intro2e_ch08.ppt.pdf

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Chapter 8

Social Networks and Industry Disruptors

in the Web 2.0 Environment

Chapter 8

Copyright 2009 Pearson Education,Inc. Publishing as Prentice Hall 1

Learning Objectives

1. Understand the Web 2.0 revolution, socialand business networks, and industry andmarket disruptors.

2. Understand the concept, structure, types,and issues of virtual communities.

3. Understand social networks and describeMySpace, Flickr, Facebook, Cyworld, andsimilar sites.

4. Understand person-to-person video sharingand describe YouTube and its competitors.


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Learning Objectives

6. Describe business networks.6. Describe how the entertainment industry

operates in the Web 2.0 environment.

7. Describe some of the enablers of the Web2.0 revolution.

8.

Understand the relationship between Web2.0 and e-commerce.

9. Describe Web 3.0.

Chapter 8


The Web 2.0 Revolution, Social Networks,

Innovations, Media, and Industry Disruptors

THE WEB 2.0 REVOLUTIONWeb 2.0

The popular term for advanced Internet

technology and applications, including blogs,

wikis, RSS, and social bookmarking. One ofthe most significant differences between Web

2.0 and the traditional World Wide Web is

greater collaboration among users, content

providers, and enterprises.


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The Web 2.0 Revolution, Social Networks,Innovations, Media, and Industry Disruptors

FOUNDATION OF WEB 2.0REPRESENTATIVE

CHARACTERISTICS OF WEB 2.0

Web 2.0 CompaniesWeb 2.0 Going Global

Chapter 8




social mediaOnline platforms and tools that people

use to share opinions and experiences,

including photos, videos, music, insights,

and perceptions.

disruptorsCompanies that introduce significant

changes in their industries.


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The Web 2.0 Revolution, Social Networks,Innovations, Media, and Industry Disruptors

Chapter 8





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Chapter 8


Virtual Communities

virtual (Internet) communityA group of people with similar interests

who interact with one another using the

Internet.

Chapter 8


Virtual Communities

Types of Virtual CommunitiesTransaction and other businessPurpose or interestRelations or practicesFantasySocial networks


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Virtual Communities

COMMERCIAL ASPECTS OFCOMMUNITIES

social commerceA subset of e-commerce in which the users

and their personal relationships are at the

forefront. The main element is theinvolvement of the user in the marketing of

products being sold.

Chapter 8


Virtual Communities

KEY STRATEGIES FOR SUCCESSFULONLINE COMMUNITIES1. Increase traffic and participation in the community2. Focus on the needs of the members3. Encourage free sharing of opinions and information4. Obtain financial sponsorship5. Consider the cultural environment6. Provide several tools and activities for member use7. Involve community members in activities and

recruiting

8. Guide discussions, provoke controversy, and raisesticky issues


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Virtual Communities

More success factors1. Handle member data sensitively2. Maintain stability of the Web site with respect to the

consistency of content, services, and types of

information offered

3. Provide fast reaction time of the Web site4. Offer up-to-date content5. Offer continuous community control with regard to

member satisfaction

6. Establish codes of behavior (netiquette orguidelines) to contain conflict potential

Chapter 8


Online Social Networks

social networkA special structure composed of

individuals (or organizations) that is

based on how its members are

connected through various social

familiarities.


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social network analysis (SNA)The mapping and measuring of relationships andflows between people, groups, organizations,

animals, computers, or other information or

knowledge processing entities. The nodes in the

network are the people and groups, whereas the

links show relationships or flows between the

nodes. SNA provides both a visual and amathematical analysis of relationships.

Social Networking Services

Chapter 8



REPRESENTATIVE SOCIAL NETWORKS:FROM FACEBOOK TO CLASSMATES.COM

Representative Social Networking Web SitesFlickrFacebookClassmates OnlineFriendsterOrkutXangaDiggCyworld


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Chapter 8


YouTube and CompanyA Whole New World

YOUTUBE: THE ESSENTIALSBRIEF HISTORY AND TECHNOLOGYTHE SOCIAL IMPACT OF YOUTUBETHE BUSINESS AND REVENUE

MODELS

Strategic Advantages of the BusinessModel

Chapter 8


YouTube and Company

A Whole New World

IMPLEMENTATION DIFFICULTIES:THE COPYRIGHT PROBLEM

THE COMPETITION


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Business andEntrepreneurial Networks

business networkA group of people that have some kind

of commercial relationship; for example,

the relationships between sellers and

buyers, buyers among themselves,

buyers and suppliers, and colleaguesand other colleagues.

Chapter 8


Business and

Entrepreneurial Networks

Example: LinkedInEntrepreneurial Network

COOPERATE SOCIAL NETWORKSsocial marketplace

An online community that harnesses thepower of social networks for theintroduction, buying, and selling ofproducts, services, and resources,including peoples own creations.


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Entertainment Web 2.0 Style: FromCommunities to Entertainment Marketplaces

ENTERTAINMENT AND BUSINESSCOMMUNITIES

Last.FMMixi

Chapter 8


Entertainment Web 2.0 Style: From

Communities to Entertainment Marketplaces

ADVERTISING MOVIES AND EVENTSIN COMMUNITIES

ONLINE MARKETPLACE FORMOVIES

THE HYPE MACHINEINTERNET SERIES


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Entertainment Web 2.0 Style: FromCommunities to Entertainment Marketplaces

MOBILE WEB 2.0 DEVICES FORENTERTAINMENT AND WORK

iPhone

Chapter 8


Entertainment Web 2.0 Style: From

Communities to Entertainment Marketplaces

YAHOO! GONokias N800 Internet Tablet


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Technology Support: FromBlogger.com to Infrastructure Services

WEB 2.0 AND SOCIAL SOFTWARECommunication ToolsServicesEmerging TechnologiesTools for IndividualsWeb 2.0 Development Tools

Chapter 8


Technology Support: From

Blogger.com to Infrastructure Services

TOOLS FOR BLOGGING AND WIKISTools for BloggingWiki ToolsTools for RSS and PodcastingWill Wikis, Blogs, and RSS Replace E-

Mail or Just Supplement It?

Enterprise Wiki and Blog ToolsBlogging for Business


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Technology Support: FromBlogger.com to Infrastructure Services

PERSONALIZATION TOOLS: FROM MYYAHOO! TO NETVIBES

DEVELOPMENT TOOLSsocial bookmarking

Web service for sharing Internet bookmarks. The

sites are a popular way to store, classify, share,

and search links through the practice of folksonomytechniques on the Internet and intranets.

Intels Web 2.0 Software Suite

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Technology Support: From

Blogger.com to Infrastructure Services

TOOLS THAT SUPPORT APPLICATIONSFile-Sharing ToolsAlexa: Web Traffic Information ProviderMobile Phones and Social Networks

INFRASTRUCTURE SUPPORTThe Need for Very Rich MediaOther Tools

WHERE IS WEB 2.0 SOFTWARE GOING?


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Chapter 8


Web 2.0, Social Networks,and E-Commerce

WHY IS THERE AN INTEREST?ADVERTISINGViral Marketingviral blogging

Viral marketing done by bloggers.

Classifieds and Job ListingMobile Advertising

Chapter 8


Web 2.0, Social Networks,

and E-Commerce

SHOPPINGFEEDBACK FROM CUSTOMERSConversational Marketing

Risks


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Chapter 8


Web 2.0, Social Networks,and E-Commerce

Chapter 8


Web 2.0, Social Networks,

and E-Commerce

OTHER REVENUE-GENERATIONSTRATEGIES IN SOCIAL NETWORKS

Indirect StrategiesStrategic acquisitionMaintaining control of hard to re-create data sourcesBuilding attention trustTurning applications into platformsFully automated online customer self-service

WEB 2.0 COMMERCE ACTIVITIES INSIDETHE ENTERPRISE


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Chapter 8


The Future: Web 3.0

WEB 3.0: WHATS NEXT?Web 3.0 StructureApplication Program Interface (API) ServicesAggregation ServicesApplication Services

voice commerce (v-commerce)An umbrella term for the use of speech recognition to

support voice-activated services, including Internet

browsing and e-mail retrieval.

Serviced Clients

Chapter 8


The Future: Web 3.0

Web 3.0 and the Semantic WebSemantic WebAn evolving extension of the Web in which Web

content can be expressed not only in natural

language, but also in a form that can beunderstood, interpreted, and used by intelligent

computer software agents, permitting them to

find, share, and integrate information more

easily.

Mobile Social Networks


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The Future: Web 3.0

Future ThreatsSecurity concernsLack of Net neutralityCopyright complaintsChoppy connectivity

Chapter 8


Managerial Issues

1. How will e-commerce impact the businessenvironment?

2. What are the impacts of the Web 2.0 boom?3. Should we explore Web 2.0 collaboration?4. How shall we start?5. Do we need a community?6. How should we deal with Web 2.0 risks?


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Chapter 8


Summary

1. Web 2.0, social media, and disruptors.2. The structure and role of virtual

communities.

3. Online social networks.4. YouTube and others.5. Business networks.

Chapter 8


Summary

6. Web 2.0 and entertainment.7. Web 2.0 enablers.8. Social networks and e-commerce.9. Web 3.0.


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All rights reserved. No part of this publication may be reproduced, stored in a

retrieval system, or transmitted, in any form or by any means, electronic,mechanical, photocopying, recording, or otherwise, without the prior written

permission of the publisher. Printed in the United States of America.

intro2e_ch08.ppt.pdf

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