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8/8/2019 Enterprise Microblogging at Siemens, Building Technologies Division: A Descriptive Case Study
http://slidepdf.com/reader/full/enterprise-microblogging-at-siemens-building-technologies-division-a-descriptive 1/17
Page 1 September 1st, 2010 Building Technologies DivisionReferences@BT, Johannes Müller
© Siemens Switzerland Ltd. 2010
Enterprise Microblogging at Siemens,
Building Technologies Division: A Descriptive Case Study
Johannes Müller
Siemens Switzerland Ltd.
Alexander Stocker Know-Center & Joanneum
Research
presented at:
I-KNOW 2010, Graz, Austria
September 1st, 2010
8/8/2019 Enterprise Microblogging at Siemens, Building Technologies Division: A Descriptive Case Study
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Page 2 September 1st, 2010 Building Technologies DivisionReferences@BT, Johannes Müller
© Siemens Switzerland Ltd. 2010
Mircroblogging:
Examples for
Open or Closed Internet Platforms
Yammer
Socialcast
Chatter
screenshot found on
www.salesforce.com/chatter
... and of course even more ...
Communotescreenshot found on
www.communote.com
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Page 3 September 1st, 2010 Building Technologies DivisionReferences@BT, Johannes Müller
© Siemens Switzerland Ltd. 2010
Typical Mircroblogging
Characteristics
Short messages
(in Twitter max. 140 characters) with limited layout support
possibility to add hyperlinks
possibility to upload attachments
reply to any posting
citation of any other posting ("RT")
reference to other members ("@")
using tags or keywords ("#")
direct or private message to any member ("DM")
'following' other members
'following' certain tags
subscription of any certain piece of content via e-mail
RSS Feed(s) of any certain piece of content
access from mobile devices with dedicated application
Please note: Not every microblog platform offers every feature.
8/8/2019 Enterprise Microblogging at Siemens, Building Technologies Division: A Descriptive Case Study
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Page 4 September 1st, 2010 Building Technologies DivisionReferences@BT, Johannes Müller
© Siemens Switzerland Ltd. 2010
Content in References@BT
Knowledge References
Customer Projects
Solution/Service Concepts
Technology Information
Market Information
External Awards
Business Excellence Cases
Lessons Learned
Forum Postings
Urgent Requests
Solution Talk and General Ideas
News, Trends and Innovations
Fairs and Conferences
BT Academy International
SES Solutions Community
etc.
Microblogging
as Part of References@BT,
a Siemens-Internal Community Platform
knowledge and information sharing
people networking
w i t h f e e d b a c k s
Microblog
Postings
structured
by free
tagging
("Folksonomy")
c o n t r i b
u t e
s
p o s t s q u e s t i o
n
r e a d s
8/8/2019 Enterprise Microblogging at Siemens, Building Technologies Division: A Descriptive Case Study
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Page 5 September 1st, 2010 Building Technologies DivisionReferences@BT, Johannes Müller
© Siemens Switzerland Ltd. 2010
The Application: References@BT
...
is a web platform for the global exchange
of business-related knowledge,
experiences and best-practices,
is a social networking tool, which networkscolleagues and animates them to
communicate to each other,
is intended for internal use (by Siemens
members) only and thus available within
the Siemens intranet,
contains knowledge references (customer
projects, solution/service concepts, etc.)
and suitable documents,
contains several discussion forums (UrgentRequests, etc.) and a microblog
section,
considers its users as global community
(~ 7,000 members located in 73 countries)
supporting each other.
3 m o s t r e
c e n t
m i c r o b l o
g p o s t i n
g s
8/8/2019 Enterprise Microblogging at Siemens, Building Technologies Division: A Descriptive Case Study
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© Siemens Switzerland Ltd. 2010
Features of the References@BT
Mircroblog:
Content Structure and Display
Postings are not limited to a specific amount of characters.
File attachments are not possible.
Any specific layout apart from hyperlinks is not supported.
Hyperlinks (URL and text) can be easily coded, e.g.:
[[http://www.siemens.com/ Siemens Homepage]]
Replying to any posting is possible.
The initial posting and all replies are hierarchically displayed
as 'topic'.
The author's name and portrait are displayed along with each posting.
Tags or keywords:
Tagging is mandatory for initial postings and optional for replies.
Tags are not pre-defined and can be freely chosen ("Folksonomy").
The most frequently used tags are summarized (see page 9).
Postings can be imported from other microblogging
sites.
8/8/2019 Enterprise Microblogging at Siemens, Building Technologies Division: A Descriptive Case Study
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© Siemens Switzerland Ltd. 2010
Features of the References@BT
Mircroblog:
Subscription and Networking
'Following' other members is possible.
Postings of all 'followed' authors can be received via e-mail oncea day or once a week.
It's possible to receive all new postings once a day.
In case of a new reply, the author is informed via e-mail
immediately (independent of any alert settings).
Several RSS Feeds are provided:
postings from a certain author
postings from all authors, whom anybody is following
postings having a certain tag
8/8/2019 Enterprise Microblogging at Siemens, Building Technologies Division: A Descriptive Case Study
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© Siemens Switzerland Ltd. 2010
Microblog
Examples:
Personal Blog and Blog Topic
f o l l o w e r
s
n e w r e p l y
Al l m i c r o b l o g p o s t i n g s c a n b e
s e a r c h e d t h r o u g h a n d f o r m a
g r o w i n g k n o w l e d g e r e p o s i t o r y .
n e w r e p l y
n e w t o p i c
f o l l o w t h i s c o l l e a g u e
t h i s c
o l l e a
g u e ' s
p o s t i
n g s
p o s t i n g s w i t h s a m e t a g
e -ma i l a ler t
8/8/2019 Enterprise Microblogging at Siemens, Building Technologies Division: A Descriptive Case Study
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© Siemens Switzerland Ltd. 2010
Topics Discussed in the Microblog
This screenshot shows the
most frequently used tags in the
References@BT
Microblog:
N e a r l y a l l p o s t i n
g s
a r e b u s i n e s
s - r e l a t e d.
taken on August 26th, 2010
8/8/2019 Enterprise Microblogging at Siemens, Building Technologies Division: A Descriptive Case Study
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© Siemens Switzerland Ltd. 2010
Promotion Actions for the Microblog
All registered community members in References@BT
have been informed
about the new microblog
and were asked to write own postings. Additional
measures:
textual feedbacks about the new microblog,
textual comments during a user survey,
individual Season’s Greetings shortly before Christmas.
Certain postings filtered according to defined tags are dynamically displayedon related (Web 1.0) intranet pages.
Import of postings owning a certain hashtag
from several microblogging
providers (Twitter , Yammer , Socialcast ).
Members of the same locations are individually proposed for 'following' withina personalized e-mail sent to all community members. This resulted in about
3,000 new following relations within just a few days.
8/8/2019 Enterprise Microblogging at Siemens, Building Technologies Division: A Descriptive Case Study
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© Siemens Switzerland Ltd. 2010
References@BT
Microblog
Statistics
February –
August 2010
Feb 2010 Mar 2010 Apr 2010 May 2010 Jun 2010 Jul 2010 Aug 2010
blog postings 101 102 88 90 158 159 163
blog authors 31 34 39 33 37 58 40
still existingfollowing relations 60 106 47 45 67 53 2,988
Total figures on September 1st
, 2010:1,989
blog postings
458
blog authors
3,870 existing following relations
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© Siemens Switzerland Ltd. 2010
Benefits of the References@BT
Mircroblog
(1):
Perceived Usefulness
easy way of sharing information (5 statements)
the additional channel of promoting events (2 statements)
new means of networking with others (2 statements)
suitable tool to improve writing skills (2 statements)
possibility to follow experts (1 statement)
way of identifying current trends (1 statement)
new awareness of latest happenings (1 statement)
"The microblogging
tool helps to understand or be aware of the latest happenings
in terms of product releases, features, market enhancements, etc. in the BT
Division. (...) This will help to benefit in terms of knowledge,
understand some of
the best-practices used in BT, and to network with others."
8/8/2019 Enterprise Microblogging at Siemens, Building Technologies Division: A Descriptive Case Study
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© Siemens Switzerland Ltd. 2010
Benefits of the References@BT
Mircroblog
(2):
Perceived Ease of Use
grouping of blogs with certain tags
possibility of adding HTML links to blog posts
possibility of importing blog posts from externally hosted
microblogging
services
possibility of forwarding blog topics or profile pages
"We need to look at Web 2.0 aspects and try to improve this tool
to be inclined
towards Web 2.0 standards. Since the number of blog entries is increasing, it is
good to group all the blogs to their respective blog group name."
8/8/2019 Enterprise Microblogging at Siemens, Building Technologies Division: A Descriptive Case Study
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© Siemens Switzerland Ltd. 2010
Benefits of the References@BT
Mircroblog
(3):
Perceived Individual Benefits
getting the right contacts (5 statements)
assistance on getting the right information/knowledge (4 statements)
enlarging the personal network (1 statement)
learning from followers (1 statement)
gaining an edge on information (1 statement)
"(...) The microblogging tool helped me in getting the right contactsworking on a specific protocol and to receive more information
about this protocol that helped me with my documentation work."
8/8/2019 Enterprise Microblogging at Siemens, Building Technologies Division: A Descriptive Case Study
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© Siemens Switzerland Ltd. 2010
Benefits of the References@BT
Mircroblog
(4):
Perceived Organizational Benefits
better flow of information caused by the microblogging
service (4 statements)
enabling of worldwide networking (4 statements)
drive on knowledge management practices and learning
(1 statement)
reduced overall workload (1 statement)
diffusion of rich experiences which lead to moreinnovative thinking and better products (1 statement)
"Finding other people in the organization that might have the skills or knowledgeyou require for a particular problem is often very hard. Microblogging
provides
the ability to find and exchange knowledge with other people in the organization
and thus enables very quickly best-practice sharing and avoids 'reinventing the
wheel'. It also reduces the workload compared to e-mail communication. (...)"
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© Siemens Switzerland Ltd. 2010
More Information about References@BT
Would you like to learn more aboutReferences@BT? Feel free to visit the
presentation in the I-KNOW Praxisforum:
References@BT
–
a Case Study for
Knowledge Exchange and Social
Networking using Web 2.0 within the
Organization
Thursday, September 2nd, 11:00-11:30 am
(The presentation is spoken in German.)
8/8/2019 Enterprise Microblogging at Siemens, Building Technologies Division: A Descriptive Case Study
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© Siemens Switzerland Ltd. 2010
Contact for Questions and Feedback
Dr. Johannes Müller
Siemens Switzerland Ltd.
Building Technologies DivisionZug, Switzerland
e-Mail: [email protected]
https://www.xing.com/profile/Johannes_Mueller47
Dr. Alexander Stocker
Know-Center & Joanneum ResearchGraz, Austria
e-Mail: [email protected]
https://www.xing.com/profile/Alexander_Stocker