Social Network Analysis From informal conversations to tangible assets

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Social Network AnalysisFrom informal
conversations to tangible assets

• Dr. Laurence Lock Lee
• Optimice Pty Ltd
• www.optimice.com.au
• llocklee_at_optimice.com.au

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Agenda

• What is SNA?
• A Brief History Friendships to Enterprise 2.0
• Tangible outcomes
• SNA and Enterprise 2.0

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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
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Identify Unofficial Organisational Roles

• Central connector
• Go-to people
• Boundary spanner
• Bridging networks
• Information broker
• Moves knowledge around
• Peripheral specialist
• Outside the network

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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

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A brief history of SNA
Jacob Moreno studies friendship links among
school children
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www.INSNA.org
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SNA Art or Science?
Mark Lombardis hand drawn sociograms were
exhibited as art, but were also real
representations of his research on conspiracies
in the 1990s
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SNA and the Business World
www.ONA-Prac
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Tangible Outcomes from SNA
Organisational Re-structures that work
Sell More
Preserving Expertise
Better Knowledge Sharing
Building Better Communities
More Innovation
Competitive Intelligence
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Go to people in the Sales Network
High Value Nodes
President
Vice President
gt 50mill deals
New Leverage?
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Succession Planning - Advice Network by time in
Train Planning
Less than 1 year
Between 13 years
Between 310 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?
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Organisational Re-Design
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Case Study Knowledge and Information Audit
Dept 1
Dept 2
Dept 3
Dept 4
Other (internal)
External
Internal System/ Repository
Individual
Group
Entity
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Innovation Network

• Who did you go to for new ideas or innovative
  solutions?

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Ownership Networks in Australian Media
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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?
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Wiki Page-Editor Relationships
Wikipatterns web site
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Wiki Net Mining
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Wikipatterns central players
Mined (inferred) Relationships
Stated Relationships (from survey)
name Degree name Degree
Stewart Mader 1367.153 Stewart Mader 9
bartmassey 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
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Sustainable Communities
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Wiki Participant Roles
Respondents nominating high value achieved
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Brokering Relationships
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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