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Chapter 8. E-Commerce, Web 2.0, and Social Networking. Before the Internet…. How did we do business? How did companies communicate with customers? Who controlled the relationship? E-commerce: buying and selling of goods and services over public and private computer networks.
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Chapter 8 E-Commerce, Web 2.0, and Social Networking
Before the Internet… • How did we do business? • How did companies communicate with customers? • Who controlled the relationship? E-commerce: buying and selling of goods and services over public and private computer networks
How do companies use E-Commerce? • E-Commerce is the buying and selling of goods and services over public and private computer networks • Merchant companies – take title to the goods they sell. They buy and then resell them. • Example? • Nonmerchant companies – arrange for the purchase and sale of goods without ever owning or taking title • Example?
E-Commerce Merchant Companies • Types – May use different IS • Sell directly to customers • B2C • Sell to companies • B2B • Sell to government • B2G • Web storefronts – customers can manage orders
Nonmerchant E-Commerce • Most common • Auctions • Others can serve specific industries or interests • Clearinghouses • Provide goods and services at stated prices and arrange for delivery but never take title • Electronic Exchange • Matches buyers and sellers
How does E-commerce improve market efficiency? • Disintermediation • Elimination of middle layers in supply chain • Distribution directly to buyer • Eliminates carrying costs, shipping costs are reduced • Improved flow of price information • Customer can find best price for the value • Seller can understand price elasticity • Direct information from consumer • Price experimentation
Web 2.0 Loose grouping of capabilities, technologies, business models, and philosophies First Example:
Group Exercise • Each group look at one of the characteristics • Compare and contrast the differences between Web 2.0 and Traditional Processing • What do the terms mean? • Can you find an example of the Web 2.0 characteristic?
Software as a Service • Companies that don’t sell a product or license • They provide software as a service (free) • Thin client processing (no software installed) • Example: Google Maps
Why is Web 2.0 important? • Use increases value • Participation and ownership differences • “Do what you want, we’ll publish it.”
How can businesses benefit? • Advertising • Adwords – you pay to put your ad on sites or in search results • Adsense – others pay you to put their ad on your site • Social Networking • Mashups
Internet Advertising (Extra content, not in book)
Advertising • Targeted Advertising possible in Facebook • Location • Demographics • Interests • Send people to your site for information, to buy product, or to your Facebook page to become a fan
Facebook Advertising • Designing the Ad • Choose External URL or a page • Title • Body • Picture
Facebook Advertising • Target the Ad • Location • Demographics • Likes/Interests • Education • Workplace • Facebook Connections
Facebook Advertising • Set the Budget
Some Terms to Know • Total Impressions = How many times our ad is visible to users • Total Clicks = How many times users click on our ad to visit our page • Click Through Rate = Clicks/Impressions • Average CPM = Cost per 1000 impressions
Designing the Ad • Choose type of ad • Text • Image • Display Ad • Mobile Ad
Keywords • Make your own list • Use Keyword Tool to find other suggestions
Comparing CPM toEvaluate Advertising Options • Print Advertising • $400 • 32,000 pieces • CPM = 400/32 = $12.50 • TV Advertising • $1500 • 135,000 viewers • CPM = $11.11 • Facebook Advertising • $2600 • 12 Million impressions • CPM = $0.22
Extra Credit: The Mobile Movement • Watch video • How do you use your phone? • Over a 3 day period, log your use. • Summarize in a chart how you use your phone • Messages (text or email) • Information search • Purchases • Social Networking • Did use of your phone impact purchasing decisions? How?
Social Capital • Investment in social relations with the expectation of returns in the marketplace • Adds Value by providing: • Information • Influence • Social Credentials • Personal Reinforcement • Total Value of your Social Capital: # and strength of relationships and the resources controlled by those related
Over 100 million members • Professional network of contacts • Resume management/availability • Find and be introduced to potential business partners and experts • Interact in group settings • Recruiting
Step One – Get Established • Establish your Profile • Contact information • Experience • Education • Recommendations
Step Two – Get Connected • Add connections • Click on Contacts • Add connections from your: • Email addresses • Colleagues • Classmates • LinkedIn’s recommendations • See who others are connected with and send invitations • Rule of Thumb: Connect with whom you know
Step Three – Get Involved Source: http://www.socialmediaexaminer.com/social-media-funnies-bikers-get-linkedin/
Extra Credit • Create a profile on LinkedIn • Connect with me and other professors • Join a JMU group • Post a discussion item on LinkedIn • Advice: • Review your Facebook and Twitter presence and be sure that if you connect them on LinkedIn that there is nothing embarassingor inappropriate for a professional • If you don’t connect accounts, make sure your security settings are appropriately set on Facebook
How Social Networks Add Value to Businesses • Number of relationships • Strength of relationships • Resources controlled by “friends” Traditional vs. Social Networking with Technology – How is it different?
Business Applications for Facebook • Applications • Social • Useful • Expressive • Engaging • What apps on FB do you use?
Should We Have a Group or Page? • Use for group interaction and communications • Consider Facebook Groups • Can be secret, open, or closed • Use for promotion to current or prospective customers • Consider Facebook Pages • Post variety of information related to your business • Profiles – for individuals
Measuring Engagement (Extra content, not in your book)
Engagement Ratio Engagement Ratio = # of Interactions Fans Interactions: • Likes to your posts • Comments on your post • Wall posts by others • Shares
Beauty of Comparing Ratios • Denominator is # Fans – puts you in comparable terms with those who are much larger or smaller • Allows you to see what’s working • Downside – It’s manual
Twitter’s Uses Short updates (140 characters or less) Instantaneous Relationship builder with those you may not know…yet Research on variety of topics Research of candidates
An Analogy – Twitter is like a Party • Can be as large as you want it to be • Invite (Follow) people who tweet about things that interest you • People you can learn from • People you can help • What do you say? • What you would say when networking at a party • Use manners, show kindness, have fun • Source: http://www.inc.com/marla-tabaka/giving-up-on-twitter.html
Twitter Terms • Following, Followers • Tweet, Retweet, and DM • Hashtags to know • #anyterm – used to categorize tweets • #hburg • #jmu • #fail • #ff – Follow Friday – recommendations on who to follow
Business Application of Twitter • Dialogue with stakeholders • Public relations • Relationship sales • Market research
User Generated Content (UGC) • Ratings and Surveys • Opinions • Customer Stories • Discussions • Wikis • Blogs • Videos
Crowdsourcing • Users provide services to or on behalf of the vendor • Combines social networking, viral marketing, and open source design • Example: www.msdn.com