The document summarizes new data on how marketers are using Twitter. It finds that Twitter has matured into a more international service with users having more followers and following more accounts on average. Marketers are also following Twitter best practices more. Case studies show that Twitter drives many leads for HubSpot and plays a bigger role in SEO. Content like blogs and videos that get shared frequently on Twitter help increase reach. Marketers should track key metrics like visitors, leads, and customers to measure the impact of Twitter on their marketing funnel.

1. State of the Twittersphere: How Marketers
Are Using Twitter
January 21, 2010
Rick Burnes
HubSpot Marketing Manager
Twitter: @rickburnes

2. Agenda
I. About HubSpot & Inbound
Marketing
II. New Data on Twitter Use
III. Case Studies: How Marketers are
Using Twitter
IV. How to Measure Twitter as a
Marketing Tool
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

4. Traditional Marketing (Outbound)
4

5. Marketing Today (Inbound)
5

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. Twitter Feeds the Funnel & Helps Convert
Blogging SEO Twitter Email Pay-Per-Click
Website Visitors
Twitter
Leads
Customers
7

8. Not Sold on Twitter?
Same recipe for success on every social network.
8

9. Agenda
I. About HubSpot & Inbound
Marketing
II. New Data on Twitter Use
III. Case Studies: How Marketers are
Using Twitter
IV. How to Measure Twitter as a
Marketing Tool
9

10. Old Twitter, New Twitter
Flickr: Don Van Dyke Flickr: .:sandman
10

11. Traffic Is Slowing
11

12. So Is User Growth
12

13. Now a More Mature Service
Image: Wikipedia
13

14. More Followers, on Average
14

15. Following More, on Average
15

16. More Updates, on Average
16

17. Same Goes for HubSpot Customers
17

18. Best Practices, FTW
18

19. Put a Bio in Your Profile
Avg Followers

20. Put a Link in Your Profile
Avg Followers

21. Best Practices Followed More Often
July 2009 Jan. 2010
Bio in Profile 24% 53%
Location in Profile 31% 65%
Web Address in 20% 41%
Profile
21

22. A More International Service
Top Locations in July 2009 Report Top Locations in Jan 2010 Report
London London
Los Angeles Brasil
Chicago USA
New York New York
San Francisco California
Toronto Los Angeles
Atlanta UK
Seattle Chicago
Boston Canada
Austin Germany
Sydney Sau Paulo
San Diego Singapore
Washington, DC Indonesia
Melbourne Texas
Portland Australia
Houston Toronto
Vancouver Florida
Dallas India
Brooklyn San Francisco
Philadelphia Washington, DC
22

23. Agenda
I. About HubSpot & Inbound
Marketing
II. New Data on Twitter Use
III. Case Studies: How Marketers are
Using Twitter
IV. How to Measure Twitter as a
Marketing Tool
23

24. Twitter Drives Leads
HubSpot Social Media Leads
Twitter is largest category, at >40% of HubSpot’s total social media leads.
24

25. Twitter Plays a Bigger SEO Role
Results
from
Twitter
25

26. 26

27. 27

28. 28

29. Key to Success: Content
29

30. Blogging Increases Twitter Reach >75%
30

31. Links to Blog = Links to Landing Pages
Potential for No Potential
Lead Gen for Lead Gen
31

32. What to Publish?
• Blog
• Podcast
• Videos
• Photos
• Presentations
• eBooks
• News Releases
32

33. 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.

34. What Gets Shared?
Rarely Frequently
Shared Shared
• Product info • New data
• Free trials • Funny videos
• Software documentation • Top-notch blog posts
34

35. Agenda
I. About HubSpot & Inbound
Marketing
II. New Data on Twitter Use
III. Case Studies: How Marketers are
Using Twitter
IV. How to Measure Twitter as a
Marketing Tool
35

36. Follower Count
• A measure of your raw distribution power

37. @replies
• A measure of community engagement & branding
• On your profile or via search.twitter.com

38. Twitter Grader
• Inputs include followers, influence, follower influence
and patterns of use

39. Measure the Impact on Your Funnel
Website Visitors
Customers
39

40. How to Track Your Funnel
Track visitors.
40

41. How to Track Your Funnel
Track leads.
41

42. How to Track Your Funnel
Track customers.
42

43. Why Tracking Via Channels Is Critical
Net
Visitors Leads Conversion Customers
Conversion
Twitter 3,289 554 17% 12 0.4%
Facebook 504 75 15% 6 1.2%
Stumbleupon 511 28 5% 1 0.2%
43

44. Final Thoughts …
44

45. Twitter Is Part of a Complex System
SEO
Social Media,
eg Twitter
Blogging
Diagram: Wikipedia
45

46. HubSpot Helps Navigate the System
46

47. 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