Social Network Analysis (SNA) Made Easy
description
Transcript of Social Network Analysis (SNA) Made Easy
![Page 1: Social Network Analysis (SNA) Made Easy](https://reader034.fdocuments.net/reader034/viewer/2022052508/559a5f531a28abbd1d8b4732/html5/thumbnails/1.jpg)
SOCIAL NETWORK ANALYSIS( made easy )
![Page 2: Social Network Analysis (SNA) Made Easy](https://reader034.fdocuments.net/reader034/viewer/2022052508/559a5f531a28abbd1d8b4732/html5/thumbnails/2.jpg)
happiness is best predicted by the breadth & depth of one’s social connections. - Robert Putnam
![Page 3: Social Network Analysis (SNA) Made Easy](https://reader034.fdocuments.net/reader034/viewer/2022052508/559a5f531a28abbd1d8b4732/html5/thumbnails/3.jpg)
WHY NETWORK ANALYSIS?
![Page 4: Social Network Analysis (SNA) Made Easy](https://reader034.fdocuments.net/reader034/viewer/2022052508/559a5f531a28abbd1d8b4732/html5/thumbnails/4.jpg)
reason #1The challenges we face are so complex they can’t be solved by any one organization.
![Page 5: Social Network Analysis (SNA) Made Easy](https://reader034.fdocuments.net/reader034/viewer/2022052508/559a5f531a28abbd1d8b4732/html5/thumbnails/5.jpg)
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”
![Page 6: Social Network Analysis (SNA) Made Easy](https://reader034.fdocuments.net/reader034/viewer/2022052508/559a5f531a28abbd1d8b4732/html5/thumbnails/6.jpg)
over 1.5 million
non-profits in the US
![Page 7: Social Network Analysis (SNA) Made Easy](https://reader034.fdocuments.net/reader034/viewer/2022052508/559a5f531a28abbd1d8b4732/html5/thumbnails/7.jpg)
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.
![Page 8: Social Network Analysis (SNA) Made Easy](https://reader034.fdocuments.net/reader034/viewer/2022052508/559a5f531a28abbd1d8b4732/html5/thumbnails/8.jpg)
Reason #2Even within organizations, hierarchies aren’t accurate representations of how work actually gets done.
![Page 9: Social Network Analysis (SNA) Made Easy](https://reader034.fdocuments.net/reader034/viewer/2022052508/559a5f531a28abbd1d8b4732/html5/thumbnails/9.jpg)
Reason #2Even within organizations, hierarchies aren’t accurate representations of how work actually gets done.
org charts lie!
![Page 10: Social Network Analysis (SNA) Made Easy](https://reader034.fdocuments.net/reader034/viewer/2022052508/559a5f531a28abbd1d8b4732/html5/thumbnails/10.jpg)
Information doesn’t flow along organizational hierarchies. !
Networks are a far more accurate picture of how work gets done.
org charts lie!
![Page 11: Social Network Analysis (SNA) Made Easy](https://reader034.fdocuments.net/reader034/viewer/2022052508/559a5f531a28abbd1d8b4732/html5/thumbnails/11.jpg)
Reason #3We must understand the
status quo to overcome it.
![Page 12: Social Network Analysis (SNA) Made Easy](https://reader034.fdocuments.net/reader034/viewer/2022052508/559a5f531a28abbd1d8b4732/html5/thumbnails/12.jpg)
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.
![Page 13: Social Network Analysis (SNA) Made Easy](https://reader034.fdocuments.net/reader034/viewer/2022052508/559a5f531a28abbd1d8b4732/html5/thumbnails/13.jpg)
hi there!Jeff Mohr
Cofounder & CEO of Kumu
![Page 14: Social Network Analysis (SNA) Made Easy](https://reader034.fdocuments.net/reader034/viewer/2022052508/559a5f531a28abbd1d8b4732/html5/thumbnails/14.jpg)
Jeff MohrCofounder & CEO of Kumu
my background systems networks social change
![Page 15: Social Network Analysis (SNA) Made Easy](https://reader034.fdocuments.net/reader034/viewer/2022052508/559a5f531a28abbd1d8b4732/html5/thumbnails/15.jpg)
So… WHERE can SNA help?
![Page 16: Social Network Analysis (SNA) Made Easy](https://reader034.fdocuments.net/reader034/viewer/2022052508/559a5f531a28abbd1d8b4732/html5/thumbnails/16.jpg)
• Identifying change leaders • Breaking down silos • Evaluating progress • Driving innovation
social impactincreasing
![Page 17: Social Network Analysis (SNA) Made Easy](https://reader034.fdocuments.net/reader034/viewer/2022052508/559a5f531a28abbd1d8b4732/html5/thumbnails/17.jpg)
• Weaving stronger connections • Bridging across silos • Reducing crime • Improving resilience
stronger communitiesbuilding
![Page 18: Social Network Analysis (SNA) Made Easy](https://reader034.fdocuments.net/reader034/viewer/2022052508/559a5f531a28abbd1d8b4732/html5/thumbnails/18.jpg)
ORGANIZATION PERFORMANCE• Promoting effective collaboration • Avoiding burn out • Selecting new leaders • Uncovering informal structures
improving
![Page 19: Social Network Analysis (SNA) Made Easy](https://reader034.fdocuments.net/reader034/viewer/2022052508/559a5f531a28abbd1d8b4732/html5/thumbnails/19.jpg)
Great! How do i start?
![Page 20: Social Network Analysis (SNA) Made Easy](https://reader034.fdocuments.net/reader034/viewer/2022052508/559a5f531a28abbd1d8b4732/html5/thumbnails/20.jpg)
3 STEPScollect + interpret + act
![Page 21: Social Network Analysis (SNA) Made Easy](https://reader034.fdocuments.net/reader034/viewer/2022052508/559a5f531a28abbd1d8b4732/html5/thumbnails/21.jpg)
Step 1COLLECT THE DATA
![Page 22: Social Network Analysis (SNA) Made Easy](https://reader034.fdocuments.net/reader034/viewer/2022052508/559a5f531a28abbd1d8b4732/html5/thumbnails/22.jpg)
Data can be collected via survey, pulled from existing data sources or populated via personal knowledge.
surveys Data KnowledgePull 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
![Page 23: Social Network Analysis (SNA) Made Easy](https://reader034.fdocuments.net/reader034/viewer/2022052508/559a5f531a28abbd1d8b4732/html5/thumbnails/23.jpg)
• 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?
Examples of Relational Survey Questions
![Page 24: Social Network Analysis (SNA) Made Easy](https://reader034.fdocuments.net/reader034/viewer/2022052508/559a5f531a28abbd1d8b4732/html5/thumbnails/24.jpg)
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?
![Page 25: Social Network Analysis (SNA) Made Easy](https://reader034.fdocuments.net/reader034/viewer/2022052508/559a5f531a28abbd1d8b4732/html5/thumbnails/25.jpg)
GREAT RESULTS ARE DRIVEN FROM GReAT QUESTIONs.
![Page 26: Social Network Analysis (SNA) Made Easy](https://reader034.fdocuments.net/reader034/viewer/2022052508/559a5f531a28abbd1d8b4732/html5/thumbnails/26.jpg)
GREAT RESULTS ARE DRIVEN FROM GReAT QUESTIONs. !
CHoose WISELY.
![Page 27: Social Network Analysis (SNA) Made Easy](https://reader034.fdocuments.net/reader034/viewer/2022052508/559a5f531a28abbd1d8b4732/html5/thumbnails/27.jpg)
And Don’t be afraid to simulate holes in the data.
![Page 28: Social Network Analysis (SNA) Made Easy](https://reader034.fdocuments.net/reader034/viewer/2022052508/559a5f531a28abbd1d8b4732/html5/thumbnails/28.jpg)
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.
![Page 29: Social Network Analysis (SNA) Made Easy](https://reader034.fdocuments.net/reader034/viewer/2022052508/559a5f531a28abbd1d8b4732/html5/thumbnails/29.jpg)
Step 2INTERPRET
![Page 30: Social Network Analysis (SNA) Made Easy](https://reader034.fdocuments.net/reader034/viewer/2022052508/559a5f531a28abbd1d8b4732/html5/thumbnails/30.jpg)
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
![Page 31: Social Network Analysis (SNA) Made Easy](https://reader034.fdocuments.net/reader034/viewer/2022052508/559a5f531a28abbd1d8b4732/html5/thumbnails/31.jpg)
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
![Page 32: Social Network Analysis (SNA) Made Easy](https://reader034.fdocuments.net/reader034/viewer/2022052508/559a5f531a28abbd1d8b4732/html5/thumbnails/32.jpg)
Understanding the Core Metrics
degree + closeness + betweenness
![Page 33: Social Network Analysis (SNA) Made Easy](https://reader034.fdocuments.net/reader034/viewer/2022052508/559a5f531a28abbd1d8b4732/html5/thumbnails/33.jpg)
DegreeIdentifies local connectors and hubs
![Page 34: Social Network Analysis (SNA) Made Easy](https://reader034.fdocuments.net/reader034/viewer/2022052508/559a5f531a28abbd1d8b4732/html5/thumbnails/34.jpg)
DegreeIdentifies local connectors and hubs
by counting the number of connections for a given element
![Page 35: Social Network Analysis (SNA) Made Easy](https://reader034.fdocuments.net/reader034/viewer/2022052508/559a5f531a28abbd1d8b4732/html5/thumbnails/35.jpg)
DegreeWARNING
Not necessarily the most influential or best connected to the wider network
![Page 36: Social Network Analysis (SNA) Made Easy](https://reader034.fdocuments.net/reader034/viewer/2022052508/559a5f531a28abbd1d8b4732/html5/thumbnails/36.jpg)
ClosenessIdentifies those with high visibility about
what’s happening across the network
![Page 37: Social Network Analysis (SNA) Made Easy](https://reader034.fdocuments.net/reader034/viewer/2022052508/559a5f531a28abbd1d8b4732/html5/thumbnails/37.jpg)
ClosenessIdentifies those with high visibility about
what’s happening across the network by measuring the distance from one
element to all other elements
![Page 38: Social Network Analysis (SNA) Made Easy](https://reader034.fdocuments.net/reader034/viewer/2022052508/559a5f531a28abbd1d8b4732/html5/thumbnails/38.jpg)
These people can quickly spread information (good or bad)
across the network
ClosenessWARNING
![Page 39: Social Network Analysis (SNA) Made Easy](https://reader034.fdocuments.net/reader034/viewer/2022052508/559a5f531a28abbd1d8b4732/html5/thumbnails/39.jpg)
Identifies key bridges and those who control the flow of information
Betweenness
![Page 40: Social Network Analysis (SNA) Made Easy](https://reader034.fdocuments.net/reader034/viewer/2022052508/559a5f531a28abbd1d8b4732/html5/thumbnails/40.jpg)
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
Betweenness
![Page 41: Social Network Analysis (SNA) Made Easy](https://reader034.fdocuments.net/reader034/viewer/2022052508/559a5f531a28abbd1d8b4732/html5/thumbnails/41.jpg)
These people may be bottlenecks or single points of failure
BetweennessWARNING
![Page 42: Social Network Analysis (SNA) Made Easy](https://reader034.fdocuments.net/reader034/viewer/2022052508/559a5f531a28abbd1d8b4732/html5/thumbnails/42.jpg)
Metrics are people too
![Page 43: Social Network Analysis (SNA) Made Easy](https://reader034.fdocuments.net/reader034/viewer/2022052508/559a5f531a28abbd1d8b4732/html5/thumbnails/43.jpg)
Metrics are people tooEach one reveals its own personality
![Page 44: Social Network Analysis (SNA) Made Easy](https://reader034.fdocuments.net/reader034/viewer/2022052508/559a5f531a28abbd1d8b4732/html5/thumbnails/44.jpg)
let’s Focus on the extremes
![Page 45: Social Network Analysis (SNA) Made Easy](https://reader034.fdocuments.net/reader034/viewer/2022052508/559a5f531a28abbd1d8b4732/html5/thumbnails/45.jpg)
two types of overly
CENTRAL people
![Page 46: Social Network Analysis (SNA) Made Easy](https://reader034.fdocuments.net/reader034/viewer/2022052508/559a5f531a28abbd1d8b4732/html5/thumbnails/46.jpg)
bottlenecksPlay central role
to maintain information or power advantage
OR people whose jobs have
grown too big
![Page 47: Social Network Analysis (SNA) Made Easy](https://reader034.fdocuments.net/reader034/viewer/2022052508/559a5f531a28abbd1d8b4732/html5/thumbnails/47.jpg)
UNSUNG HEROES
Engage selflessly to help the group in ways that
often go unnoticed
![Page 48: Social Network Analysis (SNA) Made Easy](https://reader034.fdocuments.net/reader034/viewer/2022052508/559a5f531a28abbd1d8b4732/html5/thumbnails/48.jpg)
people at the
Borders of the network
![Page 49: Social Network Analysis (SNA) Made Easy](https://reader034.fdocuments.net/reader034/viewer/2022052508/559a5f531a28abbd1d8b4732/html5/thumbnails/49.jpg)
Share different types of expertise, broker information and connect across geographies
bridges
![Page 50: Social Network Analysis (SNA) Made Easy](https://reader034.fdocuments.net/reader034/viewer/2022052508/559a5f531a28abbd1d8b4732/html5/thumbnails/50.jpg)
OUTSIDERSStuck on the periphery
with no idea how to work their way inside
intentionally peripheral
OR
![Page 51: Social Network Analysis (SNA) Made Easy](https://reader034.fdocuments.net/reader034/viewer/2022052508/559a5f531a28abbd1d8b4732/html5/thumbnails/51.jpg)
Metrics only get You Started
Use them to identify potential influencers and then validate with common sense
WARNING
![Page 52: Social Network Analysis (SNA) Made Easy](https://reader034.fdocuments.net/reader034/viewer/2022052508/559a5f531a28abbd1d8b4732/html5/thumbnails/52.jpg)
Step 3DO SOMETHING
![Page 53: Social Network Analysis (SNA) Made Easy](https://reader034.fdocuments.net/reader034/viewer/2022052508/559a5f531a28abbd1d8b4732/html5/thumbnails/53.jpg)
This guy was obsessed with pretty pictures.
![Page 54: Social Network Analysis (SNA) Made Easy](https://reader034.fdocuments.net/reader034/viewer/2022052508/559a5f531a28abbd1d8b4732/html5/thumbnails/54.jpg)
This guy was obsessed with pretty pictures. !
You’re better than that.
![Page 55: Social Network Analysis (SNA) Made Easy](https://reader034.fdocuments.net/reader034/viewer/2022052508/559a5f531a28abbd1d8b4732/html5/thumbnails/55.jpg)
go beyond the pretty picture and get shit done.
Use strong visualizations, compelling narrative, and convincing arguments
to make your impact.
![Page 56: Social Network Analysis (SNA) Made Easy](https://reader034.fdocuments.net/reader034/viewer/2022052508/559a5f531a28abbd1d8b4732/html5/thumbnails/56.jpg)
Use strong visualizations, compelling narrative, and convincing arguments
to make your impact.
Kumu helps you do all threeshameless plug
![Page 57: Social Network Analysis (SNA) Made Easy](https://reader034.fdocuments.net/reader034/viewer/2022052508/559a5f531a28abbd1d8b4732/html5/thumbnails/57.jpg)
a few caveats to Network Analysis
• be data-informed, not data-driven • take results with a grain of salt • validate using common sense
![Page 58: Social Network Analysis (SNA) Made Easy](https://reader034.fdocuments.net/reader034/viewer/2022052508/559a5f531a28abbd1d8b4732/html5/thumbnails/58.jpg)
let’s recap1. 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!
![Page 59: Social Network Analysis (SNA) Made Easy](https://reader034.fdocuments.net/reader034/viewer/2022052508/559a5f531a28abbd1d8b4732/html5/thumbnails/59.jpg)
If you want to go quickly, go alone. If you want to go far, go together. - African Proverb
![Page 60: Social Network Analysis (SNA) Made Easy](https://reader034.fdocuments.net/reader034/viewer/2022052508/559a5f531a28abbd1d8b4732/html5/thumbnails/60.jpg)
join us at Kumu.io
![Page 61: Social Network Analysis (SNA) Made Easy](https://reader034.fdocuments.net/reader034/viewer/2022052508/559a5f531a28abbd1d8b4732/html5/thumbnails/61.jpg)
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
Thanks!