Page 1

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

LINKEDIN

FACEBOOK

TWITTER

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%

GOOGLE

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. ñ434%

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. ñ97%

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

ñ236%

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%

EMAIL

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

Email


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


FACEBOOK

70%

LINKEDIN

58%

TWITTER

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

LINKEDIN

17618

REDDIT

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%

LINKEDIN

60

COMPANY BLOG

FACEBOOK

39%

TWITTER

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

61

COMPANY BLOG

TWITTER

LINKEDIN

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

ñ55%

# 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

ñ88% 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

ñ67%

# 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

ñ77% 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

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. 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%

EMAIL

88%

44%

FACEBOOK

54% 18%

TELEPHONE

31%

MAIL

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%

LINKEDIN

45%

TWITTER

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%

ñ83% 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

TWITTER


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

ñ146%

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.

100 AWESOME MKT  

100 awesome marketing campaign

Read more
Read more
Similar to
Popular now
Just for you