© 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

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)

Overview of Social Media

• Social Media

– SNS

– Blogs/Microblogging

– Wikis

– Social bookmarking/tagging

– Media sharing

– Virtual worlds

– Podcasts

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

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?

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.