This document discusses Web 2.0 and the social web. It defines Web 2.0 as a platform where the machine and user interact, content and form are separated, and data is shared via XML. Examples given are Twitter, Facebook, and Wordpress. The social web allows people to share information about themselves and their connections. There are challenges to social media strategies, such as measuring return on investment and changing technologies. Organizations must consider their structure, measurement of engagement, and ensuring the strategy has a return on investment.

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 ObjectivesTo 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 OutlineWhat 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 ExerciseSpend 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 2.0Tim 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 separatedText, images, video, soundData interchange is achieved via XML (and others)“Folksonomy” vs. taxonomy“We are the Web”Rethink everything.

7. Web 2.0 Design PatternsChristopher Alexander, cited in [1]The Long TailData is the next Intel insideUsers add valueNetwork effects by defaultSome rights reservedThe perpetual betaCooperate, don’t controlSoftware above the level of a single device.

8. http://xkcd.com/802/

10. Web 2.0 ExamplesTwitterFacebookLinkedInWordpressQuoraGet SatisfactionFoursquare

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 WebPersonalWho I amWho I knowWhat’s happeningBusinessWho we areWho we knowB2B vs. B2C vs. (C2C)What’s happeningProactive 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 cultureMeasuring return-on-investmentLack of resourcesAn ever-changing technology spaceResentment and envy of the role (of social strategists)A looming increase in business demands.

17. Organisational Structure [9]

18. Measurement [9]Engagement dataSentimentWebsite trafficConversions or leadsCustomer satisfaction ratesShare of voice or total mentionsActual 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. Referenceshttp://oreilly.com/web2/archive/what-is-web-20.htmlhttp://www.ibm.com/developerworks/podcast/dwi/cm-int082206.txthttp://www.youtube.com/watch?v=6gmP4nk0EOEhttp://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.pdfhttp://www.2010socialmediastudy.com/http://blogs.hbr.org/cs/2010/12/six_social_media_trends_for_20_1.htmlhttp://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-integrationhttp://www.jmorganmarketing.com/using-swot-for-social-media-strategy/

23. Contact MeYou can find me here:@markhawker