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Knowledge sharing
• 2/3 of professionals keep knowledge close by
• Quarter does not share at all
One big brain
“If HP knew
what HP
knows, we
would be
three times as
profitable”
Lew Platt, former CEO
Hewlett Packard
Not breaking the circle...
... means redudancy of
ideas!
‘the strenght of weak
ties’ lies in diversity of
ideas from different
groups
Sorts of knowledge
Explicit => operational => easy transfer
Tacit => context specific/personal => difficult
Question
If you consider your organization to be one big
brain, how big is the part you have access to?
Answers from the past
Building IT systems
Unified theory of
Acceptance and Use of
Technology framework
Offering rewards
Did not work either
Internet
• Dutch people over 31
hours per month on the
internet
• 25% above EU average
• Part of population using
internet is 88,6%
Was not always so...
• Oldest newspaper 1618
• More newspapers 20th
century, start TV 1951
Information gathering
watersnoodramp 1953
How did you gather information on
9/11 Capture of Khadaffi
How did I gather information on
9/11
telephone, television
Capture of Khadaffi
Twitter, web
Power of communication
• Internet broke through 15
years ago
• Wide audience could
gather information
• Users responded, posed
questions, answered
• Unknown people became
experts
• Power of communication
shifted to the public
Where is everyone?
Social Networks
• Around 2005 blogs
• Dialogue from, with, to,
between all
• People share
experiences, we all have
become news
• Positive & complaints
• Personal & business
Social Media NL
Update 2012
• Hyves 66%
• Facebook 39%
• LinkedIn 17%
• Twitter 17%
(August 2010)
How active are you?
• Non-users 33%
• Inactives 19%
• Joiners 14%
• Collectors 31%
• Creators 3%
What makes users participate?
• 3 dimensions relate to
Social Media
use, positively or
negatively
Openness to
experiences
Extroversion
Emotional stability
Age
• Extraversion predicts
young adults’ use of
Social Media
• Openness to new
experiences predictor
for older people
Gender
• Extroversion leads to
more Social Media use
for men and women
• Only more instable men
more regular users
Forms of social media
• Wiki’s: platforms to
share knowledge and
ideas
• Social network sites:
connect with other
people online
More forms
• Microblogs: platforms
to publish short
messages on
• Blogs: online columns
with personal
observations/opinions
Share with your neighbour
What social media are you active on?
Media richness & self-disclosure
Respondents
• 412 (13% of the 3.026
employees)
• 69% completed survey:
284 participants (9%)
• 46% male (Inh. 44%)
• 54% female (Inh. 56%)
Generation
87% 13%
• Age range between
65 and 20 years old
• Average age 46
• Generation X, digital
non natives, < 1980
• Generation Y, digital
natives, > 1980
Employment years
• Mean 9,4
• Std. Deviation 8,0
• Minimum 0
• Maximum 40
Inholland
56% teaching staff
44% non-teaching
Domains
Domain Participants Inholland
Communication, Media, and Music 16,5% (+ 2,4%) 14,1%
Health, Sports, and Social Work 14,4% (- 4,2%) 18,6%
Management, Finance, and Law 11,3% (- 3,5%) 14,9%
Marketing, Tourism, Leisure Management 13,7% (+ 3,1%) 10,6%
Education, Philosophy of Life 11,6% (- 0,9%) 12,5%
Technique, Design and Information Techn. 7,4% (+ 1,5%) 5,9%
Unit Agriculture 2,1% (- 0,1%) 2,2%
Inholland Main organization 22,9% (+1,6%) 21,3%
Grade yourself
What grades do you
give yourself?
Knowledge sharer
Social media user
Be honest!
Grades
• My job: 8
• Knowledge sharer: 7
• Social Media user: 5
Inholland users on social media
Friends
M = 86 64 125 47/58 17/24
SD = 106 90 137 102/114 42/73
min = 0 0 0 0/0 0/0
max = 700 365 800 700/650 251/489
Inholland employees have 339 friends / relations on
social networks on average – overlaps possible.
Social Media in the workplace
• Boundaries between
private and business
blurring, emergence of
“Enterprise 2.0”
• Social Media during
work hours allowed by
87% of all organizations
• Rules or “codes of
conduct” by 63%
Internal use of Social Media
• 42% of companies use
Social Media
internally, but without
direction
• 17% fully integrated
• 28% plans for future
• 13% no Social Media at
all and no plans
Advantages of Social Media use
Professionals:
• Increase network
• Gather information
Organizations:
• Marketing
• Relationship building
• Knowledge sharing
within the company
Professionals
• Use Social Media to
share information, pose
questions, give answers
• Positions as expert
• Gives network boost
• Social media supports:
co-operation 26%
finding people 65%
sharing knowledge 77%
networking 81%
Advantages for Inholland professionals
Costs for Inholland professionals
Summing up: “Social Media....”
• Help my career
• Good for my reputation
• Brings me valuable
knowledge
• Don’t cost too much time
• Don’t cost too much trouble
• Rather share knowledge,
don’t expect criticism
Slightly disagree
Slightly disagree
Slightly disagree
Neutral
Neutral
Slightly agree
Behaviour
18%
12%
9%
10%
How about knowledge sharing?
Virtual communities
without rich knowledge
are of limited
value, content is king!
Sharing is
natural, knowledge
sharing within
organizations is
complex.
Will tools do the trick?
Companies facilitate
internal communication
with IT, intranets and
more, and have a core
that is Social Media.
But... It’s easier to give
communities tools, than
tools communities.
Motivations to share
• I naturally share info on
strategy and methods
• I share info on strategies that
did not work well
• I go out of my way to help
others with a problem
• I help without being asked
• I respond quickly to e-mails
• I send detailed e-mails
Slightly agree
Slightly agree
Agree
Slightly agree
Agree
Sligtly agree
Trend
Communication
professionals
consider the increase
of sharing
experiences, knowled
ge and information
through Social
Media the most
important trend to
anticipate.
Shared awareness who knows what
If HP knew what HP
knows, we would be three
times as profitable. – Lew
Platt
Sharing alone not
enough, knowledge has to
be applied. Who knows
what? Can be improved
with information
technology.
Transactive Memory of Inholland
• I can find info and know
who to ask questions
• To find info or expert
I use traditional media
• To find info or expert
I use Social Media
Often
Often
Sometimes
Hypotheses (or assumptions)
What do you expect?
Will social media use have positive
effect on knowledge sharing?
Benefits
The more benefits
outweigh the
costs of social
media use, the
more people use
social media
actively
Information
The more people
use social media,
measured by the
activity and
number of
contacts, the more
often people find
information
(only: reading LinkedIn
updates & co-worker
contacts on LinkedIn)
Finding experts
The more people
use social
media, measured
by the activity and
number of
contacts, the more
often people find
experts
(only: co-worker contacts
on LinkedIn)
Weak ties
The more people
use social media,
measured by
contact intensity,
the more
knowledge is
being shared with
weak ties
(contacts with external
professionals)
Identification
The higher the
identification with
the
organization, the
less knowledge is
being shared with
weak ties
Tacit information
The more people
use social media,
measured by
content creation,
the more tacit
knowledge people
share
(main effect ‘creating
professional content’)
Better knowledge worker
Improving transactive
memory, sharing
with weak ties, and
sharing tacit
knowledge, is
positively related to
performance as
knowledge worker
(effects of Transactive
Memory and Sharing
Tacit Knowledge)
So
Using social media is good for
knowledge sharing. Now what?
Fish where the fish are
Don’t ignore the professional media people use
every day
Benefits vs costs
Use of social media driven by making up balance
Decreasing time and trouble (costs) will
encourage social media use
How?
Make it easy!
Integrate social media on
platform of organization
Support inexperienced
people
Offer trainings
Question
Are social media integrated on the platform of
your organization? Any plans?
Cherish your expertise
Want to bring knowledge to the workplace?
Do not first look to outside professionals,
with help of social media
experts can be found inside the organization
Increase tacit knowledge sharing
Stimulate people to
share professional
knowledge
for example
through
(micro) blogs
Differences between generations
Take them into account
Value all members,
learn from each other
Babyboomers best
knowledge workers
Digital natives good social
media users
Please use my data and share alike
nicolette.bakhuisen@inholland.nl misscomm
Discussion with a drink
Handouts at the exit
Face-to-face will never die (also be social offline)
Offer your expertise to a stranger
Stay in touch through LinkedIn or Yammer
How can you contribute to sharing knowledge
using social media in the workplace?

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Pp social media knowledge sharing inholland 29jan13

  • 1.
  • 2. Knowledge sharing • 2/3 of professionals keep knowledge close by • Quarter does not share at all
  • 3. One big brain “If HP knew what HP knows, we would be three times as profitable” Lew Platt, former CEO Hewlett Packard
  • 4. Not breaking the circle... ... means redudancy of ideas! ‘the strenght of weak ties’ lies in diversity of ideas from different groups
  • 5. Sorts of knowledge Explicit => operational => easy transfer Tacit => context specific/personal => difficult
  • 6. Question If you consider your organization to be one big brain, how big is the part you have access to?
  • 7. Answers from the past Building IT systems Unified theory of Acceptance and Use of Technology framework Offering rewards Did not work either
  • 8.
  • 9.
  • 10. Internet • Dutch people over 31 hours per month on the internet • 25% above EU average • Part of population using internet is 88,6%
  • 11. Was not always so... • Oldest newspaper 1618 • More newspapers 20th century, start TV 1951 Information gathering watersnoodramp 1953
  • 12. How did you gather information on 9/11 Capture of Khadaffi
  • 13. How did I gather information on 9/11 telephone, television Capture of Khadaffi Twitter, web
  • 14. Power of communication • Internet broke through 15 years ago • Wide audience could gather information • Users responded, posed questions, answered • Unknown people became experts • Power of communication shifted to the public
  • 16. Social Networks • Around 2005 blogs • Dialogue from, with, to, between all • People share experiences, we all have become news • Positive & complaints • Personal & business
  • 17. Social Media NL Update 2012 • Hyves 66% • Facebook 39% • LinkedIn 17% • Twitter 17% (August 2010)
  • 18. How active are you? • Non-users 33% • Inactives 19% • Joiners 14% • Collectors 31% • Creators 3%
  • 19. What makes users participate? • 3 dimensions relate to Social Media use, positively or negatively Openness to experiences Extroversion Emotional stability
  • 20. Age • Extraversion predicts young adults’ use of Social Media • Openness to new experiences predictor for older people
  • 21. Gender • Extroversion leads to more Social Media use for men and women • Only more instable men more regular users
  • 22. Forms of social media • Wiki’s: platforms to share knowledge and ideas • Social network sites: connect with other people online
  • 23. More forms • Microblogs: platforms to publish short messages on • Blogs: online columns with personal observations/opinions
  • 24. Share with your neighbour What social media are you active on?
  • 25. Media richness & self-disclosure
  • 26.
  • 27. Respondents • 412 (13% of the 3.026 employees) • 69% completed survey: 284 participants (9%) • 46% male (Inh. 44%) • 54% female (Inh. 56%)
  • 28.
  • 29. Generation 87% 13% • Age range between 65 and 20 years old • Average age 46 • Generation X, digital non natives, < 1980 • Generation Y, digital natives, > 1980
  • 30. Employment years • Mean 9,4 • Std. Deviation 8,0 • Minimum 0 • Maximum 40
  • 32. Domains Domain Participants Inholland Communication, Media, and Music 16,5% (+ 2,4%) 14,1% Health, Sports, and Social Work 14,4% (- 4,2%) 18,6% Management, Finance, and Law 11,3% (- 3,5%) 14,9% Marketing, Tourism, Leisure Management 13,7% (+ 3,1%) 10,6% Education, Philosophy of Life 11,6% (- 0,9%) 12,5% Technique, Design and Information Techn. 7,4% (+ 1,5%) 5,9% Unit Agriculture 2,1% (- 0,1%) 2,2% Inholland Main organization 22,9% (+1,6%) 21,3%
  • 33. Grade yourself What grades do you give yourself? Knowledge sharer Social media user Be honest!
  • 34. Grades • My job: 8 • Knowledge sharer: 7 • Social Media user: 5
  • 35. Inholland users on social media Friends M = 86 64 125 47/58 17/24 SD = 106 90 137 102/114 42/73 min = 0 0 0 0/0 0/0 max = 700 365 800 700/650 251/489 Inholland employees have 339 friends / relations on social networks on average – overlaps possible.
  • 36.
  • 37. Social Media in the workplace • Boundaries between private and business blurring, emergence of “Enterprise 2.0” • Social Media during work hours allowed by 87% of all organizations • Rules or “codes of conduct” by 63%
  • 38. Internal use of Social Media • 42% of companies use Social Media internally, but without direction • 17% fully integrated • 28% plans for future • 13% no Social Media at all and no plans
  • 39. Advantages of Social Media use Professionals: • Increase network • Gather information Organizations: • Marketing • Relationship building • Knowledge sharing within the company
  • 40. Professionals • Use Social Media to share information, pose questions, give answers • Positions as expert • Gives network boost • Social media supports: co-operation 26% finding people 65% sharing knowledge 77% networking 81%
  • 41. Advantages for Inholland professionals
  • 42. Costs for Inholland professionals
  • 43. Summing up: “Social Media....” • Help my career • Good for my reputation • Brings me valuable knowledge • Don’t cost too much time • Don’t cost too much trouble • Rather share knowledge, don’t expect criticism Slightly disagree Slightly disagree Slightly disagree Neutral Neutral Slightly agree
  • 45. How about knowledge sharing? Virtual communities without rich knowledge are of limited value, content is king! Sharing is natural, knowledge sharing within organizations is complex.
  • 46. Will tools do the trick? Companies facilitate internal communication with IT, intranets and more, and have a core that is Social Media. But... It’s easier to give communities tools, than tools communities.
  • 47. Motivations to share • I naturally share info on strategy and methods • I share info on strategies that did not work well • I go out of my way to help others with a problem • I help without being asked • I respond quickly to e-mails • I send detailed e-mails Slightly agree Slightly agree Agree Slightly agree Agree Sligtly agree
  • 48. Trend Communication professionals consider the increase of sharing experiences, knowled ge and information through Social Media the most important trend to anticipate.
  • 49. Shared awareness who knows what If HP knew what HP knows, we would be three times as profitable. – Lew Platt Sharing alone not enough, knowledge has to be applied. Who knows what? Can be improved with information technology.
  • 50. Transactive Memory of Inholland • I can find info and know who to ask questions • To find info or expert I use traditional media • To find info or expert I use Social Media Often Often Sometimes
  • 52. What do you expect? Will social media use have positive effect on knowledge sharing?
  • 53. Benefits The more benefits outweigh the costs of social media use, the more people use social media actively
  • 54. Information The more people use social media, measured by the activity and number of contacts, the more often people find information (only: reading LinkedIn updates & co-worker contacts on LinkedIn)
  • 55. Finding experts The more people use social media, measured by the activity and number of contacts, the more often people find experts (only: co-worker contacts on LinkedIn)
  • 56. Weak ties The more people use social media, measured by contact intensity, the more knowledge is being shared with weak ties (contacts with external professionals)
  • 57. Identification The higher the identification with the organization, the less knowledge is being shared with weak ties
  • 58. Tacit information The more people use social media, measured by content creation, the more tacit knowledge people share (main effect ‘creating professional content’)
  • 59. Better knowledge worker Improving transactive memory, sharing with weak ties, and sharing tacit knowledge, is positively related to performance as knowledge worker (effects of Transactive Memory and Sharing Tacit Knowledge)
  • 60. So Using social media is good for knowledge sharing. Now what?
  • 61.
  • 62. Fish where the fish are Don’t ignore the professional media people use every day
  • 63. Benefits vs costs Use of social media driven by making up balance Decreasing time and trouble (costs) will encourage social media use
  • 64. How? Make it easy! Integrate social media on platform of organization Support inexperienced people Offer trainings
  • 65. Question Are social media integrated on the platform of your organization? Any plans?
  • 66. Cherish your expertise Want to bring knowledge to the workplace? Do not first look to outside professionals, with help of social media experts can be found inside the organization
  • 67. Increase tacit knowledge sharing Stimulate people to share professional knowledge for example through (micro) blogs
  • 69. Value all members, learn from each other Babyboomers best knowledge workers Digital natives good social media users
  • 70. Please use my data and share alike
  • 72. Discussion with a drink Handouts at the exit Face-to-face will never die (also be social offline) Offer your expertise to a stranger Stay in touch through LinkedIn or Yammer How can you contribute to sharing knowledge using social media in the workplace?

Editor's Notes

  1. Shared awareness among individuals about who knows what is called transactive memory
  2. 70% keeps knowledge within small circle
  3. Does your organization know, what the organization knows??
  4. Receiving reciprocal benefits and gaining status lead to positive atitudes and intentions towards knowledge sharingHowever, organizational rewards did not have a positive influence
  5. Gepubliceerd op : dinsdag, 25 mei 2010 - 15:57 Door: Omroep West DEN HAAG - De oudste bewaard gebleven krant van Nederland is tijdelijk te zien in Den Haag. De &apos;Courante uyt Italien, Duytslandt &amp;C&apos; van juni 1618 is sinds dinsdag te bewonderen in de Koninklijke Bibliotheek. 1e uitzendingen Nederland 1 in 1951
  6. This Internet Timeline begins in 1962, before the word ‘Internet’ is invented. The world’s 10,000 computers are primitive, although they cost hundreds of thousands of dollars. They have only a few thousand words of magnetic core memory, and programming them is far from easy. Domestically, data communication over the phone lines is an AT&amp;T monopoly. The ‘Picturephone’ of 1939, shown again at the New York World’s Fair in 1964, is still AT&amp;T’s answer to the future of worldwide communications. But the four-year old Advanced Research Projects Agency (ARPA) of the U.S. Department of Defense, a future-oriented funder of ‘high-risk, high-gain’ research, lays the groundwork for what becomes the ARPANET and, much later, the Internet.By 1992, when this timeline ends,the Internet has one million hosts the ARPANET has ceased to exist computers are nine orders of magnitude faster network bandwidth is twenty million times greater.
  7. Thomas Beakdal
  8. Besides the 33% of non-users, users can be divided into four groups. The Inactives have registered but hardly use the network (19%); the Joiners occasionally read and write a posts (14%); Collectors read many posts and respond now and then (31%); while the Creators initiate and engage in discussions often (3%).
  9. Social networking sites, medium media richness, both text-based communication and sharing of videos, pictures and other media
  10. Inholland 56% teaching staff and 44% non-teaching staff, so non-teaching staff slightly overpresented
  11. Twitter: nr of followers, and nr of people I followFor friends I took nr of followers, usually you follow back
  12. Quote “Enterprise 2.0 is the use of emergent social software platforms within companies, or between companies and their partners or customers.” Andrew McAfee, Associate Professor, Harvard Business School
  13. CRITICAL BUNCH THAT IS NOT AFRAID TO BE CRITICISEDSET1 SM help my careerSET2r SM don&apos;t cost me too much time SET3r SM don&apos;t cost me too much troubleSET4 SM use is good for my reputation SET5 SM use brings me much valuable knowledgeSET6r SM rather share knowledge, don&apos;t expect criticism N Valid 284 284 284 284 284 284 Missing 0 0 0 0 0 0 Mean 3,39 4,05 4,49 3,48 3,88 5,24 Median 4,00 4,00 5,00 4,00 4,00 5,00 Mode 4 4 7 4 4 7 Std. Deviation 1,847 1,993 2,024 1,778 1,846 1,645
  14. In the end only when people are driven and motivated to participate, networks work.
  15. MOT1 I naturally share information on strategy and methods MOT2 I share information on strategies that did not work well MOT3 I go out of my way to help others with a problem or question MOT4 I help without being asked MOT5 I respond quickly to co-workers e-mails MOT6 I send detailed e-mails to co-workers N Valid 284 284 284 284 284 284 Missing 0 0 0 0 0 0 Mean 5,31 5,13 5,56 4,91 5,89 5,05 Median 6,00 5,00 6,00 5,00 6,00 5,00 Mode 6 6 6 5 7 6 Std. Deviation 1,521 1,562 1,348 1,394 1,204 1,411
  16. Sabel Online 2011
  17. Former CEO of Hewlett Packard Transactive memory system (TMS) is a set of individual memory systems in combination with the communication that takes place between individuals. (Wegner)
  18. TM01 I can find information when I need it laterTMT1 To find information I use traditional mediaTMS1 To find information I use Social MediaTM02 I know who to ask certain questionsTMS2 Looking for an expert, I search Social MediaTMT2 Looking for an expert, I ask around personally N Valid 284 284 284 284 284 284 Missing 0 0 0 0 0 0 Mean 5,37 4,93 3,31 5,16 2,75 5,13 Median 6,00 5,00 3,00 5,00 2,00 5,00 Mode 6 6 1 6 1 6 Std. Deviation 1,186 1,405 1,854 1,273 1,740 1,355
  19. “I feel at home at Inholland” 5,36 avarage (on scale from 1 till 7)
  20. Building systems while ignoring media people use every day would be expensive and non-effectiveMedia for professional use used to find info and experts Yammer still small, but importance growing