Chapter 9 Notes
Chapter 9 Notes BTE 210
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This 4 page Class Notes was uploaded by Dalia Szkolnik on Monday February 22, 2016. The Class Notes belongs to BTE 210 at University of Miami taught by Geraldine Perez in Winter 2016. Since its upload, it has received 78 views. For similar materials see Fundamentals of Business Technology & Innovation in Information System at University of Miami.
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Date Created: 02/22/16
Chapter 9 Notes Social Computing What is social computing? • Combines social behavior and information systems to create value • Users produce, control, use and manage content via interactive communications and collaborations • Human behaviors and decisions are influences by their social context Web 1.0 • The first generation of the Web o Focuses on the creation and commercialization of the Web Web 2.0 • Loose collection of information technologies, applications, and the Web sites that use them • New digital ecosystem that promotes creativity, connectivity, collaboration, convergence and community Web 2.0 IT Tools • Tagging keyword or term that describes a piece of information, like a picture, article, or video clip o it allows users to place information on multiple, overlapping associations rather than in rigid categories Folksonomies: user generated classifications that use tags to categorize and retrieve Web pages, photos, videos, and other content Geotagging: tagging information on maps • Real Simple Syndication (RSS) allows subscribers to receive customized information when they want it, without having to surf thousands of Web sites o Subscribers receive notification of changes and information of new content • Blogs (or weblogs) site creator expresses his or her feelings or opinions via a series of chronological entries (personal web sites that are open to the public) o Microblogging form of blogging using short messages, image, or video (twitter) • Wiki web site made up entirely of content posted by users, promotes collaboration (Wikipedia) • Social networking websites web site that supports activities for maintaining social network o Create profile page, blogging, link and media sharing (Facebook) • Enterprise social network business-oriented social network (linkedin) or corporate social networks (IBM collaboration) • Mashup web site that takes different content from other Web sites and mixes them together to create a new kind of content (Google Maps) Social Commerce • Delivery of electronic commerce activities and transactions through social computing • Supports social interactions and user contributions Benefits to Customers Benefits to Businesses - Better and faster vendor responses - Test new products and ideas to complaints since they are shared quickly/inexpensive in public sites (damaged products) - Learn more about customers - Customers can assist each other - Identify problems quicker (online forums on - Increase sales by customers talking products/services) positively about product on sites - Expectations can be met faster - Better marketing campaigns and - Easily search, link, chat and buy all brand awareness on social network’s page - Free advertising through viral marketing Social Computing in Shopping • Ratings, Reviews, and Recommendations integrated reviews on vendor’s web page, independent expert’s reviews, paid-for reviews, individuals converse through live chat/email/blog • Group Shopping major discounts or special deals during short time frame (Groupon) • Shopping Communities and Clubs usually luxury items, host sales that last few days (Gilt) • Social Marketing and Direct Sales online intermediaries that harness power of social networks to introduce, buy or sell products and services (craigslist) • Peer-to-Peer Shopping Models high-tech version of old fashioned bazaars and bartering systems, used to sell/buy/rent/barter online with others (aribnb) *Epinions is a web site that allows customers to rate anything from cars to music *Social Marketplaces are the next generation in online business exchanges combination of social networking with a business platform Social Computing in Marketing • Social Advertising advertising formats that make use of social context of the user viewing the ad, firm form of advertising to leverage forms of social influence such as peer pressure and friend recommendations • Viral Marketing word-of-mouth advertising • Market Research social media uses voluntarily provided demographics that help identify and target potential customers o Merchants can now easily find customers, see what they do online, and learn who their friends are • Conversation Marketing feedback from customers provided to companies through social computing tools (blogs, wikis, forums, social networking sites) • Conducting Market Research Using Social Networks customer sentiment express on Facebook, Twitter, LinkedIn, and similar sites represent a valuable source of information for companies allowing them to analyze the data, conduct better ad campaigns, improve product design and their service offerings o Customer sentiment analytics o Tracking customer activities Using Facebook: obtain feedback from fans, test-market messages, survey invitations Using Twitter: monitor industry-specific keywords, review TweetStats, solicit information from customers and interact with them Customer Relationship Management • Social computing has changed dramatically the expectations of customers and capabilities of corporations in the area of customer relationship management • Companies can now monitor closely the customer’s negative comments and involve customers to resolve the issues, which results in improved customer service Human Resource Management • Recruiting recruiters and job seekers are moving to online social networks as recruiting platforms • Finding a job entry-level positions are now listed only online, job sites are the faster/least expensive/most efficient way to connect employers with employees (LinkedIn) • Employee development Human Resources professionals are suing enterprise social tools to enable/encourage/promote employee development through relationship building by providing a platform for employees to collaborate with each other (simplifies workflows and captures new ideas on campaigns/projects) (Elearning and Etratining)
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