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: social media research
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Vivek,
Thanks for pointing out the steps on how to use facebook to recruit. It certainly does seem easily doable. During the few campaigns that you’ve done this successfully, have you had a need to target a particular kind of respondent (either dempgraphically, or purchase category) and did you have a way to increase your chances of finding that kind of respondent on facebook?
Thanks
-Michael Hollon
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Ireally tried experimenting with FB and MySpace, advertising surveys of varying length. I was told my survey at 25 questions was too long, so I shortened it to 15, 10, then 7 questions. Still the same problem. I might get 250 people to come take the survey, but only 3 would complete. Even though I was giving away a reasonable prize, like $1500 in cash (as a sweepstakes). So I’d kind of given up on FB. Any thoughts? (my surveys tend to be about videogames, something I should think would be of interest).
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.
Hi,
I’m an undergraduate student and am doing research on how companies are using social media to conduct market research. However I need to cite actual company examples.
Can I please know some of your clients who have found that this sort of advertising on facebook have helped their business?
Thank You.
I’ll have to check with our clients on the NDA.
I think you will find our service achieves the same goals at a lower price however we only use a US panel for now.
Cheers,