How to Use Twitter for Business
AMA Webcast - July 23, 2009




          Rick Burnes
          HubSpot Marketing Manager
...
Agenda

         I. About HubSpot & Inbound
              Marketing
         II. Why Businesses Should Use
              T...
Who’s HubSpot?




    • Founded in July 2006 from research at MIT
    • Cambridge, MA
    • 1400+ customers, 85+ employee...
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 ...
One Way to Feed the Funnel

     Blogging   SEO        Twitter        Email   Pay-Per-Click




                       Web...
Agenda

      I. About HubSpot & Inbound
           Marketing
      II. Why Businesses Should Use
           Twitter
     ...
What IS Twitter?


      Like …               … Except
                          Only 140 characters



                  ...
What Are the Uses?


                 Marketing




                        Customer
          Listening
                 ...
Is Twitter Like Cotton Candy?




          Flickr: anitacanita



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




         Flickr: sierravalleygirl


         • Healthy
         • Used widely
       ...
A Twitter PR Anecdote
          Need to urgently speak with a business that is very
          actively leveraging social m...
Twitter Drives Real Traffic
            HubSpot Blog Referrals (Q1 & Q2 2009)




                 >9% Twitter; 22.9% Goog...
How to Succeed With Twitter


      Measure &       Build a
       Analyze        Network



                Share
       ...
Agenda

      I. About HubSpot & Inbound
           Marketing
      II. Why Businesses Should Use
           Twitter
     ...
Start by Building a Network




           How do you build an engaged network?

19
You Already Have the Skills

                          You Just Do It Offline
                          •    Meeting peopl...
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...
Agenda

      I. About HubSpot & Inbound
           Marketing
      II. Why Businesses Should Use
           Twitter
     ...
Share Content With Your Network




         Content Rule #1: It must be useful/interesting/fun
What to Publish?

     •   Blog
     •   Podcast
     •   Videos
     •   Photos
     •   Presentations
     •   eBooks
  ...
A Word of Caution

 • Don’t Tweet too much
   about your product.
   NOBODY CARES.
 • Create content that’s
   useful and ...
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




  ...
Use Favorites to Save Highlights




           twitter.com/HubSpot/favourites
Agenda

      I. About HubSpot & Inbound
           Marketing
      II. Why Businesses Should Use
           Twitter
     ...
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...
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/r...
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How to Use Twitter for Business

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Slides that explain how to use Twitter for marketing. The presentation covers inbound marketing, the reasons business should use Twitter and the keys to success with Twitter: building a network, sharing content with your network, and measuring the Twitter's impact on your business.

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  • Whoops! I guess I'm web-challenged. My comment came up and then my red photo.
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  • Thank you, Rick Burnes for this presentation. Our clients at the Lois Geller Marketing Group ...need analysis. How well are we doing with Twitter, Facebook, ecademy... Not sure how you track the conversion rates, except to the quick and dirty offers there.
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How to Use Twitter for Business

  1. 1. How to Use Twitter for Business AMA Webcast - July 23, 2009 Rick Burnes HubSpot Marketing Manager Twitter: @rickburnes
  2. 2. 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
  3. 3. Who’s HubSpot? • Founded in July 2006 from research at MIT • Cambridge, MA • 1400+ customers, 85+ employees 3
  4. 4. What HubSpot Software Does 4
  5. 5. Traditional Marketing (Outbound) 5
  6. 6. Marketing Today (Inbound) 6
  7. 7. How Do the Best New Companies Market? 1950 - 2000 2000 - 2050 7
  8. 8. 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
  9. 9. One Way to Feed the Funnel Blogging SEO Twitter Email Pay-Per-Click Website Visitors Leads Customers 9
  10. 10. 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 10
  11. 11. 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
  12. 12. What Are the Uses? Marketing Customer Listening Service 12
  13. 13. Is Twitter Like Cotton Candy? Flickr: anitacanita • Colorful • Sticky • No nutritional or business value 13
  14. 14. No! It’s Like Whole Wheat Bread. Flickr: sierravalleygirl • Healthy • Used widely • A basic part of any diet or marketing mix 14
  15. 15. 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
  16. 16. Twitter Drives Real Traffic HubSpot Blog Referrals (Q1 & Q2 2009) >9% Twitter; 22.9% Google 16
  17. 17. How to Succeed With Twitter Measure & Build a Analyze Network Share Content
  18. 18. 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 18
  19. 19. Start by Building a Network How do you build an engaged network? 19
  20. 20. You Already Have the Skills You Just Do It Offline • Meeting people • Building relationships • Asking questions • Answering questions • Building trust • Building a reputation 20
  21. 21. Company Profile? Personal Profile?
  22. 22. Let Your Brand Shine
  23. 23. Put a Bio in Your Profile Avg Followers
  24. 24. Put a Link in Your Profile Avg Followers
  25. 25. Follow People Updates from the people you follow appear on your homepage.
  26. 26. Follow to Get Followers
  27. 27. Follow People Who Follow You
  28. 28. How to Find People to Follow twitter.grader.com/search
  29. 29. See Who Thought-Leaders Follow twitter.com/dmscott
  30. 30. Create a Company Page twitter.zappos.com/employees
  31. 31. Follow Your Brand in Conversations
  32. 32. Engage With Your Network 32
  33. 33. Engagement Dominates 33
  34. 34. What Are Twitter Applications? One telephone number, One Twitter handle, many ways to call. many ways to tweet. 34
  35. 35. 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 35
  36. 36. Share Content With Your Network Content Rule #1: It must be useful/interesting/fun
  37. 37. What to Publish? • Blog • Podcast • Videos • Photos • Presentations • eBooks • News Releases 37
  38. 38. 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.
  39. 39. Conversation & Distribution Conversation AND Distribution 39
  40. 40. Good Content Spreads If you provide interesting content, your network will retweet it. 40
  41. 41. What Gets Shared? Rarely Frequently Shared Shared • Product info • New data • Free trials • Funny videos • Software documentation • Top-notch blog posts 41
  42. 42. Use Favorites to Save Highlights twitter.com/HubSpot/favourites
  43. 43. 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 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. Measure the Impact on Your Funnel Website Visitors Customers 47
  48. 48. How to Track Your Funnel Track visitors. Track leads. Track customers. 48
  49. 49. 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
  50. 50. Final Thoughts … 50
  51. 51. Build Leverage 51
  52. 52. Too Many Pieces to Put Together! d.j.k. on flickr 52
  53. 53. HubSpot Puts the Pieces Together 53
  54. 54. 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
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