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Web 2.0 for Business
Prepared by Wesley ShuPh.D. University of Arizona
X 2.0
Web 2.0Enterprise 2.0Business 2.0Human 2.0MBA 2.0
Problem of Marketing
Consumers have unlimited options
Consumers are avoiding advertising
Pop-up Blocker
Online Population Increase
Web 1.0
One-way communicationPretty postcards“brochure-ware”Internet is just another channel“Corporate-speak”
Web 1.0
People want human interactionThe Internet is NOT just another channel for broadcastingThe conversation went elsewhere
Web 2.0 – three facets
DesignOpen sourceCommunications
Web 2.0 Design
Customers want a rich user experience
MINIUSA.com (IE Only)
nike.com/nikeplus
Web 2.0 Open Source
If you want to get, you gotta give
aws.amazon.com, EC2, and S3
Web 2.0 Communication
Who will host the conversation?
Social Media put Consumers in Control of the conversation
Every consumer is…
… a publisher
…a DJ
…an expert
…a broadcaster
…an editor
…a network
…a critic
…syndicated
Key point of X 2.0 – Mass Collaboration
Get hooked with social networkEnterprise 2.0: Bring in social network concept into the inside of companies
Importance of Social Networking
美國百貨商店之父 , 華納梅克 (John Wanamaker)廣告上的投資有一半是無用的﹐問題是不知道哪一半
菲利普科特勒 (Philip Kotler):促銷費用大部分打水漂﹐僅有 1/10 的促銷活動能有高於 5% 的響應率﹐且逐年遞減
Importance of Social Networking
Facebook exampleMicrosoft invests $240 million in FacebookSoftware maker wins in bidding war with Google, buys 1.6 percent shareCompany value $15 Billion!Facebook Website
Importance of Social Networking
Strong tie and weak tie
Strong Tie and Weak Tie
整合「人」的資源，是社群網路的共同使命，無名小站、 MySpace 莫不如此。但Facebook 卻有些關鍵性的不同。無名小站和 MySpace 都忽略了人的群己關係是漣漪式的。如果我們以自己為核心，畫出群己關係圖，那麼貼近自己周圍的可以說是「強繫」（ Strong Ties ）。在強繫中的人，與我們有既定的合作關係者，例如，同學、同事，都可以說是「強繫」。
Strong Tie and Weak Tie
Strong Tie and Weak Tie
強繫之外是「弱繫」（ Weak Ties ）。弱繫中的人和我們有關，但關係不深。以量化表示，指的是和我們兩個星期以上聯絡一次、但至少一年一次的人。弱繫之外是「潛繫」（ Potential Ties），裡頭的人和我們一年至多聯絡一次。
Strong Tie and Weak Tie
一九七○年，哈佛學者葛拉諾維特（ Granovetter ）調查研究指出，百分之八十三以上的工作機會，為非強繫裡的人幫忙找到的；而大多數接受調查者表示，這些幫手只是認識的人，並非朋友。直銷的基本機制就是整合弱繫；而直銷勢力之大是有目共睹的。
Problems of Strong and Potential Ties
強繫的問題在於，屬於同一強繫的兩個人，他們社交圈的重複性是極高的。如此，施加於其中一人的行銷效果，和加在另一人之上幾乎重疊。而直接加到潛繫的行銷，其問題正好相反；接觸廣告的人未必是可能買主。但以弱繫為綱的漣漪式行銷方式，卻避免這兩種困難。
Ties as Bridges – Six-Degree Separation
Ties as Bridges
Without the weak tie, AB and CD are disconnectedWith the weak tie BC, AB, AC, AC, and BD are all connectedAB and CD are two heterogonous groups! If B and C has strong tie, they all are in a homogeneous group.
A
BC
D
?
Facebook As “Gatekeeper”Facebook 扮演著哈佛大學佛來明教授（ Lee Fleming ）所說「守門員」的角色。守門員指的是橫跨組織、建立橋樑、整合跨組織資源的人。他所整合的資源不需要是龐大的資金或尖端技術，只要各個組織因為他而碰撞出創新雛形，他的角色就成功了。中國人講關係，但關係如果沒有策略性經營，將有可能既失焦、同時卻又無法激發與深化創新與創意，而 Facebook擔任守門員的角色卻不一樣。
Facebook As Weak Tie
Facebook build better weak tieWeak tie is the missing piece of marketing
Most advertisements either focused on strong ties or potential tiesMulti-level marketing on weak tie
Facebook Company Case
最近矽谷一家科技公司 Serena讓員工在星期五下午自由操作 Facebook, 就是以「寓商於樂」的方式，讓Facebook成為公司的神經末梢，一方面拓展一對一行銷，另一方面也正是扛起守門員的責任，策略性經營創新與創意。
Web 2.0 Social Networking Tools
BloggingFolksonomy & CloudDiigo – Document SharingRSSSecond Life Mass customization
Next
Blogging for Social Networking
What is a Blog?Ex. Intellitraveler
Blogging for Social Networking
Ex. Wells Fargousing blogs to give executives an informal channel for employee and customer discussionsRSS feeds to funnel news into a CRM system, build a presence inside Second LifeReturn
Extension of Web 2.0
Enterprise 2.0
