Web 2.

0 – Fundamentals & Business Applications

ADM 1370 Q Applications of Information Technology for Business

Presented by: David R. Hanssen, MAcc

Student or professor materials created for this course (including presentations and posted notes, labs, case
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© 2022 David R. Hanssen | ADM1370

Attribution Notice

This slides were prepared by Dr. Umar Ruhi and have been
adapted by David R. Hanssen for use in ADM1370.

© 2022 David R. Hanssen | ADM1370

Agenda

• Administration and Questions

• Web 1.0 Vs. Web 2.0
• Web 2.0
– Web Applications
– Enterprise 2.0 (Web Applications for Business)
– Technologies (Wikis, RSS Feeds, Widgets, Tagging, Blogs)

© 2022 David R. Hanssen | ADM1370

Administration and Questions

• First PBWorks Tutorial #1 video posted (second video to be posted

later today)
• Any questions about the course?

© 2022 David R. Hanssen | ADM1370

Social Computing in Business
Tools – Attributes and Application

© 2022 David R. Hanssen | ADM1370

 Derived from “What is Web 2.0” (O’Reilly, 2005)
Web 2.0 Vs. Web 1.0
Element Web 1.0 Web 2.0

Consistency Static Pages Dynamic Pages

Content Author Controlled Content User Controlled Content

Computers, Mobile Devices (Smartphones,

Hardware Computers Tablets), Televisions, Game Systems, Car
Dashboards, Smart Devices

Use Case Users View Content Users View and Create Content

Scale Individual Users User Communities

Marketing Goal Influence Customer Base Form Relationships with Customer Base

Multiple Sources (e.g. Mashups, Sharing,

Data Single Source (Author of Website)
Linking)

© 2022 David R. Hanssen | ADM1370

Web 2.0 Applications

Key Features of Web 2.0:

• Information Sharing, Collaboration and Interactive Functionality of the web:
• Interconnectivity and Interactivity of web-delivered content
• Architecture based on Participation

Popular Examples of Web 2.0 based Applications:

• Social Networking Sites, Video Sharing Sites, Wikis, Blogs, and Folksonomies.
• Mashups and APIs (Application Programming Interfaces).

© 2022 David R. Hanssen | ADM1370

 Web 2.0 Vs. 1.0
Application
Comparison

From “Web 2.0: Is

it Evolutionary or
Revolutionary”
(Yakovlev, 2007)

© 2022 David R. Hanssen | ADM1370

Web 2.0 & Rich Internet Applications

Rich Internet Applications are a dominant feature of Web

2.0.

Attributes:
• Web applications that have many of the characteristics
of desktop software (e.g. Microsoft Outlook)
• Typically delivered either through specialized
browsers, browser plug-ins, or client virtual machines.

Uses:
• Rendering multiple forms of content (text, audio,
video etc.) in an integrated fashion (e.g. YouTube).
• Engaging users via interactive user-friendly interfaces
(e.g. Google Maps)
• Performing complex data visualization, including
dynamic charting or graphical presentation of data.

Modern Enabling Technology: HTML5

© 2022 David R. Hanssen | ADM1370
Enterprise 2.0 Tools

“A system of Web-based technologies that provide rapid and agile collaboration, information
sharing, emergence, and integration capabilities in the extended enterprise” – (AIIM, 2008)

Enterprise 2.0 refers to Web 2.0 technologies used for business purposes:
• Promote collaboration and knowledge exchange among employees (intranets) and company partners
(extranets)

Business use of Web 2.0 technologies:

• Recruiting and professional networking (e.g. LinkedIn)
• Marketing, promotion, and sales (Social Media)
• Internal collaboration and communication (Wikis, Document Management Systems)
• Supply Chain Management 2.0 (Visibility, Optimization, Connecting with both suppliers and customers)

© 2022 David R. Hanssen | ADM1370

Web 2.0 Technologies: Wikis

Definition: A wiki is a website or similar online resource which allows users to add and
edit content collectively.
• A dynamic, collectively authored set of web pages.
• Invented in 1995 by Ward Cunningham to facilitate online collaboration
• Wikis are an enabling technology for knowledge contributions, storage and exchange.

Purpose: Collectively share and edit a body of knowledge.

• One tool of the Knowledge Management practice.

Examples:
• General Wiki: www.wikipedia.com
• Themed Wiki: Wookiepedia
• Corporate Wiki: Confluence

© 2022 David R. Hanssen | ADM1370

Web 2.0 Technologies: Wikis

Characteristics of a Wiki Application:

• Web-based
• Interactive
• Collaborative (multiple authors/contributors)
• Iterative (building on what’s already there)

Features:
• Wikis are intended to maintain a series of unique documents as their content evolves (e.g.
Corporate Policies, Program Plans, Training Material)
• Wikis have built-in version control
– No changes can be made without creating a record of who made those changes.
– Reversion to an earlier version is always possible.

Business Implication: When collaboration and communication is important, provide

employees with internal Wikis.

© 2022 David R. Hanssen | ADM1370

Web 2.0 Technologies: RSS Feeds

RSS (Rich Site Summary) (Really Simple Syndication):

• A standardized data format to publish frequently updated works such as blog entries and news headlines.
• Website material is made available to end-users or other sites through web feeds.
• A web feed (or news feed) is a data format used for providing users with frequently updated content.
• Content distributors syndicate a web feed, thereby allowing users to subscribe to it.

RSS (Web) Feeds are usually accessed through an aggregator tool:

• Making a collection of web feeds accessible in one spot is known as aggregation, which is performed by
an aggregator.
• Aggregators can be scheduled to check for new content periodically. Web feeds are an example of pull
technology, although they may appear to push content to the user.
• Less relevant today given many social media platforms (e.g., Facebook) have their own content
aggregation features that replace RSS.

Modern Application of RSS: Podcasts

Business Implication: Consider incorporating RSS if you plan to regularly publish content.

© 2022 David R. Hanssen | ADM1370

Web 2.0 Technologies: Web Widgets

• Small web applications that provide specific, Business Implication:

additional functionality. Instead of programming small
features from scratch, use a 3rd
• When embedded in other websites, they allow party widget.
those websites to access content or
functionality from the widget provider website
(third-party site).

• Snippets of code from third-party sites that

are included on your own website or web
application

• Examples:
– ChatBots
– Google Reviews
– Social Feeds & Sharing(Twitter, Facebook)

© 2022 David R. Hanssen | ADM1370

Web 2.0 Technologies: Tagging

• A tag is a keyword or term that describes a piece

of data or information (e.g., file name, author,
location)
• Used to categorize related data for easy searching my
users (e.g., finding all websites that contain the topic
“information systems”)
• Examples:
– Hashtags (#) used on social medias sites (e.g., #YOLO,
#uOttawa)
– Geotagging on Web Mapping Services (Google Maps –
Business Locations, Customer Reviews)
– Website Meta Tags for Search Engine Optimization
(SEO)(Title of webpage / brief description of content for
search engine results)

• Web 2.0 Tagging is based on Folksonomies, a

user-generated classification system

© 2022 David R. Hanssen | ADM1370

Web 2.0 Technologies: Tagging

Taxonomy Folksonomy
• (In Knowledge Management), a taxonomy is a • A folksonomy is a user-generated
system used to classify data into a hierarchical classification system that may or may not
structure. be hierarchical.
• Data is categorized using carefully defined
labels (tags) to group and associate data under • Data is categorized using multiple labels.
a single parent label. • Example:
• Example: Article belongs to multiple
categories.

• A specific data point (e.g. Wiki Assignment)

belongs to one part of the taxonomy (uOttawa /
ADM1370 / Assignments).
© 2022 David R. Hanssen | ADM1370
Web 2.0 Technologies: Blogs & Micro-Blogging

Blogs Micro-Blogs

• A personal website, open to the public, in • A form of blogging that allows users to
which the site creator expresses write and publish short messages.
themselves through a series of
• Facilitated through either specific micro-
chronological entries.
blogging platforms (Twitter, Pinterest) or
• Facilitated through either a specific other platforms that incorporate it as a
blogging platform (Medium, Blogger) or by feature (Facebook/LinkedIn Posts).
using common web publishing tools or
• Business Implication: Same as with
services (WordPress, Squarespace)
blogs, only that it is a “narrower” audience
• Business Implication: Blogs can be used (users of the platform)
for either research (see what influencers
are saying), as a publishing tool (expert
articles), or to enhance visibility (Search
Engine Optimization – SEO)

© 2022 David R. Hanssen | ADM1370

To-Do and Coming Up (for Lecture 7):

To-Do: Coming Up:

• Contact your group member to discuss • Wiki Tutorial #2

course assignments – Q&A (Instructor + Teaching Assistants)

• Thoroughly review requirements /

instructions for the Wiki assignment
• Catch-up on assigned readings

© 2022 David R. Hanssen | ADM1370