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Web 2.0 For Business

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Part of this file is Chinese and contains other people's slides.

Part of this file is Chinese and contains other people's slides.

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  • 1. Web 2.0 for Business Prepared by Wesley Shu Ph.D. University of Arizona
  • 2. X 2.0
    • Web 2.0
    • Enterprise 2.0
    • Business 2.0
    • Human 2.0
    • MBA 2.0
  • 3.  
  • 4. Problem of Marketing
  • 5. Consumers have unlimited options
  • 6. Consumers are avoiding advertising Pop-up Blocker
  • 7. Online Population Increase
  • 8.  
  • 9. Web 1.0
    • One-way communication
    • Pretty postcards
    • “brochure-ware”
    • Internet is just another channel
    • “Corporate-speak”
  • 10. Web 1.0
    • People want human interaction
    • The Internet is NOT just another channel for broadcasting
    • The conversation went elsewhere
  • 11. Web 2.0 – three facets
    • Design
    • Open source
    • Communications
  • 12. Web 2.0 Design Customers want a rich user experience
  • 13. MINIUSA.com (IE Only)
  • 14. nike.com/nikeplus
  • 15. Web 2.0 Open Source If you want to get, you gotta give
  • 16. aws.amazon.com, EC2, and S3
  • 17. Web 2.0 Communication Who will host the conversation?
  • 18. Social Media put Consumers in Control of the conversation Every consumer is…
  • 19. … a publisher
  • 20. …a DJ
  • 21. …an expert
  • 22. …a broadcaster
  • 23. …an editor
  • 24. …a network
  • 25. …a critic
  • 26. …syndicated
  • 27. Key point of X 2.0 – Mass Collaboration
    • Get hooked with social network
    • Enterprise 2.0: Bring in social network concept into the inside of companies
  • 28. Importance of Social Networking
    • 美國百貨商店之父 , 華納梅克 ( John Wanamaker )
      • 廣告上的投資有一半是無用的﹐問題是不知道哪一半
    • 菲利普科特勒 (Philip Kotler):
    • 促銷費用大部分打水漂 ﹐ 僅有 1/10 的促銷活動能有高於 5% 的響應率 ﹐ 且逐年遞減
  • 29. Importance of Social Networking
    • Facebook example
    • Microsoft invests $240 million in Facebook
    • Software maker wins in bidding war with Google, buys 1.6 percent share
    • Company value $15 Billion!
    • Facebook Website
  • 30. Importance of Social Networking
    • Strong tie and weak tie
  • 31. Strong Tie and Weak Tie
    • 整合「人」的資源,是社群網路的共同使命,無名小站、 MySpace 莫不如此。但 Facebook 卻有些關鍵性的不同。
    • 無名小站和 MySpace 都忽略了人的群己關係是漣漪式的。如果我們以自己為核心,畫出群己關係圖,那麼貼近自己周圍的可以說是「強繫」( Strong Ties )。在強繫中的人,與我們有既定的合作關係者,例如,同學、同事,都可以說是「強繫」。
  • 32. Strong Tie and Weak Tie
  • 33. Strong Tie and Weak Tie
    • 強繫之外是「弱繫」( Weak Ties )。
    • 弱繫中的人和我們有關,但關係不深。
    • 以量化表示,指的是和我們兩個星期以上聯絡一次、但至少一年一次的人。
    • 弱繫之外是「潛繫」( Potential Ties ),裡頭的人和我們一年至多聯絡一次。
  • 34. Strong Tie and Weak Tie
    • 一九七○年,哈佛學者葛拉諾維特( Granovetter )調查研究指出,百分之八十三以上的工作機會,為非強繫裡的人幫忙找到的;
    • 而大多數接受調查者表示,這些幫手只是認識的人,並非朋友。
    • 直銷的基本機制就是整合弱繫;而直銷勢力之大是有目共睹的。
  • 35. Problems of Strong and Potential Ties
    • 強繫的問題在於,屬於同一強繫的兩個人,他們社交圈的重複性是極高的。
    • 如此,施加於其中一人的行銷效果,和加在另一人之上幾乎重疊。
    • 而直接加到潛繫的行銷,其問題正好相反;接觸廣告的人未必是可能買主。
    • 但以弱繫為綱的漣漪式行銷方式,卻避免這兩種困難。
  • 36. Ties as Bridges – Six-Degree Separation
  • 37. Ties as Bridges
    • Without the weak tie, AB and CD are disconnected
    • With the weak tie BC, AB, AC, AC, and BD are all connected
    • AB and CD are two heterogonous groups! If B and C has strong tie, they all are in a homogeneous group.
    A B C D ?
  • 38. Facebook As “Gatekeeper”
    • Facebook 扮演著哈佛大學佛來明教授( Lee Fleming )所說「守門員」的角色。
    • 守門員指的是橫跨組織、建立橋樑、整合跨組織資源的人。
    • 他所整合的資源不需要是龐大的資金或尖端技術,只要各個組織因為他而碰撞出創新雛形,他的角色就成功了。
    • 中國人講關係,但關係如果沒有策略性經營,將有可能既失焦、同時卻又無法激發與深化創新與創意,而 Facebook 擔任守門員的角色卻不一樣。
  • 39. Facebook As Weak Tie
    • Facebook build better weak tie
    • Weak tie is the missing piece of marketing
      • Most advertisements either focused on strong ties or potential ties
      • Multi-level marketing on weak tie
  • 40. Facebook Company Case
    • 最近矽谷一家科技公司 Serena 讓員工在星期五下午自由操作 Facebook, 就是以「寓商於樂」的方式,讓 Facebook 成為公司的神經末梢,一方面拓展一對一行銷,另一方面也正是扛起守門員的責任,策略性經營創新與創意。
  • 41. Web 2.0 Social Networking Tools
    • Blogging
    • Folksonomy & Cloud
    • Diigo – Document Sharing
    • RSS
    • Second Life
    • Mass customization
    • Next
  • 42. Blogging for Social Networking
    • What is a Blog?
    • Ex. Intellitraveler
  • 43. Blogging for Social Networking
    • Ex. Wells Fargo
    • using blogs to give executives an informal channel for employee and customer discussions
    • RSS feeds to funnel news into a CRM system,
    • build a presence inside Second Life
    • Return
  • 44. Extension of Web 2.0
    • Enterprise 2.0

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