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Social commerce
CHƯƠNG 4.
MẠNG XÃ HỘI VÀ CÁC MÔ HÌNH KINH DOANH KHÁC
Learning objectives
1. Liệt kê và phân tích được các mô hình kinh doanh khác trên mạng xã hội, bao
gồm tuyển dụng và huấn luyện, giải trí, crowdsourcing, cộng tác xã hội.
2. Trình bày các ví dụ liên quan đến các mô hình kinh doanh trên.
3. Đánh giá về lợi ích và cơ hội tương lai của các mô hình kinh doanh trên.
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Contents
❖ Online job markets and training in social networks
❖ Social entertainment
❖ Crowdsourcing
❖ Social collaboration
❖ Future of social commerce
Online job markets and training in social networks
Social Recruiting
❖ ………………………………………….: VietnamWorks.com, CareerBuilder.vn.
❖ …………………………………………..: LinkedIn, Facebook, and Twitter.
❖ Clearly, the electronic job market has benefits, but it can also create high turnover costs for
employers by facilitating employees’ movements to look for better jobs. In addition, finding
candidates online is more complicated than most people think, mostly due to the large number of
résumés available on social media sites.
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Online job markets and training in social networks
❖ There has been an increased use of mobile recruiting tools in general, and on Twitter in
particular, as aids for people who are searching for jobs. The following are possible
activities:
a) Search for posted positions
b) Follow job search experts
c) Follow and read about people in your field
d) Engage, communicate with people, and ask for help
e) Connect with people at your target companies
Virtual job fairs and recruiting events
❖ Virtual job fairs: special job events
❖ Enterprise social networking, and virtual
worlds: can be used for training.
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Social entertainment
❖ Web 2.0 tools have facilitated ………………………………………….
❖ The most well-known entertainment application is ……………………………… (Zing MP3,
Spotify, NhacCuaTui, SoundCloud), …………………………………… (Netflix, Hulu,
Amazon Prime, HBO Max, Disney+, VieOn, Galaxy Play).
Social entertainment
Internet TV vs. Social TV
❖ Internet TV is the delivery of TV content via the Internet by downloading or streaming
videos. Types of services: ……………………………. and ……………………………...
❖ The major advantage is the ability to select what and when to view content and the ability to
do so from computers, tablets, smartphones, and Blu-Ray consoles.
❖ Social TV is an emerging social media technology that enables TV viewers who are in
different locations to …………………………………..such as discussions, reviews,
tweeting, and recommendations while watching the same show simultaneously.
❖ Social TV combines broadcast television programs and user-generated content with rich
social media.
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Social entertainment
Social TV characteristics
❖ The possibility of discovering new video content and sharing this discovery with friends.
❖ Most social TV activities are done in …………………………….. by watching content
and commenting on it to others, even if the viewers are in different locations.
❖ Social TV allows people to connect in a unique way with other people who share the
same interests.
Social entertainment
Social TV technologies
❖ According to Rountree (2011), there are three major types of social TV:
◼ Using a second screen (such as a smartphone, tablet, etc.) or another
communication device while watching TV.
◼ Using an on-screen experience where information is displayed directly on the TV.
◼ Using a personal computer or mobile device to watch TV shows.
❖ These options are not purely social media tools, but they facilitate social interaction
revolving around TV programs.
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Crowdsourcing
❖ Crowdsourcing: a set of tools, concepts, and methodologies that deal with the process of
………………………………. using ……………………………………...
❖ Objectives: ………………………………… and …………………………………..
❖ Crowdsourcing uses proven techniques to focus on the crowd’s innovation, creativity, and
problem-solving capacity, on topics of vital interest to the host organization.
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Crowdsourcing categories
1. Collective intelligence (or wisdom): people are solving problems and providing new insights
and ideas leading to product, process, or service innovations.
2. Crowd creation: people are creating various types of content and sharing it with others (paid
or for free). The content may be used for problem-solving, advertising, or knowledge
accumulation (e.g., Wikipedia).
3. Crowd voting: people give their opinions and ratings on ideas, products, or services, as well
as evaluate and filter information presented to them (e.g., American Idol).
4. ………………………………………: people are contributing and supporting endeavors for
social causes, which might include volunteering their effort and time, offering donations, and
micro-financing.
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Crowdsourcing process
Identify the task (problem)
CROWD SOURCING
Select the target crowd
THE PROCESS OF
Broadcast the task to the crowd
Engage the crowd in accomplishing the task
Collect the user-generated content
Evaluate the quality of submitted material
Accept or reject a solution
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Tools for crowdsourcing
❖ To launch crowdsourcing initiatives, businesses and developers can make use of
crowdsourcing tools and platforms, such as NineSigma, InnoCentive, YourEncore,
yet2, UserVoice, Get Satisfaction, and IdeaScale.
❖ Raising funds from the crowd for different purposes is gaining popularity with several
startups operating in this area. A notable company is Kickstarter.
❖ An increasing number of startups are using crowdfunding to initiate their businesses.
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Crowdfunding: a special case of crowdsourcing
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Social collaboration (Collaboration 2.0)
❖ One of the major applications of Web 2.0 and social media in the enterprise is in the area of
collaboration. Some even equate Web 2.0 with enterprise collaboration (e.g., McAfee 2009).
❖ Social collaboration is used for many purposes, an important one being product design.
❖ Collaboration in business can be defined as “people working with other people toward a
common outcome.”
❖ Social collaboration refers to people’s collaboration within and between communities enabled
by social media tools and platforms. The processes help people interact and share information
to achieve a common goal. It is also known as Collaboration 2.0.
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Social collaboration (Collaboration 2.0)
❖ Collaboration drives business value up by enabling people to work together more
efficiently.
❖ Collaboration helps with solving business problems and uncovering new opportunities,
especially with the help of social media tools
❖ Collaboration in social networking is done both internally, among employees from
different units working in virtual teams, and externally, when working with suppliers,
customers, and other business partners.
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Social collaboration (Collaboration 2.0)
Fig. 8.2 The various dimensions of social collaboration
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Social collaboration (Collaboration 2.0)
❖ Wikis, blogs, and microblogging (e.g., Twitter)
❖ Virtual worlds
❖ Collaborative communities (forums and
discussion groups)
❖ Early vintage Web 2.0 technologies
❖ Crowdsourcing
❖ Other tools (e.g., Yammer)
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Using Blogs and Wikis inside the enterprise
Project collaboration and communication
Process and procedure documentation
FAQs
Collaboration with customers
Corporate-specific dynamic glossary and terminology
Forums for new ideas
E-learning and e-training
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Future of social commerce
❖ The predictions are diverse, ranging from “SC will dominate EC” to “it is a buzzword and
will disappear soon.” The problem is that there are many drivers of SC.
❖ Social commerce and media companies are creating a huge number of jobs with many
opportunities emerging.
❖ These include consumer trust, better shopping experience, future markets, and the future of e-
commerce in general. Given the popularity of Facebook, Twitter, Pinterest, YouTube, social
games, social shopping, and social advertising, it is difficult to side with the pessimistic
predictions. It looks as if mobile social commerce will be a major area of growth.
❖ In the enterprise area, there is a trend to have a “social as a service” rather than as an
application approach (due to the influence of cloud computing).
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