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SOCIAL NETWORK 
( made easy ) ANALYSIS
happiness is best predicted 
by the breadth & depth 
of one’s social connections. 
- Robert Putnam
WHY NETWORK ANALYSIS?
reason #1 
The challenges we face are so complex 
they can’t be solved by any one 
organization.
The urgency and scale of social 
problems, coupled with the limited 
results to date, cry out for 
new approaches. 
- Jane...
over 
1.5 million 
non-profits in the US
Organizations have been the lever 
through which we try to create social 
change for far too long. 
! 
We have to bring pe...
Reason #2 
Even within organizations, hierarchies 
aren’t accurate representations of how 
work actually gets done.
Reason #2 
Even within organizations, hierarchies 
aren’t accurate representations of how 
work actually gets done. 
org c...
Information doesn’t flow along 
organizational hierarchies. 
! 
Networks are a far more accurate picture 
of how work gets...
Reason #3 
We must understand the 
status quo to overcome it.
The status quo is a result of the web of 
relationships and incentives among 
stakeholders (including us). 
! 
It’s not th...
hi there! 
Jeff Mohr 
Cofounder & CEO of Kumu
Jeff Mohr 
Cofounder & CEO of Kumu 
my background 
systems 
networks 
social change
So… WHERE can SNA help?
social impact increasing 
• Identifying change leaders 
• Breaking down silos 
• Evaluating progress 
• Driving innovation
stronger communities building 
•Weaving stronger connections 
• Bridging across silos 
• Reducing crime 
• Improving resil...
improving 
ORGANIZATION PERFORMANCE 
• Promoting effective collaboration 
• Avoiding burn out 
• Selecting new leaders 
• ...
Great! How do i start?
3 STEPS 
collect + interpret + act
Step 1 
COLLECT THE DATA
Data can be collected via survey, pulled 
from existing data sources or populated 
via personal knowledge. 
surveys Data K...
Examples of Relational 
Survey Questions 
•Who do you work with? 
•Who do you turn to for new ideas? 
•Who do you turn to ...
Examples of DEMOGRAPHIC 
Survey Questions 
•What is your age? 
•What sector do you work in? 
•What is your job title? 
•Ho...
GREAT RESULTS ARE DRIVEN 
FROM GReAT QUESTIONs.
GREAT RESULTS ARE DRIVEN 
FROM GReAT QUESTIONs. 
!CHoose WISELY.
And Don’t be afraid to simulate 
holes in the data.
And Don’t be afraid to simulate 
holes in the data. 
just because they didn’t 
respond doesn’t mean they 
aren’t part of t...
Step 2 
INTERPRET
Metrics provide an unbiased way to interpret relationships. 
You’ve got a few to choose from… 
degree INdegree OUTdegree t...
Metrics provide an unbiased way to interpret relationships. 
You’ve got a few to choose from… but we’ll focus on these 
th...
Understanding the 
Core Metrics 
degree + closeness + betweenness
Degree 
Identifies local connectors and hubs
Degree 
Identifies local connectors and hubs 
by counting the number of connections 
for a given element
Degree WARNING 
Not necessarily the most influential or 
best connected to the wider network
Closeness 
Identifies those with high visibility about 
what’s happening across the network
Closeness 
Identifies those with high visibility about 
what’s happening across the network 
by measuring the distance fro...
Closeness WARNING 
These people can quickly spread 
information (good or bad) 
across the network
Betweenness 
Identifies key bridges and those who 
control the flow of information
Betweenness 
Identifies key bridges and those who 
control the flow of information 
by counting the number of times an 
el...
Betweenness WARNING 
These people may be bottlenecks 
or single points of failure
Metrics are people too
Metrics are people too 
Each one reveals its own personality
let’s Focus 
on the extremes
two types of overly 
CENTRAL people
bottlenecks 
Play central role 
to maintain information 
or power advantage 
OR 
people whose jobs have 
grown too big
UNSUNG 
HEROES 
Engage selflessly to help 
the group in ways that 
often go unnoticed
people at the 
Borders of the network
bridges 
Share different types of expertise, broker 
information and connect across geographies
OUTSIDERS 
Stuck on the periphery 
with no idea how to 
work their way inside 
OR 
intentionally peripheral
WARNING 
Metrics only get 
You Started 
Use them to identify potential influencers 
and then validate with common sense
Step 3 
DO SOMETHING
This guy was obsessed 
with pretty pictures.
This guy was obsessed 
with pretty pictures. 
! 
You’re better than that.
go beyond the pretty 
picture and get shit done. 
Use strong visualizations, compelling 
narrative, and convincing argumen...
shameless plug 
Kumu helps you do all three 
Use strong visualizations, compelling 
narrative, and convincing arguments 
t...
a few caveats to 
Network Analysis 
• be data-informed, not data-driven 
• take results with a grain of salt 
• validate u...
let’s recap 
1. SNA helps tackle complex social problems. 
2. Use surveys, data, and local knowledge to build the network....
If you want to go quickly, go alone. 
If you want to go far, go together. 
- African Proverb
join us at Kumu.io
Thanks! 
Jeff Mohr is the cofounder & CEO of Kumu, a web-based platform that 
gives influencers the tools to track, visual...
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Social Network Analysis (SNA) Made Easy

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More than ever, we need to learn how to harness the power of networks to tackle the complex issues we're facing as a society. Here's a quick guide to the basics of social network analysis.

Interested? Sign up at http://kumu.io

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Social Network Analysis (SNA) Made Easy

  1. 1. SOCIAL NETWORK ( made easy ) ANALYSIS
  2. 2. happiness is best predicted by the breadth & depth of one’s social connections. - Robert Putnam
  3. 3. WHY NETWORK ANALYSIS?
  4. 4. reason #1 The challenges we face are so complex they can’t be solved by any one organization.
  5. 5. The urgency and scale of social problems, coupled with the limited results to date, cry out for new approaches. - Jane Wei-Skillern, Nora Silver and Eric Heitz “Cracking the Network Code”
  6. 6. over 1.5 million non-profits in the US
  7. 7. Organizations have been the lever through which we try to create social change for far too long. ! We have to bring people together across sectors, from within and outside government, and from all walks of life.
  8. 8. Reason #2 Even within organizations, hierarchies aren’t accurate representations of how work actually gets done.
  9. 9. Reason #2 Even within organizations, hierarchies aren’t accurate representations of how work actually gets done. org charts lie!
  10. 10. Information doesn’t flow along organizational hierarchies. ! Networks are a far more accurate picture of how work gets done. org charts lie!
  11. 11. Reason #3 We must understand the status quo to overcome it.
  12. 12. The status quo is a result of the web of relationships and incentives among stakeholders (including us). ! It’s not that we’re “stuck” — it’s that competing interests provide a balancing effect that resists change.
  13. 13. hi there! Jeff Mohr Cofounder & CEO of Kumu
  14. 14. Jeff Mohr Cofounder & CEO of Kumu my background systems networks social change
  15. 15. So… WHERE can SNA help?
  16. 16. social impact increasing • Identifying change leaders • Breaking down silos • Evaluating progress • Driving innovation
  17. 17. stronger communities building •Weaving stronger connections • Bridging across silos • Reducing crime • Improving resilience
  18. 18. improving ORGANIZATION PERFORMANCE • Promoting effective collaboration • Avoiding burn out • Selecting new leaders • Uncovering informal structures
  19. 19. Great! How do i start?
  20. 20. 3 STEPS collect + interpret + act
  21. 21. Step 1 COLLECT THE DATA
  22. 22. Data can be collected via survey, pulled from existing data sources or populated via personal knowledge. surveys Data Knowledge Pull from spreadsheets, CRMs, public data, email traffic, social networks and more Surveys ask participants both relational and demographic questions Use the wisdom in the room to identify stakeholders and key relationships
  23. 23. Examples of Relational Survey Questions •Who do you work with? •Who do you turn to for new ideas? •Who do you turn to for advice? •How does working with this person affect your energy levels?
  24. 24. Examples of DEMOGRAPHIC Survey Questions •What is your age? •What sector do you work in? •What is your job title? •How many years experience do you have?
  25. 25. GREAT RESULTS ARE DRIVEN FROM GReAT QUESTIONs.
  26. 26. GREAT RESULTS ARE DRIVEN FROM GReAT QUESTIONs. !CHoose WISELY.
  27. 27. And Don’t be afraid to simulate holes in the data.
  28. 28. And Don’t be afraid to simulate holes in the data. just because they didn’t respond doesn’t mean they aren’t part of the network.
  29. 29. Step 2 INTERPRET
  30. 30. Metrics provide an unbiased way to interpret relationships. You’ve got a few to choose from… degree INdegree OUTdegree ties pairs CLOSENESS farness reach betweenness eigenvector katz pagerank percolation cross-clique
  31. 31. Metrics provide an unbiased way to interpret relationships. You’ve got a few to choose from… but we’ll focus on these three for now. degree INdegree OUTdegree ties pairs CLOSENESS farness reach betweenness eigenvector katz pagerank percolation cross-clique
  32. 32. Understanding the Core Metrics degree + closeness + betweenness
  33. 33. Degree Identifies local connectors and hubs
  34. 34. Degree Identifies local connectors and hubs by counting the number of connections for a given element
  35. 35. Degree WARNING Not necessarily the most influential or best connected to the wider network
  36. 36. Closeness Identifies those with high visibility about what’s happening across the network
  37. 37. Closeness Identifies those with high visibility about what’s happening across the network by measuring the distance from one element to all other elements
  38. 38. Closeness WARNING These people can quickly spread information (good or bad) across the network
  39. 39. Betweenness Identifies key bridges and those who control the flow of information
  40. 40. Betweenness Identifies key bridges and those who control the flow of information by counting the number of times an element lies on the shortest path between two other elements
  41. 41. Betweenness WARNING These people may be bottlenecks or single points of failure
  42. 42. Metrics are people too
  43. 43. Metrics are people too Each one reveals its own personality
  44. 44. let’s Focus on the extremes
  45. 45. two types of overly CENTRAL people
  46. 46. bottlenecks Play central role to maintain information or power advantage OR people whose jobs have grown too big
  47. 47. UNSUNG HEROES Engage selflessly to help the group in ways that often go unnoticed
  48. 48. people at the Borders of the network
  49. 49. bridges Share different types of expertise, broker information and connect across geographies
  50. 50. OUTSIDERS Stuck on the periphery with no idea how to work their way inside OR intentionally peripheral
  51. 51. WARNING Metrics only get You Started Use them to identify potential influencers and then validate with common sense
  52. 52. Step 3 DO SOMETHING
  53. 53. This guy was obsessed with pretty pictures.
  54. 54. This guy was obsessed with pretty pictures. ! You’re better than that.
  55. 55. go beyond the pretty picture and get shit done. Use strong visualizations, compelling narrative, and convincing arguments to make your impact.
  56. 56. shameless plug Kumu helps you do all three Use strong visualizations, compelling narrative, and convincing arguments to make your impact.
  57. 57. a few caveats to Network Analysis • be data-informed, not data-driven • take results with a grain of salt • validate using common sense
  58. 58. let’s recap 1. SNA helps tackle complex social problems. 2. Use surveys, data, and local knowledge to build the network. 3. Calculate metrics to identify key players within the network. 4. Apply what you’ve learned to make a difference. 5. Don’t forget to use common sense!
  59. 59. If you want to go quickly, go alone. If you want to go far, go together. - African Proverb
  60. 60. join us at Kumu.io
  61. 61. Thanks! Jeff Mohr is the cofounder & CEO of Kumu, a web-based platform that gives influencers the tools to track, visualize and leverage relationships to overcome their toughest obstacles. ! Learn more at kumu.io or say hi @kumupowered

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