1、1Chapter 12 Social Networks and Industry Disruptors in the Web 2.0 EnvironmentWeb 2.0环境下社交网络和产业变革者环境下社交网络和产业变革者 .2Learning Objectives Understand the Web 2.0 revolution,social and business networks and industry and market disruptors.Describe Google and the search engine industry,the impact on adverti
2、sement,and the industry competition.Understand the concept,structure,types and issues of virtual communities.Understand the social and business networks and describe MySpace,Flicker,Facebook,CyWorld,and other amazing sites.3Learning Objectives Understand the person-to-person video sharing and descri
3、be YouTube and its competitors.Describe business networks.Describe why the travel and hospitality industry is moving so rapidly to Web 2.0.Describe the concept of P2P landing and the story of ZOPA,and Prosper.4Learning Objectives Describe how the entertainment industry operated in the Web 2.0 enviro
4、nment.Describe some of the enablers of the Web 2.0 revolution:blogging,wikis,mushups,etc.Understand the financial viability that accompanies digital Web 2.0 implementation.Describe the anticipated future of EC and the Web 3.0 concept.51 The Web 2.0 Revolution,Social Networks,Innovations,and Industry
5、 Disruptors 1 Web 2.0The popular term for advanced Internet technology and applications including blogs,wikis,RSS,and social bookmarking.Web 2.0 offers greater collaboration among Internet users and other users,content providers,and enterprises than Web 1.0 2 Foundation of Web 2.0The Web as a democr
6、atic,personal,and do-it-yourself medium of communications.61 The Web 2.0 Revolution,Social Networks,Innovations,and Industry Disruptors 3 Representative Characteristics of Web 2.0The ability to tap into the collective intelligence of usersMaking data available in new or never-intended waysThe presen
7、ce of lightweight programming techniques and tools that let nearly anyone act as a developerThe virtual elimination of software-upgrade cycles by making everything a perpetual beta or work in progress,and by allowing rapid prototyping using the Web as a platform.71 The Web 2.0 Revolution,Social Netw
8、orks,Innovations,and Industry DisruptorsUsers own the data on the site and exercise control over that dataAn architecture of participation and digital democracy that encourages users to add value to the application as they use itThe creation of new business models A rich interactive,user-friendly in
9、terface based on Ajax or similar frameworks.81 The Web 2.0 Revolution,Social Networks,Innovations,and Industry Disruptors4 social media The online platforms and tools that people use to share opinions,experiences,including photos,videos,music,insights and perceptions with each other .91 The Web 2.0
10、Revolution,Social Networks,Innovations,and Industry Disruptors5 Ground rules of social media:Communication in the form of conversation,not monologueParticipants in social media are people,not organizationsHonesty and transparency are core valuesIts all about pull,not push1.Distribution instead of ce
11、ntralization.10The Web 2.0 Revolution,Social Networks,Innovations,and Industry Disruptors.111 The Web 2.0 Revolution,Social Networks,Innovations,and Industry Disruptors6 Industry and Market Disruptors disruptorsCompanies that introduce a significant change in their industries thus cause disruption i
12、n the way business is done .121 The Web 2.0 Revolution,Social Networks,Innovations,and Industry Disruptors6 Industry and Market Disruptors Checklist of questions to help identify disruptors Is the service or product simpler,cheaper,or more accessible?Does the disruptor change the basis of competitio
13、n with the current suppliers?Does the disruptor have a different business model?1.Does the product or service fit with what customers value and pay for?.131 The Web 2.0 Revolution,Social Networks,Innovations,and Industry DisruptorsThe top four killers of would-be-disruptors:Is the disruptor trying t
14、o be beat the mainstream supplier at his own game?Is the disruptor choosing growth ahead of profits?Does the disruptor need to change consumer behavior or to educate the customer?1.Is the disruptor saddled with old business processes or an outdated business model?.141 The Web 2.0 Revolution,Social N
15、etworks,Innovations,and Industry Disruptors1）The potential for disruption and opportunity The best future companies are likely those that will create innovative new ways to facilitate collaboration by the hundreds of millions of us who can be reached and embraced by effective architectures of partic
16、ipationThe big winners will enable us and encourage us to take control,contribute,shape,and direct the designs of the products and services that we in turn consume .151 The Web 2.0 Revolution,Social Networks,Innovations,and Industry Disruptors.162 Google and Company:Advertisement and Search Engines
17、search engineA document retrieval system designed to help find information stored on a computer system,such as on the web,inside a corporate in proprietary files,or in a personal computer.Search can be conducted from some cell phones as well1 How Do Search Engines Work?Search engines perform three b
18、asic tasks:They keep an index of words they find,and where they find themThey allow users to look for words or combinations of words found in that index1.They search the Internet based on key words.172 Google and Company:Advertisement and Search Engines2 Search Wars:Google versus Yahoo and Others Th
19、e Web search world changed in 1998 when Google introduced link popularitycounting the number of links and importance of those linksin its search algorithm Yahoo!Search is an Internet portalAmazons is a search engine with memory Microsofts MSN Search .182 Google and Company:Advertisement and Search E
20、nginesFroogleGoogle CatalogsGoogle NewsGoogle Earth Google maps Google maps for mobile Google Scholar Google Wireless Google Groups Google Print GMail Google Mini Google Desktop Orkut(social networking)How Does Google Compete?.192 Google and Company:Advertisement and Search Engines3 Answer-Based Sea
21、rch Engines Google discontinued its answer-based search in November 2006 4 Disruptors of Google,Will They Succeed?Intelligent search engine W and collaborative innovation .203 Virtual Communities Virtual(Internet)communityA group of people with similar interests who interact with one another using t
22、he Internet Examples of Communities Associations Ethnic communitiesGender communities Affinity portals Catering to young people Mega communities B2B online communities Social networks .213 Virtual Communities 1-1 Types of CommunitiesTransaction and other businessPurpose or interestRelations or pract
23、iceFantasySocial networks.223 Virtual Communities 1-2 10 important trends within online communities:Search communitiesTrading communitiesEducation communitiesScheduled events communitiesSubscriber-based communitiesCommunity consulting firmsE-mail-based communitiesAdvocacy communitiesCRM communitiesM
24、ergers and acquisitions activities.233 Virtual Communities 2 Commercial Aspects of Communities Understand a particular niche industry Build a site that provides the information necessary to that nicheSet up the site to mirror the steps a user goes through in the information-gathering and decision-ma
25、king process Build a community that relies on the site for decision support Start selling products and services that fit into the decision-support process .243 Virtual Communities3 Key Strategies for Successful Online Communities Increase traffic and participation in the communityFocus on the needs
26、of the members;use facilitators and coordinatorsEncourage free sharing of opinions and informationno controlsObtain financial sponsorshipConsider the cultural environmentProvide several tools and activities for member use;communities are not just discussion groupsInvolve community members in activit
27、ies and recruiting1.Guide discussions,provoke controversy,and raise sticky issues.253 Virtual CommunitiesSix more success factorsHandle member data sensitivelyMaintain stability of the Web site with respect to the consistency of content,services,and types of information offeredProvide fast reaction
28、time of the Web siteOffer up-to-date contentOffer continuous community control with regard to member satisfaction1.Establish codes of behavior(netiquette/guidelines)to contain conflict potential .264 Online Social Networks social network A special structure made of individuals(or organizations).It i
29、ncludes the ways in which individuals are connected through various social familiarities social network analysis The mapping and measuring of relationships and flows between people,groups,organizations,animals,computers or other information/knowledge processing entities .275 YouTube&Company:A Whole
30、New World YouTube:The EssentialsYouTube is a consumer media company where people can watch and share original videos worldwide through a Web experience On YouTube people can:Upload,tag,and share videos worldwideBrowse millions of original videos uploaded by community membersFind,join,and create vide
31、o groups to connect with people who have similar interestsCustomize the experience by subscribing to member videos,saving favorites,and creating playlistsIntegrate YouTube videos on Web sites using video embeds or APIsMake videos public or private .285 YouTube&Company:A Whole New World 3 The Busines
32、s and Revenue Models Advertisements were launched on the site beginning in March 2006In April 2006,YouTube started using Google AdSenseGiven its traffic levels,video streams,and page views,some have calculated YouTubes potential revenues could be in the millions per month .295 YouTube&Company:A Whol
33、e New World Implementation Difficulties:The Copyright Problem Brazilian Court Case The Competition Several start ups completely dedicated to video sharingSeveral social networks such as MySpace added video sharing as one of their offerings .306 Business and Entrepreneurial Networks 1 business networ
34、kA group of people that have some kind of commercial/business relationship Example:Linkedinentrepreneurial networksSocial organizations offering different types of resources to start or improve entrepreneurial projects or startups.316 Business and Entrepreneurial Networks 2 social marketplace Derive
35、d from the combination of social networking and marketplaces,such that a social marketplace acts like an online community harnessing the power of ones social networks for introducing,buying,and selling of products,services,and resources,including peoples own creations.327 Travel and TourismThe EC Re
36、volution Is Here 1 The Major PlayersThe service providers The travel agents and other intermediaries Aggregators and comparison price provider Traveler service providers Social networks .337 Travel and TourismThe EC Revolution Is Here 2 The Impacts of the Web Representative impactsIncrease in power
37、and profitabilityDecrease in power and profitabilityLose market share altogetherOnline collaboration.347 Travel and TourismThe EC Revolution Is Here 3 Travelers and Social Networks WAYN(Where Are You Now?)Travel recommendation Corporate social network Providers networks.358 ZOPA and P2P Lending:Will
38、 They Disrupt Banking?1 person-to-person lending Money is lent directly to a consumer rather than“selling”money to the bank and the banks then loan their money to consumers .368 ZOPA and P2P Lending:Will They Disrupt Banking?.378 ZOPA and P2P Lending:Will They Disrupt Banking?2 ZOPA Ltd.Securing the
39、 loans Conducting a credit rating investigation Checking peoples e-bay rating(if available)Checking the borrowers profile(if available online)Only one account is permitted for each borrowerChecking the possibility of identity theft by a borrower by asking questions about past borrowing,demographics,
40、etc.388 ZOPA and P2P Lending:Will They Disrupt Banking?The revenue model ZOPA takes 0.5%of the loan amount from both the lender and the borrower There are no hidden fees and the only other(optional)cost to the lender is the insurance(plus the fees that ZOPA takes for arranging the insurance).398 ZOP
41、A and P2P Lending:Will They Disrupt Banking?3 PROSPERBorrowers create a loan listing on prosper,specifying amount needed,the purpose of the loan,and the interest rate they are willing to payLenders review loan listings and bid to fund only the ones they choose using a bidding processProsper displays
42、 borrower credit and services the loan1.Group leaders manage borrower groups and use their reputation to get great rates for borrowers.409 Entertainment Web 2.0 Style:From Communities to Entertainment Marketplaces 1 Entertainment and Business Communities Last.fm MixiSecond Life.419 Entertainment Web
43、 2.0 Style:From Communities to Entertainment Marketplaces 2 Advertising Movies and Events in Communities 3 Online Marketplace for Movies 4 The Hype Machine 5 Internet Series .429 Entertainment Web 2.0 Style:From Communities to Entertainment Marketplaces 6 Mobile Web 2.0 Devices for Entertainment and
44、 Work iPhoneYahoo!Go Nokias N800 Internet Tablet .4310 Technology Support:From B to Infrastructure Services 1 Web 2.0 and Social Software Social software enables people to rendezvous,connect,or collaborate through computer-mediated communication.Many advocates of these tools believe they help create
45、 actual community with its structures Collaborative software applies to cooperative work systems and is usually narrowly applied to software that enables work functions .4410 Technology Support:From B to Infrastructure Services 2 Some tools Tools for blogging Wiki toolsTools for RSS and podcastingWi
46、kis and blogs are replacing e-mail Enterprise wiki and blog tools Traction SocialtextBlogging for business.4510 Technology Support:From B to Infrastructure Services 3 mashups Tools that combine data from two(or more)Web sites to create new applications 4 Personalization ToolsUsers can create highly
47、personalized pages that are constantly updated with information like news and stock prices as well as view photos,use a calculator,etc.,all in one page .4610 Technology Support:From B to Infrastructure Services 5 Development Tools To implement Web 2.0 applications,you may need a development framewor
48、k for building rich media Internet applications social bookmarking A Web Service for sharing Internet bookmarks.The sites are a popular way to store,classify,share,and search links through the practice of folksonomy techniques on the Internet and intranets .4710 Technology Support:From B to Infrastr
49、ucture Services 6 Tools that Support Applications File-sharing tools Alexa:Web traffic information provider Mobile phones and social networks .4810 Technology Support:From B to Infrastructure Services 7 Infrastructure Support Example of use of Web 2.0 technologies in a manufacturing company:Ratings
50、Forums BlogsE-newsletters Streaming video ContestsSearch engine The need for very rich media.4911 Web 2.0,Social Networks,and E-Commerce 1 Why Is There an Interest?Web 2.0 applications and especially social networks attract a huge number of visitorsSocial networks are spreading rapidly and many of t
