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Business Club, Social Marketing, http://Mentoring-Club.ning.com
Social Marketing and what YOU DO about it
based on materials from www.HUBSPOT.com
If you don’t like change, you’re going to like irrelevancy even less.”GENERAL ERIC SHINSEKII, 2003
“Business Club, Social Marketing, http://Mentoring-Club.ning.com
in·bound mar·ket·ing-noun
Any marketing tactic that relies on earning people’s interest instead of buying it; a.k.a. the key to marketing transformation.
SOURCE: WIKIPEDIA
Business Club, Social Marketing, http://Mentoring-Club.ning.com
Inbound marketing in a nutshell.
2: CONVERT VISITORS & LEADS
1: GET FOUND ONLINE
3: ANALYZE & IMPROVE
Business Club, Social Marketing, http://Mentoring-Club.ning.com
More than 1/3 of US companies use blogs for marketing purposes.
SOURCE: UM, OCTOBER 2010
Business Club, Social Marketing, http://Mentoring-Club.ning.com
Companies that blog get
website visitors.
SOURCE: HUBSPOT, 2010
55% more
Business Club, Social Marketing, http://Mentoring-Club.ning.com
Inbound marketing costs 62% less per lead than traditional, outbound marketing.
AVG COST/LEAD: $143
AVG COST/LEAD: $373
OUTBOUND INBOUND
SOURCE: HUBSPOT, 2011
Business Club, Social Marketing, http://Mentoring-Club.ning.com
SOURCE: HUBSPOT, 2011
67%of B2C companies and 41% of B2B companies
have acquired a customer through Facebook.
Business Club, Social Marketing, http://Mentoring-Club.ning.com
SOURCE: HUBSPOT, 2011
Business Club, Social Marketing, http://Mentoring-Club.ning.com
SOURCE: HUBSPOT, 2011
2/3 of marketers say their company blog is “critical” or “important” to their business.
Business Club, Social Marketing, http://Mentoring-Club.ning.com
83%
The number of marketers
who say Facebook
is “critical” or “important”to their business
has increased
in just two years.
SOURCE: HUBSPOT, 2011
Business Club, Social Marketing, http://Mentoring-Club.ning.com
51% of Facebook fans are more likely to buythe brands they fan.
SOURCE: CHADWICK MARTIN BAILEY & IMODERATE RESEARCH TECHNOLOGIES, FEBRUARY 2010
Business Club, Social Marketing, http://Mentoring-Club.ning.com
79% of Twitter followers
are more likely to recommend
the brands they follow.
SOURCE: CHADWICK MARTIN BAILEY & IMODERATE RESEARCH TECHNOLOGIES, FEBRUARY 2010
Business Club, Social Marketing, http://Mentoring-Club.ning.com
The average budget spent on company blogs & social media has nearly doubled in two years.
$$$ $ $$$ $$$$ $ $$$ $ $$$ $ $$$ $$
2009
2011
$ = 1% OF ANNUAL MARKETING BUDGET
$
SOURCE: HUBSPOT, 2011
Business Club, Social Marketing, http://Mentoring-Club.ning.com
What we really need is a mindset shift that will make us relevant to today’s consumers, a mindset shift from ‘telling & selling’ to building relationships.”JIM STENGELFORMER GLOBAL MARKETING OFFICER FOR PROCTER & GAMBLE
“Business Club, Social Marketing, http://Mentoring-Club.ning.com
Search engines, blogging & other Internet trends have fundamentally transformed the way people & businesses purchase products, but most small businesses still use outdated �PULMÄJPLU[�THYRL[PUN�TL[OVKZ·SPRL�WYPU[�HK]LY[PZPUN��[LSLTHYRL[PUN� �[YHKL�ZOV^Z·[OH[�WLVWSL�PUJrLHZPUNS`�ÄUK�PU[Y\ZP]L�& screen out."
BRIAN HALLIGANCO-FOUNDER & CEOHUBSPOT
“Business Club, Social Marketing, http://Mentoring-Club.ning.com
70% of the links search users
click on are organic—not paid.
SOURCE: MARKETING SHERPA, FEBRUARY 6, 2007
Business Club, Social Marketing, http://Mentoring-Club.ning.com
20
78% of business people use their mobile device to check email.
SOURCE: AT&T, MARCH 2011
Business Club, Social Marketing, http://Mentoring-Club.ning.com
40% of US smartphone owners compare prices on their mobile device while in-store, shopping for an item.
SOURCE: COMSCORE, JANUARY 2011
Business Club, Social Marketing, http://Mentoring-Club.ning.com
1 in 5US adult mobile phone owners have used their deviceto make a purchase in the past month.
SOURCE: MOBILE MARKETING ASSOCIATION & LUTH RESEARCH, MAY 2010
Business Club, Social Marketing, http://Mentoring-Club.ning.com
40%of US households have a DVR.
SOURCE: LEICHTMAN RESEARCH GROUP, INC., SEPTEMBER, 2010
Business Club, Social Marketing, http://Mentoring-Club.ning.com
200 MillionAmericans have registered on the Federal Trade Commission’s “Do Not Call” list.
SOURCE: FTC, JULY 2010
Business Club, Social Marketing, http://Mentoring-Club.ning.com
46%.The decline in spending on tech trade shows in 2009.
SOURCE: TRADESHOW EXHIBITORS ASSOCIATION, MARCH 2009
Business Club, Social Marketing, http://Mentoring-Club.ning.com
91%of email users have unsubscribed from a company email they previously opted-in to.
SOURCE: EXACTTARGET, , 2011
Business Club, Social Marketing, http://Mentoring-Club.ning.com
84%of 25-34 year-olds have left a favorite website because of intrusive or irrelevant advertising.
SOURCE: HOWTO.TV, APRIL 2008
Business Club, Social Marketing, http://Mentoring-Club.ning.com
…the Internet has turned what used to be a controlled, one-way message into
a real-time dialogue with millions. DANIELLE SACKSTHE FUTURE OF ADVERTISINGFAST COMPANY, NOVEMBER 17, 2010
“Business Club, Social Marketing, http://Mentoring-Club.ning.com
SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, MAY 2010
of adult Americans use the Internet. 79% Business Club, Social Marketing, http://Mentoring-Club.ning.com
78% of Internet users conduct product research online.
SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, MAY 2010
Business Club, Social Marketing, http://Mentoring-Club.ning.com
SOURCE: COMSCORE, AUGUST 2010
10.3 Billion searches are conducted every month on Google.
Business Club, Social Marketing, http://Mentoring-Club.ning.com
2,750The average US Internet userviews
SOURCE: THE NIELSEN COMPANY, JANUARY 2011
web pages per month.
Business Club, Social Marketing, http://Mentoring-Club.ning.com
SOURCE: THE MEDIA AUDIT, OCTOBER 2010
1/3 of US consumers spend three or more hours online every day.
Business Club, Social Marketing, http://Mentoring-Club.ning.com
24% of adults have posted comments or reviews online about the things they buy.
SOURCE: ONLINE PRODUCT RESEARCH, SEPTEMBER 29, 2010
Business Club, Social Marketing, http://Mentoring-Club.ning.com
Your customers are relying more & more on social. 9 out of 10
9 out of 10 Internet users visited a social networking site each month in 2010.
SOURCE: COMSCORE, FEBRUARY 2011
Business Club, Social Marketing, http://Mentoring-Club.ning.com
1 out of every 8 minutes online is spent on Facebook.
SOURCE: COMSCORE, FEBRUARY 2011
Business Club, Social Marketing, http://Mentoring-Club.ning.com
SOURCE: RJMETRICS, JANUARY 2010
Twitter’s active user base generates
90 Million tweets per day.
Business Club, Social Marketing, http://Mentoring-Club.ning.com
SOURCE: EMARKETER, AUGUST 2010
More than half of all Internet users read blogs at least monthly.
Business Club, Social Marketing, http://Mentoring-Club.ning.com
SOURCE: THE NIELSEN COMPANY, NOVEMBER 2010
SOCIAL NETWORKS/BLOGS ONLINE GAMES
EMAIL PORTALS VIDEOS/MOVIES
= 1 MINUTE
US Internet users spend 3x more minutes on blogs
& social networks than on email.
Business Club, Social Marketing, http://Mentoring-Club.ning.com
40% of Facebook’s user base is age 35+.
SOURCE: ISTRATEGY LABS, JANUARY 2010
Business Club, Social Marketing, http://Mentoring-Club.ning.com
64% of Facebook users have become “fans” of at least one company.
SOURCE: EXACTTARGET, 2011
Business Club, Social Marketing, http://Mentoring-Club.ning.com
Web-based email usage is on
-59%
-1%
-18%
-8%-12%
22%
28%
AGE 12-17 AGE 18-24 AGE 25-34 AGE 35-44 AGE 45-54
AGE 55-64 AGE 65+
(% CHANGE, DECEMBER 2009 – DECEMBER 2010)
SOURCE: COMSCORE, DECEMBER 2010
the decline.
Business Club, Social Marketing, http://Mentoring-Club.ning.com
What we really need is a mindset shift that will make us relevant to today’s consumers, a mindset shift from ‘telling & selling’ to building relationships.”JIM STENGELFORMER GLOBAL MARKETING OFFICER FOR PROCTER & GAMBLE
“Business Club, Social Marketing, http://Mentoring-Club.ning.com
how·to–noun
A set of step-by-step instructions for accomplishing a certain task or reaching a certain objective.
SOURCE: RANDOM HOUSE DICTIONARY
Business Club, Social Marketing, http://Mentoring-Club.ning.com
Make stuff people want.
1
� EDUCATIONAL EBOOKS� HOW-TO VIDEOS� ONLINE CALCULATORS� PLANNING TOOLS� ANSWERS TO COMMON QUESTIONS
Business Club, Social Marketing, http://Mentoring-Club.ning.com
Be generous.2
� THE MORE YOU GIVE, THE MORE YOU GET
� BUILD TRUST, CREDIBILITY, & GOOD WILL
� INCREASE # OF PAGES & INBOUND LINKS
Business Club, Social Marketing, http://Mentoring-Club.ning.com
Rock your keywords.3 � HTTP://WWW.HUBSPOT.COM/INTERNET-
MARKETING-TIPS/DETAILED-KEYWORD-TIPS/
� HTTP://WEBSITEGRADER.COM/
Business Club, Social Marketing, http://Mentoring-Club.ning.com
Give great directions.4
� RELEVANT LANDING PAGES� CLEAR CALLS TO ACTION� COMPELLING OFFERS
Business Club, Social Marketing, http://Mentoring-Club.ning.com
Invest wisely.5
“IF IT DON’T MAKE DOLLARS, IT DON’T MAKE SENSE.”
Business Club, Social Marketing, http://Mentoring-Club.ning.com
It no longer makes economic sense to send an advertising message to the many, in hopes of persuading the few.
M. LAWRENCE LIGHTFORMER CHIEF MARKETING OFFICERMCDONALDS
“Business Club, Social Marketing, http://Mentoring-Club.ning.com
Amen.
Business Club, Social Marketing, http://Mentoring-Club.ning.com
We would like to thank HUBSPOT for this great material, parts of which we have used in this presentation.
http://www.hubspot.com/