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Maria Horrigan
Account Director Health and Human Services
Regional lead for Business Analysis
ABAA Christmas Drinks, 11 Dec 200
Social Networking Analysis,
Communication & the Oracle of Bacon
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Sli"eshare an" #logs
!!!"#arocks"com
!!!"slideshare"com$mur%h
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Clich%s or &ruisms'
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)e*re li+ing in a networke" worl"
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)e "o li+e in a networke" worl"
&'he Relationshi% (conomy is no!, not !hen, #eing
#uilt #y individuals !ho learn ho! to ma)imi*e the
value of relationshi%s #y o%timi*ing technology+"
&'echnology %rovides the means, relationshi%s
%rovide the value+
Jay Deragon "

Relationshi%s are im%ortant to do #usiness and do

#usiness !ell

,e# is moving from information to connectedness

-ts a#out relationshi%s

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.e+eraging relationshi/s

1 #illion using the !e#

. #illion engaged in use of social com%uting

tools #ecause it connects them

Barack /#ama most successful cam%aign 0 %art

of success !as the relationshi%s he #uilt using
social media
Mmmm.
President
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&he many faces of O#ama
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2elationshi/s in /ro3ects
1art of the success of %ro2ects is to understand3

Stakeholder relationshi%s

Ho! %eo%le are connected

Ho! they communicate

,hy they are connected

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2ele+ance to BAs

4eed to identify stakeholders and entities

-dentifying stakeholders in the %ro2ect and my

relationshi% !ith them

/nce -5ve identified !ho - can then understand !hen -

need to involve them in !hat activities during the
%ro2ect

1ro2ects ha%%en !ithin organisations

1olitics, 6eadershi% 7 1o!er , /rganisational Culture 7 Climate

,hat governance models to involve the right %eo%le

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How "o we "o analyse the 6social*'
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Social Networking Analysis
Mathematical, graphical, theoretical
understanding of the social world
8odel3

4et!orks and their structures

8a% and measure3

Relationshi%s #et!een %eo%le, grou%s,

organisations, com%uters, and !e#sites

9lo!s of information and kno!ledge :focus on

%eo%le not systems;
-n order to3

<no! !hat the relationshi%s are to #etter

communicate, elicit re=uirements
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7n"erstan"ing Social Networks
'o understand net!orks and their %artici%ants, !e
evaluate3

the location of actors in the network

the various roles and grou%ings in a net!ork

>ives insight into3

!ho are the connectors, e)%erts, leaders, #ridges,

isolates?

!here are the clusters and !ho is in them?

!ho is in the core or hu#?

!ho is on the %eri%hery?

1$
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Social Networks 8 9ey &erms
4odes 1eo%le and grou%s
6inks Sho! relationshi%s or flo!s #et!een the
nodes
Attri#ute 4ame and value
Relationshi%
%ro%erties
'y%es :eg friend, advice;
Direction :directed vs undirected;
Strength :#inary vs !eighted;
4et!ork
%ro%erties
Centralisation
Density or Concentration
Si*e
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Centrality : re+ealing the structure in the network
;ery centrali<e" network

Dominated #y one or a fe! very central nodes

-f these are removed or damaged, the net!ork =uickly fragments

7 can #ecome a single %oint of failure
.ess centrali<e" network

Resilient in the face of many attacks or random failures

8any nodes or links can fail !hile allo!ing the remaining nodes
to still reach each other"
Boun"ary S/anners

Connect their grou% to others

8ore central in the overall net!ork than immediate neigh#ours

,ell@%ositioned to #e inno+ators and ha+e access to i"eas an"

information flowing in other clusters"
=eri/hery of a network

8ay connect to net!orks that are not currently ma%%ed

Aery im%ortant resources for fresh information not other!ise

availa#le
1,
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&ools to "escri#e centrality
"Kite Network" developed by David Krackhardt - http://www.ornet.com/sna.html
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>nter/reting ?egree of Centrality in the
Network
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Centrality an" Betweenness
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Centrality an" Closeness
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.e+eraging Centrality
By kno!ing social net!ork %osition 7 relationshi%s - can3

6everage cham%ions

Bnderstand !ho might #e &#lockers+ or &gatekee%ers+ :tertiary

segmentation;

9ind %eo%le to go to in order to elicit information 0 more efficient

re=uirements gatheringC :find the Dnodes5 in the net!ork;
:So - don5t reinvent the !heel; this allo!s me to3

Euickly identify !ho might kno! the ans!er, communicate !ith

them, understand their lessons learned, im%rove likely success
of the %ro2ect

<no! !ho to communicate key messages to in order for them

to disseminate throughout the net!ork :%ro2ect communications;
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=utting Actors into @o+ernance

'he right %eo%le making decisions 0 risk, financial im%acts

of sco%e change

'he right %eo%le influencing

'he right %eo%le contri#uting to re=uirements

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Segmenting the Actors in the network

Segmentation 0 %rimary, secondary, tertiary

Allo!s me to kno! !hat to do tailor discussions for each

segment to elicit the right re=uirements at the right level

/nce !e identify !ho, !e can create archety%es and

entities that re%resent net!orks !ithin the net!orks

'hen create user@re=uirements #ased on the archety%al

users

'hen leverage for conte)t diagrams and system interfaces,

re=uirements and design

Hel% to #uild the %icture of the %rocess from end to end

'hen leverage for %rocess@ma%s for #usiness re=uirements

:B184 and$or Bse cases;
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BAs in )e# !A5 strategy

6indsay 'anner5s talk at A>-8/ last !eek

-n order to #e a#le to successfully deliver !e# 2"0 %ro2ects,

connecting to e)isting communities, kno!ing !ho to invite
to a ne! community, kno!ing ho! to #uild a ne!
community #y identifying e)isting Dthought leaders5

Bnderstanding the key relationshi%s and roles in net!orks

is critical

BAs have an im%ortant role to %lay in analysing %otential

online communities, leveraging e)isting ones and #uilding
ne! ones for %u#lic consultation in %olicy develo%ment in a
ne! Do%en government5$ government 2"0 !orld
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Stakehol"er engagement strategy: )e# !A5
tools
Aims3

(ngage %eo%le in their

o!n communities

(ngender trust in !hat

you5re doing and that it
is of value to them

Build relationshi%s

Share and #e o%en a#out

!hat you5re doing and ho!
7 Building Blocks Of The Social Web
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)e*re all connecte"

-m%ortant for %ro2ect

8a%%ing these connections is easy, useful

'ools are availa#le =uantify relationshi%s and

%ro%erties

>ood for user, #usiness and systems re=uirements

>ood to take over the 18s role of esta#lishing

governance

8ake them more ro#ust, accurate, relevant to the

end %roduct :systems 9/R %eo%le not A' them;
hel/
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&ake home messages
1ro2ects can #e more successful if3

Fou take the time to analyse the %eo%le, relationshi%s,

connections #et!een them

Fou5re not alone on your %ro2ect3

Fou5re %ro#a#ly only G@H degrees of se%aration a!ay from

someone !ho kno!s the ans!er
Bse social media3

Blogs, linkedin, even '!itter

'o hel% you reach out to other BAs

'o connect and #uild ne! relationshi%s

'o hel% others in the BA Community

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Cin
Maria Horrigan
Account Director Health 7 Human Services
Regional 6ead Business Analysis
(mail3 mhorriganIsmsmt"com
Blog3 !!!"#arocks"com
Slideshare3 !!!"slideshare"com$mur%h
'!itter3 Imiahorri