The Social Media Profile - JUL2010 (ExactTarget)

© 2010 ExactTarget2

INTRODUCTIONFrom its 140-character limit to unprecedented access to celebrities, Twitter can do things that other mediums simply can’t. Its unique audience increased nearly 1,400% from February 2008 to 2009, and 5% of U.S. online consumers are Twitter FOLLOWERS, FOLLOWING at least one brand or company. Although Twitter’s active user base remains significantly smaller than other social networking sites like Facebook, approximately 11.5 million U.S. consumers use Twitter on a daily basis. And these daily Twitter users are the most passionate and influential online consumers. They play an undeniable role in the online ecosystem—and specifically—YOUR bottom line.

Inside this report, you’ll learn:

• The five x-factors that make Twitter one-of-a-kind

• Why Twitter users choose to engage with brands via this channel

• How to interact with your customers on Twitter

• The strengths and weaknesses of Twitter—according to your customers

From influence and accessibility to interaction and versatility, Twitter is unlike any other social networking community. And when all five of Twitter’s x-factors combine, the result is an online environment that rivals an exclusive members-only club—while only a small percentage of people are likely to show up on a regular basis, their influence on the larger online culture is undeniable, even enviable. The conversations that take place on Twitter fuel discussions across all areas of the internet—from blogs and forums to product reviews and coupon sites—which influence both Twitter and non-Twitter users alike.

Twitter talks, and it’s Tweeting about your brand. By revealing Twitter’s x-factors, we’ll help you understand this unique communication channel, so you can develop an integrated marketing strategy that will work across all online channels.

Twitter users are the most influential online consumers, and their influence spreads across all areas of the internet.

© 2010 ExactTarget

“The conversations that take place on Twitter fuel discussions across all areas of the internet–from blogs and forums to product reviews and coupon sites–which influence both Twitter and non-Twitter users alike.”

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Twitter’s ability to influence a brand’s reputation—and its bottom line—extends far beyond the Twitter website. Because its flexible API allows third parties to easily build applications on top of its infrastructure, it makes sense that only a fraction of Tweets are read directly on Twitter.com. But in addition to third-party applications such as CoTweet™—that provide a different interface into the Twitter community—this API streams Tweets into other online forums like blogs and corporate sites. And this is just the beginning of Twitter’s power to influence a brand across the entire internet. Twitter has the power to impact your image, reputation, and business (for better or for worse) across all interactive channels.

Here are some reasons why Twitter’s influence is undeniable:

ACTIVE TWITTER USERS WANT TO INFLUENCE OTHERS.

Many Twitter users are drawn to this channel because they see an opportunity to influence others. Overall, only 14% say they want to get as many FOLLOWERS as possible. And this statistic increases to 28% for daily Twitter users. While passive or occasional Twitter users aren’t typically counting their number of FOLLOWERS, daily Twitter consumers are counting, and they’re continually looking for ways to increase their level of influence.

Of those daily Twitter users who do want to accumulate a large Twitter audience, 73% say they’re very selective about who they choose to FOLLOW—more than any other group of consumers. They’re more likely to limit the number of people they choose to follow in order to keep their Twitter stream from becoming cluttered.

This is compared to only 58% of occasional Twitter users who say they’re selective about whom they choose to FOLLOW.

FOLLOWERS REPRESENT THE MOST INFLUENTIAL ONLINE CONSUMERS, AND THEIR TWITTER USE IS ON THE RISE.

When it comes to identifying a group of consumers who are most likely to impact your brand’s online reputation, get to know your Twitter FOLLOWERS. These consumers are three times more likely than the average consumer to publish to a blog at least once per month (53% compared to 18%), and the content might mention your brand. From submitting product reviews and commenting on news stories to participating in discussion forums and maintaining personal websites, FOLLOWERS represent the most influential online consumer. And while many passive Twitter users are decreasing their use of this channel, the highly-influential daily Twitter users (a.k.a. Megaphones—download The Social Profile for more information) continue to increase their use. These consumers blog, comment, write online articles, and post to wikis more often than any other online consumer.

TWITTER’S REACH GOES BEYOND TWITTER.

Believe it or not, Twitter’s reach is approximately double its active user base. In total, 23% of online consumers read Tweets at least monthly. And while 12% of online consumers have created a profile in order to participate on Twitter, another 11% say they read other people’s Tweets even though they haven’t created a Twitter account of their own. Whether Tweets are read directly on Twitter.com, through search results on Google, or on a Tweet stream through a third-party site, the voices of Twitter participants will be heard across all online channels.

INFLUENCE1X-FACTOR

© 2010 ExactTarget 5

“While many passive Twitter users are decreasing their use of this channel, highly-influential online consumers continue to increase their use. These consumers blog, comment, write online articles, and post to wikis more often than any other online consumer.”

A TALE OF TWO TWITTERS

As its rates of user attrition indicate, Twitter as a communication channel is not for everyone. Interestingly, however, the very traits that tend to keep some consumers from Tweeting—like speed, volume, or chaotic nature of Twitter’s information flow—are what make Twitter valuable as a real-time information source.

The real-time data produced by the Twitter ecosystem is simply unparalleled. Thanks to the indexing of Tweets by search engines and syndication through Twitter’s API, Twitter reaches more than two times its user base. And it’s growing. As a result, Twitter doesn’t need to worry about high attrition rates among average consumers, as long as it continues to attract passionate consumers who use this channel to organize and express information for the benefit of all.

In other words, it’s not just FOLLOWERS who are listening to Twitter. Search engines listen as well. And the more this becomes understood in every discipline and interest, the more Twitter will see its ranks fill with the right types of users—influencers who drive the value of the real-time web.

OVER THE PAST SIX MONTHS, ARE YOU USING TWITTER MORE OFTEN, ABOUT THE SAME, OR LESS OFTEN?

MORE SAME LESS

Megaphone

Social Butterfly

Open Book

Info Seeker

18%

Gamer

Business First

Enthusiast

Shopper

News Junkie

Deal seeker

Inner Circle

Cautious

71% 10%

14% 65% 21%

13% 63% 24%

10% 62% 28%

20% 51% 29%

14% 57% 29%

8% 59% 33%

11% 54% 35%

10% 55% 36%

9% 54% 37%

13% 54% 33%

10% 45% 45%


When communicating via Twitter, short and sweet is the only option, since messages cannot exceed 140 characters. And according to Twitter users, this character limit has its advantages. When asked, “What’s the best thing about Twitter,” most consumers agree that it facilitates quick and concise communication. Just as texting is often short and limited, Twitter also forces users—marketers and consumers alike—to immediately get to the point. To summarize in 140 characters or less, brevity is the key to mastering Twitter.

Despite the character limits, the content of any given Twitter message is the most important element. Unlike other social media sites, Twitter lacks add-ons, such as games or photos albums, reducing user distraction. So regardless of their primary objective—from catching up on celebrity happenings, reading about event reviews, or looking for their favorite brand’s product information—users easily remain focused. As a result, consumers are less worried about losing unproductive hours on Twitter, as they often are when using popular sites like Facebook.

Consumers celebrate Twitter for its conciseness, and they approach this channel with real-time expectations. They want to know what’s going on, right now. And these expectations provide unique opportunities for marketers. If you’re looking for creative ways to engage your customers on Twitter, try real-time giveaways and contests. Many brands use these methods to engage with their customers, and consumers enjoy the entertaining aspect of these messages, especially if they’re already looking for deals and promotions on Twitter.

BREVITY2X-FACTOR

“The best thing about Twitter is that it’s quicker than email. I can take care of what I need to and immediately be done and logged off.” –Kevin, 33, St. Louis, MO


“Anything that’s fast-paced makes sense on Twitter.” –Hannah, 27, New Orleans, LA

“Twitter is perfect when you want short and sweet.” –Nathan, 19, Birmingham, AL


The Twitter community allows unprecedented access to people’s everyday lives, from celebrities and politicians to news anchors and professional athletes. And unlike ever before, people can communicate with these fellow Twitter users, across all socioeconomic, geographic, and social boundaries. The open connections made possible by this channel allow any member of the Twitter community to communicate with any other user—regardless of who they might be.

ACCESS TO CELEBRITIES

Celebrities have always been in the Twitter spotlight, drawing thousands of FOLLOWERS. From the highly-publicized “race to 1,000,000 FOLLOWERS” between Ashton Kutcher and CNN to LeBron James’ accrual of more than 150,000 FOLLOWERS within the first seven hours of his presence on Twitter, consumers are interested in connecting with their favorite celebrities via this medium.

But these consumers aren’t FOLLOWING celebrities simply to show support. They want to interact and get to know the real personalities behind the celebrity. For example, FOLLOWERS of NBA superstar Shaquille O’Neal (@THE_REAL_SHAQ) know that if they ask him a question on Twitter, there’s a good chance he’ll respond directly. Similarly, comedian Daniel Tosh (@danieltosh), host of Comedy Central’s Tosh.0, responds directly to hundreds of FOLLOWERS during broadcasts. There’s no other forum—online or offline—where ordinary citizens have access to the world’s most famous celebrities. Where else can you access a celebrity as famous as Shaq, without waiting in line for hours or encountering bodyguards and publicists?

ACCESS TO BREAKING NEWS AND CURRENT EVENTS

From the ‘Miracle on the Hudson’ and the 2009 Iran elections to the 2010 World Cup and the final episode of Lost, Twitter has provided front-row access to breaking news, current events, and pop culture. As users Tweet about what’s happening in the world, others respond—regardless of their location. And the ability for consumers to participate with others in a real-time forum about these events has turned once-skeptic Twitter users into active, daily users.

ACCESS TO CORPORATE REPRESENTATIVES

We asked study participants whether they would rather FOLLOW their favorite brands through a branded corporate account or via an individual representing the brand. Overwhelmingly, consumers prefer branded accounts over individual employee accounts. Why? Consumers simply believe that branded accounts are more reliable sources of information since the individuals behind them are acting in their professional roles on behalf of the company. However, consumers still appreciate knowing who’s behind the branded account. For example, @ford identifies the people who write its corporate Tweets by using a contributor tag, such as “^SM” for Scott Monty, the head of social media at Ford Motor Company.

The only clear exception to this rule is when the individual account belongs to a high-ranking executive or notable personality within the company. Because consumers feel that these individuals can easily implement change, they appreciate the opportunity to interact with them directly.

ACCESSIBILITY3 X-FACTOR


“There’s no other forum—online or offline—where ordinary citizens have access to the world’s most famous celebrities.”

10 © 2010 ExactTarget

In many ways, interaction goes hand-in-hand with accessibility. But unless you’re a celebrity, most Twitter users view one another as equals—including brands. And consumers interpret a brand’s presence on Twitter as that company’s commitment to interact with them. As a result, they expect brands to be available for real-time communications and timely responses.

WHY CONSUMERS SEEK BRAND INTERACTIONS ON TWITTER

20% of consumers indicate that they’ve started FOLLOWING a brand in order to interact with that company. And while this percentage is low in relation to other motivations cited for FOLLOWING brands on Twitter (see page 13), it’s important to consider that all nine of the more common motivations we identified involve consumers seeking information from a company. Nevertheless, consumers are much more likely to FOLLOW brands on Twitter in order to interact than they are to become email SUBSCRIBERS or Facebook FANS.

Young consumers are more likely to FOLLOW a brand on Twitter so they can offer feedback and suggestions. Additionally, while the ability to interact with brands has motivated 29% of men to FOLLOW a company, only 13% of women have chosen to FOLLOW a brand for this reason. And the ability to interact with brands is particularly important for consumers whose primary motivation for online interactions is game-related. These ‘Gamers’ (see The Social Profile, SUBSCRIBERS, FANS, & FOLLOWERS Report #3) view Twitter as both a source of information for upcoming game releases and a way to connect with others about existing games.

WHAT CONSUMERS WANT WHEN INTERACTING WITH BRANDS ON TWITTER

No two consumers are alike, meaning that each individual Twitter user harbors their own motivations for interacting online with brands. However, common themes for why consumers choose to interact with brands on Twitter emerged throughout the course of our study. Reasons included:

• To obtain new, authentic perspectives on companies and to find out what they really stand for.

• To receive insider information about upcoming products and services. Many consumers who FOLLOW representatives of a brand—and not the brand’s corporate Twitter account—hope that important information might be leaked.

• To get to know the personalities behind a company. For example, if a B2B company is deciding whether or not to purchase from a supplier, Twitter is useful in helping them get a behind-the-scenes look at who runs the company.

• To receive freebies, samples, and discounts, which are sometimes offered to consumers in exchange for their input.

• To see how a company responds when its brand is publically criticized. Both individuals with Twitter accounts and those without often keep tabs on companies to see if they’d want to support that brand.

INTERACTION 4 X-FACTOR


INTERACTION CUSTOMER SERVICE AND TWITTER:

How do you manage your customer service interactions on Twitter?

Contrary to early speculation that social media would emerge as a strong customer support channel, most consumers who participated in our focus groups preferred to keep customer service issues out of the public domain—considering it tacky, rude, and selfish when these issues are publically aired. Less than 1% of Twitter users say they would first contact a brand about its product or service problems via Twitter, and only 5% would use Twitter as a secondary means of communication when reporting an issue.

Instead, consumers view Twitter as an escalation point when other means of customer service communication are not working. As one research participant shared, “If I don’t get the support I need through phone or email, I use Facebook and Twitter to voice my complaint, since a ton of people will see it. The company can’t ignore me then!” As this comment reveals, by the time customer service issues make it to social media, it’s often an indication of prior failures.

So how should marketers balance Twitter communications with customer service issues? While the vast majority of consumers don’t initially turn to Twitter for customer support, some do! And their impact on your brand’s reputation can be powerful, especially if initial attempts to resolve their customer service issues have been unsatisfactory. Thinking of Twitter as a second or third tier of customer support will help you meet their needs.

Ensure Twitter customer service representatives have full corporate support. To be successful, these representatives need to

be empowered to rectify issues quickly. This is especially important because other consumers are watching and forming opinions about your brand based on how you respond to customer service issues.

Partner Twitter customer service with traditional customer support. Because not all consumers want to resolve their

customer service issues in the same way, you need solid strategies for both Twitter and traditional customer support. Poor frontline customer service has the potential to create public relations crises for your brand on Twitter, so make sure that representatives understand the increasing significance of ‘first-call resolution’—even if it’s at the expense of increased call length. Additionally, make sure you have a strategy for how to quickly resolve customer service issues once they reach your main Twitter stream.

Focus on diagnosing the root cause of customer dissatisfaction. Always try to determine if early attempts to resolve an issue failed when

consumers express their dissatisfaction with your brand online. Diagnosing the root cause can protect your brand’s online reputation and when handled well, can strengthen ties with traditional customer support teams.

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When trying to identify why consumers choose to engage with brands on Twitter, we asked study participants to tell us which brands they felt did the best job of communicating via this channel. And unlike similar questions posed for email and Facebook, no clear patterns emerged. Additionally, when asked why they choose to FOLLOW particular brands, 31% of consumers say they want to stay informed about a company’s activities, and 30% of consumers say they FOLLOW brands to receive updates on future products. But when you compare these statistics to other channels, Facebook is actually preferred by more consumers when it comes to staying informed about a brand’s activities (34%), and more people use email to receive updates about future products (44%).

So what’s the real reason consumers turn to Twitter when it comes to engaging with brands?

In short, consumers turn to Twitter for interaction, whereas only 13% of SUBSCRIBERS and 13% of FANS turn to email and Facebook to interact with brands. But that doesn’t mean that interaction is the key to successfully communicating on Twitter. It simply means that there’s no universal reason why consumers choose to engage with marketers like you on Twitter. As a result, Twitter usage is versatile and ever-changing, depending on your target audience and their personal motivations.

Some studies have attempted to rank the most influential brands on Twitter, but because consumers’ motivations are so diverse, there’s truly no “right way” for brands to engage with their customers on Twitter. And while this versatility in how consumers use Twitter can add additional challenges for YOU, the marketer, it also provides opportunities for creativity. One thing is abundantly clear: consumers are looking for deeper insight into the personality of your brand, and they believe Twitter is the perfect place to get to know you.

HERE’S A TIP: When developing your Twitter marketing strategy, it’s helpful to review case studies, so you can use other companies’ successes as a guide. And remember—Twitter allows you the creative flexibility to truly embrace your brand’s personality, more than any other communication channel. Your customers want—and expect—to get to know you beyond the corporate messaging, and they’ll be looking for your personality to shine on Twitter. Additionally, it’s also helpful to reveal the people behind your brand’s personality, allowing company employees to transparently represent the brand with a personal identification.

VERSATILITY5 X-FACTOR

One thing is abundantly clear: consumers are looking for deeper insight into the personality of your brand, and they believe Twitter is the perfect place to get to know you.


“Twitter is what you make of it. If you FOLLOW interesting people, it’s interesting. If you don’t, it’s boring.” –Daniel, 25, Tacoma, WA

WHAT HAS MOTIVATED YOU TO FOLLOW A COMPANY, BRAND, OR ASSOCIATION ON TWITTER?

To get updates on future productsTo stay informed about the activities of a company

To receive discounts and promotionsTo get updates on upcoming sales

To get a "freebie" (e.g., free samples, coupon)For fun or entertainment

To get access to exclusive contentTo learn more about the company

To show my support for the company to othersTo interact (e.g., share ideas, provide feedback)

For education about company topicsSomeone recommended it to me

So the company could send me a direct message

38%32%31%30%

28%26%25%25%

23%20%14%14%

10%


TWITTER’S ROLE IN THE MARKETING ECOSYSTEMIt’s true that Twitter is not for everyone. In our study, we found that consumers’ opinions about Twitter are extremely polarized. Some consumers hate it. Even more don’t understand it. And in many ways, the rapid growth of Twitter in 2009 can be misleading. For example, many average consumers were drawn to join Twitter as a result of massive media coverage, only to quickly become overwhelmed by the chaos of world-wide, real-time communication. These consumers didn’t understand the appeal of adding yet another social network to their list of social media activities. For them, Facebook and MySpace seemed adequate.

But that doesn’t diminish Twitter’s importance in today’s online marketing landscape. In fact, the individuals who do use Twitter are the most influential online consumers that exist—a key audience for most modern marketers. And it’s important to note that Twitter users don’t isolate their activities to Twitter. These daily Twitter users are voracious online consumers and contributors:

• 72% publish blog posts at least once a month

• 70% comment on others’ blog posts

• 61% write at least one product review a month

• 61% comment on news sites

• 56% write articles for third-party sites

• 53% post videos online

• 50% make contributions to wiki sites

• 48% share deals found through coupon forums

The collaboration and sharing that happens on Twitter affects all other areas of the internet, providing fodder for blog posts, product reviews, and living room conversations alike. And even your consumers who aren’t active on Twitter are likely to be influenced by the conversations happening there. To put it simply, what happens on Twitter doesn’t stay on Twitter.

The key to successfully integrating Twitter into your overall marketing strategy? Don’t approach this channel as a way to maintain direct relationships with the majority of your customers. Instead, commit to serving your customers who do use Twitter on a daily basis. They control and influence the content that others are reading about your brand—which can directly impact your bottom line. And if you use Twitter appropriately with this important audience, you can add depth and character to your customer relationships.

ONE MORE THING

“The collaboration and sharing that happens on Twitter affects all other areas of the internet, providing fodder for blog posts, product reviews, and living room conversations alike.”


SOCIAL CONTRIBUTION ACTIVITIES (MONTHLY) Daily Twitter Users All Other Consumers

Blog

Comment on Photos or Videos

80%76% 75%

72% 70%

61% 61%59%

56%53%

50% 50% 49% 48%

38%

27% 25%

14%

23%20%

15% 13%10% 10% 12%

7%

14%10%

Upload Photos

Post to Forums

Comment on Blogs

Post Ratings and Reviews

Comment on News

Update Own Site

Upload Articles

Upload Video

Upload Audio

Post to Wikis

Sell Online

Post Coupons


WEAKNESSES

Repetition: Infrequent Twitter users are baffled by the repetitive nature of some Tweets. They often don’t understand why the same

messages are Tweeted continually by certain brands.

Quick Tip: Set up a support account (e.g. @cotweet_support) for customer service interactions, keeping your main brand stream (@cotweet) free from unnecessary clutter.

Confusion and Chaos: The biggest reason why consumers don’t use Twitter? They just don’t understand it. Real-time, frequent messages

can often seem chaotic, making Twitter easier to avoid altogether.

Quick Tip: Find out how your customers really feel about Twitter by simply asking them. When you understand how they prefer to connect with you, you can honor their individual preferences.

Overload: Twitter takes a time commitment. And time is precious. As one participant shared, “What’s the point? I waste enough of

my time on social networks. Why should I add another one to the mix?”

Quick Tip: If your consumers don’t prefer to communicate via Twitter, don’t force them to. This channel is simply not for everyone.

STRENGTHS

Real-Time Communications/Information: Twitter is the fastest

mass communication channel regularly accessed by consumers, and they appreciate the ability to get the information they’re looking for in a quick and timely manner.

Access: Twitter provides consumers with unprecedented access to

anyone else who’s a member of the Twitter community. Want to talk to the CMO of Best Buy? Twitter is the app for that.

Community: Some consumers like the ability to collaborate and learn

while other consumers appreciate the ability to find the best deals available online. Being a part of the Twitter community makes both of these more possible.

ACCORDING TO YOUR CONSUMERS: THE STRENGTHS & WEAKNESSES OF TWITTER

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18 © 2010 ExactTarget

HOW WHOLE FOODS DOES TWITTERCUSTOMER SUCCESS

Whole Foods Market is the world’s largest retailer of natural and organic foods, with stores throughout North America and the United Kingdom. With a commitment to customer service since its founding in 1980, Whole Foods Market understands the importance of engaging in online conversations with its customers. In June 2008, Whole Foods Market hired Winnie Hsia as the organization’s first Social Media Specialist, to improve the way the company interacts with customers through online channels, including Twitter.

When Hsia was hired, Whole Foods Market customers were already engaging in social media. “We knew our customers were already there, and we were ready to join the conversation on Twitter,” Hsia explains. But what began as a modest following of 1,000 followers a month quickly grew to more than 10,000 new followers a day at one point. Hsia soon found it challenging to manage the more than 50+ ongoing customer conversations that were occurring on a daily basis. It became difficult to keep track of questions answered versus those not answered, and that’s when she knew it was time for a new solution.

After exploring a variety of tools to help manage its Twitter conversations, Whole Foods Market chose CoTweet. “Compared to other Twitter management tools, CoTweet™ makes it easiest to manage conversations, and can be quickly rolled out to Whole Foods Market stores, so our local marketers feel empowered to engage their customers and communities in conversation,” says Hsia.

Through features like multiple accounts/users, conversation threading, and messaging archives, CoTweet helps Whole Foods Market streamline work flow and manage social media communications from customers. “Before CoTweet, my TweetDeck was always full, and I had no mechanism for effectively answering our customers’ questions,” says Hsia. “CoTweet restored the sanity of my job. At the end of day, our goal is to answer customer questions and build relationships, and CoTweet gives us the tools we need to manage those conversations.”

Ready to manage YOUR social media conversations? Visit www.cotweet.com to sign-up for a demo of CoTweet’s Enterprise Edition.

19© 2010 ExactTarget

WAIT— THERE’S MORE!In the 5th installment of ExactTarget’s SUBSCRIBERS, FANS, & FOLLOWERS research series, we’ll explore Facebook’s x-factors, revealing the unique characteristics of this communication channel. Most modern consumers love Facebook, but not all agree that marketers should be welcome participants. We’ll examine what motivates consumers to engage with brands on Facebook, what companies communicate well via this channel, and specifically, what consumers appreciate about these special companies. To automatically sign up to receive each report as it’s released, visit www.exacttarget.com/sff/download and select the opt-in button on the download form.

Isn’t it time you joined the conversation?CoTweet™ from ExactTarget has developed the industry’s first comprehensive solution for managing social media marketing on Twitter, making it easy for you to integrate, track, and manage social strategies as part of your larger marketing initiatives. With more than two-thirds of Fortune 100 companies having already established a Twitter presence, top brands like McDonald’s, PepsiCo, Ford, Microsoft, Sprint, and Whole Foods Market rely on CoTweet to efficiently and effectively manage their social media conversations.

Ready to easily connect with your customers on Twitter? Sign up for the free public beta at www.cotweet.com/signup today.

www.ExactTarget.com www.CoTweet.com

This document may not be copied without the prior written consent of ExactTarget. © 2010 ExactTarget.

Twitter talks, and it’s Tweeting about your brand.

The Social Media Profile - JUL2010 (ExactTarget)

Business

Transcript of The Social Media Profile - JUL2010 (ExactTarget)