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How Social Media Changes Business,
Technology, and Society
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Asst. Prof. Dr. Kanda Runapongsa Saikaew
Computer Engineering...
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Agenda
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 What is Social Media?
 How Social Media Changes Business
 How Social Media Changes Technology
 How Social ...
3
“Social Media”
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 “Media“ means that social media are digital
places for publication
 “Social“ implies sharing
Conten...
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Richness and diversity of social media
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Social Media Tools & Services
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 Publications: Blogs, Wikis, Citizen journalism portals
 Sharing: Videos, Pictures, Mu...
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Publication: Blogs
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 http://www.blogger.com/ The most popular in the world
 http://www.wordpress.com/ Comes from open...
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Sample Blog
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Publication: Wikis & Journalism
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 Wikis
 http://www.wikipedia.org/ The most popular one
 http://www.wikia.org Hosts ...
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Sample Citizen Journalism Portal
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Sharing: Videos and Pictures
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 Videos
 http://www.youtube.com The most popular
 http://vimeo.com For videos with h...
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Sample Videos and Pictures Site
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Sharing: Links, Music, and Slides
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 Web links
 http://delicious.com The most popular online
bookmarking: Have tags ...
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Sample Links Sharing
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Sharing: Social Shopping & Customer
Suggestions
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 Social Shopping
 http://kaboodle.com The most popular
 http://st...
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Sample Social Shopping
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Discussion: Forms
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 Forums
 http://www.phpbb.com: The most popular
 http://simplemachine.com: Has many cool
featur...
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Sample Forum and Messenger
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Discussion: VOIP
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 http://skype.com: High quality, More
widely used
 http://www.google.com/talk/: Integrated
with G...
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Social Networks: General
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 Global
 http://www.facebook.com: #1 in the World
 http://www.myspace.com: #2 in US
 ht...
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Sample Facebook
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Social Networks: Niche and Tools
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 LinkedIn: Create a profile for expanding professional or
business partners
 enur...
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Sample LinkedIn
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Micropublication Tools
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 http://twitter.com
 A real-time short messaging service that
works over multiple networks ...
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Sample Twitter
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Social Aggregation Tools
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 Lifestream: A time-ordered stream of
documents that functions as a diary of your
electron...
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Sample TweetDeck
26
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Livecast Hosting
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 Desktop
 http://justin.tv: Copyrighted materials
 http://www.blogtv.com User generated
content
...
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Sample Livecast Hosting
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Virtual Worlds and 3D chats
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 Virtual Worlds
 Provides an online society within a 3D
world, where users can explore...
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Sample imvu Page
30
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Social Gaming
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 Casual gaming portals
 http://gamespot.com: a successful gaming
community
 Social networks enabled...
32
Sample World Of Warcraft
32
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Friendster, Facebook, ....
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 Before Facebook becomes popular,
friendster was popular
 A tool in itself is not able ...
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No tool to rule them all
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Continuous Online Conversation
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 Online conversations occur all the time
 You can choose whether to have
conversati...
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Social Metrics on Social Platforms
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 Blogs
 Age, audience, popularity, RSS feed
subscribers, RSS subscribers / visi...
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Agenda
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 What is Social Media?
 How Social Media Changes Business
 How Social Media Changes Technology
 How Socia...
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How Social Media Changes Business
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 Changes how businesses do marketing
 From offline marketing or purely online
ad...
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What is Social Media Marketing?
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 The act of using social networks, online
communities, blogs, wikis or any other
co...
40
Traditional vs. Social Media Marketing
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vs.
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Growth of Social Media Marketing
41http://www.marketingpilgrim.com/2009/04/forrester-social-media-
growth.html
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7 Reasons Why Social Media Marketing
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 Reason #1 Reduced cost
 You pay only the Internet access and
salaries for pe...
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7 Reasons Why Social Media Marketing
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 Reason #2 Measurable results
 Instead of waiting for Google search
engine to...
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Google Search Engine
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 Search with keyword “coffee”
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Starbucks on Facebook
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7 Reasons Why Social Media Marketing
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 Reason #3 Flexible
 Many different social media websites, such
as Facebook, ...
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7 Reasons Why Social Media Marketing
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 Reason #4 Audience with all ages
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7 Reasons Why Social Media Marketing
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 Reason #5 No geographical restrictions
 The World Wide Web will do the work ...
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7 Reasons Why Social Media Marketing
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 Success with social media will likely
increase the number of inbound links yo...
50 50
Starbucks Twitter Found by Google Search
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Twitter Account of Starbucks
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7 Reasons Why Social Media Marketing
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 Reason #6: Eco-friendly
 Imagine how many trees are being cut
down just to c...
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7 Reasons Why Social Media Marketing
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 Reason #7: Build a relationship with
customers
 Instead of doing outbound ma...
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7 Harsh Realities of Social Media Marketing
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 #1 No one is reading your blog
 Technorati tells us there are about 9...
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7 Harsh Realities of Social Media Marketing
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 #3: It will eat your life (if you let it)
 Know what you want to do w...
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7 Harsh Realities of Social Media Marketing
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 #4: Social media hates selling
 It’s really hard to sell products and...
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7 Harsh Realities of Social Media Marketing
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 #5: What they say is a million times
more important than what you say
...
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7 Harsh Realities of Social Media Marketing
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 #6: A blog is not a marketing plan
 Blogs are cool, but a single usef...
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7 Harsh Realities of Social Media Marketing
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 #7: You don’t get to opt out
 The conversation will happen with or
wi...
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7 Myths of Social Media Marketing
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 Myth #1: Social media is free
 Fact: You should expect to invest in
social medi...
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7 Myths of Social Media Marketing
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 Myth #2: Younger People “get” Social
Media
 Fact: Social Use of Social Media is...
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7 Myths of Social Media Marketing
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 Myth #3: Social Media is Easy
 Fact: The Barriers to Entry are Low, but
Getting...
63
7 Myths of Social Media Marketing
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 Myth #4: Social Media is Fast
 Fact: Social Media Takes Time
 Social Media tak...
64
7 Myths of Social Media Marketingb
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 Myth #5: Social Media Can’t Be Measured
 Fact: Social Media is Measurable – Bu...
65
7 Myths of Social Media Marketing
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 Myth #6: Social Media is for Everyone
 Fact: Consider Your Strategy First, then...
66
7 Myths of Social Media Marketing
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 Myth #7: Social Media is a Great Way for
me to Talk
 Fact: Social Media is an E...
67
10 of the Smartest Big Brands in Social Media
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 1) Blendtec Blends it on YouTube
 In the video, Tom Dickson the CEO...
68
10 of the Smartest Big Brands in Social Media
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 2) Burger King and the Sacrifice Facebook Application
 the “sacrifi...
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10 of the Smartest Big Brands in Social Media
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 3) Starbucks Asks for Your Advice
 To get a better handle on consum...
70
Stackbucks Ideas
70
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10 of the Smartest Big Brands in Social Media
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 4) Sun Microsystems and the CEO Blog
 Sun Microsystem’s CEO Jonatha...
72
Jonathan's Blog
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73
10 of the Smartest Big Brands in Social Media
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 5) IBM with Lots of Blogs
 IBM capitalizes on the intelligence of t...
74
IBMer's Blogs
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75
10 of the Smartest Big Brands in Social Media
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 6) Zappos on Twitter
 Zappos use Twitter to highlight interesting f...
Zappos Twitter
76
77
 7) IKEAS’s Use of Photo Tagging in Facebook
 Images of new furnitures were uploaded to
his Facebook photo album
 Us...
Photo Album of Ikea Store Manager
78
79
10 of the Smartest Big Brands in Social Media
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 8) Ford and Social Media PR
 Ford’s legal department sent out cease...
Twitter of Head of Social Media at Ford
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10 of the Smartest Big Brands in Social Media
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 9) Dell Doing it Everywhere
 Embracing social media is a huge undertak...
Dell Community
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10 of the Smartest Big Brands in Social Media
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 10) Dunkin’ Donuts
 Dunkin’ Donuts launched a program that helps
coord...
Dunkin’ Run
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Thai Businesses that Use Social Media
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 Federbrau has launched many social media tools
which include Twitter, Facebook,...
Federbrau Facebook
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Chang Beer Twitter
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Thai Businesses that Use Social Media
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 Sansiri has used many social media tools which
include Twitter, Facebook, and Y...
Sansiri Facebook
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Sansiri Twitter
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Thai Businesses that Use Social Media
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 HTC uses many social media tools which
include Hi5, Facebook, Twitter, MySpace
...
HTC Facebook
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HTC Twitter
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Social Media Tools for HR
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 Join Web application for recruiting people
 RecruitingBlogs.com, HRM Today, ERE.net, and T...
Social Media Changes the Game
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 Candidates can position themselves on the
market and approach company
representatives d...
96
From http://www.slideshare.net/mikelhanson/jobs2web-the-shift-has-hit-the-fan
From http://www.slideshare.net/mikelhanson/jobs2web-the-shift-has-hit-the-fan97
98
From http://www.slideshare.net/mikelhanson/jobs2web-the-shift-has-hit-the-fan
Social Media Tools for PR
99
 Youtube
 Upload the video about your business for millions viewers
 Facebook
 Have a fan...
Engineering Chula Web Site
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Engineering Chula Fan Page
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Engineering Chula Twitter
102
Computer Center KKU Web Site
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Google Twitter Accounts
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105
Agenda
105
 What is Social Media?
 How Social Media Changes Business
 How Social Media Changes Technology
 How Soc...
106
How Social Media Changes
Technology
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 Change the way we store data
 Shift from using traditional databases to new...
Social Media Kills the Database
107
 What do we want to do with social media data?
 Store pieces of content for your web...
Social Media Kills the Database
108
 What do we want to do with social media data?
 Generate charts and graphs on how yo...
Problems of RDBMSs - Scaling
109
 RDBMSs have made the modern business
possible: being able to slice, dice, and analyze d...
Problems of RDBMSs – Data Format
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 In addition, developers have become crippled by
being able to only think of data in...
Problems of RDBMSs – Algorithms
111
 Algorithms (such as MapReduce) which make
data analysis scalable are highly unintuit...
Fundamental Problems of RDBMSs
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 The row/column approach limits you to one
static storage paradigm
 Updating indices ...
Fundamental Problems of RDBMSs
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 The internals are totally opaque for most
DB solutions. Optimization, required for
an...
The Effect of Scaling Problems
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 Google (and Yahoo) once ran off of 40,000
MySQL Boxes (later replaced with minty
MapR...
Possible Solutions for Storing Data
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 One of the ideas we’re prototyping is a distributed
Key-Value store that we can ...
What should be scrapping for Storing Big Data
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 Transactions
 Taking time especially for big data
 Joins
 Nothing i...
What is HBase?
117
 HBase is the Hadoop database
 Use it when you need random, realtime
read/write access to your Big Da...
HBase Web Site
118
What is Google BigTable?
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 Bigtable is a distributed storage system for managing
structured data that is designed to s...
Google App Engine for Java
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What is Amazon S3?
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 Amazon S3 is storage for the Internet
 It is designed to make web-scale computing
easier for dev...
Application Architecture with S3
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Amazon S3 Growth
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Software as a Service
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 Software as a service (SaaS, typically pronounced
'sass')
 A model of software deployment whe...
The Explosion of Web APIs
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ฆFrom
Top APIs at ProgrammableWeb
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API = Application Programming Interface
an interface that a software program implements in...
Top Mashups at ProgrammableWeb
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 In web development, a mashup is a web page or
application that combines data or funct...
Sample Mashup List
128
Sample Mashup: WeatherBonk
129
130
Agenda
130
 What is Social Media?
 How Social Media Changes Business
 How Social Media Changes Technology
 How Soc...
131
How Social Media Changes Society
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 Change the news channels
 From hard copy of newspapers, TVs, and
radios to als...
Is Twitter The 21st Century News Source?
132
 Twitter's constantly updating record of up-
to-the-minute reaction
 Michae...
News Through Twitter
133
Politicians on Twitters
134
Twitter and Higher Education
135
 Some schools are offering classes and even
entire degree programs on topics such as Twi...
Sharing Knowledge Through Twitter
136
137
Agenda
137
 What is Social Media?
 How Social Media Changes Business
 How Social Media Changes Technology
 How Soc...
Side Effects of Twitter & Facebook
138
 Facebookers, and Twitterers are more prone
to attack by burglars
 These sites co...
Side Effects of Facebook
139
 Facebook Can Get You Fired
 You may spend too much working time in using
facebook
 You ma...
Some Bans Social Media Sites
140
 The US Marines issued an order Monday that bans
social media sites including Twitter, F...
Conclusions
141
 Social media are places, tools, services allowing
individuals to express themselves in order to
meet or ...
Thank you
krunapon@kku.ac.th
http://www.facebook.com/tom.kanda
http://twitter.com/krunapon
http://gotoknow.org/blog/krunap...
143
References
143
 http://www.fredcavazza.net/2008/06/09/soci
al-media-landscape/
 http://download.cnet.com/8301-2007_4...
144
References
144
 http://keng.com/2009/01/07/thailand-social-
media-list/
 http://www.linkedin.com/answers/technolog
y...
145
References
145
 http://en.wikipedia.org/wiki/Lifestreaming
 http://answers.yahoo.com/question/index?qi
d=20081228222...
146
References
146
 http://bootcampdigital.com/7-myths-of-
social-media-marketing-revealed/
 http://mashable.com/2009/02...
References
147
 http://www.roadtofailure.com/2009/06/19/social-media-
kills-the-rdbms/
 http://www.itworld.com/saas/5864...
References
148
 http://www.fistfuloftalent.com/2008/12/5-mustuse-
social-media-tools-for-hr-recruiting-professionals-in-
...
149
Image Sources
149
 http://adamstrange.com/Yellow-Page-Ad-Design/Yellow-Page-
Advertising.gif
 http://media.compete.c...
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How Social Media Changes Business, Technology, and Society

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In this slide, first we understand what social media is and what applications that are viewed as social media tools and services.

Then, we learn about how social media can be used for business and the success stories of the businesses that have used social media.

Next, we look at the implication of the technology that needs to be developed in order to support social media data creation, edition, and search.

We also look at how social media changes the way we live in society. Like any other technologies, social media also has side effects which we will discuss some of those.

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Transcript of "How Social Media Changes Business, Technology, and Society"

  1. 1. How Social Media Changes Business, Technology, and Society 1 Asst. Prof. Dr. Kanda Runapongsa Saikaew Computer Engineering Khon Kaen University Thailand
  2. 2. 2 Agenda 2  What is Social Media?  How Social Media Changes Business  How Social Media Changes Technology  How Social Media Changes Society  Side Effects of Social Media  Conclusion
  3. 3. 3 “Social Media” 3  “Media“ means that social media are digital places for publication  “Social“ implies sharing Content (files, tastes, opinions…) Social interactions (individuals gathering into groups, individual acquiring notoriety and influence…)  Social media are places, tools, services allowing individuals to express themselves (and so to exist) in order to meet, share…
  4. 4. 4 Richness and diversity of social media 4
  5. 5. 5 Social Media Tools & Services 5  Publications: Blogs, Wikis, Citizen journalism portals  Sharing: Videos, Pictures, Music, Links, …  Discussion: Forums, Instant Messaging, VOIPs  Social Networks: General and niche social networks  Micropublication: Microblogging Tools  Social Aggregation: Lifestream  Platforms for livecast hosting and their mobile equivalent  Virtual worlds and 3D chats  Social gaming platforms and casual gaming portals  MMO and MMORPG
  6. 6. 6 Publication: Blogs 6  http://www.blogger.com/ The most popular in the world  http://www.wordpress.com/ Comes from open source  http://www.exteen.com/ The most popular in Thailand  http://www.bloggang.com/ A part of Pantip community  http://gotoknow.org The most widely used among workers  http://blognone.com The blogs that share tech news
  7. 7. 7 Sample Blog 7
  8. 8. 8 Publication: Wikis & Journalism 8  Wikis  http://www.wikipedia.org/ The most popular one  http://www.wikia.org Hosts wiki on focused topics  http://www.wetpaint.com Provides social network service and wiki hosting service  Citizen journalism portals  http://www.digg.com Share any web content  http://www.newsvine.com Global news updated  http://oknation.net News updated by Thai people
  9. 9. 9 Sample Citizen Journalism Portal 9
  10. 10. 10 Sharing: Videos and Pictures 10  Videos  http://www.youtube.com The most popular  http://vimeo.com For videos with higher quality  Pictures  http://www.flickr.com The most popular  http://picasaweb.google.com Work well with Photo editor Picasa  Videos, Pictures, and Blogs  http://multiply.com
  11. 11. 11 Sample Videos and Pictures Site 11
  12. 12. 12 Sharing: Links, Music, and Slides 12  Web links  http://delicious.com The most popular online bookmarking: Have tags and networks features  http://gnolia.com: membership is by invitation only  Music  http://lastfm.fr The most popular in general  http://ilike.com The most popular in Facebook  Slides  http://slideshares.net : Share slides and documents
  13. 13. 13 Sample Links Sharing 13
  14. 14. 14 Sharing: Social Shopping & Customer Suggestions 14  Social Shopping  http://kaboodle.com The most popular  http://stylehive.com Targeted the fashion oriented community  Customer Suggestions  http://www.pligg.com: Open source CSM & social networking site  http://getsatisfaction.com: Commerical people- powered customer service
  15. 15. 15 Sample Social Shopping 15
  16. 16. 16 Discussion: Forms 16  Forums  http://www.phpbb.com: The most popular  http://simplemachine.com: Has many cool features  http://vanillaforums.org: Easy to customize  Instant Messaging  http://download.live.com/messenger (Windows Live Messenger, Former MSN): The most popular  http://messenger.yahoo.com/  http://www.ebuddy.com: Support MSN, Yahoo, Google Talk, Facebook and AIM
  17. 17. 17 Sample Forum and Messenger 17
  18. 18. 18 Discussion: VOIP 18  http://skype.com: High quality, More widely used  http://www.google.com/talk/: Integrated with Gmail
  19. 19. 19 Social Networks: General 19  Global  http://www.facebook.com: #1 in the World  http://www.myspace.com: #2 in US  http://www.hi5.com #1 Social in Thailand  Thailand  http://www.myfri3nd.com/ Part of sanook.com  http://d-looks.com/ Nice interface  http://bangkokspace.com/social-network.aspx Targeted information on party and nightclubs
  20. 20. 20 Sample Facebook 20
  21. 21. 21 Social Networks: Niche and Tools 21  LinkedIn: Create a profile for expanding professional or business partners  enurgi: Connects caregivers to patients  GoodReads: Gets book recommendations  Nibbledish: Enthusiastic cooks sharing  Cafemom: The Largest online site for moms  Tripadvisor: Information on hotels from travellers  Ning: The social platform for the world’s interests online
  22. 22. 22 Sample LinkedIn 22
  23. 23. 23 Micropublication Tools 23  http://twitter.com  A real-time short messaging service that works over multiple networks and devices  People follow the sources most relevant to them and access information via Twitter as it happens  Breaking world news  Updates from friends
  24. 24. 24 Sample Twitter 24
  25. 25. 25 Social Aggregation Tools 25  Lifestream: A time-ordered stream of documents that functions as a diary of your electronic life  http://friendfeed.com: Discover and discuss the interesting stuff your friends who are on Twitter, Facebook, and Google  http://www.socializr.com: Free event invitations  Desktop tools for popular social networks  Tweetdeck: The most popular  Seesmic: Good for unlimited accounts
  26. 26. 26 Sample TweetDeck 26
  27. 27. 27 Livecast Hosting 27  Desktop  http://justin.tv: Copyrighted materials  http://www.blogtv.com User generated content  Streaming Video on Mobile  http://qik.com: Focus on the individual mobile phone user  http://www.kyte.com: Media and entertainment outlets and enterprises through branded distribution channels
  28. 28. 28 Sample Livecast Hosting 28
  29. 29. 29 Virtual Worlds and 3D chats 29  Virtual Worlds  Provides an online society within a 3D world, where users can explore, build, socialize and participate in their own economy  http://secondlife.com: The most popular  http://www.stardoll.com: Online fashion  3D chats  http://www.imvu.com: 3D Avatar Chat Instant Messenger & Dress Up Game
  30. 30. 30 Sample imvu Page 30
  31. 31. 31 Social Gaming 31  Casual gaming portals  http://gamespot.com: a successful gaming community  Social networks enabled games  http://www.threerings.net  MMORPG (Massive Multiplayer Online Role-Playing Game)  http://www.worldofwarcraft.com
  32. 32. 32 Sample World Of Warcraft 32
  33. 33. 33 Friendster, Facebook, .... 33  Before Facebook becomes popular, friendster was popular  A tool in itself is not able to create a community, only members can  Members want to use an online community  Fast  Easy  Fun
  34. 34. 34 No tool to rule them all 34
  35. 35. 35 Continuous Online Conversation 35  Online conversations occur all the time  You can choose whether to have conversations occur with or without you  Your brand reputation is not under your control  Customers' voices are echoed through massively present in blogs, forums, wikis, social networks
  36. 36. 36 Social Metrics on Social Platforms 36  Blogs  Age, audience, popularity, RSS feed subscribers, RSS subscribers / visitors, comments per post,..  Microblog  Total tweets number, average tweets per day, followings / followers, ...  Social networks  Profile richness, age, friends number, friends of friends number…
  37. 37. 37 Agenda 37  What is Social Media?  How Social Media Changes Business  How Social Media Changes Technology  How Social Media Changes Society  Side Effects of Social Media  Conclusion
  38. 38. 38 How Social Media Changes Business 38  Changes how businesses do marketing  From offline marketing or purely online advertising to also using social media marketing  Changes how businesses manage HR  From recruiting unknown people to well- known people through social media  Changes how businesses manage PR  From publicizing only their own Web sites to updating their news through social media services
  39. 39. 39 What is Social Media Marketing? 39  The act of using social networks, online communities, blogs, wikis or any other collaborative Internet form of media for marketing, sales, public relations and customer service  Common social media marketing tools include Twitter, blogs, LinkedIn, Facebook, Flickr and YouTube
  40. 40. 40 Traditional vs. Social Media Marketing 40 vs.
  41. 41. 41 Growth of Social Media Marketing 41http://www.marketingpilgrim.com/2009/04/forrester-social-media- growth.html
  42. 42. 42 7 Reasons Why Social Media Marketing 42  Reason #1 Reduced cost  You pay only the Internet access and salaries for people who update the content  You have all the space you need to advertise and promote what you have
  43. 43. 43 7 Reasons Why Social Media Marketing 43  Reason #2 Measurable results  Instead of waiting for Google search engine to index your Web site on the first page of its result  Cannot force Google search engine to show our Web site on the first page  With social media you can develop content and be seen by thousands of visitors
  44. 44. 44 Google Search Engine 44  Search with keyword “coffee”
  45. 45. 45 Starbucks on Facebook 45
  46. 46. 46 7 Reasons Why Social Media Marketing 46  Reason #3 Flexible  Many different social media websites, such as Facebook, Twitter, and LinkedIn  Use the one that is the most suitable for your organization or company
  47. 47. 47 7 Reasons Why Social Media Marketing 47  Reason #4 Audience with all ages
  48. 48. 48 7 Reasons Why Social Media Marketing 48  Reason #5 No geographical restrictions  The World Wide Web will do the work for you  Your products and services will be known throughout all people around the world  People at wherever can become your fan club  People at wherever can follow you
  49. 49. 49 7 Reasons Why Social Media Marketing 49  Success with social media will likely increase the number of inbound links you receive  Links will boost your search engine rankings and they’ll also drive click- through traffic your way  Both are generally high quality traffic sources.
  50. 50. 50 50 Starbucks Twitter Found by Google Search
  51. 51. 51 Twitter Account of Starbucks 51
  52. 52. 52 7 Reasons Why Social Media Marketing 52  Reason #6: Eco-friendly  Imagine how many trees are being cut down just to come up with yellow pages or brochures?  Imagine how much waste is thrown out when people dump their brochures?  Social media marketing likely does not use gas as much as traditional marketing which requires commuting and transportation
  53. 53. 53 7 Reasons Why Social Media Marketing 53  Reason #7: Build a relationship with customers  Instead of doing outbound marketing to the masses of people who are trying to block you out  Doing "inbound marketing" where you help yourself "get found" by people already learning about and shopping in your industry
  54. 54. 54 7 Harsh Realities of Social Media Marketing 54  #1 No one is reading your blog  Technorati tells us there are about 900,000 blog posts made every 24 hours  #2 You’ve got to give (some of) your best stuff away  You’re going to give away some of your best, most valuable, most life-improving material away for free, within a well- defined content marketing plan
  55. 55. 55 7 Harsh Realities of Social Media Marketing 55  #3: It will eat your life (if you let it)  Know what you want to do with social media, keep yourself focused, and set a timer if you have to  The tools are amazing, but so is their power to distract you from what you’re trying to accomplish
  56. 56. 56 7 Harsh Realities of Social Media Marketing 56  #4: Social media hates selling  It’s really hard to sell products and services in social media, mostly because this audience hates salespeople worse than they hate Microsoft  You may be able to get some limited success out of it, but more likely you’ll be banned, blocked, shunned, and abused
  57. 57. 57 7 Harsh Realities of Social Media Marketing 57  #5: What they say is a million times more important than what you say  People with lousy products, crummy business practices, and shady backgrounds get found out  Word spreads with frightening speed  Treat people right, because if you don’t, you will be exposed. And it will not be pretty
  58. 58. 58 7 Harsh Realities of Social Media Marketing 58  #6: A blog is not a marketing plan  Blogs are cool, but a single useful tool isn’t the same thing as a solid business and marketing plan.  Blogs are just one way to get your best content out there  If you’re in social media to do business, you have to develop a strategy for taking mildly interested strangers and turning them into raving fans . . . and customers
  59. 59. 59 7 Harsh Realities of Social Media Marketing 59  #7: You don’t get to opt out  The conversation will happen with or without you  If you want to influence the conversation, you’ve actually got to get into the conversation
  60. 60. 60 7 Myths of Social Media Marketing 60  Myth #1: Social media is free  Fact: You should expect to invest in social media  You need to spend employee time or paying an agency or consultant  To be effective in social media a great investment in learning and research is required
  61. 61. 61 7 Myths of Social Media Marketing 61  Myth #2: Younger People “get” Social Media  Fact: Social Use of Social Media is NOT the Same as Employing it as a Marketing Strategy  It takes more than exposure to the medium – it takes strategy, marketing know-how and great creative execution
  62. 62. 62 7 Myths of Social Media Marketing 62  Myth #3: Social Media is Easy  Fact: The Barriers to Entry are Low, but Getting it Right is Harder  Social media may be harder than you think – failure rates in corporate blogs are high  Many corporate twitter accounts lack any real engagement  When using social media to build your business be prepared to roll up your sleves and do some work
  63. 63. 63 7 Myths of Social Media Marketing 63  Myth #4: Social Media is Fast  Fact: Social Media Takes Time  Social Media takes time – both to listen and understand the communities as well as to figure out how to use it effectively.  Getting it right in social media is difficult, and it takes trial and error.
  64. 64. 64 7 Myths of Social Media Marketingb 64  Myth #5: Social Media Can’t Be Measured  Fact: Social Media is Measurable – But Measure More than just Followers and Fans  What are the click through rates to your corporate site from social sites?  How many key influencers in your audience have you connected with?  How many people retweet you?  What is your score on Twitter Grader or Klout?  You can also set up campaigns
  65. 65. 65 7 Myths of Social Media Marketing 65  Myth #6: Social Media is for Everyone  Fact: Consider Your Strategy First, then Choose the Tool  If you don’t have the time or resources to dedicate to it you may end up wasting your time completely  Creating an account that is later abandoned may end up having negative impacts on your organization and can signal that you don’t really care
  66. 66. 66 7 Myths of Social Media Marketing 66  Myth #7: Social Media is a Great Way for me to Talk  Fact: Social Media is an Effective Tool for Listening. Talk Later  When entering social media, the first question many people ask is “what should I say?”  The first question should be “Who should I listen to?”.
  67. 67. 67 10 of the Smartest Big Brands in Social Media 67  1) Blendtec Blends it on YouTube  In the video, Tom Dickson the CEO of Blendtec, attempts to blend objects in their blender  This simple idea led to a “five-fold increase in sales”  Creating funny, original video and leveraging an already large user base can be used to increase sales
  68. 68. 68 10 of the Smartest Big Brands in Social Media 68  2) Burger King and the Sacrifice Facebook Application  the “sacrifice ten friends” facebook application  This memorable campaign quickly went viral and was adopted by over 20,000 users, sacrificing 200,000 friends for free whoppers
  69. 69. 69 10 of the Smartest Big Brands in Social Media 69  3) Starbucks Asks for Your Advice  To get a better handle on consumer feedback, Starbucks did just that with “My Starbucks Idea.”  By empowering their exceptionally web savvy consumer, Starbucks strengthens their campaign to add a personal touch to coffee.  Directly asking your consumers what they want  Acting on that information and doing it publicly is key to the success of this campaign
  70. 70. 70 Stackbucks Ideas 70
  71. 71. 71 10 of the Smartest Big Brands in Social Media 71  4) Sun Microsystems and the CEO Blog  Sun Microsystem’s CEO Jonathan Schwartz’s blog received about 400,000 hits a month (in 2006)  It’s not the number of hits that make his blog a social media success, but the openness on it  Positive and negative comments are allowed  Social media is a culture of transparency and honesty that must be embraced, leading by example is one of the best ways to introduce it to a company.
  72. 72. 72 Jonathan's Blog 72
  73. 73. 73 10 of the Smartest Big Brands in Social Media 73  5) IBM with Lots of Blogs  IBM capitalizes on the intelligence of their employees to give consumers insight into what happens behind the scenes  Users get to see how IBM operates, and are given a direct connection with IBM employees  Leveraging your employees to write about what they love conveys the corporate dedication to the industry
  74. 74. 74 IBMer's Blogs 74
  75. 75. 75 10 of the Smartest Big Brands in Social Media 75  6) Zappos on Twitter  Zappos use Twitter to highlight interesting facts, and to talk to their consumers  Talking to Zappos is like talking to a friend that happens to sell shoes  Ingraining social media into the culture of a corporation means that every consumer interaction is personal
  76. 76. Zappos Twitter 76
  77. 77. 77  7) IKEAS’s Use of Photo Tagging in Facebook  Images of new furnitures were uploaded to his Facebook photo album  Using the all-popular “tagging” feature, customers were able to locate items in the pictures and put their name on it  The first person to tag an object got to take it home  In turn, thousands and thousands of users willingly promoted IKEA and it’s new store to others, creating a big win for IKEA 10 of the Smartest Big Brands in Social Media
  78. 78. Photo Album of Ikea Store Manager 78
  79. 79. 79 10 of the Smartest Big Brands in Social Media 79  8) Ford and Social Media PR  Ford’s legal department sent out cease and desist letters to forum owners using Ford trademarks  Obviously the story was twisted and changed, and in the end people were outraged  What makes this a success story for social media is that Scott Monty (Ford’s community manager) was quick to find out what happened and let us know the true story
  80. 80. Twitter of Head of Social Media at Ford 80
  81. 81. 10 of the Smartest Big Brands in Social Media 81  9) Dell Doing it Everywhere  Embracing social media is a huge undertaking, and involves a large investment  Dell didn’t shy away from these obstacles, instead they’ve gone above and beyond, truly cultivating a cross-platform community  They’ve created multiple Twitter handles, a network of blogs, and are very active on Facebook  Creating cross-platform strategies can lead to the most success, especially when your demographic is already Internet and technologically savvy
  82. 82. Dell Community 82
  83. 83. 10 of the Smartest Big Brands in Social Media 83  10) Dunkin’ Donuts  Dunkin’ Donuts launched a program that helps coordinate donut runs  The user creates a list of friends or colleagues  When that person heads to Dunkin’ Donuts, the group gets an alert and can let the person know if they want anything  The user can either print the compiled order sheet or view it on their iPhone
  84. 84. Dunkin’ Run 84
  85. 85. Thai Businesses that Use Social Media 85  Federbrau has launched many social media tools which include Twitter, Facebook, Flickr, and Youtube  https://twitter.com/Federbrau_Beer  http://www.facebook.com/federbrau  http://www.facebook.com/Changworld?ref=ts  https://twitter.com/chang_beer  http://www.flickr.com/photos/changbeer  Federbrau has organized activities that there were more than 50000-60000 people participate in those activities within 2 months
  86. 86. Federbrau Facebook 86
  87. 87. Chang Beer Twitter 87
  88. 88. Thai Businesses that Use Social Media 88  Sansiri has used many social media tools which include Twitter, Facebook, and Youtube  http://www.twitter.com/sansiriplc  http://www.facebook.com/sansirifamily  http://www.youtube.com/sansiritv  Sansiri has set a campaign through Facebook users who are at least 30 years old  It helps Sansiri to increase customers from the Web and help the sale from Web to be over 155 units which turned to the income about 700 millions Baht
  89. 89. Sansiri Facebook 89
  90. 90. Sansiri Twitter 90
  91. 91. Thai Businesses that Use Social Media 91  HTC uses many social media tools which include Hi5, Facebook, Twitter, MySpace  HTC has set up activities and campaigns through Facebook  Only Facebook HTC, there are about at least 2,300 users for only 2 weeks  From the survey of Facebook HTC users, it was found that 40% of all customers are new
  92. 92. HTC Facebook 92
  93. 93. HTC Twitter 93
  94. 94. Social Media Tools for HR 94  Join Web application for recruiting people  RecruitingBlogs.com, HRM Today, ERE.net, and The Fordyce Letter Network  Learn how to use LinkedIn  Update your profile to match your prospects’searches  Read more Blogs by using an RSS reader  Talent Management Blog Power Rankings, Top 50 HR Blogs  Try Twitter  Connect with thought leaders who share what they're working on, resources, tips, links to interesting articles  Use Facebook  If your company has a fan page on Facebook , promote SMS updates to potential candidates and promote your latest jobs
  95. 95. Social Media Changes the Game 95  Candidates can position themselves on the market and approach company representatives directly  Without having to go through staffing functions (or search agencies)  Staffing representatives can pre-screen candidates’s CVs and build relationships with prospective candidates  Fewer commuting trips, phones, and emails
  96. 96. 96 From http://www.slideshare.net/mikelhanson/jobs2web-the-shift-has-hit-the-fan
  97. 97. From http://www.slideshare.net/mikelhanson/jobs2web-the-shift-has-hit-the-fan97
  98. 98. 98 From http://www.slideshare.net/mikelhanson/jobs2web-the-shift-has-hit-the-fan
  99. 99. Social Media Tools for PR 99  Youtube  Upload the video about your business for millions viewers  Facebook  Have a fan page to attract prospect customers or employees  Twitter  Update your current business status and news  Wikipedia  Edit your business information  Blogs  Update your current business services and products
  100. 100. Engineering Chula Web Site 100
  101. 101. Engineering Chula Fan Page 101
  102. 102. Engineering Chula Twitter 102
  103. 103. Computer Center KKU Web Site 103
  104. 104. Google Twitter Accounts 104
  105. 105. 105 Agenda 105  What is Social Media?  How Social Media Changes Business  How Social Media Changes Technology  How Social Media Changes Society  Side Effects of Social Media  Conclusion
  106. 106. 106 How Social Media Changes Technology 106  Change the way we store data  Shift from using traditional databases to new databases, such as Google Bigtable  Shift from buying our own hardware to store data to using Internet storage services, such as Twitter uses Amazon Simple Storage Service  Change the way people reuse software  Shift from downloading codes to calling functions through Web API (Application Programming Interface)
  107. 107. Social Media Kills the Database 107  What do we want to do with social media data?  Store pieces of content for your website so it’s easy to manage  Store content from EVERY website on the Internet  Track your company’s financial transactions  Track every credit card transaction for your multibillion-dollar banking conglomerate  Store an address so it’s easy to find by a unique key  Store every photo on Facebook so it’s accessible by a unique key
  108. 108. Social Media Kills the Database 108  What do we want to do with social media data?  Generate charts and graphs on how your business did in the last month  Generate charts and graphs on key analytics for every piece of Social Media on the Internet.  Analyze records of how people have accessed your website and attempt to simulate their behavior  Analyze every click ever made on MySpace and optimize intrasite workflow
  109. 109. Problems of RDBMSs - Scaling 109  RDBMSs have made the modern business possible: being able to slice, dice, and analyze data in a neat, intuitive format is immensely powerful  The problem is that the price of processing data in an RDBMS scales exponentially with the amount of data  Getting twice the processing speed on twice the data rarely costs only twice as much  Their solutions still require expensive hardware, custom hash algorithms, compression, brittle analysis structures, and the licenses are enormously pricey
  110. 110. Problems of RDBMSs – Data Format 110  In addition, developers have become crippled by being able to only think of data in terms of Rows and Columns  There’s a multitude of database paradigms: Graphs, Trees, Objects, and so on  Databases limit developers to SQL, which is great for certain kinds of set mathematics and not much else  In order to overcome fundamental limitations of DBs, things like Conditionals, Iteration, String Manipulation, and more have been hacked into what was at first an elegant set mathematics language
  111. 111. Problems of RDBMSs – Algorithms 111  Algorithms (such as MapReduce) which make data analysis scalable are highly unintuitive in SQL  The limitations in the environment lead to a limitation in engineers’ ability to solve “big data” problems  People treat Databases as The Only Way To Store And Process Lots Of Data, and this leads them down the Road To Failure
  112. 112. Fundamental Problems of RDBMSs 112  The row/column approach limits you to one static storage paradigm  Updating indices does not scale linearly  The more data you have, the longer it takes to put it in  You can’t delete data if your DB gets too large in a production environment, so performance continually decays until The Datapocalypse occurs (or you throw more money at the problem).  There’s an immense amount of overhead with transactions
  113. 113. Fundamental Problems of RDBMSs 113  The internals are totally opaque for most DB solutions. Optimization, required for any performance solutions, becomes a “black art”  Backups are quite difficult to do – real-time mirrored, or periodic deltas.  Normalization is the only way to keep data sizes from exploding, but joins are incredibly expensive
  114. 114. The Effect of Scaling Problems 114  Google (and Yahoo) once ran off of 40,000 MySQL Boxes (later replaced with minty MapReduce/GFS/HDFS goodness)  MySpace has about xx,000 Microsoft SQL Servers (with license fees) to serve their content  Facebook was spending $1,000,000/month+ for specialized database hardware just to serve their photos
  115. 115. Possible Solutions for Storing Data 115  One of the ideas we’re prototyping is a distributed Key-Value store that we can perform set mathematics on  For our analytics, we just need to support a handful of operations  This could be built on top of HBase, Tokyo Cabinet, Project Voldemort, or a handful of other distributed data stores
  116. 116. What should be scrapping for Storing Big Data 116  Transactions  Taking time especially for big data  Joins  Nothing is more evil than normalization when you need to shard data across multiple servers  Backup and Complex Replication  All of data should be imported from HDFS (The Hadoop Distributed File System)  Consistency  If our users are analyzing millions of documents, they’re not going to care if there’s 15,000 unique Authors, or 15,001
  117. 117. What is HBase? 117  HBase is the Hadoop database  Use it when you need random, realtime read/write access to your Big Data  This project's goal is the hosting of very large tables -- billions of rows X millions of columns - - atop clusters of commodity hardware  HBase ia an open-source, distributed, column- oriented store modeled after Google' Bigtable: A Distributed Storage System for Structured Data
  118. 118. HBase Web Site 118
  119. 119. What is Google BigTable? 119  Bigtable is a distributed storage system for managing structured data that is designed to scale to a very large size: petabytes of data across thousands of commodity servers  Many projects at Google store data in Bigtable, including web indexing, Google Earth, and Google Finance  Bigtable has successfully provided a flexible, high- performance solution for all of these Google products
  120. 120. Google App Engine for Java 120
  121. 121. What is Amazon S3? 121  Amazon S3 is storage for the Internet  It is designed to make web-scale computing easier for developers  Amazon S3 provides a simple web services interface that can be used to store and retrieve any amount of data, at any time, from anywhere on the web  The service aims to maximize benefits of scale and to pass those benefits on to developers
  122. 122. Application Architecture with S3 122
  123. 123. Amazon S3 Growth 123
  124. 124. Software as a Service 124  Software as a service (SaaS, typically pronounced 'sass')  A model of software deployment whereby a provider licenses an application to customers for use as a service on demand  SaaS software vendors may host the application on their own web servers or download the application to the consumer device  Nine out of ten companies plan to grow their use of software-as-a-service (SaaS) in the next year, according to a survey by Gartner
  125. 125. The Explosion of Web APIs 125 ฆFrom
  126. 126. Top APIs at ProgrammableWeb 126 API = Application Programming Interface an interface that a software program implements in order to allow other software to interact with it
  127. 127. Top Mashups at ProgrammableWeb 127  In web development, a mashup is a web page or application that combines data or functionality from two or more external sources to create a new service
  128. 128. Sample Mashup List 128
  129. 129. Sample Mashup: WeatherBonk 129
  130. 130. 130 Agenda 130  What is Social Media?  How Social Media Changes Business  How Social Media Changes Technology  How Social Media Changes Society  Side Effects of Social Media  Conclusion
  131. 131. 131 How Social Media Changes Society 131  Change the news channels  From hard copy of newspapers, TVs, and radios to also using Twitter Change how politicians communicate to people From just using TV, radios, or newspapers to also using Twitter and Facebook  Change the way we teach in the college classroom  There is the opportunity to engage with so many different people instantly
  132. 132. Is Twitter The 21st Century News Source? 132  Twitter's constantly updating record of up- to-the-minute reaction  Michael Jackson, the Twitter effect, and the 'science' of reporting  It has also helped many celebrities, athletes and politicians bypass the media to get their message directly to their audience
  133. 133. News Through Twitter 133
  134. 134. Politicians on Twitters 134
  135. 135. Twitter and Higher Education 135  Some schools are offering classes and even entire degree programs on topics such as Twitter and social media  http://twitter09.wordpress.com/  The one-year course at Birmingham City University will consider social networking sites as communications and marketing tools  Some classes can use Twitter as a channel to summarize and share information that each student searches
  136. 136. Sharing Knowledge Through Twitter 136
  137. 137. 137 Agenda 137  What is Social Media?  How Social Media Changes Business  How Social Media Changes Technology  How Social Media Changes Society  Side Effects of Social Media  Conclusion
  138. 138. Side Effects of Twitter & Facebook 138  Facebookers, and Twitterers are more prone to attack by burglars  These sites could face higher insurance premiums because burglars may be using them to find out their personal details  Millions of users post details about their home, as well as holiday plans, acting as an invitation to the burglars
  139. 139. Side Effects of Facebook 139  Facebook Can Get You Fired  You may spend too much working time in using facebook  You may criticize about employers  Montana officer resigns over Facebook comments  Be careful when you write comments on Facebook  A US police had to resign because he posted who- posted comment abou putting stupid people in jail
  140. 140. Some Bans Social Media Sites 140  The US Marines issued an order Monday that bans social media sites including Twitter, Facebook and MySpace on its network  The sites increase the risk of sensitive information leaking out to adversaries, the order explains  Based on a study commissioned by Robert Half Technology, an IT staffing firm  54% of U.S. companies say that they have banned workers from using social networking sites  Nucleus Research, an IT research firm, reported in July that employee productivity drops 1.5% at companies that allow full access to Facebook in the workplace
  141. 141. Conclusions 141  Social media are places, tools, services allowing individuals to express themselves in order to meet or share  Social media has been used for many businesses and several sectors of society  Social media has motivated better technologies to deal with big data  We should use social media with an objective and a planned strategy in a proper time
  142. 142. Thank you krunapon@kku.ac.th http://www.facebook.com/tom.kanda http://twitter.com/krunapon http://gotoknow.org/blog/krunapon http://gear.kku.ac.th/~krunapon kanda.runapongsa@googlewave.com 142
  143. 143. 143 References 143  http://www.fredcavazza.net/2008/06/09/soci al-media-landscape/  http://download.cnet.com/8301-2007_4- 10155181-12.html  http://blog.brothersoft.com/tag/windows- live-messenger-2009/  http://en.onsoftware.com/video-chats- enabled-in-google-talk/video-chats-enabled- in-google-talk/
  144. 144. 144 References 144  http://keng.com/2009/01/07/thailand-social- media-list/  http://www.linkedin.com/answers/technolog y/software-development/TCH_SFT/281789- 95459?browseCategory=TCH_SFT  http://socialmediaanswers.com/niche-social- networking-sites/  http://blog.case.edu/lev.gonick/2008/05/13/li nkedin_social_networking_and_creating_va lue_for_alumni_at_case_western_reserve_u niversity
  145. 145. 145 References 145  http://en.wikipedia.org/wiki/Lifestreaming  http://answers.yahoo.com/question/index?qi d=20081228222340AAhQMIQ  http://blogs.zdnet.com/feeds/?p=110  http://en.wikipedia.org/wiki/Social_media_ marketing  http://traffikd.com/smm/worth-your-time/  http://blog.hubspot.com/blog/tabid/6307/bid /2989/Inbound-Marketing-vs-Outbound- Marketing.aspx
  146. 146. 146 References 146  http://bootcampdigital.com/7-myths-of- social-media-marketing-revealed/  http://mashable.com/2009/02/06/social- media-smartest-brands/  http://mindjumpers.wordpress.com/2009/ 08/07/pepsi/  http://www.bangkokbiznews.com/home/ detail/it/it/20090815/69098/โซเชียล-เน็ตเวิร์ค กิ้ง-..มาร์เก็ตติ้ง-24-ชม...html
  147. 147. References 147  http://www.roadtofailure.com/2009/06/19/social-media- kills-the-rdbms/  http://www.itworld.com/saas/58645/gartner-saas-grow- 90-organizations  http://en.wikipedia.org/wiki/Software_as_a_service  http://en.wikipedia.org/wiki/Application_programming_i nterface  http://en.wikipedia.org/wiki/Mashup_(web_application_ hybrid)  http://mashable.com/2009/11/25/facebook-marketing- ikeas-genius-use-of-photo-tagging/
  148. 148. References 148  http://www.fistfuloftalent.com/2008/12/5-mustuse- social-media-tools-for-hr-recruiting-professionals-in- 2009.html  http://www.sporez.com/honeyjar/?p=363  http://www.huffingtonpost.com/2009/07/01/is-twitter- the-21st-centu_n_223903.html  http://www.guardian.co.uk/technology/blog/2009/jun/26 /michaeljackson-twitter-blogs-reporting  http://www.onlinecolleges.net/2009/08/10/25-twitter- projects-for-the-college-classroom/  http://mashable.com/2009/08/04/us-marines-social- media-ban/
  149. 149. 149 Image Sources 149  http://adamstrange.com/Yellow-Page-Ad-Design/Yellow-Page- Advertising.gif  http://media.compete.com/site_media/upl/img/AK-SN3.gif  http://www.marketingblog.co.za/wp-content/tv_advertising.jpg  http://blog.arpitnext.com/wp-content/uploads/2009/03/social- network-site-button.png  http://asiatours.net/thailand/images/thai_money.jpg  http://www.centernetworks.com/amazon-s3-hosts-8-billion- objects  http://docs.amazonwebservices.com/AmazonS3/latest/images/de vpay_installations.gif  http://bootcampdigital.com/7-myths-of-social-media-marketing- revealed/
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