Social Networking Analysis

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    Social Networking Analysis - Presentation Transcript

    1. Maria Horrigan Account Director Health and Human Services Regional lead for Business Analysis ABAA Christmas Drinks, 11 Dec 2008 Social Networking Analysis, Communication & the “Oracle of Bacon”
    2. Slideshare and blogs
      • www.barocks.com
      • www.slideshare.com/murph
    3. Clichés or Truisms?
    4. “We’re living in a networked world”
    5. We do live in a networked world
      • “ The Relationship Economy is now, not when, being built by individuals who learn how to maximize the value of relationships by optimizing technology”.
      • “ Technology provides the means, relationships provide the value” Jay Deragon .
      • Relationships are important to do business and do business well
      • Web is moving from information to connectedness
      • Its about relationships
    6. Leveraging relationships
      • 1 billion using the web
      • ½ billion engaged in use of social computing tools because it connects them
      • Barack Obama most successful campaign – part of success was the relationships he built using social media
      Mmmm…. President…
    7. The many faces of Obama
    8. Relationships in projects
      • Part of the success of projects is to understand:
      • Stakeholder relationships
      • How people are connected
      • How they communicate
      • Why they are connected
    9. Relevance to BAs
      • Need to identify stakeholders and entities
      • Identifying stakeholders in the project and my relationship with them
      • Once I’ve identified who I can then understand when I need to involve them in what activities during the project
      • Projects happen within organisations
          • Politics, Leadership & Power , Organisational Culture & Climate
      • What governance models to involve the right people
    10. How do we do analyse the ‘social’?
    11. Social Networking Analysis
        • Mathematical, graphical, theoretical understanding of the social world
        • Model:
        • Networks and their structures
        • Map and measure:
        • Relationships between people, groups, organisations, computers, and websites
        • Flows of information and knowledge (focus on people not systems)
        • In order to:
        • Know what the relationships are to better communicate, elicit requirements
    12. Understanding Social Networks
      • To understand networks and their participants, we evaluate:
      • the location of actors in the network
      • the various roles and groupings in a network
      • Gives insight into:
      • who are the connectors, experts, leaders, bridges, isolates?
      • where are the clusters and who is in them?
      • who is in the core or hub?
      • who is on the periphery?
    13. Social Networks – Key Terms Centralisation Density or Concentration Size Network properties Types (eg friend, advice) Direction (directed vs undirected) Strength (binary vs weighted ) Relationship properties Name and value Attribute Show relationships or flows between the nodes Links People and groups Nodes
    14. Centrality - revealing the structure in the network
      • Very centralized network
        • Dominated by one or a few very central nodes
        • If these are removed or damaged, the network quickly fragments & can become a single point of failure
      • Less centralized network
        • Resilient in the face of many attacks or random failures
        • Many nodes or links can fail while allowing the remaining nodes to still reach each other.
      • Boundary Spanners
        • Connect their group to others
        • More central in the overall network than immediate neighbours
        • Well-positioned to be innovators and have access to ideas and information flowing in other clusters.
      • Periphery of a network
        • May connect to networks that are not currently mapped
        • Very important resources for fresh information not otherwise available
    15. Tools to describe centrality "Kite Network" developed by David Krackhardt - http://www.orgnet.com/sna.html
    16. Interpreting Degree of Centrality in the Network
    17. Centrality and Betweenness
    18. Centrality and Closeness
    19. Leveraging Centrality
      • By knowing social network position & relationships I can:
      • Leverage champions
      • Understand who might be “blockers” or “gatekeepers” (tertiary segmentation)
      • Find people to go to in order to elicit information – more efficient requirements gathering! (find the ‘nodes’ in the network)
      • (So I don’t reinvent the wheel) this allows me to:
      • Quickly identify who might know the answer, communicate with them, understand their lessons learned, improve likely success of the project
      • Know who to communicate key messages to in order for them to disseminate throughout the network (project communications)
    20. Putting Actors into Governance
      • The right people making decisions – risk, financial impacts of scope change
      • The right people influencing
      • The right people contributing to requirements
    21. Segmenting the Actors in the network
      • Segmentation – primary, secondary, tertiary
      • Allows me to know what to do tailor discussions for each segment to elicit the right requirements at the right level
      • Once we identify who, we can create archetypes and entities that represent networks within the networks
      • Then create user-requirements based on the archetypal users
      • Then leverage for context diagrams and system interfaces, requirements and design
      • Help to build the picture of the process from end to end
      • Then leverage for process-maps for business requirements (BPMN and/or Use cases)
    22. BAs in Web 2.0 strategy
      • Lindsay Tanner’s talk at AGIMO last week
      • In order to be able to successfully deliver web 2.0 projects, connecting to existing communities, knowing who to invite to a new community, knowing how to build a new community by identifying existing ‘thought leaders’
      • Understanding the key relationships and roles in networks is critical
      • BAs have an important role to play in analysing potential online communities, leveraging existing ones and building new ones for public consultation in policy development in a new ‘open government’/ government 2.0 world
    23. Stakeholder engagement strategy- Web 2.0 tools
      • Aims:
      • Engage people in their own communities
      • Engender trust in what you’re doing and that it is of value to them
      • Build relationships
      • Share and be open about what you’re doing and how
      7 Building Blocks Of The Social Web
    24. We’re all connected
      • Important for project
      • Mapping these connections is easy, useful
      • Tools are available quantify relationships and properties
      • Good for user, business and systems requirements
      • Good to take over the PMs role of establishing governance
      • Make them more robust, accurate, relevant to the end product (systems FOR people not AT them)
      help ^
    25. Take home messages
      • Projects can be more successful if:
      • You take the time to analyse the people, relationships, connections between them
      • You’re not alone on your project:
      • You’re probably only 4-6 degrees of separation away from someone who knows the answer
      • Use social media:
      • Blogs, linkedin, even Twitter
      • To help you reach out to other BAs
      • To connect and build new relationships
      • To help others in the BA Community
    26. Fin Maria Horrigan Account Director Health & Human Services Regional Lead Business Analysis Email: mhorrigan@smsmt.com Blog: www.barocks.com Slideshare: www.slideshare.com/murph Twitter: @miahorri

    + Mia  Horrigan Mia Horrigan , 11 months ago

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