CIS Chapter 9
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This 7 page Class Notes was uploaded by Daria Trikolenko on Tuesday October 18, 2016. The Class Notes belongs to CIS 2010 at Georgia State University taught by Jim Senn in Fall 2016. Since its upload, it has received 5 views.
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Date Created: 10/18/16
Chapter 9. Social Computing Web. Web 2.0 – loose collection pf information technologies and applications, plus the Web sites that use them; encourage user participation, social interaction and collaboration. It is harness collective intelligence; deliver functionality as services; feature remixable applications and data. Tagging Tag –term describes a piece of information (ex. Blog, picture, vide) Tags allow users to place information in multiple, overlapping associations rather than in rigid categories. Geotagging – tagging information on the maps (ex. Google maps tag the restaurant). Really simple syndication RSS- a Web 2.0 feature that allows you to receive the information you want, when you want it, without having to surf thousands of Web sites. Allows to publish blog, or any other content, to anyone who has interest in subscribing to it. Blogs A weblog- personal web site, open to public, in which site creator expresses his feelings or opinions via series of chronical entries. Blogs often provide useful information, before it becomes available in traditional media outlets (TV, newspapers). Primarily value – ability to bring current, breaking news to the public in fastest time. Can be inaccurate, because sometimes cut the corners of information. Blogosphere – term for millions of blogs on the Web. Microblogging Microblogging – is the form of blogging that allows to share short messages and publish them, which can be submitted via SMS, e-mail; it has limited space per message (ex. Twitter). Twitter allows companies to quickly share information with people interested in their product. Wikis A wiki is a web site made up entirely of content posted by users. It has an “edit” link on each page that allows to add, change, and delete material. Organizations use wikis: - In project management – provide a central repository for capturing constantly updated product features and specifications, tracking issues; - Enable companies to collaborate with customers, suppliers, and other business partners. Social Networking Web Sites A social network is a social structure composed of individuals, groups, or organizations linked by values, visions, ideas. Social networking – activities performed using social software tools (blogging) or social networking features (media sharing); allows connection to those similar interest. Can be described as map of all relevant links among the network’s members; sometimes used to determine social capital of individual participant. Social capital – the number of connections a person has within and between social networks. Enterprise Social networks Business oriented networks (LinkedIn.com) Owned and managed by an independent company. Corporate social network – in-house social networks for employees, business partners, customers, “behind the wall”. Used to create connections to establish virtual teams, bring new employees up to speed; help employees to interact with coworkers. CSN used in: - Network and community building (inside, outside of organization); - Social collaboration – collaborate work and problem solving using wikis, blogs, instant messages; - Social publishing – employees posting content – photos, videos, into a member’s accessible- content repository (ex. YouTube, Flickr) - Social views and feedback; - Social intelligence and analytics – monitoring, analyzing, and interpreting conversations, interactions, and associations among the people, topics, and ideas to gain insights. Examine relationships and work patterns, discovering people and expertise. Mashups A mashup is a Web site that takes different content from a number of other Web sites and mixes them together to create a new kind of content (Google Maps can add plots of crime scenes, cars for sale) Craigslist developed a dynamic map of all available apartments in the United Sates that are listed on their Web site. Fundamentals of Social Computing in Business Social computing (or social commerce) - delivery of electronic commerce activities and transactions through social computing. Supports interactions and social contributions, allowing customers to participate in marketing and selling of products and services online. Individuals can collaborate online, obtain advice from trusted individuals, and find good purchase goods and services. Ex. Disney allows people to book tickets on Facebook without leaving the social network. Although, it involve risks: - problematic to advertise a product on social computing Web sites where content is user generated and is not edited or filtered. - Companies concerned with negative posts. The company will also eliminating its opportunity to engage in great customer conversations. -20-80 rule of thumb- posts that a minority of individuals contribute most of the content to blogs, wikis, social computing Web sites. - Information security concerns; - Invasion of privacy; - Violation of intellectual property and copyright; - Cyberbullying/ cyberstalking and employee harassment. Social Computing in Business: Shopping Social shopping- method of electronic commerce that takes all of the key aspects of social networks – friends, groups, voting- and focuses them on shopping. Help to connect with one another based on taste, location, age... Rating, Reviews, and Recommendations Customers use social network to compare agents and web sites, guide their purchase decisions. They utilizing rating, reviews and recommendations from their friends, fans, followers. Rating, reviews, and recommendations usually available in social shopping. Shoppers have an opportunity to contribute their ratings and reviews and discuss ratings posed by other shoppers. Reviews and ratings come from following sources: - Customer ratings and reviews: integrated into the vendor’s web page, a social network page; - Experts ratings and reviews: from independent authority; - Sponsored reviews: paid-for reviews; - Conversational marketing: converse via e-mail, blog, live chat. Group shopping Group shopping web sites offer major discounts or special deals during a short time frame, closely associated with special deals. Those who sign up with web site receive e-mail that offer deals at a restaurant, a spa. Individuals can shop together virtually in real time. Some real-time shopping providers have integrated their shopping service directly into Facebook. Shopping Communities and Clubs Shopping clubs hosting sales for their members that lasts just a few days and usually feature luxury brands at heavily discounted price, three to seven sales per day, usually via e-mail. Kaboodle example of a shopping community, have a free service that lets users collect information from the web and store it on a caboodle list that they can share with other shoppers. They simplify shopping by locating the items in catalogs and allowing users to share recommendations. Social Marketplace and Direct Sales Social marketplace act as online intermediaries that harness the power of social networks for introducing, buying, and selling products and services. A social marketplace helps memebers market their own creations: - Craigslist; - Fotolia; - Flipsy. Peer-to-peer Shopping Models Peer-to-peer shopping models are the high-tech version of old-fashioned bazaars and bartering system. Individuals use these models to sell, buy, rent online. All peer-to-peer sites encourage collaborative consumption(sharing economy)- an economic model based on sharing, swapping, trading, or rating products and services, enabling access over ownership; include person-to- person and business-to-business sharing. Person-to-person Sharing Includes: - Peer-to-peer lending: Lending Club; - Peer-to-peer accommodations: Airbnb; - Car sharing: Zipcar. Greatest concern of person-to-person sharing is trust. Sharing works well only when the participants’ reputation is involved. Most sharing platforms creating a self-policing community, requires profiles of both communities, and feature community rating system. Business-to- business Sharing Many companies have embraced this concern: - Marriott International offers meeting spaces on LiquidSpace (rent office space by the hour or the day); - FLOOW2- business-to-business sharing marketplace where companies and institutions can share equipment, as well as the skills and knowledge of personnel. Social Computing in Business: Marketing Marketing – process of building profitable customer relationships by creating value for customers and capturing value in return. Components: 1) Define your target audience 2) Develop you message (how to solve problem) 3) Decide on how you will deliver message (e-mail, social network) 4) Follow up Advertising Social advertising – an advertising format that make use of the social context of the user viewing the ad; first from of ads to leverage forms of social influence such a s peer pressure, likes. Advertisers now post ads on all major social networking Web sites. Most ads in social consist of branded content paid by advertisers: - Social advertisements: paid-for media space on social media network; - Social apps: branded online applications to support social interactions and user contributions. Viral marketing – word-of-mouth advertising – lends itself especially well to social networking offering bloggers a free bottle of wine, so they voluntarily write positive comments). Market Research Members of social networks provide the information, that helps to identify and target potential customers, voluntarily on their pages. Companies are utilizing social computing tools to obtain feedback from customers, which referred to as conversational marketing. This tools enable customers to supply feedback via blogs, wikis, forums. Social computing generates faster and cheaper results than traditional focus groups but also fosters closer customer relationships. Retailers are opening up their Web sites to customers, allowing them to post products reviews, ratings. This strategy leads to customer reviews are emerging as prime locations for online shoppers to visit. Conducting market Research Using Social Networks Customers activities on social networking sites generate huge amounts of data that must be analyzed, so that management can conduct better marketing campaigns and improve their product. Social intelligence – process of the monitoring, collection and analysis of socially generated data, and the resultant strategic decisions are combined. Using Facebook for market Research, can be made in several ways: - Obtain feedback from your Facebook fans on ads, market research (= free focus group); - Test-market your message; - Use Facebook for survey invitations. Using Twitter for market Research Your customer, your prospects and industry thought leaders all use Twitter, making it a rich source of instantly updated information. Using LinkedIn for market Research: Post a question regarding the topic or issue you are interested in. You may obtain a better result if you go to a specific LinkedIn group. Customer Relationship Management Social computing has altered both the expectations of customers and the capabilities of corporations in the area of customer relationship management. Companies monitoring social computing because the perceive an opportunity to involve customers proactively to reduce problems through improved customer service. Customers actively involved with business as advocates and influencers, so businesses must respond to them quickly and appropriately. Social Computing in business: Human Resource Management Human resource in organizations use social computing both outside their organizations (recruiting) and inside (employee development). Recruiting Enterprise recruiters are scanning social networks, blog to find information about potential employees. It is important that both active and passive job seekers maintain online profiles that accurately reflect their background and skills. Finding a job Job sites are the fastest, least expensive, and most efficient method to connect employers with potential employees. The most important secret to making online job-search sites work for you is the spend 80 percent of your day networking and directly contacting the people in charge of jobs you want. Employee Development A number of human resource professionals are using enterprise social tools such as Chatter to tap into the wisdom of every employee. These tools help connect employees to work efficiently across organizations and to collaborate on sales opportunities, campaigns and projects. Another area of employee development is training- which helps to create connections among learners, instructors and information.
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