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Social Network Analysis From informal conversations to tangible assets

Social Network Analysis From informal conversations to tangible assets. Dr. Laurence Lock Lee Optimice Pty Ltd www.optimice.com.au llocklee@optimice.com.au. Agenda. What is SNA? A Brief History – Friendships to Enterprise 2.0 Tangible outcomes SNA and Enterprise 2.0.

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Social Network Analysis From informal conversations to tangible assets

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  1. Social Network AnalysisFrom informal conversations to tangible assets Dr. Laurence Lock Lee Optimice Pty Ltd www.optimice.com.au llocklee@optimice.com.au

  2. Agenda • What is SNA? • A Brief History – Friendships to Enterprise 2.0 • Tangible outcomes • SNA and Enterprise 2.0

  3. 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

  4. Identify Unofficial Organisational Roles Central connector ‘Go-to’ people Boundary spanner Bridging networks Information broker Moves knowledge around Peripheral specialist Outside the network

  5. Types of SNA Maps 2 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’

  6. A brief history of SNA Jacob Moreno studies friendship links among school children

  7. www.INSNA.org

  8. 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

  9. SNA and the Business World www.ONA-Prac

  10. Tangible Outcomes from SNA Organisational Re-structures that work Sell More Preserving Expertise Better Knowledge Sharing Building Better Communities More Innovation Competitive Intelligence

  11. “Go to” people in the Sales Network = High Value Nodes President Vice President > $50mill deals New Leverage?

  12. Succession Planning - Advice Network – by time in Train Planning Less than 1 year Between 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”?

  13. Business Support Operating Timetable Major Projects & STNs Program Delivery Operations Analysis Graphic Support Managers Office Trainee Organisational Re-Design

  14. Case Study: Knowledge and Information Audit Brokers or gatekeepers? Dept 1 Dept 2 Dept 3 Dept 4 Other (internal) External Internal System/ Repository Individual Group Entity

  15. Innovation Network Who did you go to for new ideas or innovative solutions? X Program Office Program Office

  16. Ownership Networks in Australian Media Before Takeover After Takeover Macquarie Media Macquarie Media Southern Cross Broadcasting

  17. SNA and Enterprise 2.0 Uncovering social dynamics Understanding the on-line trust network The new enterprise data warehouse? Proposition: Can we predict collaborative performance?

  18. Wiki Page-Editor Relationships Wikipatterns web site

  19. “Mined (inferred)” Relationships Stated Relationships (from survey) Wiki Net Mining

  20. Wikipatterns – central players “Mined (inferred)” Relationships Stated Relationships (from survey)

  21. Founder as central connector Founder not present Sustainable Communities

  22. Wiki Participant Roles Respondents nominating high value achieved

  23. Brokering Relationships

  24. 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

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