How to Use Twitter for Business

How to Use Twitter for Business AMA Webcast - July 23, 2009 Rick Burnes HubSpot Marketing Manager Twitter: @rickburnes

Agenda I. About HubSpot & Inbound Marketing II. Why Businesses Should Use Twitter III. Building a Twitter Network IV. Sharing Content & Driving Traffic V. Twitter Measurement & ROI 2

Who’s HubSpot? • Founded in July 2006 from research at MIT • Cambridge, MA • 1400+ customers, 85+ employees 3

What HubSpot Software Does 4

Traditional Marketing (Outbound) 5

Marketing Today (Inbound) 6

How Do the Best New Companies Market? 1950 - 2000 2000 - 2050 7

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 8

One Way to Feed the Funnel Blogging SEO Twitter Email Pay-Per-Click Website Visitors Leads Customers 9

What IS Twitter? Like … … Except Only 140 characters It’s viewable in lots of places A giant chatroom You choose the people you follow Instant Messaging It’s public and archived on the web

What Are the Uses? Marketing Customer Listening Service 12

Is Twitter Like Cotton Candy? Flickr: anitacanita • Colorful • Sticky • No nutritional or business value 13

No! It’s Like Whole Wheat Bread. Flickr: sierravalleygirl • Healthy • Used widely • A basic part of any diet or marketing mix 14

A Twitter PR Anecdote 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

Twitter Drives Real Traffic HubSpot Blog Referrals (Q1 & Q2 2009) >9% Twitter; 22.9% Google 16

How to Succeed With Twitter Measure & Build a Analyze Network Share Content

Start by Building a Network How do you build an engaged network? 19

You Already Have the Skills You Just Do It Offline • Meeting people • Building relationships • Asking questions • Answering questions • Building trust • Building a reputation 20

Company Profile? Personal Profile?

Let Your Brand Shine

Put a Bio in Your Profile Avg Followers

Put a Link in Your Profile Avg Followers

Follow People Updates from the people you follow appear on your homepage.

Follow to Get Followers

Follow People Who Follow You

How to Find People to Follow twitter.grader.com/search

See Who Thought-Leaders Follow twitter.com/dmscott

Create a Company Page twitter.zappos.com/employees

Follow Your Brand in Conversations

Engage With Your Network 32

Engagement Dominates 33

What Are Twitter Applications? One telephone number, One Twitter handle, many ways to call. many ways to tweet. 34

Share Content With Your Network Content Rule #1: It must be useful/interesting/fun

What to Publish? • Blog • Podcast • Videos • Photos • Presentations • eBooks • News Releases 37

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.

Conversation & Distribution Conversation AND Distribution 39

Good Content Spreads If you provide interesting content, your network will retweet it. 40

What Gets Shared? Rarely Frequently Shared Shared • Product info • New data • Free trials • Funny videos • Software documentation • Top-notch blog posts 41

Use Favorites to Save Highlights twitter.com/HubSpot/favourites

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

Measure the Impact on Your Funnel Website Visitors Customers 47

How to Track Your Funnel Track visitors. Track leads. Track customers. 48

Track Conversions Traffic to HubSpot.com Selected Channels Visitors Leads Conversion Customers Net Conversion Twitter 3,289 554 17% 12 0.4% Facebook 504 75 15% 6 1.2% Stumbleupon 511 28 5% 1 0.2% 49

Final Thoughts … 50

Build Leverage 51

Too Many Pieces to Put Together! d.j.k. on flickr 52

HubSpot Puts the Pieces Together 53

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 Email: rburnes@hubspot.com Available to answer questions anytime: www.inboundmarketing.com/forum

How to Use Twitter for Business

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Notes on slide 1

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