Social Network Analysis Made Easy

8eb0387f354fd8a09690f059acd4a58f?s=47 Jeff Mohr
October 28, 2014

Social Network Analysis Made Easy

More than ever, we need to learn how to harness the power of networks to tackle the complex issues we're facing as a society. Here's a quick guide to the basics of social network analysis.

Interested? Sign up at http://kumu.io

8eb0387f354fd8a09690f059acd4a58f?s=128

Jeff Mohr

October 28, 2014
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Transcript

  1. SOCIAL NETWORK ANALYSIS ( made easy )

  2. happiness is best predicted by the breadth & depth of

    one’s social connections. - Robert Putnam
  3. WHY NETWORK ANALYSIS?

  4. reason #1 The challenges we face are so complex they

    can’t be solved by any one organization.
  5. The urgency and scale of social problems, coupled with the

    limited results to date, cry out for new approaches. - Jane Wei-Skillern, Nora Silver and Eric Heitz “Cracking the Network Code”
  6. over 1.5 million non-profits in the US

  7. Organizations have been the lever through which we try to

    create social change for far too long. ! We have to bring people together across sectors, from within and outside government, and from all walks of life.
  8. Reason #2 Even within organizations, hierarchies aren’t accurate representations of

    how work actually gets done.
  9. Reason #2 Even within organizations, hierarchies aren’t accurate representations of

    how work actually gets done. org charts lie!
  10. Information doesn’t flow along organizational hierarchies. ! Networks are a

    far more accurate picture of how work gets done. org charts lie!
  11. Reason #3 We must understand the status quo to overcome

    it.
  12. The status quo is a result of the web of

    relationships and incentives among stakeholders (including us). ! It’s not that we’re “stuck” — it’s that competing interests provide a balancing effect that resists change.
  13. hi there! Jeff Mohr Cofounder & CEO of Kumu

  14. Jeff Mohr Cofounder & CEO of Kumu my background systems

    networks social change
  15. So… WHERE can SNA help?

  16. • Identifying change leaders • Breaking down silos • Evaluating

    progress • Driving innovation social impact increasing
  17. • Weaving stronger connections • Bridging across silos • Reducing

    crime • Improving resilience stronger communities building
  18. ORGANIZATION PERFORMANCE • Promoting effective collaboration • Avoiding burn out

    • Selecting new leaders • Uncovering informal structures improving
  19. Great! How do i start?

  20. 3 STEPS collect + interpret + act

  21. Step 1 COLLECT THE DATA

  22. Data can be collected via survey, pulled from existing data

    sources or populated via personal knowledge. surveys Data Knowledge Pull from spreadsheets, CRMs, public data, email traffic, social networks and more Surveys ask participants both relational and demographic questions Use the wisdom in the room to identify stakeholders and key relationships
  23. • Who do you work with? • Who do you

    turn to for new ideas? • Who do you turn to for advice? • How does working with this person affect your energy levels? Examples of Relational Survey Questions
  24. Examples of DEMOGRAPHIC Survey Questions • What is your age?

    • What sector do you work in? • What is your job title? • How many years experience do you have?
  25. GREAT RESULTS ARE DRIVEN FROM GReAT QUESTIONs.

  26. GREAT RESULTS ARE DRIVEN FROM GReAT QUESTIONs. ! CHoose WISELY.

  27. And Don’t be afraid to simulate holes in the data.

  28. And Don’t be afraid to simulate holes in the data.

    just because they didn’t respond doesn’t mean they aren’t part of the network.
  29. Step 2 INTERPRET

  30. Metrics provide an unbiased way to interpret relationships. You’ve got

    a few to choose from… degree INdegree OUTdegree ties pairs CLOSENESS farness reach betweenness eigenvector katz pagerank percolation cross-clique
  31. Metrics provide an unbiased way to interpret relationships. You’ve got

    a few to choose from… but we’ll focus on these three for now. degree INdegree OUTdegree ties pairs CLOSENESS farness reach betweenness eigenvector katz pagerank percolation cross-clique
  32. Understanding the Core Metrics degree + closeness + betweenness

  33. Degree Identifies local connectors and hubs

  34. Degree Identifies local connectors and hubs by counting the number

    of connections for a given element
  35. Degree WARNING Not necessarily the most influential or best connected

    to the wider network
  36. Closeness Identifies those with high visibility about what’s happening across

    the network
  37. Closeness Identifies those with high visibility about what’s happening across

    the network by measuring the distance from one element to all other elements
  38. These people can quickly spread information (good or bad) across

    the network Closeness WARNING
  39. Identifies key bridges and those who control the flow of

    information Betweenness
  40. Identifies key bridges and those who control the flow of

    information by counting the number of times an element lies on the shortest path between two other elements Betweenness
  41. These people may be bottlenecks or single points of failure

    Betweenness WARNING
  42. Metrics are people too

  43. Metrics are people too Each one reveals its own personality

  44. let’s Focus on the extremes

  45. two types of overly CENTRAL people

  46. bottlenecks Play central role to maintain information or power advantage

    OR people whose jobs have grown too big
  47. UNSUNG HEROES Engage selflessly to help the group in ways

    that often go unnoticed
  48. people at the Borders of the network

  49. Share different types of expertise, broker information and connect across

    geographies bridges
  50. OUTSIDERS Stuck on the periphery with no idea how to

    work their way inside intentionally peripheral OR
  51. Metrics only get You Started Use them to identify potential

    influencers and then validate with common sense WARNING
  52. Step 3 DO SOMETHING

  53. This guy was obsessed with pretty pictures.

  54. This guy was obsessed with pretty pictures. ! You’re better

    than that.
  55. go beyond the pretty picture and get shit done. Use

    strong visualizations, compelling narrative, and convincing arguments to make your impact.
  56. Use strong visualizations, compelling narrative, and convincing arguments to make

    your impact. Kumu helps you do all three shameless plug
  57. a few caveats to Network Analysis • be data-informed, not

    data-driven • take results with a grain of salt • validate using common sense
  58. let’s recap 1. SNA helps tackle complex social problems. 2.

    Use surveys, data, and local knowledge to build the network. 3. Calculate metrics to identify key players within the network. 4. Apply what you’ve learned to make a difference. 5. Don’t forget to use common sense!
  59. If you want to go quickly, go alone. If you

    want to go far, go together. - African Proverb
  60. join us at Kumu.io

  61. Jeff Mohr is the cofounder & CEO of Kumu, a

    web-based platform that gives influencers the tools to track, visualize and leverage relationships to overcome their toughest obstacles. ! Learn more at kumu.io or say hi @kumupowered Thanks!