The document summarizes a presentation given by Paul Lieverst of NIPO Software at the NewMR Social Media Research Event on October 9, 2012 about engaging Facebook communities in research. Some key points from the presentation include that a bank was able to conduct surveys and collect data from over 26,000 completed surveys by posting to its Facebook page. The results showed that interaction enhances recommendation and that likes alone do not indicate a good community. The presentation also provided learnings that web care and interaction are important to the success of a Facebook community.

1. 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

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

3. Speaker: Paul Lieverst, NIPO Software
NewMR Social Media Research Event, 9 October 2012, Session 2
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4. 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

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

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

7. 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

8. 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

9. 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:

10. 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:

11. 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

12. 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:

13. Speaker: Paul Lieverst, NIPO Software
NewMR Social Media Research Event, 9 October 2012, Session 2
160
par*cipants,
102
qualified
for
the
awards:

14. 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:

15. 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
Facebook
Community
Index
(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:

16. 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:

17. 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:

18. 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:

19. 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

20. 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:

21. 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:

22. 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:

23. 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:

24. 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:

25. 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

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

27. 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