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 2.0 is a loose collection of information technologies and applications, and the Web sites that use them.

Web 1.0 versus Web 2.0 45 million users 2 billion users

Web 2.0 Tools AJAX Tagging Really Simple Syndication (RSS) Blogs, Blogging, and the Blogosphere AJAX: A web development technique that allows portions of web pages to reload with fresh data instead of requiring the entire web page to reload Tagging: A tag is a keyword or term that describes a piece of information (e.g., blog, picture, article, video clip) Blogs and blogging: A blog is a personal web site, open to the public, in which the site creator expresses his or her feelings or opinions. Microblogging Wikis

Web 2.0 Underlying Technologies AJAX Tagging AJAX: A web development technique that allows portions of web pages to reload with fresh data instead of requiring the entire web page to reload Tagging: A tag is a keyword or term that describes a piece of information (e.g., blog, picture, article, video clip) Blogs and blogging: A blog is a personal web site, open to the public, in which the site creator expresses his or her feelings or opinions. 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) Socially oriented: socially focused public sites, open to anyone Professional networking: network of business professionals

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) Social bookmarking (or social tagging): help users store, organize, search, and manage bookmarks of Web pages on the Internet

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 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.org Check out londonprofiler.org A mashup is a Web site that takes different content from a number of other Web sites and mixes them together to create a new kind of content.

Mashup HealthMap.org

9.2 Fundamentals of Social Computing in Business Social computing in business = social commerce Benefits of social commerce to customers: Better and faster vendor responses to complaints Benefits of social commerce to businesses: Get closer to customers

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 Social shopping is a method of electronic commerce that takes all of the key aspects of social networks – friends, groups, voting, comments, discussions, reviews, etc. – and focuses them on shopping.

Ratings, Reviews, Recommendations (continued) Other examples Buzzillions TripAdvisor Metacritic SponsoredReviews

Group Shopping Examples Groupon LivingSocial WetSeal Group shopping closely associate with special deals (flash sales).

Shopping Communities and Clubs Examples Ruelala Kaboodle One Kings Lane Beyond the Rack Gilt Groupe Host sales for members that last for just a few days and usually feature heavily-discounted luxury brands.

Social Marketplaces and Direct Sales Examples Craigslist Flipsy Fotolia Social marketplaces help members market their own creations.

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 Social intelligence: the 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”