Social Network Analysis From informal conversations to tangible assets Dr. Laurence Lock Lee Optimice Pty Ltd www.optimice.com.au [email_address]

Agenda What is SNA? A Brief History – Friendships to Enterprise 2.0 Tangible outcomes SNA and Enterprise 2.0

What is SNA?

A Brief History – Friendships to Enterprise 2.0

Tangible outcomes

SNA and Enterprise 2.0

One Minute Introduction to SNA Maps Individuals are represented as circles (nodes) An arrow pointing from one individual to another indicate the direction of the relationship Colour or shape of node can represent organisational belonging, geography or other relevant attribute Eg. Linda often asked for input

Individuals are represented as circles (nodes)

An arrow pointing from one individual to another indicate the direction of the relationship

Colour or shape of node can represent organisational belonging, geography or other relevant attribute

Identify Unofficial Organisational Roles Central connector ‘ Go-to’ people Boundary spanner Bridging networks Information broker Moves knowledge around Peripheral specialist Outside the network

Central connector

‘ Go-to’ people

Boundary spanner

Bridging networks

Information broker

Moves knowledge around

Peripheral specialist

Outside the network

Types of SNA Maps 2 key types of SNA maps: Ego-nets Mapping of individuals’ relationships For example ‘ Who do you ask for advice’ ‘ Who do you go for information?’ Affinity maps Mapping of links based on a shared attribute For example ‘ Who is certified in Project Management’ ‘ Who has worked in Financial Services’

2 key types of SNA maps:

Ego-nets

Mapping of individuals’ relationships

For example

‘ Who do you ask for advice’

‘ Who do you go for information?’

Affinity maps

Mapping of links based on a shared attribute

For example

‘ Who is certified in Project Management’

‘ Who has worked in Financial Services’

A brief history of SNA Jacob Moreno studies friendship links among school children

www.INSNA.org

SNA – Art or Science? Mark Lombardi’s hand drawn sociograms were exhibited as art, but were also real representations of his research on conspiracies in the 1990s

SNA and the Business World www.ONA-Prac

Tangible Outcomes from SNA Sell More Preserving Expertise Better Knowledge Sharing Building Better Communities More Innovation Competitive Intelligence Organisational Re-structures that work

“ Go to” people in the Sales Network President Vice President > $50mill deals = High Value Nodes New Leverage?

Succession Planning - Advice Network – by time in Train Planning Less than 1 year Between 1&3 years Between 3&10 years More than 10 years No response The data identifies that the Train Planning network is dominated by longer term staff members. New-comers may be finding it difficult to penetrate the established networks How can newcomers engage more quickly with the “network”?

Organisational Re-Design Business Support Operating Timetable Major Projects & STNs Program Delivery Operations Analysis Graphic Support Managers Office Trainee

Case Study: Knowledge and Information Audit Dept 2 Dept 1 Dept 3 Dept 4 Other (internal) External Internal System/ Repository Individual Group Entity Brokers or gatekeepers?

Innovation Network Who did you go to for new ideas or innovative solutions? Program Office Program Office X

Who did you go to for new ideas or innovative solutions?

Ownership Networks in Australian Media Macquarie Media Southern Cross Broadcasting Before Takeover Macquarie Media After Takeover

SNA and Enterprise 2.0 Uncovering social dynamics Proposition: Can we predict collaborative performance? The new enterprise data warehouse? Understanding the on-line trust network

Wiki Page-Editor Relationships Wikipatterns web site

Wiki Net Mining “Mined (inferred)” Relationships Stated Relationships (from survey)

Wikipatterns – central players “Mined (inferred)” Relationships Stated Relationships (from survey) 4 David Peterson 27.78 zoli 4 Brendan Patterson 36.934 Jon Silvers 4 Roberto Dominguez 38.742 fschop 4 Jonathan Nolen 64.538 Charles Miller 4 Jon Silvers 68.429 frauhofer 5 Mike Cannon-Brookes 73.42 Jonathan Nolen 6 Charles Miller 212.719 Mike Cannon-Brookes 7 Guy Fraser 252.662 bart+massey 9 Stewart Mader 1367.153 Stewart Mader InDegree name InDegree name

Sustainable Communities Founder as central connector Founder not present

Wiki Participant Roles Respondents nominating high value achieved

Brokering Relationships

Take-aways SNA is a robust analytical technique with a long academic heritage Tangible business benefits can accrue from its use SNA is to Enterprise 2.0 social networking systems what Business Intelligence Systems are to ERP systems

SNA is a robust analytical technique with a long academic heritage

Tangible business benefits can accrue from its use

SNA is to Enterprise 2.0 social networking systems what Business Intelligence Systems are to ERP systems