chapter 8 web 2.0, social media, and online trends © john wiley & sons canada, ltd.8-1

Chapter 8 Chapter 8 Web 2.0, Social Media, Web 2.0, Social Media,

and Online Trendsand Online Trends

© John Wiley & Sons Canada, Ltd. 8-1

WHAT WE WILL COVER

Defining Social Technologies and Utility

User-Generated ContentCreating Business Utility Using Social

Media Tools and E-marketing The Social and Business Impacts of

Web 2.0


DEFINING SOCIAL DEFINING SOCIAL TECHNOLOGIES AND UTILITYTECHNOLOGIES AND UTILITY

Social technologies are simply purpose-built collections of existing capabilities and tools, in most cases bundling together a combination of existing and occasionally some new online concepts to create a novel technology-enabled online experience paralleling offline socializing.


WEB 2.0WEB 2.0


WEB 2.0WEB 2.0 The term Web 2.0 was first coined by Tim

O’Reilly (founder of O’Reilly Media) and used publicly at a trade conference in 2004

Represents what most people refer to as the interactive web

Socially-enabled sites often look and feel more interactive and are often enhanced by audio and video tools focused on various forms of user-generated content (UGC) such as blogs and conversation threads

Enhances the ability to promote a sense of online community


TECHNOLOGY THAT TOOK TECHNOLOGY THAT TOOK US FROM WEB 1.0 TO 2.0US FROM WEB 1.0 TO 2.0Adobe Flash – Nearly every browser

now comes with Adobe Flash. It allows interactivity, animation, and streaming of audio and video.

Javascript – Simply put, Javascript is the communicator between your computer and the Internet.

API – In the Web 2.0 world, there is an Application Protocol Interface (API) for everything. Through the use of APIs, developers are able to access established programs and use their functionality.


SOCIAL IS FOR EVERYONESOCIAL IS FOR EVERYONEA recent study by Nielsen showed that the popularity of social networking and blogging is not limited to younger teens and adults:"Females make up the majority of visitors to social networks and blogs, and people aged 18-34 have the highest concentration of visitors among all age groups. Americans aged 35-49 are also avid visitors: 4 percent more likely than average to visit social networks and blogs than they do any other site and 27 percent of these sites’ audience."

www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2011-Reports/nielsen-social-media-report.pdf


WHAT TYPES OF SITES WHAT TYPES OF SITES ACTUALLY CONSTITUTE ACTUALLY CONSTITUTE “SOCIAL MEDIA”?“SOCIAL MEDIA”?

Site Type Current Examples

BlogsBlogger; Wordpress; Blogspot;

TumblrWikis Wikipedia; Wikileaks

Social BookmarkingDelicious; Digg; StumbleUpon,

Reddit

Social Networking SitesFacebook, MySpace, Tagged,

LinkedInSocial Updating Services Twitter; Yammer

Virtual Worlds Second Life; HABBO, The Sims

OnlineSocial Endorsement/Rating

SitesYelp; TripAdvisor, DineHere.ca,

UrbanspoonMedia Sharing Sites Flickr, YouTube

Geo-Location Foursquare, Gowalla

Forums IGN boards, babycenter.com © John Wiley & Sons Canada, Ltd. 8-8


TOP SOCIAL MEDIA SITES IN TOP SOCIAL MEDIA SITES IN CANADACANADA

SOCIAL UTILITYSOCIAL UTILITYSocial utility is a term that suggests

you only spend time on sites that are useful to you, and that the time invested on socially-oriented websites must somehow contribute to your happiness or social satisfaction, or create social opportunities for you, or we hypothesize that you wouldn’t or shouldn’t bother.


THREE PILLARS OF THREE PILLARS OF SOCIABILITYSOCIABILITY

Affiliate◦ Beyond simply making people aware of the

opportunity to join something, ensure that users want to be affiliated with your group. The underlying psychological driver of this is the need to belong.

Participate◦ Once new users have made the leap to wanting

to join your site (that is, to publicly declare their desire to affiliate with you), you must help them easily understand the rules of participation.

Validate◦ Validate the user’s on-going social experience

by constantly reinforcing the social utility of your website. This will not be the same for every user, since each user will have a different level of social comfort, involvement, and confidence.© John Wiley & Sons Canada, Ltd. 8-11

DESIGN AND USABILITYDESIGN AND USABILITYDesign esthetic and usability are

critical components to building a successful interactive media site; the most powerful of these become almost addictive to users.


BUSINESS UTILITYBUSINESS UTILITYBusiness utility involves exploring

how to deploy social media platforms and technologies to create business outcomes (e.g., increased sales, higher customer loyalty, lower transaction costs, etc.) that have real value for an enterprise, but are also acceptable to users.


LEGAL AND ETHICAL LEGAL AND ETHICAL FRAMEWORK FOR SOCIAL FRAMEWORK FOR SOCIAL MEDIAMEDIA

Enormous costs associated with storage to maintain user information and bandwidth for consumption

Maintaining users’ privacy and security

ASCC (Canada), FTC (U.S.) enforce ethical codes and standards

Legislation that applies to offline advertising and competitions will apply to online competitions


Unique laws and regulations apply when your social media (or other online promotional efforts) involve children or “minors” and could vary by jurisdiction.

Professionals engaged in the creation and deployment of social media campaigns or efforts need to seek professional advice on what codes apply to what issues and when.


LEGAL AND ETHICAL LEGAL AND ETHICAL FRAMEWORK FOR SOCIAL FRAMEWORK FOR SOCIAL MEDIAMEDIA

TECHNOLOGY TECHNOLOGY IMPLICATIONS AND COSTSIMPLICATIONS AND COSTSThe cost of accumulating and storing

multimedia-intense content is enormous.Additionally, running a site oriented

toward interactive media requires significant bandwidth.

Web 2.0 sites are more expensive to create and run than traditional websites.

Organizations need to factor this in as part of their long-term strategy of information retention, particularly as it relates to social media applications that are hosted.


USER-GENERATED USER-GENERATED CONTENTCONTENTA fundamental ingredient to most

social media applicationsTrue social sites focus on

providing the context in which users generate content themselves, rather than providing the actual content


USER-GENERATED USER-GENERATED CONTENT AND BRAND CONTENT AND BRAND RISKRISKAware of the risks of undertaking

any kind of online social campaign

Media transparencyMonitor online messages being

posted about your enterprise or organization

Anticipate potential brandstorms


SEARCH ENGINE SEARCH ENGINE OPTIMIZATION (SEO) ON OPTIMIZATION (SEO) ON SOCIAL SITESSOCIAL SITESStrategies to optimize web searches:

◦Site design ◦Technology architecture◦Site audits◦User-generated content, user interaction◦Linking and click-throughs◦Tagging


CREATING BUSINESS CREATING BUSINESS UTILITY USING SOCIAL UTILITY USING SOCIAL MEDIA TOOLS AND E-MEDIA TOOLS AND E-MARKETINGMARKETING

Emerged as a new paradigm around mid- 2000s.

Share information at a rapid rate.Marketers and consumers have

access to similar information.Go to where your customers are

rather than have them come to you.


Phase 1: Early on, marketing’s use of IT technology rested solely on gathering and using e-info data.


E-MARKETINGE-MARKETING

Phase 2: As the Web began to grow, most companies began to use IT as a way to communicate directly with their customers. However, the communication was still only one way—from company to consumer.



Phase 3: As the social web began to take over, marketing became e-dominated, where use of the Web is an integral part to marketing’s communications with consumers.



THE SOCIAL AND THE SOCIAL AND BUSINESS IMPACTS OF BUSINESS IMPACTS OF WEB 2.0WEB 2.0There has been a rapid decline in the

consumption of network TV as more and more choices have become available and cable broadcast systems have increased their global penetration.

There has been a significant decline in the consumption of newspapers, magazines, radio, and most other forms of mass media.

The amount of time spent online by the average citizen has steadily increased every single year for 15 years as more and more people spend more and more time online.


ONLINE ADVERTISING ONLINE ADVERTISING SPENDINGSPENDING


CHANGE IN CHANGE IN ADVERTISING REACHADVERTISING REACH


RECAPRECAP

1. What is Web 2.0 and why does it matter to an organization?

2. What features can make a social website more successful?

3. What are the risks and rewards of this technology for society and the organizations and businesses that operate within it?


chapter 8 web 2.0, social media, and online trends © john wiley & sons canada, ltd.8-1

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