Social network Analysis - whys and hows (with NODEXL)


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Happy to share with you the slides on what networks need to be analysed by organization, how can act upon their analysis results and a small demo on how a small open source tool NODE XL can measure and visualize the social networks.
Download link for the software :
Sample Datasets and Tutorial link :
Have fun playing with it !


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  • Enterprise 2.0– Coined by Andrew McAfee (Data from corporate blogs, wikis, idea generation and internal community platforms)Posts from influential suppliers, customers, team members
  • Identifying where the power and influence lies in the team and how information flow happens3 Rs – Representation, Responsibility and Respect - – Rules of engagement & escalationOnline reputation management, understanding conversations – analyzing sentimentsCreate a compelling social media voice - Reach out to community leaders (i.e. key influencers) – Engage selectively - Celebrity endorsementsActing as First Responders - Acknowledge mistakes - Do not let unfounded rumors spiral out of controlCompetitive Intelligence and Market Intelligence Sensing Medium
  • Social network Analysis - whys and hows (with NODEXL)

    1. 1. Next Gen Knowledge Platforms Understanding the Social ties in a Networked society With NODEXL (A Open Source plugin to Microsoft Excel)
    2. 2. Measuring Internal & ExternalNetworks• Enterprise 2.0 network• Emails and IM conversations• Twitter mentions, lists• Facebook fans• YouTube subscribers and views• Network Traffic to websites (reviews, ratings, tags, orders, comments, newsletter sign ups)
    3. 3. Managing it ! • Creating or restructuring a team • Policy Setting (Three R’s) • Monitoring(external & internal) • Engaging • Acting as First Responders • CI and MI sensing mediumReference: Community Relations 2.0 by Gerald C. Kane, Robert G. Fichman,John Gallaugher, and John Glaser, Harvard Business Review, 2009
    4. 4. With NODEXLSoftware Download link: Tutorial and Sample Datasets :
    5. 5. Setting the primitives• Vertices – nodes in a graph (People)• Edges – connection between vertices (Relationship)• Groups – cluster of vertices• Graph type (directed or undirected)• Graph Layouts and Graph Refresh
    6. 6. Exploring the basic functionalitieswith a simple graph Show or refresh graph Selecting a vertex to view the associated graph Setting / Viewing edges, vertices, groups
    7. 7. Setting Graph type and layout
    8. 8. Grouping Vertices and Setting visualindicators
    9. 9. Measuring and Visualizing networks• Calculating Graph metrics [Degree (in & out) , Betweenness, Closeness centrality and many others]• Generate sub graph of the graph• Auto fill columns [ Setting filters and visualization options for edges, vertices and groups like opacity (relationship determinant), labels (for naming), visibility threshold etc]
    10. 10. Graph metrics calculation &sub graph generation options
    11. 11. Auto fill options ( mainly visualproperties and determinants)
    12. 12. Sample dataset (Kite_Net) graph
    13. 13. Sample dataset (Senate_voting) graph
    14. 14. Data set Import options
    15. 15. Visualize your facebook network• Download your social network data with the app -• Choose to download in the GraphML format• Save it to your local machine and make sure that the extension of the file is “.graphml”• Now import your graphml file in NodeXL and play with it (Identify your friend clusters, calculate the graph metrics, add filters…)
    16. 16. How it looks like?a sample Ryan’s different social Ryan’s wife groups Vicky edges nodexl-and-science-online-2011/
    17. 17. Some twitter network graphs posted byMarc Smith – A social media researcher 72157622437066929/
    18. 18. Closing thought !Network data is now available - it’s organization’sturn to use social network analysis results toformulate its organizational, marketing andbranding strategies in its Next gen Knowledge(harvesting & rendering) Platforms.
    19. 19. Thank you