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Page 1: 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.

CHAPTER 9

Social Computing

Page 2: 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.

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

Page 3: 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.

Chapter Outline (continued)

9.5 Social Computing in Business: Customer Relationship Management

9.6 Social Computing in Business: Human Resource Management

Page 4: 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.

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.

Page 5: 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.

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.

Page 6: 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.

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

Page 8: 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.

9.1 Web 2.0

Page 9: 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.

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

Page 11: 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.

Web 2.0 Underlying Technologies

AJAX

Tagging

Really Simple Syndication (RSS)

Page 12: 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.

Geo-Tagging

Page 13: 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.

Blogs and Blogging

Blogs, Blogging, and the Blogosphere

Popular blogs

Page 14: 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.

Microblogging

Page 15: 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.

Wikis

Wikis used in business

Page 16: 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.

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

Page 17: 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.

Overview

Page 18: 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.

Categories of Social Networking Web Sites

Socially oriented (Facebook)

Professional networking (LinkedIn)

Media sharing (YouTube, Flickr, Hulu)

Communication (LiveJournal, Plurk)

Page 19: 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.

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.orgCheck out londonprofiler.org

Page 22: 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.

Mashup HealthMap.org

Page 23: 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.

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

Page 24: 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.

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

Page 29: 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.

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

Page 31: 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.

Car Sharing

Your most underutilized, and second-most expensive, asset: Your car

Take a look at Lyft (www.lyft.me)Take a look at Uber (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)

See another example

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9.6 Social Computing in Business: Human Resource Management

Recruiting (LinkedIn)

Employee Development

Take a look at IT’s About Business 9.6: “So You Want to Find a Job”


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