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MARKETING
STATS, CHARTS
& GRAPHS
DOWNLOAD THE FULL DATA SET:
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TABLE OF CONTENTS
1   INBOUND VS. OUTBOUND MARKETING……………...3
2   SEARCH ENGINE OPTIMIZATION………………………….23
3   EMAIL MARKETING…………………………………………….42
4   SOCIAL MEDIA………………………………………….…….….54
5   BLOGGING…………………………………………………..……..79
6   FACEBOOK……………………………………….………………..103
7   TWITTER………………………………………………..………....127
8   MOBILE …………………………………………..……………..…155
Inbound VS.
Outbound
Marketing
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)
FACT
The Internet has
fundamentally
changed the way
people find,
discover, share,
shop, & connect.
>1/3
of the world’s
population is
on the Internet.


SOURCE: ICT FACTS & FIGURES, 2011
ALMOST 8 NEW
                                       PEOPLE COME ONTO
                                       THE INTERNET


 EVERY SECOND



SOURCE: INTERNETWORLDSTATS.COM, 2012
79%
                               of online shoppers
                               spend at least




50%                    of their shopping time
                       researching products.
SOURCE: POWERREVIEWS, FEBRUARY 2012
# OF US CITIZENS




                         300,000,000
                                        200,000,000




                                         # OF US CITIZENS
                                            ON THE FTC’S
SOURCE: FTC, JULY 2010                 “DO NOT CALL” LIST
% OF PEOPLE                              % DECLINE IN TECH                         % OF DIRECT MAIL
 WHO SKIP TV ADS                          TRADE SHOW                                NEVER OPENED
                                          SPENDING




SOURCE: THE GUARDIAN, AUGUST 2010, TSEA.ORG, MARCH 2009, & EPA.GOV, NOVEMBER 2010
FACT
Marketers are shifting
their budgets away from
“interruption” advertising.
47%
will spend more than
  they did in 2011
                            42%
                             will spend same                 89%
                                                             of marketers are
                                                             maintaining or
                                                             increasing their
                                       11%                   inbound budgets
                                      will spend less than
                                       they did in 2011



  SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
Direct mail is
                         very expensive
                         and ineffective
                         for new leads.

Marketing Professional
Hardware Technology
11 to 25 Employees
The average budget                                      “THE PORTION OF MY
                                                        MARKETING BUDGET
spent on company blogs &                                ALLOCATED TO SOCIAL
                                                        MEDIA & OUR COMPANY
social media has nearly                                 BLOG …”

tripled in three years.
                                               21%




                9%




               2009                            2011



       SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011
Inbound marketing costs  61% LESS
per lead than traditional, outbound marketing.




                        SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
FACT
Inbound marketing is
a lot more cost-effective
than traditional,
outbound marketing.
Inbound converts leads into customers




    SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
Inbound marketing tactics
don’t just generate leads.
They generate revenue.
                                                                          “OUR COMPANY HAS
                                                                          ACQUIRED A CUSTOMER
                            62%                                           THROUGH THIS
60%         57%                                                           CHANNEL.”
                                             52%
                                                                 44%
40%



20%



0%
      Company Blog        LinkedIn         Facebook             Twitter

      SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
Customer acquisition by channel



      57% of marketers
      acquired customers
      from blogging

44% of marketers
acquired customers
from Twitter
                     SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
Inbound marketing channels cost less
than any outbound channel.
                                                                                   “THIS LEAD-GEN
                                                                                   TACTIC IS BELOW
                                                                                   AVERAGE COST.”
 60%
            52%
                          45%
                                                                                               INBOUND
 40%                                     38%
                                                       34%            33%                      OUTBOUND
                                                                                    28%
                                                                                                  19%
 20%



 0%
            Blogs      Social Media   SEO (Organic   Direct Mail   Telemarketing   PPC (Paid    Trade Shows
                                        Search)                                     Search)

       SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
Outbound marketing costs more.

                    “THIS LEAD-GEN
                    TACTIC IS ABOVE
                    AVERAGE COST.”
        46%

40%
                                                                                       INBOUND
                                                                                       OUTBOUND
                      26%            26%           25%
20%
                                                                 14%            14%
                                                                                            10%


0%
      Trade Shows   Direct Mail   Telemarketing   PPC (Paid   SEO (Organic   Social Media   Blogs
                                                   Search)      Search)



      SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
THE BOTTOM LINE
Go inbound or go home.
SEARCH
ENGINE
OPTIMIZATOIN
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
FACT
Google is the new
Yellow Pages.
61%                  of global Internet users




                                                 research
                                                 products
                                                 ONLINE.

SOURCE: INTERCONNECTED WORLD: SHOPPING AND PERSONAL FINANCE, 2012
When researching branded products…




44%
of online shoppers begin
by using a search engine.



 SOURCE: INTERCONNECTED WORLD: SHOPPING AND PERSONAL FINANCE, 2012
In May 2011...


                                      …Google sites
                                      led the search
           other                      market with 65%
                                      of SEARCH
                             GOOGLE   queries.
                             SITES


SOURCE: COMSCORE, MAY 2011
Worldwide, we conduct 131B
searches per month on the web.


 PER MINUTE                       2,900,000
 PER HOUR                         175,000,000
 PER DAY                          4,000,000,000

 SOURCE: COMSCORE, JANUARY 2010
TV
57%
of TV viewers
use the web
simultaneously.              web
SOURCE: NIELSON, 2009
FACT
Ranking high on search
engines is no longer
optional, it’s critical.
70% of the links search users
           click on are organic—not paid.
                                 PAID                                       “WHICH SEARCH
                                 25%                                        RESULT LINK DID
                                                                            YOU CLICK ON
                                                                            FIRST?’”




                      OTHER
                        *
                       5%

*INCLUDES NON-
TRADITIONAL ORGANIC
RESULTS, SUCH AS                                                       ORGANIC
SHOPPING LINKS,                                                          70%
LOCAL RESULTS,
NEWS, ETC.                    SOURCE: MARKETINGSHERPA, FEBRUARY 2007
60% of all organic clicks go to the
                  top three organic search results.

                  27%



                        20%
SHARE OF CLICKS




                                13%
                                        10%      9%
                                                         7%
                                                                5%
                                                                               4%   3%
                                                                        3%


                   1     2       3        4       5       6      7       8     9    10

                                              RANKING ON SEARCH RESULTS PAGE

              SOURCE: MARKETINGSHERPA, FEBRUARY 2007
75%
                                                 of users never
                                                 scroll past the
                                                 first page of
                                                 search results.



SOURCE: MARKETSHARE.HITSLINK.COM, OCTOBER 2010
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%




         SOURCE: COVARIO, JANUARY 2011
FACT
The more keyword-rich
content you generate,
the more search engines
will find (and love) you.
Businesses that                                          ≥20 times/month

get
             5X                 more traffic than those who


                  ≤4 times/month.



SOURCE: HUBSPOT, LEAD GENERATION LESSONS FROM 4,000 BUSINESSES, 2011
Businesses with websites
of 401-1000                                        get


6X                   more leads than those with


51-100                               .

SOURCE: HUBSPOT, LEAD GENERATION LESSONS FROM 4,000 BUSINESSES, 2011
Companies that blog have
97% more inbound links.


                                                           97%




  AVG # OF LINKS                          AVG # OF LINKS
  WITHOUT A BLOG                           WITH A BLOG




  SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
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 PAGES

                       SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
THE BOTTOM LINE
If Google can’t find,
neither will anyone else.
EMAIL
MARKETING
27% of emails were opened on a mobile device
during the second half of 2011…


30%
                                      27%
25%
                                                …up from
                      20%                       20% during
                                                the first half
20%



15%
                                                of 2011
10%



5%



0%

                   Early 2011       Late 2011
      SOURCE: KNOTICE, APRIL 2012
>80% of email marketers send the same
content to all subscribers




SOURCE: EXPERIAN, APRIL 2012
The word "exclusive" in email promotional
campaigns increases unique open rates by 14%.


                                               14%




              Not Exclusive        Exclusive


    SOURCE: EXPERIAN, APRIL 2012
84% of B2B
                                    marketers use
                                    segment targeting
                                    in their email
                                    campaigns.



SOURCE: BTOB MAGAZINE, MARCH 2012
59%
of B2B marketers say
email is the most
effective channel in
generating revenue.




$$$$$$$
SOURCE: BTOB MAGAZINE, MARCH 2012
…of email
                    less than
                                   marketing
                                   companies
                    1/3            regularly test
                                   their email
                                   marketing
                                   campaigns.



SOURCE: ECONSULTANCY, MARCH 2012
Morning emails get high CTR.




 SOURCE: THE SCIENCE OF EMAIL MARKETING, 2011
Investment in email marketing will grow
from $1.3B in 2010 to $2B by 2014.

   2.5




    2




   1.5




    1




   0.5




    0

                        2010                        2014
         SOURCE: FORRESTER RESEARCH, JANUARY 2012
The fresher your list, the better!




  SOURCE: THE SCIENCE OF EMAIL MARKETING, 2011
Most users report
                                               reading email on
                                               mobile devices.




SOURCE: THE SCIENCE OF EMAIL MARKETING, 2011
FACT
Send email early
in the morning.
SOCIAL MEDIA
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.”
JOSH MENDELSOHN
VICE PRESIDENT
CHADWICK MARTIN BAILEY
FACT
Social media isn’t a fad.
It’s a revolution.
Social media & blogs generate real customers.
% OF CHANNEL USERS WHO ACQUIRED A




                                                          62%
CUSTOMER THROUGH THIS CHANNEL




                                    60%       57%
                                                                      52%
                                                                                44%
                                    40%



                                    20%



                                    0%
                                          Company Blog   LinkedIn   Facebook   Twitter


     SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
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
                                                   24%
NETWORKS/BLOGS



      SOURCE: THE NIELSEN COMPANY, NOVEMBER 2010
Social media use in the U.S. has
increased by 356% since 2006.




 2006                                 2012

 SOURCE: NETPOP RESEARCH, ARIL 2012
Social media penetration keeps growing
across different age groups.
100%


90%


80%


70%


60%


50%


40%


30%


20%


10%


 0%

          0-11      12-17      18-24      25-34   35-44      45-54     55-64      65+

       INTERNET USERS WHO USE SOCIAL NETWORKS VIA ANY DEVICE AT LEAST ONCE PER MONTH
       SOURCE: EMARKETER, FEBRUARY 2011
The world is becoming 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
 SOURCE: TNS, OCTOBER 2010
FACT
Social media has
real business value.
The top 20% of B2B
                                        marketers in social
                                        media lead generation




                                        have increased revenue
                                        by 20% in 2011.
SOURCE: ABERDEEN RESEARCH, MARCH 2012
Social media conversations
actively influence purchases.
                                                           ON SOCIAL MEDIA, I AM
 55%         55%                                           MOST INFLUENCED BY…”
                         51%


                                   39%       38%
                                                       35%

                                                                  26%




FRIENDS   PEOPLE LIKE   EXPERTS    ONLINE   BRANDS   RETAILERS INFLUENTIAL
             YOU                  FRIENDS                       BLOGGERS


SOURCE: EMARKETER, MAY 2010
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%


 SOURCE: MCKINSEY GLOBAL INSTITUTE, DECEMBER 2010
U.S. local SMBs actively use social media
marketing to promote their businesses.
       FACEBOOK                                                  70%


       LINKEDIN                                         58%


        TWITTER                            40%


           YELP                     32%


        YOUTUBE                   27%


        MYSPACE             19%


     FOURSQUARE        9%


       GOWALLA    3%

                                        SOURCE: MERCHANT CIRCLE, FEBRUARY 2011
57% of SMBs say social media
is beneficial to their business.
                                             VERY
                                           BENEFICIAL
         DO NOT USE                           27%
            33%




                                           SOMEWHAT
               NOT VERY                    BENEFICIAL
              BENEFICIAL                      30%
                 10%

SOURCE: AD-OLOGY RESEARCH, NOVEMBER 2010
More than 1/2 of U.S. SMBs say social media
sites play an important role in active sales.
                                           “HOW IMPORTANT IS
                                           SOCIAL MEDIA IN SEEKING
              VERY
                                           OUT POTENTIAL NEW
           IMPORTANT
                                           CUSTOMERS/CLIENTS ?”
               15%




                                      NOT IMPORTANT
                                            47%



      SOMEWHAT
      IMPORTANT
         38%




  SOURCE: FORBES INSIGHTS, MAY 2010
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%



SOURCE: AMERICAN EXPRESS, SEPTEMBER 2010
Social media helps B2B marketers
       improve search results.

       Driving inbound links                     48%



         Increase page rank                    45%



      Influence organic SEO              40%



Influence keyword purchases        26%
                                         “SOCIAL MEDIA IMPROVES MY
                                         SEARCH RESULTS VIA…”
SOURCE: BTOB MAGAZINE, JULY 2010
61% of US marketers use social
media to increase lead generation
             DIRECTIVE FROM
              MANAGEMENT      I DO NOT KNOW WHY
                   3%             WE HAVE ONE
                                      4%
MY COMPETITORS ARE                                  “THE MAIN REASON MY
     DOING IT
                                                    COMPANY IS
       5%
                                                    IMPLEMENTING A
                                                    SOCIAL MEDIA
                                                    STRATEGY IS…




                                                  TO INCREASE
                                                      LEAD
   MONITOR THE
CONVERSATION ABOUT                                GENERATION
    MY BRAND                                           61%
       27%



                                           SOURCE: R2INTEGRATED, APRIL 2010
LinkedIn drives the most customers to B2B.

                                                                           I’M A B2B COMPANY
 80%                                                                       THAT ACQUIRED A
                                                                           CUSTOMER
              65%                                                          THROUGH THIS
                                                                           CHANNEL.
 60%                              55%

                                                     43%          40%
 40%


 20%


 0%
            LinkedIn        Company Blog           Facebook      Twitter


       SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
Facebook drives the most conversions for B2C.
                                                                    I’M A B2C COMPANY THAT
                                                                    ACQUIRED A CUSTOMER
                                                                    THROUGH THIS
   80%                                                 77%          CHANNEL.


                                   60%
   60%                                                          55%
               51%

   40%


   20%


   0%
             LinkedIn         Company Blog          Facebook   Twitter

     SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
The average user spent only 3
minutes on Google+ in January 2012
                         450
                                                      405
                         400

                         350
 AVERAGE MINUTES/MONTH




                         300

                         250

                         200

                         150

                         100                                      89

                         50
                                     3
                          0

                                  Google+           Facebook   Pinterest



                          SOURCES: COMSCORE, 2012
Females
are greatly
overrepresented
on PINTEREST.



SOURCES: ALEXA, 2012
…is from the U.S.




65% of Pinterest's
global web traffic…
                      SOURCES: ALEXA, 2012
Pinterest drives more referral traffic than Google
Plus, LinkedIn and YouTube combined.




                    PINTEREST        Google+
                                     LinkedIn
                                     YouTube




SOURCE: SHAREAHOLIC, FEBRUARY 2012
BOTTOM LINE
It’s time to go social.
BLOGGING
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
FACT
Blogs keep growing
—in volume & value.
There are       152,000,000
blogs on the Internet.
SOURCE: UM, OCTOBER 2010
Blog frequency impacts customer acquisition.
  % OF BLOG USERS WHO ACQUIRED A
  CUSTOMER THROUGH THEIR BLOG




                                   100%                                                             92%
                                                                                         78%
                                                                 66%         70%
                                                       56%
                                   50%      43%




                                    0%
                                          Less Than   Monthly   Weekly   2-3 Times Per   Daily     Multiple
                                           Monthly                           Week                Times a Day



                  SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
The global population of blog
readers keeps growing.
60%



50%



40%



30%



20%



10%



0%
         2008        2009        2010      2011        2012

      % OF DAILY INTERNET USERS WHO READ BLOGS AT LEAST MONTHLY
      SOURCE: EMARKETER, AUGUST 2010
81% of
                                                          marketers
                                                          rated their
                                                          blog as
                                                          USEFUL or
                                                          BETTER.




SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
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)
  SOURCE: EMARKETER, AUGUST 2010
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
   A MONTH                                                   ONCE A DAY


SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
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


SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
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
            SOURCE: EMARKETER, AUGUST 2010
FACT
Blogging can really
move the needle.
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%




      SOURCE: JUPITER RESEARCH, OCTOBER 2008
Companies that blog have
55% more
website visitors.                          2250


                                                  55%
                               1480
# OF MONTHLY VISITORS




                            DON’T BLOG     BLOG

                   SOURCE: HUBSPOT, 2010
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


   SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
B2B companies that blog generate
67% more leads
per month than those who do not.
                                                      15

                                                              67%
         # OF MEDIAN MONTHLY LEADS




                                         9




                                     DON’T BLOG     BLOG


   SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
Companies with >51 blog
articles experience a
77% lift                                                         23

                                                                       77%
in median monthly leads.

                                                      13
     # OF MEDIAN MONTHLY LEADS




                                 10     10




                                 <12   12-23         24-51       >51

                                       # OF BLOG ARTICLES

          SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
Blogging frequency has a
                            direct & significant
                            impact on lead-gen.
                                                                                                         89%


                                                                            76%           78%
                                                             72%
# OF MEDIAN MONTHLY LEADS




                                              49%


                                33%




                             < MONTHLY      MONTHLY        WEEKLY        2-3X/WEEK        DAILY        MULTIPLE
                                                                                                       TIMES/DAY
                                                        FREQUENCY OF BLOG POSTS

                            SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
FACT
Bloggers are
“morning people.”
Morning is the most popular
time to read blogs.
                       79%


                                      64%


                                                     51%
 % OF BLOG READERS




                                                                     40%




                     MORNING      AFTERNOON       EVENING            NIGHT

                     SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
Blog reading peaks around 10AM.
# OF VIEWS




             SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
Link-sharing among blog readers
# OF LINKS SHARED   peaks around 7am.




                    SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
Commenting on blogs
# OF COMMENTS   peaks around 8am.




                SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
THE BOTTOM LINE
Blog early and often.
FACEBOOK
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
FACT
Facebook has
a massive & highly
engaged audience.
Facebook is effective for B2C customer acquisition.

                                                                                                                  B2B

                                                                                                                  B2C
                                      80%                                                       77%
% of channel users this channel who




                                                  65%
   acquired a customer through




                                                                           60%
                                      60%                            55%                                    55%
                                                        51%
                                                                                         43%          40%
                                      40%


                                      20%


                                       0%
                                                  LinkedIn         Company Blog          Facebook     Twitter

                                      SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
Brands get a

46%
increase in user engagement
with FACEBOOK TIMELINE.


 SOURCE: SIMPLY MEASURED, HTTP://BIT.LY/HNJLFR
Brands get a                  65%
   increase in interactive content



   with FACEBOOK TIMELINE.



SOURCE: SIMPLY MEASURED, HTTP://BIT.LY/HNJLFR
of consumer
        comments on
35%     company
        Facebook
        Pages are
        compliments.




      SOURCE: AT KEARNEY, HTTP://BIT.LY/HNK1EX
70%
of Facebook news consumers follow
links posted by FRIENDS or FAMILY.
The median ratio of Facebook

VIEWS : SHARES
                                    :
                        9:1
SOURCE: BUZZFEED, HTTP://BIT.LY/HNLUKL
93% of US adult Internet
 users are on Facebook.



164 Million          152 Million




                           SOURCE: BLOGHER, APRIL 2011
1 out of every 7 minutes
online is spent on Facebook.




       SOURCE: COMSCORE, DECEMBER 2011
The average Facebook user spends
~7 hours/month
on Facebook.




7HOURS
SOURCES: COMSCORE
Facebook is overtaking Google
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
MINUTES SPENT (BILLIONS)




                                      35.8                                                                           32.2
                                                            34.3
                                                                                                       27.6
                                                                              26.7


                                                                      20

                                                 16         16.7
                                                                                          15.8
                                      13
                                                                                                                                   Yahoo! Sites
                            12                                                11.4
                                                                     9.3                                                           Google sites
                                      5.9             6.4   6.4
                             5.6
                                                                                                                                   Facebook


                           Jul-07    Dec-07    Apr-08       Jul-08   Dec-08     Apr-09     Jul-09       Dec-09       Apr-10         Jul-10


                           SOURCE: COMSCORE, AUGUST 2011
Facebook has become the top choice
for social sign-in.
                                                   OTHER
                                                    8%
                                   WINDOWS LIVE
                                       6%




                               TWITTER
                                 7%

                                                                FACEBOOK
                                                                   35%
                                           YAHOO
                                            13%



                                                       GOOGLE
                                                        31%




 SOURCE: JANRAIN, APRIL 2011
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%                                    Male
        MAIL
                         10%                                Female

                    5%
   PRINT OUT
                       8%


     SOURCE: CHADWICK MARTIN BAILEY, SEPTEMBER 2010
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”

             SOURCE: VISIBLI, APRIL 2011
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.”
FACEBOOK USERS: THE JUGGERNAUT ROLLS ON
PAUL VERNA | MARCH 21, 2011 | EMARKETER
FACT
Facebook has real
business value.
Most US B2B marketers agree
that Facebook is an effective
marketing tool.

 FACEBOOK                                                   51%




  LINKEDIN                                            45%




  TWITTER                                       35%

                                                       “THIS SITE IS
                                                       SOMEWHAT TO
  MYSPACE                                 25%          EXTREMELY
                                                       EFFECTIVE AS A
                                                       MARKETING TOOL.”


         SOURCE: OUTSELL, DECEMBER 2009
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%



   SOURCE: AD-OLOGY, NOVEMBER 2010
More than 1/3 of marketers say
Facebook is “critical” or
“important” to their business.
                                 Not Useful                    Critical
                                   14%                          15%




                                                                          Important
                     Somewhat                                               24%
                       Useful
                        24%




                                           Useful
                                            24%
     SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
The number of marketers who say Facebook
is “critical” or “important” to their business
has increased by 75% in three years.

   45%
                                                               42%   75%
   40%

   35%

   30%

   25%
                       24%

   20%

   15%

   10%

   5%

   0%

                     In 2009                               In 2012

     SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
THE BOTTOM LINE
If you don’t like
Facebook yet, you will
TWITTER
129
FACT
Virtually everyone has heard
of Twitter. Not everyone
is using it (yet).
Roughly 9% of adult Americans use Twitter.



       152 Million



                            21 Million


                         SOURCE: EMARKETER, APRIL 2011
The average Twitter user has 27 followers.




SOURCE: RJMETRICS, JANUARY 2010
25%                   of Twitter accounts
                       have no followers.

                                             FOLLOW
                                               ME?




SOURCE: RJ METRICS, JANUARY 2010
40%
of Twitter accounts
have never
sent a single
tweet.




SOURCE: RJ METRICS, JANUARY 2010
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%



 SOURCE: RJMETRICS, JANUARY 2010
FACT
Twitter users are
young, smart, affluent, &
tech-savvy.
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+



      SOURCE: EDISON RESEARCH, 2010
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%




  SOURCE: PEW RESEARCH CENTER, JANUARY 2010
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


 SOURCE: EDISON RESEARCH, 2010
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

 SOURCE: EDISON RESEARCH, 2010
US Twitter users tend to be “early adopters.”


                                                       TOTAL POPULATION 12+
   AMONG THE 1ST TO BUY/TRY NEW    10%
                      PRODUCTS                   19%
                                                       MONTHLY TWITTER
                                                       USERS 12+
   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%



  SOURCE: EDISON RESEARCH, 2010
For Twitter users, Internet > TV.
                                                 73%     “THE MEDIUM THAT IS
                                                         MOST ESSENTIAL
                                                         TO MY LIFE IS…”



  MONTHLY TWITTER USERS 12+
                                                       42%
  TOTAL POPULATION 12+                     37%



             25%


                               14%   13%
                         11%

        3%


       NEWSPAPER          RADIO        TV        INTERNET


    SOURCE: EDISON RESEARCH, 2010
Twitter users spend a lot of time online.
                                                            4:00



                                              3:22 3:25
                                                                          “I SPEND HH:MM
                                                                          PER DAY WITH EACH
                                                                          OF THESE MEDIA.”
                             2:41


MONTHLY TWITTER USERS 12+           2:05
                                                                   1:56

TOTAL POPULATION 12+




               0:26 0:28



              NEWSPAPER        RADIO             TV         INTERNET




                            SOURCE: EDISON RESEARCH, 2010
FACT
Twitter + Business = $$$
More than 1/2
of active Twitter users
follow companies,
brands or products              FOLLOW

on social networks.




SOURCE: EDISON RESEARCH, 2010
Twitter plays an active role
in purchasing decisions.
            LEARN ABOUT
                                                 42%
       PRODUCTS/SERVICES


   PROVIDE OPINIONS ABOUT
                                                 41%
      PRODUCTS/SERVICES


   ASK FOR OPINIONS ABOUT
                                           31%
       PRODUCTS/SERVICES


 LOOK FOR DISCOUNTS/SALES                 28%


               PURCHASE
                                    21%
       PRODUCTS/SERVICES                               “I USE
                                                       TWITTER TO...”
  SEEK CUSTOMER SUPPORT            19%




   SOURCE: EDISON RESEARCH, 2010
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%

 SOURCE: EDISON RESEARCH, 2010
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%

    SOURCE: EDISON RESEARCH, 2010
57% of all companies that use
social media for business, use Twitter.

     DON’T USE
      TWITTER
        43%


                                         USE
                                       TWITTER
                                         57%




SOURCE: BUSINESS.COM, SEPTEMBER 2009
B2B companies are far more likely
to use Twitter than B2C companies.

                  75%
                                                   “MY COMPANY TWEETS.”



                                             49%




                  B2B                        B2C

      SOURCE: BUSINESS.COM, SEPTEMBER 2009
Twitter drives more customers for B2C.

                                                              “YES, WE HAVE
                                                              ACQUIRED
                                                              A CUSTOMER VIA
                                                55%           TWITTER.


                   40%




                   B2B                          B2C


        SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
More than 1/3 of marketers say Twitter is
“critical” or “important” to their business.
            Not Useful                                   Critical
              14%                                         15%




 Somewhat
   Useful
    24%
                                                                    Important
                                                                      24%




                Useful
                 24%

    SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
Companies that use Twitter
average 2x more leads/month
than those that do not.
                                                                         86
# OF MEDIAN MONTHLY LEADS




                                  USE TWITTER

                                  DON’T USE TWITTER
                                                                                 43


                                                        31



                                                                15
                             10
                                     5


                            <11 EMPLOYEES             11-50 EMPLOYEES   >50 EMPLOYEES


      SOURCE: HUBSPOT STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
B2C companies with >100 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 FOLLOWERS
                               SOURCE: HUBSPOT STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
FACT
Don’t be a twit.
Start tweeting.
MOBILE
There are
       271 MILLION
       mobile subscribers
       in the U.S. alone.



SOURCE:,INTERNATIONAL TELECOMMUNICATION UNION (ITU), JULY, 2011
54% of iOS web traffic is devoted to
search VS the 36% Internet average.
                                    SEARCH THROUGH IOS
                        54%




                                                  36%




                        IOS                 INTERNET AVERAGE

      SOURCE: CHITIKA, APRIL 2012
60% of
                                        consumers do
                                        product or
                                        service research
                                        “several times a
                                        month” via a
                                        mobile device.

SOURCE: LOCAL CORPORATION, APRIL 2012
1% of emails are
                              first opened on
                              mobile devices,
                              then on desktop
                              PCs later.




SOURCE: KNOTICE, MARCH 2012
FACT
Optimize your website &
email for mobile.
9 out of 10
                                   mobile searches
                                   lead to action.


OVER HALF
lead to purchase.


SOURCE: SEARCH ENGINE LAND, 2011
90%
                                       of text messages
                                       are read within

                                       3 MINUTES
                                       of being delivered.

SOURCE: 2011 MOBILE STARTEGT FOR COMPANIES, IMPIGERMOVILE, 2011
4 BILLION of the
6.8 BILLION
people on the planet,
use a mobile phone.

3.5 BILLION of
them use a toothbrush.


SOURCE: 60 SECOND MARKETER, 2011
MAKE YOUR MARKETING AWESOME
Try HubSpot FREE for 30 days!
http://HubSpot.com/free-trial
IF YOU THOUGHT    blog.hubspot.com/
                  Twitter.com/hubspot
THAT THIS WAS     Facebook.com/hubspot
AWESOME,          Linkedin/com/hubspot
PERHAPS YOU’D     Youtube.com/hubspot
LIKE TO BE        flickr.com/photos/hubspot
FRIENDS ONLINE?   Slideshare.net/hubspot
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                     Optimization


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                     Social Media


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                     Generation


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120 Awesome Marketing Stats, Charts and Graphs

  • 2. DOWNLOAD THE FULL DATA SET: www.HubSpot.com/Charts
  • 3. TABLE OF CONTENTS 1 INBOUND VS. OUTBOUND MARKETING……………...3 2 SEARCH ENGINE OPTIMIZATION………………………….23 3 EMAIL MARKETING…………………………………………….42 4 SOCIAL MEDIA………………………………………….…….….54 5 BLOGGING…………………………………………………..……..79 6 FACEBOOK……………………………………….………………..103 7 TWITTER………………………………………………..………....127 8 MOBILE …………………………………………..……………..…155
  • 5. 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)
  • 6. FACT The Internet has fundamentally changed the way people find, discover, share, shop, & connect.
  • 7. >1/3 of the world’s population is on the Internet. SOURCE: ICT FACTS & FIGURES, 2011
  • 8. ALMOST 8 NEW PEOPLE COME ONTO THE INTERNET EVERY SECOND SOURCE: INTERNETWORLDSTATS.COM, 2012
  • 9. 79% of online shoppers spend at least 50% of their shopping time researching products. SOURCE: POWERREVIEWS, FEBRUARY 2012
  • 10. # OF US CITIZENS 300,000,000 200,000,000 # OF US CITIZENS ON THE FTC’S SOURCE: FTC, JULY 2010 “DO NOT CALL” LIST
  • 11. % OF PEOPLE % DECLINE IN TECH % OF DIRECT MAIL WHO SKIP TV ADS TRADE SHOW NEVER OPENED SPENDING SOURCE: THE GUARDIAN, AUGUST 2010, TSEA.ORG, MARCH 2009, & EPA.GOV, NOVEMBER 2010
  • 12. FACT Marketers are shifting their budgets away from “interruption” advertising.
  • 13. 47% will spend more than they did in 2011 42% will spend same 89% of marketers are maintaining or increasing their 11% inbound budgets will spend less than they did in 2011 SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
  • 14. Direct mail is very expensive and ineffective for new leads. Marketing Professional Hardware Technology 11 to 25 Employees
  • 15. The average budget “THE PORTION OF MY MARKETING BUDGET spent on company blogs & ALLOCATED TO SOCIAL MEDIA & OUR COMPANY social media has nearly BLOG …” tripled in three years. 21% 9% 2009 2011 SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011
  • 16. Inbound marketing costs 61% LESS per lead than traditional, outbound marketing. SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
  • 17. FACT Inbound marketing is a lot more cost-effective than traditional, outbound marketing.
  • 18. Inbound converts leads into customers SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
  • 19. Inbound marketing tactics don’t just generate leads. They generate revenue. “OUR COMPANY HAS ACQUIRED A CUSTOMER 62% THROUGH THIS 60% 57% CHANNEL.” 52% 44% 40% 20% 0% Company Blog LinkedIn Facebook Twitter SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
  • 20. Customer acquisition by channel 57% of marketers acquired customers from blogging 44% of marketers acquired customers from Twitter SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
  • 21. Inbound marketing channels cost less than any outbound channel. “THIS LEAD-GEN TACTIC IS BELOW AVERAGE COST.” 60% 52% 45% INBOUND 40% 38% 34% 33% OUTBOUND 28% 19% 20% 0% Blogs Social Media SEO (Organic Direct Mail Telemarketing PPC (Paid Trade Shows Search) Search) SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
  • 22. Outbound marketing costs more. “THIS LEAD-GEN TACTIC IS ABOVE AVERAGE COST.” 46% 40% INBOUND OUTBOUND 26% 26% 25% 20% 14% 14% 10% 0% Trade Shows Direct Mail Telemarketing PPC (Paid SEO (Organic Social Media Blogs Search) Search) SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
  • 23. THE BOTTOM LINE Go inbound or go home.
  • 25. 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
  • 26. FACT Google is the new Yellow Pages.
  • 27. 61% of global Internet users research products ONLINE. SOURCE: INTERCONNECTED WORLD: SHOPPING AND PERSONAL FINANCE, 2012
  • 28. When researching branded products… 44% of online shoppers begin by using a search engine. SOURCE: INTERCONNECTED WORLD: SHOPPING AND PERSONAL FINANCE, 2012
  • 29. In May 2011... …Google sites led the search other market with 65% of SEARCH GOOGLE queries. SITES SOURCE: COMSCORE, MAY 2011
  • 30. Worldwide, we conduct 131B searches per month on the web. PER MINUTE 2,900,000 PER HOUR 175,000,000 PER DAY 4,000,000,000 SOURCE: COMSCORE, JANUARY 2010
  • 31. TV 57% of TV viewers use the web simultaneously. web SOURCE: NIELSON, 2009
  • 32. FACT Ranking high on search engines is no longer optional, it’s critical.
  • 33. 70% of the links search users click on are organic—not paid. PAID “WHICH SEARCH 25% RESULT LINK DID YOU CLICK ON FIRST?’” OTHER * 5% *INCLUDES NON- TRADITIONAL ORGANIC RESULTS, SUCH AS ORGANIC SHOPPING LINKS, 70% LOCAL RESULTS, NEWS, ETC. SOURCE: MARKETINGSHERPA, FEBRUARY 2007
  • 34. 60% of all organic clicks go to the top three organic search results. 27% 20% SHARE OF CLICKS 13% 10% 9% 7% 5% 4% 3% 3% 1 2 3 4 5 6 7 8 9 10 RANKING ON SEARCH RESULTS PAGE SOURCE: MARKETINGSHERPA, FEBRUARY 2007
  • 35. 75% of users never scroll past the first page of search results. SOURCE: MARKETSHARE.HITSLINK.COM, OCTOBER 2010
  • 36. 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% SOURCE: COVARIO, JANUARY 2011
  • 37. FACT The more keyword-rich content you generate, the more search engines will find (and love) you.
  • 38. Businesses that ≥20 times/month get 5X more traffic than those who ≤4 times/month. SOURCE: HUBSPOT, LEAD GENERATION LESSONS FROM 4,000 BUSINESSES, 2011
  • 39. Businesses with websites of 401-1000 get 6X more leads than those with 51-100 . SOURCE: HUBSPOT, LEAD GENERATION LESSONS FROM 4,000 BUSINESSES, 2011
  • 40. Companies that blog have 97% more inbound links. 97% AVG # OF LINKS AVG # OF LINKS WITHOUT A BLOG WITH A BLOG SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
  • 41. 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 PAGES SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
  • 42. THE BOTTOM LINE If Google can’t find, neither will anyone else.
  • 44. 27% of emails were opened on a mobile device during the second half of 2011… 30% 27% 25% …up from 20% 20% during the first half 20% 15% of 2011 10% 5% 0% Early 2011 Late 2011 SOURCE: KNOTICE, APRIL 2012
  • 45. >80% of email marketers send the same content to all subscribers SOURCE: EXPERIAN, APRIL 2012
  • 46. The word "exclusive" in email promotional campaigns increases unique open rates by 14%. 14% Not Exclusive Exclusive SOURCE: EXPERIAN, APRIL 2012
  • 47. 84% of B2B marketers use segment targeting in their email campaigns. SOURCE: BTOB MAGAZINE, MARCH 2012
  • 48. 59% of B2B marketers say email is the most effective channel in generating revenue. $$$$$$$ SOURCE: BTOB MAGAZINE, MARCH 2012
  • 49. …of email less than marketing companies 1/3 regularly test their email marketing campaigns. SOURCE: ECONSULTANCY, MARCH 2012
  • 50. Morning emails get high CTR. SOURCE: THE SCIENCE OF EMAIL MARKETING, 2011
  • 51. Investment in email marketing will grow from $1.3B in 2010 to $2B by 2014. 2.5 2 1.5 1 0.5 0 2010 2014 SOURCE: FORRESTER RESEARCH, JANUARY 2012
  • 52. The fresher your list, the better! SOURCE: THE SCIENCE OF EMAIL MARKETING, 2011
  • 53. Most users report reading email on mobile devices. SOURCE: THE SCIENCE OF EMAIL MARKETING, 2011
  • 54. FACT Send email early in the morning.
  • 56. 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.” JOSH MENDELSOHN VICE PRESIDENT CHADWICK MARTIN BAILEY
  • 57. FACT Social media isn’t a fad. It’s a revolution.
  • 58. Social media & blogs generate real customers. % OF CHANNEL USERS WHO ACQUIRED A 62% CUSTOMER THROUGH THIS CHANNEL 60% 57% 52% 44% 40% 20% 0% Company Blog LinkedIn Facebook Twitter SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
  • 59. 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 24% NETWORKS/BLOGS SOURCE: THE NIELSEN COMPANY, NOVEMBER 2010
  • 60. Social media use in the U.S. has increased by 356% since 2006. 2006 2012 SOURCE: NETPOP RESEARCH, ARIL 2012
  • 61. Social media penetration keeps growing across different age groups. 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 0-11 12-17 18-24 25-34 35-44 45-54 55-64 65+ INTERNET USERS WHO USE SOCIAL NETWORKS VIA ANY DEVICE AT LEAST ONCE PER MONTH SOURCE: EMARKETER, FEBRUARY 2011
  • 62. The world is becoming 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 SOURCE: TNS, OCTOBER 2010
  • 63. FACT Social media has real business value.
  • 64. The top 20% of B2B marketers in social media lead generation have increased revenue by 20% in 2011. SOURCE: ABERDEEN RESEARCH, MARCH 2012
  • 65. Social media conversations actively influence purchases. ON SOCIAL MEDIA, I AM 55% 55% MOST INFLUENCED BY…” 51% 39% 38% 35% 26% FRIENDS PEOPLE LIKE EXPERTS ONLINE BRANDS RETAILERS INFLUENTIAL YOU FRIENDS BLOGGERS SOURCE: EMARKETER, MAY 2010
  • 66. 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% SOURCE: MCKINSEY GLOBAL INSTITUTE, DECEMBER 2010
  • 67. U.S. local SMBs actively use social media marketing to promote their businesses. FACEBOOK 70% LINKEDIN 58% TWITTER 40% YELP 32% YOUTUBE 27% MYSPACE 19% FOURSQUARE 9% GOWALLA 3% SOURCE: MERCHANT CIRCLE, FEBRUARY 2011
  • 68. 57% of SMBs say social media is beneficial to their business. VERY BENEFICIAL DO NOT USE 27% 33% SOMEWHAT NOT VERY BENEFICIAL BENEFICIAL 30% 10% SOURCE: AD-OLOGY RESEARCH, NOVEMBER 2010
  • 69. More than 1/2 of U.S. SMBs say social media sites play an important role in active sales. “HOW IMPORTANT IS SOCIAL MEDIA IN SEEKING VERY OUT POTENTIAL NEW IMPORTANT CUSTOMERS/CLIENTS ?” 15% NOT IMPORTANT 47% SOMEWHAT IMPORTANT 38% SOURCE: FORBES INSIGHTS, MAY 2010
  • 70. 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% SOURCE: AMERICAN EXPRESS, SEPTEMBER 2010
  • 71. Social media helps B2B marketers improve search results. Driving inbound links 48% Increase page rank 45% Influence organic SEO 40% Influence keyword purchases 26% “SOCIAL MEDIA IMPROVES MY SEARCH RESULTS VIA…” SOURCE: BTOB MAGAZINE, JULY 2010
  • 72. 61% of US marketers use social media to increase lead generation DIRECTIVE FROM MANAGEMENT I DO NOT KNOW WHY 3% WE HAVE ONE 4% MY COMPETITORS ARE “THE MAIN REASON MY DOING IT COMPANY IS 5% IMPLEMENTING A SOCIAL MEDIA STRATEGY IS… TO INCREASE LEAD MONITOR THE CONVERSATION ABOUT GENERATION MY BRAND 61% 27% SOURCE: R2INTEGRATED, APRIL 2010
  • 73. LinkedIn drives the most customers to B2B. I’M A B2B COMPANY 80% THAT ACQUIRED A CUSTOMER 65% THROUGH THIS CHANNEL. 60% 55% 43% 40% 40% 20% 0% LinkedIn Company Blog Facebook Twitter SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
  • 74. Facebook drives the most conversions for B2C. I’M A B2C COMPANY THAT ACQUIRED A CUSTOMER THROUGH THIS 80% 77% CHANNEL. 60% 60% 55% 51% 40% 20% 0% LinkedIn Company Blog Facebook Twitter SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
  • 75. The average user spent only 3 minutes on Google+ in January 2012 450 405 400 350 AVERAGE MINUTES/MONTH 300 250 200 150 100 89 50 3 0 Google+ Facebook Pinterest SOURCES: COMSCORE, 2012
  • 77. …is from the U.S. 65% of Pinterest's global web traffic… SOURCES: ALEXA, 2012
  • 78. Pinterest drives more referral traffic than Google Plus, LinkedIn and YouTube combined. PINTEREST Google+ LinkedIn YouTube SOURCE: SHAREAHOLIC, FEBRUARY 2012
  • 79. BOTTOM LINE It’s time to go social.
  • 81. 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
  • 82. FACT Blogs keep growing —in volume & value.
  • 83. There are 152,000,000 blogs on the Internet. SOURCE: UM, OCTOBER 2010
  • 84. Blog frequency impacts customer acquisition. % OF BLOG USERS WHO ACQUIRED A CUSTOMER THROUGH THEIR BLOG 100% 92% 78% 66% 70% 56% 50% 43% 0% Less Than Monthly Weekly 2-3 Times Per Daily Multiple Monthly Week Times a Day SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
  • 85. The global population of blog readers keeps growing. 60% 50% 40% 30% 20% 10% 0% 2008 2009 2010 2011 2012 % OF DAILY INTERNET USERS WHO READ BLOGS AT LEAST MONTHLY SOURCE: EMARKETER, AUGUST 2010
  • 86. 81% of marketers rated their blog as USEFUL or BETTER. SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
  • 87. 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) SOURCE: EMARKETER, AUGUST 2010
  • 88. 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 A MONTH ONCE A DAY SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
  • 89. 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 SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
  • 90. 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 SOURCE: EMARKETER, AUGUST 2010
  • 92. 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% SOURCE: JUPITER RESEARCH, OCTOBER 2008
  • 93. Companies that blog have 55% more website visitors. 2250 55% 1480 # OF MONTHLY VISITORS DON’T BLOG BLOG SOURCE: HUBSPOT, 2010
  • 94. 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 SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
  • 95. B2B companies that blog generate 67% more leads per month than those who do not. 15 67% # OF MEDIAN MONTHLY LEADS 9 DON’T BLOG BLOG SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
  • 96. Companies with >51 blog articles experience a 77% lift 23 77% in median monthly leads. 13 # OF MEDIAN MONTHLY LEADS 10 10 <12 12-23 24-51 >51 # OF BLOG ARTICLES SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
  • 97. Blogging frequency has a direct & significant impact on lead-gen. 89% 76% 78% 72% # OF MEDIAN MONTHLY LEADS 49% 33% < MONTHLY MONTHLY WEEKLY 2-3X/WEEK DAILY MULTIPLE TIMES/DAY FREQUENCY OF BLOG POSTS SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
  • 99. Morning is the most popular time to read blogs. 79% 64% 51% % OF BLOG READERS 40% MORNING AFTERNOON EVENING NIGHT SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
  • 100. Blog reading peaks around 10AM. # OF VIEWS SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
  • 101. Link-sharing among blog readers # OF LINKS SHARED peaks around 7am. SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
  • 102. Commenting on blogs # OF COMMENTS peaks around 8am. SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
  • 103. THE BOTTOM LINE Blog early and often.
  • 105. 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
  • 106.
  • 107. FACT Facebook has a massive & highly engaged audience.
  • 108. Facebook is effective for B2C customer acquisition. B2B B2C 80% 77% % of channel users this channel who 65% acquired a customer through 60% 60% 55% 55% 51% 43% 40% 40% 20% 0% LinkedIn Company Blog Facebook Twitter SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
  • 109. Brands get a 46% increase in user engagement with FACEBOOK TIMELINE. SOURCE: SIMPLY MEASURED, HTTP://BIT.LY/HNJLFR
  • 110. Brands get a 65% increase in interactive content with FACEBOOK TIMELINE. SOURCE: SIMPLY MEASURED, HTTP://BIT.LY/HNJLFR
  • 111. of consumer comments on 35% company Facebook Pages are compliments. SOURCE: AT KEARNEY, HTTP://BIT.LY/HNK1EX
  • 112. 70% of Facebook news consumers follow links posted by FRIENDS or FAMILY.
  • 113. The median ratio of Facebook VIEWS : SHARES : 9:1 SOURCE: BUZZFEED, HTTP://BIT.LY/HNLUKL
  • 114. 93% of US adult Internet users are on Facebook. 164 Million 152 Million SOURCE: BLOGHER, APRIL 2011
  • 115. 1 out of every 7 minutes online is spent on Facebook. SOURCE: COMSCORE, DECEMBER 2011
  • 116. The average Facebook user spends ~7 hours/month on Facebook. 7HOURS SOURCES: COMSCORE
  • 117. Facebook is overtaking Google 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 MINUTES SPENT (BILLIONS) 35.8 32.2 34.3 27.6 26.7 20 16 16.7 15.8 13 Yahoo! Sites 12 11.4 9.3 Google sites 5.9 6.4 6.4 5.6 Facebook Jul-07 Dec-07 Apr-08 Jul-08 Dec-08 Apr-09 Jul-09 Dec-09 Apr-10 Jul-10 SOURCE: COMSCORE, AUGUST 2011
  • 118. Facebook has become the top choice for social sign-in. OTHER 8% WINDOWS LIVE 6% TWITTER 7% FACEBOOK 35% YAHOO 13% GOOGLE 31% SOURCE: JANRAIN, APRIL 2011
  • 119. 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% Male MAIL 10% Female 5% PRINT OUT 8% SOURCE: CHADWICK MARTIN BAILEY, SEPTEMBER 2010
  • 120. 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” SOURCE: VISIBLI, APRIL 2011
  • 121. 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.” FACEBOOK USERS: THE JUGGERNAUT ROLLS ON PAUL VERNA | MARCH 21, 2011 | EMARKETER
  • 123. Most US B2B marketers agree that Facebook is an effective marketing tool. FACEBOOK 51% LINKEDIN 45% TWITTER 35% “THIS SITE IS SOMEWHAT TO MYSPACE 25% EXTREMELY EFFECTIVE AS A MARKETING TOOL.” SOURCE: OUTSELL, DECEMBER 2009
  • 124. 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% SOURCE: AD-OLOGY, NOVEMBER 2010
  • 125. More than 1/3 of marketers say Facebook is “critical” or “important” to their business. Not Useful Critical 14% 15% Important Somewhat 24% Useful 24% Useful 24% SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
  • 126. The number of marketers who say Facebook is “critical” or “important” to their business has increased by 75% in three years. 45% 42% 75% 40% 35% 30% 25% 24% 20% 15% 10% 5% 0% In 2009 In 2012 SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
  • 127. THE BOTTOM LINE If you don’t like Facebook yet, you will
  • 129. 129
  • 130. FACT Virtually everyone has heard of Twitter. Not everyone is using it (yet).
  • 131. Roughly 9% of adult Americans use Twitter. 152 Million 21 Million SOURCE: EMARKETER, APRIL 2011
  • 132. The average Twitter user has 27 followers. SOURCE: RJMETRICS, JANUARY 2010
  • 133. 25% of Twitter accounts have no followers. FOLLOW ME? SOURCE: RJ METRICS, JANUARY 2010
  • 134. 40% of Twitter accounts have never sent a single tweet. SOURCE: RJ METRICS, JANUARY 2010
  • 135. 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% SOURCE: RJMETRICS, JANUARY 2010
  • 136. FACT Twitter users are young, smart, affluent, & tech-savvy.
  • 137. 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+ SOURCE: EDISON RESEARCH, 2010
  • 138. 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% SOURCE: PEW RESEARCH CENTER, JANUARY 2010
  • 139. 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 SOURCE: EDISON RESEARCH, 2010
  • 140. 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 SOURCE: EDISON RESEARCH, 2010
  • 141. US Twitter users tend to be “early adopters.” TOTAL POPULATION 12+ AMONG THE 1ST TO BUY/TRY NEW 10% PRODUCTS 19% MONTHLY TWITTER USERS 12+ 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% SOURCE: EDISON RESEARCH, 2010
  • 142. For Twitter users, Internet > TV. 73% “THE MEDIUM THAT IS MOST ESSENTIAL TO MY LIFE IS…” MONTHLY TWITTER USERS 12+ 42% TOTAL POPULATION 12+ 37% 25% 14% 13% 11% 3% NEWSPAPER RADIO TV INTERNET SOURCE: EDISON RESEARCH, 2010
  • 143. Twitter users spend a lot of time online. 4:00 3:22 3:25 “I SPEND HH:MM PER DAY WITH EACH OF THESE MEDIA.” 2:41 MONTHLY TWITTER USERS 12+ 2:05 1:56 TOTAL POPULATION 12+ 0:26 0:28 NEWSPAPER RADIO TV INTERNET SOURCE: EDISON RESEARCH, 2010
  • 145. More than 1/2 of active Twitter users follow companies, brands or products FOLLOW on social networks. SOURCE: EDISON RESEARCH, 2010
  • 146. Twitter plays an active role in purchasing decisions. LEARN ABOUT 42% PRODUCTS/SERVICES PROVIDE OPINIONS ABOUT 41% PRODUCTS/SERVICES ASK FOR OPINIONS ABOUT 31% PRODUCTS/SERVICES LOOK FOR DISCOUNTS/SALES 28% PURCHASE 21% PRODUCTS/SERVICES “I USE TWITTER TO...” SEEK CUSTOMER SUPPORT 19% SOURCE: EDISON RESEARCH, 2010
  • 147. 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% SOURCE: EDISON RESEARCH, 2010
  • 148. 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% SOURCE: EDISON RESEARCH, 2010
  • 149. 57% of all companies that use social media for business, use Twitter. DON’T USE TWITTER 43% USE TWITTER 57% SOURCE: BUSINESS.COM, SEPTEMBER 2009
  • 150. B2B companies are far more likely to use Twitter than B2C companies. 75% “MY COMPANY TWEETS.” 49% B2B B2C SOURCE: BUSINESS.COM, SEPTEMBER 2009
  • 151. Twitter drives more customers for B2C. “YES, WE HAVE ACQUIRED A CUSTOMER VIA 55% TWITTER. 40% B2B B2C SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
  • 152. More than 1/3 of marketers say Twitter is “critical” or “important” to their business. Not Useful Critical 14% 15% Somewhat Useful 24% Important 24% Useful 24% SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
  • 153. Companies that use Twitter average 2x more leads/month than those that do not. 86 # OF MEDIAN MONTHLY LEADS USE TWITTER DON’T USE TWITTER 43 31 15 10 5 <11 EMPLOYEES 11-50 EMPLOYEES >50 EMPLOYEES SOURCE: HUBSPOT STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
  • 154. B2C companies with >100 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 FOLLOWERS SOURCE: HUBSPOT STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
  • 155. FACT Don’t be a twit. Start tweeting.
  • 156. MOBILE
  • 157. There are 271 MILLION mobile subscribers in the U.S. alone. SOURCE:,INTERNATIONAL TELECOMMUNICATION UNION (ITU), JULY, 2011
  • 158. 54% of iOS web traffic is devoted to search VS the 36% Internet average. SEARCH THROUGH IOS 54% 36% IOS INTERNET AVERAGE SOURCE: CHITIKA, APRIL 2012
  • 159. 60% of consumers do product or service research “several times a month” via a mobile device. SOURCE: LOCAL CORPORATION, APRIL 2012
  • 160. 1% of emails are first opened on mobile devices, then on desktop PCs later. SOURCE: KNOTICE, MARCH 2012
  • 161. FACT Optimize your website & email for mobile.
  • 162. 9 out of 10 mobile searches lead to action. OVER HALF lead to purchase. SOURCE: SEARCH ENGINE LAND, 2011
  • 163. 90% of text messages are read within 3 MINUTES of being delivered. SOURCE: 2011 MOBILE STARTEGT FOR COMPANIES, IMPIGERMOVILE, 2011
  • 164. 4 BILLION of the 6.8 BILLION people on the planet, use a mobile phone. 3.5 BILLION of them use a toothbrush. SOURCE: 60 SECOND MARKETER, 2011
  • 165. MAKE YOUR MARKETING AWESOME Try HubSpot FREE for 30 days! http://HubSpot.com/free-trial
  • 166. IF YOU THOUGHT blog.hubspot.com/ Twitter.com/hubspot THAT THIS WAS Facebook.com/hubspot AWESOME, Linkedin/com/hubspot PERHAPS YOU’D Youtube.com/hubspot LIKE TO BE flickr.com/photos/hubspot FRIENDS ONLINE? Slideshare.net/hubspot
  • 167. Search Engine Optimization Blogging & Social Media Lead Generation All-in-One Lead Marketing Software Management Email & Automation Marketing Analytics

Editor's Notes

  1. http://totalaccess.emarketer.com/Chart.aspx?dsNav=Nr:P_ID:106801Source: eMarketer April 2011
  2. http://totalaccess.emarketer.com/Chart.aspx?R=105978&amp;dsNav=Ro:8,N:1064Chart Title: Time Spent per Day on the Internet According to US Consumers, Oct 2010 (% of respondents) Publication Date: January 12, 2011Topics:Internet UsageGeographies: North America&gt; United StatesSources: The Media Audit
  3. http://totalaccess.emarketer.com/Chart.aspx?R=105978&amp;dsNav=Ro:8,N:1064Chart Title: Time Spent per Day on the Internet According to US Consumers, Oct 2010 (% of respondents) Publication Date: January 12, 2011Topics:Internet UsageGeographies: North America&gt; United StatesSources: The Media Audit
  4. http://totalaccess.emarketer.com/Chart.aspx?dsNav=Nr:P_ID:106801Source: eMarketer April 2011
  5. http://totalaccess.emarketer.com/Chart.aspx?dsNav=Nr:P_ID:106801Source: eMarketer April 2011
  6. http://totalaccess.emarketer.com/Chart.aspx?R=105883Change in Investing in Paid vs. Unpaid/Earned Media According to Brand Marketers and Agencies Worldwide in 2011 (% of respondents) Publication Date: February 9, 2011Sources: AnswerLabSociety of Digital Agencies (SoDA)
  7. http://totalaccess.emarketer.com/Chart.aspx?R=105883Change in Investing in Paid vs. Unpaid/Earned Media According to Brand Marketers and Agencies Worldwide in 2011 (% of respondents) Publication Date: February 9, 2011Sources: AnswerLabSociety of Digital Agencies (SoDA)
  8. http://totalaccess.emarketer.com/Chart.aspx?dsNav=Nr:P_ID:102039hart Title: Change in Investment for Select Marketing Tactics According to US B2B Marketers, Aug 2010 (% of respondents) Publication Date: October 19, 2010Topics:Marketing SpendingB2B MarketingGeographies: North America&gt; United StatesSources: MarketingSherpa
  9. Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
  10. Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
  11. OUTBOUND: direct mail, telemarketing and trade showsINBOUND: blogging, content publishing, search engine optimization, social media
  12. Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
  13. Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
  14. Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
  15. http://www.pewinternet.org/Reports/2010/Online-Product-Research/Findings.aspx
  16. Google: 34,000 searches per second (2 million per minute; 121 million per hour; 3 billion per day; 88 billion per month, figures rounded)http://searchengineland.com/by-the-numbers-twitter-vs-facebook-vs-google-buzz-36709
  17. 75% of users never scroll past the first page57% of internet users search the web everyday46% are for prodiucts &amp; services20% are for local businesses
  18. 75% of users never scroll past the first page57% of internet users search the web everyday46% are for prodiucts &amp; services20% are for local businesses
  19. 75% of users never scroll past the first page57% of internet users search the web everyday46% are for prodiucts &amp; services20% are for local businesses
  20. RESEARCH DATA: How B-to-B Buyers Use Search (Google Surprise, Plus 28 Tables &amp; Charts) Feb 06, 2007http://www.marketingsherpa.com/content/?q=node/2568
  21. RESEARCH DATA: How B-to-B Buyers Use Search (Google Surprise, Plus 28 Tables &amp; Charts) Feb 06, 2007http://www.marketingsherpa.com/content/?q=node/2568http://www.websitemagazine.com/content/blogs/posts/archive/2011/05/04/top-search-position-gains-37-percent-of-clicks.aspx
  22. RESEARCH DATA: How B-to-B Buyers Use Search (Google Surprise, Plus 28 Tables &amp; Charts) Feb 06, 2007http://www.marketingsherpa.com/content/?q=node/2568
  23. http://totalaccess.emarketer.com/Chart.aspx?R=104806&amp;dsNav=Ro:8,N:996-500Chart Title: Paid Search Clickthrough Rate Worldwide, by Search Engine, 2007-2010 Publication Date: January 6, 2011Topics:Clickthrough Rate (CTR)Paid SearchGeographies: WorldwideSources: Covario
  24. Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV**DOUBLE CHECK THE #S!!! ACTUAL VALUES ARENT ON THE EXISTING CHARTS!!!
  25. Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV**DOUBLE CHECK THE #S!!! ACTUAL VALUES ARENT ON THE EXISTING CHARTS!!!
  26. Source: State of Inbound Marketing Lead Generation Report - http://bit.ly/cVMpkn
  27. http://totalaccess.emarketer.com/Chart.aspx?R=105504&amp;dsNav=Ro:9,N:1064Chart Title: Top 5 Online Activities of US Internet Users, Ranked by Minutes Spent and Share of Time Spent Online, Nov 2010 (billions and % of total) Publication Date: January 11, 2011Topics:Internet UsageMedia ConsumptionSocial Network UsersGeographies: North America&gt; United StatesSources: The Nielsen Company
  28. http://totalaccess.emarketer.com/Reports/Viewer.aspx?R=2000777
  29. http://totalaccess.emarketer.com/Reports/Viewer.aspx?R=2000777
  30. http://totalaccess.emarketer.com/Reports/Viewer.aspx?R=2000777
  31. http://comscore.com/index.php//Press_Events/Press_Releases/2011/2/comScore_Releases_The_2010_U.S._Digital_Year_in_Review
  32. http://totalaccess.emarketer.com/Chart.aspx?dsNav=Nr:P_ID:96874&amp;xsrc=chart_articlexChart Title: Emerging Channels for Lead Generation in 2010* According to US Technology Marketers (% of respondents) Publication Date: May 25, 2010Topics:Lead GenerationMobile AdvertisingSocial Media MarketingTechnologyGeographies: North America&gt; United StatesSources: Unisfair
  33. http://totalaccess.emarketer.com/Chart.aspx?dsNav=Nr:P_ID:96874&amp;xsrc=chart_articlexChart Title: Emerging Channels for Lead Generation in 2010* According to US Technology Marketers (% of respondents) Publication Date: May 25, 2010Topics:Lead GenerationMobile AdvertisingSocial Media MarketingTechnologyGeographies: North America&gt; United StatesSources: Unisfair
  34. Read more: http://wallblog.co.uk/2011/01/10/companies-using-social-media-are-making-more-money-says-mckinsey/#ixzz1EtaOL5o7http://www.mckinseyquarterly.com/Organization/Strategic_Organization/The_rise_of_the_networked_enterprise_Web_20_finds_its_payday_2716The rise of the networked enterprise: Web 2.0 finds its paydayMcKinsey’s new survey research finds that companies using the Web intensively gain greater market share and higher margins.DECEMBER 2010 • Jacques Bughin and Michael ChuiSource: McKinsey Global Institute
  35. http://totalaccess.emarketer.com/Chart.aspx?R=106161&amp;dsNav=Ro:-1,Nrc:id-1132,N:1126-1125&amp;xsrc=TopicsPanelChart Title: Social Media and Other Websites Used by US Local Small Businesses to Promote Their Business, Feb 2011 (% of respondents) Publication Date: February 15, 2011Topics:Social Media MarketingSmall BusinessGeographies: North America&gt; United StatesSources: MerchantCircle
  36. http://totalaccess.emarketer.com/Chart.aspx?dsNav=Nr:P_ID:104744&amp;xsrc=chart_articlexChart Title: Ways that Social Media Benefits Their Business According to US Small Businesses, Nov 2010 (% of respondents) Publication Date: January 8, 2011Topics:Social Media MarketingSmall BusinessGeographies: North America&gt; United StatesSources: Ad-ology Research
  37. http://totalaccess.emarketer.com/Chart.aspx?R=104753&amp;dsNav=Ro:4,Nrc:id-1132,N:1126-1125&amp;xsrc=TopicsPanelhart Title: Importance of Social Media Sites for Sales According to US SMBs, by Sales Type, May 2010 (% of respondents) Publication Date: January 5, 2011Topics:Social Media MarketingSmall BusinessGeographies: North America&gt; United StatesSources: DoremusForbes Insights
  38. http://totalaccess.emarketer.com/Chart.aspx?dsNav=Nr:P_ID:102089&amp;xsrc=chart_articlexChart Title: Leading Benefits of Using Social Media Tools According to US Small Businesses, Sep 2010 (% of respondents) Publication Date: October 18, 2010Topics:Social Media MarketingSmall BusinessGeographies: North America&gt; United StatesSources: American Express
  39. http://totalaccess.emarketer.com/Chart.aspx?dsNav=Nr:P_ID:99936&amp;xsrc=chart_articlexChart Title: Ways of Using Social Media to Improve Search Results, July 2010 (% of US B2B marketers) Publication Date: August 16, 2010Topics:B2B Social MediaGeographies: North America&gt; United StatesSources: BtoB magazineBusiness.com
  40. http://totalaccess.emarketer.com/Chart.aspx?dsNav=Nr:P_ID:95278&amp;xsrc=chart_articlexChart Title: Main Reason for Implementing a Social Media Strategy According to US Marketing Professionals, April 2010 (% of respondents) Publication Date: April 14, 2010Topics:Social Media MarketingGeographies: North America&gt; United StatesSources: R2integrated (R2i)
  41. http://totalaccess.emarketer.com/Chart.aspx?R=97392&amp;dsNav=Ro:31,N:1136&amp;xsrc=TopicsPanelChart Title: Lead Referrals from Social Media Sites to B2B Sites, June 2010 Publication Date: June 9, 2010Topics:B2B Social MediaGeographies: North America&gt; United StatesSources: LeadForce1
  42. im
  43. Image http://www.flickr.com/photos/contentious/By agahranhttp://totalaccess.emarketer.com/Chart.aspx?dsNav=Nr:P_ID:102385Chart Title: Internet Users in the US and Worldwide Who Read Blogs, 2008-2010 (% of respondents) Publication Date: October 1, 2010Topics:BlogsGeographies: North America&gt; United StatesWorldwideSources: UM
  44. http://totalaccess.emarketer.com/Chart.aspx?dsNav=Nr:P_ID:102385Chart Title: Internet Users in the US and Worldwide Who Read Blogs, 2008-2010 (% of respondents) Publication Date: October 1, 2010Topics:BlogsGeographies: North America&gt; United StatesWorldwideSources: UM
  45. http://totalaccess.emarketer.com/Chart.aspx?dsNav=Nr:P_ID:99616Chart Title: US Bloggers, 2008-2014 (millions and % of internet users) Publication Date: August 9, 2010Topics:BlogsGeographies: North America&gt; United StatesSources: eMarketer
  46. http://totalaccess.emarketer.com/Chart.aspx?dsNav=Nr:P_ID:99699Chart Title: US Companies Using Blogs for Marketing Purposes, 2007-2012 (% of total) Publication Date: August 11, 2010Topics:Social Media MarketingBlogsGeographies: North America&gt; United StatesSources: eMarketer
  47. Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
  48. http://blog.digitalingredients.co.uk/2010/02/social-media-influence-purchase.html
  49. Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
  50. Source: State of Inbound Marketing Lead Generation Report - http://bit.ly/cVMpkn
  51. Source: State of Inbound Marketing Lead Generation Report - http://bit.ly/cVMpkn
  52. Source: State of Inbound Marketing Lead Generation Report - http://bit.ly/cVMpkn
  53. Source: State of Inbound Marketing Lead Generation Report - http://bit.ly/cVMpkn
  54. http://totalaccess.emarketer.com/Chart.aspx?dsNav=Nr:P_ID:106801Source: eMarketer April 2011
  55. http://comscore.com/index.php//Press_Events/Press_Releases/2011/2/comScore_Releases_The_2010_U.S._Digital_Year_in_Review
  56. http://www.pamorama.net/wp-content/uploads/2010/12/facebook-statistics.jpgEating data http://www.ers.usda.gov/AmberWaves/June08/DataFeature/Sleeping data http://psychdigest.com/a-perfect-nights-sleep/
  57. http://totalaccess.emarketer.com/Chart.aspx?dsNav=Nr:P_ID:106801Source: eMarketer April 2011
  58. http://totalaccess.emarketer.com/Chart.aspx?dsNav=Nr:P_ID:106801Source: eMarketer April 2011
  59. http://www.pamorama.net/wp-content/uploads/2010/12/facebook-statistics.jpgEating data http://www.ers.usda.gov/AmberWaves/June08/DataFeature/Sleeping data http://psychdigest.com/a-perfect-nights-sleep/
  60. http://www.pamorama.net/wp-content/uploads/2010/12/facebook-statistics.jpgEating data http://www.ers.usda.gov/AmberWaves/June08/DataFeature/Sleeping data http://psychdigest.com/a-perfect-nights-sleep/
  61. http://totalaccess.emarketer.com/Chart.aspx?dsNav=Nr:P_ID:93682&amp;xsrc=chart_articlexhart Title: Effectiveness* of Select Social Media Sites Among US B2B Marketers, December 2009 (% of respondents) Publication Date: March 8, 2010Topics:B2B Social MediaGeographies: North America&gt; United StatesSources: Outsell
  62. http://totalaccess.emarketer.com/Chart.aspx?dsNav=Nr:P_ID:104743&amp;xsrc=chart_articlexChart Title: Social Media Sites that US Small Businesses Believe Are Beneficial to Their Business, Nov 2010 (% of respondents) Publication Date: January 8, 2011Topics:Social Media MarketingSmall BusinessGeographies: North America&gt; United StatesSources: Ad-ology Research
  63. http://techcrunch.com/2010/06/08/twitter-190-million-users/
  64. http://themetricsystem.rjmetrics.com/2010/01/26/new-data-on-twitters-users-and-engagement/RJMetrics January 26, 2010
  65. http://themetricsystem.rjmetrics.com/2010/01/26/new-data-on-twitters-users-and-engagement/RJMetrics January 26, 2010
  66. http://themetricsystem.rjmetrics.com/2010/01/26/new-data-on-twitters-users-and-engagement/RJMetrics January 26, 2010
  67. http://themetricsystem.rjmetrics.com/2010/01/26/new-data-on-twitters-users-and-engagement/RJMetrics January 26, 2010
  68. http://totalaccess.emarketer.com/Chart.aspx?dsNav=Nr:P_ID:93816Chart Title: US Adults Who Use Twitter, by Generation, January 2010 (% of respondents in each group) Publication Date: February 24, 2010Topics:Baby BoomersGeneration XMillennialsSeniorsMicrobloggingGeographies: North America&gt; United StatesSources: Pew Research Center
  69. Twitter Usage In America: 2010The Edison Research/Arbitron Internet and Multimedia StudyTom Webster - Vice President, Strategy and MarketingEdison Research
  70. Twitter Usage In America: 2010The Edison Research/Arbitron Internet and Multimedia StudyTom Webster - Vice President, Strategy and MarketingEdison Research
  71. Twitter Usage In America: 2010The Edison Research/Arbitron Internet and Multimedia StudyTom Webster - Vice President, Strategy and MarketingEdison Research
  72. Twitter Usage In America: 2010The Edison Research/Arbitron Internet and Multimedia StudyTom Webster - Vice President, Strategy and MarketingEdison Research
  73. Twitter Usage In America: 2010The Edison Research/Arbitron Internet and Multimedia StudyTom Webster - Vice President, Strategy and MarketingEdison Research
  74. Twitter Usage In America: 2010The Edison Research/Arbitron Internet and Multimedia StudyTom Webster - Vice President, Strategy and MarketingEdison Research
  75. Twitter Usage In America: 2010The Edison Research/Arbitron Internet and Multimedia StudyTom Webster - Vice President, Strategy and MarketingEdison Research
  76. Twitter Usage In America: 2010The Edison Research/Arbitron Internet and Multimedia StudyTom Webster - Vice President, Strategy and MarketingEdison Research
  77. http://totalaccess.emarketer.com/Chart.aspx?dsNav=Nr:P_ID:93984Chart Title: US Twitter Users* Who Are More Likely to Buy/Recommend a Brand Since Becoming a Fan/Follower on Twitter, February 2010 (% of respondents) Publication Date: March 10, 2010Topics:Social Media MarketingGeographies: North America&gt; United StatesSources: Chadwick Martin BaileyiModerate Research Technologies
  78. http://totalaccess.emarketer.com/Chart.aspx?dsNav=Nr:P_ID:93984Chart Title: US Twitter Users* Who Are More Likely to Buy/Recommend a Brand Since Becoming a Fan/Follower on Twitter, February 2010 (% of respondents) Publication Date: March 10, 2010Topics:Social Media MarketingGeographies: North America&gt; United StatesSources: Chadwick Martin BaileyiModerate Research Technologies
  79. http://totalaccess.emarketer.com/Reports/Viewer.aspx?R=2000674Business.com estimated that
  80. http://totalaccess.emarketer.com/Reports/Viewer.aspx?R=2000674Chart Title: Leading Social Media Initiatives Among B2B and B2C Companies in North America , September 2009 (% of respondents) Publication Date: November 16, 2009Topics:B2B Social MediaGeographies: North AmericaSources: Business.com
  81. Source: State of Inbound Marketing Report - http://bit.ly/aewfHrUPDATED data from 2011 report except estimated the “somewhat” &amp; “not useful” numbers!
  82. Source: State of Inbound Marketing Lead Generation Report - http://bit.ly/cVMpkn
  83. Source: State of Inbound Marketing Lead Generation Report - http://bit.ly/cVMpkn