ISYS1000 Lecture Notes - Lecture 6: Enterprise Social Networking, Permission Marketing, Active Window
29 May 2018
School
Department
Course
Professor
Module 6 – Soial ad Moile Coputig,
e-usiess & e-oere
LEARNING OUTCOMES
8.0 Social Computing
8.1 Web 2.0
8.2 Fundamentals of social computing in business
8.3 Social computing in business: shopping
8.4 Social computing in business: marketing
9.1 Overview of e-business and e-commerce
9.2+3 e-business and e-commerce
10.1 Wireless technologies
10.3 Mobile computing
10.4+5 Mobile commerce & Pervasive computing
8.0 SOCIAL COMPUTING
Social computing is a type of ICT that combines social behaviour and information systems to
create a digital social context that has value, improving collaboration and interaction among
people through user-generated content.
It makes socially produced information available to all:
- Directly, as when users rate a movie or a restaurant
- Idietl, as ith Google’s PageRak algoith
8.1 WEB 2.0
WEB 1.0
The first generation of the web (1991-2006 approx.). It focused on the creation of websites
and the commercialisation of the web (World Wide Web). The users typically had minimal
interaction with websites, and passively received information.
WEB 2.0
Web 2.0 is ubiquitous, seamless and interactive. It facilitates info sharing, user-centred
design and collaboration, which leads to harnessing collective intelligence (for example,
wikis). Web 2.0 delivers functionality as services, and features remixable applications and
data.
APPLICATIONS AND FEATURES
Interfaces based on AJAX
User friendly interfaces that allows portions of web pages to reload with fresh data
Tags
A keyword or term that describes a piece/theme of information
Geo-tagging
Tagging location type information on maps/images
find more resources at oneclass.com
find more resources at oneclass.com
Blogging
Personal web-spaces in which the writer (blogger) expresses his or her views via
chronological entries.
e.g. of service providers: www.blogger.com
Microblogging
A form of blogging where users write short messages (e.g. Twitter)
Wiki’s
A website made up entirely of content posted by users e.g. Wikipedia
Mashup’s
Taking content from multiple websites and mixing them together to create a new kind of
content
Social networking sites (e.g. Facebook)
Supports activities for maintaining social networks. Users can create profile pages, post
comments/links, and media. The is also business-oriented social media (Linkedin)
Enterprise social networks (e.g. Social Blue [IBM], Yammer)
Corporate social networks which facilitate employee interaction
8.2 FUNDAMENTALS OF SOCIAL COMPUTING IN BUSINESS
SOCIAL COMMERCE
The delivery of electronic commerce activities and transactions through social computing
Benefits to customers
- Better and faster vendor responses to complaints, because customers can air
complaints in public (Twitter, Facebook) and because of crowdsourcing complaints
- Customers can assist other customers (e.g. in online forums)
- Custoes’ epetatios a e et oe full ad uikl
- Custoes a easil seah, lik, hat, ad u hile staig o a soial etok’s
page
Benefits to business
- Can test new products and ideas quickly and inexpensively
- Learn a lot about customers
- Identify problems quickly and alleviate customer anger
- Lea aout ustoes’ epeiee ia apid feedak
- Increase sales when customers discuss products positively on a social network site
- Create better marketing campaigns and brand awareness
- Use low-cost user-generated content, for example, in marketing campaigns
- Get free advertising through viral marketing
- Identify influential brand advocates and reward them
Risks of social commerce
- Negative, unedited, and possibly invalid and unethical reviews
- Potential bias content
o 20-80 rule of thumb: 20% of individuals contribute 80% of content
- Information security concerns
find more resources at oneclass.com
find more resources at oneclass.com
- Invasion of privacy
- Violation of intellectual property and copyright
- Eploees’ elutae to patiipate
- Data leakage of personal information or corporate strategic information
- Poo o iased ualit of uses’ geeated otet
- Cyberbullying/cyberstalking and employee harassment
8.3 SOCIAL COMPUTING IN BUSINESS: SHOPPING
SOCIAL SHOPPING
A method of electronic commerce that uses all of the key aspects of social networks –
friends, groups, voting, comments, discussions, reviews – and focuses them on shopping.
Ratings, reviews and recommendations guide purchase decisions.
GROUP SHOPPING
Offer discounts/special deals during a short time frame. This is closely associated with with
special deals, and flash sales. Groupon and OurDeal are examples of such a thing.
SHOPPING COMMUNITIES AND CLUBS
Offering discounts for members, limited time without brand.
SOCIAL MARKETPLACES AND DIRECT SALES
Online intermediaries using social networks for buying and selling products and services.
E.g. Craigslist, gumtree.
PEER-TO-PEER SHOPPING MODELS
High-tech version of old-fashioned market and bartering systems. It supports collaborative
consumption, peer-to-peer sharing, or renting.
8.4 SOCIAL COMPUTING IN BUSINESS: MARKETING
SOCIAL ADVERTISING
Leverages user dynamics such as peer pressure, friend recommendations, likes, and other
forms of social influence
SOCIAL APPS
Branded online apps that support user contributions e.g. GoPro
VIRAL MARKETING (WORD OF MOUTH)
Especially effective with social networking.
Jennifer Mooney (Capital Wines) tweeted- asking those who had never heard of Capital
Wines before Twitter to retweet. Soon @capitalwines bega tedig... ou do’t atuall
sell on Twitter, you just tweet and talk to people and build relationships - sometimes I just
tweet a lot of rubbish - ut it’s fu ad elatioships uild
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Module 6 so(cid:272)ial a(cid:374)d mo(cid:271)ile co(cid:373)puti(cid:374)g, e-(cid:271)usi(cid:374)ess & e-(cid:272)o(cid:373)(cid:373)er(cid:272)e. Social computing is a type of ict that combines social behaviour and information systems to create a digital social context that has value, improving collaboration and interaction among people through user-generated content. It makes socially produced information available to all: Directly, as when users rate a movie or a restaurant. The first generation of the web (1991-2006 approx. ). It focused on the creation of websites and the commercialisation of the web (world wide web). The users typically had minimal interaction with websites, and passively received information. It facilitates info sharing, user-centred design and collaboration, which leads to harnessing collective intelligence (for example, wikis). Web 2. 0 delivers functionality as services, and features remixable applications and data. User friendly interfaces that allows portions of web pages to reload with fresh data. A keyword or term that describes a piece/theme of information.
