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Social & Collaboration Technologies in Business Projects
& Impact to Project Managers
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SPMI Symposium 2013 9 Oct 2013
Please see Acknowledgements & Notices in second last slide
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My Organisation
• Institute of Systems Science www.iss.nus.edu.sg
• Part of National University of Singapore • Support national IT competency development
needs • Faculty of practitioners from industry with
average of more that 15 years experience each • Caters to working IT professionals
– Post-Graduate Programmes – Executive Programmes – Industry Research – Consulting (CMMI, Enterprise Architecture etc)
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About Myself
Head of ISS Social Business Centre of Excellence TOGAF 9 Enterprise Architect, CITPM (Senior), COMIT, CGEIT, ITIL Expert 20 years of IT management experience
Process Improvement Enterprise Architecture and Planning Application Development IT Operations
Consultancy for private and public sector
Enterprise Architecture CMMI
Goh Boon Nam Chief, New Initiatives Institute of Systems Science
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Introduction
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Your Usual Social Technology?
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https://www.facebook.com/mrbrownlah
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What about Social for Business?
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http://lego.cuusoo.com/discover
One Example - Crowdsourcing ->
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Apply Usual Project Management?
• Assume you were asked to manage a project to implement crowdsourcing for your company
• Would you project manage it like any other normal project?
• Would that achieve project success? – On Schedule – Within Budget – Delivers Business Value
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http://upload.wikimedia.org/wikipedia/commons/f/fd/Light_Green_Lego_Brick.jpg
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Key Consideration in many Social for Business Projects
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Image courtesy of sue_r_b, http://www.rgbstock.com/bigphoto/mhBJWw0%2FHorse+%26+Pond
You can lead a horse to water but you can’t make it drink.
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Agenda
• Introduction What & why of social business • Examples of social business projects • How to project manage social business
projects • How to use social to help in your project
management
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What and Why of Social Business
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What is Social for Business (i.e. Social Business)?
• Use of social/collaborative technologies and practices to achieve business objectives (as opposed to individual use)
• The technologies can comprise – Platforms as used by individuals (e.g.
Facebook, Twitter, LinkedIn etc.) – Business internal collaboration platforms (e.g.
SharePoint, IBM Connections etc.) – Custom built platforms – Apps built using platform APIs (e.g. Facebook
API or internal collaboration tool APIs)
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How Much can Social Benefit Business?
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McKinsey Global Institute estimates that worker productivity can be increased by
20-25% http://www.mckinsey.com/insights/high_tech_telecoms_internet/the_social_economy
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How and where can Social Technologies Benefit Business?
13 http://www.mckinsey.com/insights/high_tech_telecoms_internet/the_social_economy
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Agenda
• Introduction • What & why of social business Examples of social business projects • How to project manage social business
projects • How to use social to help in your project
management
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Examples of Social Business Projects
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Example/s for:
16 http://www.mckinsey.com/insights/high_tech_telecoms_internet/the_social_economy
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Product Development - Crowdsourcing
http://www.ideastorm.com/
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Example/s for:
18 http://www.mckinsey.com/insights/high_tech_telecoms_internet/the_social_economy
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Operations – Social Demand Monitoring
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https://twitter.com/HelloMeHippo
Customer help to monitor when shops run out of your company’s product
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Operations – Work Distribution via Social Outsourcing
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https://www.elance.com/r/contractors/ind-true/s-feedbackSort/o-1/q-web%20design/cat-design-multimedia
https://www.elance.com/r/contractors/ind-true/s-feedbackSort/o-1/q-web%20design/cat-design-multimedia
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Example/s for:
21 http://www.mckinsey.com/insights/high_tech_telecoms_internet/the_social_economy
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Social Media Marketing (1)
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The most common form
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Social Media Marketing (2a)
23 https://www.elance.com/s/j2ee-profession/job-history/10183/?c=10216&t=1
Social Apps (using Social Platform APIs)
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Social Media Marketing (2b)
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Social Apps can use your social information …
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Social Media Marketing (2c)
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… as you have agreed
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Social Media Marketing (2d)
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Social Apps can tell your friends that you use (endorse?) a product
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Social Market Research
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http://www.youtube.com/watch?v=6Y9RmvGhQlU
What topics customers are talking about (on social media) in relation to their credit cards?
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Social Commerce (1)
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https://www.facebook.com/pages/Tracyeinny/126892414022377
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Social Commerce (2a)
29 http://www.amazon.com/Project-Management-Lite-Enough-Done-Nothing/dp/1478129220/
Why is Amazon considered social commerce?
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Social Commerce (2b)
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Amazon Customer Reviews – “Buy This Book”
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Social Commerce (2c)
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What Others Bought in Addition – “Buy These Also”
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Example/s for:
32 http://www.mckinsey.com/insights/high_tech_telecoms_internet/the_social_economy
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Social Customer Service (1)
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Using Twitter instead of phone lines/emails Organisation <-> Customers
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Social Customer Service (2) Customers (& Organisation) <-> Customers
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Example/s for:
35 http://www.mckinsey.com/insights/high_tech_telecoms_internet/the_social_economy
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Enterprise Collaboration (1)
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Following what is happening with other people/projects
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Enterprise Work Collaboration (2)
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Work Collaboration
Tasks
Discussions
Documents
Pictures
Section (Phase)
Goal
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Example/s for:
38 http://www.mckinsey.com/insights/high_tech_telecoms_internet/the_social_economy
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Social Talent Search
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Organisational Talent Search Using Internal Personal Profiles
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Social Talent Search
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1. Company chooses target audience 2. Appears in your LinkedIn if you match the profile
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Agenda
• Introduction • What & why of social business • Examples of social business projects How to project manage social business
projects • How to use social to help in your project
management
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How to project manage social business projects?
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Characteristics of Social Business Projects
Conventional Project Social Business Project
Mainly transactional process Mainly social/collaborative process
Participants obliged to do their part Participants likely not obliged to take part
Process fixed, repeatable & well defined Likely not a fixed, well-defined process
Clear as which specific individuals do what
Likely not clear as to which specific individuals do what
Functions, once provided, likely to lead to process being carried out as specified and project largely fulfils business objectives
Likely not clear what functions to provide and even if provided, may not lead to process being carried out
43 http://www.modernanalyst.com/Portals/0/images/Swimlane%20Diagram.jpg
http://fingercandymedia.com/wp-content/uploads/2010/11/conversations.jpg
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How to Project-Manage a Social Business Project?
• Listen to the participants’ conversations & analyse – Rather than simply gathering requirements
• Use agile implementation – Iterative implementation cycles – Each cycle of short duration
• Experiment & make decisions using data – Analytics – A-B Testing
• Manage the online content & community – Community & content are the main
deliverables – The system/platform is just an enabler
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Listen & Analyse
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What are they interested in? What are they happy with?
What are they not happy with?
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Agile Implementation
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<1 week to 4 weeks
http://www.certiconglobal.com/sites/default/files/images/imce/scrum.jpg
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Experiment & Decide with Data
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Which content did better? The one of the left or the one on the right?
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Manage the Content & Community
• Some of the considerations: – Type of content – Timing & frequency – Start the ball rolling
• Questions • Topics that people have differing opinions on • Polls • Contests • Crowdsourcing
– Incentives
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Type of Content
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https://www.facebook.com/skittles
https://www.facebook.com/magnumus?brand_redir=1
vs
Not Direct
Direct (“Hard Sell”)
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Timing & Frequency
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Twitter Activity by Time of Day (24 Hr Format)
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Start the Ball Rolling
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Incentives
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“Badges” – one form of Incentive Which social group do these come from?
http://www.kiasuparents.com/kiasu/forum/viewtopic.php?f=69&t=2074
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Agenda
• Introduction • What & why of social business • Examples of social business projects • How to project manage social business
projects How to use social to help in your project
management
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Using Social for Project Management
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Social for Project Management
• Whether your project is social or not – Social/collaborative tools and techniques
can help in your project management work
• Some of the ways it can help: – Project team selection – Collaborative document sharing – Concurrent working on documents – Centralised, collaborative project planning,
execution, monitoring and knowledge sharing – Facebook-style page to centrally monitor
updates on all the projects you follow 55
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Project Team Selection
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Similar Concept in Internal Collaboration Tools
LinkedIn Skills and Expertise
http://ilikeorangutans.github.io/assets/images/my-skills.png
http://www.ibm.com/developerworks/lotus/library/profilesextensionconnections301/
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Collaborative Document Sharing
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http://www.youtube.com/watch?v=zEMmqCzmoms
File Sharing and Commenting
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Concurrent Document Editing
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2 Persons Editing a Spreadsheet at the Same Time
Angela
Janice
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Collaborative Planning, Execution, Monitoring And Knowledge Sharing
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( Project Collaboration )
Tasks
Discussions
Documents
Pictures
Section (Phase)
Goal
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Facebook Style Project/s “Following”
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Following what is happening with other people/projects
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Summary
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Recap(1)
• Introduction
• What & why of social business • Social technologies/practices for business
objectives • Estimated productivity improvements of 20-25%
• Examples of social business projects
• Product Development • Operations • Marketing & Sales • Customer Service • Collaboration & Communication • Matching talent to tasks/jobs
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Recap(2)
• How to project manage social business projects – Listen & analyse – Agile Iterative – Experiment & data-based decisions – Manage the online content & community
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Recap(3)
• How to use social to help in your project management – Project team selection – Document sharing / Concurrent editing – Collaborative project planning, execution,
monitoring and knowledge sharing – Activity stream for project updates
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Q & A
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For Further Information
Please refer to: http://www.iss.nus.edu.sg/ Or email Goh Boon Nam at: [email protected] For courses on Social Business: https://www.iss.nus.edu.sg/ProfessionalCourses/EnterpriseSocialBusiness.aspx
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Thank you
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