How Businesses Are Marketing with Facebook & Twitter

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How Businesses Are Marketing with Facebook & Twitter

  1. 1. How Businesses Are Marketing With Facebook & Twitter Six New Social Media Case Studies Rick Burnes HubSpot Marketing Manager Twitter: @rickburnes
  2. 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. 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. 4. Traditional Marketing (Outbound) 4
  5. 5. Marketing Today (Inbound) 5
  6. 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. 7. Social Media Feeds the Funnel Blogging SEO Social Media Email Pay-Per-Click Website Visitors Leads Customers 7
  8. 8. It’s an Ecosystem SEO Social Media Blog Flickr: Storm Crypt 8
  9. 9. Is Social Media Like Cotton Candy? Flickr: anitacanita • Colorful • Sticky • No nutritional or business value 9
  10. 10. No! It’s Like Whole Wheat Bread. Flickr: sierravalleygirl • Healthy • Used widely • A basic part of any diet or marketing mix 10
  11. 11. It Drives Leads! HubSpot Social Media Leads Twitter & Facebook are largest categories, at >60% of HubSpot’s total social media leads. 11
  12. 12. How to Succeed With Social Media Measure & Build a Analyze Network Share Content
  13. 13. Not Sold on Facebook or Twitter? Same recipe for success on every social network. 13
  14. 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 14
  15. 15. Facebook Momentum
  16. 16. How Businesses Participate: Pages 16
  17. 17. What Makes Great Facebook Pages?* Product Passion Content Community Fun Practical Information Je Ne Sais Quoi * In my opinion. 17
  18. 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. 18
  19. 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 19
  20. 20. Tip: Be a Fan of Facebook Marketing 20
  21. 21. Case Study #1: MailChimp • Email Marketing Software • >5,000 fans 21
  22. 22. MailChimp Uses Notes & Photos B2B Tip: Share useful information; have fun. 22
  23. 23. Case Study #2: All Things Jeep • Website that sells Jeep paraphernalia • >2,300 fans 23
  24. 24. 272 Photos Contributed by Users B2B Tip: Engage your Facebook community. 24
  25. 25. Case Study #3: Nicholas Kristof • NYT Columnist • >146,543 fans 25
  26. 26. Context Provided for Each Link B2B Tips: Be passionate; share content, but share it with a personal voice. 26
  27. 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
  28. 28. Twitter Growth Is Slowing 28
  29. 29. Now a More Mature Service Image: Wikipedia 29
  30. 30. More Followers, on Average 30
  31. 31. Following More, on Average 31
  32. 32. More Updates, on Average 32
  33. 33. Same Goes for HubSpot Customers 33
  34. 34. Case Study #3: HubSpot 34
  35. 35. Case Study #2: Ken Lauher 35
  36. 36. Case Study #3: Webinetry 36
  37. 37. Key to Success: Content 37
  38. 38. Blogging Increases Twitter Reach >75% 38
  39. 39. Links to Blog = Links to Landing Pages Potential for No Potential Lead Gen for Lead Gen 39
  40. 40. What to Publish? • Blog • Podcast • Videos • Photos • Presentations • eBooks • News Releases 40
  41. 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. 42. What Gets Shared? Rarely Frequently Shared Shared • Product info • New data • Free trials • Funny videos • Software documentation • Top-notch blog posts 42
  43. 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 43
  44. 44. Follower Count • A measure of your raw distribution power
  45. 45. @replies • A measure of community engagement & branding • On your profile or via search.twitter.com
  46. 46. Twitter Grader • Inputs include followers, influence, follower influence and patterns of use
  47. 47. Facebook Grader - Business
  48. 48. Measure the Impact on Your Funnel Website Visitors Customers 48
  49. 49. How to Track Your Funnel Track visitors. 49
  50. 50. How to Track Your Funnel Track leads. 50
  51. 51. How to Track Your Funnel Track customers. 51
  52. 52. 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% 52
  53. 53. Final Thoughts … 53
  54. 54. 20th Century Customers Highly transactional, anonymous. 54
  55. 55. 21st Century Customers Relationship based; they want to go where everybody knows their name. 55
  56. 56. The Challenge? Too Many Pieces! d.j.k. on flickr 56
  57. 57. HubSpot Puts the Pieces Together 57
  58. 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

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