IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall...

IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 04/18/23

6-1

“A lot of our successes don't have anything to do with anything our executives thought were a good idea.”

Sergey Brin, Sergey Brin, GoogleGoogle

On the Wisdom of On the Wisdom of Crowds.Crowds.

“A lot of our successes don't have anything to do with anything our executives thought were a good idea.”

Sergey Brin, Sergey Brin, GoogleGoogle

On the Wisdom of On the Wisdom of Crowds.Crowds.

Chapter 6 Enhancing Collaboration Using

Web 2.0

IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 04/18/23IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 04/18/23

Learning Objectives6-2


Defining Web 2.06-4

Contrasting Web 1.0 to Web 2.0


Pillars of Web 2.06-5

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


Key Web 2.0 Capabilities6-6

Using these pillars we can provide a rich Internet experience

Web 2.0 technologies allow creating unique applications such as:

Web Services

Widgets

Mashups


Web Services6-7

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…


Widgets6-8

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


Mashups6-9

Combination of two or more Web services Creates unique

applications Google, Yahoo,

Microsoft and others have created mashup editors


Web-based Collaboration Tools

Easy access softwareAllows individuals to share and

communicate easily

6-10


Benefits and Risks of Web-Based Collaboration Tools

6-11


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


Microsoft SharePoint and Groove6-13

Microsoft’s SharePoint and Groove used for organizations/small teams Used for document and workflow management


Other Web-based Collaboration Tools6-14


Content Management Systems6-15

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


Example: Microsoft SharePoint Content Management System

6-16


Web of the Future6-17

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


Empowering Individuals with Web 2.06-19

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


Wikis6-20

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


Other Wikis6-21


Tagging6-22

Add data to digital contentGeo-tagging is adding information to maps


Metadata6-23

Data about data.Example: What is “42”?

There is no context


Blogging6-24

Blogging or Weblogging started as digital diaries


Issues in Blogging6-25

Amatuerization of journalism Nicholas Carr

Blogosphere Power of the bloggers “Rathergate”


Netcasts6-26

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


Printing-On-Demand6-27

Customized printing in small batchesLow set-up and per print run costs

Blurb, Lulu, or BookSurge


Enhancing Collaboration with Web 2.06-29

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


Social Online Communities6-30

Social networking Business uses

(i.e., LinkedIn) Social uses

(i.e., Facebook.com, MySpace.com)


Network Effect6-31

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


Viral Marketing6-32

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


Crowdsourcing6-33

Using everyday people to outsource workEli 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


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”


Virtual Reality (VR) People6-36

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”?


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 2004News aggregation

site based on Web 2.0 principles


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.

Pelosi was flooded with phone calls, however, no impeachment was planned

A user accused a writer for the O’Reilly Show of stealing code from Digg

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


Top Web 2.0 Sites6-39

Several companies publish ranking of top Web 2.0 sites: Yahoo! Complete Quantcast Alexa


Virtual Extras6-40

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


The Internet Movie Database (IMDb)

6-41

Began as a Usenet list in 1990 Before the WWW existed

Online database of movie related informationRegistered users can leave comments or

submit informationBusiness professionals can post photos,

resumes, and additional information for a fee17 million users

How can IMDb promote movies or actors?What is next for IMDb?


Online Travel6-42

Online travel agencies Expedia, Travelocity, Orbitz In the first quarter of 2008, Expedia accounted for

32 percent of worldwide bookingsSome 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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