Facebook Groups for Generating Connections, Insights & Sales


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Highlights of Facebook Groups in Business Investigation 2008 presented to the Friedman Foundation's Generator Forum 2008-12-11

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  • Facebook Groups for Generating Connections, Insights & Sales

    1. 1. Facebook Groups in Business Facebook Groups for Generating Connections, Insights & Sales Learning from a Peer-to-Peer Action Research Initiative Generator Forum Friedman Foundation December 11, 2008 Jenny Ambrozek Facebook Group in Business Investigation Convener
    2. 2. Facebook Groups in Business Investigation
    3. 3. Facebook Groups in Business <ul><li>What, When, Why, How & Who? </li></ul><ul><li>What we learned </li></ul><ul><li>3. Network Analysis & </li></ul><ul><li>Weaving </li></ul>
    4. 4. Investigation Time Line
    5. 5. Facebook Takes Off- 2008 Percent of global Internet users who visit this site May 25 Facebook open platform to developers
    6. 6. Network Effects 1973- Metcalfe’s Law 1965-Gordon E. Moore “ ..through the complexity of silicon chips doubling every year,the cost of computing power will accordingly decrease” Reed, 1999 “ (n]etworks that support the construction of communicating groups, create value that scales exponentially with network size”
    7. 7. Starting Premise “ Facebook may, but also may not, become THE enterprise social networking platform, but it's here, use is growing, so we need to understand the phenomenon and learn from it.” Study Description 2008-02-08
    8. 8. OUR FACES
    9. 9. Activity Data Tracked
    10. 10. Investigation T ools Ecosystem Email Main means of group participant communications Private Wiki Stored participant information, data, reflections & industry information Private Facebook Group Posted updates. Related links 21 st Century Organization Facebook Group A participant. Study updates posted. 21 st Century Organization & Praxis101 blogs Google Docs Project announced here . Tried sharing activity data with investigation team members
    11. 11. What We Learned Together
    12. 12. We also wanted to know about group member ties ...but Facebook does not readily provide
    13. 13. Participant Group Membership Growth All Groups Grew
    14. 14. Number 7 in member growth, up 31% Activities & Patterns Varied Across Groups
    15. 15. Number 3 in member growth, up 124% Sustainable Energy - Innovation & Technology Facebook Group
    16. 16. Number 1 in member growth, up 434% Owner Dave Duarte appears in this video Sample Group Activity
    17. 17. Dave Duarte- Huddlemind <ul><li>Effective & free Vendor Relationship Management Software </li></ul><ul><li>Give stakeholders control of information and communication preferences with organizations they choose. </li></ul><ul><li>Help put faces to organizations previously hidden behind logos & nameless mailing lists. </li></ul><ul><li>Provide easy way to stay in touch with interested stakeholders </li></ul><ul><li>Groups only work if curated : participation must be stimulated & moderated, content & communications kept up-to-date. </li></ul>
    18. 18. Eric Edelstein eSquared Retail Chain <ul><li>Have to be active to make the Group active </li></ul><ul><li>Moved from Facebook Groups to Fan Clubs. Better marketing vehicle to overcome Group communication limits </li></ul><ul><li>FB is one channel/medium of many; need to use them all </li></ul><ul><li>Try it . Be prepared to make mistakes </li></ul><ul><li>Experimenting with Twitter </li></ul>“ Facebook can offer rewards, can result in sales, but is not an easy marketing avenue for beginners to Internet Marketing”.
    19. 19. Kimberly Samaha – Bordeaux Colloquium Objectives <ul><li>An on-line platform to connect ‘off-line’ members of the Bordeaux Energy Colloquium for exchanges during the year. </li></ul><ul><li>Outreach to ‘concerned citizens’ – a link between policy makers and consumers </li></ul><ul><li>Network with other energy professionals </li></ul><ul><li>Find interesting energy projects & technologies </li></ul>
    20. 20. Created 5 Facebook Groups <ul><li>Bordeaux Energy Colloquium : closed, private – members of Colloquium only </li></ul><ul><li>Sustainable Energy: 3 topics, open to public, used ‘advertising’ to attract new members </li></ul><ul><ul><li>Innovation & Technology </li></ul></ul><ul><ul><li>Case Studies </li></ul></ul><ul><ul><li>Universal Access </li></ul></ul><ul><li>Sustainable Energy Futures : event page for a ‘virtual tradeshow’ and on-line case study competition </li></ul><ul><ul><li>open to public used ‘advertising’ and word-of-mouth recruiting to attract new members </li></ul></ul>
    21. 21. <ul><li>Find other ‘like-minded’ individuals and ask for help </li></ul><ul><li>Actively facilitate group and group page </li></ul><ul><ul><li>Members don’t check group pages often </li></ul></ul><ul><ul><li>Members do respond to ‘message all members’ emails </li></ul></ul><ul><li>Weave a larger network </li></ul><ul><ul><li>Reach into non-affiliated groups: establish presence and ‘friends’ to create ‘weak links’ </li></ul></ul><ul><ul><li>Strengthen weak links around common areas of interest among other groups using surveys, links, etc. </li></ul></ul>Important Strategies to be Learned No easy way: High time level involvement required
    22. 22. Facebook Groups in Business Investigation – The Bottom Line
    23. 23. Requirements for Creating Value from Facebook Groups <ul><li>Clear purpose tied to a business objective </li></ul><ul><li>You have to work it </li></ul><ul><li>Content is essential </li></ul><ul><li>Events drive participation </li></ul><ul><li>Measure, monitor and act </li></ul><ul><li>Pay attention to your tools ecosystem </li></ul><ul><li>Evolve and adapt </li></ul>Ambrozek, J.. Anderson, W.L. & Axelrod V.G. 2008 “Placing Faces on Knowledge, Inside Knowledge Magazine September pp27-30
    24. 24. Facebook Groups in Business Network Analysis & Weaving
    25. 25. Network Analysis- Patti Anklam <ul><li>Each Group owner asked: </li></ul><ul><ul><li>Which other participants they personally knew prior to the study </li></ul></ul><ul><ul><li>Which participants they interacted with during the study </li></ul></ul>
    26. 26. Before and After – Full Group Conveners play a key role in connecting the people in the network
    27. 27. Network Weaving in Facebook- Hellenes Educators Intervention <ul><li>Moderator’s Role </li></ul><ul><ul><li>Team leader </li></ul></ul><ul><ul><li>Empathic </li></ul></ul><ul><ul><li>Motivator </li></ul></ul><ul><ul><li>Facilitator </li></ul></ul><ul><ul><li>Coordinator </li></ul></ul><ul><ul><li>Co-Creator </li></ul></ul><ul><ul><li>Supporter </li></ul></ul><ul><li>Collaborative activities </li></ul><ul><ul><li>Shared interest </li></ul></ul><ul><ul><li>Shared experiences </li></ul></ul><ul><ul><li>Co-creativity </li></ul></ul><ul><ul><ul><li>Idea generation </li></ul></ul></ul><ul><ul><ul><li>Idea sharing </li></ul></ul></ul><ul><ul><ul><li>Idea discussion </li></ul></ul></ul><ul><ul><ul><li>Idea implementation </li></ul></ul></ul>Slide provided by Hellenes Educators Administrator Niki Lambropoulos
    28. 28. Facebook Today: What’s Next? Extracted Alexa.com 2008-12-08
    29. 29. The Organizational Challenge Social Technology Control Time Degree Enterprise systems , Blogs Wikis Podcasting , Social Networking Tagging Ethernet 1973 Web 1.0 1991 Web 2.0 Web 3.0 Search Links Authoring Tags Extensions Signals as social technology INCREASES Direct control DECREASES Web 3.0
    30. 30. net ∞ WORK ™ Thinking & Acting Understanding your organization as human networks AND How to strategically connect in and across to innovate and create value.
    31. 31. To Continue the Conversation Visit The 21 st Century Organization Blog http://c21org.typepad.com TheAppGap Blog www.theappgap.com Join the 21stCenturyOrganization Facebook Group http://www.facebook.com/group.php?gid=2436782733 Email jenny at sageway.com Twitter Sagenet