Enhancing Collaboration Using Web 2.0 Facebook is the most popular social network, with over 500 million active users. 5-1 Learning Objectives 1. Describe Web 2.0 and what it is 2. Explain how organizations can enhance communication with Web 2.0 3. Explain how organizations can enhance cooperation with Web 2.0 4. Explain how organizations can enhance collaboration with Web 2.0 5. Explain how organizations can enhance connections with Web 2.0 6. Managing the Enterprise 2.0 Strategy 2 What is Web 2.0? DEFINING WEB 2.0 3 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. 5-4 What is Web 2.0? • Design Patterns and Business Models for the Next Generation of Software - By Tim O’Reilly • http://oreilly.com/pub/a/web2/archive/whatis-web-20.html 5-5 Evolving Social Interaction • Web 2.0 Technologies change how people interact and enable Social Media – Online information at our fingertips – Personal expression available 24/7 • Individuals often post very private information – About themselves – About others – Without thinking about the consequences 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. 5-7 Evolving Collaboration through Collective Intelligence: Shifting Perspectives Web 1.0 Web 2.0 Me Me and you Read Read and write Connect ideas Connect ideas and people Search Receive and give recommendations to friends and others Find Share Techies rule Users rule Organizations Individuals Web 2.0 The Machine Is Us/ing Us http://www.youtube.com/watch?v=6g mP4nk0EOE 6-9 How organizations can enhance communication with Web 2.0 ENHANCING COMMUNICATION 10 Enhancing Communication with Web 2.0 • • • • Blogs Social Presence Instant Messaging Virtual Worlds 5-11 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. 5-12 Examples of Prominent Blogs Controversy of Blogs Called the “amateurization” of journalism Some bloggers cut journalistic corners. 5-13 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 5-14 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. 5-15 Virtual Worlds • Virtual worlds consist of 3D environments where people can interact and build, buy, or sell virtual items, all using their personalized avatar. 5-16 How organizations can enhance cooperation with Web 2.0 ENHANCING COOPERATION 5-17 Enhancing Cooperation with Web 2.0 • • • • Media Sharing Social Bookmarking Social Cataloging Tagging 5-18 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) 5-19 Social Bookmarking • Users share Internet bookmarks and create categorization systems (folksonomies). • Example: Delicious and Digg 5-20 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 5-21 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. 5-22 Metadata • Data about data. • Example: What is “42”? – There is no context 6-23 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. 5-24 How organizations can enhance collaboration with Web 2.0 ENHANCING COLLABORATION 5-25 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. 5-26 Virtual Teams • Members of highly specialized virtual teams are often not colocated. 5-27 Tools for Collaboration • Collaboration tools help with many different communication needs, such as talking, sharing documents, or making decisions. 5-28 Web-Based Collaboration Tools • Benefits and Risks 5-29 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 5-30 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 5-31 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. 5-32 Example: Microsoft SharePoint Content Management System 6-33 Microsoft Office Groove – used for organizations/small teams – used for document and workflow management 5-34 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 5-35 Examples of Wikis 5-36 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 http://blog.mainstreethost.com/four-recent-examples-of-clevercrowdsourcing-campaigns#.USOEOR1A2E8 5-37 How organizations can enhance connections with Web 2.0 ENHANCING CONNECTIONS 5-38 Enhancing Connection with Web 2.0 • • • • • • • Social Networking Viral Marketing Social Search Syndication Web Services Widgets Mashups 5-39 Social Networking Communities • Social networking – Business uses (e.g. LinkedIn) – Social uses (e.g. Facebook, MySpace) 5-40 Network Effect • 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 6-41 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. 5-42 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. 5-43 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. 5-44 Web Services • Web services allow data to be accessed without intimate knowledge of other organizations’ systems, enabling machineto-machine interaction over the Internet. Web services allow any device to use any network to access any service. 5-45 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 5-46 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. 5-47 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 5-48 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. 5-49 Pitfalls of Web 2.0 Marketing • Online Product Reviews – Negative reviews from competitors – Companies paying for positive reviews • Microblogging – Easy to “cross a line” and offend – Negative publicity can come quickly • Social Networks – Fine line between maintaining control and offending customers – Individuals sharing too much personal information More Pitfalls of Web 2.0 Marketing • Bad Vibes going Viral – Negative publicity can spread like wildfire – Videos can easily go viral • Lessons Learned – News travels fast – Have a crisis team and a plan – Prepare for your worst social media nightmare – Monitor the environment – Respond within 24 hours 5-52 EXTRA CONTENT Managing in the Digital World: Facebook.com • Facebook had over 1 Billion users in 2012 • Many companies now have Facebook pages – When users like a company, they can receive updates from the company – Consumers can leave comments for companies – Companies can interact with customers – Many companies consider it a critical marketing tool Brief Case: Crowdsourcing a Constitution • Iceland decided to update it’s constitution • The public could contribute ideas – Wide range of topics – Citizenship required for submission – Dedicated staff filtered spam and corrected glitches • Ideas published for further comment and discussion • Hundreds of contributions helped construct a new governing document Coming Attractions: Bio-Storing Files in Bacteria • The DNA of bacteria can be ‘edited’ to incorporate data that has been properly encoded – Bacteria has long DNA strands to encode data onto – Data to large for one bacteria can be broken up into multiple parts – Many bacteria together can store vast sums of data – Bacteria replicate constantly – Data could be stored intact for millennia Key Players: You, the Content Creator • In the world of social media, the user is the key content creator – This leverages the network effect, the more users on a site, the more valuable it is – Tumblr only has 107 employees, but its users created 69,224,951 posts on one day in July 2012 – YouTube users upload 829,000 videos a day, or 72 hours of video a second • This includes 3 hours a second of video from mobile devices – For these companies, and others, the user both creates and consumes their product Who’s Going Mobile: Mobile Social Media • Smart phones used to be primarily used for games • Now users spend more time on social networking sites than on games • Companies are now integrating social networking with localization and mobile computing (sometimes referred to as SoLoMo) – Combining all three allows businesses to target local users who are in their vicinity Ethical Dilemma: “Zucking” Up the Universe • People now have their sense of self tied to their social media presence • This constant online interaction can lesson a persons sense of ‘self’ • Social media also reduces ‘human touch’ • Users may start to define themselves through their self-broadcasts • This is particularly problematic for the children of today When Things Go Wrong: Social Media Meltdown at Nestlé • Nestlé is a global food company – Greenpeace protested Nestlé was buying palm oil from firms that were devastating the rain forest • This was endangering orangutans • Posted a video on YouTube with an orangutan finger in a KitKat – Nestlé asked YouTube to pull the video – This perceived censorship resulted in protests posted in Nestlé’s Facebook site – Nestlé deleted the complaints, and their Facebook moderator began swapping insults with users – This brought international attention to Nestlé’s actions, and it became a public relations nightmare – Nestlé has since committed to eliminating deforestation from its supply chain Industry Analysis: Online Travel • The first wave (1.0) of online travel was online travel agencies (OTAs) – Expedia, Orbitz, Priceline, Travelocity – Some hotel and airline chains won’t use OTAs • OTAs charge service companies fees • Providers want customers to book directly with them • Now travel search engines search all providers – Provide information on best deal, but not booking – Online Travel 2.0 requires customers to book with individual sites for services • The latest trend is mobile applications and travel booking