电子商务管理视角CH12Web20环境下社交网络和产业课件

1Chapter12

SocialNetworks

andIndustryDisruptors

intheWeb2.0EnvironmentWeb2.0环境下社交网络和产业变革者.......2LearningObjectivesUnderstandtheWeb2.0revolution,socialandbusinessnetworksandindustryandmarketdisruptors.DescribeGoogleandthesearchengineindustry,theimpactonadvertisement,andtheindustrycompetition.Understandtheconcept,structure,typesandissuesofvirtualcommunities.UnderstandthesocialandbusinessnetworksanddescribeMySpace,Flicker,Facebook,CyWorld,andotheramazingsites........3LearningObjectivesUnderstandtheperson-to-personvideosharinganddescribeYouTubeanditscompetitors.Describebusinessnetworks.DescribewhythetravelandhospitalityindustryismovingsorapidlytoWeb2.0.DescribetheconceptofP2PlandingandthestoryofZOPA,andProsper........4LearningObjectivesDescribehowtheentertainmentindustryoperatedintheWeb2.0environment.DescribesomeoftheenablersoftheWeb2.0revolution:blogging,wikis,mushups,etc.UnderstandthefinancialviabilitythataccompaniesdigitalWeb2.0implementation.DescribetheanticipatedfutureofECandtheWeb3.0concept........51TheWeb2.0Revolution,SocialNetworks,Innovations,andIndustryDisruptors1Web2.0 ThepopulartermforadvancedInternettechnologyandapplicationsincludingblogs,wikis,RSS,andsocialbookmarking.

Web2.0offersgreatercollaborationamongInternetusersandotherusers,contentproviders,andenterprisesthanWeb1.02FoundationofWeb2.0TheWebasademocratic,personal,anddo-it-yourselfmediumofcommunications.......61TheWeb2.0Revolution,SocialNetworks,Innovations,andIndustryDisruptors3RepresentativeCharacteristicsofWeb2.0TheabilitytotapintothecollectiveintelligenceofusersMakingdataavailableinnewornever-intendedwaysThepresenceoflightweightprogrammingtechniquesandtoolsthatletnearlyanyoneactasadeveloperThevirtualeliminationofsoftware-upgradecyclesbymakingeverythingaperpetualbetaorworkinprogress,andbyallowingrapidprototypingusingtheWebasaplatform.......71TheWeb2.0Revolution,SocialNetworks,Innovations,andIndustryDisruptorsUsersownthedataonthesiteandexercisecontroloverthatdataAnarchitectureofparticipationanddigitaldemocracythatencouragesuserstoaddvaluetotheapplicationastheyuseitThecreationofnewbusinessmodelsArichinteractive,user-friendlyinterfacebasedonAjaxorsimilarframeworks.......81TheWeb2.0Revolution,SocialNetworks,Innovations,andIndustryDisruptors4socialmedia

Theonlineplatformsandtoolsthatpeopleusetoshareopinions,experiences,includingphotos,videos,music,insightsandperceptionswitheachother.......91TheWeb2.0Revolution,SocialNetworks,Innovations,andIndustryDisruptors5Groundrulesofsocialmedia:Communicationintheformofconversation,notmonologueParticipantsinsocialmediaarepeople,notorganizationsHonestyandtransparencyarecorevaluesIt’sallaboutpull,notpushDistributioninsteadofcentralization.......10TheWeb2.0Revolution,SocialNetworks,Innovations,andIndustryDisruptors.......111TheWeb2.0Revolution,SocialNetworks,Innovations,andIndustryDisruptors6IndustryandMarketDisruptors

disruptors Companiesthatintroduceasignificantchangeintheirindustriesthuscausedisruptioninthewaybusinessisdone.......121TheWeb2.0Revolution,SocialNetworks,Innovations,andIndustryDisruptors6IndustryandMarketDisruptors

Checklistofquestionstohelpidentifydisruptors

Istheserviceorproductsimpler,cheaper,ormoreaccessible?Doesthedisruptorchangethebasisofcompetitionwiththecurrentsuppliers?Doesthedisruptorhaveadifferentbusinessmodel?Doestheproductorservicefitwithwhatcustomersvalueandpayfor?

.......131TheWeb2.0Revolution,SocialNetworks,Innovations,andIndustryDisruptorsThetopfourkillersofwould-be-disruptors:Isthedisruptortryingtobebeatthemainstreamsupplierathisowngame?Isthedisruptorchoosinggrowthaheadofprofits?Doesthedisruptorneedtochangeconsumerbehaviororto‘educate’thecustomer?Isthedisruptorsaddledwitholdbusinessprocessesoranoutdatedbusinessmodel?.......141TheWeb2.0Revolution,SocialNetworks,Innovations,andIndustryDisruptors1）Thepotentialfordisruptionandopportunity

ThebestfuturecompaniesarelikelythosethatwillcreateinnovativenewwaystofacilitatecollaborationbythehundredsofmillionsofuswhocanbereachedandembracedbyeffectivearchitecturesofparticipationThebigwinnerswillenableusandencourageustotakecontrol,contribute,shape,anddirectthedesignsoftheproductsandservicesthatweinturnconsume

.......151TheWeb2.0Revolution,SocialNetworks,Innovations,andIndustryDisruptors.......162GoogleandCompany:

AdvertisementandSearchEngines

searchengine

Adocumentretrievalsystemdesignedtohelpfindinformationstoredonacomputersystem,suchasontheweb,insideacorporateinproprietaryfiles,orinapersonalcomputer.Searchcanbeconductedfromsomecellphonesaswell1HowDoSearchEnginesWork?Searchenginesperformthreebasictasks:Theykeepanindexofwordstheyfind,andwheretheyfindthemTheyallowuserstolookforwordsorcombinationsofwordsfoundinthatindexTheysearchtheInternetbasedonkeywords.......172GoogleandCompany:

AdvertisementandSearchEngines2SearchWars:GoogleversusYahooandOthers

TheWebsearchworldchangedin1998whenGoogleintroducedlinkpopularity—countingthenumberoflinksandimportanceofthoselinks—initssearchalgorithmYahoo!SearchisanInternetportalAmazon’s

isasearchenginewithmemoryMicrosoft’sMSNSearch.......182GoogleandCompany:

AdvertisementandSearchEnginesFroogleGoogleCatalogsGoogleNewsGoogleEarthGooglemapsGooglemapsformobileGoogleScholarGoogleWirelessGoogleGroupsGooglePrintGMailGoogleMiniGoogleDesktopOrkut(socialnetworking)HowDoesGoogleCompete?.......192GoogleandCompany:

AdvertisementandSearchEngines3Answer-BasedSearchEngines

Googlediscontinueditsanswer-basedsearchinNovember20064DisruptorsofGoogle,WillTheySucceed?IntelligentsearchengineW

andcollaborativeinnovation.......203VirtualCommunitiesVirtual(Internet)community AgroupofpeoplewithsimilarinterestswhointeractwithoneanotherusingtheInternetExamplesofCommunitiesAssociationsEthniccommunitiesGendercommunitiesAffinityportalsCateringtoyoungpeopleMegacommunitiesB2BonlinecommunitiesSocialnetworks.......213VirtualCommunities1-1TypesofCommunitiesTransactionandotherbusinessPurposeorinterestRelationsorpracticeFantasySocialnetworks.......223VirtualCommunities1-210importanttrendswithinonlinecommunities:SearchcommunitiesTradingcommunitiesEducationcommunitiesScheduledeventscommunitiesSubscriber-basedcommunitiesCommunityconsultingfirmsE-mail-basedcommunitiesAdvocacycommunitiesCRMcommunitiesMergersandacquisitionsactivities.......233VirtualCommunities2CommercialAspectsofCommunities

UnderstandaparticularnicheindustryBuildasitethatprovidestheinformationnecessarytothatnicheSetupthesitetomirrorthestepsausergoesthroughintheinformation-gatheringanddecision-makingprocessBuildacommunitythatreliesonthesitefordecisionsupportStartsellingproductsandservicesthatfitintothedecision-supportprocess.......243VirtualCommunities3KeyStrategiesforSuccessfulOnlineCommunities

IncreasetrafficandparticipationinthecommunityFocusontheneedsofthemembers;usefacilitatorsandcoordinatorsEncouragefreesharingofopinionsandinformation—nocontrolsObtainfinancialsponsorshipConsidertheculturalenvironmentProvideseveraltoolsandactivitiesformemberuse;communitiesarenotjustdiscussiongroupsInvolvecommunitymembersinactivitiesandrecruitingGuidediscussions,provokecontroversy,andraisestickyissues.......253VirtualCommunitiesSixmoresuccessfactorsHandlememberdatasensitivelyMaintainstabilityoftheWebsitewithrespecttotheconsistencyofcontent,services,andtypesofinformationofferedProvidefastreactiontimeoftheWebsiteOfferup-to-datecontentOffercontinuouscommunitycontrolwithregardtomembersatisfactionEstablishcodesofbehavior(netiquette/guidelines)tocontainconflictpotential.......264OnlineSocialNetworkssocialnetwork

Aspecialstructuremadeofindividuals(ororganizations).Itincludesthewaysinwhichindividualsareconnectedthroughvarioussocialfamiliaritiessocialnetworkanalysis

Themappingandmeasuringofrelationshipsandflowsbetweenpeople,groups,organizations,animals,computersorotherinformation/knowledgeprocessingentities.......275YouTube&Company:

AWholeNewWorldYouTube:TheEssentialsYouTubeisaconsumermediacompanywherepeoplecanwatchandshareoriginalvideosworldwidethroughaWebexperience

OnYouTubepeoplecan:Upload,tag,andsharevideosworldwideBrowsemillionsoforiginalvideosuploadedbycommunitymembersFind,join,andcreatevideogroupstoconnectwithpeoplewhohavesimilarinterestsCustomizetheexperiencebysubscribingtomembervideos,savingfavorites,andcreatingplaylistsIntegrateYouTubevideosonWebsitesusingvideoembedsorAPIsMakevideospublicorprivate

.......285YouTube&Company:

AWholeNewWorld3TheBusinessandRevenueModels

AdvertisementswerelaunchedonthesitebeginninginMarch2006InApril2006,YouTubestartedusingGoogleAdSenseGivenitstrafficlevels,videostreams,andpageviews,somehavecalculatedYouTube’spotentialrevenuescouldbeinthemillionspermonth.......295YouTube&Company:

AWholeNewWorldImplementationDifficulties:TheCopyrightProblem

BrazilianCourtCaseTheCompetition

SeveralstartupscompletelydedicatedtovideosharingSeveralsocialnetworkssuchasMySpaceaddedvideosharingasoneoftheirofferings.......306BusinessandEntrepreneurialNetworks

1businessnetwork Agroupofpeoplethathavesomekindofcommercial/businessrelationshipExample:Linkedinentrepreneurialnetworks Socialorganizationsofferingdifferenttypesofresourcestostartorimproveentrepreneurialprojectsorstartups.......316BusinessandEntrepreneurialNetworks2socialmarketplace

Derivedfromthecombinationofsocialnetworkingandmarketplaces,suchthatasocialmarketplaceactslikeanonlinecommunityharnessingthepowerofone’ssocialnetworksforintroducing,buying,andsellingofproducts,services,andresources,includingpeople’sowncreations.......327TravelandTourism—

TheECRevolutionIsHere

1TheMajorPlayersTheserviceprovidersThetravelagentsandotherintermediariesAggregatorsandcomparisonpriceproviderTravelerserviceprovidersSocialnetworks.......337TravelandTourism—

TheECRevolutionIsHere2TheImpactsoftheWeb

RepresentativeimpactsIncreaseinpowerandprofitabilityDecreaseinpowerandprofitabilityLosemarketsharealtogetherOnlinecollaboration.......347TravelandTourism—

TheECRevolutionIsHere3TravelersandSocialNetworks

WAYN(WhereAreYouNow?)TravelrecommendationCorporatesocialnetworkProvidersnetworks.......358ZOPAandP2PLending:

WillTheyDisruptBanking?1person-to-personlending

Moneyislentdirectlytoaconsumerratherthan“selling”moneytothebankandthebanksthenloantheirmoneytoconsumers.......368ZOPAandP2PLending:

WillTheyDisruptBanking?.......378ZOPAandP2PLending:

WillTheyDisruptBanking?2ZOPALtd.Securingtheloans

ConductingacreditratinginvestigationCheckingpeople’se-bayrating(ifavailable)Checkingtheborrowersprofile(ifavailableonline)OnlyoneaccountispermittedforeachborrowerCheckingthepossibilityofidentitytheftbyaborrowerbyaskingquestionsaboutpastborrowing,demographics,etc........388ZOPAandP2PLending:

WillTheyDisruptBanking?Therevenuemodel

ZOPAtakes0.5%oftheloanamountfromboththelenderandtheborrowerTherearenohiddenfeesandtheonlyother(optional)costtothelenderistheinsurance(plusthefeesthatZOPAtakesforarrangingtheinsurance).......398ZOPAandP2PLending:

WillTheyDisruptBanking?3PROSPERBorrowerscreatealoanlistingonprosper,specifyingamountneeded,thepurposeoftheloan,andtheinterestratetheyarewillingtopayLendersreviewloanlistingsandbidtofundonlytheonestheychooseusingabiddingprocessProsperdisplaysborrowercreditandservicestheloanGroupleadersmanageborrowergroupsandusetheirreputationtogetgreatratesforborrowers.......409EntertainmentWeb2.0Style:

FromCommunitiestoEntertainmentMarketplaces1EntertainmentandBusinessCommunities

Last.fmMixiSecondLife.......419EntertainmentWeb2.0Style:FromCommunitiestoEntertainmentMarketplaces2AdvertisingMoviesandEventsinCommunities

3OnlineMarketplaceforMovies

4TheHypeMachine

5InternetSeries

.......429EntertainmentWeb2.0Style:FromCommunitiestoEntertainmentMarketplaces6MobileWeb2.0DevicesforEntertainmentandWork

iPhoneYahoo!GoNokia’sN800InternetTablet.......4310TechnologySupport:

FromBtoInfrastructureServices

1Web2.0andSocialSoftware

Socialsoftwareenablespeopletorendezvous,connect,orcollaboratethroughcomputer-mediatedcommunication.ManyadvocatesofthesetoolsbelievetheyhelpcreateactualcommunitywithitsstructuresCollaborativesoftwareappliestocooperativeworksystemsandisusuallynarrowlyappliedtosoftwarethatenablesworkfunctions.......4410TechnologySupport:

FromBtoInfrastructureServices2Sometools

ToolsforbloggingWikitoolsToolsforRSSandpodcastingWikisandblogsarereplacinge-mailEnterprisewikiandblogtoolsTractionSocialtextBloggingforbusiness.......4510TechnologySupport:

FromBtoInfrastructureServices3mashups

Toolsthatcombinedatafromtwo(ormore)Websitestocreatenewapplications4PersonalizationToolsUserscancreatehighlypersonalizedpagesthatareconstantlyupdatedwithinformationlikenewsandstockpricesaswellasviewphotos,useacalculator,etc.,allinonepage.......4610TechnologySupport:

FromBtoInfrastructureServices5DevelopmentTools

ToimplementWeb2.0applications,youmayneedadevelopmentframeworkforbuildingrichmediaInternetapplicationssocialbookmarking

AWebServiceforsharingInternetbookmarks.Thesitesareapopularwaytostore,classify,share,andsearchlinksthroughthepracticeoffolksonomytechniquesontheInternetandintranets

.......4710TechnologySupport:

FromBtoInfrastructureServices6ToolsthatSupportApplications

File-sharingtoolsAlexa:WebtrafficinformationproviderMobilephonesandsocialnetworks.......4810TechnologySupport:

FromBtoInfrastructureServices7InfrastructureSupport

ExampleofuseofWeb2.0technologiesinamanufacturingcompany:RatingsForumsBlogsE-newslettersStreamingvideoContestsSearchengineTheneedforveryrichmedia.......4911Web2.0,SocialNetworks,

andE-Commerce1WhyIsThereanInterest?Web2.0applicationsandespeciallysocialnetworksattractahugenumberofvisitorsSocialnetworksarespreadingrapidlyandmanyofthemcatertoaspecificsegmentofthepopulationYoungvisitorstodaywillgrowupandspendmoneyRetailersstandtobenefitfromonlinecommunitiesinseveralimportantways.......5011Web2.0,SocialNetworks,

andE-Commerce2Advertising

ViralmarketingClassifiedsandjoblistingMobileadvertising3Shopping

4Feedbackfromcustomers

ConversationalmarketingRisks.......5111Web2.0,SocialNetworks,

andE-Commerce5OtherRevenueGenerationStrategiesinSocialNetworks

OfferpremiumserviceformonthlyorperservicefeeOrganizationspartnerwiththesocialnetworks,payingthemamonthlyservicefeeSomesocialnetworkshaveanetworkofthousandsoflocalphysicalvenueswherememberscanmeet;thesevenuesmaypayafeetobeassociatedwiththenetwork.......5211Web2.0,SocialNetworks,

andE-Commerce.......5311Web2.0,SocialNetworks,

andE-CommerceStrategiesformakingthemostofWeb2.0