Dipl.-Wirt. Inform. Andrea Malsbender

Location: Brisbane, Australia

Arrival: Feb 10th 2013

Departure: Apr 22nd 2013

Andrea Malsbender

Mission statement

  • Joint Research with local QUT staff in the context of the NSS project - Enterprise social media analysis
  • Setup of contacts to international industry companies
  • Strenghten the cooperation with QUT Information Systems School at the Science and Engineering Faculty

Research results

Leveraging Enterprise Social Media for Innovation Strategies in Organizations

Organizations to date are increasingly utilizing social media to compete for customer awareness and improve the quality of their goods and services. Furthermore, they are experimenting with internal platform solutions (e.g. wikipages, blogs, forums) for widespread collaboration between employees. With emphasis on internal platform solutions, organizations are furthering their effort to leverage social media tools for internal interaction and participation such as Yammer, which is a leading enterprise social network. Thereby, employees can participate in the design of the strategic orientation of their company. These kinds of micro blogging platforms are used for both knowledge management within the organisation and innovation planning for the company, among others. Different social media platforms are applied depending on the task to be fulfilled.

Nevertheless, although organizations tend to increase their usage on these platforms, the real benefits of leveraging social media are, in the most cases, unknown. In recent literature, the focus in this field is on dimensions of use of social media platforms (e.g. Kaplan & Haenlein 2010), the potential for joint creativity (e.g. Ellison, Steinfeld & Lampe 2011) in social media, and the impact for organizations (e.g. Treem & Leonardi 2012). However, little is known about how to leverage enterprise social media, and how such platforms can contribute to success of innovation or even to the whole strategy of an organization.

With our research, we endeavour to address and contribute to this body of knowledge, i.e. leveraging social media in the corporate environment. We do so by analysing the data set of an organization regarding their innovation strategies. This particular organization uses Yammer as their enterprise social media platform and establishes a group of employees to post their innovative ideas on Yammer. Based on a communication data set spanning over a year, we develop a measurement model to analyse which ideas could be implemented in the ’real world’ and how the social media platform could contribute to it.


Defining Social Media Leveraging Strategies for a Retail Company

The focal retail company is one of the leading retail companies in Australia. As the ’social media hype’ especially in Australia is increasing exponentially, users of different social media platforms (e.g. Facebook, Twitter, Instagram etc.) start to communicate on them regarding their experiences and demands with and for the company. The company does not actively take part on these platforms at the moment but is aware of the high potential of these platforms especially with regards to the customer relationship and the market segment and platform that they wish to tap into. As Australia is the leading country of citizens actively using social media platforms, there a lot of opportunities as well as risks to get in touch with the customer and to foster the customer relationship.

Based on different data collection and analysis techniques (sentiment analysis, web search, etc.) we crafted a white paper presenting potential opportunities, including competitors’ sentiments both locally and globally.


15.03.2013 Visiting the Woolworths Headquarter in Sydney
published on 03/27/2013 - 07:25

Based on our ongoing research activities in cooperation with Woolworths I visited the Headquarter of Woolworths in Sydney for an appointment with Satya Tanwer, our research team member. The aim of this appointment was to clarify and discuss our research model and to define needed next steps and the continuation of work in the coding procedure of the data. In doing so, we were able to generate a common understanding of research objectives, the model, research questions and steps needed to answer these questions.

20.02.2013 My first fire alarm at QUT (it won’t be the last)
published on 03/27/2013 - 07:24

Sitting unaware in the office I was part of fire alarm for the first time (the thirteenth of QUT P-Block). Therefore, all staff members and all students had to evacuate the building. Even people who were at this moment in the swimming pool on level 2 had to evacuate the building. Two or even three things were a little bit annoying: For a period of 10 minutes after triggering the alarm the whole time a really loud sound saying something like: “Wait for further instructions…” disturbs you while working. Second, since I am here now (today is the 27.03.) I already took part in 3 fire alarm evacuations. Third, it is not even a test alarm or a real fire anywhere. Some students or staff member or whatever just like pushing the red button! ;)


18.02.2013 - 22.02.2013 Orientation week starts
published on 03/27/2013 - 07:20

This week the students arrived at the QUT (no more silence, no more “not cueing for food”) and therefore the orientation week started. Accounted for by the facts that at the QUT are at least 42.000 students and the universities annual budget is more than AU$750 million, the event seemed to be a ‘little’ bit bigger than orientation weeks at our university. A lot of sportclubs (i.e. Rugby), clubs, retreat activity companies (i.e. climbing hall) had their own representation tent on the campus welcoming the new students and the new semester. All these activities were then followed up by a business career exhibition, where local and international organisations presented their companies. Unfortunately, even this week was the week with the most rainy days since I am here.

14.02.2013 Presentation on Innovation Strategies by Michael Rosemann
published on 03/27/2013 - 07:17

On Thursday Michael Rosemann presented some interesting insights on future strategies regarding the connected citizen and potential research fields in this area. With this presentation, he started a new research and presentation platform for the whole faculty and invited the participants to join these kind of seminar by presentations or as a participant. Furthermore, he emphasised that the whole faculty and general and even the school in particular should concentrate on and keep in mind this ‘Meta-Thinking’ of the connected citizen when they are going on with their research activities.

Arrival (10.02.2013) – First Week
published on 03/27/2013 - 07:15

In the night from Saturday to Sunday I arrived in Brisbane. After some JetLag-based complaints and situations of misinterpretation of actual time I went to the University (QUT) at Gardens Point applying for a guest visitor card, printing access and some further organizational stuff. Subsequently, after receiving the access to the new building with the card, I went to the new really impressive P-Block building. At level 8 the staff level of the Information Systems School I received a warm welcome by the staff members I already met the last time (in 2011 at Margeret Street) I was in Brisbane (i.e. Michael Rosemann, Thomas Kohlborn, Norizan Safrudin, Erwin Fielt...) and was introduced to new or unknown staff members. After receiving a desk to work I started working on the project content.

The first step was to agree on a research topic respectively to more or less concretise the research proposal I sent in advance to my stay in Brisbane. We agreed on focussing on an enterprise social media analysis in an organisational context.

Attached you can find some impressions of the new Building (P-Block at Gardens Point).