A lecture I gave to third-year Computing for Business students at the University of Leeds.

1. Issues in Business Computing: Web 2.0 and the Social Web @markhawker

2. Who Am I? Graduated in 2008 with a degree in Informatics from the School of Computing. (Owen taught me, too.) Authored a book in 2010 on “social programming” which is the integration of Social Web technologies into websites (and other devices). Working in the Yorkshire Centre for Health Informatics. Studying for an MA Social Research at the University of York.

3. Learning Objectives To appreciate how emerging social networking tools create the potential to transform organisations and business processes. To make the link between business issues and software technologies. To be able to make recommendations for organisational strategies and policies.

4. Presentation Outline What is Web 2.0? What does it look like? What does it encompass? What is the Social Web? Where is it heading? What are the challenges/issues? SWOT for Social Media Strategy

5. Seminar Exercise Spend 5 minutes (or so) looking through the seminar exercise. You will be expected to do the formative exercise ready for next week’s lecture. These slides will be put on the VLE (soon).

6. Web 2.0 Tim O’Reilly, 2005 [1]: “Web as platform.” Tim Berners-Lee, 2006 [2]: “Nobody even knows what it means.” The Machine Is Us/ing Us, 2007 [3]: Form and content is separated Text, images, video, sound Data interchange is achieved via XML (and others) “Folksonomy” vs. taxonomy “We are the Web” Rethink everything.

7. Web 2.0 Design Patterns Christopher Alexander, cited in [1] The Long Tail Data is the next Intel inside Users add value Network effects by default Some rights reserved The perpetual beta Cooperate, don’t control Software above the level of a single device.

8. http://xkcd.com/802/

10. Web 2.0 Examples Twitter Facebook LinkedIn Wordpress Quora Get Satisfaction Foursquare

11. Total Time Spent Online [4]

12. The “Influentials Hypothesis” [5] “Large-scale changes in public opinion are not driven by highly influential people who influence everyone else but rather by easily influenced people influencing other easily influenced people.”

13. The Social Web Personal Who I am Who I know What’s happening Business Who we are Who we know B2B vs. B2C vs. (C2C) What’s happening Proactive vs. Reactive

14. “If you’re not open to feedback, you’re not ready to play.” Ketchum/FedEx [6]

15. Six Social Media Trends for 2011+ [7] It’s the integration economy, stupid. Tablet and mobile wars create ubiquitous social computing. Facebook interrupts location-based networking. Average participants experience social media schizophrenia. Google doesn’t beat them, they join them. Social functionality makes websites fashionable again.

16. Six Major Issues/Challenges [8] Resistance from internal culture Measuring return-on-investment Lack of resources An ever-changing technology space Resentment and envy of the role (of social strategists) A looming increase in business demands.

17. Organisational Structure [9]

18. Measurement [9] Engagement data Sentiment Website traffic Conversions or leads Customer satisfaction rates Share of voice or total mentions Actual product revenue.

19. The ROI Pyramid [9]

20. SWOT for Social Media Strategy [10] Any more? cf. http://seowizardry.ca/The_Wizards_Blog/social-media-swot-analysis/

21. Questions or Thoughts? Over to you.

22. References http://oreilly.com/web2/archive/what-is-web-20.html http://www.ibm.com/developerworks/podcast/dwi/cm-int082206.txt http://www.youtube.com/watch?v=6gmP4nk0EOE http://www.visualeconomics.com/how-the-world-spends-its-time-online_2010-06-16/ https://www.gsb.stanford.edu/facseminars/events/marketing/documents/mktg_03_08_dodds_paper1.pdf http://www.2010socialmediastudy.com/ http://blogs.hbr.org/cs/2010/12/six_social_media_trends_for_20_1.html http://www.web-strategist.com/blog/2010/11/10/report-the-two-career-paths-of-the-corporate-social-strategist-be-proactive-or-become-social-media-help-desk/ http://www.slideshare.net/jeremiah_owyang/keynote-social-business-forecast-2011-the-year-of-integration http://www.jmorganmarketing.com/using-swot-for-social-media-strategy/

23. Contact Me You can find me here: @markhawker