100 E M O S E
W A
WARNING: SAFETY GOGGLES HIGHLY RECOMMENDED!
MARKETING! STATS! CHARTS ! & GRAPHS!
E M O S E W A The
TABLE OF CONTENTS
1 2 3 4 5 6 7
INBOUND VS. OUTBOUND MARKETING………....3 SEARCH ENGINE OPTIMIZATION……………….23 SOCIAL MEDIA…………………………….41 BLOGGING………………………………..63 FACEBOOK………………………………..86 TWITTER………………………………....105 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 他 of all US adults are online.
311 Million ESTIMATED US POPULATION
6
164 Million ESTIMATED US ADULT INTERNET USERS
SOURCES: BLOGHER, APRIL 2011, PEW RESEARCH, MAY 2010, US CENSUS BUREAU, MAY 2011
One third of US consumers ! spend >3 hours online every day. 35%
180+ MINUTES
33%
60-79 MINUTES
1-59 MINUTES
0 MINUTES
7
14%
19%
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 EMAIL
8
USE A SEARCH ENGINE
PRODUCT RESEARCH
GET NEWS FUN/PASS THE TIME
BUY A SOCIAL LOOK FOR PRODUCT NETWORKING "HOW-TO" INFO
SOURCE: PEW RESEARCH CENTER, MAY 2010
RATE A PRODUCT OR SERVICE
# 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 WHO SKIP TV ADS
10
% DECLINE IN TECH TRADE SHOW SPENDING
% OF DIRECT MAIL NEVER OPENED
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%
PAID TRADITIONAL MEDIA 14%
12
* Earned media = favorable publicity gained through promotional eямАorts other than advertising.
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 eямАorts 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 OUTBOUND
49% 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
15
NO CHANGE
DECREASED BUDGET
SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011
The average budget spent ! on company blogs ! & social media has nearly ! doubled in two years.
“THE PORTION OF MY MARKETING BUDGET ALLOCATED TO SOCIAL MEDIA & OUR COMPANY BLOG IS...”
17%
9%
2009
16
2011
SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011
FACT: Inbound marketing is ! a lot more cost-effective than traditional, outbound marketing.
62% less "
Inbound marketing costs 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
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%
INBOUND OUTBOUND
36% 33% 27%
19%
BLOGS
20
SOCIAL MEDIA
SEO
TELEMARKETING DIRECT MAIL
PPC
SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011
TRADE SHOWS
Outbound marketing costs more. “THIS LEAD-GEN TACTIC IS ABOVE AVERAGE COST.”
47%
29%
27%
INBOUND OUTBOUND 21%
13%
13% 9%
TRADE SHOWS
21
PPC
DIRECT MAIL
TELEMARKETING
SEO
SOCIAL MEDIA
SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011
BLOGS
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
26
Jan-05 FEB 05
Jan-06
Jan-07 SEPT 07
Jan-08
Jan-09
Jan-10 SEPT 10
SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, SEPTEMBER 2010
Worldwide, we conduct 88,000,000,000 searches ! per month on Google. PER SECOND 34,000
27
PER MINUTE
2,000,000
PER HOUR
121,000,000
PER DAY
3,000,000,000 SOURCE: SEARCH ENGINE LAND, FEBRUARY 2010
57% of Internet users search the web
every day. 28
SOURCE: MARKETSHARE.HITSLINK.COM, OCTOBER 2010
46%
of daily searches are for info on products or services. 29
SOURCE: SRI, OCTOBER 2010
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 NONTRADITIONAL ORGANIC RESULTS, SUCH AS SHOPPING LINKS, LOCAL RESULTS, NEWS, ETC.
32
ORGANIC 70%
SOURCE: MARKETINGSHERPA, FEBRUARY 2007
60% of all organic clicks ! go to the top three ! organic search results. 27%
20%
13% 9%
SHARE OF CLICKS
10%
7%
5% 3%
1
2
3
4
5
6
7
RANKING ON SEARCH RESULTS PAGE
33
SOURCE: MARKETINGSHERPA, FEBRUARY 2007
8
4%
9
3%
10
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
YAHOO!
1.3%
1.4%
2.5%
2.8%
BING
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. ñ434%
AVG # OF INDEXED PAGES! WITHOUT A BLOG
37
AVG # OF INDEXED PAGES! WITH A BLOG
SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
Companies that blog have ! 97% more inbound links. ñ97%
AVG # OF LINKS! WITHOUT A BLOG
38
AVG # OF LINKS! WITH A BLOG
SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
Companies with more ! indexed web pages ! get way more leads. 74
MEDIAN MONTHLY LEADS
ñ236%
22 12 5 <60
7
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 canâ&#x20AC;&#x2122;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%
ONLINE GAMES
8%
10%
SOCIAL NETWORKS/ BLOGS
44
24%
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 45
2010 SOURCE: EMARKETER, FEBRUARY 2011
2011
Regardless of age, ! we’re social networking. 90% 82%
81%
72% 58% 52%
31%
12-17 YO
18-24 YO
25-34 YO
35-44 YO
45-54 YO
US SOCIAL NETWORK USER PENETRATION BY AGE
46
SOURCE: EMARKETER, FEBRUARY 2011
55-64 YO
65+
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
AVG HOURS/WEEK SPENT ON THIS ONLINE ACTIVITY, WORLDWIDE
47
SOURCE: TNS, OCTOBER 2010
News
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 -8%
AGE 65+
-12%
-18%
(% CHANGE, DECEMBER 2009 â&#x20AC;&#x201C; 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. 74%
SOCIAL MEDIA
39%
VIRTUAL EVENTS
34%
MOBILE
OTHER
50
10%
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
51
PEOPLE LIKE YOU
EXPERTS
ONLINE FRIENDS
BRANDS
SOURCE: EMARKETER, MAY 2010
RETAILERS INFLUENTIAL BLOGGERS
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 REDUCING TIME TO MARKET FOR PRODUCTS/ SERVICES
52
35% 26%
INCREASING PRODUCT/SERVICE INNOVATION
24%
INCREASING REVENUE
24%
SOURCE: MCKINSEY GLOBAL INSTITUTE, DECEMBER 2010
70%
58%
40%
YELP
32%
YOUTUBE
27%
MYSPACE
19%
FOURSQUARE
GOWALLA
53
9%
3%
US Local SMBs are actively using social media marketing ! to promote their businesses.
SOURCE: MERCHANT CIRCLE, FEBRUARY 2011
57% of SMBs say social media ! is beneficial to their business. DO NOT USE 33%
NOT VERY BENEFICIAL 10%
54
VERY BENEFICIAL 27%
SOMEWHAT BENEFICIAL 30%
SOURCE: AD-OLOGY RESEARCH, NOVEMBER 2010
More than 1/2 of US SMBs say social media sites play an important role in active sales. VERY IMPORTANT 15%
“HOW IMPORTANT IS SOCIAL MEDIA IN SEEKING OUT POTENTIAL NEW CUSTOMERS/CLIENTS ?”
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
CUT DOWN ON MY MARKETING COSTS
MARKET MY BUSINESS TO CUSTOMERS
INCREASE TRAFFIC TO MY WEBSITE
6%
“SOCIAL MEDIA HELPS ME TO…”
8%
12%
15%
INCREASE THE EXPOSURE OF MY BUSINESS
56
SOURCE: AMERICAN EXPRESS, SEPTEMBER 2010
39%
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
INFLUENCE KEYWORD PURCHASES
57
40%
26%
SOURCE: BTOB MAGAZINE, JULY 2010
61% of US marketers use social media to increase lead-gen. DIRECTIVE FROM MANAGEMENT 3% MY COMPETITORS ARE DOING IT 5%
I DO NOT KNOW WHY WE HAVE ONE 4%
“THE MAIN REASON MY COMPANY IS IMPLEMENTING A SOCIAL MEDIA STRATEGY IS…
TO INCREASE LEAD GENERATION 61%
MONITOR THE CONVERSATION ABOUT 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
17618
11968
DZONE
8478 6170
TWITTER FACEBOOK
4465 2517
STUMBLEUPON SQUIDOO DELICIOUS
59
1720 1091
SOURCE: LEADFORCE1, JUNE 2010
Twitter Drives More Leads for B2C
LinkedIn generates the most ! conversions for B2Bs. “OUR COMPANY HAS ACQUIRED A CUSTOMER THROUGH THIS CHANNEL.”
61% 55%
41%
60
COMPANY BLOG
39%
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%
61
COMPANY BLOG
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! â&#x20AC;&#x201D;in volume & value.
152,000,000
There are blogs on the Internet. 66
SOURCE: UM, OCTOBER 2010
The global population of blog readers keeps growing. 65%
61%
55%
2008
2009 % OF DAILY INTERNET USERS WHO READ BLOGS
67
SOURCE: UM, OCTOBER 2010
2010
31% more
There are bloggers today than there were ! three years ago.
28.1 26.2 22.9
2008
24.0
2009
2010
INTERNET USERS WHO UPDATE A BLOG AT LEAST MONTHLY (MILLIONS)
68
SOURCE: EMARKETER, AUGUST 2010
2011
Most people read blogs more than once/day. 46%
32%
18%
69
3%
3%
LESS THAN ONCE A MONTH
ONCE A MONTH
ONCE A WEEK
ONCE A DAY
MORE THAN ONCE A DAY
SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
Most people read 5-10 blogs. 38%
29% 22%
5%
LESS THAN 5
5 TO 10
10 TO 50
50 TO 100
NUMBER OF BLOGS
70
SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
3%
MORE THAN 100
Nearly 40%!
of US companies ! use blogs for marketing purposes. 39% “MY COMPANY USES A BLOG FOR MARKETING PURPOSES.”
34% 29% 25%
16%
2007
71
2008
2009
2010
SOURCE: EMARKETER, AUGUST 2010
2011
2/3 of marketers say their company blog !
is “critical” or “important” to their business.
CRITICAL 27%
NOT USEFUL 5%
SOMEWHAT USEFUL 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. 21%
DECIDE ON A PRODUCT/SERVICE REFINE CHOICES
19%
GET SUPPORT/ANSWERS
19% 17%
DISCOVER PRODUCTS/SERVICES
14%
ASSURE
13%
INSPIRE A PURCHASE EXECUTE A PURCHASE
74
7%
SOURCE: JUPITER RESEARCH, OCTOBER 2008
“BLOG ARTICLES PLAY A ROLE IN THIS ASPECT OF THE PURCHASE PROCESS.”
Companies that blog have ! website visitors.
55% more
2250
ñ55%
# OF MONTHLY VISITORS
1480
DON’T BLOG
75
BLOG
SOURCE: HUBSPOT, 2010
B2C companies that blog generate
" 88% more leads per month than those ! who do not.
15
# OF MEDIAN MONTHLY LEADS
ñ88% 8
DON’T BLOG
76
BLOG
SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
B2B companies that blog generate per month than those ! who do not.
67% more leads 15
ñ67%
# OF MEDIAN MONTHLY LEADS
9
DON’T BLOG
77
BLOG
SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
Companies with >51 blog articles experience a ! median monthly leads. in
77% lift "
23
ñ77% 13
10
<12
12-23
# OF MEDIAN MONTHLY LEADS
10
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. 72%
89%
76%
78%
2-3X/WEEK
DAILY
# OF MEDIAN MONTHLY LEADS
49%
33%
< MONTHLY
MONTHLY
WEEKLY
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%
% OF BLOG READERS
40%
MORNING
81
AFTERNOON
EVENING
NIGHT
SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
# OF VIEWS
Blog reading peaks around 10AM.
82
SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
# OF LINKS SHARED
Link-sharing among blog readers peaks around 7am.
83
SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
# OF COMMENTS
Commenting on blogs ! peaks around 8am.
84
SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
THE BOTTOM LINE:
Blog early & often.
5
“
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. of US adult Internet
93%
users are on Facebook.
164 Million US INTERNET USERS
90
SOURCE: BLOGHER, APRIL 2011
152 Million
US FACEBOOK USERS
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. The average Facebook user spends
>11 hours/month on Facebook.
13500
13500
WORKING
SLEEPING
AVERAGE MINUTES/MONTH
8450
5040
2010 700 FACEBOOKING
92
EATING
WATCHING TV
OTHER
SOURCES: BUREAU OF LABOR STATISTICS, JUNE 2010 & FACEBOOK PRESS ROOM, 2011
Your customers are relying more & more on social. Facebook is overtaking Google !
and Yahoo in total time spent online. 41.5 43.2 34.6
35.8
MINUTES SPENT (BILLIONS)
44
39.1
37.9
40.5 36
38.2
40.5 39.9
38.6
38.7
32.2
34.3 27.6
26.7 20 16 12
16.7
15.8
13 9.3
5.6
5.9
6.4
11.4
Yahoo! Sites
6.4
Google sites Facebook
Jul-07
93
Dec-07
Apr-08
Jul-08
Dec-08
Apr-09
Jul-09
SOURCE: COMSCORE, AUGUST 2011
Dec-09
Apr-10
Jul-10
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%
88%
44%
54% 18%
TELEPHONE
31%
7% 10%
PRINT OUT
95
5% 8%
SOURCE: CHADWICK MARTIN BAILEY, SEPTEMBER 2010
Male Female
We’re not just engaging with our friends on Facebook. We’re engaging with businesses of all kinds. 17 ARTISTS
92
43 MEDIA
57
9 BRANDS
54 NOTE: PAGES ANALYZED HAVE AT LEAST 100K “LIKES”
96
SOURCE: VISIBLI, APRIL 2011
Avg # of Comments/post Avg. # of Likes/post
â&#x20AC;&#x153;
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%
45%
MYSPACE
99
35%
25%
SOURCE: OUTSELL, DECEMBER 2009
“THIS SITE IS SOMEWHAT TO EXTREMELY EFFECTIVE AS A MARKETING TOOL.”
More than half of SMBs say ! Facebook is beneficial " to their business. DO NOT USE 32%
VERY BENEFICIAL 30%
SOMEWHAT BENEFICIAL 25%
NOT VERY BENEFICIAL 13%
100
SOURCE: AD-OLOGY, NOVEMBER 2010
More than 1/3 ! of marketers say !
Facebook is “critical” " or “important” ! to their business.
NOT USEFUL 12%
CRITICAL 18%
SOMEWHAT USEFUL 21%
USEFUL 23% 101
SOURCE: HUBSPOT STATE OF INBOUND MARKETING 2011
IMPORTANT 26%
The number of marketers who say Facebook is “critical” or “important” ! to their business has !
increased 83% " in just two years.
44%
ñ83% 24%
2009
102
2011
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
103
B2C
SOURCE: HUBSPOT, STATE OF INBOUND MARKETING REPORT 2011
THE BOTTOM LINE:
If you don’t like! Facebook yet, you will.
6
106
FACT: Virtually everyone has heard of Twitter. ! Not everyone ! is using it (yet).
Your customers are relying more & more on Roughly 9% of adult social.
Americans use Twitter.
152 Million US FACEBOOK USERS
21 Million US TWITTER USERS
108
SOURCE: EMARKETER, APRIL 2011
The average Twitter user has
109
27 followers.
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
AT LEAST ONCE/DAY
18%
15%
AT LEAST ONCE/WEEK
30%
AT LEAST ONCE/MONTH
LESS THAN ONCE/MONTH
112
22%
15%
SOURCE: RJMETRICS, JANUARY 2010
FACT: Twitter users are! young, smart, affluent, & tech-savvy.
The majority of US Twitter users are 18-29 years old. 14%
AGE 18-29
10%
AGE 30-45
6%
AGE 46-64
AGE 65+
114
1%
SOURCE: PEW RESEARCH CENTER, JANUARY 2010
1/3 of monthly Twitter users ! are 25-34 years old. 33%
19%
18%
12%
11%
7%
AGE 12-17
115
AGE 18-24
AGE 25-34
AGE 35-44
SOURCE: EDISON RESEARCH, 2010
AGE 45-54
AGE 55+
US Twitter users are more educated ! than the general population. 33% 30%
MONTHLY TWITTER USERS 18+ TOTAL POPULATION 18+
23% 23% 19% 17%
16% 13%
12% 8%
ADVANCED DEGREE
116
SOME GRADUATE CREDITS
4-YR COLLEGE
1-3 YRS OF COLLEGE
SOURCE: EDISON RESEARCH, 2010
HIGH SCHOOL/LESS
US Twitter users have ! higher incomes! than the general population. 23% MONTHLY TWITTER USERS 18+ TOTAL POPULATION 18+
20%
20% 17%
15% 13% 10%
14%
11% 8%
>$100K
117
$75K - $100K
$50K - $75K
SOURCE: EDISON RESEARCH, 2010
$25K-$50K
UNDER $25K
US Twitter users tend ! to be “early adopters.” AMONG THE 1ST TO BUY/TRY NEW PRODUCTS
BUY/TRY NEW PRODUCTS BEFORE OTHERS, NOT FIRST
TOTAL POPULATION 12+ MONTHLY TWITTER USERS 12+
10% 19%
12% 25%
27%
BUY/TRY NEW PRODUCTS SAME AS OTHERS
29%
24%
BUY/TRY NEW PRODUCTS AFTER OTHERS, NOT LAST
USUALLY LAST TO KNOW TO TRY/BUY NEW PRODUCTS
118
16%
25% 11%
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%
11%
14%
13%
3% NEWSPAPER
119
RADIO
TV
SOURCE: EDISON RESEARCH, 2010
INTERNET
Twitter users spend ! a lot of time online.
4:00 “I SPEND HH:MM PER DAY WITH EACH OF THESE MEDIA.”
3:22 3:25
2:41 MONTHLY TWITTER USERS 12+ TOTAL POPULATION 12+
2:05
1:56
0:26 0:28
NEWSPAPER
120
RADIO
TV
SOURCE: EDISON RESEARCH, 2010
INTERNET
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/ SERVICES
42%
PROVIDE OPINIONS ABOUT PRODUCTS/SERVICES
41%
ASK FOR OPINIONS ABOUT PRODUCTS/SERVICES
31%
28%
LOOK FOR DISCOUNTS/SALES
PURCHASE PRODUCTS/SERVICES
SEEK CUSTOMER SUPPORT
123
21%
19%
SOURCE: EDISON RESEARCH, 2010
“I USE TWITTER TO...”
79% of US Twitter users ! are more likely to recommend brands they follow. NO 15%
YES, FOR MANY BRANDS 23%
124
NOT SURE 6%
YES, FOR A FEW BRANDS 56%
SOURCE: EDISON RESEARCH, 2010
67% of US Twitter users are ! more likely to buy brands they follow. NO 23%
NOT SURE 10%
YES, FOR A FEW BRANDS 42%
YES, FOR MANY BRANDS 25%
125
SOURCE: EDISON RESEARCH, 2010
57% of all companies that use ! social media for business, use Twitter. DONâ&#x20AC;&#x2122;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
127
B2C
SOURCE: BUSINESS.COM, SEPTEMBER 2009
More than 1/3 of marketers say ! Twitter is “critical” or “important” ! to their business. NOT USEFUL 13%
CRITICAL 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
# OF MEDIAN MONTHLY LEADS
43 31
15 10 5 <11 EMPLOYEES
129
11-50 EMPLOYEES
>50 EMPLOYEES
SOURCE: HUBSPOT STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
Twitter Drives More Leads for B2C B2C companies with >100 followers !
have 146% more leads/month " than those with <100. 35
# OF MEDIAN MONTHLY LEADS
ñ146%
32
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.
G N I T E K R A M R MAKE YOU
! E M O S E AW (WITH HUBSPOT) HubSpotâ&#x20AC;&#x2122;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.