How Businesses Are Marketing with Facebook & Twitter
1. How Businesses Are Marketing With Facebook
& Twitter
Six New Social Media Case Studies
Rick Burnes
HubSpot Marketing Manager
Twitter: @rickburnes
2. Agenda
I. About HubSpot & Inbound
Marketing
II. How Businesses Are Using
Facebook
III. How Businesses Are Using Twitter
IV. How to Measure Social Media
2
3. What’s HubSpot?
• Founded in July 2006; grew out of research at MIT
• Sells inbound marketing software
• 2,000+ customers; 100+ employees
3
6. What Is Inbound Marketing?
Process Website Visitors Tools
Get Found Get Found
• Publish • Content Mgmt
• Promote • Blogging
• Optimize • Social Media
• SEO
Leads • Analytics
Convert Convert
• Test • Offers / CTAs
• Landing Pages
• Target
• Email
• Nurture • Lead Intelligence
• Lead Mgmt
• Analytics
Customers
6
7. Social Media Feeds the Funnel
Blogging SEO Social Media Email Pay-Per-Click
Website Visitors
Leads
Customers
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9. Is Social Media Like Cotton Candy?
Flickr: anitacanita
• Colorful
• Sticky
• No nutritional or business value
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10. No! It’s Like Whole Wheat Bread.
Flickr: sierravalleygirl
• Healthy
• Used widely
• A basic part of any diet or marketing mix
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11. It Drives Leads!
HubSpot Social Media Leads
Twitter & Facebook are largest categories, at >60% of HubSpot’s total social media leads.
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12. How to Succeed With Social Media
Measure & Build a
Analyze Network
Share
Content
13. Not Sold on Facebook or Twitter?
Same recipe for success on every social network.
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14. Agenda
I. About HubSpot & Inbound
Marketing
II. How Businesses Are Using
Facebook
III. How Businesses Are Using Twitter
IV. How to Measure Social Media
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17. What Makes Great Facebook Pages?*
Product Passion
Content
Community
Fun
Practical Information
Je Ne Sais Quoi
* In my opinion.
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18. What Are Your Neighbors Up To?
The best way to learn how to use Facebook for your business?
Study the things that work for other businesses.
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19. Don’t Focus Too Much on Your Industry
The best marketers take off the
blinders and look outside their
world for inspiration.
“But we’re a B2B company” is a
BAD excuse not to dive into
Facebook.
beketchai on flickr
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25. Case Study #3: Nicholas Kristof
• NYT Columnist
• >146,543 fans
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26. Context Provided for Each Link
B2B Tips: Be
passionate; share
content, but share it
with a personal voice.
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27. Agenda
I. About HubSpot & Inbound
Marketing
II. How Businesses Are Using
Facebook
III. How Businesses Are Using Twitter
IV. How to Measure Social Media
27
39. Links to Blog = Links to Landing Pages
Potential for No Potential
Lead Gen for Lead Gen
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40. What to Publish?
• Blog
• Podcast
• Videos
• Photos
• Presentations
• eBooks
• News Releases
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41. A Word of Caution
• Don’t Tweet too much
about your product.
NOBODY CARES.
• Create content that’s
useful and interesting to
your target personas.
42. What Gets Shared?
Rarely Frequently
Shared Shared
• Product info • New data
• Free trials • Funny videos
• Software documentation • Top-notch blog posts
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43. Agenda
I. About HubSpot & Inbound
Marketing
II. How Businesses Are Using
Facebook
III. How Businesses Are Using Twitter
IV. How to Measure Social Media
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44. Follower Count
• A measure of your raw distribution power
45. @replies
• A measure of community engagement & branding
• On your profile or via search.twitter.com
46. Twitter Grader
• Inputs include followers, influence, follower influence
and patterns of use
58. Thank You!
Sign up for a free trial of HubSpot:
www.hubspot.com/trial/
Connect with us:
LinkedIn: www.linkedin.com/in/rickburnes
Twitter: www.twitter.com/rickburnes
More questions? Post them here: http://inbound.org