Transcript Enhancing Collaboration Using Web 2.0

Enhancing Collaboration Using
Web 2.0
Facebook is the most popular social
network, with over 500 million
active users.
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Learning Objectives
1. Describe Web 2.0 and what it is
2. Explain how organizations can enhance
communication with Web 2.0
3. Explain how organizations can enhance cooperation
with Web 2.0
4. Explain how organizations can enhance
collaboration with Web 2.0
5. Explain how organizations can enhance connections
with Web 2.0
6. Managing the Enterprise 2.0 Strategy
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What is Web 2.0?
DEFINING WEB 2.0
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Defining Web 2.0
• Dynamic Web applications that allow people
to collaborate and share information online
• A shift in the users’ role from passive
consumer of content to creator
• Example: articles in the online encyclopedia
Wikipedia are jointly written and edited by the
online community.
• Amazon.com incorporates book reviews from
its customers.
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What is Web 2.0?
• Design Patterns and Business Models for the
Next Generation of Software
- By Tim O’Reilly
• http://oreilly.com/pub/a/web2/archive/whatis-web-20.html
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Evolving Social Interaction
• Web 2.0 Technologies change how people
interact and enable Social Media
– Online information at our fingertips
– Personal expression available 24/7
• Individuals often post very private information
– About themselves
– About others
– Without thinking about the consequences
Defining Web 2.0
• Social Software (or social
media)
• Enterprise 2.0
• Collective Intelligence
• MySpace/Facebook/LinkedIn
• Distributed groups of people with a
divergent range of information and
expertise will be able to outperform the
capabilities of individual experts.
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Evolving Collaboration through Collective
Intelligence: Shifting Perspectives
Web 1.0
Web 2.0
Me
Me and you
Read
Read and write
Connect ideas
Connect ideas and people
Search
Receive and give recommendations to
friends and others
Find
Share
Techies rule
Users rule
Organizations
Individuals
Web 2.0 The Machine Is Us/ing Us
http://www.youtube.com/watch?v=6g
mP4nk0EOE
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How organizations can enhance communication with Web 2.0
ENHANCING COMMUNICATION
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Enhancing Communication with Web
2.0
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Blogs
Social Presence
Instant Messaging
Virtual Worlds
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Blogs
 Blogging is the process of
creating an online text
diary (a blog, or Web log).
 Traditional media giants
(e.g. CNN) use blogs.
 Companies increasingly
use blogs to connect with
their employees or
customers.
 Blogosphere is the
community of all blogs.
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Examples of Prominent Blogs
 Controversy of Blogs
 Called the “amateurization” of journalism
 Some bloggers cut journalistic corners.
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Social Presence
• Social presence tools (sometimes called micro
blogging tools)
• Twitter has become a source for breaking news.
– Example:
Crash of
US Airways
flight 1549
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Instant Messaging
• Instant messaging (or online chat) emulates real-time
written conversations.
• Immediate feedback from conversation partners
• Social networking sites, such as Facebook, have
integrated instant messaging.
• Most instant messaging environments also support
both video and voice communication.
• Many organizations use instant messaging for
internal communications, sales, and customer
support.
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Virtual Worlds
• Virtual worlds consist of 3D environments where people can interact
and build, buy, or sell virtual items, all using their personalized avatar.
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How organizations can enhance cooperation with Web 2.0
ENHANCING COOPERATION
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Enhancing Cooperation with Web
2.0
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Media Sharing
Social Bookmarking
Social Cataloging
Tagging
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Media Sharing
• Sharing pictures, videos, audio, and presentations on
the Web
• Flickr (images), YouTube (videos)
• Netcasting (or podcasting)—distribution of digital
media, such as audio or video files via syndication
feeds
 Educational sector uses netcasts
for lectures, lab
demonstrations, or sports
events.

(Example: via Apple iTunes U)
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Social Bookmarking
• Users share Internet
bookmarks and
create categorization
systems
(folksonomies).
• Example: Delicious
and Digg
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Social Cataloging
• Creation of a
categorization system by
users
• Contributors build up
catalogs regarding
specific topics; such as
academic citations,
wireless networks,
books and music, and so
on.
• Example: Zotero
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Tagging
• Manually adding metadata to media or other content
• Metadata is data about data.
• Example: picture metadata:
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date and time
focal length
shutter speed
aperture value
• Tags enable searching
using keywords
• Geotagging—tags include
geospatial data.
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Metadata
• Data about data.
• Example: What is “42”?
– There is no context
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Tag Clouds
 The size of a
word in a tag
cloud represents
its importance
or frequency so
that it is easy to
spot the most
important or
frequent words
or tags.
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How organizations can enhance collaboration with Web 2.0
ENHANCING COLLABORATION
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Enhancing Collaboration with Web
2.0
• Collaboration can be done:
– Synchronously (i.e., at the same time)
• Chatting online, video conference, and so on
– Asynchronously (i.e., not coordinated in time)
• E-Mail, discussion boards, and so on
• Virtual Team
– Group members in different places assembled to work on
a project
– Rush University Medical Center
• Uses virtual medical teams
• Patients get best health care regardless of where they reside.
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Virtual Teams
• Members of highly specialized virtual teams are
often not colocated.
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Tools for Collaboration
• Collaboration tools help with many different
communication needs, such as talking, sharing
documents, or making decisions.
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Web-Based Collaboration Tools
• Benefits and Risks
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Google Apps
• Google Apps is a family of
Web-based collaboration
tools
– Gmail—e-mail client
– Google Calendar—
collaborative calendar
allowing users to share events
– Google Talk—instant
messaging client
– Google Docs—online office
suite (word processing,
spreadsheet, presentation)
– Google Sites—group Web sites
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Content Management Systems
• Content management systems allow users to publish,
edit, version track, and retrieve digital information.
• Content—documents, images, audio files, videos, or
anything that can be digitized.
• Typical roles in a content management system:
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Creator
Editor
Administrator
Guest
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Microsoft SharePoint
• Microsoft SharePoint is a document
management platform that can be used to host
Web sites that enable shared workspaces and
integrate other collaborative applications, such
as wikis and blogs.
– It also includes workflow functionality such as to-do
lists, discussion boards, and messaging alerts.
– It is easily customizable.
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Example: Microsoft SharePoint
Content Management System
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Microsoft Office Groove
– used for organizations/small teams
– used for document and workflow management
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Wikis
• Wiki: a Web site allowing people to
– Post, edit, add, comment
– Access information
• Wiki: a Web site that is linked to a database
– Keeps history of prior versions and changes
– Allows for reversing any edits
• Wikipedia is the most popular wiki.
– Over 15 million articles
– 270 languages
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Examples of Wikis
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Human-Based Computing
(Crowdsourcing)
• Using everyday people to outsource work
• Eli Lilly’s InnoCentive
– Company posts problems and anyone can take a shot at
solving them
• Amazon’s Mechanical Turk
– Allows anyone to post problems
– Users are compensated for correct or useful answers
• E-lancing
– Posting individual projects for anyone to bid on
http://blog.mainstreethost.com/four-recent-examples-of-clevercrowdsourcing-campaigns#.USOEOR1A2E8
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How organizations can enhance connections with Web 2.0
ENHANCING CONNECTIONS
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Enhancing Connection with Web
2.0
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Social Networking
Viral Marketing
Social Search
Syndication
Web Services
Widgets
Mashups
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Social Networking Communities
• Social networking
– Business uses (e.g. LinkedIn)
– Social uses (e.g. Facebook, MySpace)
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Network Effect
• Why certain social Web sites succeed and other fail
– The value of the network depends on the number of users
– A critical mass is needed
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Viral Marketing
• Marketing-driven by word-of-mouth, similar to how
viruses are transmitted
• Promoting a product / service via online content that
can be shared.
– Example: BMW short films by famous directors
• Critical Factors of Viral Marketing (Thomas Baekdal):
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Do something unexpected.
Make people feel something.
Make sequels.
Allow sharing and easy distribution.
Never restrict access to the content.
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Social Search
• Finding relevant information has become increasingly difficult
on the Web.
• Returning the most relevant results to each user is the holy grail
for search engines.
• Search engines such as Google or Bing now offer social search
functionality.
• Include content from social networks, blogs, or microblogging
services.
• Narrow the results to content from one’s online social circle.
• Let users annotate or tag search results.
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Syndication
• Real Simple Syndication (RSS)—a family of syndication feeds
used to publish current blogs, podcasts, videos, and news
stories.
 RSS feeds typically
contain a synopsis
of a document or
the full text.
 RSS feeds can be
read by most Web
browsers.
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Web Services
• Web services allow data to be accessed without intimate
knowledge of other organizations’ systems, enabling machineto-machine interaction over the Internet.
 Web services allow any
device to use any
network to access any
service.
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Benefits of Web Services
1. Utilizing the existing Internet infrastructure
(i.e., no new technologies are needed)
2. Accessing remote or local data without having
to know the complexities of this access
3. Creating unique and dynamic applications
quickly and easily
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Google Web Services
• Android—for building mobile phone applications.
• Search—allows users to create customized search
features in Google.
• Calendar—for managing personal calendars.
• Maps—used to integrate Google’s mapping system
into Web sites.
• OpenSocial—allows users to build applications that
work with multiple social communities, such as
Friendster and LinkedIn.
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Widgets
• Small interactive tools
– Typically for a single
purpose
– Can be placed on
desktop or integrated
into Web pages
– Started on the MAC OS
– Now available
everywhere
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Mashups
• Idea of mashups came
from popular music
where a song is
produced by mixing
other existing songs.
• Combination of two or
more Web services
– Creates unique
applications
– Google, Yahoo,
Microsoft and others
have created mashup
editors.
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Pitfalls of Web 2.0 Marketing
• Online Product Reviews
– Negative reviews from competitors
– Companies paying for positive reviews
• Microblogging
– Easy to “cross a line” and offend
– Negative publicity can come quickly
• Social Networks
– Fine line between maintaining control and offending
customers
– Individuals sharing too much personal information
More Pitfalls of Web 2.0 Marketing
• Bad Vibes going Viral
– Negative publicity can spread like wildfire
– Videos can easily go viral
• Lessons Learned
– News travels fast
– Have a crisis team and a plan
– Prepare for your worst social media nightmare
– Monitor the environment
– Respond within 24 hours
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EXTRA CONTENT
Managing in the Digital World:
Facebook.com
• Facebook had over 1 Billion users in 2012
• Many companies now have Facebook pages
– When users like a company, they can receive
updates from the company
– Consumers can leave comments for companies
– Companies can interact with customers
– Many companies consider it a critical marketing
tool
Brief Case:
Crowdsourcing a Constitution
• Iceland decided to update it’s constitution
• The public could contribute ideas
– Wide range of topics
– Citizenship required for submission
– Dedicated staff filtered spam and corrected glitches
• Ideas published for further comment and
discussion
• Hundreds of contributions helped construct a
new governing document
Coming Attractions:
Bio-Storing Files in Bacteria
• The DNA of bacteria can be ‘edited’ to
incorporate data that has been properly encoded
– Bacteria has long DNA strands to encode data onto
– Data to large for one bacteria can be broken up into
multiple parts
– Many bacteria together can store vast sums of data
– Bacteria replicate constantly
– Data could be stored intact for millennia
Key Players:
You, the Content Creator
• In the world of social media, the user is the key
content creator
– This leverages the network effect, the more users on a
site, the more valuable it is
– Tumblr only has 107 employees, but its users created
69,224,951 posts on one day in July 2012
– YouTube users upload 829,000 videos a day, or 72
hours of video a second
• This includes 3 hours a second of video from mobile devices
– For these companies, and others, the user both
creates and consumes their product
Who’s Going Mobile:
Mobile Social Media
• Smart phones used to be primarily used for
games
• Now users spend more time on social
networking sites than on games
• Companies are now integrating social
networking with localization and mobile
computing (sometimes referred to as SoLoMo)
– Combining all three allows businesses to target
local users who are in their vicinity
Ethical Dilemma:
“Zucking” Up the Universe
• People now have their sense of self tied to
their social media presence
• This constant online interaction can lesson a
persons sense of ‘self’
• Social media also reduces ‘human touch’
• Users may start to define themselves through
their self-broadcasts
• This is particularly problematic for the children
of today
When Things Go Wrong:
Social Media Meltdown at Nestlé
• Nestlé is a global food company
– Greenpeace protested Nestlé was buying palm oil from firms
that were devastating the rain forest
• This was endangering orangutans
• Posted a video on YouTube with an orangutan finger in a KitKat
– Nestlé asked YouTube to pull the video
– This perceived censorship resulted in protests posted in Nestlé’s
Facebook site
– Nestlé deleted the complaints, and their Facebook moderator
began swapping insults with users
– This brought international attention to Nestlé’s actions, and it
became a public relations nightmare
– Nestlé has since committed to eliminating deforestation from its
supply chain
Industry Analysis:
Online Travel
• The first wave (1.0) of online travel was online travel
agencies (OTAs)
– Expedia, Orbitz, Priceline, Travelocity
– Some hotel and airline chains won’t use OTAs
• OTAs charge service companies fees
• Providers want customers to book directly with them
• Now travel search engines search all providers
– Provide information on best deal, but not booking
– Online Travel 2.0 requires customers to book with
individual sites for services
• The latest trend is mobile applications and travel
booking