Technology Applications

in Business
Lecture 2
Strategic uses of information
technology

Differentiate Cut costs

2
Innovation Promote growth
 Strategic uses of information
technology

Develop alliances Customer focus

Agile 3
Knowledge sharing
 Strategic uses of information
technology
Lower costs
Use IT to substantially reduce the cost of business
processes
Use IT to lower the cost of customers or suppliers
Differentiate
Develop new IT features to differentiate products
and services
Use IT features to reduce the differentiation (
reduce advantages of competitors)
Use IT features to focus on products and services
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as selected market niche
 Strategic uses of information
technology
 Innovate
Create new products and services that include IT
components
Develop unique new markets or market niche with
help of IT
Make radical changes to business processes with IT
that dramatically cut cost, improve quality, efficiency or
customer service or shorten time to market
Promote growth
Use IT to manage regional and global business
expansion
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Use IT to diversify and integrate into other products
 Strategic uses of information
technology
Develop alliances
Use IT to create virtual organisations of
business partners
Develop into enterprise information systems
linked by the internet and extranets that
support strategy business relationships with
customers suppliers or contractors and others
Building a customer focused business
Value chain and strategic information systems
Becoming an agile company
Creating a virtual company
Building a knowledge creating company
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 Developing business/IT strategies
Strategic business visioning
Understanding the Who are our customers
customer How are our customers priorities shifting
Who should be our target customer
How will he business help reach our target business
segments

Customer value How can we add value for the customer with the business
services
How can you become the customer’s first choice
Competition Who are real competitors
What is our toughest competitor’s business model
What are they doing a business and e-commerce
Are competitors potential partners, suppliers or customers in
an e-business venture
Value chain How would we designed the value chain if you are just
starting in a business
Who would be our supply chain partners, what roles should
we play. 7
 Developing business/IT strategies

Understand customer
customer value

Understand competition Understand value chain

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 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
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 World Wide Web
World wide web – a network of
documents on the Internet called web
pages, constructed with HTML mark-up
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
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 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.
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 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
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 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

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Discussion-social Media Influence
Social media and retail shopping .
Changing scenario.
Social media’s impact on society. What
are the two changes you will have to
make to survive without social media.
How your expectations from customer
service have changed in last 3 years?
During Covid period ?
How does social media influence crowd
funding?
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 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
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 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
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 Business Implications
In traditional media content goes from
business 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
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 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 or 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
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 Business Applications

collaboration
Knowledge
communicate management

Public relations Talent acqusition Fund raising 28

 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 29
Social Media Objectives

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 Social Media Objectives
Increasing revenue and profit
Increasing organisational efficiency
Decreasing costs
Decreasing public relationship risks
Accelerating research and
development
Engaging customers and prospects in
problem solving or building
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Social Media Strategies 33
 Social Media Strategies
 Social media strategy – know your
audience, their expectations &
preferences.
Customers want social media
personalised and not just promotions
Use external media platforms to engage
with customers , reinforce brand
messaging, influence opinions, provide
targeted offers , service customers
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 Social Media Strategies
Begin with foundation– define goal
Define and understand your target
audience
Build and execute social media
strategy-objectives, social media
channels to be used , content
strategy, roles, ownership,
governance , budget
Track , measure and adapt
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 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
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 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
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 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

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 Social Media Measures
Conversions-No. of people who achieved a
desired result- paid, signed for trial etc
Leads—Potential conversions
Engagement- Total no of likes , share, comments
on your post
Reach- measure of the size of audience
Impressions- How many people saw your post
Funnels – paths that visitors take towards
converting
Bounce rate- % of visitors who land on your page
and immediately leave without viewing any other
page
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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

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https://www.youtube.com/watch?v=6C
f7IL_eZ38 A day made of glass by
corning

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