CHAPTER 7Web 2.0 and Social

Networks

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7.1 Web 2.0 Underlying Technologies

7.2 Web 2.0 Applications

7.3 Categories of Web 2.0 Sites

Chapter 7:

Web 2.0 and Social Networks

LEARNING OBJECTIVES

1. Describe the differences between Web 1.0 and Web 2.0, and explain the benefits of three information technologies used by Web 2.0.

2. Identify five prominent Web 2.0 applications, and provide at least one example of how each can be utilized in a business setting.

3. Discuss the three categories of Web 2.0 sites, and provide at least one example of how each can improve business efficiency and profitability.

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CASE 7.1 SOCIAL NETWORKS AND CROWDFUNDING

The Problem– All businesses at one point or another are faced with the

problem of raising money. This is definitely the case for new start-up businesses. Did you ever want to become an entrepreneur? To start your own company, one of the first things you will need is money. All businesses from small to large need to find the necessary funds to turn business ideas into products and services.

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CASE 7.1 SOCIAL NETWORKS AND CROWDFUNDING

The Solution– One solution to finding the money that organizations need is the

emerging area of social media. Crowdfunding, such as Pursu.it (http://pursu.it), uses websites to allow those in need of cash to raise funds small from a large pool of investors or donors. Crowdfunding websites has links to popular social media networks such as Facebook and Twitter and that helps them to reach a large population of potential donors.

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CASE 7.1 SOCIAL NETWORKS AND CROWDFUNDING

The Results– As of mid-2012, there were more than 450 active crowdfunding

sites around the world, mostly in North America and Europe, including 17 in Canada. Through these crowdfunding platforms, investors and donors gave almost US$1.5 billion in 2011 to support more than one million causes. It was expected that contributions to crowdsourcing sites would double in 2013 from the previous year.

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CASE 7.1 SOCIAL NETWORKS AND CROWDFUNDING

Discussion– How could you use crowdfunding as an entrepreneur?

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7.1 Web 2.0 Underlying Technologies

• Web 1.0– First generation of the

Web (1990)– Keys were the creation of

websites and the commercialization of the Web

• Web 2.0– Encourage user

participation, social interaction & collaboration

– Facilitate information sharing, user-centered design & collaboration

– Deliver functionality as service & feature remixable applications & data

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WEB 2.0 INFORMATION TECHNOLOGIES

• AJAX– Tagging– Really Simple Syndication (RSS)

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TAGGING

• Tagging is a keyword or term that describes a piece of information (e.g., blog, picture, article, 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.

– Geotagging is a specific form of tagging that involves tagging information on maps. (example: Google maps)

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RSS

• Really simple syndication (RSS) allows you to receive the information you want (customized information), when you want it, without having to surf thousands of websites.

• Example: CBC.ca provides RSS feeds for each of its main topic areas, such as world news, sports news, technology news, and entertainment news.

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7.2 WEB 2.0 APPLICATIONS

• Blogs and Blogging• Wikis• Netcasting• Web 2.0 Media• Printing-on-Demand• Crowdsourcing

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BLOGS

• Weblog (blog for short): personal website, open to the public, in which the site creator expresses his or her feelings or opinions via a series of chronological entries.

• Blogger: people who create and maintain blogs—write stories, convey news, and provide links to other articles and websites that are of interest to them.

• Blogosphere: term for the millions of blogs on the web.• Watch a video on how to create a blog.

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BLOGS (CONTINUED)

• Companies use blogs for:– Input into their processes and products– Marketing purposes– Listen to consumers who express views on the companies’

products– Provide information for their clients– Detect false rumours– Gauge marketing push or popularity of new products

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WIKIS

• Wikis:– harness the collective intelligence of Internet users, combining

the input of many individuals– provide a central repository for capturing constantly updated

product features and specifications, tracking issues, resolving problems, and maintaining project histories

– enable companies to collaborate with customers, suppliers, and other business partners on projects.

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NETCASTING

• Netcasting is the distribution of digital media, primarily audio files via syndication feeds for playback on digital media players and personal computers. – Podcasting– Videocasting

• Click here to listen to podcasts

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WEB 2.0 MEDIA

• Web 2.0 media provide a variety of content, including:– video (Amazon Video on Demand, YouTube, Hulu, Facebook)– music (Amazon MP3, Last.fm, Rhapsody, Pandora, Facebook,

iTunes)– photographs (Photobucket, Flickr, Shutterfly, Picasa, Facebook).

• Click here to review an example of Web 2.0 media

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PRINTING-ON-DEMAND

• Printing-on-demand is customized printing done in small batches

• Examples:– CreateSpace– Lulu – Blurb

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CROWDSOURCING WEBSITES

• Tongal (online videos)• Amazon’s Mechanical Turk (marketplace solutions)• Eli Lilly (science)

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7.3 CATEGORIES OF WEB 2.0 SITES

• Social Networking Sites• Aggregators• Mashups

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SOCIAL NETWORKING SITES

• Well-known social networking sites include:– Facebook– Flickr– LinkedIn– YouTube– Twitter

• Check out this BusinessWeek slideshow

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SOCIAL NETWORKING SITES (CONTINUED)

• Benefits of Social Networking include:– Newsfeeds– Networks for “alumni”– “Like” feature– Connectivity– Building trust– Marketing – Revenue from virtual currencies (on-line gaming)

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AGGREGATORS AND MASHUPS

• Well-known aggregator websites include:– Bloglines– Digg– Simply Hired– Technorati

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CHAPTER CLOSING

• There are a number of differences between Web 1.0 and Web 2.0.

• Five prominent Web 2.0 applications: weblog, wiki, netcasting, printing-on-demand, crowdsourcing

• Three categories of Web 2.0 sites: Social networking, aggregators, mashup

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