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How Business Anaslysts can use social networking analsysis to understand their stakeholders and the relationships between and close to them.
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Maria Horrigan
Account Director Health and Human ServicesRegional lead for Business Analysis
ABAA Christmas Drinks, 11 Dec 2008
Social Networking Analysis,Communication & the “Oracle of Bacon”
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Slideshare and blogs
www.barocks.comwww.slideshare.com/murph
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Clichés or Truisms?
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“We’re living in a networked world”
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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
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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…
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The many faces of Obama
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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
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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
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How do we do analyse the ‘social’?
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Social Networking AnalysisMathematical, graphical, theoretical
understanding of the social worldModel:Networks and their structures Map and measure:Relationships between people, groups,
organisations, computers, and websitesFlows of information and knowledge (focus on
people not systems)In order to:Know what the relationships are to better
communicate, elicit requirements
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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?
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Social Networks – Key Terms
Nodes People and groups
Links Show relationships or flows between the nodes
Attribute Name and value
Relationship properties
Types (eg friend, advice) Direction (directed vs undirected) Strength (binary vs weighted)
Network properties
Centralisation Density or Concentration Size
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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
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Tools to describe centrality
"Kite Network" developed by David Krackhardt - http://www.orgnet.com/sna.html
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Interpreting Degree of Centrality in the Network
High Degree Centrality
Moderate Degree Centrality
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Centrality and Betweenness
High Betweenness Centrality
Moderate Betweeness Centrality
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Centrality and Closeness
High Closeness Centrality
Moderate Closeness Centrality
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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)
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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
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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)
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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
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Stakeholder engagement strategy- Web 2.0 tools
identity
presence
relationships
trust
groups
conversations
sharing
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
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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
^
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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 answerUse 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
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Fin
Maria Horrigan
Account Director Health & Human ServicesRegional Lead Business Analysis
Email: [email protected]: www.barocks.com
Slideshare: www.slideshare.com/murphTwitter: @miahorri
