Introduction to Information Systems Chapter 9 PDF

Introduction to Information Systems Rainer, Prince, Sanchez-Rodriguez, Splettstoesser Hogeterp, Ebrahimi Fifth Canadian Edition Chapter 9 Social Computing Copyright ©2021 John Wiley & Sons Canada, Ltd. Learning Objectives D...

Introduction to Information Systems Rainer, Prince, Sanchez-Rodriguez, Splettstoesser Hogeterp, Ebrahimi Fifth Canadian Edition Chapter 9 Social Computing Copyright ©2021 John Wiley & Sons Canada, Ltd. Learning Objectives Describe six Web 2.0 tools and major types of Web 2.0 sites Describe the benefits and risks of social commerce to companies Identify the methods used for shopping socially Discuss different ways to use social networking sites for advertising and market research Describe how social computing improves customer service Discuss different ways in which human resource managers make use of social computing Copyright ©2021 John Wiley & Sons Canada, Ltd. 2 Chapter Outline 1. Web 2.0 2. Fundamentals of Social Computing in Business 3. Social Computing in Business: Shopping 4. Social Computing in Business: Marketing 5. Social Computing in Business: Customer Relationship Management 6. Social Computing in Business: Human Resource Management Copyright ©2021 John Wiley & Sons Canada, Ltd. 3 Opening Case: The Story of Snapchat Think about: How do you use videos and photos in your social interactions? Which platform would you prefer for sharing your pictures? Why? Copyright ©2021 John Wiley & Sons Canada, Ltd. 4 9.1 Web 2.0 (1 of 2) Terms: o Social computing: IT that combines social behaviour and information systems to create value o Social commerce: The use of social computing in business Web 2.0 technologies include: Tagging: folksonomies, geotagging Really Simple Syndication (RSS) Blogs (weblogs, blogosphere) Microblogging (e.g., Tweets) Copyright ©2021 John Wiley & Sons Canada, Ltd. 5 9.1 Web 2.0 (2 of 2) Web 2.0 technologies (continued): Wikis Social networking websites o Social graph o Social capital Enterprise social networks Mashups Copyright ©2021 John Wiley & Sons Canada, Ltd. 6 FIGURE 9.2 City of Kitchener, Ontario, parks mashup FIGURE 9.2 City of Kitchener, Ontario parks mashup (https://www.kitchener.ca/en/city-services/interactive-mapping.aspx). Copyright ©2021 John Wiley & Sons Canada, Ltd. 7 Elbow-Partner Chat You will have 3 minutes to discuss and review the following questions with a partner or small group. Be prepared to share your answers and findings with the class. 1) What are the differences between a blog and a wiki? 2) Differentiate between social networking websites and corporate social networks. (pg. 276-278 in the textbook) Copyright ©2021 John Wiley & Sons Canada, Ltd. 8 9.2 Fundamentals of Social Computing in Business Benefits and risks of social commerce: o Benefits to customers o Benefits to businesses o Risks of social computing Copyright ©2021 John Wiley & Sons Canada, Ltd. 9 TABLE 9.2 Potential Benefits of Social Commerce to Customers 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 Copyright ©2021 John Wiley & Sons Canada, Ltd. 10 TABLE 9.2 Potential Benefits of Social Commerce to Businesses (1 of 2) Can 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 sites Copyright ©2021 John Wiley & Sons Canada, Ltd. 11 TABLE 9.2 Potential Benefits of Social Commerce to Businesses (2 of 2) 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 Copyright ©2021 John Wiley & Sons Canada, Ltd. 12 9.3 Social Computing in Business: Shopping Ratings, Reviews, and Recommendations Group Shopping Shopping Communities and Clubs Social Marketplaces and Direct Sales Collaborative Consumption Copyright ©2021 John Wiley & Sons Canada, Ltd. 13 FIGURE 9.3 Example of Amazon.ca product reviews Copyright ©2021 John Wiley & Sons Canada, Ltd. 14 FIGURE 9.4 Etsy (www.etsy.com) is a social marketplace for handmade or vintage items Copyright ©2021 John Wiley & Sons Canada, Ltd. 15 Collaborative Consumption Collaborative consumption includes: collaborative production, crowdfunding, and peer-to-peer lending Advantages: self-management, variety, flexibility, and positive environmental impact Disadvantages: law and regulatory adjustments, resources and pay issues, no employee benefits or protection Copyright ©2021 John Wiley & Sons Canada, Ltd. 16 Elbow-Partner Chat You will have 3 minutes to discuss and review the following questions with a partner or small group. Be prepared to share your answers and findings with the class. 1) Prior to making a purchase, why are ratings, reviews and recommendations so important to potential customers? 2) Define collaborative consumption, and describe how collaborative consumption is a “green” phenomenon. Copyright ©2021 John Wiley & Sons Canada, Ltd. 17 9.4 Social Computing in Business: Marketing Advertising, including social advertising Market research, including social intelligence and conducting market research using social networks o Using Facebook for Market Research o Using Twitter for Market Research o Using LinkedIn for Market Research Conversational Marketing Copyright ©2021 John Wiley & Sons Canada, Ltd. 18 Advertising Social advertising: advertising formats that make use of the social context of the user viewing the ad o The first form of advertising to leverage social influence o Ads are normally either social advertisements (social ads) or social apps Viral marketing, a.k.a. word-of-mouth advertising Copyright ©2021 John Wiley & Sons Canada, Ltd. 19 Using Facebook for Market Research Obtain feedback from Facebook fans Test market your messages Use Facebook for survey invitations Copyright ©2021 John Wiley & Sons Canada, Ltd. 20 Using X for Market Research Visit X search Monitor industry-specific keywords Review TweetStats Solicit information from customers and interact with them Copyright ©2021 John Wiley & Sons Canada, Ltd. 21 Using LinkedIn for Market Research Post a question regarding a particular topic/issue Solicit advice from a LinkedIn group Copyright ©2021 John Wiley & Sons Canada, Ltd. 22 Elbow-Partner Chat You will have 3 minutes to discuss and review the following questions with a partner or small group. Be prepared to share your answers and findings with the class. 1) Is social advertising more effective than advertising without a social component? Why or Why not? Copyright ©2021 John Wiley & Sons Canada, Ltd. 23 9.5 Social Computing in Business: Customer Relationship Management Conversational commerce: uses messaging apps Chatbots: interactive software that can conduct simple conversations o Notification assistants o Frequently asked questions (FAQ) o Contextual assistants o Personalized assistants o Autonomous organization of assistants Copyright ©2021 John Wiley & Sons Canada, Ltd. 24 Small Group Activity IT’s About Business 9.4: Chatbots and Conversational Commerce Read the Case Study – Pg. 291-292 You will have 15 minutes to read and discuss the following questions with a partner or small group – be prepared to share with the class. 1) How does someone know they are interacting with a chatbot rather than a human being? 2) Discuss how Humber College uses or could use a chatbot in its administrative processes. Be prepared to share specific examples. Copyright ©2021 John Wiley & Sons Canada, Ltd. 25 9.6 Social Computing in Business: Human Resource Management Recruiting Onboarding Employee Development Finding a Job Copyright ©2021 John Wiley & Sons Canada, Ltd. 26 Copyright Copyright © 2021 John Wiley & Sons Canada, Ltd. or the author. All rights reserved. Students and instructors who are authorized users of this course are permitted to download these materials and use them in connection with the course. No part of these materials should be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, except as permitted by law. Advice on how to obtain permission to reuse this material is available at http://www.wiley.com/go/permissions. Copyright ©2021 John Wiley & Sons Canada, Ltd. 27