Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.
MARKETINGSTATS, CHARTS& GRAPHS
DOWNLOAD THE FULL DATA SET:www.HubSpot.com/Charts
TABLE OF CONTENTS1   INBOUND VS. OUTBOUND MARKETING……………...32   SEARCH ENGINE OPTIMIZATION………………………….233   EMAIL MARKETING...
Inbound VS.OutboundMarketing
Audiences everywhere are tough.They don’t have time to be boredor brow beaten by orthodox,old-fashioned advertising.We nee...
FACTThe Internet hasfundamentallychanged the waypeople find,discover, share,shop, & connect.
>1/3of the world’spopulation ison the Internet.SOURCE: ICT FACTS & FIGURES, 2011
ALMOST 8 NEW                                       PEOPLE COME ONTO                                       THE INTERNET EVE...
79%                               of online shoppers                               spend at least50%                    of...
# OF US CITIZENS                         300,000,000                                        200,000,000                   ...
% OF PEOPLE                              % DECLINE IN TECH                         % OF DIRECT MAIL WHO SKIP TV ADS       ...
FACTMarketers are shiftingtheir budgets away from“interruption” advertising.
47%will spend more than  they did in 2011                            42%                             will spend same      ...
Direct mail is                         very expensive                         and ineffective                         for ...
The average budget                                      “THE PORTION OF MY                                                ...
Inbound marketing costs  61% LESSper lead than traditional, outbound marketing.                        SOURCE: STATE OF IN...
FACTInbound marketing isa lot more cost-effectivethan traditional,outbound marketing.
Inbound converts leads into customers    SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
Inbound marketing tacticsdon’t just generate leads.They generate revenue.                                                 ...
Customer acquisition by channel      57% of marketers      acquired customers      from blogging44% of marketersacquired c...
Inbound marketing channels cost lessthan any outbound channel.                                                            ...
Outbound marketing costs more.                    “THIS LEAD-GEN                    TACTIC IS ABOVE                    AVE...
THE BOTTOM LINEGo inbound or go home.
SEARCHENGINEOPTIMIZATOIN
Many Americans begin theirpurchasing experience by doing onlineresearch to compare prices, quality,and the reviews of othe...
FACTGoogle is the newYellow Pages.
61%                  of global Internet users                                                 research                    ...
When researching branded products…44%of online shoppers beginby using a search engine. SOURCE: INTERCONNECTED WORLD: SHOPP...
In May 2011...                                      …Google sites                                      led the search     ...
Worldwide, we conduct 131Bsearches per month on the web. PER MINUTE                       2,900,000 PER HOUR              ...
TV57%of TV viewersuse the websimultaneously.              webSOURCE: NIELSON, 2009
FACTRanking high on searchengines is no longeroptional, it’s critical.
70% of the links search users           click on are organic—not paid.                                 PAID               ...
60% of all organic clicks go to the                  top three organic search results.                  27%               ...
75%                                                 of users never                                                 scroll ...
The average click-through rate for paidsearch in 2010 (worldwide) was 2%.YANDEX                                   1.3%YAHO...
FACTThe more keyword-richcontent you generate,the more search engineswill find (and love) you.
Businesses that                                          ≥20 times/monthget             5X                 more traffic th...
Businesses with websitesof 401-1000                                        get6X                   more leads than those w...
Companies that blog have97% more inbound links.                                                           97%  AVG # OF L...
Companies with more indexed web        pages get way more leads.                                                          ...
THE BOTTOM LINEIf Google can’t find,neither will anyone else.
EMAILMARKETING
27% of emails were opened on a mobile deviceduring the second half of 2011…30%                                      27%25%...
>80% of email marketers send the samecontent to all subscribersSOURCE: EXPERIAN, APRIL 2012
The word "exclusive" in email promotionalcampaigns increases unique open rates by 14%.                                    ...
84% of B2B                                    marketers use                                    segment targeting          ...
59%of B2B marketers sayemail is the mosteffective channel ingenerating revenue.$$$$$$$SOURCE: BTOB MAGAZINE, MARCH 2012
…of email                    less than                                   marketing                                   compa...
Morning emails get high CTR. SOURCE: THE SCIENCE OF EMAIL MARKETING, 2011
Investment in email marketing will growfrom $1.3B in 2010 to $2B by 2014.   2.5    2   1.5    1   0.5    0                ...
The fresher your list, the better!  SOURCE: THE SCIENCE OF EMAIL MARKETING, 2011
Most users report                                               reading email on                                          ...
FACTSend email earlyin the morning.
SOCIAL MEDIA
While social media is not the silverbullet that some pundits claim it tobe, it is an extremely important& relatively low c...
FACTSocial media isn’t a fad.It’s a revolution.
Social media & blogs generate real customers.% OF CHANNEL USERS WHO ACQUIRED A                                            ...
US Internet users spend 3X more   minutes on blogs & social networks   than on email.  VIDEOS/MOVIES              4%      ...
Social media use in the U.S. hasincreased by 356% since 2006. 2006                                 2012 SOURCE: NETPOP RES...
Social media penetration keeps growingacross different age groups.100%90%80%70%60%50%40%30%20%10% 0%          0-11      12...
The world is becoming more SOCIAL.                                                 4.6                                    ...
FACTSocial media hasreal business value.
The top 20% of B2B                                        marketers in social                                        media...
Social media conversationsactively influence purchases.                                                           ON SOCIA...
63% of companies using social mediasay it has increased marketingeffectiveness—among other benefits.Increasing effectivene...
U.S. local SMBs actively use social mediamarketing to promote their businesses.       FACEBOOK                            ...
57% of SMBs say social mediais beneficial to their business.                                             VERY             ...
More than 1/2 of U.S. SMBs say social mediasites play an important role in active sales.                                  ...
More than 1/3 of US SMBs say socialmedia helps them get found online.                      GENERATE SALES       6%        ...
Social media helps B2B marketers       improve search results.       Driving inbound links                     48%        ...
61% of US marketers use socialmedia to increase lead generation             DIRECTIVE FROM              MANAGEMENT      I ...
LinkedIn drives the most customers to B2B.                                                                           I’M A...
Facebook drives the most conversions for B2C.                                                                    I’M A B2C...
The average user spent only 3minutes on Google+ in January 2012                         450                               ...
Femalesare greatlyoverrepresentedon PINTEREST.SOURCES: ALEXA, 2012
…is from the U.S.65% of Pinterestsglobal web traffic…                      SOURCES: ALEXA, 2012
Pinterest drives more referral traffic than GooglePlus, LinkedIn and YouTube combined.                    PINTEREST       ...
BOTTOM LINEIt’s time to go social.
BLOGGING
The bottom line is thatblogging is like sex.You can’t fake it. You can’t fake passion.You can’t fake wantingto engage with...
FACTBlogs keep growing—in volume & value.
There are       152,000,000blogs on the Internet.SOURCE: UM, OCTOBER 2010
Blog frequency impacts customer acquisition.  % OF BLOG USERS WHO ACQUIRED A  CUSTOMER THROUGH THEIR BLOG                 ...
The global population of blogreaders keeps growing.60%50%40%30%20%10%0%         2008        2009        2010      2011    ...
81% of                                                          marketers                                                 ...
There are     31% more         bloggers todaythan there were three years ago.                                             ...
Most people read blogsmore than once/day.                                                                46%              ...
Most people read 5-10 blogs.                       38%                                        29%      22%                ...
Nearly 40% of US companies use blogs for marketing purposes.                                       39%“MY COMPANY USES A B...
FACTBlogging can reallymove the needle.
Blog articles influence purchases.DECIDE ON A PRODUCT/SERVICE                                21%             REFINE CHOICE...
Companies that blog have55% morewebsite visitors.                          2250                                           ...
B2C companies that blog generate88% more leadsper month than those who do not.                                            ...
B2B companies that blog generate67% more leadsper month than those who do not.                                            ...
Companies with >51 blogarticles experience a77% lift                                                         23           ...
Blogging frequency has a                            direct & significant                            impact on lead-gen.   ...
FACTBloggers are“morning people.”
Morning is the most populartime to read blogs.                       79%                                      64%         ...
Blog reading peaks around 10AM.# OF VIEWS             SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
Link-sharing among blog readers# OF LINKS SHARED   peaks around 7am.                    SOURCE: HUBSPOT, THE SCIENCE OF BL...
Commenting on blogs# OF COMMENTS   peaks around 8am.                SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
THE BOTTOM LINEBlog early and often.
FACEBOOK
People share, readand generally engage morewith any type of contentwhen it’s surfaced throughfriends and people theyknow a...
FACTFacebook hasa massive & highlyengaged audience.
Facebook is effective for B2C customer acquisition.                                                                       ...
Brands get a46%increase in user engagementwith FACEBOOK TIMELINE. SOURCE: SIMPLY MEASURED, HTTP://BIT.LY/HNJLFR
Brands get a                  65%   increase in interactive content   with FACEBOOK TIMELINE.SOURCE: SIMPLY MEASURED, HTTP...
of consumer        comments on35%     company        Facebook        Pages are        compliments.      SOURCE: AT KEARNEY...
70%of Facebook news consumers followlinks posted by FRIENDS or FAMILY.
The median ratio of FacebookVIEWS : SHARES                                    :                        9:1SOURCE: BUZZFEED...
93% of US adult Internet users are on Facebook.164 Million          152 Million                           SOURCE: BLOGHER,...
1 out of every 7 minutesonline is spent on Facebook.       SOURCE: COMSCORE, DECEMBER 2011
The average Facebook user spends~7 hours/monthon Facebook.7HOURSSOURCES: COMSCORE
Facebook is overtaking Googleand Yahoo in total time spentonline.                                                         ...
Facebook has become the top choicefor social sign-in.                                                   OTHER             ...
Facebook has become the preferred wayof sharing content, second only to email(for now).                                   ...
We’re not just engaging with our friendson Facebook. We’re engaging withbusinesses of all kinds.                          ...
Many internet activities that oncetook place on separate, isolatedvenues are now funneled throughFacebook. These include e...
FACTFacebook has realbusiness value.
Most US B2B marketers agreethat Facebook is an effectivemarketing tool. FACEBOOK                                          ...
More than half of SMBs sayFacebook is beneficial to their business.  DO NOT USE                           VERY     32%    ...
More than 1/3 of marketers sayFacebook is “critical” or“important” to their business.                                 Not ...
The number of marketers who say Facebookis “critical” or “important” to their businesshas increased by 75% in three years....
THE BOTTOM LINEIf you don’t likeFacebook yet, you will
TWITTER
129
FACTVirtually everyone has heardof Twitter. Not everyoneis using it (yet).
Roughly 9% of adult Americans use Twitter.       152 Million                            21 Million                        ...
The average Twitter user has 27 followers.SOURCE: RJMETRICS, JANUARY 2010
25%                   of Twitter accounts                       have no followers.                                        ...
40%of Twitter accountshave neversent a singletweet.SOURCE: RJ METRICS, JANUARY 2010
Only 18% of Twitter userstweet >once/day.   SEVERAL TIMES/DAY                     18%    AT LEAST ONCE/DAY              15...
FACTTwitter users areyoung, smart, affluent, &tech-savvy.
1/3 of monthly Twitter users are 25-34 years old.                                 33%                                     ...
The majority of US Twitterusers are 18-29 years old.AGE 18-29                                           14%AGE 30-45      ...
US Twitter users are more educatedthan the general population.                                                            ...
US Twitter users have higher incomesthan the general population.                                   23%     MONTHLY TWITTER...
US Twitter users tend to be “early adopters.”                                                       TOTAL POPULATION 12+  ...
For Twitter users, Internet > TV.                                                 73%     “THE MEDIUM THAT IS             ...
Twitter users spend a lot of time online.                                                            4:00                 ...
FACTTwitter + Business = $$$
More than 1/2of active Twitter usersfollow companies,brands or products              FOLLOWon social networks.SOURCE: EDIS...
Twitter plays an active rolein purchasing decisions.            LEARN ABOUT                                               ...
79% of US Twitter users are more likely to    recommend brands they follow.                                       NOT SURE...
67% of US Twitter users aremore likely to buy brands they follow.                                    NOT SURE             ...
57% of all companies that usesocial media for business, use Twitter.     DON’T USE      TWITTER        43%                ...
B2B companies are far more likelyto use Twitter than B2C companies.                  75%                                  ...
Twitter drives more customers for B2C.                                                              “YES, WE HAVE         ...
More than 1/3 of marketers say Twitter is“critical” or “important” to their business.            Not Useful               ...
Companies that use Twitteraverage 2x more leads/monththan those that do not.                                              ...
B2C companies with >100 followershave 146% more leads/monththan those with <100.                                          ...
FACTDon’t be a twit.Start tweeting.
MOBILE
There are       271 MILLION       mobile subscribers       in the U.S. alone.SOURCE:,INTERNATIONAL TELECOMMUNICATION UNION...
54% of iOS web traffic is devoted tosearch VS the 36% Internet average.                                    SEARCH THROUGH ...
60% of                                        consumers do                                        product or              ...
1% of emails are                              first opened on                              mobile devices,                ...
FACTOptimize your website &email for mobile.
9 out of 10                                   mobile searches                                   lead to action.OVER HALFle...
90%                                       of text messages                                       are read within          ...
4 BILLION of the6.8 BILLIONpeople on the planet,use a mobile phone.3.5 BILLION ofthem use a toothbrush.SOURCE: 60 SECOND M...
MAKE YOUR MARKETING AWESOMETry HubSpot FREE for 30 days!http://HubSpot.com/free-trial
IF YOU THOUGHT    blog.hubspot.com/                  Twitter.com/hubspotTHAT THIS WAS     Facebook.com/hubspotAWESOME,    ...
Search Engine                     Optimization                     Blogging &                     Social Media            ...
120 Awesome Marketing Stats, Charts and Graphs
Nächste SlideShare
Wird geladen in …5
×

120 Awesome Marketing Stats, Charts and Graphs

488.217 Aufrufe

Veröffentlicht am

http://www.HubSpot.com/charts - Over 120 marketing charts and graphs based on original research and data from a variety of sources, including analysis of our 6,500 business customers, surveys with hundreds of businesses responding, and dozens of top-notch publications like MarketingSherpa, eMarketer, Pew Research, McKinsey, and more. To download a free copy of your own, please visit http://hubspot.com/charts

Veröffentlicht in: Business, Technologie

120 Awesome Marketing Stats, Charts and Graphs

  1. MARKETINGSTATS, CHARTS& GRAPHS
  2. DOWNLOAD THE FULL DATA SET:www.HubSpot.com/Charts
  3. TABLE OF CONTENTS1 INBOUND VS. OUTBOUND MARKETING……………...32 SEARCH ENGINE OPTIMIZATION………………………….233 EMAIL MARKETING…………………………………………….424 SOCIAL MEDIA………………………………………….…….….545 BLOGGING…………………………………………………..……..796 FACEBOOK……………………………………….………………..1037 TWITTER………………………………………………..………....1278 MOBILE …………………………………………..……………..…155
  4. Inbound VS.OutboundMarketing
  5. Audiences everywhere are tough.They don’t have time to be boredor brow beaten by orthodox,old-fashioned advertising.We need to stop interruptingwhat people are interested in& be what people are interested in.”CRAIG DAVISCHIEF CREATIVE OFFICER, WORLDWIDEJ. WALTER THOMPSON (WORLD’S 4TH LARGEST AD AGENCY)
  6. FACTThe Internet hasfundamentallychanged the waypeople find,discover, share,shop, & connect.
  7. >1/3of the world’spopulation ison the Internet.SOURCE: ICT FACTS & FIGURES, 2011
  8. ALMOST 8 NEW PEOPLE COME ONTO THE INTERNET EVERY SECONDSOURCE: INTERNETWORLDSTATS.COM, 2012
  9. 79% of online shoppers spend at least50% of their shopping time researching products.SOURCE: POWERREVIEWS, FEBRUARY 2012
  10. # OF US CITIZENS 300,000,000 200,000,000 # OF US CITIZENS ON THE FTC’SSOURCE: FTC, JULY 2010 “DO NOT CALL” LIST
  11. % OF PEOPLE % DECLINE IN TECH % OF DIRECT MAIL WHO SKIP TV ADS TRADE SHOW NEVER OPENED SPENDINGSOURCE: THE GUARDIAN, AUGUST 2010, TSEA.ORG, MARCH 2009, & EPA.GOV, NOVEMBER 2010
  12. FACTMarketers are shiftingtheir budgets away from“interruption” advertising.
  13. 47%will spend more than they did in 2011 42% will spend same 89% of marketers are maintaining or increasing their 11% inbound budgets will spend less than they did in 2011 SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
  14. Direct mail is very expensive and ineffective for new leads.Marketing ProfessionalHardware Technology11 to 25 Employees
  15. The average budget “THE PORTION OF MY MARKETING BUDGETspent on company blogs & ALLOCATED TO SOCIAL MEDIA & OUR COMPANYsocial media has nearly BLOG …”tripled in three years. 21% 9% 2009 2011 SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011
  16. Inbound marketing costs 61% LESSper lead than traditional, outbound marketing. SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
  17. FACTInbound marketing isa lot more cost-effectivethan traditional,outbound marketing.
  18. Inbound converts leads into customers SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
  19. Inbound marketing tacticsdon’t just generate leads.They generate revenue. “OUR COMPANY HAS ACQUIRED A CUSTOMER 62% THROUGH THIS60% 57% CHANNEL.” 52% 44%40%20%0% Company Blog LinkedIn Facebook Twitter SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
  20. Customer acquisition by channel 57% of marketers acquired customers from blogging44% of marketersacquired customersfrom Twitter SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
  21. Inbound marketing channels cost lessthan any outbound channel. “THIS LEAD-GEN TACTIC IS BELOW AVERAGE COST.” 60% 52% 45% INBOUND 40% 38% 34% 33% OUTBOUND 28% 19% 20% 0% Blogs Social Media SEO (Organic Direct Mail Telemarketing PPC (Paid Trade Shows Search) Search) SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
  22. Outbound marketing costs more. “THIS LEAD-GEN TACTIC IS ABOVE AVERAGE COST.” 46%40% INBOUND OUTBOUND 26% 26% 25%20% 14% 14% 10%0% Trade Shows Direct Mail Telemarketing PPC (Paid SEO (Organic Social Media Blogs Search) Search) SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
  23. THE BOTTOM LINEGo inbound or go home.
  24. SEARCHENGINEOPTIMIZATOIN
  25. Many Americans begin theirpurchasing experience by doing onlineresearch to compare prices, quality,and the reviews of other shoppers.Even if they end up making theirpurchase in a store, they start theirfact-finding and decision-making onthe Internet.”JIM JANSENSENIOR FELLOWPEW RESEARCH CENTER’S INTERNET & AMERICAN LIFE PROJECTSEPTEMBER 2010
  26. FACTGoogle is the newYellow Pages.
  27. 61% of global Internet users research products ONLINE.SOURCE: INTERCONNECTED WORLD: SHOPPING AND PERSONAL FINANCE, 2012
  28. When researching branded products…44%of online shoppers beginby using a search engine. SOURCE: INTERCONNECTED WORLD: SHOPPING AND PERSONAL FINANCE, 2012
  29. In May 2011... …Google sites led the search other market with 65% of SEARCH GOOGLE queries. SITESSOURCE: COMSCORE, MAY 2011
  30. Worldwide, we conduct 131Bsearches per month on the web. PER MINUTE 2,900,000 PER HOUR 175,000,000 PER DAY 4,000,000,000 SOURCE: COMSCORE, JANUARY 2010
  31. TV57%of TV viewersuse the websimultaneously. webSOURCE: NIELSON, 2009
  32. FACTRanking high on searchengines is no longeroptional, it’s critical.
  33. 70% of the links search users click on are organic—not paid. PAID “WHICH SEARCH 25% RESULT LINK DID YOU CLICK ON FIRST?’” OTHER * 5%*INCLUDES NON-TRADITIONAL ORGANICRESULTS, SUCH AS ORGANICSHOPPING LINKS, 70%LOCAL RESULTS,NEWS, ETC. SOURCE: MARKETINGSHERPA, FEBRUARY 2007
  34. 60% of all organic clicks go to the top three organic search results. 27% 20%SHARE OF CLICKS 13% 10% 9% 7% 5% 4% 3% 3% 1 2 3 4 5 6 7 8 9 10 RANKING ON SEARCH RESULTS PAGE SOURCE: MARKETINGSHERPA, FEBRUARY 2007
  35. 75% of users never scroll past the first page of search results.SOURCE: MARKETSHARE.HITSLINK.COM, OCTOBER 2010
  36. The average click-through rate for paidsearch in 2010 (worldwide) was 2%.YANDEX 1.3%YAHOO! 1.4%GOOGLE 2.5% BING 2.8% SOURCE: COVARIO, JANUARY 2011
  37. FACTThe more keyword-richcontent you generate,the more search engineswill find (and love) you.
  38. Businesses that ≥20 times/monthget 5X more traffic than those who ≤4 times/month.SOURCE: HUBSPOT, LEAD GENERATION LESSONS FROM 4,000 BUSINESSES, 2011
  39. Businesses with websitesof 401-1000 get6X more leads than those with51-100 .SOURCE: HUBSPOT, LEAD GENERATION LESSONS FROM 4,000 BUSINESSES, 2011
  40. Companies that blog have97% more inbound links. 97% AVG # OF LINKS AVG # OF LINKS WITHOUT A BLOG WITH A BLOG SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
  41. Companies with more indexed web pages get way more leads. 74 236%MEDIAN MONTHLY LEADS 22 12 7 5 <60 60-120 121-175 176-310 >311 # OF INDEXED PAGES SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
  42. THE BOTTOM LINEIf Google can’t find,neither will anyone else.
  43. EMAILMARKETING
  44. 27% of emails were opened on a mobile deviceduring the second half of 2011…30% 27%25% …up from 20% 20% during the first half20%15% of 201110%5%0% Early 2011 Late 2011 SOURCE: KNOTICE, APRIL 2012
  45. >80% of email marketers send the samecontent to all subscribersSOURCE: EXPERIAN, APRIL 2012
  46. The word "exclusive" in email promotionalcampaigns increases unique open rates by 14%. 14% Not Exclusive Exclusive SOURCE: EXPERIAN, APRIL 2012
  47. 84% of B2B marketers use segment targeting in their email campaigns.SOURCE: BTOB MAGAZINE, MARCH 2012
  48. 59%of B2B marketers sayemail is the mosteffective channel ingenerating revenue.$$$$$$$SOURCE: BTOB MAGAZINE, MARCH 2012
  49. …of email less than marketing companies 1/3 regularly test their email marketing campaigns.SOURCE: ECONSULTANCY, MARCH 2012
  50. Morning emails get high CTR. SOURCE: THE SCIENCE OF EMAIL MARKETING, 2011
  51. Investment in email marketing will growfrom $1.3B in 2010 to $2B by 2014. 2.5 2 1.5 1 0.5 0 2010 2014 SOURCE: FORRESTER RESEARCH, JANUARY 2012
  52. The fresher your list, the better! SOURCE: THE SCIENCE OF EMAIL MARKETING, 2011
  53. Most users report reading email on mobile devices.SOURCE: THE SCIENCE OF EMAIL MARKETING, 2011
  54. FACTSend email earlyin the morning.
  55. SOCIAL MEDIA
  56. While social media is not the silverbullet that some pundits claim it tobe, it is an extremely important& relatively low cost touch pointthat has a direct impact on sales& positive word of mouth.”JOSH MENDELSOHNVICE PRESIDENTCHADWICK MARTIN BAILEY
  57. FACTSocial media isn’t a fad.It’s a revolution.
  58. Social media & blogs generate real customers.% OF CHANNEL USERS WHO ACQUIRED A 62%CUSTOMER THROUGH THIS CHANNEL 60% 57% 52% 44% 40% 20% 0% Company Blog LinkedIn Facebook Twitter SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
  59. US Internet users spend 3X more minutes on blogs & social networks than on email. VIDEOS/MOVIES 4% PORTALS 4% EMAIL 8% ONLINE GAMES 10% SOCIAL 24%NETWORKS/BLOGS SOURCE: THE NIELSEN COMPANY, NOVEMBER 2010
  60. Social media use in the U.S. hasincreased by 356% since 2006. 2006 2012 SOURCE: NETPOP RESEARCH, ARIL 2012
  61. Social media penetration keeps growingacross different age groups.100%90%80%70%60%50%40%30%20%10% 0% 0-11 12-17 18-24 25-34 35-44 45-54 55-64 65+ INTERNET USERS WHO USE SOCIAL NETWORKS VIA ANY DEVICE AT LEAST ONCE PER MONTH SOURCE: EMARKETER, FEBRUARY 2011
  62. The world is becoming more SOCIAL. 4.6 4.4 3.7 2.9 2.7 2.3 1.8 Shopping Browsing Gaming Multimedia Social News Email AVG HOURS/WEEK SPENT ON THIS ONLINE ACTIVITY, WORLDWIDE SOURCE: TNS, OCTOBER 2010
  63. FACTSocial media hasreal business value.
  64. The top 20% of B2B marketers in social media lead generation have increased revenue by 20% in 2011.SOURCE: ABERDEEN RESEARCH, MARCH 2012
  65. Social media conversationsactively influence purchases. ON SOCIAL MEDIA, I AM 55% 55% MOST INFLUENCED BY…” 51% 39% 38% 35% 26%FRIENDS PEOPLE LIKE EXPERTS ONLINE BRANDS RETAILERS INFLUENTIAL YOU FRIENDS BLOGGERSSOURCE: EMARKETER, MAY 2010
  66. 63% of companies using social mediasay it has increased marketingeffectiveness—among other benefits.Increasing effectiveness of marketing 63% Increasing customer satisfaction 50% Reducing marketing costs 45% Reducing support costs 35% Reducing time to market for 26% products/servicesIncreasing product/service innovation 24% Increasing revenue 24% SOURCE: MCKINSEY GLOBAL INSTITUTE, DECEMBER 2010
  67. U.S. local SMBs actively use social mediamarketing to promote their businesses. FACEBOOK 70% LINKEDIN 58% TWITTER 40% YELP 32% YOUTUBE 27% MYSPACE 19% FOURSQUARE 9% GOWALLA 3% SOURCE: MERCHANT CIRCLE, FEBRUARY 2011
  68. 57% of SMBs say social mediais beneficial to their business. VERY BENEFICIAL DO NOT USE 27% 33% SOMEWHAT NOT VERY BENEFICIAL BENEFICIAL 30% 10%SOURCE: AD-OLOGY RESEARCH, NOVEMBER 2010
  69. More than 1/2 of U.S. SMBs say social mediasites play an important role in active sales. “HOW IMPORTANT IS SOCIAL MEDIA IN SEEKING VERY OUT POTENTIAL NEW IMPORTANT CUSTOMERS/CLIENTS ?” 15% NOT IMPORTANT 47% SOMEWHAT IMPORTANT 38% SOURCE: FORBES INSIGHTS, MAY 2010
  70. More than 1/3 of US SMBs say socialmedia helps them get found online. GENERATE SALES 6% “SOCIAL MEDIA HELPS ME TO…” CUT DOWN ON MY MARKETING COSTS 8% MARKET MY BUSINESS TO CUSTOMERS 12% INCREASE TRAFFIC TO MY WEBSITE 15%INCREASE THE EXPOSURE OF MY BUSINESS 39%SOURCE: AMERICAN EXPRESS, SEPTEMBER 2010
  71. Social media helps B2B marketers improve search results. Driving inbound links 48% Increase page rank 45% Influence organic SEO 40%Influence keyword purchases 26% “SOCIAL MEDIA IMPROVES MY SEARCH RESULTS VIA…”SOURCE: BTOB MAGAZINE, JULY 2010
  72. 61% of US marketers use socialmedia to increase lead generation DIRECTIVE FROM MANAGEMENT I DO NOT KNOW WHY 3% WE HAVE ONE 4%MY COMPETITORS ARE “THE MAIN REASON MY DOING IT COMPANY IS 5% IMPLEMENTING A SOCIAL MEDIA STRATEGY IS… TO INCREASE LEAD MONITOR THECONVERSATION ABOUT GENERATION MY BRAND 61% 27% SOURCE: R2INTEGRATED, APRIL 2010
  73. LinkedIn drives the most customers to B2B. I’M A B2B COMPANY 80% THAT ACQUIRED A CUSTOMER 65% THROUGH THIS CHANNEL. 60% 55% 43% 40% 40% 20% 0% LinkedIn Company Blog Facebook Twitter SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
  74. Facebook drives the most conversions for B2C. I’M A B2C COMPANY THAT ACQUIRED A CUSTOMER THROUGH THIS 80% 77% CHANNEL. 60% 60% 55% 51% 40% 20% 0% LinkedIn Company Blog Facebook Twitter SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
  75. The average user spent only 3minutes on Google+ in January 2012 450 405 400 350 AVERAGE MINUTES/MONTH 300 250 200 150 100 89 50 3 0 Google+ Facebook Pinterest SOURCES: COMSCORE, 2012
  76. Femalesare greatlyoverrepresentedon PINTEREST.SOURCES: ALEXA, 2012
  77. …is from the U.S.65% of Pinterestsglobal web traffic… SOURCES: ALEXA, 2012
  78. Pinterest drives more referral traffic than GooglePlus, LinkedIn and YouTube combined. PINTEREST Google+ LinkedIn YouTubeSOURCE: SHAREAHOLIC, FEBRUARY 2012
  79. BOTTOM LINEIt’s time to go social.
  80. BLOGGING
  81. The bottom line is thatblogging is like sex.You can’t fake it. You can’t fake passion.You can’t fake wantingto engage with the public.If you do, it will ultimately be anunsatisfying experience for boththe blogger and their readers.”KEVIN ANDERSONFREELANCE JOURNALIST & FORMER BLOGS EDITOR FOR THE GUARDIAN
  82. FACTBlogs keep growing—in volume & value.
  83. There are 152,000,000blogs on the Internet.SOURCE: UM, OCTOBER 2010
  84. Blog frequency impacts customer acquisition. % OF BLOG USERS WHO ACQUIRED A CUSTOMER THROUGH THEIR BLOG 100% 92% 78% 66% 70% 56% 50% 43% 0% Less Than Monthly Weekly 2-3 Times Per Daily Multiple Monthly Week Times a Day SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
  85. The global population of blogreaders keeps growing.60%50%40%30%20%10%0% 2008 2009 2010 2011 2012 % OF DAILY INTERNET USERS WHO READ BLOGS AT LEAST MONTHLY SOURCE: EMARKETER, AUGUST 2010
  86. 81% of marketers rated their blog as USEFUL or BETTER.SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
  87. There are 31% more bloggers todaythan there were three years ago. 28.1 26.2 24.0 22.9 2008 2009 2010 2011 INTERNET USERS WHO UPDATE A BLOG AT LEAST MONTHLY (MILLIONS) SOURCE: EMARKETER, AUGUST 2010
  88. Most people read blogsmore than once/day. 46% 32% 18% 3% 3%LESS THAN ONCE ONCE A MONTH ONCE A WEEK ONCE A DAY MORE THAN A MONTH ONCE A DAYSOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
  89. Most people read 5-10 blogs. 38% 29% 22% 5% 3% LESS THAN 5 5 TO 10 10 TO 50 50 TO 100 MORE THAN 100 NUMBER OF BLOGSSOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
  90. Nearly 40% of US companies use blogs for marketing purposes. 39%“MY COMPANY USES A BLOG 34%FOR MARKETING PURPOSES.” 29% 25% 16% 2007 2008 2009 2010 2011 SOURCE: EMARKETER, AUGUST 2010
  91. FACTBlogging can reallymove the needle.
  92. Blog articles influence purchases.DECIDE ON A PRODUCT/SERVICE 21% REFINE CHOICES 19% GET SUPPORT/ANSWERS 19%DISCOVER PRODUCTS/SERVICES 17% ASSURE 14% “BLOG ARTICLES PLAY A ROLE IN INSPIRE A PURCHASE 13% THIS ASPECT OF THE PURCHASE PROCESS.” EXECUTE A PURCHASE 7% SOURCE: JUPITER RESEARCH, OCTOBER 2008
  93. Companies that blog have55% morewebsite visitors. 2250 55% 1480# OF MONTHLY VISITORS DON’T BLOG BLOG SOURCE: HUBSPOT, 2010
  94. B2C companies that blog generate88% more leadsper month than those who do not. 15 88% # OF MEDIAN MONTHLY LEADS 8 DON’T BLOG BLOG SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
  95. B2B companies that blog generate67% more leadsper month than those who do not. 15 67% # OF MEDIAN MONTHLY LEADS 9 DON’T BLOG BLOG SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
  96. Companies with >51 blogarticles experience a77% lift 23 77%in median monthly leads. 13 # OF MEDIAN MONTHLY LEADS 10 10 <12 12-23 24-51 >51 # OF BLOG ARTICLES SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
  97. Blogging frequency has a direct & significant impact on lead-gen. 89% 76% 78% 72%# OF MEDIAN MONTHLY LEADS 49% 33% < MONTHLY MONTHLY WEEKLY 2-3X/WEEK DAILY MULTIPLE TIMES/DAY FREQUENCY OF BLOG POSTS SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
  98. FACTBloggers are“morning people.”
  99. Morning is the most populartime to read blogs. 79% 64% 51% % OF BLOG READERS 40% MORNING AFTERNOON EVENING NIGHT SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
  100. Blog reading peaks around 10AM.# OF VIEWS SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
  101. Link-sharing among blog readers# OF LINKS SHARED peaks around 7am. SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
  102. Commenting on blogs# OF COMMENTS peaks around 8am. SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
  103. THE BOTTOM LINEBlog early and often.
  104. FACEBOOK
  105. People share, readand generally engage morewith any type of contentwhen it’s surfaced throughfriends and people theyknow and trust.”MALORIE LUCICH, FACEBOOK SPOKESPERSONFEBRUARY 2011
  106. FACTFacebook hasa massive & highlyengaged audience.
  107. Facebook is effective for B2C customer acquisition. B2B B2C 80% 77%% of channel users this channel who 65% acquired a customer through 60% 60% 55% 55% 51% 43% 40% 40% 20% 0% LinkedIn Company Blog Facebook Twitter SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
  108. Brands get a46%increase in user engagementwith FACEBOOK TIMELINE. SOURCE: SIMPLY MEASURED, HTTP://BIT.LY/HNJLFR
  109. Brands get a 65% increase in interactive content with FACEBOOK TIMELINE.SOURCE: SIMPLY MEASURED, HTTP://BIT.LY/HNJLFR
  110. of consumer comments on35% company Facebook Pages are compliments. SOURCE: AT KEARNEY, HTTP://BIT.LY/HNK1EX
  111. 70%of Facebook news consumers followlinks posted by FRIENDS or FAMILY.
  112. The median ratio of FacebookVIEWS : SHARES : 9:1SOURCE: BUZZFEED, HTTP://BIT.LY/HNLUKL
  113. 93% of US adult Internet users are on Facebook.164 Million 152 Million SOURCE: BLOGHER, APRIL 2011
  114. 1 out of every 7 minutesonline is spent on Facebook. SOURCE: COMSCORE, DECEMBER 2011
  115. The average Facebook user spends~7 hours/monthon Facebook.7HOURSSOURCES: COMSCORE
  116. Facebook is overtaking Googleand Yahoo in total time spentonline. 41.5 40.5 40.5 39.1 44 43.2 38.2 39.9 37.9 36 38.6 38.7 34.6MINUTES SPENT (BILLIONS) 35.8 32.2 34.3 27.6 26.7 20 16 16.7 15.8 13 Yahoo! Sites 12 11.4 9.3 Google sites 5.9 6.4 6.4 5.6 Facebook Jul-07 Dec-07 Apr-08 Jul-08 Dec-08 Apr-09 Jul-09 Dec-09 Apr-10 Jul-10 SOURCE: COMSCORE, AUGUST 2011
  117. Facebook has become the top choicefor social sign-in. OTHER 8% WINDOWS LIVE 6% TWITTER 7% FACEBOOK 35% YAHOO 13% GOOGLE 31% SOURCE: JANRAIN, APRIL 2011
  118. Facebook has become the preferred wayof sharing content, second only to email(for now). 84% EMAIL 88% 44% FACEBOOK 54% 18% TELEPHONE 31% 7% Male MAIL 10% Female 5% PRINT OUT 8% SOURCE: CHADWICK MARTIN BAILEY, SEPTEMBER 2010
  119. We’re not just engaging with our friendson Facebook. We’re engaging withbusinesses of all kinds. 17 ARTISTS 92 43 MEDIA 57 Avg # of Comments/post Avg. # of Likes/post 9 BRANDS 54 NOTE: PAGES ANALYZED HAVE AT LEAST 100K “LIKES” SOURCE: VISIBLI, APRIL 2011
  120. Many internet activities that oncetook place on separate, isolatedvenues are now funneled throughFacebook. These include email,instant messaging, blogging,gaming, video-sharing and onlineshopping.”FACEBOOK USERS: THE JUGGERNAUT ROLLS ONPAUL VERNA | MARCH 21, 2011 | EMARKETER
  121. FACTFacebook has realbusiness value.
  122. Most US B2B marketers agreethat Facebook is an effectivemarketing tool. FACEBOOK 51% LINKEDIN 45% TWITTER 35% “THIS SITE IS SOMEWHAT TO MYSPACE 25% EXTREMELY EFFECTIVE AS A MARKETING TOOL.” SOURCE: OUTSELL, DECEMBER 2009
  123. More than half of SMBs sayFacebook is beneficial to their business. DO NOT USE VERY 32% BENEFICIAL 30% SOMEWHAT NOT VERY BENEFICIAL BENEFICIAL 25% 13% SOURCE: AD-OLOGY, NOVEMBER 2010
  124. More than 1/3 of marketers sayFacebook is “critical” or“important” to their business. Not Useful Critical 14% 15% Important Somewhat 24% Useful 24% Useful 24% SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
  125. The number of marketers who say Facebookis “critical” or “important” to their businesshas increased by 75% in three years. 45% 42% 75% 40% 35% 30% 25% 24% 20% 15% 10% 5% 0% In 2009 In 2012 SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
  126. THE BOTTOM LINEIf you don’t likeFacebook yet, you will
  127. TWITTER
  128. 129
  129. FACTVirtually everyone has heardof Twitter. Not everyoneis using it (yet).
  130. Roughly 9% of adult Americans use Twitter. 152 Million 21 Million SOURCE: EMARKETER, APRIL 2011
  131. The average Twitter user has 27 followers.SOURCE: RJMETRICS, JANUARY 2010
  132. 25% of Twitter accounts have no followers. FOLLOW ME?SOURCE: RJ METRICS, JANUARY 2010
  133. 40%of Twitter accountshave neversent a singletweet.SOURCE: RJ METRICS, JANUARY 2010
  134. Only 18% of Twitter userstweet >once/day. SEVERAL TIMES/DAY 18% AT LEAST ONCE/DAY 15% AT LEAST ONCE/WEEK 30% AT LEAST ONCE/MONTH 22%LESS THAN ONCE/MONTH 15% SOURCE: RJMETRICS, JANUARY 2010
  135. FACTTwitter users areyoung, smart, affluent, &tech-savvy.
  136. 1/3 of monthly Twitter users are 25-34 years old. 33% 19% 18% 11% 12% 7% AGE 12-17 AGE 18-24 AGE 25-34 AGE 35-44 AGE 45-54 AGE 55+ SOURCE: EDISON RESEARCH, 2010
  137. The majority of US Twitterusers are 18-29 years old.AGE 18-29 14%AGE 30-45 10%AGE 46-64 6% AGE 65+ 1% SOURCE: PEW RESEARCH CENTER, JANUARY 2010
  138. US Twitter users are more educatedthan the general population. 33% MONTHLY TWITTER USERS 18+ 30% TOTAL POPULATION 18+ 23% 23% 19% 17% 16% 13% 12% 8% ADVANCED DEGREE SOME GRADUATE 4-YR COLLEGE 1-3 YRS OF COLLEGE HIGH SCHOOL/LESS CREDITS SOURCE: EDISON RESEARCH, 2010
  139. US Twitter users have higher incomesthan the general population. 23% MONTHLY TWITTER USERS 18+ 20% 20% TOTAL POPULATION 18+ 17% 15% 14% 13% 11% 10% 8% >$100K $75K - $100K $50K - $75K $25K-$50K UNDER $25K SOURCE: EDISON RESEARCH, 2010
  140. US Twitter users tend to be “early adopters.” TOTAL POPULATION 12+ AMONG THE 1ST TO BUY/TRY NEW 10% PRODUCTS 19% MONTHLY TWITTER USERS 12+ BUY/TRY NEW PRODUCTS BEFORE 12% OTHERS, NOT FIRST 25% BUY/TRY NEW PRODUCTS SAME AS 27% OTHERS 29% BUY/TRY NEW PRODUCTS AFTER 24% OTHERS, NOT LAST 16% USUALLY LAST TO KNOW TO TRY/BUY 25% NEW PRODUCTS 11% SOURCE: EDISON RESEARCH, 2010
  141. For Twitter users, Internet > TV. 73% “THE MEDIUM THAT IS MOST ESSENTIAL TO MY LIFE IS…” MONTHLY TWITTER USERS 12+ 42% TOTAL POPULATION 12+ 37% 25% 14% 13% 11% 3% NEWSPAPER RADIO TV INTERNET SOURCE: EDISON RESEARCH, 2010
  142. Twitter users spend a lot of time online. 4:00 3:22 3:25 “I SPEND HH:MM PER DAY WITH EACH OF THESE MEDIA.” 2:41MONTHLY TWITTER USERS 12+ 2:05 1:56TOTAL POPULATION 12+ 0:26 0:28 NEWSPAPER RADIO TV INTERNET SOURCE: EDISON RESEARCH, 2010
  143. FACTTwitter + Business = $$$
  144. More than 1/2of active Twitter usersfollow companies,brands or products FOLLOWon social networks.SOURCE: EDISON RESEARCH, 2010
  145. Twitter plays an active rolein purchasing decisions. LEARN ABOUT 42% PRODUCTS/SERVICES PROVIDE OPINIONS ABOUT 41% PRODUCTS/SERVICES ASK FOR OPINIONS ABOUT 31% PRODUCTS/SERVICES LOOK FOR DISCOUNTS/SALES 28% PURCHASE 21% PRODUCTS/SERVICES “I USE TWITTER TO...” SEEK CUSTOMER SUPPORT 19% SOURCE: EDISON RESEARCH, 2010
  146. 79% of US Twitter users are more likely to recommend brands they follow. NOT SURE NO 6% 15% YES, FOR MANY BRANDS YES, FOR A 23% FEW BRANDS 56% SOURCE: EDISON RESEARCH, 2010
  147. 67% of US Twitter users aremore likely to buy brands they follow. NOT SURE 10% NO 23% YES, FOR A FEW BRANDS YES, FOR 42% MANY BRANDS 25% SOURCE: EDISON RESEARCH, 2010
  148. 57% of all companies that usesocial media for business, use Twitter. DON’T USE TWITTER 43% USE TWITTER 57%SOURCE: BUSINESS.COM, SEPTEMBER 2009
  149. B2B companies are far more likelyto use Twitter than B2C companies. 75% “MY COMPANY TWEETS.” 49% B2B B2C SOURCE: BUSINESS.COM, SEPTEMBER 2009
  150. Twitter drives more customers for B2C. “YES, WE HAVE ACQUIRED A CUSTOMER VIA 55% TWITTER. 40% B2B B2C SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
  151. More than 1/3 of marketers say Twitter is“critical” or “important” to their business. Not Useful Critical 14% 15% Somewhat Useful 24% Important 24% Useful 24% SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
  152. Companies that use Twitteraverage 2x more leads/monththan those that do not. 86# OF MEDIAN MONTHLY LEADS USE TWITTER DON’T USE TWITTER 43 31 15 10 5 <11 EMPLOYEES 11-50 EMPLOYEES >50 EMPLOYEES SOURCE: HUBSPOT STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
  153. B2C companies with >100 followershave 146% more leads/monththan those with <100. 35 146% 32 # OF MEDIAN MONTHLY LEADS 14 11 <21 21-100 101-500 >500 # OF FOLLOWERS SOURCE: HUBSPOT STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
  154. FACTDon’t be a twit.Start tweeting.
  155. MOBILE
  156. There are 271 MILLION mobile subscribers in the U.S. alone.SOURCE:,INTERNATIONAL TELECOMMUNICATION UNION (ITU), JULY, 2011
  157. 54% of iOS web traffic is devoted tosearch VS the 36% Internet average. SEARCH THROUGH IOS 54% 36% IOS INTERNET AVERAGE SOURCE: CHITIKA, APRIL 2012
  158. 60% of consumers do product or service research “several times a month” via a mobile device.SOURCE: LOCAL CORPORATION, APRIL 2012
  159. 1% of emails are first opened on mobile devices, then on desktop PCs later.SOURCE: KNOTICE, MARCH 2012
  160. FACTOptimize your website &email for mobile.
  161. 9 out of 10 mobile searches lead to action.OVER HALFlead to purchase.SOURCE: SEARCH ENGINE LAND, 2011
  162. 90% of text messages are read within 3 MINUTES of being delivered.SOURCE: 2011 MOBILE STARTEGT FOR COMPANIES, IMPIGERMOVILE, 2011
  163. 4 BILLION of the6.8 BILLIONpeople on the planet,use a mobile phone.3.5 BILLION ofthem use a toothbrush.SOURCE: 60 SECOND MARKETER, 2011
  164. MAKE YOUR MARKETING AWESOMETry HubSpot FREE for 30 days!http://HubSpot.com/free-trial
  165. IF YOU THOUGHT blog.hubspot.com/ Twitter.com/hubspotTHAT THIS WAS Facebook.com/hubspotAWESOME, Linkedin/com/hubspotPERHAPS YOU’D Youtube.com/hubspotLIKE TO BE flickr.com/photos/hubspotFRIENDS ONLINE? Slideshare.net/hubspot
  166. Search Engine Optimization Blogging & Social Media Lead GenerationAll-in-One LeadMarketing Software Management Email & Automation Marketing Analytics

×