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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

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Have you optimized your marketing mix? Have you monetized your time online? Not yet? What are you waiting for?

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Page 1: Gone social?

Business Club, Social Marketing, http://Mentoring-Club.ning.com

Social Marketing and what YOU DO about it

based on materials from www.HUBSPOT.com

Page 2: Gone social?

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

Page 3: Gone social?

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

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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

georgealex
Marked set by georgealex
Page 5: Gone social?

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

Page 6: Gone social?

Companies that blog get

website visitors.

SOURCE: HUBSPOT, 2010

55% more

Business Club, Social Marketing, http://Mentoring-Club.ning.com

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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

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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

Page 9: Gone social?

SOURCE: HUBSPOT, 2011

Business Club, Social Marketing, http://Mentoring-Club.ning.com

Page 10: Gone social?

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

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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

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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

Page 13: Gone social?

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

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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

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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

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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

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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

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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

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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

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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

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40%of US households have a DVR.

SOURCE: LEICHTMAN RESEARCH GROUP, INC., SEPTEMBER, 2010

Business Club, Social Marketing, http://Mentoring-Club.ning.com

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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

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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

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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

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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

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…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

Page 27: Gone social?

SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, MAY 2010

of adult Americans use the Internet. 79% Business Club, Social Marketing, http://Mentoring-Club.ning.com

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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

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SOURCE: COMSCORE, AUGUST 2010

10.3 Billion searches are conducted every month on Google.

Business Club, Social Marketing, http://Mentoring-Club.ning.com

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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

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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

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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

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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

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1 out of every 8 minutes online is spent on Facebook.

SOURCE: COMSCORE, FEBRUARY 2011

Business Club, Social Marketing, http://Mentoring-Club.ning.com

Page 35: Gone social?

SOURCE: RJMETRICS, JANUARY 2010

Twitter’s active user base generates

90 Million tweets per day.

Business Club, Social Marketing, http://Mentoring-Club.ning.com

Page 36: Gone social?

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

Page 37: Gone social?

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

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40% of Facebook’s user base is age 35+.

SOURCE: ISTRATEGY LABS, JANUARY 2010

Business Club, Social Marketing, http://Mentoring-Club.ning.com

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64% of Facebook users have become “fans” of at least one company.

SOURCE: EXACTTARGET, 2011

Business Club, Social Marketing, http://Mentoring-Club.ning.com

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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

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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

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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

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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

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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

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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

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Give great directions.4

� RELEVANT LANDING PAGES� CLEAR CALLS TO ACTION� COMPELLING OFFERS

Business Club, Social Marketing, http://Mentoring-Club.ning.com

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Invest wisely.5

“IF IT DON’T MAKE DOLLARS, IT DON’T MAKE SENSE.”

Business Club, Social Marketing, http://Mentoring-Club.ning.com

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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

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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/