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Twitter Users v Facebook Fans

According to the Emarketer web site Twitter is more likely to induce advocacy and future purchases from its users than Facebook. It says: "Marketers looking to push out the most effective messages to opt-in recipients must understand how audiences differ across channels and what causes them to connect with brands. Marketing venues that seem similar may differ strongly if their users have different needs and motivations."

According to the final edition of ExactTarget’s “Subscribers, Fans and Followers” report, the differences between email, Facebook and Twitter also include their influence on customer loyalty. Daily Twitter users who followed a brand were more than twice as likely as daily Facebook users who “liked” a brand to say they were more likely to purchase from the brand after becoming a social media follower. What’s more, Facebook fans were the most likely group to actively disagree with the question. Subscribers to opt-in marketing emails fell in the middle.

Goodwill v Anxiety

I found this post by Seth Godin interesting as it reminded me of some of our thinking from a few years ago on Persuasion Pathways. We talked about the fact that people came to your web site with a certain amount of goodwill based on their relationship with your brand and that is reduced by the amount of anxiety they felt when interacting with your site. When anxiety had reduced the goodwill to nothing they would leave your site and shop somewhere else.

Seth is using some different terminology but essentially this is a similar concept model. He is focusing on the size of the red zone and highlighting the fact that it is a dangerous time in the process and that you need an incentive to get through it, the green dot is the incentive and the size of it is determined by how big your red zone is. Worth a read on his blog.