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Twitter for Marketing and PR
www.HubSpot.com

With Mike Volpe, Ellie Mirman and Rick Burnes
Welcome!

Mike Volpe
VP I b
   Inbound M k ti
          d Marketing
LinkedIn: http://www.linkedin.com/in/mikevolpe
Twitter: @mvolpe




Ellie Mirman
Inbound Marketing Manager
LinkedIn: http://www.linkedin.com/in/elliemirman
Twitter: @ellieeille



Rick Burnes
Inbound Marketing Manager
LinkedIn: http://www.linkedin.com/in/rickburnes
Twitter: @rickburnes
How to Participate on Twitter




                  Step One
                  1. Login to your Twitter 
                       account
                  2. Comment and ask 
                  questions including the 
                  characters “@hubspot”
How to Participate on Twitter




                  Step Two
                  1. Go to search.twitter.com
                  2. Search for “@hubspot”
Agenda
•   Inbound Marketing & the New Rules
•   T itter 101
    Twitter
•   Build Your Network
•   Engage Your Community
•   Track & Analyze
•   Tools & Resources
Outbound Marketing


                     800-555-1234
                     Annoying
                     Salesperson
Inbound Marketing

Blog
   g          SEO     Social Media
Rethinking Marketing
Outbound Marketing    Inbound Marketing
• Telemarketing       • SEO / SEM
• Trade shows         • Blogging
• Direct mail         • Social Media
• Email blasts        • RSS
• Print ads           • Free tools/trials
• TV/radio ads        • Public Relations

 Interruption           Permission
HubSpot Inbound Marketing System

                                    Content
                         SEO      Management           Blog
• Software
                               Landing            Social
                                Pages             Media
• Support + Expertise                  Lead
                                   Intelligence

• $250 or $500 / month
                                         CRM
                                    (Salesforce.com 
                                        or other)
• No IT Required
Foundations of Inbound Marketing




Blogging                   Social
                           Networks



             SEO
Agenda
•   Inbound Marketing & the New Rules
•   T itter 101
    Twitter
•   Build Your Network
•   Engage Your Community
•   Track & Analyze
•   Tools & Resources
What IS Twitter?

Like …
Lik                  … Except
                       E    t
                    Only 140 characters



                    It’s viewable in lots of places

A giant chatroom    You choose the people you 
                    follow
Instant M
I             i
        Messaging   I’     bli    d hi d         h
                    It’s public and archived on the 
                    web
Twitter? No Time for That Nonsense!
Why Do I Need to Know This?
Twitter for PR
        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
 50 Minutes
How to Succeed With Twitter


   Track &              Build Your 
   Analyze
       y                 Network




                Engage 
                Engage
               With Your 
              Community
Agenda
•   Inbound Marketing & the New Rules
•   T itter 101
    Twitter
•   Build Your Network
•   Engage Your Community
•   Track & Analyze
•   Tools & Resources
Dive In
Company Brand? Or Personal Brand?
Please, Personalize Your Profile
Let Your Brand Shine
Follow People
Follow Top Twitter Users




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




          twitter.com/dmscott
Who’s Talking About Your Keywords?




       search.twitter.com/search?q=lead+generation
Engage With People



          2,700 followers




          1,200 followers
           ,
Create a Company Page




    twitter.zappos.com/employees
Follow People Who Follow You
Agenda
•   Inbound Marketing & the New Rules
•   T itter 101
    Twitter
•   Build Your Network
•   Engage Your Community
•   Track & Analyze
•   Tools & Resources
It’s a Discussion, Not a Broadcast
Follow Your Brand in Conversations
Communicate With Customers
Use Favorites to Save Highlights




       twitter.com/HubSpot/favourites
Save Testimonials




http://twitter.com/Scobleizer/statuses/774666561
Publish Helpful Content
Using Twitter for Events
Meet People - “Tweetup”
What Not to Do: TMI
Questions?
Post to Twitter, including “@hubspot”

          Follow the conversation:
      http://search.twitter.com/search?q=@hubspot
Agenda
•   Inbound Marketing & the New Rules
•   T itter 101
    Twitter
•   Build Your Network
•   Engage Your Community
•   Track & Analyze
•   Tools & Resources
Follower Count




•   A measure of your raw distribution power
Twitter Grader




•   Inputs include followers AND follower influence
@replies




•   A measure of community engagement & branding
•   On your profile or via search.twitter.com
Impact on Our Sales Funnel
           600                              35


           500                              30

                                            25
           400
                                            20
      rs




                                                 Leads
                                                     s
Visitor




                                                         HubSpot.com 
           300
                                                         Referrals From 
                                            15
                                                         Twitter
           200
                                            10           Leads From Twitter
                                                         Leads From Twitter

           100                              5

            0                               0




           New source of visitors & leads
Agenda
•   Inbound Marketing & the New Rules
•   T itter 101
    Twitter
•   Build Your Network
•   Engage Your Community
•   Track & Analyze
•   Tools & Resources
HubSpot Tracks Relevant Tweets




•   HubSpot Owner & Marketer tracks industry and
    company keywords for you.
Tiny URL




•   Make long URLs fit Twitter’s 140 characters
•   Other options: bit.ly, poprl.com, etc
Lots of Twitter Clients


                          •   Many ways to connect to
                              Twitter via third-party
                              applications
                          •   Lots of mobile options




Flickr: Jeffery Simpson
Twitter Feed
Your Blog, Flickr or Any Feed




  •   Allows you to automatically update your Twitter
      stream with content you’ve published elsewhere
Hashtags.org
• Follow topics and events (#IMS08)
  •   Inbound Marketing Summit
  •   IMS 2008
  •   IMS08
  •   IMS2008
• Find people talking about similar topics
HubSpotters to Follow
HubSpotters
• h b
  hubspot t
                 And more …
• Grader
                 www hubspot com/twitter/
                 www.hubspot.com/twitter/
• Onstartups
• Bhalligan
• PC4media
• Prashantkaw
• Adbinoor
• dunster
Some of Our Favorite Tweeple

• Dmscott         • ChrisBrogan
                            g

• Guykawasaki     • Scobleizer

• TheOnion        • Xenijardin

• Tdefren         • WholeFoods
Thank You!

              Learn more about HubSpot:
      http://www.hubspot.com/products/owner/
     http://www.hubspot.com/products/marketer/




Mike Volpe           Ellie Mirman           Rick Burnes
VP Inbound           Inbound Marketing      Inbound Marketing
Marketing            Manager                Manager
Twitter: @
T itt    @mvolpe
             l       Twitter: @ellieeille   Twitter: @rickburnes

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Twitter for Marketing and PR

  • 1. Twitter for Marketing and PR www.HubSpot.com With Mike Volpe, Ellie Mirman and Rick Burnes
  • 2. Welcome! Mike Volpe VP I b Inbound M k ti d Marketing LinkedIn: http://www.linkedin.com/in/mikevolpe Twitter: @mvolpe Ellie Mirman Inbound Marketing Manager LinkedIn: http://www.linkedin.com/in/elliemirman Twitter: @ellieeille Rick Burnes Inbound Marketing Manager LinkedIn: http://www.linkedin.com/in/rickburnes Twitter: @rickburnes
  • 3. How to Participate on Twitter Step One 1. Login to your Twitter  account 2. Comment and ask  questions including the  characters “@hubspot”
  • 4. How to Participate on Twitter Step Two 1. Go to search.twitter.com 2. Search for “@hubspot”
  • 5. Agenda • Inbound Marketing & the New Rules • T itter 101 Twitter • Build Your Network • Engage Your Community • Track & Analyze • Tools & Resources
  • 6. Outbound Marketing 800-555-1234 Annoying Salesperson
  • 7. Inbound Marketing Blog g SEO Social Media
  • 8. Rethinking Marketing Outbound Marketing Inbound Marketing • Telemarketing • SEO / SEM • Trade shows • Blogging • Direct mail • Social Media • Email blasts • RSS • Print ads • Free tools/trials • TV/radio ads • Public Relations Interruption Permission
  • 9. HubSpot Inbound Marketing System Content SEO Management Blog • Software Landing Social Pages Media • Support + Expertise Lead Intelligence • $250 or $500 / month CRM (Salesforce.com  or other) • No IT Required
  • 10. Foundations of Inbound Marketing Blogging Social Networks SEO
  • 11. Agenda • Inbound Marketing & the New Rules • T itter 101 Twitter • Build Your Network • Engage Your Community • Track & Analyze • Tools & Resources
  • 12. What IS Twitter? Like … Lik … Except E t Only 140 characters It’s viewable in lots of places A giant chatroom You choose the people you  follow Instant M I i Messaging I’ bli d hi d h It’s public and archived on the  web
  • 13. Twitter? No Time for That Nonsense!
  • 14. Why Do I Need to Know This?
  • 15. Twitter for PR 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 50 Minutes
  • 16. How to Succeed With Twitter Track &  Build Your  Analyze y Network Engage  Engage With Your  Community
  • 17. Agenda • Inbound Marketing & the New Rules • T itter 101 Twitter • Build Your Network • Engage Your Community • Track & Analyze • Tools & Resources
  • 19. Company Brand? Or Personal Brand?
  • 21. Let Your Brand Shine
  • 23. Follow Top Twitter Users twitter.grader.com/topusers
  • 24. See Who Thought-Leaders Follow twitter.com/dmscott
  • 25. Who’s Talking About Your Keywords? search.twitter.com/search?q=lead+generation
  • 26. Engage With People 2,700 followers 1,200 followers ,
  • 27. Create a Company Page twitter.zappos.com/employees
  • 28. Follow People Who Follow You
  • 29. Agenda • Inbound Marketing & the New Rules • T itter 101 Twitter • Build Your Network • Engage Your Community • Track & Analyze • Tools & Resources
  • 30. It’s a Discussion, Not a Broadcast
  • 31. Follow Your Brand in Conversations
  • 33. Use Favorites to Save Highlights twitter.com/HubSpot/favourites
  • 37. Meet People - “Tweetup”
  • 38. What Not to Do: TMI
  • 39. Questions? Post to Twitter, including “@hubspot” Follow the conversation: http://search.twitter.com/search?q=@hubspot
  • 40. Agenda • Inbound Marketing & the New Rules • T itter 101 Twitter • Build Your Network • Engage Your Community • Track & Analyze • Tools & Resources
  • 41. Follower Count • A measure of your raw distribution power
  • 42. Twitter Grader • Inputs include followers AND follower influence
  • 43. @replies • A measure of community engagement & branding • On your profile or via search.twitter.com
  • 44. Impact on Our Sales Funnel 600 35 500 30 25 400 20 rs Leads s Visitor HubSpot.com  300 Referrals From  15 Twitter 200 10 Leads From Twitter Leads From Twitter 100 5 0 0 New source of visitors & leads
  • 45. Agenda • Inbound Marketing & the New Rules • T itter 101 Twitter • Build Your Network • Engage Your Community • Track & Analyze • Tools & Resources
  • 46. HubSpot Tracks Relevant Tweets • HubSpot Owner & Marketer tracks industry and company keywords for you.
  • 47. Tiny URL • Make long URLs fit Twitter’s 140 characters • Other options: bit.ly, poprl.com, etc
  • 48. Lots of Twitter Clients • Many ways to connect to Twitter via third-party applications • Lots of mobile options Flickr: Jeffery Simpson
  • 49. Twitter Feed Your Blog, Flickr or Any Feed • Allows you to automatically update your Twitter stream with content you’ve published elsewhere
  • 50. Hashtags.org • Follow topics and events (#IMS08) • Inbound Marketing Summit • IMS 2008 • IMS08 • IMS2008 • Find people talking about similar topics
  • 51. HubSpotters to Follow HubSpotters • h b hubspot t And more … • Grader www hubspot com/twitter/ www.hubspot.com/twitter/ • Onstartups • Bhalligan • PC4media • Prashantkaw • Adbinoor • dunster
  • 52. Some of Our Favorite Tweeple • Dmscott • ChrisBrogan g • Guykawasaki • Scobleizer • TheOnion • Xenijardin • Tdefren • WholeFoods
  • 53. Thank You! Learn more about HubSpot: http://www.hubspot.com/products/owner/ http://www.hubspot.com/products/marketer/ Mike Volpe Ellie Mirman Rick Burnes VP Inbound Inbound Marketing Inbound Marketing Marketing Manager Manager Twitter: @ T itt @mvolpe l Twitter: @ellieeille Twitter: @rickburnes