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Enterprise Social Media: Why we need to rethink systems management Strategic Research Initiative Enterprise 2.0 and Corpor...
Example: A research initiative into Enterprise Microblogging <ul><li>Initial questions: </li></ul><ul><ul><li>What are the...
Microblogging on Twitter <ul><li>Study by Naaman et al. 2010  </li></ul><ul><ul><li>41% of all posts:  information about o...
Microblogging in the Enterprise? Controversial discussion in the  ‘blogosphere’ <ul><li>Social Media Opponents: </li></ul>...
Study Overview (October 2011) <ul><li>Four organisations so far </li></ul>12/12/11 Enterprise Microblogging Research @ USY...
Enterprise Microblogging
12/12/11 Enterprise Microblogging Research @ USYD Business School
Genre Analysis <ul><li>Genre repertoire </li></ul><ul><ul><li>A limited set of genres to describe the communication practi...
Two examples (translated from German) 12/12/11 Enterprise Microblogging Research @ USYD Business School Blog post #1 “ Con...
(1) Communardo Genres     Individual focus: why does someone post on the platform? 12/12/11 Enterprise Microblogging Rese...
(2) IREKO Genre distribution Enterprise Microblogging Research @ USYD Business School 12/12/11
Comparison between cases (1) and (2):  what is microblogging?    striking differences Enterprise Microblogging Research @...
(3) Capgemini Genre Repertoire Enterprise Microblogging Research @ USYD Business School Genre Repertoire Information shari...
Microblogging as contextual practice Enterprise Microblogging Research @ USYD Business School Twitter Capgemini Communardo...
IT management is modelled on the basis of traditional systems thinking A System is in state A: e.g. “as-is process” e.g. E...
Traditional systems thinking <ul><li>Planning : Orderly process, top-down, guided by rationality </li></ul><ul><li>Fit : F...
Emergent Social Software Platforms <ul><li>K ey principles  of  emergent social software platforms   (McAfee 2009) :   </l...
Complex Adaptive Systems 12/12/11 Enterprise Microblogging Research @ USYD Business School A B ? C X D Y
Complex Adaptive Systems 12/12/11 Enterprise Microblogging Research @ USYD Business School A B C ? X Co-evolution of organ...
Complex systems thinking <ul><li>Experimenting : Series of safe to fail experiments (exploration) </li></ul><ul><li>Approp...
E2.0 Project initiative: team and activities 12/12/11 Enterprise Microblogging Research @ USYD Business School Dr. Kai Rie...
Publications and theses on EMB <ul><li>Riemer K, Diederich S, Richter A and Scifleet P  2011 'Short Message Discussions: O...
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Enterprise 2.0 Exchange Symposium

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Why we need to rethink systems thinking in Enterprise 2.0 and Social Business.

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Enterprise 2.0 Exchange Symposium

  1. 1. Enterprise Social Media: Why we need to rethink systems management Strategic Research Initiative Enterprise 2.0 and Corporate Social Media <ul><li>Dr. Paul Scifleet, Discipline of Business Information Systems, The University of Sydney </li></ul><ul><li>Dr. Kai Riemer, Discipline of Business Information Systems, The University of Sydney, </li></ul>
  2. 2. Example: A research initiative into Enterprise Microblogging <ul><li>Initial questions: </li></ul><ul><ul><li>What are the benefits? Will it improve knowledge sharing? </li></ul></ul><ul><ul><li>What are management challenges? </li></ul></ul><ul><li>A more pressing question emerged: </li></ul><ul><ul><li>What is Microblogging? </li></ul></ul><ul><li>Research into enterprise use of Twitter-like services (e.g. Yammer) </li></ul>12/12/11 Enterprise Microblogging Research @ USYD Business School
  3. 3. Microblogging on Twitter <ul><li>Study by Naaman et al. 2010 </li></ul><ul><ul><li>41% of all posts: information about oneself ( “ I'm tired ” ) </li></ul></ul><ul><ul><li>25% random thoughts (&quot;Blue sky in Winter ” ) </li></ul></ul><ul><ul><li>24% personal opinions ( “ Great game yesterday ” ) </li></ul></ul><ul><ul><li>21% exchange of information ( “ New Study on Enterprise 2.0: http:// ... ” ). </li></ul></ul><ul><li>About 80% of post classified as largely hedonistic, self-referential forms of communication </li></ul><ul><ul><li>Me-formers </li></ul></ul><ul><ul><li>Only 20% of users said to be Informers </li></ul></ul><ul><li>Twitter has largely shaped the perception of Microblogging </li></ul><ul><li>Twitter motto: What are you doing? </li></ul>12/12/11 Enterprise Microblogging Research @ USYD Business School
  4. 4. Microblogging in the Enterprise? Controversial discussion in the ‘blogosphere’ <ul><li>Social Media Opponents: </li></ul><ul><ul><li>“ Social” has no place in business </li></ul></ul><ul><ul><li>Importing Social Media into the Enterprise will lead to importing the same behaviours as seen in the Public Internet: Procrastination, time wasting, ‘chatter’ </li></ul></ul><ul><ul><li>Leads to chaos – too unstructured, no guidance, detrimental to info management </li></ul></ul><ul><ul><li>Yet another platform: “enough already” </li></ul></ul><ul><li>Social Media ‘Evangelists’: </li></ul><ul><ul><li>Enterprise Social Media (Enterprise 2.0) will radically change the way organisations operate: breaks down information silos, re-engages employees </li></ul></ul><ul><ul><li>Flat hierarchies; network/idea/reputation-based authority, rather than role-based </li></ul></ul><ul><ul><li>Democratic communication structures </li></ul></ul><ul><li> Largely opposing positions </li></ul>12/12/11 Enterprise Microblogging Research @ USYD Business School
  5. 5. Study Overview (October 2011) <ul><li>Four organisations so far </li></ul>12/12/11 Enterprise Microblogging Research @ USYD Business School <ul><li>Communardo: </li></ul><ul><li>Software company </li></ul><ul><li>Communote platform </li></ul><ul><li>Team context </li></ul><ul><li>IREKO: </li></ul><ul><li>University context </li></ul><ul><li>Communote platform </li></ul><ul><li>Cross-project interaction </li></ul><ul><li>Capgemini: </li></ul><ul><li>Consultancy business </li></ul><ul><li>Yammer platform </li></ul><ul><li>Enterprise-wide </li></ul><ul><li>Deloitte AU (early stages) </li></ul><ul><li>Consultancy business </li></ul><ul><li>Yammer platform </li></ul><ul><li>Enterprise-wide </li></ul>1 2 3 4
  6. 6. Enterprise Microblogging
  7. 7. 12/12/11 Enterprise Microblogging Research @ USYD Business School
  8. 8. Genre Analysis <ul><li>Genre repertoire </li></ul><ul><ul><li>A limited set of genres to describe the communication practices of a group </li></ul></ul><ul><li>Genres </li></ul><ul><ul><li>are “ socially recognized types of communicative actions […] that are habitually enacted by members of a community to realize particular social purposes. ” (Yates et al., 1999, 84) </li></ul></ul><ul><ul><li>Genres are the result of interpretation, cannot be directly observed </li></ul></ul><ul><li>Genre Analysis: </li></ul><ul><ul><li>Observation or recording of communication events as instances of genres </li></ul></ul><ul><ul><li>In our case text utterances captured on the EMB platform </li></ul></ul><ul><ul><li>Analysis of these traces of communicative events to identify genres </li></ul></ul><ul><ul><li>Identification by purpose </li></ul></ul><ul><li>Overview </li></ul>12/12/11 Enterprise Microblogging Research @ USYD Business School
  9. 9. Two examples (translated from German) 12/12/11 Enterprise Microblogging Research @ USYD Business School Blog post #1 “ Connection problem with #ALE is solved. But there is another problem emerging: The configuration of … @jkl can you please handle that? Btw, we should prepare a support offer for #OJO. There is demand for support from them right now. ” Blog Post #2 “ WuLa-platform is #Live! Great @ejc @lue @esa Need to send out support offer. #Essa is next topic We get a reference release from #HAS @oha how do I do that? ” Update task Notify of emerging problems Delegate To Do Social Feedback To Do Update event Ask how-to questions Genre codes
  10. 10. (1) Communardo Genres  Individual focus: why does someone post on the platform? 12/12/11 Enterprise Microblogging Research @ USYD Business School
  11. 11. (2) IREKO Genre distribution Enterprise Microblogging Research @ USYD Business School 12/12/11
  12. 12. Comparison between cases (1) and (2): what is microblogging?  striking differences Enterprise Microblogging Research @ USYD Business School 12/12/11
  13. 13. (3) Capgemini Genre Repertoire Enterprise Microblogging Research @ USYD Business School Genre Repertoire Information sharing (12.0%) Post links & references Notify of upcoming events Others (8.2%) Provide social feedback Self Marketing | Note To do Opinion & Clarification (44.3%) Ask for opinion | Voice opinion Ask for clarification | Provide clarification Problem solving & support (18.8%) Ask for solution (how-to) | Provide solution Ask for resources | Provide resources Updates & notifications (16.7%) Ask for status update | Provide status update Ask for task update | Provide task update 12/12/11
  14. 14. Microblogging as contextual practice Enterprise Microblogging Research @ USYD Business School Twitter Capgemini Communardo IREKO 12/12/11
  15. 15. IT management is modelled on the basis of traditional systems thinking A System is in state A: e.g. “as-is process” e.g. ERP Messiness of the everyday world Appropriation, “unfaithful use” Does it work ? B Change management B Intended systems state B e.g. “to-be” process” Intervention Systems implementation & Rollout. ! B*
  16. 16. Traditional systems thinking <ul><li>Planning : Orderly process, top-down, guided by rationality </li></ul><ul><li>Fit : Focus on task, individual and the technology  create “fit” </li></ul><ul><li>Causality : Assumption of (linear) causality of intervention </li></ul><ul><li>Constraint : IT will prescribe ways of working </li></ul><ul><li>Solution : IT as bearer of knowledge regarding process, best practice, task </li></ul><ul><li>Principles </li></ul>12/12/11 Enterprise Microblogging Research @ USYD Business School
  17. 17. Emergent Social Software Platforms <ul><li>K ey principles of emergent social software platforms (McAfee 2009) : </li></ul><ul><li>S implicity : providing only as much functionality as needed, </li></ul><ul><li>P articipation : users on these platforms are not merely consumers, but producers i.e. write, edit, rate and comment on content </li></ul><ul><li>I nteraction and communication : either indirectly through facilitating shared context and relationships among users, or directly as communication </li></ul><ul><li>McAfee (2006): Enterprise 2.0 = use of emergent social software platforms </li></ul>
  18. 18. Complex Adaptive Systems 12/12/11 Enterprise Microblogging Research @ USYD Business School A B ? C X D Y
  19. 19. Complex Adaptive Systems 12/12/11 Enterprise Microblogging Research @ USYD Business School A B C ? X Co-evolution of organisational system and technology Safe-to-fail experiments E Z
  20. 20. Complex systems thinking <ul><li>Experimenting : Series of safe to fail experiments (exploration) </li></ul><ul><li>Appropriateness : It has to make sense in the particular context. </li></ul><ul><li>Adaptation: Mutual adaptation rather than (linear) causality </li></ul><ul><li>Guidance : Leadership and guidance to constrain the space for experimenting (promoting via ‘use cases’) </li></ul><ul><li>Self organisation : Engaged users will see the benefits and start promoting the service </li></ul><ul><li>Co-evolution : IT and work practices evolve at the same time (what the IT is becomes defined only through use in a context) </li></ul><ul><li>Principles </li></ul>12/12/11 Enterprise Microblogging Research @ USYD Business School See also: Dave Snowden – Cognitive Edge blog
  21. 21. E2.0 Project initiative: team and activities 12/12/11 Enterprise Microblogging Research @ USYD Business School Dr. Kai Riemer University of Sydney Dr. Paul Scifleet University of Sydney Dr. Alexander Richter Bundeswehr Uni Munich, Germany Group of Eight International Linkage Grant: Consortium Building w/ Munich Sydney University Business School Strategic Research Initiative Grant: Organisation of E2.0 Symposium Yammer Inc Research Assistance Grant: Yammer Data Analysis 1 PhD student early stages, 1 more prospective So far 4 short student theses on EMB topics One more currently ongoing.
  22. 22. Publications and theses on EMB <ul><li>Riemer K, Diederich S, Richter A and Scifleet P 2011 'Short Message Discussions: On the Conversational Nature of Microblogging in a Large Consultancy Organisation', Proceedings of the 15th Pacific Asia Conference on Information Systems PACIS 2011 - “Quality Research in Pacific Asia” , Brisbane, Australia, 11th July 2011 </li></ul><ul><li>Riemer K, Altenhofen A and Richter A 2011 'What are you doing? – Enterprise Microblogging as Context Building', Proceedings of the 19th European Conference on Information Systems 2011 - &quot;ICT and Sustainable Service Development&quot; , Helsinki, Finland, 11th June 2011. </li></ul><ul><li>Riemer K, Richter A, Diederich S and Scifleet P 2011 'Tweet Talking - Exploring The Nature Of Microblogging at Capgemini Yammer', Business Information Systems Working Paper , Sydney, Australia. </li></ul><ul><li>Riemer K, Richter A and Boehringer M 2010 'Enterprise Microblogging', Business & Information Systems Engineering (BISE) , vol.2:6, pp. 391-394. </li></ul><ul><li>Riemer K and Richter A 2010 'Tweet Inside: Microblogging in a Corporate Context (Winner of The Bled Outstanding Paper Award)', Proceedings of the 23rd Bled eConference 2010 - &quot;eTrust: Implications for the Individual, Enterprises and Society&quot; , Bled, Slovenia, 23rd June 2010. </li></ul><ul><li>Ruwen Reddig (2011): “Yammer @ Deloitte AU” (early stages) </li></ul><ul><li>Philip Overfeld (2011): &quot;Sensemaking in social media adoption: Investigating user conversations during Yammer appropriation at Capgemini&quot; (Capgemini case) </li></ul><ul><li>Stephan Diederich (2010): &quot;Microblogging in the Enterprise: A case study comparison with Twitter&quot; (Capgemini case) </li></ul><ul><li>Friederike Althen (2010): &quot;Adoption of Enterprise Microblogging: Exploration of User Types and Communication Behaviour&quot; (Capgemini case) </li></ul><ul><li>Alexander Altenhofen (2010): &quot;Enterprise Microblogging in group work: an exploratory case study using genre analysis” (IREKO case) </li></ul><ul><li>October 2011 </li></ul>12/12/11 Enterprise Microblogging Research @ USYD Business School

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