CHAPTER 9 Tech Guide 3

CHAPTER 9 Tech Guide 3

Organizational Use of Social Media

&

Emerging Technologies

Announcements

Today’s Class: Web 2.0 and Social Networks (Ch 9) Emerging Technologies (TG3)

Friday: Excel Solver Tutorial Bring your blue casebooks

Monday: Chapter 10: IS within the Org.

Review – Chapter 8

Wireless Technologies & Networks

Mobile Commerce Applications

Wireless Security - Threats

Chapter Outline

9.1 Web 2.0 Underlying Technologies

9.2 Web 2.0 Applications

9.3 Categories of Web 2.0 Sites

Group Exercise – Organizational use of

Social Media

Chapter Opening Case: From Social Networks to Social Commerce

PROBLEM:

•Local Advertising for businesses•Building a client base

Is this good or bad for small businesses?

Small Business Applications

Emergence of Web 2.0

Web 1.0 => Content Consumption, most users consuming information from websites (creation of information limited to those with websites)

Web 2.0 => Content Creation and Information Sharing•Collective intelligence (Wikis)•Remixable applications and data (Mashups)•Social interaction (SNSs)

Positions in Web 2.0

• Brand Ambassador• Digital Content Manager• Engagement Coordinator• Online Content Coordinator• Social Media Analyst• Social Media Coordinator• Social Media Designer• Social Media Strategist

Positions include both internal and external management of social media

AJAXweb development technique allowing refresh of only certain data

Tagginga keyword or term that describes a piece of information

RSSProvides information you want, when you want it, without having to surf to sites

9.1 Underlying Technologies

Tagging

RSS

Tagging Example: Geo-Tagging

Tagging information on maps (ex. pictures, restaurants, etc.)

• Instagram moves to geo-tagging

• Starbucks contest

Tagging Example: Geo-Tagging

9.2 Web 2.0 Applications

Many Web 2.0 applications use the underlying technologies just presented, including:

Web 2.0 Media Blogs and Blogging Wikis Netcasting Crowdsourcing

Web 2.0 Media

Video

Music

Photographs

Provide user generated media content and promote tagging, rating, commenting and other interactions

Blogs

Blogs: the actual siteBlogging: the act of adding messages to a blogBlogosphere: collection of millions of blogs

Ex. Cooking Blog

How can companies leverage these sites?Marketing purposesPublic input

Politics

Wikis

Site allowing anyone to post and make changes to material on that site

Types:•Internal•External

Netcasting

Distribution of digital media for playback on digital media players or PC.

• Podcasts• Videocasts

Organizational use:

•Training and Education•News and Announcements•Change Management•Internal Conference•iTunes University

Crowdsourcing

Issue: Company has a problem that can not be handled internally

Solution: Crowdsourcing (taking a job traditionally performed inside a company and outsourcing to a group – open call)

9.3 Additional Categories of Web 2.0 Sites

There are thousands of Web 2.0 sites and

each one uses some or all of the Web 2.0

technologies & applications.

Categories: Social Networking Sites Aggregators Mashups

Social Networking Sites

Sites allowing users to upload content to the web

Content Consumption => Content Creation

Other uses of SNS….

Iranian Election

During the aftermath of the Iranian election in 2009, protesters’ only link to the outside world:

Social Gaming

Zynga – 90% of revenues come from users converting real cash into virtual currency (e.g. farm coins)

Customer Engagement•Effective use: Southwest and Customer Complaints•Can also result in blunders: KitchenAid and Whirlpool

Make Sure You Know Who is Tweeting!

Aggregators

Web sites that provide collections of content from the Web

Social Network Aggregator

List of Social Network Aggregator programs and apps:

http://www.pcmag.com/article2/0,2817,2401298,00.asp

Example: Seesmic (Web)

Mashups

“Mix and match”; takes different types of content from web sites and mixes them together to create a new kind of content

Chapter 9 Review

Describe the difference between Web 1.0 and 2.0

What are the three information technologies

used by Web 2.0?

Chapter 9 Review (cont.)

Identify five prominent Web 2.0 applications, and provide at least one example of how each can be utilized in a business setting.

Chapter 9 Review (cont.)

Discuss the three categories of Web 2.0 sites, and provide at least one example of how each can improve business efficiency and profitability.

Chapter 9 - Exercise

Now that we have discussed the potential opportunities Web 2.0 applications can provide organizations, group with others in your row and discuss what types of social technologies can be used to solve the issues presented in the different scenarios.

Tech Guide 3

Emerging Technologies

TECHNOLOGY GUIDE OUTLINE

Introduction

Server Farms

Virtualization

Cloud Computing

Introduction

Stages in the evolution of IT infrastructure:Standalone

mainframe

Mainframe and

dumb terminals

Standalone PC

LAN

Enterprise

computing

Cloud computing

Mobile computing

Server Farms

Source: Media Bakery

Contain hundreds of thousands of networked computer servers.

Examples:

•Google – estimated to use 900,000 servers.

•Facebook Server Farm

Virtualization

Virtualization allows companies to make one server appear to be multiple, virtual servers.

Benefits of Virtualization: Cost Savings (low number of physical servers)

Enhanced Agility

More Service Oriented Focus of IT Dept

Cloud Computing

Tasks are performed by computers physically removed from the user and accessed over a network

http://www.technologyreview.com/news/506976/how-to-steal-data-from-your-neighbor-in-the-cloud

Cloud Computing Services

Cloud infrastructure as a service Use processing, storage, networking, etc. Amazon provides these types of services

Cloud platform as a service Use programming tools Force.com allows users to develop in the cloud

Cloud software as a service Use software hosted in the cloud

Technical Guide 3 - Review

Describe a server farm and provide an example.

Define virtualization, and discuss advantages.

Technical Guide 3 – Review (cont.)

Define cloud computing and analyze the advantages and disadvantages.