Twitter is taking the world by storm. Is this consumer service also relevant for the enterprise software world? In December 2008, we undertook several focus groups with the goal of understanding enterprise micro-blogging as a possible stand-alone product or at least a major feature of business applications. We analyzed the focus groups’ transcriptions from a technology adoption perspective: Would people buy? What core issues might drive or hinder adoption? The results are in line with expectations for this fast-growing medium of communication and collaboration. We can now put more emphasis on determining what features and drivers are more important than others. This talk presents our results and proposes the next steps of market research for SAP.
Micro-Blogging in the Enterprise Focus Groups Evaluation
1. Microblogging in the Enterprise
Focus Groups Evaluation
SYSTEMATIC THOUGHT LEADERSHIP FOR INNOVATIVE BUSINESS
Oliver Günther, SAP Research and Humboldt-Universität zu Berlin
Dirk Riehle, SAP Research, SAP Labs LLC
Hanna Krasnova, Humboldt-Universität zu Berlin
Valentin Schöndienst, Humboldt-Universität zu Berlin
March 2009
2. Key Insights from the Focus Groups
Microblogging carries considerable potential for the enterprise
ROI question open:
Can microblogging replace existing communication channels and be more
efficient (replacement aspect)?
Will microblogging lead to new ways of communicating and thus render
enterprises more effective (enhancement aspect)?
Are IT managers willing to pay for these perceived improvements?
Answers depend on (i) industries and (ii) corporate functions
Challenge: How to ride the current wave to enter mainstream
industries?
Next Steps: Survey and experiments
3. Overview
Research Methodology and Focus Group Setup
Focus Group Results
Drivers and Impediments
Design Recommendations
Lessons for Managers
Model Formulation and Constructs Overview
Next Steps: Survey and Experiments
4. Focus Group Setup
Four focus groups conducted in December 2008
Moderated by Oliver Günther and Dirk Riehle
Groups were male-dominated, well-educated, average age 30-40
IT Savviness
SAP / TWITTER DON’T KNOW TWITTER KNOW BUT DON’T USE USE TWITTER
TWITTER
EXPERIENCE
FG Dec 16 (8m/1f):
FG Dec 5 (3m/1f): FG Dec 10 (3m/1f):
Nine participants
Four participants Four participants,
NO SAP
one from SAP
OCCASIONAL SAP
FG Dec 4 (6m/2f):
Eight participants,
POWER‐SAP
all from SAP
6. Focus Group Evaluation:
Dominant Criteria per Group
Criteria mentioned more than 5 times, sorted by frequency
IT Savviness
SAP / TWITTER KNOW BUT DON’T USE
DON’T KNOW TWITTER USE TWITTER
EXPERIENCE TWITTER
FG5: FG16:
ATTITUDE: NEGATIVE ATTITUDE: VERY POSITIVE
•Privacy FG10:
•Improved Communication •Improved Communication
ATTITUDE: POSITIVE
NO SAP
•Low Relative Advantage •Low Signal‐to‐Noise Ratio
•Time/Codification Efforts •Time/Codification Efforts •Corporate Culture
•Low Signal‐to‐Noise Ratio •Corporate Culture •Finding Contacts
FG4:
OCCASIONAL SAP ATTITUDE: VERY POSITIVE
•Good Replacement
•Improved Communication
•Low Signal‐to‐Noise Ratio
POWER‐SAP
•Corporate Culture