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How to Use Twitter for Business
AMA Webcast - July 23, 2009




          Rick Burnes
          HubSpot Marketing Manager
          Twitter: @rickburnes
Agenda

         I. About HubSpot & Inbound
              Marketing
         II. Why Businesses Should Use
              Twitter
         III. Building a Twitter Network
         IV. Sharing Content & Driving Traffic
         V. Twitter Measurement & ROI


2
Who’s HubSpot?




    • Founded in July 2006 from research at MIT
    • Cambridge, MA
    • 1400+ customers, 85+ employees

3
What HubSpot Software Does




4
Traditional Marketing (Outbound)




5
Marketing Today (Inbound)




6
How Do the Best New Companies Market?

           1950 - 2000          2000 - 2050




7
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
8
One Way to Feed the Funnel

     Blogging   SEO        Twitter        Email   Pay-Per-Click




                       Website Visitors



                        Leads




                       Customers
9
Agenda

      I. About HubSpot & Inbound
           Marketing
      II. Why Businesses Should Use
           Twitter
      III. Building a Twitter Network
      IV. Sharing Content & Driving Traffic
      V. Twitter Measurement & ROI


10
What IS Twitter?


      Like …               … Except
                          Only 140 characters



                          It’s viewable in lots of
                          places
      A giant chatroom    You choose the people you
                          follow
      Instant Messaging   It’s public and archived on
                          the web
What Are the Uses?


                 Marketing




                        Customer
          Listening
                         Service




12
Is Twitter Like Cotton Candy?




          Flickr: anitacanita



          • Colorful
          • Sticky
          • No nutritional or business value

13
No! It’s Like Whole Wheat Bread.




         Flickr: sierravalleygirl


         • Healthy
         • Used widely
         • A basic part of any diet or marketing mix

14
A Twitter PR Anecdote
          Need to urgently speak with a business that is very
          actively leveraging social media strategies; for ZDNet

     I spoke about our use of social media for biz on 2 panels -
     http://tinyurl.com/4v4cgh AND http://tinyurl.com/6943l9

                                 408 555-1234?



     I will call you right now




 Elapsed Time:
  50 Minutes
Twitter Drives Real Traffic
            HubSpot Blog Referrals (Q1 & Q2 2009)




                 >9% Twitter; 22.9% Google



16
How to Succeed With Twitter


      Measure &       Build a
       Analyze        Network



                Share
               Content
Agenda

      I. About HubSpot & Inbound
           Marketing
      II. Why Businesses Should Use
           Twitter
      III. Building a Twitter Network
      IV. Sharing Content & Driving Traffic
      V. Twitter Measurement & ROI


18
Start by Building a Network




           How do you build an engaged network?

19
You Already Have the Skills

                          You Just Do It Offline
                          •    Meeting people
                          •    Building
                               relationships
                          •    Asking questions
                          •    Answering questions
                          •    Building trust
                          •    Building a reputation




20
Company Profile? Personal Profile?
Let Your Brand Shine
Put a Bio in Your Profile
     Avg Followers
Put a Link in Your Profile
     Avg Followers
Follow People




         Updates from the people you follow appear on your homepage.
Follow to Get Followers
Follow People Who Follow You
How to Find People to Follow




            twitter.grader.com/search
See Who Thought-Leaders Follow




             twitter.com/dmscott
Create a Company Page




           twitter.zappos.com/employees
Follow Your Brand in Conversations
Engage With Your Network




32
Engagement Dominates




33
What Are Twitter Applications?




     One telephone number,   One Twitter handle,
       many ways to call.    many ways to tweet.




34
Agenda

      I. About HubSpot & Inbound
           Marketing
      II. Why Businesses Should Use
           Twitter
      III. Building a Twitter Network
      IV. Sharing Content & Driving Traffic
      V. Twitter Measurement & ROI


35
Share Content With Your Network




         Content Rule #1: It must be useful/interesting/fun
What to Publish?

     •   Blog
     •   Podcast
     •   Videos
     •   Photos
     •   Presentations
     •   eBooks
     •   News Releases


37
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.
Conversation & Distribution




     Conversation

              AND



      Distribution




39
Good Content Spreads




     If you provide interesting content,
     your network will retweet it.


40
What Gets Shared?

     Rarely                           Frequently
     Shared                              Shared




     • Product info             • New data
     • Free trials              • Funny videos
     • Software documentation   • Top-notch blog posts




41
Use Favorites to Save Highlights




           twitter.com/HubSpot/favourites
Agenda

      I. About HubSpot & Inbound
           Marketing
      II. Why Businesses Should Use
           Twitter
      III. Building a Twitter Network
      IV. Sharing Content & Driving Traffic
      V. Twitter Measurement & ROI


43
Follower Count




   •   A measure of your raw distribution power
@replies




   •   A measure of community engagement & branding
   •   On your profile or via search.twitter.com
Twitter Grader




   •   Inputs include followers, influence, follower influence
       and patterns of use
Measure the Impact on Your Funnel
              Website Visitors




                 Customers
47
How to Track Your Funnel




       Track visitors.   Track leads.   Track customers.



48
Track Conversions
                              Traffic to HubSpot.com




                              Selected Channels

                   Visitors      Leads     Conversion   Customers   Net Conversion

     Twitter       3,289          554        17%           12           0.4%
     Facebook       504           75         15%           6            1.2%
     Stumbleupon    511           28          5%           1            0.2%

49
Final Thoughts …




50
Build Leverage




51
Too Many Pieces to Put Together!




                                d.j.k. on flickr
52
HubSpot Puts the Pieces Together




53
Thank You!
Sign up for a free trial of HubSpot:
www.hubspot.com/trial/



Connect with me:
LinkedIn: www.linkedin.com/in/rickburnes
Twitter: www.twitter.com/rickburnes
Email: rburnes@hubspot.com


Available to answer questions anytime:
www.inboundmarketing.com/forum

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How to Use Twitter for Business

  • 1. How to Use Twitter for Business AMA Webcast - July 23, 2009 Rick Burnes HubSpot Marketing Manager Twitter: @rickburnes
  • 2. Agenda I. About HubSpot & Inbound Marketing II. Why Businesses Should Use Twitter III. Building a Twitter Network IV. Sharing Content & Driving Traffic V. Twitter Measurement & ROI 2
  • 3. Who’s HubSpot? • Founded in July 2006 from research at MIT • Cambridge, MA • 1400+ customers, 85+ employees 3
  • 7. How Do the Best New Companies Market? 1950 - 2000 2000 - 2050 7
  • 8. 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 8
  • 9. One Way to Feed the Funnel Blogging SEO Twitter Email Pay-Per-Click Website Visitors Leads Customers 9
  • 10. Agenda I. About HubSpot & Inbound Marketing II. Why Businesses Should Use Twitter III. Building a Twitter Network IV. Sharing Content & Driving Traffic V. Twitter Measurement & ROI 10
  • 11. What IS Twitter? Like … … Except Only 140 characters It’s viewable in lots of places A giant chatroom You choose the people you follow Instant Messaging It’s public and archived on the web
  • 12. What Are the Uses? Marketing Customer Listening Service 12
  • 13. Is Twitter Like Cotton Candy? Flickr: anitacanita • Colorful • Sticky • No nutritional or business value 13
  • 14. No! It’s Like Whole Wheat Bread. Flickr: sierravalleygirl • Healthy • Used widely • A basic part of any diet or marketing mix 14
  • 15. A Twitter PR Anecdote Need to urgently speak with a business that is very actively leveraging social media strategies; for ZDNet I spoke about our use of social media for biz on 2 panels - http://tinyurl.com/4v4cgh AND http://tinyurl.com/6943l9 408 555-1234? I will call you right now Elapsed Time: 50 Minutes
  • 16. Twitter Drives Real Traffic HubSpot Blog Referrals (Q1 & Q2 2009) >9% Twitter; 22.9% Google 16
  • 17. How to Succeed With Twitter Measure & Build a Analyze Network Share Content
  • 18. Agenda I. About HubSpot & Inbound Marketing II. Why Businesses Should Use Twitter III. Building a Twitter Network IV. Sharing Content & Driving Traffic V. Twitter Measurement & ROI 18
  • 19. Start by Building a Network How do you build an engaged network? 19
  • 20. You Already Have the Skills You Just Do It Offline • Meeting people • Building relationships • Asking questions • Answering questions • Building trust • Building a reputation 20
  • 22. Let Your Brand Shine
  • 23. Put a Bio in Your Profile Avg Followers
  • 24. Put a Link in Your Profile Avg Followers
  • 25. Follow People Updates from the people you follow appear on your homepage.
  • 26. Follow to Get Followers
  • 27. Follow People Who Follow You
  • 28. How to Find People to Follow twitter.grader.com/search
  • 29. See Who Thought-Leaders Follow twitter.com/dmscott
  • 30. Create a Company Page twitter.zappos.com/employees
  • 31. Follow Your Brand in Conversations
  • 32. Engage With Your Network 32
  • 34. What Are Twitter Applications? One telephone number, One Twitter handle, many ways to call. many ways to tweet. 34
  • 35. Agenda I. About HubSpot & Inbound Marketing II. Why Businesses Should Use Twitter III. Building a Twitter Network IV. Sharing Content & Driving Traffic V. Twitter Measurement & ROI 35
  • 36. Share Content With Your Network Content Rule #1: It must be useful/interesting/fun
  • 37. What to Publish? • Blog • Podcast • Videos • Photos • Presentations • eBooks • News Releases 37
  • 38. 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.
  • 39. Conversation & Distribution Conversation AND Distribution 39
  • 40. Good Content Spreads If you provide interesting content, your network will retweet it. 40
  • 41. What Gets Shared? Rarely Frequently Shared Shared • Product info • New data • Free trials • Funny videos • Software documentation • Top-notch blog posts 41
  • 42. Use Favorites to Save Highlights twitter.com/HubSpot/favourites
  • 43. Agenda I. About HubSpot & Inbound Marketing II. Why Businesses Should Use Twitter III. Building a Twitter Network IV. Sharing Content & Driving Traffic V. Twitter Measurement & ROI 43
  • 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
  • 47. Measure the Impact on Your Funnel Website Visitors Customers 47
  • 48. How to Track Your Funnel Track visitors. Track leads. Track customers. 48
  • 49. Track Conversions Traffic to HubSpot.com Selected Channels Visitors Leads Conversion Customers Net Conversion Twitter 3,289 554 17% 12 0.4% Facebook 504 75 15% 6 1.2% Stumbleupon 511 28 5% 1 0.2% 49
  • 52. Too Many Pieces to Put Together! d.j.k. on flickr 52
  • 53. HubSpot Puts the Pieces Together 53
  • 54. Thank You! Sign up for a free trial of HubSpot: www.hubspot.com/trial/ Connect with me: LinkedIn: www.linkedin.com/in/rickburnes Twitter: www.twitter.com/rickburnes Email: rburnes@hubspot.com Available to answer questions anytime: www.inboundmarketing.com/forum