Gone social?

Business Club, Social Marketing, http://Mentoring-Club.ning.com

Social Marketing and what YOU DO about it

based on materials from www.HUBSPOT.com

“ If you don’t like change,
you’re going to like
irrelevancy even less.”
GENERAL ERIC SHINSEKII, 2003



in·bound mar·ket·ing
-noun

Any marketing tactic that relies
on earning people’s interest
instead of buying it;
a.k.a. the key to marketing
transformation.

SOURCE: WIKIPEDIA

Inbound marketing
in a nutshell.

1: GET FOUND ONLINE

3: ANALYZE & IMPROVE

2: CONVERT VISITORS & LEADS


More than 1/3 of US companies
use blogs for marketing purposes.
SOURCE: UM, OCTOBER 2010


Companies that blog get

55% more
website visitors.

SOURCE: HUBSPOT, 2010


Inbound marketing costs 62% less
per lead than traditional, outbound marketing.

AVG COST/LEAD: $373

AVG COST/LEAD: $143

OUTBOUND INBOUND



67% o
f B2C
and 4
have 1% o comp
acqu f B2B c anies
ired ompa
throu a custo nies
gh Fa mer
cebo
ok.



2/3
of marketers say
their company blog
is “critical” or
“important”
to their business.



The number
of marketers
who say
Facebook
is “critical”
or “important”
to their business
has increased

83% in just two years.




51%
of Facebook fans
are more likely to buy
the brands they fan.

SOURCE: CHADWICK MARTIN BAILEY & IMODERATE RESEARCH TECHNOLOGIES, FEBRUARY 2010

of Twitter followers
79%
are more likely
to recommend
the brands they follow.
SOURCE: CHADWICK MARTIN BAILEY & IMODERATE RESEARCH TECHNOLOGIES, FEBRUARY 2010


The average budget spent on company blogs
& social media has nearly doubled in two years.

2009
$ $$ $ $ $$ $ $
2011
$ $$ $ $ $$ $ $ $$ $ $ $$ $$
$ = 1% OF ANNUAL MARKETING BUDGET



“ What we really need is
a mindset shift that will make us
relevant to today’s consumers,
a mindset shift from
‘telling & selling’
to building relationships.”
JIM STENGEL
FORMER GLOBAL MARKETING OFFICER
FOR PROCTER & GAMBLE


“ Search engines, blogging & other
Internet trends have
fundamentally transformed
the way people & businesses
purchase products,
but most small businesses still use outdated

& screen out."
r

BRIAN HALLIGAN
CO-FOUNDER & CEO
HUBSPOT


70% earch usersot paid.
of the links sorganic—n
click on are

SOURCE: MARKETING SHERPA, FEBRUARY 6, 2007


78%
of business people
use their mobile device
to check email.

20 SOURCE: AT&T, MARCH 2011


40%
of US smartphone owners compare prices
on their mobile device while in-store,
shopping for an item.
SOURCE: COMSCORE, JANUARY 2011



1 in 5
US adult mobile phone owners
have used their device
to make a purchase
in the past month.

SOURCE: MOBILE MARKETING ASSOCIATION & LUTH RESEARCH, MAY 2010

40%
of US households have a DVR.

SOURCE: LEICHTMAN RESEARCH GROUP, INC., SEPTEMBER, 2010


200 Million
Americans have registered on the Federal Trade Commission’s
“Do Not Call” list.
SOURCE: FTC, JULY 2010


46%.
The decline in spending
on tech trade shows in 2009.

SOURCE: TRADESHOW EXHIBITORS ASSOCIATION, MARCH 2009


91%
of email users have
unsubscribed
from a company email
they previously opted-in to.

SOURCE: EXACTTARGET, , 2011


84%
of 25-34 year-olds have left
a favorite website because of
intrusive or irrelevant advertising.

SOURCE: HOWTO.TV, APRIL 2008


“ …the Internet has turned what used
to be a controlled, one-way
message into
a real-time dialogue
with millions.
DANIELLE SACKS
THE FUTURE OF ADVERTISING
FAST COMPANY, NOVEMBER 17, 2010


79% of adult Americans use the Internet.
SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, MAY 2010


78%
of Internet users conduct product research online.
SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, MAY 2010


10.3 Billion searches are conducted
every month on Google.

SOURCE: COMSCORE, AUGUST 2010


The average US Internet user

2,750
views

web pages per month.

SOURCE: THE NIELSEN COMPANY, JANUARY 2011


1/3
of US consumers spend
three or more hours
online every day.
SOURCE: THE MEDIA AUDIT, OCTOBER 2010


24%
of adults have posted comments
or reviews online about the things
they buy.

SOURCE: ONLINE PRODUCT RESEARCH, SEPTEMBER 29, 2010


Your customers are relying more & more on
social. 9 out of 10

9 out of 10 Internet users visited
a social networking site each month in 2010.

SOURCE: COMSCORE, FEBRUARY 2011


1 out of every 8
minutes online
is spent on Facebook.

SOURCE: COMSCORE, FEBRUARY 2011


Twitter’s active
user base generates

90 Million
tweets per day.
SOURCE: RJMETRICS, JANUARY 2010


More than half
of all Internet users
read blogs at least monthly.
SOURCE: EMARKETER, AUGUST 2010


US Internet users spend
3x more minutes on blogs
& social networks
than on email.

= 1 MINUTE

SOCIAL NETWORKS/BLOGS ONLINE EMAIL PORTALS VIDEOS/MOVIES
GAMES

SOURCE: THE NIELSEN COMPANY, NOVEMBER 2010


40%
of Facebook’s
user base is
age 35+.
SOURCE: ISTRATEGY LABS, JANUARY 2010


64%
of Facebook
users have
become “fans”
of at least
one company.
SOURCE: EXACTTARGET, 2011


Web-based email usage
is on
the dec
line. 28%

22%

AGE 12-17 AGE 18-24 AGE 25-34 AGE 35-44 AGE 45-54

-1% AGE 55-64 AGE 65+

-8%
-12%

-18%

(% CHANGE, DECEMBER 2009 – DECEMBER 2010)

-59%

SOURCE: COMSCORE, DECEMBER 2010



how·to
–noun

A set of step-by-step instructions
for accomplishing a certain task
or reaching a certain objective.

SOURCE: RANDOM HOUSE DICTIONARY

1 Make
stuff
people
want.

EDUCATIONAL EBOOKS
HOW-TO VIDEOS
ONLINE CALCULATORS
PLANNING TOOLS
ANSWERS TO COMMON QUESTIONS


THE MORE YOU
GIVE, THE MORE
YOU GET

2 Be
generous.
BUILD TRUST,
CREDIBILITY,
& GOOD WILL

INCREASE #
OF PAGES
& INBOUND LINKS


3 Rock HTTP://WWW.HUBSPOT.COM/INTERNET-
MARKETING-TIPS/DETAILED-KEYWORD-
your TIPS/

keywords. HTTP://WEBSITEGRADER.COM/


4 Give
great
directions.

RELEVANT LANDING PAGES
CLEAR CALLS TO ACTION
COMPELLING OFFERS


5 Invest
wisely.

“IF IT DON’T MAKE DOLLARS, IT DON’T MAKE SENSE.”


“ It no longer makes
economic sense to send
an advertising message
to the many, in hopes
of persuading the few.
M. LAWRENCE LIGHT
FORMER CHIEF MARKETING OFFICER
MCDONALDS


Amen.
We would like to thank HUBSPOT for this great material,
parts of which we have used in this presentation.
http://www.hubspot.com/


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