Facebook Groups in Business Investigation- First Findings

Slide 1: Understanding Network Business Facebook Groups in 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 © Facebook Groups in Business Initiative 2008

Slide 2: FGIBI Overview 1. What we did, When, & Why 3. What we learned about Facebook, Collaborating & Tools 5. What value can be created through Facebook Groups? 7. What does does it take? © Facebook Groups in Business Initiative 2008

Slide 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 © Facebook Groups in Business Initiative 2008

Slide 4: Investigation at a Glance •10 participating Facebook Groups •6 countries, 4 continents •6 real world entities on Facebook • retail chain, software venture, trend consultancy, think tank, PR company, real world organization •4 only- on- Facebook ventures • virtual association, community of practice, interest groups © Facebook Groups in Business Initiative 2008

Slide 5: Contributors and Roles Convenors: Jenny Ambrozek, Victoria Axelrod, Bill Anderson Group Owners: Jenny Ambrozek, Jenni Beattie, Ray Cha, Dave Duarte, Eric Edelstein, Francois Goissieaux, Adam Kovitz, Niki Lambrapoulos, Kimberly Samaha Niki Lambropoulos, Kimberly Samaha, Advisors & Analysts: Patti Anklam, Jill Howell, Jeffrey Keefer, Josh Katinger, Danielle Ravich Meet the Team on Facebook http://www.facebook.com/s.php?k=100000004&id=6006912269&gr=2 © Facebook Groups in Business Initiative 2008

Slide 6: Timeline Facebook Groups in Business Investigation 2007 2008 May-September October- November December 1- February 21 Feb 23- Gather Participants, Track Group Activity & Network & Convenors Assemble Develop Tracking Observations Data Analysis Spreadsheet © Facebook Groups in Business Initiative 2008

Slide 7: Facebook Group Growth- Alexa Graph Percent of global Internet users who visit this site May 25 Facebook open platform to developers © Facebook Groups in Business Initiative 2008

Slide 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 21st Century Organization A participant. Study updates posted. Facebook Group 21st Century Organization Project announced here. Blog Google Docs Tried sharing activity data with investigation team members © Facebook Groups in Business Initiative 2008

Slide 9: Activity Data Tracked Calendar Date Discussion Topics Administrators Members Wall topics Posted items Photos Events Initiatives to Promote Membership © Facebook Groups in Business Initiative 2008

Slide 10: Participant Group Membership Growth Group Start End Change % Huddlemind Labs 59 315 256 434% Hellenes Educators 18 59 41 228% Bordeaux 55 123 68 124% Colloquium London Jewish 235 427 192 82% Cultural Centre Marketing 2.0 3986 6497 2511 63% Network PR 41 67 26 63% 21st Century 48 71 23 48% Organizations RNIA Supporters 245 320 75 31% eSquared 429 555 126 29% CScout 29 30 1 3% © Facebook Groups in Business Initiative 2008

Slide 11: Sample Group Activity Huddlemind Discussion Topics Posted items Members 7 350 6 300 5 250 4 200 3 150 2 100 1 50 0 0 1 2 3 4 5 6 Group Day Number 1 in member growth, up 434% Owner Dave Duarte appears in this video © Facebook Groups in Business Initiative 2008

Slide 12: Bordeaux Energy Colloquium Facebook Group Members Discussion Topics Posted items 140 120 100 80 60 40 Bordeaux Energy Colloquium Facebook Group Members Discussion Topics Posted items 20 140 0 120 1 2 3 4 5 6 7 8 9 10 11 12 100 Group Day 80 60 Number 3 in member growth, up 124% 40 20 0 © Facebook Groups in Business Initiative 2008 1 2 3 4 5 6 7 8 9 10 11 12 Group Day

Slide 13: RNIA Discussion Topics Wall posts Posted items Members 30 350 25 300 250 20 200 15 150 10 100 5 50 0 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Group Day Number 7 in member growth, up 31% © Facebook Groups in Business Initiative 2008

Slide 14: What We Wanted to Know Known Friend New Member Known Name New Face of a Friend Source Unknown © Facebook Groups in Business Initiative 2008

Slide 15: Network Development in Facebook— What does it take? Energy Active Facilitation Relevant Topic Structure Purpose © Facebook Groups in Business Initiative 2008

Slide 16: Network Weaving in Facebook Insights from Hellenes Educators Intervention Moderator’s Role Collaborative activities • Team leader • Shared interest • Empathic • Shared experiences • Motivator • Co-creativity • Facilitator • Idea generation • Coordinator • Idea sharing • Co-Creator • Idea discussion • Idea implementation • Supporter Slide © Facebook Groups Hellenes Educators Administrator Niki Lambropoulos provided by in Business Initiative 2008

Slide 17: Facebook Groups in Business, Where is the Value? Hypothesis 1: Internally driven business group  Improve communications, connections, understanding and camaraderie  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 © Facebook Groups in Business Initiative 2008

Slide 18: Facebook Groups in Business, Where is the Value? Hypothesis 2: Externally driven business group  Brand connection  Provide additional marketing channel for PR, advertising, distribution, partnerships, licensing  Allow end users/prospects, to learn about, develop affinity for the brand © Facebook Groups in Business Initiative 2008

Slide 19: Concurrent Facebook User Survey by Participating Group Owner Kimberly Samaha 12. In general I would say my Facebook experience is: • Too early to tell- I'm a newbie 24 10% • I am thinking of dropping off Facebook 13 5% • I think it is a good social tool when used intelligently 120 51% • I think it will become more widespread and an important professional tool 79 33% • I love it- I'm a total Facebook addict 25 11% Conducted through Social Network Analysis Facebook Group © Facebook Groups in Business Initiative 2008

Slide 20: Facebook Groups in Business Practical Realities 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? What is the future of social networking in the enterprise? What do you think? © Facebook Groups in Business Initiative 2008

Slide 21: To Continue the Conversation Join the 21stCenturyOrganization Facebook Group http://www.facebook.com/group.php?gid=2436782733 Visit the 21st Century Organization Blog http://c21org.typepad.com Email jenny@sageway.com © Facebook Groups in Business Initiative 2008