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Issues in Business Computing: Web 2.0 and the Social Web
Issues in Business Computing: Web 2.0 and the Social Web
Issues in Business Computing: Web 2.0 and the Social Web
Issues in Business Computing: Web 2.0 and the Social Web
Issues in Business Computing: Web 2.0 and the Social Web
Issues in Business Computing: Web 2.0 and the Social Web
Issues in Business Computing: Web 2.0 and the Social Web
Issues in Business Computing: Web 2.0 and the Social Web
Issues in Business Computing: Web 2.0 and the Social Web
Issues in Business Computing: Web 2.0 and the Social Web
Issues in Business Computing: Web 2.0 and the Social Web
Issues in Business Computing: Web 2.0 and the Social Web
Issues in Business Computing: Web 2.0 and the Social Web
Issues in Business Computing: Web 2.0 and the Social Web
Issues in Business Computing: Web 2.0 and the Social Web
Issues in Business Computing: Web 2.0 and the Social Web
Issues in Business Computing: Web 2.0 and the Social Web
Issues in Business Computing: Web 2.0 and the Social Web
Issues in Business Computing: Web 2.0 and the Social Web
Issues in Business Computing: Web 2.0 and the Social Web
Issues in Business Computing: Web 2.0 and the Social Web
Issues in Business Computing: Web 2.0 and the Social Web
Issues in Business Computing: Web 2.0 and the Social Web
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Issues in Business Computing: Web 2.0 and the Social Web

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A lecture I gave to third-year Computing for Business students at the University of Leeds.

A lecture I gave to third-year Computing for Business students at the University of Leeds.

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  • 1. Issues in Business Computing: Web 2.0 and the Social Web
    @markhawker
  • 2. Who Am I?
    Graduated in 2008 with a degree in Informatics from the School of Computing. (Owen taught me, too.)
    Authored a book in 2010 on “social programming” which is the integration of Social Web technologies into websites (and other devices).
    Working in the Yorkshire Centre for Health Informatics.
    Studying for an MA Social Research at the University of York.
  • 3. Learning Objectives
    To appreciate how emerging social networking tools create the potential to transform organisations and business processes.
    To make the link between business issues and software technologies.
    To be able to make recommendations for organisational strategies and policies.
  • 4. Presentation Outline
    What is Web 2.0?
    What does it look like?
    What does it encompass?
    What is the Social Web?
    Where is it heading?
    What are the challenges/issues?
    SWOT for Social Media Strategy
  • 5. Seminar Exercise
    Spend 5 minutes (or so) looking through the seminar exercise.
    You will be expected to do the formative exercise ready for next week’s lecture.
    These slides will be put on the VLE (soon).
  • 6. Web 2.0
    Tim O’Reilly, 2005 [1]:
    “Web as platform.”
    Tim Berners-Lee, 2006 [2]:
    “Nobody even knows what it means.”
    The Machine Is Us/ing Us, 2007 [3]:
    Form and content is separated
    Text, images, video, sound
    Data interchange is achieved via XML (and others)
    “Folksonomy” vs. taxonomy
    “We are the Web”
    Rethink everything.
  • 7. Web 2.0 Design Patterns
    Christopher Alexander, cited in [1]
    The Long Tail
    Data is the next Intel inside
    Users add value
    Network effects by default
    Some rights reserved
    The perpetual beta
    Cooperate, don’t control
    Software above the level of a single device.
  • 8. http://xkcd.com/802/
  • 9.
  • 10. Web 2.0 Examples
    Twitter
    Facebook
    LinkedIn
    Wordpress
    Quora
    Get Satisfaction
    Foursquare
  • 11. Total Time Spent Online [4]
  • 12. The “Influentials Hypothesis” [5]
    “Large-scale changes in public opinion are not driven by highly influential people who influence everyone else but rather by easily influenced people influencing other easily influenced people.”
  • 13. The Social Web
    Personal
    Who I am
    Who I know
    What’s happening
    Business
    Who we are
    Who we know
    B2B vs. B2C vs. (C2C)
    What’s happening
    Proactive vs. Reactive
  • 14. “If you’re not open to feedback, you’re not ready to play.”
    Ketchum/FedEx [6]
  • 15. Six Social Media Trends for 2011+ [7]
    It’s the integration economy, stupid.
    Tablet and mobile wars create ubiquitous social computing.
    Facebook interrupts location-based networking.
    Average participants experience social media schizophrenia.
    Google doesn’t beat them, they join them.
    Social functionality makes websites fashionable again.
  • 16. Six Major Issues/Challenges [8]
    Resistance from internal culture
    Measuring return-on-investment
    Lack of resources
    An ever-changing technology space
    Resentment and envy of the role (of social strategists)
    A looming increase in business demands.
  • 17. Organisational Structure [9]
  • 18. Measurement [9]
    Engagement data
    Sentiment
    Website traffic
    Conversions or leads
    Customer satisfaction rates
    Share of voice or total mentions
    Actual product revenue.
  • 19. The ROI Pyramid [9]
  • 20. SWOT for Social Media Strategy [10]
    Any more? cf. http://seowizardry.ca/The_Wizards_Blog/social-media-swot-analysis/
  • 21. Questions or Thoughts?
    Over to you.
  • 22. References
    http://oreilly.com/web2/archive/what-is-web-20.html
    http://www.ibm.com/developerworks/podcast/dwi/cm-int082206.txt
    http://www.youtube.com/watch?v=6gmP4nk0EOE
    http://www.visualeconomics.com/how-the-world-spends-its-time-online_2010-06-16/
    https://www.gsb.stanford.edu/facseminars/events/marketing/documents/mktg_03_08_dodds_paper1.pdf
    http://www.2010socialmediastudy.com/
    http://blogs.hbr.org/cs/2010/12/six_social_media_trends_for_20_1.html
    http://www.web-strategist.com/blog/2010/11/10/report-the-two-career-paths-of-the-corporate-social-strategist-be-proactive-or-become-social-media-help-desk/
    http://www.slideshare.net/jeremiah_owyang/keynote-social-business-forecast-2011-the-year-of-integration
    http://www.jmorganmarketing.com/using-swot-for-social-media-strategy/
  • 23. Contact Me
    You can find me here:
    @markhawker

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