Why BAs should care more about Social Media then they do (Hint: it

involves changing the world.)

Elisabeth Bucci

Projissima Inc.

IIBA Montreal Chapter

April 8, 2015

Agenda

• Who am I and why am I here? • Where are the PMs and the BAs? • Why bother? • What is « social media »? • Once upon a time in capitalism • Change the shape • Revolution • What I don’t get • Go forth and change the world

Who am I and why am I here?

• A Project Manager, consultant

• Gave this talk to PMI Montreal in December, 2013

• “Business Analysis for Project Managers” (thanks to George)

• Member of IIBA (thanks to George)

• JET: hey…want to do a BA version?

• Way back in 2008

• Two worlds

• One: This stuff will change the world

• The other: Twitter is for breakfast and Facebook

is for teenagers

Where are the PMs and the BAs?

Why bother?

0 0.5 1 1.5

Facebook

China

USA

Canada

1.393

1.36

0.32

0.035

Billions

Just a fad.

Sure.

What is Social Media?

interaction among people in which they create,

share, exchange information and ideas in

networks

allow the creation and exchange of user-

generated content

builds on the technology of Web 2.0

http://en.wikipedia.org/wiki/Social_media

allows users to interact and collaborate as

creators of user-generated content in a

network

beyond the static pages of earlier web sites and

passive viewing of content.

http://en.wikipedia.org/wiki/Web_2.0

What is Web 2.0?

1:many

Web 1.0 Web 2.0

many:many

What is Web 2.0?

Are email and text messages

social media?

Pop quiz

What does social media look like?

Notifications “stuff

I care about”

Status report

What’s happening in

my network “streams”

user-generated content

Timeline

So why should BAs care about social media?

• Communicate better!

• Get out of your email Inbox

• Notifications = what’s important to you

• Streams give us the information we want

when we need it (and not in emails)

• Write better emails when we have to

• short = 140 characters

• catchy titles

So why should BAs care about social media?

• Status reports

• communicate the right information at the right

time to the right people

• Get out of the shared network drive

• organize and present information better

• find what we need faster

But wait! How does this

change the world?

I promised you a revolution…

• Second industrial revolution

• 1860s – 1914

• Perfect storm

• communication = telegraph

• technology = interchangeable parts

• technology = electricity

• transportation = railroad network

• making lots of the same thing cost way less

(90%) as long as you keep making them

Once upon a time in capitalism

Once upon a time in capitalism

birth of…

factory assembly line

big companies

owner capitalism managerial capitalism

complexity

and…

managers

Once upon a time in capitalism

command-control

hierarchy

all well and good for

factories, but what about

projects?

Once upon a time in capitalism

Change the shape

matrix structure

main purpose is to

manage the complexity

that hierarchy cannot

Change the shape

Change the shape

PM BA

Change the shape

PM BA

Change the shape

PM BA

Change the shape

PM BA

does this really look like a matrix to you?

PM

Change the shape

BA

PM

Change the shape

BA

PM

BA

PM

Change the shape

BA

PM

BA

from 1:many to many:many

Change the shape

from Web 1.0 to Web 2.0

Change the shape

from triangles to circles

Change the shape

Change the shape

from Entreprise 1.0 to 2.0

Change the shape

We need to change

the shape

not triangles

not squares

but circles

many circles

all interconnecting

Change the shape

from Entreprise 1.0 to 2.0

Enterprise 1.0, with command and control, is

limited in its capability by the intelligence and

capability of the Executive team. In 1.0

enterprises, the workforce is there to amplify the

capabilities of the executives. Executives are the

constraint...it is the executives that restrain

growth and capability because the organization

cannot amplify what the executive can't see.

In Enterprise 2.0 power and capability flows

the other way — from the network to the

leadership. In Enterprise 2.0, executives

(leaders) inquire and align collective

intelligence and capability. They can access

the collective capabilities of the workforce.

The Future of Social Business is Paved

with (Good) Intentions

Deb Lavoy, CMS Wire

Entreprise 1.0

role of

executive:

to command

and control

power flows

from

executive to

employee

Entreprise 2.0

power flows

from networks to

executive

role of executive:

to inquire and align

Welcome to the revolution.

create

share

exchange information

networks

interact

collaborate

user-generated content

Remember these words?

If only we had a technology

that could help manage all of

those networks…

You cannot do Entreprise 2.0

without the technologies of

Web 2.0...

and social media.

What I don’t get

What I don’t get

• We are already good at networks, collaboration,

exchanging information, sharing

• Why? We’ve had no choice

• We know how to get teams to collaborate and

produce results despite the limits of command-

control

• So why are we afraid to embrace social media?

• Why are we not leading the charge?

• Where are we??

What I don’t get

• We are better adapted to Entreprise 2.0 than

command-control executives

• We can lead the transition

• If we don’t, someone else will

Go forth and change the world

• Master these communication media – Join Big 2 Twitter, Facebook

– You’re already on LinkedIn, right?

• Yes. Facebook. Don’t argue.

• Why? – 1+ billion people

– the young employees coming in already do

– Whatever comes next will build on Facebook

– You can’t drive on the expressway before you’ve learned to drive in the street

Go forth and change the world

• understand

– streams (News Feed), notifications, asynchronous conversations, communication beyond email

• get used to what many:many feels like

• Twitter: master the art of the status update.

• Figure out how to follow this type of conversation (asynchronous, short spurts).

• Connect. Create. Share.

• Make it fun. Choose your interests and hobbies.

Go forth and change the world

• LinkedIn: don't just sit there, share!

– what do your community members "like"?

• Share and observe who likes what you share, adjust (aka “marketing)

• Bonus points: write a blog post, PMI Montreal has one since 2014

• Super duper bonus points: start a blog

• Give it 6 months

• Then…we'll have another conversation

Go forth and change the world

• Social media is Web 2.0.

• Web 2.0 involves user-generated content, networks, interaction, sharing and collaboration

• Command-control hierarchy is a 180-year-old business model. Let’s stop using it, shall we?

• We need to change the shape: from triangles to circles; from pyramids to networks.

Recap

• In Enterprise 1.0, the executive is the constraint; role is command-control. Power flows down.

• In Entreprise 2.0, the executive interacts and aligns. Power flows from the networks (employees) to the executives.

• You can’t do Entreprise 2.0 without Web 2.0 / social media.

• Master social media. Consider it training for the coming revolution.

Recap

“We cannot command-control

our way through the pace and

the complexity of 21st century

business and society.”

The Future of Social Business is Paved with Good

Intentions, CMS Wire, Deb Lavoy

Blog posts:

Project managers are the next-generation

leaders

The managerial hierarchy: decaying, rotten,

broken

A thing for pyramids

Talks: A thing for pyramids, What Enterprise 2.0

might look like (hint: not a triangle)

Do I hate hierarchy? You decide.

Let’s continue the conversation…

asynchronously!

blog: www.thepassionateprojectmanager.com

Twitter: @ElisabethBucci

LinkedIn: Elisabeth Bucci

Questions?