Chapter 9 Flashcards
def. Web 2.0
A loose collection of information technologies and applications, plus the websites that use them
Web 2.0 sites are not so much online places to visit as ________________
as web locations that facilitate information sharing, user-centred design, and collaboration
How do web 2.0 sites enrich the user experience?
encouraging user participation, social interaction and collaboration
web 2.0 sites often harness ________, deliver ________, and feature __________
- harness collective intelligence
- deliver functionality as services, rather than packaged software
- feature remixable applications and data
def. tag
A keyword or term that describes a piece of information
what is the basis of folksonomies?
tagging
what are folksonomies?
user-generated classifications that use tags to categorize and retrieve web pages, photos, videos, and other web content
what is geotagging?
invloves tagging information on maps
def. really simple syndication (RSS)
A technology that allows users to receive the information they want, when they want it, without having to surf thousands of websites
What are the different ways to use RSS?
special newsreader that displays RSS content feeds from the websites you select
or use the RSS reader built-in to your web browser
def. weblog (blog)
A personal website, open to the public, in which the site creator expresses his or her feelings or opinions with a series of chronological entries
What is the simplest method of creating a blog?
sign up with a blogging service provider
def. blogosphere
The millions of blogs on the Web
What do many companies listen to in the blogosphere?
consumers who express their views on the companies’ products
**consumer-generated media
What can blogs provide?
incredibly useful information, often before the information becomes available in traditional media outlets
What is the primary value of blogs?
ability to bring current, breaking news to the public in the fastest time possible
What is a shortcoming of blogs?
information can be inaccurate since bloggers sometimes cut corners
def. microblogging
A form of blogging that allows users to write short messages (or capture an image or embedded video) and publish them
def. twitter
a free microblogging service that allows its users to send messages and read other users’ messages and updates (tweets)
how is twitter becoming useful for businesses?
- allows companies to quickly share information with people interested in their products, thereby creating deeper relationships with their customers
- Businesses also use Twitter to gather real-time market intelligence and customer feedback
def. wiki
A website on which anyone can post material and make changes to other material
how do organizations use wikis?
- Project management: wikis provide a central repository for capturing constantly updated product features and specifications, tracking issues, resolving problems, and maintaining project histories
- enable companies to collaborate with customers, suppliers, and other business partners on projects.
- valuable in knowledge management: use wikis to keep enterprise-wide documents, such as guidelines and frequently asked questions, accurate and current.
def. social network
A social structure composed of individuals, groups, or organizations linked by values, visions, ideas, financial exchange, friendship, kinship, conflict, or trade
def. social networking
any activity performed using social software tools (e.g., blogging) or social networking features (e.g., media sharing)
What does social networking allow?
convenient connections to those of similar interest.
def. social graph
a map of all relevant links or connections among the network’s members
What can social networks be used to determine?
social capital of individual participants
def. social capital
The number of connections a person has within and between social networks
What are the categories of social networking websites?(10)
- socially oriented
- professional networking
- media sharing
- communication
- collaboration
- social bookmarking (or social tagging)
- social news
- events
- virtual meeting place
- online marketplaces for microjobs
describe socially oriented social networking sites
Socially focused public sites, open to anyone
describe media sharing social networking sites
Netcasting includes podcasting (audio) and videocasting (audio and video)
-ex. youtube, spotify
What are some examples of communication social networking sites?
blogs, microblogs
describe social boomarking social networking sites
Focused on helping users store, organize, search, and manage bookmarks of web pages on the Internet
describe social news social networking sites
Focused on user-posted news stories that are ranked by popularity based on user voting
ex. reddit
Why do employees use enterprise/corporate social networks?
to create connections that allow them to establish virtual teams, bring new employees up to speed, improve collaboration, and increase employee retention by creating a sense of community
Employees are able to interact with their co-workers on a level that is typically absent in large organizations or in situations where people work remotely
What are corporate social networks used for?
- networking and ocmmunity building (inside and outside an organization)
- Social collaboration
- Social publishing
- Social views and feedback.
- Social intelligence and social analytics (useful for examining relationships and work patterns of individuals and groups and for discovering people and expertise)
def. mashup
Website that takes different content from a number of other websites and mixes them together to create a new kind of content
What is credited with providing the start for mashups?
google maps
def. social computing
A type of information technology that combines social behaviour and information systems to create value
def. social commerce
The delivery of electronic commerce activities and transactions through social computing
What does social commerce support by allowing customers to participate in the marketing and swelling of products and services in online marketplaces and communities?
social interactions and user contributions
with social commerce, individuals can do what?
collaborate online, obtain advice from trusted individuals, and find and purchase goods and services
What are the benefits to customers of social commerce?
- Better and faster vendor responses to complaints, because customers can air their complaints in public (on Twitter, Facebook, and YouTube)
- Customers can assist other customers (e.g., in online forums)
- Customers’ expectations can be met more fully and quickly
- Customers can easily search, link, chat, and buy while staying on a social network’s page
What are the benefits to businesses of social commerce?
- Test new products and ideas quickly and inexpensively
- Learn a lot about their customers
- Identify problems quickly and alleviate customer anger
- Learn about customers’ experiences via rapid feedback
- Increase sales when customers discuss products positively on social networking site
- Create more effective marketing campaigns and brand awareness
- Use low-cost user-generated content; for example, in marketing campaigns
- Obtain free advertising through viral marketing
- Identify and reward influential brand advocates
What are the main risks of social commerce?
- companies must willing to accept negative reviews and feedback, can be hard to solve
- 20-80 rule of thumb (which posits that a minority of individuals (20 percent) contribute most of the content (80 percent) to blogs, wikis, social computing websites, etc.)
- invasion of privacy
- violation of intellectual property and copyright
- employees’ reluctance to participate
- data leakage of personal information or corporate strategic information
- poor or biased quality of users’ generated content
- cyberbullying/cyberstalking and employee harassment
def. social shopping
A method of electronic commerce that takes all of the key aspects of social networks—friends, groups, voting, comments, discussions, reviews, etc.—and focuses them on shopping
What does social shopping help shoppers do?
connect with one another based on tastes, location, age, gender, and other selected attributes
Where do ratings and reviews come from?
- Customer ratings and reviews: Integrated into the vendor’s web page, a social network page, a customer review site, or in customer feeds.
- Expert ratings and reviews: Views from an independent authority
- Sponsored reviews: Paid-for reviews
- Conversational marketing: Individuals converse via email, blog, live chat, discussion groups, and tweets. Monitoring these conversations yields rich data for market research and customer service.
What do group shopping websites offer?
major discounts or special deals during a short time frame
closely associated with special deals (flash sales)
ex. groupon
What do shopping clubs do?
host sales for their members that last just a few days and usually feature luxury brands at heavily discounted prices
def. social marketplaces
Online intermediaries that harness the power of social networks for introducing, buying, and selling products and services
- -helps members market their own creations
ex. etsy, kijiji, craigslist
What are peer-to-peer shopping models?
high-tech verison of old-fashioned bazaars and bartering systems
-Individuals use these models to sell, buy, rent, or barter online with other individuals
def. collaborative consumption
Peer-to-peer sharing or renting
also called the sharing economy
Describe collarborative consumption’s “green” aspect
Producing a product has significant environmental impacts when the natural resources (e.g., water, lumber, minerals, and electricity) needed to make it are taken into account. Sharing goods among people is much more resource efficient than everyone buying the same goods
What are the main sectors of person-to-person sharing marketplace?
peer-to-peer lending
peer-to-peer accommodations
car sharing
What is the greatest concern associated with person-to-person sharing?
trust
How can marketing be defined?
as the process of building profitable customer relationships by creating value for customers and capturing value in return
What are the main 4 components to a marketing campaign?
(1) define your target audience; (2) develop your message (i.e., how you will solve their problem); (3) decide on how you will deliver your message (e.g., email, snail mail, web advertising, and/or social networks); and (4) follow up
What two marketing processes is social computing particularly useful for?
advertising and market research
def. social advertising
Advertising formats that make use of the social context of the user viewing the ad
What is the solution to the challenge of making money from social networking sites?
advertising
What are the two main categories for social commerce ads paid for by advertisers?
social advertisments
social apps
what are social ads?
ads placed in paid-for media space on social media networks
What are social apps?
Social apps are branded online applications that support social interactions and user contributions
what does viral marketing lend itself especially well to?
social networking
How does social media help market research?
obtaining information about demographics was time-consuming and costly, but now members of social networks provide information voluntarily on their pages
- provides a new opportunity to assess markets in near real- time
- obtain feedback from customers (conversational marketing)
- word-of-mouth
def. social intelligence
The monitoring, collection, and analysis of socially generated data and the resultant strategic decisions
How can facebook be used for market research?
- obtain feedback from Facebook fans on advertising campaigns, market research, etc. **essentially a free focus group
- Test-market your messages. Provide two or three options, and ask fans which one they prefer and why.
- Use Facebook for survey invitations (i.e., to recruit participants), because of ads you can specifically target your audience as well
How can you use twitter for market research?
- Monitoring replies to your competitors and their employees will help you develop your own Twitter strategy by enabling you to observe (a) what your competitors are doing and, more importantly, (b) what people think about them. You can also follow the company’s response to this feedback
- Take advantage of the tools that enable you to find people in the industries in which they operate. Use search.twitter.com to monitor industry-specific keywords.
- can see what words are the most frequently used view the chart on TweetStats
- can solicit information from customers and interact with them
How can you use linkedIn for market research?
Post a question (e.g., solicit advice) regarding the topic or issue you are interested in. You may obtain a better result if you go to a specific LinkedIn group
How has social computing changed customer relationship management?
- customers are empowere
- Companies are closely monitoring social computing not only because they are mindful of the negative comments posted by social network members but also because they perceive an opportunity to involve customers proactively to reduce problems through improved customer service
- empowered customers know how to use the wisdom and power of crowds and communities to their benefit
- customers have higher expectations concerning their experiences with a company
- creates many opportunities for businesses and it increases the number of ways in which a business can keep in touch and receive feedback from customers
Why is social computing especially important for small businesses?
they lack the marketing budget of a large company because it provides them with an affordable way of increasing brand awareness among their customers
What are the two main ways HR departments use social computing applications?
recruiting, and employee development
How are enterprise recruiters using social computing?
scanning online social networks, blogs, and other social resources to identify and find information about potential employees
it is important that both _______ and _______ job seekers maintain online profiles that accurately reflect their background and skills
active and passive
job sites are the ________, _______, and _________ method to connect employers with potential employees
the fastest, least expensive, and most efficient
What do job coaches advise you do when job searching?
spend 80 percent of your day networking and directly contacting the people in charge of jobs you want. Devote another 10 percent to headhunters. Spend only the remaining 10 percent of your time online
What are some mistakes to not make and things to do on LinkedIn?
- Do have a current, professional picture. (No dogs, no spouses, no babies, etc.)
- Do make certain your LinkedIn Status is correct and current.
- Do join groups related to your field of study or even to your personal interests.
- Do list an accurate skill set. Do not embellish.
- Do not use the standard connection request. Do some research on that person, and tailor your connection request to that person.
- Do not neglect LinkedIn’s privacy settings. When you have a job and are looking for another one, you will want to be discreet. You can set your privacy settings so that your boss does not see that you are looking for opportunities.
- Do not skip the Summary. The Summary is a concise way of selling yourself. Write it in the first person.
- Do not eliminate past jobs or volunteer work.
- Do not say you have worked with someone when you have not.
What is the best strategy to enable, encourage, and promote employee development?
build relationships with employees
What can enterprise social tools do?
- tap into the wisdom of every employee
- help connect employees to work efficiently across organizations and to collaborate on sales opportunities, campaigns, and projects
- help companies simplify workflows and capture new ideas
- enable HR managers to find subject matter experts within the organization, recommending relevant people for every project team, sales team, and other functions
What can happen as HR managers learn more about employees’ skills, expertise, and passions through enterprise social tools?
they can better motivate them, thereby helping them become more engaged and excited about their work. Employees can then be better rewarded for their expertise
How can a large percentage of the time and expense of employee education and learning management be minimized?
using e-learning and interactive social tools
What can e-learning and interactive social tools do?
- help create connections among learners, instructors, and information
- facilitate knowledge transfer within departments and across teams
