Chapter 8.pptx

Group 4Chapter 8

Web 2.0 and Social Media

Web 2.0 and Social Media

Group members:PHAN HOANG PHUONG THAO

NGO THI MINH NGUYET

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 The Future of Social Media

Chapter 8:Web 2.0 and Social Media

Understand the nature of Web 2.0 and its applications.

Understand online communities and how social networking are evolving.

How businesses are using Web 2.0 applications more effectively.

Social media strategies and tactics.

The Future of Social Media.

Web 2.0 and Social MediaLearning Objectives

8.1 Web 2.0 and Social Media

In the early 1990s, many people did not have regular access to the Internet, and those who did typically “dialed up” their network from a home or office telephone

E-mail was the primary mechanism for social interaction

Online communities were often like public bulletin boards where all members of the community could read the messages that others posted

Online purchasing (e-commerce) was rare and risky because there were few safeguards protecting credit card information

But all that has changed

Today, most of us access the Internet using wired or wireless broadband technology

We expect to be able to stream audio and video files as well as watch feature-length films over wireless connections or on smart phones.

While e-mail is still a standard form of communication in business, young people tend to view it with disdain in favor of social networking sites.

E-commerce continues to grow as we buy books from Amazon, sell on eBay, download music and videos from iTunes...

Internet interactivity allows for robust social connections between individuals, organizations, governments, and other entities

8.1 Web 2.0 and Social Media

WHAT IS WEB 2.0?

• Dynamic pages XML and Java• User-controlled content• Computers, cell phones, televisions, PDAs, game systems, car dashboard• Users create content• User communities• Marketing goal: relationships• Bottom up• Data: multiple sources, e.g., mashups

Web 2.0 – The Social Web

WHAT IS WEB 2.0?

• Static pages, HTML

• Author – Controlled content

• Computers

• Users view content

• Individual users

• Marketing goal: Influence

• Top down

• Data: single source

• Dynamic pages XML and Java

• User-controlled content

• Computers, cell phones, televisions, PDAs, game systems, car dashboard.

• Users create content

• User communities

• Marketing goal: relationships

• Bottom up

• Data: multiple sources, e.g., mashups

Web 1.0 Web 2.0 – The Social Web

It is a Web site where users regularly post information for others to read

Allows many people to add or update information found on the site.

is a Web site where individuals, who are defined by a profile, can interact with others.

Some sites are dedicated to sharing various kinds of media, including video, audio, and pictures

stand-alone programs that can be embedded into Web pages, blogs, profiles on social networking sites, and even computer desktops.

WEB 2.0 APPLICATION

RSS feeds allow users to aggregate regularly changing data

People have traditionally kept track of sites they wanted to remember by using the bookmark feature or favorites list on their browser

Are graphic representations of all the tags that people have attached to a particular page

AJAX, or Asynchronous JavaScript and XML, refers to a group of technologies that create Web pages that respond to users’ actions without requiring the entire page to reload

WEB 2.0 APPLICATION

Hypertext Markup Language

HTML

Extendable Markup Language

XML

Cascading Style Sheet

CSS

JavaScript

JavaScript

The predominant language for Web pages

A set of rules and guidelines for describing data that can be used by another programming languages

A style sheet language used to enhanced the appearance of Web pages written in a markup language

An object–oriented language used to create apps and

functionality on Web sites

AJAX Languages for Web 2.0

WEB 2.0 APPLICATION

The emergence and rise of mass social media.

8.2 Virtual Communities and Social Networking Services

Online or Virtual Communities parallel typical physical communities, such as neighborhoods, clubs, and associations, except that they are not bound by political or geographic boundaries.

Virtual or online communities have been around for a long time and predate the World Wide Web.

Communities can take a number of forms. For instance: YouTube is a community of people who post, view, and comment on videos. Wikipedia is a community of people who create, edit, and maintain an online knowledge base


Social network analysis (SNA) is the mapping and measuring of relationships and flows between people, groups, organizations, computers, or other information- or knowledge-processing entities.

A social graph uses nodes and ties to illustrate relationships between individuals and groups of people.

Was launched in 2004 by a former Harvard student, Mark Zuckerberg.

Was initially an online social space for college students.

In 2008, Facebook introduced new controls that allow users to set different levels of access to information about themselves for each of their groups, such as family, friends from school, and friends from work.

The largest social networking service in the world, with more than 500 million active users.

Facebook

Started in 2006

Twitter is a microblogging social networking services that limits users to messages of 140 characters or less.

Like Facebook, it has experienced tremendous growth over the last few years as businesses and individual users discover ways of using the microblogging site to meet their needs.

Twitter

Sites represent a special type of virtual community and are now the dominant form of online community With social networking, individual users.

Social networking services (SNS)


Private SNS Services

Organizations create private social networks:• Wish to better understand their customers & attract

individuals from their target market• This gives them the ability to monitor or listen to

customers and identify important issues• Develop social networks for internal use, limiting

access to employees.


• Plan their strategy and resource allocations prior to launch.

• Resource limitations

Challenges:

Resonales:

8.3 Enterprise 2.0 Tools

BUSINESS USE WEB 2.0 TECHNOLOGIES

Marketing, Promotion, and Sales

Internal Collaboration and Communication

Supply Chain Management 2.0

Marketing, Promotion, and Sales

Social media has great potential to boost marketing and sales efforts.

Social media as the new way to communicate with current and potential customers.

Companies use blogs to disseminate info about their products, and they work hard to influence the attitudes and opinions of those who are writing blogs about them.

Promoting through social media is more effective and often less expensive thantraditional advertising efforts

Most large and medium-sized companies utilize an intranet for internal collaboration and communication.

An intranet is a network that utilizes Web-based technology

Management will need to balance their innate desire for control with the more important goal of enhancing communication with and among the workforce

Internal Collaboration and Communication

Support the production and distribution ofgoods and services to end users.

They involve a number of people and organizations that must work together in order to create and deliver goods and services to consumers SCM 2.0.

Just as social media is changing things about the social world we live in, it is also changing how businesses behave and operate.

Supply Chain Management 2.0

WHY MEASURE SOCIALMEDIA?Identify key methods of measuring the effectiveness of social media efforts but acknowledge that there are many variations on what we describe

DASHBOARDS AND SCORE CARDS To summarize the effectiveness of activities and progress

8.4 Social Media Objectives and Metrics

TYPES OF SOCIAL MEDIA OBJECTIVES: to track how people respond to SM. 4 basic approaches to SMM:

1. Tool-based metrics2. Tactical metrics 3. Strategic metrics4. ROI metrics


1. Tool-based metrics: Blog Metrics :- Number of conversation/ links to conversation- Earliest post date/ Latest post date- Duration between earliest and last post date Social Network Service Metrics:-Page views-Unique visitors & cost per unique visitor -Return visits & time spent on siteWidget Metrics:-Number of application installations-Number of active users -Growth of users within a specific time frame


2. Tactical Metrics: to define their objectives for social media is by tactical objectivesFor instance, a company may express its tactical objectives as follows: - Increase traffic to our Web site by 10%- Increase requests for product information via our website by 15%- Increase the number of people who download our brochure

Base on tactical objectives develop actions monitor the process


3. Strategic Metrics: 5 strategic objectives that companies can pursue using SM

• Listening • Talking • Energizing: ratings, reviews, & other positive “buzz” • Support: user forums, knowledge bases, and other tools • Embracing: to generate ideas for new products/services.


:


4. ROI Metrics (Return of Investment):

8.5 The Future of Social Media

The future Web will be defined as:

Web 3.0 = (4C + P + VS)

3C : Content, Commerce, Community 4th C : Context P : Personalization VS : Vertical Search Future Web sites will maximize user experience by increasing performance on the factors outlined in this model.


SEMANTIC WEB:

World Wide WebWorld Wide Web Consortium (W3C)

The W3C is developing standards for a metadata languageTechnology is being created to make information search on the Web more effective. The future Internet is frequently referred to as the Semantic Web


THE LANGUAGE(S) OF WEB 3.0:

*RDF (Resource Description Framework)*OWL (Web Ontology Language)*SPARQL(Protocol and RDF Query Language) *URIs (uniform resource identifiers)*APIs (Application Programming Interfaces)


ARTIFICIAL INTELLIGENCE (AI): (AI) could make things more efficient and effective to internet experience

MOBILITYExperts predict that demand for access to social networking services will drive the development of new technology for smartphones and other wireless devices

8.5 The Future of Social Media BARRIERS TO BE OVERCOME

Closed Data SourcesW3C which standards ? info should Public or private? Incompatible Data Structures and Format: Data exists in many different forms and structures Interoperability Across Mobile Equipment, Web Sites,

and Software:

Lack of Net Neutrality: smaller players will be pushed aside unrealistic and alarmist

8.5 The Future of Social Media OVERCOME THOSE BARRIERS HOW???

Thank you

Chapter 8.pptx

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