Post on 12-Sep-2020
PMBA 8125 Fall 2007 1
Web 2.0 and Social Media PART II
PMBA 8125 Spring 2011
Dr. Veda Storey
#Viral_Launch
Twi$er launch went viral: • Originally side project of podcas;ng directory company Odeo
• Communicate among office workers
• Number of users increased drama;cally
• Ability to reach many people; a$rac;ve to adver;sers
• Egypt 2011?
Talbot, David. "Can Twitter Make Money." Technology Review March 2010: 52-57.
Twitter now has 75M users; most asleep at the mouse http://www.computerworld.com/s/article/9148878/Twitter_now_has_75M_users_most_asleep_at_the_mouse
Ref. MBA 8125
PMBA 8125 Fall 2007 2
#TwiIer_And_Risk_Management
Up-‐to-‐the-‐minute updates on news and media cha$er that can be used to avoid or prepare for disasters • OFen faster than tradi;onal news mediums • Effec;ve on individual and business level
Quick responses to customer complaints to mi;gate issues
Effec;ve communica;ons to consumers
• disasters / product recalls / outages
Ref. MBA 8125
#InternaMonal_Business_PerspecMve
q Example: Starbucks
PMBA 8125 Fall 2007 3
Create Points of Contact
Source: Gallaugher
Example: Rumored Response
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Knowledge Crea;on Communi;es
Open source: • Create intellectual property and give it away
Why do people do this? • Sa;sfac;on of crea;on • Easy • People help them out in return • Give product away un;l can make money • Wikipedia: emo;onal, ideological, psychological mo;va;ons.
Knowledge Management 2.0
Knowledge is extremely valuable • Remember business intelligence? • Knowledge available • At right place, for right people, at right ;me.
Web 2.0 tools • Cheap • Flexible • User-‐friendly
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Knowledge Management: Processes
Knowledge Crea;on • Use Wiki for shared files, group work.
Knowledge Transfer • Social networks • Who knows what • Who knows who know what
Knowledge Storage • Storage is cheap
Knowledge Applica;on. • How do I find what I need? • Search, Twi$er, etc.
Teaming and Collabora;on
10 4/11/11 10 4/11/11 EMBA 8600 10
PMBA 8125 Fall 2007 6
From Friending to Insight
Who is working on what? Who worked on this before?
Who should I be working with? Insight
Who knows where something is?
What are you working on? What have you learned?
Who can help me?
Context, Relevance,
Updates
Who knows what? Who works with whom?
Who knows who knows what?
Implicit Social Networking
Who are you? Who do you know?
Explicit Social Networking
Reference: SocialText
Depth of True Enterprise Social SoFware
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The Building Blocks
Collaboration
Attention
Discovery
Create/Re-use
Respond
Connections
Experts
Coordinate
Aggregate
Knowledge
Share
Participate
Reference: SocialText 12
PMBA 8125 Fall 2007 7
How can social media impact your business?
Management • How can social media be used to make employees more efficient and/or collaborate be$er?
• Email good for some purposes; passé for others
MarkeMng • How can social media be used to create interac;ve rela;onship with customers?
Monitoring • People may be talking about your business using social media. Do you know what they are saying?
3 M’s of Dialog Management
Magnet • inbound messages. • establish social media; make sure others can find you.
Megaphone • outbound messages. • broadcast for all to hear, or one-‐on-‐one communica;on
(never assume it’s private)
Mediate • listen, assist, guide, correct
Ref. Kane
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Get S.M.A.R.T. Social Media Awareness and Response Team
Set Social Media Policy • Explicit guidelines, posi;ve examples, case studies showing effec;ve/damaging consequences
Monitor (external and internal) • Tools (Google Alerts), Twi$er, Agencies (online reputa;on management)
Engage • CraF compelling social media voice;
Establish First-‐Responders Network • Train; ‘War-‐game’ scenarios; bring in experts (engineers, senior execu;ves, support specialists); involve customer service, PR, legal, technical staff
15 Adapted from Kane, Fichman, Gallaugher, Glaser, Harvard Business Review, Nov. 2009.
2006 2007
Them.
Yes, them. They control the Information Age
Welcome to their world
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Conclusion Social Media • Opportunity and threat for organiza;ons. • Collaborate with employees and customers. • Less control over the informa;on environment. • Can have unintended consequences
Happening whether we choose to par;cipate or not • Contrast to previous genera;ons of IT
Triggered by tools -‐-‐ driven by human social rela;onships. • Use at individual / organiza;onal level. • Find right strategy
Importance of open data • Communi;es can assemble unique, tailored applica;ons
Importance of users • Seek / create network effects • Browser as applica;on plagorm • Enterprise 2.0: Knowledge workers Adapted from: J. Kane
Appendices
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Rules of Engagement
US Airforce decision tree on whether/how to engage social media online.
If wait un;l a crisis to plan your response, it will be too late. Can’t move fast enough.
Ref. Jerry Kane
Op;onal: YouTube Tutorials for Web 2.0 Concepts “In Plain English” RSS Feeds in Plain English h$p://www.youtube.com/watch?v=0klgLsSxGsU&feature=related Twi$er in Plain English: h$p://www.youtube.com/watch?v=ddO9idmax0o&feature=channel Wikis in Plain English: h$p://www.youtube.com/watch?v=-‐dnL00TdmLY&feature=channel Blogs in Plain English: h$p://www.youtube.com/watch?v=NN2I1pWXjXI&feature=channel Phishing Scams in Plain English: h$p://www.youtube.com/watch?v=sqRZGhiHGxg&feature=channel Podcas;ng in Plain English: h$p://www.youtube.com/watch?v=y-‐MSL42NV3c&feature=channel Social Networking in Plain English: h$p://www.youtube.com/watch?v=6a_KF7TYKVc&feature=channel
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