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100 awesome marketing stats, charts & graphs

This document provides an overview of inbound versus outbound marketing and discusses how inbound marketing is more effective and cost-efficient. Some key points made include that inbound marketing costs 62% less per lead than outbound marketing. Inbound marketing channels like blogs, social media, and SEO generate more revenue than outbound channels like trade shows, pay-per-click advertising, and direct mail. Three out of four inbound marketing tactics also cost less on average than outbound tactics. The conclusion is that companies should shift their marketing budgets toward inbound tactics.

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100SOME E A W MARKETING! STATS! CHARTS ! & GRAPHS! WARNING: SAFETY GOGGLES HIGHLY RECOMMENDED!
The ESOME AW TABLE OF CONTENTS 1 INBOUND VS. OUTBOUND MARKETING………....3 2 SEARCH ENGINE OPTIMIZATION……………….23 3 SOCIAL MEDIA…………………………….41 4 BLOGGING………………………………..63 5 FACEBOOK………………………………..86 6 TWITTER………………………………....105 7 MAKE YOUR MARKETING AWESOME ………..…132
1 ! 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) 4
FACT: The Internet has fundamentally changed the way people find, discover, share, shop, & connect.
Your customers are relying more & more on More than half of all US residents social. and more than ¾ of all US adults are online. 311 Million ESTIMATED US POPULATION 164 Million ESTIMATED US ADULT INTERNET USERS 6 SOURCES: BLOGHER, APRIL 2011, PEW RESEARCH, MAY 2010, US CENSUS BUREAU, MAY 2011
One third of US consumers ! spend >3 hours online every day. 180+ MINUTES 35% 60-79 MINUTES 33% 1-59 MINUTES 14% 0 MINUTES 19% 7 SOURCE: THE MEDIA AUDIT, OCTOBER 2010
More & more of the things we used to do offline, we now do online. 94% 87% 78% 75% 72% 66% 61% 59% 32% SEND/READ USE A PRODUCT GET NEWS FUN/PASS THE BUY A SOCIAL LOOK FOR RATE A EMAIL SEARCH RESEARCH TIME PRODUCT NETWORKING "HOW-TO" PRODUCT OR ENGINE INFO SERVICE 8 SOURCE: PEW RESEARCH CENTER, MAY 2010
# OF US CITIZENS 300,000,000 200,000,000 # OF US CITIZENS ON THE FTC’S “DO NOT CALL” LIST 9 SOURCE: FTC, JULY 2010
% OF PEOPLE % DECLINE IN TECH % OF DIRECT MAIL WHO SKIP TV ADS TRADE SHOW SPENDING NEVER OPENED 10 SOURCES: THE GUARDIAN, AUGUST 2010, TSEA.ORG, MARCH 2009, & EPA.GOV, NOVEMBER 2010
FACT: Marketers are shifting their budgets away from “interruption” advertising.
61% of marketers will invest more " in earned media in 2011. *EARNED MEDIA 61% PAID DIGITAL MEDIA 58% * Earned media = favorable publicity gained through promotional efforts PAID TRADITIONAL MEDIA 14% other than advertising. 12 SOURCES: ANSWERLAB & SOCIETY OF DIGITAL AGENCIES, FEBRUARY 2011
Only 5% of marketers will invest less ! in earned media in 2011. *EARNED MEDIA 5% PAID DIGITAL MEDIA 8% * Earned media = favorable publicity gained through promotional efforts other than advertising. PAID TRADITIONAL MEDIA 43% 13 SOURCES: ANSWERLAB & SOCIETY OF DIGITAL AGENCIES, FEBRUARY 2011
B2B marketers are shifting their budgets ! toward inbound marketing. “I WILL INCREASE MY INVESTMENT IN THIS MARKETING TACTIC THIS YEAR.” 69% 60% 60% INBOUND 49% OUTBOUND 40% 32% 24% 22% 15% 14 SOURCE: MARKETINGSHERPA, OCTOBER 2010
More than half of marketers increased ! their inbound marketing budget in 2011. 54% 35% 11% INCREASED BUDGET NO CHANGE DECREASED BUDGET 15 SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011
The average budget spent ! on company blogs ! & social media has nearly ! “THE PORTION OF MY MARKETING BUDGET ALLOCATED TO SOCIAL MEDIA & OUR COMPANY BLOG IS...” doubled in two years. 17% 9% 2009 2011 16 SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011
FACT: Inbound marketing is ! a lot more cost-effective than traditional, outbound marketing.
Inbound marketing costs 62% less " per lead than traditional, outbound marketing. OUTBOUND: AVG COST/LEAD: $373 INBOUND: AVG COST/LEAD: $143 18 SOURCE: HUBSPOT, 2011
Inbound marketing tactics ! don’t just generate leads. ! They generate revenue. “OUR COMPANY HAS ACQUIRED A CUSTOMER THROUGH THIS CHANNEL.” 57% 57% 48% 42% COMPANY BLOG LINKEDIN FACEBOOK TWITTER 19 SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011
  3 out of 4 inbound marketing channels cost less than ! any outbound channel. “THIS LEAD-GEN TACTIC IS BELOW AVERAGE COST.” 55% 47% 39% 36% INBOUND 33% OUTBOUND 27% 19% BLOGS SOCIAL MEDIA SEO TELEMARKETING DIRECT MAIL PPC TRADE SHOWS 20 SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011
  Outbound marketing costs more. “THIS LEAD-GEN TACTIC 47% IS ABOVE AVERAGE COST.” 29% 27% INBOUND OUTBOUND 21% 13% 13% 9% TRADE SHOWS PPC DIRECT MAIL TELEMARKETING SEO SOCIAL MEDIA BLOGS 21 SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011
THE BOTTOM LINE: Go inbound or go home.
2 SEARCH ! ENGINE ! OPTIMIZATION
“ Many Americans begin their purchasing experience by doing online research to compare prices, quality, and the reviews ! of other shoppers. ! ! Even if they end up making their purchase in a store, they start their fact-finding and decision-making ! on the internet.”! ! JIM JANSEN! SENIOR FELLOW! PEW RESEARCH CENTER’S INTERNET & AMERICAN LIFE PROJECT! SEPTEMBER 2010 24
FACT: Google is the new Yellow Pages.
More & more of our pre-shopping research starts on search engines. “I USED A SEARCH ENGINE TO CONDUCT PRODUCT OR SERVCE RESEARCH YESTERDAY.’” 21% 15% 13% 9% Jan-04 FEB 04 Jan-05 FEB 05 Jan-06 Jan-07 SEPT 07 Jan-08 Jan-09 Jan-10 SEPT 10 26 SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, SEPTEMBER 2010
Worldwide, we conduct 88,000,000,000 searches ! per month on Google. PER SECOND 34,000 PER MINUTE 2,000,000 PER HOUR 121,000,000 PER DAY 3,000,000,000 27 SOURCE: SEARCH ENGINE LAND, FEBRUARY 2010
57% of Internet users search the web every day. SOURCE: MARKETSHARE.HITSLINK.COM, OCTOBER 2010 28
46% of daily searches are for info on products or services. SOURCE: SRI, OCTOBER 2010 29
20% of monthly Google searches ! are for ! local businesses. 30 SOURCE: GOOGLE, APRIL 2010
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 25% “WHICH SEARCH RESULT LINK DID YOU CLICK ON FIRST?’” OTHER * 5% *INCLUDES NON- TRADITIONAL ORGANIC RESULTS, SUCH AS ORGANIC SHOPPING LINKS, LOCAL RESULTS, NEWS, ETC. 70% 32 SOURCE: MARKETINGSHERPA, FEBRUARY 2007
60% of all organic clicks ! go to the top three ! organic search results. 27% 20% 13% 10% 9% SHARE OF CLICKS 7% 5% 4% 3% 3% 1 2 3 4 5 6 7 8 9 10 RANKING ON SEARCH RESULTS PAGE 33 SOURCE: MARKETINGSHERPA, FEBRUARY 2007
75% ! of users never scroll past the first page of search results. 34 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% 35 SOURCE: COVARIO, JANUARY 2011
FACT: The more keyword-rich content you generate, ! the more search engines will find (and love) you.
Companies that blog have 434% more indexed pages. ñ434% AVG # OF INDEXED PAGES! AVG # OF INDEXED PAGES! WITHOUT A BLOG WITH A BLOG 37 SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
Companies that blog have ! 97% more inbound links. ñ97% AVG # OF LINKS! AVG # OF LINKS! WITHOUT A BLOG WITH A BLOG 38 SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
Companies with more ! indexed web pages ! get way more leads. 74 ñ236% MEDIAN MONTHLY LEADS 22 12 7 5 <60 60-120 121-175 176-310 >311 # OF INDEXED PAGES 39 SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
THE BOTTOM LINE: If Google can’t find you,! neither will anyone else.
3 SOCIAL ! MEDIA
“ While social media is not the silver bullet that some pundits claim it to be, ! it is an extremely important ! & relatively low cost touch point ! that has a direct impact on sales ! & positive word of mouth.! ! Companies not actively engaging are missing a huge opportunity ! & are saying something to consumers! —intentionally or unintentionally! —about how willing they are ! to engage on consumers’ terms.” JOSH MENDELSOHN VICE PRESIDENT CHADWICK MARTIN BAILEY 42
FACT: Social media isn’t a fad. ! It’s a revolution.
US Internet users spend 3x more minutes on blogs & social networks than on email. VIDEOS/MOVIES 4% PORTALS 4% EMAIL 8% ONLINE GAMES 10% SOCIAL NETWORKS/ 24% BLOGS 44 SOURCE: THE NIELSEN COMPANY, NOVEMBER 2010
Nearly 2/3 of US Internet users regularly use a social network. 63.7% 60.1% 52.3% 2009 2010 2011 45 SOURCE: EMARKETER, FEBRUARY 2011
Regardless of age, ! we’re social networking. 90% 81% 82% 72% 58% 52% 31% 12-17 YO 18-24 YO 25-34 YO 35-44 YO 45-54 YO 55-64 YO 65+ US SOCIAL NETWORK USER PENETRATION BY AGE 46 SOURCE: EMARKETER, FEBRUARY 2011
The world is becoming more ! & more social. 4.6 4.4 3.7 2.9 2.7 2.3 1.8 Shopping Browsing Gaming Multimedia Social News Email AVG HOURS/WEEK SPENT ON THIS ONLINE ACTIVITY, WORLDWIDE 47 SOURCE: TNS, OCTOBER 2010
Thanks to the rise in social media, ! web-based email usage is on the decline, especially among younger generations. 28% 22% AGE 12-17 AGE 18-24 AGE 25-34 AGE 35-44 AGE 45-54 -1% AGE 55-64 AGE 65+ -8% -12% -18% (% CHANGE, DECEMBER 2009 – DECEMBER 2010) -59% 48 SOURCE: COMSCORE, DECEMBER 2010
FACT: Social media has! real business value.
Social media was the leading ! “emerging channel”! for lead gen in 2010. SOCIAL MEDIA 74% VIRTUAL EVENTS 39% MOBILE 34% OTHER 10% 50 SOURCE: UNISFAIR, MAY 25, 2010
Social media conversations ! actively influence purchases. ON SOCIAL MEDIA, I AM MOST INFLUENCED BY…” 55% 55% 51% 39% 38% 35% 26% FRIENDS PEOPLE LIKE EXPERTS ONLINE BRANDS RETAILERS INFLUENTIAL YOU FRIENDS BLOGGERS 51 SOURCE: EMARKETER, MAY 2010
Twitter Drives More Leads for B2C 63% of companies using social media ! say it has increased marketing effectiveness—among other benefits. INCREASING EFFECTIVENESS OF MARKETING 63% INCREASING CUSTOMER SATISFACTION 50% REDUCING MARKETING COSTS 45% REDUCING SUPPORT COSTS 35% REDUCING TIME TO MARKET FOR PRODUCTS/ 26% SERVICES INCREASING PRODUCT/SERVICE INNOVATION 24% INCREASING REVENUE 24% 52 SOURCE: MCKINSEY GLOBAL INSTITUTE, DECEMBER 2010
FACEBOOK 70% LINKEDIN 58% TWITTER 40% YELP 32% YOUTUBE 27% US Local SMBs are MYSPACE 19% actively using social media marketing ! FOURSQUARE 9% to promote their GOWALLA 3% businesses. 53 SOURCE: MERCHANT CIRCLE, FEBRUARY 2011
57% of SMBs say social media ! is beneficial to their business. VERY BENEFICIAL DO NOT USE 33% 27% SOMEWHAT NOT VERY BENEFICIAL BENEFICIAL 10% 30% 54 SOURCE: AD-OLOGY RESEARCH, NOVEMBER 2010
More than 1/2 of US SMBs say social media sites play an important role in active sales. “HOW IMPORTANT IS SOCIAL MEDIA IN SEEKING OUT POTENTIAL NEW CUSTOMERS/CLIENTS ?” VERY IMPORTANT 15% NOT IMPORTANT 47% SOMEWHAT IMPORTANT 38% 55 SOURCE: FORBES INSIGHTS, MAY 2010
More than 1/3 of US SMBs say social media helps them ! get found online. GENERATE SALES 6% “SOCIAL MEDIA HELPS ME TO…” CUT DOWN ON MY MARKETING COSTS 8% MARKET MY BUSINESS TO CUSTOMERS 12% INCREASE TRAFFIC TO MY WEBSITE 15% INCREASE THE EXPOSURE OF MY BUSINESS 39% 56 SOURCE: AMERICAN EXPRESS, SEPTEMBER 2010
Social media helps B2B marketers ! improve search results. “SOCIAL MEDIA IMPROVES MY SEARCH RESULTS VIA…” DRIVING INBOUND LINKS 48% INCREASE PAGE RANK 45% INFLUENCE ORGANIC SEO 40% INFLUENCE KEYWORD PURCHASES 26% 57 SOURCE: BTOB MAGAZINE, JULY 2010
61% of US marketers use social media to increase lead-gen. DIRECTIVE FROM MANAGEMENT I DO NOT KNOW WHY WE 3% HAVE ONE 4% MY COMPETITORS ARE DOING IT 5% “THE MAIN REASON MY COMPANY IS IMPLEMENTING A SOCIAL MEDIA STRATEGY IS… TO INCREASE LEAD MONITOR THE GENERATION CONVERSATION ABOUT 61% MY BRAND 27% 58 SOURCE: R2INTEGRATED, APRIL 2010
Twitter Drives More Leads for B2C LinkedIn drives the most ! referrals to B2B sites. *# OF LEADS IN JUNE 2010 LINKEDIN 17618 REDDIT 11968 DZONE 8478 TWITTER 6170 FACEBOOK 4465 STUMBLEUPON 2517 SQUIDOO 1720 DELICIOUS 1091 59 SOURCE: LEADFORCE1, JUNE 2010
Twitter Drives More Leads for B2C LinkedIn generates the most ! conversions for B2Bs. “OUR COMPANY HAS ACQUIRED 61% A CUSTOMER THROUGH THIS CHANNEL.” 55% 41% 39% LINKEDIN COMPANY BLOG FACEBOOK TWITTER 60 SOURCE: HUBSPOT, STATE OF INBOUND MARKETING REPORT 2011
Twitter Drives More Leads for B2C Facebook generates the most ! conversions for B2Cs. “OUR COMPANY HAS ACQUIRED A CUSTOMER THROUGH THIS CHANNEL.” 67% 63% 53% 39% FACEBOOK COMPANY BLOG TWITTER LINKEDIN 61 SOURCE: HUBSPOT, STATE OF INBOUND MARKETING REPORT 2011
THE BOTTOM LINE: It’s time to get social.
4 BLOGGING
“ The bottom line is that blogging is like sex. ! You can’t fake it. You can’t fake passion. You can’t fake wanting ! to engage with the public. ! If you do, it will ultimately be an unsatisfying experience for both ! the blogger and their readers.” KEVIN ANDERSON FREELANCE JOURNALIST & FORMER BLOGS EDITOR FOR THE GUARDIAN 64
FACT: Blogs keep growing! —in volume & value.
There are 152,000,000 blogs on the Internet. 66 SOURCE: UM, OCTOBER 2010
The global population of blog readers keeps growing. 65% 61% 55% 2008 2009 2010 % OF DAILY INTERNET USERS WHO READ BLOGS 67 SOURCE: UM, OCTOBER 2010
There are 31% more bloggers today than there were ! three years ago. 28.1 26.2 24.0 22.9 2008 2009 2010 2011 INTERNET USERS WHO UPDATE A BLOG AT LEAST MONTHLY (MILLIONS) 68 SOURCE: EMARKETER, AUGUST 2010
Most people read blogs more than once/day. 46% 32% 18% 3% 3% LESS THAN ONCE ONCE A MONTH ONCE A WEEK ONCE A DAY MORE THAN ONCE A MONTH A DAY 69 SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
Most people read 5-10 blogs. 38% 29% 22% 5% 3% LESS THAN 5 5 TO 10 10 TO 50 50 TO 100 MORE THAN 100 NUMBER OF BLOGS 70 SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
Nearly 40%! of US companies ! use blogs for marketing purposes. 39% “MY COMPANY USES A BLOG 34% FOR MARKETING PURPOSES.” 29% 25% 16% 2007 2008 2009 2010 2011 71 SOURCE: EMARKETER, AUGUST 2010
2/3 of marketers say their company blog ! is “critical” or “important” to their business. NOT USEFUL SOMEWHAT 5% CRITICAL USEFUL 27% 10% USEFUL 23% IMPORTANT 35% 72 SOURCE: HUBSPOT, STATE OF INBOUND MARKETING REPORT 2011
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% 74 SOURCE: JUPITER RESEARCH, OCTOBER 2008
Companies that blog have ! 55% more website visitors. 2250 ñ55% 1480 # OF MONTHLY VISITORS DON’T BLOG BLOG 75 SOURCE: HUBSPOT, 2010
B2C companies that blog generate " 88% more leads per month than those ! who do not. 15 ñ88% # OF MEDIAN MONTHLY LEADS 8 DON’T BLOG BLOG 76 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 ñ67% 9 # OF MEDIAN MONTHLY LEADS DON’T BLOG BLOG 77 SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
Companies with >51 blog articles experience a ! 77% lift " 23 ñ77% in median monthly leads. 13 10 10 # OF MEDIAN MONTHLY LEADS <12 12-23 24-51 >51 # OF BLOG ARTICLES 78 SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
Blogging frequency has a ! ! direct & significant impact on lead-gen. 89% 76% 78% 72% 49% # OF MEDIAN MONTHLY LEADS 33% < MONTHLY MONTHLY WEEKLY 2-3X/WEEK DAILY MULTIPLE TIMES/ DAY FREQUENCY OF BLOG POSTS 79 SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
FACT: Bloggers are ! “morning people.”
Morning is the most popular ! time to read blogs. 79% 64% 51% 40% % OF BLOG READERS MORNING AFTERNOON EVENING NIGHT 81 SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
Blog reading peaks # OF VIEWS around 10AM. 82 SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
Link-sharing among blog # OF LINKS SHARED readers peaks around 7am. 83 SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
Commenting on blogs ! # OF COMMENTS peaks around 8am. 84 SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
THE BOTTOM LINE: Blog early & often.
5 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 87
88
FACT: Facebook has ! a massive ! & highly engaged audience.
Your customers are relying more & more on social. 93% of US adult Internet users are on Facebook. 164 Million 152 Million US INTERNET USERS US FACEBOOK USERS 90 SOURCE: BLOGHER, APRIL 2011
1 out of every " 8 minutes " online is spent on Facebook. f 91 SOURCE: COMSCORE, FEBRUARY 2011
Your customers are relying more & more on social. average Facebook user spends The >11 hours/month on Facebook. 13500 13500 8450 AVERAGE MINUTES/MONTH 5040 2010 700 FACEBOOKING EATING WATCHING TV OTHER WORKING SLEEPING 92 SOURCES: BUREAU OF LABOR STATISTICS, JUNE 2010 & FACEBOOK PRESS ROOM, 2011
Your customers are relying more & more on Facebook is overtaking Google ! social. and Yahoo in total time spent online. 41.5 40.5 40.5 39.1 44 43.2 38.2 39.9 37.9 36 38.6 38.7 34.6 35.8 32.2 34.3 27.6 MINUTES SPENT (BILLIONS) 26.7 20 16 16.7 15.8 12 13 11.4 9.3 Yahoo! Sites 5.9 6.4 6.4 5.6 Google sites Facebook Jul-07 Dec-07 Apr-08 Jul-08 Dec-08 Apr-09 Jul-09 Dec-09 Apr-10 Jul-10 93 SOURCE: COMSCORE, AUGUST 2011
Your customers are relying more & more on Facebook has become ! social. the top choice ! for social sign-in. OTHER 8% WINDOWS LIVE 6% TWITTER 7% FACEBOOK 35% YAHOO 13% GOOGLE 31% 94 SOURCE: JANRAIN, APRIL 2011
Facebook has become the preferred way " of sharing content, second only to email ! (for now). 84% EMAIL 88% 44% FACEBOOK 54% 18% TELEPHONE 31% 7% MAIL Male 10% Female 5% PRINT OUT 8% 95 SOURCE: CHADWICK MARTIN BAILEY, SEPTEMBER 2010
We’re not just engaging with our friends on Facebook. We’re engaging with businesses of all kinds. 17 ARTISTS 92 43 MEDIA 57 Avg # of Comments/post Avg. # of Likes/post 9 BRANDS 54 NOTE: PAGES ANALYZED HAVE AT LEAST 100K “LIKES” 96 SOURCE: VISIBLI, APRIL 2011
“ Many internet activities that once took place on separate, isolated venues are now funneled through Facebook. These include email, instant messaging, blogging, gaming, ! video-sharing and online shopping. ! ! As long as users feel they can use Facebook as a gateway for these ! and other functions, the social network will remain vital to the internet experience and relevant to marketers. FACEBOOK USERS: THE JUGGERNAUT ROLLS ON PAUL VERNA | MARCH 21, 2011 | EMARKETER 97
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 EXTREMELY EFFECTIVE AS A MARKETING TOOL.” MYSPACE 25% 99 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% 100 SOURCE: AD-OLOGY, NOVEMBER 2010
More than 1/3 ! of marketers say ! Facebook is “critical” " or “important” ! to their business. NOT USEFUL CRITICAL 12% 18% SOMEWHAT USEFUL 21% IMPORTANT 26% USEFUL 23% 101 SOURCE: HUBSPOT STATE OF INBOUND MARKETING 2011
The number of marketers who say Facebook is “critical” or “important” ! to their business has ! increased 83% " in just two years. 44% ñ83% 24% 2009 2011 102 SOURCE: HUBSPOT STATE OF INBOUND MARKETING 2011
Twitter Drives More Leads for B2C Both B2C & B2B companies ! are acquiring customers " through Facebook. “YES, WE HAVE ACQUIRED A CUSTOMER VIA FACEBOOK. 67% 41% B2B B2C 103 SOURCE: HUBSPOT, STATE OF INBOUND MARKETING REPORT 2011
THE BOTTOM LINE: If you don’t like! Facebook yet, you will.
6 TWITTER
106
FACT: Virtually everyone has heard of Twitter. ! Not everyone ! is using it (yet).
Your customers are relying more & more on social. Roughly 9% of adult Americans use Twitter. 152 Million US FACEBOOK USERS 21 Million US TWITTER USERS 108 SOURCE: EMARKETER, APRIL 2011
The average Twitter user has 27 followers. 109 SOURCE: RJMETRICS, JANUARY 2010
25% of Twitter accounts ! have no followers. FOLLOW ME? 110 SOURCE: RJ METRICS, JANUARY 2010
40% of Twitter accounts ! have never ! sent a single ! tweet. 111 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% 112 SOURCE: RJMETRICS, JANUARY 2010
FACT: Twitter users are! young, smart, affluent, & tech-savvy.
The majority of US Twitter users are 18-29 years old. AGE 18-29 14% AGE 30-45 10% AGE 46-64 6% AGE 65+ 1% 114 SOURCE: PEW RESEARCH CENTER, JANUARY 2010
1/3 of monthly Twitter users ! are 25-34 years old. 33% 19% 18% 11% 12% 7% AGE 12-17 AGE 18-24 AGE 25-34 AGE 35-44 AGE 45-54 AGE 55+ 115 SOURCE: EDISON RESEARCH, 2010
US Twitter users are more educated ! than the general population. 33% MONTHLY TWITTER USERS 18+ 30% TOTAL POPULATION 18+ 23% 23% 19% 17% 16% 13% 12% 8% ADVANCED DEGREE SOME GRADUATE 4-YR COLLEGE 1-3 YRS OF COLLEGE HIGH SCHOOL/LESS CREDITS 116 SOURCE: EDISON RESEARCH, 2010
US Twitter users have ! higher incomes! than the general population. 23% MONTHLY TWITTER USERS 18+ 20% 20% TOTAL POPULATION 18+ 17% 15% 14% 13% 11% 10% 8% >$100K $75K - $100K $50K - $75K $25K-$50K UNDER $25K 117 SOURCE: EDISON RESEARCH, 2010
US Twitter users tend ! to be “early adopters.” TOTAL POPULATION 12+ MONTHLY TWITTER USERS 12+ AMONG THE 1ST TO BUY/TRY NEW 10% PRODUCTS 19% BUY/TRY NEW PRODUCTS BEFORE 12% OTHERS, NOT FIRST 25% BUY/TRY NEW PRODUCTS SAME AS 27% OTHERS 29% BUY/TRY NEW PRODUCTS AFTER 24% OTHERS, NOT LAST 16% USUALLY LAST TO KNOW TO TRY/BUY 25% NEW PRODUCTS 11% 118 SOURCE: EDISON RESEARCH, 2010
For Twitter users, Internet > TV. 73% “THE MEDIUM THAT IS MOST ESSENTIAL TO MY LIFE IS…” 42% MONTHLY TWITTER USERS 12+ TOTAL POPULATION 12+ 37% 25% 14% 13% 11% 3% NEWSPAPER RADIO TV INTERNET 119 SOURCE: EDISON RESEARCH, 2010
Twitter users spend ! a lot of time online. 4:00 “I SPEND HH:MM PER DAY WITH 3:22 3:25 EACH OF THESE MEDIA.” 2:41 MONTHLY TWITTER USERS 12+ TOTAL POPULATION 12+ 2:05 1:56 0:26 0:28 NEWSPAPER RADIO TV INTERNET 120 SOURCE: EDISON RESEARCH, 2010
FACT: Twitter + Business = $$$
More than 1/2 " of active Twitter users ! follow companies, ! brands or products ! on social networks. FOLLOW 122 SOURCE: EDISON RESEARCH, 2010
Twitter plays an active role ! in purchasing decisions. LEARN ABOUT PRODUCTS/ 42% SERVICES PROVIDE OPINIONS ABOUT 41% PRODUCTS/SERVICES ASK FOR OPINIONS ABOUT 31% PRODUCTS/SERVICES LOOK FOR DISCOUNTS/SALES 28% PURCHASE PRODUCTS/SERVICES 21% “I USE TWITTER TO...” SEEK CUSTOMER SUPPORT 19% 123 SOURCE: EDISON RESEARCH, 2010
79% of US Twitter users ! are more likely to recommend brands they follow. NOT SURE NO 6% 15% YES, FOR MANY BRANDS YES, FOR A 23% FEW BRANDS 56% 124 SOURCE: EDISON RESEARCH, 2010
67% of US Twitter users are ! more likely to buy brands they follow. NOT SURE 10% NO 23% YES, FOR A FEW BRANDS YES, FOR 42% MANY BRANDS 25% 125 SOURCE: EDISON RESEARCH, 2010
57% of all companies that use ! social media for business, use Twitter. DON’T USE TWITTER 43% USE TWITTER 57% 126 SOURCE: BUSINESS.COM, SEPTEMBER 2009
B2B companies are far more likely ! to use Twitter than B2C companies. 75% “MY COMPANY TWEETS.” 49% B2B B2C 127 SOURCE: BUSINESS.COM, SEPTEMBER 2009
More than 1/3 of marketers say ! Twitter is “critical” or “important” ! to their business. NOT USEFUL CRITICAL 13% 14% IMPORTANT 24% SOMEWHAT USEFUL 24% USEFUL 25% 128 SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011
Companies that use Twitter ! average 2x more leads/month ! than those that do not. 86 USE TWITTER DON’T USE TWITTER 43 # OF MEDIAN MONTHLY LEADS 31 15 10 5 <11 EMPLOYEES 11-50 EMPLOYEES >50 EMPLOYEES 129 SOURCE: HUBSPOT STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
Twitter Drives More with >100B2C B2C companies Leads for followers ! have 146% more leads/month " than those with <100. 35 ñ146% 32 # OF MEDIAN MONTHLY LEADS 14 11 <21 21-100 101-500 >500 # OF FOLLOWERS 130 SOURCE: HUBSPOT STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
THE BOTTOM LINE: Don’t be a twit.! Start tweeting.
MAKE YOU R MARKETING MBEO!) ESWOH HU SP T AW ( IT HubSpot’s all-in-one Inbound Marketing Software helps 4500 small & medium-sized businesses generate over 500,000 leads per month. Try HubSpot FREE for 30 days!! http://hubspot.com/free-trial 132
IF YOU THOUGHT THAT THIS WAS AWESOME, PERHAPS YOU’D LIKE TO BE FRIENDS ONLINE? blog.hubspot.com/ Twitter.com/hubspot Facebook.com/hubspot Linkedin/com/hubspot Youtube.com/hubspot flickr.com/photos/hubspot Slideshare.net/hubspot 133 NO SPROCKETS WERE HARMED IN THE MAKING OF THIS PRESENTATION.
THE END.

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100 awesome marketing stats, charts & graphs

  • 1.
    100SOME E AW MARKETING! STATS! CHARTS ! & GRAPHS! WARNING: SAFETY GOGGLES HIGHLY RECOMMENDED!
  • 2.
    The ESOME AW TABLE OF CONTENTS 1 INBOUND VS. OUTBOUND MARKETING………....3 2 SEARCH ENGINE OPTIMIZATION……………….23 3 SOCIAL MEDIA…………………………….41 4 BLOGGING………………………………..63 5 FACEBOOK………………………………..86 6 TWITTER………………………………....105 7 MAKE YOUR MARKETING AWESOME ………..…132
  • 3.
  • 4.
    “ Audiences everywhere are tough. They don’t have time to be bored! or brow beaten by orthodox, ! old-fashioned advertising.! ! We need to stop interrupting ! what people are interested in ! & be what people are interested in.” CRAIG DAVIS CHIEF CREATIVE OFFICER, WORLDWIDE J. WALTER THOMPSON (WORLD’S 4TH LARGEST AD AGENCY) 4
  • 5.
    FACT: The Internet has fundamentallychanged the way people find, discover, share, shop, & connect.
  • 6.
    Your customers arerelying more & more on More than half of all US residents social. and more than ¾ of all US adults are online. 311 Million ESTIMATED US POPULATION 164 Million ESTIMATED US ADULT INTERNET USERS 6 SOURCES: BLOGHER, APRIL 2011, PEW RESEARCH, MAY 2010, US CENSUS BUREAU, MAY 2011
  • 7.
    One third ofUS consumers ! spend >3 hours online every day. 180+ MINUTES 35% 60-79 MINUTES 33% 1-59 MINUTES 14% 0 MINUTES 19% 7 SOURCE: THE MEDIA AUDIT, OCTOBER 2010
  • 8.
    More & moreof the things we used to do offline, we now do online. 94% 87% 78% 75% 72% 66% 61% 59% 32% SEND/READ USE A PRODUCT GET NEWS FUN/PASS THE BUY A SOCIAL LOOK FOR RATE A EMAIL SEARCH RESEARCH TIME PRODUCT NETWORKING "HOW-TO" PRODUCT OR ENGINE INFO SERVICE 8 SOURCE: PEW RESEARCH CENTER, MAY 2010
  • 9.
    # OF USCITIZENS 300,000,000 200,000,000 # OF US CITIZENS ON THE FTC’S “DO NOT CALL” LIST 9 SOURCE: FTC, JULY 2010
  • 10.
    % OF PEOPLE % DECLINE IN TECH % OF DIRECT MAIL WHO SKIP TV ADS TRADE SHOW SPENDING NEVER OPENED 10 SOURCES: THE GUARDIAN, AUGUST 2010, TSEA.ORG, MARCH 2009, & EPA.GOV, NOVEMBER 2010
  • 11.
    FACT: Marketers are shifting theirbudgets away from “interruption” advertising.
  • 12.
    61% of marketers will invest more " in earned media in 2011. *EARNED MEDIA 61% PAID DIGITAL MEDIA 58% * Earned media = favorable publicity gained through promotional efforts PAID TRADITIONAL MEDIA 14% other than advertising. 12 SOURCES: ANSWERLAB & SOCIETY OF DIGITAL AGENCIES, FEBRUARY 2011
  • 13.
    Only 5% ofmarketers will invest less ! in earned media in 2011. *EARNED MEDIA 5% PAID DIGITAL MEDIA 8% * Earned media = favorable publicity gained through promotional efforts other than advertising. PAID TRADITIONAL MEDIA 43% 13 SOURCES: ANSWERLAB & SOCIETY OF DIGITAL AGENCIES, FEBRUARY 2011
  • 14.
    B2B marketers areshifting their budgets ! toward inbound marketing. “I WILL INCREASE MY INVESTMENT IN THIS MARKETING TACTIC THIS YEAR.” 69% 60% 60% INBOUND 49% OUTBOUND 40% 32% 24% 22% 15% 14 SOURCE: MARKETINGSHERPA, OCTOBER 2010
  • 15.
    More than halfof marketers increased ! their inbound marketing budget in 2011. 54% 35% 11% INCREASED BUDGET NO CHANGE DECREASED BUDGET 15 SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011
  • 16.
    The average budgetspent ! on company blogs ! & social media has nearly ! “THE PORTION OF MY MARKETING BUDGET ALLOCATED TO SOCIAL MEDIA & OUR COMPANY BLOG IS...” doubled in two years. 17% 9% 2009 2011 16 SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011
  • 17.
    FACT: Inbound marketing is! a lot more cost-effective than traditional, outbound marketing.
  • 18.
    Inbound marketing costs 62% less " per lead than traditional, outbound marketing. OUTBOUND: AVG COST/LEAD: $373 INBOUND: AVG COST/LEAD: $143 18 SOURCE: HUBSPOT, 2011
  • 19.
    Inbound marketing tactics! don’t just generate leads. ! They generate revenue. “OUR COMPANY HAS ACQUIRED A CUSTOMER THROUGH THIS CHANNEL.” 57% 57% 48% 42% COMPANY BLOG LINKEDIN FACEBOOK TWITTER 19 SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011
  • 20.
      3 out of 4 inbound marketing channels cost less than ! any outbound channel. “THIS LEAD-GEN TACTIC IS BELOW AVERAGE COST.” 55% 47% 39% 36% INBOUND 33% OUTBOUND 27% 19% BLOGS SOCIAL MEDIA SEO TELEMARKETING DIRECT MAIL PPC TRADE SHOWS 20 SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011
  • 21.
      Outbound marketing costs more. “THIS LEAD-GEN TACTIC 47% IS ABOVE AVERAGE COST.” 29% 27% INBOUND OUTBOUND 21% 13% 13% 9% TRADE SHOWS PPC DIRECT MAIL TELEMARKETING SEO SOCIAL MEDIA BLOGS 21 SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011
  • 22.
    THE BOTTOM LINE: Goinbound or go home.
  • 23.
  • 24.
    “ Many Americans begin their purchasing experience by doing online research to compare prices, quality, and the reviews ! of other shoppers. ! ! Even if they end up making their purchase in a store, they start their fact-finding and decision-making ! on the internet.”! ! JIM JANSEN! SENIOR FELLOW! PEW RESEARCH CENTER’S INTERNET & AMERICAN LIFE PROJECT! SEPTEMBER 2010 24
  • 25.
    FACT: Google is thenew Yellow Pages.
  • 26.
    More & moreof our pre-shopping research starts on search engines. “I USED A SEARCH ENGINE TO CONDUCT PRODUCT OR SERVCE RESEARCH YESTERDAY.’” 21% 15% 13% 9% Jan-04 FEB 04 Jan-05 FEB 05 Jan-06 Jan-07 SEPT 07 Jan-08 Jan-09 Jan-10 SEPT 10 26 SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, SEPTEMBER 2010
  • 27.
    Worldwide, we conduct 88,000,000,000 searches ! per month on Google. PER SECOND 34,000 PER MINUTE 2,000,000 PER HOUR 121,000,000 PER DAY 3,000,000,000 27 SOURCE: SEARCH ENGINE LAND, FEBRUARY 2010
  • 28.
    57% of Internet users search the web every day. SOURCE: MARKETSHARE.HITSLINK.COM, OCTOBER 2010 28
  • 29.
    46% of daily searches are for info on products or services. SOURCE: SRI, OCTOBER 2010 29
  • 30.
    20% of monthly Google searches ! are for ! local businesses. 30 SOURCE: GOOGLE, APRIL 2010
  • 31.
    FACT: Ranking high onsearch engines is no longer ! optional, it’s critical.
  • 32.
    70% of thelinks search users click on are organic—not paid. PAID 25% “WHICH SEARCH RESULT LINK DID YOU CLICK ON FIRST?’” OTHER * 5% *INCLUDES NON- TRADITIONAL ORGANIC RESULTS, SUCH AS ORGANIC SHOPPING LINKS, LOCAL RESULTS, NEWS, ETC. 70% 32 SOURCE: MARKETINGSHERPA, FEBRUARY 2007
  • 33.
    60% of allorganic clicks ! go to the top three ! organic search results. 27% 20% 13% 10% 9% SHARE OF CLICKS 7% 5% 4% 3% 3% 1 2 3 4 5 6 7 8 9 10 RANKING ON SEARCH RESULTS PAGE 33 SOURCE: MARKETINGSHERPA, FEBRUARY 2007
  • 34.
    75% ! of users never scroll past the first page of search results. 34 SOURCE: MARKETSHARE.HITSLINK.COM, OCTOBER 2010
  • 35.
    The average click-throughrate for paid search in 2010 (worldwide) was 2%. YANDEX 1.3% YAHOO! 1.4% GOOGLE 2.5% BING 2.8% 35 SOURCE: COVARIO, JANUARY 2011
  • 36.
    FACT: The more keyword-rich contentyou generate, ! the more search engines will find (and love) you.
  • 37.
    Companies that blog have 434% more indexed pages. ñ434% AVG # OF INDEXED PAGES! AVG # OF INDEXED PAGES! WITHOUT A BLOG WITH A BLOG 37 SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
  • 38.
    Companies that bloghave ! 97% more inbound links. ñ97% AVG # OF LINKS! AVG # OF LINKS! WITHOUT A BLOG WITH A BLOG 38 SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
  • 39.
    Companies with more! indexed web pages ! get way more leads. 74 ñ236% MEDIAN MONTHLY LEADS 22 12 7 5 <60 60-120 121-175 176-310 >311 # OF INDEXED PAGES 39 SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
  • 40.
    THE BOTTOM LINE: IfGoogle can’t find you,! neither will anyone else.
  • 41.
  • 42.
    “ While social media is not the silver bullet that some pundits claim it to be, ! it is an extremely important ! & relatively low cost touch point ! that has a direct impact on sales ! & positive word of mouth.! ! Companies not actively engaging are missing a huge opportunity ! & are saying something to consumers! —intentionally or unintentionally! —about how willing they are ! to engage on consumers’ terms.” JOSH MENDELSOHN VICE PRESIDENT CHADWICK MARTIN BAILEY 42
  • 43.
    FACT: Social media isn’ta fad. ! It’s a revolution.
  • 44.
    US Internet usersspend 3x more minutes on blogs & social networks than on email. VIDEOS/MOVIES 4% PORTALS 4% EMAIL 8% ONLINE GAMES 10% SOCIAL NETWORKS/ 24% BLOGS 44 SOURCE: THE NIELSEN COMPANY, NOVEMBER 2010
  • 45.
    Nearly 2/3 ofUS Internet users regularly use a social network. 63.7% 60.1% 52.3% 2009 2010 2011 45 SOURCE: EMARKETER, FEBRUARY 2011
  • 46.
    Regardless of age,! we’re social networking. 90% 81% 82% 72% 58% 52% 31% 12-17 YO 18-24 YO 25-34 YO 35-44 YO 45-54 YO 55-64 YO 65+ US SOCIAL NETWORK USER PENETRATION BY AGE 46 SOURCE: EMARKETER, FEBRUARY 2011
  • 47.
    The world isbecoming more ! & more social. 4.6 4.4 3.7 2.9 2.7 2.3 1.8 Shopping Browsing Gaming Multimedia Social News Email AVG HOURS/WEEK SPENT ON THIS ONLINE ACTIVITY, WORLDWIDE 47 SOURCE: TNS, OCTOBER 2010
  • 48.
    Thanks to therise in social media, ! web-based email usage is on the decline, especially among younger generations. 28% 22% AGE 12-17 AGE 18-24 AGE 25-34 AGE 35-44 AGE 45-54 -1% AGE 55-64 AGE 65+ -8% -12% -18% (% CHANGE, DECEMBER 2009 – DECEMBER 2010) -59% 48 SOURCE: COMSCORE, DECEMBER 2010
  • 49.
  • 50.
    Social media wasthe leading ! “emerging channel”! for lead gen in 2010. SOCIAL MEDIA 74% VIRTUAL EVENTS 39% MOBILE 34% OTHER 10% 50 SOURCE: UNISFAIR, MAY 25, 2010
  • 51.
    Social media conversations! actively influence purchases. ON SOCIAL MEDIA, I AM MOST INFLUENCED BY…” 55% 55% 51% 39% 38% 35% 26% FRIENDS PEOPLE LIKE EXPERTS ONLINE BRANDS RETAILERS INFLUENTIAL YOU FRIENDS BLOGGERS 51 SOURCE: EMARKETER, MAY 2010
  • 52.
    Twitter Drives MoreLeads for B2C 63% of companies using social media ! say it has increased marketing effectiveness—among other benefits. INCREASING EFFECTIVENESS OF MARKETING 63% INCREASING CUSTOMER SATISFACTION 50% REDUCING MARKETING COSTS 45% REDUCING SUPPORT COSTS 35% REDUCING TIME TO MARKET FOR PRODUCTS/ 26% SERVICES INCREASING PRODUCT/SERVICE INNOVATION 24% INCREASING REVENUE 24% 52 SOURCE: MCKINSEY GLOBAL INSTITUTE, DECEMBER 2010
  • 53.
    FACEBOOK 70% LINKEDIN 58% TWITTER 40% YELP 32% YOUTUBE 27% US Local SMBs are MYSPACE 19% actively using social media marketing ! FOURSQUARE 9% to promote their GOWALLA 3% businesses. 53 SOURCE: MERCHANT CIRCLE, FEBRUARY 2011
  • 54.
    57% of SMBssay social media ! is beneficial to their business. VERY BENEFICIAL DO NOT USE 33% 27% SOMEWHAT NOT VERY BENEFICIAL BENEFICIAL 10% 30% 54 SOURCE: AD-OLOGY RESEARCH, NOVEMBER 2010
  • 55.
    More than 1/2of US SMBs say social media sites play an important role in active sales. “HOW IMPORTANT IS SOCIAL MEDIA IN SEEKING OUT POTENTIAL NEW CUSTOMERS/CLIENTS ?” VERY IMPORTANT 15% NOT IMPORTANT 47% SOMEWHAT IMPORTANT 38% 55 SOURCE: FORBES INSIGHTS, MAY 2010
  • 56.
    More than 1/3of US SMBs say social media helps them ! get found online. GENERATE SALES 6% “SOCIAL MEDIA HELPS ME TO…” CUT DOWN ON MY MARKETING COSTS 8% MARKET MY BUSINESS TO CUSTOMERS 12% INCREASE TRAFFIC TO MY WEBSITE 15% INCREASE THE EXPOSURE OF MY BUSINESS 39% 56 SOURCE: AMERICAN EXPRESS, SEPTEMBER 2010
  • 57.
    Social media helpsB2B marketers ! improve search results. “SOCIAL MEDIA IMPROVES MY SEARCH RESULTS VIA…” DRIVING INBOUND LINKS 48% INCREASE PAGE RANK 45% INFLUENCE ORGANIC SEO 40% INFLUENCE KEYWORD PURCHASES 26% 57 SOURCE: BTOB MAGAZINE, JULY 2010
  • 58.
    61% of USmarketers use social media to increase lead-gen. DIRECTIVE FROM MANAGEMENT I DO NOT KNOW WHY WE 3% HAVE ONE 4% MY COMPETITORS ARE DOING IT 5% “THE MAIN REASON MY COMPANY IS IMPLEMENTING A SOCIAL MEDIA STRATEGY IS… TO INCREASE LEAD MONITOR THE GENERATION CONVERSATION ABOUT 61% MY BRAND 27% 58 SOURCE: R2INTEGRATED, APRIL 2010
  • 59.
    Twitter Drives MoreLeads for B2C LinkedIn drives the most ! referrals to B2B sites. *# OF LEADS IN JUNE 2010 LINKEDIN 17618 REDDIT 11968 DZONE 8478 TWITTER 6170 FACEBOOK 4465 STUMBLEUPON 2517 SQUIDOO 1720 DELICIOUS 1091 59 SOURCE: LEADFORCE1, JUNE 2010
  • 60.
    Twitter Drives MoreLeads for B2C LinkedIn generates the most ! conversions for B2Bs. “OUR COMPANY HAS ACQUIRED 61% A CUSTOMER THROUGH THIS CHANNEL.” 55% 41% 39% LINKEDIN COMPANY BLOG FACEBOOK TWITTER 60 SOURCE: HUBSPOT, STATE OF INBOUND MARKETING REPORT 2011
  • 61.
    Twitter Drives MoreLeads for B2C Facebook generates the most ! conversions for B2Cs. “OUR COMPANY HAS ACQUIRED A CUSTOMER THROUGH THIS CHANNEL.” 67% 63% 53% 39% FACEBOOK COMPANY BLOG TWITTER LINKEDIN 61 SOURCE: HUBSPOT, STATE OF INBOUND MARKETING REPORT 2011
  • 62.
    THE BOTTOM LINE: It’stime to get social.
  • 63.
  • 64.
    “ The bottom line is that blogging is like sex. ! You can’t fake it. You can’t fake passion. You can’t fake wanting ! to engage with the public. ! If you do, it will ultimately be an unsatisfying experience for both ! the blogger and their readers.” KEVIN ANDERSON FREELANCE JOURNALIST & FORMER BLOGS EDITOR FOR THE GUARDIAN 64
  • 65.
  • 66.
    There are 152,000,000 blogs on the Internet. 66 SOURCE: UM, OCTOBER 2010
  • 67.
    The global populationof blog readers keeps growing. 65% 61% 55% 2008 2009 2010 % OF DAILY INTERNET USERS WHO READ BLOGS 67 SOURCE: UM, OCTOBER 2010
  • 68.
    There are 31% more bloggers today than there were ! three years ago. 28.1 26.2 24.0 22.9 2008 2009 2010 2011 INTERNET USERS WHO UPDATE A BLOG AT LEAST MONTHLY (MILLIONS) 68 SOURCE: EMARKETER, AUGUST 2010
  • 69.
    Most people readblogs more than once/day. 46% 32% 18% 3% 3% LESS THAN ONCE ONCE A MONTH ONCE A WEEK ONCE A DAY MORE THAN ONCE A MONTH A DAY 69 SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
  • 70.
    Most people read5-10 blogs. 38% 29% 22% 5% 3% LESS THAN 5 5 TO 10 10 TO 50 50 TO 100 MORE THAN 100 NUMBER OF BLOGS 70 SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
  • 71.
    Nearly 40%! of US companies ! use blogs for marketing purposes. 39% “MY COMPANY USES A BLOG 34% FOR MARKETING PURPOSES.” 29% 25% 16% 2007 2008 2009 2010 2011 71 SOURCE: EMARKETER, AUGUST 2010
  • 72.
    2/3 of marketerssay their company blog ! is “critical” or “important” to their business. NOT USEFUL SOMEWHAT 5% CRITICAL USEFUL 27% 10% USEFUL 23% IMPORTANT 35% 72 SOURCE: HUBSPOT, STATE OF INBOUND MARKETING REPORT 2011
  • 73.
    FACT: Blogging can really! move the needle.
  • 74.
    Blog articles influencepurchases. DECIDE ON A PRODUCT/SERVICE 21% REFINE CHOICES 19% GET SUPPORT/ANSWERS 19% DISCOVER PRODUCTS/SERVICES 17% ASSURE 14% “BLOG ARTICLES PLAY A ROLE IN INSPIRE A PURCHASE 13% THIS ASPECT OF THE PURCHASE PROCESS.” EXECUTE A PURCHASE 7% 74 SOURCE: JUPITER RESEARCH, OCTOBER 2008
  • 75.
    Companies that bloghave ! 55% more website visitors. 2250 ñ55% 1480 # OF MONTHLY VISITORS DON’T BLOG BLOG 75 SOURCE: HUBSPOT, 2010
  • 76.
    B2C companies thatblog generate " 88% more leads per month than those ! who do not. 15 ñ88% # OF MEDIAN MONTHLY LEADS 8 DON’T BLOG BLOG 76 SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
  • 77.
    B2B companies thatblog generate 67% more leads per month than those ! who do not. 15 ñ67% 9 # OF MEDIAN MONTHLY LEADS DON’T BLOG BLOG 77 SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
  • 78.
    Companies with >51blog articles experience a ! 77% lift " 23 ñ77% in median monthly leads. 13 10 10 # OF MEDIAN MONTHLY LEADS <12 12-23 24-51 >51 # OF BLOG ARTICLES 78 SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
  • 79.
    Blogging frequency hasa ! ! direct & significant impact on lead-gen. 89% 76% 78% 72% 49% # OF MEDIAN MONTHLY LEADS 33% < MONTHLY MONTHLY WEEKLY 2-3X/WEEK DAILY MULTIPLE TIMES/ DAY FREQUENCY OF BLOG POSTS 79 SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
  • 80.
  • 81.
    Morning is themost popular ! time to read blogs. 79% 64% 51% 40% % OF BLOG READERS MORNING AFTERNOON EVENING NIGHT 81 SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
  • 82.
    Blog reading peaks # OF VIEWS around 10AM. 82 SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
  • 83.
    Link-sharing among blog # OF LINKS SHARED readers peaks around 7am. 83 SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
  • 84.
    Commenting on blogs! # OF COMMENTS peaks around 8am. 84 SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
  • 85.
    THE BOTTOM LINE: Blogearly & often.
  • 86.
  • 87.
    “ People share, read ! and generally engage more with any type of content when it’s surfaced ! through friends and people they know and trust.” MALORIE LUCICH, FACEBOOK SPOKESPERSON FEBRUARY 2011 87
  • 88.
  • 89.
    FACT: Facebook has ! amassive ! & highly engaged audience.
  • 90.
    Your customers arerelying more & more on social. 93% of US adult Internet users are on Facebook. 164 Million 152 Million US INTERNET USERS US FACEBOOK USERS 90 SOURCE: BLOGHER, APRIL 2011
  • 91.
    1 out ofevery " 8 minutes " online is spent on Facebook. f 91 SOURCE: COMSCORE, FEBRUARY 2011
  • 92.
    Your customers arerelying more & more on social. average Facebook user spends The >11 hours/month on Facebook. 13500 13500 8450 AVERAGE MINUTES/MONTH 5040 2010 700 FACEBOOKING EATING WATCHING TV OTHER WORKING SLEEPING 92 SOURCES: BUREAU OF LABOR STATISTICS, JUNE 2010 & FACEBOOK PRESS ROOM, 2011
  • 93.
    Your customers arerelying more & more on Facebook is overtaking Google ! social. and Yahoo in total time spent online. 41.5 40.5 40.5 39.1 44 43.2 38.2 39.9 37.9 36 38.6 38.7 34.6 35.8 32.2 34.3 27.6 MINUTES SPENT (BILLIONS) 26.7 20 16 16.7 15.8 12 13 11.4 9.3 Yahoo! Sites 5.9 6.4 6.4 5.6 Google sites Facebook Jul-07 Dec-07 Apr-08 Jul-08 Dec-08 Apr-09 Jul-09 Dec-09 Apr-10 Jul-10 93 SOURCE: COMSCORE, AUGUST 2011
  • 94.
    Your customers arerelying more & more on Facebook has become ! social. the top choice ! for social sign-in. OTHER 8% WINDOWS LIVE 6% TWITTER 7% FACEBOOK 35% YAHOO 13% GOOGLE 31% 94 SOURCE: JANRAIN, APRIL 2011
  • 95.
    Facebook has becomethe preferred way " of sharing content, second only to email ! (for now). 84% EMAIL 88% 44% FACEBOOK 54% 18% TELEPHONE 31% 7% MAIL Male 10% Female 5% PRINT OUT 8% 95 SOURCE: CHADWICK MARTIN BAILEY, SEPTEMBER 2010
  • 96.
    We’re not justengaging with our friends on Facebook. We’re engaging with businesses of all kinds. 17 ARTISTS 92 43 MEDIA 57 Avg # of Comments/post Avg. # of Likes/post 9 BRANDS 54 NOTE: PAGES ANALYZED HAVE AT LEAST 100K “LIKES” 96 SOURCE: VISIBLI, APRIL 2011
  • 97.
    “ Many internet activities that once took place on separate, isolated venues are now funneled through Facebook. These include email, instant messaging, blogging, gaming, ! video-sharing and online shopping. ! ! As long as users feel they can use Facebook as a gateway for these ! and other functions, the social network will remain vital to the internet experience and relevant to marketers. FACEBOOK USERS: THE JUGGERNAUT ROLLS ON PAUL VERNA | MARCH 21, 2011 | EMARKETER 97
  • 98.
  • 99.
    Most US B2Bmarketers agree! that Facebook is an effective marketing tool. FACEBOOK 51% LINKEDIN 45% TWITTER 35% “THIS SITE IS SOMEWHAT TO EXTREMELY EFFECTIVE AS A MARKETING TOOL.” MYSPACE 25% 99 SOURCE: OUTSELL, DECEMBER 2009
  • 100.
    More than halfof SMBs say ! Facebook is beneficial " to their business. DO NOT USE VERY 32% BENEFICIAL 30% SOMEWHAT NOT VERY BENEFICIAL BENEFICIAL 25% 13% 100 SOURCE: AD-OLOGY, NOVEMBER 2010
  • 101.
    More than 1/3! of marketers say ! Facebook is “critical” " or “important” ! to their business. NOT USEFUL CRITICAL 12% 18% SOMEWHAT USEFUL 21% IMPORTANT 26% USEFUL 23% 101 SOURCE: HUBSPOT STATE OF INBOUND MARKETING 2011
  • 102.
    The number ofmarketers who say Facebook is “critical” or “important” ! to their business has ! increased 83% " in just two years. 44% ñ83% 24% 2009 2011 102 SOURCE: HUBSPOT STATE OF INBOUND MARKETING 2011
  • 103.
    Twitter Drives MoreLeads for B2C Both B2C & B2B companies ! are acquiring customers " through Facebook. “YES, WE HAVE ACQUIRED A CUSTOMER VIA FACEBOOK. 67% 41% B2B B2C 103 SOURCE: HUBSPOT, STATE OF INBOUND MARKETING REPORT 2011
  • 104.
    THE BOTTOM LINE: Ifyou don’t like! Facebook yet, you will.
  • 105.
  • 106.
  • 107.
    FACT: Virtually everyone has heardof Twitter. ! Not everyone ! is using it (yet).
  • 108.
    Your customers arerelying more & more on social. Roughly 9% of adult Americans use Twitter. 152 Million US FACEBOOK USERS 21 Million US TWITTER USERS 108 SOURCE: EMARKETER, APRIL 2011
  • 109.
    The average Twitteruser has 27 followers. 109 SOURCE: RJMETRICS, JANUARY 2010
  • 110.
    25% of Twitter accounts ! have no followers. FOLLOW ME? 110 SOURCE: RJ METRICS, JANUARY 2010
  • 111.
    40% of Twitter accounts ! have never ! sent a single ! tweet. 111 SOURCE: RJ METRICS, JANUARY 2010
  • 112.
    Only 18% ofTwitter users ! tweet >once/day. SEVERAL TIMES/DAY 18% AT LEAST ONCE/DAY 15% AT LEAST ONCE/WEEK 30% AT LEAST ONCE/MONTH 22% LESS THAN ONCE/MONTH 15% 112 SOURCE: RJMETRICS, JANUARY 2010
  • 113.
    FACT: Twitter users are! young,smart, affluent, & tech-savvy.
  • 114.
    The majority ofUS Twitter users are 18-29 years old. AGE 18-29 14% AGE 30-45 10% AGE 46-64 6% AGE 65+ 1% 114 SOURCE: PEW RESEARCH CENTER, JANUARY 2010
  • 115.
    1/3 of monthlyTwitter users ! are 25-34 years old. 33% 19% 18% 11% 12% 7% AGE 12-17 AGE 18-24 AGE 25-34 AGE 35-44 AGE 45-54 AGE 55+ 115 SOURCE: EDISON RESEARCH, 2010
  • 116.
    US Twitter usersare more educated ! than the general population. 33% MONTHLY TWITTER USERS 18+ 30% TOTAL POPULATION 18+ 23% 23% 19% 17% 16% 13% 12% 8% ADVANCED DEGREE SOME GRADUATE 4-YR COLLEGE 1-3 YRS OF COLLEGE HIGH SCHOOL/LESS CREDITS 116 SOURCE: EDISON RESEARCH, 2010
  • 117.
    US Twitter usershave ! higher incomes! than the general population. 23% MONTHLY TWITTER USERS 18+ 20% 20% TOTAL POPULATION 18+ 17% 15% 14% 13% 11% 10% 8% >$100K $75K - $100K $50K - $75K $25K-$50K UNDER $25K 117 SOURCE: EDISON RESEARCH, 2010
  • 118.
    US Twitter userstend ! to be “early adopters.” TOTAL POPULATION 12+ MONTHLY TWITTER USERS 12+ AMONG THE 1ST TO BUY/TRY NEW 10% PRODUCTS 19% BUY/TRY NEW PRODUCTS BEFORE 12% OTHERS, NOT FIRST 25% BUY/TRY NEW PRODUCTS SAME AS 27% OTHERS 29% BUY/TRY NEW PRODUCTS AFTER 24% OTHERS, NOT LAST 16% USUALLY LAST TO KNOW TO TRY/BUY 25% NEW PRODUCTS 11% 118 SOURCE: EDISON RESEARCH, 2010
  • 119.
    For Twitter users,Internet > TV. 73% “THE MEDIUM THAT IS MOST ESSENTIAL TO MY LIFE IS…” 42% MONTHLY TWITTER USERS 12+ TOTAL POPULATION 12+ 37% 25% 14% 13% 11% 3% NEWSPAPER RADIO TV INTERNET 119 SOURCE: EDISON RESEARCH, 2010
  • 120.
    Twitter users spend! a lot of time online. 4:00 “I SPEND HH:MM PER DAY WITH 3:22 3:25 EACH OF THESE MEDIA.” 2:41 MONTHLY TWITTER USERS 12+ TOTAL POPULATION 12+ 2:05 1:56 0:26 0:28 NEWSPAPER RADIO TV INTERNET 120 SOURCE: EDISON RESEARCH, 2010
  • 121.
  • 122.
    More than 1/2" of active Twitter users ! follow companies, ! brands or products ! on social networks. FOLLOW 122 SOURCE: EDISON RESEARCH, 2010
  • 123.
    Twitter plays anactive role ! in purchasing decisions. LEARN ABOUT PRODUCTS/ 42% SERVICES PROVIDE OPINIONS ABOUT 41% PRODUCTS/SERVICES ASK FOR OPINIONS ABOUT 31% PRODUCTS/SERVICES LOOK FOR DISCOUNTS/SALES 28% PURCHASE PRODUCTS/SERVICES 21% “I USE TWITTER TO...” SEEK CUSTOMER SUPPORT 19% 123 SOURCE: EDISON RESEARCH, 2010
  • 124.
    79% of USTwitter users ! are more likely to recommend brands they follow. NOT SURE NO 6% 15% YES, FOR MANY BRANDS YES, FOR A 23% FEW BRANDS 56% 124 SOURCE: EDISON RESEARCH, 2010
  • 125.
    67% of USTwitter users are ! more likely to buy brands they follow. NOT SURE 10% NO 23% YES, FOR A FEW BRANDS YES, FOR 42% MANY BRANDS 25% 125 SOURCE: EDISON RESEARCH, 2010
  • 126.
    57% of allcompanies that use ! social media for business, use Twitter. DON’T USE TWITTER 43% USE TWITTER 57% 126 SOURCE: BUSINESS.COM, SEPTEMBER 2009
  • 127.
    B2B companies arefar more likely ! to use Twitter than B2C companies. 75% “MY COMPANY TWEETS.” 49% B2B B2C 127 SOURCE: BUSINESS.COM, SEPTEMBER 2009
  • 128.
    More than 1/3of marketers say ! Twitter is “critical” or “important” ! to their business. NOT USEFUL CRITICAL 13% 14% IMPORTANT 24% SOMEWHAT USEFUL 24% USEFUL 25% 128 SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011
  • 129.
    Companies that useTwitter ! average 2x more leads/month ! than those that do not. 86 USE TWITTER DON’T USE TWITTER 43 # OF MEDIAN MONTHLY LEADS 31 15 10 5 <11 EMPLOYEES 11-50 EMPLOYEES >50 EMPLOYEES 129 SOURCE: HUBSPOT STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
  • 130.
    Twitter Drives Morewith >100B2C B2C companies Leads for followers ! have 146% more leads/month " than those with <100. 35 ñ146% 32 # OF MEDIAN MONTHLY LEADS 14 11 <21 21-100 101-500 >500 # OF FOLLOWERS 130 SOURCE: HUBSPOT STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
  • 131.
    THE BOTTOM LINE: Don’tbe a twit.! Start tweeting.
  • 132.
    MAKE YOU RMARKETING MBEO!) ESWOH HU SP T AW ( IT HubSpot’s all-in-one Inbound Marketing Software helps 4500 small & medium-sized businesses generate over 500,000 leads per month. Try HubSpot FREE for 30 days!! http://hubspot.com/free-trial 132
  • 133.
    IF YOU THOUGHTTHAT THIS WAS AWESOME, PERHAPS YOU’D LIKE TO BE FRIENDS ONLINE? blog.hubspot.com/ Twitter.com/hubspot Facebook.com/hubspot Linkedin/com/hubspot Youtube.com/hubspot flickr.com/photos/hubspot Slideshare.net/hubspot 133 NO SPROCKETS WERE HARMED IN THE MAKING OF THIS PRESENTATION.
  • 134.