Working Papers on Information Systems
ISSN 1535-6078
APERTO: A Framework for Selection, Introduction, and Optimization of Corporate Social Software Alexander Richter Universitat der Bundeswehr München, Germany Sebastian Behrendt Universitat der Bundeswehr München, Germany Michael Koch Universitat der Bundeswehr München, Germany
Abstract The deployment of social software in enterprises to support collaborative work has become increasingly important in the past few years. At the same time, the characteristics of social software--most importantly the so-called Nutzungsoffenheit--require a change of mindset. Corporate social software differs strikingly from traditional business software, which has clearly defined common usage scenarios for its functions. Classic approaches concerning the requirements analysis, change management and success measurement of business software can be applied only partly or not at all. In this report, the APERTO framework, consisting of the APERTO five-level model, the CUP-Matrix, as well as the tools developed therefrom, is introduced. It enables a complete and consistent categorization and classification of the usage potentials of corporate social software, and thus supports its selection, implementation, and optimization. The approach described in this report was applied successfully multiple times in the past few months in projects to select and implement solutions in various German enterprises. Keywords: enterprise 2.0, corporate social software, APERTO, requirements analysis, success measurement Permanent URL: http://sprouts.aisnet.org/12-1 Copyright: Creative Commons Attribution-Noncommercial-No Derivative Works License Reference: Richter, A., Behrendt, S., Koch, M. (2012). "APERTO: A Framework for Selection, Introduction, and Optimization of Corporate Social Software," . Sprouts: Working Papers on Information Systems, 12(1). http://sprouts.aisnet.org/12-1
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2ICHTERETAL 4HEAPERTOFRAMEWORK 0%230%#4)6%3/.#/20/2!4%3/#)!,3/&47!2% #ORECHARACTERISTIC.UTZUNGSOFFENHEIT 3OCIALSOFTWAREHASBECOMEINCREASINGLYIMPORTANTINMANYCORPORATIONSINTHEPAST NUMBEROFYEARS4HEUSEOFWIKIS WEBLOGS ANDSOCIALNETWORKINGSERVICESCANCAUSEA FUNDAMENTALCHANGEOFCOMMUNICATIONWITHINACOMPANY#OOK "UHSE3TAMER -C!FEE 4HISCHANGEISNOTONLYEVIDENTINTHEUSEOFTHETOOLS BUTINFUNDAMENTAL CHANGESINCOMMUNICATIONWHICHAREENABLEDBYTHESETOOLSINFORMATIONCONSUMERSBECOME INFORMATIONPRODUCERS WHOCREATECONTENTSVOLUNTARILYANDSELF ORGANIZEDEG3TOCKERETAL )NTHISCONTEXT SOCIALSOFTWAREIS COMPAREDTOPREVIOUSINFORMATIONSYSTEMS CHARACTERIZEDBYASIGNIFICANTLYSTRONGERORIENTATIONTOWARDSTHEREQUIREMENTSOFTHEUSEROFTEN REFERREDTOAShME CENTRICITYv EG"ACK+OCH !NOTHERVERYIMPORTANTCHARACTERISTICOFSOCIALSOFTWAREISTHESO CALLED .UTZUNGSOFFENHEIT.UTZUNGSOFFENHEITMEANSTHATTHETRUENATUREANDPOTENTIALOFSUCH TECHNOLOGIESDOESONLYMANIFESTWHENPEOPLEMAKESENSEOFANDINCORPORATETHEMINTHEIRDAY TO DAYWORKROUTINES)NESSENCE THETECHNOLOGYANDITSSETOFFEATURESDONOTPRECIPITATEITS FORMSOFUSAGE2IEMERETAL P 4HISADOPTIONPROCESSLASTSUNTILTHEUSERSHAVEDISCOVEREDTHESENSEANDPURPOSEFOR THEMSELVESANDINCORPORATEDTHEPLATFORMINTOTHEIRDAILYWORKPROCESSES )NTHISASPECT CORPORATESOCIALSOFTWAREDIFFERSSTRIKINGLYFROMTRADITIONALBUSINESSSOFTWARESUCHAS%20 #2- OR00# SYSTEMS WHICHHAVECLEARSTRUCTURES PROCESSESANDPRE DEFINEDUSECASES UNDERLYINGALREADYDURINGTHEIRDEVELOPMENT!L -UDIMIGHETAL #ONSEQUENTLY WHILE INTRODUCINGSOCIALSOFTWARE ACOMPANYFACESTHECHALLENGEOFDEDUCTINGITSPOTENTIALINITSOWN CORPORATECONTEXT 0ROCESSMODELFORINTRODUCTION "EFORETHEIMPLICATIONSOFTHISCHARACTERISTICOFSOCIALSOFTWAREAREDESCRIBEDANYFURTHER ITISHELPFULTODISCUSSTHEPROCESSOFASYSTEMIMPLEMENTATION TOHIGHLIGHTTHECHALLENGESDURING THISPROCESSINANENTERPRISE6ARIOUSFRAMEWORKSORPROCESSMODELSEXISTFORTHEINTRODUCTIONOF SOFTWAREEG3HIN,EE "ASEDONTHEFUNDAMENTALLYSIMILARSTRUCTUREOFTHESEMODELS ANDONOUROWNEXPERIENCEANDOBSERVATIONSREGARDINGTHEINTRODUCTIONOFSOCIALSOFTWAREINA NUMBEROFCOMPANIES THEPROCESSFORINTRODUCTIONWHICHISSHOWNIN&IGUREISPROPOSED )NASTRATEGY DEVELOPMENTPHASE THEPROJECTTEAMDEFINESACONCRETEPROJECTGOAL AND DEVELOPSAVISIONTHATDESCRIBESTHELONG TERMGOALSOFTHEIMPLEMENTATIONPROJECT/NLYIFSUCH GOALSAREDEFINEDITISPOSSIBLELATERONTODEFINETHEREQUIREMENTSORTOMEASUREORMONITORTHE SUCCESSOFTHEPLATFORM )NTHESELECTIONPHASE THEUSAGEOFCURRENTLYEXISTINGPLATFORMSISANALYZEDACTUAL AND THEREQUIREMENTSOFTHEFUTUREPLATFORMTARGET AREDETERMINED4HEPLATFORMEVALUATION GOESBEYONDTHESELECTIONPHASE ASTHEPLATFORMISSTILLBEINGEVALUATEDDURINGITS INTRODUCTION FOREXAMPLEBYPILOTUSERS 4HISISADYNAMICPROCESS WHICHDOESNOTHAVETOBECOMPLETEDATACERTAINMOMENT EVENTHOUGHTHEUSERHAS ALREADYREALIZEDANDPERCEIVEDANADDITIONALVALUE!NOVERVIEWOFTHEPHASESTOPASSTHROUGHDURINGTHISADOPTION PROCESSSHOWNINTHE3.%0 MODEL2IEMERETAL 4HEPROCESSANDTHENECESSITYOFTHEDEFINITIONOFAPROJECTGOALDONOTEXCLUDEANEXPLORATIVEAPPROACH2ICHTER 3TOCKER )NTHISCASE THEGOALOFTHEUSAGEISTHEIDENTIFICATIONOFUSECASES
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2ICHTERETAL 4HEAPERTOFRAMEWORK $EPENDINGONTHESIZEOFTHEGROUPTOWHICHTHEPLATFORMISINTRODUCED THEREMIGHTBE DISTINCTPILOTANDROLL OUTPHASES(OWEVER MOSTIMPORTANTINTERMSOFCHANGE MANAGEMENTISTHEGUIDANCEOFTHEUSERSBASEDONABENEFIT ORIENTEDDOCUMENTATION )NTHEONGOINGUSAGE THESUCCESSOFTHEPLATFORMSHOULDBEMEASUREDINORDERTOENSURE OPTIMIZEDUSAGEINTHECOURSEOFACONTINUOUSADAPTATION
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Vision, Mission
Introduction
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Change Management
Success Measurement
Actual Usage (Is)
Community Management
Requested Usage (Target)
Usage oriented Documentation
Selection
Platform Evaluation and Selection
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2ICHTERETAL 4HEAPERTOFRAMEWORK
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Business Processes
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2ICHTERETAL 4HEAPERTOFRAMEWORK IDENTIFIEDANDABSTRACTCLASSESOFTHEUSEPRACTICESWERECREATED4HISAPPROACHISALSOCALLED THEORETICALCODING"HM /URANALYSISSHOWEDTHATALLUSAGEPOSSIBILITIESOFCORPORATE SOCIALSOFTWARECANBEDESCRIBEDBYTHETWODIMENSIONSACTIONANDOBJECT &IGURE VISUALIZESTHE ENTIREAPPROACH
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Actions
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Data from more than 20 Organizations
First Encoding of Data (open encoding)
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2ICHTERETAL 4HEAPERTOFRAMEWORK
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&IGURE#50MATRIX )T IS IMPORTANT TO NOTE THAT THESE OC CURRENCES THAT RESULT FROM THE COMBINATION OF AN OBJECTCLASSANDANACTIONEG3EARCHnMESSAGEnhSEARCHFORAHINTv ARENOTA#OLLABORATIVE 5SAGE0ATTERNBUTACONCRETEEXAMPLE(ENCE A#50ISTHECOMBINATIONOFANOBJECTCLASSANDAN ACTIONTHATCANBEREPRESENTEDTHROUGHMULTIPLEEXAMPLES )NTHEFOLLOWINGCHAPTERSITISSHOWNINDETAILHOWTHE#50SAND#5#SCANSUPPORTTHE AFOREMENTIONED CHALLENGES OF THE IMPLEMENTATION PROCESS AND HAVE ALREADY SUCCESSFULLY SUPPORTEDREALPROJECTS 3%,%#4)/./&#/20/2!4%3/#)!,3/&47!2%7)4(4(%APERTO &2!-%7/2+ !SEXPLAINEDBRIEFLYIN#HAPTER THEFUNCTIONALREQUIREMENTSANALYSIS OFCORPORATE SOCIALSOFTWARECANONLYBEDONEPOORLYTHROUGHDIRECTDEVIATIONOFSUITABLEFUNCTIONALITIES4HUS INTHEFOLLOWINGSECTIONS THEPOSSIBLEAPPLICATIONOFTHEAPERTOFRAMEWORKMORESPECIFICALLY THE#50 -ATRIXINTHESELECTIONPROCESSFORCORPORATESOCIALSOFTWAREISDESCRIBED&IGURE )TISPOSSIBLETOIDENTIFYTHREEDIFFERENTSTEPS FUNCTIONALREQUIREMENTSANALYSISSEE#HAPTER !DDITIONALTOTHEFUNCTIONALREQUIREMENTSANALYSES NON FUNCTIONALREQUIREMENTSLIKEINTEGRATIONOPTIONSWITH OTHERPLATFORMSORTHEUSABILITYHAVETOBECONSIDEREDASWELLDURINGTHESELECTIONOFCORPORATESOCIALSOFTWARE)N THISPOINTSOCIALSOFTWAREACTSLIKEOTHERBUSINESSAPPLICATIONS&ORTHISREASONTHEALREADYMENTIONEDANDOTHERNON FUNCTIONALREQUIREMENTSARENOTCONSIDEREDINTHEDESCRIBEDAPPROACHANDHAVETOBEEVALUATEDOTHERWISE
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2ICHTERETAL 4HEAPERTOFRAMEWORK PLATFORMEVALUATIONSEE#HAPTER AND THECOMPARISONOFTHEREQUIREMENTS PROFILEWITHTHEPLATFORMPROFILESBASEDONTHE#50SSEE#HAPTER
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&IGURE3ELECTIONPROCESSFORCORPORATESOCIALSOFTWARE &UNCTIONAL2EQUIREMENTS!NALYSIS 4HEIDEAOFTHEFUNCTIONALREQUIREMENTSANALYSISISTOASSESSANDRATETHERELEVANT#50SINTHE USAGECONTEXT4HERESULTSCANTHENBEDISPLAYEDAS3PIDER7EBS ANDCANBEDIRECTLYCOMPAREDTO ANYPOSSIBLEPLATFORMS WHICHHAVEBEENRATEDACCORDINGLYSEEALSOCHAPTERSAND )NTHIS WAY AhSTEPBACKWARDSvTOTHELEVELOFTHEFUNCTIONALITIESCANBEAVOIDED4HE#50 -ATRIX MAINLYHELPSHERETOFOCUSANDPRIORITIZETHECOMPANY RELEVANT#50S $IFFERENTAPPROACHESAREPOSSIBLEHERE )NTERVIEWS/NTHEONEHANDITISPOSSIBLETOCONDUCTINTERVIEWSWITHPOTENTIALPLATFORM USERSTOIDENTIFYTHEIRREQUIREMENTSANDDRAFTTHEMAS#5#S-ULTIPLEEMPLOYEESINTHE CONCERNEDFIELDOFBUSINESSAREQUESTIONEDFORTHEIRTASKSANDWORKPRACTICES4HISSURVEY ISHELPFULTOANALYZEIN DEPTHTHEACTIVITIESFROMTHEACTORSPERSPECTIVE!FTERTHE INTERVIEWS THEIDENTIFIEDACTIVITIESAREANALYZED4HEACTIVITIESAREGROUPEDACCORDINGLY TOTHE#50SAFTERWARDS)FREQUIREMENTSARISE WHICHONLYOCCURRARELY ITISNECESSARYTO READJUSTINORDERTOFINDOUTWHETHERORNOTTHEYAREJUSTIFIEDORWHYTHEYHAVENOTBEEN POINTEDOUTMOREOFTEN
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2ICHTERETAL 4HEAPERTOFRAMEWORK 5SAGEANALYSISOFEXISTINGPLATFORMS-ANYCOMPANIESDECIDETOSTARTTOEXPLORETHE POTENTIALOFTHEPLATFORMSFORTHEIRBUSINESSBYUSINGSOLUTIONSTHATAREEASYTOINSTALLEG 7ORDPRESS ORFREELYAVAILABLEINTHE)NTERNETEG9AMMERCOM CF2ICHTER3TOCKER )NTHISCASEITISPOSSIBLETOEXAMINETHEMESSAGESEXCHANGESONTHEPLATFORMBY USINGAGENREANALYSIS2IEMER&ILIUS 'ENREANALYSISCANSERVEASANINSTRUMENT TOUNDERSTANDTHECOMMUNICATIONPRACTICESOFASOCIALGROUP BECAUSEhINIDENTIFYINGAND LABELINGGENRESWETRYTOCAPTURETHEGESTALTOFTHEVARIOUSCOMPONENTSOFTHE COMMUNICATIVEACTv+WASNIK#ROWSTON 4ABLESHOWSHOWINTHECASEOF THE3IEMENS4ECHNOWEB2ICHTERETAL EVERYPOSTWASCODEDACCORDINGTOITS PURPOSEEGSEARCHFORADISCUSSIONPARTNER 5SE#ASE !LL .EWS3TATUS5PDATES )NVITATIONS &ORWARDINGOFLINKSTOARTICLES 0OINTERSTOEXPERTS &ORWARDINGEXPERIENCES 3EARCHFORDISCUSSIONPARTNERS %NQUIRY /PINION %NHANCINGANIDEA 3EARCHFORSUPPORT 0REPARATIONOFDECISSIONS 3EARCHFORREFERENCE )DENTIFICATIONOFCONTACTPERSON -ARKETINGOFCENTRALINITIATIVESANDINTERNALSERVICES -ETACOMMUNIKATIONEGCOMMENTSONTHEPLATFORM 4ABLE2ESULTSOFGENREANALYSISINTHECASEOF3IEMENS &ROMTHEIDENTIFIEDCOMMUNICATIONPRACTICESANDFROMTHEREQUIREMENTSIDENTIFIEDBYTHE INTERVIEWSTHECORRESPONDING#50SCANBEDERIVED 4HEYAREPRESENTEDAS3PIDER7EBS ACCORDINGTOTHEIRFREQUENCYANDRELEVANCE4HE3PIDER7EBSVISUALIZETHECOREREQUIREMENTSOF THECORPORATIONORITSDIVISIONSCONCERNINGTHE#50SINASIMPLEMANNER&IGURESHOWS EXEMPLARILYTHECHARACTERISTICSOFTHE#50SGROUPEDBYTHETHREEOBJECTSDOCUMENT PERSONAND MESSAGE0RIORITIZATIONISONASCALEFROMTHROUGH&ROMAQUALITATIVEASSESSMENT THE FOLLOWINGVALUESCANBEDEDUCEDTHE#50HASNOIMPORTANCE MEDIUMIMPORTANCE OR HIGHIMPORTANCE 6ALUESINBETWEENCANARISEFROMAVERAGINGTHERESULTSFROMMULTIPLE INTERVIEWEES4HE3PIDER7EBSOFTHETHREEOBJECTSDOCUMENT PERSON ANDMESSAGEINTHE 4HISISTHESHAREOFEACHGENRE%ACHPOSTCANCONTAINMULTIPLEGENRES !SMENTIONEDINTHEFIRSTCHAPTERTHEADOPTIONHAPPENSSTEPBYSTEPINALONG TERMPROCESS WHICHMEANSTHATTHE COMMUNICATIONPRACTICESCANCHANGEOVERTIME"UTTHISFACTDOESNOTCHANGETHENECESSITYTOIDENTIFYTHE REQUIREMENTSATACERTAINTIMEANDTOMAKESELECTIONDECISIONBASEDUPONIT
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2ICHTERETAL 4HEAPERTOFRAMEWORK EXAMPLEBELOWSHOWTHENECESSITYTONOTIFYOTHERSONDOCUMENTS4HE#50SHAREDOCUMENTMAY BEIGNORED HOWEVER
&IGURE)NSTANCESOF3PIDER7EBS 4HEFOLLOWINGEXAMPLESHOULDMAKETHISPROCESSMORECLEAR!SSUMETHATWITHINA BUSINESSPROCESSASITUATIONOCCURSREPEATEDLYINWHICHEMPLOYEESNEEDTHECOMPETENCYOF COLLEAGUESTOSOLVEPROBLEMS4HE#5#hASKYOURCOLLEAGUESvCANBEDEVELOPEDFROMTHIS SITUATION ASDESCRIBEDIN4ABLE6ARIOUS#50SCANBEDERIVEDFROMTHISSITUATION4HEPROCESS FORhASKYOURCOLLEAGUESvCOULDTAKEPLACEASFOLLOWS %XEMPLARYPROCESS #50S %MPLOYEEASKSAQUESTIONTOALLOTHER COLLEAGUES 3HARINGOFAMESSAGE #OLLEAGUESANSWERTHEQUESTION 3HARINGOFAMESSAGE .OTIFYONAMESSAGE 3HARINGOFADOCUMENT .OTIFYONADOCUMENT 4HEAUTHOROFTHEQUESTIONNAMESTHEhMOSTHELPFUL 2ATINGOFAMESSAGE ANSWERvORTHEhCORRECTANSWERv 2ATINGOFADOCUMENT &REQUENTLY ASKED QUESTIONS CAN POSSIBLY BE #OLLECTINGOFMESSAGES HIGHLIGHTEDINAPROMINENTLOCATION 4AGGINGMESSAGES 4ABLE#50SFORTHE#5#h!SKYOURCOLLEAGUESv 0LATFORMEVALUATION 4HEBASICIDEAOFTHEPLATFORMEVALUATIONISTOCREATEAPROFILEONTHEBASISOFTHE#50S FOREACHPLATFORM THUSAVOIDINGHAVINGTOINSPECTEACHINDIVIDUALFUNCTION&ORTHECLASSIFICATION OFPLATFORMSALREADYEXISTINGINCOMPANIESORAVAILABLEONTHEMARKET ANEVALUATIONTEMPLATEHAS BEENDEVELOPED WHEREWITHTHETYPEANDEXTENTOFTHE#50SINTHEDIFFERENTPLATFORMSCANBE EVALUATED 4HEBASICHYPOTHESISFORTHECREATIONOFTHETEMPLATESWAS THATTHE#50SSHOULDBE COVEREDASBROADLYASPOSSIBLEWITHINTHEPLATFORM4HISMEANSTHEMOREEXTENSIVETHEOBSERVED FUNCTIONSAREREGARDINGASPECIFIC#50 THEBETTER4HETEMPLATEISALIGNEDTOAPPLICATIONS AVAILABLEANDESTABLISHEDINTHEMARKET0LATFORMSCONSIDEREDINTHEEVALUATIONSHOULDBE CHECKEDREGULARLYFORTHESUPPORTOFTHE#50S3HOULDTHE#50SGENERALLYBESUPPORTEDVERY BROADLYINDIFFERENTPLATFORMS THERATINGSCHEMEHASTOBEREADJUSTEDACCORDINGLY
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2ICHTERETAL 4HEAPERTOFRAMEWORK )NTHETEMPLATE ALLDISTINCTSUPPORTORREALIZATIONPOSSIBILITIESOFA#50THROUGHA PLATFORMARECHECKED4HESEPOSSIBILITIESARETHENMARKEDASREALIZEDGREEN PARTLYREALIZED YELLOW ORNOTREALIZEDRED RATEDACCORDINGLY ANDDESCRIBEDQUALITATIVELY4HISDESCRIPTION CANPLAYADECISIVEROLE INLATERDISCUSSIONSDUETOTIGHTRESULTS4HETEMPLATEDESCRIBESPRECISELY WHICHREQUIREMENTSAREABSOLUTELYNECESSARYFORAGREENORAYELLOWRATING"YUSINGTHE TEMPLATE THEREALIZATIONOFTHE#50ISQUANTIFIEDANDNORMEDTOASCALEFROMTHROUGH)N &IGURETHE#50SNAMEDEARLIER4ABLE ARERATED CUPs
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&IGURE%XCERPTFROMARATINGTEMPLATE #OMPARISON2EQUIREMENTSANDPLATFORMPROFILES 4HECOMPARISONOFREQUIREMENTSPROFILESANDPLATFORMPROFILESSHOWSHOWWELLEACH PLATFORMMEETSTHEPRIORITIESDERIVEDFROMTHEREQUIREMENTSANALYSIS )N&IGUREANEXEMPLARYCOMPARISONOFTHEREQUIREMENTSANDAPLATFORMREPRESENTEDBY ANEVALUATIONTEMPLATESHOWSDIRECTLYTHESUITABILITYOFAPLATFORM)NTHISEXAMPLE THEPLATFORM ISONLYPARTLYSUITABLEFORSUPPORTINGCOLLABORATIONINTHISSPECIFICBUSINESSCONTEXT BECAUSETHE HIGHLYPRIORITIZED SHARINGANDEDITINGOFMESSAGESISONLYSUPPORTEDINALIMITEDMANNERBYTHE EVALUATEDPLATFORMCOMPARISONOFTHEBLUEANDTHEORANGEAREASINTHE3PIDER7EBhMESSAGEv
&IGURE-ATCHINGBETWEENREQUIREMENTPROFILEANDEVALUATIONTEMPLATE
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2ICHTERETAL 4HEAPERTOFRAMEWORK 3500/24).'4(%)-0,%-%.4!4)/.7)4(4(%APERTO&2!-%7/2+ $UETOTHEPREVIOUSLYMENTIONED.UTZUNGSOFFENHEIT CORPORATESOCIALSOFTWAREDOESNOT DETERMINEUSAGECASESFORTHEUSERS BUTINSTEADOFFERSTHEMLOTSOFSPACETODISCOVERTHEIROWN POSSIBILITIESOFUSE7HILETHISPROVIDESTHEOPPORTUNITYFOREACHUSERTOUTILIZETHEPLATFORM ACCORDINGTOHISOWNWORKPRACTICES THISFREEDOMALSOBEARSTHERISKTHATTHEUSERMIGHTNOTSEIZE THEPOTENTIALORTHEBENEFITOFTHEPLATFORM &ORTHISREASON THEADOPTIONPROCESSHASTOBESUPPORTEDBYPOINTINGOUTPRACTICAL POSSIBILITIESOFUSE ESPECIALLYINTHEINTRODUCTORYPHASE&IGURE 4HESEPRACTICALPOSSIBILITIES OFUSESHOULDBEUNDERSTANDABLEANDHELPFULFORTHEWORKOFTHEADDRESSEDUSERS4HISCANBEAN ITERATIVEPROCESSINWHICHTHEUSERSADOPTTHESERVICESINTHECOURSEOFTHEIRWORKPRACTICES AND MANAGEMENTOREMPLOYEESIDENTIFYYETUNKNOWNUSAGEPOSSIBILITIESSTEPBYSTEP %SPECIALLY HEREITISRELEVANTNOTTOSTEPBACKONTHELEVELOFTHEFUNCTIONS BECAUSETHEUSERSRARELYPERCEIVE THEVALUEOFINDIVIDUALFUNCTIONS BUTRATHERINTHECOLLABORATIVEPROCESSESSUPPORTEDBYTHE PLATFORM.OWTHEPOTENTIALOFTHEUSAGE ORIENTEDDOCUMENTATIONCOMESINTOPLAY WHICHSHOULD BEELABORATEDINTHECOURSEOFTHECHANGEMANAGEMENTPROCESS4HISHELPSTHEUSERTOADOPTTHE SOFTWAREBYDESCRIBINGPOSSIBLEUSAGECASES $IFFERENTPOSSIBILITIESFORAUSAGE ORIENTEDDOCUMENTARE 2EPORTSABOUTUSAGECASESOFTHEPLATFORMINON OROFFLINEPUBLICATIONS 7ORDOFMOUTH ADVERTISINGORVIRALMARKETINGASWELLASTHECREDIBILITYANDAUTHENTICITYOFTHEPROMOTERS ANDKEYUSERSPLAYANIMPORTANTROLEHERE #OLLECTIONOFPARTICULARUSAGEEXAMPLESINTHEFORMOFREPORTSINWHICHUSERSDESCRIBE THEIRSUCCESSSTORIESWITHTHEPLATFORM EGINARTICLESINANEMPLOYEENEWSPAPER ASPART OFTHEONLINEDOCUMENTATION INUSERBLOGS ORASASIMPLEPOSTOFAUSERLABELEDWITHA HASHTAGEGBESTPRACTICE "OTHPOSSIBILITIESCANBEREALIZEDINTEXT ASAPODCAST ORINTHEFORMOFSCENARIOPOSTERSCOMICS SEE&IGURE
&IGURE6ISUALIZATIONOFTHE#OLLABORATIVE5SE#ASEhASKYOURCOLLEAGUESvINTHEFORMOFA COMIC STRIP !NOTHERCHALLENGEISSEENINTHESELECTIONOFASUITABLEPLATFORM4HISPROBLEMOFTHESO CALLEDMEDIACHOICECANAT LEASTBEPARTLYSOLVEDBYCOMMUNICATINGSUITABLE#OLLABORATIVE5SE#ASES )NTHEMAJORITYOFTHEOBSERVEDCASES USAGESCENARIOSOCCURREDTHATHAVENOTBEENFORESEENWHENINTRODUCINGTHE TOOL
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2ICHTERETAL 4HEAPERTOFRAMEWORK )NORDERTOCREATETHEUSAGE ORIENTEDDOCUMENTATIONITISHELPFULTOBEGUIDEDBYOTHER SUCCESSFULINTRODUCTIONPROJECTS4HE#5# CATALOGORSIMILARCOLLECTIONS MENTIONEDIN#HAPTER CANHELPUSERSDISCOVERTHEPOTENTIALOFTHEPLATFORMANDUSAGEPOSSIBILITIESOFINTERESTTO THEM /04)-):!4)/./&4(%0,!4&/2-53!'% 7)4(4(%APERTO&2!-%7/2+ !NOTHERPOSSIBILITYTOUSETHEAPERTOFRAMEWORKISTOSUPPORTOPTIMIZINGTHEUSAGEOF THE PLATFORM4HESUCCESSMEASUREMENTOFFERSACOMPANYTHEPOSSIBILITYTOBECOMEAWAREOFTHE VALUEOFTHEDEPLOYEDPLATFORM $IFFERENTSTAKEHOLDERSOFSUCCESSMEASUREMENT 4HEREASONSTOMEASURETHESUCCESSOFAPLATFORMCANBEVERYDIFFERENT%XAMPLESARE 4HEMANAGEMENTORTHESPONSOROFANINVESTMENTISASKINGFORAJUSTIFICATIONFORTHE INVESTMENT4HEIMPROVEMENTINCOMPARISONTOUSINGTHEOLDSYSTEMHASTOBEASSESSED )NTHESENSEOFABENCHMARK ACOMPARISONWITHMETRICSOFOTHERCOMPANIESISPOSSIBLE !SYSTEMSTAKEHOLDERWANTSTOIMPROVETHEUSAGEOF THESOCIALSOFTWARE 4HEADDEDVALUEOFTHESOCIALSOFTWARETOPERFORMTASKSSHOULDBESHOWNTOTHEUSERS (OWEVER WHILEMANYINVESTORSSEE AREONLYSATISFIEDWITHRELIABLENUMBERSHOWMUCH DO)SAVEBYUSINGTHEPLATFORM SYSTEMSTAKEHOLDERSANDUSERSAREMOREINTERESTEDINHOWTHE PLATFORMISUSEDORCANBEUSED)NBOTHSITUATIONS THESTEPBACKTO,EVELONTHEAPERTOFIVE LEVELMODELMEASURINGTHEFREQUENCYOFTHEUSEOFAFUNCTIONALONEISNOTSUFFICIENT )TBECOMESOBVIOUSTHATTHEKINDOFSUCCESSMEASUREMENTANDTHESUCCESSCRITERIADEPENDON DIFFERENTFACTORS&URTHERMORE THEPREVIOUSLYDESCRIBED.UTZUNGSOFFENHEITPOSESACHALLENGEFOR THEMEASUREMENT(OWCANTHESUCCESSOFAPLATFORMBEMEASUREDIFITISUNKNOWNHOWITIS USED 4HEAPERTOFRAMEWORKOFFERSANAPPROACHTHATENABLESTHEGOAL ORIENTEDSUCCESS MEASUREMENTOFSOCIALSOFTWAREINTHECONTEXTOFTHESPECIFICUSAGE WHICHISBASEDONTHELEVEL OFTHE#5#INTHEFOLLOWINGSHOWNAGAINBYTHEEXAMPLE#5#hASKYOURCOLLEAGUESv (EREBY THESUCCESSMETRICSARESTRUCTUREDINTOTHREEDIMENSIONSINACCORDANCEWITH#OOPERETAL THATSHOULDBECONSIDEREDWITHINEVERY#5#ACTIVITY PERSONALBENEFIT BUSINESSVALUE4HE CONSIDERATIONOFTHE#5#SALLOWSGATHERINGMETRICSACROSSCOMPANIESWHICHENABLESA BENCHMARKING EVENIFTHETECHNOLOGICALIMPLEMENTATIONOFTHE#5#SISDIFFERENT !CTIVITIES )NTHEFIRSTSTEPITISUSEFULTOCONFIRMTHEACTIVITIESOFTHEUSERSTHROUGHSYSTEM BASED DATA/RIENTATIONISPROVIDEDAGAINBYTHE#50 -ATRIX"UILDUPONTHIS THERESULTSCANBE IMPROVEDBYAQUALITATIVEANALYSISCONTENTANALYSIS )NTHISWAY THESHARINGOFAMESSAGEINTHE #5#hASKYOURCOLLEAGUESvCANBEFORMULATEDANDMEASUREDASACONCRETENUMBEROFASKED QUESTIONS3UCHAMETRICALWAYSDEPENDSONTHE#5#ANDSHOWSTHEEXTENTOFITSUSAGE 0ERSONALBENEFIT 4HENEXTSTEPISABOUTASSESSINGHOWTHEPLATFORMINCREASESTHEPERFORMANCEOFAUSEROR YIELDSABENEFITFORHIMINTHEMEDIUMTERMBYUSINGSPECIFICMETRICSEGhDUETOTHEUSAGE ADDITIONALKNOWLEDGEISACQUIREDv 4HISCANHAPPENQUANTITATIVELYIFTHEFREQUENCIESOFSPECIFIC
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2ICHTERETAL 4HEAPERTOFRAMEWORK ACTIVITIESARESETINRELATIONTOEACHANOTHER!NEXAMPLEOFSUCHAGGREGATEDMETRICFORTHE#5# hASKYOURCOLLEAGUESvCOULDBERATIOOFASKEDQUESTIONSTOCORRECTLY ANSWEREDQUESTIONS 4HROUGHTHIS THEGENERALPROBLEM SOLVINGCOMPETENCYOFTHECOMMUNITYISSHOWN4HEPERSONAL BENEFIT HOWEVER CANBEDETERMINEDQUALITATIVELYASWELLBYDIRECTLYINTERVIEWINGTHEUSERS REGARDINGTHEIREXPERIENCESANDTHEIROBSERVATIONS)NTHEEXAMPLEhASKYOURCOLLEAGUESv THE PERCEIVEDIMPROVEDPROBLEM SOLVINGCOMPETENCYDUETOTHEFASTACCESSTOHELPFULANSWERS COULDBESUCHAMETRIC4HISPROVIDESINSIGHTSINTOHOWUSEFULTHEPLATFORMISPERCEIVEDTOBEBY THEUSERS&URTHERMORE AQUALITATIVECONTENTANALYSISCANPROVIDEINSIGHTSINTOHOWTHEPLATFORM ISUSED "ENEFITFORTHECORPORATION )NTHETHIRDSTEPTHELONG TERMADDEDVALUEOFTHESOCIALSOFTWAREFORTHEBUSINESS PROCESSESISDETERMINEDREGARDINGTHEDEFINEDAIMSOFA#5#BYINTERVIEWINGTHEMANAGEMENTOR ACOMBINATIONOFQUALITATIVEANDQUANTITATIVEANALYSIS4HEMANAGEMENTPERFORMSARATINGOFTHE USAGEINTHECONTEXTOFTHECOMPANY4HEAIMOFTHISISTOCAPTURETHEADDEDVALUEOFTHE CORPORATESOCIALSOFTWAREFORTHECOMPANYINTHEFORMOFARETURNONINVESTMENTORTHROUGHKEY PERFORMANCEORAKEYVALUEINDICATOR%XAMPLESOFMETRICSFORTHE5SE#ASEhASKYOUR COLLEAGUESvWOULDBETHEPERCEIVEDTIMESAVINGCOMPAREDTOTHEPREVIOUSPROBLEMSOLVING PROCESSREGARDINGTHEAIMhFASTPROBLEMSOLVINGv ASWELLASNUMBEROFLINKEDQUESTIONS REGARDINGTHEAIMhREDUCINGREDUNDANTQUESTIONSv !TTHISPOINTITHASTOBENOTEDTHATITISALSO POSSIBLETOMEASURE FOREXAMPLE PROCESSRUNTIMESORCUSTOMERSATISFACTION HOWEVERITISNOT POSSIBLETOAFFILIATETHOSEMEASURESEXCLUSIVELYTOTHEDEPLOYMENTOFTHESOCIALSOFTWAREASA VARIETYOFOTHERFACTORSMAYHAVECHANGEDTHESEMEASURESINTHEMEANTIMEBESIDESTHESOFTWARE 4HECONCEPTOFSUCCESSMEASUREMENTINTHECOURSEOF#OLLABORATIVE5SE#ASESISSUMMARIZEDIN 4ABLE4HECOMPARISONSHOWSTHATEACHLEVELYIELDSSPECIFICSTRENGTHSANDWEAKNESSES&ORTHIS REASON ACOMBINATIONOFALLMETRICSASDESCRIBEDABOVEMAYBEAPPROPRIATE
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2ICHTERETAL 4HEAPERTOFRAMEWORK $IMENSIONS
!CTIVITY
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%XPLANATION -EASURESTHATSHOWAN INCREASEOFTHEACTIVITY ONTHEPLATFORM REGARDINGASPECIFIC #5# 1UANTITATIVE 1UANTITATIVE %XAMPLE METRICS .UMBEROFSHARED 2ATIOOFASKEDTO MESSAGES ANSWEREDQUESTIONS .UMBEROF .UMBEROFPERSONS POSITIVELYRATED THATPARTICIPATEDIN MESSAGES THESOLUTIONFINDING 1UALITATIVE PROCESS 1UALITATIVE .UMBEROFQUESTIONS ASKED 0ERSONSWHOHADTHE .UMBEROFANSWERS SAMEQUESTIONAND FOUNDANANSWER -ETHOD
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4ABLE3UCCESSMEASUREMENTINTHECOURSEOFA#OLLABORATIVE5SE#ASE #/.#,53)/. 02//&/&#/.#%04 /54,//+ 4HISREPORTSTARTEDBYEXPLAININGWHYSOCIALSOFTWAREDIFFERSVASTLYFROMTRADITIONAL BUSINESSAPPLICATIONS WHICHHAVEAPREDETERMINEDSTRUCTUREANDPREDEFINEDUSECASESFROMTHE EARLYDEVELOPMENTSTAGES 7ITHTHEAPERTOFRAMEWORK CONSISTINGOFTHEAPERTOFIVE LEVELMODEL THEAPERTO#50 -ATRIXASWELLASTHECORRESPONDINGDEFINITIONSANDTEMPLATES APOSSIBILITYWASPRESENTEDTO COMPLETELYSEIZETHEPOTENTIALOFCORPORATESOCIALSOFTWAREANDTHUSMAKEITSPOTENTIALBENEFIT FEASIBLE4HEAPERTOFRAMEWORKCANSUPPORTREQUIREMENTSANALYSISANDPLATFORMEVALUATIONAND SELECTION ASWELLASTHEINTRODUCTIONANDTHEONGOINGSUCCESSMEASUREMENTANDOPTIMIZATION
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2ICHTERETAL 4HEAPERTOFRAMEWORK 4HEDESCRIBEDAPPROACH WASAPPLIEDSUCCESSFULLYINTHEPASTFEWMONTHSINMULTIPLE SELECTIONANDINTRODUCTIONPROJECTSFORSOCIALSOFTWAREIN'ERMANCOMPANIES7EAREGLADTOSEE THATAMODELDEVELOPEDONASCIENTIFICBASISWASEFFECTIVELYUSEDINTHOSEPROJECTS-EANWHILEIN ALLTHECOMPANIESACORPORATESOCIALSOFTWARESOLUTIONISSUPPORTINGTHECOLLABORATIONOF EMPLOYEES ANDWEARECURIOUSTOFINDOUTWHATRESULTSFIRSTSUCCESSMEASUREMENTSWILLYIELD !TTHESAMETIME WEARECURIOUSWHICHCOURSETHEAPPLICATIONOFCORPORATESOCIAL SOFTWAREWILLTAKEINTHECOMINGYEARS7EWILLOBSERVETHEFURTHERDEVELOPMENTOFTHEPLATFORMS ANDTHEEXPLORATIONOFNEWUSAGEPOSSIBILITIESWITHGREATINTEREST7EPRESUMETHATTHEAPERTO FRAMEWORKWILLBEABLETOSUPPORTCORPORATIONSAGAINSTTHEBACKGROUNDOFCHANGINGCOLLABORATION STRUCTURESDUETOITSHIGHDEGREEOFABSTRACTION !#+./7,%$'-%.43 0ARTSOFTHISREPORTWEREDEVELOPEDINCOOPERATIONWITHTHECOMPANY)NTRA7ORLDS'MB( INTHECOURSEOFTHEPROJECT+%%+CONCEPTIONANDDEVELOPMENTOFANINTEGRATEDREAL TIME COLLABORATIONENVIRONMENTFORINNOVATIVEPROCESSESFOR3-%SANDCUSTOMERS 4HEPROJECTIS SUPPORTEDBYTHE"AVARIAN-INISTRYFOR%CONOMY )NFRASTRUCTURE 4RAFFICAND4ECHNOLOGY7E WOULDLIKETOTHANKTHEPROJECTCARRIER6$) ANDSPECIFICALLY$R$AM FORTHEGREATSUPPORT &ORTHEIRFEEDBACKANDHELPFULHINTSASWELLASTHEENCOURAGEMENTTOPUBLISHOURRESULTS THANKSTOINALPHABETICALORDER 0ROF$R!NDREA"ACK $R+ARSTEN%HMS #HRISTOPH3CHMALTZ $R*RG3CHMIDL 0ROF$R0ETRA3CHUBERTUND$R!LEXANDER3TOCKER 7EWOULDALSOLIKETOTHANKOURCOLLEAGUESFROMTHE#OOPERATIVE3YSTEMS#ENTER-UNICH FORTHEHELPFULDISCUSSIONSREGARDINGOURIDEAS 7EALSOTHANKOURPILOTPARTNERCORPORATIONS !LLIANZ "OSCH AND%!$3ESPECIALLY 0ATRICK2UMPEL-ICHAEL7EGSCHEIDERASWELLAS4INA3CHANZENBACH4HOMAS$ANZERTHAT THEAPERTOFRAMEWORKDIDNOTREMAINPURELYTHEORETICALBUTINSTEADWASAPPLIEDINEXCITING PROJECTS -ULTIPLEVISIONARYPERSONSINDIFFERENTCOMPANIESWHOSHAREDTHEIRDATAWITHUSANDTHUS ENABLEDUSTOBUILDTHEAPERTOFRAMEWORKARENOTTOBEFORGOTTEN4HANKSESPECIALLYTO$R 3EBASTIAN3CHÛFER#APGEMINI 5NIV $OZ$R-ICHAEL(EISS3USANNE-RL3IEMENS $IRK 2HRBORN)LJA(AUSS#OMMUNOTE $AVID&ALLER)"- AND*OLANDA'OLUBIC-IRKO &RIEDRICH3!0 ',/33!29 APERTO &RAMEWORKFORTHESELECTION IMPLEMENTATIONANDOPTIMIZATIONOFSOCIAL SOFTWAREINCORPORATIONS CONSISTINGOFTHEAPERTOFIVE LEVELMODEL THE APERTO#50 -ATRIX ASWELLASTHEAPERTO#50CATALOGANDDIFFERENT PROCESSESWHICHRELYONTHESEARTIFACTS4HENAMEOFTHEFRAMEWORKIS DERIVEDFROMTHE)TALIANWORDFORhOPENvnREFERRINGTOTHE .UTZUNGSOFFENHEITOFSOCIALSOFTWARE #5# !#OLLABORATIVE5SE#ASE#5# ISTHECONCRETE EXEMPLARYVARIATIONOF MULTIPLE#50S
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2ICHTERETAL 4HEAPERTOFRAMEWORK #50
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Working Papers on Information Systems | ISSN 1535-6078 Editors: Michel Avital, University of Amsterdam Kevin Crowston, Syracuse University Advisory Board:
Editorial Board:
Kalle Lyytinen, Case Western Reserve University Roger Clarke, Australian National University Sue Conger, University of Dallas Marco De Marco, Universita’ Cattolica di Milano Guy Fitzgerald, Brunel University Rudy Hirschheim, Louisiana State University Blake Ives, University of Houston Sirkka Jarvenpaa, University of Texas at Austin John King, University of Michigan Rik Maes, University of Amsterdam Dan Robey, Georgia State University Frantz Rowe, University of Nantes Detmar Straub, Georgia State University Richard T. Watson, University of Georgia Ron Weber, Monash University Kwok Kee Wei, City University of Hong Kong
Margunn Aanestad, University of Oslo Steven Alter, University of San Francisco Egon Berghout, University of Groningen Bo-Christer Bjork, Hanken School of Economics Tony Bryant, Leeds Metropolitan University Erran Carmel, American University Kieran Conboy, National U. of Ireland Galway Jan Damsgaard, Copenhagen Business School Robert Davison, City University of Hong Kong Guido Dedene, Katholieke Universiteit Leuven Alan Dennis, Indiana University Brian Fitzgerald, University of Limerick Ole Hanseth, University of Oslo Ola Henfridsson, Viktoria Institute Sid Huff, Victoria University of Wellington Ard Huizing, University of Amsterdam Lucas Introna, Lancaster University Panos Ipeirotis, New York University Robert Mason, University of Washington John Mooney, Pepperdine University Steve Sawyer, Pennsylvania State University Virpi Tuunainen, Helsinki School of Economics Francesco Virili, Universita' degli Studi di Cassino
Sponsors: Association for Information Systems (AIS) AIM itAIS Addis Ababa University, Ethiopia American University, USA Case Western Reserve University, USA City University of Hong Kong, China Copenhagen Business School, Denmark Hanken School of Economics, Finland Helsinki School of Economics, Finland Indiana University, USA Katholieke Universiteit Leuven, Belgium Lancaster University, UK Leeds Metropolitan University, UK National University of Ireland Galway, Ireland New York University, USA Pennsylvania State University, USA Pepperdine University, USA Syracuse University, USA University of Amsterdam, Netherlands University of Dallas, USA University of Georgia, USA University of Groningen, Netherlands University of Limerick, Ireland University of Oslo, Norway University of San Francisco, USA University of Washington, USA Victoria University of Wellington, New Zealand Viktoria Institute, Sweden
Managing Editor: Bas Smit, University of Amsterdam
Office: Sprouts University of Amsterdam Roetersstraat 11, Room E 2.74 1018 WB Amsterdam, Netherlands Email:
[email protected]
