A webinar on highlighting data from HubSpot's State of the Twittersphere report, released in January 2009. The report covers the new data and introduces three case studies of businesses using Twitter.
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State of the Twittersphere
1. State of the Twittersphere: How Marketers
Are Using Twitter
January 21, 2009
Rick Burnes
HubSpot Marketing Manager
Twitter: @rickburnes
2. 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
3. What’s HubSpot?
• Founded in July 2006; grew out of research at MIT
• Sells inbound marketing software
• 2,000+ customers; 100+ employees
3
6. 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
7. Twitter Feeds the Funnel & Helps Convert
Blogging SEO Twitter Email Pay-Per-Click
Website Visitors
Twitter
Leads
Customers
7
8. Not Sold on Twitter?
Same recipe for success on every social network.
8
9. 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
9
10. Old Twitter, New Twitter
Flickr: Don Van Dyke Flickr: .:sandman
10
21. 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
22. 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
23. 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
23
24. Twitter Drives Leads
HubSpot Social Media Leads
Twitter is largest category, at >40% of HubSpot’s total social media leads.
24
31. Links to Blog = Links to Landing Pages
Potential for No Potential
Lead Gen for Lead Gen
31
32. What to Publish?
• Blog
• Podcast
• Videos
• Photos
• Presentations
• eBooks
• News Releases
32
33. 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.
34. What Gets Shared?
Rarely Frequently
Shared Shared
• Product info • New data
• Free trials • Funny videos
• Software documentation • Top-notch blog posts
34
35. 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
35
36. Follower Count
• A measure of your raw distribution power
37. @replies
• A measure of community engagement & branding
• On your profile or via search.twitter.com
38. Twitter Grader
• Inputs include followers, influence, follower influence
and patterns of use
47. 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