State of the Twittersphere

State of the Twittersphere: How Marketers Are Using Twitter January 21, 2009 Rick Burnes HubSpot Marketing Manager Twitter: @rickburnes

Agenda I. About HubSpot & Inbound Marketing II. New Data on Twitter Use III. Case Studies: How Marketers are Using Twitter IV. How to Measure Twitter as a Marketing Tool 2

What’s HubSpot? • Founded in July 2006; grew out of research at MIT • Sells inbound marketing software • 2,000+ customers; 100+ employees 3

Traditional Marketing (Outbound) 4

Marketing Today (Inbound) 5

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 6

Twitter Feeds the Funnel & Helps Convert Blogging SEO Twitter Email Pay-Per-Click Website Visitors Twitter Leads Customers 7

Not Sold on Twitter? Same recipe for success on every social network. 8

Old Twitter, New Twitter Flickr: Don Van Dyke Flickr: .:sandman 10

Traffic Is Slowing 11

So Is User Growth 12

Now a More Mature Service Image: Wikipedia 13

More Followers, on Average 14

Following More, on Average 15

More Updates, on Average 16

Same Goes for HubSpot Customers 17

Best Practices, FTW 18

Put a Bio in Your Profile Avg Followers

Put a Link in Your Profile Avg Followers

Best Practices Followed More Often July 2009 Jan. 2010 Bio in Profile 24% 53% Location in Profile 31% 65% Web Address in 20% 41% Profile 21

A More International Service Top Locations in July 2009 Report Top Locations in Jan 2010 Report London London Los Angeles Brasil Chicago USA New York New York San Francisco California Toronto Los Angeles Atlanta UK Seattle Chicago Boston Canada Austin Germany Sydney Sau Paulo San Diego Singapore Washington, DC Indonesia Melbourne Texas Portland Australia Houston Toronto Vancouver Florida Dallas India Brooklyn San Francisco Philadelphia Washington, DC 22

Twitter Drives Leads HubSpot Social Media Leads Twitter is largest category, at >40% of HubSpot’s total social media leads. 24

Twitter Plays a Bigger SEO Role Results from Twitter 25

Key to Success: Content 29

Blogging Increases Twitter Reach >75% 30

Links to Blog = Links to Landing Pages Potential for No Potential Lead Gen for Lead Gen 31

What to Publish? • Blog • Podcast • Videos • Photos • Presentations • eBooks • News Releases 32

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.

What Gets Shared? Rarely Frequently Shared Shared • Product info • New data • Free trials • Funny videos • Software documentation • Top-notch blog posts 34

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 39

How to Track Your Funnel Track visitors. 40

How to Track Your Funnel Track leads. 41

How to Track Your Funnel Track customers. 42

Why Tracking Via Channels Is Critical Net Visitors Leads Conversion Customers Conversion Twitter 3,289 554 17% 12 0.4% Facebook 504 75 15% 6 1.2% Stumbleupon 511 28 5% 1 0.2% 43

Final Thoughts … 44

Twitter Is Part of a Complex System SEO Social Media, eg Twitter Blogging Diagram: Wikipedia 45

HubSpot Helps Navigate the System 46

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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State of the Twittersphere

by HubSpot All-in-one Marketing Software on Jan 22, 2010

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State of the Twittersphere — Presentation Transcript