Idea Management in Social Network

Transcript

1. Jorge Saldivar - Florian Daniel - Fabio Casati - Luca Cernuzzi Idea Management in Social Network A study of how to tap into the ideas of Facebook communities Collaboration Technologies and Systems (CTS) 2016
2. Idea Management [Hrastinski et al. , 2010] Organization submits an innovation problem Third party (customers, providers, stakeholders) discusses ideas, votes, and comments Organization (or in some cases even third party) evaluates ideas Organization implements promising ideas Innovation Innovation need
3. Idea Management contributions of participants key assets the larger the community the better
4. Having participating in online communities is a hard challenge
6. Facebook capabilities 50M small businesses are using Facebook pages to establish and strengthen relationship with customers Posts represent an expressive and powerful feature to create attractive calls for solutions to problems Comments and replies represent convenient features to participate in discussions
7. Facebook capabilities # Like button represents a straightforward and effortless mechanism to evaluate content Hashtags allow to give context to post, indicate that post is part of a larger conversation, and facilitate the localization of context Moderation by hiding inappropriate messages or by marking them as spam
8. Method to instrument IM through Facebook IM Task Place the problem into a post published by the organization's Facebook page and labeled with a hashtag to identify the campaign Facebook proposal Innovation problem submission Idea submission Place comments to idea campaign posts Voting Like comments that contain ideas
9. Method to instrument IM through Facebook IM Task Reply to comments that contain ideas Facebook proposal Commenting Moderation Hide inappropriate comments, block bad behaved participants Processing and synthesizing Search posts labeled with the campaign hashtag
10. replies thanking the contribution replies engaging in the discussion likes (+1 votes) likes (+1 votes) Page manager Participant A Participant D Participant C Participant B Creates idea campaign post Page Manager 1 2 3 4 5 6 posts an idea
11. Experiments - Goals 1 Evaluate the effectiveness of the method to help organization in capturing valuable ideas 2 Understand to which extent Facebook is suitable to instrument IM tasks 3 Learn whether bringing IM closer to Facebook increases participation
12. Experiments - Methods To study effectiveness we ran idea campaigns with two organizations, which were interested in gathering ideas from their Facebook communities To measure suitability we surveyed participants, moderators, and organizers involved in the campaigns idea campaigns surveys
13. Experiments - Idea Campaigns campaign New pizza flavor campaign New establishment 1 2 organizer length reward Restaurant Non-for-profit org 4 days 12 days free-dinner for 4 people two tickets for annual dinner
14. Effectiveness and Participation Par$cipants+ Ideas+ Votes+ Comments+ Idea+authors+ Ideas+select.+ New+Pizza+Flavor+ 34+ 33+ 5+ 3+ 29+ 2+ New+Establishment+ 32+ 64+ 90+ 5+ 13+ 22+ 0+ 10+ 20+ 30+ 40+ 50+ 60+ 70+ 80+ 90+ 100+ Count& New+Pizza+Flavor+ New+Establishment+
15. Suitability - Participants 0 25 50 75 100 q1 q2 q3 q4 Facebook features are suitable for expressing ideas Facebook features are suitable for exploring and reading ideas The like feature of Facebook is suitable for voting on ideas Overall satisfaction with the experience Positive 19 21 14 22 Neutral 3 4 8 4 Negative 1 3 6 2 Mean 4.130 3.892 3.5 4 Median 4 4 3.5 4 100% 75% 50% 25% 0% Percentage of participants
16. Suitability Moderators Organizers The notification feature was found useful to follow participants’ actions The reply-to- comments feature was assessed as suitable to interact with participants Promoting the campaigns using free tools was found complicated Facebook post was found useful as a container of the ideas The use of hashtags facilitates the localization of campaign information # Facebook features wasn’t suitable to process the information generated during the campaigns. Ideas were extracted one by one and preferences were calculated by manually counting likes on comments and replies
17. Discussion 1 Facebook was found to be effective to conduct IM 2 Level of participation did not differ much from previous findings [Horowitz, 2006] 3 Standard features of Facebook were not sufficient to properly instrument all IM activities 4 The use of real identity was highlighted as potentially problematic in some situations. Possible solution: add actions links to posts 5 Make sense of people’s contributions was hard. Possible solutions [Jara et al., 2013, Baez et al., 2012]
18. Limitations and future works 1 We studied two cases based on limited samples 2 Comparative analyses to understand strength and limitations of Facebook. Run campaigns with identical settings in both IM platforms and Facebook 3 Findings about suitability needs to be studied more extensively. Run studies controlling effects of critical points (rewards, promotion, reporting, voting), or repeat studies with current status of Facebook
19. Thanks Questions? jorge.saldivargalli@unitn.it @jorgesaldivar This work has been supported by CONACYT, Paraguay through the program PROCIENCIA with resources of the fund for the Excellence in Education and Research (FEEI in its spanish acronym) of FONACIDE
20. Participation in online communities 30 contributors in 50% of 2,872 usenet groups for health support [Kraut et al., 2012] 7 contributors in average in 9,000 public- sharing information wikis [Kraut et al., 2012] 40 contributors in 50% of IdeaScale public- access IM communities [Saldivar, 2016]