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Information Systems

Social Media IS Introduction to Information Systems

Information Systems

LECTURE OUTLINE  What is Social Media?  Roles of Social Media IS (SMIS)  Top Social Media Providers  Social Media and Organizational Strategy

Information Systems

Copyright © 2016 Pearson Education, Inc.

Social Media is defined as “a group of Internet-based applications that build on the ideological and technological

foundations of Web 2.0, and that allow the creation and exchange of user-generated content.”

(Kaplan & Haenlein, 2010)

SOCIAL MEDIA

Information Systems

SOCIAL MEDIA INFORMATION SYSTEM (SMIS)  Social media (SM)  Use of IT to support content sharing among

networks of users  Enables formation of communities of practice

(aka communities) — people related by a common interest

 Social media information system (SMIS)  Supports sharing of content among networks of

users Copyright © 2016 Pearson Education, Inc.

Information Systems

SOCIAL MEDIA IS A CONVERGENCE OF DISCIPLINES

Copyright © 2016 Pearson Education, Inc.

Information Systems

THREE SM ROLES  Social media provides  Users  Communities

Copyright © 2016 Pearson Education, Inc.

Information Systems

SM ROLE – SM PROVIDERS  Social Media Providers  Channels such as Facebook, LinkedIn,

Twitter, Instagram, Pinterest, and Google+  Attract and target certain demographic

groups  Enable creation of social networks (social

relationships among people with common interest)

Copyright © 2016 Pearson Education, Inc.http://www.pinterest.com/

Information Systems

SM PROVIDERS

Copyright © 2016 Pearson Education, Inc.http://www.stocktwits.com/

Information Systems

SM PROVIDERS

Weibo has 198 million monthly active users (2015-5-20) Twitter has 316 million

Copyright © 2016 Pearson Education, Inc.http://us.weibo.com/gb

Information Systems

SM ROLE – USER  Users  Both individuals and organizations  73% users on the web use SM with 40% via

mobile devices  92% of companies use social media to recruit

(93% from LinkedIn)

Copyright © 2016 Pearson Education, Inc.

Information Systems

TOP SOCIAL MEDIA PROVIDERS  88% of Fortune 500

companies maintain active Twitter accounts

 85% Facebook pages

 75% YouTube accounts

Copyright © 2016 Pearson Education, Inc.

Information Systems

SM ROLE – COMMUNITIES  Communities  Forming communities is a natural human trait  Based on mutual interests that transcend familial,

geographic, and organizational boundaries  Number of 2nd and 3rd tier community members

grow exponentially

Copyright © 2016 Pearson Education, Inc.

Information Systems

SM USER COMMUNITIES

To induce passing of information to deeper ties, viral hook may be used.

Information Systems

FIVE COMPONENTS OF SMIS

Copyright © 2016 Pearson Education, Inc.

Information Systems

SMIS IS NOT FREE  Costs to develop, implement, and manage

social networking procedures  Direct labor costs for employees who contribute

to and manage social networking sites

Copyright © 2016 Pearson Education, Inc.

Information Systems

SMIS AND ORGANIZATIONAL STRATEGY  Strategy determines value chains, which

determine business processes, which determine information systems (Chapter 3)

 Social media is dynamic, its flows cannot be designed or diagrammed – they constantly change

 How do orgs use value chains to determine dynamic processes and thus set SMIS requirements?

Copyright © 2016 Pearson Education, Inc.

Information Systems

SM IN VALUE CHAIN ACTIVITIES

Copyright © 2016 Pearson Education, Inc.

Information Systems

SOCIAL MEDIA IN SALES AND MARKETING  In the past, org controlled customer relationships using

structured processes and related IS  Dynamic, SM-based CRM  Each customer crafts relationship  Wikis, blogs, discussion lists, frequently asked

questions, sites for user reviews and commentary, other dynamic content

 Customers search content, contribute reviews and commentary, ask questions, create user groups, etc.

 Not centered on customer lifetime value*

* An influential person may not be a good paying customer Copyright © 2016 Pearson Education, Inc.

Information Systems

CASE STUDY: SAMSUNG AND DRAGON PHONE  Shane Bennett, a loyal Samsung customer, asked for

a free phone from Samsung. Just for fun, he included drawing of a dragon.

Information Systems

 Not surprisingly, Samsung said “no”. But to say thanks, they sent him their drawing of a unicycle- riding kangaroo

 Shane then shared both messages (and drawings) to Reddit where it went viral. In response, Samsung Canada sent him the phone he asked for – and customized it with his fire-breathing dragon artwork

CASE STUDY: SAMSUNG AND DRAGON PHONE

Information Systems

SOCIAL MEDIA AND CUSTOMER SERVICE  Product users amazingly willing to help each other

solve problems (without pay)  Relationships emerge from joint activity (co-creation)

where customers have as much control (of the brand) as companies do.

 Selling to or through user networks most successful  Peer-to-peer support risks loss of business control

Copyright © 2016 Pearson Education, Inc.

Information Systems

CASE STUDY: GAME OF THRONES EXTENDED  Ever heard of the HBO series ‘Game of Thrones’?  This TV show is so popular that there are slews of

fan websites dedicated to it  One such is fanfiction that allows fans to co-create

extension from the original story  Take a look at ‘Shadow Cats and Dire Wolves’ by

die-hard fan Roweena Augustine consisting of 17 Chapters (and still going). This is co-creating going off the roof.https://www.fanfiction.net/s/7452280/1/Shadow-Cats-and-Dire-Wolves

Information Systems

SOCIAL MEDIA AND LOGISTICS  Social media can be used to provide numerous

solution ideas and rapid evaluation of them  May provide better solutions to complex supply

chain problems  Foster content creation content and feedback

among networks needed for problem solving (e.g. Japan 2011 earthquake)

 Loss of privacy/trade secret a significant risk  Losing information to your competitors

Copyright © 2016 Pearson Education, Inc.

Information Systems

SOCIAL MEDIA AND MANUFACTURING AND OPERATIONS  Designing products, developing supplier relationships, and

improving operational efficiencies – has traditionally been done with structured processes

 Crowdsourcing  Non-employees voluntarily participate in product

design or product redesign  Widely used in businesses-to-consumer (B2C)

relationships to market products to end users  YouTube channel and post videos of product reviews and

testing, factory walk-throughs

Copyright © 2016 Pearson Education, Inc.http://mystarbucksidea.force.com/apex/ideahome

Information Systems

SOCIAL MEDIA AND HUMAN RESOURCES  Employee communications using internal personnel sites  Ex: MySite and MyProfile in SharePoint  Used for finding employee prospects, recruiting

candidates, candidate evaluation  73% hired using social media, and one-third have rejected

candidates because of something on their social profiles  Place for employees to post their expertise  Risks:  Forming erroneous conclusions about employees  Becoming defender of belief or pushing an unpopular

management message Copyright © 2016 Pearson Education, Inc.com/17-people-who-were-fired-for-using-facebook-2014-7?op=1″>http://www.businessinsider.com/17-people-who-were-fired-for-using-facebook-2014-7?op=1

Information Systems

LECTURE SUMMARY  What is Social Media?  Roles of Social Media IS (SMIS)  Top Social Media Providers  Social Media and Organizational Strategy

Information Systems

Information Systems

Social Media and Social Capital Introduction to Information Systems

Information Systems

LECTURE OUTLINE  Social Media and Social Capital  Social Media Revenue Strategy  Social Media Security Concerns  Developing YOUR Personal Social Media Brand

Information Systems

SMIS AND SOCIAL CAPITAL

Copyright © 2016 Pearson Education, Inc.

 Capital  Investment of resources for future profit

 Types of business capital  Physical capital: produce goods and services (factories,

machines, manufacturing equipment)  Human capital: human knowledge and skills investments  Social capital: social relations with expectation of

marketplace returns

Information Systems

WHAT IS THE VALUE OF SOCIAL CAPITAL?  Value of social capital is determined by  Number of relationships, strength of relationships, and

resources controlled  Social capital adds value in four ways:  Information  Influence  Social credentials  Personal reinforcement – professional image or status

 Use social media to increase social capital

Information Systems

OH, C. & YERGEAU, S. (2017) “SOCIAL CAPITAL, SOCIAL MEDIA, AND TV RATINGS”. INTERNATIONAL JOURNAL OF BUSINESS INFORMATION SYSTEMS

Copyright © 2016 Pearson Education, Inc.

Information Systems

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1 The Walking Dead 8.65 10/12-10/18 31.03 6053.30 2 The Big Bang Theory 4.58 10/19-10/25 33.33 235.87 3 The Simpsons 3.58 10/19-10/25 74.78 639.08 4 Modern Family 3.47 10/26-11/1 8.36 114.86 5 60 Minutes 3.38 11/2-11/8 0.83 8.00

Oh, C. & Yergeau, S. (2017) “Social Capital, Social Media, and TV Ratings”. International Journal of Business Information Systems

Copyright © 2016 Pearson Education, Inc.

Information Systems

USING SOCIAL NETWORKING TO INCREASE THE NUMBER OF RELATIONSHIPS

Copyright © 2016 Pearson Education, Inc.

Information Systems

USING SOCIAL NETWORKS TO INCREASE THE STRENGTH OF RELATIONSHIPS  Strength of a relationship  Likelihood that other entity (person or organization) will

do something that benefits your organization  Such as write positive reviews, post pictures of you

using organization’s products or services, tweet about upcoming product releases, and so on

 Organizations strengthen relationships with you by asking you to do them a favor

Copyright © 2016 Pearson Education, Inc.

Information Systems

USING SOCIAL NETWORKS TO CONNECT TO THOSE WITH MORE RESOURCES  Social Capital = Number of Relationships × Relationship

Strength × Entity Resources  Huge network of relationships with people who have few

resources may be of less value than a smaller network of relationships with people who have substantial resources

 Resources must be relevant  Most organizations ignore value of entity assets and try to

connect to more people with stronger relationships

Copyright © 2016 Pearson Education, Inc.

Information Systems

TOP 10 BRANDS ON FACEBOOK (2017)

Copyright © 2016 Pearson Education, Inc.

Information Systems

COKE SM STRATEGY (WORLD CUP SOCCER MAY 2014)

83% of tweets were direct @replies Copyright © 2016 Pearson Education, Inc.http://simplymeasured.com/blog/lessons-from-coca-colas-social-media-strategy-cohesive-campaigns-and-creative-content/#sm.0001dt21vu2q7dkju8z28yt2myysi

Information Systems

EARNING REVENUE FROM SOCIAL MEDIA  Nothing is free  SM channels like FB and YouTube has

millions of users but giving free service  It cost US83M per month to run FB

 You Are the Product  “If you’re not paying, you’re the product.”  Renting your eyeballs to an advertiser

Copyright © 2016 Pearson Education, Inc.

Information Systems

REVENUE MODELS FOR SOCIAL MEDIA  Advertising (FB made 98% ($11.80B) revenue in 2018)  Pay-per-click  Use increases value: The more people use a site, the more

value it has, and the more people will visit  Freemium revenue model  Offers users a basic service for free, and then charges a

premium for upgrades or advanced features (LinkedIn 65% online recruitment, 17% premium subscription, 18% advertising)

 Sales of apps and virtual goods, affiliate commissions, donations

Copyright © 2020 Pearson Education, Inc.

Information Systems

DOES MOBILITY REDUCE ONLINE AD REVENUE?  By 2021, number of mobile devices is expected to reach 12

billion  Mobile data traffic will increase dramatically  Average click-through rate of smartphones is 2.18%, but just

1.86% on PCs  PC ad clicks more effective, on average, than mobile clicks

 Conversion rate are higher on PCs than those for tablets or smartphones

 But if there is less ad space on mobile devices, is revenue from mobile advertising limited?

Copyright © 2020 Pearson Education, Inc.

Information Systems

DOES MOBILITY REDUCE ONLINE AD REVENUE? (CONT’D)  No, mobile devices unlikely to kill Web/social

media revenue model  The volume of mobile device use is

enormous  Big Question: How best to configure the

mobile experience to obtain legitimate clicks and conversions?

Copyright © 2016 Pearson Education, Inc.

Information Systems

DEVELOP AN EFFECTIVE SMIS  Focus on being cost leader or on product

differentiation  Industry-wide or segment focus  Key is the premeditated alignment of SMIS with

organization’s strategy

Copyright © 2016 Pearson Education, Inc.

Information Systems

COMMON SM STRATEGIC GOALS

Goal Description Example Brand Awareness Extent that users recognize a brand

Organization’s brand mentioned in a tweet

Conversion Rates

Measures the frequency that someone takes a desired action

Likes the organization’s Facebook page

Web Site Traffic Quantity, frequency, duration, and depth of visits to a Web site Traffic from Google+ post mentioning the organization’s site

User Engagement

Extent to which users interact with a site, application, or other media

User regularly comments on organization’s LinkedIn posts

Copyright © 2016 Pearson Education, Inc.

Information Systems

COMMON SM METRICS

Goal Metrics

Brand Awareness Total Twitter followers, audience growth rate, brand mentions in SM, Klout or Kred score

Conversion Rates Click rate on your SM content, assisted social conversions

Web Site Traffic Visitor frequency rate, referral traffic from SM

User Engagement Number of SM interactions, reshares of SM content

Copyright © 2016 Pearson Education, Inc.

Information Systems

SMIS SECURITY CONCERNS  Need a social media policy  Consider risks from nonemployee user-

generated content  Look at risks from employee use of

social media

Copyright © 2016 Pearson Education, Inc.

Information Systems

MANAGING THE RISK OF EMPLOYEE COMMUNICATION  Develop and publicize a social media policy  Delineates employees’ rights and responsibilities

 Intel’s Three Pillars of SM Policies 1.Disclose 2.Protect 3.Use Common Sense

Copyright © 2016 Pearson Education, Inc.

Information Systems

INTEL’S RULES OF SOCIAL MEDIA ENGAGEMENT

Copyright © 2016 Pearson Education, Inc.

Information Systems

MANAGING THE RISK OF INAPPROPRIATE CONTENT  User-generated content (UGC)  Problems From External

Sources  Junk and crackpot contributions  Inappropriate content  Unfavorable reviews  Mutinous movements

Copyright © 2016 Pearson Education, Inc.

Information Systems

RESPONDING TO SOCIAL NETWORKING PROBLEMS  Leave it  Respond to it  Delete it  “Never wrestle with a pig; you’ll get dirty

and the pig will enjoy it.”

Copyright © 2016 Pearson Education, Inc.

Information Systems

INTERNAL RISKS FROM SOCIAL MEDIA  Threats to information security, increased

organizational liability, and decreased employee productivity

 Directly affect ability to secure information resources

 Seemingly innocuous comments can inadvertently leak information used to secure access to organizational resources

Copyright © 2016 Pearson Education, Inc.

Information Systems

INTERNAL RISKS FROM SOCIAL MEDIA (CONT’D)  Employees may inadvertently increase corporate

liability when they use social media  Sexual harassment liability  Leak confidential information

 Reduced employee productivity  64% of employees visit non-work-related Web

sites each day.  Tumblr (57%), Facebook (52%), Twitter (17%),

Instagram (11%), and SnapChat (4%) Copyright © 2016 Pearson Education, Inc.

Information Systems

GUIDE: DEVELOPING YOUR PERSONAL BRAND  College recruiters look for evidence a student has

“walked the talk”  Social media presence only one component of a

professional brand  Traditional sources of personal branding, like personal

networks of face-to-face relationships, important  Understand importance and value of personal

brand (and building your social capital) Copyright © 2016 Pearson Education, Inc.

Information Systems

LECTURE SUMMARY  Social Media and Social Capital  Social Media Revenue Strategy  Social Media Security Concerns  Developing YOUR Personal Social Media Brand

Information Systems

  • Slide Number 1
  • Lecture Outline
  • Social Media
  • Social Media Information System (SMIS)
  • Social Media Is a Convergence of Disciplines
  • Three SM Roles
  • SM Role – SM Providers
  • SM Providers
  • SM Providers
  • SM Role – User
  • Top Social Media Providers
  • SM Role – Communities
  • SM User Communities
  • Five Components of SMIS
  • SMIS Is Not Free
  • SMIS and Organizational Strategy
  • SM in Value Chain Activities
  • Social Media in Sales and Marketing
  • Case Study: Samsung and Dragon Phone
  • Slide Number 20
  • Social Media and Customer Service
  • Case Study: Game of Thrones Extended
  • Social Media and Logistics
  • Social Media and Manufacturing and Operations
  • Social Media and Human Resources
  • Lecture Summary
  • Slide Number 27
  • Slide Number 28
  • Lecture Outline
  • SMIS and Social Capital
  • What Is the Value of Social Capital?
  • Oh, C. & Yergeau, S. (2017) “Social Capital, Social Media, and TV Ratings”. International Journal of Business Information Systems
  • Slide Number 33
  • Using Social Networking to Increase the Number of Relationships
  • Using Social Networks to Increase the Strength of Relationships
  • Using Social Networks to Connect to Those with More Resources
  • Top 10 Brands on Facebook (2017)
  • Coke SM Strategy (World Cup Soccer May 2014)
  • Earning Revenue from Social Media
  • Revenue Models for Social Media
  • Does Mobility Reduce Online Ad Revenue?
  • Does Mobility Reduce Online Ad Revenue? (cont’d)
  • Develop an Effective SMIS
  • Common SM Strategic Goals
  • Common SM Metrics
  • SMIS Security Concerns
  • Managing the Risk of Employee Communication
  • Intel’s Rules of Social Media Engagement
  • Managing the Risk of Inappropriate Content
  • Responding to Social Networking Problems
  • Internal Risks from Social Media
  • Internal Risks from Social Media (cont’d)
  • Guide: Developing Your Personal Brand
  • Lecture Summary
  • Slide Number 55

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