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Social Media & the Enterprise, Part 2 Facebook vs. Twitter Choosing Platform & Strategy  For Social Media Engagement Prese...
Twitter & Facebook Both… <ul><li>Offer a way to “microblog” </li></ul><ul><li>Provide ways to network around areas of inte...
Twitter: An Open Global Conversation <ul><li>Twitter “timeline” is open to world unless you protect everything </li></ul><...
Twitter Demographics Source:  Quantcast
Twitter Users Are... <ul><li>Largely mobile (and not afraid to share where they are) </li></ul><ul><li>Diverse education a...
Twitter Limitations <ul><li>No differentiation between people and brands </li></ul><ul><li>Limited in-site rich media </li...
Twitter in Customer Engagement:   ThingMagic <ul><li>RFID company started Twitter campaign to drive more traffic to blog <...
Twitter & Sales: Dell <ul><li>Dell's @DellOutlet Twitter feed posts e-coupons for specific system deals </li></ul><ul><li>...
Facebook:  Mass Social Media <ul><li>Facebook has a much larger membership than Twitter (500 million vs. 190 million) </li...
Facebook Demographics Source:  Quantcast
The Facebook Audience <ul><li>More teens </li></ul><ul><li>Over 40 is the fastest growing demographic </li></ul><ul><li>Ti...
Facebook & Conversations <ul><li>Comment threads invite interaction </li></ul><ul><li>Control over comments – can delete u...
Identity & Facebook <ul><li>Distinguishes between people, brands </li></ul><ul><ul><li>“ Fan Pages” for brands </li></ul><...
Facebook & Brand Marketing <ul><li>More directed marketing opportunities through preference-driven advertising </li></ul><...
Facebook Limitations <ul><li>Some limitations on extracting information on users, compared to Twitter </li></ul><ul><li>Br...
Facebook Branding Approaches <ul><li>Microsites embedded in “Fan Page” </li></ul><ul><li>Apps and games  </li></ul><ul><li...
Customer Relationships  With Facebook: Macy’s <ul><li>Engages customers through Wall, allows customers to post </li></ul><...
Downsides to Facebook  Pages <ul><li>Brand hijacking </li></ul><ul><li>Open conversation means negative comments can be po...
Facebook Locations  <ul><li>Built-in location-based marketing </li></ul><ul><li>Can extend offers to mobile users for “che...
Twitter vs. Facebook: Takeaways <ul><li>Facebook is a media site built around behavior-based advertising and marketing </l...
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Facebook versus twitter

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Facebook versus twitter

  1. 1. Social Media & the Enterprise, Part 2 Facebook vs. Twitter Choosing Platform & Strategy For Social Media Engagement Presented by Sean Gallagher sean@seanmgallagher.com
  2. 2. Twitter & Facebook Both… <ul><li>Offer a way to “microblog” </li></ul><ul><li>Provide ways to network around areas of interest </li></ul><ul><li>Can be used to engage in public conversations and engage customers and business partners </li></ul><ul><li>Can drive traffic to commerce sites, other Websites, and social media </li></ul>
  3. 3. Twitter: An Open Global Conversation <ul><li>Twitter “timeline” is open to world unless you protect everything </li></ul><ul><li>Anyone can “follow” anyone (unless tweets are protected) </li></ul><ul><li>Highly searchable, trackable, instrumented </li></ul><ul><li>Can respond directly to people, engaging a large audience – regardless of whether they “follow” you or not </li></ul><ul><li>“ Retweet” pass-along amplifies message </li></ul>
  4. 4. Twitter Demographics Source: Quantcast
  5. 5. Twitter Users Are... <ul><li>Largely mobile (and not afraid to share where they are) </li></ul><ul><li>Diverse education and income </li></ul><ul><li>Gen-Y and Gen-X </li></ul>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. 6. Twitter Limitations <ul><li>No differentiation between people and brands </li></ul><ul><li>Limited in-site rich media </li></ul><ul><li>Limited information on individuals directly available through profile </li></ul><ul><li>Limited advertising opportunities </li></ul>
  7. 7. Twitter in Customer Engagement: ThingMagic <ul><li>RFID company started Twitter campaign to drive more traffic to blog </li></ul><ul><li>Twitter reached a larger potential audience outside of existing customer base </li></ul><ul><li>Web visits up 37%, 20% increase in blog email subscriptions </li></ul><ul><li>Increased visibility to media, made it easier to pitch stories </li></ul>
  8. 8. Twitter & Sales: Dell <ul><li>Dell's @DellOutlet Twitter feed posts e-coupons for specific system deals </li></ul><ul><li>Made adjustments to “tweets” to improve response </li></ul><ul><li>Tested different discount levels, added deadlines </li></ul><ul><li>Working on a Twitter-specific landing page to better measure response </li></ul><ul><li>Over $1 million in sales attributable to Twitter traffic </li></ul>
  9. 9. Facebook: Mass Social Media <ul><li>Facebook has a much larger membership than Twitter (500 million vs. 190 million) </li></ul><ul><li>Richer media options (embedded video, audio, photo sharing, shared link preview) </li></ul><ul><li>Drives huge volumes of Web traffic, and has higher interest levels </li></ul>
  10. 10. Facebook Demographics Source: Quantcast
  11. 11. The Facebook Audience <ul><li>More teens </li></ul><ul><li>Over 40 is the fastest growing demographic </li></ul><ul><li>Tilted toward higher income </li></ul><ul><li>Half are college-educated, half have kids </li></ul>
  12. 12. Facebook & Conversations <ul><li>Comment threads invite interaction </li></ul><ul><li>Control over comments – can delete unwanted user posts </li></ul><ul><li>“ Liking” a post subscribes to updates in notifications </li></ul>
  13. 13. Identity & Facebook <ul><li>Distinguishes between people, brands </li></ul><ul><ul><li>“ Fan Pages” for brands </li></ul></ul><ul><li>Collects vast amounts of relationship information </li></ul><ul><li>Offers greater granularity in tracking preferences </li></ul><ul><li>Taps into activity on other social networks, aggregates behavior </li></ul><ul><li>While much of this data is “private,” users often give it away for apps, other incentives </li></ul>
  14. 14. Facebook & Brand Marketing <ul><li>More directed marketing opportunities through preference-driven advertising </li></ul><ul><li>Pages around brands offer a way to directly contact “fans” </li></ul><ul><li>Downside: Competitors can see who “likes” you, and target customers and key influencers </li></ul><ul><li>Customers can share your message, reach their networks, if your content is strong </li></ul>
  15. 15. Facebook Limitations <ul><li>Some limitations on extracting information on users, compared to Twitter </li></ul><ul><li>Brands can be hijacked – auto-fan pages and other groups </li></ul><ul><li>Not as easily searched or mined for discussions about brands </li></ul><ul><li>Outreach is more passive, permission-based </li></ul>
  16. 16. Facebook Branding Approaches <ul><li>Microsites embedded in “Fan Page” </li></ul><ul><li>Apps and games </li></ul><ul><li>Customer engagement through links, status updates, and comment </li></ul>
  17. 17. Customer Relationships With Facebook: Macy’s <ul><li>Engages customers through Wall, allows customers to post </li></ul><ul><li>Holiday “Gift Guide” drives users to Macy’s e-commerce site </li></ul><ul><li>Interactive apps collect user info, get them to “like” page, and permit messaging to user home page </li></ul>
  18. 18. Downsides to Facebook Pages <ul><li>Brand hijacking </li></ul><ul><li>Open conversation means negative comments can be posted </li></ul><ul><ul><li>Macy’s fires Santa, comment firestorm </li></ul></ul><ul><li>Unmonitored areas of page with wrong settings can create opportunity for hijack </li></ul><ul><ul><li>Nike page photo section: hijack links, sexual content </li></ul></ul>
  19. 19. Facebook Locations <ul><li>Built-in location-based marketing </li></ul><ul><li>Can extend offers to mobile users for “checking in” </li></ul><ul><li>Locations can be claimed by others, hijacked </li></ul>
  20. 20. Twitter vs. Facebook: Takeaways <ul><li>Facebook is a media site built around behavior-based advertising and marketing </li></ul><ul><li>Facebook can be heavily customized </li></ul><ul><li>Facebook requires vigilance against brandjacking </li></ul><ul><li>Facebook is best suited to mature social media marketing efforts </li></ul><ul><li>Twitter is an open forum, straightforward, with limited rich media and no presence customization </li></ul><ul><li>Twitter advertising opportunities limited to sponsored tweets, “trending” topics, and recommended follows </li></ul><ul><li>Twitter works well for testing social media approaches </li></ul>

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