If we build the people, they'll build the business

Stef Karakasis introduces:

A set of complimentary factors providing insights & applications for creating

Paths of value through Online knowledge sharing.

Background +

FocusSocial Networking has reached critical mass, how do we

harness this for the business ?

Study a behavourial outcome in a particular context

and provide linkage between people, processes and

outcomes on a greater scale.

Big Question: What are the factors which influence the sharing of knowledge in Online Communities of Practice on a Social Networking Platform?

Context of the study =

Research approach

Weapons of choice

Online survey fuelled trough blogging @ Mindz.com & spreading updates via Twitter;

Over 2000 views on the 2 blogs describing the progress made resulting in

collaboration with other 3 members of Mindz.com;

Regression Analyses + Path analysis (SPSS AMOS) to contrast results.

Online trust drives on personal experiences and significantly impacts WOM behaviour.

Online trust does not have a significant impact on satisfaction with regards to the platform.

Context is key for Content.

Interpersonal & Distributive justice matter the most for driving online trust.

We are social people. This is not new.You get what you give.

User experience (Social & Design)

Satisfaction and greater Satisfaction leads to greater

Word-of-Mouth via (collaborative) features such as Weblogs.

Most active members (Hubs) are those that are most likely to spread WOM and continue to share with others.

Human engagement for brand preference & Loyalty building.

Like slide from scot CFA

“ ...tools don’t get socially

interesting until they get

technologically boring.”

- Clay Shirky

Using an Social Networking Platform significantly impacts WOM behaviour online

Sharing is Caring

Privacy will become a bigger concern. Justice online

Get out of the Building!!!

Increase sample size through performing research across platforms;

Collaborate with data mining (Clipit, StatSoft) & research companies (InSites) when going after focal

relationships;

Always go for the holistic view and iterate as much as you can;

Talk to as much people from different backgrounds/ disciplines to gather insights & opinions;

Most Social Networking Platforms amplify that what there are seeded with, whether this is

promotional use (Mindz.com), social (Facebook) or transactional (Bitcoin);

WOM is the currency, since every customer is a potential journalist, brand spokesperson online.

Back-up Slides

Tested research model;Hypotheses

SocialROI = (Gains – Investment) = Mindz.comInvestment

Results Tested Model

Research QuestionsSub questions:

• How does justice theory influence satisfaction within an OCoP?;Positive, significant effect of justice on trust whereas interpersonal and distributivejustice showed having a positive significant impact on trust.

• How does trust in community members influence SNP satisfaction?;Trust does not have a significant impact on satisfaction concerning the SNP but does have a significant effect on WOM behaviour.

• How does SNP satisfaction influence Word of Mouth behaviour?; In this research the effects of WOM and the current ways in which members use the SNP were

various but satisfaction regarding the SNP significantly impacts WOM behaviour.• How do the outcomes of SNP satisfaction influence the continuation of knowledge sharing within an OCoP?

Communities and networks of practice reflect effects of social influence in that individuals adopt and continue using SNPs to enhance their existing social structures and generate new business. The way

members use the SNP, which could be self-promotion or relational activities, and how people respond to their personal efforts does impact their willingness to keep contributing to dialogue and possible collaboration with others.

HypothesesH1a: Justice is positively, significantly, related to SNP satisfaction - AcceptedH1b: Justice is positively, significantly, related to the intention to keep on sharingonline - AcceptedH1c: Distributive justice is positively, significantly, related to trust - AcceptedH1d: Procedural justice is positively, significantly, related to trust – Rejected*H1e: Interpersonal justice is positively, significantly, related to trust – Accepted*H1f: Informational justice is positively, significantly, related to trust - AcceptedH2a: Trust in members is positively, significantly, related to SNP satisfaction – Rejected**H2b: Trust in members is positively, significantly, related to Word-of-Mouth behaviour - AcceptedH3: SNP satisfaction is positively, significantly, related to SNP uses - AcceptedH4a: SNP uses is positively, significantly related to the intention to keep on sharing online - AcceptedH4b: SNP uses is positively, significantly related to WOM behaviour - AcceptedH5a: SNP satisfaction is positively, significantly, related to SNP WOM behaviour - AcceptedH5b: SNP WOM behaviour is positively, significantly related to the intention to keep

on sharing online- Accepted

* Proc. (negative) & Interp. Justice turned out to be non-significant in the regression analysis.** Justice Continuance of sharing: weaker significant effect in regression then path analysis.