Mattias Swenson

Two differences that makes Twitter a winner and Jaiku a looser

Feature-wise they resemble each other, both services let people communicate with others through an exchange of 140 characters. However, marketing wise they differ a lot!

Here are the two major differences that makes Twitter a winner and Jaiku a looser:

1. Their Marketing Pages

• Twitter explains it’s purpose and the problem it solves - while Jaiku explains it’s functionality.
• Twitter explains that the service helps YOU communicate with the people YOU care about. Jaiku shows you pictures of people you don’t know and conversations you don’t want to jump into.
• Twitter has quotes from somewhat “trusted people” that reassures you that the service is worth trying out - Jaiku..doesn’t.

2.1 How they grow in new areas thanks to Google

• When Googling for a name/alias both services rank high. Here Twitter tries to make their search results interesting enough to click on. This is something very important in order to encourage growth in new areas.
• Twitter does this by explaining their service and Jaiku doesn’t do much of this oppertunity.

2.2 How they Convert Search Traffic into Members

• Once you’ve clicked on a search result - most services goal is to convert that traffic into a new member.
• Here Twitter greets the new visitor and explains that this person is already using Twitter and why he/she should start using Twitter today. While, Jaiku’s marketing is short, impersonal and it doesn’t explain what Jaiku is for.

What we can learn from Twitter

• Make your market page focus on explaining your services purpose and the problem it solves.
• Show a representative picture of the service - without people having to click to see it.
• Make your search results interesting!
• Make your Google landing pages focus on explaining your services purpose and the problem it solves. And if possible, make them super relevant for the people dropping in.