This document provides an overview of inbound vs outbound marketing and the importance of search engine optimization and social media. It includes statistics showing people's increasing online activities, especially on social networks. Marketers are shifting budgets from traditional to inbound tactics like content marketing which generates more leads at lower costs. Having an online presence through blogging and social media results in more traffic from search engines and leads. The document emphasizes that if businesses do not engage customers on social media and search engines, they will miss opportunities.
1. 100SOME
E
A W MARKETING!
STATS!
CHARTS !
& GRAPHS!
WARNING: SAFETY GOGGLES HIGHLY RECOMMENDED!
2. The
ESOME
AW TABLE OF CONTENTS
1 INBOUND VS. OUTBOUND MARKETING………....3
2 SEARCH ENGINE OPTIMIZATION……………….23
3 SOCIAL MEDIA…………………………….41
4 BLOGGING………………………………..63
5 FACEBOOK………………………………..86
6 TWITTER………………………………....105
7 MAKE YOUR MARKETING AWESOME ………..…132
4. “
Audiences everywhere are tough.
They don’t have time to be bored!
or brow beaten by orthodox, !
old-fashioned advertising.!
!
We need to stop interrupting !
what people are interested in !
& be what people are
interested in.”
CRAIG DAVIS
CHIEF CREATIVE OFFICER, WORLDWIDE
J. WALTER THOMPSON (WORLD’S 4TH LARGEST AD AGENCY)
4
6. Your customers are relying more & more on
More than half of all US residents
social.
and more than ¾ of all US adults
are online.
311 Million
ESTIMATED US POPULATION 164 Million
ESTIMATED US ADULT
INTERNET USERS
6
SOURCES: BLOGHER, APRIL 2011, PEW RESEARCH, MAY 2010, US CENSUS BUREAU, MAY 2011
7. One third of US consumers !
spend >3 hours online every day.
180+ MINUTES
35%
60-79 MINUTES
33%
1-59 MINUTES
14%
0 MINUTES
19%
7
SOURCE: THE MEDIA AUDIT, OCTOBER 2010
8. More & more of the things we used
to do offline, we now do online.
94%
87%
78%
75%
72%
66%
61%
59%
32%
SEND/READ USE A PRODUCT GET NEWS
FUN/PASS THE BUY A SOCIAL LOOK FOR RATE A
EMAIL
SEARCH RESEARCH
TIME
PRODUCT
NETWORKING
"HOW-TO" PRODUCT OR
ENGINE
INFO
SERVICE
8
SOURCE: PEW RESEARCH CENTER, MAY 2010
9. # OF US CITIZENS
300,000,000
200,000,000
# OF US CITIZENS
ON THE FTC’S
“DO NOT CALL” LIST
9
SOURCE: FTC, JULY 2010
10. % OF PEOPLE % DECLINE IN TECH % OF DIRECT MAIL
WHO SKIP TV ADS TRADE SHOW SPENDING NEVER OPENED
10
SOURCES: THE GUARDIAN, AUGUST 2010, TSEA.ORG, MARCH 2009, & EPA.GOV, NOVEMBER 2010
12. 61% of marketers will invest more "
in earned media in 2011.
*EARNED MEDIA
61%
PAID DIGITAL MEDIA
58%
* Earned media = favorable publicity
gained through promotional efforts
PAID TRADITIONAL MEDIA
14%
other than advertising.
12
SOURCES: ANSWERLAB & SOCIETY OF DIGITAL AGENCIES, FEBRUARY 2011
13. Only 5% of marketers will invest less !
in earned media in 2011.
*EARNED MEDIA
5%
PAID DIGITAL MEDIA
8%
* Earned media = favorable publicity
gained through promotional efforts
other than advertising.
PAID TRADITIONAL MEDIA
43%
13
SOURCES: ANSWERLAB & SOCIETY OF DIGITAL AGENCIES, FEBRUARY 2011
14. B2B marketers are shifting their budgets !
toward inbound marketing.
“I WILL INCREASE MY INVESTMENT
IN THIS MARKETING TACTIC THIS YEAR.”
69%
60%
60%
INBOUND
49%
OUTBOUND
40%
32%
24%
22%
15%
14
SOURCE: MARKETINGSHERPA, OCTOBER 2010
15. More than half of marketers increased !
their inbound marketing budget in 2011.
54%
35%
11%
INCREASED BUDGET
NO CHANGE
DECREASED BUDGET
15
SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011
16. The average budget spent !
on company blogs !
& social media has nearly !
“THE PORTION OF MY MARKETING
BUDGET ALLOCATED TO SOCIAL MEDIA
& OUR COMPANY BLOG IS...”
doubled in two years.
17%
9%
2009
2011
16
SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011
18. Inbound marketing costs 62% less "
per lead than traditional, outbound marketing.
OUTBOUND:
AVG COST/LEAD: $373
INBOUND:
AVG COST/LEAD: $143
18
SOURCE: HUBSPOT, 2011
19. Inbound marketing tactics !
don’t just generate leads. !
They generate revenue.
“OUR COMPANY HAS ACQUIRED
A CUSTOMER THROUGH THIS CHANNEL.”
57%
57%
48%
42%
COMPANY BLOG
LINKEDIN
FACEBOOK
TWITTER
19
SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011
20. 3 out of 4 inbound marketing
channels cost less than !
any outbound channel.
“THIS LEAD-GEN TACTIC
IS BELOW AVERAGE COST.”
55%
47%
39%
36%
INBOUND
33%
OUTBOUND
27%
19%
BLOGS
SOCIAL MEDIA
SEO
TELEMARKETING
DIRECT MAIL
PPC
TRADE SHOWS
20
SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011
21. Outbound marketing costs more.
“THIS LEAD-GEN TACTIC
47%
IS ABOVE AVERAGE COST.”
29%
27%
INBOUND
OUTBOUND
21%
13%
13%
9%
TRADE SHOWS
PPC
DIRECT MAIL
TELEMARKETING
SEO
SOCIAL MEDIA
BLOGS
21
SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011
24. “ Many Americans begin their
purchasing experience by doing
online research to compare prices,
quality, and the reviews !
of other shoppers. !
!
Even if they end up making their
purchase in a store, they start their
fact-finding and decision-making !
on the internet.”!
!
JIM JANSEN!
SENIOR FELLOW!
PEW RESEARCH CENTER’S INTERNET & AMERICAN LIFE PROJECT!
SEPTEMBER 2010
24
26. More & more of our pre-shopping
research starts on search engines.
“I USED A SEARCH ENGINE TO CONDUCT
PRODUCT OR SERVCE RESEARCH YESTERDAY.’”
21%
15%
13%
9%
Jan-04
FEB 04 Jan-05
FEB 05 Jan-06 Jan-07
SEPT 07 Jan-08 Jan-09 Jan-10
SEPT 10
26
SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, SEPTEMBER 2010
27. Worldwide, we conduct
88,000,000,000 searches !
per month on Google.
PER SECOND 34,000
PER MINUTE 2,000,000
PER HOUR 121,000,000
PER DAY 3,000,000,000
27
SOURCE: SEARCH ENGINE LAND, FEBRUARY 2010
28. 57%
of
Internet
users
search
the web
every
day.
SOURCE: MARKETSHARE.HITSLINK.COM, OCTOBER 2010
28
29. 46%
of daily
searches
are for
info on
products
or
services.
SOURCE: SRI, OCTOBER 2010
29
30. 20%
of monthly
Google
searches !
are
for !
local
businesses.
30
SOURCE: GOOGLE, APRIL 2010
32. 70% of the links search users
click on are organic—not paid.
PAID
25%
“WHICH SEARCH RESULT LINK
DID YOU CLICK ON FIRST?’”
OTHER
*
5%
*INCLUDES NON-
TRADITIONAL ORGANIC
RESULTS, SUCH AS ORGANIC
SHOPPING LINKS, LOCAL
RESULTS, NEWS, ETC. 70%
32
SOURCE: MARKETINGSHERPA, FEBRUARY 2007
33. 60% of all organic clicks !
go to the top three !
organic search results.
27%
20%
13%
10%
9%
SHARE OF CLICKS
7%
5%
4%
3%
3%
1
2
3
4
5
6
7
8
9
10
RANKING ON SEARCH RESULTS PAGE
33
SOURCE: MARKETINGSHERPA, FEBRUARY 2007
34. 75% !
of users never
scroll past the
first page of
search results.
34
SOURCE: MARKETSHARE.HITSLINK.COM, OCTOBER 2010
35. The average click-through rate for paid
search in 2010 (worldwide) was 2%.
YANDEX 1.3%
YAHOO! 1.4%
GOOGLE 2.5%
BING 2.8%
35
SOURCE: COVARIO, JANUARY 2011
37. Companies that blog
have 434% more
indexed pages.
ñ434%
AVG # OF INDEXED PAGES! AVG # OF INDEXED PAGES!
WITHOUT A BLOG WITH A BLOG
37
SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
38. Companies that blog have !
97% more inbound links.
ñ97%
AVG # OF LINKS! AVG # OF LINKS!
WITHOUT A BLOG WITH A BLOG
38
SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
39. Companies with more !
indexed web pages !
get way more leads.
74
ñ236%
MEDIAN MONTHLY LEADS
22
12
7
5
<60
60-120
121-175
176-310
>311
# OF INDEXED PAGES
39
SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
42. “
While social media is not the silver bullet
that some pundits claim it to be, !
it is an extremely important !
& relatively low cost touch point !
that has a direct impact on sales !
& positive word of mouth.!
!
Companies not actively engaging are
missing a huge opportunity !
& are saying something to consumers!
—intentionally or unintentionally!
—about how willing they are !
to engage on consumers’ terms.”
JOSH MENDELSOHN
VICE PRESIDENT
CHADWICK MARTIN BAILEY
42
44. US Internet users spend 3x more
minutes on blogs & social networks
than on email.
VIDEOS/MOVIES
4%
PORTALS
4%
EMAIL
8%
ONLINE GAMES
10%
SOCIAL NETWORKS/
24%
BLOGS
44
SOURCE: THE NIELSEN COMPANY, NOVEMBER 2010
45. Nearly 2/3 of US Internet users
regularly use a social network.
63.7%
60.1%
52.3%
2009
2010
2011
45
SOURCE: EMARKETER, FEBRUARY 2011
46. Regardless of age, !
we’re social networking.
90%
81%
82%
72%
58%
52%
31%
12-17 YO
18-24 YO
25-34 YO
35-44 YO
45-54 YO
55-64 YO
65+
US SOCIAL NETWORK USER PENETRATION BY AGE
46
SOURCE: EMARKETER, FEBRUARY 2011
47. The world is becoming more !
& more social.
4.6
4.4
3.7
2.9
2.7
2.3
1.8
Shopping
Browsing
Gaming
Multimedia
Social
News
Email
AVG HOURS/WEEK SPENT ON THIS ONLINE ACTIVITY, WORLDWIDE
47
SOURCE: TNS, OCTOBER 2010
48. Thanks to the rise in social media, !
web-based email usage is on the decline,
especially among younger generations.
28%
22%
AGE 12-17 AGE 18-24 AGE 25-34 AGE 35-44 AGE 45-54
-1%
AGE 55-64 AGE 65+
-8%
-12%
-18%
(% CHANGE, DECEMBER 2009 – DECEMBER 2010)
-59%
48
SOURCE: COMSCORE, DECEMBER 2010
50. Social media was the leading !
“emerging channel”!
for lead gen in 2010.
SOCIAL MEDIA
74%
VIRTUAL EVENTS
39%
MOBILE
34%
OTHER
10%
50
SOURCE: UNISFAIR, MAY 25, 2010
51. Social media conversations !
actively influence purchases.
ON SOCIAL MEDIA, I AM MOST INFLUENCED BY…”
55%
55%
51%
39%
38%
35%
26%
FRIENDS
PEOPLE LIKE EXPERTS
ONLINE BRANDS
RETAILERS
INFLUENTIAL
YOU
FRIENDS
BLOGGERS
51
SOURCE: EMARKETER, MAY 2010
52. Twitter Drives More Leads for B2C
63% of companies using social media !
say it has increased marketing
effectiveness—among other benefits.
INCREASING EFFECTIVENESS OF MARKETING
63%
INCREASING CUSTOMER SATISFACTION
50%
REDUCING MARKETING COSTS
45%
REDUCING SUPPORT COSTS
35%
REDUCING TIME TO MARKET FOR PRODUCTS/
26%
SERVICES
INCREASING PRODUCT/SERVICE INNOVATION
24%
INCREASING REVENUE
24%
52
SOURCE: MCKINSEY GLOBAL INSTITUTE, DECEMBER 2010
53. FACEBOOK
70%
LINKEDIN
58%
TWITTER
40%
YELP
32%
YOUTUBE
27%
US Local SMBs are
MYSPACE
19%
actively using social
media marketing !
FOURSQUARE
9%
to promote their
GOWALLA
3%
businesses.
53
SOURCE: MERCHANT CIRCLE, FEBRUARY 2011
54. 57% of SMBs say social media !
is beneficial to their business.
VERY
BENEFICIAL
DO NOT USE
33%
27%
SOMEWHAT
NOT VERY BENEFICIAL
BENEFICIAL
10%
30%
54
SOURCE: AD-OLOGY RESEARCH, NOVEMBER 2010
55. More than 1/2 of US SMBs say social
media sites play an important role in
active sales.
“HOW IMPORTANT IS SOCIAL MEDIA
IN SEEKING OUT POTENTIAL
NEW CUSTOMERS/CLIENTS ?”
VERY
IMPORTANT
15%
NOT IMPORTANT
47%
SOMEWHAT
IMPORTANT
38%
55
SOURCE: FORBES INSIGHTS, MAY 2010
56. More than 1/3 of US SMBs say
social media helps them !
get found online.
GENERATE SALES
6%
“SOCIAL MEDIA HELPS ME TO…”
CUT DOWN ON MY MARKETING COSTS
8%
MARKET MY BUSINESS TO CUSTOMERS
12%
INCREASE TRAFFIC TO MY WEBSITE
15%
INCREASE THE EXPOSURE OF MY BUSINESS
39%
56
SOURCE: AMERICAN EXPRESS, SEPTEMBER 2010
57. Social media helps B2B marketers !
improve search results.
“SOCIAL MEDIA IMPROVES MY SEARCH RESULTS VIA…”
DRIVING INBOUND LINKS
48%
INCREASE PAGE RANK
45%
INFLUENCE ORGANIC SEO
40%
INFLUENCE KEYWORD PURCHASES
26%
57
SOURCE: BTOB MAGAZINE, JULY 2010
58. 61% of US marketers use social
media to increase lead-gen.
DIRECTIVE FROM
MANAGEMENT
I DO NOT KNOW WHY WE
3%
HAVE ONE
4%
MY COMPETITORS ARE
DOING IT
5%
“THE MAIN REASON MY COMPANY IS
IMPLEMENTING A SOCIAL MEDIA
STRATEGY IS…
TO INCREASE LEAD
MONITOR THE GENERATION
CONVERSATION ABOUT 61%
MY BRAND
27%
58
SOURCE: R2INTEGRATED, APRIL 2010
59. Twitter Drives More Leads for B2C
LinkedIn drives the most !
referrals to B2B sites.
*# OF LEADS IN JUNE 2010
LINKEDIN
17618
REDDIT
11968
DZONE
8478
TWITTER
6170
FACEBOOK
4465
STUMBLEUPON
2517
SQUIDOO
1720
DELICIOUS
1091
59
SOURCE: LEADFORCE1, JUNE 2010
60. Twitter Drives More Leads for B2C
LinkedIn generates the most !
conversions for B2Bs.
“OUR COMPANY HAS ACQUIRED
61%
A CUSTOMER THROUGH THIS CHANNEL.”
55%
41%
39%
LINKEDIN
COMPANY BLOG
FACEBOOK
TWITTER
60
SOURCE: HUBSPOT, STATE OF INBOUND MARKETING REPORT 2011
61. Twitter Drives More Leads for B2C
Facebook generates the most !
conversions for B2Cs.
“OUR COMPANY HAS ACQUIRED
A CUSTOMER THROUGH THIS CHANNEL.”
67%
63%
53%
39%
FACEBOOK
COMPANY BLOG
TWITTER
LINKEDIN
61
SOURCE: HUBSPOT, STATE OF INBOUND MARKETING REPORT 2011
64. “ The bottom line is that
blogging is like sex. !
You can’t fake it. You can’t fake
passion. You can’t fake wanting !
to engage with the public. !
If you do, it will ultimately be an
unsatisfying experience for both !
the blogger and their readers.”
KEVIN ANDERSON
FREELANCE JOURNALIST & FORMER BLOGS EDITOR FOR THE GUARDIAN
64
67. The global population of blog
readers keeps growing.
65%
61%
55%
2008
2009
2010
% OF DAILY INTERNET USERS WHO READ BLOGS
67
SOURCE: UM, OCTOBER 2010
68. There are 31% more
bloggers today than there were !
three years ago.
28.1
26.2
24.0
22.9
2008
2009
2010
2011
INTERNET USERS WHO UPDATE A BLOG AT LEAST MONTHLY (MILLIONS)
68
SOURCE: EMARKETER, AUGUST 2010
69. Most people read blogs
more than once/day.
46%
32%
18%
3%
3%
LESS THAN ONCE ONCE A MONTH
ONCE A WEEK
ONCE A DAY
MORE THAN ONCE
A MONTH
A DAY
69
SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
70. Most people read 5-10 blogs.
38%
29%
22%
5%
3%
LESS THAN 5
5 TO 10
10 TO 50
50 TO 100
MORE THAN 100
NUMBER OF BLOGS
70
SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
71. Nearly 40%!
of US companies !
use blogs for marketing purposes.
39%
“MY COMPANY USES A BLOG 34%
FOR MARKETING PURPOSES.”
29%
25%
16%
2007
2008
2009
2010
2011
71
SOURCE: EMARKETER, AUGUST 2010
72. 2/3 of marketers say their company blog !
is “critical” or “important” to their business.
NOT USEFUL
SOMEWHAT
5%
CRITICAL
USEFUL
27%
10%
USEFUL
23%
IMPORTANT
35%
72
SOURCE: HUBSPOT, STATE OF INBOUND MARKETING REPORT 2011
74. Blog articles influence purchases.
DECIDE ON A PRODUCT/SERVICE
21%
REFINE CHOICES
19%
GET SUPPORT/ANSWERS
19%
DISCOVER PRODUCTS/SERVICES
17%
ASSURE
14%
“BLOG ARTICLES PLAY A ROLE IN
INSPIRE A PURCHASE
13%
THIS ASPECT OF THE PURCHASE
PROCESS.”
EXECUTE A PURCHASE
7%
74
SOURCE: JUPITER RESEARCH, OCTOBER 2008
75. Companies that blog have !
55% more
website visitors.
2250
ñ55%
1480
# OF MONTHLY VISITORS
DON’T BLOG
BLOG
75
SOURCE: HUBSPOT, 2010
76. B2C companies that blog generate
" 88% more leads
per month than those !
who do not.
15
ñ88%
# OF MEDIAN MONTHLY LEADS
8
DON’T BLOG
BLOG
76
SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
77. B2B companies that blog generate
67% more leads
per month than those !
who do not.
15
ñ67%
9
# OF MEDIAN MONTHLY LEADS
DON’T BLOG
BLOG
77
SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
78. Companies with >51 blog
articles experience a !
77% lift "
23
ñ77%
in median monthly leads.
13
10
10
# OF MEDIAN MONTHLY LEADS
<12
12-23
24-51
>51
# OF BLOG ARTICLES
78
SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
79. Blogging frequency has a !
! direct & significant
impact on lead-gen.
89%
76%
78%
72%
49%
# OF MEDIAN MONTHLY LEADS
33%
< MONTHLY
MONTHLY
WEEKLY
2-3X/WEEK
DAILY
MULTIPLE TIMES/
DAY
FREQUENCY OF BLOG POSTS
79
SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
81. Morning is the most popular !
time to read blogs.
79%
64%
51%
40%
% OF BLOG READERS
MORNING
AFTERNOON
EVENING
NIGHT
81
SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
82. Blog reading peaks
# OF VIEWS
around 10AM.
82
SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
83. Link-sharing among blog
# OF LINKS SHARED readers peaks around 7am.
83
SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
84. Commenting on blogs !
# OF COMMENTS
peaks around 8am.
84
SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
87. “ People share, read !
and generally engage more
with any type of content
when it’s surfaced !
through friends and people
they know and trust.”
MALORIE LUCICH, FACEBOOK SPOKESPERSON
FEBRUARY 2011
87
90. Your customers are relying more & more on
social.
93% of US adult Internet
users are on Facebook.
164 Million
152 Million
US INTERNET USERS US FACEBOOK USERS
90
SOURCE: BLOGHER, APRIL 2011
91. 1 out of every "
8 minutes "
online is spent on Facebook.
f
91
SOURCE: COMSCORE, FEBRUARY 2011
92. Your customers are relying more & more on
social.
average Facebook user spends
The
>11 hours/month
on Facebook.
13500
13500
8450
AVERAGE MINUTES/MONTH
5040
2010
700
FACEBOOKING
EATING
WATCHING TV
OTHER
WORKING
SLEEPING
92
SOURCES: BUREAU OF LABOR STATISTICS, JUNE 2010 & FACEBOOK PRESS ROOM, 2011
93. Your customers are relying more & more on
Facebook is overtaking Google !
social.
and Yahoo in total time spent online.
41.5
40.5
40.5
39.1
44
43.2
38.2
39.9
37.9
36
38.6
38.7
34.6
35.8
32.2
34.3
27.6
MINUTES SPENT (BILLIONS)
26.7
20
16
16.7
15.8
12
13
11.4
9.3
Yahoo! Sites
5.9
6.4
6.4
5.6
Google sites
Facebook
Jul-07
Dec-07
Apr-08
Jul-08
Dec-08
Apr-09
Jul-09
Dec-09
Apr-10
Jul-10
93
SOURCE: COMSCORE, AUGUST 2011
94. Your customers are relying more & more on
Facebook has become !
social.
the top choice !
for social sign-in.
OTHER
8%
WINDOWS LIVE
6%
TWITTER
7%
FACEBOOK
35%
YAHOO
13%
GOOGLE
31%
94
SOURCE: JANRAIN, APRIL 2011
95. Facebook has become the preferred way "
of sharing content, second only to email !
(for now).
84%
EMAIL
88%
44%
FACEBOOK
54%
18%
TELEPHONE
31%
7%
MAIL
Male
10%
Female
5%
PRINT OUT
8%
95
SOURCE: CHADWICK MARTIN BAILEY, SEPTEMBER 2010
96. We’re not just engaging with our friends
on Facebook. We’re engaging with
businesses of all kinds.
17
ARTISTS
92
43
MEDIA
57
Avg # of Comments/post
Avg. # of Likes/post
9
BRANDS
54
NOTE: PAGES ANALYZED HAVE AT LEAST 100K “LIKES”
96
SOURCE: VISIBLI, APRIL 2011
97. “
Many internet activities that once took
place on separate, isolated venues are
now funneled through Facebook.
These include email, instant
messaging, blogging, gaming, !
video-sharing and online shopping. !
!
As long as users feel they can use
Facebook as a gateway for these !
and other functions, the social network
will remain vital to the internet
experience and relevant to marketers.
FACEBOOK USERS: THE JUGGERNAUT ROLLS ON
PAUL VERNA | MARCH 21, 2011 | EMARKETER
97
99. Most US B2B marketers agree!
that Facebook is an effective
marketing tool.
FACEBOOK
51%
LINKEDIN
45%
TWITTER
35%
“THIS SITE IS SOMEWHAT TO
EXTREMELY EFFECTIVE AS A
MARKETING TOOL.”
MYSPACE
25%
99
SOURCE: OUTSELL, DECEMBER 2009
100. More than half of SMBs say !
Facebook is beneficial "
to their business.
DO NOT USE
VERY
32%
BENEFICIAL
30%
SOMEWHAT
NOT VERY BENEFICIAL
BENEFICIAL
25%
13%
100
SOURCE: AD-OLOGY, NOVEMBER 2010
101. More than 1/3 !
of marketers say !
Facebook is “critical” "
or “important” !
to their business.
NOT USEFUL
CRITICAL
12%
18%
SOMEWHAT
USEFUL
21%
IMPORTANT
26%
USEFUL
23%
101
SOURCE: HUBSPOT STATE OF INBOUND MARKETING 2011
102. The number of marketers who say
Facebook is “critical” or “important” !
to their business has !
increased 83% "
in just two years.
44%
ñ83%
24%
2009
2011
102
SOURCE: HUBSPOT STATE OF INBOUND MARKETING 2011
103. Twitter Drives More Leads for B2C
Both B2C & B2B companies !
are acquiring customers "
through Facebook.
“YES, WE HAVE ACQUIRED
A CUSTOMER VIA FACEBOOK.
67%
41%
B2B
B2C
103
SOURCE: HUBSPOT, STATE OF INBOUND MARKETING REPORT 2011
108. Your customers are relying more & more on
social.
Roughly 9% of adult
Americans use Twitter.
152 Million
US FACEBOOK USERS
21 Million
US TWITTER USERS
108
SOURCE: EMARKETER, APRIL 2011
109. The average Twitter user has 27
followers.
109
SOURCE: RJMETRICS, JANUARY 2010
110. 25%
of Twitter accounts !
have no followers.
FOLLOW
ME?
110
SOURCE: RJ METRICS, JANUARY 2010
111. 40%
of Twitter accounts !
have never !
sent a single !
tweet.
111
SOURCE: RJ METRICS, JANUARY 2010
112. Only 18% of Twitter users !
tweet >once/day.
SEVERAL TIMES/DAY
18%
AT LEAST ONCE/DAY
15%
AT LEAST ONCE/WEEK
30%
AT LEAST ONCE/MONTH
22%
LESS THAN ONCE/MONTH
15%
112
SOURCE: RJMETRICS, JANUARY 2010
114. The majority of US Twitter
users are 18-29 years old.
AGE 18-29
14%
AGE 30-45
10%
AGE 46-64
6%
AGE 65+
1%
114
SOURCE: PEW RESEARCH CENTER, JANUARY 2010
115. 1/3 of monthly Twitter users !
are 25-34 years old.
33%
19%
18%
11%
12%
7%
AGE 12-17
AGE 18-24
AGE 25-34
AGE 35-44
AGE 45-54
AGE 55+
115
SOURCE: EDISON RESEARCH, 2010
116. US Twitter users are more educated !
than the general population.
33%
MONTHLY TWITTER USERS 18+ 30%
TOTAL POPULATION 18+
23%
23%
19%
17%
16%
13%
12%
8%
ADVANCED DEGREE
SOME GRADUATE 4-YR COLLEGE
1-3 YRS OF COLLEGE
HIGH SCHOOL/LESS
CREDITS
116
SOURCE: EDISON RESEARCH, 2010
117. US Twitter users have !
higher incomes!
than the general population.
23%
MONTHLY TWITTER USERS 18+ 20%
20%
TOTAL POPULATION 18+
17%
15%
14%
13%
11%
10%
8%
>$100K
$75K - $100K
$50K - $75K
$25K-$50K
UNDER $25K
117
SOURCE: EDISON RESEARCH, 2010
118. US Twitter users tend !
to be “early adopters.”
TOTAL POPULATION 12+
MONTHLY TWITTER USERS 12+
AMONG THE 1ST TO BUY/TRY NEW 10%
PRODUCTS
19%
BUY/TRY NEW PRODUCTS BEFORE 12%
OTHERS, NOT FIRST
25%
BUY/TRY NEW PRODUCTS SAME AS 27%
OTHERS
29%
BUY/TRY NEW PRODUCTS AFTER 24%
OTHERS, NOT LAST
16%
USUALLY LAST TO KNOW TO TRY/BUY 25%
NEW PRODUCTS
11%
118
SOURCE: EDISON RESEARCH, 2010
119. For Twitter users, Internet > TV.
73%
“THE MEDIUM THAT IS
MOST ESSENTIAL
TO MY LIFE IS…”
42%
MONTHLY TWITTER USERS 12+
TOTAL POPULATION 12+ 37%
25%
14%
13%
11%
3%
NEWSPAPER
RADIO
TV
INTERNET
119
SOURCE: EDISON RESEARCH, 2010
120. Twitter users spend !
a lot of time online.
4:00
“I SPEND HH:MM PER DAY WITH
3:22
3:25
EACH OF THESE MEDIA.”
2:41
MONTHLY TWITTER USERS 12+
TOTAL POPULATION 12+ 2:05
1:56
0:26
0:28
NEWSPAPER
RADIO
TV
INTERNET
120
SOURCE: EDISON RESEARCH, 2010
122. More than 1/2 "
of active Twitter users !
follow companies, !
brands or products !
on social networks.
FOLLOW
122
SOURCE: EDISON RESEARCH, 2010
123. Twitter plays an active role !
in purchasing decisions.
LEARN ABOUT PRODUCTS/
42%
SERVICES
PROVIDE OPINIONS ABOUT
41%
PRODUCTS/SERVICES
ASK FOR OPINIONS ABOUT
31%
PRODUCTS/SERVICES
LOOK FOR DISCOUNTS/SALES
28%
PURCHASE PRODUCTS/SERVICES
21%
“I USE TWITTER TO...”
SEEK CUSTOMER SUPPORT
19%
123
SOURCE: EDISON RESEARCH, 2010
124. 79% of US Twitter users !
are more likely to recommend
brands they follow.
NOT SURE
NO
6%
15%
YES, FOR
MANY
BRANDS
YES, FOR A
23%
FEW BRANDS
56%
124
SOURCE: EDISON RESEARCH, 2010
125. 67% of US Twitter users are !
more likely to buy brands they follow.
NOT SURE
10%
NO
23%
YES, FOR A
FEW BRANDS
YES, FOR 42%
MANY
BRANDS
25%
125
SOURCE: EDISON RESEARCH, 2010
126. 57% of all companies that use !
social media for business, use Twitter.
DON’T USE
TWITTER
43%
USE TWITTER
57%
126
SOURCE: BUSINESS.COM, SEPTEMBER 2009
127. B2B companies are far more likely !
to use Twitter than B2C companies.
75%
“MY COMPANY TWEETS.”
49%
B2B
B2C
127
SOURCE: BUSINESS.COM, SEPTEMBER 2009
128. More than 1/3 of marketers say !
Twitter is “critical” or “important” !
to their business.
NOT USEFUL
CRITICAL
13%
14%
IMPORTANT
24%
SOMEWHAT USEFUL
24%
USEFUL
25%
128
SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011
129. Companies that use Twitter !
average 2x more leads/month !
than those that do not.
86
USE TWITTER
DON’T USE TWITTER
43
# OF MEDIAN MONTHLY LEADS
31
15
10
5
<11 EMPLOYEES
11-50 EMPLOYEES
>50 EMPLOYEES
129
SOURCE: HUBSPOT STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
130. Twitter Drives More with >100B2C
B2C companies Leads for followers !
have 146% more leads/month "
than those with <100.
35
ñ146%
32
# OF MEDIAN MONTHLY LEADS
14
11
<21
21-100
101-500
>500
# OF FOLLOWERS
130
SOURCE: HUBSPOT STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
132. MAKE YOU R MARKETING
MBEO!)
ESWOH HU SP T
AW ( IT
HubSpot’s all-in-one Inbound Marketing Software
helps 4500 small & medium-sized businesses
generate over 500,000 leads per month.
Try HubSpot FREE for 30 days!!
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132
133. IF YOU THOUGHT THAT THIS WAS AWESOME,
PERHAPS YOU’D LIKE TO BE FRIENDS ONLINE?
blog.hubspot.com/
Twitter.com/hubspot
Facebook.com/hubspot
Linkedin/com/hubspot
Youtube.com/hubspot
flickr.com/photos/hubspot
Slideshare.net/hubspot
133
NO SPROCKETS WERE HARMED IN THE MAKING OF THIS PRESENTATION.