1. - Research paper presentation –
Towards a Maturity Model for the Adoption of Social Media (SoMe)
as a Means of Organizational Innovation
Tobias Lehmkuhl, Ulrike Baumöl, Reinhard Jung
Tobias Lehmkuhl
University of St. Gallen, Switzerland
(HICSS 46th) 2013/01/10

2. Research progress
Public hype of Social Media but rather low business maturity
HICSS 2013 - Page
• Social Media hype
• Organizations uncertain
• “Best practice“ cases
• Single adoption aspects
• Literature review
• Workshop
• Interviews
• “Envision the future”
• Redesign
• Refocus
Market perception
State-of-research
Model development Testing
Refine
• Acquire research
partner
Deploy & Maintain
Accomplished Next steps
• Innovation focus
• Explore SoMe adoption
Research/biz. need
HICSS 2013 - Page 2

3. Major concepts
Maturity models support corporate wide SoMe assessment
HICSS 2013 - Page 3
Design
science research
• Theoretical artifact
…. to extend existing capability
limitations
…. to solve a practical problem
Methodological
layer
Maturity
models
Business
Engineering
• Assess status-quo
of business operations
• Structure guidance towards
professionalization
• Comprehensive approach
towards business trans-
formation
• Emphasizes innovations as
trigger of transforming
Conceptual
layer
Dimension
layer

4. Lesson learnt I
Business Engineering as underlying concept valuable for practice
Innovation and
other enabler
Business Transformation
Leadership
Behavior
Power
Culture
Business strategy
Processes
ICT - Systems
Position SoMe as
business innovation, to
get Top Mgmt. attention
Governance
HICSS 2013 - Page 4

5. Lessons learnt II
Sub-dimensions could be assessed partially
HICSS 2013 - Page 5
Dimensions Sub-dimensions
Strategy Strategic objectives in place
Acknowledged as competition factor
Channels aligned
Governance Performance assessment implemented
Budget management in place
Content ownership defined
Platform ownership defined
Processes and
Organization
Consumer processes implemented
Dialog processes implemented
Crisis mgmt. processes implemented
Stakeholder concept in place
Systems Infrastructure operational
Data analysis implemented
Soft factors Top-Management involved
Employee access granted
Employee usage accomplished
Structural SoMe guidance offered
Key success factor
Sub-dimensions
fully acknowledged
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
Maturity level
…
…
…
…
…
Add: SoMe understood
as means for involvement

6. Additional insights
We see the beginning of professionalizing SoMe management
HICSS 2013 - Page 6
 2 years of trial & error (rather low maturity) before
professionalizing SoMe management
 Focus on project based learning (processes) not on
«administration» tasks (governance)
 Clarify understanding of SoMe before assessing maturity
 Push perception of SoMe towards business model
innovation
 Measureable benefits are key to maintain efforts
(Top Mgmt. involvement) in reaching maturity

7. Research outlook & points for discussion
We need specification & application in comparable settings
HICSS 2013 - Page 7
Refine
 Theoretical grounding of sub-dimensions
Reconsider
 Maturity dimensions: Highest degree of maturity very visionary
 Need to account for heterogeneity towards maturity
Refocus
 Specify model towards Social CRM
 Questionnaire based self assessment (possibly)

8. Contact details
Thanks for your attention and cooperation
HICSS 2013 - Page 8
Tobias Lehmkuhl
Research Assistant
Chair of Business Engineering (Prof. Dr. Reinhard Jung)
Mueller-Friedberg-Strasse 8, 9000 St. Gallen, Switzerland
Phone +41 71 224 3879
Fax +41 71 224 2189
tobias.lehmkuhl@unisg.ch
@TobLehmkuhl
Tobias Lehmkuhl