While social media is not a perfect solution, it provides an important and low-cost way for companies to engage with consumers, which can directly impact sales and word-of-mouth. Companies that do not utilize social media are missing opportunities and sending negative messages to consumers. Social media usage is widespread, with people spending more time on social networks and blogs than email. Both businesses and consumers are increasingly using social media for communication, marketing, and purchases.

1. SOCIAL
MEDIA

2. “ 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
2

3. Social media isn’t a fad.
It’s a revolution.

4. 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/BLOG 24%
S
4 SOURCE: THE NIELSEN COMPANY, NOVEMBER 2010

5. Nearly 2/3 of US Internet users
regularly use a social network.
63.7%
60.1%
52.3%
2009 2010 2011
5 SOURCE: EMARKETER, FEBRUARY 2011

6. 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+
6 SOURCE: EMARKETER, FEBRUARY 2011

7. 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
7 SOURCE: TNS, OCTOBER 2010

8. 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%
-59%
8 SOURCE: COMSCORE, DECEMBER 2010

9. Social media has
real business value.

10. Social media was the leading
“emerging channel”
for lead gen in 2010.
SOCIAL MEDIA 74%
VIRTUAL EVENTS 39%
MOBILE 34%
OTHER 10%
10 SOURCE: UNISFAIR, MAY 25, 2010

11. Social media conversations
actively influence purchases.
55% 55%
51%
39% 38%
35%
26%
FRIENDS PEOPLE LIKE EXPERTS ONLINE BRANDS RETAILERS INFLUENTIAL
YOU FRIENDS BLOGGERS
11 SOURCE: EMARKETER, MAY 2010

12. 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
26%
PRODUCTS/SERVICES
INCREASING PRODUCT/SERVICE INNOVATION 24%
INCREASING REVENUE 24%
12 SOURCE: MCKINSEY GLOBAL INSTITUTE, DECEMBER 2010

13. 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.
13 SOURCE: MERCHANT CIRCLE, FEBRUARY 2011

14. 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%
14 SOURCE: AD-OLOGY RESEARCH, NOVEMBER 2010

15. More than 1/2 of US SMBs say social
media sites play an important role in
active sales.
VERY
IMPORTANT
15%
NOT IMPORTANT
47%
SOMEWHAT
IMPORTANT
38%
15 SOURCE: FORBES INSIGHTS, MAY 2010

16. More than 1/3 of US SMBs say
social media helps them
get found online.
GENERATE SALES 6%
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%
SOURCE: AMERICAN EXPRESS, SEPTEMBER 2010
16

17. Social media helps B2B marketers
improve search results.
DRIVING INBOUND LINKS 48%
INCREASE PAGE RANK 45%
INFLUENCE ORGANIC SEO 40%
INFLUENCE KEYWORD PURCHASES 26%
17 SOURCE: BTOB MAGAZINE, JULY 2010

18. 61% of US marketers use social
media to increase lead-gen.
DIRECTIVE FROM
MANAGEMENT I DO NOT KNOW WHY
3% WE HAVE ONE
4%
MY COMPETITORS ARE
DOING IT
5%
TO INCREASE
LEAD
MONITOR THE
CONVERSATION ABOUT GENERATION
MY BRAND 61%
27%
18 SOURCE: R2INTEGRATED, APRIL 2010

19. Twitter Drives More Leads for B2C
LinkedIn drives the most
referrals to B2B sites.
LINKEDIN 17618
REDDIT 11968
DZONE 8478
TWITTER 6170
FACEBOOK 4465
STUMBLEUPON 2517
SQUIDOO 1720
DELICIOUS 1091
19 SOURCE: LEADFORCE1, JUNE 2010

20. Twitter Drives More Leads for B2C
LinkedIn generates the most
conversions for B2Bs.
61%
55%
41%
39%
LINKEDIN COMPANY BLOG FACEBOOK TWITTER
20 SOURCE: HUBSPOT, STATE OF INBOUND MARKETING REPORT 2011

21. Twitter Drives More Leads for B2C
Facebook generates the most
conversions for B2Cs.
67%
63%
53%
39%
FACEBOOK COMPANY BLOG TWITTER LINKEDIN
21 SOURCE: HUBSPOT, STATE OF INBOUND MARKETING REPORT 2011

22. It’s time to get social.