social network analysis from informal conversations to tangible assets dr. laurence lock lee...
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Social Network Analysis
From informal conversations to
tangible assets
Dr. Laurence Lock Lee
Optimice Pty Ltd
www.optimice.com.au
Agenda
What is SNA? A Brief History – Friendships to Enterprise 2.0 Tangible outcomes SNA and Enterprise 2.0
One Minute Introduction to SNA Maps
Individuals are represented as circles (nodes)
An arrow pointing from one individual to another indicate the direction of the relationship
Colour or shape of node can represent organisational belonging, geography or other relevant attribute
Eg. Linda often asked for input
Identify Unofficial Organisational Roles
Central connector ‘Go-to’ people
Boundary spanner Bridging networks
Information broker Moves knowledge around
Peripheral specialist Outside the network
Key
London
Houston
Melbourne
Perth
Key
London
Houston
Melbourne
Perth
Types of SNA Maps2 key types of SNA maps:
Ego-nets Mapping of individuals’ relationships For example
‘Who do you ask for advice’‘Who do you go for information?’
Affinity maps Mapping of links based on a shared attribute For example
‘Who is certified in Project Management’
‘Who has worked in Financial Services’
A brief history of SNAJacob Moreno studies friendship links among school children
www.INSNA.org
SNA – Art or Science?
Mark Lombardi’s hand drawn sociograms were exhibited as art, but were also real representations of his research on conspiracies in the 1990s
SNA and the Business World
www.ONA-Pracwww.ONA-Prac
Tangible Outcomes from SNA
Sell More
Preserving ExpertiseBetter Knowledge Sharing
Building Better Communities
More Innovation Competitive Intelligence
Organisational Re-structures that work
“Go to” people in the Sales Network
President
Vice President
> $50mill deals
= High Value Nodes
New Leverage?
Succession Planning - Advice Network – by time in Train Planning
1
10
11
110
11112
13
14
15
16
17
18
19
220
21
22
23
24
25
26
27
28
29
3
30
31
32
33
35
36
37
38
39
4
40
41
42
43
44
45
46
48
49
5
50
51
53
54
55
56
57
58
59
6
60
61
62
63
64
65
66
67
68
69
70
71
72
7374
75
76
77
78
798
80
81
82
83
84
85
86
87
88
89
9
90
91
Less than 1 yearBetween 1&3 years
Between 3&10 years
More than 10 years
No response
The data identifies that the Train Planning network is dominated by longer term staff members. New-comers may be finding it difficult to penetrate the established networks
How can newcomers engage more quickly with the “network”?
Organisational Re-Design
Business Support
Operating Timetable
Major Projects & STNs
Program Delivery
Operations Analysis
Graphic Support
Managers Office
Trainee
Dept 2Dept 1
Dept 3Dept 4Other (internal)ExternalInternal System/ Repository
Individual
Group
Entity
Brokers or gatekeepers?
Brokers or gatekeepers?
Case Study: Knowledge and Information Audit
Innovation NetworkWho did you go to for new ideas or innovative solutions?
Program Office Program OfficeX
Ownership Networks in Australian Media
Macquarie Media
Southern Cross
Broadcasting
Before Takeover
Macquarie Media
After Takeover
SNA and Enterprise 2.0
Uncovering social dynamics
Proposition: Can we predict collaborative performance?
The new enterprise data warehouse?
Understanding the on-line trust network
Wiki Page-Editor Relationships
Wikipatterns web site
Wiki Net Mining
“Mined (inferred)” Relationships Stated Relationships (from survey)
Wikipatterns – central players
name Degree name Degree
Stewart Mader 1367.153 Stewart Mader 9
bart+massey 252.662 Guy Fraser 7
Mike Cannon-Brookes 212.719 Charles Miller 6
Jonathan Nolen 73.42 Mike Cannon-Brookes 5
frauhofer 68.429 Jon Silvers 4
Charles Miller 64.538 Jonathan Nolen 4
fschop 38.742 Roberto Dominguez 4
Jon Silvers 36.934 Brendan Patterson 4
zoli 27.78 David Peterson 4
“Mined (inferred)” Relationships Stated Relationships (from survey)
Sustainable Communities
smader
Founder as central connector
Founder not present
Wiki Participant Roles
Respondents nominating high value achieved
Value Generating Roles
05
101520253035
CoreM
embe
r
Comm
enta
tor
SubEdit
or
Collab
orato
r
Browse
r
Subsc
riber
Explor
er
Roles
Rat
ing
Brokering Relationships
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
veryimportant
important useful not yet
Wiki relationships 15
Wiki facilitatedrelationship 22
Prior Relationship<2years 64
Prior Relationship>2years 16
Take-aways
SNA is a robust analytical technique with a long academic heritage
Tangible business benefits can accrue from its use
SNA is to Enterprise 2.0 social networking systems what Business Intelligence Systems are to ERP systems