IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 5/17/ Sergey Brin, Google “A lot of our successes don't have anything to do with anything our executives thought were a good idea.” Sergey Brin, Google On the Wisdom of Crowds. Sergey Brin, Google “A lot of our successes don't have anything to do with anything our executives thought were a good idea.” Sergey Brin, Google On the Wisdom of Crowds. Chapter 6 Enhancing Collaboration Using Web 2.0

IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 5/17/2015 Learning Objectives 6-2

IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 5/17/2015 Learning Objectives 6-3

IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 5/17/2015 Defining Web Contrasting Web 1.0 to Web 2.0

IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 5/17/2015 Pillars of Web Utilizing the Web as a Platform  Example: openSUSE operating systems  Peer-to-peer technology Harnessing Collective Intelligence  Example: Amazon.com reviewers Leveraging the Data  Example: Google’s knowledge of the customer Implementing Innovative Web Capabilities  Example: Goog411

IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 5/17/2015 Key Web 2.0 Capabilities 6-6 Using these pillars we can provide a rich Internet experience Web 2.0 technologies allow creating unique applications such as:  Web Services  Widgets  Mashups

IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 5/17/2015 Web Services 6-7 Allows data to be accessed easily by:  Utilizing the existing infrastructure  Accessing remote or local data easily  Creating new and dynamic Web applications  Facebook, Google Maps…

IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 5/17/2015 Widgets 6-8 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

IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 5/17/2015 Mashups 6-9 Combination of two or more Web services  Creates unique applications  Google, Yahoo, Microsoft and others have created mashup editors

IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 5/17/2015 Web-based Collaboration Tools Easy access software Allows individuals to share and communicate easily 6-10

IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 5/17/2015 Benefits and Risks of Web-Based Collaboration Tools 6-11

IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 5/17/2015 Some of Google’s Web Applications 6-12 Gmail: Web-based e- mails Google Calendar: Collaborative calendar Google Talk: IM client Google Docs: Online office suite Google Sites: Collaboration suite for team information

IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 5/17/2015 Microsoft SharePoint and Groove 6-13 Microsoft’s SharePoint and Groove  used for organizations/small teams  Used for document and workflow management

IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 5/17/2015 Other Web-based Collaboration Tools 6-14

IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 5/17/2015 Content Management Systems 6-15 Allows for publishing, editing, version tracking, and retrieving digital information Roles:  Creator—publishing  Editor—editing and publishing  Administrator—managing access, editing, and publishing  Guest—viewing

IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 5/17/2015 Example: Microsoft SharePoint Content Management System 6-16

IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 5/17/2015 Web of the Future 6-17 Semantic Web  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

IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 5/17/2015 Learning Objectives 6-18

IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 5/17/2015 Empowering Individuals with Web Web 2.0 allows people to  Write their own content  Edit others content  Publish their own content Several ways users can add value  Wikis  Blogging  Netcasts  Tagging  Printing on demand

IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 5/17/2015 Wikis 6-20 Wiki: a Web site that is linked to a database  Keeps history of prior versions and changes  Allows for reversing any edits Wikis allow people to  Post, edit, add, comment  Access information Wikipedia is the most popular wiki  10 million articles  253 languages

IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 5/17/2015 Other Wikis 6-21

IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 5/17/2015 Tagging 6-22 Add data to digital content Geo-tagging is adding information to maps

IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 5/17/2015 Metadata 6-23 Data about data. Example: What is “42”?  There is no context

IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 5/17/2015 Blogging 6-24 Blogging or Weblogging started as digital diaries

IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 5/17/2015 Issues in Blogging 6-25 Amatuerization of journalism  Nicholas Carr Blogosphere  Power of the bloggers  “Rathergate”

IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 5/17/2015 Netcasts 6-26 AKA podcasts (Apple term) Distributing digital content (audio or video) via syndication feeds Real Simple Syndication (RSS) is the most common type used Feeds can be aggregated

IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 5/17/2015 Printing-On-Demand 6-27 Customized printing in small batches Low set-up and per print run costs  Blurb, Lulu, or BookSurge

IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 5/17/2015 Learning Objectives 6-28

IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 5/17/2015 Enhancing Collaboration with Web 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)  , 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

IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 5/17/2015 Social Online Communities 6-30 Social networking  Business uses (i.e., LinkedIn)  Social uses (i.e., Facebook.com, MySpace.com)

IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 5/17/2015 Network Effect 6-31 Why certain social Web sites succeed and other fail  The value of the network depends on the number of users  A critical mass is needed

IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 5/17/2015 Viral Marketing 6-32 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

IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 5/17/2015 Crowdsourcing 6-33 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

IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 5/17/2015 End of Chapter Content 6-34

IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 5/17/2015 Opening Case: Managing in the Digital World: Digg.com: Changing How News Is Delivered 6-35 Digg.com founded in 2004 by Kevin Rose and Jay Adelson News aggregation site where users post and vote on important news stories Immensely popular  The “Digg effect”

IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 5/17/2015 Virtual Reality (VR) People 6-36 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”?

IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 5/17/2015 Digg’s Kevin Rose and Jay Adelson 6-37 Rose hosted TV show called Screen Savers Met when Jay was a guest on the show Started Digg in 2004 News aggregation site based on Web 2.0 principles

IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 5/17/2015 False Stories Receive Attention: Madness of the Crowds 6-38 Digg posts can have large impacts  2007—Digg users posted that Nancy Pelosi wanted opinions on possible impeachment of President Bush. They posted her phone number.  Pelosi was flooded with phone calls, however, no impeachment was planned  A user accused a writer for the O’Reilly Show of stealing code from Digg  No code was stolen  Digg users posted HD DVD encryption codes  Digg users influenced management to leave up the code Hard to aggregate wisdom of crowds without aggregating their madness as well

IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 5/17/2015 Top Web 2.0 Sites 6-39 Several companies publish ranking of top Web 2.0 sites:  Yahoo!  Complete  Quantcast  Alexa

IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 5/17/2015 Virtual Extras 6-40 Difficult to generate computer generated crowd scenes for video games and movies UCLA professor company has developed a crowd generation software  Up to 1,400 autonomous people  Act like real people  Motion layer for walking, running, and so on.  Reactive layer for interacting with environments  Cognitive layer for reacting in a human-like fashion  Crowds gather in groups, sit down to rest, avoid oncoming traffic, and so on

IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 5/17/2015 The Internet Movie Database (IMDb) 6-41 Began as a Usenet list in 1990  Before the WWW existed Online database of movie related information Registered users can leave comments or submit information Business professionals can post photos, resumes, and additional information for a fee 17 million users How can IMDb promote movies or actors? What is next for IMDb?

IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 5/17/2015 Online Travel 6-42 Online travel agencies  Expedia, Travelocity, Orbitz  In the first quarter of 2008, Expedia accounted for 32 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