Why project managers should care more about social media than they do

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Talk given at PMI Montreal on December 4, 2013

Web 2.0 technologies are changing entire industries: journalism, music, publishing and television. Yet, our profession remains woefully “stuck in the 80s” when it comes to these various platforms. Due to our lack of leadership in adopting these technologies, we risk becoming irrelevant. Or worse yet: old.

There are many reasons why project managers should be leading the charge in adopting these technologies, chief among them are to facilitate collaboration and to improve communication.

However, there is actually a more compelling reason why we should be at the forefront of the “social entreprise” or Entreprise 2.0: no other profession is better poised to lead the way into the third industrial revolution. That’s right: we can change the world.

This presentation aims to build a convincing case for why Project Managers should be more social media savvy and will propose an action plan on how to do just that.

Published in: Social Media, Technology, Business
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Why project managers should care more about social media than they do

  1. 1. Why Project Managers should care more about Social Media than they do (Hint: It involves changing the world.) Elisabeth Bucci Projissima Inc. December 4, 2013
  2. 2. Agenda • • • • • • • • Where are the PMs? What is « social media »? Why bother? Once upon a time in capitalism Change the shape Revolution What I don’t get Go forth and change the world
  3. 3. Where are the PMs? • • • • Way back in 2008 Two worlds One: This stuff will change the world The other: Twitter is for breakfast and Facebook is for teenagers
  4. 4. Numbers
  5. 5. Just a fad. Sure.
  6. 6. What is social media?
  7. 7. What is social media? interaction among people in which they create, share, exchange information and ideas in networks allow the creation and exchange of usergenerated content builds on the technology of Web 2.0 http://en.wikipedia.org/wiki/Social_media
  8. 8. What is Web 2.0? allows users to interact and collaborate as creators of user-generated content in a network beyond the static pages of earlier web sites and passive viewing of content. http://en.wikipedia.org/wiki/Web_2.0
  9. 9. What is Web 2.0? Web 1.0 Web 2.0 1:many many:many
  10. 10. Pop quiz: Are email and SMS social media?
  11. 11. What does social media look like?
  12. 12. user-generated content What’s happening in my network notifications Status report
  13. 13. Timeline
  14. 14. So why should PMs care about social media? • Communicate better! • Get out of your email Inbox • Notifications = what’s important to you • Streams give us the information we want when we need it (and not in emails) • Write better emails when we have to • short = 140 characters • catchy titles
  15. 15. So why should PMs care about social media? • Status reports • communicate the right information at the right time to the right people • Get out of the shared network drive • organize information better • find what we need faster
  16. 16. But wait! How does this change the world? I promised you a revolution…
  17. 17. Once upon a time in capitalism • Second industrial revolution • 1860s – 1914 • Perfect storm • communication = telegraph • technology = interchangeable parts • technology = electricity • transportation = railroad network • making lots of the same thing cost way less (90%) as long as you keep making them
  18. 18. Once upon a time in capitalism owner capitalism managerial capitalism birth of… factory assembly line big companies complexity managers and…
  19. 19. Once upon a time in capitalism command-control hierarchy
  20. 20. Once upon a time in capitalism all well and good for factories, but what about projects?
  21. 21. Change the shape
  22. 22. Change the shape matrix structure main purpose is to manage the complexity that hierarchy cannot
  23. 23. Change the shape
  24. 24. Change the shape PM
  25. 25. Change the shape does this really look like a matrix to you? PM
  26. 26. Change the shape PM PM
  27. 27. Change the shape PM PM
  28. 28. Change the shape from 1:many to many:many
  29. 29. Change the shape from Web 1.0 to Web 2.0
  30. 30. Change the shape from triangles to circles
  31. 31. Change the shape from Entreprise 1.0 to 2.0
  32. 32. Change the shape We need to change the shape not triangles not squares but circles many circles all interconnecting
  33. 33. Change the shape from Entreprise 1.0 to 2.0
  34. 34. Enterprise 1.0, with command and control, is limited in its capability by the intelligence and capability of the Executive team. In 1.0 enterprises, the workforce is there to amplify the capabilities of the executives. Executives are the constraint...it is the executives that restrain growth and capability because the organization cannot amplify what the executive can't see.
  35. 35. In Enterprise 2.0 power and capability flows the other way — from the network to the leadership. In Enterprise 2.0, executives (leaders) inquire and align collective intelligence and capability. They can access the collective capabilities of the workforce.
  36. 36. Entreprise 1.0 power flows from executive to employee role of executive: to command and control
  37. 37. Entreprise 2.0 role of executive: to inquire and align power flows from networks to executive
  38. 38. Revolution Welcome to the revolution.
  39. 39. Revolution Remember these words? create interact user-generated content exchange information share collaborate networks
  40. 40. If only we had a technology that could help manage all of those networks…
  41. 41. You cannot do Entreprise 2.0 without the technologies of Web 2.0... and social media.
  42. 42. What I don’t get
  43. 43. What I don’t get • We are already good at networks, collaboration, exchanging information, sharing • Why? We’ve had no choice • We know how to get teams to collaborate and produce results despite the limits of commandcontrol • So why are we afraid to embrace social media? • Why are we not leading the charge? • Where are we??
  44. 44. What I don’t get • We are better adapted to Entreprise 2.0 than command-control executives • We can lead the transition • If we don’t, someone else will
  45. 45. Go forth and change the world
  46. 46. Go forth and change the world • Master these communication media – Join Big 3 Twitter, Facebook, (Google+) – You’re already on LinkedIn, right? • Yes. Facebook. Don’t argue. • Why? – – – – 1+ billion people the young employees coming in already do Whatever comes next will build on Facebook You can’t drive on the expressway before you’ve learned to drive in the street
  47. 47. Go forth and change the world • understand – streams (News Feed), notifications, asynchronous conversations, all without email • get used to what many:many feels like • Twitter: master the art of the status update. • Figure out how to follow this type of conversation (asynchronous, short spurts). • Connect. Share. • Make it fun. Choose your interests.
  48. 48. Go forth and change the world • LinkedIn: don't just sit there, share! – what do your community members "like"? • Share and observe who likes what you share, adjust (aka ―marketing) • Bonus points: write a blog post, PMI Montreal will be launching one in 2014 • Super duper bonus points: start a blog • Give it 6 months • Then…we'll have another conversation
  49. 49. Recap • Social media is Web 2.0. • Web 2.0 involves user-generated content, networks, interaction, sharing and collaboration • Command-control hierarchy is a 180-year-old business model. Let’s stop using it, shall we? • We need to change the shape: from triangles to circles; from pyramids to networks.
  50. 50. Recap • In Enterprise 1.0, the executive is the constraint; role is command-control. Power flows down. • In Entreprise 2.0, the executive interacts and aligns. Power flows from the networks (employees) to the executives. • You can’t do Entreprise 2.0 without Web 2.0 / social media. • Master social media. Consider it training for the coming revolution.
  51. 51. ―We cannot command-control our way through the pace and the complexity of 21st century business and society.‖ The Future of Social Business is Paved with Good Intentions, CMS Wire, Deb Lavoy
  52. 52. Do I hate hierarchy? You decide. Blog posts: The managerial hierarchy: decaying, rotten, broken A thing for pyramids Talk: A thing for pyramids
  53. 53. Let’s continue the conversation… asynchronously! blog: www.thepassionateprojectmanager.com Twitter: @ElisabethBucci LinkedIn: Elisabeth Bucci Google+: Elisabeth Bucci
  54. 54. Questions?

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