Web+2.0


 * Web 2.0: The Collaboration of the World, Shaping the World of Tomorrow **

**Executive Report** // Prepared for: // Air Dancers ‘R’ Us // Prepared by: // Linklett & Scarken Consulting Group LLP

- Air Dancers ‘R’ Us is a company that manufactures and sells inflatable “air dancers” that are used by companies for advertising. - The company consists of 8,400 employees, with 21 locations in 8 states spread throughout the northeastern and southeastern regions of the U.S. - Dual headquarters are located in Bridgeport, Connecticut and Atlanta, Georgia. - Air Dancers 'R' Us wants to explore the opportunities offered by Web 2.0 to improve intra-organizational efficiency as well as increase its market share and customer base.
 * Assumptions **



Your company is a prime example of one that knows how to manage its people. Even through the recent economic turmoil that has affected nearly every company in the U.S., you have managed not only to stay afloat, but to maintain your market share. It is wise, then, that you should continue to seek out ways to gain even more market share, as it is apparent that your company certainly has the capacity to do so. As requested by you, we at Linklett & Scarken Consulting Group have performed extensive research into the vast field that is Web 2.0. Below we have outlined a variety of Web 2.0 services in existence that we feel would serve your business needs. We provide an analysis on each one, with examples to demonstrate their general application as well as suggestions on how each one could be specifically utilized by your company. (//Note:// For the purpose of this report, our presented findings provide only minimal information on the specific technical aspect of each Web 2.0 application. We will provide more in-depth information on this, as needed, in a follow-up discussion.) Finally, we present our final recommendations on how Air Dancers ‘R’ Us could best utilize Web 2.0.
 * To the HR Executive Team at Air Dancers ‘R’ Us:**

Web 2.0 is “the transition of websites from isolated information silos to sources of content and functionality, thus becoming computing platforms serving web applications to end users” ( Brownbag 2009). Web 2.0 uses the Web as a platform, with data serving as its driving force. It encourages collaboration among all users, through information sharing, interoperability and its user-centered design (Sharma 2008).
 * //What is Web 2.0 and what does it mean to you?//**

Whereas Web 1.0 was mostly read-only, Web 2.0 is a more interactive, read-write format (Bulik 2006).

The below chart is a summary of the differences between Web 2.0 and its predecessor, Web 1.0, as cited by Tim O’Reilly and John Battelle, who are given credit for coining the term “Web 2.0” in a conference they held in 2004 (Graham 2005).

​ Source: [] **

//The following information is a description of the Web 2.0 applications that we found to be the most promising for your company. To provide maximum understanding, we have embedded examples of each application wherever possible.//


 * I.  Web-based/Virtual Community **

A Web-based community, or a virtual community, is a group of people that interact and communicate via telephone, e-mail, internet, social networking, instant messages and other Web 2.0 technologies (Virtual Community 2009). Many companies and workplaces are utilizing this application in the form of virtual teams. Often, employees and work teams are not located in the same office, but rather in multiple locations throughout the country, or sometimes the world. For example, an employee may work out of New York City and communicate on a daily basis with a fellow employee in Bangkok, yet they may never actually meet in person. Through online, web-based communities, employees are able to communicate from different locations spread out around the world.
 * // What is it? // **

There are multiple types of web-based communities, four of which are described by Hagel and Armstrong as electronic communities: Communities of Transaction, Communities of Interest, Communities of Fantasy and Communities of Relationship (Slusher & Fontaine 2000).

Your company can utilize Web-Based Communities to facilitate communication between the Bridgeport, CT and Atlanta, GA headquarters. Travel costs can be minimized, as this Web 2.0 tool will allow for the decreased need to travel between locations, while at the same time allowing employees at both headquarters to work together.
 * // Potential Use for Air Dancers ‘R’ Us //**

Through Communities of Transaction, the departments in your company that facilitate the buying and selling of goods and services will be able to provide information about these transactions more easily and effectively. In an industry like sales and manufacturing, this service could prove to be very advantageous. Customers would be able to post information or feedback regarding their experiences with products and with the company itself. This would allow for your customers to feel as though their opinions are valued, while at the same time giving you direct feedback from them, the most valuable source of feedback possible.

Simply being aware of the existence of these communities is very important to your organization. Communities exist in which consumers and the public discuss both positives and negatives regarding products, customer service, etc. It is crucial for a company to know what is being said about them, as well as about their competitors. // One disadvantage that these communities may pose is bad publicity for the organization. Since these communities exist from an outside party, they are not sponsored by the company itself. Negative publicity could therefore result, and it may be difficult for your company to monitor the vast array of these sites. However, knowing these sites exist can still greatly aid in dissipating any negative comments.
 * Cautions** //

** II.  ** **Web Service**

“A software system designed to support interoperable machine-to-machine interaction over a network" (Haas). “Applications which can be accessed via the Internet which allow for interoperability of machines, sometimes with very diverse operating environments" (Johnson 2009).
 * // What is it? //**

Simplifies sharing of data between client and server. Since data is packaged via HTTP or HTTPS, it can often bypass firewalls that are found in many intranet systems. In many cases, it is a long and tedious process to open the proper ports, be added to an access list, and assign access privileges to specific people; however, a web service allows you to skip over these steps. It allows data to be directly accessed by employees in an organization, as well as by clients.
 * // Advantages //**

As bandwidth capabilities have matured, there is a greater access to available software. As a company with complicated HR functions, in part due to your dual headquarters, you can purchase Software as a Service (SaaS), such as Oracle, to help streamline HR processes. The service can be accessed easily via a URL, and can be stored locally. One of the major advantages to web services is the continuous maintenance that comes from the client. Once you purchase the software and hardware, the client will provide updates and maintenance as needed, relieving you of any stress associated with seeking out recent improvements and capability developments.
 * // Potential Use for Air Dancers ‘R’ Us //**

** III.  ** **Web Application**

These applications are ones in which “all or some parts of the software are downloaded from the Web each time it is run” (Web Application 2009). Web applications are often referred to as browser-based applications, and run within the user's Web browser. Many of these applications are supported by the usage of media such as Flash or HTML. A common web application is Gmail, the web mail server supported by Google. This is a client-serving application that can be used for daily business functions. For example many companies, including SABIC Innovative Plastics, use Gmail as the e-mail server throughout their organization.
 * // What is it? //**

Air Dancers 'R' Us can utilize Web applications through their website. Customers must log in when making orders, and through the browser that is provided with this application, customer information can be remembered. In addition, recommendations can be made to the customer based on their previous purchases and viewings. This enhances the service level of the customer website, making the customer feel valued and appreciated.
 * // Potential Use for Air Dancers ‘R’ Us //**

It is important to be aware of the security risk that comes with storing personal customer information. It is crucial to have each customer create a secure password and login ID upon using the site, among other precautionary measures. ** IV.  ** **Wiki** // A wiki is a website that provides the ability for users to both access and edit information in any number of Web pages within the browser (Wiki 2009). The following are common characteristics of a wiki: o Invites all users to edit any page or to create new pages w/in the wiki Web site o Promotes meaningful topic associations b/w different pages by making page link creations very user-friendly o Seeks to involve visitor in ongoing process of creation and collaboration Wikis are easy to use, requiring little-to-no technical knowledge. A limitless amount of information can be posted, with updates able to be performed as often as necessary by any and all users.
 * //Cautions//**
 * What is it?** //
 * // Advantages //**

The use of wikis among different groups of employees can allow for a more collaborative effort in a variety of areas. Projects can be done more easily by providing wikis that help groups communicate their ideas, making suggestions as well as updates to each other’s research. Wikis can also be used for a multitude of other purposes, such as communicating recent company news, industry advancements, market forecasts, etc. This allows for all or selected employees to be kept up-to-date on such matters. Overall, wikis help create and share knowledge among employees so that they can be aware of what is going on at all times, and help others do the same.
 * // Potential Use for Air Dancers ‘R’ Us //**


 * V.  Social-Networking Site **

Social-Networking has recently become a common trend in the organization setting. Social-networking can be defined as “web-based services that allow individuals to (1) construct a public or semi-public profile within a bounded system, (2) articulate a list of other users with whom they share a connection, and (3) view and traverse their list of connections and those made by others within the system" (Boyd & Ellison 2007). This can be seen through applications such as Facebook, Twitter, and LinkedIn (shown below). Though many companies still have not opened their eyes as to how, these sites offer many organizational advantages rather than mere social ones. For example, companies can use these sites as recruitment techniques. Ernst and Young, one of the top globally recognized accounting firms, is known to use Facebook as a recruitment tool for their company.
 * // What is it? //**

As demonstrated with the Ernst and Young exampke, your company can use these social networking sites to its advantage as a recruitment method. Verizon Wireless has a LinkedIn page that gives information about their company, broken down by region. Air Dancers 'R' Us could use LinkedIn or other social networking sites to bridge the two headquarters, as well as to promote other information to employees, customers and potentials. Using social networking in the workplace //can// be both positive and helpful, if done in the correct way. For example, using status updates on a social networking application may allow for employees to know what their peers are currently working on, keeping everyone up-to-date on new developments, progress of projects, etc.
 * // Potential Use for Air Dancers ‘R’ Us //**

Social networking can also be disadvantageous to a company. Customer postings on web-communities, as well as status updates of employees, can be detrimental to any company being referenced. It is difficult to combat negative feedback that is broadcast across the entire Internet, so it is important to monitor these websites for what both the public and employees are saying about your company.
 * //Cautions//**


 * VI.  Video-Sharing Site **

Video-sharing sites are websites that allow for the uploading of video clips. The video host stores the video on its server and shows individual types of code which allow all users to view the video. Users (customers and employees) generally do not have unlimited web space; video-sharing sites allow for them to utilize videos with only one server needed as support. //  -   Allows users to save on bandwidth costs. -  Creates a common place for all video material to be viewed, keeping everyone on the same page and allowing you to promote a common image -  Video can be delivered to and easily accessed by mobile devices (which are being utilized more and more every day) - Videos can be shared on various social networking sites (Facebook, Twitter, YouTube) - Can be made available any time, any where
 * // What is it? //**
 * Advantages** //

- Live streaming videos bring people from a multitude of locations to the "same space," e.g. a live video conference broadcast over a company Intranet -  Training videos -  Customer videos – e.g. to demonstrate product line -  Advertising – can even do ad campaigns on sites like YouTube
 * // Potential Use to Air Dancers ‘R’ Us //**

Below is a sample video on the definition of Web 2.0 that was obtained from a video sharing site (YouTube) and was easily embedded into the wiki that you are currently viewing:

media type="youtube" key="0LzQIUANnHc" height="344" width="425"
 * Source:** http://www.youtube.com/watch?v=0LzQIUANnHc

media type="youtube" key="XPYLn2QblNI" height="340" width="560" ** VII. <span style="font-family: 'Times New Roman'; font-size-adjust: none; font-size: 7pt; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> ** **Blog**

A blog is a shared and edited public online journal where people can post entries and information to a central location. It is typically monitored and edited by the "owner," however others can also contribute to the journal. The origin of a blog is the mending of the term "web log," which helps to give an understanding of what a blog truly is (Blog 2009). Blogs can encompass various topics or information, combining text, images, and links to other blogs, documents or other aspects. A common blog function is the ability to embed videos, podcasts, or music.
 * // What is it? //**

Below is an example of a blog found on Google, discussing personal password usage:

By developing your own company blog, employees and consumers can post ideas or information regarding the company, products, marketing, or any variation related to the organization as a whole. As stated previously, it is important to monitor blogs sponsored by the company, since they contain information that any Internet user or employee can view. This information could speak volumes for the company, both desired and unwanted. While it is difficult to control blogs posted external to the company, it is still important to monitor these blogs in order to respond, react, and defend oneself against any negative comments. Employing an internal person to reflect a positive company image in the form of posts on external blogs could be an interesting and clever way to promote both a good reputation for Air Dancers 'R' Us, as well as its products.
 * // Potential Use to Air Dancers ‘R’ Us //**


 * VIII. <span style="font-family: 'Times New Roman'; font-size-adjust: none; font-size: 7pt; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> Mash-up **

A mash-up is a “web application that combines multiple services into a single application” whose “purpose… [is] to consolidate information with an easy-to-use interface” (Mashup 2009). An example of a mash-up is AlertMap, which combines data from over 200 sources that provide real-time information on severe weather conditions, biohazard threats, and seismic information, and displays it on a map of the world. An AlertMap image of North America is shown below.
 * // What is it? //**


 * Source:** http://hisz.rsoe.hu/alertmap/index2.php?area=usa&lang=eng

According to Holt Adams, an Executive IT Architect in IBM software's Emerging Technology group, mash-ups can offer companies like Air Dancers 'R' Us the following benefits : o <span style="font-family: 'Times New Roman'; font-size-adjust: none; font-size: 7pt; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;">  Reduced operational costs o Less reliance on IT resources o Resource management, including management of retail inventory o Maximization of revenue in sales and service opportunities through HR   o Aggregation of data from multiple sources into a single screen o  Improved decision-making o Optimized productivity o Improved informal business processes o Use customization
 * // Potential Use for Air Dancers ‘R’ Us //**


 * IX. <span style="font-family: 'Times New Roman'; font-size-adjust: none; font-size: 7pt; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> Folksonomy **

“Folksonomy is the result of personal free tagging of information and objects (anything with a URL) for one's own retrieval. The tagging is done in a social environment (usually shared and open to others)" (Vander Wal 2007). Folksonomies allow for people to provide an external tag individually for their own verbiage. This allows people to provide for a way to connect to others by creating meaning behind their postings. **Source:** http://www.flickr.com/photos/alphageek/233472093/
 * // What is it? //**

Shown above is a prime example of a folksonomy, Flickr.com. This site allows you to upload photographs and label them with captions and descriptive words (tags). This tagging allows you to easily find photos at a later date. Anyone viewing your posted pictures is also able to easily find certain pictures based on the tagging classification and descriptors that were chosen by the owner of the photos.

Listed below are some common tags, according to Flickr: By utilizing a folksonomy, your company can attract an entirely new waves of consumers. If tagging and posting is done properly, this could be a great way for potential consumers to search for examples of wind dancers that they may want for their company. Similarly, pictures of the air dancers may spark interest to those viewers who come across them accidentally.
 * //Potential Use for Air Dancers 'R' Us//**

One thing to be aware of is the security of this information. Once it becomes open to the public, there is always an information awareness risk that is involved, and proper precautions, such as liability disclaimers, should be taken.
 * //Caution//**

** Examples of Web 2.0 Successes ** Currently, many well known companies utilize Web 2.0 in their brand and culture. For example, Best Buy has an internal social network. Ernst and Young uses Facebook for recruitment to remain current with the most recent and best graduates. One company that you may look to emulate is Proctor & Gamble, as it is also within the manufacturing industry. One of P&G’s manufacturer’s website has built an entire community around their brand. This allows them to leverage their product to multiple markets that may not have been consumers of their brand had this community not been provided to them. Use of company Intranets is also one way that companies have benefited through Web 2.0. IBM uses an Intranet-based simulation vehicle to create awareness and facilitate communication among employees surrounding a set of issues or idea as their strategic internal advantage. The Jam runs for between 48 and 72 hours at a time where idea generation and collaboration occur on a large scale (Innovation 2007). Emulating other large-scale companies can be a strategic and good way to leverage your existing company, using technology such as Web 2.0 to your advantage.

**

Recommendations ** We recommend that you utilize as many of the previously explained Web 2.0 applications as possible. A summary of the benefits of each application is explained below, along with an explanation of the cost. Due to limited data, exact numbers were not available. When we reconvene for a second meeting on the implementation of Web 2.0 into the business plan of Air Dancers 'R' Us, we at Linklett & Scarken Consulting Group will provide you with an estimate of costs associated with each application.


 * I. Web-based virtual communities** should represent a large portion of your Web 2.0 implementation. These communities will bring together employees that are located in separate locations. They allow for as much personal touch to be added to business communications as is possible without actually physically being next to each other.
 * Cost:** Varying depending on the extent of implementation chosen.


 * II. Web Services** such as Software as a Service can help streamline HR functions and make your business processes overall both more efficient and more effective.
 * Cost:** Varying depending on whether you choose to build in-house, or license or purchase from a vendor.


 * III. Web Applications** may be used to leverage information through media players and applications like Flash and HTML.
 * Cost:** Varying depending on web applications chosen


 * IV. Wikis** can allow employees to share information with each other, for general purposes such as daily updates, or for collaborating on projects.
 * Cost:** Extremely low to purchase and maintain.


 * V. Social networking** is a great way of recruitment for business. You can advertise nationwide or even globally in seconds for //free//, whereas other advertising methods can end up costing companies thousands, if not millions, of dollars.
 * Cost:** Free.


 * VI. Video-Sharing** is an excellent way to communicate messages to employees without worrying about losing their attention through the typical dry company newsletters, e-mails, etc.
 * Cost:** Free.


 * VII. Blogs** allow your company to get your name out. This name recognition/stigma can help drive business and awareness of the company, which which is in line with your business goal of long-term expansion.
 * Cost:** Free.


 * VIII. Mash-ups** will allow you to gather, organize and present data from numerous sources. A synergy can be created when you represent the collective data in such a fashion that it takes on a new meaning to the viewer. You can use mash-ups to view consumer trends such as purchasing patterns and demographic patterns, and can combine such data into the form of forecasts and other useful outputs.
 * Cost:** N/A


 * IX. Folksonomies** allow you to utilize tagging in order to create easier searches and better pictures and information for customers as well as potentials.
 * Cost:** N/A

As you can see, many of these Web 2.0 applications are essentially free to implement. The main cost will come in security and reputation damage prevention costs. It is highly recommended that you hire a team of specialists to cater to any issues regarding security and/or company reputation. The team should monitor things such as the saving of customer data and files that are being uploaded within company websites. They should also perform daily searches on all necessary Web 2.0 applications for any information that may pose a threat to the company's reputation, such as employee and customer blog posts, social networking status updates, and videos by or about the company or its employees.

Overall, we feel that by implementing as many of the above Web 2.0 applications as possible, Air Dancers 'R' Us will continue to gain market share through its commitment to serve both its employees and its customers with the most user-friendly, up-to-date technology available.


 * References **

Adams, H. (2009, January 27). Mashup business scenarios and patterns: Part 1. In //IBM developerWorks//. Retrieved November 3, 2009, from IBM website: http://www.ibm.com/developerworks/lotus/library/mashups-patterns-pt1/

Blog. (2009). //Webopedia//. Retrieved October 29, 2009, from WebMediaBrands Inc. website: http://www.webopedia.com/TERM/B/blog.html

Boyd, D.M., & Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. //Journal of Computer-Mediated Communication//, //13//(1), article 11. http://jcmc.indiana.edu/vol13/issue1/boyd.ellison.html

//Brownbag Web 2.0: Uses of Web 2.0 Applications in Education//. (2006, October 17). Retrieved November 1, 2009, from CTER website: http://cter.ed.uiuc.edu/presentation/web_2_0.html

Bulik, Beth Snyder. (2006). Trying to define Web 2.0. //Advertising Age, 77// (28), 6-6

Graham, P. (2005, November). Web 2.0. In //paulgraham.com//. Retrieved November 1, 2009, from http://www.paulgraham.com/web20.html

Haas, H., & Brown, A. (2004). Web Services. In //Web Services Glossary//. Retrieved October 29, 2009, from W3C website: http://www.w3.org/TR/ws-gloss/

//Innovation//. (2007). [Brochure]. Retrieved from http://www.scribd.com/doc/430070/Innovation-Brochure

Johnson, R. (2009, October). //eHR technology//. Lecture presented to MBA HRIS class of 2010 at University at Albany.

Mashup. (2009). //TechTerms//. Retrieved October 29, 2009, from TechTerms.com website: http://www.techterms.com/definition/mashup

Sharma, P. (2008, November 28). Core Characteristics of Web 2.0 Services [Web log message]. Retrieved from TechPluto: http://www.techpluto.com/web-20-services/

Slusher, J.A., & Fontaine, M. A. (2000). In //Knowledge and Communities// (pp. 85-86). Boston, Mass.: Butterworth-Heinemann.

Vander Wal, T. (2007, February 2). Folksonomy [Web log message]. Retrieved from vanderwal.net: http://vanderwal.net/folksonomy.html

Virtual community. (2009, October 29). //Wikipedia//. Retrieved October 29, 2009, from Wikimedia Foundation, Inc. website: http://en.wikipedia.org/wiki/Virtual_communities

Web application. (2009). //PCMag.com//. Retrieved November 1, 2009, from The Computer Language Company Inc. website: http://www.pcmag.com/encyclopedia_term/0,2542,t=Web+application&i=54272,00.asp

Wiki. (2009, October 26). //Wikipedia//. Retrieved October 29, 2009, from Wikimedia Foundation, Inc. website: http://en.wikipedia.org/wiki/Wiki