More than ever, we need to learn how to harness the power of networks to tackle the complex issues we're facing as a society. Here's a quick guide to the basics of social network analysis. Interested? Sign up at http://kumu.io

1. SOCIAL NETWORK
( made easy ) ANALYSIS

2. happiness is best predicted
by the breadth & depth
of one’s social connections.
- Robert Putnam

3. WHY NETWORK ANALYSIS?

4. reason #1
The challenges we face are so complex
they can’t be solved by any one
organization.

5. The urgency and scale of social
problems, coupled with the limited
results to date, cry out for
new approaches.
- Jane Wei-Skillern, Nora Silver and Eric Heitz “Cracking the Network Code”

6. over
1.5 million
non-profits in the US

7. Organizations have been the lever
through which we try to create social
change for far too long.
!
We have to bring people together across
sectors, from within and outside
government, and from all walks of life.

8. Reason #2
Even within organizations, hierarchies
aren’t accurate representations of how
work actually gets done.

9. Reason #2
Even within organizations, hierarchies
aren’t accurate representations of how
work actually gets done.
org charts lie!

10. Information doesn’t flow along
organizational hierarchies.
!
Networks are a far more accurate picture
of how work gets done.
org charts lie!

11. Reason #3
We must understand the
status quo to overcome it.

12. The status quo is a result of the web of
relationships and incentives among
stakeholders (including us).
!
It’s not that we’re “stuck” — it’s that
competing interests provide a balancing
effect that resists change.

13. hi there!
Jeff Mohr
Cofounder & CEO of Kumu

14. Jeff Mohr
Cofounder & CEO of Kumu
my background
systems
networks
social change

15. So… WHERE can SNA help?

16. social impact increasing
• Identifying change leaders
• Breaking down silos
• Evaluating progress
• Driving innovation

17. stronger communities building
•Weaving stronger connections
• Bridging across silos
• Reducing crime
• Improving resilience

18. improving
ORGANIZATION PERFORMANCE
• Promoting effective collaboration
• Avoiding burn out
• Selecting new leaders
• Uncovering informal structures

19. Great! How do i start?

20. 3 STEPS
collect + interpret + act

21. Step 1
COLLECT THE DATA

22. Data can be collected via survey, pulled
from existing data sources or populated
via personal knowledge.
surveys Data Knowledge
Pull from spreadsheets,
CRMs, public data, email
traffic, social networks and
more
Surveys ask participants
both relational and
demographic questions
Use the wisdom in the room
to identify stakeholders and
key relationships

23. Examples of Relational
Survey Questions
•Who do you work with?
•Who do you turn to for new ideas?
•Who do you turn to for advice?
•How does working with this person affect your
energy levels?

24. Examples of DEMOGRAPHIC
Survey Questions
•What is your age?
•What sector do you work in?
•What is your job title?
•How many years experience do you have?

25. GREAT RESULTS ARE DRIVEN
FROM GReAT QUESTIONs.

26. GREAT RESULTS ARE DRIVEN
FROM GReAT QUESTIONs.
!CHoose WISELY.

27. And Don’t be afraid to simulate
holes in the data.

28. And Don’t be afraid to simulate
holes in the data.
just because they didn’t
respond doesn’t mean they
aren’t part of the network.

29. Step 2
INTERPRET

30. Metrics provide an unbiased way to interpret relationships.
You’ve got a few to choose from…
degree INdegree OUTdegree ties pairs CLOSENESS
farness reach betweenness eigenvector katz
pagerank percolation cross-clique

31. Metrics provide an unbiased way to interpret relationships.
You’ve got a few to choose from… but we’ll focus on these
three for now.
degree INdegree OUTdegree ties pairs CLOSENESS
farness reach betweenness eigenvector katz
pagerank percolation cross-clique

32. Understanding the
Core Metrics
degree + closeness + betweenness

33. Degree
Identifies local connectors and hubs

34. Degree
Identifies local connectors and hubs
by counting the number of connections
for a given element

35. Degree WARNING
Not necessarily the most influential or
best connected to the wider network

36. Closeness
Identifies those with high visibility about
what’s happening across the network

37. Closeness
Identifies those with high visibility about
what’s happening across the network
by measuring the distance from one
element to all other elements

38. Closeness WARNING
These people can quickly spread
information (good or bad)
across the network

39. Betweenness
Identifies key bridges and those who
control the flow of information

40. Betweenness
Identifies key bridges and those who
control the flow of information
by counting the number of times an
element lies on the shortest path
between two other elements

41. Betweenness WARNING
These people may be bottlenecks
or single points of failure

42. Metrics are people too

43. Metrics are people too
Each one reveals its own personality

44. let’s Focus
on the extremes

45. two types of overly
CENTRAL people

46. bottlenecks
Play central role
to maintain information
or power advantage
OR
people whose jobs have
grown too big

47. UNSUNG
HEROES
Engage selflessly to help
the group in ways that
often go unnoticed

48. people at the
Borders of the network

49. bridges
Share different types of expertise, broker
information and connect across geographies

50. OUTSIDERS
Stuck on the periphery
with no idea how to
work their way inside
OR
intentionally peripheral

51. WARNING
Metrics only get
You Started
Use them to identify potential influencers
and then validate with common sense

52. Step 3
DO SOMETHING

53. This guy was obsessed
with pretty pictures.

54. This guy was obsessed
with pretty pictures.
!
You’re better than that.

55. go beyond the pretty
picture and get shit done.
Use strong visualizations, compelling
narrative, and convincing arguments
to make your impact.

56. shameless plug
Kumu helps you do all three
Use strong visualizations, compelling
narrative, and convincing arguments
to make your impact.

57. a few caveats to
Network Analysis
• be data-informed, not data-driven
• take results with a grain of salt
• validate using common sense

58. let’s recap
1. SNA helps tackle complex social problems.
2. Use surveys, data, and local knowledge to build the network.
3. Calculate metrics to identify key players within the network.
4. Apply what you’ve learned to make a difference.
5. Don’t forget to use common sense!

59. If you want to go quickly, go alone.
If you want to go far, go together.
- African Proverb

60. join us at Kumu.io

61. Thanks!
Jeff Mohr is the cofounder & CEO of Kumu, a web-based platform that
gives influencers the tools to track, visualize and leverage relationships
to overcome their toughest obstacles.
!
Learn more at kumu.io or say hi @kumupowered