1. 20 July 2010 Socio-technical factors influencing social media adoption in business: a semiotic perspective Sanaa Askool, Aimee Jacobs, Keiichi Nakata Informatics Research Centre

2. 2 Outline Introduction Overview of Social Media Spread of Social Media Social Media adoption in business The Problem and Approach Social media adoption in business Organisational semiotics Scoping Study Conclusion and Future Work

3. Introduction Web 2.0 “a network as platform, spanning all connected devices” (O'Reilly 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. SNS

6. Blogs/Microblogging

7. Wikis

8. Social bookmarking/tagging

9. Media sharing

10. Virtual worlds

12. 6 Introduction SM is expected to become a tool to support business activities Companies, e.g., Wells Fargo and General Motors, use them to build strong relationships with customers, and also to increase employees’ productivity and collaboration (Young, Brown et al. 2008) Strong relationships were found between SM engagement and financial performance of organisations (Elowitz and Li, 2009)

13. SMToolsandPossibleUses

14. The Problem 8 New Technologies Always have some effect (Individuals & Business) Social Media Widely used Concerns Introduction of SM in business Some success cases Often ad hoc and ‘bottom-up’ introduction of SM Research Limited research in this area What are the socio-technical factors that could influence the successful adoption of SM in business? Towards a more strategic introduction of SM in business

15. Approach Analytical Organisational Semiotics Identify the social and technical factors that influence SM adoption Analyse these factors Empirical Scoping Study 9

16. Organisational Semiotics Organisational Onion Informal Formal Technical Semiotic Framework Social World Pragmatics Semantics Syntactic Empirics Physical World 10

17. 11 Factors Influencing SM Adoption- Organisational Onion Customers and employees Managers Organisational culture Younger generation Internal work process, recruitment, product design and quality assurance External relationship Social Media tools Broadband and mobile connectivity Web 2.0 platform

18. 12 Factors influencing SM adoption- Semiotic Framework Human Social World: Influences on Organisational Culture, Meaningful Relationship, Customer Loyalty and Commitment, Acceptance Behaviour Information Pragmatics: Intention of SM use in business, e.g., Business Objectives, Sharing Information, Innovation, Familiarity, Caring Behaviour, Trust Functions Semantics: Meanings associated with the use of various SM Tools, interpretation of the use of SM in Business, Familiar Interfaces, Information Collection, Knowledge Management/Sharing and Transfer, Project Management The IT Syntactic: Social Media functionality, Interfaces Platform Empirics: ICT Infrastructure, Internet, Mobile Networks Physical World: Data, Web 2.0 Platform (Hardware) and Software

19. Scoping Study A large multinational IT consulting firm Subjects Senior Executive (VP) Technical Architecture Solutions Architecture Enterprise Architect Service Development Lead Innovation Portfolio Strategy Manager 13

20. 14 Improvedcommunication Increased Productivity Knowledge transfer Team-building Accountability SM Usage Policies Control Internet Access Mobile Technology Security/Privacy Scoping Study –Organisational Onion Respondents’ concerns related to SM usage Communication Procedure

21. 15 Scoping Study-Social, Pragmatic, and Semantic aspects of SM

22. Summary Research context Increase in social media usage among the Internet population Gradual and ad hoc introduction of SM into business What has been done: Identified the socio-technical factors using OS Scoping study was carried out to complement and confirm the factors What is next : Further analysis the use of SM tools integrated with BPM & CRM Semi-structured interviews with organisations and customers will be conducted for further analysis 16

23. Thank You Q & A 17