Seminar 5
Social Networks in the Web 2.0
Environment
Ref: Chapter 8 – Turban and Volonino
Learning Objectives
1.
2.
3.
4.
5.
6.
Understand the Web 2.0 revolution, social and
business networks and industry and market
disruptors.
Understand the concept, structure, types, and
issues of virtual communities and worlds.
Understand social networking and social
networking sites.
Describe enterprise social networks.
Understand the Web 2.0 social networking, and ecommerce relationship.
Describe the Web 3.0 concept.
Problem – Competition is user
created;
often
poor
&
lacking
accuracy. Invasion of privacy.
 Solution – Advisory board – block
offenders, improve complaint handling,
reader involvement initiative.
 Results – Initiatives boosted reader
confidence early-on tripling traffic.
 Problems continue.

You…….
The Web 2.0 Revolution
Web 2.0 vs.Traditional Web
Greater collaboration among Internet
users & others, content providers &
enterprises.
 May improve internal business processes
& marketing.
 Far better collaboration with customers,
partners, suppliers, & internal users.

Web 2.0 Key Stats
75 million blogs exist online & about
120,000 new blogs added each day, 1.3 new
blogs every second.
 Up to 7000 new splogs (spam blogs) created
every day.
 1.5 million comments posted in blogs every
day, 17 posts per second.
 Growing to 75 million blogs took only 320
days.
 Japanese is #1 blogging language at 37%,
English at 33%, Chinese at 8%.

Web 2.0 Characteristics







Ability to tap into user intelligence.
Data available in new or never-intended
ways.
Rich interactive, user-friendly interface.
Minimal programming knowledge required.
Perpetual beta or work-in-progress state
making prototype opportunities rapid.
Major emphasis on social networks.
Global spreading of innovative Web sites.
Web 2.0 Companies – The Next Net
25
Social Media:
Mashups &
Filters:
Enterprise
:
Social Media

Online platform to share “social stuff”
◦ People Control
◦ Use with Ease
◦ Little or no Cost
The emergence and rise of mass social
media.
The Disruptors

Innovations that change the way a
business is conducted.
◦ Online wedding
◦ Real estate industry
Industry & Market Disruptors
Questions to help identify disruptors (Disruption
Group):
1. Is service or product simpler, cheaper or more accessible?
2. Does disruptor change basis of competition with current suppliers?
3. Does disruptor have a different business model?
4. Does product or service fit with what customers value & pay for?
You and the Traditional Media
Virtual Communities and Virtual
World
Virtual Community – interaction on the
internet
 Virtual World – user defined 3D world
 Business aspects of virtual worlds

Online Communities
Associations
Ethnic
Gender
Affinity
Social Networks Sites
Virtual Worlds
Top 10 Trends for Online
Communities
Second Life
Social Networking Web Sites Examples
Issues For Social Network Services
Lack of privacy controls
 Inappropriate language translations among
countries
 Fierce competition for users
 Prey to illegal activities
 Cultural objections may become volatile

Enterprise Social Networks
Characteristics
Gated-access approach is common
 Common interests
 Source of information & assistance for
business purposes

Typical modes of interaction with
social networks.
Enterprise Social Network Interfaces
Utilize existing social networks
 Create in-house network & then use as
employee communication tool & form of
knowledge management
 Conduct business activities
 Create services
 Create and/or participate in social
marketplace

Retailers Benefit from Online
Communities
Source of feedback similar to focus group
 Viral marketing
 Increased website traffic
 Increased sales resulting in profit

YouTube is a Steal!
Tremendous ad-revenue potential
 Brand-created entertainment content
Ronaldinho:Touch of Gold
 User-driven product advertising
Nokia N90
 Multichannel word-of-mouth campaign
 Customer product reviews

Web 3.0 Structure
1. Application Program Interface Services
2. Aggregation Services
3. Application Services
4. Serviced Clients
Managerial Issues
Impact from social networking.
 Web 2.0 impact.
 To sponsor, or not, a social network & all
that it would require.
 Dealing with risk.

END