Web 2.0 for Businesses: A Brief Case Study

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INFO2501: Management Information Systems

WEB 2.0 for Businesses: A Short and Brief Case Study on Evenesis Event Management System

Individual Assignment III By: Maryam Idris Bugaje, 0728217 International Islamic University Malaysia

MIS Assignment III: Maryam Idris Bugaje| Page 2

Table of Contents

1.0 2.0 3.0 4.0 5.0 6.0 7.0

Introduction…………………………………………………………….3 Advertising using Google AdWords…………………………………..5 Earning revenue via Google’s AdSense & Recommendation……….7 An alternative Web 2.0 advertising vendor to Google……………..9 Using social networking to implement competitive strategy………11 Using Mashups to implement competitive strategy………………..12 Conclusion……………………………………………………………..13

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INTRODUCTION
This paper focuses on how Evenesis as an online business can • Effectively use Web 2.0 to benefit from its numerous advantages and services with minimal cost, • Choose more efficient, superior and reputable Web 2.0 products and services, • Avoid victimization by internet fraudsters. It is important to provide a brief background of the key terms used in this paper for better understanding: Evenesis: Evenesis is a web application that runs online which facilitates organizing and managing many kinds of events or social gatherings like weddings, anniversaries, seminars, etcetera by helping you to plan, send out invitations, make a schedule, arrange the seating positions of guests, and also search and reserve a venue for the event. Google AdWords: AdWords is an online pay-per-click software that provides advertisement services and solutions for businesses and websites by displaying their products, services or links to their websites on the right side of the screen as well as in shaded bars above Google’s organic search results. This makes them more prominent and thus helps them to get more traffic to their sites. Whenever someone clicks on an ad, Google is paid the price that is bid on the keyword that brought the user to that particular advertisement. Below are some ads as marked green in the figure below:

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Google AdSense: AdSense is an online Web 2.0 application by which online publishers can make money by displaying Google Ads. The publisher only needs to place some code into the web pages and Google places content-related and content-relevant ads on the web pages automatically. When a visitor of the site clicks on the ad, Google charges the advertiser and pays the publisher after reaching certain earning thresholds. AdWords and AdSense work together to the advantage of publishers and advertisers. This is shown as marked green in the figure below:

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ADVERTISING USING GOOGLE ADWORDS Explain how Evenesis could advertise using Google AdWords. In general terms, describe a strategy for changing word bid prices to increase the return on advertising expense. Although AdWords is a fast and easy way to advertise and can benefit a business in many ways, there are certain factors Evenesis needs to consider and address to realize this otherwise Evenesis could incur losses or derive minimal payback. Evenesis’ return on advertising would be the relationship between the total amount it spends from advertising and the total amount it earns from that advertisement. The higher the return, the more effective the advertisement. In order to increase this, when advertising with AdWords, Evenesis should take into account the following: Used The Keywords Used in the Advertisement: The most important part of AdWords is keywords, because everyone associates a site with the keywords that are chosen for it. The keywords must therefore match the content the site. The more specific a keyword, the more likely it fits the search audience. for this reason, Evenesis should avoid using the single word “event” as their keyword because it could mean many things such as “local event” or “event...
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