SOME-day

PLA-55106 Knowledge Management Jari Jussila / TUT, Novi

Twitter: @jjussila

Some important concepts related to social media in business and knowledge management

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Social media in business and knowledge management

Wikinomics (participatory economy),

sharing economy

Wisdom of Crowds (WC) & Collective

Intelligence (CI)

Web 2.0 technologies

Crowdsourcing, crowdworking, & crowdfunding

Social business & social business design

Enterprise 2.0

Web 2.0 technologies

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DoubleClick Google AdSense Ofoto Flickr Akamai BitTorrent mp3.com Napster Britannica Online Wikipedia personal websites blogging evite upcoming.org and EVDB domain name speculation search engine optimization page views cost per click screen scraping web services content management systems wikis directories (taxonomy) tagging (folksonomy) stickiness syndication

Web 1.0 Web 2.0 à

Source: O’Reilly 2007

Social media tools in knowledge management

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Source: McKinsey 2013. Available: http://www.mckinsey.com/tools/Wrappers/Wrapper.aspx?sid={D582D6EB-2CC7-45F0-8BD5-49464985E816}&pid={52FA595C-7E8B-401F-9FEF-3E4096867DBC}

Enterprise 2.0 = Web 2.0 applications and services in enterprise context •  Six components of Enterprise 2.0

1.  Search 2.  Links 3.  Authoring 4.  Tags 5.  Extensions 6.  Signals (notifications)

06/09/15 5 Source: McAfee (2006)

Social business •  Social media channels that emerged from the participatory

turn of the internet facilitated by developments in social computing created new opportunities for interaction and innovation within and across the different stakeholder groups in both the public and the private sectors. The increasing adoption and use of social media channels in organizational settings is resulting in a new kind of organizational paradigm is termed” Social Business”.

•  A Social Business is an organization that strategically engages, analyses, and manages social media to structure organizational processes and support organizational functions in order to realize operational efficiencies, generate comparative advantages, and create value for customers, shareholders, and other societal stakeholders.

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Source: Vatrapu 2012. Understanding social business. http://scrm.lhst.com/wp-content/articles/2012-ICTM-UnderstandingSocialBusiness-RaviVatrapu_ver01.pdf

Participatory economy –  access to actors that would not be reached otherwise –  new production models, such as crowdsourcing,

crowdfunding and crowdworking –  new distribution models, such as peer-to-peer

networks –  new value creation and business models –  new markets with new types of products and digital

services, such as virtual goods –  new occupations, e.g. community managers,

crowdsourcing professionals

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Source: Tapscott & Williams 2006; Hintikka 2008; Lietsala & Sirkkunen 2008

Collective Intelligence (CI)

•  People and computers are connected in a way that—collectively—they act more intelligently than any person, group, or computer has ever done before

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Source: MIT Center for Collective Intelligence, see also Handbook of Collective Intelligence

Wisdom of Crowds (WC)

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Source: "Wales on millionaire" by Source. Licensed under Fair use via Wikipedia – https://en.wikipedia.org/wiki/File:Wales_on_millionaire.jpg#/media/File:Wales_on_millionaire.jpg

Equity funding

Time savings

Ideation

Concepting

Branding, identity building

Marketing, marketing

content creation

Market research and managerial

consulting

Pre-purchasing, reward-based

funding

Testing, user feedback, customers serving each other

Crowdworking

Risk minimization

Cost savings Industrial

crowdsourcing

Value for customer

1

2

3

11

1

1

1

2

3

33

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Source: Kärkkäinen, Jussila, & Erkinheimo 2015. The New Era of Crowdsourcing — Industrial Crowdsourcing. In European Commission Open Innovation 2.0 Yearbook 2015. Available:

http://ec.europa.eu/digital-agenda/en/news/open-innovation-20-yearbook-2015

Ferris wheel of crowdsourcing

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Example of reward-based crowdfunding

Example of pre-purchase crowdfunding

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Source: Kärkkäinen, Jussila & Multasuo 2012

Example crowdsourcing branding & marketing content

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Source: Jussila 2013, @PiaErkinheimo, @ForgeFriends

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Example of Bombardier crowdsourcing designs from end-users with the aid of Seat Configurator

Example of crowdsourcing ideas and concepts

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Source: Ketonen-Oksi et al. 2014; Multasuo 2013

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Crowdsourcing can revolutionarize traditional company “ideaboxes”

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Twitter

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Twitter

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Twitter features and restrictions •  allowing registered users to share between

themselves short messages of up to 140 characters (including also pictures)

•  the messages can be sent to anybody registered on Twitter

•  user can “follow” (select) the various streams of interesting Twitter users;

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Source: Jussila et al. 2013

The main syntax for Twitter messaging include •  user can search for terms or tags (marked with “#”;

known as hashtags) that are used within tweets; •  user can directly address other users by a public reply

(marked with “@” before the username of other users •  user can send a private message to any user (“D” or

“DM” before a username); •  user can send forward interesting tweets by “retweeting”

them (shown with “RT”)

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Source: Jussila et al. 2013

140 characters: what’s the point? •  The limited message size of 140 characters is

often argued to be both a strength and a weakness of Twitter messaging: –  it can be seen as a benefit because it requires users

to condense the main message to a very short space. This also makes easier the especially fast circulation and retweeting of interesting messages between a huge amount of users.

–  Downsides include that much information can be lost e.g. if the context of messages is not mentioned or understood properly.

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analytics.twitter.com – activate yours today!

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Example of network visualization of Twitter data

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Source: Jussila et al. 2014, interactive version available: http://www.tut.fi/novi/hicss2014/

Anatomy of social networks

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Social networks and weak ties

•  The type and structure of social networks have an impact on performance of individuals and organizations

•  In social networks, the amount of weak ties are important –  “…individuals with few weak ties will be deprived of information

from distant parts of the social system and will be confined to the provincial news and views of their close friends. This deprivation will not only insulate them from the latest ideas and fashions but may put them in a disadvantaged position in the labor market…” Granovetter 1983

•  From knowledge management perspective, access to weak ties are highly relevant – not only in advancing your career, but also for creating new innovations

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LinkedIn

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LinkedIn – your professional CV, and networking tool

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Traditional industry has lot to learn from Tourism industry…

Industry Use internally

Use in customer interface

Use with partners

Number and percentage of all answers

Electronics and electricity

47% 21% 26 % n = 19 (15%) Refining of metals 36% 11% 11 % n = 9 (7%) Metal products and machinery

17% 4% 3% n = 70 (56%) Business planning and consulting

36% 0% 27% n = 11 (9%) Other (e.g., software development)

54% 11% 11%

n = 11 (9%)

Undefined 20% 0% 0% n = 5 (4%)

Internal and external use of social media in technology industry firms

Social media applications in external B2B transactions: An empirical analysis of the Finnish technology industry

Jussila, Kärkkäinen, Aramo-Immonen, Ammirato, Felicetti, Della la GalaSocial media applications (2015)

External B2B transactions: An empirical analysis of the Finnish technology industry IFKAD 2015 – 10th International Forum on Knowledge Asset Dynamics – Bari, Italy 10-12 June 2015

More literature on the topic •  Heli Aramo-Immonen, Jari Jussila, Jukka Huhtamäki, Exploring co-learning behavior of

conference participants with visual network analysis of Twitter data, Computers in Human Behavior, Volume 51, Part B, October 2015, Pages 1154-1162, ISSN 0747-5632, http://dx.doi.org/10.1016/j.chb.2015.02.033

•  Jussila, J., Kärkkäinen, H., Aramo-Immonen, H., Ammirato, S., Felicetti, A., Della Gala., M. 2015. Social media applications in external B2B transactions: An empirical analysis of the Finnish technology industry. IFKAD 2015 – 10th International Forum on Knowledge Asset Dynamics – Bari, Italy 10-12 June 2015. https://www.researchgate.net/publication/277329024_Application_areas_of_social_media_in_external_B2B_transactions_-_An_empirical_analysis_of_Finnish_technology_industry

•  Erkinheimo, P., Jussila, J., & Kärkkäinen, H. (2015). Lean start-up companies by means of crowdsourcing. Journal of Innovation Management, 3(2), 17-20.

•  Elina Pettersson, Heli Aramo-Immonen, Jari J. Jussila (2014) Social media utilization in b2b networks’ organizational. Learning – review and research agenda proposal. Journal of Mobile Multimedia, Vol. 10, No.3&4 (2014) 218-233.

•  Jussila, J., Aramo-Immonen, H., Kärkkäinen, H., & Lyytikkä, J. (2014, November). Value added of social media in open innovation community: the perspective of a community-hosting company that produces B2B products. In Proceedings of the 18th International Academic MindTrek Conference: Media Business, Management, Content & Services (pp. 118-124). ACM.

•  Jussila, J. J., Kärkkäinen, H., & Aramo-Immonen, H. (2014). Social media utilization in business-to-business relationships of technology industry firms. Computers in Human Behavior, 30, 606-613. ISSN 0747-5632, http://dx.doi.org/10.1016/j.chb.2013.07.047

•  Kärkkäinen, H., Jussila, J., & Janhonen, J. (2011, September). Managing customer information and knowledge with social media in business-to-business companies. In Proceedings of the 11th International Conference on Knowledge Management and Knowledge Technologies (p. 17). ACM.

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