Issues in Business Computing: Web 2.0 and the Social Web

Issues in Business Computing: Web 2.0 and the Social Web

@markhawker

Who Am I?

• Graduated in 2008 with a degree in Informatics from the School of Computing. (Owen taught me, too.)

• Authored a book in 2010 on “social programming” which is the integration of Social Web technologies into websites (and other devices).

• Working in the Yorkshire Centre for Health Informatics.• Studying for an MA Social Research at the University of York.

Learning Objectives

• To appreciate how emerging social networking tools create the potential to transform organisations and business processes.

• To make the link between business issues and software technologies.

• To be able to make recommendations for organisational strategies and policies.

Presentation Outline

• What is Web 2.0?– What does it look like?– What does it encompass?

• What is the Social Web?– Where is it heading?– What are the challenges/issues?

• SWOT for Social Media Strategy

Seminar Exercise

• Spend 5 minutes (or so) looking through the seminar exercise.

• You will be expected to do the formative exercise ready for next week’s lecture.

• These slides will be put on the VLE (soon).

Web 2.0• Tim O’Reilly, 2005 [1]:

– “Web as platform.”

• Tim Berners-Lee, 2006 [2]:– “Nobody even knows what it means.”

• The Machine Is Us/ing Us, 2007 [3]:– Form and content is separated– Text, images, video, sound– Data interchange is achieved via XML (and others)– “Folksonomy” vs. taxonomy– “We are the Web”– Rethink everything.

Web 2.0 Design Patterns

• Christopher Alexander, cited in [1]– The Long Tail– Data is the next Intel inside– Users add value– Network effects by default– Some rights reserved– The perpetual beta– Cooperate, don’t control– Software above the level of a single device.

http://xkcd.com/802/

Web 2.0 Examples

• Twitter• Facebook• LinkedIn• Wordpress• Quora• Get Satisfaction• Foursquare

Total Time Spent Online [4]

The “Influentials Hypothesis” [5]

“Large-scale changes in public opinion are not driven by highly influential people who influence everyone else but rather by easily influenced people influencing other easily influenced people.”

The Social Web

Personal• Who I am• Who I know• What’s happening

Business• Who we are• Who we know

– B2B vs. B2C vs. (C2C)

• What’s happening– Proactive vs. Reactive

“If you’re not open to feedback, you’re not ready to play.”

Ketchum/FedEx [6]

Six Social Media Trends for 2011+ [7]

1. It’s the integration economy, stupid.2. Tablet and mobile wars create ubiquitous social computing.3. Facebook interrupts location-based networking.4. Average participants experience social media schizophrenia.5. Google doesn’t beat them, they join them.6. Social functionality makes websites fashionable again.

Six Major Issues/Challenges [8]

1. Resistance from internal culture2. Measuring return-on-investment3. Lack of resources4. An ever-changing technology space5. Resentment and envy of the role (of social strategists)6. A looming increase in business demands.

Organisational Structure [9]

Measurement [9]

• Engagement data• Sentiment• Website traffic• Conversions or leads• Customer satisfaction rates• Share of voice or total mentions• Actual product revenue.

The ROI Pyramid [9]

SWOT for Social Media Strategy [10]

Strengths Weaknesses

1. Penetration or market reach.2. Team is able to respond quickly and

effectively.

1. Trouble scaling or maintaining a social media campaign.

2. Lack of tools or resources to track and monitor social media campaign results.

3. Tough to train or convince management team on social media principles.

Opportunities Threats

1. New target or niche markets that are untapped.

2. Promotions, discounts, offers that can be utilised through social media platforms.

3. Penetration into a new geographical market.

1. Competitor is going after the same space or same audience with similar campaign.

2. Is the current campaign sustainable, can it continue?

Any more? cf. http://seowizardry.ca/The_Wizards_Blog/social-media-swot-analysis/

QUESTIONS OR THOUGHTS?Over to you.

References1. http://oreilly.com/web2/archive/what-is-web-20.html 2. http://www.ibm.com/developerworks/podcast/dwi/cm-int082206.txt 3. http://www.youtube.com/watch?v=6gmP4nk0EOE4. http://www.visualeconomics.com/how-the-world-spends-its-time-online_

2010-06-16/

5. https://www.gsb.stanford.edu/facseminars/events/marketing/documents/mktg_03_08_dodds_paper1.pdf

6. http://www.2010socialmediastudy.com/ 7. http://blogs.hbr.org/cs/2010/12/six_social_media_trends_for_20_1.html 8. http://www.web-strategist.com/blog/2010/11/10/report-the-two-career-p

aths-of-the-corporate-social-strategist-be-proactive-or-become-social-media-help-desk/

9. http://www.slideshare.net/jeremiah_owyang/keynote-social-business-forecast-2011-the-year-of-integration

10. http://www.jmorganmarketing.com/using-swot-for-social-media-strategy/

Contact Me

• You can find me here:– @markhawker