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Evolving the social business


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  • 1. Evolving the Social Business A Look at Stages of Growth for Web 2.0 Integration with Business Activities Aimee Jacobs, Keiichi Nakata Informatics Research Centre28 February 2013 © University of Reading 2010
  • 2. Outline• Introduction• Stages of Growth Models• Earl’s Model• Social Enterprise Model• Social Enterprise and Sustainable Communications 2
  • 3. Introduction• As technologies evolve companies try to adapt to the latest demands from customers, suppliers, partners and employees• Stages of Growth models have been used to explain maturity of growth• The ability to have interactive and engaged communications can enhance Sustainable Communications 3
  • 4. Overview of Social Media• Web 2.0 “a network as platform, spanning all connected devices” (OReilly 2007, p. 17) and “a more mature, distinctive medium characterised by user participation, openness and network effects.”(Musser, O’Reilly et al. 2006, p. 4)
  • 5. Overview of Social Media• Social Media – SNS – Blogs/Microblogging – Wikis – Social bookmarking/tagging – Media sharing – Virtual worlds – Podcasts
  • 6. Earl’s Model 6
  • 7. Earl’s Model• Stage One: External Communications• Stage Two: Internal Communications• Stage Three: E-Commerce• Stage Four: E-Business• Stage Five: E-Enterprise• Stage Six: Transformation 7
  • 8. Social Enterprise Model • External Communications • Internal Communication • Social Commerce Co-Browsing/Shopping User generated cross selling Customer rating and reviews OWOM- with Micro-blogging • Social Business • Social Enterprise/Enterprise 2.0 8
  • 9. Social Enterprise and Sustainable Communities 6.Transformation 5. Social 4. Social Enterprise (E 2.0) 3. Social Business Commerce 2. Internal Communications Enterprise wide 1. External New business information and ’ What’s Communications models to meet decisions by next? Users aid in customer wire Communication buying and demands Corporate Collaboration fanpages and selling Connections tweets
  • 10. Social Enterprise and Sustainable Communities • Consumers (and legislators) want companies to demonstrate that a product or service is green from design to delivery (Dupras, 2008) • Combination of Web 2.0 and accountability efforts has the ability to enhance traditional relationships, between companies and stakeholders (Oakley, 2008) – Enables collaboration to solve problems and generate constructive new ideas and solutions – SM can be used to help with motivation by creating a community of users, enabling goal setting, especially with the aid of an activist 10
  • 11. Social Enterprise and Sustainable Communities • Sustainable Communications is more than communicating a company’s green efforts – carbon footprint of an ad campaign or a single email message • Social Enterprise and Sustainable Communications – Ownership – Engaging public – Encouraging discussion • As companies evolve through the stages of social business, so may their sustainable communications from external to enterprise-wide. 11
  • 12. Summary• Research question: – Is the use of Earl’s stages of growth model appropriate for evolution of integration of Web 2.0 technologies for businesses?• What has been done: – Summarised the stages of Earl’s model – Analysed the Social Enterprise through literature review – Analysed the compatibility of sustainable communications and Social Enterprise• What is next: – Continue analysis of companies as they mature further – Further investigation on the evolution of communication for sustainable communities 12
  • 13. Link to full article publications:Askool, S., Jacobs, A. and Nakata, K. (2010). Socio-technical factors influencing social media adoption in business: a semioticperspective. In: 12th International Conference on Informatics and Semiotics in Organisations (ICISO 2010), 19-21 July2010, Reading, UK, pp. 141-148.Jacobs, A., & Nakata, K. (2010). Evolving the social business: a look at stages of growth for Web 2.0 integration withbusiness activities. In First Interdisciplinary Workshop on Communication for Sustainable Communities (p. 4). ACM.Jacobs, A. and Nakata, K. (2011). Impact of Social Media on Collaborative Organisational Activities: Position Paper. 12thEuropean Conference on Computer Supported Cooperative Work. Aarhus, Denmark.Jacobs, A. and Nakata, K. (2011). Valuation of the use of social media technologies for internal business activities. In: Jorna, R.,Liu, K. and Faber, N. (eds.) Problems and Possibilities of Computational Humanities: Proceedings of 13th InternationalConference on Informatics and Semiotics in Organisations. Fryske Akademy, The Netherlands, pp. 159-165. ISBN9789490719005Askool, S., Jacobs, A. and Nakata, K. (2011). A method of analysing the use of social networking sites in business. In: Cruz-Cunha, M. M., Gonçalves, P., Lopes, N., Miranda, E. M. and Putnik, G. D. (eds.) Handbook of Research on Business SocialNetworking: Organizational, Managerial, and Technological Dimensions. IGI Global, pp. 119-139. ISBN 9781613501689Jacobs, A., & Nakata, K. (2012). Organisational Semiotics Methods to Assess Organisational Readiness for Internal Use ofSocial Media. (July 29, 2012). AMCIS 2012 Proceedings. Paper 24. 13