CHAPTER OUTLINE

2. 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 • 9.5 Social Computing in Business: Customer Relationship Management • 9.6 Social Computing in Business: Human Resource Management

3. OPEN CASE • Social commerce company Teespring (http://teespring.com) is one of the leading T-shirt manufacturers and sellers in the United States. The company prints millions of T-shirts each year and has shipped 19 million tees since the company was founded in 2011. • Essentially, Teespring plans to become a platform for entrepreneurs to create and sell all types of merchandise online. • “T-shirts are to Teespring what books are to Amazon.” • Success Story: Albert Leonardo • Seorang Guru Matematika menggunakan aplikasi berbasis web: teespring.com dan facebook • https://www.youtube.com/watch?v=AZV8RJc40Qc

4. Business Ecosystem • Compare a platform with a traditional business model. A traditional business produces one or more closely related products or services, then uses marketing to attract customers. • By contrast, businesses using the platform model integrate an increasing number of customers and partners into their ecosystems. • A business ecosystem is a network of organizations—including suppliers, distributors, customers, competitors, government agencies, and others—involved in the delivery of products and services through both competition and cooperation.

6. Introduction • Social Computing is a type of IT that combines social behavior and information systems to create value. • Social computing is focused on improving collaboration and interaction among people and on encouraging user-generated content.

7. social computing is facilitated by Web 2.0 tools and sites

8. 9.1. Web 2.0 • Web 2.0 is a loose collection of information technologies and applications, plus the websites that use them. • These websites enrich the user experience by encouraging user participation, social interaction, and collaboration.

10. Tools Web 2.0 • Web 2.0 information technology tools: tagging, Really Simple Syndication, blogs, microblogs, and wikis. • Two major types of Web 2.0 sites: social networking sites and mashups.

12. Enterprise Social Networks (ESN) • A Web site that supports activities for maintaining social networks. Allow users to create a profile page, post blogs, and link and media share • Employees use these networks to create connections that allow them to establish virtual teams, bring new employees up to speed, improve collaboration, and increase employee retention by creating a sense of community.

13. Corporate social networks • Networking and community building, both inside and outside an organization • Social collaboration: Collaborative work and problem solving using wikis, blogs, instant messaging, collaborative office, and other special-purpose web-based collaboration platforms;

14. 3. Social publishing: Employees and others creating, either individually or collaboratively, and posting contents—photos, videos, presentation slides, and documents—into a member's or a community's accessible-content repository such as YouTube, Flickr, SlideShare, and DocStoc 4. Social views and feedback 5. Social intelligence and social analytics: Monitoring, analyzing, and interpreting conversations, interactions, and associations among people, topics, and ideas to gain insights. Social intelligence is useful for examining relationships and work patterns of individuals and groups and for discovering people and expertise.

15. ESN vs INTRANET

18. Microsoft Yammer • Salah satu contoh Aplikasi ESN • https://www.youtube.com/watch?v=EBK5_b4AuWw

19. Mashup • A mashup is a website that takes different content from a number of other websites and mixes them together to create a new kind of content. • The launch of Google Maps is credited with providing the start for mashups. A user can take a map from Google, add his or her data, and then display a map mashup on his or her website that plots crime scenes, cars for sale, or anything else (see Figure 9.2). There are many examples of mashups (for a complete list of mashups, see

20. 9.2 Fundamentals of Social Computing in Business • Social computing in business, or social commerce, refers to the delivery of electronic commerce activities and transactions through social computing. • Social commerce also supports social interactions and user contributions, allowing customers to participate actively in the marketing and selling of products and services in online marketplaces and communities. • With social commerce, individuals can collaborate online, obtain advice from trusted individuals, and find and purchase goods and services.

21. Benefits to Customers • Better and faster vendor responses to complaints, because customers can air their complaints in public (on Twitter, Facebook, YouTube) • Customers can assist other customers (e.g., in online forums). • Customers' expectations can be met more fully and quickly. • Customers can easily search, link, chat, and buy while staying on a social network's page.

22. Collaborative Consumption • is an economic model based on sharing, swapping, trading, or renting products and services, enabling access over ownership. • This new model is transforming social, economic, and environmental practices.

23. Companies in the collaborative consumption market • Uber (www.uber.com) operates the Uber mobile app, which allows consumers with smartphones to submit a trip request that is sent to Uber drivers who use their own cars. • Airbnb (www.airbnb.com) is a website for people to list, find, and rent lodgings. • Zipcar (www.zipcar.com) and RelayRides (http://relayrides.com) are car-sharing services. • Yerdle (https://yerdle.com) is a smartphone app that helps people give and get things for free. They gain credits by giving things away and spend those credits on whatever they need (e.g., clothes, kitchen appliances, and tools). • Skillshare (www.skillshare.com) provides access to top-class tutors very cheaply. • Tradesy (www.tradesy.com) lets users sell and buy used clothes from well-known brands. The service takes 9 percent of profits.

24. JustPark (www.justpark.com) is a London startup that allows users to charge people to use their driveways as a safe, secure parking spot. • Bla Bla Car (www.blablacar.com) lets you rent out extra seats in your car when you go on a trip. • Leftover Swap is an app with which users can find leftover food to share. This service is important in the United States, where we waste some 30 percent of our food. • Streetbank (www.streetbank.com) allows users to lend things to your neighbors or borrow things you need to use for a set amount of time. • Feastly (https://eatfeastly.com) gives users a way to share any type of meal with people in their area. • Cookening (www.cookening.com), a service available throughout Europe and in New York City, allows travelers to pay to eat with a local person or family to make your trip more authentic.

25. Marriott International (www.marriott.com) offers meeting spaces on LiquidSpace (https://liquidspace.com). LiquidSpace is an online marketplace that allows people to rent office space by the hour or the day. Hundreds of Marriott hotels now list meeting spaces, and the program has expanded the company's reach by attracting local businesspeople from surrounding areas. • FLOOW2 (www.floow2.com), based in the Netherlands, calls itself a “business-to-business sharing marketplace where companies and institutions can share equipment, as well as the skills and knowledge of personnel.” The company lists more than 25,000 types of equipment and services in industries such as construction, agriculture, transportation, real estate, and healthcare

26. 9.3 Social Computing in Business: Shopping • Social shopping is a method of electronic commerce that takes all of the key aspects of social networks—friends, groups, voting, comments, discussions, reviews, and others—and focuses them on shopping. • Social shopping helps shoppers connect with one another based on tastes, location, age, gender, and other selected attributes.

27. Ratings, Reviews, and Recommendations • Customer ratings and reviews: Integrated into the vendor's web page, a social network page, a customer review site, or in customer feeds (e.g., Amazon, iTunes, Buzzillions, Epinions). • Expert ratings and reviews: Views from an independent authority (e.g., Metacritic). • Sponsored reviews: Paid-for reviews (e.g., SponsoredReviews, PayPerPost). • Conversational marketing: Individuals converse through e-mail, blog, live chat, discussion groups, and tweets. Monitoring these conversations yields rich data for market research and customer service.

28. Group Shopping Grup situs web belanja seperti Groupon (www.groupon.com) dan LivingSocial (www.livingsocial.com) menawarkan diskon besar atau penawaran khusus selama jangka waktu yang singkat. Pembelian kelompok terkait erat dengan penawaran khusus (penjualan flash).

29. Shopping Communities and Clubs • Klub belanja menyelenggarakan penjualan untuk anggota mereka yang hanya berlangsung beberapa hari dan biasanya menampilkan merek mewah dengan harga diskon besar-besaran. • Penyelenggara klub menyelenggarakan tiga hingga tujuh penjualan per hari, biasanya melalui pesan e-mail yang menarik anggota klub untuk berbelanja di lebih dari 70 persen dari ritel — tetapi dengan cepat, sebelum persediaan habis.

30. Social Marketplaces and Direct Sales • bertindak sebagai perantara online yang memanfaatkan kekuatan jaringan sosial untuk memperkenalkan, membeli, dan menjual produk dan layanan. Pasar sosial membantu anggota memasarkan produk mereka sendiri kreasi mereka sendiri

31. Craigslist (www.craigslist.com) menyediakan baris online selain untuk mendukung kegiatan sosial seperti pertemuan dan acara. • Fotolia (www.fotolia.com) adalah pasar sosial bagi komunitas orang-orang kreatif yang senang berbagi, belajar, dan mengekspresikan diri melalui gambar, forum, dan blog; anggota menyediakan gambar stok bebas royalti yang dapat dibeli dan dibagikan oleh individu dan profesional lain secara sah. • Flipsy (www.flipsy.com) dapat digunakan oleh siapa pun untuk mendaftar, membeli, dan menjual buku, musik, film, dan game.

32. 9.4 Social Computing in Business: Marketing • Marketing can be defined as the process of building profitable customer relationships by creating value for customers and capturing value in return. • There are many components to a marketing campaign, including (1) define your target audience; (2) develop your message (i.e., how you will solve their problem); (3) decide on how you will deliver your message (e.g., e-mail, snail mail, web advertising, social networks); and (4) follow up

33. Social advertising • Social advertising refers to advertising formats that make use of the social context of the user viewing the ad. Social advertising is the first form of advertising to leverage forms of social influence such as peer pressure and friend recommendations and likes. • Viral marketing—that is, word-of-mouth advertising—lends itself especially well to social networking.

34. Methods to advertise in social media • Use a company Facebook page, including a store that attracts fans and lets them “meet” other customers. Then, advertise in your Facebook store. • Tweet business success stories to your customers. • Integrate ads into YouTube videos. • Use native advertising. Native advertising is a sales pitch that fits into the flow of the information being shown. Many publishers view native advertising as risky because it has the potential to erode the public's trust.

35. Market Research • Traditionally, marketing professionals used demographics compiled by market research firms as one of their primary tools to identify and target potential customers. • Companies are using social computing tools to obtain feedback from customers. This trend is referred to as conversational marketing. These tools enable customers to supply feedback through blogs, wikis, online forums, and social networking sites. Again, customers are providing much of this feedback to companies voluntarily and for free.

36. Conducting Market Research Using Social Networks • Customer sentiment expressed on Twitter, Facebook, and similar sites represents an incredibly valuable source of information for companies. • Customer activities on social networking sites generate huge amounts of data that must be analyzed, so that management can conduct better marketing campaigns and improve their product design and their service offerings. • The monitoring, collection, and analysis of socially generated data, and the resultant strategic decisions are combined in a process known as social intelligence.

37. Using Facebook for Market Research • Using Twitter for Market Research • Using LinkedIn for Market Research

38. 9.5 Social Computing in Business: Customer Relationship Management • The customer service profession has undergone a significant transformation, both in the ways that customer service professionals conduct business and in the ways that customers adapt to interacting with companies in a newly connected environment. • Social computing has vastly altered both the expectations of customers and the capabilities of corporations in the area of customer relationship management.

39. 9.6 Social Computing in Business: Human Resource Management • Human resource (HR) departments in many organizations use social computing applications outside their organizations (recruiting) and inside their organizations (employee development). For example, Deloitte Touche Tohmatsu (www.deloitte.com) created a social network to assist its HR managers in downsizing and regrouping teams.

40. Recruiting • Both recruiters and job seekers are moving to online social networks as recruiting platforms. • Enterprise recruiters are scanning online social networks, blogs, and other social resources to identify and find information about potential employees. If job seekers are online and active, there is a good chance that they will be seen by recruiters.

41. Onboarding • Onboarding is how new employees acquire the necessary knowledge, skills, and behaviors to become effective members of the organization. Through the use of social media, new hires can learn what to expect in their first few days on the job and find answers to common questions.

42. Taging • A tag is a keyword or term that describes a piece of information, for example, a blog, a picture, an article, or a video clip • Tagging is the basis of folksonomies, which are user-generated classifications that use tags to categorize and retrieve web pages, photos, videos, and other web content. • One specific form of tagging, known as geotagging, refers to tagging information on maps. For example, Google Maps allows users to add pictures and information, such as restaurant or hotel ratings, to maps. Therefore, when users access Google Maps, their experience is enriched because they can see pictures of attractions, reviews, and things to do, posted by everyone, and all related to the map location they are viewing.

43. THE END