CHAPTER 9

Social Computing

Chapter Outline

9.1 Web 2.0

9.2 Fundamentals of Social Computing in Business

9.3 Social Computing in Business: Shopping

9.4 Social Computing in Business: Marketing

Chapter Outline (continued)

9.5 Social Computing in Business: Customer Relationship Management

9.6 Social Computing in Business: Human Resource Management

Learning Objectives

1. Describe six Web 2.0 tools and two major types of Web 2.0 sites.

2. Describe the benefits and risks of social commerce to companies.

3. Identify the methods used for shopping socially.

4. Discuss innovative ways to use social networking sites for advertising and market research.

Learning Objectives (continued)

5. Describe how social computing improves customer service.

6. Discuss different ways in which human resource managers make use of social computing.

Social Computing

Social behavior + Information systems = Value

Social Computing

Improves collaboration

Encourages user-generated content

Information available to everyone

Power to the People!

Key: information is not anonymous

9.1 Web 2.0

Web 1.0 versus Web 2.0

45 million users 2 billion users

Web 2.0 Tools

Really Simple Syndication (RSS)

AJAX

Tagging

Blogs, Blogging, and the Blogosphere

Microblogging

Wikis

Web 2.0 Underlying Technologies

AJAX

Tagging

Really Simple Syndication (RSS)

Geo-Tagging

Blogs and Blogging

Blogs, Blogging, and the Blogosphere

Popular blogs

Microblogging

Wikis

Wikis used in business

Social Networks and Mashups

Social graph: the map of all relevant links or connections among your social networks’ members

Social capital: the number of connections you have inside and between your social networks

Overview

Categories of Social Networking Web Sites

Socially oriented (Facebook)

Professional networking (LinkedIn)

Media sharing (YouTube, Flickr, Hulu)

Communication (LiveJournal, Plurk)

Categories of Social Networking Web Sites (continued)

Collaboration (WetPaint, PBWorks)

Social bookmarking (StumbleUpon, CiteuLike)

Social News (Reddit, Digg)

Events (Eventful, FourSquare)

Virtual Meeting Place (Second Life)

Enterprise Social Networks

In-house, private, company social networks “behind the firewall” for employees, former employees, business partners, and/or customers.

Facilitate collaboration, such as ease in setting up virtual teams

Mashups

A Web site that takes different content from a number of other Web sites and mixes that content together to create a new kind of content.

Check out healthmap.orgCheck out londonprofiler.org

Mashup HealthMap.org

9.2 Fundamentals of Social Computing in Business

Benefits of social commerce to customers:Better and faster vendor responses to

complaints

Benefits of social commerce to businesses:

Get closer to customers

Social computing in business = social commerce

Risks of social commerce

What to do about uncontrolled, negative feedback on social networking sites?

The 20-80 rule

9.3 Social Computing in Business: Shopping

Ratings, Reviews, Recommendations

Customers review book on Amazon

Ratings, Reviews, Recommendations (continued)

Other examples Buzzillions TripAdvisor Metacritic SponsoredReviews

Group Shopping

Examples

Groupon LivingSocial WetSeal

Shopping Communities and Clubs

Examples

Ruelala Kaboodle One Kings Lane Beyond the Rack Gilt Groupe

Social Marketplaces and Direct Sales

Examples

Craigslist Flipsy Fotolia

Peer-to-Peer Shopping Models

Collaborative Consumption

Examples Airbnb CouchSurfing Yerdle SnapGoods Shared Earth

Car Sharing

Your most underutilized, and second-most expensive, asset: Your car

Take a look at Lyft (www.lyft.me)Take a look at Uber (www.uber.com)

9.4 Social Computing in Business: Marketing

Social ads: ads placed in paid-for media space on social media networks

Social apps (Nike+): branded online applications that support social interactions and user contributions

Viral marketing: word-of-mouth

Social Intelligence

Monitoring, collection, and analysis of socially generated data and the resultant strategic decisions

Market Research

Historically, market research was expensive and time-consuming.

Today, you provide market researchers with information on social media…..and you do so for free!

Examples: Facebook, Twitter, LinkedIn

9.5 Social Computing in Business: Customer Relationship Management

Empowered customers

Great example: Check out the story of Dave Carroll and United Airlines (See video)

See another example

9.6 Social Computing in Business: Human Resource Management

Recruiting (LinkedIn)

Employee Development

Take a look at IT’s About Business 9.6: “So You Want to Find a Job”