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Chapter 6

Chapter 6. Enhancing Collaboration Using Web 2.0. “ A lot of our successes don't have anything to do with anything our executives thought were a good idea.” Sergey Brin, Google On the Wisdom of Crowds. Learning Objectives. Learning Objectives. Defining Web 2.0.

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Chapter 6

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  1. Chapter 6 Enhancing Collaboration Using Web 2.0 “A lot of our successes don't have anything to do with anything our executives thought were a good idea.”Sergey Brin, Google On the Wisdom of Crowds.

  2. Learning Objectives

  3. Learning Objectives

  4. Defining Web 2.0 Contrasting Web 1.0 to Web 2.0

  5. Pillars of Web 2.0 • Utilizing the Web as a Platform • Example: openSUSE operating systems • Peer-to-peer technology • Harnessing Collective Intelligence • Example: Amazon.com reviewers • Leveraging the Data • Example: Google’s knowledge of the customer • Implementing Innovative Web Capabilities • Example: Goog411

  6. Key Web 2.0 Capabilities • Using these pillars we can provide a rich Internet experience • Web 2.0 technologies allow creating unique applications such as: • Web Services • Widgets • Mashups

  7. Web Services • Allows data to be accessed easily by: • Utilizing the existing infrastructure • Accessing remote or local data easily • Creating new and dynamic Web applications • Facebook, Google Maps…

  8. Widgets • 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

  9. Mashups • Combination of two or more Web services • Creates unique applications • Google, Yahoo, Microsoft and others have created mashup editors

  10. Web-based Collaboration Tools • Easy access software • Allows individuals to share and communicate easily

  11. Benefits and Risks of Web-Based Collaboration Tools

  12. Some of Google’s Web Applications • Gmail: Web-based e-mails • Google Calendar: Collaborative calendar • Google Talk: IM client • Google Docs: Online office suite • Google Sites: Collaboration suite for team information

  13. Microsoft SharePoint and Groove • Microsoft’s SharePoint and Groove • used for organizations/small teams • Used for document and workflow management

  14. Other Web-based Collaboration Tools 6-14

  15. Content Management Systems • Allows for publishing, editing, version tracking, and retrieving digital information • Roles: • Creator—publishing • Editor—editing and publishing • Administrator—managing access, editing, and publishing • Guest—viewing

  16. Example: Microsoft SharePoint Content Management System

  17. Web of the Future • Semantic Web • 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

  18. Learning Objectives 6-18

  19. Empowering Individuals with Web 2.0 • Web 2.0 allows people to • Write their own content • Edit others content • Publish their own content • Several ways users can add value • Wikis • Blogging • Netcasts • Tagging • Printing on demand

  20. Wikis • Wiki: a Web site that is linked to a database • Keeps history of prior versions and changes • Allows for reversing any edits • Wikis allow people to • Post, edit, add, comment • Access information • Wikipedia is the most popular wiki • 10 million articles • 253 languages

  21. Other Wikis

  22. Tagging • Add data to digital content • Geo-tagging is adding information to maps

  23. Metadata • Data about data. • Example: What is “42”? • There is no context

  24. Blogging • Blogging or Weblogging started as digital diaries

  25. Issues in Blogging • Amatuerization of journalism • Nicholas Carr • Blogosphere • Power of the bloggers • “Rathergate”

  26. Netcasts • AKA podcasts (Apple term) • Distributing digital content (audio or video) via syndication feeds • Real Simple Syndication (RSS) is the most common type used • Feeds can be aggregated

  27. Printing-On-Demand • Customized printing in small batches • Low set-up and per print run costs • Blurb, Lulu, or BookSurge

  28. Learning Objectives

  29. Enhancing Collaboration with Web 2.0 • 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

  30. Social Online Communities • Social networking • Business uses (i.e., LinkedIn) • Social uses (i.e., Facebook.com, MySpace.com)

  31. Network Effect • Why certain social Web sites succeed and other fail • The value of the network depends on the number of users • A critical mass is needed

  32. Viral Marketing • 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

  33. Crowdsourcing • 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

  34. End of Chapter Content 6-34

  35. Opening Case: Managing in the Digital World: Digg.com: Changing How News Is Delivered • Digg.com founded in 2004 by Kevin Rose and Jay Adelson • News aggregation site where users post and vote on important news stories • Immensely popular • The “Digg effect”

  36. Virtual Reality (VR) People 6-36 • 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”?

  37. Digg’s Kevin Rose and Jay Adelson • Rose hosted TV show called Screen Savers • Met when Jay was a guest on the show • Started Digg in 2004 • News aggregation site based on Web 2.0 principles

  38. False Stories Receive Attention: Madness of the Crowds • Digg posts can have large impacts • 2007—Digg users posted that Nancy Pelosi wanted opinions on possible impeachment of President Bush. They posted her phone number. • Pelosi was flooded with phone calls, however, no impeachment was planned • A user accused a writer for the O’Reilly Show of stealing code from Digg • No code was stolen • Digg users posted HD DVD encryption codes • Digg users influenced management to leave up the code • Hard to aggregate wisdom of crowds without aggregating their madness as well

  39. Top Web 2.0 Sites • Several companies publish ranking of top Web 2.0 sites: • Yahoo! • Complete • Quantcast • Alexa

  40. Virtual Extras • Difficult to generate computer generated crowd scenes for video games and movies • UCLA professor company has developed a crowd generation software • Up to 1,400 autonomous people • Act like real people • Motion layer for walking, running, and so on. • Reactive layer for interacting with environments • Cognitive layer for reacting in a human-like fashion • Crowds gather in groups, sit down to rest, avoid oncoming traffic, and so on

  41. The Internet Movie Database (IMDb) • Began as a Usenet list in 1990 • Before the WWW existed • Online database of movie related information • Registered users can leave comments or submit information • Business professionals can post photos, resumes, and additional information for a fee • 17 million users • How can IMDb promote movies or actors? • What is next for IMDb?

  42. Online Travel • Online travel agencies • Expedia, Travelocity, Orbitz • In the first quarter of 2008, Expedia accounted for 32 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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