How Businesses Are Marketing With Facebook
& Twitter
Six New Social Media Case Studies




           Rick Burnes
        ...
Agenda

         I. About HubSpot & Inbound
              Marketing
         II. How Businesses Are Using
              Fa...
What’s HubSpot?




    • Founded in July 2006; grew out of research at MIT
    • Sells inbound marketing software
    • 2...
Traditional Marketing (Outbound)




4
Marketing Today (Inbound)




5
What Is Inbound Marketing?

      Process        Website Visitors       Tools
    Get Found                           Get ...
Social Media Feeds the Funnel

      Blogging   SEO     Social Media      Email   Pay-Per-Click




                      ...
It’s an Ecosystem


                                      SEO




                          Social
                       ...
Is Social Media Like Cotton Candy?




             Flickr: anitacanita



             • Colorful
             • Sticky
 ...
No! It’s Like Whole Wheat Bread.




         Flickr: sierravalleygirl


         • Healthy
         • Used widely
       ...
It Drives Leads!

                               HubSpot Social Media Leads




     Twitter & Facebook are largest catego...
How to Succeed With Social Media


      Measure &      Build a
       Analyze       Network



               Share
     ...
Not Sold on Facebook or Twitter?

         Same recipe for success on every social network.




13
Agenda

      I. About HubSpot & Inbound
           Marketing
      II. How Businesses Are Using
           Facebook
     ...
Facebook Momentum
How Businesses Participate: Pages




16
What Makes Great Facebook Pages?*



                                  Product Passion
                                  C...
What Are Your Neighbors Up To?




     The best way to learn how to use Facebook for your business?
            Study the...
Don’t Focus Too Much on Your Industry



                           The best marketers take off the
                      ...
Tip: Be a Fan of Facebook Marketing




20
Case Study #1: MailChimp




                            • Email Marketing
                            Software
          ...
MailChimp Uses Notes & Photos




         B2B Tip: Share useful information; have fun.
22
Case Study #2: All Things Jeep




                                  • Website that
                                  sell...
272 Photos Contributed by Users




         B2B Tip: Engage your Facebook community.
24
Case Study #3: Nicholas Kristof




                                   • NYT Columnist
                                   ...
Context Provided for Each Link




                           B2B Tips: Be
                           passionate; share
  ...
Agenda

      I. About HubSpot & Inbound
           Marketing
      II. How Businesses Are Using
           Facebook
     ...
Twitter Growth Is Slowing




28
Now a More Mature Service




                             Image: Wikipedia




29
More Followers, on Average




30
Following More, on Average




31
More Updates, on Average




32
Same Goes for HubSpot Customers




33
Case Study #3: HubSpot




34
Case Study #2: Ken Lauher




35
Case Study #3: Webinetry




36
Key to Success: Content




37
Blogging Increases Twitter Reach >75%




38
Links to Blog = Links to Landing Pages




      Potential for        No Potential
       Lead Gen           for Lead Gen
...
What to Publish?

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


40
A Word of Caution

 • Don’t Tweet too much
   about your product.
   NOBODY CARES.

 • Create content that’s
   useful and...
What Gets Shared?

     Rarely                           Frequently
     Shared                              Shared




  ...
Agenda

      I. About HubSpot & Inbound
           Marketing
      II. How Businesses Are Using
           Facebook
     ...
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
Facebook Grader - Business
Measure the Impact on Your Funnel
              Website Visitors




                 Customers
48
How to Track Your Funnel




              Track visitors.



49
How to Track Your Funnel




              Track leads.



50
How to Track Your Funnel




              Track customers.



51
Why Tracking Via Channels Is Critical


                                                                  Net
            ...
Final Thoughts …




53
20th Century Customers




            Highly transactional, anonymous.


54
21st Century Customers




                          Relationship
                          based; they want
             ...
The Challenge? Too Many Pieces!




                               d.j.k. on flickr
56
HubSpot Puts the Pieces Together




57
Thank You!
Sign up for a free trial of HubSpot:
www.hubspot.com/trial/

Connect with us:
LinkedIn: www.linkedin.com/in/ric...
Upcoming SlideShare
Loading in...5
×

How Businesses Are Marketing with Facebook & Twitter

1,408

Published on

Webinar

Published in: Technology, Business

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
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×