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CHAPTER 9
Tech Guide 3
Organizational Use of Social Media
&
Emerging Technologies
Announcements
 Today’s Class:
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Web 2.0 and Social Networks (Ch 9)
Emerging Technologies (TG3)
 Friday:


Excel Solver Tutorial
Bring your blue casebooks
 Monday:
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Chapter 10: IS within the Org.
Review – Chapter 8
 Wireless Technologies & Networks
 Mobile Commerce Applications
 Wireless Security - Threats
Chapter Outline
9.1 Web 2.0 Underlying Technologies
9.2 Web 2.0 Applications
9.3 Categories of Web 2.0 Sites
Group Exercise – Organizational use of
Social Media
Chapter Opening Case: From Social
Networks to Social Commerce
PROBLEM:
• Local Advertising for businesses
• Building a client base
Is this good or bad for small businesses?
Small Business Applications
Emergence of Web 2.0
Web 1.0 => Content Consumption, most users consuming information
from websites (creation of information limited to those with websites)
Web 2.0 => Content Creation and Information Sharing
• Collective intelligence (Wikis)
• Remixable applications and data (Mashups)
• Social interaction (SNSs)
Positions in Web 2.0
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Brand Ambassador
Digital Content Manager
Engagement Coordinator
Online Content Coordinator
Social Media Analyst
Social Media Coordinator
Social Media Designer
Social Media Strategist
Positions include both internal and external
management of social media
9.1 Underlying Technologies
AJAX
web development technique allowing refresh of
only certain data
Tagging
a keyword or term that describes a piece of
information
RSS
Provides information you want, when you want it,
without having to surf to sites
Tagging
RSS
Tagging Example: Geo-Tagging
Tagging information on maps (ex. pictures,
restaurants, etc.)
• Instagram moves to geotagging
• Starbucks contest
Tagging Example: Geo-Tagging
9.2 Web 2.0 Applications
Many Web 2.0 applications use the underlying
technologies just presented, including:
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Web 2.0 Media
Blogs and Blogging
Wikis
Netcasting
Crowdsourcing
Web 2.0 Media
Provide user generated media content and promote
tagging, rating, commenting and other interactions
Video
Music
Photographs
Blogs
Blogs: the actual site
Blogging: the act of adding messages to a blog
Blogosphere: collection of millions of blogs
Ex. Cooking Blog
How can companies leverage these sites?
 Marketing purposes
 Public input
 Politics
Wikis
Site allowing anyone to post and make changes to
material on that site
Types:
• Internal
• External
Netcasting
Distribution of digital media for playback
on digital media players or PC.
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Podcasts
Videocasts
Organizational use:
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Training and Education
News and Announcements
Change Management
Internal Conference
iTunes University
Crowdsourcing
Issue: Company has a problem that can not be handled
internally
Solution: Crowdsourcing (taking a job traditionally performed
inside a company and outsourcing to a group – open call)
9.3 Additional Categories of
Web 2.0 Sites
There are thousands of Web 2.0 sites and
each one uses some or all of the Web 2.0
technologies & applications.
Categories:
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Social Networking Sites
Aggregators
Mashups
Social Networking Sites
Sites allowing users to upload content to the web
Content Consumption => Content Creation
Other uses of SNS….
Iranian Election
During the aftermath of the Iranian election in 2009,
protesters’ only link to the outside world:
Social Gaming
Zynga – 90% of revenues come from users converting real
cash into virtual currency (e.g. farm coins)
Customer Engagement
• Effective use: Southwest and Customer Complaints
• Can also result in blunders: KitchenAid and Whirlpool
Make Sure You Know Who is Tweeting!
Aggregators
Web sites that provide collections of content
from the Web
Social Network Aggregator
List of Social Network Aggregator programs and apps:
http://www.pcmag.com/article2/0,2817,2401298,00.asp
Example: Seesmic (Web)
Mashups
“Mix and match”; takes different types of content
from web sites and mixes them together to create a
new kind of content
Chapter 9 Review
Describe the difference between Web 1.0 and 2.0
What are the three information technologies
used by Web 2.0?
Chapter 9 Review (cont.)
Identify five prominent Web 2.0 applications,
and provide at least one example of how each
can be utilized in a business setting.
Chapter 9 Review (cont.)
Discuss the three categories of Web 2.0
sites, and provide at least one example of
how each can improve business efficiency
and profitability.
Chapter 9 - Exercise
Now that we have discussed the potential
opportunities Web 2.0 applications can
provide organizations, group with others in
your row and discuss what types of social
technologies can be used to solve the issues
presented in the different scenarios.
Tech Guide 3
Emerging Technologies
TECHNOLOGY GUIDE OUTLINE
Introduction
Server Farms
Virtualization
Cloud Computing
Introduction
Stages in the evolution of IT infrastructure:
Standalone
mainframe
Mainframe and
dumb terminals
Standalone PC
LAN
Enterprise
computing
Cloud computing
Mobile computing
Server Farms
Contain hundreds of thousands of networked
computer servers.
Examples:
• Google – estimated to use
900,000 servers.
• Facebook Server Farm
Source: Media Bakery
Virtualization
Virtualization allows companies to make one
server appear to be multiple, virtual servers.
Benefits of Virtualization:
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Cost Savings (low number of physical servers)
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Enhanced Agility
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More Service Oriented Focus of IT Dept
Cloud Computing
Tasks are performed by computers physically
removed from the user and accessed over a network
http://www.technologyreview.com/news/506976/how-to-steal-data-from-your-neighbor-in-the-cloud
Cloud Computing Services
Cloud infrastructure as a service
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Use processing, storage, networking, etc.
Amazon provides these types of services
Cloud platform as a service
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Use programming tools
Force.com allows users to develop in the cloud
Cloud software as a service
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Use software hosted in the cloud
Technical Guide 3 - Review
Describe a server farm and provide an example.
Define virtualization, and discuss advantages.
Technical Guide 3 – Review (cont.)
Define cloud computing and analyze the
advantages and disadvantages.