Reward the chain: Incentives for surveys in social media…

So here’s the thing. All those nice shiny, familiar email addresses we use to send survey notifications are decaying, they are losing value by the moment. I’ve had an email address since 1984, and very little in my life dates back from then  (well except me that is). A couple of weeks ago my primary email address stopped working (I didn’t pay the hosting bill on time). I had a moment of panic and then I realized: it really didn’t matter that much. Personal friends are pretty much all on Facebook, business contacts via LinkedIn, anyone who really needs to get to me fast has my mobile number.

Email is so over.

Obviously the next way to get to people for surveys are via mobiles or social networks. It struck me that the usual model of incentives for respondents doesn’t fit the social media world very well. We want people to do the survey via social media sites AND pass on the link. There has to be an incentive for the latter to happen, let’s be reasonable, people want to get paid for helping.

We need to come up with something that will reward respondents for sending the survey link on to their friends as well as them completing it. How about trying to reward people for reposting based on the number of people they repost to (hard to track I would guess) ? Or if they or someone they repost to is the Nth complete of the survey ? So if you repost the link and you or one of your friends is the 10th, 100th, 1000th et al complete you get money/something ? Maybe report how long your “chain” of completes are ? It would be a sort of survey incentive pyramid scheme. Is anyone doing this ? Anyone have any other ideas ? So far the whole social media and surveys melange has not totally taken off. Viral dissemination is nice, but we need to be able to push to a lot of people….

Goverment – “How to get to Yes” – Peter Levin – CTO of Veterans Administration

Peter Levin is one of the most down-to-earth CTO’s of a federal agency I’ve ever met – Strike that – he is one of the most straight talking CTO’s I’ve _ever_ met. It’s quite amazing that he is the CTO of a 310,000 (yes – 310K) person organization – the Veterans Administration.

Recently, Peter gave a talk on “Get to Yes” – on Gov 2.0 – To talk about his experience on making Government work and work better. Key points he mentioned:

  • The notion of “Getting To Yes” – Only Secy Shinseki can say “No” – Find a way to get to “Yes”
  • Transforming from Adversary to Advocacy
  • I need to get 300K employees to engage – find a channel – Be present, accessible on the web
  • IdeaScale worked well – but there are lots of other tools also out there
  • 50K employees participating in this experiment
  • 6 Million Unique patients the VA serves

Video embedded below:

Social Media Research – How to optimize your Facebook Surveys

Kreg Atterberry commented on my last post on Social Media Research – Using Facebook for Survey Invitations and Market Research – He said:

Facebook rewards ads that keep it on the site. Direct the survey takers to a fan page with a special tab for your survey. It will cost you about half as much for running the same Facebook ad and not directing to an outside URL.

He actually brings up a very good point – one from a financial and economic standpoint – Facebook has different rates for ads that go to Facebook pages, than ones that go outside the network – Its obvious from their standpoint – the end-user is still in FB and FB has the potential to monetize the user further (after they’ve given you the click – and billed you for it.)

Another consideration is the user experience. If the users feel, the user experience is uniform they are more likely to continue and take part in the survey.

This brings up the question – How do I set this up? The basics is as follows:


Step 1: Create a Fan Page 
- If you are a business – then you should already have a Fan Page – if not, this is a good time to create one!

Step 2:

Create a new page or edit an existing page:

Step 3(a):

Add a Tab to the Page (OK This is tricky)

Step 3(b):

Find the FBML App:

Step 3 (c) :

Add it to your page:

Step 4: 

Add some content to the newly added Tab: (You can add your survey in an iFrame)

Step 5:

Finally Make your new tab the “Default” tab for your Page.

{Market} Research: Potentials and Possibilities

Data are too often obscured by the assumptions we attempt to prove by their selective use. In my experience, Market Research is commissioned by people who already know what they want to do; they make data conform to their needs instead of learning from the data. Therefore the entire profession gets a bad rap, cited, perhaps contradictorily as trivial, unmoored from reality, and just that much more detritus of a cover-your-ass bureaucracy.

I have a solution: stop calling it Market Research; just call it Research.

When Microsoft Corporation spends $7B per annum on Research, people applaud it for being forward-looking. What if it spent even $700M on Market Research? My guess is that figure would seem to most to be wasteful.

This is not just a semantic trick. Nor is it lame Marketing.

Fundamentally, it’s about our relationship, in the corporation, to knowledge.

We make the mistake of putting walls around knowledge, of constraining it, of making it a slave to commerce/profit/”markets.”
“What is the size of the X,Y,Z market?” we ask. The question constrains the answer.

Answers are products of the ways in which questions are asked.

Ask instead, “what could X,Y,Z mean in the context of the future?”

Ask what data can tell you about potentialities inherent in it.

Liberate the knowledge. Help knowledge and information make you creative, not rigid.

Don’t f*ck up research by claiming it has to be about “markets.”

Social Media Research – Using Facebook for Survey Invitations and Market Research

Today, Sanja Licina, Senior Director – Talent Intelligence for CareerBuilder and I gave a presentation to the the American Marketing Association – as part of the virtual conference- talking about the future of Market Research and beyond. The slides are embedded below (at the bottom of this post.)

One point got a lot of questions was using Facebook to recruit participants in a survey. Essentially turning Facebook into a giant panel – and asking Facebook users to come and participate in a survey. If you think through this a little more, Facebook offers a self-service model for displaying ads – and ads can be invitations to come to take a survey (not just playing farmville!)

Facebook also allows you to target your audience very specifically – based on traditional demographic models (age, gender, sex etc.)

So here is a step by step instructions on how to recruit users to come to a survey from facebook:

Step 1: Login to Facebook and Click on “Create an Ad”

Step 2: Change the destination to “I want to advertise a web page”

Step 3: On the URL – enter the URL to your survey

Step 4: Choose targetin

Step 5: Define a budget – and Let it rip!

We’ve used this model successfully on a few campaigns!

Technorati Tags:

New Column – Innovation in Market Research and Customer Intelligence

We are launching a new column and segment profiling companies and services that are innovating and changing Market Research – ResearchBase. We are specifically looking and targeting companies and services that have the power to rethink and reinvent market research.

We’ll be listing all these services under the tag researchbase :

Research Access – IPad Contest – Winner

Chuck Robertson from Aurora, CO is the lucky winner for the iPad giveaway for the ResearchAccess launch! Congrats! We’ve asked him to post a pic on the ResearchAccess FB Wall as soon as he gets the iPad!

Here are some interesting stats for the nerds and marketers:

  • iPad cost : $599
  • Facebook Likes ~ 700. Not sure how _many_ we can attribute to the specific giveaway.
  • It’ll be interesting to see if the like’s continue (since you can actually “unlike”) a site.
  • Facebook Ad’s would have cost us $.57 a click.

Overall – we are thinking of doing these random contests about once a quarter. There you go – you now know our marketing budget!

Following the Money?

That many technology journalists (and practitioners) are staunchly pro-business is a truism; a cursory tour through their writings and musings tells the story loudly. While interesting and perhaps predictably true, it’s also incredibly unfortunate given that journalists’ life-blood should be skepticism- a quantity that does not arise from fealty to the concept of big-business.

In fact, there is a recent tendency to imagine that business has been somehow ablated during re-entry into the populist atmosphere of democracy after being dragged down from its rightful cosmic heights. Case in point is an article written by Rob Preston of Information Week (available here: http://www.informationweek.com/news/global-cio/interviews/showArticle.jhtml?articleID=224701865) in which starting with a defense of Apple Corporation’s predatory behavior, concludes that there is a “disturbing, anti-business trend in this country.” Along the way, he trots about tired shibboleths about the power of capitalism and then indulges in (bad) lay economics when he correlates employment with “growth.” Neatly wrapping up his screed, Preston discusses “the innovation mandate” which somehow he finds consistent with big business being big business.

Preston is not alone nor does he deserve special targeting. He is but one of many, an example of a cadre that might question certain of its paymasters’ attributes, but not their essences. Where journalists like Preston excel is in initiating and participating in debates on “downstream” topics like the value of a particular technology versus another or of one operating system versus a competitor. They are also good at locating intelligent uses of technology. Where they fail as journalists, however, is in their lack of desire to question the very substance of the system they prop up, to interrogate the “axioms” they inherit as received wisdom from the pundits of business who reward them with paychecks far larger and lifestyles far more lavish than those of their brethren in most other “lines” of journalism.

Where is the Fourth Estate? Has it been annexed by the Prime Estate (Business?) Technology journalism needs an A.J. Liebling or an Ida Tarbell. Where are they?

Projection Plus Politics Equals Promotion

Are you putting a lot of energy into work but NOT getting promoted quickly enough?

Do you spend time getting shit done and NOT playing politics?

Do you prioritize work-product over telling others about your work?

More steak, less sizzle?

Yeah, well, read on.

If you consider these things virtues, then your thinking is off. They are sins. They are absolute sins in Marketing.

For one simple reason: Marketing is ABOUT projection. In fact it is projection.

Like UFOs to lunatics, “good” marketing that never moves anyone only exists in the minds of the very marketers who only “get shit done” and don’t evangelize constantly (which frankly IS playing politics.)

So if you are getting stalled when awards are dispensed and think you are underappreciated, there is a way out. The first step, however, is to avoid invoking the tired old shibboleths to which you are clinging so dearly.

Lighting Marketing’s Lamp

We need to supply oil to the Marketer’s lamp unless we wish to see it extinguished forever.

In Plutarch, one reads of the great statesman Pericles running to the bedside of his friend, mentor, and counselor Anaxagoras. Withering from neglect and privation, the great philosopher bore faint resemblance to his former self. Upon Pericles begging him to regain himself, Anaxagoras famously replied “Pericles, even those who have use for lamps keep them supplied with oil.”

There is such a thing as “too little too late.”

The Greeks were a gifted people. When, however, big-thinking gave way to a martial culture and indolence bread of wealth, the empire declined.

When ideas give way to conquest, the seeds of decline are sowed. Opining about this after the fact is a fool’s errand.

When, in the organization, ideas and creativity give way to short-term business myopia, the same happens to the corporation.

What does this mean for Marketers? For Market Researchers? For creative people in the organization?

Do you need your lamp filled with oil?