Stumbling upon “Harnessing collective intelligence”

Today i will be looking at the Web 2.0 pattern Harnessing collective intelligence.

This concept first defined by Tim O’Reilly during a conference to define Web 2.0.

“The real heart of Web 2.0 is collective intelligence, which I have defined as harnessing the network effect to build applications that get better the more people use them.” – Tim O’Reilly at the 2008 Web Expo

Harnessing collective intelligence is by creating an architecture of participation that involves revolves around user participation and network effects. This means users collaborate/interact with the website to provide data for themselves and for other users of the site. The more users who participate the better quality of information is gathered by the site and the vast amount of different sources are collected. A number of Web 2.0 sites such as Wikipedia, Youtube, Facebook, Twitter and Flickr all utilize collective intelligence to create and generate their content. By harnessing the power of collective intelligence these Web 2.0 can then provide a better experience for its users, which in turn increases the sites retention rate.

Right so have you ever heard of the website Stumble Upon?

StumbleUpon is the easiest way to find cool new websites, videos, photos and images from across the Web.

StumbleUpon is the easiest way to find cool new websites, videos, photos and images from across the Web.

Stumble upon is basically a website that is based on the concept of stumbling around the internet (as you can probably tell by the name). Stumble Upon  finds and recommends web content to its users. It’s features allow users to discover and rate Web pages, photos, and videos that are personalized to their tastes and interests using peer-sourcing and social-networking principles.

So how does it work? Setting up an account is super easy, once you have signed up and selected your initial interests such as sports, cooking, shopping, design or technology you click on the stumble button on the top of the page.

As you can see this page is an example of all the categories i am interested in.

As you can see this page is an example of all the categories i am interested in.

StumbleUpon will then generate the best websites/photos/videos out there based on your interests. You can then like/dislike the page and make comments on the content.

The act of like/dislike contributes to the quality of recommendations for you. Like most Web 2.0 sites there is the option to share via other social media websites such as like Facebook, twitter and LinkedIn are provided, extending functionality and giving StumbleUpon a community feel. The power of behind this website is user collaboration/interaction through collective intelligence of the users interests.

By clicking the like button, users can  discover many great websites and even greater information that would never have been found by traditional searching methods.


By disliking pages users will be will be shown less of stuff base on that category.


Users pursue their own interests by liking/disliking certain pages. This process will then allow Stumble upon to categorize sites and improve how it selects websites for all users.


1 great feature is the Stumble tool bar, it allows you to like or dislike web pages from just click “I like it” icon or if you don’t like it click on the “thumbs down” button.


A secondary level of interaction is following other users, and channels. Being able to view others users profiles allows you to see what they are browsing, and follow their comments on other pages. This also is another aspect of harnessing collective intelligence.

In conclusion, StumbleUpon successfully harnesses collective intelligence via users liking/disliking sites associated with a particular interest. This assists in the categorization of sites, not just for themselves but for all users.  By collecting these user data it will not only improve recommendations but possibly promote websites for specific business organizations. Network effects is also achieved, as discussed the more users who participate and actively like/dislike, the more relevant the results are to users. This could also be an efficient way of looking up websites that interests you without using google! 😛





Social Networks

This week i will be looking at Social networks in relation with the organization ProMOS. From my last blog my group and i have developed some wiki strategies for ProMOS. So can social networks be an assistance for organizations? You bet they can! Social networks brings a new way to connect and build relationships with many contacts








How does social networks such as Facebook, LinkedIn benefit internal and external users of an organization?


  • Build relationships with your customers
  • Easily connect with clients, suppliers and partners
  • Build trust and immersion
  • Quicker access to expertise and resources
  • Enhanced Collaboration/organization
  • Swifter innovation (visibility)
  • collaboration
  • Effective leadership development (ties are essential)
  • Better moral (social interaction builds trust)

My group will be looking at Five social network strategies for ProMOS. The 5 strategies our group came up with are:

  1. Assessment
  2. Implementation
  3. Monitor
  4. Measure
  5. Momentum

So now that we have some ideas of benefits provided by social networks,  i will now discuss one of the groups strategy for ProMOS using social networks. My strategy adopted for PosMOS using social networks is “Assessment”.  Assessment is to evaluate where you arewhere you want to go and what the wins will be along the way.

Firstly is to know your audience:

Like many project plans, there needs to be a serious consideration of your target market/audience, what are the challenges and goals for implementing certain things, in this case social networks. Putting your audience first is crucial aspect when assessing and creating goals.

What are the goals the wins:

From assessing ProMOS’s target market, situations, we can then set goals and challenges for ProMOS by using Social Networks. Before implementation begins there must be adequate planning and assessing of the current situation and where the company wants to go.










Group members social network strategies:

Assessment of where the organization stands (My strategy)

– Social network implementation in organization


Using social networking to measure in an organization

Social network gains momentum at business



Extra Readings:



Wiki Strategies

Last weeks blog post we looked and discussed strategies used for micro-blogging. This week we have been asked to look at Wiki’s, what are they? How can they be used within an organization and what are some strategies that could be implemented using Wikis.  A Wiki is a website which allows its users to add, modify, or delete its content via a web browser. Wikis can be used for a large variety of tasks, from personal note-taking to collaborating online, creating an internal knowledge base, assembling an online community, and managing a traditional website.

The simplest online database that could possibly work. 
–Ward Cunningham

15  Productive Uses for Wikis

1) To-do list
2) Project Management
3) Operation Manuals
4) Checklists
5) Event Planning
6) Log Client Work
7) Tracking Invoices
8) Note and Snippets
9) Goals
10) Contacts
11) Workspace
12) FAQs
13) Collaboration
14) Reference
15) One place for everything

Wiki Strategy for ProMOS

ProMOS is an information technology hardware manufacturer which manufactures Dynamic Random Access Memory (DRAM). At this stage ProMOS doesn’t have a strong presence of Web 2.0. Using wiki is a great way bringing internal staff and external customers to interact with ProMOS. Using a Wiki is a great way for internal staff member’s to organize projects, plan events and brainstorm ideas within an organization. Whilst it also allows the option of external customers to provide feedback or ideas to an organization. There will be 5 strategies Wiki Strategies my group has adopted for ProMOS. My particular strategy is “Collaboration and Enhancing Organizational Knowledge”

Collaboration and Enhancing Organizational Knowledge

Wiki is a great tool to collaborate ideas and keep organization information tidy/organized. By using this Wiki strategy ProMOS will open doors to internal collaboration between staff members. Staffs access can edit company contents, using a very simple tool and an ordinary web browser. Not only does it allow easy collaboration but allows the enhanced organizational aspect,  wikis would allow project management and documentation. It helps different companies in the search and recovery of their credentials.Whilst offers companies with a more structured approach.

ProMOS staff’s would use wikis to discuss latest topics, collaboration,  plan/manage projects and many more.

ProMOS could also consider adopting wikis for their customers. By having an external wiki for customers, it would act as a place where customers can create their own topics/questions about certain products of ProMOS. ProMOS could also use this as an opportunity to make new announcements via the external wiki on new products or updates. However there are better ways of doing such as using facebook or twitter, because of the notification features. In saying that,  by using an external wiki, ProMOS opens another door that connects to their customers, to collaborate with them and enhance engagement.

By employing this strategy, ProMOS would benefit a lot because of the collaboration and organizational knowledge Wiki’s brings.

Group members Wiki Strategies for ProMOS

1. Collaboration and Enhancing Organizational Knowledge 

2.Internal and external wiki communication in corporation

3. Organization Integration Plan

4. Raise productivity

5. Generation, design and control new projects in the company


Extra Readings/Information’s:

Micro-blogging & Strategies

Micro-blogging? What is it? My first impression before i heard the definition in the lecture was some sort of small blog. I was thinking how is it different to a normal blog, how does it differ from this blog.

So what is Micro-blogging?

Micro blogging is a form of blogging but in a micro sense. The original concept of blogging actually mutated into this form. From small updates to lager blog posts.  Why? As people are under more pressure, rushing around with studies/work. Using micro-blogging allows simplified short messaging and has become increasingly more popular. Micro-blogging tools include Twitter, Facebook, Plurk, LinkedIn and Google+.  The majority of these tools have someone made status updates look like micro blogging, it allows quick post ones current thoughts yet it conveys enough meaning. Whilst also allow users to exchange small elements of content such as short sentences, individual images, or video links. Even with the vast majority of blogging tools there has to be careful consideration about the strategy set in place when using these tools when creating an online presence.

Interesting fact : All micro blogging sites in China are censored including Facebook, Google+ and Twitter. The more popular ‘local’ social networking sites in China – Sina Weibo and Tencent Weibo are not only heavily censored but from now on any member will need to sign a contract (operating on a points system) that will censor whatever you say. You will loose points for using inappropriate words. Should you loose all your points your account will be cancelled. You may even be investigated if you fall foul of ‘big brother’. Syncstrategies (2012)



Our groups 5 Micro-blogging strategy:

#1 Cross promote to social media sites

#2 Internal & external communication with micro-blogging

#3  Micro-Blogging marketing with 5W 1H

#4 Utilizing micro-blogging to enhance business marketing for advertisment

#5 Reputation management and recovery in times of crisis

My  section of our Micro-blogging Strategy:

#1 Cross promote to social media sites-

As with any organizations the more social media your organization is connected to the more you are able to promote awareness of your company. In my opinion, cross promoting on various social media sites is a key aspect of micro-blogging. It’s like planting a seed in your garden, the more you plant the more beautiful flowers you have. Same as cross promoting, the more an organization has a presence on multiple social media tools  there will be more success, because of the the majority of tools can be linked to each other. Allowing more exposure.

Keep it simple 

Keeping things simple and easy to follow is a great way not to lose or distract your visitors. Using twitter can take time to get use to, however the benefits far out weights the drawback.

Twitter is essentially a micro blogging site, which means that you use the site for abbreviated messages with a maximum of 140 characters to each message. Consequently you keep your posts to just a few lines and directed to the point. It’s amazing how much you can say with very little space and having to be very brief and specific in what you say. People are more than likely to read your messages when they’re very short.  Using images, videos and hash tags is a great way to broadcast your message however long or short it is. Hashtags are great for centralizing conversations around live, in-person events or conferences, live webinars, or other marketing campaigns you’re running.

Final Thoughts:

Micro-blogging has become ever more popular as time seems to move more faster. There aren’t any no cost effective and better viral method better than social micro blogging. In less than a minute your message can be spread far and wide to thousands or even millions of Followers. Weather it is the use of facebook, twitter or other social tools that allows fast micro-blogging, anyone can spread a message virtually instantly.  Particularly for organizations who have a lot of customers such as airports, banks and fast food chains. Micro-blogging is a brilliant way of getting message to your followers.

Other readings you may like to check out:



Up up and away…

Who would have though social media would revolutionize an airport’s communicates with their passengers! Airlines can now use social media to offer their passengers exciting promotions, competitions and incentives, for example Virgin Blue’s Cheeps and Air Asia’s Big Cent Sale. They also use broader technologies and platforms with greater integration- Foursquare, Facebook, YouTube, Flick were used in KLM’s Surprise Campaign which rewarded customers who checked in with gifts in the terminals. Airports, on the other hand, use social media, especially Twitter, primarily for general announcements and customer service with very few airports partaking in more innovative campaigns. Social media allows airports to achieve their goals,  allows another dimension of engagement with customers and increase in revenue.


Let us take a look at 3 airports that use social media to promote their airline and increase sales.

Changi Airport (Singapore)

Objective: To launch Changi Airports largest ever shopping promotion.

Singaporeans invited to show what it feels like to win $1 in a flash mob-style mass performance, right in the heart of Changi Airport.

This attracted over 400 performers, professional and amateurs, aged 10 to 75

Outcome: Apart from driving retail sales up, the campaign evoked heartwarming expressions of pride as well. It has received 340,000 view on Youtube so far.


Melbourne Airport

Like the majority of air-ports, Melboune Airport has adopted to use twitter as part of their plan to to help travellers plan their journeys better. How? By providing them with latest deals, information and flights from Melbourne on their Twitter stream. This allows twitter followers of Melbourne airport to get the latest leads, whilst increasing revenue and promotes engagement between Melbourne Airport and its customers through social media.

Melbourne Airports use of Twitter












Manchester Airport

The first UK airport to officially launch a Twitter stream, in February 2009. Currently Manchester Airport has 18,000 followers.

A new global survey has ranked Manchester Airport as the World’s number one airport on Twitter.

During the snow and the volcanic ash cloud crises, Twitter became one of the vital channels of communication. Updates were posted as they happened, even Sky News took live updates from the Manchester Airport Twitter stream to use on it’s website and TV channel.

It was interesting Manchester Air  is actually following more potential customers than it has followers (see image below). This shows a concerted effort by this airport operator to not only disseminate news and updates but also its willingness to engage through social media with their followers.







Social media provided a way of communicating to followers of the crisis, spearding the word about this is easier through the use of social media. At present, the main ways that airports employ social media are, customer service, crisis handling, relationship building and increasing commercial activity.

However, there is greater opportunity for airports to engage in social media to better service customers, create entertainment and provide a positive and enjoyable experience. Social media communicates and spreads this positive customer experience, spreading word of mouth and generating loyalty/  increased customers and increase in revenue.

Some good articles related to Airports and social media:


What is ROI? It basically means  return on investment. Return on Investment means different things to different people. To some, ROI must achieved to warrant investment. For others, ROI is used as a  way to coax people to make the business case for a proposal. Some treat ROI as a formula, others as a philosophy. This post will discuss some examples of how ROI can be calculated for Enterprise 2.0 projects through employee engagement, turnover and sales.

Measurements are going to be required to help bring about a more successful transition and wider adoption of Enterprise 2.0 into an organization. Here are some ways of how organizations success can be measured.

1) Employee engagement

Employees using enterprise social media tools  in the workplace are more engaged than those employees who do not use these tools. Why? Employees are more engaged because they become part of something larger than themselves and their immediate departments.   Something large being the social media network.

How to Measure employee engagement? There are companies who generally conduct annual/monthly surveys to gauge the levels of enterprise work force engagement. Another way is to measure by viewing an employee’s usage of the enterprise social software.  By doing this you can have a better view of their engagement with social media.














2) Turnover

Employee turnover is another way of measuring ROI. Employees that utilise activity streams in the workplace are less likely to turn over than those that do not use activity streams.  In addition to increasing employee engagement, enterprise social media tools help employees onboard more quickly, it helps them find the information they need to be successful, and help them receive real time feedback from fellow coworkers – all of which lead to better employee retention.

So how can turnover be measure? Just Like employee engagement, turnover can be measured by viewing an employee’s usage enterprise social media tools. Another alternative could be,  obtaining data concerning the employee usage of the community as well as data that could have an impact on turnover rates such as tenure, salary, and market conditions.














3)  Sales

How can sales aid  ROI?  Monitoring the level of sales within an organisation is another way of measuring how ROI can be calculated through the use of social media platforms. Actually you could say social media platforms provide employees with real-time information, providing them with key business insights thus enabling them to react faster to product availabilty, customer issues, current news on competitors, and other data that will help employees to be successful. So how do you measure sales? Lets look at 4 ways of measuring sales:

How to measure sales:

1. Obtain the sales results for each of your sales team members.

2. Gather data to reflect each person’s usage of the enterprise social network.

3. Account for other factors that could have impacted sales results.

4. Analyze the relationship between the use of enterprise social tools and sales results.


Some interesting links:

Risky Business

Risk! Benefits! Yep that’s right those are the 2 words that come to mind when you think of social media in relation to organizations!

Sure there are huge benefits attached through the use of social media, such as reputation increase, getting the organizations name out there, however attached to benefits  risks. Facebook, Twitter, Linkedin, Youtube and other  Social Media Sites, have now become a part of our daily lives. To illustrate my point take a look at the photo below, the amount of social media used is alarming.

An interesting statistic was the fact that Facebook claims that 50% of active users log into the site each day.  Imagine within an organization 50% of employees could use social media during work. Meaning that at least 50% of workers could potentially do something that would put the company at some sort of risk. So what are some risks normally associated with social media? Risks could include:

  • Loss of confidential information;
  • Breach of copyright;
  • Defamation;
  • False statements and or misleading and deceptive conduct;
  • The tort of Passing off;
  • Reputation risk;
  • Statutory risks including:
    • Breaches of the Privacy Act;
    • Breach of continuous disclosure obligations in the case of listed public companies;
    • Discrimination;
    • Organisation and industry specific risks posed by the organisations operating environment.

There are ways to avoid, minimize these risks from entering an organisation, developing a social media policy is a great way making employees clear about how they should use social media. Social media policies communicate what is acceptable conduct on Social Networking Sites by an organisations employees and contractors and what conduct is unacceptable and would make an employee liable to dismissal.


Let’s look at the ABC (Australia Broadcasting Corporation)

The Australian Broadcasting Corporation (ABC), is Australia’s national public broadcaster. With a total annual budget of A$1.18 billion,[5] the corporation provides television, radio, online and mobile services throughout metropolitan and regional Australia, as well as overseas through the Australia Network and Radio Australia. In brief the ABC’s social media policy states:

1. Do not mix the professional and the personal in ways likely to bring the ABC into disrepute.

2. Do not undermine your effectiveness at work.

3. Do not imply ABC endorsement of your personal  views.

4. Do not disclose confidential information obtained through work

5. Breach of this policy will be dealt with in accordance

What the policy is missing is some sort of notice, ABC does not specify how the employees can get access to social media policies easily, this can be an issue where employees do not know where the policies are kept or stored. In particular newer employees,  organisations should ensure that any policies the company adopts are easily accessible to employees. By having easy access of media policies if employees do do something against the policy they could say they didn’t have a copy of it or they weren’t handed one. A good way is to have the social media policy on the background desktop of each machine.

We can see that social media can bring risks towards people using it, that is why policies are set in place to ensure that everyone is using social media properly and professionally within a work place.


Duran. I (2011).Dangers of Social Networking Sites; Businesses, Job Seekers, Children and Adults Beware! Retrieved from

INN436- Week 5 Lecture Slides