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Exploration & Promotion:  Einführungsstrategien von Corporate Social Software Alexander Richter & Alexander Stocker 10. In...
Agenda <ul><li>Motivation und Hintergrund </li></ul><ul><li>Forschungsmethodik </li></ul><ul><li>Ergebnisse: Exploration &...
Erfahrungen beim privaten Einsatz offener Plattformen Intranet WWW Erfahrungen beim Einsatz von   corporate Social Softwar...
Bottom up vs. Top Down
Forschungsziel <ul><li>Diskussion in der Praxis: „Was ist die richtige Einführungsstrategie?“ </li></ul><ul><li>Analyse de...
Wiki, Blog, Newsletter (Sharepoint) Social Networking Service (Eigenentwicklung) Wiki (confluence) Microblogging (Yammer) ...
<ul><li>Unterschiedliche Datenquellen </li></ul><ul><li>Interviews mit den Verantwortlichen für Einführung und Betrieb </l...
Forschungsmethodik <ul><li>Strukturierte Beschreibung jeder einzelnen Fallstudie </li></ul><ul><li>Unternehmen </li></ul><...
Vorgehen bei der Einführung <ul><li>Fragen an Entscheider und Nutzer , z.B. zu </li></ul><ul><li>Leidensdruck, Ausgangssit...
Agenda <ul><li>Motivation und Hintergrund </li></ul><ul><li>Forschungsmethodik </li></ul><ul><li>Ergebnisse: Exploration &...
Zwei unterschiedliche   Einführungsstrategien <ul><li>Art der Nutzung blieb zuerst den Nutzern überlassen und Anwendungssz...
Definition: Exploration Kontinuierliche Ermittlung möglicher Anwendungsszenarien für neue nutzungsoffene Dienste mittels e...
Definition: Promotion Koordiniert vermarktete und gezielt geschulte Nutzung der neuen Dienste mit Fokus auf bestimmte Nutz...
Exploration und Promotion müssen einander nicht ausschließen 08.03.11 Exploration (5 Fälle) Promotion (5 Fälle) Kombinatio...
Diskussion: Exploration <ul><li>„ Nutzungsoffenheit“ als Kerncharakteristik von Corporate Social Software -> Aneignung ver...
Diskussion: Promotion <ul><li>Werkzeugauswahl entsprechend des vorgesehenen Business Case (Ziel, Nutzenerwartung, Beteilig...
Ausblick Weitere Studien Wikis and Weblogs haben bereits eine gewisse Reife:  Promotion  als dominante Strategie Microblog...
<ul><li>? </li></ul><ul><li>Fragen </li></ul>08.03.11 Alexander Richter Universität der Bundeswehr München Forschungsgrupp...
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Exploration & Promotion: Einführungsstrategien von Corporate Social Software

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Vortrag auf der Wirtschaftsinformatik 2011 in Zürich

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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy &amp; Proven Way to Build Good Habits &amp; Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy &amp; Proven Way to Build Good Habits &amp; Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy &amp; Proven Way to Build Good Habits &amp; Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy &amp; Proven Way to Build Good Habits &amp; Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Exploration & Promotion: Einführungsstrategien von Corporate Social Software

  1. 1. Exploration & Promotion: Einführungsstrategien von Corporate Social Software Alexander Richter & Alexander Stocker 10. Internationale Tagung Wirtschaftsinformatik Zürich, 17. Februar 2011
  2. 2. Agenda <ul><li>Motivation und Hintergrund </li></ul><ul><li>Forschungsmethodik </li></ul><ul><li>Ergebnisse: Exploration & Promotion </li></ul><ul><li>Diskussion </li></ul>08.03.11
  3. 3. Erfahrungen beim privaten Einsatz offener Plattformen Intranet WWW Erfahrungen beim Einsatz von corporate Social Software Erfahrungen beim Einsatz von Groupware 08.03.11 Social Software: Aus dem World Wide Web ins Intranet Bottom up Top Down ??? § § §
  4. 4. Bottom up vs. Top Down
  5. 5. Forschungsziel <ul><li>Diskussion in der Praxis: „Was ist die richtige Einführungsstrategie?“ </li></ul><ul><li>Analyse der Einführungsstrategien von Social Software </li></ul><ul><li>Besseres Verständnis über mögliche Vorgehensweisen bei der Einführung und deren Auswirkungen </li></ul>Source: www.dreamstime.com
  6. 6. Wiki, Blog, Newsletter (Sharepoint) Social Networking Service (Eigenentwicklung) Wiki (confluence) Microblogging (Yammer) Microblogging (Eigenentwicklung) Wiki (TWiki) Wiki (MediaWiki) Social Networking Service (Eigenentwicklung) Wiki (MediaWiki) Wiki (Perspective) Wiki (TWiki) Blogs (Sharepoint) Blogs (Lotus Notes) Wiki (JSP Wiki) Social Networking Services (Eigenentwicklung) Microblogging (Eigenentwicklung) Weblogs (Wordpress) Wiki-Blog (MediaWiki, Eigenentwicklung) Wiki (MediaWiki) Social Intranet (Conflluence) Datenmaterial Social Networking Service (Eigenentwicklung)
  7. 7. <ul><li>Unterschiedliche Datenquellen </li></ul><ul><li>Interviews mit den Verantwortlichen für Einführung und Betrieb </li></ul><ul><li>Interviews (und Workshops) mit Nutzern </li></ul><ul><li>Interne und externe Dokumente </li></ul><ul><li>In 6 Fällen quantitative Befragungen </li></ul><ul><li>Beobachtung </li></ul><ul><li>Teilweise Analyse der Nutzungsdaten </li></ul>Forschungsmethodik
  8. 8. Forschungsmethodik <ul><li>Strukturierte Beschreibung jeder einzelnen Fallstudie </li></ul><ul><li>Unternehmen </li></ul><ul><li>Problemstellung </li></ul><ul><li>„ Alte“ Vorgehensweise </li></ul><ul><li>Einführung der neuen Lösung </li></ul><ul><li>Änderungen </li></ul><ul><li>Zielerreichung und „Lessons Learned“. </li></ul><ul><li>Detaillierter Vergleich verschiedener Parameter (Ausgangssituation, Betrieb, Nutzung, …) </li></ul><ul><li>Feststellung von Gemeinsamkeiten und Unterschieden </li></ul>
  9. 9. Vorgehen bei der Einführung <ul><li>Fragen an Entscheider und Nutzer , z.B. zu </li></ul><ul><li>Leidensdruck, Ausgangssituation </li></ul><ul><li>Wahrgenommenes Potenzial und Ziel </li></ul><ul><li>Zu unterstützende Aktivitäten und Prozesse </li></ul><ul><li>Auswahlkriterien </li></ul><ul><li>Nutzeranforderungen </li></ul><ul><li>Nutzergruppen </li></ul><ul><li>Treiber und Kontext </li></ul><ul><li>Bekanntmachung und Akzeptanzmaßnahmen </li></ul><ul><li>Einführung und Schulung bezüglich Ziele und Nutzung </li></ul>
  10. 10. Agenda <ul><li>Motivation und Hintergrund </li></ul><ul><li>Forschungsmethodik </li></ul><ul><li>Ergebnisse: Exploration & Promotion </li></ul><ul><li>Diskussion </li></ul>08.03.11
  11. 11. Zwei unterschiedliche Einführungsstrategien <ul><li>Art der Nutzung blieb zuerst den Nutzern überlassen und Anwendungsszenarien wurden nach und nach identifiziert ( Exploration ) </li></ul><ul><li>Dienste wurden mit Unterstützung des Managements koordiniert vermarktet und deren gezielte Nutzung geschult ( Promotion ) </li></ul>08.03.11
  12. 12. Definition: Exploration Kontinuierliche Ermittlung möglicher Anwendungsszenarien für neue nutzungsoffene Dienste mittels eines partizipativen Vorgehens Das Potential des neuen Dienstes war nicht (oder zumindest nicht vollständig) klar und sollte während der Nutzung erstmals oder noch weitergehend erschlossen werden. Die Art der Nutzung wurde nicht, oder nur zu einem kleinen Teil, vorgegeben. Die Treiber des Dienstes waren von dessen Nutzen überzeugt, jedoch es fehlte ein klarer „Business-Case“ mit Zielsetzung und Einsatzszenarien. Source: www.dreamstime.com
  13. 13. Definition: Promotion Koordiniert vermarktete und gezielt geschulte Nutzung der neuen Dienste mit Fokus auf bestimmte Nutzungspotentiale Das Potential war den Treibern bereits vor der Einführung dieses Dienstes bekannt. Mögliche Arten der Nutzung wurden im Rahmen der Einführung (mit Unterstützung des Managements) koordiniert und kommuniziert. Die Treiber hegten eine klare Erwartung an den neuen Dienst und erkannten eine klare Zielsetzung sowie einen bestimmten Nutzen. Source: www.dreamstime.com
  14. 14. Exploration und Promotion müssen einander nicht ausschließen 08.03.11 Exploration (5 Fälle) Promotion (5 Fälle) Kombination beider Strategien (11 Fälle)
  15. 15. Diskussion: Exploration <ul><li>„ Nutzungsoffenheit“ als Kerncharakteristik von Corporate Social Software -> Aneignung verschiedener Nutzungspraktiken – abhängig vom Kontext (Riemer et al. 2007) </li></ul><ul><li>Infrastructuring: “a shared, evolving, heterogeneous installed base of IT capabilities among a set of user communities based on open and/or standardized interfaces” (Hanseth & Lytinnen 2004) </li></ul><ul><li>Partizipative Einführung des soziotechnischen Systems ( Karsten & Jones 1998) </li></ul>
  16. 16. Diskussion: Promotion <ul><li>Werkzeugauswahl entsprechend des vorgesehenen Business Case (Ziel, Nutzenerwartung, Beteiligte Stakeholder) </li></ul><ul><li>Kommunikation des Business-Case durch zahkreiche Instrumente wie Workshops, Seminare, Jour-fix… </li></ul><ul><li>Change Management durch frühe Einbeziehung von Stakeholdern wirkt unterstützend </li></ul>
  17. 17. Ausblick Weitere Studien Wikis and Weblogs haben bereits eine gewisse Reife: Promotion als dominante Strategie Microblogging als eher neuer Dienst: Exploration als dominante Strategie Beobachtung: http://www.e20cases.org
  18. 18. <ul><li>? </li></ul><ul><li>Fragen </li></ul>08.03.11 Alexander Richter Universität der Bundeswehr München Forschungsgruppe Kooperationssysteme Alexander Stocker JOANNEUM RESERACH DIGITAL – Institut für Informations- und Kommunikationstechnologien

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