2 TABLE OF CONTENTS 1 INBOUND VS. OUTBOUND MARKETING SEARCH ENGINE OPTIMIZATION MARKETING.42 4 SOCIAL MEDIA BLOGGING FACEBOOK TWITTER MOBILE
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)
5 FACT The Internet has fundamentally changed the way people find, discover, share, shop, & connect.
6 >1/3 of the world s population is on the Internet. SOURCE: ICT FACTS & FIGURES, 2011
7 ALMOST 8 NEW PEOPLE COME ONTO THE INTERNET EVERY SECOND SOURCE: INTERNETWORLDSTATS.COM, 2012
8 79% of online shoppers spend at least 50% of their shopping time researching products. SOURCE: POWERREVIEWS, FEBRUARY 2012
9 # OF US CITIZENS 300,000, ,000,000 SOURCE: FTC, JULY 2010 # OF US CITIZENS ON THE FTC S DO NOT CALL LIST
10 % 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
11 FACT Marketers are shifting their budgets away from interruption advertising.
12 47% will spend more than they did in % will spend same 11% will spend less than they did in % of marketers are maintaining or increasing their inbound budgets SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
13 Marketing Professional Hardware Technology 11 to 25 Employees Direct mail is very expensive and ineffective for new leads.
14 The average budget spent on company blogs & social media has nearly tripled in three years. THE PORTION OF MY MARKETING BUDGET ALLOCATED TO SOCIAL MEDIA & OUR COMPANY BLOG 21% 9% SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011
15 Inbound marketing costs 61% LESS per lead than traditional, outbound marketing. SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
16 FACT Inbound marketing is a lot more cost-effective than traditional, outbound marketing.
17 Inbound converts leads into customers SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
18 Inbound marketing tactics don t just generate leads. They generate revenue. 60% 40% 57% 62% 52% 44% OUR COMPANY HAS ACQUIRED A CUSTOMER THROUGH THIS CHANNEL. 20% 0% Company Blog LinkedIn Facebook Twitter SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
19 Customer acquisition by channel 57% of marketers acquired customers from blogging 44% of marketers acquired customers from Twitter SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
20 Inbound marketing channels cost less than any outbound channel. 60% 40% 52% 45% 38% 34% 33% THIS LEAD-GEN TACTIC IS BELOW AVERAGE COST. 28% INBOUND OUTBOUND 20% 19% 0% Blogs Social Media SEO (Organic Search) Direct Mail Telemarketing PPC (Paid Search) Trade Shows SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
21 Outbound marketing costs more. 46% THIS LEAD-GEN TACTIC IS ABOVE AVERAGE COST. 40% 26% 26% 25% INBOUND OUTBOUND 20% 14% 14% 10% 0% Trade Shows Direct Mail Telemarketing PPC (Paid Search) SEO (Organic Search) Social Media Blogs SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
22 THE BOTTOM LINE Go inbound or go home.
23 SEARCH ENGINE OPTIMIZATOIN
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 61% of global Internet users research products ONLINE. SOURCE: INTERCONNECTED WORLD: SHOPPING AND PERSONAL FINANCE, 2012
27 When researching branded products 44% of online shoppers begin by using a search engine. SOURCE: INTERCONNECTED WORLD: SHOPPING AND PERSONAL FINANCE, 2012
28 In May other GOOGLE SITES Google sites led the search market with 65% of SEARCH queries. SOURCE: COMSCORE, MAY 2011
29 Worldwide, we conduct 131B searches per month on the web. PER MINUTE PER HOUR PER DAY 2,900, ,000,000 4,000,000,000 SOURCE: COMSCORE, JANUARY 2010
30 57% of TV viewers use the web simultaneously. TV web SOURCE: NIELSON, 2009
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. SOURCE: MARKETINGSHERPA, FEBRUARY 2007 ORGANIC 70%
33 SHARE OF CLICKS 60% of all organic clicks go to the top three organic search results. 27% 20% 13% 10% 9% 7% 5% 3% 4% 3% RANKING ON SEARCH RESULTS PAGE SOURCE: MARKETINGSHERPA, FEBRUARY 2007
34 SOURCE: MARKETSHARE.HITSLINK.COM, OCTOBER % of users never scroll past the first page of search results.
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% SOURCE: COVARIO, JANUARY 2011
36 FACT The more keyword-rich content you generate, the more search engines will find (and love) you.
37 Businesses that 20 times/month get 5X more traffic than those who 4 times/month. SOURCE: HUBSPOT, LEAD GENERATION LESSONS FROM 4,000 BUSINESSES, 2011
38 Businesses with websites of get 6X more leads than those with SOURCE: HUBSPOT, LEAD GENERATION LESSONS FROM 4,000 BUSINESSES, 2011
39 Companies that blog have 97% more inbound links. 97% AVG # OF LINKS WITHOUT A BLOG AVG # OF LINKS WITH A BLOG SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
40 MEDIAN MONTHLY LEADS Companies with more indexed web pages get way more leads % < >311 # OF INDEXED PAGES SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
41 THE BOTTOM LINE If Google can t find, neither will anyone else.
43 27% of s were opened on a mobile device during the second half of % 25% 20% 15% 20% 27% up from 20% during the first half of % 5% 0% SOURCE: KNOTICE, APRIL 2012 Early 2011 Late 2011
44 >80% of marketers send the same content to all subscribers SOURCE: EXPERIAN, APRIL 2012
45 The word "exclusive" in promotional campaigns increases unique open rates by 14%. 14% Not Exclusive Exclusive SOURCE: EXPERIAN, APRIL 2012
46 SOURCE: BTOB MAGAZINE, MARCH % of B2B marketers use segment targeting in their campaigns.
47 59% of B2B marketers say is the most effective channel in generating revenue. $$$$$$ SOURCE: BTOB MAGAZINE, MARCH 2012
48 less than 1/3 of marketing companies regularly test their marketing campaigns. SOURCE: ECONSULTANCY, MARCH 2012
49 Morning s get high CTR. SOURCE: THE SCIENCE OF MARKETING, 2011
50 Investment in marketing will grow from $1.3B in 2010 to $2B by SOURCE: FORRESTER RESEARCH, JANUARY 2012
51 The fresher your list, the better! SOURCE: THE SCIENCE OF MARKETING, 2011
52 SOURCE: THE SCIENCE OF MARKETING, 2011 Most users report reading on mobile devices.
53 FACT Send early in the morning.
54 SOCIAL MEDIA
55 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. JOSH MENDELSOHN VICE PRESIDENT CHADWICK MARTIN BAILEY
56 FACT Social media isn t a fad. It s a revolution.
57 % OF CHANNEL USERS WHO ACQUIRED A CUSTOMER THROUGH THIS CHANNEL Social media & blogs generate real customers. 60% 57% 62% 52% 44% 40% 20% 0% Company Blog LinkedIn Facebook Twitter SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
58 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% SOURCE: THE NIELSEN COMPANY, NOVEMBER 2010
59 Social media use in the U.S. has increased by 356% since SOURCE: NETPOP RESEARCH, ARIL 2012
60 Social media penetration keeps growing across different age groups. 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% INTERNET USERS WHO USE SOCIAL NETWORKS VIA ANY DEVICE AT LEAST ONCE PER MONTH SOURCE: EMARKETER, FEBRUARY 2011
61 The world is becoming more SOCIAL Shopping Browsing Gaming Multimedia Social News AVG HOURS/WEEK SPENT ON THIS ONLINE ACTIVITY, WORLDWIDE SOURCE: TNS, OCTOBER 2010
62 FACT Social media has real business value.
63 The top 20% of B2B marketers in social media lead generation have increased revenue by 20% in SOURCE: ABERDEEN RESEARCH, MARCH 2012
64 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 SOURCE: EMARKETER, MAY 2010
65 63% of companies using social media say it has increased marketing effectiveness among other benefits. Increasing effectiveness of marketing 63% Increasing customer satisfaction Reducing marketing costs 45% 50% Reducing support costs Reducing time to market for products/services Increasing product/service innovation Increasing revenue 26% 24% 24% 35% SOURCE: MCKINSEY GLOBAL INSTITUTE, DECEMBER 2010
66 U.S. local SMBs actively use social media marketing 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
67 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% SOURCE: AD-OLOGY RESEARCH, NOVEMBER 2010
68 More than 1/2 of U.S. 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% SOURCE: FORBES INSIGHTS, MAY 2010
69 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% SOURCE: AMERICAN EXPRESS, SEPTEMBER 2010
70 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
71 61% of US marketers use social media to increase lead generation 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% SOURCE: R2INTEGRATED, APRIL 2010
72 LinkedIn drives the most customers to B2B. 80% 60% 65% 55% I M A B2B COMPANY THAT ACQUIRED A CUSTOMER THROUGH THIS CHANNEL. 40% 43% 40% 20% 0% LinkedIn Company Blog Facebook Twitter SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
73 Facebook drives the most conversions for B2C. 80% 77% I M A B2C COMPANY THAT ACQUIRED A CUSTOMER THROUGH THIS CHANNEL. 60% 51% 60% 55% 40% 20% 0% LinkedIn Company Blog Facebook Twitter SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
74 AVERAGE MINUTES/MONTH The average user spent only 3 minutes on Google+ in January Google+ Facebook Pinterest 89 SOURCES: COMSCORE, 2012
75 Females are greatly overrepresented on PINTEREST. SOURCES: ALEXA, 2012
76 is from the U.S. 65% of Pinterest's global web traffic SOURCES: ALEXA, 2012
77 Pinterest drives more referral traffic than Google Plus, LinkedIn and YouTube combined. PINTEREST Google+ LinkedIn YouTube SOURCE: SHAREAHOLIC, FEBRUARY 2012
78 BOTTOM LINE It s time to go social.
80 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
81 FACT Blogs keep growing in volume & value.
82 152,000,000 There are blogs on the Internet. SOURCE: UM, OCTOBER 2010
83 % OF BLOG USERS WHO ACQUIRED A CUSTOMER THROUGH THEIR BLOG Blog frequency impacts customer acquisition. 100% 92% 56% 66% 70% 78% 50% 43% 0% Less Than Monthly Monthly Weekly 2-3 Times Per Week Daily Multiple Times a Day SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
84 The global population of blog readers keeps growing. 60% 50% 40% 30% 20% 10% 0% % OF DAILY INTERNET USERS WHO READ BLOGS AT LEAST MONTHLY SOURCE: EMARKETER, AUGUST 2010
85 SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH % of marketers rated their blog as USEFUL or BETTER.
86 There are 31% more bloggers today than there were three years ago INTERNET USERS WHO UPDATE A BLOG AT LEAST MONTHLY (MILLIONS) SOURCE: EMARKETER, AUGUST 2010
87 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 SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
88 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 SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
89 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
90 FACT Blogging can really move the needle.
91 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. SOURCE: JUPITER RESEARCH, OCTOBER 2008
92 # OF MONTHLY VISITORS Companies that blog have 55% more website visitors % 1480 DON T BLOG BLOG SOURCE: HUBSPOT, 2010
93 # OF MEDIAN MONTHLY LEADS B2C companies that blog generate 88% more leads per month than those who do not % 8 DON T BLOG BLOG SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
94 # OF MEDIAN MONTHLY LEADS B2B companies that blog generate 67% more leads per month than those who do not % 9 DON T BLOG BLOG SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
95 # OF MEDIAN MONTHLY LEADS Companies with >51 blog articles experience a 77% lift in median monthly leads % < >51 # OF BLOG ARTICLES SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
96 # OF MEDIAN MONTHLY LEADS Blogging frequency has a direct & significant impact on lead-gen. 89% 72% 76% 78% 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
97 FACT Bloggers are morning people.
98 % OF BLOG READERS Morning is the most popular time to read blogs. 79% 64% 51% 40% MORNING AFTERNOON EVENING NIGHT SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
99 # OF VIEWS Blog reading peaks around 10AM. SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
100 # OF LINKS SHARED Link-sharing among blog readers peaks around 7am. SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
101 # OF COMMENTS Commenting on blogs peaks around 8am. SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
102 THE BOTTOM LINE Blog early and often.
104 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
106 FACT Facebook has a massive & highly engaged audience.
107 % of channel users this channel who acquired a customer through Facebook is effective for B2C customer acquisition. B2B 80% 77% B2C 60% 65% 51% 55% 60% 55% 40% 43% 40% 20% 0% LinkedIn Company Blog Facebook Twitter SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
108 Brands get a 46% increase in user engagement with FACEBOOK TIMELINE. SOURCE: SIMPLY MEASURED,
109 Brands get a 65% increase in interactive content with FACEBOOK TIMELINE. SOURCE: SIMPLY MEASURED,
110 35% of consumer comments on company Facebook Pages are compliments. SOURCE: AT KEARNEY,
111 70% of Facebook news consumers follow links posted by FRIENDS or FAMILY.
112 The median ratio of Facebook VIEWS : SHARES : 9 : 1 SOURCE: BUZZFEED,
113 93% of US adult Internet users are on Facebook. 164 Million 152 Million SOURCE: BLOGHER, APRIL 2011
114 1 out of every 7 minutes online is spent on Facebook. SOURCE: COMSCORE, DECEMBER 2011
115 The average Facebook user spends ~7 hours/month on Facebook. 7HOURS SOURCES: COMSCORE
116 MINUTES SPENT (BILLIONS) Facebook is overtaking Google and Yahoo in total time spent online Yahoo! Sites Google sites 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 choice for social sign-in. WINDOWS LIVE 6% OTHER 8% TWITTER 7% YAHOO 13% FACEBOOK 35% GOOGLE 31% SOURCE: JANRAIN, APRIL 2011
118 Facebook has become the preferred way of sharing content, second only to (for now). 84% 88% FACEBOOK 44% 54% TELEPHONE 18% 31% MAIL 7% 10% Male Female PRINT OUT 5% 8% SOURCE: CHADWICK MARTIN BAILEY, SEPTEMBER 2010
119 We re not just engaging with our friends on Facebook. We re engaging with businesses of all kinds. ARTISTS MEDIA Avg # of Comments/post Avg. # of Likes/post BRANDS 9 NOTE: PAGES ANALYZED HAVE AT LEAST 100K LIKES 54 SOURCE: VISIBLI, APRIL 2011
120 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. FACEBOOK USERS: THE JUGGERNAUT ROLLS ON PAUL VERNA MARCH 21, 2011 EMARKETER
121 FACT Facebook has real business value.
122 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. SOURCE: OUTSELL, DECEMBER 2009
123 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% SOURCE: AD-OLOGY, NOVEMBER 2010
124 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, HUBSPOT, MARCH 2012
125 The number of marketers who say Facebook is critical or important to their business has increased by 75% in three years. 45% 40% 42% 75% 35% 30% 25% 24% 20% 15% 10% 5% 0% In 2009 In 2012 SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
126 THE BOTTOM LINE If you don t like Facebook yet, you will
129 FACT Virtually everyone has heard of Twitter. Not everyone is 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 accounts have never sent a single tweet. SOURCE: RJ METRICS, JANUARY 2010
134 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
135 FACT Twitter users are young, smart, affluent, & tech-savvy.
136 1/3 of monthly Twitter users are years old. 33% 18% 19% 11% 12% 7% AGE AGE AGE AGE AGE AGE 55+ SOURCE: EDISON RESEARCH, 2010
137 The majority of US Twitter users are years old. AGE % AGE % AGE % AGE 65+ 1% SOURCE: PEW RESEARCH CENTER, JANUARY 2010
138 US Twitter users are more educated than the general population. 33% MONTHLY TWITTER USERS % TOTAL POPULATION % 23% 17% 16% 19% 13% 12% 8% ADVANCED DEGREE SOME GRADUATE CREDITS 4-YR COLLEGE 1-3 YRS OF COLLEGE HIGH SCHOOL/LESS SOURCE: EDISON RESEARCH, 2010
139 US Twitter users have higher incomes than the general population. 23% MONTHLY TWITTER USERS % 20% TOTAL POPULATION % 11% 10% 8% 15% 14% 17% >$100K $75K - $100K $50K - $75K $25K-$50K UNDER $25K SOURCE: EDISON RESEARCH, 2010
140 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% 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+ TOTAL POPULATION % 42% 25% 11% 14% 13% 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. 2:41 MONTHLY TWITTER USERS 12+ TOTAL POPULATION 12+ 2:05 1:56 0:26 0:28 NEWSPAPER RADIO TV INTERNET SOURCE: EDISON RESEARCH, 2010
143 FACT Twitter + Business = $$$
144 More than 1/2 of active Twitter users follow companies, brands or products on social networks. FOLLOW SOURCE: EDISON RESEARCH, 2010
145 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 SEEK CUSTOMER SUPPORT 21% 19% I USE TWITTER TO... SOURCE: EDISON RESEARCH, 2010
146 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% SOURCE: EDISON RESEARCH, 2010
147 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% SOURCE: EDISON RESEARCH, 2010
148 57% of all companies that use social media for business, use Twitter. DON T USE TWITTER 43% USE TWITTER 57% SOURCE: BUSINESS.COM, SEPTEMBER 2009
149 B2B companies are far more likely to use Twitter than B2C companies. 75% MY COMPANY TWEETS. 49% B2B B2C SOURCE: BUSINESS.COM, SEPTEMBER 2009
150 Twitter drives more customers for B2C. 55% YES, WE HAVE ACQUIRED A CUSTOMER VIA 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 14% Critical 15% Somewhat Useful 24% Important 24% Useful 24% SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
152 # OF MEDIAN MONTHLY LEADS Companies that use Twitter average 2x more leads/month than those that do not. 86 USE TWITTER DON T USE TWITTER <11 EMPLOYEES EMPLOYEES >50 EMPLOYEES SOURCE: HUBSPOT STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
153 # OF MEDIAN MONTHLY LEADS B2C companies with >100 followers have 146% more leads/month than those with < % < >500 # OF FOLLOWERS SOURCE: HUBSPOT STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
154 FACT Don t be a twit. Start tweeting.
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 to search VS the 36% Internet average. 54% SEARCH THROUGH IOS 36% IOS INTERNET AVERAGE SOURCE: CHITIKA, APRIL 2012
158 SOURCE: LOCAL CORPORATION, APRIL % of consumers do product or service research several times a month via a mobile device.
159 SOURCE: KNOTICE, MARCH % of s are first opened on mobile devices, then on desktop PCs later.
160 FACT Optimize your website & for mobile.
161 9 out of 10 mobile searches lead to action. OVER HALF lead 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 the 6.8 BILLION people on the planet, use a mobile phone. 3.5 BILLION of them use a toothbrush. SOURCE: 60 SECOND MARKETER, 2011
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