Subscribers Fans & Followers Exec Summary

SUBSCRIBERS, FANS, & FOLLOWERS MEDIA COVERAGE:

GETTING
TWITTER-
THE TOP FIVE BRANDS ON FACEBOOK, WHERE PEOPLE START WHY COMPANIES
LITERATE,
8/25/10 THEIR ONLINE DAY, ‘CLICK’ ON TWITTER,
6/18/10
6/9/10 8/16/10

WHY USERS’ FIRST ONLINE ACTIVITY EACH MORNING IS IMPORTANT, 6/15/10
EMAIL STILL DRIVING SHOPPING OVER SOCIAL, 7/21/10
ARE TWITTER FOLLOWERS BETTER THAN FACEBOOK FANS?, 9/16/10
FACT OR
FICTION?
HOW TO CREATE A COMPELLING REASON TO GAIN PERMISSION, 9/9/10 MOST
7 WAYS TO MAKE YOUR SOCIAL MEDIA MARKETING WORK HARDER, 9/20/10 CUSTOMERS
SEEK OUT
DEALS,
CONSUMERS “LIKE” FACEBOOK PAGES TO CONVEY BRAND AFFILIATIONS, 8/26/10 DISCOUNTS
AND COUPONS
SOCIAL NETWORKS ARE NOT KILLING OUR SOCIAL LIVES, 10/28/10
ONLINE, 8/4/10

STUDY FINDS MORE THAN ONE THIRD OF
CONSUMERS TURN TO FACEBOOK, TWITTER
TO ENGAGE BRANDS ONLINE, 7/13/10

STUDY FINDS CUSTOMERS
THE 6 NEXT MOST
VALUE EMAIL, FACEBOOK
IMPORTANT SOCIAL
AND TWITTER AS
MEDIA ISSUES, 9/13/10 COFFEE ‘N EMAIL, 6/15/10
COLLABORATORS, NOT
YOUR CONSUMER IS AS YOUR CONSUMER DOES, 9/13/10 COMPETITORS, 9/8/10

DEAR INTERACTIVE MARKETER,
We know social media has revolutionized the way we communicate
with our customers. We’re all in hot pursuit of knowing how to
The SUBSCRIBERS,
effectively deliver the right messages, through the right channels,
at the right time. FANS, & FOLLOWERS
At ExactTarget, we also know that a marketer’s hunch is no 2010 Executive Summary
longer enough to find success on the real-time web. To truly
connect with customers and deliver “right message, right time,
right place,” we must understand what actions consumers are
will help you capitalize
actually taking across these traditional and emerging channels.
That’s why we went straight to the source and asked consumers—not marketers—how they view
on the current interactive
and use each of these unique communication mediums.
marketing landscape—in
The result is our ground-breaking research series, SUBSCRIBERS, FANS, & FOLLOWERS*, which
captures a snapshot of the interactive marketing landscape as it stands right now. Inside this real time, with real results
latest report, we’ll take more than 100 pages of social media and interactive marketing research
conducted from April to July of 2010 and boil it down into digestible insights you must know to for your business.
build integrated, cross-channel campaigns.

And because we understand how short you are on time—and how strategic you need to be
to find success in the era of real-time marketing—we provide tangible tips and tricks you
can apply TODAY to make our research of more than 1,500 online consumers actionable.
By implementing these easy tips and tricks, you’ll immediately reap the benefits of this industry-
leading research, before the ever-evolving interactive landscape presents new data and this
opportunity to act passes you by. *SUBSCRIBERS are U.S. consumers who have provided their email
address to at least one brand. FANS are U.S. consumers with a
Facebook account who have become a FAN (or LIKED) at least one
So enough talk—it’s time for action. The SUBSCRIBERS, FANS, & FOLLOWERS 2010 Executive brand on Facebook. FOLLOWERS are U.S. consumers with a Twitter
Summary will help you capitalize on the current interactive marketing landscape—in real time, account who FOLLOW at least one brand on Twitter.

with real results for your business.

To Your Interactive Successes,

TIM KOPP
Chief Marketing Officer
ExactTarget

© 2010 ExactTarget 3

58% OF CONSUMERS BEGIN THE DAY place
you go on
li n e
st in
WITH EMAIL, 11% WITH FACEBOOK e
fir a

th

ty
pic
is
When your customers wake in the morning, are they reaching

al d
e
Wher

ay?
for their smartphones to check Facebook, updating their Twitter
statuses, or logging onto laptops to check email? Believe it or not,
what an individual does first thing in the morning can tell you a
lot about the types of marketing messages you should be sending
across email, Facebook, and Twitter. By examining U.S. consumers’
digital morning tendencies, you’ll gain a unique glimpse into your

©
Ex
customers’ individual priorities and motivations.

ac
tT
ar
ge
t
43%
3%
My Company's 11% 20%
website/intranet Facebook Search/
3% Portal 58%
Other 5% Email
of all online consumers News Site

surveyed identify themselves as either
FANS or FOLLOWERS.

4 © 2010 ExactTarget

58%
THE TAKEAWAYS:
1
When delivering product information,
deals, and promotions, consider of online consumers
delivering this information via email,
preferably first-thing in the morning. begin the day with email, followed by
2 Individuals who check email first
thing in the morning want different checking a search engine or portal site
types of information compared to those
who check Facebook first. To engage with (20%), and Facebook (11%).
Facebook-first audiences, deliver content
that’s entertaining and fun.

3 Cross-promote your programs
across all channels. Make sure that
FANS and FOLLOWERS know they can People who check People who initially
receive additional deals through email,
and that SUBSCRIBERS know they can email first tend to be check Facebook
participate in activities like contests on
motivated to interact tend to become
Facebook and Twitter.
with brands online for FANS of brands
the sake of obtaining for entertainment
deals, promotions, or new purposes or to
show support—
product information.
not to obtain deals.
Get the full report at They’re more likely
www.exacttarget.com/sff
to seek promotions
through email.


56% OF MILLENNIALS* SUBSCRIBE TO THE TAKEAWAYS:
EMAIL IN SEARCH FOR ONGOING DEALS 1 56% of consumers aged 15-24
are twice as likely to SUBSCRIBE
to email in their search for deals as they
More than 93% of online consumers are SUBSCRIBERS, meaning are to search on Facebook. Don’t allow
demographics to make you complacent.
they’ve provided their email address to at least one company or brand. Offer a blend of messages across both
And 88% of consumers check email daily while 94% use it at least once traditional and emerging channels.

a week. Additionally, more than 50% of consumers make purchases Avoid the trap of promoting
2
exclusive offers that are channel-
as a direct result of email—it drives more specific—these offers initially attract
more FANS and FOLLOWERS, but they
conversions than any other channel. So won’t retain consumers over time.
while email isn’t new, it certainly isn’t dead. To get on your customers’ “favorite”
3
It remains a critical foundation for online list, relevancy is a must. The biggest
difference between valuable and non-
marketing, due to its unique x-factors—the valuable email programs is whether or not
the information relates to the interests of
characteristics that set it apart from any the customer.
other marketing channel.

*Consumers aged 15-24

Get the full report at

81%
of consumers have been motivated to provide a company with an email
address as a result of a promotion. Only 17% of consumers check
Facebook for promotions, and only 3% check Twitter for promotions.


56%
Millennials SUBSCRIBE to
of

email in their search for
ongoing deals compared
to only 28% who search
for deals on Facebook.

Half of consumers (49%) always open emails from
their “favorite” brands, compared to only 16% who
say they never open an email from brands.


NEW CONSUMER PERSONAS HELP MARKETERS
UNDERSTAND ONLINE MOTIVATIONS
Customers no longer pay attention to a marketer’s brand for the same reasons across
all ages, incomes, and genders. And despite marketers’ best efforts to categorize
consumer preferences based on these common demographics, most consumers
approach the internet like they do in all other areas of life—with intrinsic personality
traits and motivations that influence how they’ll interact online. We identified 12
unique online consumer personas by studying their levels of social media consumption and Get the full report at
creation, so marketers like you can get to know your audiences based on personalities.

4% of consumers are SUBSCRIBERS, FANS, and FOLLOWERS*


VERLAP
THE TAKEAWAYS: ERS O 1.3%
1 Don’t fall into the trap of marketing to consumers
LOW FOLLOWERS
ONLY
based on demographics: personalities are <0.1%

OL
better indicators of how customers will engage 4% FANS &

&F
with brands across email, Facebook, and Twitter. SUBSCRIBERS, FOLLOWERS
FANS, & FOLLOWERS

IBERS, FANS,
2 If any of your target audiences are comprised 0.7%
of Megaphones, you’ll reach them best via FANS ONLY
Facebook and Twitter. Keep your Megaphones 32%
happy, or else the entire internet will hear about SUBSCRIBERS
& FANS
your shortcomings.
56%
The cross-over between SUBSCRIBER, FAN, SUBSCRIBERS
3

SCR
and FOLLOWER is more likely than ever before. ONLY
Make sure you effectively coordinate your messages

UB
across these three channels, so you consistently

S
deliver high-quality and channel-appropriate content. ©ExactTarget

*SUBSCRIBERS are U.S. consumers who have given their email
address to at least one brand. FANS are U.S. consumers with a
Facebook account who have become a FAN (or LIKED) at least one
brand on Facebook. FOLLOWERS are U.S. consumers with a Twitter
account who FOLLOW at least one brand on Twitter.

Although only 7% of online consumers identify themselves The majority of online consumers identify themselves as Inner Circle
as Megaphones (who want to connect, educate, and share Consumers (who go online to maintain and deepen friend and family
resources and information with others across the internet), relationships), Cautious Consumers (who tend to be very selective about
they have a disproportionately large influence on brands who they communicate with online), or Info Seekers (who go online to
and the internet as a whole. find and consume information).

TWITTER USERS ARE 3X MORE THE TAKEAWAYS:
LIKELY TO IMPACT BRANDS ONLINE 1 Commit to serving your customers who do use Twitter
on a daily basis, even if this portion of your audience
represents a smaller number than other key constituencies.

Although Twitter’s active user base remains smaller than 2
When consumers choose to FOLLOW a brand,
they want:
other social networking sites like Facebook, approximately
• To obtain new, authentic perspectives on
11.5 million U.S. consumers use Twitter on a daily basis, companies
and 5% choose to FOLLOW at least one brand or company. • To receive insider information about upcoming
products and services
These daily Twitter users are the most passionate and
• To get to know the personalities behind a brand
influential consumers across the entire internet, and what • To receive freebies, samples, and discounts
they say about YOUR brand could have a profound impact • To see how a company responds when its brand is
publically criticized
on your bottom line. What happens on Twitter doesn’t stay
Be sure to keep these consumer expectations in mind when
on Twitter, and that’s why you must understand how to
choosing how to engage with your customers via Twitter.
successfully interact with them via this channel.

20% of consumers indicate that
they’ve started FOLLOWING a brand on Twitter in
order to interact with that company, compared to
13% of SUBSCRIBERS and 13% of FANS who turn to
email and Facebook for brand interaction. www.exacttarget.com/sff


80%
SOCIAL CONTRIBUTION ACTIVITIES (MONTHLY)
76% 75% Daily Twitter Users All Other Consumers
Comment on Photos or Videos

72% 70%
Upload Photos

Post to Forums

Blog

Comment on Blogs
61% 61%
59%
56%

Post Ratings and Reviews

Comment on News
53%

Update Own Site
50% 50% 49%

Upload Articles
48%

Upload Video

Post to Wikis
Upload Audio

Sell Online

Post Coupons
38%

27%
25%
23%
20%
14% 15% 13% 14%
10% 10% 12% 10%
7%

A brand’s Twitter FOLLOWERS are three Twitter’s reach is approximately double its user base—23% of
times more likely than the average online consumers read Tweets at least monthly, and 11% report
consumer to blog at least once per reading others’ Tweets even though they haven’t created a Twitter
month (53% compared to 18%). account of their own.

NEARLY 40% OF CONSUMERS
“LIKE” COMPANIES TO SHOW THE TAKEAWAYS:
In order to combat your customers’ fears
BRAND AFFILIATION TO FRIENDS 1 about a marketer’s role on Facebook, look at
every engagement as an opportunity to build trust.

It’s crucial that marketers understand that the
Facebook reigns as the social networking community of choice 2 act of LIKING of a brand on Facebook doesn’t
serve as an open invitation for marketing messages.
for today’s online consumer. 42% of U.S. online consumers,
Instead, it should be viewed as a simultaneous display
which equals approximately 46 million people, say they use of endorsement and personal expression.

To capitalize on Facebook’s viral potential,
Facebook at least once a day. But traditional marketing 3 make sure you’re giving your FANS something
theories centered on price, product, placement, and worth talking about! The more they talk about your
brand, the more your messages will reach new—and
promotion don’t necessarily work in this unique space. potentially profitable—audiences.

Our research reveals the hidden opportunities—and potential
landmines—that await you, the marketer, on Facebook.

90%
59% of U.S. consumers say they use Facebook in order to maintain
personal relationships, compared to 43% of consumers who say
they’ve “LIKED” a brand. of people trust
70% of consumers who have “FANNED” (i.e. LIKED) a brand on the recommendations of their
Facebook didn’t feel they’d given this company permission to
market to them. Facebook friends.

WHAT HAS MOTIVATED YOU TO “LIKE” A COMPANY,
BRAND, OR ASSOCIATION ON FACEBOOK?
40% To receive discounts and promotions

39% To show my support for the company to others

36% To get a “freebie” (e.g., free samples, coupon)

34% To stay informed about the activities of a company

33% To get updates on future products

30% To get updates on upcoming sales

29% For fun or entertainment

25% To get access to exclusive content

22% Someone recommended it to me

21% To learn more about the company

13% For education about company topics

13% To interact (e.g., share ideas, provide feedback)



CONSUMERS VIEW EMAIL, FACEBOOK,
& TWITTER AS COLLABORATORS— THE TAKEAWAYS:
NOT COMPETITORS
Although only 5% of U.S. online
1
consumers actually FOLLOW at
least one brand, these consumers are the
most influential online group. You must
With headlines like “Facebook COO is
keep them happy in order to get the most
Embracing the End of Email” and “Facebook bang for your marketing buck.
is Going for Some Twitter Sensibility,” it’s
easy to understand why marketers get 2 96% of daily email users SUBSCRIBE
to at least one brand’s email messages,
the impression that email, Facebook, and and it drives more purchases than any other
Twitter are in direct competition with one channel. It should serve as the cornerstone for
another. But with a short attention span and your retention marketing strategies.
an ability to multitask, consumers constantly
A Facebook FAN’S greatest value to
rotate from one online communication tool 3
marketers lies in his or her ability to
to another. If your customers don’t isolate spread messages to friends and contacts.
these channels from one another, why Get the full report at If you empower your Facebook FANS to
should you? spread your brand’s message, you’ll acquire
new audiences and increase ROI.

69% 68%
of daily Facebook users of daily Twitter users FOLLOW Email is the most broadly used
are a FAN of at least at least one brand—making
one brand, but it’s the it the channel most likely to communication channel and is likely to
least effective channel drive increased purchases drive increased purchase intent among
to drive increased after a consumer chooses to
purchase behavior. become a brand’s FOLLOWER. the largest number of consumers.


EMAIL, FACEBOOK, & TWITTER: SIDE-BY-SIDE
+ POOR ++ FAIR +++ GOOD
EMAIL FACEBOOK TWITTER
POTENTIAL REACH +++ ++ +
RETENTION +++ ++ ++
ACQUISITION + +++ +++
CHANNEL HIGHLIGHT Drives Gathering Personal
response place for FANS connection
from the ready to be with influential
masses. mobilized for consumers.
outreach.

KEY TO SUCCESS Targeted, Fuel con- Provide
exclusive versations “insider
content. among FANS access” to
and their fuel content
friends. creation.

MOTIVATIONS TO BECOME SUBSCRIBERS,
FANS, & FOLLOWERS
To receive discounts and promotions 67% 40% 31%
To get a “freebie” 55% 36% 28%
To get updates on future products 45% 33% 38%
To get updates on upcoming sales 50% 30% 30%
To stay informed about the activities of the company 28% 34% 32%
For fun and entertainment 29% 29% 26%
To show support for the company to others 11% 39% 23%
To learn about the company’s products and services 28% 21% 25%
To get access to exclusive content 33% 25% 25%
Someone recommended it to me 17% 22% 14%
For education about company topics 22% 13% 14%
To interact (e.g., provide feedback) 14% 13% 20%


SOCIAL MEDIA INCREASES— THE TAKEAWAYS:
NOT DECREASES—FACE-TO- 1
Be sure to read beyond the headlines and carefully examine
an organization’s methodology before acting on research.

FACE INTERACTIONS 2
Simply increasing a FAN base won’t earn more money for
your organization. Mobilize the FAN base you already have
so they can share your powerful messages.
As the interactive industry evolves at a break-neck
Twitter’s initial success may have hinged on big-name
pace, marketers need to be armed with the truth 3 celebrity participation, but now it’s made room for a new
about how their customers are engaging across type of celebrity—an individual who’s become famous simply as a
email, Facebook, and Twitter in order to successfully result of using Twitter.

communicate with them. And headlines and industry 4 Individuals who are becoming more active on Facebook
buzz can often be misleading. That’s why we examined and Twitter are also interacting with friends in “real” settings
(not virtual) more often.
four common social media myths to deny, debunk, and
deliver the answers you need to build an integrated
marketing strategy built on the truth—not commonly-
held assumptions.

THE MYTH THAT A “FACEBOOK FAN IS WORTH $136.38”
IS PLAUSIBLE: However, the issue of causality is at
stake when further examining the purchase potential
of consumers after becoming a FAN.


THE MYTH THAT “SOCIAL
MEDIA IS MAKING PEOPLE
LESS SOCIAL” IS BUSTED:
Increases in Facebook
and Twitter usage actually
correlate to increases in
social, in-person interactions.

19% THE MYTH THAT “TWITTER’S
27% MORE 33%
MORE 46% MORE SUCCESS HINGES ON
MEETING WITH FRIENDS IN PERSON
MEETING WITH FRIENDS IN PERSON

MORE

CALLING FRIENDS ON THE PHONE
CONTINUED CELEBRITY USAGE”
CALLING FRIENDS ON THE PHONE

IS BUSTED: With more than
370,000 new user sign-ups
63% each day, online consumers
60% SAME
SAME 55% continue to increase their use
SAME of Twitter.
46%
SAME
THE MYTH THAT “EMAIL USE IS
DECLINING” IS BUSTED: How
19%
13% LESS 7% 13% consumers access email is
LESS LESS
LESS changing, but the use of email
continues to increase.
AMONG CONSUMERS AMONG CONSUMERS
INCREASING FACEBOOK USE INCREASING TWITTER USE

Promote Facebook games, applications, and competitions in
1
email and on Twitter.
Feature winners of Facebook competitions in your email
2
newsletter.
Tweet about exclusive content that’s only available to email
3
SUBSCRIBERS.
QUICK-HITTING WAYS Promote exclusive deals on Facebook and Twitter, but make it
TO INTEGRATE EMAIL,
4
only available to email SUBSCRIBERS.

FACEBOOK, AND TWITTER 5
Post links to web versions of your best emails on Facebook
and Twitter.
Our SUBSCRIBERS, FANS, & FOLLOWERS Include LIKE and FOLLOW buttons in email newsletters and
6
research is the first of its kind to capture a promotions.
snapshot of how consumers are engaging Include links to your Twitter and Facebook pages in email
7
across email, Facebook, and Twitter. And newsletters.
one thing is certain: consumers don’t limit Collect email addresses at the point of conversion for
8
their engagements to one or two interactive consumers who link to your site from Facebook and Twitter.
channels. In order to reach your customers in 9
Create an email segment containing Twitter FOLLOWERS and
provide them with additional “insider information” through email.
real time with relevant communications, you
must successfully combine email, Facebook, 10
Include questions posted on Twitter and Facebook in your
emails, and then answer them.
and Twitter into an integrated marketing
strategy. We’ve compiled 12 ways for you 11 Encourage email SUBSCRIBERS to post questions on Facebook
and/or Twitter.
to do just that, so you can achieve effective
customer communications today. 12 Host videos on your Facebook page and include links in your
emails and post links on Twitter.


“FREEBIES ARE A GOOD
“Make it worth my while. Incentives are always a WAY TO CATCH ME. IF
good start, but in the end, anything you do needs I LIKE YOUR PRODUCT,
to benefit me as the consumer and get me hooked I’LL STICK AROUND AND
on your product.” TELL MY FRIENDS.”

“Only make
“MAKE YOUR POINT CLEARLY legitimate, no-gimmick
AND DON’T BURY THINGS IN offers and include “RESPOND
THE FINE PRINT. WHILE YOU’RE an easy way to TO ME QUICKLY
AT IT, GET RID OF ALL THE LEGAL AND TREAT ME WITH
unsubscribe.”
GARBAGE. IF YOU WANT TO SELL RESPECT WHEN I HAVE
ME SOMETHING, DON’T MAKE ME A PROBLEM THAT
DIG AROUND FOR IT.” NEEDS TO BE FIXED.”

“Be honest and forthright.
“Include something Consistently deliver quality products and
extra from time to time. provide the best customer service possible.
Surprise me and show me That will keep me coming back.” “Send me your
questionnaire about
you value my business.” the kinds of things
“Have an email I’m interested in and
that I can sign up for, send me the stuff I
but don’t send emails all tell you I want.”
the time. If a company
“Companies should stand behind their sends me too many, I start
thinking spam, and then I
products, be available for questions, respond just hit delete.”
quickly, give realistic delivery dates, and
charge appropriately for delivery.”
© 2010 ExactTarget
19

With a comprehensive email + Facebook + Twitter strategy, you need to
understand what’s being said about your brand—right now, in real time.
That’s why you need the ExactTarget Interactive Marketing Hub™.
You’ll get a single view of what’s happening across Email, Mobile, Social, and Sites. From planning and
tracking campaigns to engaging in real-time conversations on Twitter and Facebook, the Interactive
Marketing Hub will forever change the way you communicate with your customers.

Learn more at www.exacttarget.com/hub
Real [data]. Real [time]. Real [smart marketing].

www. ExactTarget. com www. CoTweet. com

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

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