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Web 2.0 IT Als Enabler Neuer Geschäftsmodelle

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Web 2.0 IT Als Enabler Neuer Geschäftsmodelle Hochschule Albstadt-Sigmaringen Studiengang Wirtschaftsingenieurwesen Arbeitsbericht 1/2009 Web 2.0 IT als Enabler neuer Geschäftsmodelle Dr. Walter Ruf (Hrsg.) Professor an der Hochschule Albstadt-Sigmaringen Hochschule Albstadt-Sigmaringen Jakobstr. 6 D-72458 Albstadt Tel. 07431-579220 e-mail: [email protected] http://www.hs-albsig.de/ruf Vorwort Ohne einer eigentlichen Definition von Web 2.0 vorgreifen zu wollen muss man festellen, dass sich schon heute die Ideen von Web 2.0 in vielen neuen Produkten wiederfinden. Traditionelle Softwareanbieter wie zum Beispiel auch Microsoft u.a. mit Word oder in noch viel stärkerem Maße mit SharePoint sind bemüht, Web 2.0-Funktionalitäten für bestehende und neue Produkte zu übernehmen. Softwaresysteme mit neuen Funktionen eröffnen für Unternehmen zusätzliche Anwendungsmöglichkeiten in der Gestaltung von Geschäftsprozessen. Unsere Beiträge sollen zeigen, welche Technologien und Ideen sich hinter Web 2.0 verbergen und wie man sich deren Integration im Unternehmen beispielhaft vorstellen kann. Gerade bei den Anwendungsmöglichkeiten findet man eine derartige Vielfalt, dass man hier lediglich Beispiele darstellen kann. Der erste Beitrag beschäftigt sich mit einem allgemeinen Überblick zu den Konzepten, Anwendungen und Technologien von Web 2.0. Darauf aufbauend wird dann der Einsatz von Web 2.0 in der internen Unternehmenskommunikation untersucht. Abschließend möchten wir zeigen, wie sich Web 2.0 auch bei der externen Unternehmenskommunikation einsetzen lässt. Es geht uns hauptsächlich darum, Wissen zur Beurteilung von Chancen und Risiken zu vermitteln, damit man die Komponenten von Web 2.0 auswählen kann, die für das eigene Aufgabengebiet besonders geeignet sind. Albstadt, im Februar 2009 Walter Ruf Markus Häusel Achim Grochowski Inhaltsverzeichnis Vorwort V Web 2.0 – Konzepte, Anwendungen und Technologie 1 Walter Ruf Web 2.0 in der internen Unternehmenskommunikation 55 Markus Häusel Web 2.0-Technologien und Pull-Medien in Marketing- und Geschäftsprozessen 85 Achim Grochowski Web 2.0 – Konzepte, Anwendungen und Technologien Walter Ruf Inhaltsverzeichnis 1 Grundlagen .............................................................................................................................................. 5 1.1 Vom Web 1.0 zum Web 2.0 ...................................................................................................................... 5 1.2 Definitionsversuche zu Web 2.0 ............................................................................................................... 7 1.3 Wodurch wurde Web 2.0 möglich? .......................................................................................................... 7 2 RSS-Feeds ................................................................................................................................................ 8 2.1 Unterschiede zwischen Feeds und einer Website-Darstellung .................................................................. 8 2.2 Feed-Reader ............................................................................................................................................ 12 2.2.1 Outlook und MS-Internetexplorer ........................................................................................................... 12 2.2.2 Weitere Feedreader: ................................................................................................................................ 13 3 Weblog (Blog) ........................................................................................................................................ 14 3.1 Weblog als neues Kommunikationsphänomen ....................................................................................... 15 3.1.1 Begriffe und Merkmale eines typischen Blogs ....................................................................................... 16 3.1.2 Funktionen von Weblogs ........................................................................................................................ 17 3.2 Unternehmen und Blogs (Corporate Blogs) ............................................................................................ 20 3.2.1 Blogs in der Unternehmensorganisation ................................................................................................. 20 3.2.1.1 Geschäftsführer-Blog .............................................................................................................................. 21 3.2.1.2 Mitarbeiterblogs ...................................................................................................................................... 21 3.2.1.3 Projektblog .............................................................................................................................................. 22 3.2.2 Blogs im Unternehmen aus ausgewählten Funktionsbereichen .............................................................. 23 3.2.2.1 Blogs im Marketing ................................................................................................................................ 23 3.2.2.2 Support-Blog oder Service-Blog ............................................................................................................. 24 3.2.2.3 Experten-Blog / Entwickler-Blogs .......................................................................................................... 25 3.2.3 Virale Effekte beim Blogging ................................................................................................................. 26 3.2.4 Vorteile und Risiken von Weblogs ......................................................................................................... 28 3.3 Wie kann man einen Blog finden ............................................................................................................ 31 3.4 Wie kann man einen Blog erstellen? ....................................................................................................... 31 3.4.1 Erstellung von Blogs auf einem eigenen Server (Selfhosting) ................................................................ 31 3.4.2 Erstellung von Blogs auf einer gehosteten Website (Blogservice) ......................................................... 32 3.4.3 Hardware für Blogs ................................................................................................................................. 33 3.4.4 Regeln für Blogging ................................................................................................................................ 33 2 4 Social Software ...................................................................................................................................... 34 4.1 Fotoportale .............................................................................................................................................. 34 4.2 Tagging / Social Bookmarking ............................................................................................................... 35 4.3 Wiki ........................................................................................................................................................ 37 4.4 Podcasting ............................................................................................................................................... 38 4.5 Echtzeitkommunikation .......................................................................................................................... 40 4.6 Soziale Netzwerke .................................................................................................................................. 41 4.7 ASP / Software as a Service / Browser mit Anwendungssoftwarefunktionen ........................................ 42 4.8 Vidoeplattformen .................................................................................................................................... 44 4.9 Mashup .................................................................................................................................................... 45 4.10 Virtual-Watchdog ................................................................................................................................... 49 5 Gefahren im Web 2.0 ............................................................................................................................ 50 6 Web 3.0 .................................................................................................................................................. 51 Abbildungsverzeichnis Abbildung 1: Feedanzeige im Internet Explorer ..................................................................................................... 8 Abbildung 2: Feedanzeige im Mozilla Firefox ....................................................................................................... 8 Abbildung 3: Darstellung einer Website in HTML-Aufbereitung. ......................................................................... 9 Abbildung 4: Darstellung einer Website in Feed-Darstellung im MS-Internet Explorer ........................................ 9 Abbildung 5: RSS-Feedsymbol ............................................................................................................................. 10 Abbildung 6: Ablaufschritte bei der RSS-Feednutzung ........................................................................................ 11 Abbildung 7: Abonnieren eines Feeds .................................................................................................................
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