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.
IS Today (Valacich & Schneider)
7/21/2015
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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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