Chapter 5
Enhancing Collaboration Using
Web 2.0
5-1
Facebook is the most popular
social network, with over 500
million active users.
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Learning Objectives
5-2
1. Describe Web 2.0 and the key enablers of
Enterprise 2.0.
2. Explain how organizations can enhance
communication using Web 2.0 applications.
3..Explain how organizations can enhance
cooperation using Web 2.0 applications
4.Explain how organizations can enhance
collaboration using Web 2.0 applications.
5. Explain how organizations can enhance connection
using Web 2.0 applications.
6. Describe how companies can manage their
Enterprise 2.0 strategy and deal with potential pitfalls
associated with Web 2.0.
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Learning Objectives
5-3
1. Describe Web 2.0 and the key enablers of
Enterprise 2.0.
2. Explain how organizations can enhance
communication using Web 2.0 applications.
3..Explain how organizations can enhance
cooperation using Web 2.0 applications
4.Explain how organizations can enhance
collaboration using Web 2.0 applications.
5. Explain how organizations can enhance connection
using Web 2.0 applications.
6. Describe how companies can manage their
Enterprise 2.0 strategy and deal with potential pitfalls
associated with Web 2.0.
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Defining Web 2.0
5-4
 Dynamic Web applications that allow people to
collaborate and share information online
 A shift in the users’ role from passive consumer of
content to creator
 Example: articles in the online encyclopedia
Wikipedia are jointly written and edited by the
online community.
 Amazon.com incorporates book reviews from its
customers.
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Defining Web 2.0
5-5
 Social Software (or social
media)
 Enterprise 2.0
 Collective Intelligence
 MySpace/Facebook/LinkedIn
 Distributed groups of people with
a divergent range of information
and expertise will be able to
outperform the capabilities of
individual experts.
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Defining Web 2.0
5-6
Shifting Perspectives from Web 1.0 to Web 2.0
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Learning Objectives
5-7
1. Describe Web 2.0 and the key enablers of
Enterprise 2.0.
2. Explain how organizations can enhance
communication using Web 2.0 applications.
3..Explain how organizations can enhance
cooperation using Web 2.0 applications
4.Explain how organizations can enhance
collaboration using Web 2.0 applications.
5. Explain how organizations can enhance connection
using Web 2.0 applications.
6. Describe how companies can manage their
Enterprise 2.0 strategy and deal with potential pitfalls
associated with Web 2.0.
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Enhancing Communication with Web 2.0
5-8
 Blogs
 Social Presence
 Instant Messaging
 Virtual Worlds
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Blogs
5-9
 Blogging is the
process of creating an
online text diary (a
blog, or Web log).
 Traditional media
giants (e.g. CNN) use
blogs.
 Companies
increasingly use blogs
to connect with their
employees or
customers.
 Blogosphere is the
community of all blogs.
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Examples of Prominent Blogs
5-10
 Controversy of Blogs
 Called the “amateurization” of journalism
 Some bloggers cut journalistic corners.
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Social Presence
5-11
 Social presence tools (sometimes called micro
blogging tools)
 Twitter has become a source for breaking news.
 Example:
Crash of
US Airways
flight 1549
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Instant Messaging
5-12
 Instant messaging (or online chat) emulates real



time written conversations.
Immediate feedback from conversation partners
Social networking sites, such as Facebook, have
integrated instant messaging.
Most instant messaging environments also support
both video and voice communication.
Many organizations use instant messaging for
internal communications, sales, and customer
support.
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Virtual Worlds
5-13
 Virtual worlds consist of 3D environments where people can
interact and build, buy, or sell virtual items, all using their
personalized avatar.
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Learning Objectives
5-14
1. Describe Web 2.0 and the key enablers of
Enterprise 2.0.
2. Explain how organizations can enhance
communication using Web 2.0 applications.
3..Explain how organizations can enhance
cooperation using Web 2.0 applications
4.Explain how organizations can enhance
collaboration using Web 2.0 applications.
5. Explain how organizations can enhance connection
using Web 2.0 applications.
6. Describe how companies can manage their
Enterprise 2.0 strategy and deal with potential pitfalls
associated with Web 2.0.
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Enhancing Cooperation with Web 2.0
5-15
 Media Sharing
 Social Bookmarking
 Social Cataloging
 Tagging
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Media Sharing
5-16
 Sharing pictures, videos, audio, and presentations on
the Web
 Flickr (images), YouTube (videos)
 Netcasting (or podcasting)—distribution of digital
media, such as audio or video files via syndication
feeds
 Educational sector uses
netcasts for lectures, lab
demonstrations, or sports
events.

(Example: via Apple iTunes U)
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Social Bookmarking
5-17
 Users share Internet
bookmarks and
create
categorization
systems
(folksonomies).
 Example: Delicious
and Digg
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Social Cataloging
5-18
 Creation of a
categorization system
by users
 Contributors build up
catalogs regarding
specific topics; such as
academic citations,
wireless networks,
books and music, and
so on.
 Example: Zotero
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Tagging
5-19
 Manually adding metadata to media or other content
 Metadata is data about data.
 Example: picture metadata:
 date and time
 focal length
 shutter speed
 aperture value
 Tags enable searching
using keywords
 Geotagging—tags include
geospatial data.
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Tag Clouds
5-20
 The size of a
word in a tag
cloud
represents its
importance or
frequency so
that it is easy to
spot the most
important or
frequent words
or tags.
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Learning Objectives
5-21
1. Describe Web 2.0 and the key enablers of
Enterprise 2.0.
2. Explain how organizations can enhance
communication using Web 2.0 applications.
3..Explain how organizations can enhance
cooperation using Web 2.0 applications
4.Explain how organizations can enhance
collaboration using Web 2.0 applications.
5. Explain how organizations can enhance connection
using Web 2.0 applications.
6. Describe how companies can manage their
Enterprise 2.0 strategy and deal with potential pitfalls
associated with Web 2.0.
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Enhancing Collaboration with Web 2.0
5-22
 Collaboration can be done:
 Synchronously (i.e., at the same time)


Chatting online, video conference, and so on
Asynchronously (i.e., not coordinated in time)

E-Mail, discussion boards, and so on
 Virtual Team
 Group members in different places assembled to work on a
project
 Rush University Medical Center
Uses virtual medical teams
 Patients get best health care regardless of where they reside.

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Virtual Teams
5-23
 Members of highly specialized virtual teams are
often not colocated.
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Tools for Collaboration
5-24
 Collaboration tools help with many different
communication needs, such as talking, sharing
documents, or making decisions.
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Web-Based Collaboration Tools
5-25
 Benefits and Risks
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Google Apps
5-26
 Google Apps is a family of Web-based collaboration
tools





Gmail—e-mail client
Google Calendar—collaborative calendar allowing users to
share events
Google Talk—instant messaging client
Google Docs—online office suite (word processing,
spreadsheet, presentation)
Google Sites—group Web sites
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Microsoft SharePoint
5-27
 Microsoft SharePoint is a document management
platform that can be used to host Web sites that
enable shared workspaces and integrate other
collaborative applications, such as wikis and blogs.


It also includes workflow functionality such as to-do lists,
discussion boards, and messaging alerts.
It is easily customizable.
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Content Management Systems
5-28
 Content management systems allow users to publish,
edit, version track, and retrieve digital information.
 Content—documents, images, audio files, videos, or
anything that can be digitized.
 Typical roles in a content management system:




Creator
Editor
Administrator
Guest
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Wikis
5-29
 Wiki: a Web site allowing people to
 Post, edit, add, comment
 Access information
 Wiki: a Web site that is linked to a database
 Keeps history of prior versions and changes
 Allows for reversing any edits
 Wikipedia is the most popular wiki.
 Over 15 million articles
 270 languages
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Examples of Wikis
5-30
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Human-Based Computing (Crowdsourcing)
5-31
 Using everyday people to outsource work
 Eli Lilly’s InnoCentive
 Company posts problems and anyone can take a shot at solving
them
 Amazon’s Mechanical Turk
 Allows anyone to post problems
 Users are compensated for correct or useful answers
 E-lancing
 Posting individual projects for anyone to bid on
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Learning Objectives
5-32
1. Describe Web 2.0 and the key enablers of
Enterprise 2.0.
2. Explain how organizations can enhance
communication using Web 2.0 applications.
3..Explain how organizations can enhance
cooperation using Web 2.0 applications
4.Explain how organizations can enhance
collaboration using Web 2.0 applications.
5. Explain how organizations can enhance connection
using Web 2.0 applications.
6. Describe how companies can manage their
Enterprise 2.0 strategy and deal with potential pitfalls
associated with Web 2.0.
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Enhancing Connection with Web 2.0
5-33
 Social Networking
 Viral Marketing
 Social Search
 Syndication
 Web Services
 Widgets
 Mashups
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Social Networking Communities
5-34
 Social networking
 Business uses (e.g. LinkedIn)
 Social uses (e.g. Facebook, MySpace)
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Viral Marketing
5-35
 Marketing-driven by word-of-mouth, similar to how
viruses are transmitted
 Promoting a product / service via online content that
can be shared.

Example: BMW short films by famous directors
 Critical Factors of Viral Marketing (Thomas Baekdal):
 Do something unexpected.
 Make people feel something.
 Make sequels.
 Allow sharing and easy distribution.
 Never restrict access to the content.
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Social Search
5-36
 Finding relevant information has become increasingly





difficult on the Web.
Returning the most relevant results to each user is the holy
grail for search engines.
Search engines such as Google or Bing now offer social
search functionality.
Include content from social networks, blogs, or
microblogging services.
Narrow the results to content from one’s online social
circle.
Let users annotate or tag search results.
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Syndication
5-37
 Real Simple Syndication (RSS)—a family of
syndication feeds used to publish current blogs, podcasts,
videos, and news stories.
 RSS feeds
typically contain
a synopsis of a
document or the
full text.
 RSS feeds can be
read by most
Web browsers.
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Web Services
5-38
 Web services allow data to be accessed without intimate
knowledge of other organizations’ systems, enabling
machine-to-machine interaction over the Internet.
 Web services allow
any device to use any
network to access
any service.
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Benefits of Web Services
5-39
1. Utilizing the existing Internet infrastructure (i.e., no
new technologies are needed)
2. Accessing remote or local data without having to
know the complexities of this access
3. Creating unique and dynamic applications quickly
and easily
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Google Web Services
5-40
 Android—for building mobile phone applications.
 Search—allows users to create customized search
features in Google.
 Calendar—for managing personal calendars.
 Maps—used to integrate Google’s mapping
system into Web sites.
 OpenSocial—allows users to build applications
that work with multiple social communities, such
as Friendster and LinkedIn.
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Widgets
5-41
 Small interactive tools




Typically for a single
purpose
Can be placed on desktop
or integrated into Web
pages
Started on the MAC OS
Now available everywhere
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Mashups
5-42
 Idea of mashups came
from popular music
where a song is produced
by mixing other existing
songs.
 Combination of two or
more Web services


Creates unique
applications
Google, Yahoo, Microsoft
and others have created
mashup editors.
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Future Web Capabilities
5-43
 Semantic Web
 Originally envisioned by Tim Berners-Lee
 Web pages are designed so that computers are able to read and
index the pages.
 Web 3.0
 World Wide Database
 Open Technologies
 Open ID
 Integration of Legacy Devices
 Intelligent Applications
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Learning Objectives
5-44
1. Describe Web 2.0 and the key enablers of
Enterprise 2.0.
2. Explain how organizations can enhance
communication using Web 2.0 applications.
3..Explain how organizations can enhance
cooperation using Web 2.0 applications
4.Explain how organizations can enhance
collaboration using Web 2.0 applications.
5. Explain how organizations can enhance connection
using Web 2.0 applications.
6. Describe how companies can manage their
Enterprise 2.0 strategy and deal with potential pitfalls
associated with Web 2.0.
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Managing the Enterprise 2.0 Strategy
5-45
 Organizational Issues
 Enterprise-Web
 Culture
 Organizational Context
 Organizational Hierarchies
 Network Effects and Critical
Mass
 Generation Gap
 Technological Inertia
 Technological Integration
 Security
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Managing the Enterprise 2.0 Strategy
5-46
 Pitfalls of Web 2.0 Marketing
 Online
Product Reviews
 Microblogging
 Social Networks
 Viral Marketing
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End of Chapter Content
5-47
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Managing in the Digital World: Facebook.com
5-48
 Facebook.com calls itself

“a social utility that helps people better understand the world
around them . . . through social networks allowing people to share
information online the same way they do in the real world.”
 Over 500 million active users
 Half of U.S. users between 18
and 34 years of age
 Average user spends over 55
minutes on Facebook daily
 70 percent of Facebook users
are from outside the United
States.
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ETHICAL DILEMMA
Virtual Reality (VR) People
5-49
 People enjoy nature from the comfort of their living
rooms
 Study:


Outdoor activities such as camping, fishing, visits to natural
parks are declining
Decline began during rapid growth of video games
 Will nature conservation and concern for
environment deteriorate if people prefer “virtual
nature”?
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POWERFUL PARTNERSHIPS
Digg’s Kevin Rose and Jay Adelson
5-50
 Rose hosted TV show called




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Screen Savers
Met when Jay (founder of
Equinix Inc.) when he was a
guest on the show
Started Digg in 2004
News aggregation site based
on Web 2.0 principles
Over 35 million unique users
each month
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COMING ATTRACTIONS
The Future of TV
5-51
 One day soon you’ll be able to call up any video-related
entertainment you desire on your TV.
 Multiple layers of video, pictures, and text
 Requires a user interface:


powerful enough to find and organize the near infinite content
available online
easy enough to use with a simple remote control
 Apple TV
 small digital media receiver connected to TV
 view from various media services (iTunes, YouTube, Flickr,
MobileMe)
 Others include Google TV and Sony Internet TV
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NET STATS
Most Popular Facebook Fan Pages
5-52
 As of June 2010, 7 of the top 10 most-liked product
pages were related to food and drinks
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WHEN THINGS GO WRONG
Social Media Meltdown at Nestlé
5-53
 Global producer of cereals, coffee, dairy, confectionary
treats, and other products
 In early 2010, Greenpeace began protesting Nestlé over
their use of palm oil


Greenpeace claimed that vast sections of the rain forest were being
destroyed.
YouTube parody of Nestlé ad showed orangutan finger in a Kit Kat bar.
 Nestlé petitioned YouTube to take down the video.


Howls of protests were received throughout the social networking arena.
Viewings of the video went up dramatically.
 Nestlé started deleting protest postings on Facebook.
 It was a public relations nightmare.
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INDUSTRY ANALYSIS
Online Travel
5-54
 Online travel agencies
 Expedia, Travelocity, Orbitz
 In the first quarter of 2010, Expedia accounted for 38
percent of worldwide bookings
 Some providers prefer customers to book directly
 Build customer relationships
 Avoid OTA fees
 JetBlue, InterContinental Hotels
 Travel search engines
 Kayak, SideStep, Mobissimo, Yahoo!’s FareChase

Link to suppliers’ Web sites
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Publishing as Prentice Hall
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