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 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
Microblogging
Wikis
Web 2.0 Underlying Technologies
AJAX
Tagging
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)
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)
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
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
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
Ratings, Reviews,
Recommendations
(continued)
Other examples
Buzzillions
TripAdvisor
Metacritic
SponsoredReviews
Group Shopping
Examples
Groupon
LivingSocial
WetSeal
Shopping Communities
and Clubs
Examples
Ruelala
Kaboodle
One Kings Lane
Beyond the Rack
Gilt Groupe
Social Marketplaces and Direct Sales
Examples
Craigslist
Flipsy
Fotolia
Peer-to-Peer Shopping Models
Collaborative Consumption
Examples
Airbnb
CouchSurfing
Yerdle
SnapGoods
Shared Earth
Car Sharing
Your most underutilized, and secondmost 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
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”