FIR Interview: Francois Gossieaux on Tribalization of Business

Francois Gossieaux, from Beeline Labs, joined forces with Deloitte to study online business communities – what works, what doesn’t, and why – in a research project supported by the Society for New Communication Research.

In this FIR Interview, Francois shares the highlights of the study’s results.

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About our Conversation Partner


Francois Gossieaux is a co-founder and partner at Beeline Labs, a Marketing Innovation firm. Before that he spent 5 years leading marketing, product management and strategy at eRoom Technology, a collaboration software company which was sold to Documentum in 2002.

Francois has a long history with online communities and marketing, having implemented an extranet for a large multinational in the early 90s, and being the organizer of the first large-scale virtual event – InterAct’96 – with Time Magazine and Infoworld. He is currently blogging at and for the Marketing 2.0 blog (

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This FIR Interview is brought to you with Lawrence Ragan Communications, serving communicators worldwide for 35 years. Information:

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(Cross-posted from For Immediate Release, Shel’s and my podcast blog.)

Neville Hobson

Social Strategist, Communicator, Writer, and Podcaster with a curiosity for tech and how people use it. Believer in an Internet for everyone. Early adopter (and leaver) and experimenter with social media. Occasional test pilot of shiny new objects. Avid tea drinker.

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