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Talk given at PMI Montreal on December 4, 2013 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 project managers 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 Project Managers should be more social media savvy and will propose an action plan on how to do just that.
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Why Project Managers should care more about Social Media than they do (Hint: It involves changing
the world.)
Elisabeth BucciProjissima Inc.
December 4, 2013
Agenda
• Where are the PMs?• What is « social media »?• Why bother?• Once upon a time in capitalism• Change the shape• Revolution• What I don’t get• Go forth and change the world
Where are the PMs?
• Way back in 2008• Two worlds• One: This stuff will change the world• The other: Twitter is for breakfast and Facebook
is for teenagers
Numbers
Just a fad.
Sure.
What is social media?
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 2.0http://en.wikipedia.org/wiki/Social_media
What is Web 2.0?
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
1:many
Web 1.0 Web 2.0
many:many
What is Web 2.0?
Pop quiz:Are email and SMS social media?
What does social media look like?
notifications
Status report
What’s happening in my network
user-generated content
Timeline
So why should PMs 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 PMs 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 information better• find what we need faster
But wait! How does this change the world?
I promised you a revolution…
Once upon a time in capitalism
• 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
birth of…
factory assembly line
big companies
owner capitalism managerial capitalism
complexity
and…
Once upon a time in capitalism
managers
command-control
hierarchy
Once upon a time in capitalism
all well and good for factories, but what about projects?
Once upon a time in capitalism
Change the shape
matrix structuremain purpose is to manage the complexity that hierarchy cannot
Change the shape
Change the shape
PM
Change the shape
PM
does this really look like a matrix to you?
Change the shape
PM PM
Change the shape
PM PM
Change the shape
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
from Entreprise 1.0 to 2.0
Change the shape
Change the shape
We need to change the shapenot triangles not squaresbut circlesmany circles all interconnecting
from Entreprise 1.0 to 2.0
Change the shape
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.
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.
Revolution
create
share
exchange information
networks
interact
collaborate
user-generated content
Remember these words?
Revolution
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
Go forth and change the world
• Master these communication media– Join Big 3 Twitter, Facebook, (Google+)– 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, all without 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. Share.• Make it fun. Choose your interests.
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 will be launching one in 2014
• Super duper bonus points: start a blog• Give it 6 months• Then…we'll have another conversation
Recap
• 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.
“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
Do I hate hierarchy? You decide.
Blog posts:The managerial hierarchy: decaying, rotten, brokenA thing for pyramids
Talk: A thing for pyramids
Let’s continue the conversation…asynchronously!
blog: www.thepassionateprojectmanager.comTwitter: @ElisabethBucciLinkedIn: Elisabeth BucciGoogle+: Elisabeth Bucci
Questions?
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