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Slide 1: Introduction to Social Media  and Web 2.0 Brian Mennecke  
Slide 2: How Do Organizations  Function? • Organizations function as IPO (Input­ Process­Output) Systems – Inputs: People, Data , Physical Resources,  etc. – Processes: Decide, Build, Aggregate,  Disaggregate, etc. – Outputs: Decisions, Information, Products,  etc.  
Slide 3: Organizations as Systems • An organizational system consists of an  interrelated set of processes that work together  for a purpose • Systems have… – A Purpose – Interrelated components – Boundaries between parts and the external  environment – Interfaces between components – Inputs to the bounded system – Outputs from the bounded system – Constraints on process and actions 2.3  
Slide 4: The Value Chain • Porter’s Value Chain is a view of the  organizational system and its  components  
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Slide 6: A Technology Supported Value Chain External Organizations Individuals Workgroups Organizations Changing technol ogy: Man age ri al tas k s : Transaction processing Decision support Expert systems Group decision support system Executive information systems Personal support systems Groupware Interorganizational systems Communications Networking Database Thin Clients Structuring the organization Formulating strategy Managing and controlling Forming interorganizations relations Reporting Designing products and services Managing and designing business processes  
Slide 7: A Virtual Organization Value Chain Credit Card Authorization Grower 1 Grower 2 Fax Order entry and dispatch Grower 3 Flowers Flowers Flowers Billing and receivables “800” telephone number Customer   Virtual components in italics Order processing, accounting Production Distribution and inventory
Slide 8: What Influences  Organizational Structures • The factors that govern how organizations are  structured include:  – – – – – – – – The nature of business processes The nature of formal reporting relationships The nature of informal networks The nature of the rights of individual decision  making The needs and sources of data  The way that performance is measured and  evaluated How employees are rewarded The values held by organizational members  
Slide 9: IT-Enabled Organizational Forms Frit o-Lay, Hybrid Mrs. Fields, Hierarchical and Flat Verifone, Blueberry Pancake   Calyx and Corolla, Snap Together Oticon, Spaghetti Henry C. Lucas Jr.. Information Technology: Strategic Decision Making For Managers
Slide 10: Organizational Structures • Spaghetti organization: The key  characteristics of spaghetti  organizations are (Lars Kolind,  Oticon ):  – choice ­ staff initiate projects and  assemble teams; individuals invited to join  a project can decline – multiple roles ­ the project approach  creates multidisciplined individuals;  – transparency ­ knowledge is shared  throughout the organization  
Slide 11: Organizational Structures • Blueberry Pancake Structure: coined by the  former CEO of VeriFone, Hatim Tyabji, who  says his organization is like a blueberry  pancake.  Independent units (blueberries)  Held together by a unifying medium (batter) Completely decentralized  Each blueberry generates its own ideas,  strategies, and tactics – All blueberries are created equal; there isn't one  big, fat blueberry sitting in the middle of the  pancake, calling itself headquarters and  intimidating all the smaller blueberries – – – –   http://creatingspaces.blogspot.com/2007/07/notes-from-pursuit-of-wow.html
Slide 12: Three Shifts in the  Application of IT • From Personal to Work­Group Computing • From Systems Islands to Integrated Systems – – – • From Internal to Inter­organizational Computing Management and control of physical assets and facilities Financial management and control systems Technologies to manage and support human resources  
Slide 13: Enabling Technology The Promise The Change Workgroup Computing   High-Performance Team Business Process Redesign
Slide 14: Enabling Technology The Promise The Change Integrated Systems Integrated Organization Organizational Transformation Business Process Redesign Workgroup Computing   High-Performance Team
Slide 15: Enabling Technology Interenterprise Computing The Promise Extended Enterprise The Change Recasting External Relationships Organizational Transformation Business Process Redesign Integrated Systems Integrated Organization Workgroup Computing   High-Performance Team
Slide 16: Summary of Work­Group  Computing Shifts Organizational Hierarchy Personal Computing Emphasis on the individual Designing Technology Taylorism Technical Users Installing Technology   Business Team Organization Work-Group Computing Emphasis on the group Redesigning the entire system The new work reengineering Direct support of all personnel Leadership for evolving work
Slide 17: Islands of Technology • Technology is implemented to manage  three resources: – – – • What if they are not speaking to one  another??? Physical Assets Human Resources Financial Assets  
Slide 18: Redundancy of Functionality Miscommunications due to lack of integration Poor quality customer service Operational inefficiencies due to  miscommunications and redundant processing • Internal Focus • • • • Problems With Enterprises that  aren’t speaking…  
Slide 19: • Systems are perpetuated in order to treat  operational symptoms without recognizing  fundamental problems • Organizational conflict and ‘turf’ battles erupt  due to  the historical creation of data  processing developing financial solutions,  engineering developing physical assets, and  administrative groups to manage human  resources   Problems With Enterprises that  aren’t speaking…
Slide 20: What happens when an enterprise  shifts to integration Technology Applications System Islands Separate Systems Single-form Systems Cost Reduction   Organizational Restructuring Integrated Systems Integrated Environments Integrated data, voice, & image Enterprise Effectiveness
Slide 21: What happens when an enterprise  shifts to integration Value Chain Simple Market Combat Manual Communications Enterprise Technology Purchaser of Information   Value Network Competition via Cooperation Electronic Communication Interorganizational Computing Information Purchaser/Vendor
Slide 22: The Collaboration and  Communication Imperative • Organizations have always needed to   communicate effectively to survive – – – – – – – –   Ram’s horns and bugles Roman roads The Pony Express Telegraph Phones Faxes Email EDI
Slide 23: The Collaboration and  Communication Imperative • Organizations that don’t communicate  and collaborate effectively are doomed  to failure (e.g., K­mart & Sears v. Wal­ mart and Target)  
Slide 24: • Collective intelligence The Collaboration and  Communication Imperative – From Wikipedia: “…a shared or group  intelligence that emerges from the  collaboration and competition of many  individuals.”  
Slide 25: Enterprise 2.0 and corporate  collaboration, coordination, and  communication • Enterprise 2.0: social media and web 2.0  software used in "enterprise" (i.e.,  business) applications.  – Social media and networked intranets used to  organize and facilitate communication – Bottom up form of knowledge dissemination  and capture (as contrasted with traditional  enterprise software, which defines structure  prior to use)  
Slide 26: Why Enterprise 2.0? • 1. Convergence of media 2. Presence Everywhere 3. Integration of synchronous and asynchronous 4. Collaborative consolidation in IT 5. Collaboration pushed into the infrastructure 6. Market Consolidation 7. Collaboration pushed into critical processes 8. Changing distribution channels for collaboration 9. Changing buyers of collaboration services 10. Mobile collaboration   According to Coleman & Levine, there are 10  Trends in Collaboration driving adoption
Slide 27: But, why Enterprise 2.0? • Many of these trends are symptoms, not  drivers.  What are the drivers? – Robust collaborative technologies: Technologies  today work, and they work well! – Ubiquitous connectivity: Convergence of devices  and applications has led to the ability to connect  anytime, anywhere across multiple platforms (we  ain’t cloistered anymore) – Globalization: Organizations and teams are  spread around the country or the world; venders  have provided solutions to allow teams to work  together across space and time – Societal and Generational Change: A generation  of employees is entering the workforce who have  grown up on cable, the Internet, and ready access  to information.  It’s part of the culture!  
Slide 28: But, why Enterprise 2.0? • One final driver … – The competitive imperative: everyone else  is doing it, shouldn’t we?   – The answer to this question is not always  “yes” but in this case it most likely should  be answered in the affirmative  
Slide 29: What is Web 2.0? • Web 2.0: A term that focuses on the use of various web  technologies and applications that can be used to  information sharing and collaboration.   • Web 2.0 encompasses social media, social networks,  wikis, blogs and other software tools that connect people  into loosely or tightly coupled networks  – Social Media: a class of technologies that have in common a  participatory mode of information collection, validation, and  publication – Social Networks: a class of technologies that focus on tying  groups of people together into loosely aligned groups based on  common interests or affiliations – Wikis: A web­based software applications designed to allow end­ users to create, edit, and link web pages – Blog: derived from the term “web log” is essentially an online  diary of commentary, activity logs, and other content developed  by a blog author  
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Slide 31: Social Media • Internet Forums • Blogs • Wikis • Podcasts • Photo Sharing • Video/Vlogs • IM   • Wall Postings • VoIP • RSS • Mashups • Social Bookmarks • Social networks • Collaboration Tools
Slide 32: Internet Forums • Web messaging boards that enable  multiple users to share comments,  insights, links, etc. • Content is displayed in chronological order  or in threaded lists  – Comments or questions branch form the root  of a set of responses and further comments  
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Slide 34: Weblogs (Blogs) • A digest of commentary, ideas, and information  generated by an individual.   – – – – – Online diaries News and information Technical support and knowledge bases Politics and commentaries Project management and team blogs • Vlogs – video blogs  
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Slide 36: Wikis • Wikis are web pages that can be edited by users • Wikis include  • The term Wiki is a derivative of WikiWikiWeb  (i.e., the first wiki software)  – Wikiwiki is Hawaiian for quick – Textual and graphical content – Links to other sites  
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Slide 38: Podcasts • A podcast is a digital audio file containing  content similar to radio broadcasts • Podcasts can be distributed as … – Direct downloads – Streaming broadcasts – RSS feeds  
Slide 39: Photo Sharing • Sites that allow people to publish or share  photos with either the public at large or  with a private group – Flickr – Snapfish – Woophy   
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Slide 41: Video Sharing • Youtube.com is the archetype.  Users upload  and share video content – GodTube  – GoFish  – Ifilm – Liveleak – Metacafe – OneWorldTV   
Slide 42: Instant Messaging • IM is a text­based form communication  between two or more people that can be  conducted synchronously or  asynchronously. • IM is one of the oldest yet most popular  Internet communication tools  
Slide 43: Wall Postings • On Facebook the Wall is a space on a  user’s profile page where friends (i.e.,  other users who have been given access  to the user’s private profile) can post  messages for the user. – The wall is a way to quickly update a friend  with comments, news, information, etc.  
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Slide 45: VoIP • Voice over Internet Protocol (VoIP) is an  Internet­based protocol designed for the  transmission of voice.   • VoIP is often free, particularly if the calls are  between two or more VoIP participants. • VoIP services often also support video and  collaboration tools like whiteboards • Skype is one of the best known VoIP providers  
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Slide 47: RSS • RSS (Really Simple Syndication) is an  XML­based tool for providing Web feeds  designed to publish frequently updated  content such as blog entries, news  headlines or podcasts.   
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Slide 49: Mashups • A web site created by combining content  derived, often through RSS feeds, from  other web or online content.   – Mapping – Photo and Video – News – Shopping and Consumer applications  
Slide 50: Mashups Maps  
Slide 51: Mashups Photos  
Slide 52: Mashups News  
Slide 53: Mashups Products  
Slide 54: Mashups Products  
Slide 55:  Social Bookmarks • Designed to let users upload, store,  manage, search, and distribute web page  bookmarks  
Slide 56:  Social Bookmarks  
Slide 57: Social Networks • Social networks are software tools  designed to create and maintain online  social communities of people who share  interests and activities or who are  searching for others with shared interests • There are numerous social network sites  
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Slide 60: Second Life: A 3­D Social Network  
Slide 61: What is it good for?  
Slide 62: Collaboration Applications • Various online tools that can be used by  groups and teams in structured team  applications  – Group and Collaborative Editing – Email and Messaging – Team Scheduling – Voting and Decision Support – Brainstorming – Information and Knowledge Management  
Slide 63: Collaboration Applications  
Slide 64: Collaboration Applications • Group Support Systems, Electronic  Meeting Systems, and Groupware – Structured meeting tools designed to allow  teams to collaborate and arrive at decisions  associated with complex decisions  
Slide 65: Collaboration Applications • Applications include – Electronic Brainstorming  – Group Outlining – Voting – Alternative Analysis  – Topical Commenting – Idea and Topic Categorization  
Slide 66: Collaboration Applications  
Slide 67: Collaboration Applications A Decision Room  
Slide 68: Collaboration Applications Videoconferencing