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How to Use Twitter for Business
How to Use Twitter for Business
How to Use Twitter for Business
How to Use Twitter for Business
How to Use Twitter for Business
How to Use Twitter for Business
How to Use Twitter for Business
How to Use Twitter for Business
How to Use Twitter for Business
How to Use Twitter for Business
How to Use Twitter for Business
How to Use Twitter for Business
How to Use Twitter for Business
How to Use Twitter for Business
How to Use Twitter for Business
How to Use Twitter for Business
How to Use Twitter for Business
How to Use Twitter for Business
How to Use Twitter for Business
How to Use Twitter for Business
How to Use Twitter for Business
How to Use Twitter for Business
How to Use Twitter for Business
How to Use Twitter for Business
How to Use Twitter for Business
How to Use Twitter for Business
How to Use Twitter for Business
How to Use Twitter for Business
How to Use Twitter for Business
How to Use Twitter for Business
How to Use Twitter for Business
How to Use Twitter for Business
How to Use Twitter for Business
How to Use Twitter for Business
How to Use Twitter for Business
How to Use Twitter for Business
How to Use Twitter for Business
How to Use Twitter for Business
How to Use Twitter for Business
How to Use Twitter for Business
How to Use Twitter for Business
How to Use Twitter for Business
How to Use Twitter for Business
How to Use Twitter for Business
How to Use Twitter for Business
How to Use Twitter for Business
How to Use Twitter for Business
How to Use Twitter for Business
How to Use Twitter for Business
How to Use Twitter for Business
How to Use Twitter for Business
How to Use Twitter for Business
How to Use Twitter for Business
How to Use Twitter for Business
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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, …

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.

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