1) Product Description

Facebook’s Worplace is like a Facebook focused on work/company environments. So, employees of that company can interact with each other just like they do on Facebook. For instance, they can create groups based on teams, post anything they want to share (video, pictures, etc), chat with others, create events, and many other things. Is my understanding right?

2) Setting a Goal

Talking about goals, I believe that it’s crucial to start from Meta’s goal, which is to connect and bring people together all over the world. In that direction, Workplace provides closer interaction among employees in the same company, fostering stronger connections between people. Therefore, the goals are very well aligned.

Now, there are different perspectives that we could evaluate the success of Workplace, but I would like to focus on engagement, because I believe is one the most important factors that sustain the product among companies, eventually the customers. If you have an internal communication that people are not using or is not effective, you will opt to change it. Does it sound good or do you want me to focus on other goal?

3) User Journey and Groups

Regarding the metrics brainstorming, I will go over some points of a possible user journey and what those users are.

So, after employees are hired, they probably get instant access to company’s Workplace. They might be part of an onboarding group with access to materials and people in the same situation. They start to interact with the community, understand how it works, and participate in their favorite and must-have groups. After some time and getting used to it, those employees feel comfortable to interact with other’s posts and post themselves about something they have achieved or needed help with. As a result, the network effect starts working for those employees.

I would like to think about some user groups just to get a sense of who may be using the platform, and if it helps me coming up with some metrics.

So, I can think of three big groups:

– Power: users who share/create content regularly and also interacts with other people’s posts. Generally, these users are part of many groups, and know what is going on in many departments of the company.

– Interactive: users who focus on interactions with other people’s posts. Generally, this user does not like to create content. They might also be part of many groups in the company.

– Regular: users who navigate in the platform just to know what’s going on, the big and important news, updates, and these kind of stuff. They do not really care much about creating and showing interaction with others’ posts.

4) Metrics Brainstorming

So, with all that in mind, I would like to lay some success metrics here focused on the goal we have defined – engagement.

a) Average interaction per user (posts, comments, likes, shares) over time: We can understand if people are becoming more engaged throughout periods of time, probably weekly or monthly.

b) How many groups and people employees interact on average over time: Analysing this metric, we can understand if people are actually growing their connections inside the company, not only focusing on their closest team.

c) Average session time per user over time: Well, we want to know if they are actually spending more time in the platform, fostering connections and engagement.

d) How many people create content and their roles: We want to know if content creation is restricted to managers for example or if people feel comfortable of creating content (maybe a pain point from regular and interactive users).

e) Daily/Weekly Active users on Workplace in a broader way: Although it’s a mature product, there are very strong competitors in the market. So, this quick metric would give us a notion of the platform’s growth over time.

f) Average session time and average interactions from Workplace users in other Facebook Platforms: We want to know if using Workplace help pleople interact with Facebook and Instagram, for instance. Thus, we needed to compare both groups.

5) Prioritization

Well, looking at ours and Meta’s goal, I would focus on a) and c) as noth metrics. The reason is they are high-level metrics that can really show how engagement Workplace generate among employees, eventually helping on the companies’ performance.

As a guardrail metric, we could also look at Active Users, because if it decreased, it might mean that the platform is not serving its purpose, thus making companies choose other options in the market.

6) Trade-offs / Attention

A trade-off that pops-up to my head is that average session time can be misleading here. Ultimately, the company wants interactions, but not employees wasting time with other “unecessary posts”. Therefore, we should be able to find a balance here in this metric to what extent it really shows engagement.

Another one, but I am not so sure about its impact, is the average interactions can also be misleading. We all know employees who are very very engaged in the company’s stuff, so they can concentrate the engagement. Analyzing the metrics, I would probably look at outliers and understand their meaning.

7) Summary

Wraping all up, we are measuring Facebook’s Workplace success. Setting engagement as a goal, we mentioned the customer journey and user groups to help us brainstorming the metrics. Finally, we selected two north start and one guardrail metrics, mentioning about trade-offs as well.

Approach:

1. Understand/explain the workplace product

2. Establish the business goal

3. Define the user journey

4. Outline the metrics

Workplace product: Employers use them for the communication and interaction with the workplace; for organizing workshops, meetings, summit; for conducting one-on-ones, conselling sessions, etc; for creating and running the affinity groups.

Goal: It is to drive the adoption and to monetize the service with ads.

User journey: This product would have three-side customer base a) employers, b) employees c) advertizers

Employers: 

A) Create a group with all employees or employees within a group

B) Plan company-wide or org-wide activities such as annual holiday party, off-site event, atc.

C) Monitor the headcount for the event

D) Collect ideas/interest to desing the activities/games for the event

E) Post videos/pictures related to the event

F) Create Q&A community related to the event

G) Notify the group about the event

H) Say thank you and wrap up the event

Employees:

A) Engage with the event-planning and participation of the org-wide/company-wide activities

B) Create a affinity/interest group

C) Manage communications related to the affinity/interest groups where people can ask questions, express their talents, seek support/consul, etc

D) Plan, organize event or activities for the group members, including one-on-one session

Advertizers

A) Find the customers with high intent of purchase

B) Target those customers with ads

C) Run deals on the product

Metrics:

I would focus on the employers related metrics as they plan and run the large scale events for the employees

Employers

A) Marketshare: What is the share of the facebook’s workplace product compared to the similar offerings in the market

B) Userbase/Adoption: Number of employers that use the workplace product to engage with their employees

C) Growth: YoY change in the user base and market share

D) Engagement: #number of events planned, #associated RSVP count, #videos,photos related to the event, #like,shares, comments associated with events, #questions asked and received answers related to the events,

E) Engagement drivers: by industry, by employer size, by employer geographical location

F) Retention: employers that continue to organize the events and engage with the employees every month/year

F) Revenue: Ad revenue generated per employer

• • Facebook Workplace product is for Enterprise

     

    1. Its for communication within the enterprise and getting your work done
    2. Features in Workplace product are
       1. Live Video
       2. Newsfeed
       3. Groups
       4. Chatting/1:1 or Group Chatting

     

    If we look at Facebook Workplace – the objective should be 3 fold

     

    1. Empower your employees and connect them so that they get a feeling of belongingness
    2. Enable Percolation of Information and democratization of news/info through the org so that they may benefit from each other
    3. Stream Line Communication throughout the company so that lowe levels know what is happening in the top echeleons in the company

     

     

    Customers for Facebook’s Workplace Product

    1. Enterprise Company’s who are basically MultiNationals across the Board
    2. MSME – Medicum Scale Companies who are in the growth stage but will deifinetely grow in the coming months
    3. SMEs who are basically small corportations who want to use the Facebook Product as SaaS

     

     

    Success for Facebook Products.

     

    1. Users of Facebook Products
       1. Number of Enterprise/MSME/SMEs who are using the Products over a period of Time
       2. Activations- Even amongst the Enterprise Companies/MSMEs/SMEs what is the proportion of PPL who have access to the product -100 % or is it very less
    2. Growth of Facebook Product
       1. Is the User Base Increasing Over Time/Are the number of Users Increasing Over time ?
       2. Is the Abandonment Ratio Increasing/decreasing /Stable – What is the Net New Addition to Users both in terms of Number of Company and License which is increasing over time
    3. Engagement of Users Inside Facebook
       1. What is the Number of Daily Active Users in the Facebook for Workplace ?
       2. Is the number of Users growing up or is it less? What is the DAU/MAU Ratio of Users in the Facebook for Workplace ?
       3. Are the Users Creating Content Inside Facebook- What % are Content Creators inside F4W and is it going up or is it going down ?
       4. Are the users using more and more features inside F4W or is the interaction more or less only with certain features?
       5. How much time do they spend inside Facebook ? Is the session length increasing or decreasing ?
    4. User Happiness /Quality of Experience inside Facebook 4 Work ?
       1. Are the Users Happy with the experience inside Facebook 4 Work ?
       2. Is there NPS Score Going up or is the Score Going down ?
       3. Would they refer someone to Facebook for Work or would they not promote at all ?
    5. Monetization
       1. Facebook for Work is a Paid Service with some Freemium Features ?
       2. How many Users are upgrading from Freemium Features to Paid Service
       3. Is the revenue increasing Over time  ? Or is the revenue decreasing ?
       4. Are we getting more and more paid users and what is the growth of the Paid Users

he Facebook workplace is a social networking site specifically made for companies to interact with their employees and plan events. Apart from Newsfeed, an integral part of Workspace, Workspace also includes event management, text communication, audio, and video calling.

 The task is to find the crucial metrics to measure the success of Facebook’s Workplace. As this is a social networking and interactive product, the most important metric would be engagement, as this would help us determine how effective our product is. Before continuing further, I would look at various services that the Workplace provides and look at each service’s engagement metrics.

Services that the Workplace provide:

• Group feature: users can form groups that could be both public and private. For example, let us suppose there is a company XYZ, and they’re planning an event for the 10th anniversary of the company. Thus they created a public group for gathering ideas from the employees. Similarly, the company’s CEO made a private group for Sales and Marketing to discuss the marketing strategies.
• Events: This works similar to Facebook events, where a user creates an event and sends an invitation to the employees working in the organization. Interested people will mark that they will attend the event.
• Audio and Video calling: Users of the Workplace can connect with their colleagues through audio and video calling.
• News Feed: Users can post pictures, videos, polls, etc., on their wall or in a group. These published posts will be shown on the news feed of the users’ followers and group members, respectively

Engagement Metrics:

Group Feature:

•     % of active groups[Primary]: The Number of posts published in the group daily determines the activeness of the group. This metric will help us determine how effectively the organizations are using the groups feature.
• Average Number of active users / active group [Primary]: Users who publish posts and react to the post and participate in a discussion in the group are active. This metric will help us determine how many users are engaged in the groups feature.
• Average Number of posts/group/day [Secondary]: This feature tracks the usage of group features on a daily basis.

Events Feature:

• % of responded users among invited users [Primary]: engaged users would probably respond with a yes or no option. A user is not involved with the feature if they ignore the invite. This feature would effectively help us identify how engaged our service is among the user base.
• Average Number of events/organization/month [Secondary]: This metric helps us determine how effectively an organization utilizes the event feature. The timeframe is in months because I assume that events are not a part of the daily activities.

Audio and Video calling:

• Average Number of Group calls / Day [Primary]: I assume that group calls are used for discussions regarding work and other activities. If people prefer to use the Workplace calling feature instead of other applications such as zoom and google meet, we can assume that our service is effective and engaging.
• Average Number of re-connections in a group call [Primary]: Reconnections in a call is a deterrent factor for effective communication, resulting in users preferring other applications.
• Average Number of Utility functions used in a call [Secondary]: Utility functions such as screen sharing, auto-captions, raising hands could determine how effectively a user uses our product.

News Feed:

• % of users who like and comment on their Newsfeed [Primary]: This metric helps us determine the percentage of users who engage with other users through the Newsfeed feature. A PM should constantly try to increase this metric.
• Average time users spend in the News Feed [Primary]: This metric will help us determine how much time a user actively spends on their Newsfeed. We should not consider the case of idle time spent without scrolling while calculating session length.
• Average Number of new connections after a new post in a day [Secondary]: This metric determines the reach of a post in the Newsfeed.

As this is a feature that not many know about, we can consider awareness metrics after the engagement.