Posts Tagged ‘social networking’
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)
Sales leads generated through inbound marketing–the combination of content marketing, blogging, social media, website chat and SEM–cost 61% less than those produced through traditional demand generation techniques (e.g., online or print advertising, trade shows, telemarketing, direct mail) according to research from HubSpot.
But as compelling as those cost savings are, the arguably larger financial impact is that social and content strategies change much of what marketing does from an expense (an expenditure tied to immediate consumption) to an investment (an allocation with a long-term payback). Buying a bag of apples at the grocery store is an expense; planting an apple tree is an investment.
While some aspects of inbound marketing (SEM, email marketing, webinars) clearly remain in the expense column, three of its key components clearly should be classified as investments, as long-term appreciating assets.
Blogging: for any new business blog, traffic typically starts out modest but grows over time. One reason is that reader subscriptions (when via email or RSS feed) tend to grow over time as the blog establishes its voice and readership. But the larger factor is SEO: the longer a blog is actively contributed to, the more content there will be for search engines to index, the more links it will attract, and hence the more search-driven traffic it will enjoy.
The major search engines also seem to give blogs more respect over time. Newly-launched blogs typically generate a very small share of total traffic from organic search, but the proportion builds over time. It’s not unusual to see clear upward inflection points in search traffic after the first six and 12 months a blog is active.
Social Networking: whether on an individual or corporate account basis, a social network grows over time as credibility is established. It’s difficult to build a large social following on Twitter, Facebook, LinkedIn, YouTube, Google+ or any other such site right out of the gate. But if the user is consistent, helpful, and engaging, it’s virtually inevitable that the following will grow over time. Like a blog, each social media account is an appreciating asset.
Content Marketing: while some content is designed for short-term needs, much of it has long-term value. Blog posts, videos posted to YouTube or Vimeo, presentations on SlideShare–all can continue to attract new viewers years after they are first created. Well-written white papers can also serve as effective long-term lead-generation assets.
Inbound marketing therefore not only makes marketing more efficient, but also more strategically valuable to the organization. It’s no longer just about spending money to generate leads this month or this quarter, but about developing content and connections that increase in value and continue to pay off over the long term.
Back in the mid-1990s, the corporation I worked for hired one of those management-fad-of-the-month consultants to come inspire us to greater heights of success, who did his best motivational-speaker riff on the theme: “Sales is everyone’s job!” This was hogwash of course. Sales is Sales’ job. It’s also a big part of Marketing’s job, and occasionally part of the job of HR, various executives, and product technical experts.
But sales is not the job of Francis in Accounting, Pat in Engineering or Chris in Purchasing. These folks have neither the aptitude nor the desire to have “sales” or anything like it be part of their job description. In fact, each person was hired specifically for their level of knowledge and skill in a particular, non-sales function.
There is a risk of the same fallacy today, with the mantra updated to “social media is everyone’s job!”—if the concept of social business is misunderstood or improperly applied. In their new book Social Business By Design: Transformative Social Media Strategies for the Connected Company, authors Peter Kim and Dion Hinchcliffe examine real-world success stories of social networking use across organizations, from internal collaboration using tools like Jive or Yammer to HR recruitment to investor relations to customer-facing applications in product design, customer service, marketing, sales and PR.
Kim and Hinchcliffe provide an excellent survey of the current state of social business, and the concept of social business is spot-on. According to recent research from McKinsey, “companies that adopt social technologies can see a 50% increase in customer satisfaction, 48% increase in business leads, and 24% increase in revenue. ”
The danger is that some executives may confuse social media use across the enterprise (a good idea) with the embrace of social media by everyone within the enterprise (not so good). Just as Francis in Accounting, Pat in Engineering or Chris in Purchasing had no interest or aptitude for sales in the 1990s, they may very well have the same attitude toward social networking today.
To make social business work, corporate leaders need to understand the 90-9-1 rule in social networks: in any online social networking situation, 1% of participants will generate most of the content; 9% will actively share and occasionally add content of their own; and the remaining 90% will primarily be content consumers, only rarely contributing or commenting.
Understanding that dynamic, organizations should develop a social media policy and provide a rudimentary level of social media training to all employees (the tools available, their basic use, and essential do’s and don’ts). Offer more advanced training to the 10% who will account for the vast majority of content development and engagement activity. And identify and nurture the 1% who will really make the social business concept work, those who will work to build their own personal employee brand–and enhance your corporate brand in the process.
Data junkies, stats addicts, web trivia buffs rejoice — here are a deluge of social media, search and other marketing research facts and figures from 50 articles and blog posts published so far in 2010.
How are marketers planning to allocate budgets this year? What percentage of Fortune 100 companies are on Twitter? Which social networking site is used by 92% of senior marketing executives? What social media tool helps small business double their reach on Twitter? How do B2B social media marketing practices differ from B2C companies? What percentage of web searches stop after page one of the results? How much do small businesses spend on search engine marketing? How many journalists also maintain blogs?
Find the answers to these questions and many, many more here.
Social Media Statistics
Study: Spending On Email, Social And Search Rising by MediaPost Online Media Daily
Despite the fact that more than half of marketers responding to an ExactTarget survey planned to to either reduce their overall marketing budget for 2010 or keep it flat, 54% planned to increase spending on email marketing and 66% planned to increase expenditures for social media “even though about 80% of those acknowledged the difficulty in tracking ROI in the medium.”
A national survey of reporters and editors revealed that 89% use blogs for story research, 65% turn to social media sites such as Facebook and LinkedIn, and 52% utilize microblogging services such as Twitter. While the use of social media sources by journalists is growing rapidly, the reliability of such information remains an issue, as “the survey also made it clear that reporters and editors are acutely aware of the need to verify information they get from social media.”
Social Media Not Preferred Recommendation Resource by MediaPost Online Media Daily
In a study asking consumers to rate the most influential sources of information for their purchase decisions, 59% said “personal advice from friends or family members,” followed by 39% search engines, 36% articles in newspapers or magazines, online articles 28%, email 20% and social media 19%. Three caveats: first, though low, the influence of social media is growing. Second, social media and search are rated more influential by younger buyers and high-income consumers than by other groups. Third, the survey was heavily consumer-oriented; b2b figures would be different. The key takeaway — companies can’t put all of their marketing eggs in one basket, but need to balance budgets across several areas including email, social media, organic SEO, paid search and offline campaigns.
While 28% of U.S. adults say they give advice about purchases on social networking sites, only 17% say they seek out such advice when making buying decisions. “70% of social media users between the ages of 18-34 regularly use Facebook more than other sites such as MySpace, Twitter, and Classmates.com,” and women use Facebook more than men.
Senior marketing execs see their companies moving to social media in 2010 by The Viral Garden
In a recent study of high-level marketing executives, 70% plan new social media initiatives in 2010. 92% said they personally use LinkedIn, versus 56% on Facebook. While 28% planned to use internal resources to launch new initiatives, 25% turn to social media consultants. The two most important criteria when hiring a social media consultant are examples of previous work and recommendations; number of Twitter followers is the 12th-most important factor.
Another notable Pam Dyer post, this one summarizing a study from online advertising network Chitika which shows that Twitter is the best place to share news: 47% of the outbound traffic from Twitter goes to news sites, vs. 28% from Facebook, 18% from Digg and an imperceptible share from MySpace. Digg is the most technical; 12% of its outbound traffic goes to technology sites, vs. 10% from Twitter and 7% from Facebook. And for what it’s worth, Pam points out that “celebrity/entertainment is the only genre in the top 5 of all sites.”
What Type Of Social Media Ads Are The Most Effective? by MediaPost Online Media Daily
According to a recent study from Psychster, “Among the seven most common formats, sponsored content ads — in which consumers viewed a page that was “brought to you by” a leading brand — are the most engaging, but produced the least purchase intent. Corporate profiles on social-networking sites produce greater purchase intent and more recommendations when users can become a ‘fan,’ and add the logo to their own profiles, than when they can’t. And ‘give and get’ widgets are more engaging than traditional banner ads, but no more likely to produce an intent to purchase.”
Study: Americans’ Social Net Use On The Rise, But Services Not Entirely Wasted On The Young by MediaPost Online Media Daily
Nearly half of all Americans are now members of at least one social network, double the proportion of just two years ago. While social network use is highest among the young, it’s not exclusively their club: two-thirds of 25- to 34-year-olds and half of those aged 35 to 44 also now have personal profile pages. 30% of social media users access a social media site “several times a day,” up from 18% in 2009. Also, nearly half (45%) of all mobile phone owners send text messages on a daily basis.
Deciphering Shady Social Media Stats by Social Implications
Yes, Facebook is a big deal, but there is no way it “controls 41% of social media traffic” as was reported in a post on Mashable back in April. Jennifer Mattern rips the statistical methodology behind this reporting to shreds and reminds us all of why it’s important to be skeptical of social media statistics that don’t sound quite right.
Social Media Revolution by YouTube
Social media stats in video form. Some of the numbers shown here lend themselves to the skepticism recommended in the post above, but all are documented so take `em for what they’re worth. There are more Gen Y’ers than Baby Boomers, and 96% of them have joined a social network. 80% of companies are using LinkedIn as their primary tool to find employees. 80% of Twitter use is on mobile devices. YouTube now hosts more than 100 million videos and is the second largest search engine. 78% of consumers trust peer recommendations when making purchase decisions; just 14% trust advertising. More than 1.5 million pieces of content (videos, photos, blog posts, links etc.) are shared on Facebook daily.
New Chart: Survey Says Inbound Marketing Budgets on the Rise by HubSpot Blog
In a study of 231 (likely a bit more social media-savvy than average) companies, 88% planned to maintain or increase inbound marketing budgets in 2010. 85% view company blogs as “useful,” while 71% said the same for Twitter (up from just 39% in 2009). More than 40% of respondents reported acquiring at least one new customer from Twitter, LinkedIn, Facebook or their company blog in the past year.
Erik Qualman updates some statistics from 2009, showing how rapidly this landscape is changing. If it were a country, Facebook would the third-largest on earth, up from fourth-largest in 2009. 80% of companies use social media in some manner for recruiting; of those, 95% use LinkedIn. 50% of mobile Internet traffic in the U.K goes to Facebook. And my favorite: “The ROI of social media is that your business will still exist in five years.”
Look Ma, No Hands: More Than Half Of Companies Say They Are Using Social Media With No Strategy by MediaPost Online Media Daily
Among companies who say they are using social media in a recent Digital Brand Expressions survey, only 41% said they had a strategic plan in place to guide activities, and only 69% of those (28% of all social media-using companies) have set up metrics to measure the ROI of social media activities. Worse, on 29% of firms with a plan in place (12% of the total) had written social media policies in place for employees.
52 Cool Facts About Social Media by Danny Brown
Two-thirds of comScore’s U.S. Top 100 websites and half of comScore’s Global Top 100 websites have integrated with Facebook. Twitter adds 300,000 new users and gets 600 million searches daily. LinkedIn has more than 70 million members worldwide — including executives from every Fortune 500 company. More than half of YouTube users are under 20 years old, and let’s hope they live long lives: it would take 1,000 years to watch every video currently posted on the site. 77% of Internet users read blogs, but only 14% of blogs are published by corporations.
Twitter Demographic Report – Who Is Really On Twitter? by PalatnikFactor.com
Who’s really using Twitter? According to this report, 44% are between 18 and 34 years old. A slight majority (53% to 47%) are female. Just over a quarter of tweeters qualify as regular users, accounting for 41% of all traffic, but the 1% classified as “addicts” account for a third of all tweets. Twitter users tend to be readers of TechCrunch, Wired magazine and CNN.com, but also (ugh) PerezHilton.com — so make what you will of that.
2009 Twitter Demographics and Statistics Report by iStrategyLabs
The largest cohort of Twitter users (47%) are in the 18-34 age bracket — but the second largest (31%) are 35-49 years old. 74% of twitterers have no kids at home. Almost half are college graduates and 17% have post-grad degrees.
Twitter Usage In America: 2010 Statistics and Ad Agency New Business by Social Media Today
While many executives still dismiss Twitter as a waste of time, recent research suggests it is one of the most valuable social networks for business. Awareness of Twitter has exploded; 87% of Americans said they were “familiar with” Twitter in a poll taken earlier this year, versus just 5% in 2008. Although only 7% of Americans maintain an active Twitter account (vs. 41% who are on Facebook), Twitter users “are far more likely to follow Brands/ Companies than social networkers in general. 51% of active Twitter users follow companies, brands or products on social networks. Twitter users frequently exchange information about products and services.”
Facebook: Facts & Figures For 2010 by Digital Buzz Blog
Interesting, though slightly out of date (Lady Gaga’s page is listed as 9th-most popular) Facebook infographic. Half of all Facebook users log in on any given day, and more than 35 million update their status. More than 100 million users access Facebook through their mobile phones. The US and UK have the highest number of Facebook users, but the #3 country? Indonesia.
Report: 6.8% Of Business Internet Traffic Goes To Facebook by All Facebook
How are employees using the Internet at work? A recent study concluded that almost 7% of all business web traffic goes to Facebook, twice as much as Google (3.4%) and well ahead of Yahoo! at 2.4 percent. DoubleClick got 1.7% of all business traffic due to its massive online banner advertising network. In terms of bandwidth use, YouTube takes the single biggest share at 10%, followed by Facebook at 4.5% and Windows Update at 3.3%.
The Ultimate List: 100+ Facebook Statistics [Infographics] by HubSpot Blog
Men and women both average about 130 friends on Facebook, but men there are more likely to be (or least claim to be) single (33% to 26%) while women using Facebook are more likely to be (or at least say they are) married, engaged or in a relationship (47% to 41%). The three most “liked” types of food pages are about ice cream, milk or chocolate. Facebook pages that use the words “collaboration” or “blogger” have on average three times as many fans as pages about SEO or optimization. Pages about movies and TV shows generally get the highest number of “likes” while those devoted to government and public service get the least. Within the U.S., Washington DC and South Dakota have the highest percentage of residents with Facebook accounts (one of the very few phenomena they have in common), while New Mexico has the smallest percentage of its population (10.3%) on Facebook.
Social Media Use in Large Enterprises
Among the world’s 100 largest companies, two-thirds are using Twitter, 54% have a Facebook page, 50% manage at least one corporate YouTube channel and 33% have created company blogs. Overall, 79% of Fortune 100 companies are using at least one social media channel, with the highest use in European (88%) and U.S-based (86%) companies. However, only 20% of these companies (28% in the U.S.) are using all four major social media platforms. 69% of U.S.-based firms in the study have a Facebook page, but just 32% have posts with comments from fans.
Fortune 500 favors Twitter over blogging by iMedia Connection
Among the world’s largest 500 companies, 35% had Twitter accounts in 2009, but only 22% maintained company blogs. Less than half effectively used SEO.
Twitter Moves Ahead of Blogs in Fortune 500 by Social Media Today
Among Fortune 500 companies, 108 (22%) have an active, public-facing corporate blog. 93 (86%) of those blogs are linked directly to a corporate Twitter account. 173 (35%) of the Fortune 500 firms maintain an active Twitter account, including 47 of the top 100 companies on the list.
Social media use by the Fortune 100 in visual Infographic form: the average Fortune 100 company follows 731 people on Twitter and is followed by about 1,500 (seems like small numbers for big companies). However, the average socially active Fortune 100 company has almost 41,000 Facebook fans and 39,000 YouTube channel subscribers.
Social Media in Business: Fortune 100 Statistics by iStrategy
According to a Burson-Marsteller study, 79% of the Fortune 100 are “present and listening” on at least one social networking platform. 20% of these corporate giants are using all four of the main social technologies (Twitter, YouTube, Facebook, and Blogs), and 82% of the Fortune 100 companies on Twitter actively engage with customers there at least once per week.
The State of Social Media Jobs 2010 – A Special Report by Social Media Influence
Although “the importance of social media certainly is resonating through many big companies,” just 59 of the Fortune Global 100 firms have hired staff specifically to perform core social media tasks such as customer outreach, PR, marketing and internal communications. The most social media “active” industry sectors include healthcare, telecom, retail and automotive, while companies in heavily regulated industries such as financial services, insurance, energy and utilities are among the social media laggards.
Social Media Use in Small to Midsized Businesses (SMBs)
Small Businesses That Blog Have 102% More Twitter Followers by HubSpot Blog
Still wondering if your business should have a blog? A HubSpot study of more than 2,000 companies showed that, for businesses of all sizes, companies that have blogs have 79% more Twitter followers than those that don’t. Blogging “increases Twitter reach by 113% for B2B companies and 30% for B2C companies.”
At the other end of the scale, for small to midsized businesses, marketing budget allocations are changing. Traditionally, small business marketers have favored email and search, and spent the majority of their marketing dollars offline. In 2009, only one-third of SMB marketers viewed Faebook as “very” or “somewhat” beneficial. But for 2010, 74% planned to increase their use of email marketing and 68% planned larger expenditures for social media. Over the next five years, social media budgets are expected to grow at a 34% annual rate — twice as fast as all other forms of online marketing. By 2014, Forrester predicts that social media spending will be higher than that for both email and mobile, though still much smaller than search and online display advertising.
Small Biz Lead Gen Surges with Social by eMarketer
According to a HubSpot study, “not only can inbound marketing bring leads for less money but it can also double average monthly leads for small and medium-sized businesses.” Twitter reach is critical for increased lead generation: “Companies with 100 to 500 followers generated 146% more median monthly leads than those with 21 to 100 followers. Beyond the 500-follower mark, though, there was no further gain,” as is blogging — but the study noted that “Businesses must produce enough content for their blog to kick off growth in leads, which starts with about 24 to 51 posts…more indexed pages on Google also translates to more leads. Every 50 to 100 incremental indexed pages can mean double-digit lead growth.”
Social Media in Small Business is Anything But Small by Social Media Today
The prolific Brian Solis reports on recent research showing that social media adoption by small business doubled from 2009 to 2010. 61% of small business owners now use social media to help identify and attract new customers, 75% have a company page on a social networking site, and 45% expect their social media activities to be profitable within the next 12 months. 58% say that social media has met their expectations to date, and only 9% expect to lose money on social media efforts for the next year.
B2B Social Media Marketing Statistics
B2B Marketers Severely Lag B2C Players in Social Media by My Venture Pad
Andy Beal reminds us that “It’s a pretty well known fact that B2B marketers have been slower on the adoption curve of social media (than B2C marketers.” But why? One reason is executive buy-in (or lack thereof); in a recent study, one-third of claimed low executive level acceptance of social media was holding back efforts, while only 9% of B2C marketers said the same thing. Another is that 45% of B2B marketers said their company had a basic social media presence but didn’t use it as an active marketing tool; only 26% of B2B marketers concurred. Finally, “46% of B2B respondents said social media was perceived as irrelevant to their company, while only 12% of consumer-oriented marketers had the same problem.” If you’re one of those 46%, hopefully you’ll find facts and statistics in the following posts to help build a business case for social media in your company.
The Business of Social Media: B2B and B2C Engagement by the Numbers by Social Media Today
***** 5 stars
Brian Solis breaks down B2B vs. B2C use of social media marketing. B2B companies are more likely to maintain a company blog (74% to 55%), participate on Twitter (75% to 49%) and monitor brand mentions (73% to 55%) while B2C firms more often advertise on social networks (54% to 42%) and use Facebook (83% to 77%) and MySpace (23% to 14%) as part of their social media strategy than their B2B counterparts.
Will B2B Companies Embrace Social Media in 2010? by MediaPost Online Media Daily
B2C companies led their B2B counterparts in adoption of social media marketing because more people are active in social networks for personal use than business, making it easier to target someone who is interested in golf than, say, machine tools. However, B2B use of social media is on the rise, with 6 of 10 companies planning to increase their spending on social media initiatives in 2010.
Creating Engagement in B2B Marketing by Buzz Marketing for Technology
93 percent of participants in a social media in business study believe that all companies should have a presence in social media. And 85 percent believe “companies should not just present information via social media, but use it to interact and become more engaged with them,” according to Paul Dunay.
Vital statistics for every B2B marketer by Earnest about B2B
75% of B2B marketers use microblogging tools such as Twitter vs. 49% of B2C marketers. The biggest barrier to adoption may be CIOs; 54% of CIOs block social networking sites, such as Facebook, MySpace and Twitter, in the work environment. 93% of B2B buyers “use search to begin the buying process,” and 9 out of 10 say that when they are ready to buy, they will find vendors. Plus much more.
B2B Spending on Social Media to Explode by eMarketer
B2B marketing on social networks is expected to grow 43.3% this year, and Forrester Research B2B spending on social media marketing to reach $54 million in 2014, up from only $11 million in 2009. Paid advertising is expected to account for only a small portion of spending, but “when companies budget for social media marketing in 2010 and beyond, a substantial portion of their expenses will go toward other initiatives, such as creating and maintaining a branded profile page, managing promotions or public relations outreach within a social network, and measuring the effect of a social network presence on brand health and sales.”
Vital statistics for B2B Marketers by EarnestAgency’s Channel (YouTube)
An entertaining and creative presentation which makes the case that B2B actually leads B2C in social media marketing — because that’s where their buyers are. 37% of b2b buyers have posted questions on social networking sites, 48% follow industry conversations on key topics of interest, and 59% “engage with buyers who have done it before.” 53% of C-level executives prefer to find information themselves rather than tasking subordinates with this, and 63% turn to search engines for their research. Many of the statistics used in this video can be found elsewhere, but not in such an engaging fashion.
What B2B Marketing Tactics Are Up, Down, Flat? (Survey Sneak Peek) by Everything Technology Marketing
Holger Schulze shares results from a study showing how b2b use of various marketing tactics have changed over the past three years. Social media saw the biggest jump in activity, with 81% of respondents doing more of it (as Holger points out, “not surprising considering social media use in B2B was still nascent 3 years ago”). Content creation (68%) and website marketing (56%) are also increasing, while direct mail and print advertising saw the biggest drops.
First Page Or Bust: 95% of Non-Branded Natural Clicks Come From Page One by MediaPost Search Insider
***** 5 stars
In SEO, how important is a page one ranking? This post tells you: according to a recent study from iCrossing, across the three major search engines, 95% of the clicks came from page one. While Rob Garner notes that this figure is higher than in other studies, the clear implication is that doing some extra optimization to move your site to page one from page two or three can pay off in dramatic traffic gains.
Organic Search Still Reigns by eMarketer
Diving deeper into the iCrossing study referenced above, Google accounts for 74% of non-branded search traffic, with Bing and Yahoo tied at 13%.
Small businesses spending more on search by iMedia Connection
The average small business spent $2,149 on search engine advertising in the fourth quarter of 2009, up 30% from 3Q09 and 111% from the final quarter of 2008. Also, video is taking off in this segment: at the end of last year, 19% of small businesses were using video on their websites, up from just 5% the previous quarter.
Most Valuable Content and Offers for IT Buyers by High-Tech Communicator
***** 5 stars
If you’re trying to sell to technology buyers, note that a recent study shows the types of content they are most likely to click on are “news and articles (84%), competitive comparisons and buying guides (73%), and promotional content (70%).” These decision makers are about equally to click on offers for promotional content, online tutorials and demonstrations, competitive comparisons and buying guides, free research, and educational content.
Search Engine Marketing
SEMPO Report Suggests Measuring ROI Still Challenging by MediaPost Online Media Daily
The share of North American companies using paid-search marketing increased from 70% in 2008 to 78% in 2009 and 81% in 2010. 97% of these companies use Google AdWords; 56% advertise on Google’s content network. 59% of firms anticipate spending more on search marketing in 2010; 37% say budget3 will remain the same, while just 4% planned to cut spending in this area.
Study: Three-Word Queries Drive Most SEO Traffic by Search Engine Land
Three-word search queries are the most common, at 26% of all searches; 19% are two-word queries, and 17% use four words. Yet for paid clicks, keywords of 4-6 words in length drive the highest average CTR at 1.1-1.2%. The overall average CTR for paid search ads was 0.91%.
Other Online Marketing Statistics
What’s Changed This Decade (1999-2009) by Virtual Video Map
An enlightening, graphic guide to many of the changes seen over the past 10 years, from the growth of the U.S. economy and national debt to the incredible expansion of Internet use. Examples: The number of Internet users worldwide grew from 350 million a decade ago to 1.7 million today. One out of five (actually now almost one of three) of those users has a Facebook account. Cell phone use increased from one of out of 10 people in 1999 to two out of three in 2009.
Did You Know? (video) by EducoPark
The top 10 in-demand jobs in 2010 didn’t exist in 2004. Half of all workers have been with their current employer for less than five years. There are roughly one billion searches performed on Google every day — more than ten times the number just four years ago. It took radio 38 years to reach a total audience of 50 million people; it took the Internet just four years to reach that number, the iPod three years, and Facebook only two years. There will be more pages of unique information published this year than in the last 5,000 years combined.
SuperPower: Visualising the internet by BBC News
This slick tool visually illustrates the growth of Internet penetration, by country, from 1998 through 2008.
Small-Biz Success from Deeper Online Interaction by eMarketer
Ye shall reap what ye sow online, apparently: a study by American City Business Journals concluded that small businesses who were most active online achieved higher sales than those who made less use of the Internet. The study concluded that “‘Interactors,’ the most active participants online in almost all respects, accounted for only 15% of businesses but 24% of sales. ‘Transactors,’ somewhat less active online but the group most involved in online selling, also overindexed in sales. The least involved groups, ‘viewers’ and ‘commentators,’ also exhibited the worst business performance.”
Here’s What’s Really Going On In Online Media Consumption by Business Insider
Of the four largest daily print newspaper websites (the New York Times, Washington Post, Wall Street Journal and USA Today), only the New York Times has gained visitors in the past 12 months — and that growth has been modest. Among weekly news magazine websites, The Week (focused on multi-source aggregation) has shown dramatic 170% growth in the last 12 months as Newsweek.com, once the leader in this segment, has seen a 17.5% decrease in traffic. Visits to the Huffington Compost are up 86% in the past year.
The Ultimate List: 300+ Social Media Statistics by HubSpot Blog
If this post hasn’t satisfied your data fix, knock yourself out with this extensive collection of videos, infographics and presentations compiled by HubSpot with still more social media stats and figures like: Twitter has 50% more activity on weekdays than on weekend days. Facebook is the most popular way to share information, followed by email, then Twitter. More than twice the amount of information is shared on Twitter as on Digg. 48% of bloggers are US-based, 2/3 are male, and 75% are college graduates. 35% of traditional journalists also blog. Social networks Bebo, MySpace and Xanga attract the youngest audience; Delicious, LinkedIn and Classmates.com have, on average, the oldest demographics. More than 210 billion emails are sent daily, which exceeds the number of “snail mail” letters sent each year. Etc.
What strategies and tactics should you employ to maximize business results online? What are the leading marketing thought leaders saying about marketing strategies in 2010? How effective is demand generation software? How do you select the right market research to support your goals? Why is content marketing becoming critical? What key trends on the horizon do you need to be aware of? Can you fire your sales force?
12 Marketing Minds, One Free eBook by Search Engine Guide
Jennifer Laycock previews a free eBook from Valeria Maltoni featuring thoughts on marketing strategy and tactics from 12 online pros including Beth Harte, Christina Kerley and Matt Dickman.
Don’t Forget the Brand in SEO, PPC and Social Media by Search Engine Journal
Garrett Pierson advises marketers to capitalize on their brands in all areas of online marketing, such as by search-optimizing for all common variants of company and product names, and presenting consistent brand images and messages across all areas of the firm’s social media presence.
Peter Guber’s magic formula for marketing success by iMedia Connection
Jodi Harris summarizes highlights from Mandalay Entertainment Founder and CEO Peter Guber’s keynote speech at the 2009 Entertainment Marketing Summit advising marketers to overcome resistance to change, create memorable stories and great content in order to motivate prospects.
101 Tips from 50 Small Business Bloggers by Open Forum
Glen Stansberry supplies a wealth of strategic guidance packed into short nuggets from a wide range of business thought leaders like Seth Godin, Anita Campbell, Mark Cuban, Jared Reitzin and Matt McGee.
A brief but insightful post contending that there is no such thing as “demand creation,” only demand identification and lead nurturing–and counseling marketers to undertake the right kinds of programs, then have patience.
Web Strategy in 2010 by baekdal.com
Thomas Baekdal offers a 22-point checklist for maximizing the way the web works today, from content generation and social media to calls to action.
A CMO’s guide to picking the right market research by iMedia Connection
Michael Estrin advises companies on how to find the most meaningful data for their tactics and brand, including using aggregators help you figure out which data are best for your needs.
Maria Pergolino wraps up the key takeaways from this virtual conference, covering areas from social media integration and landing page optimization to relationship-building and sales-marketing alignment.
Joe Pulizzi reviews research from King Fish Media on the state of content marketing and provides some interesting statistics on the scope and ROI of custom content creation. His conclusion: “We are all publishers now.”
7 Free or Cheap Ways to Effectively Promote Your Business Online by Dumb Little Man
Actually, this post presents eight strategies for online promotion ranging from social networking and video to PR and local portal sites. It also includes links to additional resources to dig deeper into each area.
5 marketing megatrends you can’t ignore by iMedia Connection
The brilliant Adam Kleinberg expounds on five megatrends–including mass collaboration, constant connectivity and globalization–and details their impacts on marketing strategies.
Why Content Strategy is So Important by Acsellerant
Bob Leonard argues that marketers must become publishers, then details the seven components of a successful content strategy.
***** 5 Stars
Social media thought leader Brian Solis disects shifts in b2b marketing spending, making extensive use of data from eMarketer on metrics such as changing budget allocations, objectives of using social networks and other social media sites, ROI measurements and more.
Preparing for a world without salespeople by iMedia Connection
Reid Carr muses about how the rapid increase of online information and spread of social media are changing the sales process, particularly for younger consumers. Making the case that “companies need to adapt to the changing environment, in which the next generation of consumers doesn’t want to talk to your salespeople,” Reid provides guidance on how different types of firms can adapt to this shift.
5 Social Media Myths by Digital Tonto
A thought-provoking post on the true impact (smaller than you may think?) social media will have on other, more traditional form of media and information distribution. Well worth a read.