Social Media / B2B (Level 1)

LEVEL 1 | EXEC SUMMARY
STATS + DATA UPDATE 04/2012
SOCIAL NETWORK OVERVIEW
WAVELAB - MIEL VAN OPSTAL

Table of Contents
General statistics & random facts about popular social networks

Twitter, Pinterest, Facebook, Google+, YouTube, Linkedin
FourSquare, Groupon, Tumblr, Flickr, Instagram, StumbleUpon

The Journey, the roadblocks, the problem solvers & the audience

How social is B2B?
Social matters
Affinity, relevance and meaningful content

Case examples (Facebook): Case examples (Linkedin):
GE, SAP, Oracle, UPS, BP Platts, KBC, Microsoft
Case examples (Twitter): Case examples (YouTube):
UPS, JetBlue, Starbucks Avanade UK, Old Spice, PayPal

B2B
Businesses & social media
Relevance for mobile

• In February 2012 Twitter had 500 million registered users (200 million active)
• Twitter accounts for 3.61% of referral traffic (according to Shareaholic study)
• 36% of Twitter users tweet at least once per day,
• The average interaction time is 11:50 minutes
• Twitter users send roughly 175 million tweets daily
• 64% of users access Twitter via twitter.com
• Twitter’s projected ad revenue in 2012 is $259 million
• 1 million accounts are added to Twitter every day
• Traffic on the Twitter website in February 2012 was 37,201,228 UV

• In February 2012 Pinterest had 10.4 million users
• Pinterest is retaining and engaging users 2-3 times better than Twitter was at a
similar time in Twitter’s company history
• 80% of Pinterest’s user base are women, 50% of the users have kids
• 60% have attended at least some college, 25% have a bachelor’s degree or higher,
and the average household income is between (US) $25k – $75k
• Pinterest accounts for about 3.6% of referral traffic
(according to Shareaholic study), compared to 3.61% for Twitter
• Over 80% of Pinterest pins are ‘repins’ (content already pinned by users)
• 30% of Pinterest users are between 25-34 years,
25% of the users are 35-44 & 17% is between 18-24 years old
• 21% of Pinterest users say they have purchased an item after seeing it
• Traffic on the Pinterest website in February 2012 was 16,230,441 UV

• In February 2012 Facebook had 850+ million users
• Facebook accounts for approx 26% of referral traffic
• Of the 850+ million Facebook users, 31% check in more than once a day
• Almost 50% of 18-34 year olds check Facebook when they wake up –
• 28% before even getting out of bed
• 20 million Facebook applications are installed per day
• Over 250 million people access Facebook via their mobile phone
• In just 20 minutes, over 1 million links are shared, 1.5 million event invites are
sent, 1.8 million statuses are updated, 2 million friend requests are accepted, 2.7
million photos are uploaded, 2.7 million messages are sent and 10.2 million
comments are made
• More than 2.5 million websites have integrated with Facebook
• Traffic on the Facebook website in February 2012 was 166,890,779 UV

• In February 2012 Google+ had 90 million users
• Google+ accounts for about 0.22% of referral traffic
• US users spend an average of 6 minutes on the site
• Just 29% of Google+ users are female
• 44% of Google+ users are single
• The top ten countries using Google+: USA (31%), India (14%), Brazil (5%), UK (4%),
Canada (2.5%), Germany (2%), Indonesia (1.8%) and Italy, Mexico and Spain
(1.7%)
• The top occupation is student (20%)
• The Google+ button is served more than 5 billion times each day
• China and Iran block access to Google+
• Traffic on the Google+ website in February 2012 was 18,915,810 UV

• One hour of video is uploaded to YouTube every second -
that’s 24 hours of video every 24 seconds,
60 hours a minute,
9 months every 2 hours,
a decade every single day and
a century every 10 days
• YouTube sees four billion video views globally every day
• Users on YouTube spend a total of 2.9 billion hours per month (326,294 years)
• Traffic on the YouTube website in February 2012 was 147,739,093 UV

• Compared to January 2011, LinkedIn’s member have grown by 45% worldwide
• LinkedIn’s members have reached 147 million, although this figure is an
approximate number provided by LinkedIn
• Every second two new users sign up
• The average LinkedIn user is male (57.9%) and aged between 25 and 54 years
(67.7%)
• Age demographics are: 21% 18-24, 36% 25-34, 36% 35-54, 7% 55+
• North America and Europe represent 65.7% of users with about 96.6 million
• Over 44% of LinkedIn’s users work in companies with more than 10,000
employees, in Asia the figure rises up to 57.3%
• 39% of the members is Manager, Director, Owner, Chief Officer or Vice President
• Traffic on the LinkedIn website in February 2012 was 26,186,877 UV

• 15 million global Foursquare users have checked in 1.5 billion times. (Dec, 2011)
• Foursquare has at least 7.5 million domestic users (US)
• More than 20% of the users push their check-ins to Facebook
• User number 22,499,416 registered on March 2, 2012
• Foursquare sees 2,000,000 check-ins a week
• Traffic on the Foursquare website in February 2012 was 1,806,308 UV

• First round of series A financing in 2008: $4,8 million.
• Second round in 2009: $30 million… 2010: $135 million (digital skies – RU)
• 2011, series D financing: $950 million
• 115 million people used Groupon (08/2011)
• Groupon clocks $3.5 Million on an average every 3 days
• 77% of users are female, 49% is single, 33% is married, 12% lives with a partner,
6% is divorced / widowed / separated
• Groupon customers spend an average of 60% above the value of the Groupon
• 66% read Groupon write-ups every day
• 66% use Groupon primarily as a guide to explore their city
• 70% of subscribers have a yearly income > $ 50K
• Traffic on the Groupon website in February 2012 was 14,536,345 UV

• As of February 27, 2012, Tumblr had over 46.2 million blogs
• Content sharing has increased by 1299.5% in 2011
• 50% of the user base is under the age of 25
• Visitors spend up to 3x more time on Tumblr than on Wordpress or Blogspot
• it scored 13.4 million unique visitors I in July 2011—
up 218% from July 2010
• Traffic on the Tumblr website in February 2012 was 18,533,690 UV

• On August 4, 2011 Flickr announced its 6th billionth image
• On January 19, the count was up to 6,7 billion
• Between these two dates , users have uploaded 4.2 million photos per day
• Over the last 5 years uploads have been increasing 20% year-over-year
• Flickr has 51 million registered members
• Groups are used as a way to communicate with fellow members of Flickr around
common photography interests.
• Flickr members spend an average of 2.7 minutes per visit on the site.
• Members are mostly Millennials, Men between 18–34 and Affluents.
• Traffic on the Flickr website in February 2012 was 18,255,322 UV

• Instagram for Android launch: more than 1 mn downloads in the first 24 hours.
• There are 31 million users
• 30 million users have an iphone
• 430K+ on its Android waiting list
• 30 million+ registered users
• 1 billion+ photos uploaded
• 5 million+ photos per day
• 575 likes per second
• 81 comments per second
• There are over 150,000,000 photos uploaded with instagram
• Traffic on the instagram website in February 2012 was 331,529 UV

• 290,408 websites are using Stumbleupon. 88,013 are within the most visited sites
on the internet.
• In August 2011, SU celebrate 25,000,000,000 clicks of the Stumble! Button
• In September 2001, SU traffic referrals was 50.34%. Facebook was 37.4%
• In October 2011, SU surpassed 20 million users
• The lifetime of a web page shared in SU is 400 hours
• The same link’s lifetime on Twitter: 2.8 hours, on Facebook: 3.2 hours
• SU delivers more than 1.2 billion recommendations per month
• Users spend seven hours per month stumbling
• Average Stumbling time is 69 minutes, with over 25 million Stumblers
• 2.2 million web pages are added to SU every month
• Traffic on the StumbleUpon website in February 2012 was 331,529 UV

In 2012, executives will start to adopt new
processes and technologies that will not only
help them scale the effort, but get the data
that clearly links to ROI.

• 66 % of online adults are connected to one or more social media platforms
• 50 % of social media users say they check in to their favorite networks first thing
in the morning
• Sales via social commerce are expected to reach $30 billion within 5 years
• 45% of social media users are at least ‘somewhat’ comfortable providing credit
card details through social media channels
• 20% would purchase products from their favorite brands within their social media
sites (as opposed to normal websites)
• 34% would be more likely to share information about a purchase on a social
media site than one on a traditional e-commerce site
• 74% wouldn’t use an alternative currency (e.g.. Facebook credits) to make a
purchase on a social media site

refining the relationship cycle

The most important use of social networks for a B2B company is
generating leads and revenue for your business.

What will you give in return for loyalty, trust & interaction?

selecting the right audience segment

Social media is a public. Everyone can join, share and like but the motivations
may have different causes. Segmenting your audience and stake holders,
and directing them to a tailored curated content section is key.

Who are you talking to and what do you expect from them? Why are you here?

sharing curated content with a social purpose

The tone of voice in what you share depends on who you share it with.
Is your content helping your clients & relations to get ahead?
Are you sharing something of value?

(and have you included a CTA?)

https://www.facebook.com/GE/app_271926652821955

https://www.facebook.com/geindustrial

https://www.facebook.com/SAPSoftware

https://www.facebook.com/Oracle

https://www.facebook.com/OracleCloudComputing

https://www.facebook.com/BPAmerica

https://www.facebook.com/ups/app_123769704383836

http://www.platts.com/PlattsOnLinkedIn

http://www.linkedin.com/company/kbc-bank-en-verzekering/

http://www.linkedin.com/company/microsoft

http://www.youtube.com/user/AvanadeUK

Taking a lesson from Old Spice, business
technology company Avanade, used YouTube
to answer questions submitted by Twitter
users. Straightforward, but effective, proving
that these channels are not only for B2C
companies.

http://www.youtube.com/user/OldSpice

http://youtu.be/PvYP_d2S1Pg

http://www.youtube.com/user/PayPalMerchant

• You sell business products to companies.
• People in your company sell things to people in other companies.
• Mary from sales communicates with Dave from purchase.
Mary’s connection needs to be strengthened, nurtured & solidified.
What happens when Mary or Dave change jobs?

B2B requires more than plain retail transactions.
The relationship should not end when the customer has paid and left.
Social networks and social media are keeping the communication alive and make the
connection with the customer stronger on both conscious and subconscious levels.

This is very important with companies that sell items with sales cycles that are far
apart, but increasing the frequency of contact can stimulate the buying process.

• Only 26% of businesses frequently include calls to action in their tweets –
• 49% never include a call to action
• Only 23% have used Twitter to promote a social-only deal, such as a coupon or
discount available only to Twitter users who click the link
• 29% of brands on Facebook have offered deals within the channel

People were 25% more likely to buy a product they would be proud of if it had
social buttons placed next to it, but 25% less likely to buy a product they would
be embarrassed of if it encouraged them to like or tweet about it
(by having social share buttons nearby)
• 70% of businesses ignore complaints on Twitter
• 83% of people who complained on Twitter liked or loved a response by the
company
• 58% of businesses saw a drop in marketing costs by moving to social marketing

Watch your post frequency and mind social timing.
There is a short window of opportunity to gain traction with an update.
Be careful with automated posting services.
Establish a regular schedule for your updates.
Weekends are more sharing friendly.
Exploit your location, take control.
Find the resources to respond to questions and inquiries.
Encourage others to share your content.
Reward sharing once in a while.

• Facebook alone accounts for 10% of all mobile data on the iPhone
• Globally more people own a mobile phone than a toothbrush
• There are over 500,000 apps in Apple’s App Store (as at Dec 2011)
• There are 400,000 apps for the Android operating system (as at Dec 2011)
• Of the world’s 4 billion mobile phones, 1.08 billion are smartphones
• 119 million media tablets will be sold worldwide in 2012, a 98% increase from
2011
• Sales across the globe will grow about 46 percent to 687.9 million units this year
and will touch 1.05 billion units in 2014
• Smartphone users are twice more active on social media than non smartphone
users
• 60% admit to using their device while going to the bathroom
• 86% of mobile users are watching TV while using a mobile phone

• Over 200 million access Facebook from a mobile device and
• 91% of all mobile internet use is “social” related
• By 2014 mobile internet use should overtake desktop internet use
• ½ of all local searches are done on mobile devices
• Half of Twitter’s users use Twitter on their mobile
• There are 200 million + views of YouTube clips on mobiles every day
• 42% Mobile Users Share Multimedia Via Facebook

• Your audience already is active online. You have to find out where.
• Think about what you have to say to them. What will you share, contribute?
• Think: Affinity – Relevance – Meaningfulness
• Why are you there? What do you want to get out of this network?
• Research measuring tools, prepare lead generation funnel
• Create a strategy, define the goals, prepare a content cycle plan
• Include expectations milestones. What would you like to achieve by when?
• Going social in different steps
• Set up two or three social networks
• Brand them, link them if needed
• Follow your plan
• Assess, correct where needed, share learnings
• Expand to new networks (repeat cycle)

LEVEL 1 | E
STATS + DATA U
SOCIAL NETWO
WAVELAB - MI

HTTP://HAPPY
HTTP://WAVEL
@coolz0r

• http://siteanalytics.compete.com/twitter.com/?metric=uv

• http://siteanalytics.compete.com/pinterest.com/?metric=uv

• http://siteanalytics.compete.com/facebook.com/?metric=uv

• http://siteanalytics.compete.com/plus.google.com/?metric=uv

• http://siteanalytics.compete.com/youtube.com/?metric=uv

• http://siteanalytics.compete.com/linkedin.com/?metric=uv

• http://siteanalytics.compete.com/foursquare.com/?metric=uv

• http://www.slideshare.net/amover/linkedin-demographics-statistics-jan-2012

• http://press.linkedin.com/

• http://www.youtube.com/watch?v=isQWlN_tKrY

• http://blog.foursquare.com

• http://www.clickz.com/clickz/news/2130251/foursquare-reaches-15m-users-triples-audience

• http://money.cnn.com/2012/02/29/technology/foursquare_ceo/index.htm

• http://mashable.com/2011/12/05/fourquare-15-million-users/

• http://techcrunch.com/2010/08/19/foursquare-check-ins-places-facebook/

• http://en.wikipedia.org/wiki/Foursquare

• http://www.socialnomics.net/2012/01/04/39-social-media-statistics-to-start-2012/

• http://liesdamnedliesstatistics.com/2012/03/instagram-hits-25-million-users-you-heard-it-here-first.html

• http://therealtimereport.com/2012/04/02/pin-commerce-21-of-pinterest-users-have-purchased-a-product-they-found-on-the-site/

• http://hobhub.biz/profiles/blogs/groupon-statistics-infographic

• http://www.socialnomics.net/2011/02/14/group-moan/

• http://www.digitalbuzzblog.com/infographic-the-effectiveness-of-groupon/

• http://www.webpronews.com/only-40-of-marketing-firms-using-google-2012-04

• http://en.wikipedia.org/wiki/Tumblr

• http://thetecnica.com/2012/03/blogger-vs-wordpress-vs-tumblr-stats-2012

• http://www.reuters.com/article/2011/08/06/us-groupon-subscribers-idUSTRE7746I120110806

• http://www.grouponworks.com/why-groupon/demographics

• http://blog.flickr.net/en/2011/08/04/6000000000/

• http://www.alexa.com/siteinfo/Flickr.com

• http://en.wikipedia.org/wiki/Flickr

• http://advertising.yahoo.com/article/flickr.html

• http://www.kullin.net/2012/01/instagram-now-growing-faster-than-flickr/

• http://allthingsd.com/20120403/instagram-by-the-numbers-1-billion-photos-uploaded/

• http://siteanalytics.compete.com/instagram.com/?metric=uv

• http://siteanalytics.compete.com/tumblr.com/?metric=uv

• http://siteanalytics.compete.com/flickr.com/?metric=uv

• http://siteanalytics.compete.com/groupon.com/?metric=uv

• http://info.awarenessnetworks.com/The-State-Of-Social-Media-Marketing.html

• http://www.digitalbuzzblog.com/

• http://socialmediatoday.com/node/401475

• http://www.mediabistro.com/alltwitter/social-media-statistics_b17188

• http://www.clickz.com/clickz/column/2134516/social-media-2011-highlights-included

• http://blog.nielsen.com/nielsenwire/global/deal-with-it-discounts-drive-brand-love-on-social-media/

• http://www.allfacebook.com/facebook-billions-2011-12

• http://www.web123.com.au/blog/facebook-australia-2011-stats-revealed.aspx

• http://socialtimes.com/google-traffic-up-55-hits-49m-visits-in-december_b87156

• http://www.socialmedianews.com.au/social-media-growth-australia-2011-infograph/

• http://mashable.com/2012/01/09/tweets-by-country/

• http://www.mediabistro.com/alltwitter/twitter-2011-records_b17430

• http://socialtimes.com/survey-49-of-linkedin-users-have-household-income-over-100k_b87449

• http://www.mediabistro.com/alltwitter/twitter-facebook-customer-support_b17505

• http://thesocialskinny.com/100-social-media-mobile-and-internet-statistics-for-2012/

• http://thesocialskinny.com/100-social-media-statistics-for-2012/

• www.socialnomics.net/2012/01/04/39-social-media-statistics-to-start-2012/

• http://www.jeffbullas.com/2012/04/03/the-three-essential-steps-to-a-socially-engaged-enterprise/

• http://blog.verticalresponse.com/verticalresponse_blog/2012/02/like-it-pin-it-sell-it-why-pinterest-matters-for-your-business.html

• http://sproutsocial.com/insights/2011/08/twitter-hashtags/

• http://newsroom.fb.com/

• http://www.searchinfluence.com/2012/01/google-plus-for-business/#optin_close

• http://blog.intercom.io/know-your-customers-and-how-they-decide/

• http://www.socialnomics.net/2012/01/18/state-of-social-media-marketing-new-report-on-top-areas-for-social-marketing-investment-and-
biggest-social-marketing-challenges-in-2012/

• http://thesocialskinny.com/100-more-social-media-statistics-for-2012/

• http://www.mediabistro.com/alltwitter/b2b-social-marketing_b20019

• http://www.insidefacebook.com/2011/12/27/edgerank-and-graph-rank-defined/

• http://blog.hubspot.com/blog/tabid/6307/bid/25498/6-Ways-B2B-Companies-Are-Using-Facebook.aspx

• http://www.toprankblog.com/2011/02/5-b2b-facebook-marketing/

• http://socialmediatoday.com/krishna-shah/471020/using-facebook-b2b-marketing

• http://socialmediab2b.com/2012/04/b2b-social-media-measure-results/

• http://www.toprankblog.com/2011/04/b2b-social-media-reports-2011/

• http://socialmediab2b.com/2011/06/b2b-facebook-marketing-tips/

• http://www.conversionation.net/

• http://smallbiztrends.com/2011/04/amex-open-launches-facebook-national-contest-for-small-business-owners.html

• http://econsultancy.com/uk/blog/8148-25-business-tastic-b2b-social-media-case-studies

• http://socialmediainfluence.com/2010/09/14/ups-launches-a-b2b-social-marketing-campaign/

• http://trends.builtwith.com/widgets/Stumbleupon

• http://mashable.com/2011/10/12/stumbleupon-20-million/

• http://www.stumbleupon.com/blog/the-lifecycle-of-a-web-page-on-stumbleupon

• https://business.twitter.com/en/optimize/case-studies/

• http://www.toprankblog.com/2010/02/b2b-social-media-winners/

• http://www.toprankblog.com/wp-content/uploads/2010/02/Social-Media-White-Paper-Microsoft-Advertising.pdf

• http://smallbiztrends.com/2010/02/types-of-twitter-accounts.html

• http://allfacebook.com/facebook85431_b85431

• http://www.mediabistro.com/alltwitter/files/2012/05/marketers-social-media-success.png

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