Web 2.0 technologies are changing entire industries: journalism, music, publishing and television. Yet, our profession remains woefully “stuck in the 80s” when it comes to these various platforms. Due to our lack of leadership in adopting these technologies, we risk becoming irrelevant. Or worse yet: old. There are many reasons why Business Analysts should be leading the charge in adopting these technologies, chief among them are to facilitate collaboration and to improve communication. However, there is actually a more compelling reason why we should be at the forefront of the “social entreprise” or Entreprise 2.0: no other profession is better poised to lead the way into the third industrial revolution.. That’s right: we can change the world. This presentation aims to build a convincing case for why Business Analysts should be more social media savvy and will propose an action plan on how to do just that. Note: this is a variation of the presentation given to PMI Montreal in December 2013.

1. 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

2. 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

3. 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?

4. • 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?

5. Why bother?
0 0.5 1 1.5
Facebook
China
USA
Canada
1.393
1.36
0.32
0.035
Billions

6. Just a fad.
Sure.

7. 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

8. 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?

9. 1:many
Web 1.0 Web 2.0
many:many
What is Web 2.0?

10. Are email and text messages
social media?
Pop quiz

11. What does social media look like?

12. Notifications “stuff
I care about”
Status report
What’s happening in
my network “streams”
user-generated content

13. Timeline

14. 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

15. 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

16. But wait! How does this
change the world?
I promised you a revolution…

17. • 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

18. Once upon a time in capitalism
birth of…
factory assembly line
big companies
owner capitalism managerial capitalism
complexity
and…
managers

19. Once upon a time in capitalism
command-control
hierarchy

20. all well and good for
factories, but what about
projects?
Once upon a time in capitalism

21. Change the shape
matrix structure
main purpose is to
manage the complexity
that hierarchy cannot

22. Change the shape

23. Change the shape
PM
BA

24. Change the shape
PM
BA

25. Change the shape
PM
BA

26. Change the shape
PM
BA
does this really look like a matrix to you?

27. PM
Change the shape
BA

28. PM
Change the shape
BA
PM
BA

29. PM
Change the shape
BA
PM
BA

30. from 1:many to many:many
Change the shape

31. from Web 1.0 to Web 2.0
Change the shape

32. from triangles to circles
Change the shape

33. Change the shape
from Entreprise 1.0 to 2.0

34. Change the shape
We need to change
the shape
not triangles
not squares
but circles
many circles
all interconnecting

35. Change the shape
from Entreprise 1.0 to 2.0

36. 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.

37. 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

38. Entreprise 1.0
role of
executive:
to command
and control
power flows
from
executive to
employee

39. Entreprise 2.0
power flows
from networks to
executive
role of executive:
to inquire and align

40. Welcome to the revolution.

41. create
share
exchange information
networks
interact
collaborate
user-generated content
Remember these words?

42. If only we had a technology
that could help manage all of
those networks…

43. You cannot do Entreprise 2.0
without the technologies of
Web 2.0...
and social media.

44. What I don’t get

45. 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??

46. 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

47. Go forth and change the world

48. • 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

49. • 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

50. • 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

51. • 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

52. • 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

53. “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

54. 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.

55. Let’s continue the conversation…
asynchronously!
blog: www.thepassionateprojectmanager.com
Twitter: @ElisabethBucci
LinkedIn: Elisabeth Bucci

56. Questions?