中央大學。范錚強 1 chapter 7: web 2.0 和社會網絡 國立中央大學、資訊管理系...

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中中中中 中中中 1 Chapter 7: Web 2.0 中中中中中 中中中中中中中中中中中 中中中 Tel: (03)426-7250 http://www.mgt.ncu.edu.tw/~ckfarn 2011.05

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中央大學。范錚強 1

Chapter 7: Web 2.0 和社會網絡

國立中央大學、資訊管理系范錚強

Tel: (03)426-7250

http://www.mgt.ncu.edu.tw/~ckfarn2011.05

中央大學。范錚強 2

Web 2.0

The popular term for advanced Internet technology and applications, including blogs, wikis, RSS, and social bookmarking.

One of the most significant differences between Web 2.0 and the traditional World Wide Web is greater collaboration among Internet users and other users, content providers, and enterprises.

中央大學。范錚強 3

Representative Characteristics of Web 2.0

The ability to tap into the collective intelligence of users

Data is made available in new or never-intended ways

Web 2.0 relies on user-generated and user-controlled content and data

The virtual elimination of software-upgrade cycles makes everything a work in progress and allows rapid prototyping

中央大學。范錚強 4

Representative Characteristics of Web 2.0 (2)

Users can access applications entirely through a browserAn architecture of participation encourages users to add value to the applicationA major emphasis on social networks and computingStrong support of information sharing and collaborationRapid and continuous creation of new business models

中央大學。范錚強 5

維基時代

Wiki 背景 ─ Wikipedia: 2001 年 1 月 15 日正式成立至 2007 年 10 月止,所有 252 種語言的版本共突破 860 萬個條目, 3 億 5 千萬次編輯 開放參與、討論、修改

技術?觀念?Wiki 經濟

Wikinomics: How Mass Collaboration Changes Everything 大規模協作

中央大學。范錚強 6

背景

World Wide Web單向傳播

Web 2.0參與者創造內容分享雙向溝通、協作主要是一個「觀念」除了溝通之外,更促成協同合作

中央大學。范錚強 7

資訊社會

資訊科技快速發展資訊為基礎的生活形態

顛覆傳統的社會規範人際關係溝通機制

個人的「接觸範圍」增加親密疏離

關係親疏、地理區隔

中央大學。范錚強 8

社會網路

強聯結例如:五倫中的關係、固定商務伙伴

弱聯結不太熟悉、乃至於不認識的人

哪一種聯結能產生綜效?

中央大學。范錚強 9

Wikipeida 的例子

NupediaWeb 版的線上百科全書計畫, Bomis 公司在 2000 年 3 月所推出邀請各領域專家撰寫,透過同儕評閱( peer-review )過程之後發佈自 2000/3 ~ 2003/9 為止,共完成 24 個條目的評閱過程,其餘尚有 74 條條目在審定中2003 年 9 月 26 日起中止計畫

中央大學。范錚強 10

分析

Nupedia 採用傳統觀點所能動用的資源非常有限Wikipedia 利用全球熱心人士自願貢獻

爆炸性的成長缺乏互動式的網路科技,這些散布各處的人,不可能輕易協同合作

中央大學。范錚強 11

維基經濟的四大特質

特質 相對於

Openness 開放 封閉、專屬

Peering 平等、同儕、非階層性組織

階層性組織

Sharing 分享 保密

Acting Globally

全球運作 地區性

中央大學。范錚強 12

維基與傳統的對比

維基 傳統

Internet TCP/IP IBM SNA

Linux OS Windows OS

FireFox Internet Explorer

Wikipedia 大英百科全書YouTube 電視Blog 書

中央大學。范錚強 13

蔡倫的文明開始謝幕

傳統經濟蔡倫的文明

維基經濟Internet 文明

未來如何發展?如何產生經濟效益?尚未確定但必然和現在不同

中央大學。范錚強 14Copyright © 2010 Pearson Education, Inc.

Social mediaThe online platforms and tools that people use to share opinions, experiences, insights, perceptions, and various media, including photos, videos, and music, with each other

Market DisruptorsCompanies that introduce a significant change in their industries, thus causing a disruption in normal business operations

9-14

Web 2.0 Revolution

中央大學。范錚強 157-15Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

中央大學。范錚強 16

Virtual (Internet) Community

A group of people with similar interests who interact with one another using the Internet.

Types of CommunitiesPublic Versus Private Communities

Internal and External Private Communities

中央大學。范錚強 17

中央大學。范錚強 18

中央大學。范錚強 19Copyright © 2010 Pearson Education, Inc.

A social network is a place where people create their own space, or homepage, on which they write blogs (Web logs); post pictures, videos, or music; share ideas; and link to other Web locations they find interesting

The Size of Social Network Sites (下圖)A Global Phenomenon

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Social Networking

中央大學。范錚強 20

中央大學。范錚強 21

Enterprise Social Networks

Allow employees to collaborate and communicate in an employee-driven system

Promote the use of enterprise wikis via demonstrations

Set up internal blogs and incorporate them into internal directories so users can see who has a blog

Set up enterprise social bookmarking systems so users can see what sort of content their colleagues are tagging

CIOs should be involved from the beginning

中央大學。范錚強 22

Advertising Using Social Networks, Blogs, And Wikis

Viral (Word-of-Mouth) Marketingviral bloggingViral (word-of-mouth) marketing done by bloggers.

Classified Ads, Job Listings, and Recruitment

Special Advertising Campaigns

Mobile Advertising

中央大學。范錚強 23

Why Is There An Interest?

Web 2.0 applications are spreading rapidly, and many of them cater to a specific segment of the population (e.g.,music lovers, travelers, game lovers, and car fans), enabling segmented advertising

Many users of Web 2.0 tools are young, and they will grow older and have more money to spend

中央大學。范錚強 24

Commercial Activities In Business and Enterprise Social Networks

Finding and Recruiting Workers

Management Activities and Support

Training

Knowledge Management and Expert Location

Enhancing Collaboration

Using Blogs and Wikis Inside the Enterprise

中央大學。范錚強 25Copyright © 2010 Pearson Education, Inc.

A term used to describe the future of the World Wide Web. It consists of the creation of high-quality content and services produced by gifted individuals using Web 2.0 technology as an enabling platform

9-25

Web 3.0