Chapter Outline
9.1 Web 2.0
9.2 Fundamentals of Social Computing in Business
9.3 Social Computing in Business: Shopping
9.4 Social Computing in Business: Marketing
Chapter Outline (continued)
9.5 Social Computing in Business: Customer Relationship Management
9.6 Social Computing in Business: Human Resource Management
Learning Objectives
1. Describe six Web 2.0 tools and two major types of Web 2.0 sites.
2. Describe the benefits and risks of social commerce to companies.
3. Identify the methods used for shopping socially.
4. Discuss innovative ways to use social networking sites for advertising and market research.
Learning Objectives (continued)
5. Describe how social computing improves customer service.
6. Discuss different ways in which human resource managers make use of social computing.
Social Computing
Improves collaboration
Encourages user-generated content
Information available to everyone
Power to the People!
Key: information is not anonymous
Web 2.0 Tools
Really Simple Syndication (RSS)
AJAX
Tagging
Blogs, Blogging, and the Blogosphere
Microblogging
Wikis
Social Networks and Mashups
Social graph: the map of all relevant links or connections among your social networks’ members
Social capital: the number of connections you have inside and between your social networks
Categories of Social Networking Web Sites
Socially oriented (Facebook)
Professional networking (LinkedIn)
Media sharing (YouTube, Flickr, Hulu)
Communication (LiveJournal, Plurk)
Categories of Social Networking Web Sites (continued)
Collaboration (WetPaint, PBWorks)
Social bookmarking (StumbleUpon, CiteuLike)
Social News (Reddit, Digg)
Events (Eventful, FourSquare)
Virtual Meeting Place (Second Life)
Enterprise Social Networks
In-house, private, company social networks “behind the firewall” for employees, former employees, business partners, and/or customers.
Facilitate collaboration, such as ease in setting up virtual teams
Mashups
A Web site that takes different content from a number of other Web sites and mixes that content together to create a new kind of content.
Check out healthmap.orgCheck out londonprofiler.org
9.2 Fundamentals of Social Computing in Business
Benefits of social commerce to customers:Better and faster vendor responses to
complaints
Benefits of social commerce to businesses:
Get closer to customers
Social computing in business = social commerce
Risks of social commerce
What to do about uncontrolled, negative feedback on social networking sites?
The 20-80 rule
9.3 Social Computing in Business: Shopping
Ratings, Reviews, Recommendations
Customers review book on Amazon
Ratings, Reviews, Recommendations (continued)
Other examples Buzzillions TripAdvisor Metacritic SponsoredReviews
Peer-to-Peer Shopping Models
Collaborative Consumption
Examples Airbnb CouchSurfing Yerdle SnapGoods Shared Earth
Car Sharing
Your most underutilized, and second-most expensive, asset: Your car
Take a look at Lyft (www.lyft.me)Take a look at Uber (www.uber.com)
9.4 Social Computing in Business: Marketing
Social ads: ads placed in paid-for media space on social media networks
Social apps (Nike+): branded online applications that support social interactions and user contributions
Viral marketing: word-of-mouth
Social Intelligence
Monitoring, collection, and analysis of socially generated data and the resultant strategic decisions
Market Research
Historically, market research was expensive and time-consuming.
Today, you provide market researchers with information on social media…..and you do so for free!
Examples: Facebook, Twitter, LinkedIn
9.5 Social Computing in Business: Customer Relationship Management
Empowered customers
Great example: Check out the story of Dave Carroll and United Airlines (See video)
See another example
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