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

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CHAPTER 9 Social Computing
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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
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Chapter Outline (continued) 9.5 Social Computing in Business: Customer Relationship Management 9.6 Social Computing in Business: Human Resource Management
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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.
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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.
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Social Computing Social behavior + Information systems = Value
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Social Computing Improves collaboration Encourages user-generated content Information available to everyone Power to the People! Key: information is not anonymous
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9.1 Web 2.0
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Web 1.0 versus Web 2.0 45 million users 2 billion users
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Web 2.0 Tools Really Simple Syndication (RSS ) AJAX Tagging Blogs, Blogging, and the Blogosphere Microblogging Wikis
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Web 2.0 Underlying Technologies AJAX Tagging Really Simple Syndication (RSS )
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Geo-Tagging
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Blogs and Blogging Blogs, Blogging, and the Blogosphere Popular blogsblogs
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Microblogging
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Wikis Wikis used in business
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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
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Overview
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Categories of Social Networking Web Sites Socially oriented (Facebook) Professional networking (LinkedIn) Media sharing (YouTube, Flickr, Hulu) Communication (LiveJournal, Plurk)
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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)
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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
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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
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Mashup HealthMap.org
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9.2 Fundamentals of Social Computing in Business Benefits of social commerce to customers: Better and faster vendor responses to complaints Benefits of social commerce to businesses: Get closer to customers Social computing in business = social commerce
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Risks of social commerce What to do about uncontrolled, negative feedback on social networking sites? The 20-80 rule
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9.3 Social Computing in Business: Shopping Ratings, Reviews, Recommendations Customers review book on Amazon
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Ratings, Reviews, Recommendations (continued) Other examples Buzzillions TripAdvisor Metacritic SponsoredReviews
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Group Shopping Examples Groupon LivingSocial WetSeal
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Shopping Communities and Clubs Examples Ruelala Kaboodle One Kings Lane Beyond the Rack Gilt Groupe
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Social Marketplaces and Direct Sales Examples Craigslist Flipsy Fotolia
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Peer-to-Peer Shopping Models Collaborative Consumption Examples Airbnb CouchSurfing Yerdle SnapGoods Shared Earth
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Car Sharing Your most underutilized, and second- most expensive, asset: Your car Take a look at Lyft (www.lyft.me)www.lyft.me Take a look at Uber (www.uber.com)www.uber.com
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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
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Social Intelligence Monitoring, collection, and analysis of socially generated data and the resultant strategic decisions
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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
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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)video See another exampleexample
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9.6 Social Computing in Business: Human Resource Management Recruiting (LinkedIn) Employee Development Take a look at ITs About Business 9.6: So You Want to Find a Job