Exploring the Adoption Archetypes Exploration & Promotion: Implementation strategies of Corporate Social Software
<ul><li>  </li></ul><ul><li>  </li></ul><ul><li>Profile </li></ul><ul><li>Research assistant at the Cooperation Systems Ce...
Enterprise 2.0:  From the Web into the Intranet Adoption and use of Social Software on the Web Intranet WWW ? Adoption and...
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 (Yamm...
The hard facts <ul><li>Explorative Study, Grounded theory approach </li></ul><ul><li>Various data sources:  </li></ul><ul>...
Archetype 1: Exploration Continuously identifying feasible usage scenarios for IT-services, which are suitable for any use...
Archetype 2: Promotion Coordinated communication and targeted training of IT-services with focus on certain modes of use  ...
Explaining the archetypes:  Exploration <ul><li>Characterstic of Social Software:  Nutzungsoffenheit  (Openess) </li></ul>...
Explaining the archetypes:  Promotion <ul><li>Tools are selected according to the business case (goal, estimated benefits,...
Both strategies used together  (one after the other) Source: www.dreamstime.com Appearance
Assumptions based on  investigated data Wikis and Weblogs have gained maturity, making  Promotion  the dominant strategy i...
Thank you for your attention! Archetype 1: Exploration Continuously identifying feasible usage scenarios for IT-services, ...
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Exploration & Promotion: Implementation Strategies of Corporate Social Software

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Talk at the Enterprise 2.0 Summit 2010
"Exploring the Adoption Archetypes"

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  • http://www.dreamstime.com/royalty-free-stock-photo-business-man-on-the-internet-website-image14885365
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  • http://www.dreamstime.com/royalty-free-stock-photography-compass-image13880897 http://www.dreamstime.com/stock-photos-compass-image14114363 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
  • http://www.dreamstime.com/royalty-free-stock-image-businessman-shouting-through-a-megaphon-image11255926 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
  • http://www.dreamstime.com/stock-photography-social-network-scheme-image11385682
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  • Exploration & Promotion: Implementation Strategies of Corporate Social Software

    1. 1. Exploring the Adoption Archetypes Exploration & Promotion: Implementation strategies of Corporate Social Software
    2. 2. <ul><li>  </li></ul><ul><li>  </li></ul><ul><li>Profile </li></ul><ul><li>Research assistant at the Cooperation Systems Center (Prof. Michael Koch) at the Bundeswehr University Munich </li></ul><ul><li>Employed amongst others at DaimlerChrysler France, at KPMG, at IPMUnited as well as at the chair for environmental and resources economics (Augsburg University) </li></ul><ul><li>  </li></ul><ul><li>Research interests </li></ul><ul><li>Appropriation of information systems, usage practices </li></ul><ul><li>Media choice, Change Management   </li></ul>Dr. Alexander Richter Dr. Alexander Stocker <ul><li>  </li></ul><ul><li>  </li></ul><ul><li>Profile </li></ul><ul><li>Researcher and project manager at the Institute DIGITAL at JOANNEUM RESEARCH in Graz, Austria </li></ul><ul><li>Employed amongst others at Know Center, Austria‘s Competence Centre for Knowledge Management, and at DATEV as Consultant for Knowledge Management and Information Technology   </li></ul><ul><li>Research interests </li></ul><ul><li>Knowledge Management, Success Measurement </li></ul><ul><li>Social Semantic Web, Business Models   </li></ul>
    3. 3. Enterprise 2.0: From the Web into the Intranet Adoption and use of Social Software on the Web Intranet WWW ? Adoption and use of Corporate Social Software in the intranet Adoption and use of Groupware Collaboration § § §
    4. 4. Bottom up vs. Top Down
    5. 5. Bottom up vs. Top Down … tells us about ‚the who‘… … but not about ‚the how‘ Source: www.dreamstime.com
    6. 6. Wiki, Blog, Newsletter (Sharepoint) Social Networking Service (internal development) Wiki (confluence) Microblogging (Yammer) Microblogging (internal development) Wiki (TWiki) Wiki (MediaWiki) Social Networking Service (internal development) 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 2.0 Investigated Cases Social Networking Service (internal development)
    7. 7. The hard facts <ul><li>Explorative Study, Grounded theory approach </li></ul><ul><li>Various data sources: </li></ul><ul><li>Interviews with responsibles for introduction process and user support </li></ul><ul><li>Interviews and workshops with users & quantitative surveys (in 6 cases) </li></ul><ul><li>Ethnographical studies, Usage data, Internal and external documents </li></ul><ul><li>Comparing this data along several case study patterns </li></ul>Source: www.dreamstime.com
    8. 8. Archetype 1: Exploration Continuously 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 Source: www.dreamstime.com
    9. 9. Archetype 2: Promotion Coordinated 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 Source: www.dreamstime.com
    10. 10. Explaining the archetypes: Exploration <ul><li>Characterstic of Social Software: Nutzungsoffenheit (Openess) </li></ul><ul><ul><li>Features do not predispose particular forms of use </li></ul></ul><ul><ul><li>People need time and a shared context to explore the platforms and appropriate these into existing working practices </li></ul></ul><ul><li> Infrastructuring </li></ul><ul><ul><li>Providing a platform that does not force a particular kind of use </li></ul></ul><ul><ul><li>Usage practices can gradually co-evolve with the introduction of new features – experimentation happens in context </li></ul></ul>
    11. 11. Explaining the archetypes: Promotion <ul><li>Tools are selected according to the business case (goal, estimated benefits, affected stakeholders) </li></ul><ul><li>Clear Business-Case  communication through workshops, seminars, jours-fixes… </li></ul><ul><li>Change management through early integration of stakeholders </li></ul>Source: www.dreamstime.com
    12. 12. Both strategies used together (one after the other) Source: www.dreamstime.com Appearance
    13. 13. 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 Source: www.dreamstime.com
    14. 14. Thank you for your attention! Archetype 1: Exploration Continuously identifying feasible usage scenarios for IT-services, which are suitable for any use Archetype 2: Promotion Coordinated communication and targeted training of IT-services with focus on certain modes of use Source: www.dreamstime.com

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