KM 2.0 in B2B Companies

PLA-55106 Knowledge Management

Jari Jussila / TUT, Novi

@jjussila

Some important concepts related

to social media use in companies

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Social media use in business

Participatory

economy

Collective

intelligence

Web 2.0

technologies

Online communities

and community

management

Web analytics,

e.g. social network

analysis, sentiment

analysis, etc.

Collective intelligence

• 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

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

Source: O’Reilly 2007

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: e.g. Hintikka 2008; Lietsala & Sirkkunen 2008

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Example of crowdfunding

Example of crowdfunding

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Source: Kärkkäinen, Jussila & Multasuo 2012

Example crowdsourcing

logo design

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Source: Jussila 2013, @PiaErkinheimo, @ForgeFriends

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Example of crowdsourcing

ideas and concepts

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

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GrabCAD Sovella Challenge:

crowdsourced industrial design

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Source: GrabCAD 2013

• Chris Duncan from United

States was evaluated the

winner of the design

challenge

Dell used IdeaStorm to

crowdsource customer preferences

to a new developer laptop

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Example of co-creation in

virtual world

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https://www.youtube.com/watch?v=R7bXu2ozXo0&list=PLFCB7D9D8D3B306CA

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Example of crowdsourcing interior

design for trains supported by

configurator tool

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

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Anatomy of social networks

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Social media users in

Finland

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n. 1 700 000

451 000

*546 450

n. 74 609 47 625

n. 300 000

n. 2 100 000

Facebook LinkedIn Twitter

Foursquare Google+

Source: Yle Uutiset: Täällä somelaiset elävät –katso lista historiallisesta Facebookista juuri avattuun Pheediin (3/2013)

* Tom Laine (10/2013)

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

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/

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LinkedIn – build your CV

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LinkedIn – connect to other professionals and

participate in professional communities