SNEP - Social Network Emergence Process

The SNEP model: Social Networking Emergence Process
Kai Riemer, Philipp Overfeld, Paul Scifleet, Alexander Richter
BUSINESS INFORMATION SYSTEMS

Purpose of this presentation
This presentation accompanies the working paper available under:
http://hdl.handle.net/2123/8049
In the following slides we develop the SNEP model, which explains the different phases in the emergence of the Yammer social network at Capgemini.
The SNEP model is based on an in-depth analysis and coding of 1,722 messages from the Capgemini Yammer platform.
These messages were drawn from the first months of Yammer usage until three months after the critical mass point was reached.
Only self-referential messages were analysed in which users discuss and reflect on Yammer itself and its usage.
Introduction of the SNEP model

Total user number Message count All messages Self-referential t {Social Network Emergence Process - SNEP model © Riemer et al. 2012, The University of Sydney} Emergence of Yammer @ Capgemini August 2008 March 2009 June 2009 Critical mass In March 2009 the critical mass point is reached: new registrations per months increase sharply, so do messages per day.

Total user number Message count All messages Self-referential What’s that? t {Social Network Emergence Process - SNEP model © Riemer et al. 2012, The University of Sydney} Critical mass In the first phase, a group of early adopters starts experimenting with the new service. The platform is com- pared against existing experience and already known technologies. S tart-up

Critical mass Total user number Message count All messages Self-referential What’s that? I’ve seen better! How does it work? t {Social Network Emergence Process - SNEP model © Riemer et al. 2012, The University of Sydney} In the second phase, the new artefact is discussed quite negatively. The conversation around the new service is on the verge of vanishing. Platform adoption is at risk of dying off. Risk of failure S tart-up N eglect

Critical mass Total user number Message count All messages Self-referential What’s that? I’ve seen better! That’s interesting! It’s useful, try it! How does it work? Risk of failure t {Social Network Emergence Process - SNEP model © Riemer et al. 2012, The University of Sydney} Engage-ment In the third phase, interest in use grows, positive examples from emerging work practices are shared, the community actively promotes diffusion. The social network grows strongly as the critical mass point is reached. S tart-up N eglect E xcitement

Critical mass Engage-ment Total user number Message count All messages Self-referential What’s that? I’ve seen better! That’s interesting! It’s useful, try it! How do I cope? Can’t do without! What’s appropriate? Widening gap signifies Increase in productivity. How does it work? Risk of failure t {Social Network Emergence Process - SNEP model © Riemer et al. 2012, The University of Sydney} In the fourth phase, shared norms emerge and are observed by the community. People assist new adopters; self-referential messages decline, but a baseline of support-related conversations remains, as productive use takes over. S tart-up N eglect E xcitement P roductivity

Critical mass Engage-ment Total user number Message count All messages Self-referential What’s that? I’ve seen better! That’s interesting! It’s useful, try it! How do I cope? Can’t do without! What’s appropriate? Widening gap signifies Increase in productivity. How does it work? Risk of failure t {Social Network Emergence Process - SNEP model © Riemer et al. 2012, The University of Sydney} The final SNEP model. S tart-up N eglect E xcitement P roductivity

Contact
Dr. Kai Riemer
Discipline of Business Information Systems
The University of Sydney Business School
[email_address]
http://sydney.edu.au/business/staff/kair

SNEP - Social Network Emergence Process

by Kai Riemer on Jan 25, 2012

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SNEP - Social Network Emergence Process — Presentation Transcript

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