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© University of Reading 2010 www.reading.ac.uk/irc28 February 2013
Aimee Jacobs, Keiichi Nakata
Informatics Research Centre
Evolving the Social BusinessA Look at Stages of Growth for Web 2.0 Integration with Business Activities
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Outline• Introduction
• Stages of Growth Models
• Earl’s Model
• Social Enterprise Model
• Social Enterprise and Sustainable Communications
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Introduction
• As technologies evolve companies try to adapt to the
latest demands from customers, suppliers, partners and
employees
• Stages of Growth models have been used to explain
maturity of growth
• The ability to have interactive and engaged
communications can enhance Sustainable
Communications
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Overview of Social Media
• Web 2.0
“a network as platform, spanning all connected devices” (O'Reilly
2007, p. 17) and
“a more mature, distinctive medium characterised by user
participation, openness and network effects.”(Musser, O’Reilly et al.
2006, p. 4)
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Overview of Social Media
• Social Media
– SNS
– Blogs/Microblogging
– Wikis
– Social bookmarking/tagging
– Media sharing
– Virtual worlds
– Podcasts
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Earl’s Model
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Earl’s Model
• Stage One: External Communications
• Stage Two: Internal Communications
• Stage Three: E-Commerce
• Stage Four: E-Business
• Stage Five: E-Enterprise
• Stage Six: Transformation
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Social Enterprise Model
• External Communications• Internal Communication• Social Commerce
Co-Browsing/ShoppingUser generated cross sellingCustomer rating and reviewsOWOM- with Micro-blogging
• Social Business• Social Enterprise/Enterprise 2.0
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Social Enterprise and Sustainable Communities
1. External Communications
2. InternalCommunications
3. SocialCommerce
4.Social Business
5.SocialEnterprise (E 2.0)
6.Transformation
Corporate
fanpages and
tweets
Communication
Collaboration
Connections
Users aid in
buying and
selling
New business models to meet
customer demands
Enterprise wide information and decisions by
wire
What’s’next?
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Social Enterprise and Sustainable Communities
• Consumers (and legislators) want companies to
demonstrate that a product or service is green from
design to delivery (Dupras, 2008)
• Combination of Web 2.0 and accountability efforts has
the ability to enhance traditional relationships, between
companies and stakeholders (Oakley, 2008)
– Enables collaboration to solve problems and generate
constructive new ideas and solutions
– SM can be used to help with motivation by creating a
community of users, enabling goal setting, especially with the
aid of an activist
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Social Enterprise and Sustainable Communities
• Sustainable Communications is more than
communicating a company’s green efforts
– carbon footprint of an ad campaign or a single email message
• Social Enterprise and Sustainable Communications
– Ownership
– Engaging public
– Encouraging discussion
• As companies evolve through the stages of social
business, so may their sustainable communications from
external to enterprise-wide.
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Summary
• Research question:
– Is the use of Earl’s stages of growth model appropriate for
evolution of integration of Web 2.0 technologies for businesses?
• What has been done:
– Summarised the stages of Earl’s model
– Analysed the Social Enterprise through literature review
– Analysed the compatibility of sustainable communications and
Social Enterprise
• What is next:
– Continue analysis of companies as they mature further
– Further investigation on the evolution of communication for
sustainable communities
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Link to full article
http://dl.acm.org/citation.cfm?id=1951497
Related publications:Askool, S., Jacobs, A. and Nakata, K. (2010). Socio-technical factors influencing social media adoption in business: a semiotic perspective. In: 12th International Conference on Informatics and Semiotics in Organisations (ICISO 2010), 19-21 July 2010, Reading, UK, pp. 141-148.
Jacobs, A., & Nakata, K. (2010). Evolving the social business: a look at stages of growth for Web 2.0 integration with business activities. In First Interdisciplinary Workshop on Communication for Sustainable Communities (p. 4). ACM.
Jacobs, A. and Nakata, K. (2011). Impact of Social Media on Collaborative Organisational Activities: Position Paper. 12th European Conference on Computer Supported Cooperative Work. Aarhus, Denmark.
Jacobs, A. and Nakata, K. (2011). Valuation of the use of social media technologies for internal business activities. In: Jorna, R., Liu, K. and Faber, N. (eds.) Problems and Possibilities of Computational Humanities: Proceedings of 13th International Conference on Informatics and Semiotics in Organisations. Fryske Akademy, The Netherlands, pp. 159-165. ISBN 9789490719005
Askool, S., Jacobs, A. and Nakata, K. (2011). A method of analysing the use of social networking sites in business. In: Cruz-Cunha, M. M., Gonçalves, P., Lopes, N., Miranda, E. M. and Putnik, G. D. (eds.) Handbook of Research on Business Social Networking: Organizational, Managerial, and Technological Dimensions. IGI Global, pp. 119-139. ISBN 9781613501689
Jacobs, A., & Nakata, K. (2012). Organisational Semiotics Methods to Assess Organisational Readiness for Internal Use of Social Media. (July 29, 2012). AMCIS 2012 Proceedings. Paper 24.