A  Presenta*on  from  the  NewMR  “Social  Media  Research”  Event  

9  October,  2012  

All  copyright  owned  by  The  Future  Place  and  the  presenters  of  the  material  For  more  informa:on  about  NewMR  events  visit  newmr.org  

Engage  your  Facebook  community  in  research    Paul  Lieverst,  NIPO  So3ware  

Speaker: Paul Lieverst, NIPO Software NewMR Social Media Research Event, 9 October 2012, Session 2

Speaker: Paul Lieverst, NIPO Software NewMR Social Media Research Event, 9 October 2012, Session 2

+  ↓  

Speaker: Paul Lieverst, NIPO Software NewMR Social Media Research Event, 9 October 2012, Session 2

Most important social media channels

Facebook   TwiFer   LinkedIn  

Business  to  business  

Business  to  Consumer  

Speaker: Paul Lieverst, NIPO Software NewMR Social Media Research Event, 9 October 2012, Session 2

Speaker: Paul Lieverst, NIPO Software NewMR Social Media Research Event, 9 October 2012, Session 2

Speaker: Paul Lieverst, NIPO Software NewMR Social Media Research Event, 9 October 2012, Session 2

Results:    160  pages  19.626.884  likes  580.960  talking  about  this  26.336  completed  surveys  

Speaker: Paul Lieverst, NIPO Software NewMR Social Media Research Event, 9 October 2012, Session 2

Recommend   Content   Interac*on  

Webcare   Compe**ve  advantage  

+   +   +  

+   =  Facebook  Community  

Index  

Speaker: Paul Lieverst, NIPO Software NewMR Social Media Research Event, 9 October 2012, Session 2

Post  a  message  on  the  ABN  AMRO  fan  page  with  the  link  to  the  survey  app.  

Step  1:  

Speaker: Paul Lieverst, NIPO Software NewMR Social Media Research Event, 9 October 2012, Session 2

As  with  any  other  wall  post,  the  message  has  the  poten:al  to  appear  in  the  news  feed  of  your  fans  

Step  2:  

Speaker: Paul Lieverst, NIPO Software NewMR Social Media Research Event, 9 October 2012, Session 2

As  with  other  Facebook  apps,  par:cipants  are  requested  to  grant  access  permissions  to  their  profile  data.  This  is  customizable  dependent  on  project/survey  requirements*  

Step  3:  

*Generally  speaking,  reques:ng  access  to  ‘deeper’  levels  of  user  profile  informa:on  will  require  a  greater  pre-­‐exis:ng  level  of  trust  between  user  and  the  brand.    It  is  a  careful  balance  that  needs  to  be  struck  to  avoid  increasing  ‘dropout’  or  ‘refusal’.  For  review  on  a  project  by  project  basis  

Image  and  wording  is  customisable  on  a  project  by  project  basis  

Access  profile  info  to  check  if  respondent  really  is  a  fan  of  ABN  AMRO  

Get  email  to  allow  to  contact  directly  in  the  future    

Speaker: Paul Lieverst, NIPO Software NewMR Social Media Research Event, 9 October 2012, Session 2

Par:cipants  complete  survey  in  the  Facebook  environment  

Step  4:  

Speaker: Paul Lieverst, NIPO Software NewMR Social Media Research Event, 9 October 2012, Session 2

160  par*cipants,  102  qualified  for  the  awards:  

Speaker: Paul Lieverst, NIPO Software NewMR Social Media Research Event, 9 October 2012, Session 2

The  main  goal  was  to  get  as  many  (poten:al)  customers  using  this  new  technology,  but  at  the  same  :me  some  interes:ng  survey  facts  could  be  shared,  like:    •  The  main  reason  to  join  a  

fan  page…  •  Likes  alone  do  not  mean  a  

good  community  •  Interac:on  enhances  

recommenda:on  •  Web  Care  also  contributes  

Results:  

Speaker: Paul Lieverst, NIPO Software NewMR Social Media Research Event, 9 October 2012, Session 2

60  

65  

70  

75  

80  

85  

90  

0   10000   20000   30000   40000   50000   60000   70000   80000   90000  Facebo

ok  Com

mun

ity  In

dex      

(max  =  100)  

 

Likes  

Top  10  

Rest  

The  main  goal  was  to  get  as  many  (poten:al)  customers  using  this  new  technology,  but  at  the  same  :me  some  interes:ng  survey  facts  could  be  shared,  like:    •  The  main  reason  to  join  a  

fan  page…  •  Likes  alone  do  not  mean  a  

good  community  •  Interac:on  enhances  

recommenda:on  •  Webcare  also  contributes  

Results:  

Speaker: Paul Lieverst, NIPO Software NewMR Social Media Research Event, 9 October 2012, Session 2

The  main  goal  was  to  get  as  many  (poten:al)  customers  using  this  new  technology,  but  at  the  same  :me  some  interes:ng  survey  facts  could  be  shared,  like:    •  The  main  reason  to  join  a  

fan  page…  •  Likes  alone  do  not  mean  a  

good  community  •  Interac*on  enhances  

recommenda*on  •  Webcare  also  contributes  

Results:  

Speaker: Paul Lieverst, NIPO Software NewMR Social Media Research Event, 9 October 2012, Session 2

The  main  goal  was  to  get  as  many  (poten:al)  customers  using  this  new  technology,  but  at  the  same  :me  some  interes:ng  survey  facts  could  be  shared,  like:    •  The  main  reason  to  join  a  

fan  page…  •  Likes  alone  do  not  mean  a  

good  community  •  Interac:on  enhances  

recommenda:on  •  Webcare  also  contributes  

Results:  

Speaker: Paul Lieverst, NIPO Software NewMR Social Media Research Event, 9 October 2012, Session 2

1.  Provide  a  binding  factor  for  your  members    

2.  Web  Care  and  interac:on  make  the  difference    

3.  High  scores  on  FCI  are  possible  in  every  industry    

4.  Facebook  metrics  only  give  you  an  indica:on  of  community  performance  

Learnings:  

The  main  goal  was  to  get  as  many  (poten:al)  customers  using  this  new  technology,  but  at  the  same  :me  some  interes:ng  survey  facts  could  be  shared,  like:    •  The  main  reason  to  join  a  

fan  page…  •  Likes  alone  do  not  mean  a  

good  community  •  Interac:on  enhances  

recommenda:on  •  Webcare  also  contributes  

Results:  

Speaker: Paul Lieverst, NIPO Software NewMR Social Media Research Event, 9 October 2012, Session 2

Do  you  know  your  friends?    Study  by  the  University  of  Southern  Denmark  

Speaker: Paul Lieverst, NIPO Software NewMR Social Media Research Event, 9 October 2012, Session 2

A  social  aspect.  Select  the  friends  where  you  discuss  most  important  things  with.  

Friends:  

Speaker: Paul Lieverst, NIPO Software NewMR Social Media Research Event, 9 October 2012, Session 2

Give  your  opinion  of  your  friends  poli:cal  orienta:on.  

Poli*cs:  

Speaker: Paul Lieverst, NIPO Software NewMR Social Media Research Event, 9 October 2012, Session 2

On  what  party  would  your  friends  vote  on  according  to  you.  

Poli*cs:  

Speaker: Paul Lieverst, NIPO Software NewMR Social Media Research Event, 9 October 2012, Session 2

And  the  friends  selected  were  automa:cally  invited  to  also  par:cipate  in  this  survey,  resul:ng  in  snowball  effect.  

Success:  

Speaker: Paul Lieverst, NIPO Software NewMR Social Media Research Event, 9 October 2012, Session 2

1.  Study  is  done,  but  results  are  not  in  yet,  learnings  s:ll  to  come    

2.  It  got  a  lot  of  ahen:on  from  other  universi:es  across  the  globe  

3.  The  snowball  effect  was  large.  From  the  friends  selected  almost  4  out  of  6  also  filled  in  the  survey  

Learnings:  

Speaker: Paul Lieverst, NIPO Software NewMR Social Media Research Event, 9 October 2012, Session 2

Q & A

Ray Poynter VCU, Vision Critical

Paul Lieverst NIPO Software

Speaker: Paul Lieverst, NIPO Software NewMR Social Media Research Event, 9 October 2012, Session 2

A  Presenta*on  from  the  NewMR  “Social  Media  Research”  Event  

9  October,  2012  

All  copyright  owned  by  The  Future  Place  and  the  presenters  of  the  material  For  more  informa:on  about  NewMR  events  visit  newmr.org  

Engage  your  Facebook  community  in  research    Paul  Lieverst,  NIPO  So3ware