References

Unrestricted © Siemens Switzerland Ltd. 2014 All rights reserved. siemens.com/answers
Correlation of Factual Use and Perceived
Benefits related to References+
Siemens Best-Practice Workshop, Braunschweig, March 31st, 2014
Alexander Stocker
Virtual Vehicle Research Center
Information & Process Management
Graz, Austria
Johannes Müller
Siemens Switzerland Ltd.
Building Technologies Division
Zug, Switzerland

March 31st − April 1st, 2014
Unrestricted © Siemens Switzerland Ltd. 2014 All rights reserved.
Page 2 Johannes Müller, Building Technologies Division
References+ ...
 is a Web 2.0 platform for the global
exchange of business-related knowledge,
experiences and best-practices,
 is a 'Social Networking' tool, which
networks colleagues and animates them
to communicate to each other,
 is intended for company-internal use and
only available within the Siemens Intranet,
 is open for all employees having access to
the Siemens Intranet,
 contains knowledge references (customer
projects, best-practice cases, Lessons
Learned, etc.), discussion forums (Urgent
Requests, etc.) and a Microblog,
 considers its users as global community
(~ 11,000 members located in 79
countries) supporting each other.

Who is currently using References+?
 approx. 11,000 registered community members
 in more than 75 countries across the globe
 sharing knowledge and supporting each other
 open for all employees with access to the
Siemens Intranet
 currently with six focus communities
(further communities are welcome to join)

Where is References+ in the
Siemens-Internal Communication Landscape?

Content in References+
Knowledge References
 Customer Projects
 Solution/Service Concepts
 Technology Information
 Market Information
 External Awards
 Business Excellence Cases
 Lessons Learned
Forum Postings
 Urgent Requests
 BT Academy International
 News, Trends, Innovations
 Fairs and Conferences
 Feedback and Help
 Solution Talk
 etc.
Content Types in References+
Networking both Knowledge and People
knowledge and information sharing
people networking
Microblog
Postings
structured
by free
tagging
("Folksonomy")
Member Pages
 Name
 Portrait Picture
 'About me' Text
 Phone Numbers
 e-Mail Address
 Availability Status
 Personal Network

Targets of References+
 Exchange information, knowledge and experiences about ...
 reference projects
 proven solutions and solution modules
 provided services
 product and system news
 urgent questions from the field ("Urgent Requests")
 general market information
 certain technological fields
 cases for business/process improvement (top+ cases)
 Find suitable experts
 Enable active networking among participants
 virtual "following" with other colleagues
 support of different communication channels

Benefits for Readers and Contributors
(just qualitative, but not quantitative)
As a Reader, you can …
 easily find other (reference) projects,
which results in time savings.
 find proven knowledge and experts.
 check complex solutions and services
provided for key customers.
 benefit from state-of-the-art Web 2.0
networking possibilities.
 learn from other colleagues across
organizational & geographical borders.
 access documents and files, which you
can quickly adapt and re-use.
As a Contributor, you can …
 share your successful projects:
 Which customers use solutions
and services from Siemens?
 Which special solutions and
services are requested and who
knows about that?
 demonstrate your own
competences and expert profile.
 gain global visibility and build a
positive reputation.
 actively do community networking.
"If Siemens would know what Siemens already knows ..."

User Survey 2009:
Several User Ratings
Period: 3 weeks in September/October 2009
Participation: 1070 responders
more or less helpful for 88%
714 saved days
36% frequent users
64% occasional users
Ø 2.63
Ø 1.96
Ø 1.89
Ø 1.86
several days
several hours
no time savings
very helpful
predomin. helpful
partially helpful
not helpful
one day

User Survey 2009:
Correlation of Perceived Benefit & Usage Frequency
Usage Frequency
(# responders)
sporadic
(401)
monthly
(289)
weekly
(280)
daily
(100)
Ø all
(1070)
Availability* 2.51 2.66 2.71 2.79 2.63
Usability* 1.72 1.99 2.12 2.34 1.96
Functions / Features* 1.62 1.96 2.08 2.31 1.89
Content Quality* 1.65 1.91 1.98 2.17 1.86
Helpfulness** 0.92 1.38 1.55 1.94 1.31
# days saved per year*** 0.32 0.60 0.97 1.40 0.67
Selectable Options:
* very good (3), good (2), average (1), insufficient (0)
** very helpful (3), predominantly helpful (2), partially helpful (1), not helpful (0)
*** several days (3), one day (1), several hours (0.5), nothing (0)
higher benefit for higher usage frequency

User Survey 2011:
Survey Questions
Which organizational unit are you working for?
 (list of selected Siemens units)
How often do you use References+?
 almost daily
 min. one time weekly
 min. one time monthly
 less than monthly
How helpful is References+ in your daily work?
 very helpful
 predominantly helpful
 partially helpful
 not helpful
How much working time did you save (in the last 365
days) by using information found in References+?
 several days saved
 one day saved
 one or several hours saved
 no time savings
How much money did you save (in the last 365 days) by
using information found in References+?
 more than €10,000 saved
 €1,000 … €10,000 saved
 €0 … €1,000 saved
 no money savings
How much additional business turnover did you generate (in the
last 365 days) by using information found in References+?
 more than €1 million in additional turnover
 €100,000 … €1 million in additional turnover
 €10,000 … €100,000 in additional turnover
 €0 … €10,000 in additional turnover
 no additional turnover
 I cannot directly influence turnover
How many additional customers did you attract (in the last 365
days) by using information found in References+?
 3 or more additional customers
 2 additional customers
 1 additional customer
 no additional customers
 I don’t have direct contact with customers
What is your overall rating for References+ and the related
administration team?
 very good
 good
 average
 insufficient
 I don’t want to give a rating.
Feel free to share any comment related to References+
(optional).
 (free text input)

User Survey 2011:
Survey Results
731 saved days
Period: 4 weeks in September 2011
Participation: 1479 responders
€ 190,000 saved money
€ 5.3 mio. additional turn-over
Accumulated annual figures
for these 1479 responders:
361 new customers
(minimum calculation)
(minimum calculation)

User Survey 2011:
Research Question
How do survey results on perceived use and benefits of
References+ match the factual use of this platform?
survey
replies
(subjective, perceived)
usage
data
(objective, factual)
user (account)
data
(objective, factual)

Available User and Usage Data
Present status of user and user account (as of March 2013):
 office location (city, country)
 organizational unit
 date of registration in References+
 date of last visit
 account active (true/false)
 photo uploaded (true/false)
 number of characters in "About me" field
 number of other internal Social Media platforms, where user is registered
Usage data (during April 2010 – September 2011):
 number of days with access to References+
 number of visited Knowledge References
 number of contributions
(i.e. Knowledge References, feedbacks, forum postings, microblog postings)
 number of followers and followed colleagues

Correlation of Usage Data and Survey Results
Perceived Usage versus Factual Usage
Respondents with a perceived high usage frequency are exhibiting higher
factual usage, but are not necessarily the most active factual contributors.
higher factual use for higher perceived use
Perceived "Usage Frequency"
daily weekly monthly seldom
# respondents 140 341 371 627
Ø activity days 33.18 29.77 17.44 13.07
Ø visited KRs 21.11 16.74 8.78 3.01
Ø contributions 3.11 3.26 1.05 0.56
Ø followers 2.19 1.82 1.18 0.74

Helpfulness versus Factual Usage
Respondents with a perceived high helpfulness of References+
are exhibiting higher factual usage, i.e. they visit more Knowledge
References, generate more content, and have more followers.
higher factual use for higher perceived helpfulness
very helpful
predominantly
helpful
partially helpful not helpful
# respondents
146 222 805 306
Ø activity days
26.53 27.39 19.07 13.59
Ø visited KRs
25.88 20.39 5.90 2.45
Ø followers 2.10 1.47 1.23 0.66
Perceived "Helpfulness"

Type of Benefits versus Factual Usage
 Respondents with perceived high time savings and perceived high
money savings are not necessarily the most factual active users.
 Respondents with perceived high generation of turnover have more
activity days and visit more knowledge references.
 Employees with perceived high number of customers have more
activity days and visit more knowledge references.

Overall Rating versus Factual Usage
Respondents with a high overall rating of References+ have
more average activity days, visit more Knowledge References,
make more contributions, and have more followers.
higher factual use for higher overall rating
very good good average insufficient
# respondents 281 610 231 57
Ø activity days 29.96 22.11 13.29 10.05
Ø visited KRs 15.51 11.79 6.19 2.93
Ø followers 2.60 1.10 0.83 0.67
Perceived "Overall rating"

Conclusion and Discussion:
Research Scope
Whether and how do survey results on perceived use and benefits of a Web
2.0-based knowledge management platform match data on factual use of the
platform?
References+ users with perceived higher benefits (i.e. helpfulness, saved time,
saved money, new turnover, new customers) are by trend more active users and
contributors of References+.
Study results show a relationship between perceived
benefits of References+ and factual use of References+.

Conclusion and Discussion:
Suggestions for Practice
Users with high intrinsic motivation use Web 2.0 platforms more often than less
motivated colleagues.
Hence, the probability of perceiving any related benefit might be higher for
frequent users since they are more active and thus able to explore a higher
number of potentially positive aspects of the platform.
Therefore, factual and perceived benefits are among the most important and
sustainable motivation factors for using a Web 2.0-based platform such as
References+.
Immediate benefits for the users can be seen as most
crucial success factor for an Enterprise 2.0 initiative.

Statements from the Top-Management

More Information about References+:
Some Selected Publications
Siemens Building Technologies Division: Globaler Wissens- und Erfahrungsaustausch
mit References+ (in German)
by Johannes Müller and Alexander Stocker.
Andrea Back, Michael Koch, Petra Schubert, Stefan Smolnik (editors): Schriftenreihe
zu Enterprise 2.0-Fallstudien, issue 13, April 2012, ISSN 1869-0297.
Intranet: https://referencesplus.siemens.com/info.asp?id=155
Internet: http://www.mueller24.info/pub/?id=12mue1
Global Knowledge Exchange Using References+ within the Siemens Intranet
by Johannes Müller, Jaren Krchnavi, and Alexander Stocker.
Evie Serventi (editor): "Innovation and Transformation Through Knowledge
Management", Ark Group, 2012, pp. 71-80.
Internet: http://www.mueller24.info/pub/?id=12mue2
Exploring Factual and Perceived Use and Benefits of a Web 2.0-based Knowledge
Management Application: The Siemens Case References+
by Alexander Stocker and Johannes Müller.
Proceedings "I-KNOW 2013" - 13th International Conference on Knowledge
Management and Knowledge Technologies (Graz, Austria, September 2013).
Internet: http://www.mueller24.info/pub/?id=13sto

Contacts for Questions and Feedback
References+ Development and Administration:
Dr. Johannes Müller
Siemens Switzerland Ltd.
Building Technologies Division
Zug, Switzerland
e-Mail: j-mueller@siemens.com
https://www.xing.com/profile/Johannes_Mueller47
Scientific Research about Social Media Usage:
Dr. Alexander Stocker
Virtual Vehicle Research Center
Information & Process Management
Graz, Austria
e-Mail: alexander.stocker@v2c2.at
https://www.xing.com/profile/Alexander_Stocker

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