technology trends 2 PDF

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Session 8 & 9 preparación de examen...

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Tech Trends Session 7 Web 2.0 & Web 3.0 • Web 2.0 The term Web 2.0 is associated with web applications that facilitate participatory information sharing, interoperability, user-centered design, and collaboration on the World Wide Web. A Web 2.0 site allows users to interact and collaborate with each other in a social media dialogue as creators (prosumers) of user-generated content in a virtual community, in contrast to websites where users (consumers) are limited to the passive viewing of content that was created for them. » Social networking sites » Blogs » Wikis » Video Sharing Sites » Hostedservices » Web applications » Mashups » folksonomies Web 3.0 – Definitions of Web 3.0 vary greatly. Some believe its most important features are the Semantic Web and personalization. Focusing on the computer elements, Conrad Wolfram has argued that Web 3.0 is where "the computer is generating new information", rather than humans. The Semantic Web provides a common framework that allows data to be shared and reused across application, enterprise, and community boundaries. The term was coined by Tim Berners-Lee, the inventor of the World Wide Web. He defines the Semantic Web as "a web of data that can be processed directly and indirectly by machines." Web 3.0 – Tim Berners-Lee originally expressed the vision of the Semantic Web as follows: “I have a dream for the Web in which computers become capable of analyzing all the data on the Web – the content, links, and transactions between people and computers. A ‘Semantic Web’, which should make this possible, has yet to emerge, but when it does, the day-to-day mechanisms of trade, bureaucracy and our daily lives will be handled by machines talking to machines. The ‘intelligent agents’ people have touted for ages will finally materialize”. • Social Media – “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”. Enabled by

ubiquitously accessible and scalable communication techniques, social media has substantially changed the way organizations, communities, and individuals communicate. Social Media – Conversation (talking) Social media is better for two-way conversation as well as group based conversations. Likecomments and like functionalities – Sharing Sharing a content like self hosted images, videos and information to a closed group or public. – Participation Participations are contributions, comments and feedback from every interested person to get their view and thoughts. – Openness Most social medias are open for feedback and participation by encouraging voting, comments and the sharing of information. Rarely some are protected for privacy. – Community / Networking Communities in social media are quick and easy to communicate or discuss effectively. Communities are formed on common interests like music, artist, photography, political issue or TV show. Social Media Social network Is a social structure consisting of different individuals or groups that are referred to as"nodes“, and which are connected by specific types of interdependency. There are a whole host of different topics or interdependencies that social networking sites can focus on, however some of the more popular areas are friendship, common interests and financial exchange. Content communities These sites organise and share particular kinds of content like image, video or documents like Flickr, YouTube and Scribd Online community An online community is a virtual community whose members interact with each other primarily via the Internet. A virtual community is a social network of individuals whointeract through specific social media, potentially crossing geographical and political boundaries in order to pursue mutual interests or goals. Some of the most pervasive virtual communities are online communities operating under social networking services. Microblogging

Social networking with restricted to 2-3 lines of blogging is microblogging. Like twitter small amounts of content or updates are distributed online and through mobile phone network. Forums Forums are sites for online group discussion, around specific topics and interests. Forums are a powerful and popular element of online communities even before social media term introduced. Blogs/videoblogs Blogs are websites that are usually set-up and run by an individual. The author of the blog writes short entries or articles on whichever subject they want. Blogs include a comments section which allows readers to leave comments about what they have been reading. In the case of Videoblogs (often shortened to vlogging), the author chooses to record short videos to support texts, or even replace them entirely. Podcasting Podcasting comes from the words iPod (Apple’s portable mp3 device) and broadcasting.Podcasting refers to the process of recording audio or video files (in mp3 or mp4 format most commonly) and posting these to the internet. Users can then subscribe to those podcasts that most interest them and receive automatic updates directly to their devices via RSS feeds. Wikis Is a website that allows collaboration between users at the time of writing and editing texts. For example, rather than having a single editor for a webpage, a Wiki allows all users (or those that have been given permission by the creator) the possibility to edit, adding or removing content, as they see fit. Social tagging/social bookmarking Is a method for Internet users to organize, store, manage and search for bookmarks of resources online. Tagging is a significant feature of social bookmarking systems, enabling users to organize their bookmarks in flexible ways and develop shared vocabularies known as folksonomies. RSS RSS is a web feed that allows users to be automatically updated with new content from the web. For example, if a user subscribes to an RSS feed on a web page, then every time a new article is published, the user will receive the article automatically, via a program called a reader. Mashup Refers to taking digital content that already exists and using this to create a new derivative piece of work. Through widgets and RSS feeds, users are able to create applications and tools that are personalized and specific to Folksonomy

Folksonomy, also known as tagging, is a way of categorizing internet content throughcollaboration. When users upload content to the internet, they can also associate keywords to the upload. When another user then searches for something the relevant information will appear. The collaborative element comes when other users also add new and additional labels to the same upload. Tag cloud A tag cloud is a way of counting the references to a certain topic and comparing these. Normally in a tag cloud, the size of the topics/concepts reflects the number of times this word has appeared on the website where the tag cloud is situated. For example, if the word Podcasting is much larger than the others, this means that this term appears very often in the discussions of the webpage. Video - Sharing platforms dedicated to allowing its users to upload videos that can be shared specifically to that platform as well as all across the internet. Social Media – These building blocks help understand the engagement needs of the social media audience. For instance, LinkedIn users care mostly about identity, reputation and relationships, whereas YouTube’s primary building blocks are sharing, conversations, groups and reputation. Managing Social Media – Social media presents an enormous challenge for firms. The authors explain that each of the seven functional building blocks has important implications for how firms should engage with social media. By analyzing identity, conversations, sharing, presence, relationships, reputation, and groups, firms can monitor and understand how social media activities vary in terms of their function and impact, so as to develop a congruent social media strategy based on the appropriate balance of building blocks for their community. Increasingly, the term 'social business' is being used. This reflects that social media is not just a marketing discipline, but that it has multiple touch-points in an organization such as customer service, sales, human resource management and R&D. Social business is where social media has broken down silos and barriers that enable employees to have a genuinely more open and collaborative relationship with the outside world. Online reputation Management (ORM) By using ORM, a company may try to mitigate the effects of a negative viral video, create proactive marketing strategies for online consumption or broaden its domain holdings to ramp up online visibility. ORM tools The goal of online reputation tools is to keep track of what is being said about your business online. In today’s digital world, there are a number of ways that your business can show up on the web. There’s

Facebook reviews, social media comments, online customer reviews, digital directory ratings, and even local bloggers who may mention you in their posts—just to name a few. Online reputation monitoring tools are designed to alert you when your brand name is being searched, when someone mentions your business in a post or review, and even to analyze what the collected data means for your business. ● ●

Understand what people think and say about you Actively improve your online reputation

Community managers They should be the brand’s ambassador, engaging with potential customers and building relationships with existing ones. They are also focused on gauging sentiment around the brand, using social listening tools in order to monitor feedback and engagement. While a social media manager focuses on the logistics of content creation and distribution a community manager is focused on establishing community guidelines, as well as facilitating and moderating conversation between members. Transmedia Transmedia storytelling (also known as transmedia narrative or multiplatform storytelling) is the technique of telling a single story or story experience across multiple platforms and formats using current digital technologies.

SESSION 8

-What Is E-commerce? Use of Internet and Web to transact business More formally: Digitally enabled commercial transactions between and among organizations and individuals E-business: Digital enabling of transactions and processes within a firm, involving information systems under firm’s control Does not include commercial transactions involving an exchange of value across organizational boundaries -Why Study E-commerce? E-commerce technology is different, more powerful than previous technologies E-commerce brings fundamental changes to commerce Traditional commerce: Consumer as passive targets Sales-force driven Fixed prices Information asymmetry Eight Unique Features of E-commerce Technology 1. 2. 3. 4. 5. 6. 7. 8.

Ubiquity Global reach Universal standards Information richness Interactivity Information density Personalization/customization Social technology: User Content Generation and Social Networking

User-centered applications and social media technologies User-generated content and communicationHighly interactive, social communities: bidirectional

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Large audiences; yet mostly unproven business models

e.g.: Twitter, YouTube, Facebook, Instagram, Wikipedia, StumbleUpon, Tumblr, Pinterest Types of E-commerce May be classified by market relationship or technologyBusiness-to-Consumer (B2C) Business-to-Business (B2B)Consumer-to-Consumer (C2C)Consumer-to-Business (C2B) Social e-commerce Mobile e-commerce (M-commerce)Local e-commerce Categorizing E-commerce Business Models No one correct way Text categorizes according to: E-commerce sector (e.g., B2B) E-commerce technology (e.g., m-commerce) Similar business models appear in more than one sector Some companies use multiple business models (e.g., eBay) B2C Models: Community Provider Provide online environment (social network) where people with similar interests can transact, share content, and communicate e.g., Facebook, LinkedIn, Twitter, PinterestRevenue models: Typically hybrid, combining advertising, subscriptions, sales, transaction fees, affiliate fees Content Provider Digital content on the Web News, music, video, text, artwork Revenue models: Subscription; pay per download (micropayment); advertising; affiliate referral Variations: Syndication Web aggregators

Search plus an integrated package of content and services Revenue models: Advertising, referral fees, transaction fees, subscriptions Variations: Horizontal/General Vertical/Specialized (Vortal) Search Process online transactions for consumers. Sites that process transactions for consumers normally handled in person, by phone, or by mail Primary value proposition—saving time and money Revenue model: Transaction fees Industries using this model: Financial services Travel services Job placement services Online services e.g., Google—Google Maps, Gmail, etc. Value proposition Valuable, convenient, time-saving, low-cost alternatives to traditional service providers Revenue models: Sales of services, subscription fees, advertising, sales of marketing data Multi-channel: • This term refers to companies using multiple channels (e.g. social media, web and email) to engage their customers. Companies with this approach are adopting two or more channels to engage their customers, however, they are not necessarily focused on delivering a seamless / consistent message across multiple touch-points. Furthermore, these programs don’t necessarily factor in optimizing the customer experience based on the different devices (e.g. smartphones, tablets and laptops) clients use to interact with the business. • It is the ability to interact with potential customers on various platforms. Omni-channel: • While companies using this approach also use multiple channels to engage their customers they distinguish themselves through two additional factors; consistency and focus on devices involved

within client interactions. These businesses are diligent to ensure that their customers receive the same experience and message through different channels and devices involved within their interactions with the firm. For example, a company that provides customers with the ability to engage it through a mobile app, social media portal and website would be focused to ensure that the look and feel as well as the messages they receive across each touch-point are seamless. • true integration of channels Showrooming is the practice of examining merchandise in a traditional brick and mortar retail store or other offline setting, and then buying it online, sometimes at a lower price. Webrooming is the practice of researching items online and then purchasing them in-store. is the reverse of showrooming Cross channel The difference between omni channel, multi channel and cross channel may not be that obvious at first. However, there are a few elements that help recognize each of them. The cross-channel approach was developed to satisfy customers’ need for a convenient and flexible buying process. A cross channel customer swiftly navigates through various different channels to complete the same purchase. For example, they may receive a newsletter featuring a specific product and decide to read a more in-depth description on a website. Yet, the final purchase of the same product is made in a physical store. Multi channel In multi channel marketing, a company uses multiple channels like social media, e – marketing, email or a physical store to interact with the customers. This approach seeks to maximize the performance of each channel and engage customers across multiple touchpoints. Every channel may have its own strategy and be managed separately. Multi channel is based on the assumption that customers have their preferred ways of interacting with a company. Some of them still find physical stores the most convenient way of shopping, while others appreciate convenience of making an online purchase in the comfort of their own homes. Their preferences may change depending on various factors. Omni channel Omni channel revolves around developing a holistic view of the customer experience, regardless of the channel. It is based on the belief that most customers navigate between many touchpoints to make a single purchase.Companies using this approach engage multiple channels to interact with their customers through consistent and seamlessly integrated campaigns. Omni channel recognizes the customer’s need to explore various different channels and places him in the center of the strategy. The network of channels work together to provide a positive brand experience. By taking this approach, companies make sure that their messages are consistent across all channels. Conclusión Knowing the differences between omni channel, multi channel and cross channel is essential if your company distributes marketing content through more than one channel. However, more important

than terminology is keeping your marketing strategy consistent and relevant to your customers. In the end, it’s not the name that matters but an excellent customer experience. Internet marketing What is it? Internet marketing, also known as web marketing, online marketing, or e-marketing, is referred to as the marketing (generally promotion) of products or services over the Internet. iMarketing is used as an abbreviated form for Internet Marketing. Internet marketing ties together the creative and technical aspects of the Internet, including design, development, advertising and sales. Internet marketing also refers to the placement of media along many different stages of the customer engagement cycle through: Banner ads on specific websites email marketing, Mobile advertising.

Web 2.0 strategies search engine marketing (SEM) search engine optimization (SEO) Social Media Optimization (SMO) Types Social Media Marketing: the process of gaining traffic or attention through social media sites. Email Marketing: involves directly marketing a commercial message to a group of people using electronic mail. Referral Marketing: a method of promoting products or services to new customers through referrals, usually word of mouth. Affiliate Marketing: a marketing practice in which a business rewards one or more affiliates for each visitor or customer brought about by the affiliate's own marketing efforts. Content Marketing: involves creating and freely sharing informative content as a means of converting prospects into customers and customers into repeat buyers.

SEO Keywords

Traditional keywords– the ones that could be stuffed into the background of a page – are virtually dead. What seems to work now is incorporating keywords naturally into content and then highlighting their importance. So, instead of bolding subtitles, you can change them into secondary headers (h2 and h3 tags in HTML.). But this also means that you may sacrifice cleverness in favor of being clear – in this lesson, SEO Ying and Yang would work better as SEO Types: White Hat SEO vs. Black Hat SEO. That said, part of using SEO properly is not overdoing it. SEO W. White hat vs. Black hat Black hat SEO attempts to improve rankings in ways that are disapproved of by the search engines, or involve deception or fraud. One black hat technique uses text that is hidden, either as text colored similar to the background, in an invisible div, or positioned off screen. Another method gives a different page depending on whether the page is being requested by a human visitor or a search engine, a technique known as cloaking. Search engines may penalize sites they discover using black hat methods, either by reducing their rankings or eliminating their listings from their databases altogether. Such penalties can be applied either automatically by the search engines' algorithms, or by a manual site review. One infamous example was the February 2006 Google removal of both BMW Germany and Ricoh Germany for use of deceptive practices.Both companies, however, quickly apologized, fixed the offending pages, and were restored to Google's list.

SMO Social media optimizatio...