1. Social Network Analysis From informal conversations to tangible assets
Dr. Laurence Lock Lee
Optimice Pty Ltd

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 ‘Who do you ask for advice’
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
‘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

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

10. Tangible Outcomes from SNA
Organisational Re-structures that work
Sell More
Better Knowledge Sharing
Preserving Expertise
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. Organisational Re-Design
Business Support
Operating Timetable
Major Projects & STNs
Program Delivery
Operations Analysis
Graphic Support
Managers Office
Trainee

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?
Program Office X
Program Office

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

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

20. Wikipatterns – central players
“Mined (inferred)” Relationships
Stated Relationships (from survey)
name
Degree
Stewart Mader 9
bart+massey
Guy Fraser 7
Mike Cannon-Brookes
Charles Miller 6
Jonathan Nolen
73.42 5
frauhofer
68.429
Jon Silvers 4
64.538
fschop
38.742
Roberto Dominguez
36.934
Brendan Patterson
zoli
27.78
David Peterson

21. Sustainable Communities
Founder as central connector
Founder not present

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