exploration & promotion: implementation strategies of corporate social software

Exploring the Adoption Archetypes

Exploration & Promotion: Implementation strategies of Corporate Social Software

Profile Research assistant at the Cooperation Systems

Center (Prof. Michael Koch) at the Bundeswehr

University Munich

Employed amongst others at DaimlerChrysler

France, at KPMG, at IPMUnited as well as at the

chair for environmental and resources economics

(Augsburg University)

Research interests Appropriation of information systems, usage

practices Media choice, Change Management

Dr. Alexander RichterDr. Alexander Stocker

Profile Researcher and project manager at the Institute

DIGITAL at JOANNEUM RESEARCH in Graz,

Austria

Employed amongst others at Know Center,

Austria‘s Competence Centre for Knowledge

Management, and at DATEV as Consultant for

Knowledge Management and Information

Technology

Research interests Knowledge Management, Success

Measurement Social Semantic Web, Business Models

Adoption and use of Social Software on the

Web

IntranetWWW

??Adoption and use of

Corporate Social Software in the intranet

Enterprise 2.0: From the Web into the Intranet

Adoption and use of Groupware

Collaboration

§§§§§§

Bottom up vs. Top Down

Bottom up vs. Top Down

…tells us about ‚the who‘…

…but not about ‚the how‘

Source: www.dreamstime.com

Wiki, Blog, Newsletter(Sharepoint)

Social Networking Service(internal development)

Wiki(confluence)

Microblogging(Yammer)

Microblogging(internal development)

Wiki(TWiki)

Wiki(MediaWiki)


Wiki(MediaWiki)

Wiki(Perspective)

Wiki(TWiki)

Blogs(Sharepoint)

Blogs(Lotus Notes)

Wiki(JSP Wiki)

Social Networking Services(internal development)

Microblogging(internal development)

Weblogs(Wordpress)

Wiki-Blog(MediaWiki, inhouse development)

Wiki(MediaWiki)

Social Intranet(Conflluence)

Enterprise 2.0Investigated Cases


The hard facts

Explorative Study, Grounded theory approach

Various data sources: •Interviews with responsibles for introduction process and user support•Interviews and workshops with users & quantitative surveys (in 6 cases)•Ethnographical studies, Usage data, Internal and external documents

Comparing this data along several case study patterns


Archetype 1: ExplorationContinuously identifying feasible usage scenarios for IT-services, which are suitable for any use

The Potential of a new IT-service was not fully transparent to the users in the beginning and should be unlocked by using the service

Usage scenarios have not been initially specified

Drivers of the IT-service were assured by its benefit, but a clear business-case was missing


Archetype 2: PromotionCoordinated communication and targeted training of IT-services with focus on certain modes of use

The Potential of a new IT-service was transparent before its implementation

Usage scenarios have been communicated and coordinated during the implementation phase

Drivers of the IT-service had a clear expectation concerning the service, a defined goal and foresaw a certain kind of benefit


Explaining the archetypes:

Exploration• Characterstic of Social Software: Nutzungsoffenheit

(Openess)– Features do not predispose particular forms of use

– People need time and a shared context to explore the platforms and appropriate these into existing working practices

Infrastructuring– Providing a platform that does not force a particular kind of

use

– Usage practices can gradually co-evolve with the introduction of new features – experimentation happens in context

Explaining the archetypes: Promotion

• Tools are selected according to the business case (goal, estimated benefits, affected stakeholders)

• Clear Business-Case communication through workshops, seminars, jours-fixes…

• Change management through early integration of stakeholders


Both strategies used together (one after the other)


Appearance

Assumptions based on investigated data

Wikis and Weblogs have gained maturity, making Promotion the dominant strategy in corporate settings

Microblogging is a rather new service, making Exploration the dominant strategy in corporate settings


Thank you for your attention!

Archetype 1: ExplorationContinuously identifying feasible usage scenarios for IT-services, which are suitable for any use

Archetype 2: PromotionCoordinated communication and targeted training of IT-services with focus on certain modes of use

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Exploration Promotion Explorationund

Promotion Source: www.dreamstime.com