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This provides an overview of core principles of Web 2.0/Social Computing systems and how organizations can learn from them through technology deployment, community creation, and application of the social computing principles in development of traditional enterprise systems.
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Web 2.0: Opportunities & Challenges
Brian S. Butler, MSIA, Ph.D.
Associate Professor of Business Administration
bbutler@katz.pitt.edu
What do these have in common?
Google buys YouTube for $1.65bn (October 2006)
Apache Web Server, an Open Source Software project, is the infrastructure for ~50% of all websites
Wikipedia has 2 million+ articles, all created by volunteers
Massively Multiplayer Online Games were a $1 billion market in North America & Europe in 2006
Dell, IBM, and others creating spaces in Second Life
Time Magazine making “You” the person of the year
Today’s Agenda
What is Web 2.0?
Organizational Applications of Web 2.0
Principles of Successful Web 2.0 Efforts
Adidas in Second Life
What is Web 2.0?
Technologies – Facilitating technologies Blogs Wikis Social networking technologies Predictive markets Virtual worlds RSS Ajax Web Services and Service Oriented Architectures
Techniques – Prompting and leveraging voluntary social activity Social tagging, bookmarking, and filtering Mashups, aggregation, and recombination Social network analysis Referrals, sharing, and word-of-mouth Crowdsourcing & Human Computation
Communities - High profile examples Wikipedia MySpace, Orkut, LinkedIn Flickr, Fotolog Second Life Google Maps YouTube
Working Definition
Web 2.0 refers to a collection of technologies and techniques that mobilize highly-distributed, latent resources by facilitating voluntary individual action within sustainable communities
Organizational Use of Web 2.0 Technologies
Use of formally managed blogs for distributing announcements
Restricted wikis as a platform for team archives and document distribution
Second Life as a meeting support tool or training platform
Service Oriented Architectures (SOA) as a basis for corporate infrastructure
Ajax and RSS as a tool for implementing web-based systems and portals
Types of Web 2.0 Efforts
Communities of PracticeDistributed Project
Teams
Nike,
Lostpedia, MySpace,
IBM Eclipse, Wikipedia
Awareness Campaigns, Distribution of Media
Products, Innocentive
Inside an Organization
Created Community
Existing Community
Outside an Organization
Resource Flows in Traditional Systems
Use
External Support
Resources Data Attention Time Hardware Infrastructure Software
Benefits Information Analyses
Use
External Impact
The Web 2.0 Resource – Benefits Cycle
Use
External Support
Resources Data Attention Time Hardware Infrastructure Software
Benefits Information Analyses Visibility Reputation Social Support
Use
Contribution
External Impact
Leveraging Diverse Motivations and Needs
Successful Web 2.0 efforts bring together complementary needs and motivations in synergistic communities
0
5
10
15
20
25
30
35
1 11 21 31 41 51 61 71 81 91
Contributor Rank
% C
ontr
ibut
ed
Seeding and Controlling Structures
Wikipedia contains 3+ millions articles created by volunteers working without formal supervision…
but this community has clearly defined leaders, roles, governance structures, and policies
Technology and techniques provide a context in which the activities can occur – rather than attempting to ensure that they do occur
Web 2.0 Ecology
Expect turnover Successful communities have more turnover than
unsuccessful ones (not less) Focus on managing flows of people (not on
capturing specific individuals people) Accounting for competition
Overall impact on the community and Differential impact on member segments
Selection vs. Design Many community efforts fail (plan for and take
advantage of it)
Be Aware of Hype
Hype (exaggeration, overstatement, etc.) is a bad indicator of the true impact or importance of an innovation
The level and type of hype is a good indicator of the development of the collective knowledge, experience, and expertise around an innovation (e.g. hype cycle)
Hype is a valuable tool for assessing the risk of engaging an innovation (not the benefits)
Key Takeaways
Web 2.0 refers to a collection of technologies and techniques that mobilize high-distributed, latent resources by facilitating voluntary individual actions within sustainable communities
Web 2.0 can be used in a variety of ways (technology use, community building, community engagement)
Successful Web 2.0 efforts: Create and maintain a sustainable resource-benefit cycle by Integrating diverse needs and motivations, Providing structures that seed desired activity, and Account for the Web 2.0 ecology Use hype as a valuable signal of risks not benefits and impact (and
plan resources, development strategy, and evaluation metrics accordingly)
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