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Facebook versus twitter
 

Facebook versus twitter

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    Facebook versus twitter Facebook versus twitter Presentation Transcript

    • Social Media & the Enterprise, Part 2 Facebook vs. Twitter Choosing Platform & Strategy For Social Media Engagement Presented by Sean Gallagher sean@seanmgallagher.com
    • 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
    • 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
    • Twitter Demographics Source: Quantcast
    • 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
    • Twitter Limitations
      • No differentiation between people and brands
      • Limited in-site rich media
      • Limited information on individuals directly available through profile
      • Limited advertising opportunities
    • 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
    • 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
    • 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
    • Facebook Demographics Source: Quantcast
    • The Facebook Audience
      • More teens
      • Over 40 is the fastest growing demographic
      • Tilted toward higher income
      • Half are college-educated, half have kids
    • Facebook & Conversations
      • Comment threads invite interaction
      • Control over comments – can delete unwanted user posts
      • “ Liking” a post subscribes to updates in notifications
    • 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
    • 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
    • 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
    • Facebook Branding Approaches
      • Microsites embedded in “Fan Page”
      • Apps and games
      • Customer engagement through links, status updates, and comment
    • 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
    • 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
    • Facebook Locations
      • Built-in location-based marketing
      • Can extend offers to mobile users for “checking in”
      • Locations can be claimed by others, hijacked
    • Twitter vs. Facebook: Takeaways
      • 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
      • 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