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How to Use Twitter for Marketing & PR

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View the complete webinar for more Twitter marketing goodness: http://www.hubspot.com/marketing-webinars/twitter-marketing/

View the complete webinar for more Twitter marketing goodness: http://www.hubspot.com/marketing-webinars/twitter-marketing/

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  • Full Name Full Name Comment goes here.
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  • Hi,

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  • 1. InboundMarketingWith TwitterData and tips from the trenchesLaura Fitton@pistachiopistachio@hubspot.com
  • 2. Laura @Pistachio Fitton“Excited & geeky aboutwhere all this leads!" Twitter for Dummies Inbound Marketing Evangelist 87,000 Twitter @pistachio Founder Readers (acq. By HubSpot)
  • 3. Laura Fitton, May 2007Homebound mom.Two kids under two. Where do I upgrade my browser? What’s Web 2.0? Twitter is Dumb! NO business network in Boston
  • 4. “Laura Fitton… hasthousands of peoplefollowing her on Twitter.…by consistently touching atribe of people withgenerosity and insight,she’s earned the right tolead”-Seth Godin, Tribes
  • 5. Founder/CEO oneforty.com
  • 6. How did THAT Happen??!Photo: http://www.flickr.com/photos/furryscalyman/
  • 7. http://bit.ly/inbound1013 Steps: 1 2 3Get Found Convert Analyze (Measure What Matters)
  • 8. If you have more money than brains, you should focus on outbound marketing. If you have more brains than money, you should focus on inbound marketing. GUY KAWASAKI FORMER CHIEF EVANGELIST, APPLE CO-FOUNDER, ALLTOP.COMImage Credit: RangerRick
  • 9. Marketing wasaboutpushingmessages out.
  • 10. Today it’s aboutpullingpeople in.
  • 11. 16
  • 12. Less of this. 25% of your list expires each year 91% 86% unsubscribe skip TV ads Email usage is declining by as much as 44% 59% of direct mail is never opened 2/3 on FTC’s DO NOT CALL list 17
  • 13. More of this. 18
  • 14. Humans Are Changing ???
  • 15. Humans Are Changing
  • 16. The balance of power shifted mere mortal
  • 17. Twitter is not a technology.Its a conversation.And its happeningwith or without you.CHARLENE LICO-AUTHOR OF GROUNDSWELL Image Credit: THEMACGIRL*
  • 18. What does it Do?
  • 19. Top Reasons Consumers Follow Brands • Updates on future • Fun/entertainment products (#1: 38%) • Exclusive content • Stay informed about • Learn more about the company activities company • Discounts and • Show others my support promotions for the company • Updates on upcoming • Share ideas/provide sales feedback (#10: 20%) • Samples/couponsCoTweet ExactTarget 2010
  • 20. “Just for PR & Marketing, Right?”• Marketing • Brand Monitoring• Advertising • SEO & Traffic• PR/word of mouth • Promote events• Social CRM • Create & share• Sales content• Contests & offers • Build community• News & trends • Earn social capital• Customer Service • Networking
  • 21. Everything Email Touches, Social Will• Events backchannel • Decentralized teams• Research • Employee support• Collaboration • Mentoring• Innovation • Problem-solving• Recruiting • Purely social• Best practices • Knowledge• Project status management • Sourcing solutions
  • 22. 100 Million Monthly Actives• 35 heads of state• Every team: NFL, MLB, NBA, NHL & MLS• 99% of top nonprofits• 87% of top 2010 musicians• 50 top TV shows• 17 Languages• SMS in 80 countries = 230,000,000 tweets per day
  • 23. SOURCE: HUBSPOT, 2011 30
  • 24. Global Sensing and Signaling Network
  • 25. Any to Many
  • 26. Influence (was)Attract attention to yourself
  • 27. Influence (is)Provide attention & value to others
  • 28. The Message is the Influencer.http://twitpic.com/135xa by @JKrums
  • 29. Only connect! - E.M. Forster
  • 30. TwitterInbound Marketingin 2 Words…
  • 31. Be Useful!
  • 32. Image: http://inay.org
  • 33. When I grow upI don’t want to be a lead! 47
  • 34. http://bit.ly/inbound1013 Steps: 1 2 3 MeasureGet Found Convert What Matters
  • 35. Get Found. Convert. Analyze. Blogging Prospect Marketing Intelligence Analytics Website Lead Competitor Intelligence Tracking Social Media Landing Pages Blog Analytics Email SEO Tools Manager Advanced Lead Marketing Nurturing Analytics
  • 36. 1 Get Found
  • 37. Get Found. Convert. Analyze. Blogging Prospect Marketing Intelligence Analytics Website Lead Competitor Intelligence Tracking Social Media Landing Pages Blog Analytics Email SEO Tools Manager Advanced Lead Marketing Nurturing Analytics
  • 38. Have more fun!Try more things.
  • 39. Don’t be afraid to polarize
  • 40. Image Credit: Fotographia GuerillaMake thecustomerthe hero of yourstory.ANN HANDLEYCHIEF CONTENT OFFICERMARKETINGPROFS TWEET QUOTE!! EBOOK
  • 41. Either write something worth reading ordo something worth writing about.BENJAMIN FRANKLIN Image Credit: lhalstead
  • 42. 2 Convert
  • 43. Get Found. Convert. Analyze. Blogging Prospect Marketing Intelligence Analytics Website Lead Competitor Intelligence Tracking Social Media Landing Pages Blog Analytics Email SEO Tools Manager Advanced Lead Marketing Nurturing Analytics
  • 44. More of this. 58
  • 45. 3 Analyze (Measure What Matters!)
  • 46. Get Found. Convert. Analyze. Blogging Prospect Marketing Intelligence Analytics Website Lead Competitor Intelligence Tracking Social Media Landing Pages Blog Analytics Email SEO Tools Manager Advanced Lead Marketing Nurturing Analytics
  • 47. You don’t just want a following. 61
  • 48. You wantscreaming,raving fans
  • 49. TwitterInbound Marketingin 4 Words…
  • 50. Listen.Learn.Care.Serve.
  • 51. Listen.
  • 52. Learn.• Act on what you’re hearing• Shine a light on others’ ideas• Innovate• Measure and notice what’s working• Apologize when you screw up• Encourage your team to explore and take risks• Try new stuff. Repeat. 66
  • 53. Care.Your Mother Taught You How To Tweet1. Dress nicely – Background & avatar2. Introduce yourself – Complete profile, link on your site3. Be a good conversationalist – Listen. Respond. Be relevant. Be useful.
  • 54. Care.Manage Customer Relationships• Get involved where customers already are• Build relationships and keep in touch throughout the Customer Lifecycle -- save searches, track deals, manage contacts & projects• TIP: Try a Social CRM tool with many different integrations 68
  • 55. Serve.Create great content• Twitter, blog, Facebook page, ebooks, white papers & webinars• What your customer cares about and needs to know.Curate great content• Become one-stop-shop for customer info needs• “Do what you do best and link to the rest!” - @jeffjarvis 69
  • 56. Myths/What NOT to do.
  • 57. We Need More Followers!Clickthrus?Fans?Friends?Traffic?Klout?Influentials?SOMETHINGS? Right? Don’t we? Hello?
  • 58. You Need Business Objectives.Then, measure what you’re actually trying to do.
  • 59. We Need Social Campaigns! not so much. Invest in Social literacy.
  • 60. The ROI is Unproven! +
  • 61. The ROI is MEASURABLE.• Track conversions from social media• Build and track relationships and leads• Track converstions with in- page analytics• Retain customers and create fans• Save costs - customer support, lead generation
  • 62. Get Found. Convert. Analyze. Blogging Prospect Marketing Intelligence Analytics Website Lead Competitor Intelligence Tracking Social Media Landing Pages Blog Analytics Email SEO Tools Manager Advanced Lead Marketing Nurturing Analytics
  • 63. INSPIRED?View the complete webinar:http://bit.ly/HS-Twitter