Part 1: Please use the attached ppt for part 1. at least 300 words with the 3 references and APA format
After reviewing the assigned reading materials, complete the following activities:
1. Develop a product service idea.
A. Describe the product/service including the benefits of using the product/service
B. Discuss the potential customers for this product/service
2. Based on the nature of the product/service, recommend at least 3 possible social media to use in marketing the product/service. Describe your recommendations and discuss the advantages and disadvantages of each.
Part 2: at least 300 words with the 3 references and APA format
Your company is experiencing decline in business because of competition. Your manager thinks they may be able to turn the company around if they can get help from an IT professional on E-Commerce and Mobile Technologies. Assume your company is a traditional retail entity similar to Sears, Macy’s or K-Mart, suggest ways your company can use E-Commerce and Mobile Technologies to increase its visibility and sales. In your discussion, explain what is E-Commerce and Mobile Technology. Chapter 7
Social Networking,
Engagement, and
Social Metrics
Prepared by Dr. Derek Sedlack, South University
Learning Objectives
Social
Networking
Services and
Communities
Web 2.0—
The Social
Web
Engaging
Consumers
with Blogs
and
Microblogs
Knowledge
Sharing in the
Social
Workplace
Mashups,
Social
Metrics, and
Monitoring
Tools
Copyright © 2015 John Wiley & Sons, Inc. All rights reserved.
Chapter 7
Web 2.0—The Social Web
• The Constantly Changing Web
– Web 2.0 (the social web): a term used to describe a
phase of World Wide Web evolution characterized by
dynamic webpages, social media, mashup
applications, broadband connectivity and usergenerated content.
– Social media: a collection of Web applications, based
on Web 2.0 technology and culture that allows people
to connect and collaborate with others by creating
and sharing digital content.
Copyright © 2015 John Wiley & Sons, Inc. All rights reserved.
Chapter 7
Web 2.0—The Social Web
• The Constantly Changing Web
– World Wide Web (the Internet): a network of
documents on the Internet, called webpages,
constructed with HTML markup language that
supports links to other documents and media (e.g.
graphics, video, audio, etc.).
– Broadband: refers to wide bandwidth technologies
that create fast, high volume connections to the
Internet and World Wide Web.
Copyright © 2015 John Wiley & Sons, Inc. All rights reserved.
Chapter 7
Web 2.0—The Social Web
Copyright © 2015 John Wiley & Sons, Inc. All rights reserved.
Chapter 7
Web 2.0—The Social Web
• Setting the Stage for Web 2.0
1. Broad bandwidth (broadband)
2. Sustainable business models
3. New Web programming technologies
4. Application programming interface (API)
5. Plug-Ins
Copyright © 2015 John Wiley & Sons, Inc. All rights reserved.
Chapter 7
Web 2.0—The Social Web
• Setting the Stage for Web 2.0
AJAX technologies, or asynchronous JavaScript and XML,
is a term referring to a group of technologies and
programming languages that make it possible for
webpages to respond to users’ actions without requiring
the entire page to reload.
1. JavaScript
2. Extendable Markup Language (XML)
3. Document Object Model (DOM)
4. HyperText Markup Language (HTML)
5. XMLHttpRequest
6. Cascading Style Sheets (CSS)
Copyright © 2015 John Wiley & Sons, Inc. All rights reserved.
Chapter 7
Web 2.0—The Social Web
Copyright © 2015 John Wiley & Sons, Inc. All rights reserved.
Chapter 7
Web 2.0—The Social Web
• Social Media Applications and Services
– Social Networking Service (SNS): an online platform or
website that allows subscribers to interact and form
communities or networks based on real-life
relationships, shared interests, activities and so on.
Both YouTube and Facebook started as SNSs, but now span
multiple application categories.
Copyright © 2015 John Wiley & Sons, Inc. All rights reserved.
Chapter 7
Web 2.0—The Social Web
• More than Facebook, YouTube, & Twitter
– Collaboration
– Communication and Engagement with Customers
(Marketing)
– Image and Reputation Management (Public Relations)
– Communication and Engagement with Employees and
Partners (Management)
– Talent Acquisition and Recruiting (Human Resources)
– Research and Knowledge Management
– Productivity and Information Utilities
– Fund Raising
Copyright © 2015 John Wiley & Sons, Inc. All rights reserved.
Chapter 7
Web 2.0—The Social Web
• Elements of Social Media: What Makes it Different?
– User-generated content (UGC).
– Content control.
– Conversation.
– Community (common values, culture).
– Categorization by users (tagging).
Copyright © 2015 John Wiley & Sons, Inc. All rights reserved.
Chapter 7
Web 2.0—The Social Web
• Elements of Social Media: What Makes it Different?
– Real people (profiles, usernames, and the human
voice vs. the corporate “we”).
– Connections (followers, friends, members, etc.).
– Constant updating (real-time, dynamic).
– Content separated from form.
– Equipment independence.
Copyright © 2015 John Wiley & Sons, Inc. All rights reserved.
Chapter 7
Web 2.0—The Social Web
• Cluetrain Manifesto
– Understanding not only how people behave, but also
the way they think about things.
– Transforms Markets to conversations where successful
companies will learn to engage customers instead of
traditional unidirectional or broadcast
communications.
Copyright © 2015 John Wiley & Sons, Inc. All rights reserved.
Chapter 7
Web 2.0—The Social Web
• Leverage the Groundswell
1. Listening
2. Talking
3. Energizing
4. Supporting
5. Embracing
Copyright © 2015 John Wiley & Sons, Inc. All rights reserved.
Chapter 7
Web 2.0—The Social Web
1. How has Web 2.0 changed the behavior of Internet
users?
2. What are the basic tools or applications that characterize
Web 2.0?
3. Why is Web 2.0 referred to as the social Web?
4. What are some of the benefits or advantages that Web
developers gain from using AJAX technologies?
5. What are some of the most important messages for
business organizations in the Cluetrain Manifesto?
6. What is feature convergence? Give some examples of
this trend with regard to social media apps.
Copyright © 2015 John Wiley & Sons, Inc. All rights reserved.
Learning Objectives
Social
Networking
Services and
Communities
Web 2.0—
The Social
Web
Engaging
Consumers
with Blogs
and
Microblogs
Knowledge
Sharing in the
Social
Workplace
Mashups,
Social
Metrics, and
Monitoring
Tools
Copyright © 2015 John Wiley & Sons, Inc. All rights reserved.
Chapter 7
Social Networking Services and
Communities
• Old Web versus New Web
– Online or virtual communities parallel physical
communities, but were primarily user-to-user interactions.
– Usenet and Newsgroups provided a static means of
communicating messages.
– Online communities have transformed to include:
• Selling goods and services
• Promoting products to prospective customers; for
example, advertising
• Prospecting for customers
• Building relationships with customers and prospective
customers
• Identifying customer perceptions by “listening” to
conversations
Copyright © 2015 John Wiley & Sons, Inc. All rights reserved.
Chapter 7
Social Networking Services and
Communities
Selling goods
and services
Newsgroups
Old
Web
Usenet
Customer
Prospecting
Advertising
Semantic
Web
Building
Customer
Relationships
Encourage
Customers
Soliciting
ideas
“listening” to
Customers
Interactive
Support
Copyright © 2015 John Wiley & Sons, Inc. All rights reserved.
Chapter 7
Social Networking Services and
Communities
• Social network analysis (SNA)
– The mapping and measuring of relationships and flows
between people, groups, organizations, computers, or
other information or knowledge-processing entities.
– Social graph: to the global social network reflecting how
we are all connected to one another through relationships.
– Giant global graph: illustrates the connections between
people and/or documents and pages online.
Copyright © 2015 John Wiley & Sons, Inc. All rights reserved.
Chapter 7
Social Networking Services and
Communities
• Leveraging the Power of the Crowd
– Crowdsourcing: a model of problem solving and idea
generation that marshals the collective talents of a
large group of people.
– Crowdfunding: turning to a crowdsourcing model to
raise money for business start-ups or projects such as
Kickstarter, GoFundMe, and Indiegogo.
• Donations
• Rewards
• Credit
• Equity
• Royalties
Copyright © 2015 John Wiley & Sons, Inc. All rights reserved.
Chapter 7
Social Networking Services and
Communities
• Facebook Dominates Social Networking
– Users can develop their own apps.
– Created Newsfeed: constant stream of status updates.
– Timeline: shows progression chronologically.
– Wants to curate all user content, causing a rise in
privacy concerns.
Copyright © 2015 John Wiley & Sons, Inc. All rights reserved.
Chapter 7
Social Networking Services and
Communities
Personal
News
Facebook
Open Graph
History
Business
Copyright © 2015 John Wiley & Sons, Inc. All rights reserved.
Chapter 7
Social Networking Services and
Communities
Facebook
Google+
(G+)
Copyright © 2015 John Wiley & Sons, Inc. All rights reserved.
Chapter 7
Social Networking Services and
Communities
• Virtual Reality
– Second Life is a social network that uses avatars to
represent their residents (users). Users can develop
their own apps.
– Avatars are an icon, figure, or visual representation of
a person in a digital environment.
Copyright © 2015 John Wiley & Sons, Inc. All rights reserved.
Chapter 7
Social Networking Services and
Communities
• Private Social Networking Services
– Social communities with restricted membership used
by many colleges and universities.
– Easier to monitor activities and track conversations.
– Requires considerably more time, attention, and
resources than using general SNS.
Copyright © 2015 John Wiley & Sons, Inc. All rights reserved.
Chapter 7
Social Networking Services and
Communities
1. What are the major differences between social
networking services and older online communities?
2. What is the basic difference between the social graph
and Berners-Lee’s concept of the Giant Global Graph?
3. Explain Facebook’s Open Graph initiative and how it
plans to expand its influence across the World Wide
Web.
4. What are some potential ways that business
organizations can take advantage of Second Life’s unique
virtual world interface?
5. Why would a business want to create a private SNS?
What are some of the challenges associated with doing
this?
Copyright © 2015 John Wiley & Sons, Inc. All rights reserved.
Learning Objectives
Social
Networking
Services and
Communities
Web 2.0—
The Social
Web
Engaging
Consumers
with Blogs
and
Microblogs
Knowledge
Sharing in the
Social
Workplace
Mashups,
Social
Metrics, and
Monitoring
Tools
Copyright © 2015 John Wiley & Sons, Inc. All rights reserved.
Chapter 7
Engaging Consumers with Blogs and
Microblogs
• Blogs
– Websites were people regularly post a variety of
content in various digital formats.
– Blogs can establish reputations and promote business
interests and/or share viewpoints.
– Blogospheres are connected blogs.
– Microblogs are frequent, but brief posts such as
Twitter.
Copyright © 2015 John Wiley & Sons, Inc. All rights reserved.
Chapter 7
Engaging Consumers with Blogs and
Microblogs
• Blogs
– Blogging Platforms are software used to create and
edit content with features that make blogging
relatively easy.
– WordPress (51%) and Blogger (21%) are the most
popular blogging platforms.
Copyright © 2015 John Wiley & Sons, Inc. All rights reserved.
Chapter 7
Engaging Consumers with Blogs and
Microblogs
• Twitter
– A valuable tool for activists engaged in organizing
protests, debating political viewpoints, and
broadcasting real-time information through Tweets.
– Uses content tags called Hashtags (#) to allow users to
follow conversations and/or trends.
Copyright © 2015 John Wiley & Sons, Inc. All rights reserved.
Chapter 7
Engaging Consumers with Blogs and
Microblogs
• Growing Use of Twitter
– Twitterspheres are third-party apps to enhance
functionality and experience.
– TweetDeck, Twitpie, Twitterfeed, and Twitterholic are
essential Twitter tools.
Copyright © 2015 John Wiley & Sons, Inc. All rights reserved.
Chapter 7
Engaging Consumers with Blogs and
Microblogs
• Growing Use of Twitter
– Celebrities, companies, products, and services.
– Coupons and specials.
– News and political platforms.
– Friendly status updates.
Copyright © 2015 John Wiley & Sons, Inc. All rights reserved.
Chapter 7
Engaging Consumers with Blogs and
Microblogs
• Tumblr
– Another update services providing microblogging with
emphasis on photographs and video.
– Allows just as much text as a regular blog, but Tumblr
is mostly used for fashion, entertainment, and the
arts.
Copyright © 2015 John Wiley & Sons, Inc. All rights reserved.
Chapter 7
Engaging Consumers with Blogs and
Microblogs
1.
2.
3.
4.
What is the difference between a blog and a microblog?
What is a blogging platform?
Why do marketers use blogs and microblogs?
What makes Twitter a more attractive communication
channel than traditional media for many individuals and
organizations?
5. How is Tumblr different from other types of blogging
platforms?
Copyright © 2015 John Wiley & Sons, Inc. All rights reserved.
Learning Objectives
Social
Networking
Services and
Communities
Web 2.0—
The Social
Web
Engaging
Consumers
with Blogs
and
Microblogs
Knowledge
Sharing in the
Social
Workplace
Mashups,
Social
Metrics, and
Monitoring
Tools
Copyright © 2015 John Wiley & Sons, Inc. All rights reserved.
Chapter 7
Mashups, Social Metrics, and
Monitoring Tools
• Mashup
– Web applications that combine information from two
or more sources.
– Present information in a way that creates some new
benefit or service.
– http://www.programmableweb.com/mashups/directo
ry
Copyright © 2015 John Wiley & Sons, Inc. All rights reserved.
Chapter 7
Mashups, Social Metrics, and
Monitoring Tools
• Mashup
– Popular APIs are from social media sites (usergenerated social information).
– Provide the power to separate content from form –
Web developers have greater control over information
display and use.
Copyright © 2015 John Wiley & Sons, Inc. All rights reserved.
Chapter 7
Mashups, Social Metrics, and
Monitoring Tools
• RSS (really simple syndication)
– Allows real-time consumption and personalized
organization and display of news information.
– Mostly free service (Feedly.com, Digg.com)
Copyright © 2015 John Wiley & Sons, Inc. All rights reserved.
Chapter 7
Mashups, Social Metrics, and
Monitoring Tools
• RSS (really simple syndication)
– Allows real-time consumption and personalized
organization and display of news information.
– Mostly free service (Feedly.com, Digg.com)
Copyright © 2015 John Wiley & Sons, Inc. All rights reserved.
Chapter 7
Mashups, Social Metrics, and
Monitoring Tools
• Monitoring Service
– Conversation tracking on social media sites
• Paid services: Radian 6, Alterian SM2, Hubspot.
• Free services: Twitter Search, Social Mention
– Provides organizations a better understanding of
brand, product, and even executive perception from
consumers.
– Brand advocates positively portray a brand or
company online.
Copyright © 2015 John Wiley & Sons, Inc. All rights reserved.
Chapter 7
Mashups, Social Metrics, and
Monitoring Tools
1.
2.
3.
4.
Why are mashups considered part of social media?
Describe a typical consumer mashup.
What is an RSS reader?
Describe the ways in which businesses can benefit from
using social media monitoring tools?
Copyright © 2015 John Wiley & Sons, Inc. All rights reserved.
Learning Objectives
Social
Networking
Services and
Communities
Web 2.0—
The Social
Web
Engaging
Consumers
with Blogs
and
Microblogs
Knowledge
Sharing in
the Social
Workplace
Mashups,
Social
Metrics, and
Monitoring
Tools
Copyright © 2015 John Wiley & Sons, Inc. All rights reserved.
Chapter 7
Knowledge Sharing in the Social
Workplace
• Synchronous Communication
– Dialogue or conversation taking place in real-time
(Skype, ooVoo).
– VenueGen allows meetings in virtual worlds with
avatars.
Copyright © 2015 John Wiley & Sons, Inc. All rights reserved.
Chapter 7
Knowledge Sharing in the Social
Workplace
• Research and Knowledge Sharing Tools
– Search Engines: identify and share information
relevant to a project topic (Yahoo, Bing, Google).
– Discussion Groups: provide a forum for asking
questions to groups of people (AMA, LinkedIn).
– Blogs, tweets, and page status can provide valuable
information.
Copyright © 2015 John Wiley & Sons, Inc. All rights reserved.
Chapter 7
Knowledge Sharing in the Social
Workplace
• Social Bookmarks
– Diigo and Delicious
– Diigo provides approval buttons and highlight features
for member collaboration.
– Delicious uses folksonomy to provide content search
results based on human tags or interests.
Copyright © 2015 John Wiley & Sons, Inc. All rights reserved.
Chapter 7
Knowledge Sharing in the Social
Workplace
• Content Creation and Sharing
– Cloud storage services: uses the Internet for storage
and retrieval of information.
– Dropbox allows the storage and sharing of files and
folders with others.
– Box.net places greater emphasis on social tools and
features for collaboration.
– Wikis provide encyclopedia-like webpages, driven by
collaborative open-edit content.
Copyright © 2015 John Wiley & Sons, Inc. All rights reserved.
Chapter 7
Knowledge Sharing in the Social
Workplace
1. How can working teams use social media as an
alternative to face-to-face meetings?
2. Why are social bookmarking services superior to the
traditional method of saving “favorites” or “bookmarks”
in a browser?
3. What are some ways you can use social media to solicit
knowledge, information, and advice from experts on the
Web?
4. What advantages do sites like Dropbox and box.net have
over e-mail as a way of sharing and collaborating on
creating documents?
Copyright © 2015 John Wiley & Sons, Inc. All rights reserved.
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