Chapter 5 - Temple Fox MIS
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Chapter 5 Enhancing Collaboration Using Web 2.0 5-1
Facebook is the most popular social network, with over 500 million active users.
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Learning Objectives 5-2
1. Describe Web 2.0 and the key enablers of Enterprise 2.0.
2. Explain how organizations can enhance communication using Web 2.0 applications.
3..Explain how organizations can enhance cooperation using Web 2.0 applications
4.Explain how organizations can enhance collaboration using Web 2.0 applications.
5. Explain how organizations can enhance connection using Web 2.0 applications.
6. Describe how companies can manage their
Enterprise 2.0 strategy and deal with potential pitfalls associated with Web 2.0.
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Learning Objectives 5-3
1. Describe Web 2.0 and the key enablers of Enterprise 2.0.
2. Explain how organizations can enhance communication using Web 2.0 applications.
3..Explain how organizations can enhance cooperation using Web 2.0 applications
4.Explain how organizations can enhance collaboration using Web 2.0 applications.
5. Explain how organizations can enhance connection using Web 2.0 applications.
6. Describe how companies can manage their
Enterprise 2.0 strategy and deal with potential pitfalls associated with Web 2.0.
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Defining Web 2.0 5-4
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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Defining Web 2.0 5-5
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. IS Today (Valacich & Schneider) 5/e 4/13/2015
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Defining Web 2.0 5-6
Shifting Perspectives from Web 1.0 to Web 2.0
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Learning Objectives 5-7
1. Describe Web 2.0 and the key enablers of Enterprise 2.0.
2. Explain how organizations can enhance communication using Web 2.0 applications.
3..Explain how organizations can enhance cooperation using Web 2.0 applications
4.Explain how organizations can enhance collaboration using Web 2.0 applications.
5. Explain how organizations can enhance connection using Web 2.0 applications.
6. Describe how companies can manage their
Enterprise 2.0 strategy and deal with potential pitfalls associated with Web 2.0.
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Enhancing Communication with Web 2.0 5-8
Blogs Social Presence Instant Messaging Virtual Worlds
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Blogs 5-9
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. IS Today (Valacich & Schneider) 5/e 4/13/2015
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Examples of Prominent Blogs 5-10
Controversy of Blogs Called the “amateurization” of journalism Some bloggers cut journalistic corners. IS Today (Valacich & Schneider) 5/e 4/13/2015
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Social Presence 5-11
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 5-12
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 5-13
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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Learning Objectives 5-14
1. Describe Web 2.0 and the key enablers of Enterprise 2.0.
2. Explain how organizations can enhance communication using Web 2.0 applications.
3..Explain how organizations can enhance cooperation using Web 2.0 applications
4.Explain how organizations can enhance collaboration using Web 2.0 applications.
5. Explain how organizations can enhance connection using Web 2.0 applications.
6. Describe how companies can manage their
Enterprise 2.0 strategy and deal with potential pitfalls associated with Web 2.0.
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Enhancing Cooperation with Web 2.0 5-15
Media Sharing Social Bookmarking Social Cataloging Tagging
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Media Sharing 5-16
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 5-17
Users share Internet
bookmarks and create categorization systems (folksonomies). Example: Delicious and Digg
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Social Cataloging 5-18
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 IS Today (Valacich & Schneider) 5/e 4/13/2015
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Tagging 5-19
Manually adding metadata to media or other content Metadata is data about data. Example: picture metadata: date and time focal length shutter speed aperture value Tags enable searching
using keywords Geotagging—tags include geospatial data. IS Today (Valacich & Schneider) 5/e 4/13/2015
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Tag Clouds 5-20
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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Learning Objectives 5-21
1. Describe Web 2.0 and the key enablers of Enterprise 2.0.
2. Explain how organizations can enhance communication using Web 2.0 applications.
3..Explain how organizations can enhance cooperation using Web 2.0 applications
4.Explain how organizations can enhance collaboration using Web 2.0 applications.
5. Explain how organizations can enhance connection using Web 2.0 applications.
6. Describe how companies can manage their
Enterprise 2.0 strategy and deal with potential pitfalls associated with Web 2.0.
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Enhancing Collaboration with Web 2.0 5-22
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 5-23
Members of highly specialized virtual teams are
often not colocated.
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Tools for Collaboration 5-24
Collaboration tools help with many different
communication needs, such as talking, sharing documents, or making decisions.
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Web-Based Collaboration Tools 5-25
Benefits and Risks
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Google Apps 5-26
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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Microsoft SharePoint 5-27
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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Content Management Systems 5-28
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:
Creator Editor Administrator Guest
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Wikis 5-29
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 5-30
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Human-Based Computing (Crowdsourcing) 5-31
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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Learning Objectives 5-32
1. Describe Web 2.0 and the key enablers of Enterprise 2.0.
2. Explain how organizations can enhance communication using Web 2.0 applications.
3..Explain how organizations can enhance cooperation using Web 2.0 applications
4.Explain how organizations can enhance collaboration using Web 2.0 applications.
5. Explain how organizations can enhance connection using Web 2.0 applications.
6. Describe how companies can manage their
Enterprise 2.0 strategy and deal with potential pitfalls associated with Web 2.0.
IS Today (Valacich & Schneider) 5/e 4/13/2015
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Enhancing Connection with Web 2.0 5-33
Social Networking Viral Marketing Social Search Syndication Web Services Widgets Mashups
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Social Networking Communities 5-34
Social networking Business uses (e.g. LinkedIn) Social uses (e.g. Facebook, MySpace)
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Viral Marketing 5-35
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. IS Today (Valacich & Schneider) 5/e 4/13/2015
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Social Search 5-36
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 5-37
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. IS Today (Valacich & Schneider) 5/e 4/13/2015
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Web Services 5-38
Web services allow data to be accessed without intimate
knowledge of other organizations’ systems, enabling machine-to-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 5-39
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 5-40
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. IS Today (Valacich & Schneider) 5/e 4/13/2015
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Widgets 5-41
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 5-42
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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Future Web Capabilities 5-43
Semantic Web Originally envisioned by 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 5-44
1. Describe Web 2.0 and the key enablers of Enterprise 2.0.
2. Explain how organizations can enhance communication using Web 2.0 applications.
3..Explain how organizations can enhance cooperation using Web 2.0 applications
4.Explain how organizations can enhance collaboration using Web 2.0 applications.
5. Explain how organizations can enhance connection using Web 2.0 applications.
6. Describe how companies can manage their
Enterprise 2.0 strategy and deal with potential pitfalls associated with Web 2.0.
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Managing the Enterprise 2.0 Strategy 5-45
Organizational Issues Enterprise-Web Culture Organizational Context Organizational Hierarchies Network Effects and Critical Mass Generation Gap Technological Inertia Technological Integration Security IS Today (Valacich & Schneider) 5/e 4/13/2015
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Managing the Enterprise 2.0 Strategy 5-46
Pitfalls of Web 2.0 Marketing Online
Product Reviews Microblogging Social Networks Viral Marketing
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End of Chapter Content 5-47
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Managing in the Digital World: Facebook.com 5-48
Facebook.com calls itself
“a social utility that helps people better understand the world around them . . . through social networks allowing people to share information online the same way they do in the real world.”
Over 500 million active users Half of U.S. users between 18
and 34 years of age Average user spends over 55 minutes on Facebook daily 70 percent of Facebook users are from outside the United States. IS Today (Valacich & Schneider) 5/e 4/13/2015
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ETHICAL DILEMMA
Virtual Reality (VR) People 5-49
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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POWERFUL PARTNERSHIPS
Digg’s Kevin Rose and Jay Adelson 5-50
Rose hosted TV show called
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Screen Savers Met when Jay (founder of Equinix Inc.) when he was a guest on the show Started Digg in 2004 News aggregation site based on Web 2.0 principles Over 35 million unique users each month
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COMING ATTRACTIONS
The Future of TV 5-51
One day soon you’ll be able to call up any video-related
entertainment you desire on your TV. Multiple layers of video, pictures, and text Requires a user interface:
powerful enough to find and organize the near infinite content available online easy enough to use with a simple remote control
Apple TV small digital media receiver connected to TV view from various media services (iTunes, YouTube, Flickr, MobileMe)
Others include Google TV and Sony Internet TV IS Today (Valacich & Schneider) 5/e 4/13/2015
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NET STATS
Most Popular Facebook Fan Pages 5-52
As of June 2010, 7 of the top 10 most-liked product
pages were related to food and drinks
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WHEN THINGS GO WRONG
Social Media Meltdown at Nestlé 5-53
Global producer of cereals, coffee, dairy, confectionary
treats, and other products In early 2010, Greenpeace began protesting Nestlé over their use of palm oil
Greenpeace claimed that vast sections of the rain forest were being destroyed. YouTube parody of Nestlé ad showed orangutan finger in a Kit Kat bar.
Nestlé petitioned YouTube to take down the video.
Howls of protests were received throughout the social networking arena. Viewings of the video went up dramatically.
Nestlé started deleting protest postings on Facebook. It was a public relations nightmare. IS Today (Valacich & Schneider) 5/e 4/13/2015
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INDUSTRY ANALYSIS
Online Travel 5-54
Online travel agencies Expedia, Travelocity, Orbitz In the first quarter of 2010, Expedia accounted for 38 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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