100SOME  EA W                                           MARKETING!                                                   STATS...
ESThe    OMEAW                     TABLE OF CONTENTS 1   INBOUND VS. OUTBOUND MARKETING………....3 2   SEARCH ENGINE OPTIMIZA...
1"!INBOUND !VS. !OUTBOUND !MARKETING!"
“     Audiences everywhere are tough.     They don’t have time to be bored!     or brow beaten by orthodox, !     old-fash...
FACT:The Internet hasfundamentally changedthe way people find,discover, share, shop,& connect."
Your customers are relying more & more on   More than half of all US residentssocial."     and more than # of all US adult...
One third of US consumers !      spend >3 hours online every day.!     180+ MINUTES"                                      ...
More & more of the things we used       to do offline, we now do online.!       94%"                  87%"                 ...
# OF US CITIZENS                        300,000,000"                                                       200,000,000"   ...
% OF PEOPLE                     % DECLINE IN TECH                     % OF DIRECT MAIL      WHO SKIP TV ADS               ...
FACT:Marketers are shiftingtheir budgets awayfrom “interruption”advertising."
61%                      of marketers will invest more "                               in earned media in 2011."          ...
Only 5% of marketers will invest less !       in earned media in 2011."            *EARNED MEDIA"     5%"         PAID DIG...
B2B marketers are shifting their budgets !      toward inbound marketing. "                                               ...
More than half of marketers increased !      their inbound marketing budget in 2011."                 54%"                ...
The average budget spent !      on company blogs !                                                “THE PORTION OF MY MARKE...
FACT:Inbound marketing is !a lot more cost-effectivethan traditional,outbound marketing."
Inbound marketing costs           62% less "      per lead than traditional, outbound marketing."      OUTBOUND:      AVG ...
Inbound marketing tactics !      don’t just generate leads. !      They generate revenue.!                                ...
$"      3 out of 4 inbound marketing      channels cost less than !      any outbound channel."                           ...
$"      Outbound marketing costs more."                                                                                  “...
THE BOTTOM LINE:Go inbound or go home."
2"SEARCH !ENGINE !OPTIMIZATION"
“     Many Americans begin their      purchasing experience by doing      online research to compare prices,      quality,...
FACT:Google is the newYellow Pages."
More & more of our pre-shopping      research starts on search engines."                                                  ...
Worldwide, we conduct      88,000,000,000 searches !      per month on Google."      "        PER SECOND  34,000        PE...
57% "      of      Internet      users      search      the web      every      day.!                 SOURCE: MARKETSHARE....
46% "      of daily      searches      are for      info on      products      or      services.!                   SOURCE...
20% "        of monthly           Google         searches !               are               for !             local      b...
FACT:Ranking high on searchengines is no longer !optional, it’s critical."
70% of the links search users               click on are organic—not paid."                                   PAID"       ...
60% of all organic clicks !                        go to the top three !                        organic search results."  ...
75% !      of users never      scroll past the      first page of      search results."34"            SOURCE: MARKETSHARE.H...
The average click-through rate for paid      search in 2010 (worldwide) was 2%."      YANDEX                   1.3%"      ...
FACT:The more keyword-richcontent you generate, !the more search engineswill find (and love) you."
Companies that blog      have 434% more      indexed pages. "                                                             ...
Companies that blog have !      97% more inbound links."                                                                  ...
Companies with more !                              indexed web pages !                              get way more leads.!  ...
THE BOTTOM LINE:If Google can’t find you,!neither will anyone else."
3" SOCIAL ! MEDIA"
“      While social media is not the silver bullet      that some pundits claim it to be, !      it is an extremely import...
FACT:Social media isn’t a fad. !It’s a revolution."
US Internet users spend 3x more      minutes on blogs & social networks      than on email."         VIDEOS/MOVIES"       ...
Nearly 2/3 of US Internet users      regularly use a social network."                                                     ...
Regardless of age, !      we’re social networking."                    90%"        81%"                    82%"           ...
The world is becoming more !      & more social."                                                                         ...
Thanks to the rise in social media, !      web-based email usage is on the decline,      especially among younger generati...
FACT:Social media has!real business value."
Social media was the leading !            “emerging channel”!            for lead gen in 2010."        SOCIAL MEDIA"      ...
Social media conversations !      actively influence purchases."                                                           ...
Twitter Drives More Leads for B2C"      63% of companies using social media !      say it has increased marketing      eff...
FACEBOOK"                                                         70%"         LINKEDIN"                                  ...
57% of SMBs say social media !      is beneficial to their business.!                                                      ...
More than 1/2 of US SMBs say social      media sites play an important role in      active sales.!                        ...
More than 1/3 of US SMBs say      social media helps them !      get found online."                            GENERATE SA...
Social media helps B2B marketers !        improve search results."                                                        ...
61% of US marketers use social      media to increase lead-gen.!                     DIRECTIVE FROM                      M...
Twitter Drives More Leads for B2C"             LinkedIn drives the most !             referrals to B2B sites."            ...
Twitter Drives More Leads for B2C"        LinkedIn generates the most !        conversions for B2Bs."                     ...
Twitter Drives More Leads for B2C"      Facebook generates the most !      conversions for B2Cs."                         ...
THE BOTTOM LINE:It’s time to get social."
4" BLOGGING"
“     The bottom line is that      blogging is like sex. !      You can’t fake it. You can’t fake      passion. You can’t ...
FACT:Blogs keep growing!—in volume & value."
There are"152,000,000"      blogs on the Internet."66"                  SOURCE: UM, OCTOBER 2010
The global population of blog      readers keeps growing. !                                                              6...
There are  31% more      bloggers today than there were !      three years ago."                                          ...
Most people read blogs      more than once/day.!                                                                          ...
Most people read 5-10 blogs. "                       38%"                                          29%"         22%"      ...
Nearly 40%!      of US companies !      use blogs for marketing purposes."                                                ...
2/3 of marketers say their company blog !      is “critical” or “important” to their business."                           ...
FACT:Blogging can really !move the needle."
Blog articles influence purchases."      DECIDE ON A PRODUCT/SERVICE"                                 21%"                 ...
Companies that blog have !      55% more      "      "      website visitors."                            !               ...
B2C companies that blog generate "      " 88% more leads      per month than those !      who do not."                    ...
B2B companies that blog generate "      67% more leads      "      "      per month than those !      who do not."        ...
Companies with >51 blog      articles experience a !      77% lift "      "      "                                        ...
Blogging frequency has a !                                  ! direct & significant                                   "     ...
FACT:Bloggers are !“morning people.”"
Morning is the most popular !      time to read blogs."                             79%"                                  ...
Blog reading peaks      # OF VIEWS                   around 10AM."82"                   SOURCE: HUBSPOT, THE SCIENCE OF BL...
Link-sharing among blog      # OF LINKS SHARED   readers peaks around 7am."83"                           SOURCE: HUBSPOT, ...
Commenting on blogs !      # OF COMMENTS                      peaks around 8am."84"                        SOURCE: HUBSPOT...
THE BOTTOM LINE:Blog early & often."
5" FACEBOOK"
“     People share, read !      and generally engage more      with any type of content      when it’s surfaced !      thr...
88"
FACT:Facebook has !a massive !& highly engagedaudience."
Your customers are relying more & more onsocial."     93%     of US adult Internet             users are on Facebook."    ...
1 out of every "      8 minutes "      online is spent on Facebook."              f91"                  SOURCE: COMSCORE, ...
Your customers are relying more & more onsocial." average Facebook user spends "  The      >11 hours/month      "      on ...
Your customers are relying more & more on  Facebook is overtaking Google !social."      and Yahoo in total time spent onli...
Your customers are relying more & more on  Facebook has become !social."      the top choice !      for social sign-in."  ...
Facebook has become the preferred way "      of sharing content, second only to email !      (for now)."                  ...
We’re not just engaging with our friends      on Facebook. We’re engaging with      businesses of all kinds."             ...
“      Many internet activities that once took      place on separate, isolated venues are      now funneled through Faceb...
FACT:Facebook has realbusiness value."
Most US B2B marketers agree!      that Facebook is an effective      marketing tool.!       FACEBOOK"                     ...
More than half of SMBs say !       Facebook is beneficial "       to their business."          DO NOT USE"                 ...
More than 1/3 !       of marketers say !       Facebook is “critical” "       or “important” !       to their business. " ...
The number of marketers who say       Facebook is “critical” or “important” !       to their business has !       increase...
Twitter Drives More Leads for B2C"       Both B2C & B2B companies !       are acquiring customers "       through Facebook...
THE BOTTOM LINE:If you don’t like!Facebook yet, you will."
6" TWITTER"
106"
FACT:Virtually everyone hasheard of Twitter. !Not everyone !is using it (yet)."
Your customers are relying more & more onsocial."             Roughly 9% of adult                             Americans us...
The average Twitter user has            27"followers."109"                   SOURCE: RJMETRICS, JANUARY 2010
25%         of Twitter accounts !         have no followers.         "                                                FOLL...
40%       of Twitter accounts !       have never !       "       sent a single !       tweet.111"            SOURCE: RJ ME...
Only 18% of Twitter users !       tweet >once/day."           SEVERAL TIMES/DAY"                                   18%"   ...
FACT:Twitter users are!young, smart, affluent,& tech-savvy."
The majority of US Twitter       users are 18-29 years old."       AGE 18-29"                                             ...
1/3 of monthly Twitter users !       are 25-34 years old."                                     33%"                       ...
US Twitter users are more educated !       than the general population."                                                  ...
US Twitter users have !       higher incomes!       than the general population."                                         ...
US Twitter users tend !       to be “early adopters.”"                                                                    ...
For Twitter users, Internet > TV."                                                                        73%"      “THE M...
Twitter users spend !       a lot of time online."                                         4:00"                          ...
FACT:Twitter + Business = $$$"
More than 1/2 "       of active Twitter users !       follow companies, !       brands or products !       on social netwo...
Twitter plays an active role !       in purchasing decisions."            LEARN ABOUT PRODUCTS/                           ...
79% of US Twitter users !       are more likely to recommend       brands they follow."                                   ...
67% of US Twitter users are !       more likely to buy brands they follow."                                            NOT...
57% of all companies that use !       social media for business, use Twitter."          DON’T USE           TWITTER"      ...
B2B companies are far more likely !       to use Twitter than B2C companies."                  75%"                       ...
More than 1/3 of marketers say !       Twitter is “critical” or “important” !       to their business."                   ...
Companies that use Twitter !       average 2x more leads/month !       than those that do not."                           ...
Twitter Drives More with >100B2C"  B2C companies     Leads for followers !       have 146% more leads/month "       than t...
THE BOTTOM LINE:Don’t be a twit.!Start tweeting."
MAKE YOU R MARKETING               MBEO!)         ESWOH HU SP T       AW ( IT       HubSpot’s all-in-one Inbound Marketing...
"       "       IF YOU THOUGHT THAT THIS WAS AWESOME,       PERHAPS YOU’D LIKE TO BE FRIENDS ONLINE?       blog.hubspot.co...
THE END.
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HubSpot 100 'awesome' marketing stats, charts & graphs

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Toegegeven, sommige van deze '100 awesome marketing stats' gaan sec over de USA. En diverse statistieken geven de situatie weer van 2011. Toch is deze informatie van DutchmarQ partner HubSpot juist ook in 2012 bijzonder waardevol om de kracht van de juiste content aan te geven. Outbound marketing op basis van betaalde media die de klant onderbreekt en afleidt heeft z'n langste tijd gehad.

Tijd voor inbound marketing. Juist ook in B2B/ business to business.

Doelgroep: professionals met de rol van interim marketing directeur, marketing directeur, commercieel directeur, sales directeur of algemeen manager.

Published in: Business, News & Politics

HubSpot 100 'awesome' marketing stats, charts & graphs

  1. 1. 100SOME EA W MARKETING! STATS! CHARTS ! & GRAPHS!WARNING: SAFETY GOGGLES HIGHLY RECOMMENDED! "
  2. 2. ESThe OMEAW 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
  3. 3. 1"!INBOUND !VS. !OUTBOUND !MARKETING!"
  4. 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"
  5. 5. FACT:The Internet hasfundamentally changedthe way people find,discover, share, shop,& connect."
  6. 6. Your customers are relying more & more on More than half of all US residentssocial." and more than # of all US adults are online." 311 Million" ESTIMATED US POPULATION 164 Million" ESTIMATED US ADULT INTERNET USERS6" SOURCES: BLOGHER, APRIL 2011, PEW RESEARCH, MAY 2010, US CENSUS BUREAU, MAY 2011
  7. 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. 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. 9. # OF US CITIZENS 300,000,000" 200,000,000" # OF US CITIZENS ON THE FTC’S “DO NOT CALL” LIST9" SOURCE: FTC, JULY 2010
  10. 10. % OF PEOPLE % DECLINE IN TECH % OF DIRECT MAIL WHO SKIP TV ADS TRADE SHOW SPENDING NEVER OPENED10" SOURCES: THE GUARDIAN, AUGUST 2010, TSEA.ORG, MARCH 2009, & EPA.GOV, NOVEMBER 2010
  11. 11. FACT:Marketers are shiftingtheir budgets awayfrom “interruption”advertising."
  12. 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. 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. 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. 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. 16. The average budget spent ! on company blogs ! “THE PORTION OF MY MARKETING & social media has nearly ! 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
  17. 17. FACT:Inbound marketing is !a lot more cost-effectivethan traditional,outbound marketing."
  18. 18. Inbound marketing costs 62% less " per lead than traditional, outbound marketing." OUTBOUND: AVG COST/LEAD: $373 INBOUND: AVG COST/LEAD: $14318" SOURCE: HUBSPOT, 2011
  19. 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. 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. 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
  22. 22. THE BOTTOM LINE:Go inbound or go home."
  23. 23. 2"SEARCH !ENGINE !OPTIMIZATION"
  24. 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"
  25. 25. FACT:Google is the newYellow Pages."
  26. 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. 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 3,000,000,00027" SOURCE: SEARCH ENGINE LAND, FEBRUARY 2010
  28. 28. 57% " of Internet users search the web every day.! SOURCE: MARKETSHARE.HITSLINK.COM, OCTOBER 201028"
  29. 29. 46% " of daily searches are for info on products or services.! SOURCE: SRI, OCTOBER 201029"
  30. 30. 20% " of monthly Google searches ! are for ! local businesses.!30" SOURCE: GOOGLE, APRIL 2010
  31. 31. FACT:Ranking high on searchengines is no longer !optional, it’s critical."
  32. 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. 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 PAGE33" SOURCE: MARKETINGSHERPA, FEBRUARY 2007
  34. 34. 75% ! of users never scroll past the first page of search results."34" SOURCE: MARKETSHARE.HITSLINK.COM, OCTOBER 2010
  35. 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
  36. 36. FACT:The more keyword-richcontent you generate, !the more search engineswill find (and love) you."
  37. 37. Companies that blog have 434% more indexed pages. " !434%" 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. 38. Companies that blog have ! 97% more inbound links." !97%" AVG # OF LINKS! AVG # OF LINKS! WITHOUT A BLOG WITH A BLOG"38" SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
  39. 39. Companies with more ! indexed web pages ! get way more leads.! 74" !236%" MEDIAN MONTHLY LEADS 22" 12" 7" 5" <60" 60-120" 121-175" 176-310" >311" # OF INDEXED PAGES39" SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
  40. 40. THE BOTTOM LINE:If Google can’t find you,!neither will anyone else."
  41. 41. 3" SOCIAL ! MEDIA"
  42. 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"
  43. 43. FACT:Social media isn’t a fad. !It’s a revolution."
  44. 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. 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. 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 AGE46" SOURCE: EMARKETER, FEBRUARY 2011
  47. 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, WORLDWIDE47" SOURCE: TNS, OCTOBER 2010
  48. 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
  49. 49. FACT:Social media has!real business value."
  50. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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
  62. 62. THE BOTTOM LINE:It’s time to get social."
  63. 63. 4" BLOGGING"
  64. 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"
  65. 65. FACT:Blogs keep growing!—in volume & value."
  66. 66. There are"152,000,000" blogs on the Internet."66" SOURCE: UM, OCTOBER 2010
  67. 67. The global population of blog readers keeps growing. ! 65%" 61%" 55%" 2008" 2009" 2010" % OF DAILY INTERNET USERS WHO READ BLOGS67" SOURCE: UM, OCTOBER 2010
  68. 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. 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. 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 BLOGS70" SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010"
  71. 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. 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
  73. 73. FACT:Blogging can really !move the needle."
  74. 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. 75. Companies that blog have ! 55% more " " website visitors." ! 2250" !55%" 1480" # OF MONTHLY VISITORS DON’T BLOG" BLOG"75" SOURCE: HUBSPOT, 2010
  76. 76. B2C companies that blog generate " " 88% more leads per month than those ! who do not." 15" !88%" # OF MEDIAN MONTHLY LEADS 8" DON’T BLOG" BLOG"76" SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
  77. 77. B2B companies that blog generate " 67% more leads " " per month than those ! who do not." 15" !67%" 9" # OF MEDIAN MONTHLY LEADS DON’T BLOG" BLOG"77" SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
  78. 78. Companies with >51 blog articles experience a ! 77% lift " " " 23" !77%" in median monthly leads. " ! 13" 10" 10" # OF MEDIAN MONTHLY LEADS <12" 12-23" 24-51" >51" # OF BLOG ARTICLES78" SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
  79. 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 POSTS79" SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
  80. 80. FACT:Bloggers are !“morning people.”"
  81. 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. 82. Blog reading peaks # OF VIEWS around 10AM."82" SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010"
  83. 83. Link-sharing among blog # OF LINKS SHARED readers peaks around 7am."83" SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010"
  84. 84. Commenting on blogs ! # OF COMMENTS peaks around 8am."84" SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010"
  85. 85. THE BOTTOM LINE:Blog early & often."
  86. 86. 5" FACEBOOK"
  87. 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"
  88. 88. 88"
  89. 89. FACT:Facebook has !a massive !& highly engagedaudience."
  90. 90. Your customers are relying more & more onsocial." 93% of US adult Internet users are on Facebook." 164 Million" 152 Million" US INTERNET USERS US FACEBOOK USERS90" SOURCE: BLOGHER, APRIL 2011
  91. 91. 1 out of every " 8 minutes " online is spent on Facebook." f91" SOURCE: COMSCORE, FEBRUARY 2011
  92. 92. Your customers are relying more & more onsocial." 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. 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. 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. 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. 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. 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"
  98. 98. FACT:Facebook has realbusiness value."
  99. 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. 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. 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. 102. The number of marketers who say Facebook is “critical” or “important” ! to their business has ! increased 83% " in just two years." 44%" !83%" 24%" 2009" 2011"102" SOURCE: HUBSPOT STATE OF INBOUND MARKETING 2011"
  103. 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
  104. 104. THE BOTTOM LINE:If you don’t like!Facebook yet, you will."
  105. 105. 6" TWITTER"
  106. 106. 106"
  107. 107. FACT:Virtually everyone hasheard of Twitter. !Not everyone !is using it (yet)."
  108. 108. Your customers are relying more & more onsocial." Roughly 9% of adult Americans use Twitter." " 152 Million" US FACEBOOK USERS 21 Million" US TWITTER USERS108" SOURCE: EMARKETER, APRIL 2011
  109. 109. The average Twitter user has 27"followers."109" SOURCE: RJMETRICS, JANUARY 2010
  110. 110. 25% of Twitter accounts ! have no followers. " FOLLOW ME?110" SOURCE: RJ METRICS, JANUARY 2010
  111. 111. 40% of Twitter accounts ! have never ! " sent a single ! tweet.111" SOURCE: RJ METRICS, JANUARY 2010
  112. 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
  113. 113. FACT:Twitter users are!young, smart, affluent,& tech-savvy."
  114. 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. 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. 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. 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. 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. 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. 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
  121. 121. FACT:Twitter + Business = $$$"
  122. 122. More than 1/2 " of active Twitter users ! follow companies, ! brands or products ! on social networks." FOLLOW122" SOURCE: EDISON RESEARCH, 2010
  123. 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. 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. 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. 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. 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. 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. 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. 130. Twitter Drives More with >100B2C" B2C companies Leads for followers ! have 146% more leads/month " than those with <100." 35" !146%" 32" # OF MEDIAN MONTHLY LEADS 14" 11" <21" 21-100" 101-500 " >500" # OF FOLLOWERS130" SOURCE: HUBSPOT STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
  131. 131. THE BOTTOM LINE:Don’t be a twit.!Start tweeting."
  132. 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!! http://hubspot.com/free-trial!132"
  133. 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/hubspot133" NO SPROCKETS WERE HARMED IN THE MAKING OF THIS PRESENTATION.
  134. 134. THE END.
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