Oracal of bacon and social networking analysis final
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Transcript of Oracal of bacon and social networking analysis final
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Presented by Maria Murphy HorriganAccount Director Health and Human ServicesRegional lead for Business AnalysisABAA ACT Events/Comms Coordinator11 Dec 2008
Social Networking Analysis,Communication & the “Oracle of Bacon”
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Slideshare and blogs
www.abaa.org.auwww.barocks.com
www.slideshare.com/murph
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Clichés or Truisms?
“It’s a small world”
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Clichés or Truisms?
“It’s not what you know; it’s who you know”
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Clichés or Truisms?
“Business is built on relationships”
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Clichés or Truisms?
“We’re living in a networked world”
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We are a networked world We need to understand those involved with our
projects Their wants, needs, behaviour, attitudes,
expectations, motivations Relationships between them
Wants, needs, perceptions are both a reflection of individual requirements but also of the context and those who influence them
Politics What else is happening that may affect project
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Multiplicity of networks Official versus Unofficial Examples
Advice“Who do you go to for advice?” “Who goes to you for advice?”
Collaboration“Who do you collaborate with?”How do you collaborate (social media)
TrustWho do you trust?
FriendshipWho is your friend?
ConflictWho is a blocker or gatekeeper?
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Who’s who in the Zoo We need tools for understanding who’s who in
the zoo Understand the project background (strategy, objectives,
aims) Understand organisation background (people, culture,
technology, capability) Understand who is a primary, secondary and tertiary
stakeholder or target for our project Social network analysis
A way to look at the interactions & connections
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So what is Social Networking Analysis?Set of mathematical, graphical and theoretical
tools for modelling networks and their structures A lens for understanding the social world in a
relational wayMaps and measures relationships and flows
between people, groups, organizations, computers, web sites, and other information/knowledge processing entities
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How Kevin Bacon Cured Cancer
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The Oracle of Bacon
What’s the Kevin Bacon number of Robert Di Nero?
Or in social networks language: What is the shortest path between Robert De Niro and Kevin Bacon?
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Obama & Me
Me & Obama = 3 Degrees
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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 Leadership & Power , Organisational Culture & Climate
What governance models to involve the right people
What happens when we view these through the lens of social network analysis
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Understanding Social Networks To understand networks and their participants, we
evaluate the location of actors in the network These measures give us insight into 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
Type of Relationship (e.g., friendship, advice)Direction of Relationship (directed vs undirected)Strength of Relationship (binary vs weighted)
Network PropertiesCentralisationDensity or concentrationSize
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Centralities reveal much about overall network structure
Very centralized network Dominated by one or a few very central nodes If these nodes 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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Degree, Betweenness, and Closeness Centrality.
"Kite Network" developed by David Krackhardt - http://www.orgnet.com/sna.html
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Centrality in the NetworkDegree
Number of direct connections Hub has the most connections and authority gained when
other entities point to it It’s not -"the more connections, the better“ But where those connections lead to And how they connect the otherwise unconnected!
www.fmsasg.com/SocialNetworkAnalysis
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Centrality in the NetworkBetweenness
Great influence over what flows (and does not flow) Holds a lot power over the outcomes in a network Broker role if between two powerful constituents “ Location, Location, Location."
www.fmsasg.com/SocialNetworkAnalysis
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Centrality in the NetworkCloseness Shortest paths to all others (i.e close to everyone else) Gives quick access to others Excellent position to monitor the information flow Best visibility into what is happening in the network.
www.fmsasg.com/SocialNetworkAnalysis
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CommunicationBy 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 (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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User Segmentation 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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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 Make them more robust, accurate, relevant to the
end product (systems FOR people not AT them)
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Take home messages Projects can be more successful if you take the
time to analyse the people and the 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 answer
use social media, like blogs, linkedin, even twitter, are tools that can help you reach out to others in the BA community
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Fin
Maria (Murphy) Horrigan Account Director Health & Human Services
Regional Lead Business Analysis
Email: [email protected]: www.barocks.com
www.slideshare.com/murphwww.smsmt.com
www.twitter.com/miahorri