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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
FGIBI Overview What we did, When, & Why What we learned about Facebook, Collaborating & Tools What value can be created through Facebook Groups? What does does it take?
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
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
Contributors and Roles Meet the Team on Facebook   http://www.facebook.com/s.php?k=100000004&id=6006912269&gr=2
Timeline
Facebook Group Growth- Alexa Graph Percent of global Internet users who visit this site May 25 Facebook open platform to developers
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
Activity Data Tracked
Participant Group Membership Growth
Number 1 in member growth, up 434% Owner Dave Duarte appears in this video Sample Group Activity
Number 3 in member growth, up 124%
Number 7 in member growth, up 31%
What We Wanted to Know
Network Development in Facebook—  What does it take? Energy Active Facilitation Relevant Topic Structure  Purpose
Network Weaving in Facebook  Insights from Hellenes Educators Intervention Moderator’s Role  Team leader  Empathic Motivator Facilitator  Coordinator Co-Creator Supporter Collaborative activities   Shared interest Shared experiences Co-creativity Idea generation Idea sharing Idea discussion Idea implementation Slide provided by Hellenes Educators Administrator Niki Lambropoulos
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,  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
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  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?
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]

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Facebook Groups in Business Investigation- First Findings

  • 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. FGIBI Overview What we did, When, & Why What we learned about Facebook, Collaborating & Tools What value can be created through Facebook Groups? What does does it take?
  • 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. 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
  • 5. Contributors and Roles Meet the Team on Facebook http://www.facebook.com/s.php?k=100000004&id=6006912269&gr=2
  • 7. Facebook Group Growth- Alexa Graph Percent of global Internet users who visit this site May 25 Facebook open platform to developers
  • 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
  • 11. Number 1 in member growth, up 434% Owner Dave Duarte appears in this video Sample Group Activity
  • 12. Number 3 in member growth, up 124%
  • 13. Number 7 in member growth, up 31%
  • 14. What We Wanted to Know
  • 15. Network Development in Facebook— What does it take? Energy Active Facilitation Relevant Topic Structure Purpose
  • 16. Network Weaving in Facebook Insights from Hellenes Educators Intervention Moderator’s Role Team leader Empathic Motivator Facilitator Coordinator Co-Creator Supporter Collaborative activities Shared interest Shared experiences Co-creativity Idea generation Idea sharing Idea discussion Idea implementation Slide provided by Hellenes Educators Administrator Niki Lambropoulos
  • 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
  • 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
  • 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
  • 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?
  • 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]