Facebook is the most popular social network, with over 500 million active users.

Enhancing Collaboration Using

Web 2.0

1

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.

2

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.

3

Defining Web 2.0

Shifting Perspectives from Web 1.0 to Web 2.0

4

Enhancing Communication with Web 2.0

• Blogs

• Social Presence

• Instant Messaging

• Virtual Worlds

5

Blogs

� 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.

6

Examples of Prominent Blogs

� Controversy of Blogs� Called the “amateurization” of journalism

� Some bloggers cut journalistic corners.

7

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

8

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.

9

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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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

� Educational sector uses netcasts for lectures, lab demonstrations, or sports events.� (Example: via Apple iTunes U)

12

Social Bookmarking• Users share

Internet bookmarks and create categorization systems (folksonomies).

• Example: Delicious and Digg

13

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.

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Tag Clouds� 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.

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Enhancing Collaboration with Web 2.0• 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.

17

Virtual Teams• Members of highly specialized virtual teams are

often not colocated.

18

Tools for Collaboration

• Collaboration tools help with many different communication needs, such as talking, sharing documents, or making decisions.

19

Web-Based Collaboration Tools

• Benefits and Risks

20

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

21

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.

22

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

• 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)

• 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

26

Enhancing Connection with Web 2.0• Social Networking

• Viral Marketing

• Social Search

• Syndication

• Web Services

• Widgets

• Mashups

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Social Networking Communities

• Social networking

▫ Business uses (e.g. LinkedIn)

▫ Social uses (e.g. Facebook, MySpace)

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Viral Marketing• 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.

30

Syndication• Real Simple Syndication (RSS)—a family of syndication feeds

used to publish current blogs, podcasts, videos, and news stories.

� 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.

� Web services allow any device to use any network to access any service.

32

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

33

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.

34

Widgets

• 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

35

Mashups

• 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

• 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

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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

38

Managing the Enterprise 2.0 Strategy

• Pitfalls of Web 2.0 Marketing▫ Online Product Reviews

▫ Microblogging

▫ Social Networks

▫ Viral Marketing

39

Revision Questions• Why is using Web 2.0 applications an important factor for

attracting and retaining employees?• Explain the difference between blogging and

microblogging tools.• How can social bookmarking and social cataloging help in

an organization’s knowledge management efforts?• What are virtual teams, and how do they help to improve

an organization’s capabilities?• Explain what is meant by crowdsourcing and how the

Web is enabling this form of collaboration.• How can organizations use social networking to connect

with their customers?• What is a wiki? Why would an organization want to

implement a wiki?• What is tagging, and how are organizations using it in

their Web sites?

40

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.”

� 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.

41

ETHICAL DILEMMA

Virtual Reality (VR) People

• 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”?

42

POWERFUL PARTNERSHIPS

Digg’s Kevin Rose and Jay Adelson

• 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

43

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

44

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

45WHEN THINGS GO WRONG

Social Media Meltdown at Nestlé

• 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.

46

INDUSTRY ANALYSIS

Online Travel

• 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

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References

• Information Systems Today, Valacich & Schneider, 5th Edition

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