ASCC (Canada), FTC (U.S.) enforce ethical
codes and standards


Legislation that applies to offline advertising
and competitions will apply to online
competitions

© John Wiley & Sons Canada, Ltd.

8
-
15


Unique laws and regulations apply when
your social media (or other online
promotional efforts) involve children or
“minors” and could vary by jurisdiction.


Professionals engaged in the creation and
deployment of social media campaigns or
efforts need to seek professional advice
on what codes apply to what issues and
when.

© John Wiley & Sons Canada, Ltd.

8
-
16

LEGAL AND ETHICAL
FRAMEWORK FOR SOCIAL
MEDIA

TECHNOLOGY
IMPLICATIONS AND COSTS


The cost of
accumulating

and storing

multimedia
-
intense content is enormous.


Additionally, running a site oriented toward
interactive media requires significant
bandwidth.


Web 2.0 sites are more expensive to create
and run than traditional websites.


Organizations need to factor this in as part
of their long
-
term strategy of information
retention, particularly as it relates to social
media applications that are hosted.

© John Wiley & Sons Canada, Ltd.

8
-
17

USER
-
GENERATED CONTENT


A fundamental
ingredient to most social
media applications


True social sites focus on providing the
context

in which users generate content
themselves, rather than providing the
actual content

© John Wiley & Sons Canada, Ltd.

8
-
18

USER
-
GENERATED CONTENT
AND BRAND RISK


Aware of the risks of undertaking any
kind of online social campaign


Media transparency


Monitor online messages being posted
about your enterprise or organization


Anticipate potential brandstorms

© John Wiley & Sons Canada, Ltd.

8
-
19

SEARCH ENGINE
OPTIMIZATION (SEO) ON
SOCIAL SITES


Strategies to optimize web searches:


Site design


Technology architecture


Site audits


User
-
generated content, user interaction


Linking and click
-
throughs


Tagging


© John Wiley & Sons Canada, Ltd.

8
-
20

CREATING BUSINESS UTILITY
USING SOCIAL MEDIA TOOLS
AND E
-
MARKETING


Emerged as a new paradigm around mid
-

2000s.


Share information at a rapid rate.


Marketers and consumers have access to
similar information.


Go to where your customers are rather
than have them come to you.



© John Wiley & Sons Canada, Ltd.

8
-
21

Phase 1: Early on, marketing’s use of IT technology rested solely on gathering
and using e
-
info data.

© John Wiley & Sons Canada, Ltd.

8
-
22

E
-
MARKETING

Phase 2: As the Web began to grow, most companies began to use IT as a
way to communicate directly with their customers. However, the
communication was still only one way

from company to consumer.

© John Wiley & Sons Canada, Ltd.

8
-
23

E
-
MARKETING

Phase 3: As the social web began to take over, marketing became e
-
dominated,
where use of the Web is an integral part to marketing’s communications with
consumers.

© John Wiley & Sons Canada, Ltd.

8
-
24

E
-
MARKETING

THE SOCIAL AND BUSINESS
IMPACTS OF WEB 2.0


There has been a rapid decline in the
consumption of network TV as more and
more choices have become available and
cable broadcast systems have increased their
global penetration.


There has been a significant decline in the
consumption of newspapers, magazines,
radio, and most other forms of mass media.


The amount of time spent online by the
average citizen has steadily increased every
single year for 15 years as more and more
people spend more and more time online.

© John Wiley & Sons Canada, Ltd.

8
-
25

ONLINE ADVERTISING
SPENDING

© John Wiley & Sons Canada, Ltd.

8
-
26

CHANGE IN

ADVERTISING REACH

© John Wiley & Sons Canada, Ltd.

8
-
27

RECAP

1.
What is Web 2.0 and why does it matter
to an organization?

2.
What features can make a social website
more successful?

3.
What are the risks and rewards of this
technology for society and the
organizations and businesses that
operate within it?

© John Wiley & Sons Canada, Ltd.

8
-
28