Social Media & the Enterprise, Part 2 Facebook vs. Twitter

1. Social Media & the Enterprise, Part 2Facebook vs. Twitter Choosing Platform & Strategy For Social Media Engagement Presented by Sean Gallagher sean@seanmgallagher.com

2. Twitter & Facebook Both… • Offer a way to “microblog” • Provide ways to network around areas of interest • Can be used to engage in public conversations and engage customers and business partners • Can drive traffic to commerce sites, other Websites, and social media

3. Twitter: An Open Global Conversation • Twitter “timeline” is open to world unless you protect everything • Anyone can “follow” anyone (unless tweets are protected) • Highly searchable, trackable, instrumented • Can respond directly to people, engaging a large audience – regardless of whether they “follow” you or not • “Retweet” pass-along amplifies message

4. Twitter Demographics Source: Quantcast

5. Twitter Users Are... • Largely mobile (and not afraid to share where they are) • Diverse education and income • Gen-Y and Gen-X Twitter and similar services have been most avidly embraced by young adults. Nearly one-in-five (19%) online adults ages 18 to 24 have ever used Twitter and its ilk, as have 20% of online adults ages 25 to 34. Use of these services drops off steadily after age 35 with 10% of 35-to-44 year-olds and 5% of those ages 45 to 54 using Twitter. The decline is even more stark among older internet users; 4% of 55-to-64 year olds and 2% of those age 65 and older use Twitter. ̶ Pew Research Center

6. Twitter Limitations • No differentiation between people and brands • Limited in-site rich media • Limited information on individuals directly available through profile • Limited advertising opportunities

7. Twitter in Customer Engagement:ThingMagic • RFID company started Twitter campaign to drive more traffic to blog • Twitter reached a larger potential audience outside of existing customer base • Web visits up 37%, 20% increase in blog email subscriptions • Increased visibility to media, made it easier to pitch stories

8. Twitter & Sales: Dell • Dell's @DellOutlet Twitter feed posts e-coupons for specific system deals • Made adjustments to “tweets” to improve response • Tested different discount levels, added deadlines • Working on a Twitter-specific landing page to better measure response • Over $1 million in sales attributable to Twitter traffic

9. Facebook: Mass Social Media • Facebook has a much larger membership than Twitter (500 million vs. 190 million) • Richer media options (embedded video, audio, photo sharing, shared link preview) • Drives huge volumes of Web traffic, and has higher interest levels

10. Facebook Demographics Source: Quantcast

11. The Facebook Audience • More teens • Over 40 is the fastest growing demographic • Tilted toward higher income • Half are college-educated, half have kids

12. Facebook & Conversations • Comment threads invite interaction • Control over comments – can delete unwanted user posts • “Liking” a post subscribes to updates in notifications

13. Identity & Facebook • Distinguishes between people, brands • “Fan Pages” for brands • Collects vast amounts of relationship information • Offers greater granularity in tracking preferences • Taps into activity on other social networks, aggregates behavior • While much of this data is “private,” users often give it away for apps, other incentives

14. Facebook & Brand Marketing • More directed marketing opportunities through preference-driven advertising • Pages around brands offer a way to directly contact “fans” • Downside: Competitors can see who “likes” you, and target customers and key influencers • Customers can share your message, reach their networks, if your content is strong

15. Facebook Limitations • Some limitations on extracting information on users, compared to Twitter • Brands can be hijacked – auto-fan pages and other groups • Not as easily searched or mined for discussions about brands • Outreach is more passive, permission-based

16. Facebook Branding Approaches • Microsites embedded in “Fan Page” • Apps and games • Customer engagement through links, status updates, and comment

17. Customer Relationships With Facebook: Macy’s • Engages customers through Wall, allows customers to post • Holiday “Gift Guide” drives users to Macy’s e-commerce site • Interactive apps collect user info, get them to “like” page, and permit messaging to user home page

18. Downsides to Facebook Pages • Brand hijacking • Open conversation means negative comments can be posted • Macy’s fires Santa, comment firestorm • Unmonitored areas of page with wrong settings can create opportunity for hijack • Nike page photo section: hijack links, sexual content

19. Facebook Locations • Built-in location-based marketing • Can extend offers to mobile users for “checking in” • Locations can be claimed by others, hijacked

20. Twitter vs. Facebook: Takeaways • Twitter is an open forum, straightforward, with limited rich media and no presence customization • Twitter advertising opportunities limited to sponsored tweets, “trending” topics, and recommended follows • Twitter works well for testing social media approaches • Facebook is a media site built around behavior-based advertising and marketing • Facebook can be heavily customized • Facebook requires vigilance against brandjacking • Facebook is best suited to mature social media marketing efforts