5 Ways to Use Facebook as an Insights Tool

Posted by Julie Diaz-Asper Monday, October 8, 2012 22:53
Posted in category New Qualitative Research Blog, Qualitative Research Platforms, Social Media-Related Qualitative Research
1 Comment

Facebook is a powerful research tool. Brands can reap immediate benefits by tuning into the ideas and feedback that consumers share on the platform every day via search. Brands with a fan base can also actively ask consumers to weigh-in on their product, service and/or marketing. Learn about 5 ways to start using Facebook for insights.

Facebook is an insights tool that most brands should add to their toolbox. Brands can reap immediate benefits by tuning into the ideas and feedback that consumers share on the platform every day. Brands with a fan base can also actively ask consumers to weigh-in on their product, service and/or marketing. And, fortunately for brands, many consumers love being asked to weigh-in and help crowdsource the next big thing.

Below are some examples of the ways companies are using Facebook to engage and better understand their fans:

#1 Lay’s goes big with the “Do us a Flavor” Chip CrowdSourcing Contest 

USA Today profiled how Lay’s went big with crowdsourcing with the ”Do Us a Flavor” contest, with a 1 million or 1% of net sales prize for the fan that comes up with a new chip flavor. Three of the top recipes will be produced and the final contest winner decided by number of Facebook votes. Facebook even gave them permission to use an ”I’d Eat That” button for the flavor choices. Lay’s has crowdsourced chip flavors in international markets before, resulting in new tastes like Caesar salad flavored chips in Argentina. Lay’s crowdsourcing stands-out for the promotional value and for the high level of participation—1 million users.  That’s a wide net to base your next chip on. I tested the contest app by choosing three flavors and writing a short description. The app whips-up an image of your flavor’s custom bag, making this a lot of fun while also staying away from a survey vibe. Lay’s is supporting the contest with a landing page and star power from Michael Symon and Eva Longria.

#2 Squishable asks fans to pick between two toy versions via Facebook

 

NYTimes recently profiled a few companies who are using social media for research.  One of the companies they looked at was Squishable, who posted two versions of its undeniably cute new chick toy, and asked users to weigh in. More than 6,000 fans voted via a comment.  Not only is this a low-cost way to get consumer product feedback, its also very fast.

#3 Miller Geniuine Draft asks fans to choose their Facebook cover photos

In an ongoing campaign, Miller Genuine Draft Fans are able to choose between two Facebook cover photos. The most clicked photo wins, and the user gets featured on the cover. Easy and effective!

 

#4 Whole Foods posts questions and beautiful images on Facebook to generate fan comments

Whole Food regularly posts questions to engage its fans around the topics of food, entertaining and life in general. The questions are usually accompanied by beautiful images and receive hundreds of likes and comments. The posts are a great tool not only for fan engagement but also offer insights into fan preferences, product uses and overall lifestyle.

#5 Pampers uses fun images and fill-in-the-blanks to get fans talking

 

Pampers’ fill-in-the-blank posts on Facebook contain fun images and provide prompts for fans to share feelings and experiences real-time. The posts give fans an opportunity to engage with one another and the brand at the same time.

 

My top takeaway: Start small, begin to poll and ask your fans to weigh in on subjects related to your brand when you’re looking for needed consumer information and also during the times when you’re looking for the extra oomph for keeping fans engaged. At the worst you’ll get more engaged users. Nothing wrong with that!

Are you using Facebook for insights? Share your experiences in the comments below.

 

PrintFriendlyShare
You can leave a response, or trackback from your own site.
Tags: , , ,

One Response to “5 Ways to Use Facebook as an Insights Tool”

  1. Pingback: 5 Ways to Use Facebook as an Insights Tool | NewQualitative.org « analyticalsolution

Leave a Reply

«
»

We value your privacy . We will not rent or sell your email address.