Transcript Chapter 6
Chapter 6
Enhancing Collaboration Using
Web 2.0
6-1
“A lot of our successes don't have
anything to do with anything our
executives thought were a good
idea.”
Sergey Brin,
Google
On the Wisdom of
Crowds.
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Learning Objectives
6-2
1. Describe Web 2.0, its components, the strategies
that companies are adopting to embrace these
emerging capabilities, and its future.
2. Understand the importance of empowering users
to generate content using wikis, tags, blogs, netcasts,
and self-publishing.
3. Explain different collaboration tools and
techniques, including social networking, virtual teams,
viral marketing, and crowdsourcing.
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Learning Objectives
6-3
1. Describe Web 2.0, its components, the strategies
that companies are adopting to embrace these
emerging capabilities, and its future.
2. Understand the importance of empowering users
to generate content using wikis, tags, blogs, netcasts,
and self-publishing.
3. Explain different collaboration tools and
techniques, including social networking, virtual teams,
viral marketing, and crowdsourcing.
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Defining Web 2.0
6-4
Contrasting Web 1.0 to Web 2.0
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Pillars of Web 2.0
6-5
Utilizing the Web as a Platform
Example: openSUSE operating systems
Peer-to-peer technology
Harnessing Collective Intelligence
Example: Amazon.com reviewers
Leveraging the Data
Example: Google’s knowledge of the customer
Implementing Innovative Web Capabilities
Example: Goog411
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Key Web 2.0 Capabilities
6-6
Using these pillars we can provide a rich Internet
experience
Web 2.0 technologies allow creating unique
applications such as:
Web Services
Widgets
Mashups
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Web Services
6-7
Allows data to be
accessed easily by:
Utilizing the existing
infrastructure
Accessing remote or local
data easily
Creating new and dynamic
Web applications
Facebook, Google Maps…
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Widgets
6-8
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
6-9
Combination of two or
more Web services
Creates unique
applications
Google, Yahoo, Microsoft
and others have created
mashup editors
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Web-based Collaboration Tools
6-10
Easy access software
Allows individuals to share and communicate
easily
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Benefits and Risks of Web-Based Collaboration
Tools
6-11
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Some of Google’s Web Applications
6-12
Gmail: Web-based e
mails
Google Calendar:
Collaborative calendar
Google Talk: IM client
Google Docs: Online
office suite
Google Sites:
Collaboration suite for
team information
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Microsoft SharePoint and Groove
6-13
Microsoft’s SharePoint and Groove
used for organizations/small teams
Used for document and workflow management
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Other Web-based Collaboration Tools
6-14
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Content Management Systems
6-15
Allows for publishing, editing, version tracking, and
retrieving digital information
Roles:
Creator—publishing
Editor—editing and publishing
Administrator—managing access, editing, and publishing
Guest—viewing
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Example: Microsoft SharePoint
Content Management System
6-16
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Web of the Future
6-17
Semantic Web
Tim Berners-Lee
Web pages are designed so that computers are able to read and
index the pages
Web 3.0
World Wide Database
Open Technologies
Open ID
Integration of Legacy Devices
Intelligent applications
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Learning Objectives
6-18
1. Describe Web 2.0, its components, the strategies
that companies are adopting to embrace these
emerging capabilities, and its future.
2. Understand the importance of empowering users
to generate content using wikis, tags, blogs, netcasts,
and self-publishing.
3. Explain different collaboration tools and
techniques, including social networking, virtual teams,
viral marketing, and crowdsourcing.
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Empowering Individuals with Web 2.0
6-19
Web 2.0 allows people to
Write their own content
Edit others content
Publish their own content
Several ways users can
add value
Wikis
Blogging
Netcasts
Tagging
Printing on demand
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Wikis
6-20
Wiki: a Web site that is linked to a database
Keeps history of prior versions and changes
Allows for reversing any edits
Wikis allow people to
Post, edit, add, comment
Access information
Wikipedia is the most popular wiki
10 million articles
253 languages
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Other Wikis
6-21
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Tagging
6-22
Add data to digital content
Geo-tagging is adding information to maps
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Metadata
6-23
Data about data.
Example: What is “42”?
There is no context
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Blogging
6-24
Blogging or
Weblogging
started as digital
diaries
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Issues in Blogging
6-25
Amatuerization of journalism
Nicholas Carr
Blogosphere
Power of the bloggers
“Rathergate”
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Netcasts
6-26
AKA podcasts (Apple term)
Distributing digital content (audio or video) via
syndication feeds
Real Simple Syndication (RSS) is the most common
type used
Feeds can be aggregated
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Printing-On-Demand
6-27
Customized printing in small batches
Low set-up and per print run costs
Blurb, Lulu, or BookSurge
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Learning Objectives
6-28
1. Describe Web 2.0, its components, the strategies
that companies are adopting to embrace these
emerging capabilities, and its future.
2. Understand the importance of empowering users
to generate content using wikis, tags, blogs, netcasts,
and self-publishing.
3. Explain different collaboration tools and
techniques, including social networking, virtual teams,
viral marketing, and crowdsourcing.
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7/21/2015
Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall
Enhancing Collaboration with Web 2.0
6-29
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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Social Online Communities
6-30
Social networking
Business uses
(i.e., LinkedIn)
Social uses
(i.e., Facebook.com,
MySpace.com)
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Network Effect
6-31
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
6-32
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):
Do something unexpected
Make people feel something
Make sequels
Allow sharing and easy distribution
Never restrict access to the content
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Crowdsourcing
6-33
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
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End of Chapter Content
6-34
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Opening Case: Managing in the Digital World: Digg.com:
Changing How News Is Delivered
6-35
Digg.com founded in
2004 by Kevin Rose and
Jay Adelson
News aggregation site
where users post and vote
on important news stories
Immensely popular
The “Digg effect”
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Virtual Reality (VR) People
6-36
People enjoy nature from the comfort of their living
rooms
Study:
Outdoor activities such as camping, fishing, visits to natural
parks are declining
Decline began during rapid growth of video games
Will nature conservation and concern for
environment deteriorate if people prefer “virtual
nature”?
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Digg’s Kevin Rose and Jay Adelson
6-37
Rose hosted TV show
called Screen Savers
Met when Jay was a guest
on the show
Started Digg in 2004
News aggregation site
based on Web 2.0
principles
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False Stories Receive Attention:
Madness of the Crowds
6-38
Digg posts can have large impacts
2007—Digg users posted that Nancy Pelosi wanted opinions
on possible impeachment of President Bush. They posted
her phone number.
A user accused a writer for the O’Reilly Show of stealing
code from Digg
Pelosi was flooded with phone calls, however, no impeachment
was planned
No code was stolen
Digg users posted HD DVD encryption codes
Digg users influenced management to leave up the code
Hard to aggregate wisdom of crowds without
aggregating their madness as well
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Top Web 2.0 Sites
6-39
Several companies publish ranking of top Web 2.0 sites:
Yahoo!
Complete
Quantcast
Alexa
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Virtual Extras
6-40
Difficult to generate computer generated crowd
scenes for video games and movies
UCLA professor company has developed a crowd
generation software
Up to 1,400 autonomous people
Act like real people
Motion layer for walking, running, and so on.
Reactive layer for interacting with environments
Cognitive layer for reacting in a human-like fashion
Crowds gather in groups, sit down to rest, avoid oncoming
traffic, and so on
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The Internet Movie Database
(IMDb)
6-41
Began as a Usenet list in 1990
Before the WWW existed
Online database of movie related information
Registered users can leave comments or submit
information
Business professionals can post photos, resumes,
and additional information for a fee
17 million users
How can IMDb promote movies or actors?
What is next for IMDb?
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Online Travel
6-42
Online travel agencies
Expedia, Travelocity, Orbitz
In the first quarter of 2008, Expedia accounted for 32
percent of worldwide bookings
Some providers prefer customers to book directly
Build customer relationships
Avoid OTA fees
JetBlue, InterContinental Hotels
Travel search engines
Kayak, SideStep, Mobissimo, Yahoo!’s FareChase
Link to suppliers’ Web sites
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