Robin Yap (www.robinyap.com) Joost Robben (www.joostrobben.

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Measuring the value of online communities and networks of practice for business

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agenda
• • • • •

Knowledge Collective Model of Measurement Research Methodology Results Final Thoughts

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Businesses need to adapt….

4/

“The organization’s ability to learn and adapt faster than its competition is the single important source of competitive 2 advantage” (Senge, /1 10

Continuous learning through collaboration and problem solving is a key lever (Cross,
Jarche, Jennings, Quinn, 2010)

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Finding ways to measure the actual value of networked learning in online communities is a differentiator to show its business impact.

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Background

Social Capital (Nahapiet & Ghoshal,1998)
• • •

Structural (how?) Cognitive (what?) Relational (who?)

Virtual Communities of Practice (Murillo,
2008 ; Daniel, et. al. 2003)

Distributed communities

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MEASUREMENT Background
• •

Phillips-Bersin-Kaplan & Norton Wenger, Trayner, de Laat

Knowledge Collective Custom Employe e

er Stakeholde rs

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Model for Measuring the Knowledge Collective of Online Communities and Networks of Practice

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Interview Question Framework

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Research Question How do you show the value of your online communities and networks of practice for business?

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Case Studies Participan ts

Technolog y

Connectin g

• Online Surveys and Focus Groups •Span from Low to High Affinity to technology• • Corporate Roles: Individual Contributor to • Management • • Academic Roles: College-University Student to Faculty and School administrators • Demographics: Span cultural background, age groups, and educational levels •Participant Size: 25 (f2f); 12 (online) •

Instant Messaging System Web Conferencing System Some use Webcams Email System

• • • •

Discussion – Wikis, Blogs, Forums Immediacy – Instant Messaging Connection - Social Sites Communication- Email System

Home-care organization professionals (teams) •Written questionnaire • Low affinity with technology • Network is in early stages of maturity • Span in age, equal educational level • Participant size: 9 (S1); 7 (S2) (10 teams) Copyright 2010

• Online tool for social Learning • Social tools • Performance support

• •

Blogs, forums E-performance support

Method
• •

Written questionnaires (online/ offline) Oral interviews 5 cycles of value (Wenger) Scores for positive answer on structural/ cognitive/ relational dimension

• •

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Survey questions
What happened and what was my initial experience in participating in the online social network? (Immediate value) What has all this activity online produced? (Potential value) What difference has participation in the online community made to my work/job? (Applied value) What difference has participation in an online social network made to my ability to my job performance? (Realized value) Has participation in a social network changed my or other stakeholders’ understanding and definition of value creation to the organization? (Reframing value)

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CASE STUDIES
%

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INSIGHTS
• • •

NEXT STEPS
•Update online survey •Incorporated deeper questions on lenses •Combine survey with interviews • Determine linkage of model to team performance metrics

Correlation between affinity and engagement Active participant AND active lurkers Levels of value related to stages of community development Combination of online surveys and interviews (1-1 or group) Results of using model need to be combined with other business metrics Cycle specific insights

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Q&A

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