Technology Applications

in Business
Lecture 6
 Key Questions
What opportunities and challenges
Social media poses for business
organisations?
What are social media strategies?
How does business engage with
consumers and partners using social
media technologies
How do you track and measure social
media activity
 World Wide Web
World wide web – a network of
documents on the Internet called web
pages, constructed with HTML markup
language that supports links to other
documents and media (for example
graphics, video, audio et cetera)
Initially websites were primitive static
designs served as online billboards or
postcards
 World Wide Web
 Web 2.0: a term used to describe a
phase of World Wide Web evolution
characterised by dynamic webpages,
social media, mash up applications,
broadband connectivity and user
generated content.
Web 2.0 is also referred to as social
web.
 World Wide Web
 Social media: a collection of web
applications, based on web 2.0 technology
and culture, that allows people to connect
and collaborate with others by creating and
sharing digital content
Broadband refers to wide bandwidth
technologies that create fast, high-volume
connections to the Internet and World Wide
Web
 World Wide Web
Web 1.0 – the early web Web 2.0 – the social web

Static pages, HTML Dynamic pages, XML and Java

Author controlled content User -controlled content

Computers Computers, cell phones, televisions,

PDAs, game systems, car dashboards

Users view content Users create content

Individual users User communities

Marketing goal: influence Marketing goal: relationships

Data: single source Data: multiple sources example mash

ups
Discussion-Social media influence
Social media and retail shopping .
Changing scenario.
Social media’s impact on society. Two
changes you will have to make to
survive without social media.
How your expectations from customer
service have changed in last 3 years?
How does social media influence crowd
funding?
 Business implications
Web technology helps managers identify
strategic opportunities/threats as well as
develop ways for sustainable
competitive advantage
Social media apps have shifted locus of
control for mass communication from
large organisations to one shared with
individual users. People and
organisations control both message and
medium
 Business implications
Challenge for business today is to
change mindsets and develop strategies
to take advantage of social media.
Companies need to develop
sophisticated strategies for listening and
responding to their consumers
Due to low cost and ease of use, social
media is a powerful force for
democratisation
 Business implications
In traditional media content goes from
bsiness to the people whereas in social
media people create and control the
content
Social networking service (SNS): an
online platform or a website that allows
subscribers to interact and form
communities or networks based on the
real-life relationships, shared interests,
activities e.g. Facebook, YouTube
 Social media strategies
 Social media strategy – know your
audience, their expectations &
preferences.
Customers want social media
personalised and just promotions
Use external media platforms to engage
with customers , reinforce brand
messaging, influence opinions, provide
targeted offers , service customers
 Social media strategies
 Begin with foundation– define goal
Define and understand your targt
audience
Build and execute social media
strategy-objectives, social media
channels to be used , content
strategy, roles, ownership,
governance , budget
Track , measure and adapt
 Web 2.0 applications
Apps Descriptions
Social networking services (SNS) Online communities
Blogs Online journals
Mash ups/widgets/RSS Web apps that pull data from various sources
and display on another page to create new
functionality

Social bookmarking/tags An app for tagging on labelling online content

for later retrieval

Wikis A collaborative app that allows multiple people

to create and edit online content

Sharing sites Websites that make it easy for users to upload

and share digital content like photos, videos or
music
 Business Applications
Collaboration
Communication and engagement with customers
(marketing)
Image and reputation management (public
relationships)
Communication and engagement with employees
and partners (management)
Talent acquisition and recruiting (human resources)
Research and knowledge management
Productivity and information utility
Fund raising
 Why social media is different
User generated content – sharing of
views, photographs, music, video
Content control – users determine
what goes viral with no advertising
budget
Conversation – one to many
dialogues
Community – common values and
culture
 Why social media is different
Categorisation by users – tagging
Real people – express individuality by
creation of online identities, create
personal brands
Constant updating – real-time dynamic
Content separated from form – users
can organise and display content (RSS
feed)
Equipment independence- – corning
glass
 Key strategic priorities to leverage
social media
Listening – to gain valuable insights
Talking – develop message and communicate
with target audience
Energising – create and maintain
relationships with brand advocates
Supporting – deliver effective and convenient
service
Embracing – solicit new product ideas,
suggestions for improving customer
satisfaction
https://www.youtube.com/watch?v=m
mf5OJ6KM9Q&t=23s social media
adv/ disaadv
https://www.youtube.com/watch?v=9
m45nVsvvEY social media marketing
https://www.youtube.com/watch?v=--
s2sfm9JkI
https://www.youtube.com/watch?v=6C
f7IL_eZ38 A day made of glass by
corning