snep - social network emergence process
DESCRIPTION
This presentation introduces the SNEP model, which illustrates and explains the emergence of social networking inside organisations, with a focus on user conversations and sense making. The model is of use to managers, decision makers and social media champions alike.TRANSCRIPT
The SNEP model:Social Networking Emergence Process
Kai Riemer, Philipp Overfeld, Paul Scifleet, Alexander Richter
BUSINESS
INFORMATION
SYSTEMS
Purpose of this presentation
› This presentation accompanies the working paper available under:
- http://hdl.handle.net/2123/8049
› In the following slides we develop the SNEP model, which explains the different phases in the emergence of the Yammer social network at Capgemini.
› The SNEP model is based on an in-depth analysis and coding of 1,722 messages from the Capgemini Yammer platform.
- These messages were drawn from the first months of Yammer usage until three months after the critical mass point was reached.
- Only self-referential messages were analysed in which users discuss and reflect on Yammer itself and its usage.
Introduction of the SNEP model
Tota
l use
r num
ber
Mes
sage
cou
nt
All messages
Self-referential
t
{Social Network Emergence Process - SNEP model © Riemer et al. 2012, The University of Sydney}
Emergence of Yammer @ Capgemini
Emergence of Yammer @ Capgemini
August 2008
August 2008
March 2009
March 2009
June2009June2009
Critical mass
Critical mass
In March 2009 the critical mass point is reached: new registrations per months increase sharply, so do
messages per day.
In March 2009 the critical mass point is reached: new registrations per months increase sharply, so do
messages per day.
Start-up
Tota
l use
r num
ber
Mes
sage
cou
nt
All messages
Self-referentialWhat’s that?What’s that?
t
{Social Network Emergence Process - SNEP model © Riemer et al. 2012, The University of Sydney}
Critical mass
Critical mass
In the first phase, a group of early adopters starts experimenting with
the new service. The platform is com- pared against
existing experience and already known technologies.
In the first phase, a group of early adopters starts experimenting with
the new service. The platform is com- pared against
existing experience and already known technologies.
Start-up Neglect
Critical mass
Critical mass
Tota
l use
r num
ber
Mes
sage
cou
nt
All messages
Self-referentialWhat’s that?What’s that?
I’ve seen better!I’ve seen better!How does it work?How does it work?
t
{Social Network Emergence Process - SNEP model © Riemer et al. 2012, The University of Sydney}
In the second phase, the new artefact is discussed quite negatively.
The conversation around the new service is on the verge of vanishing.
Platform adoption is at risk of dying off.
In the second phase, the new artefact is discussed quite negatively.
The conversation around the new service is on the verge of vanishing.
Platform adoption is at risk of dying off.
Risk of failureRisk of failure
Start-up Neglect Excitement
Critical mass
Critical mass
Tota
l use
r num
ber
Mes
sage
cou
nt
All messages
Self-referentialWhat’s that?What’s that?
I’ve seen better!I’ve seen better!
That’s interesting!That’s interesting!
It’s useful, try it!It’s useful, try it!
How does it work?How does it work?
Risk of failureRisk of failure
t
{Social Network Emergence Process - SNEP model © Riemer et al. 2012, The University of Sydney}
Engage-ment
Engage-ment
In the third phase, interest in use grows, positive examples from emerging work
practices are shared, the community actively promotes diffusion. The social network grows strongly as the critical
mass point is reached.
In the third phase, interest in use grows, positive examples from emerging work
practices are shared, the community actively promotes diffusion. The social network grows strongly as the critical
mass point is reached.
Start-up Neglect Excitement Productivity
Critical mass
Critical mass
Engage-ment
Engage-ment
Tota
l use
r num
ber
Mes
sage
cou
nt
All messages
Self-referentialWhat’s that?What’s that?
I’ve seen better!I’ve seen better!
That’s interesting!That’s interesting!
It’s useful, try it!It’s useful, try it!
How do I cope?How do I cope?
Can’t do without!Can’t do without!
What’s appropriate?What’s appropriate?
Wid
enin
g ga
p si
gnifi
esIn
crea
se in
pro
ducti
vity
.
How does it work?How does it work?
Risk of failureRisk of failure
t
{Social Network Emergence Process - SNEP model © Riemer et al. 2012, The University of Sydney}
In the fourth phase, shared norms emerge and are observed by the
community. People assist new adopters; self-referential messages decline, but a
baseline of support-related conversations remains, as productive use takes over.
In the fourth phase, shared norms emerge and are observed by the
community. People assist new adopters; self-referential messages decline, but a
baseline of support-related conversations remains, as productive use takes over.
Start-up Neglect Excitement Productivity
Critical mass
Critical mass
Engage-ment
Engage-ment
Tota
l use
r num
ber
Mes
sage
cou
nt
All messages
Self-referentialWhat’s that?What’s that?
I’ve seen better!I’ve seen better!
That’s interesting!That’s interesting!
It’s useful, try it!It’s useful, try it!
How do I cope?How do I cope?
Can’t do without!Can’t do without!
What’s appropriate?What’s appropriate?
Wid
enin
g ga
p si
gnifi
esIn
crea
se in
pro
ducti
vity
.
How does it work?How does it work?
Risk of failureRisk of failure
t
{Social Network Emergence Process - SNEP model © Riemer et al. 2012, The University of Sydney}
The final SNEP model.
Contact
› Dr. Kai Riemer
› Discipline of Business Information Systems
› The University of Sydney Business School
› http://sydney.edu.au/business/staff/kair