Social & Collaboration Technologies in Business Projects

& Impact to Project Managers

SPMI Symposium 2013 9 Oct 2013

Please see Acknowledgements & Notices in second last slide

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)

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

Introduction

Your Usual Social Technology?

https://www.facebook.com/mrbrownlah

What about Social for Business?

http://lego.cuusoo.com/discover

One Example - Crowdsourcing ->

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

http://upload.wikimedia.org/wikipedia/commons/f/fd/Light_Green_Lego_Brick.jpg

Key Consideration in many Social for Business Projects

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.

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

What and Why of Social Business

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)

How Much can Social Benefit Business?

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

How and where can Social Technologies Benefit Business?

13 http://www.mckinsey.com/insights/high_tech_telecoms_internet/the_social_economy

Agenda

• Introduction • What & why of social business Examples of social business projects • How to project manage social business

management

Examples of Social Business Projects

Example/s for:

Product Development - Crowdsourcing

http://www.ideastorm.com/

Example/s for:

Operations – Social Demand Monitoring

https://twitter.com/HelloMeHippo

Customer help to monitor when shops run out of your company’s product

Operations – Work Distribution via Social Outsourcing

https://www.elance.com/r/contractors/ind-true/s-feedbackSort/o-1/q-web%20design/cat-design-multimedia

Example/s for:

Social Media Marketing (1)

The most common form

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)

Social Media Marketing (2b)

Social Apps can use your social information …

Social Media Marketing (2c)

… as you have agreed

Social Media Marketing (2d)

Social Apps can tell your friends that you use (endorse?) a product

Social Market Research

http://www.youtube.com/watch?v=6Y9RmvGhQlU

What topics customers are talking about (on social media) in relation to their credit cards?

Social Commerce (1)

https://www.facebook.com/pages/Tracyeinny/126892414022377

Social Commerce (2a)

29 http://www.amazon.com/Project-Management-Lite-Enough-Done-Nothing/dp/1478129220/

Why is Amazon considered social commerce?

Social Commerce (2b)

Amazon Customer Reviews – “Buy This Book”

Social Commerce (2c)

What Others Bought in Addition – “Buy These Also”

Example/s for:

Social Customer Service (1)

Using Twitter instead of phone lines/emails Organisation <-> Customers

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

Example/s for:

Enterprise Collaboration (1)

Following what is happening with other people/projects

Enterprise Work Collaboration (2)

Work Collaboration

Discussions

Documents

Pictures

Section (Phase)

Example/s for:

Social Talent Search

Organisational Talent Search Using Internal Personal Profiles

Social Talent Search

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

Agenda

• Introduction • What & why of social business • Examples of social business projects How to project manage social business

management

How to project manage social business projects?

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

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

Listen & Analyse

What are they interested in? What are they happy with?

What are they not happy with?

Agile Implementation

<1 week to 4 weeks

http://www.certiconglobal.com/sites/default/files/images/imce/scrum.jpg

Experiment & Decide with Data

Which content did better? The one of the left or the one on the right?

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

Type of Content

https://www.facebook.com/skittles

https://www.facebook.com/magnumus?brand_redir=1

Not Direct

Direct (“Hard Sell”)

Timing & Frequency

Twitter Activity by Time of Day (24 Hr Format)

Start the Ball Rolling

Incentives

“Badges” – one form of Incentive Which social group do these come from?

http://www.kiasuparents.com/kiasu/forum/viewtopic.php?f=69&t=2074

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

Using Social for Project Management

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 55

Project Team Selection

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/

Collaborative Document Sharing

http://www.youtube.com/watch?v=zEMmqCzmoms

File Sharing and Commenting

Concurrent Document Editing

2 Persons Editing a Spreadsheet at the Same Time

Angela

Janice

Collaborative Planning, Execution, Monitoring And Knowledge Sharing

( Project Collaboration )

Discussions

Documents

Pictures

Section (Phase)

Facebook Style Project/s “Following”

Following what is happening with other people/projects

Summary

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

Recap(2)

• How to project manage social business projects – Listen & analyse – Agile Iterative – Experiment & data-based decisions – Manage the online content & community

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

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/ProfessionalCourses/EnterpriseSocialBusiness.aspx

Thank you

Social & Collaboration Technologies in Business Projects

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