MARKETING STATS, CHARTS & GRAPHS

TABLE OF CONTENTS
1 2 3 4 5 6 7 8 INBOUND VS. OUTBOUND MARKETING……………...3 SEARCH ENGINE OPTIMIZATION………………………….23 EMAIL MARKETING…………………………………………….42 SOCIAL MEDIA………………………………………….…….….54 BLOGGING…………………………………………………..……..79 FACEBOOK……………………………………….………………..103 TWITTER………………………………………………..………....127 MOBILE …………………………………………..……………..…155

Inbound VS. Outbound Marketing

We need to stop interrupting what people are interested in & be what people are interested in. They don’t have time to be bored or brow beaten by orthodox. old-fashioned advertising.” CRAIG DAVIS CHIEF CREATIVE OFFICER. WORLDWIDE J. WALTER THOMPSON (WORLD’S 4TH LARGEST AD AGENCY) .Audiences everywhere are tough.

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

>1/3 of the world’s population is on the Internet. 2011 . SOURCE: ICT FACTS & FIGURES.

2012 .COM.ALMOST 8 NEW PEOPLE COME ONTO THE INTERNET EVERY SECOND SOURCE: INTERNETWORLDSTATS.

SOURCE: POWERREVIEWS. FEBRUARY 2012 .79% of online shoppers spend at least 50% of their shopping time researching products.

# OF US CITIZENS

300,000,000
200,000,000

SOURCE: FTC, JULY 2010

# OF US CITIZENS ON THE FTC’S “DO NOT CALL” LIST

% OF PEOPLE WHO SKIP TV ADS

% DECLINE IN TECH TRADE SHOW SPENDING

% OF DIRECT MAIL NEVER OPENED

SOURCE: THE GUARDIAN, AUGUST 2010, TSEA.ORG, MARCH 2009, & EPA.GOV, NOVEMBER 2010

FACT

Marketers are shifting their budgets away from “interruption” advertising.

HUBSPOT. MARCH 2012 .47% will spend more than they did in 2011 42% will spend same 89% maintaining or increasing their inbound budgets of marketers are 11% will spend less than they did in 2011 SOURCE: STATE OF INBOUND MARKETING.

Marketing Professional Hardware Technology 11 to 25 Employees .Direct mail is very expensive and ineffective for new leads.

The average budget spent on company blogs & social media has nearly tripled in three years. 21% “THE PORTION OF MY MARKETING BUDGET ALLOCATED TO SOCIAL MEDIA & OUR COMPANY BLOG …” 9% 2009 2011 SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT. 2011 .

outbound marketing. 61% LESS SOURCE: STATE OF INBOUND MARKETING. HUBSPOT. MARCH 2012 .Inbound marketing costs per lead than traditional.

FACT Inbound marketing is a lot more cost-effective than traditional. outbound marketing. .

MARCH 2012 . HUBSPOT.Inbound converts leads into customers SOURCE: STATE OF INBOUND MARKETING.

MARCH 2012 . They generate revenue. HUBSPOT.” 20% 0% Company Blog LinkedIn Facebook Twitter SOURCE: STATE OF INBOUND MARKETING. 62% 60% 57% 52% 44% 40% “OUR COMPANY HAS ACQUIRED A CUSTOMER THROUGH THIS CHANNEL.Inbound marketing tactics don’t just generate leads.

HUBSPOT.Customer acquisition by channel 57% of marketers acquired customers from blogging 44% of marketers acquired customers from Twitter SOURCE: STATE OF INBOUND MARKETING. MARCH 2012 .

MARCH 2012 .Inbound marketing channels cost less than any outbound channel. HUBSPOT.” 52% 45% 38% INBOUND 40% 34% 33% OUTBOUND 28% 19% 20% 0% Blogs Social Media SEO (Organic Search) Direct Mail Telemarketing PPC (Paid Search) Trade Shows SOURCE: STATE OF INBOUND MARKETING. 60% “THIS LEAD-GEN TACTIC IS BELOW AVERAGE COST.

HUBSPOT.” INBOUND 46% 40% 26% 26% 25% 14% 14% OUTBOUND 20% 10% 0% Trade Shows Direct Mail Telemarketing PPC (Paid Search) SEO (Organic Search) Social Media Blogs SOURCE: STATE OF INBOUND MARKETING. “THIS LEAD-GEN TACTIC IS ABOVE AVERAGE COST. MARCH 2012 .Outbound marketing costs more.

THE BOTTOM LINE Go inbound or go home. .

SEARCH ENGINE OPTIMIZATOIN .

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

FACT Google is the new Yellow Pages. .

2012 .61% of global Internet users research products ONLINE. SOURCE: INTERCONNECTED WORLD: SHOPPING AND PERSONAL FINANCE.

SOURCE: INTERCONNECTED WORLD: SHOPPING AND PERSONAL FINANCE. 2012 .When researching branded products… 44% of online shoppers begin by using a search engine.

MAY 2011 . SOURCE: COMSCORE.In May 2011. other GOOGLE SITES …Google sites led the search market with 65% of SEARCH queries...

000. we conduct 131B searches per month on the web.000 175.900.Worldwide. JANUARY 2010 .000.000. PER MINUTE PER HOUR PER DAY 2.000 SOURCE: COMSCORE.000 4.

2009 TV of TV viewers use the web simultaneously.57% SOURCE: NIELSON. web .

. it’s critical.FACT Ranking high on search engines is no longer optional.

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

60% of all organic clicks go to the top three organic search results. FEBRUARY 2007 . 27% 20% SHARE OF CLICKS 13% 10% 9% 7% 5% 3% 1 2 3 4 5 6 7 8 4% 3% 9 10 RANKING ON SEARCH RESULTS PAGE SOURCE: MARKETINGSHERPA.

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

4% GOOGLE 2. JANUARY 2011 . YANDEX 1.5% BING 2.8% SOURCE: COVARIO.3% YAHOO! 1.The average click-through rate for paid search in 2010 (worldwide) was 2%.

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

2011 .Businesses that ≥20 times/month get 5X more traffic than those who ≤4 times/month. LEAD GENERATION LESSONS FROM 4.000 BUSINESSES. SOURCE: HUBSPOT.

Businesses with websites of 401-1000 get 6X 51-100 more leads than those with . SOURCE: HUBSPOT. 2011 .000 BUSINESSES. LEAD GENERATION LESSONS FROM 4.

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

2010 . STATE OF INBOUND MARKETING LEAD GENERATION REPORT.Companies with more indexed web pages get way more leads. 74 236% MEDIAN MONTHLY LEADS 22 12 5 <60 7 60-120 121-175 176-310 >311 # OF INDEXED PAGES SOURCE: HUBSPOT.

. neither will anyone else.THE BOTTOM LINE If Google can’t find.

EMAIL MARKETING .

27% of emails were opened on a mobile device during the second half of 2011… 30% 27% 25% 20% 20% 15% …up from 20% during the first half of 2011 10% 5% 0% Early 2011 SOURCE: KNOTICE. APRIL 2012 Late 2011 .

APRIL 2012 .>80% of email marketers send the same content to all subscribers SOURCE: EXPERIAN.

APRIL 2012 Exclusive .The word "exclusive" in email promotional campaigns increases unique open rates by 14%. 14% Not Exclusive SOURCE: EXPERIAN.

SOURCE: BTOB MAGAZINE. MARCH 2012 .84% of B2B marketers use segment targeting in their email campaigns.

$$$$$$$ SOURCE: BTOB MAGAZINE.59% of B2B marketers say email is the most effective channel in generating revenue. MARCH 2012 .

MARCH 2012 . SOURCE: ECONSULTANCY.less than 1/3 …of email marketing companies regularly test their email marketing campaigns.

SOURCE: THE SCIENCE OF EMAIL MARKETING.Morning emails get high CTR. 2011 .

JANUARY 2012 2014 .5 1 0.5 2 1.3B in 2010 to $2B by 2014.5 0 2010 SOURCE: FORRESTER RESEARCH.Investment in email marketing will grow from $1. 2.

The fresher your list. the better! SOURCE: THE SCIENCE OF EMAIL MARKETING. 2011 .

SOURCE: THE SCIENCE OF EMAIL MARKETING. 2011 .Most users report reading email on mobile devices.

.FACT Send email early in the morning.

SOCIAL MEDIA .

it is an extremely important & relatively low cost touch point that has a direct impact on sales & positive word of mouth.” JOSH MENDELSOHN VICE PRESIDENT CHADWICK MARTIN BAILEY .While social media is not the silver bullet that some pundits claim it to be.

It’s a revolution.FACT Social media isn’t a fad. .

Social media & blogs generate real customers. MARCH 2012 . % OF CHANNEL USERS WHO ACQUIRED A CUSTOMER THROUGH THIS CHANNEL 62% 60% 57% 52% 44% 40% 20% 0% Company Blog LinkedIn Facebook Twitter SOURCE: STATE OF INBOUND MARKETING. HUBSPOT.

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

ARIL 2012 2012 .Social media use in the U. 2006 SOURCE: NETPOP RESEARCH. has increased by 356% since 2006.S.

FEBRUARY 2011 . 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.Social media penetration keeps growing across different age groups.

The world is becoming more SOCIAL.
4.6 4.4 3.7 2.9 2.3 1.8

2.7

Shopping

Browsing

Gaming

Multimedia

Social

News

Email

AVG HOURS/WEEK SPENT ON THIS ONLINE ACTIVITY, WORLDWIDE
SOURCE: TNS, OCTOBER 2010

FACT

Social media has real business value.

The top 20% of B2B marketers in social media lead generation

have increased revenue by 20% in 2011.
SOURCE: ABERDEEN RESEARCH, MARCH 2012

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

Increasing effectiveness of marketing Increasing customer satisfaction 50% 45% 35% 26% 24% 24% 63% Reducing marketing costs Reducing support costs Reducing time to market for products/services Increasing product/service innovation Increasing revenue SOURCE: MCKINSEY GLOBAL INSTITUTE. DECEMBER 2010 .63% of companies using social media say it has increased marketing effectiveness—among other benefits.

S. FEBRUARY 2011 70% 58% 40% 32% 27% 19% 9% . local SMBs actively use social media marketing to promote their businesses. FACEBOOK LINKEDIN TWITTER YELP YOUTUBE MYSPACE FOURSQUARE GOWALLA 3% SOURCE: MERCHANT CIRCLE.U.

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

S. VERY IMPORTANT 15% “HOW IMPORTANT IS SOCIAL MEDIA IN SEEKING OUT POTENTIAL NEW CUSTOMERS/CLIENTS ?” NOT IMPORTANT 47% SOMEWHAT IMPORTANT 38% SOURCE: FORBES INSIGHTS. MAY 2010 .More than 1/2 of U. SMBs say social media sites play an important role in active sales.

More than 1/3 of US SMBs say social media helps them get found online. SEPTEMBER 2010 . 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.

JULY 2010 .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.

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

20% 0% LinkedIn Company Blog Facebook Twitter SOURCE: STATE OF INBOUND MARKETING. MARCH 2012 . HUBSPOT.LinkedIn drives the most customers to B2B. 80% 65% 60% 55% 43% 40% 40% I’M A B2B COMPANY THAT ACQUIRED A CUSTOMER THROUGH THIS CHANNEL.

80% 60% 51% 77% 60% 55% 40% 20% 0% LinkedIn Company Blog Facebook Twitter SOURCE: STATE OF INBOUND MARKETING. I’M A B2C COMPANY THAT ACQUIRED A CUSTOMER THROUGH THIS CHANNEL.Facebook drives the most conversions for B2C. MARCH 2012 . HUBSPOT.

2012 .The average user spent only 3 minutes on Google+ in January 2012 450 400 350 405 AVERAGE MINUTES/MONTH 300 250 200 150 100 50 89 3 0 Google+ Facebook Pinterest SOURCES: COMSCORE.

Females are greatly overrepresented on PINTEREST. SOURCES: ALEXA. 2012 .

65% of Pinterest's global web traffic… SOURCES: ALEXA.…is from the U.S. 2012 .

PINTEREST Google+ LinkedIn YouTube SOURCE: SHAREAHOLIC. LinkedIn and YouTube combined. FEBRUARY 2012 .Pinterest drives more referral traffic than Google Plus.

.BOTTOM LINE It’s time to go social.

BLOGGING .

You can’t fake passion. it will ultimately be an unsatisfying experience for both the blogger and their readers. You can’t fake it. If you do. You can’t fake wanting to engage with the public.” KEVIN ANDERSON FREELANCE JOURNALIST & FORMER BLOGS EDITOR FOR THE GUARDIAN .The bottom line is that blogging is like sex.

.FACT Blogs keep growing —in volume & value.

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

HUBSPOT. MARCH 2012 . % OF BLOG USERS WHO ACQUIRED A CUSTOMER THROUGH THEIR BLOG 100% 92% 66% 56% 50% 43% 70% 78% 0% Less Than Monthly Monthly Weekly 2-3 Times Per Week Daily Multiple Times a Day SOURCE: STATE OF INBOUND MARKETING.Blog frequency impacts customer acquisition.

The global population of blog readers keeps growing. AUGUST 2010 . 60% 50% 40% 30% 20% 10% 0% 2008 2009 2010 2011 2012 % OF DAILY INTERNET USERS WHO READ BLOGS AT LEAST MONTHLY SOURCE: EMARKETER.

SOURCE: STATE OF INBOUND MARKETING.81% of marketers rated their blog as USEFUL or BETTER. HUBSPOT. MARCH 2012 .

2 22.There are bloggers today than there were three years ago.1 26.9 24. 28. AUGUST 2010 .0 31% more 2008 2009 2010 2011 INTERNET USERS WHO UPDATE A BLOG AT LEAST MONTHLY (MILLIONS) SOURCE: EMARKETER.

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

Most people read 5-10 blogs. THE SCIENCE OF BLOGGING 2010 . 38% 29% 22% 5% 3% LESS THAN 5 5 TO 10 10 TO 50 50 TO 100 MORE THAN 100 NUMBER OF BLOGS SOURCE: HUBSPOT.

AUGUST 2010 .” of US companies use blogs for marketing purposes.Nearly 40% “MY COMPANY USES A BLOG FOR MARKETING PURPOSES. 34% 29% 25% 39% 16% 2007 2008 2009 2010 2011 SOURCE: EMARKETER.

FACT Blogging can really move the needle. .

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

Companies that blog have 55% more website visitors. 1480 2250 55% # OF MONTHLY VISITORS DON’T BLOG BLOG SOURCE: HUBSPOT. 2010 .

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

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

# OF MEDIAN MONTHLY LEADS 13 10 10 77% lift 23 77% <12 12-23 24-51 >51 # OF BLOG ARTICLES SOURCE: HUBSPOT. STATE OF INBOUND MARKETING LEAD GENERATION REPORT. 2010 .Companies with >51 blog articles experience a in median monthly leads.

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

FACT

Bloggers are “morning people.”

Morning is the most popular time to read blogs.
79% 64%

51%

% OF BLOG READERS

40%

MORNING

AFTERNOON

EVENING

NIGHT

SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010

Blog reading peaks around 10AM.

# OF VIEWS
SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010

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

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

THE BOTTOM LINE Blog early and often. .

FACEBOOK .

” MALORIE LUCICH.People share. read and generally engage more with any type of content when it’s surfaced through friends and people they know and trust. FACEBOOK SPOKESPERSON FEBRUARY 2011 .

.

FACT

Facebook has a massive & highly engaged audience.

Facebook is effective for B2C customer acquisition.
B2B B2C 80%
% of channel users this channel who acquired a customer through

77% 65% 60% 51% 55% 43%

60%

55% 40%

40%

20%

0% LinkedIn Company Blog Facebook Twitter

SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012

Brands get a

46%

increase in user engagement with FACEBOOK TIMELINE.

SOURCE: SIMPLY MEASURED, HTTP://BIT.LY/HNJLFR

LY/HNJLFR . SOURCE: SIMPLY MEASURED.Brands get a increase in interactive content 65% with FACEBOOK TIMELINE. HTTP://BIT.

35% of consumer comments on company Facebook Pages are compliments. HTTP://BIT. SOURCE: AT KEARNEY.LY/HNK1EX .

.70% of Facebook news consumers follow links posted by FRIENDS or FAMILY.

The median ratio of Facebook VIEWS : SHARES : 9:1 SOURCE: BUZZFEED.LY/HNLUKL . HTTP://BIT.

93% of US adult Internet users are on Facebook. APRIL 2011 . 164 Million 152 Million SOURCE: BLOGHER.

SOURCE: COMSCORE. DECEMBER 2011 .1 out of every 7 minutes online is spent on Facebook.

~7 hours/month 7HOURS SOURCES: COMSCORE .The average Facebook user spends on Facebook.

5 39.9 38.4 6.6 5.8 Yahoo! Sites Google sites Facebook 5.9 6.8 34.6 32. AUGUST 2011 . 41.2 38.5 39.7 11.9 MINUTES SPENT (BILLIONS) 35.1 44 43.3 15.4 Jul-07 Dec-07 Apr-08 Jul-08 Dec-08 Apr-09 Jul-09 Dec-09 Apr-10 Jul-10 SOURCE: COMSCORE.3 27.2 34.4 9.7 20 16 12 13 16.7 37.5 36 38.2 26.6 40.6 40.Facebook is overtaking Google and Yahoo in total time spent online.

APRIL 2011 .Facebook has become the top choice for social sign-in. OTHER 8% WINDOWS LIVE 6% TWITTER 7% FACEBOOK 35% YAHOO 13% GOOGLE 31% SOURCE: JANRAIN.

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

# of Likes/post 9 BRANDS 54 NOTE: PAGES ANALYZED HAVE AT LEAST 100K “LIKES” SOURCE: VISIBLI. APRIL 2011 . 17 ARTISTS 92 43 MEDIA 57 Avg # of Comments/post Avg.We’re not just engaging with our friends on Facebook. We’re engaging with businesses of all kinds.

” FACEBOOK USERS: THE JUGGERNAUT ROLLS ON PAUL VERNA | MARCH 21. These include email. video-sharing and online shopping. 2011 | EMARKETER . gaming. isolated venues are now funneled through Facebook.Many internet activities that once took place on separate. instant messaging. blogging.

.FACT Facebook has real business value.

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

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

More than 1/3 of marketers say Facebook is “critical” or “important” to their business. Not Useful 14% Critical 15% Somewhat Useful 24% Important 24% Useful 24% SOURCE: STATE OF INBOUND MARKETING. MARCH 2012 . HUBSPOT.

45% 40% 35% 42% 75% 30% 25% 20% 15% 10% 5% 0% 24% In 2009 In 2012 SOURCE: STATE OF INBOUND MARKETING. HUBSPOT. MARCH 2012 .The number of marketers who say Facebook is “critical” or “important” to their business has increased by 75% in three years.

THE BOTTOM LINE If you don’t like Facebook yet. you will .

TWITTER .

128 .

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

152 Million 21 Million SOURCE: EMARKETER. APRIL 2011 .Roughly 9% of adult Americans use Twitter.

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

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

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

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% SOURCE: RJMETRICS. JANUARY 2010 .

FACT Twitter users are young. . smart. & tech-savvy. affluent.

2010 . 33% 18% 19% 11% 12% 7% AGE 12-17 AGE 18-24 AGE 25-34 AGE 35-44 AGE 45-54 AGE 55+ SOURCE: EDISON RESEARCH.1/3 of monthly Twitter users are 25-34 years old.

AGE 18-29 14% AGE 30-45 10% AGE 46-64 6% AGE 65+ 1% SOURCE: PEW RESEARCH CENTER. JANUARY 2010 .The majority of US Twitter users are 18-29 years old.

US Twitter users are more educated than the general population. 33% MONTHLY TWITTER USERS 18+ TOTAL POPULATION 18+ 30% 23% 23% 19% 17% 13% 16% 12% 8% ADVANCED DEGREE SOME GRADUATE CREDITS 4-YR COLLEGE 1-3 YRS OF COLLEGE HIGH SCHOOL/LESS SOURCE: EDISON RESEARCH. 2010 .

$75K $25K-$50K UNDER $25K SOURCE: EDISON RESEARCH. 2010 .$100K $50K . 23% MONTHLY TWITTER USERS 18+ 20% 17% 15% 14% 20% TOTAL POPULATION 18+ 13% 10% 11% 8% >$100K $75K .US Twitter users have higher incomes than the general population.

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

2010 .For Twitter users. 73% “THE MEDIUM THAT IS MOST ESSENTIAL TO MY LIFE IS…” MONTHLY TWITTER USERS 12+ 42% TOTAL POPULATION 12+ 37% 25% 14% 11% 3% NEWSPAPER RADIO 13% TV INTERNET SOURCE: EDISON RESEARCH. Internet > TV.

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

FACT Twitter + Business = $$$ .

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

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

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

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

DON’T USE TWITTER 43% USE TWITTER 57% SOURCE: BUSINESS.COM. use Twitter.57% of all companies that use social media for business. SEPTEMBER 2009 .

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

Twitter drives more customers for B2C. “YES. MARCH 2012 . HUBSPOT. WE HAVE ACQUIRED A CUSTOMER VIA TWITTER. 55% 40% B2B B2C SOURCE: STATE OF INBOUND MARKETING.

HUBSPOT. Not Useful 14% Critical 15% Somewhat Useful 24% Important 24% Useful 24% SOURCE: STATE OF INBOUND MARKETING.More than 1/3 of marketers say Twitter is “critical” or “important” to their business. MARCH 2012 .

Companies that use Twitter average 2x more leads/month than those that do not. 2010 . 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.

B2C companies with >100 followers have 146% more leads/month than those with <100. 35 146% # OF MEDIAN MONTHLY LEADS 32 14 11 <21 21-100 101-500 >500 # OF FOLLOWERS SOURCE: HUBSPOT STATE OF INBOUND MARKETING LEAD GENERATION REPORT. 2010 .

Start tweeting. .FACT Don’t be a twit.

MOBILE .

There are 271 MILLION mobile subscribers in the U. alone.INTERNATIONAL TELECOMMUNICATION UNION (ITU). JULY.S. 2011 . SOURCE:.

APRIL 2012 INTERNET AVERAGE .54% of iOS web traffic is devoted to search VS the 36% Internet average. SEARCH THROUGH IOS 54% 36% IOS SOURCE: CHITIKA.

SOURCE: LOCAL CORPORATION. APRIL 2012 .60% of consumers do product or service research “several times a month” via a mobile device.

1% of emails are first opened on mobile devices. then on desktop PCs later. MARCH 2012 . SOURCE: KNOTICE.

FACT Optimize your website & email for mobile. .

2011 lead to purchase. .9 out of 10 mobile searches lead to action. OVER HALF SOURCE: SEARCH ENGINE LAND.

IMPIGERMOVILE. 2011 . SOURCE: 2011 MOBILE STARTEGT FOR COMPANIES.90% of text messages are read within 3 MINUTES of being delivered.

2011 . SOURCE: 60 SECOND MARKETER. use a mobile phone.4 BILLION of the 6.5 BILLION of them use a toothbrush.8 BILLION people on the planet. 3.

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