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Transcript of Acis 2009 Richter Riemer - Corporate Social Networking Sites Modes of Use and Appropriation through...
Basics Goal Methodology Results Outlook
Corporate Social Networking Sites Modes of Use and Appropriation through Co-Evolution
Presentation at ACIS 2009 Melbourne, 2.12.2009
Alexander Richter, Kai Riemer
Basics Goal Methodology Results Outlook
Outline
1. Basics: Social Networking Sites
2. Research goal
3. Methodology
4. Results
5. Outlook
Basics Goal Methodology Results Outlook
Social Networking Sites in a nutshell
Finding other users
Create personal profile
Add as contact
Exchange viewsIdentity management
People search Contact management
Network awareness(implicit exchange)
(Explicit) exchange
Create common context
Context awareness
Social Networking Sites (SNS) are web-based services that allow individuals to construct a public or semi-public profile within a bounded system, articulate a list of other users with whom they share a connection, and view and traverse their list of connections and those made by others within the system. (Boyd and Ellison 2007)
Basics Goal Methodology Results Outlook
“the best experts are distributed across the globe”
Motivation und aim
“software for supporting communication, coordination and cooperation processes becomes backbone infrastructure for contemporary E-Work”
“… technology-enabled work contexts present a range of management challenges both in relation to the technical and the social dimensions”
Exploring the adoption and use of Social Networking Sites (SNS) in a corporate context
Basics Goal Methodology Results Outlook
Adoption and use of open, public SNS
IntranetWWW
?Adoption and use of
Corporate SNS
From the World Wide Web into the Intranet
Adoption and use of Groupware
Basics Goal Methodology Results Outlook
Data collection
Data points:IBM
Bluepages
SAP
Harmony
Accenture
People
Pages
Interviews with
responsibles2 2 2
Interviews
with users8 6 8
Internal Documents XExternal Documents
Participant observation
(during use of the SNS)
Basics Goal Methodology Results Outlook
Adapted from (Yin 1994)
Develop theory
Select cases
Design data collection protocol
Conduct first case study
Conduct second case study
Write individual case report
Draw cross case conclusions
Write cross case report
Design Collect and analyse Cross case analysis
Write individual case report
Conduct third case study
Write individual case report
Open SNS
Groupware
This paper is a spin-off of a larger cross-case study
Basics Goal Methodology Results Outlook
Cases (exemplary)
• 1998: Bluepages
• Technology Adoption Program
• 2006: Fringe / Bluepages + 1
• 2009: Rebrand: Lotus Connections Profiles (widget based)
• 2006: six monthly Design and development phase (Design und Innovation Team Palo Alto)
• Middle of 2007: Pilot run from Palo Alto
• Middle of 2008: Transfer- as pilot – to a wordwide responsible
(similar: Accenture People Pages)
IBM Bluepages SAP Harmony
Basics Goal Methodology Results Outlook
Main modes of use
IBM Bluepages SAP Harmony Accenture People PagesIdentify experts
„If BP did not exist, then I would have some problems, then I would have to run the hallways here to find out who is potentially in a team or the backup of someone or who is the manager.”
„What the human resource system says about you isn’t who you really are. It says only ‘I work in this team, I work in this group’ […]. Harmony describes a lot about who you really are and the people you work with.”
„I think that it is important to be able to click on links within people’s pages to documents that they’ve published and links to other people who have worked on similar projects or in similar roles”
• Identify experts• Create common context
F inding other us ers
F inding other us ers
C reate pers onal
profile
C reate pers onal
profile
„B efriending “„B efriending “
E xc hang e views
E xc hang e views
Identity manag ement
P eople s earc h C ontac t
manag ement
Network Awarenes s(implic it exc hang e)
(E xplic it) exc hang e
C reate c ommon c ontext
C reate c ommon c ontext
C ontext Awarenes s
Basics Goal Methodology Results Outlook
Main modes of use
IBM Bluepages SAP Harmony Accenture People PagesCreate common context „It’s saving me quite
some running… But it also satisfies my curiosity. [...] If I phoned somebody, I want to see afterwards with whom I’ve actually spoken.”
„I like the Who-Harmonizes-Function. It‘s very helpful to find other people with some interests and tasks in our company. This is an incentive for me.
“[…] you can quickly get a perspective of who you’re working with/speaking with; also, as it contains information like hobbies/interests, it’s often easy to strike up a conversation to build more of a bond.”
• Identify experts• Create common context
F inding other us ers
F inding other us ers
C reate pers onal
profile
C reate pers onal
profile
„B efriending “„B efriending “
E xc hang e views
E xc hang e views
Identity manag ement
P eople s earc h C ontac t
manag ement
Network Awarenes s(implic it exc hang e)
(E xplic it) exc hang e
C reate c ommon c ontext
C reate c ommon c ontext
C ontext Awarenes s
Basics Goal Methodology Results Outlook
Modes of use
IBM Bluepages SAP Harmony Accenture People PagesFostering existing relationships „For me that is modern
voyeurism […] It’s rather unpleasant if I enter something and everybody notices immediately what new thing I have.“
„I’m respecting what Harmony knows about me. If Harmony knows it, my boss, my colleagues and human resources know it […]“
„It doesn’t impact me to know what other people are up to. For instance, on Facebook, I don’t care to know the status of someone who is ‘picking their nose’ or ‘on a plane’. Perhaps if someone is on vacation, I would be interested to know their status..“
• Identify experts• Create common context• Fostering existing relationships
F inding other us ers
F inding other us ers
C reate pers onal
profile
C reate pers onal
profile
„B efriending “„B efriending “
E xc hang e views
E xc hang e views
Identity manag ement
P eople s earc h C ontac t
manag ement
Network Awarenes s(implic it exc hang e)
(E xplic it) exc hang e
C reate c ommon c ontext
C reate c ommon c ontext
C ontext Awarenes s
Basics Goal Methodology Results Outlook
• Main form of use in the public sphere: – Stay in contact with friends or colleagues – Communication: immediate exchanges, messaging– Identity management: self presentation– Social searching (learning about one’s social network)
• In the corporate sphere (“behind the firewall”)– Focus on: identification of experts and establishing a joint context– Communication: people can draw on other, established tools for
getting in contact (e.g. Instant Messaging integrated with SNS)– Identity management: focused, professional profile to enable
search, but not an end in itself. People tend to be cautious.
Public vs. corporate social networking
Basics Goal Methodology Results Outlook
• SNSs are open platforms– Features do not predispose particular forms of use– People need time and a shared context to explore SNSs– Network effects and critical mass barriers hamper adoption
• The concept of co-evolution– Rather than deploying new platforms as additional offerings…– …grow social software features from inside existing platforms
• IBM bluepages
– Usage practices can gradually co-evolve with the introduction of new features – experimentation happens in context
Adoption and diffusion of SNSs
Basics Goal Methodology Results Outlook
• Current problems of social software/media (1):– Deployment of new social technologies leads to YAP
phenomenon (yet another platform – and password) lack of adoption and use
– Adds to existing media choice problems (which medium should I use in any given situation)
• Co-evolution helps circumvent the YAP problem– Confrontation with the ‘new and foreign object’ can be circumvented and
users can appropriate the technology more naturally, as their ICT-enabled work practices evolve with the step-wise changes of the technology.
– Strategies by platform vendors: e.g. Salesforce “Chatter”
Implications for Social Technology field
Basics Goal Methodology Results Outlook
• Current problems of social software/media (2):– Corporate decision makers are worried that they will import the
hedonistic, leisurely forms of use (procrastination) typically associated with ‘social’ technologies
• Social technologies are open platforms– Technologies do not determine behaviour – People appropriate the technologies in their work context
• Outlook:– Further studies on other social media technologies: – Enterprise Microblogging
Implications for Social Technology field
Basics Goal Methodology Results Outlook
Outlook
Integration into the social context
Awareness (in combination with microblogging)
“…across organizations.”
Basics Goal Methodology Results Outlook
Thank you for
your attention.
Basics Goal Methodology Results Outlook
Backup
Basics Goal Methodology Results Outlook
1. Identitätsmanagement
StartseitePersönliches FotoProfildatenKompetenzenBerichtslinieDatenfreischaltungAktivitätsstatusPrivatsphäreDatenimport, Schnittstelle WebauftrittDruckfunktion
2. Expertensuche
SchnellsucheSuchoptionenSuchanfragenVerlinkungen von Tags
3. Kontextawareness
Vorgeschlagene KontaktePersonen im KontextProfil-Besucher
4. Kontaktmanagement
BekanntschaftskontextTaggingVisualisierung der KontaktevCards
5. Netzwerkawareness
NewsfeedStatusmeldungen
6. Gemeinsamer Austausch
Messaging-FunktionGruppenfunktionGästebuchZusatzmodule- Blogs- Wikis- Social Bookmarking- Calendar-Sharing- Instant Messaging- Foren
8. Unterstützende Funktionen
ExportmöglichkeitenBenutzerschnittstellenSprachenWird Mehrsprachigkeit unterstützt?DesignBesonderheiten
7. Eigenschaften der Softwarelösungen
VersionMarkteinführungSoftware oder ServiceImplementierungReferenzenSupportPreis
A framework for Social Networking Services
(Geneme 2009)
Basics Goal Methodology Results Outlook
Design parameters