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Why Project Managers should care more about Social Media than they do (Hint: It involves changing the world.) Elisabeth Bucci Projissima Inc. December 4, 2013

Why project managers should care more about social media than they do

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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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Page 1: Why project managers should care more about social media than they do

Why Project Managers should care more about Social Media than they do (Hint: It involves changing

the world.)

Elisabeth BucciProjissima Inc.

December 4, 2013

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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

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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

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Numbers

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Just a fad.

Sure.

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What is social media?

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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

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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

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1:many

Web 1.0 Web 2.0

many:many

What is Web 2.0?

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Pop quiz:Are email and SMS social media?

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What does social media look like?

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notifications

Status report

What’s happening in my network

user-generated content

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Timeline

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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

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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

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But wait! How does this change the world?

I promised you a revolution…

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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

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birth of…

factory assembly line

big companies

owner capitalism managerial capitalism

complexity

and…

Once upon a time in capitalism

managers

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command-control

hierarchy

Once upon a time in capitalism

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all well and good for factories, but what about projects?

Once upon a time in capitalism

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Change the shape

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matrix structuremain purpose is to manage the complexity that hierarchy cannot

Change the shape

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Change the shape

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PM

Change the shape

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PM

does this really look like a matrix to you?

Change the shape

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PM PM

Change the shape

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PM PM

Change the shape

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from 1:many to many:many

Change the shape

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from Web 1.0 to Web 2.0

Change the shape

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from triangles to circles

Change the shape

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from Entreprise 1.0 to 2.0

Change the shape

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Change the shape

We need to change the shapenot triangles not squaresbut circlesmany circles all interconnecting

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from Entreprise 1.0 to 2.0

Change the shape

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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.

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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.

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Entreprise 1.0

role of executive:to command and control

power flows from executive to employee

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Entreprise 2.0

power flows from networks to executive

role of executive:to inquire and align

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Welcome to the revolution.

Revolution

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create

share

exchange information

networks

interact

collaborate

user-generated content

Remember these words?

Revolution

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

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

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What I don’t get

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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??

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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

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Go forth and change the world

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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

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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.

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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

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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.

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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.

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Questions?