Toegegeven, sommige van deze '100 awesome marketing stats' gaan sec over de USA. En diverse statistieken geven de situatie weer van 2011. Toch is deze informatie van DutchmarQ partner HubSpot juist ook in 2012 bijzonder waardevol om de kracht van de juiste content aan te geven. Outbound marketing op basis van betaalde media die de klant onderbreekt en afleidt heeft z'n langste tijd gehad. Tijd voor inbound marketing. Juist ook in B2B/ business to business. Doelgroep: professionals met de rol van interim marketing directeur, marketing directeur, commercieel directeur, sales directeur of algemeen manager.

1. 100SOME
E
A W MARKETING!
STATS!
CHARTS !
& GRAPHS!
WARNING: SAFETY GOGGLES HIGHLY RECOMMENDED! "

2. ES
The
OME
AW TABLE OF CONTENTS
1 INBOUND VS. OUTBOUND MARKETING………....3
2 SEARCH ENGINE OPTIMIZATION……………….23
3 SOCIAL MEDIA…………………………….41
4 BLOGGING………………………………..63
5 FACEBOOK………………………………..86
6 TWITTER………………………………....105
7 MAKE YOUR MARKETING AWESOME ………..…132

3. 1"
!
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
More than half of all US residents
social."
and more than # 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.!
180+ MINUTES" 35%"
60-79 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 PRODUCT GET NEWS" FUN/PASS THE BUY A SOCIAL LOOK FOR RATE A
EMAIL" SEARCH RESEARCH" TIME" PRODUCT" NETWORKING" "HOW-TO" PRODUCT OR
ENGINE" INFO" SERVICE"
8" SOURCE: PEW RESEARCH CENTER, MAY 2010

9. # 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

10. % OF PEOPLE % DECLINE IN TECH % OF DIRECT MAIL
WHO SKIP TV ADS TRADE SHOW SPENDING 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 2011."
*EARNED MEDIA" 61%"
PAID DIGITAL MEDIA" 58%"
* Earned media = favorable publicity
gained through promotional efforts
PAID TRADITIONAL MEDIA" 14%"
other than advertising.
12" SOURCES: ANSWERLAB & SOCIETY OF DIGITAL AGENCIES, FEBRUARY 2011

13. 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 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%"
INBOUND
49%" OUTBOUND
40%"
32%"
24%" 22%"
15%"
14" SOURCE: MARKETINGSHERPA, OCTOBER 2010

15. More than half of marketers increased !
their inbound marketing budget in 2011."
54%"
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 ! “THE PORTION OF MY MARKETING
& social media has nearly ! BUDGET ALLOCATED TO SOCIAL MEDIA
& OUR COMPANY BLOG IS...”
doubled in two years.!
17%"
9%"
2009" 2011"
16" 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: $143
18" 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."
“THIS LEAD-GEN TACTIC
IS BELOW AVERAGE COST.”
55%"
47%"
39%"
36%" INBOUND
33%"
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."
“THIS LEAD-GEN TACTIC
47%" IS ABOVE AVERAGE COST.”
29%"
27%" INBOUND
OUTBOUND
21%"
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. 2"
SEARCH !
ENGINE !
OPTIMIZATION"

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"
24"

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%"
15%"
13%"
9%"
Jan-04
FEB 04 Jan-05
FEB 05 Jan-06 Jan-07
SEPT 07 Jan-08 Jan-09 Jan-10
SEPT 10"
26" 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 3,000,000,000
27" SOURCE: SEARCH ENGINE LAND, FEBRUARY 2010

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

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

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 ORGANIC"
SHOPPING LINKS, LOCAL
RESULTS, NEWS, ETC. 70%"
32" SOURCE: MARKETINGSHERPA, FEBRUARY 2007

33. 60% of all organic clicks !
go to the top three !
organic search results."
27%"
20%"
13%"
10%"
9%"
SHARE OF CLICKS
7%"
5%"
4%"
3%" 3%"
1" 2" 3" 4" 5" 6" 7" 8" 9" 10"
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. "
!434%"
AVG # OF INDEXED PAGES! AVG # OF INDEXED PAGES!
WITHOUT A BLOG WITH A BLOG"
37" SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010

38. Companies that blog have !
97% more inbound links."
!97%"
AVG # OF LINKS! AVG # OF LINKS!
WITHOUT A BLOG 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"
!236%"
MEDIAN MONTHLY LEADS
22"
12"
7"
5"
<60" 60-120" 121-175" 176-310" >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. 3"
SOCIAL !
MEDIA"

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 "
42"

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 email."
VIDEOS/MOVIES" 4%"
PORTALS" 4%"
EMAIL" 8%"
ONLINE GAMES" 10%"
SOCIAL NETWORKS/
24%"
BLOGS"
44" SOURCE: THE NIELSEN COMPANY, NOVEMBER 2010

45. Nearly 2/3 of US Internet users
regularly use a social network."
63.7%"
60.1%"
52.3%"
2009" 2010" 2011"
45" SOURCE: EMARKETER, FEBRUARY 2011

46. Regardless of age, !
we’re social networking."
90%"
81%" 82%"
72%"
58%"
52%"
31%"
12-17 YO" 18-24 YO" 25-34 YO" 35-44 YO" 45-54 YO" 55-64 YO" 65+"
US SOCIAL NETWORK USER PENETRATION BY AGE
46" SOURCE: EMARKETER, FEBRUARY 2011

47. 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" News" Email"
AVG HOURS/WEEK SPENT ON THIS ONLINE ACTIVITY, WORLDWIDE
47" SOURCE: TNS, OCTOBER 2010

48. 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 AGE 65+
-8%"
-12%"
-18%"
(% CHANGE, DECEMBER 2009 – DECEMBER 2010)
-59%"
48" SOURCE: COMSCORE, DECEMBER 2010

49. FACT:
Social media has!
real business value."

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

51. Social media conversations !
actively influence purchases."
ON SOCIAL MEDIA, I AM MOST INFLUENCED BY…”
55%" 55%"
51%"
39%" 38%"
35%"
26%"
FRIENDS" PEOPLE LIKE EXPERTS" ONLINE BRANDS" RETAILERS" INFLUENTIAL
YOU" FRIENDS" 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/
26%"
SERVICES"
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" 27%" US Local SMBs are
MYSPACE" 19%"
actively using social
media marketing !
FOURSQUARE" 9%"
to promote their
GOWALLA" 3%" businesses."
53" SOURCE: MERCHANT CIRCLE, FEBRUARY 2011

54. 57% of SMBs say social media !
is beneficial to their business.!
VERY
BENEFICIAL"
DO NOT USE"
33%" 27%"
SOMEWHAT
NOT VERY BENEFICIAL"
BENEFICIAL"
10%" 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.!
“HOW IMPORTANT IS SOCIAL MEDIA
IN SEEKING OUT POTENTIAL
NEW CUSTOMERS/CLIENTS ?”
VERY
IMPORTANT"
15%"
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.!
DIRECTIVE FROM
MANAGEMENT" I DO NOT KNOW WHY WE
3%" HAVE ONE"
4%"
MY COMPETITORS ARE
DOING IT"
5%"
“THE MAIN REASON MY COMPANY IS
IMPLEMENTING A SOCIAL MEDIA
STRATEGY IS…
TO INCREASE LEAD
MONITOR THE GENERATION"
CONVERSATION ABOUT 61%"
MY BRAND"
27%"
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" 17618"
REDDIT" 11968"
DZONE" 8478"
TWITTER" 6170"
FACEBOOK" 4465"
STUMBLEUPON" 2517"
SQUIDOO" 1720"
DELICIOUS" 1091"
59" SOURCE: LEADFORCE1, JUNE 2010

60. Twitter Drives More Leads for B2C"
LinkedIn generates the most !
conversions for B2Bs."
“OUR COMPANY HAS ACQUIRED
61%" 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. 4"
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. There are"152,000,000"
blogs on the Internet."
66" SOURCE: UM, OCTOBER 2010

67. The global population of blog
readers keeps growing. !
65%"
61%"
55%"
2008" 2009" 2010"
% OF DAILY INTERNET USERS WHO READ BLOGS
67" SOURCE: UM, OCTOBER 2010

68. There are 31% more
bloggers today than 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)
68" SOURCE: EMARKETER, AUGUST 2010

69. Most people read blogs
more than once/day.!
46%"
32%"
18%"
3%" 3%"
LESS THAN ONCE ONCE A MONTH" ONCE A WEEK" ONCE A DAY" MORE THAN ONCE
A MONTH" 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 10" 10 TO 50" 50 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 34%"
FOR MARKETING PURPOSES.”
29%"
25%"
16%"
2007" 2008" 2009" 2010" 2011"
71" SOURCE: EMARKETER, AUGUST 2010

72. 2/3 of marketers say their company blog !
is “critical” or “important” to their business."
NOT USEFUL" SOMEWHAT
5%"
CRITICAL" USEFUL"
27%"
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" 14%"
“BLOG ARTICLES PLAY A ROLE IN
INSPIRE A PURCHASE" 13%" THIS ASPECT OF THE PURCHASE
PROCESS.”
EXECUTE A PURCHASE" 7%"
74" SOURCE: JUPITER RESEARCH, OCTOBER 2008

75. Companies that blog have !
55% more
"
"
website visitors."
!
2250"
!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"
!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"
!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 "
"
"
23"
!77%"
in median monthly leads. "
!
13"
10" 10"
# OF MEDIAN MONTHLY LEADS
<12" 12-23" 24-51" >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%"
76%" 78%"
72%"
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
# OF VIEWS
around 10AM."
82" SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010"

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

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

85. THE BOTTOM LINE:
Blog early & often."

86. 5"
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 2011"
87"

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" 152 Million"
US INTERNET USERS 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." average Facebook user spends "
The
>11 hours/month
"
on Facebook."
13500" 13500"
8450"
AVERAGE MINUTES/MONTH
5040"
2010"
700"
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
Facebook is overtaking Google !
social."
and Yahoo in total time spent online."
41.5" 40.5" 40.5"
39.1" 44" 43.2" 38.2" 39.9"
37.9" 36" 38.6" 38.7"
34.6"
35.8" 32.2"
34.3"
27.6"
MINUTES SPENT (BILLIONS)
26.7"
20"
16" 16.7"
15.8"
12" 13"
11.4"
9.3" Yahoo! Sites
5.9" 6.4" 6.4"
5.6" Google sites
Facebook
Jul-07" Dec-07" Apr-08" Jul-08" Dec-08" Apr-09" Jul-09" Dec-09" Apr-10" Jul-10"
93" SOURCE: COMSCORE, AUGUST 2011

94. 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

95. Facebook has become the preferred way "
of sharing content, second only to email !
(for now)."
84%"
EMAIL"
88%"
44%"
FACEBOOK"
54%"
18%"
TELEPHONE"
31%"
7%"
MAIL" Male
10%"
Female
5%"
PRINT OUT"
8%"
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."
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”
96" SOURCE: VISIBLI, APRIL 2011

97. “
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"

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%"
“THIS SITE IS SOMEWHAT TO
EXTREMELY EFFECTIVE AS A
MARKETING TOOL.”
MYSPACE" 25%"
99" SOURCE: OUTSELL, DECEMBER 2009 "

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

101. More than 1/3 !
of marketers say !
Facebook is “critical” "
or “important” !
to their business. " NOT USEFUL" CRITICAL"
12%"
18%"
SOMEWHAT
USEFUL"
21%"
IMPORTANT"
26%"
USEFUL"
23%"
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%"
!83%"
24%"
2009" 2011"
102" SOURCE: HUBSPOT STATE OF INBOUND MARKETING 2011"

103. 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" B2C"
103" SOURCE: HUBSPOT, STATE OF INBOUND MARKETING REPORT 2011

104. THE BOTTOM LINE:
If you don’t like!
Facebook yet, you will."

105. 6"
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." Roughly 9% of adult
Americans use Twitter."
"
152 Million"
US FACEBOOK USERS
21 Million"
US TWITTER USERS
108" SOURCE: EMARKETER, APRIL 2011

109. The average Twitter user has 27"followers."
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 18-29 years old."
AGE 18-29" 14%"
AGE 30-45" 10%"
AGE 46-64" 6%"
AGE 65+" 1%"
114" SOURCE: PEW RESEARCH CENTER, JANUARY 2010

115. 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+"
115" SOURCE: EDISON RESEARCH, 2010

116. US Twitter users are more educated !
than 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"
116" SOURCE: EDISON RESEARCH, 2010

117. US Twitter users have !
higher incomes!
than 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"
117" SOURCE: EDISON RESEARCH, 2010

118. US Twitter users tend !
to be “early adopters.”"
TOTAL POPULATION 12+
MONTHLY TWITTER USERS 12+
AMONG THE 1ST TO BUY/TRY NEW 10%"
PRODUCTS" 19%"
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%"
118" SOURCE: EDISON RESEARCH, 2010

119. 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%"
14%" 13%"
11%"
3%"
NEWSPAPER" RADIO" TV" INTERNET"
119" SOURCE: EDISON RESEARCH, 2010

120. Twitter users spend !
a lot of time online." 4:00"
“I SPEND HH:MM PER DAY WITH
3:22" 3:25" 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/
42%"
SERVICES"
PROVIDE OPINIONS ABOUT
41%"
PRODUCTS/SERVICES"
ASK FOR OPINIONS ABOUT
31%"
PRODUCTS/SERVICES"
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."
NOT SURE"
NO" 6%"
15%"
YES, FOR
MANY
BRANDS" YES, FOR A
23%" FEW BRANDS"
56%"
124" SOURCE: EDISON RESEARCH, 2010

125. 67% of US Twitter users are !
more likely to buy brands they follow."
NOT SURE"
10%"
NO"
23%"
YES, FOR A
FEW BRANDS"
YES, FOR 42%"
MANY
BRANDS"
25%"
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"
CRITICAL"
13%" 14%"
IMPORTANT"
24%"
SOMEWHAT USEFUL"
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
31"
15"
10"
5"
<11 EMPLOYEES" 11-50 EMPLOYEES" >50 EMPLOYEES"
129" SOURCE: HUBSPOT STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010

130. Twitter Drives More with >100B2C"
B2C companies Leads for followers !
have 146% more leads/month "
than those with <100."
35"
!146%" 32"
# OF MEDIAN MONTHLY LEADS
14"
11"
<21" 21-100" 101-500 " >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. MAKE YOU R MARKETING
MBEO!)
ESWOH HU SP T
AW ( IT
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!!
http://hubspot.com/free-trial!
132"

133. "
"
IF YOU THOUGHT THAT THIS WAS AWESOME,
PERHAPS YOU’D LIKE TO BE FRIENDS ONLINE?
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133" NO SPROCKETS WERE HARMED IN THE MAKING OF THIS PRESENTATION.

134. THE END.