Archive for the ‘Marketing Research’ Category
With 92% of companies now incorporating social media into their marketing efforts, it’s no longer sufficient to just “be there” on social networks. Today’s most effective marketers are optimizing content across channels, coordinating search and social marketing activities with traditional PR, and measuring their web presence and performance with sophistication.
The first step to improving digital marketing results is to understand the emerging trends and best practices. This post, along with 79 Remarkable Social Media Marketing Facts and Statistics for 2012 and 87 More Vital Social Media Marketing Facts and Stats for 2012 previously published here, provide a solid foundation for that understanding.
What do buyers really want from social media marketers? What’s the key to generating more inbound marketing leads? What is the source of the largest share of social traffic to websites? (It’s not what you almost certainly think.)
Find the answers to these questions and many, many more here in over 100 engaging and intriguing social, search, content, inbound, email, mobile and other marketing stats and facts from the past few months.
25 Social Media Facts and Statistics
1. While 76% of marketers believe “they know what their consumers want” in terms of social media content and interaction, only 34% have actually asked those buyers. (e-Strategy Trends)
2. At least on the B2C side, there is a disconnect between what marketers think consumers think is important and what consumers actually value. Marketers believe the highest consumer priorities on social media are insights for buying decisions (59%) and customer service (58%). Consumers actually place the highest value on deals and promotions (83%) and rewards programs (70%). (e-Strategy Trends)
3. B2B buyers are most likely to share useful vendor content via email (79%), followed by LinkedIn (53%), Twitter (39%) and Facebook (18%). (Earnest Agency)
4. While three-quarters of marketers consider measurement of social media impact important, 70% say that measuring those results is difficult. (Marketing Charts)
5. 79% of marketers measure website traffic from social media, and 68% track engagement metrics on social networks, but just 26% measure the relationship of social media activity to leads and sales. (Marketing Charts)
6. Just 4% of marketers said their companies were “very effective” at measuring social marketing in 2012. While 47% felt somewhat good at social measurement in 2011, just 38% said the same in 2012. “Nearly half of respondents (47%) feel they or their companies are either not very good at social marketing measurement, or do not measure well at all.” (Marketing Charts)
7. Ever feel frustrated and less productive than you’d like to be at work, even though you’re working hard and putting in a ton of hours? There’s a reason for that! Interruptions (like email and social media) are messing us up. Consider:
- • The typical worker is interrupted once every 28 minutes on average.
- • 28% of the average work day is spent on interruptions and recovery time.
- • 45% of workers believe they are expected to work on too many things at once.
- • And tasks done in parallel take on average 30% longer to complete than those performed in a sequence.
8. Everyone knows women vastly outnumber men on Pinterest, but how about on other social networks? Women make up the larger share of users on Facebook (58% to 42%) and are a slightly larger share on Twitter (52% to 48%) while men are the predominate users of LinkedIn (63% to 37%) and Google+ (71% to 29%). Furthermore, half of all Google+ users are under 25 years old. (iMedia Connection)
9. Social CRM is still confusing. Only 16% of companies say they currently have a social CRM system in place. 21% plan to implement such a system in the coming year, but another 17% “don’t know what a social CRM system is and why businesses need it.” (Convince & Convert)
10. Only a quarter of all U.S. small businesses (20-99 employees) and a third of midsized companies say they use social media “to engage with customers and prospects in a strategic and structured way.” Another 20% of both groups say they use social media, but in an ad hoc manner. (eMarketer)
11. Despite growing interest in the concept of social business, less than 20% of U.S. companies have integrated social media with their customer service, sales, or product development processes. (eMarketer)
12. Worldwide, 86% of companies have a presence on Facebook and Twitter, while just over half use YouTube and Linked and only slightly more than a third have a presence on Pinterest and/or Google+. (eMarketer)
13. More than 80% of small to midsized businesses (SMBs) plan to increase their use of social media in 2013. Not suprising, considering that 87% of SMBs say that social media has helped them either somewhat or a great deal in th past year. Of those using this channel, social media accounts for 32% of SMB marketing activities. (Marketing Charts)
14. Okay, so most marketers have now embraced social media. But why? 84% of marketers say they use social media to “reach customers at multiple touchpoints,” while 62% want to reach customers where they spend time and 56% say that “customers expect them to be on social media.” (Marketing Charts)
15. Still, not every small business should be using social media—or at least not using it as they are currently. 79% of small business owners on Twitter post just once per day or even less frequently, yet one out of three want to spend less time on social media. These business owners would be best advised to either spend their time on other tactics or hire someone who knows and enjoys social media to interact on their businesses’ behalf. No deposit, no return. (Leaders West)
16. Social media may be good for 99 things, but lead generation ain’t one of them. According to research from MarketingSherpa, just 12% of marketers rate social media as “very effective” for lead gen while 27% say it is “not effective.” The only tactic that fares worse is print advertising (9% very effective vs. 30% not effective). (B2B Lead Blog)
17. Which social network sends the largest share of website traffic? The answer is…unknown. Literally. The well-known social networks like Facebook, Twitter and Reddit account for, combined, on average, less than half of all social traffic. The majority (as much as 70%) is “dark social”—links shared through email or instant messaging that generally get lumped in with “direct” traffic in analytics programs like Google Analytics. (The Atlantic)
18. The most popular social media sites for distributing B2B content are LinkedIn (used by 83% of B2B marketers), Twitter (80%) and Facebook (also 80%). After that, it falls off sharply; 61% use YouTube, 39% are on Google+, 26% utilize Pinterest (really?) and 23% share content on SlideShare. (MarketingProfs)
19. Using social media boosts website traffic: companies gain a 185% lift in Web traffic after achieving 1,000 Facebook likes, and businesses with 51 to 100 Twitter followers generate 106% more traffic than those with 25 or fewer followers. (MarketingProfs)
20. 92% of U.S. companies now use social media in their marketing efforts. (Heidi Cohen)
21. Different social media channels serve different purposes. Blogging is generally seen as most valuable for SEO, YouTube for content marketing, and social networks like Twitter, Facebook and LinkedIn most helpful for branding and engagement. (Heidi Cohen)
22. Globally, eight different social networks have now reached the 100 million user mark. Three of those (Weibo, the fourth-largest social nework, RenRen at #5 and Badoo at #7) are primarily used by non-English speakers. (WordPress Hosting SEO)
23. The average user spends nearly seven hours per month on Facebook, but just 21 minutes on Twitter, 17 on LinkedIn, and only three minutes on Google+. (WordPress Hosting SEO)
24. Social media now accounts for 18% of all time spent online, and the average American spends 6.9 hours per month on social networking. But we are spending less time on the phone, sending/reading email, and watching TV than we did just a few years ago. (WordPress Hosting SEO)
25. One-third of CEOs fail to consider their compananies’ social media reputation when making business decisions. (The Backup List)
12 WPO, Inbound and Content Marketing Stats
26. Leads from inbound marketing cost on average 61% less ($135 vs. $346) than outbound marketing leads. (Earnest Agency)
27. Though it varies across industries, of course, 24% of overall marketing spending last year was on digital/online marketing. Social media and SEO together account for 70% of that spending. (iMedia Connection)
28. Blogging generally gets the largest share of inbound marketing budgets, followed by social media, SEO (if calculated separately from blogging) and PPC advertising. Most outbound marketing spend is on telemarketing, followed by direct mail and trade shows. (iMedia Connection)
29. 57% of companies say they generated sales through their blogs, and an identical share have closed business through LinkedIn. 48% have generated customers through Twitter and 42% through Facebook. (iMedia Connection)
30. Why web presence optimization metrics are vital: half of marketers say tightening integration between social media and traditional marketing is a key goal for 2013, yet nearly a third identify that as one of their top social marketing challenges, and a whopping 57% way measuring social ROI is a challenge. (Convince & Convert)
31. 9 out of 10 marketers say they measure social presence (e.g., number of followers and fans) and social media-driven website traffic, but only about half measure share of voice and sentiment. (Convince & Convert)
32. Need more evidence that measuring social media ROI is hard? While about 90% of all companies do some form of social media marketing, just one out of eight measure the revenue impact directly from social media. (eMarketer)
33. The two biggest challenges faced by B2B content marketers are producing enough content (cited by 29% of marketers) and producing the kind of content that engages (18). Only 2% of marketers say that finding trained content marketing professionals is a big challenge. (MarketingProfs)
34. More content = more leads. On average, companies “with 51-100 web pages generate 48% more traffic than companies with 1-50 pages.” What’s interesting though is the differential is larges for very small companies (those with less than 10 employees), likely because larger companies make greater use of lead gen tactics like tradeshows, webinars and video. (Polaris B)
35. Lots more content = lots more leads. Companies with 101-200 web pages generate 2.5x more leads than those with 50 or fewer pages. More landing pages and more blog posts also mean more leads. On average, companies that have published 200 or more total blog posts generate 5X as much traffic as those with 10 posts or fewer. (Polaris B)
36. Inbound marketing leads cost on average 62% less than outbound-generated leads, and the “big three” inbound channels—blogs, social media and SEO—all cost less on average than any outbound channel. (Polaris B)
37. The financial services (75%), insurance (50%) and software (50%) industries are the most advanced when it comes to having separate content marketing strategies for each channel through which they distribute content. Companies in these industries are also the most likely to have formal content marketing editorial calendars. The automotive (14%) and banking sectors (14%) were the least likely to have separate strategies in place. (MediaPost)
8 SEO Stats and Facts
38. SEO has the biggest impact on lead generation for B2B companies. 59% of B2B marketers say SEO has the biggest impact on their lead gen goals, followed by social media (21%) and pay per click (20%). Not surprisingly, 98% of B2B marketers plan to maintain or increase SEO budgets next year. (Marketing Charts)
39. SEO also has the biggest impact on B2C lead gen. 49% of B2C marketers rank SEO tops for impact on lead generation, followed by pay per click (26%) and social media (25%). (Marketing Charts)
40. Agencies do SEO better. 21% of marketers who work with agencies on SEO report being highly satisfied with their program performance, compared with 11% of those who do SEO in-house. (Marketing Charts)
41. 78% of Internet users say they use the web for product research, and almost half (46%) of all searches on the average day for information on products and services (iMedia Connection)
42. Search is as popular as ever, but the percentage of searches actually done on search engines declined slightly in 2012 (by about 1%). More searches are taking place on websites (e.g. Twitter, Facebook, and on Amazon.com, which is the top destination for product search). Still, organic search on search engines drive 50% of all referring traffic, compared to less than 8% for social media. (MediaPost)
43. SEO is rated as the most effective lead generation tactic, with 34% of marketers calling it “very effective” while just 7% say it is not effective. The next-most-effective lead gen tactics are paid search (32% vs. 9%) and webinars (30% to 6%). (B2B Lead Blog)
44. Demand for SEO skills has never been greater. SEO job postings on job board indeed.com increased 1900% last year and people with ‘SEO’ in their LinkedIn profile have increased by 112%. Still, few SEO jobs pay six figures. (Conductor Blog)
45. The largest number of SEO job openings are in New York and San Francisco, with Boston at #5, Austin at #11 and my own Minneapolis at #12. (Conductor Blog)
3 SEM Facts
46. Think AdWords isn’t important? For “commercial” searches on Google, actual organic links can take up less than 20% of the screen real estate and links. (Founder’s Blog)
47. Agencies do SEM better. 20% of respondents working with agencies for PPC report being highly satisfied with their program’s performance, compared to 15% who manage pay-per-click programs in-house. (Marketing Charts).
48. Search (paid and organic) is a leading driver of new customer sales, while email matters most for repeat business. Social media isn’t a significant driver of either type of sale, though of course it is vital for support SEO, brand image (which leads to higher PPC click-through rates) and customer service. (Marketing Pilgrim)
3 Email Marketing Stats
49. There are 62 billion emails sent every day. The average worker receives 112 emails and spends 28 of his or her time on email each day. (Visual.ly)
50. Email is the most common lead gen tactic, used by 81% of marketers. (MarketingSherpa)
51. SEO drives traffic, but email drives conversions. While 43% of marketers say that organic search drives the greatest volume of traffic to their websites, only 29% say that traffic converts at the highest rate. On the other hand, though just 22% cite email as their largest web traffic generator, 25% say those visits convert at the highest rate. (MarketingSherpa)
7 Business Blogging Stats and Facts
52. Just 139 of the Fortune 500 corporations maintain public-facing blogs, only 29 more than in 2009. (e-Strategy Trends)
53. Only 185 of the Inc. 500 (fastest-growing companies) had a blog in 2011, down from 250 firms in 2010, despite the fact that 92% of all companies with blogs say it has been successful for their business. (e-Strategy Trends)
54. Meanwhile, 55% of small businesses have a blog. (Leaders West)
55. On average, companies that publish 15 or more blog articles per month generate five times more Web traffic than companies that don’t blog at all, and those that blog 9-15 times per month generate three times more traffic than companies that don’t maintain blogs. (MarketingProfs)
56. Companies that publish new blog posts just 1-2 times per month generate 70% more leads than companies that don’t blog at all. (MarketingProfs)
57. 57% of companies that blog have acquired a customer through their blogs. (Polaris B)
58. Blogs are the core of social media marketing. Among companies that use social media in their marketing efforts, 59% rank their company blog as critical or important to their business, higher than any other social sharing site or network. (Heidi Cohen)
8 Facebook Facts and Statistics
59. There are one billion posts per day made on Facebook. The average user spends nearly 7 hours per month on the social networking site, and one out of every five pageviews on the Internet is on…Facebook. (Visual.ly)
60. Three out of four American moms use Facebook. (iMedia Connection)
61. Facebook accounts for one out of every five pageviews on the Internet. It’s used by more than half of all people in North America, more than a third of all citizens in Australia and New Zealand, and more than a quarter of the population in Europe. (iMedia Connection)
62. Of Facebook’s one billion-plus users, 57% access the site at least occasionally from mobile devices. The most popular operating systems for mobile Facebook access are iOS (26%) and Android (21%). (Jeff Bullas)
63. Among Facebook marketers, 64% have used Facebook Events to inform fans about online or offline events, making this a far more widespread tool than display ads and targeted posts. (Marketing Charts)
64. 90% of small businesses are on Facebook, and roughly two-thirds post more than once per week. (Leaders West)
65. All of the Ad Age Top 100 Advertisers have now established Facebook pages for their brands. (WordPress Hosting SEO)
66. Facebook grew 18% in 2012 and accounted for more than half of all social content sharing. (AddThis Blog)
6 Twitter Stats
67. There are 400 million tweets per day on Twitter. A million new Twitter accounts are opened each day. The average user spends nearly and hour and a half on the site each month. (Visual.ly)
68. Twitter now has more than 500 million users worldwide, including more than 100 million in the U.S. Twitter’s second-largest user base is in Brazil. (Jeff Bullas)
69. Almost two-thirds (64%) of Twitter access is via Twitter.com (web access), while 16% of use is mobile and 10% is via Twitter clients like HootSuite and TweetDeck. (Jeff Bullas)
70. What’s the most popular marketing tactic on Twitter? 30% of marketers report using hashtags tied to specific campaigns, while 26% use Promoted Tweets. (Marketing Charts)
71. Twitter grew 55% in 2012 and accounted for 15% of all social content sharing. (AddThis Blog)
72. 42% of companies have acquired at least one customer through Twitter. (Polaris B)
6 LinkedIn Facts
73. LinkedIn has more than 150 million users, but less than 20% have reached the level of having 500 or more first-degree connections, and only 8% are using the paid premium version. (Jeff Bullas)
74. Also, only 51% of LinkedIn users have “complete” profiles, and just 52% spend two hours or more per week on the site. (Jeff Bullas)
75. The most popular use of LinkedIn is for researching people and companies (77%). Other popular uses include building relationships with industry influencers (50%), finding job opportunities (38%) and increasing brand recognition in the marketplace (37%). Just 28% of companies say they have generated identifiable business opportunities on the site. (Jeff Bullas)
76. The most popular marketing tactics on LinkedIn are the use of LinkedIn groups (cited by 33% of marketers) followed distantly by InMail messaging (14%), LinkedIn Events (13%) and LinkedIn ads (10%). (Marketing Charts)
77. LinkedIn is the most powerful social site for driving B2B sales. Pinterest is most valuable for driving B2C business. (Heidi Cohen)
78. Want to connect with top-level executives? 26% of Fortune 500 CEOs are on LinkedIn. Less than 8% are on Facebook. o% use Pinterest. (Heidi Cohen)
3 Google+ Statistics
79. Google+ has more than 400 million users, with 100 million accessing the site each month. The typical user is a male in his late 20s with a technical position or background. (Jeff Bullas)
80. Google+ users tend to be more technical than Facebook users. The top three brands on Google+ are Android, Mashable, and Chrome; on Facebook, the three most popular brands are Coca-Cola, Disney, and Starbucks. (Jeff Bullas)
81. 12 of the top 15 interest categories on Pinterest are related to commerce, including jewelry and accessories (#1), flowers and gifts (#2), food (#4), books (#7), travel (#8), apparel (#11), home furnishings (#14) and toys (#15). (Jeff Bullas)
3 Pinterest Facts
82. Mothers are 61% more likely to use Pinterest than the average American. Pinterest ranks as the #1 “family and lifestyle site” for moms – ahead of Disney Online. (iMedia Connection)
83. Pinterest’s user base is 79% female, and Apple-centric. The iPad is the most device for mobile access (55%), while an additional 17% of mobile access is through the iPhone. (Jeff Bullas)
84. Pinterest grew an astounding 379,599% in 2012. The biggest driver of growth was pins of food photos. (AddThis Blog)
6 B2B Marketing Facts and Stats
85. 9 out of 10 B2B buyers say when they are ready to make a purchase, they will find a vendor. 81% use search, 59% look for peer recommendations, and 41% read content from “thought leaders.” (Earnest Agency)
86. For purchases over $10,000, 70% of buyers review four or more pieces of content before making a decision. (That actually sounds quite low, doesn’t it?) The most popular type of content: white papers, read by 88% of buyers. (Earnest Agency)
87. Traditional marketing tactics are not dead. 74% of B2B marketers rate direct mail as very effective, while 72% say the same about live events and 71% call email marketing critical. (Earnest Agency)
88. 75% of B2B marketers use SEO for lead generation. 72% utilize social media, and 54% have embraced content marketing, while just 15% of marketers say they are using mobile marketing. (MarketingSherpa)
89. B2B marketers are spending more on content marketing. “On average, B2B content marketers are spending 33% of their marketing budgets on content marketing (in 2012), up from 26% (in 2011, and) 54% plan to increase content marketing spending next year.” (MarketingProfs)
90. The most popular B2B content marketing tactics are the use of social media other than blogs (used by 87% of B2B marketers), articles on their own websites (83%), eNewsletters (78%) and blogs (77%), followed by case studies, videos and externally published articles, all at about 70%. On the other end of the scale is gamification, used by just 11% of B2B marketers. (MarketingProfs)
3 Video Marketing Statistics
91. 75% of senior executives watch videos on business sites every week. 65% go on to visit a vendor’s website after watching a video. (Earnest Agency)
92. 71% of American Internet users watch online videos; 28% do so on a daily basis. (iMedia Connection)
93. YouTube is the world’s second largest social media site, with 800 million unique monthly visitors, and the second largest search engine. (Heidi Cohen)
6 Mobile Marketing Stats and Facts
94. Of the four billion mobile phones in use globally, more than a quarter (27%) are smartphones. Half of all local searches are performed on mobile devices. (iMedia Connection)
95. The top online uses of mobile phones are gaming (61% of users do this), checking the weather (55%), maps and search (50%) and social networking (49%). (iMedia Connection)
96. Despite the growing popularity of local mobile search and social activity, only 3% of U.S. small businesses use geolocation services. (eMarketer)
97. Mobile marketing is “becoming mainstream” for small to midsized businesses (SMBs). 18% said they were “very likely” and 31% “somewhat likely” to incorporate mobile elements in their advertising and marketing efforts to reach potential customers in the coming year. Meanwhile, 7 in 10 plan to either maintain or increase spending in this area (Marketing Charts)
98. Is mobile marketing effective for lead generation? The jury is still out. In a recent survey, 15% of marketers rated mobile marketing as “very effective” for lead gen while an identical share said mobile is not effective. (B2B Lead Blog)
99. 30% of all the time spent on mobile device use is on social networks. (MediaPost)
And Finally, 3 Other Miscellaneous Online Marketing Stats
100. While 45% of all B2B businesses have now implemented some type of marketing automation software, less than 20% of SMBs have done so. However, smaller companies that have embraced marketing process automation are nearly 50% more likely to report revenue growth above plan than those that haven’t. (MediaPost)
101. Half of all employed people in the U.S. have been with their current employer for less than five years. The average tenure for all employees is 4.6 years. Professionals in architecture and engineering (7 years) and management (6.3 years) tend to have the longest tenures, while occupations with the shortest tenures include food service (2.3 years) and sales (3.4 years). (westXdesigns)
102. Social media crisis management in crisis? More than 10% of companies report they will not take any action to respond to a damaging article or social media post. Worse, less than two-thirds of B2C executives and just 43% of B2B leaders even believe their companies could respond to a negative post within 24 hours. (The Backup List)
Though social media marketing is now used in about 90% of companies, techniques, platforms and best practices continue to evolve. Should you include Pinterest in your mix? Increase use of video marketing? Is blogging coming back or trailing off? What will likely be the hot trends in social media over the next couple of years?
Marketers have questions, this post has answers: 87 vital social media and online marketing statistics covering everything from how executives and large companies are using social media for marketing, customer service and recruiting to fresh stats on the leading social media platforms to search, email, content and mobile marketing trends.
The recent 72 Fascinating Social Media Stats post on JeffBullas.com was one of my post popular guest posts ever, so here is an entirely new set of social media stats, facts and research findings.
Social Media Stats and Demographics
1. Social media accounts for only 16% of customer engagement today, but is expected to increase to 57%—the second-most used channel, behind only face to face interaction—within five years. (Marketing Pilgrim)
2. 30% of the world’s entire population is now online, and social networking is the most popular and time consuming online activity—with users spending more than one fifth (22%) of their time engaging on social media channels. This means that more than 250 million tweets and 800 million Facebook status updates are now published every single day. (MindJumpers)
3. Brazilians have the highest number of online friends of any country, averaging 481 friends per user, while the Japanese average only 29 friends. (MindJumpers)
4. 56% of Americans have a profile on at least one social networking site. And it’s not just millenials; 55% of those aged 45-54 have at least one social network profile. (Convince & Convert)
5. Social networks and blogs In the U.S reach nearly 80% of active U.S. Internet users and represent the majority of Americans’ time online. (MediaPost)
6. 60% of people who use three or more digital means of research for product purchases learned about a specific brand or retailer from a social networking site. 48% of these consumers responded to a retailer’s offer posted on Facebook or Twitter. (MediaPost)
7. 90% of marketers now use social networks in their marketing efforts, but growth has plateaued; the figure was 89% in 2011. (eMarketer)
8. Half of all social media users are between 25 and 44 years old, but the age distribution varies widely across social networks. Reddit and Tumblr are among the “youngest” networks, with half or more of users under 35 years old. Twitter is about in the middle (55% of users age 35 or older) while 65% of Facebook users are over 35 (didn’t this start with college students?) and LinkedIn is the “oldest” network, with 79% of users age 35 and older. (Pingdom)
9. Women tend to be somewhat more present and active on social media than men, though the shares vary widely by site. Men tend to dominate on technical sites (e.g., Slashdot is almost 90% guys); LinkedIn is close to a 50-50 split; Twitter and Facebook are both about 40% male / 60% female; and women account for almost 90% of Pinterest users. (Pingdom)
10. Social media and blogs reach 80% of all U.S. Internet users. 91% of experienced social marketers see improved website traffic due to social media and 79% are generating more quality leads. (Business2Community)
11. 90% of companies with 100 or more employees use social media in their marketing mix. 83% use Facebook and 53% are on Twitter, though that gap is expected to narrow by 2014 due to rapid growth in Twitter use. (eMarketer)
Social Media in the Enterprise
12. Just 23% of Fortune 500 companies maintain an active blog, vs. 37% of Inc. 500 firms. (V3 Integrated Marketing)
13. 35% of the top 100 Fortune 500 companies have a corporate blog compared to 14 percent of those Fortune 500 companies in the bottom 300-500 of the category, i.e., top companies devote more attention to their corporate blogs than those in the bottom of the pack. (V3 Integrated Marketing)
14. 62% of Fortune 500 companies have an active Twitter account, while 58% maintain a corporate Facebook page. (V3 Integrated Marketing)
15. Looking at five leading social networks (Twitter, Facebook, YouTube, Google+ and Pinterest), Fortune 100 company names are mentioned more than 10 million times per month. (Digital Buzz Blog)
16. The average Fortune 100 company is mentioned nearly 56,000 times per month On Twitter. (Digital Buzz Blog)
17. 87 of the Fortune 100 companies are now active on at least one social network. 82 use Twitter, 75 have a Facebook page, 50 are on Google+ and 25% use Pinterest. (Digital Buzz Blog)
18. To accommodate different product lines, business units and geographies, the average Fortune 100 company now maintains 10 official corporate Twitter accounts, 10 Facebook pages and eight YouTube channels. (Digital Buzz Blog)
19. Fortune 500 companies tend to be antisocial. Less than half of Fortune 500 businesses provide a link to their Facebook profile or Twitter handle on the Contact Us page of their Web sites. About 27% of consumer-facing Fortune 500 corporations do not list social media channels on their Web site home page, 89% do not list an e-mail address on their site, and 13% don’t list a phone number on their Contact Us page. (MediaPost)
Social Media Use in the C-Suite
20. 71% of consumers say that CEO participation in social media leads to improved brand image. (41 Stories)
21. Only 3.2% of Fortune 500 (largest companies) CEOs have a Twitter account compared with 17% of Inc. 500 (fastest-growing companies) CEOs. (41 Stories)
22. 52% of CEOs who are active in social media say that it helps their companies rise in search rankings, and 48% say that social media has generated qualified sales leads. (41 Stories)
23. Though 94% of corporations use social media in some way and 58% of executives acknowledge that social media is useful for lead generation and developing brand loyalty, 70% of CEOs have no presence on any social network. 26% are on LinkedIn, 8% have a Facebook page and just 4% use Twitter. (Business Insider)
24. This is the case even though 82% of buyers say they are more likely to trust a company whose top executive is active on social media, and 81% of employees believe that social CEOs are better leaders. (Business Insider)
Social Media and Human Resources
25. 40% of organizations have a formal social media policy, and 56% of those policies include a statement regarding the organization’s right to monitor social media usage. More than a third (39%) of companies monitor their employees social media use on company-owned computers and handheld devices. (Resume Bear)
26. 92% of recruiters use social media to find new candidates, up from 82% in 2010. And 73% now say they have successfully hired through social media, up significantly from just 58% two years ago. (Ragan.com)
27. Not surprisingly, LinkedIn is the most popular social network among recruiters, with 93% using it. 66% use Facebook while 54% utilize Twitter. More dramatically, 89% of recruiters say that LinkedIn has produced at least one successful hire for them, compared to 25% who say the same of Facebook and just 15% who’ve had recruiting success with Twitter. (Ragan.com)
28. 20% of all pageviews on the web are on Facebook. (Jeff Bullas)
29. Half of all Facebook users use it on mobile devices, at least occasionally. (Jeff Bullas)
30. More than 500 million people log in to Facebook each day, and they collectively post 3.2 billion likes and comments. (Jeff Bullas)
31. Social media fatigue? Though 20% of Facebook users say they check in on the social network once or twice per day, 52% plan to spend less time there in the future. (SodaHead)
32. 73% of users believe that another social network will eclipse Facebook. (SodaHead)
33. Twitter attracts one million new users per day. (Jeff Bullas)
34. Of Twitter’s 165 million users, half access Twitter on mobile devices at least occasionally. (HubSpot)
35. 53% of Twitter users have been a member for less than a year, compared to just 19% for Facebook. (Convince & Convert)
36. 76% of Twitter users are active tweeters, up from 47% in 2010. (Convince & Convert)
37. Want to get retweeted more often? Research shows that keywords which increase the likelihood of retweeting include “please,” “thank you,” “Twitter,” “social media” and “you.” Words to avoid include “lol,” gonna,” “hey,” “tired,” “work” and “bored.” (iMedia Connection)
38. Twitter users now post 340 million tweets per day, or roughly a billion tweets every three days. (Digital Buzz Blog)
39. Two news users join LinkedIn every second. (Jeff Bullas)
40. 75 of the Fortune 100 companies use LinkedIn in their corporate hiring process. (HubSpot)
YouTube and Video Marketing Trends
41. YouTube is the third-most-visited site on the web, with two billion views per day. (Jeff Bullas)
42. YouTube use accounts for 10% of all traffic on the Internet. (Jeff Bullas)
43. 76% of marketers said they planned to increase use of video and YouTube in 2012. (HubSpot)
44. There are 1.5 million business-related searches on YouTube each day, and 75% of senior executives say they watch work-related videos at least weekly. (Earnest B2B)
45. Companies that blog have 434% more indexed pages. And companies with more indexed pages generate far more leads from search. (Search Engine Journal)
46. The very first blogs appeared in 1998, and Blogger.com was launched in 1999. By 2006, there were more than 50 million blogs in existence. (HubSpot)
48. B2C companies who blog regularly see an 88% increase in median monthly leads and B2B companies who blog see a 67% increase in leads. (V3 Integrated Marketing)
49. Roughly 60% of business blogs are updated at least twice per week. (Marketing Charts)
50. Another study found that while 60% of businesses have a blog, only 35% of those (i.e., 21% of all businesses) actively maintain them. (New Media Expo Blog)
Content Marketing Findings
52. The most popular forms of content marketing for B2B companies are social media excluding blogs (79%) and article posting (78%). 51% maintain blogs, 42% conduct webinars and webcasts, and 41% produce videos. Just 11% use mobile content and only 9% create eBooks. (Earnest B2B)
53. However, 71% of B2B marketers view in-person events as effective while only 31% say the same about social media excluding blogs. (Earnest B2B)
54. Relevance is critical is content marketing. 45% of consumers have unsubscribed from emails due to irrelevant content, and on the B2B side, IT buyers say that 58% of vendor content is not relevant to them, and that this lack of relevance reduces the chance of closing a sale by 45%. (MarketingSherpa)
Search Engine Optimization (SEO) and Search Facts
55. 70% of the links search users click on are organic. (This is an overall average, however, and the share of clicks on paid results is considerably higher for many commercially oriented searches.) (Search Engine Journal)
56. 46% of all searches are for information about products or services. (HubSpot)
57. 75% of searchers never scroll past the first page of results (which also means of course that 25% do). (Search Engine Journal)
58. 93% of online experiences (including b2b and considered purchases) begin with a search engine. (Search Engine Journal)
59. Half of all local searches are performed on mobile devices. (HubSpot)
60. 66% of new customers use search and online research to find local businesses. (HubSpot)
61. 21% of all time spent online is spent on web searches. (MindJumpers)
62. It’s probably no surprise that the big three search engines (Google, Bing and Yahoo!) are among the five most-visited sites on the Internet. But consider that AOL is #7 and Ask is #10, meaning that…five of the top 10 most-visited sites on the web are search engines. (MindJumpers)
63. B2B companies that maintain active content (e.g., bloogging) and SEO programs increased their total website traffic, on average, by 25% in the past year, while those who neglected SEO (either never did it or did SEO only as a one-time effort at site launch) experienced an average 15% decline in overall visits. (Webbiquity)
64. How big is the SEO industry? Well, there are 863 million websites globally that mention “SEO.” There are 9.1 million searches conducted including the acronym each month, with the top two phrases being “SEO services” and “SEO company.” More than 60,000 Twitter users include “SEO” in their bios, there have been 13 million blog posts published that include “SEO” in the title, and Amazon.com carries almost 2,700 different books about SEO. (Search Engine Journal)
65. While it’s vital for marketers to integrate search and social in terms of their strategies, it turns out consumers don’t like the two actually mixed in search results. 62% say they do not want social results included on search engine result pages (SERPs), while just 19% do. (Search Engine Watch)
66. If social results are going to be included on SERPs, consumers prefer Bing’s layout (social off to the right side) rather than Google’s layout (social mixed with organic results), 63% to 37%. However, by a 5-to-3 margin, consumers preferred Google’s display of universal search results. (Search Engine Watch)
Search Engine Marketing (SEM) and Online Advertising
67. Every marketer knows that click-through rates on banner ads are very low. Why? 31% of users say they are worried if they click on an ad that their behavior will be tracked, while 57% fear they will receive spam from advertisers. (Get Elastic)
68. The average person is more likely to apply and be accepted by Harvard or be dealt a full house in poker than to click on a banner ad. (Get Elastic)
69. There are more tweets each month that include “PPC” (282,000) than there are that include “SEO” (248,000), though there are most searches on and blog posts written about SEO. (Search Engine Journal)
70. Click-through rates (CTR) on search ads for keyword phrases with “high commercial intent’ are up to 600 times greater than average CTR for ads on a typical Facebook page. (e-Strategy Trends)
Mobile Marketing Statistics
71. There are about four billion mobile phones in use. Of those, 27% (1.08 billion) are smartphones. (HubSpot)
72. 50% of all smartphone users use their devices to search the web, and 49% use them for social networking. (HubSpot)
73. 8% of web hits worldwide are from mobile phones. In the US, 25% of mobile Web users are mobile-only. Further, 80% of this traffic will leave if your website isn’t optimized for mobile–a good case for having a mobile-friendly website. (Heidi Cohen)
74. Do some research and consider carefully before investing in design and creation of a mobile app for your business. A quarter of all mobile apps are used only once. (Heidi Cohen)
75. 74% of Americans are unfamiliar with the concept of checking in to a location via mobile device, and only 3% have ever checked in. (Convince & Convert)
76. One in four employees use personal smartphones at work. (Earnest B2B)
77. Almost 40% of social media users access social media content from their mobile phone at least occasionally. (MediaPost)
78. Mobile and video are the two hottest growth areas in marketing. 17% of marketers say they’ve been using mobile marketing for less than a year, while another 17% plan to start using it in the coming year. The figures are 14% and 10%, respectively, for video marketing. (eMarketer)
79. In a July 2012 survey, 26% of respondents said they were interested in the iPhone5, while 74% said they were “over it”–just not that intrigued by another new Apple device. (SodaHead)
Email Marketing Facts
80. Nearly one billion Internet users are on Facebook. But 3.1 billion use email. (HubSpot)
81. Less than one out of five email marketers include social sharing links in their emails. Of those, 91% include a Facebook link while nearly half include Twitter. (HubSpot)
82. 19% of all time spent online is spent on reading and responding to emails. (MindJumpers)
Other Social and Marketing Stats
83. Instagram tripled its user base from 10 million in September 2011 to 30 million by April 2012. Its Android app had one million downloads on the day it was released. (Jeff Bullas)
84. 97% of Pinterest’s Facebook “likes” are from women. (Jeff Bullas)
85. Google+ adds 625,000 new users each day. (Jeff Bullas)
86. 67% of Google+ users are male. (Jeff Bullas)
87. A majority of marketers worldwide say that less than half of all the analytics data they collect is actually useful for decision-making, and 34% say analytics are not integrated at all with their business plans. (eMarketer)
Note: a slightly shorter version of this compilation was recently published as a guest post on Jeff Bullas’ blog.
Social media and inbound marketing techniques have been a boon for marketers. Not only do leads generated through social and content marketing cost half as much as traditional outbound-generated leads (see below), they also close at higher rate (again, see below).
And social media isn’t just about lead generation of course. While prospective buyers are using search and social to research products and services before making purchase decisions, marketers and PR professionals can use those same tools to research buyer wants and needs. And their competition. And…even social media itself.
Which brings us to this post. Wondering which social network is most effective at generating b2b leads? What marketing technique generates leads with the highest close ratio? What the best day of the week is for Facebook posting? Which U.S. city produces the largest share of “pins”on Pinterest?
Find the answers to those questions and many, many more in this collection of 72 fascinating social media marketing facts and stats for 2012.
Social Media / Social Networking
1. The average midsize or large company (1000 employees or more) has 178 “social media assets” (Twitter handles, employee blogs, etc.)–yet only 25% of companies offer social business training to their employees. (Marketingeasy)
2. B2b marketers believe social media is critical to organic search success. Marketers rate social media as the second-most imporant factor (64%) in search, behind only strong content (82%). (BtoB Magazine)
3. Although Facebook is the most important social media lead generation tool for b2c marketers (with 77% saying they had had acquired a customer through Facebook, compared to 60% for a company blog), among B2B companies, LinkedIn was the most effective, with 65% having acquired a customer through the professional network, followed by company blogs (60%), Facebook (43%), and Twitter (40%). (Marketing Charts)
4. The best way to “go viral” is to engage millions of users, each of whom share through small networks. “Online sharing, even at viral scale, takes place through many small groups, not via the single status post or tweet of a few influencers…Content goes viral when it spreads beyond a particular sphere of influence and spreads across the social web via ordinarily people sharing with their friends…the median ratio of Facebook views to shares (is) merely 9-to-1. This means that for every Facebook share, only nine people visited the story. Even the largest stories on Facebook are the product of lots of intimate sharing—not one person sharing and hundreds of thousands of people clicking.” (Ad Age)
5. LinkedIn generates more leads for b2b companies than Facebook, Twitter or blogs. Yet only 47% of b2b marketers say they are actively using LinkedIn vs. 90% on Facebook. (Social Media B2B)
6. One-third of global b2b buyers use social media to engage with their vendors, and 75% expect to use social media in future purchases processes. (Social Media B2B)
7. “Best in class” b2b companies are significantly more likely than average firms to integrate their social media efforts with their email marketing (65% vs. 51%), SEO (61% vs. 49%) and webinars (47% vs. 31%). (MarketingProfs)
8. As for “best in class” practices, 51% of best-in-Class companies use website social sharing tools, compared to 36% of average firms while 49% use keyword-based social media monitoring, compared with 39% of their more average peers. (MarketingProfs)
9. Top executives need to be involved in social media. 77% of buyers say they are more likely to buy from a company whose CEO uses social media. 94% said C-suite social media participation enhances a brand image. And 82% of employees say they trust a company more when the CEO and leadership team communicate via social media. (eMarketer)
10. 70% of marketers plan to increase the number of different social platforms they use in 2012. (ClickZ)
Want more registrations on your website? Consider offering a social login (i.e., the ability for visitors to register at and log in to your site using one of their existing social network profiles rather than creating a new login):
11. 86% of people say they are bothered by the need to create new accounts at websites. (MarketingSherpa)
12. 77% responded that social login is “a good solution that should be offered.” (MarketingSherpa)
13. 21% of “best in class” companies use social sign-in, compared to 8% of average-performing firms. (MarketingProfs)
14. Only 27% of B2B leads are sales-ready when first generated. This makes lead nurturing essential for capitalizing on the other 73%. But 65% of B2B marketers have not established lead nurturing campaigns. (MarketingSherpa)
15. SEO-driven leads have the highest lead-to-close rate (15%) among common lead generation sources. Paid search leads average a 7% rate, while outbound marketing leads (e.g., direct mail, telemarketing) close at a 2% rate. (Econsultancy)
16. B2C Facebook interaction is 30% higher than average on Sundays. (Mindjumpers)
17. Though nearly every large charity and university in America has a Facebook presence, less than 60% of the Fortune 500 do. (Mindjumpers)
18. 95% of Facebook wall posts are not answered by brands. (Mindjumpers)
19. Though Facebook continues to add users, U.S. members are becoming less active there. Between mid-2009 and late 2011, “messaging friends declined 12%, searching for new contacts fell 17% and joining a group of Facebook users dropped 19% in the U.S.” (MediaPost)
20. 70% of local businesses use Facebook.The U.S. has the largest number of Facebook users. The country with the second-largest Facebook population: Indonesia. (Jeff Bullas)
21. Facebook is the leading source of referred social media traffic to websites, at 26%. Twitter is second at 3.6%. (Pooky Shares)
22. Facebook marketing is a specialized skill. For those looking to outsource this function to a professional consultant, expect to pay $500-$1,500 for initial page setup and anywhere from $1,000 to $3,000 per month for ongoing content management and curation. (Mack Collier)
23. 52% of consumers say they have stopped following a brand on Facebook because the information it posted had become “too repetitive and boring.” (SMI)
24. There are now roughly 100 million active Twitter users (those who log in at least once per day). (Mindjumpers)
25. 34% of marketers have generated leads using Twitter, and 20% have closed deals. (Mindjumpers)
26. 40% of Twitter users rarely post anything but primarily consume content there. 55% access Twitter via a mobile device. (Mindjumpers)
27. 92% of retweets are based on “interesting content.” Only 26% are due to inclusion of “please RT!” in the tweet. (Mindjumpers)
28. Twitter now has 200 million users, including 8% of the U.S. population. About one-quarter of all users are considered “extremely active,” checking in several times per day. (Jeff Bullas)
29. 55% of all Twitter users use the service to share links to news stories, and 53% retweet others. (Jeff Bullas)
30. 77 of the world’s 100 largest companies maintain a corporate Twitter account. But media outlets are the most active users. (Jeff Bullas)
31. Meanwhile, 62% of the Fortune 500 have an active Twitter account. (Business Insider)
32. Most professional consultants charge $500-$1,000 to set up a Twitter account (optimized bio, custom background etc.) and $500-$1,500 per month for ongoing management (dependent on level of activity and amount of content). (Mack Collier)
Google and Google+
33. Google’s search engine is used by 85% of global Internet users every month. (MediaPost)
34. Google+ is expected to reach 400 million users by the end of 2012. It’s membership is 63% male, with the largest cohort in their mid-20s. While the largest block of users by country are in the U.S., the second largest is India. However, only 17% of users are considered “active.” (Jeff Bullas)
35. Google+ is the tool that most marketers (70%) say they want to learn more about in 2012, following by blogging (cited by 59%). (ClickZ)
36. The image-based social network has grown 4,000% in the past six months, now boasts more than 4 million users, and keeps those users engaged: the average Pinterest user spends nearly an hour-and-a-half per month on the site, behind only Facebook and Tumblr. (Jeff Bullas)
37. 83% of Pinterest users are women. In the U.S., the most popular categories are Fashion, Desserts, Clothes and Birthdays. (MediaPost)
38. But in the U.K., the five most popular topics on Pinterest are Venture Capital, Blogging Resources, Crafts, Web Analytics and SEO/Marketing. (Pooky Shares)
39. 22% of all pins come from New York, followed by Los Angeles at 15%. A higher percentage come from Minneapolis (10%) than from San Francisco (8%)–even though Pinterest is based in Palo Alto. (MediaPost)
40. Pinterest is virtually tied with Twitter (at 3.6%) for the amount of referred social traffic it sends to websites. (Pooky Shares)
41. Tumblr grew 900% in 2011 and now has 90 million users. However, just 2% of members account for more than 40% of all traffic. (Jeff Bullas)
42. The five most popular tags for Tumblr posts are GIF, LOL, Fashion, Art and Vintage. The U.S. has the largest share of users, followed by Brazil. (Jeff Bullas)
43. 4.8 billion people now own mobile phones. Just 4.2 billion own a toothbrush. (Mindjumpers)
44. One-third of smartphones globally use the Android OS. (MediaPost)
45. The number of tablets in use in the U.S. rose from 34 million in 2011 to 55 million this year and is expected to reach 108 million by 2015. (TMGmedia)
46. Mobile commerce is projected to ten-fold from 2010 ($3 billion) to 2016 ($31 billion). (TMGmedia)
47. While three-quarters of b2b marketers are aware of the growing importance of mobile devices, only 23% rate mobile search as either “important” or “critical” to their search marketing objectives. (BtoB Magazine)
48. Just 16% of b2b marketers are producing mobile-specific content as part of their content marketing efforts. (Smart Insights)
49. Although the percentage of visits to b2b websites coming from smart phones has increased nearly 50% in the past year, they still represent only about 1 out of every 24 sites visits on average. (Webbiquity)
SEO and Search Marketing
50. 57% of B2B marketers say SEO has the biggest impact on their lead generation goals. (Mindjumpers)
51. Though half of all b2b digital spending is focused on search and most websites are organically optimized, only 65% of b2b marketers have ever used pay-per-click advertising. (BtoB Magazine)
52. Search provides the highest quality leads. According to research by HubSpot, “SEO leads have a 15% close rate, on par with the close rate for direct traffic, and ahead of referrals (9%), paid search (7%), social media (4%), and outbound leads (2%).” (Marketing Charts)
53. Social media sites and blogs reach 80% of all U.S. internet users. (Mindjumpers)
54. Social networks and blogs account for 23% of all time spent online — twice as much as gaming. (Mindjumpers)
55. “Increased frequency of blogging correlates with increased customer acquisition, according to…HubSpot. 92% of of blog users who posted multiple times a day acquired a customer through their blog, a figure that decreased to 66% for those who blogged monthly and 43% for those who posted less than monthly.” (Marketing Charts)
56. The most popular frequency for blog posting is weekly (60% of bloggers). Just 10% post daily. (Marketing Charts)
57. Blogs are the single most important inbound marketing tool. “When asked to rank the importance of the services they use, 25% of users rated their company blog as critical to their business, while a further 56% considered them either important (34%) or useful (22%)” for a total of 81%. (Marketing Charts)
58. B2B companies with blogs generate 67% more leads per month on average than non-blogging firms. (Social Media B2B)
59. For those looking to outsource, a professional consultant will generally charge $1,000-$3,000 for setting up a blog, $1,000-$3,000 per month for ongoing content development/editing, and ballpark of $200 for a single guest post. (Mack Collier)
60. The average budget spent on company blogs and social media has nearly doubled in the last two years, and two-thirds of marketers say their company blog is “critical” or “important” to their business, since 57% of businesses have acquired a customer through their company blog. (Business2Community)
61. Only 23% of the Fortune 500 (largest companies) maintained a blog in 2011, while 37% of the Inc. 500 (fastest-growing companies) did so. (Business Insider)
Video and SlideShare
62. 52% of b2b marketers use video as part of their content marketing mix. (Smart Insights)
63. Video production costs vary widely, depending on length, quality, type of content and other factors. High-end animated videos can cost $20,000-$30,000, while simpler interview-type videos can be under $1,000. Common 2- to 3-minute videos with a mix of live action and simple animation typically cost $2,000-$5,000. (Mack Collier)
64. SlideShare draws 60 million visitors per month; but most importantly for b2b marketers, it attracts 3X more traffic from business owners than any other social media site. (Jeff Bullas)
65. On social networking sites, men and women are about equally willing to share their real names (both about 87%), political and religious affiliation, and the brands they like (~77%), but men are far more likely than women to share their physical address (11% vs. 4%), their current location (35% vs. 20%), their phone number 15% vs. 4%), and their income level (16% vs. 5%). (AllTwitter)
66. Contrary to what you’ve probably been told, longer format video may actually drive higher engagement: “different types of content yield different sharing behaviors. Breaking down video behavior within StumbleUpon, videos viewed between two to three minutes found a spike in sharing out to social media, whereas videos viewed beyond four minutes see direct shares increase by five times. Longer, arguably more involved, content may drive viewers to more intimate sharing routes.” (Ad Age)
Inbound and Content Marketing
67. 90% of b2b marketers do some form of content marketing. 26% of b2b marketing budgets are invested in content, and 60% of b2b marketers say they plan to spend more on content marketing in the coming year. (Smart Insights)
68. The most popular content marketing tactics used by b2b marketers are article posting (used by 79% of b2b marketers), social media excluding blogs (74%), blogs (65%) and enewsletters (63%). Just 10% use virtual conferences. (Smart Insights)
69. The average cost to generate a lead through inbound marketing ($143) is about half the average for outbound marketing ($373). (Econsultancy)
70. Small businesses, on average, spend twice the share of their lead generation budget (43%) on inbound marketing as do large companies (21%). Small organiations spend more than twice as much on social media and 3X as much on blogging as their larger counterparts, while big businesses spend three times as much on trade shows and nearly twice the share of their budget on direct mail as do smaller firms. (Econsultancy)
71. More is (often at least) better. Businesses with 40+ different landing pages/offers generate 10X more leads than those with five or fewer landing pages, and those with 200 or more total blog posts generate 3.5X more leads than those whose blogs have 20 or fewer posts. (Econsultancy)
72. 84% of b2b companies are using some form of social media marketing. However, “best in class” companies generate over 3X their share of all leads (17% vs. 5%) from social media as do average performing companies. (MarketingProfs)
73. 90% of b2b marketers are doing some form of content marketing, and b2b marketers spend on average 26% of their marketing budgets on content. The most effective content marketers spend twice as much as their less effective peers on content development, and consider buying stage when developing content. (B2B Marketing Insider)
74. It shouldn’t be a surprise, but content has to be good in order to be effective. B2b buyers say that less than half of vendor content is useful–and vendors who produce such low-value content are 27% less likely to be considered and 40% less likely to win the business. “Good” content is concise, entertaining (includes stories), more educational than promotional, and is contextually personalized. (B2B Marketing Insider)
75. 59% of marketers plan to increase their frequency of content publishing this year. (ClickZ)
76. Why content marketing matters: 44% of traditional outbound direct mail is never opened, which is a waste of budget, paper and postage. 86% of people now skip through television commercials with a DVR. And 84% of 25 to 34 year olds have exited a favorite website because of an irrelevant or intrusive ad. (Business2Community)
Media and Online Advertising
77. Most “national” newspapers are still quite regional: the Chicago Tribune gets socially shared at above average levels only in Illinois, the Washington Post only in Virginia, D.C. and Maryland, and the New York Times only in a clump of northeastern states and Hawaii (though the Wall Street Journal is very popular in Arizona). Fox News is most popular in the southeastern U.S. plus Nevada and Alaska, while the Huffington Compost is widely share along the Interstate 35 corridor (Minnesota to Texas), Florida, Oregon, Maine and the rustbelt. (Forbes)
78. Online CPM rates have little correlation with actual advertiser value delivered. Nearly one-third of all display ads are never seen (defined as 50% of the pixels in view for at least one second). But contrary to popular belief, “below the fold” ads don’t necessarily have lower impression rates than those placed high on the page. (MediaPost)
79. Leaderboard (728 x 90 pixels) and medium rectangle (300 x 250) ad sizes have the highest view-in rates. Coupon and directory sites have the highest ad view rates, both over 80%. In contrast, a sponsor’s ads had just a 27% likelihood of being seen on pet-oriented sites. (MediaPost)
Reports, surveys, studies and infographics are among the most popular content posted and shared across social networks. We’re all hungry for data.
Marketers, we’re told, need to think like publishers. But which networks are most effective for spreading the content produced? How widespread, really, is the use of social media for marketing? How are B2B marketers using social media differently from their B2C counterparts? How are marketers measuring social media success? Who is actually consuming all of this content?
Find the answers to these questions and many more here in more than 40 of the best reports, studies, videos and other sources of social media, search, and other marketing facts and statistics of the past year.
General Social Media Statistics
The Growth of Social Media: An Infographic by Search Engine Journal
- • One in four Americans watches a YouTube video every day.
- • 53% of employers now research candidates on social networks before hiring.
- • 71% of companies now have a presence on Facebook. 59% are on Twitter, and 43% use a company blog for marketing.
Researchers To Marketers: Go Social, Mobile by MediaPost Online Media Daily
Les Luchter looks at research showing that 10% of all website visits to the top 1,000 web properties come from social sharing, half as much as from search. Sharing accounts for nearly a third of all referral traffic, and shared links are “clicked on 4.9 times each, on average, across all sharing channels, so content shared by large groups of people reach a wider audience than content passed along from others.”
Social Networking Growth Stats and Patterns by Social Media Today
Dan Nelms dives into a Comscore report which found that although Facebook engagement is increasing (the average time spent on the site per user per month increased from 4.6 hours to 6.3 hours in the last year), niche social networks are experiencing the fastest user growth (up 48.1% for the year). Still, the top 10 social networks account for nearly 80% of all social network traffic.
Shea Bennett examines research finding that, no surprise, the user base on LinkedIn skews older than on other social networks: more than half of all members are aged 36-65, with just 6% younger than 22. People over the age of 65 don’t make up more than 6% of membership on any social network (the 6% figure is for Facebook). And while women outnumber men on almost every major social network (e.g. women make up 64% of Twitter’s following), men (63% to 37%) are the larger share on LinkedIn.
Infographic: Social Media ROI Statistics by Digital Buzz
Aden Hepburn shares a wealth of social media ROI statistics here, such as that 74% of CMOs believe they will get a handle on social media ROI in 2012. Website traffic is the most commonly measured social media metric, followed by conversions, positive mentions and number of fans/followers. In the coming year, 77% of companies plan to spend more on YouTube; three-quarters plan to increase spending on Facebook and blogs, and 73% will invest more on Twitter.
You just shared a link. How long will people pay attention? by bitly blog
***** 5 STARS
Hilary Mason reports on research showing the “half-life” of a link on various social networks (the time in which half of all clicks the link will ever get occur). Among her key findings: “(looking at) the half life of 1,000 popular bitly links, the results were surprisingly similar. The mean half life of a link on twitter is 2.8 hours, on facebook it’s 3.2 hours and via ‘direct’ sources (like email or IM clients) it’s 3.4 hours. So you can expect, on average, an extra 24 minutes of attention if you post on facebook than if you post on twitter.”
The State of the Internet Now
***** 5 STARS
This incredible site displays real-time statistics on a variety of global internet metrics, including today’s “Intetnet mood poll,” the relative positions of the largest social networks, how time is spent online, and a constantly changing collection of “Fun Facts” (e.g. “Lady Gaga is Twitter’s most followed user with 8.4 million followers”).
11 infographics for your next presentation by Ragan’s PR Daily
***** 5 STARS
Arik Hanson shares a collection of “Infographics that would fit nicely into many digital marketing/PR presentations.” Topics include online demographics, the growth of social media, Twitter facts and figures (e.g., 40% of all tweets are pointless babble; only about one out of every 11 tweets gets retweeted), location-based marketing, and how executives use social media (LinkedIn is used by 92% of top executives, Facebook by 51%, and Twitter by 41%; half of all top executives use at least three different social networks regularly; and 83% trust social media sites “somewhat” or “strongly”).
Social Media Adoption Slows For Fortune 500 by The Realtime Report
Marissa McNaughton looks at social media use among America’s largest companies. Among the findings: 114 companies (23%) of the Fortune 500 maintain blogs, 62% have active corporate Twitter accounts, and 58% have a Facebook presence. But after rapid growth in 2009 and 2010, the study found that “There has been little or no change in the number of companies using corporate blogs (0%), Facebook (2%) and Twitter (2%) in the last year.”
McKinsey Social Technologies Survey: the Business Ecosystem Benefits by Fusion Marketing Experience
- • 72% of companies use at least one type of social technology; 50% use social networking, 41% have blogs, and 38% use video.
- • The most rapid increase in adoption has been in the use of social networking, which has nearly doubled since 2009.
- • 27% of companies expect “the elimination, or at least lessening, of an organizations formal hierarchy because it will be easier to make decisions as a group.”
Out with the Old (Marketing) And In With the New by Blue Focus Marketing
Echoing the statistic from Erik Qualman that “78% of people trust peer recommendations vs. only about 14% who trust ads,” Mark Burgess makes the case for online and inbound marking using numbers: consumers are more likely to trust online consumer opinions (49%), opt-in (vendor) emails (40%) and even brand websites (35%) than any type of web-based advertising–though search ads (21%) outperform other formats.
Companies Should Communicate Via Social Media by MediaPost Onlne Media Daily
Gavin O’Malley relays research from New York University which finds that “78% of respondents (consumers) agreed that either social media platforms would soon replace other means of customer service altogether, or become the dominant way for consumers to communicate with corporations.” The study also noted that “45% of respondents would feel ‘angry’ if ignored by companies on a particular social media platform…nearly 1 in 3 respondents said they would stop doing business with the offending company altogether…(and) if confronted with unanswered customer complaints on a company’s social media site, 88.3% of respondents said they’d be either somewhat less likely or far less likely to buy from that brand.”
McKinsey Research Again Validates Social Technology Benefits by paulgillin.com
Paul Gillin quotes from McKinsey research findings on social media use in the enterprise that 72% now use some form of social media, with more than 40% participating in blogging and social networks. Why? Because it produces real business results: “Executives at fully networked organizations report greater benefits from both internal and external interactions…Self-reported operating-margin improvements correlated positively with the reported percentage of employees whose use of social technologies was integrated into their day-to-day work. Market share leadership in an industry, the final self-reported performance measure, (also) correlated positively with the integration of social tools in employees’ day-to-day work.”
B2B Marketing Research and Statistics
10 informative B2B marketing infographics by Econsultancy
Graham Charlton presents 10 B2B-focused infographics, filled with statistics and findings such as that B2B buyers are increasingly getting their information from Facebook, Twitter, LinkedIn and blogs while other sources fall in popularity, and that 86% of B2B firms are using social media (versus 82% of B2C companies), but they are less engaged than their consumer-focused counterparts (with 32% of B2B companies engaging online daily, compared to 53% of B2C enterprises).
B2B Marketing [r]Evolution (Content Marketing) by PropelGrowth on YouTube
The latest version of this video provides a wealth of B2B-related stats, including: 83% of buyers no longer trust advertising (but most do trust recommendations from other users online). Google attracts more than one billion unique visitors per month. 92% of B2B buyers use online resources to research products and services. And most B2B buying cycles are 70%-80% complete before the salesperson is even aware of the buyer.
Scott Gillum believes that tools like Blogger Dynamic Views and Flipcard have “the potential to turn over complete control of the user experience to the visitor.” He explains what it means for B2B marketers when buyers are essentially able to create their own UI.
How B2B Search Engine Marketers Can Better Impact the B2B Buying Process by Search Engine Watch
***** 5 STARS
In this must-read post for B2B marketers, Derek Edmond reviews research from TriCommB2B detailing the role of content marketing assets in B2B marketing (e.g., which assets are viewed as most critical to buyers—technical data sheets and vendor websites—and which are least important), the six distinct phases of the B2B buying cycle, SEO best practices, using social networking for link building, and more.
Types of Valuable Marketing Content by The Daily Numbers
David Erickson reports that 39% of B2B marketers (as well as 37% of their B2C counterparts) view blog posts as the most valuable type of content to support their marketing efforts. He notes that some companies try to use a blog simply as a mechanism to re-post their press releases, and are subsequently disappointed by the results. But he also points out that companies who stick with blogging over the long term “gain immeasurably through an understanding of content marketing, what types of content appeal to their customers, (and) how content works with search in attracting new customers.”
B2B Marketers Have Much To Learn About Social by MediaPost Online Media Daily
Gavin O’Malley passes along findings from a Pardot study, indicating that “as much as marketers like social media, they’re not spending proportionately on the new channel.” Although 95% of B2B marketers report using social networks to reach prospects, “nearly 30% are not tracking the impact of such campaigns on lead generation and sales. And among those who do, about 42% of marketers replied that zero or an uncertain number of sales leads resulted from social media programs.”
Study Shows Differences Between B2B and B2C Marketers by Marketing Pilgrim
***** 5 STARS
Frank Reed examines the differences in digital marketing practices between B2B and B2C marketers, such as that 75% of B2C marketers say Facebook is their most active social media channel, while B2B marketers are more divided on the question (35% say Facebook, 26% Twitter, and 25% LinkedIn). B2B marketers on average spend a higher percentage of their online budget on SEO (33%) than their B2C counterparts (22%), but less on PPC advertising (28% vs. 43%) and social media marketing (10% comapred to 15%).
Only 8% of B2B Companies Heavily Engaged in Social Media by Social Media B2B
Jeffrey L. Cohen looks into an Accenture study finding that although 65% of B2B marketers call social media “extremely or very important,” only 8% would describe their own social media use as “extensive.” 26% are only slightly engaged or not using social media at all. Why? According to the study, “50% of marketers surveyed felt they needed new tools and technologies to manage their social media efforts and 40% indicated that their team was not properly trained to take advantage of social media.”
4 Ways To Boost The Value Of Your B2B Marketing Content by Social Media B2B
How can B2B companies best take advantage of social media? Adam Holden-Bache passes along research showing that 77% of B2B buyers view content as more influential if it includes social sharing buttons. 92% say that when video “is embedded in content it positively or very positively effects the overall influence.” And 37% of buyers have consumed b2b content using a mobile device.
Social Media and C-Level Executives
Despite the fact that 80% of companies with 100 or more employees now use social media in their marketing mix, “only 27% (of business executives) list social business as a top strategic priority. Nearly half (47%) admit a social plan is necessary but not a strategic priority and 19% say social business strategy is simply not necessary.” Given those figures, it’s not surprising that just 17% of executives believe their company’s social media strategy is ahead of the curve, while 33% are concerned that they trail the market.
Social Media Stats for the C-Suite by Social Media Today
***** 5 STARS
Jeff Esposito here compiles results from several research studies in a collection of 30 interesting social media facts, among them: 82% of 18-29 year olds utilize at least one form of social networking. 40% of corporate Twitter accounts include customer service use. Only about 10% of CMOs say that social marketing efforts are integrated with their overall marketing strategies. And nearly half of consumers “combine social media and search engines in their buying process” (which is why web presence optimization is critical).
Social Media: A Must For CEOs Of The Future by V3 Integrated Marketing
The always insightful Shelly Kramer comments on recent research showing that more CEOs are starting to embrace social media. More specifically, “Twenty-eight percent of CEOs under the age of 40 maintain a work-related blog daily. And 32 percent of them contribute or read micro-feeds using Twitter or a similar application.”
13% of Online Americans Use Twitter [STATS] by Mashable
According to Pew Research stats cited by Lauren Indvic here, 13% of all online Americans, 15% of those with incomes greater than $75,000 per year, 16% of college graduates, and nearly 20% of Internet users aged 25-34 use Twitter.
Study: 76 percent of communications professionals use Twitter by Ragan’s PR Daily
Michael Sebastian reports that “76 percent of communicators (PR professionals) in the United States and Canada used the site, nearly double the percentage from 2009,” and in addition, “The percentage of organizations with a budget devoted to social media has doubled since 2009, to 30 percent from 15 percent. 32 percent of PR pros said they have a dedicated social media team in place.”
30 Terrific Twitter Facts And Figures by Geeky Stuffs
Noting that its “glamor and brand problem has not held back (Twitter’s) growth after its humble origins and launch in 2006,” Shaan Haider lists 30 stats about the microblogging service such as that the service had only three million registered users in 2008 (but 225 million by March 2011); 60% of all tweets come from third-party apps; and mobile Twitter users increased by 182% in the past year.
The Shelf Life of a Web Page by The Daily Numbers
David Erickson (again) reports that StumbleUpon not only accounts for the bulk of social sharing (it drove “50.3% of the social media traffic referrals in the US from August to September” in 2011) but also that its link have a much longer half-life than those on Facebook or Twitter. He also notes that once-hot Digg has devolved into “the MySpace of social sharing sites.”
Emma Hutchings shares an infographic loaded with StumbleUpon statistics and facts, such as that “2.2 million web pages…are added to StumbleUpon every month, which works out at 51 each minute. The average Stumble page view lasts 72 seconds, nearly 25% longer than the average web page view, and the average Stumble session lasts 69 minutes, which is three times longer than the average time someone spends on Facebook.”
Social Network User Base Grows, 56% Are Adult Females by MediaPost Online Media Daily
Mark Walsh relays survey results revealing that nearly half of Americans now use at least one social networking site. Facebook is, no surprise, the dominant network, but interestingly “the average Facebook member has 229 friends on the site, with people from high school making up the largest share at 22%, followed by extended family (12%) and coworkers (10%), college friends (9%), and immediate family (8%).” The survey also suggests that Facebook may have reached its saturation point in the U.S..
Social Media Surpasses Search, Facebook Leads by MediaPost Online Media Daily
Frequent best-of honoree Laurie Sullivan looks into a Nielsen report showing that in terms of time spent on the site, Facebook (yeah, I know, a shock) is the leader followed by Blogger, Tumblr, Twitter and LinkedIn. All came in well ahead of sites like Google, AOL and MSN. In addition, “Tumblr has grown to become the eighth-largest U.S. site, jumping 183%…in the past year.”
Shea Bennett (again) posts an infographic loaded with online usage stats, such as that 65% of adult internet users engage on social networking sites like Facebook or LinkedIn (vs. 13% who are on Twitter), 92% use email and search engines, and 81% go online to check the weather. Meanwhile, dating websites and virtual worlds (e.g. Second Life) are reportedly among the least popular online activities.
SEO Research and Stats
SEO Underused, Forrester Report Suggests by MediaPost Search Blog
Laurie Sullivan reports Forrester research discovering that three-quarters of technology vendors have embraced SEO; less than 10% don’t use search optimization at all. However, SEO remains under-used in certain areas, such as “supporting sales in moving prospects through the sales process.” From the buyer perspective, Forrester found that “When customers search for IT products, 20% said they primarily search for best practices; 19%, vendors and products; 18%, technology categories; 17%, other experiences; 16% business problems; and 9%, organizational adoption programs.”
Wow, you can make good money in Search by iMedia Connection
AJ Lawrence shares SEMPO research on SEO salaries showing that the average search marketer earns $75,542 per year. This ranges from rookie analysts starting at around $30,000 annually to vice presidents bringing down more than $250,000. More than half of all SEO professionals (57%) have five years or less experience.
SEO Salaries and the Best Cities for SEO Jobs by Onward Search
Going a bit deeper into the topic of SEO compensation than the post above, this post/infographic shows the top cities for SEO work (New York, LA and San Francisco top the list; Minneapolis, where I’m at, comes in at a respectable 12th place), a breakdown of SEO titles, and salary ranges by market (if you don’t mind the heat, SEO jobs in #10 Atlanta apparently pay considerably better than those in #9 Seattle).
SEO Behavior: Click-Through Rates Drop Per Search by MediaPost Online Media Daily
Laurie Sullivan (again) notes research showing that more than half of searchers click on a first-page search result. In round numbers, the top result generates 18% of click-throughs, the #2 result 10%, and positions 6-10 each get 4% or fewer of all clicks. David Erickson offers additional detail on the same study in Organic Click-Through Rates by Ranking.
10 Stats to Justify SEO by Search Engine Journal
Daniel Bianchini shares some high-level stats on the importance of search, such as that 93% of all internet traffic comes from search engines, with Google dominating. The figures here are specific to the UK, but the general ideas are more universal.
Google Longtail Keywords Infographic by SEO Book
Aaron Wall presents an infographic titled “How Google Killed the Long Tail,” which delves into topics like spell correction (sometimes a friend, sometimes not), Google Instant (ugh), query freshness and “not provided” keywords in Google Analytics (boo, hiss).
A Tale Of Two Studies: Google vs. Bing Click-Through Rate by The Daily SEO Blog
According to this infographic, results on the first page of Google generate higher click-through rates across all positions (maybe that “Bing and decide thing isn’t working out—or maybe this data set is simply too small). 55% of Google searchers are male, while women (58% to 42%) are more likely to be searching on Bing. And in terms of ranking factors, Google supposedly no longer cares about the H1 tag, while neither search engine gives weight to domain age (hmmm).
General Marketing Research
Among Affluent Americans, Print Media Is Tops by Ad Age Blogs
While social media generates headlines, don’t write off traditional media just yet. Stephen Kraus and Bob Shullman report that of households with more than $100,000 in annual income, 93% read magazines in hard-copy format, while just a third read them online. Similarly, 86% read printed newspapers compared to 39% who read the same news online. And 94% watch television shows on (gasp!) televisions, versus 23% who view TV shows online.
Lauren Indvik (again) takes note of research from Outbrain which finds that the Drudge report drives 7% of traffic to sites like the New York Times, MSNBC, and The Atlantic (and Mashable), more than twice the percentage of Facebook and Twitter combined. That figure was up 1.5% from the previous year. Overall, according to the study, “social networks still drive relatively little traffic (7%) compared to content sites (56%) and search (37%).” Among social networks driving traffic, Twitter and Reddit came out on top.
2011 Insane Mobile Marketing Facts & Trends by Bit Rebels
The delightful Diana Adams reports that more than one-quarter of all mobile phones are now smartphones, that mobile internet usage is expected to overtake desktop usage by 2014, and that Americans spend about twice as much time on their mobile phones each day as they do eating, among other fascinating factoids in this infographic.
Paid Search To Grow 15% In 2012 by MediaPost Online Media Daily
Laurie Sullivan (yet again) shares findings from recent search marketing research. Among the trends: paid search is projected to grow 15% in 2012 and 2013, followed by 13% in 2014. Costs are rising: “a promoted trend on Twitter now costs $120,000 daily, up from between $25,000 and $30,000 when Twitter first launched in April 2010.” And the fastest growing format is expected to be online video ads.
Sure, teenagers spend a lot of time on YouTube, but did you know that three-quarters of business executives watch work-related online videos weekly? Or that 73% of U.S. companies now use social media for marketing (though the figure varies widely based on size of company)? Or which four cities rank ahead of Seattle and San Francisco as the “most networked?” Or that49% of B2B journalists write blogs, and 84% are on Twiter? Or that a third (or more, depending on which study you believe) of all clicks go to the top result on a search engine query?
Get the details behind these stats and many, many more here in more than 40 of the best articles and blog posts about social media, search, budgeting and digital marketing research, facts and statistics of 2011 so far.
Social Media Stats, Facts and Research
Does Facebook Need To Build A Search Engine? by MediaPost SearchBlog
Social media sites now drive more traffic to many popular sites—including Comedy Central, NFL.com and Netflix—than Google does. Citing these and other statistics, Laurie Sullivan ponders the meaning of the term “search engine.” She quotes Wedbush Equity Analyst Lou Kerner, who has called Facebook “‘the second Internet,’ with time spent on Facebook and page views surpassing Google search.” Facebook has become the (far more successful) second coming of what AOL was back in the early 90s. As Mark Twain allegedly quipped, “History doesn’t repeat itself, but it often rhymes.”
Executives & Online Video [CHARTS] by eStrategy After Hours
David Erickson shares eMarketer findings about the popularity of online video among business executives. Among the findings: “Three-quarters of all executives said they watched work-related videos on business websites at least once a week, and more than half did the same on YouTube.” Nearly a quarter prefer video content to text. And nearly two out of three executives have visited a vendor’s website after viewing an online video elsewhere.
Content Sharing Trends in 2010 [Infographic] by Pamorama
Pam Dyer reports on data from AddThis showing the top methods for sharing information from more than 300 options. Not too surprisingly, Facebook is the #1 method for passing along content, followed by email and then Twitter. Gmail and StumbleUpon are the fastest growing methods, however.
B2B marketers: give us inbound, social, e-mail, marketing automation and content by Conversion Marketing Forum
After pondering some of the differences between B2B and B2C marketing, J-P De Clerck shares data from MarketingSherpa showing that lead generation is (by far) the top priority for B2B marketers (with 78% saying that generating high-quality leads is their top priority) while budget increases are going overwhelmingly to inbound marketing tactics (with 60%+ spending more on content, social media and SEO).
Pew: Republicans, Democrats Use Social Media Equally by MediaPost Online Media Daily
Mark Walsh summarizes research findings from a Pew survey revealing that “22% (of) online adults used Twitter or other social networking sites like Facebook or MySpace in the months leading up to the November 2010 elections…Among social network users, 40% of Republican voters and 38% of Democratic voters used these sites to become involved politically.” At least something is bipartisan.
Social Media 2010, The Fastest Growth Ever by MyCorporateMedia
Randy Schrum supplies some interesting social media statistics, such as: Twitter users post more than 65 million tweets per day. Over 2 billion videos are viewed every day on YouTube. And 73% of U.S. companies now use social media for marketing.
16 social media statistics that might surprise you by Communications Conversations
Arik Hanson lists social media stats from various sources showing that 75% of brand ‘Likes’ on Facebook come from advertisements. 22% of Fortune 500 companies have a public-facing blog that has at least one post in the past 12 months. Fridays at 4 p.m. eastern time (U.S.) are the most retweetable day/time of the week, per Dan Zarella of HubSpot. (I don’t buy that one, as in my experience, Twitter pretty much dies between noon on Friday and early Saturday morning.) 48% of Twitter users say they rarely or never check Twitter. (That I believe.)
Report: CMOs Eager To Integrate Social Tools by MediaPost Online Media Daily
Gavin O’Malley reports that chief marketing officers have embraced social media: “From Facebook to Twitter, a full 90% of chief marketing officers now participate in an average of three or more social media activities.” And 93% planned to use some form of user-generated content in their marketing efforts this year, including customer stories, product suggestions or ideas, and customer reviews.
65 Terrific Social Media Infographics by Pamorama
Writing that “These snapshots communicate essential information to help marketers make sense of the social networking space and how people are using it in their everyday lives to communicate and share information and ideas,” Pam Dyer shares a huge collection of infographics on everything from the history of social networking to how marketers are using social media to the meteoric rise of Twitter to how people are using social media on mobile devices.
Is a Blog Still Important in 2011? by Edelman Digital
Noting that “a blog is a focal point and acts as a base of operations for communications,” Jonny Bentwood details the benefits of business blogging as well as the growth stats: 39% of U.S. companies are currently using blogs for marketing purposes, up from 29% in 2009 and just 16% in 2007.
Minneapolis is 4th-Most Socially Networked City by Twin Cities Business
Congrats to my fellow Minneapolitans! According to the TCB article,”If you live or work in Minneapolis, chances are good that you have a Facebook page, a Twitter account, and/or a LinkedIn page. The city ranked fourth on Men’s Health magazine’s just-released list of the ‘most socially networked cities.’ Minnesota’s most populous city earned an A+ grade and ranked just behind Washington, D.C.; Atlanta, Georgia; and Denver, Colorado.” Minneapolis ranked ahead of Seattle (#5), San Francisco (#6) and Boston (#9). Oh yeah.
Social Ads Spur Big Engagement Opportunities by iMedia Connection
According to research from social media advertising firm appssavvy, social activity ads (e.g., “an item in a social game or appear after a social network user fills out an online poll”) significantly outperform rich media ads, performing roughly twice as well. Paid search ads, however, still outperform both.
Social Media Statistics by The B2B Guide to Social Media
***** 5 Stars
This is one of the most amazing and comprehensive sources of social media statistics anywhere (other than the Webbiquity blog marketing research section, of course). Among the multitude of stats you can find here about blogging, LinkedIn, Facebook, Twitter, video, social gaming and more:
- • 49% of B2B journalists have blogs. 14% of all blogs are about technology and internet marketing.
- • Only 20% of blogs attract 10,000 or more unique visitors per month; 48% draw less than 1,000 readers each month.
- • 70% of marketers planned to increase their social media budgets by 10% or more in 2011.
- • 85% of B2B journalists are on Facebook. Almost one-third of all Facebook posts are created from mobile devices.
- • The number of monthly active users on Twitter increased 82% from January to September 2011.
- • 84% of journalists are on Twitter.
- • 58% of people said “they unfollowed someone because their tweets appeared automated” while 34% said the same because the offenders tweeted about themselves too much.
- • 66% unfollowed someone due to excessive tweeting (35 tweets per day is considered, on average, the upper limited of acceptable tweeting).
- • And much more.
The Winners & Losers of Social Networking [INFOGRAPHIC] by Mashable Social Media
Observing that “social networking as a whole might be leveling off,” Jolie O’Dell explains which networks are still on the rise (e.g., Tumblr, StumbleUpon, LinkedIn) and which are declining (MySpace – there’s a shock, Friendster, Ning and Hi5) as well as sharing details about the demographics of several top social networks (e.g. Habbo users are the youngest, Plaxo’s the oldest, and LinkedIn’s the wealthiest).
Under 1 Percent of Web Visits Comes from Social Media by Marketing Pilgrim
Cynthia Boris shares research findings from ForeSee Results indicating that, across a cross-section of websites, less than 1% of visits come directly from a social media URL, though an additional 17% of visits are “influenced” by social media. That sounded low to me, so I checked some of the B2B technology client sites I manage. Their social media traffic ranged from 4% to 9% of total traffic. And nearly 15% of visits to this blog come from social media sources (including other blogs). So, check your own stats; your mileage may vary.
Study: 93% of B2B Marketers Use Social Media Marketing by Social Media B2B
The always insightful Adam Holden-Bache reports that according to research from BtoB Magazine, “B2B marketers overwhelmingly favor ‘the big 3′ social media channels, with LinkedIn being the most-used channel (72%). Facebook (71%) and Twitter (67%) are close behind…Other channels used by B2B marketers include YouTube (48%), blogging (44%) and online communities (22%).” Although B2B marketers are increasingly using social media channels in their marketing and PR efforts, however, Adam notes that “75% of B2B marketers who conduct social marketing say they do not measure the ROI of their social marketing programs.”
Report: Where Marketers are Focusing in Social Media by Social Marketing Forum
Jim Ducharme demonstrates the increasing importance of social media for marketers based on the amount of time spent on such efforts. 58% of marketers devote six hours or more each week to social media, while 15% spend more than half their time with it. The amount of time spent tends to increase with experience. Preferences also shift: while Facebook is the top network of choice for those with one to three years of social media marketing experience, Twitter is the favorite tool of those who are more seasoned.
Report: Future Plans for Focus in Social Marketing by Social Marketing Forum
In a follow-up piece to the post above, Jim Ducharme discusses social media marketers’ future plans. The largest percentage (77% overall, 82% in large enterprises) plan to invest more in YouTube and online video in the coming year. 75% intend to increase efforts on Facebook and blogging, 73% on Twitter, and 71% on LinkedIn. Just 19% plan to increase efforts with GroupOn.
Social Media 2011 Just The Stats by Reciprocate
Karen Emanuelson shares research from HubSpot showing that there are 10.3 billion searches on Google each month; one-third of U.S. consumers spend at least three hours per day online; 9 out of 10 internet users visited a social networking monthly last year; more than half of all internet users read blogs at least monthly; and many more fascinating and useful statistics.
Marketers: Content Sharing Fuels Social-Media Boom by MediaPost Online Media Daily
Gavin O’Malley delves into the differing social media habits of men and women. “While women outnumber men online — 53% vs. 47% — males are more likely to share digital media content — 51% vs. 49%.” Men are more likely to share information that they feel is important and helpful to others (such as how-to tutorials) while women are slightly more likely to share information about “common interests like politics, art and parenting.” One other interesting finding: “60% of content shared on social platforms includes a link to an external site.”
Lisa Arthur nets out research from MarketingSherpa showing that “the overall average social media ROI reported by CMOs who are measuring it is a whopping 95 percent. What’s more, nearly one-third (30 percent) of those in the survey reported a ROI of at least 150 percent!” Still, 54% of survey respondents identified “achieving or increasing measurable ROI from social marketing programs” as a top challenge, while 55% said the same for developing an effective social media strategy and 45% converting social media followers into paying customers. Most importantly, Lisa shares the study’s conclusion that “marketers who are new to social media tend to focus on “fast and easy” tactics…rather than on those that show a much higher level of effectiveness (blogger relations, SEO, e.g.). More advanced social media marketers work from a strategic plan and know that often the most difficult and time-consuming tactics are worth the extra effort because they are the most effective.”
According to an AOL/Neilsen report, “93% of internet users turn to email to share content, while 89% use social networks and 82% use blogs.” Sharing habits differ based on the group being shared with, however, as “Social networks are the top method for sharing content with friends (92%)…In sharing online content with the general public, consumers prefer to use message boards (51%) or blogs (41%).” 60% of shared information contains links to published content (online publications, blogs, etc.); just 4% contains links to non-blog corporate website content.
Infographic: What the Largest Social Media Companies Are Worth by The Atlantic
Is there another tech bubble forming? Hard to say, but draw your own conclusion after taking a look at these possibly “over the top” valuations from Derek Thompson. Facebook was valued at $15 billion in 2007, but is expected to go public next year at a valuation of close to $100 billion. Valuation timelines and stats are also shown for Skype, delicious, Groupon, LinkedIn and Twitter.
Large Enterprise Social Media Research, Facts and Statistics
Inc. 500 Social Media Success by e-StratgyBlog.com
Stats guru David Erickson compiles figures for the popularity and year-over-year change of several social media marketing tactics among Inc. 500 companies. 93% now consider online message boards successful, while 86% say the same for blogging and 81% for Twitter; all figures similar to the previous year. Online video and Facebook increased in popularity while podcasting fell somewhat.
Fortune Global 100 Social-Media Savvy, Getting Savvier by MarketingProfs
According to research from Burson-Marsteller, 77% of Fortune Global 100 companies now have Twitter accounts (up from 65% in 2010), 61% are on Facebook (up from 54%), 57% have YouTube channels and 36% maintain blogs. Geographically, 83% of large companies in Europe are on Twitter, versus 72% in the U.S. and 67% in the Asia-Pacific region. However, Asic-Pac companies tend to be more engaged than their large firm counterparts elsewhere, as measured by average number of Twitter followers, Twitter @ mentions and Facebook page “likes.”
Most Fortune 50 Brands Still Hiding Their Social Media by AdAge Digital
The delightful B.L. Ochman breaks the news that “Only 44% of the Fortune 50 have any social media icons on their home pages, and 60% hide their Twitter streams. Call Inspector Clouseau if you want to find the rest. Kind of amazing considering the prevalence of social buttons of all types all over the web.” Just 30% include a Facebook icon on their home pages, and only 4% provide a blog link there. Most of these companies do include their social media links somewhere on their websites, but these are often buried on “about,” “contact” or investor pages.
10 Reasons Brands Need a Social Media AOR by iMedia Connection
Asking, “now that social has crossed the chasm, do brands need a dedicated social media agency?,” Avi Savar answers “yes” and explains why. What’s most interesting here though are the statistics showing the disconnect between why companies think consumers follow them in social media and why consumers actually interact with brands through social networks. The biggest disconnect: consumers say that discounts and purchases are their top reasons, while businesses place these at the bottom of the pecking order. 64% of businesses believe consumers follow them to “feel connected” to the brand, and 61% say it is to be part of a community. Just 33% and 22%, respectively, of consumers say they follow brands for those reasons.
Small Business Search and Social Media Statistics, Facts and Research
Small Business Owners Still Don’t Get Search Marketing by MediaPost SearchBlog
Despite findings that show “56% of small businesses that plan to allocate marketing budgets toward search or social media advertising in 2011 admit they need help with some part of their campaigns,” nearly three-quarters try to manage their search campaigns internally, and more than one in five “have a staff member handling SEM in addition to other responsibilities,” (e.g. a non-specialist) reports Laurie Sullivan. In short, while small business owners increasingly understand the importance of digital marketing, most aren’t taking advantage of tools and outside expertise that could improve their results.
Social-Media Study Teasers Unveiled by InformationWeek SMB
Michele Warren reveals that “the most widely used social media channel for small and midsize businesses are company pages on Facebook (and) SMBs are ditching e-mail marketing in favor of social media advertising.” According to research from the SMB Group, 32% of small businesses have Facebook pages though just 18% use free tools like TweetDeck and only 3% are utilizing fee-based social media tools.
Small Businesses Online Marketing [CHART] by eStrategy After Hours
The prolific David Erickson passes along stats from eMarketer showing that “More than a third (35%) of US small businesses reported using online social networking for marketing, up from 15% in fall 2009. In addition, 12% of respondents were using blogs as a social tactic, nearly double the figure from fall 2009.” Somewhat surprisingly, just 36% of small businesses said they are doing SEO on their websites, and only 17% are using paid search advertising. Over half (56%) say they don’t use social media.
Search and SEO Facts, Statistics and Research
20+ stats you might not know about user search behaviour by Econsultancy
Jake Hird shares some interesting findings about web searchers, such as: 37% of people don’t know the difference between paid and organic search results (including 20% of 20-somethings). 20% of people say they click on paid search results “always” or “frequently;” 37% said “rarely” or “never.” 6% said they rarely or never click on organic search results (so why are they searching?!). 48% said that they click on a company or brand if it appears multiple times in the SERPs (which is why web presence optimization is so important) while 28% are more likely to click on results that include a video.” And contrary to results you may have seen elsewhere, “79% will go through multiple pages of results, if their query isn’t answered in the first page.”
The Value Of SEO [CHART] by eStrategy After Hours
How important is a (very) high ranking in the search results? Rounding these numbers from David Erickson, roughly one-third of clicks go to the top result in search; another third go to results two through five; and most of the remaining third click on results six through 20.
Google Click Distribution – How Important is Number One? by Internet Marketing Blog
A study from Cornell University found results different from David’s in the post above. According to this study, more than half of all clicks go to the top link on Google, and almost 90% go to the first five spots. Interestingly, being at #8 or #10 generates slightly more clicks than showing up at #7 or #9.
Search Behavior Shines Spotlight on Organic Results by eMarketer
eMarketer reports several interesting statistics from recent eye-tracking and click studies on Google and Bing. First, paid ads are 3-4 times as likely to be seen if they appear at the top of the organic results as opposed to the right side. Second, 81% of searches on Bing result in a click, versus just 66% on Google (Bing results are more relevant?). And third, “internet users were 22 percentage points less likely in 2010 to rely on search engines to find websites than they were in 2004,” due to both increasing sophistication of internet users as well as greater reliance on social media.
SERPs: The Benefits of Being No. 1 by MarketingProfs
Yet another study on clicks-by-search-rank, this one from Optify, concludes that the top spot in search generates 36% of all clicks, and the top three places combined account for 60%; but appearing at the top of page 2 is actually slightly more productive than being at the bottom of page 1. What’s most notable in these results, however, is the difference in performance of multi-word long-tail terms versus shorter head terms: for long-tail terms, being in the top spot in much less important, as click-throughs are higher in the lower spots on page 1. And in SEM, relatively low-cost long-tail terms (being more specific than head terms) generate significantly higher CTRs than expensive head terms.
SEMPO: Social PPC is Giving Google Adwords a Run for Its Money by MediaPost Search Insider
Rob Garner reports that “Facebook has rapidly become a top PPC advertising vehicle,” and that advertising on LinkedIn, Twitter and YouTube–while still small compared with search advertising–is growing rapidly. In addition, “Three-quarters (74%) of North American agencies say their clients run PPC campaigns on Facebook. Three-fourths of companies (75%) use Twitter for brand promotion, and more than a quarter (27%) of companies now use LinkedIn specifically for PPC campaigns.” Note that these results are skewed toward larger enterprises and B2C advertisers. Social media advertising is still a relatively rare tactic among B2B vendors and in the SMB space.
Marketing Budget Trends, Statistics and Figures
Online gets bulk of increased marketing budgets by BtoB Magazine
Kate Maddox reports that after two years of budget cutting, 52% of marketers planned increased spending for this year. Customer acquisition is the top goal (69%) followed distantly by increasing brand awareness (18%). 79% of marketers planned increased spending on online marketing this year, far more than for any other tactical area. Breaking that out, 71% planned higher spending on their websites, followed by 68% on email, 63% on social media, 57% on search and 51% on web video. 69% of b2b companies now say they are using social media for marketing.
Social Media Marketing Budgets by e-StrategyBlog.com
“In 2010, 53% of social media marketing budgets were spent on Facebook,” according to statistics compiled by David Erickson, while 8% was spent on games and apps and just 3% on Twitter. However, among the Global Fortune 100 firms, 65% use Twitter compared to 54% maintaining Facebook fan pages, 50% having YouTube channels and 33% writing blogs.
B2B Inbound Marketing: Top tactics for social media, SEO, PPC and optimization by MarketingSherpa Blog
***** 5 Stars
Adam T. Sutton summarizes MarketingSherpa survey results showing that website design and optimization is the top budget priority this year, cited by 69% of respondents as an area of increasing investment. Social media is a very close second, followed by virtual events / webinars, SEO, email marketing and paid search. The post also identifies the most effective tactic in each area: for example, the top tactic in SEO is on-page content optimization, while blogging is the most effective social media tactic.
‘Advanced’ Companies’ Spend On Social Media, Nets by MediaPost Online Media Daily
What separates the cutting-edge companies in social media use from other businesses? According to Mark Walsh, reporting on research from Jeremiah Owyang of Altimeter Group, “they have formalized programs, dedicated teams, line-item budgets, and have been at it for more than two-and-a-half years,” among other characteristics. Budgets are a major factor: advanced companies spend nearly twice as much as their more average counterparts on social media generally, and almost 70% more on social-marketing teams specifically.
Other Marketing Research and Statistics
Who Do You Trust? Industry Analysts Reign Supreme by IT Marketing World
Tom Pisello shares findings from SiriusDecisions research showing that industry analysts are viewed as the most trusted source of information by buyers during the B2B IT buying cycle, followed closely by peers. Vendors are viewed as the least credible source (ouch!). However, the “most-trusted sources” vary by stage of the buying cycle. In addition, the study found that “The most favored sources of content during the early stages of IT decision-making are white papers (64.4%), peer referrals (51.1%), webinars (48.9%), trials or demos (42.2%) and analyst reports (37.8%).”
Marta Kagan shares a dozen interesting marketing stats, among them: “78% of Internet users conduct product research online,” (seems low). A similar number check email on their mobile devices. Blogging is really important–57% of businesses have acquired a customer through their company blog, and businesses with blogs generate 55% higher web traffic. And my favorite: “200 Million Americans have registered on the FTC’s “Do Not Call” list. That’s 2/3 of the country’s citizens. The other 1/3, I’m guessing, probably don’t have a home phone anymore.”
Is Working From Home Becoming the Norm? [SURVEY] by Mashable Business
Jolie O’Dell brings to light some interesting findings on the state of working from home today, such as: 62% of businesses now allow at least part-time remote work (this varies by business size, with 77% of the largest organizations permitting this). The ability to work from home is rated by employees as the third-most important determinant of job satisfaction. And 56% of decision makers believe that remote workers are more productive.