0
How to Use Twitter to Generate Leads &
Sales
AMA NY Capital Region Luncheon
January 14, 2009




         Rick Burnes
    ...
Agenda

         I. About HubSpot & Inbound
              Marketing
         II. What is Twitter and Why Should I
        ...
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
How Do the Best New Companies Market?

           1950 - 2000          2000 - 2050




6
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...
Not Sold on Twitter?

            Same recipe for success on every social network.




9
Agenda

      I. About HubSpot & Inbound
           Marketing
      II. What is Twitter and Why Should I
           Use It...
What People Publish   What I See
                                   What IS Twitter?
It’s Public

     One person tweets …   … anybody can see it.




12
It’s a Network




     Flickr: Hljod.Huskona




13
It’s Real Time




     Flickr: Thomas Hawk




14
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 Leads

                       HubSpot Social Media Leads




     Twitter is largest category, at >40% of H...
Twitter Still at ~4% Growth




            eMarketer estimates 18 Million total users.
20
How to Succeed With Twitter


      Measure &       Build a
       Analyze        Network



                Share
       ...
Agenda

      I. About HubSpot & Inbound
           Marketing
      II. What is Twitter and Why Should I
           Use It...
Start by Building a Network




           How do you build an engaged network?

23
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 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




35
Engagement Dominates




36
What Are Twitter Applications?




     One telephone number,   One Twitter handle,
       many ways to call.    many ways...
Agenda

      I. About HubSpot & Inbound
           Marketing
      II. What is Twitter and Why Should I
           Use It...
Share Content With Your Network




         Content Rule #1: It must be useful/interesting/fun
Blogging Increases Twitter Reach >75%




40
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




43
Good Content Spreads




     If you provide interesting content,
     your network will retweet it.


44
What Gets Shared?

     Rarely                           Frequently
     Shared                              Shared




  ...
Use Favorites to Save Highlights




           twitter.com/HubSpot/favourites
Agenda

      I. About HubSpot & Inbound
           Marketing
      II. What is Twitter and Why Should I
           Use It...
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
51
How to Track Your Funnel




       Track visitors.   Track leads.   Track customers.



52
Track Conversions
                              Traffic to HubSpot.com




                              Selected Channels...
Final Thoughts …




54
Build Leverage




55
Too Many Pieces to Put Together!




                                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 me:
LinkedIn: www.linkedin.com/in/r...
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A presentation to the Albany, NY chapter of the American Marketing Association on using Twitter to generation leads and sales for you business. Presented in Albany on 1/14/10.

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Transcript of "How to Use Twitter to Generate Leads & Sales"

  1. 1. How to Use Twitter to Generate Leads & Sales AMA NY Capital Region Luncheon January 14, 2009 Rick Burnes HubSpot Marketing Manager Twitter: @rickburnes
  2. 2. Agenda I. About HubSpot & Inbound Marketing II. What is Twitter and Why Should I Use It? III. Building a Twitter Network IV. Sharing Content & Driving Traffic V. Twitter Measurement & ROI 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. How Do the Best New Companies Market? 1950 - 2000 2000 - 2050 6
  7. 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 7
  8. 8. One Way to Feed the Funnel Blogging SEO Twitter Email Pay-Per-Click Website Visitors Twitter Leads Customers 8
  9. 9. Not Sold on Twitter? Same recipe for success on every social network. 9
  10. 10. Agenda I. About HubSpot & Inbound Marketing II. What is Twitter and Why Should I Use It? III. Building a Twitter Network IV. Sharing Content & Driving Traffic V. Twitter Measurement & ROI 10
  11. 11. What People Publish What I See What IS Twitter?
  12. 12. It’s Public One person tweets … … anybody can see it. 12
  13. 13. It’s a Network Flickr: Hljod.Huskona 13
  14. 14. It’s Real Time Flickr: Thomas Hawk 14
  15. 15. What Are the Uses? Marketing Customer Listening Service 15
  16. 16. Is Twitter Like Cotton Candy? Flickr: anitacanita • Colorful • Sticky • No nutritional or business value 16
  17. 17. No! It’s Like Whole Wheat Bread. Flickr: sierravalleygirl • Healthy • Used widely • A basic part of any diet or marketing mix 17
  18. 18. 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
  19. 19. Twitter Drives Leads HubSpot Social Media Leads Twitter is largest category, at >40% of HubSpot’s total social media leads. 19
  20. 20. Twitter Still at ~4% Growth eMarketer estimates 18 Million total users. 20
  21. 21. How to Succeed With Twitter Measure & Build a Analyze Network Share Content
  22. 22. Agenda I. About HubSpot & Inbound Marketing II. What is Twitter and Why Should I Use It? III. Building a Twitter Network IV. Sharing Content & Driving Traffic V. Twitter Measurement & ROI 22
  23. 23. Start by Building a Network How do you build an engaged network? 23
  24. 24. You Already Have the Skills You Just Do It Offline • Meeting people • Building relationships • Asking questions • Answering questions • Building trust • Building a reputation 24
  25. 25. Company Profile? Personal Profile?
  26. 26. Let Your Brand Shine
  27. 27. Put a Bio in Your Profile Avg Followers
  28. 28. Put a Link in Your Profile Avg Followers
  29. 29. Follow People Updates from the people you follow appear on your homepage.
  30. 30. Follow People Who Follow You
  31. 31. How to Find People to Follow twitter.grader.com/search
  32. 32. See Who Thought-Leaders Follow twitter.com/dmscott
  33. 33. Create a Company Page twitter.zappos.com/employees
  34. 34. Follow Your Brand in Conversations
  35. 35. Engage With Your Network 35
  36. 36. Engagement Dominates 36
  37. 37. What Are Twitter Applications? One telephone number, One Twitter handle, many ways to call. many ways to tweet. 37
  38. 38. Agenda I. About HubSpot & Inbound Marketing II. What is Twitter and Why Should I Use It? III. Building a Twitter Network IV. Sharing Content & Driving Traffic V. Twitter Measurement & ROI 38
  39. 39. Share Content With Your Network Content Rule #1: It must be useful/interesting/fun
  40. 40. Blogging Increases Twitter Reach >75% 40
  41. 41. What to Publish? • Blog • Podcast • Videos • Photos • Presentations • eBooks • News Releases 41
  42. 42. 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.
  43. 43. Conversation & Distribution Conversation AND Distribution 43
  44. 44. Good Content Spreads If you provide interesting content, your network will retweet it. 44
  45. 45. What Gets Shared? Rarely Frequently Shared Shared • Product info • New data • Free trials • Funny videos • Software documentation • Top-notch blog posts 45
  46. 46. Use Favorites to Save Highlights twitter.com/HubSpot/favourites
  47. 47. Agenda I. About HubSpot & Inbound Marketing II. What is Twitter and Why Should I Use It? III. Building a Twitter Network IV. Sharing Content & Driving Traffic V. Twitter Measurement & ROI 47
  48. 48. Follower Count • A measure of your raw distribution power
  49. 49. @replies • A measure of community engagement & branding • On your profile or via search.twitter.com
  50. 50. Twitter Grader • Inputs include followers, influence, follower influence and patterns of use
  51. 51. Measure the Impact on Your Funnel Website Visitors Customers 51
  52. 52. How to Track Your Funnel Track visitors. Track leads. Track customers. 52
  53. 53. 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% 53
  54. 54. Final Thoughts … 54
  55. 55. Build Leverage 55
  56. 56. Too Many Pieces to Put Together! 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 me: LinkedIn: www.linkedin.com/in/rickburnes Twitter: www.twitter.com/rickburnes
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