Presented by Goh Boon Nam at SPMI Management Symposium 2013 on 9 Oct 2013.

1. © 2013 National University of Singapore unless otherwise stated. All Rights Reserved.
Social & Collaboration
Technologies in Business Projects
&
Impact to Project Managers
1
SPMI Symposium 2013
9 Oct 2013
Please see Acknowledgements & Notices in second last slide

2. © 2013 National University of Singapore unless otherwise stated. All Rights Reserved.
My Organisation
• Institute of Systems Science
www.iss.nus.edu.sg
• Part of National University of Singapore
• Support national IT competency development
needs
• Faculty of practitioners from industry with
average of more that 15 years experience each
• Caters to working IT professionals
– Post-Graduate Programmes
– Executive Programmes
– Industry Research
– Consulting (CMMI, Enterprise Architecture etc)
2

3. © 2013 National University of Singapore unless otherwise stated. All Rights Reserved.
About Myself
Head of ISS Social Business Centre of Excellence
TOGAF 9 Enterprise Architect,
CITPM (Senior), COMIT, CGEIT, ITIL Expert
 20 years of IT management experience
 Process Improvement
 Enterprise Architecture and Planning
 Application Development
 IT Operations
 Consultancy for private and public sector
 Enterprise Architecture
 CMMI
Goh Boon Nam
Chief, New Initiatives
Institute of Systems Science
3

4. © 2013 National University of Singapore unless otherwise stated. All Rights Reserved.
Introduction
4

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Your Usual Social Technology?
5
https://www.facebook.com/mrbrownlah

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What about Social for Business?
6
http://lego.cuusoo.com/discover
One
Example -
Crowdsourcing ->

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Apply Usual Project Management?
• Assume you were asked to manage a
project to implement crowdsourcing for
your company
• Would you project manage it like any
other normal project?
• Would that achieve project success?
– On Schedule
– Within Budget
– Delivers Business Value
7
http://upload.wikimedia.org/wikipedia/commons/f/fd/Light_Green_Lego_Brick.jpg

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Key Consideration in many
Social for Business Projects
8
Image courtesy of sue_r_b, http://www.rgbstock.com/bigphoto/mhBJWw0%2FHorse+%26+Pond
You can lead a
horse to water
but you can’t
make it drink.

9. © 2013 National University of Singapore unless otherwise stated. All Rights Reserved.
Agenda
• Introduction
 What & why of social business
• Examples of social business projects
• How to project manage social business
projects
• How to use social to help in your project
management
9

10. © 2013 National University of Singapore unless otherwise stated. All Rights Reserved.
What and Why of Social Business
10

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What is Social for Business
(i.e. Social Business)?
• Use of social/collaborative technologies and
practices to achieve business objectives (as
opposed to individual use)
• The technologies can comprise
– Platforms as used by individuals (e.g.
Facebook, Twitter, LinkedIn etc.)
– Business internal collaboration platforms (e.g.
SharePoint, IBM Connections etc.)
– Custom built platforms
– Apps built using platform APIs (e.g. Facebook
API or internal collaboration tool APIs)
11

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How Much can Social Benefit
Business?
12
McKinsey Global Institute
estimates that worker
productivity can be increased by
20-25%http://www.mckinsey.com/insights/high_tech_telecoms_internet/the_social_economy

13. © 2013 National University of Singapore unless otherwise stated. All Rights Reserved.
How and where can Social
Technologies Benefit Business?
13http://www.mckinsey.com/insights/high_tech_telecoms_internet/the_social_economy

14. © 2013 National University of Singapore unless otherwise stated. All Rights Reserved.
Agenda
• Introduction
• What & why of social business
 Examples of social business projects
• How to project manage social business
projects
• How to use social to help in your project
management
14

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Examples of Social Business
Projects
15

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Example/s for:
16http://www.mckinsey.com/insights/high_tech_telecoms_internet/the_social_economy

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Product Development -
Crowdsourcing
http://www.ideastorm.com/

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Example/s for:
18http://www.mckinsey.com/insights/high_tech_telecoms_internet/the_social_economy

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Operations – Social Demand
Monitoring
19
https://twitter.com/HelloMeHippo
Customer help to monitor
when shops run out of
your company’s product

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Operations – Work Distribution via
Social Outsourcing
20
https://www.elance.com/r/contractors/ind-true/s-feedbackSort/o-1/q-web%20design/cat-design-multimedia
https://www.elance.com/r/contractors/ind-true/s-feedbackSort/o-1/q-web%20design/cat-design-multimedia

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Example/s for:
21http://www.mckinsey.com/insights/high_tech_telecoms_internet/the_social_economy

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Social Media Marketing (1)
22
The most common form

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Social Media Marketing (2a)
23
https://www.elance.com/s/j2ee-profession/job-history/10183/?c=10216&t=1
Social Apps (using Social Platform APIs)

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Social Media Marketing (2b)
24
Social Apps can use your social information …

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Social Media Marketing (2c)
25
… as you have agreed

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Social Media Marketing (2d)
26
Social Apps can tell your friends that you
use (endorse?) a product

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Social Market Research
27
http://www.youtube.com/watch?v=6Y9RmvGhQlU
What topics customers are talking
about (on social media) in relation
to their credit cards?

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Social Commerce (1)
28
https://www.facebook.com/pages/Tracyeinny/126892414022377

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Social Commerce (2a)
29http://www.amazon.com/Project-Management-Lite-Enough-Done-Nothing/dp/1478129220/
Why is Amazon considered social commerce?

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Social Commerce (2b)
30
Amazon Customer Reviews – “Buy This Book”

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Social Commerce (2c)
31
What Others Bought in Addition – “Buy These Also”

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Example/s for:
32http://www.mckinsey.com/insights/high_tech_telecoms_internet/the_social_economy

33. © 2013 National University of Singapore unless otherwise stated. All Rights Reserved.
Social Customer Service (1)
33
Using Twitter instead of phone lines/emails
Organisation <-> Customers

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Social Customer Service (2)
Customers (& Organisation) <-> Customers

35. © 2013 National University of Singapore unless otherwise stated. All Rights Reserved.
Example/s for:
35http://www.mckinsey.com/insights/high_tech_telecoms_internet/the_social_economy

36. © 2013 National University of Singapore unless otherwise stated. All Rights Reserved.
Enterprise Collaboration (1)
36
Following what is happening with other people/projects

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Enterprise Work Collaboration (2)
37
Work Collaboration
Tasks
Discussions
Documents
Pictures
Section
(Phase)
Goal

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Example/s for:
38http://www.mckinsey.com/insights/high_tech_telecoms_internet/the_social_economy

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Social Talent Search
39
Organisational Talent Search
Using Internal Personal Profiles

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Social Talent Search
40
1. Company chooses target audience 2. Appears in your LinkedIn
if you match the profile

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Agenda
• Introduction
• What & why of social business
• Examples of social business projects
 How to project manage social business
projects
• How to use social to help in your project
management
41

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How to project manage social
business projects?
42

43. © 2013 National University of Singapore unless otherwise stated. All Rights Reserved.
Characteristics of Social Business
Projects
Conventional Project Social Business Project
Mainly transactional process Mainly social/collaborative process
Participants obliged to do their part Participants likely not obliged to take part
Process fixed, repeatable & well defined Likely not a fixed, well-defined process
Clear as which specific individuals do
what
Likely not clear as to which specific
individuals do what
Functions, once provided, likely to lead to
process being carried out as specified and
project largely fulfils business objectives
Likely not clear what functions to provide
and even if provided, may not lead to
process being carried out
43
http://www.modernanalyst.com/Portals/0/images/Swimlane%20Diagram.jpg
http://fingercandymedia.com/wp-content/uploads/2010/11/conversations.jpg

44. © 2013 National University of Singapore unless otherwise stated. All Rights Reserved.
How to Project-Manage a Social
Business Project?
• Listen to the participants’ conversations &
analyse
– Rather than simply gathering requirements
• Use agile implementation
– Iterative implementation cycles
– Each cycle of short duration
• Experiment & make decisions using data
– Analytics
– A-B Testing
• Manage the online content & community
– Community & content are the main
deliverables
– The system/platform is just an enabler
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Listen & Analyse
45
What are they interested in?
What are they happy with?
What are they not happy with?

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Agile Implementation
46
<1 week to
4 weeks
http://www.certiconglobal.com/sites/default/files/images/imce/scrum.jpg

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Experiment & Decide with Data
47
Which content did better?
The one of the left or the one on the right?

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Manage the Content & Community
• Some of the considerations:
– Type of content
– Timing & frequency
– Start the ball rolling
• Questions
• Topics that people have differing opinions on
• Polls
• Contests
• Crowdsourcing
– Incentives
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Type of Content
49
https://www.facebook.com/skittles
https://www.facebook.com/magnumus?brand_redir=1
vs
Not Direct
Direct (“Hard Sell”)

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Timing & Frequency
50
Twitter Activity by Time of Day (24 Hr Format)

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Start the Ball Rolling
51

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Incentives
52
“Badges” – one form of Incentive
Which social group do these come from?
http://www.kiasuparents.com/kiasu/forum/viewtopic.php?f=69&t=2074

53. © 2013 National University of Singapore unless otherwise stated. All Rights Reserved.
Agenda
• Introduction
• What & why of social business
• Examples of social business projects
• How to project manage social business
projects
 How to use social to help in your project
management
53

54. © 2013 National University of Singapore unless otherwise stated. All Rights Reserved.
Using Social for Project
Management
54

55. © 2013 National University of Singapore unless otherwise stated. All Rights Reserved.
Social for Project Management
• Whether your project is social or not
– Social/collaborative tools and techniques
can help in your project management work
• Some of the ways it can help:
– Project team selection
– Collaborative document sharing
– Concurrent working on documents
– Centralised, collaborative project planning,
execution, monitoring and knowledge sharing
– Facebook-style page to centrally monitor
updates on all the projects you follow
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56. © 2013 National University of Singapore unless otherwise stated. All Rights Reserved.
Project Team Selection
56
Similar Concept
in Internal Collaboration Tools
LinkedIn
Skills and Expertise
http://ilikeorangutans.github.io/assets/images/my-skills.png
http://www.ibm.com/developerworks/lotus/library/profilesextensionconnections301/

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Collaborative Document Sharing
57
http://www.youtube.com/watch?v=zEMmqCzmoms
File Sharing and Commenting

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Concurrent Document Editing
58
2 Persons Editing a Spreadsheet at the Same Time
Angela
Janice

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Collaborative Planning, Execution,
Monitoring And Knowledge Sharing
59
( Project Collaboration )
Tasks
Discussions
Documents
Pictures
Section
(Phase)
Goal

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Facebook Style Project/s “Following”
60
Following what is happening with other people/projects

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Summary
61

62. © 2013 National University of Singapore unless otherwise stated. All Rights Reserved.
Recap(1)
• Introduction
• What & why of social business
• Social technologies/practices for business
objectives
• Estimated productivity improvements of 20-25%
• Examples of social business projects
• Product Development
• Operations
• Marketing & Sales
• Customer Service
• Collaboration & Communication
• Matching talent to tasks/jobs
62

63. © 2013 National University of Singapore unless otherwise stated. All Rights Reserved.
Recap(2)
• How to project manage social business
projects
– Listen & analyse
– Agile Iterative
– Experiment & data-based decisions
– Manage the online content & community
63

64. © 2013 National University of Singapore unless otherwise stated. All Rights Reserved.
Recap(3)
• How to use social to help in your project
management
– Project team selection
– Document sharing / Concurrent editing
– Collaborative project planning, execution,
monitoring and knowledge sharing
– Activity stream for project updates
64

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Q & A
65

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For Further Information
Please refer to:
http://www.iss.nus.edu.sg/
Or email Goh Boon Nam at:
issgbn@nus.edu.sg
For courses on Social Business:
https://www.iss.nus.edu.sg/ProfessionalC
ourses/EnterpriseSocialBusiness.aspx
66

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Thank you
67