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CHAPTER 9 Tech Guide 3

Explore the underlying technologies and applications of Web 2.0, and learn how organizations can leverage social media for increased efficiency and profitability.

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CHAPTER 9 Tech Guide 3

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  1. CHAPTER 9 Tech Guide 3 Organizational Use of Social Media & Emerging Technologies

  2. Announcements • Today’s Class: • Web 2.0 and Social Networks (Ch 9) • Emerging Technologies (TG3) • Friday: • Excel Solver Tutorial • Bring your blue casebooks • Monday: • Chapter 10: IS within the Org.

  3. Review – Chapter 8 • Wireless Technologies & Networks • Mobile Commerce Applications • Wireless Security - Threats

  4. Chapter Outline 9.1Web 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

  5. 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?

  6. Small Business Applications

  7. 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)

  8. Positions in Web 2.0 • 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. 9.1Underlying 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

  10. Tagging Example: Geo-Tagging Tagging information on maps (ex. pictures, restaurants, etc.) • Instagram moves to geo-tagging • Starbucks contest

  11. Tagging Example: Geo-Tagging

  12. 9.2 Web 2.0 Applications Many Web 2.0 applications use the underlying technologies just presented, including: • Web 2.0 Media • Blogs and Blogging • Wikis • Netcasting • Crowdsourcing

  13. Web 2.0 Media Provide user generated media content and promote tagging, rating, commenting and other interactions Video Music Photographs

  14. 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

  15. Wikis • Site allowing anyone to post and make changes to material on that site • Types: • Internal • External

  16. Netcasting Distribution of digital media for playback on digital media players or PC. • Podcasts • Videocasts Organizational use: • Training and Education • News and Announcements • Change Management • Internal Conference • iTunes University

  17. 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)

  18. 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: • Social Networking Sites • Aggregators • Mashups

  19. Social Networking Sites • Sites allowing users to upload content to the web • Content Consumption => Content Creation

  20. 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!

  21. Aggregators Web sites that provide collections of content from the Web

  22. Social Network Aggregator List of Social Network Aggregator programs and apps: http://www.pcmag.com/article2/0,2817,2401298,00.asp Example: Seesmic (Web)

  23. Mashups “Mix and match”; takes different types of content from web sites and mixes them together to create a new kind of content

  24. Chapter 9 Review Describe the difference between Web 1.0 and 2.0 What are the three information technologies used by Web 2.0?

  25. 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.

  26. 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.

  27. 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.

  28. Tech Guide 3 Emerging Technologies

  29. TECHNOLOGY GUIDE OUTLINE Introduction Server Farms Virtualization Cloud Computing

  30. Introduction Stages in the evolution of IT infrastructure: Standalone mainframe Mainframe and dumb terminals Standalone PC LAN Enterprise computing Cloud computing Mobile computing

  31. Server Farms Contain hundreds of thousands of networked computer servers. • Examples: • Google – estimated to use 900,000 servers. • Facebook Server Farm Source: Media Bakery

  32. Virtualization Virtualization allows companies to make one server appear to be multiple, virtual servers. Benefits of Virtualization: • Cost Savings (low number of physical servers) • Enhanced Agility • More Service Oriented Focus of IT Dept

  33. 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

  34. Cloud Computing Services Cloud infrastructure as a service • Use processing, storage, networking, etc. • Amazon provides these types of services Cloud platform as a service • Use programming tools • Force.com allows users to develop in the cloud Cloud software as a service • Use software hosted in the cloud

  35. Technical Guide 3 - Review Describe a server farm and provide an example. Define virtualization, and discuss advantages.

  36. Technical Guide 3 – Review (cont.) Define cloud computing and analyze the advantages and disadvantages.

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