AWESOME WARNING: SAFETY GOGGLES HIGHLY RECOMMENDED! MARKETING! STATS! CHARTS! & GRAPHS!

Transcription

1 100 AWESOME WARNING: SAFETY GOGGLES HIGHLY RECOMMENDED! MARKETING! STATS! CHARTS! & GRAPHS!

2 The AWESOME TABLE OF CONTENTS 1 INBOUND VS. OUTBOUND MARKETING SEARCH ENGINE OPTIMIZATION.23 3 SOCIAL MEDIA.41 4 BLOGGING FACEBOOK TWITTER MAKE YOUR MARKETING AWESOME.. 132

3 ! INBOUND! VS.! OUTBOUND! MARKETING!

4 Audiences everywhere are tough. They don t have time to be bored! or brow beaten by orthodox,! old-fashioned advertising.!! We need to stop interrupting! what people are interested in! & be what people are interested in. CRAIG DAVIS CHIEF CREATIVE OFFICER, WORLDWIDE J. WALTER THOMPSON (WORLD S 4TH LARGEST AD AGENCY) 4

5 FACT: The Internet has fundamentally changed the way people find, discover, share, shop, & connect.

6 Your customers are relying more & more on social. More than half of all US residents and more than ¾ of all US adults are online. 311 Million ESTIMATED US POPULATION 164 Million ESTIMATED US ADULT INTERNET USERS 6 SOURCES: BLOGHER, APRIL 2011, PEW RESEARCH, MAY 2010, US CENSUS BUREAU, MAY 2011

7 One third of US consumers! spend >3 hours online every day MINUTES 35% MINUTES 33% 1-59 MINUTES 14% 0 MINUTES 19% 7 SOURCE: THE MEDIA AUDIT, OCTOBER 2010

8 More & more of the things we used to do offline, we now do online. 94% 87% 78% 75% 72% 66% 61% 59% 32% SEND/READ USE A SEARCH ENGINE PRODUCT RESEARCH GET NEWS FUN/PASS THE TIME BUY A PRODUCT SOCIAL NETWORKING LOOK FOR "HOW-TO" INFO RATE A PRODUCT OR SERVICE 8 SOURCE: PEW RESEARCH CENTER, MAY 2010

9 # OF US CITIZENS 300,000, ,000,000 # OF US CITIZENS ON THE FTC S DO NOT CALL LIST 9 SOURCE: FTC, JULY 2010

10 % OF PEOPLE WHO SKIP TV ADS % DECLINE IN TECH TRADE SHOW SPENDING % OF DIRECT MAIL NEVER OPENED 10 SOURCES: THE GUARDIAN, AUGUST 2010, TSEA.ORG, MARCH 2009, & EPA.GOV, NOVEMBER 2010

11 FACT: Marketers are shifting their budgets away from interruption advertising.

12 61% of marketers will invest more " in earned media in *EARNED MEDIA 61% PAID DIGITAL MEDIA 58% PAID TRADITIONAL MEDIA 14% * Earned media = favorable publicity gained through promotional efforts other than advertising. 12 SOURCES: ANSWERLAB & SOCIETY OF DIGITAL AGENCIES, FEBRUARY 2011

13 Only 5% of marketers will invest less! in earned media in *EARNED MEDIA 5% PAID DIGITAL MEDIA 8% * Earned media = favorable publicity gained through promotional efforts other than advertising. PAID TRADITIONAL MEDIA 43% 13 SOURCES: ANSWERLAB & SOCIETY OF DIGITAL AGENCIES, FEBRUARY 2011

14 B2B marketers are shifting their budgets! toward inbound marketing. I WILL INCREASE MY INVESTMENT IN THIS MARKETING TACTIC THIS YEAR. 69% 60% 60% 49% 40% 32% INBOUND OUTBOUND 24% 22% 15% 14 SOURCE: MARKETINGSHERPA, OCTOBER 2010

15 More than half of marketers increased! their inbound marketing budget in % 35% 11% INCREASED BUDGET NO CHANGE DECREASED BUDGET 15 SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011

16 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% SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011

17 FACT: Inbound marketing is! a lot more cost-effective than traditional, outbound marketing.

18 Inbound marketing costs 62% less " per lead than traditional, outbound marketing. OUTBOUND: AVG COST/LEAD: $373 INBOUND: AVG COST/LEAD: $ SOURCE: HUBSPOT, 2011

19 Inbound marketing tactics! don t just generate leads.! They generate revenue. OUR COMPANY HAS ACQUIRED A CUSTOMER THROUGH THIS CHANNEL. 57% 57% 48% 42% COMPANY BLOG LINKEDIN FACEBOOK TWITTER 19 SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011

20 3 out of 4 inbound marketing channels cost less than! any outbound channel. 55% THIS LEAD-GEN TACTIC IS BELOW AVERAGE COST. 47% 39% 36% 33% INBOUND OUTBOUND 27% 19% BLOGS SOCIAL MEDIA SEO TELEMARKETING DIRECT MAIL PPC TRADE SHOWS 20 SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011

21 Outbound marketing costs more. 47% THIS LEAD-GEN TACTIC IS ABOVE AVERAGE COST. 29% 27% 21% INBOUND OUTBOUND 13% 13% 9% TRADE SHOWS PPC DIRECT MAIL TELEMARKETING SEO SOCIAL MEDIA BLOGS 21 SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011

22 THE BOTTOM LINE: Go inbound or go home.

23 SEARCH! ENGINE! OPTIMIZATION

24 24! Many Americans begin their purchasing experience by doing online research to compare prices, quality, and the reviews! of other shoppers.!! Even if they end up making their purchase in a store, they start their fact-finding and decision-making! on the internet.! JIM JANSEN! SENIOR FELLOW! PEW RESEARCH CENTER S INTERNET & AMERICAN LIFE PROJECT! SEPTEMBER 2010

25 FACT: Google is the new Yellow Pages.

26 More & more of our pre-shopping research starts on search engines. I USED A SEARCH ENGINE TO CONDUCT PRODUCT OR SERVCE RESEARCH YESTERDAY. 21% 13% 15% 9% Jan-04 Jan-05 Jan-06 Jan-07 Jan-08 Jan-09 Jan-10 FEB 04 FEB 05 SEPT 07 SEPT SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, SEPTEMBER 2010

27 Worldwide, we conduct 88,000,000,000 searches! per month on Google. PER SECOND 34,000 PER MINUTE 2,000,000 PER HOUR 121,000,000 PER DAY 3,000,000, SOURCE: SEARCH ENGINE LAND, FEBRUARY 2010

28 57% of Internet users search the web every day. 28 SOURCE: MARKETSHARE.HITSLINK.COM, OCTOBER 2010

29 46% of daily searches are for info on products or services. 29 SOURCE: SRI, OCTOBER 2010

30 20% of monthly Google searches! are for! local businesses. 30 SOURCE: GOOGLE, APRIL 2010

31 FACT: Ranking high on search engines is no longer! optional, it s critical.

32 70% of the links search users click on are organic not paid. PAID 25% WHICH SEARCH RESULT LINK DID YOU CLICK ON FIRST? OTHER * 5% *INCLUDES NON- TRADITIONAL ORGANIC RESULTS, SUCH AS SHOPPING LINKS, LOCAL RESULTS, NEWS, ETC. ORGANIC 70% 32 SOURCE: MARKETINGSHERPA, FEBRUARY 2007

33 60% of all organic clicks! go to the top three! organic search results. 27% 20% 13% SHARE OF CLICKS 10% 9% 7% 5% 3% 4% 3% RANKING ON SEARCH RESULTS PAGE 33 SOURCE: MARKETINGSHERPA, FEBRUARY 2007

34 75%! of users never scroll past the first page of search results. 34 SOURCE: MARKETSHARE.HITSLINK.COM, OCTOBER 2010

35 The average click-through rate for paid search in 2010 (worldwide) was 2%. YANDEX 1.3% YAHOO! 1.4% GOOGLE 2.5% BING 2.8% 35 SOURCE: COVARIO, JANUARY 2011

36 FACT: The more keyword-rich content you generate,! the more search engines will find (and love) you.

37 Companies that blog have 434% more indexed pages. ñ 434% AVG # OF INDEXED PAGES! WITHOUT A BLOG AVG # OF INDEXED PAGES! WITH A BLOG 37 SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010

38 Companies that blog have! 97% more inbound links. ñ 97% AVG # OF LINKS! WITHOUT A BLOG AVG # OF LINKS! WITH A BLOG 38 SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010

39 Companies with more! indexed web pages! get way more leads. 74 ñ 236% MEDIAN MONTHLY LEADS < >311 # OF INDEXED PAGES 39 SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010

40 THE BOTTOM LINE: If Google can t find you,! neither will anyone else.

41 MEDIA SOCIAL!

42 42 While social media is not the silver bullet that some pundits claim it to be,! it is an extremely important! & relatively low cost touch point! that has a direct impact on sales! & positive word of mouth.!! Companies not actively engaging are missing a huge opportunity! & are saying something to consumers! intentionally or unintentionally! about how willing they are! to engage on consumers terms. JOSH MENDELSOHN VICE PRESIDENT CHADWICK MARTIN BAILEY

43 FACT: Social media isn t a fad.! It s a revolution.

44 US Internet users spend 3x more minutes on blogs & social networks than on . VIDEOS/MOVIES 4% PORTALS 4% 8% ONLINE GAMES 10% SOCIAL NETWORKS/ BLOGS 24% 44 SOURCE: THE NIELSEN COMPANY, NOVEMBER 2010

45 Nearly 2/3 of US Internet users regularly use a social network. 60.1% 63.7% 52.3% SOURCE: EMARKETER, FEBRUARY 2011

46 Regardless of age,! we re social networking. 81% 90% 82% 72% 58% 52% 31% YO YO YO YO YO YO 65+ US SOCIAL NETWORK USER PENETRATION BY AGE 46 SOURCE: EMARKETER, FEBRUARY 2011

47 The world is becoming more! & more social Shopping Browsing Gaming Multimedia Social News AVG HOURS/WEEK SPENT ON THIS ONLINE ACTIVITY, WORLDWIDE 47 SOURCE: TNS, OCTOBER 2010

48 Thanks to the rise in social media,! web-based usage is on the decline, especially among younger generations. 22% 28% AGE AGE AGE AGE AGE % AGE AGE % -8% -12% (% CHANGE, DECEMBER 2009 DECEMBER 2010) 48-59% SOURCE: COMSCORE, DECEMBER 2010

49 FACT: Social media has! real business value.

50 Social media was the leading! emerging channel! for lead gen in SOCIAL MEDIA 74% VIRTUAL EVENTS 39% MOBILE 34% OTHER 10% 50 SOURCE: UNISFAIR, MAY 25, 2010

51 Social media conversations! actively influence purchases. 55% 55% 51% ON SOCIAL MEDIA, I AM MOST INFLUENCED BY 39% 38% 35% 26% FRIENDS PEOPLE LIKE YOU EXPERTS ONLINE FRIENDS BRANDS RETAILERS INFLUENTIAL BLOGGERS 51 SOURCE: EMARKETER, MAY 2010

52 Twitter Drives More Leads for B2C 63% of companies using social media! say it has increased marketing effectiveness among other benefits. INCREASING EFFECTIVENESS OF MARKETING 63% INCREASING CUSTOMER SATISFACTION 50% REDUCING MARKETING COSTS 45% REDUCING SUPPORT COSTS 35% REDUCING TIME TO MARKET FOR PRODUCTS/ SERVICES 26% INCREASING PRODUCT/SERVICE INNOVATION 24% INCREASING REVENUE 24% 52 SOURCE: MCKINSEY GLOBAL INSTITUTE, DECEMBER 2010

53 FACEBOOK 70% LINKEDIN 58% TWITTER 40% YELP 32% YOUTUBE MYSPACE FOURSQUARE GOWALLA 3% 9% 19% 27% US Local SMBs are actively using social media marketing! to promote their businesses. 53 SOURCE: MERCHANT CIRCLE, FEBRUARY 2011

54 57% of SMBs say social media! is beneficial to their business. DO NOT USE 33% VERY BENEFICIAL 27% NOT VERY BENEFICIAL 10% SOMEWHAT BENEFICIAL 30% 54 SOURCE: AD-OLOGY RESEARCH, NOVEMBER 2010

55 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

56 More than 1/3 of US SMBs say social media helps them! get found online. GENERATE SALES 6% SOCIAL MEDIA HELPS ME TO CUT DOWN ON MY MARKETING COSTS 8% MARKET MY BUSINESS TO CUSTOMERS 12% INCREASE TRAFFIC TO MY WEBSITE 15% INCREASE THE EXPOSURE OF MY BUSINESS 39% 56 SOURCE: AMERICAN EXPRESS, SEPTEMBER 2010

57 Social media helps B2B marketers! improve search results. SOCIAL MEDIA IMPROVES MY SEARCH RESULTS VIA DRIVING INBOUND LINKS 48% INCREASE PAGE RANK 45% INFLUENCE ORGANIC SEO 40% INFLUENCE KEYWORD PURCHASES 26% 57 SOURCE: BTOB MAGAZINE, JULY 2010

58 61% of US marketers use social media to increase lead-gen. MY COMPETITORS ARE DOING IT 5% DIRECTIVE FROM MANAGEMENT 3% I DO NOT KNOW WHY WE HAVE ONE 4% THE MAIN REASON MY COMPANY IS IMPLEMENTING A SOCIAL MEDIA STRATEGY IS MONITOR THE CONVERSATION ABOUT MY BRAND 27% TO INCREASE LEAD GENERATION 61% 58 SOURCE: R2INTEGRATED, APRIL 2010

59 Twitter Drives More Leads for B2C LinkedIn drives the most! referrals to B2B sites. *# OF LEADS IN JUNE 2010 LINKEDIN REDDIT DZONE 8478 TWITTER 6170 FACEBOOK 4465 STUMBLEUPON 2517 SQUIDOO 1720 DELICIOUS SOURCE: LEADFORCE1, JUNE 2010

60 Twitter Drives More Leads for B2C LinkedIn generates the most! conversions for B2Bs. 61% OUR COMPANY HAS ACQUIRED A CUSTOMER THROUGH THIS CHANNEL. 55% 41% 39% LINKEDIN COMPANY BLOG FACEBOOK TWITTER 60 SOURCE: HUBSPOT, STATE OF INBOUND MARKETING REPORT 2011

61 Twitter Drives More Leads for B2C Facebook generates the most! conversions for B2Cs. OUR COMPANY HAS ACQUIRED A CUSTOMER THROUGH THIS CHANNEL. 67% 63% 53% 39% FACEBOOK COMPANY BLOG TWITTER LINKEDIN 61 SOURCE: HUBSPOT, STATE OF INBOUND MARKETING REPORT 2011

62 THE BOTTOM LINE: It s time to get social.

63 BLOGGING

64 The bottom line is that blogging is like sex.! You can t fake it. You can t fake passion. You can t fake wanting! to engage with the public.! If you do, it will ultimately be an unsatisfying experience for both! the blogger and their readers. KEVIN ANDERSON FREELANCE JOURNALIST & FORMER BLOGS EDITOR FOR THE GUARDIAN 64

65 FACT: Blogs keep growing! in volume & value.

66 152,000,000 There are blogs on the Internet. 66 SOURCE: UM, OCTOBER 2010

67 67 SOURCE: UM, OCTOBER 2010 The global population of blog readers keeps growing. 65% 61% 55% % OF DAILY INTERNET USERS WHO READ BLOGS

68 There are 31% more bloggers today than there were! three years ago INTERNET USERS WHO UPDATE A BLOG AT LEAST MONTHLY (MILLIONS) 68 SOURCE: EMARKETER, AUGUST 2010

69 Most people read blogs more than once/day. 46% 32% 18% 3% 3% LESS THAN ONCE A MONTH ONCE A MONTH ONCE A WEEK ONCE A DAY MORE THAN ONCE A DAY 69 SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010

70 Most people read 5-10 blogs. 38% 29% 22% 5% 3% LESS THAN 5 5 TO TO TO 100 MORE THAN 100 NUMBER OF BLOGS 70 SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010

71 Nearly 40%! of US companies! use blogs for marketing purposes. 39% MY COMPANY USES A BLOG FOR MARKETING PURPOSES. 29% 34% 25% 16% SOURCE: EMARKETER, AUGUST 2010

72 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

73 FACT: Blogging can really! move the needle.

74 Blog articles influence purchases. DECIDE ON A PRODUCT/SERVICE 21% REFINE CHOICES 19% GET SUPPORT/ANSWERS 19% DISCOVER PRODUCTS/SERVICES 17% ASSURE INSPIRE A PURCHASE EXECUTE A PURCHASE 7% 14% 13% BLOG ARTICLES PLAY A ROLE IN THIS ASPECT OF THE PURCHASE PROCESS. 74 SOURCE: JUPITER RESEARCH, OCTOBER 2008

75 Companies that blog have! 55% more website visitors ñ 55% 1480 # OF MONTHLY VISITORS DON T BLOG BLOG 75 SOURCE: HUBSPOT, 2010

76 B2C companies that blog generate " 88% more leads per month than those! who do not. 15 ñ 88% # OF MEDIAN MONTHLY LEADS 8 DON T BLOG BLOG 76 SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010

77 B2B companies that blog generate 67% more leads per month than those! who do not. 15 ñ 67% 9 # OF MEDIAN MONTHLY LEADS DON T BLOG BLOG 77 SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010

78 Companies with >51 blog articles experience a! 77% lift " in median monthly leads. 23 ñ 77% # OF MEDIAN MONTHLY LEADS < >51 # OF BLOG ARTICLES 78 SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010

79 ! Blogging frequency has a! direct & significant impact on lead-gen. 89% 72% 76% 78% 49% # OF MEDIAN MONTHLY LEADS 33% < MONTHLY MONTHLY WEEKLY 2-3X/WEEK DAILY MULTIPLE TIMES/ DAY FREQUENCY OF BLOG POSTS 79 SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010

80 FACT: Bloggers are! morning people.

81 Morning is the most popular! time to read blogs. 79% 64% 51% 40% % OF BLOG READERS MORNING AFTERNOON EVENING NIGHT 81 SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010

82 Blog reading peaks around 10AM. # OF VIEWS 82 SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010

83 Link-sharing among blog readers peaks around 7am. # OF LINKS SHARED 83 SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010

84 Commenting on blogs! peaks around 8am. # OF COMMENTS 84 SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010

85 THE BOTTOM LINE: Blog early & often.

86 FACEBOOK

87 People share, read! and generally engage more with any type of content when it s surfaced! through friends and people they know and trust. MALORIE LUCICH, FACEBOOK SPOKESPERSON FEBRUARY

88 88

89 FACT: Facebook has! a massive! & highly engaged audience.

90 Your customers are relying more & more on social. 93% of US adult Internet users are on Facebook. 164 Million US INTERNET USERS 152 Million US FACEBOOK USERS 90 SOURCE: BLOGHER, APRIL 2011

91 1 out of every " 8 minutes " online is spent on Facebook. f 91 SOURCE: COMSCORE, FEBRUARY 2011

92 Your customers are relying more & more on social. The average Facebook user spends >11 hours/month on Facebook AVERAGE MINUTES/MONTH FACEBOOKING EATING WATCHING TV OTHER WORKING SLEEPING 92 SOURCES: BUREAU OF LABOR STATISTICS, JUNE 2010 & FACEBOOK PRESS ROOM, 2011

93 Your customers are relying more & more on social. Facebook is overtaking Google! and Yahoo in total time spent online MINUTES SPENT (BILLIONS) Yahoo! Sites Google sites Facebook Jul-07 Dec-07 Apr-08 Jul-08 Dec-08 Apr-09 Jul-09 Dec-09 Apr-10 Jul SOURCE: COMSCORE, AUGUST 2011

94 Your customers are relying more & more on social. Facebook has become! the top choice! for social sign-in. WINDOWS LIVE 6% OTHER 8% TWITTER 7% YAHOO 13% FACEBOOK 35% GOOGLE 31% 94 SOURCE: JANRAIN, APRIL 2011

95 Facebook has become the preferred way " of sharing content, second only to ! (for now). 84% 88% FACEBOOK 44% 54% TELEPHONE 18% 31% MAIL PRINT OUT 7% 10% 5% 8% Male Female 95 SOURCE: CHADWICK MARTIN BAILEY, SEPTEMBER 2010

96 We re not just engaging with our friends on Facebook. We re engaging with businesses of all kinds. ARTISTS MEDIA 57 Avg # of Comments/post Avg. # of Likes/post 9 BRANDS 54 NOTE: PAGES ANALYZED HAVE AT LEAST 100K LIKES 96 SOURCE: VISIBLI, APRIL 2011

97 Many internet activities that once took place on separate, isolated venues are now funneled through Facebook. These include , instant messaging, blogging, gaming,! video-sharing and online shopping.!! As long as users feel they can use Facebook as a gateway for these! and other functions, the social network will remain vital to the internet experience and relevant to marketers. FACEBOOK USERS: THE JUGGERNAUT ROLLS ON PAUL VERNA MARCH 21, 2011 EMARKETER 97

98 FACT: Facebook has real business value.

99 Most US B2B marketers agree! that Facebook is an effective marketing tool. FACEBOOK 51% LINKEDIN 45% TWITTER 35% MYSPACE 25% THIS SITE IS SOMEWHAT TO EXTREMELY EFFECTIVE AS A MARKETING TOOL. 99 SOURCE: OUTSELL, DECEMBER 2009

100 More than half of SMBs say! Facebook is beneficial " to their business. DO NOT USE 32% VERY BENEFICIAL 30% NOT VERY BENEFICIAL 13% SOMEWHAT BENEFICIAL 25% 100 SOURCE: AD-OLOGY, NOVEMBER 2010

101 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% IMPORTANT 26% 101 SOURCE: HUBSPOT STATE OF INBOUND MARKETING 2011

102 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% SOURCE: HUBSPOT STATE OF INBOUND MARKETING 2011

103 Twitter Drives More Leads for B2C Both B2C & B2B companies! are acquiring customers " through Facebook. 67% YES, WE HAVE ACQUIRED A CUSTOMER VIA FACEBOOK. 41% B2B B2C 103 SOURCE: HUBSPOT, STATE OF INBOUND MARKETING REPORT 2011

104 THE BOTTOM LINE: If you don t like! Facebook yet, you will.

105 TWITTER

106 106

107 FACT: Virtually everyone has heard of Twitter.! Not everyone! is using it (yet).

108 Your customers are relying more & more on social. 152 Million US FACEBOOK USERS Roughly 9% of adult Americans use Twitter. 21 Million US TWITTER USERS 108 SOURCE: EMARKETER, APRIL 2011

109 The average Twitter user has 27followers. 109 SOURCE: RJMETRICS, JANUARY 2010

110 25% of Twitter accounts! have no followers. FOLLOW ME? 110 SOURCE: RJ METRICS, JANUARY 2010

111 40% of Twitter accounts! have never! sent a single! tweet. 111 SOURCE: RJ METRICS, JANUARY 2010

112 Only 18% of Twitter users! tweet >once/day. SEVERAL TIMES/DAY 18% AT LEAST ONCE/DAY 15% AT LEAST ONCE/WEEK 30% AT LEAST ONCE/MONTH 22% LESS THAN ONCE/MONTH 15% 112 SOURCE: RJMETRICS, JANUARY 2010

113 FACT: Twitter users are! young, smart, affluent, & tech-savvy.

114 The majority of US Twitter users are years old. AGE % AGE % AGE % AGE 65+ 1% 114 SOURCE: PEW RESEARCH CENTER, JANUARY 2010

115 1/3 of monthly Twitter users! are years old. 33% 18% 19% 11% 12% 7% AGE AGE AGE AGE AGE AGE SOURCE: EDISON RESEARCH, 2010

116 US Twitter users are more educated! than the general population. 33% MONTHLY TWITTER USERS 18+ TOTAL POPULATION % 23% 23% 17% 16% 19% 13% 12% 8% ADVANCED DEGREE SOME GRADUATE CREDITS 4-YR COLLEGE 1-3 YRS OF COLLEGE HIGH SCHOOL/LESS 116 SOURCE: EDISON RESEARCH, 2010

117 US Twitter users have! higher incomes! than the general population. 23% 13% MONTHLY TWITTER USERS 18+ TOTAL POPULATION % 11% 8% 15% 14% 20% 20% 17% >$100K $75K - $100K $50K - $75K $25K-$50K UNDER $25K 117 SOURCE: EDISON RESEARCH, 2010

118 US Twitter users tend! to be early adopters. AMONG THE 1ST TO BUY/TRY NEW PRODUCTS 10% 19% TOTAL POPULATION 12+ MONTHLY TWITTER USERS 12+ BUY/TRY NEW PRODUCTS BEFORE OTHERS, NOT FIRST 12% 25% BUY/TRY NEW PRODUCTS SAME AS OTHERS 27% 29% BUY/TRY NEW PRODUCTS AFTER OTHERS, NOT LAST 16% 24% USUALLY LAST TO KNOW TO TRY/BUY NEW PRODUCTS 11% 25% 118 SOURCE: EDISON RESEARCH, 2010

119 For Twitter users, Internet > TV. 73% THE MEDIUM THAT IS MOST ESSENTIAL TO MY LIFE IS MONTHLY TWITTER USERS 12+ TOTAL POPULATION % 42% 25% 11% 14% 13% 3% NEWSPAPER RADIO TV INTERNET 119 SOURCE: EDISON RESEARCH, 2010

120 Twitter users spend! a lot of time online. 4:00 3:22 3:25 I SPEND HH:MM PER DAY WITH EACH OF THESE MEDIA. 2:41 MONTHLY TWITTER USERS 12+ TOTAL POPULATION 12+ 2:05 1:56 0:26 0:28 NEWSPAPER RADIO TV INTERNET 120 SOURCE: EDISON RESEARCH, 2010

121 FACT: Twitter + Business = $$$

122 More than 1/2 " of active Twitter users! follow companies,! brands or products! on social networks. FOLLOW 122 SOURCE: EDISON RESEARCH, 2010

123 Twitter plays an active role! in purchasing decisions. LEARN ABOUT PRODUCTS/ SERVICES 42% PROVIDE OPINIONS ABOUT PRODUCTS/SERVICES 41% ASK FOR OPINIONS ABOUT PRODUCTS/SERVICES 31% LOOK FOR DISCOUNTS/SALES 28% PURCHASE PRODUCTS/SERVICES 21% I USE TWITTER TO... SEEK CUSTOMER SUPPORT 19% 123 SOURCE: EDISON RESEARCH, 2010

124 79% of US Twitter users! are more likely to recommend brands they follow. NO 15% NOT SURE 6% YES, FOR MANY BRANDS 23% YES, FOR A FEW BRANDS 56% 124 SOURCE: EDISON RESEARCH, 2010

125 67% of US Twitter users are! more likely to buy brands they follow. NO 23% NOT SURE 10% YES, FOR MANY BRANDS 25% YES, FOR A FEW BRANDS 42% 125 SOURCE: EDISON RESEARCH, 2010

126 57% of all companies that use! social media for business, use Twitter. DON T USE TWITTER 43% USE TWITTER 57% 126 SOURCE: BUSINESS.COM, SEPTEMBER 2009

127 B2B companies are far more likely! to use Twitter than B2C companies. 75% MY COMPANY TWEETS. 49% B2B B2C 127 SOURCE: BUSINESS.COM, SEPTEMBER 2009

128 More than 1/3 of marketers say! Twitter is critical or important! to their business. NOT USEFUL 13% CRITICAL 14% SOMEWHAT USEFUL 24% IMPORTANT 24% USEFUL 25% 128 SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011

129 Companies that use Twitter! average 2x more leads/month! than those that do not. 86 USE TWITTER DON T USE TWITTER 43 # OF MEDIAN MONTHLY LEADS <11 EMPLOYEES EMPLOYEES >50 EMPLOYEES 129 SOURCE: HUBSPOT STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010

130 Twitter Drives More Leads for B2C B2C companies with >100 followers! have 146% more leads/month " than those with <100. ñ 146% # OF MEDIAN MONTHLY LEADS < >500 # OF FOLLOWERS 130 SOURCE: HUBSPOT STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010

131 THE BOTTOM LINE: Don t be a twit.! Start tweeting.

132 132 MAKE YOUR MARKETING AWESOME! (WITH HUBSPOT) HubSpot s all-in-one Inbound Marketing Software helps 4500 small & medium-sized businesses generate over 500,000 leads per month. Try HubSpot FREE for 30 days!

133 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.

134 THE END.