Lecture 9 - Social Computing & Business

7/31/2019 Lecture 9 - Social Computing & Business

1/19

IS52026 Social ComputingWeek 9: social computing & business

dan mcquillan

DISCUSSION what are the implications of web 2.0& the read / write web for business?


2/19

http://oreilly.com/web2/archive/what-is-web-20.html

Last 8 weeks business?1. the emergence of web 2.02. internet infrastructure & global social media3. seeing through social networks4. social networks the dark side5. open source code, copyright & creative commons6. programming & participatory culture7. computing and crowds

8. crowdsourcing, flashmobs and crowdfunding


3/19

By faceyspacey on flickr

The idea of engagement


4/19

Dell hell ideastorm (crowdsouring)In June 2005, Dell Inc. received some major

complaints concerning its customer supportservices. Blogger Jeff Jarvis posted a series ofrants, coined Dell Hell, about the Dell laptop hedrecently purchased. Jarvis posts caught theattention of others who also began to lodge theirown negative experiences with Dells customer

service. It was not long before the Dell Hell postsbegan to catch the attention of the mainstreammedia. As a result of the bad press and Dell Inc.scontinued silence on the issue, the computerindustry giants sales and reputation began toplummet.

https://learningspaces.njit.edu/elliot/content/dell-hell-

impact-social-media-corporate-communication


5/19


6/19

The Streisand effect is a primarily online phenomenon inwhich an attempt to hide or remove a piece of information

has the perverse effect of publicizing the informationmore widely. It is named after American entertainerBarbra Streisand, whose attempt in 2003 to suppressphotographs of her residence inadvertently generatedfurther publicity.

http://en.wikipedia.org/wiki/Streisand_effectMike Masnick of Techdirt coined the term after Streisand,

citing privacy violations, unsuccessfully suedphotographer Kenneth Adelman and Pictopia.com forUS$50 million in an attempt to have an aerial photographof her mansion removed from the publicly availablecollection of 12,000 California coastline photographs.[1][3][4] Adelman said that he was photographingbeachfront property to document coastal erosion as partof the government sanctioned and commissionedCalifornia Coastal Records Project.[5] As a result of thecase, public knowledge of the picture increasedsubstantially; more than 420,000 people visited the siteover the following month


7/19

In April 2007, an attempt at blocking an AACS key from beingdisseminated on Digg caused an uproar when cease-and-desist

letters demanded the code be removed from several high-profilewebsites. This led to the key's proliferation across other sitesand chat rooms in various formats, with one commentatordescribing it as having become "the most famous number on theinternet". Within a month, the key had been reprinted on over280,000 pages, printed on T-shirts and tattoos, and hadappeared on YouTube in a song played over 45,000 times.[7]

AACS encryption key controversy

http://en.wikipedia.org/wiki/AACS_encryption_key_controversyA controversy surrounding the AACS cryptographic key arose inApril 2007 when the Motion Picture Association of America andthe Advanced Access Content System Licensing Administrator,LLC (AACS LA) began issuing demand letters[1] to websitespublishing a 128-bit (16-byte) number, represented inhexadecimal as 09 F9 11 02 9D 74 E3 5B D8 41 56 C5 63 56 88C0[2][3] (commonly referred to as 09 F9),[4][5] which is one ofthe cryptographic keys for HD DVDs and Blu-ray Discs. The

letters demanded the immediate removal of the key and anylinks to it, citing the anti-circumvention provisions of the U.S.Digital Millennium Copyright Act (DMCA).

Trafigura - super-injunction


8/19

When someone shares an event with their friendsthrough social media, this action results in realdollars. Our most recent data shows that over thepast 12 weeks, one share on Facebook equals$2.52, a share on Twitter equals $0.43, a share onLinkedIn equals $0.90, and a share through ouremail friends application equals $2.34. On anaggregate level across Facebook, Twitter and

LinkedIn, and our email share tool, each shareequals $1.78 in ticket sales.http://blog.eventbrite.com/social-commerce


9/19

By Andrew Liszewski

Bakers begin by creating an account online with BakerTweet usingtheir regular computer, inputting all the baked items they want to

Twitter about along with the body of the Tweet that will be sent outfor each. Back in the kitchens, the wall-mountable BakerTweet boxcaptures that information, allowing bakers to simply turn a dial toselect which item they want to Tweet about at that moment (FreshBuns, for example) and then push a button to send the full Tweetwirelessly to Twitter.

http://www.springwise.com/marketing_advertising/bakertweet/SHOW BakerTweet http://vimeo.com/3972081How does it work? (the gory details)

The BakerTweet prototype is made up of an Arduino Duemilanove,Arduino Ethernet Shield, Ladyada Proto Shield, a Linksys wifiadapter, and a whole bunch of little parts that make up the rest ofwhat you see. We went through a couple of weeks of prototypinguntil the we settled on all the final components and wiring. One ofthe highlights of BakerTweet is that it interfaces with a Django CMSfor all it's information. This means that an owner can sign into theiraccount on bakertweet.com and edit the number of items, how theywant them labelled on the device, and the body of the Tweet is sent

out for each. To update the device with the latest information, theowner simply spins the dial "Update Items List," hits the button, andthe box grabs the latest list of items. Simple.

http://bakertweet.com/


10/19

IS52026 Social ComputingWeek 3: seeing through social networks

by Choconancy1 on Flickr (CC BY-NC-SA 2.0)

What is a social network?

we use social network to describe a platform but it'sreally a social formation

3. the rise of social networking sites has surfaced thefact that offline social networks are alreadyfunctioning in all parts of our lives and society.

Social network analysis. Social capital. Socialnetworks for good (russia, bosnia).4. social networks the dark side

DISCUSSION what are the implications of socialnetworks for business?


11/19

Image:DARPA

DARPA challengehttp://web.mit.edu/press/2009/darpa-challenge-1210.html

Those who directly found one of the 10 balloons were offered$2,000, with the remaining $2,000 going to charity. Butaccording to team members, the key to their success wasalso rewarding those whose input directly helped to find theballoons. If, for example, you invited the person who actuallyfound the balloon to join the network, you would receive$1,000, with $1,000 going to charity. The person who invitedyou would receive $500, and so on. In addition to themonetary rewards, the system also allowed all participants tosee their direct impact on the social network.

The Media Lab team assembled its strategy in only four days.It launched a Web site on Thursday, December 3, andenlisted close to 5,000 participants in just 48 hours. By 6:52

pm on Saturday, December 5only 8 hours and 52 minutesafter the contest beganthe team had located all 10 of theeight foot-by-eight-foot balloons, which were tethered to theground at various locations from coast to coast.


12/19

by asmythie (CC BY-NC-SA 2.0)

PLAY EVERY BREATH YOU TAKEThe lyrics are the words of a sinister, controlling

character, who is watching "every breath you take;every move you make".

Sting later said he was disconcerted by how manypeople think the song is more positive than it is. Heinsists it's about the obsession with a lost lover, thejealousy and surveillance that follows. "One couple

told me 'Oh we love that song; it was the main songplayed at our wedding!' I thought, 'Well, goodluck.'"[5] When asked why he appears angry in themusic video Sting told BBC Radio 2, "I think thesong is very, very sinister and ugly and people haveactually misinterpreted it as being a gentle, littlelove song."[6]


13/19

a new study released today reports that Facebook iscreating a thriving economy around its socialnetwork. According to new research from Universityof Maryland, the Facebook App Economy hasadded at least 182,000 new jobs and contributedmore than $12.19 billion in wages and benefits tothe U.S. economy this year. Using more aggressiveestimates, the Facebook App Economy created a

total of 235,644 jobs, adding a value of $15.71billion to the U.S. economy in 2011.http://techcrunch.com/2011/09/19/study-facebook-

app-economy-adds-over-200k-jobs-contributes-more-than-15b-to-the-u-s-economy/

SHOW http://visualeconomics.creditloan.com/the-

republic-of-facebook_2010-06-29/


14/19

EtsyIn 2010, Etsy saw revenues increase from $180

million to $314 millionhttp://en.wikipedia.org/wiki/Etsy

API c.f. Last.fm

the tension between organisations operating as

hierarchies versus networks:Hierachies are good at heavy lifting, do big things,permananence. But they are slow and can becomesclerotic. Networks are good at change, speed,adapting. When we talk about social businessdesign often we are talking about shifting thebalance of power back in favour of networks.

www.antonymayfield.com/2011/10/20/making-social-business-a-reality-notes-and-slides-from-my-socon-2011-talk/


15/19

Open source business models e.g. IBM(As the old joke goes: software, free. The manual,

$10,000)


16/19

http://www.local-motors.com/What is The Forge? The worlds first open-source

community of car designers and fabricators.

Open Source Science: A New Model for Innovation HBS Working Knowledge

Thanks to broadcasting, nearly one-third of thepreviously unsolved problems found successful

solutions.Innovations happen at the intersection of disciplines.People have talked about that a lot and I thinkwe're providing some systematic evidence now withthis study.

We see this in many different places. The insight isthat what you want to do is open up your problem

to other peoplenot just to serendipity, but in somesystematic way

http://hbswk.hbs.edu/item/5544.html


17/19

The internet is a copy machine. At its most foundational level, itcopies every action, every character, every thought we make

while we ride upon it. In order to send a message from onecorner of the internet to another, the protocols of communicationdemand that the whole message be copied along the wayseveral times. IT companies make a lot of money sellingequipment that facilitates this ceaseless copying. Every bit ofdata ever produced on any computer is copied somewhere.

SHOW list athttp://www.kk.org/thetechnium/archives/2008/01/better_than_fre.

phpImmediacyPersonalizationInterpretation

AuthenticityAccessibilityEmbodimentPatronageFindability


18/19

DISCUSSION what are the implications ofcrowdsourcing and crowdfundng for business?

9. computing and crowds - ideastorm, wikipedia,openstreetmap, ushahidi

10. crowdsourcing, flashmobs and crowdfunding -MPs expenses, flashmobs, crop mobs, radiationreadings, kickstarter, balloon mapping


19/19

http://crowdflower.com/CrowdFlower's Enterprise Crowdsourcing Platform

takes large, information-heavy projects and breaksthem into small tasks that are distributed to morethan a million on-demand contributors world-wide.Our patent pending technology aggregates theresults and controls for quality.

SHOW http://vimeo.com/26878855

Lecture 9 - Social Computing & Business

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