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Barriers to Adoption with an example of social search media

Barriers to Adoption with an example of social search media. April 2011 Wayne Baker Robert P. Thome Professor of Business Administration Professor of Sociology University of Michigan www.waynebaker.org www.OurValues.org. Outline. Three barriers to adoption Overcoming the three barriers

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Barriers to Adoption with an example of social search media

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  1. Barriers to Adoptionwith an example of social search media April 2011 Wayne Baker Robert P. Thome Professor of Business Administration Professor of Sociology University of Michigan www.waynebaker.org www.OurValues.org (c) 2011 Wayne Baker

  2. Outline • Three barriers to adoption • Overcoming the three barriers • Example of social search media • Results from study • Conclusion (c) 2011 Wayne Baker

  3. Marriage of technology + social interaction to co-create valuable content and community Users generate and share content Users consume and benefit from content Users repay content-providers (pay it back and/or pay it forward) Example: OurValues.org and Facebook (c) 2011 Wayne Baker

  4. Three Barriers • Obligation to generate and share content • Obligation to use content • Obligation to repay content-providers (c) 2011 Wayne Baker

  5. 1. Obligation to generate and share content • Costs such as time, effort, or economic value • Can reduce amount of time and energy available to devote to one’s own tasks and impair performance • Social risks to relationships and reputation risks (c) 2011 Wayne Baker

  6. 2. Obligation to use content • Social costs of asking for help, such as embarrassment at public disclosure, feelings of incompetence or ignorance • Accepting content can create an unwanted sense of indebtedness (c) 2011 Wayne Baker

  7. 3. Obligation to repay content-providers • Should not be free riders who consume resources but do not pay it forward (or back) • Repaying takes time and effort, and can impair productivity • “Defection” is tempting when the obligation to repay is met by paying it forward (c) 2011 Wayne Baker

  8. Overcoming the three obstacles Using formal and informal incentives and sanctions Managing costs and risks of participating Measuring and publicizing use Rewarding reputation for generosity (and shunning those who are not generous) Expressing gratitude for help received by participating more (c) 2011 Wayne Baker

  9. Outline • Three barriers to adoption • Overcoming the three barriers • Example of social search media • Results from study • Conclusion (c) 2011 Wayne Baker

  10. Social search media (c) 2011 Wayne Baker

  11. Ripplleffect™Humax/VRR Technologies, LLC (c) 2011 Wayne Baker

  12. (c) 2011 Wayne Baker

  13. (c) 2011 Wayne Baker

  14. Outline • Three barriers to adoption • Overcoming the three barriers • Example of social search media • Results from study • Conclusion (c) 2011 Wayne Baker

  15. Two groups use online Ripplleffect™ • Part-time evening MBA program • N = 125, divided in two sections • Most strangers or acquaintances • Three-month duration • Participation “quota” • 5 requests + 15 contributions • 10% of final grade • No bonus for going over 5 and 15 (c) 2011 Wayne Baker

  16. Overview of participation 125 users over three months 726 requests (16% higher than expected) 44,394 decisions 2,474 decisions to respond (32% higher than expected) Response is a statistically “rare” event Expected probability of a response = 5.6% (about 3 or 4 responses to request) Eighty-five percent of responses were unilateral (A responded to B’s request but A did not owe B at the time of the decision) (c) 2011 Wayne Baker

  17. Examples of Requests • Advice: Recently the sump pump in my house failed and the partially finished basement got wet. The carpet got soaked, but I managed to dry everything using fans and a dehumidifier. Since the carpet is now stained, I need advice on what to do next. • Information: At work we are redesigning our incentive plan. Does anyone have information regarding incentive plans? • Action: Hi all, I am preparing for CFA L1 in June. If someone is interested in joint study and/or discussion, review for the exam let me know. TIA • Referral: I have [name of strategy course]. I would like an opportunity to meet with a Target Store Manager or local area Director for 1 hour to discuss Target’s strategies for growth, what has worked, what has not, etc. (c) 2011 Wayne Baker

  18. Effect of incentives on getting a response (c) 2011 Wayne Baker

  19. Probability of response by type of request (c) 2011 Wayne Baker

  20. Effects of reputation and gratitude (c) 2011 Wayne Baker

  21. User dynamics over time Incentives and enough “easy” requests get users going Reputation and gratitude keep it going (c) 2011 Wayne Baker

  22. Conclusion • What are your formal and informal incentives and sanctions? (some are implicit) • Do you reward and publicize use? (reputation) • What are your metrics and measures? • Do you manage emotions? (gratitude) (c) 2011 Wayne Baker

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