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Web 2.0 and Social Media Chapter 8

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1 Web 2.0 and Social Media Chapter 8
Part III. Web, Wireless, and Social Media Strategies Chapter 8 Web 2.0 and Social Media

2 Chapter 8 Outline 8.1 Web 2.0 and Social Media 8.2 Virtual Communities and Social Networking Services 8.3 Enterprise 2.0 Tools 8.4 Social Media Objectives and Metrics 8.5 Social Media Future

3 8.1 Web 2.0 and Social Media Internet interactivity allows for robust social connections between individuals, organizations, governments and other entities. Organizations had communicated with their audiences using a broadcast model—messages flowed from sender to receiver. Newer model is the conversation model, where communication flows back and forth between sender and receiver.

4

5 Html & XML [HTML 파일] <html> <head> <title>Name</title> </head> <body> <p>홍길동<p> </body> </html> [XML 파일] <name> <first>홍</first> <last>길동</last> </name> XML is used to make the data structured

6 Web 2.0 apps blogs wikis social networking service (SNS) sharing sites
widgets and mashups RSS social bookmarking and tag clouds AJAX technologies social media

7 Table 8.2 AJAX Languages for Web 2.0
AJAX makes it possible for Web developers to create small apps that run on a page instead of running on a server HTML: Hypertext Markup Language is the predominant language for web pages. XML: Extendable Markup Language is a set of rules and guidelines for describing data that can be used by other programming languages. CSS: Cascading Style Sheets is a style sheet language used to enhance the appearance of web pages JavaScript: JavaScript is an object oriented (OO) language used to create apps and functionality on Web sites.

8 Web 2.0 Attitude groundswell, “…spontaneous movement of people using online tools to connect, take charge of their own experience and get what they need – information, support, ideas, products, and bargaining power – from each other.” new way of thinking is captured in a list of 95 statements called the Cluetrain Manifesto Markets are conversations. These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge. As a result, markets are getting smarter, more informed, more organized. Participation in a networked market changes people fundamentally. People in networked markets have figured out that they get far better information and support from one another than from vendors.

9 Figure 8.7 The emergence and rise of mass social media

10 8.2 Virtual Communities and Social Networking Services
Online communities can be used as a platform for: Selling goods and services Promoting products to prospective customers; e.g., advertising. Prospecting for customers Building relationships with customers and prospective customers Identifying customer perceptions by “listening” to conversations Soliciting ideas for new products and services from customers Providing support services to customers by answering questions, providing information, etc. Encouraging customers to share their positive perceptions with others; e.g., word of mouth Figure Social Graph uses nodes & ties to show relationships between individuals and groups

11 Social network analysis (SNA)
SNA is the mapping and measuring of relationships and flows between people, groups, organizations, computers, or other information or knowledge processing entities Figure 8.9. Increase in time spent on social networking services, March

12 Figure 8. 10. Unique visitors to U. S
Figure Unique visitors to U.S. social networks, (Data source: Nielsen, 2010)

13 Facebook vs Twitter

14 Twitter A Case on fire rescue

15 Trend

16 Power Shift -Top 10 live broad casting sites- afreecatv

17 IT at Work 8.2 Addressing Social Media Privacy Concerns
Examples of privacy violations Posting pictures of people on social networking sites without their permission. Tricking people into disclosing credit or bank account information or investing in “Work at Home” scams. Sharing information about members with advertisers without the users’ knowledge or consent. Disclosing an employer’s proprietary information or trade secrets on social networking sites. Posting information on social networking sites that could compromise people’s safety or make them targets for blackmail.

18 More problems with SNS A

19 How Twitter works?

20 Problems of social networks

21 Time for activities in internet

22 Change and Trend

23 8.3 Enterprise 2.0 Tools Enterprise 2.0 refers to Web 2.0 technologies used for some business purpose: Promote collaboration and knowledge exchange among employees, consultants and company partners Advertise and build brand awareness, e.g., BlendTec on Youtube.com Business use of Web 2.0 technologies: Recruiting and professional networking Marketing, promotion, and sales Internal collaboration and communication Supply chain management 2.0

24 8.4 Social Media Metrics Management depends on data-driven measurements, or metrics Table 8.6 Examples of Social Media Metrics Activity Metrics ROI Measurements Pageviews Unique number of visitors Posts Comments and trackbacks Time spent on site Sales and marketing Cost per number of prospects Number of leads per period Cost of lead Conversion of leads to customers Customer lifetime value (CLV) Product Development Number of new product ideas Idea to development initiation cycle time HR Hiring and training costs Employee attrition

25 Tactical and Strategic Metrics
Tactical Metrics Increase traffic to our Web site by 10% Increase requests for product information via our Web site by 15% Increase number of people who create a user account on our Web site by 12% Strategic goals to track in order to evaluate progress toward them Listening: Pay attention to what customers are saying online Talking: Communicate with your customers by engaging in conversations Energizing: Encourage customers and fans to spread the word through ratings, reviews and other positive “buzz” Support: Provide information and online resources, such as user forums, knowledge bases and other tools Embracing: Invite customers to generate ideas for new products and services

26 8.5 Web and Social Media Future
Characteristics of Web 3.0: Web 3.0 = (4C + P + VS) where 3C = Content, Commerce, Community 4th C = Context P = Personalization VS = Vertical Search

27 The future of social network service

28 Crowdsourcing at Starbucks: Embracing Customers
In 2008, the company started mystarbucksidea.com, a social media site designed to solicit ideas and feedback from its customers Figure Starbucks is popular for its gourmet coffee drinks and the social environments it creates in its stores .

29 What is social networking?
DOs and DON’Ts in SNS

30 Future Display

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