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.
Elisabeth Bucci, Project Manager, Projissima inc.
Why project managers should care more about social media
1. 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
2. Agenda
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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
3. Where are the PMs?
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Way back in 2008
Two worlds
One: This stuff will change the world
The other: Twitter is for breakfast and Facebook
is for teenagers
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 usergenerated content
builds on the technology of Web 2.0
http://en.wikipedia.org/wiki/Social_media
8. 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
9. What is Web 2.0?
Web 1.0
Web 2.0
1:many
many:many
14. 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
15. 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
16. But wait! How does this
change the world?
I promised you a revolution…
17. 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
18. Once upon a time in capitalism
owner capitalism
managerial capitalism
birth of…
factory assembly line
big companies
complexity
managers
and…
19. Once upon a time in capitalism
command-control
hierarchy
20. Once upon a time in capitalism
all well and good for
factories, but what about
projects?
34. 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.
35. 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.
43. 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 commandcontrol
• So why are we afraid to embrace social media?
• Why are we not leading the charge?
• Where are we??
44. 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
46. 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?
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–
–
–
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
47. 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.
48. 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
49. 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.
50. 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.
51. ―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
52. Do I hate hierarchy? You decide.
Blog posts:
The managerial hierarchy: decaying,
rotten, broken
A thing for pyramids
Talk: A thing for pyramids
53. Let’s continue the conversation…
asynchronously!
blog: www.thepassionateprojectmanager.com
Twitter: @ElisabethBucci
LinkedIn: Elisabeth Bucci
Google+: Elisabeth Bucci