Connections 2010: Video Recaps (Part 2 – Mythbusting)
While there were several great presentations during ExactTarget’s Connections 2010 Conference, one of my favorite sessions was the Subscribers Fans & Followers: Cross Channel Success With Email, Facebook and Twitter session hosted by Jeff Rohrs (@jkrohrs) and Morgan Stewart (@mostew) on the last day of the conference. You can check out my previous posts about ET’s SFF research here and here. You can also check out the first part of the Connections 2010: Video Recap here.
Mythbusting with Jeff and Morgan:
Throughout the Subscriber, Fans & Followers research, Jeff and Morgan were able to identify some really interesting information. Some of that information was picked up by local and national news outlets, but like with most research, you can make it say whatever you want it to say. Some news outlets ran tiny portions of the research, skewing some of the data. That’s where Myth #1 comes into play.
Myth #1: Email Usage is Dropping:
In the video below, Jeff and Morgan talk about how Nielsen just came out with data saying that email usage has dropped significantly in recent years. In short, the Nielsen study, only includes email accessed via the web – Gmail, Yahoo, Hotmail, etc – but it doesn’t include email accessed via mobile platforms or even Outlook!
Myth #2: Facebook Fans are worth $136.38:
Some recent research said each Fan a brand has on Facebook is worth roughly $136. While that may be hard to prove one way or another, during the SFF research, participants were asked: Are you more likely to purchase from a brand after becoming a Subscriber, Fan or Follower? The results were different than you might think.
Only 17% of Facebook Fans said yes, while 27% of email Subscribers gave the same answer. The real kicker is that a full 37% of Twitter Followers said they’d be more likely to purchase from a brand after following them on Twitter. Obviously, this question only asks about intent and there aren’t any hard dollar figures behind it, but the fact that more than a third of Twitter Followers would be more likely to purchase from your brand after following should encourage you to start using Twitter.
Myth #3: Twitter is Dying:
2009 was a great year for Twitter and it became the fastest growing social media channel ever. At some point, the rate of growth was going to have to slow down a bit. Even though we’ve seen some higher profile users quitting Twitter recently (John Mayer, Demi Lovato), Twitter is far from dying. Jeff and Morgan remind us that Twitter users create six times more content online than non-Twitter users. So, while a few celebrities may come and go, the real influencers on the web still use Twitter heavily.
Did you attend the Connections 2010 Conference? What was the biggest takeaway you got from the conference?