Today I want to show you how to conduct a simple survey using a chatbot in Facebook Messenger, like this one.
Why a Facebook Messenger survey and not an email survey?
Email surveys are donkeys while Facebook Messenger surveys are magnificent unicorns.
Email surveys — DONKEYS:
✗ Take too long to fill out
✗ Clunky to fill out on mobile
✗ Get trapped in spam filters
✗ Anonymous data
✗ LOW RESPONSE RATES
Facebook Messenger chatbot surveys — UNICORNS:
✓ Quick and easy to fill out
✓ High engagement rates
✓ Saves survey info in customer profiles
✓ Allows for follow-up content
✓ HIGH MARKETING VALUE
Of course Facebook Messenger surveys do the job of collecting market research.
But the best part is that by doing a survey, you’re adding to a customer’s profile — and you can use that data to create audiences and inform future chatbot marketing follow-ups via Messenger.
How to Build a Messenger Chatbot Survey in 3 Steps + Bonus Move
The example chatbot I built here took about 10 minutes to design, build, test and launch.
I’ll walk you through how to build a market research survey collected in Facebook Messenger in 3 steps:
- Build your Facebook Messenger survey using Quick Questions.
- Add a variable to save critical survey response data to your Facebook Messenger contacts.
- Export your survey responses.
Bonus step: Blast follow-up messaging to your new audiences!
Step 1. Build your Facebook Messenger survey using Quick Questions.
In the chatbot builder, create a new group for your survey questions.
Note: You’ll want to check out this guide on how to come up with meaningful survey questions.
I called this one “Quick Survey” and used images, text and Quick Question widgets to build each page of the survey:
Quick Questions are one of the widgets in the wizzywig chatbot builder. When you’re building your chatbot, just:
- Select the Quick Question widget
- Type your question
- Pick your answers (multiple choice or text)
We’ve got a Quick Question video tutorial if you want to see how to add this widget to your chatbot.
Each survey question should be its own page in the group. This lets you link to the next quick question after they’ve answered one question.
When you’re designing your survey, you can choose multiple choice or free-form text responses. If you’re looking to reduce friction and improve response rates, go with multiple choice buttons. Look how easy it is for respondents to pick an option!
Smooth, right? OK, so this next unicorn hack is the key to taking surveys to the next level.
Step 2. Add attributes to save critical survey response data to your Facebook Messenger contacts.
When you collect survey data with Facebook Messenger automation, you get customer info you can use for future outreach.
Save responses with attributes you can use to create audience segments for future messaging:
So for example, if it turns out that most of our audience advertises on Facebook, we can blast Facebook Ad-specific content to these people. See where I’m going with this?
Step 3. Export your survey responses.
Finally, you’ll want to view your survey responses. To get your report:
First, go to the Contacts tab and click “Export” to download your contacts as a .csv.
Then, open the report in Excel to see people’s contact information along with their responses.
Our survey’s collecting values for these variables:
- Referred By
- Facebook Advertiser
- Facebook Messenger Marketing Interests
Which we can see in our contact export:
And that’s how you slice and dice your survey responses!
Bonus Move: Blast new audiences with follow-up content in Facebook Messenger!
The final blow in the battle of unicorn Facebook Messenger chatbot surveys against donkey email surveys is follow-up messaging.
Take the new audience you created from responses, say people who are doing Facebook Ads:
And blast them with tailor-made content they’ll love!
How to Distribute a Facebook Messenger Survey
There are 3 ways to distribute your Messenger survey:
- Link to your survey on Messenger like any online survey URL
- Promote it via Facebook Click-to-Messenger Ads
- Blast it to people
Doing surveys in Facebook Messenger is more than market research. It’s a way to nurture customers, fill out your customer profiles and reach people with more relevant content.
Don’t leave half the power of surveys on the table by using clunky, laborious and spam-filter trapped email surveys.
Thanks for joining us on this epic journey from donkey-email survey land to unicorn-chat-messaging survey land.
Say no to stupid email surveys.
Be a Unicorn in a Sea of Donkeys
Important next steps: