Facebook Groups in Business Investigation- First Findings


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First report of findings from our peer-to-peer action research initiative conducted Dec 07-Feb 08 and reported to the University of Warwick's Knowledge Innovation Network Spring Workshop, Northampton, March 2008

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  • Facebook Groups in Business Investigation- First Findings

    1. 1. Facebook Groups in Business Understanding Network Effects and Business Potential in Facebook Groups Learning from a Peer-to-Peer Action Research Initiative First Findings Report to the Knowledge Innovation Network March 6, 2008 Jenny Ambrozek KIN Associate
    2. 2. FGIBI Overview <ul><li>What we did, When, & Why </li></ul><ul><li>What we learned about Facebook, Collaborating & Tools </li></ul><ul><li>What value can be created through Facebook Groups? </li></ul><ul><li>What does does it take? </li></ul>
    3. 3. 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
    4. 4. Investigation at a Glance <ul><li>10 participating Facebook Groups </li></ul><ul><li>6 countries, 4 continents </li></ul><ul><li>6 real world entities on Facebook </li></ul><ul><ul><li>retail chain, software venture, trend consultancy, think tank, PR company, real world organization </li></ul></ul><ul><li>4 only- on- Facebook ventures </li></ul><ul><ul><li>virtual association, community of practice, interest groups </li></ul></ul>
    5. 5. Contributors and Roles Meet the Team on Facebook http://www.facebook.com/s.php?k=100000004&id=6006912269&gr=2
    6. 6. Timeline
    7. 7. Facebook Group Growth- Alexa Graph Percent of global Internet users who visit this site May 25 Facebook open platform to developers
    8. 8. Collaboration Tools 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 Blog Project announced here . Google Docs Tried sharing activity data with investigation team members
    9. 9. Activity Data Tracked
    10. 10. Participant Group Membership Growth
    11. 11. Number 1 in member growth, up 434% Owner Dave Duarte appears in this video Sample Group Activity
    12. 12. Number 3 in member growth, up 124%
    13. 13. Number 7 in member growth, up 31%
    14. 14. What We Wanted to Know
    15. 15. Network Development in Facebook— What does it take? Energy Active Facilitation Relevant Topic Structure Purpose
    16. 16. Network Weaving in Facebook Insights from 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
    17. 17. Facebook Groups in Business, Where is the Value? <ul><li>Hypothesis 1: </li></ul><ul><li>Internally driven business group </li></ul><ul><ul><li>Improve communications, connections, understanding and camaraderie </li></ul></ul><ul><ul><li>Encourage and facilitate employees in different locations, divisions, (of partner companies) to socialize with each other in an effort to gain trust, confidence, connectedness, etc </li></ul></ul>
    18. 18. Facebook Groups in Business, Where is the Value? <ul><li>Hypothesis 2: </li></ul><ul><li>Externally driven business group </li></ul><ul><ul><li>Brand connection </li></ul></ul><ul><ul><li>Provide additional marketing channel for PR, advertising, distribution, partnerships, licensing </li></ul></ul><ul><ul><li>Allow end users/prospects, to learn about, develop affinity for the brand </li></ul></ul>
    19. 19. Concurrent Facebook User Survey by Participating Group Owner Kimberly Samaha <ul><li>12. In general I would say my Facebook experience is: </li></ul><ul><li>Too early to tell- I'm a newbie 24 10% </li></ul><ul><li>I am thinking of dropping off Facebook 13 5% </li></ul><ul><li>I think it is a good social tool when used intelligently 120 51% </li></ul><ul><li>I think it will become more widespread and an important professional tool 79 33% </li></ul><ul><li>I love it- I'm a total Facebook addict 25 11% </li></ul>Conducted through Social Network Analysis Facebook Group
    20. 20. Facebook Groups in Business Practical Realities <ul><ul><li>Too many issues concerning access to data and privacy to believe Facebook will succeed with business groups dealing in any type of sensitive or proprietary information? </li></ul></ul><ul><ul><li>What is the future of social networking in the enterprise? </li></ul></ul>What do you think?
    21. 21. To Continue the Conversation Join the 21stCenturyOrganization Facebook Group http://www.facebook.com/group.php?gid=2436782733 Visit the 21 st Century Organization Blog http://c21org.typepad.com Email [email_address]