Acis 2009 Richter Riemer - Corporate Social Networking Sites Modes of Use and Appropriation through Co-Evolution

Corporate Social Networking Sites Modes of Use and Appropriation through Co-Evolution Presentation at ACIS 2009 Melbourne, 2.12.2009 Alexander Richter, Kai Riemer

Outline ,[object Object],[object Object],[object Object],[object Object],[object Object]

Social Networking Sites in a nutshell Finding other users Create personal profile Add as contact Exchange views Identity 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)

“ 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

From the World Wide Web into the Intranet Adoption and use of open, public SNS Intranet WWW ? Adoption and use of Corporate SNS Adoption and use of Groupware

Data collection Data points: IBM Bluepages SAP Harmony Accenture People Pages Interviews with responsibles 2 2 2 Interviews with users 8 6 8 Internal Documents X External Documents Participant observation (during use of the SNS)

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

Cases (exemplary) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],IBM Bluepages SAP Harmony

Main modes of use ,[object Object],[object Object],IBM Bluepages SAP Harmony Accenture People Pages Identify 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”

Main modes of use ,[object Object],[object Object],IBM Bluepages SAP Harmony Accenture People Pages Create 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.”

Modes of use ,[object Object],[object Object],[object Object],IBM Bluepages SAP Harmony Accenture People Pages Fostering 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. .“

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Public vs. corporate social networking

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Adoption and diffusion of SNSs

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Implications for Social Technology field

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Implications for Social Technology field

Outlook Integration into the social context Awareness (in combination with microblogging) “… across organizations.”

Thank you for your attention.

A framework for Social Networking Services (Geneme 2009) 1. Identitätsmanagement Startseite Persönliches Foto Profildaten Kompetenzen Berichtslinie Datenfreischaltung Aktivitätsstatus Privatsphäre Datenimport, Schnittstelle Webauftritt Druckfunktion 2. Expertensuche Schnellsuche Suchoptionen Suchanfragen Verlinkungen von Tags 3. Kontextawareness Vorgeschlagene Kontakte Personen im Kontext Profil-Besucher 4. Kontaktmanagement Bekanntschaftskontext Tagging Visualisierung der Kontakte vCards 5. Netzwerkawareness Newsfeed Statusmeldungen 6. Gemeinsamer Austausch Messaging-Funktion Gruppenfunktion Gästebuch Zusatzmodule - Blogs - Wikis - Social Bookmarking - Calendar-Sharing - Instant Messaging - Foren 8. Unterstützende Funktionen Exportmöglichkeiten Benutzerschnittstellen Sprachen Wird Mehrsprachigkeit unterstützt? Design Besonderheiten 7. Eigenschaften der Softwarelösungen Version Markteinführung Software oder Service Implementierung Referenzen Support Preis

Acis 2009 Richter Riemer - Corporate Social Networking Sites Modes of Use and Appropriation through Co-Evolution

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