Tag: Facebook redesign

  • Change is here, hard cash?

    The question I posed on the Digital Marketing India group in LinkedIn, on whether advertisers would consider Facebook a better place to spend than Twitter, post the FB redesign, yielded a good discussion. Inevitably, the discussion entered the territory of whether the redesign would alter the status of the differentiated audience that each provides, and therefore the monetisation opportunities that both could develop.

    My post last week dealt more with my usage patterns on both services. I think that usage patterns would drive the kind of conversations and the context, and therefore be a major factor in deciding revenue streams. While on Facebook, we start with known friends, and then add layers to the relationship, the opposite happens on Twitter – you discover people with common interests and then the conversations evolve. It makes me wonder what really is the magic of Twitter – real time interactions, the discovery of people, or the ability to have conversations without revealing a lot of one’s profile. While most of the Facebook redesign conversation is happening around real time, and upgraded fan pages, the upgraded privacy settings which allow ‘follow’ without friending could be the feature that  gives FB the most commonality with Twitter.

    Mark Zuck had this to say about real time  – “the pace of updates accelerates. This creates a continuous stream of information that delivers a deeper understanding for everyone participating in it. As this happens, people will no longer come to Facebook to consume a particular piece or type of content, but to consume and participate in the stream itself.” Facebook might be trying to equalise Twitter’s advantages, and as per Erick Schonfeld on TechCrunch. “Facebook doesn’t want Twitter to become the way large companies and public figures connect to fans.”. (via Adage)

    But I have a few concerns on this. Will the crowd be able to handle the deluge of items on their newsfeed, even with the filters being provided? In Twitter, the stream is everyone’s base (it differs based on the people one is following, but there is a public stream too) When conversations happen simultaneously in various ‘crowds’, they are connected by devices such as hashtags and RTs. In Facebook, the individual’s profile/home page is the base, so how does the connection of conversations happen? On the fan page, but there seem to be a few issues there? Groups could help in providing this base for a lot of conversations, but there are no updates as far as groups go. Lastly, as a user of both networks, I wonder if I can have the impromptu conversations that I have on Twitter, on Facebook. The third party clients that have been developed for Twitter have made sure that users have a wide array of options for their interface. Is that a major factor in boosting these conversations. Perhaps. (via Sampad)

    During the discussion, Sanjay pointed out that Facebook provides multiple engagement spots , and with the redesign, it could integrate the large user profile it already has with the real time stream to offer more accurate brands/ads placement. I’d like to add one more data component in this mix- Facebook Connect. According  to TechCrunch, work is already happening on the “Facebook ads + Facebook Connect = Social Ad Network” concept.

    Facebook has, as part of the new design also brought in location and language based targeting capabilities for advertisers. RWW also notes that, thanks to the Facebook Connect integration with Brightkite (a mobile social networking service), there are possibilities of hyperlocal targeting in the near future. The other market that would open up in the future could be based on the language versions. (Facebook is working on five Indian languages, for example) While Facebook has been making changes, basis features from Twitter and Friendfeed, it might also be to their benefit to look at an old adversary – MySpace. Though, at 236 million users, Facebook is rapidly leaving MySpace behind, the latter seems to have pipped Facebook as far as time spent on the site goes. It needs to be seen whether the new design will change that statistic too. Mashable has a post on the challenges and opportunities that the Facebook redesign throws up for brands. A consolidation, like streamlining the search function to aid easy tracking of conversations, might have to be done soon, to enable brands to utilise the service’s redesign better.

    In the discussion at LinkedIn, I had also brought up Stuart’s very interesting post on Twitter emerging as a personal advertising medium, which led me to wonder if large brands would gravitate towards Facebook, since they give a more structured way of interaction and small brands/individuals would use Twitter for promotions/advertising. But as Sanjay pointed out, Twitter would then, still have a revenue problem. 🙂

    Twitter is growing..and fast. Going forward, Twitter would need to watch Facebook carefully and choose a course that uses a different set of parameters for clustering users, and so deliver a differentiated audience, by usage or some other criterion, to create revenue streams. This could mean buying out a few services that complement the simple proposition that Twitter offers or helps measure brands’ activity on the service. Though I had mentioned that the big brands might want to look at Facebook because of the more structured approach,there are several brands already active on twitter. Like I said earlier, different user behaviour and contexts might mean that brands have different uses for Facebook and Twitter. While on the subject, check out Mashable’s cool sociable ads concept, and the debate about paying to be in the list of  suggested accounts to follow. (a list of 100 provided by Twitter to new users to start them off on the service)  It opens up a new line of thought. What if Twitter could find a way to serve real time contextual tweets on blogs, websites etc, perhaps as a (Twitter combination version of Google Search + Sponsored ads- if a brand wishes to be seen in a particular keyword context, for starters) widget. Let me think a bit more on that.

    Meanwhile, what brands should think about, is that in all this real time information overload on various services, they should not lose focus of what they are, and what their objectives are. Like I’ve said earlier, tools cannot replace strategy.

    until next time, some real time comments? 🙂

    PS. Must Read: A great Twitter FAQ list from Jeremiah

  • Its complicated

    ..and a bit long 🙂

    What do you do when you can’t buy a service? If you have the capability, you build it yourself. That seems to be what Facebook is up to, triggering of what would perhaps be only the first of the battles for real time supremacy. When you log in to Facebook, you can see the message right at the top “Changes to the Home Page are coming soon”, and the link gives you a preview of what to expect on Wednesday. Keeping in mind Facebook’s history of design changes, its not going to be a democratic process like the TOS incident. Change will happen, whether we need it or not.

    So, what are these changes? RWW has a good post that captures the main features. The publishing bar is extremely similar to Friendfeed – Facebook’s favourite idea shop (the newsfeed, comments on the newsfeed, the like feature are all from there), and users can now publish photos, links, videos from here without going to the application. The homepage will now have the newsfeed in the centre (with better filtering features basis their relationship with friends, groups and even applications) When I wrote about Twitter saying no to the Facebook deal, I’d asked for a twitter like ‘Follow’ feature in Facebook, and now thats happening. Thanks to the updated privacy settings, you can follow a person’s updates without being his/her friend. The cap of 5000 friends is also going to be removed. Most importantly, the newsfeed is going to be real-time. Fan pages are changing too, and can brands/personalities (or whatever you’re a fan of) will now be normal profiles and can update their status, and if you permit, your newsfeed will be updated too. So yes, Britney will tell you, on your newsfeed, that she’s having a concert wherever!! I wonder if these changes will make a difference to the existing not-so-great engagement statistics between fans and their objects of fandom. Lastly, I read on TechCrunch that apps on Facebook will now be able to use the live chat functionality, giving them the chance to make an app go viral faster.

    So that’s what Facebook’s been upto. Sometime back, I read an article which compared Twitter to Palm. To summarise, Palm, which used to be a consumer darling for a long time, lost out when it refused to overcomplicate its products, while competitors solved the issues that had made them unsatisfactory. Twitter, thankfully hasn’t been idle. It has been working on its integrated search for sometime, and is now rolling it out (on a few profiles) with a search bar and a trends button. Meanwhile, there has been some speculation about Google buying Twitter. Google should definitely be interested considering Twitter’s prowess in real time search. As this Adage article says, its way beyond the contextual search that Google offers.

    In the future, searches won’t only query what’s being said at the moment, but will go out to the Twitter audience in the form of a question, like a faster and less-filtered Yahoo Answers or Wiki Answers. Users would be able to tap the collective knowledge of the 6 million or so members of the Twitterverse.

    (In that context, check out TwitterThoughts, its a work of art!! And if you’re the kind who misses the real time style of Twitter on google search, you will love this greasemonkey script. Amazing!!)

    While Twitter has been growing exponentially – a whopping 752% in 2008, Facebook has too – though at a relatively more normal 86%. I remember reading sometime back that Facebook was about 15 times larger than Twitter, and that if Facebook were to stop growing today, and Twitter were to add users at the best rate its shown so far, it would still take Twitter 36 years to catch up.

    Very subjectively, and from a user’s perspective, Facebook and Twitter are not competitors. My involvement with my Facebook friends is quite different from that with my Twitter friends, and I don’t have a lot of overlap. But I know a lot of users who have a huge overlap. I actually share a lot more stuff on Twitter and get a lot more stuff from there too. But I am only one user and perhaps represent a minority of typical Facebook usage patterns. For example, The Inquisitr had a good story on how tweets got more responses on Facebook than Twitter itself.

    I am always on Twitter thanks to the browser plug in, irrespective of whether i actively take part or not, I login to Facebook a few times every day. I have to wonder if real time on Facebook can change that. In Facebook, profiles/groups/chat are the bases of conversations – quite well defined spaces. In Twitter, the stream is the base, you start from anywhere. There are different clients that can be used to log into Twitter, Facebook (with a couple of exceptions) has to be accessed from its own homepage.

    Also, from a new user point of view, Facebook provides more ways to interact than the one size fits all approach of Twitter’s ‘What are you doing’?  When you log on to FB, you most likely already have friends who’re there, and you find more friends (who you know in real life), therefore the context and common interests already exist.  You have a base from where to start. Twitter perhaps works in reverse, since you have to make friends (common interests and therefore conversations) on Twitter. Maybe all this contributes to why you have to explain Twitter to people, and they still say ‘Yeah, but what do you DO there?’, and people automatically take to Facebook. Even if thats not the case, relatively, ‘learning the ropes’ is easier on Facebook than Twitter. Thats generalisation and debatable too.

    Facebook’s redesign and policy changes have sparked off user outrage in the past, Twitter (except for the whale) is smoother, perhaps it hasn’t deviated from the original approach much – even the new set of changes doesn’t affect the user much, only adds value to his usage. Is it a difference of intent – Facebook being pure social networking, and Twitter being on a meta plane – higher? Or are the differences merely a function of time in the market and user base? Interestingly, in a recent research with 200 social media leaders on which service they were willing to pay for, Facebook came first with 31.2%, Twitter was third with 21.8%, behind LinkedIn. (via TechCrunch)

    Users are one side of the story, the other side is made up of advertisers. In the survey I mentioned above, when the same social media leaders were asked which service they would reccommend businesses to pay for, Twitter topped with 39.6%, Facebook was third at 15.3%, LinkedIn separated the two again. Every week, developers bring out a new tool that augments/complements Twitter usage and helps the service cater better to users, and perhaps brands too. Meanwhile, Facebook is working on a combination of Facebook Connect and Facebook Ads, to create a social ad network. It seems quite possible that just like users, brands also will differ in their usage of the two services. Some might adopt the same practices, some might vary, and use each to complement the other. It could also be that they would cater to different kinds of advertisers altogether, just like my friends list. More on that next week.

    until next time, never the twain shall meet?