Lesson E-commerce, web 2.0, and social networking systems
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Lecture 7: E-commerce, Web
2.0, and Social Networking
Systems
Study questions
Q1 How do organizations use
e-commerce?
Q2 How do organizations use Web 2.0?
Q3 How Do Social Networks Add Value to
Businesses?
Q4 What are business applications for
Facebook, Twitter, and User-Generated
Content (UGC)?
Q5 How can organizations manage the
risks of social networking applications?
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Q1 How do organizations
use e-commerce?
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E-Commerce
►
e-commerce is the buying and selling
of goods and services over public and
private computer networks.
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E-Commerce Company categories
►
Merchant: buy goods and resell them
►
Non merchant: sell services and goods
provided by others
►
a company can be both a merchant and
nonmerchant company.
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E-Commerce Merchant Companies
►
1.
2.
3.
Merchant companies:
B2C sales between a supplier and a retail customer
B2B sales between companies
B2G sales between companies and governmental
organizations
C2C
Source: textbook[1], page 250
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Nonmerchant E-Commerce
Source: textbook[1], page 249
►
Auctions: match buyers and sellers by using an
e-commerce version of a standard auction
►
Clearing house: provide goods and services at a
stated price and arrange for the delivery of the
goods, but they never take title.
►
Exchanges: matches buyers and sellers
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Unique Features of E-commerce
Technology
Ubiquity
Personalization
Interactivity
Information
density
eCommerce
techonology
features
Social
technology
Global reach
Universal
standards
Richness
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Ubiquity
►
Internet/Web technology available
everywhere: work, home, and so on,
anytime.
►
Effects:
►
Marketplace removed from temporal,
geographic locations to become
“marketspace”
►
Enhanced customer convenience and
reduced shopping costs
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Information density
►
Large increases in information
density—the total amount and quality
of information available to all market
participants
►
Effects:
►
Greater price transparency
►
Greater cost transparency
►
Enables merchants to engage in price
discrimination
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Global reach
►
The technology reaches across national
boundaries, around Earth
►
Effects:
►
Commerce enabled across cultural and
national boundaries seamlessly and without
modification.
►
Marketspace includes, potentially, billions
of consumers and millions of businesses
worldwide.
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Universal standards
►
One set of technology standards:
Internet standards
►
Effects:
►
Disparate computer systems easily
communicate with one another.
►
Lower market entry costs; costs merchants
must pay to bring goods to market.
►
Lower consumers’ search costs-effort
required to find suitable products.
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Richness
►
Supports video, audio, and text
message
►
Effects:
►
Possible to deliver rich messages with text,
audio, and video simultaneously to large
numbers of people.
►
Video, audio, and text marketing messages
can be integrated into single marketing
message and consumer experience.
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Social technology
►
The technology promotes user content
generation and social networking
►
Effect:
►
New Internet social and business models
enable user content creation and
distribution, and support social networks.
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Interactivity
►
The technology works through
interaction with the user
►
Effects:
►
Consumers engaged in dialog that
dynamically adjusts experience to the
individual.
►
Consumer becomes co-participant in
process of delivering goods to market.
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Personalization/Customization
►
Technology permits modification of
messages, goods
►
Effects:
►
Personalized messages can be sent to
individuals and groups.
►
Products and services can be customized to
individual preferences
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How Does E-Commerce Improve
Market Efficiency?
►
Disintermediate
Source: Vannevar
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How Does E-Commerce Improve
Market Efficiency?
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Price elasticity: measures the amount that
demand rises or falls with changes in price.
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How Does E-Commerce Improve
Market Efficiency?
►
Price information:
Source: Digital River
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Q2 How do organizations
use Web 2.0?
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Web 2.0
►
focused on the ability for people to
collaborate and share information
online
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Comparison of Web 2.0 with
Traditional Processing
Source: textbook[1], page 252
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How Can Businesses Benefit from
Web 2.0?
►
Advertising
►
specific to user interests
►
►
►
Example: Google AdWords, Google AdSense
the cost of reaching a particular, qualified
person is much smaller than in the
traditional advertising model.
Mashups
►
occur when the output from two or more
Web sites is combined into a single user
experience.
►
Example: Google’s My Maps
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Q3 How Do Social Networks
Add Value to Businesses?
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How Do Social Networks Add Value
to Businesses?
►
Increase the Number of relationships
►
Increase the Strength of Relationships
Progressive organizations:
►
Maintain a presence on Facebook, LinkedIn, Twitter,
and other SN sites.
►
Encourage customers and interested parties to leave
comments.
►
Risk - excessively critical feedback.
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