Twitter for Marketing and PR
www.HubSpot.com

With Mike Volpe, Ellie Mirman and Rick Burnes
Welcome!

Mike Volpe
VP I b
   Inbound M k ti
          d Marketing
LinkedIn: http://www.linkedin.com/in/mikevolpe
Twitter...
How to Participate on Twitter




                  Step One
                  1. Login to your Twitter 
                 ...
How to Participate on Twitter




                  Step Two
                  1. Go to search.twitter.com
               ...
Agenda
•   Inbound Marketing & the New Rules
•   T itter 101
    Twitter
•   Build Your Network
•   Engage Your Community
...
Outbound Marketing


                     800-555-1234
                     Annoying
                     Salesperson
Inbound Marketing

Blog
   g          SEO     Social Media
Rethinking Marketing
Outbound Marketing    Inbound Marketing
• Telemarketing       • SEO / SEM
• Trade shows         • Blo...
HubSpot Inbound Marketing System

                                    Content
                         SEO      Management...
Foundations of Inbound Marketing




Blogging                   Social
                           Networks



            ...
Agenda
•   Inbound Marketing & the New Rules
•   T itter 101
    Twitter
•   Build Your Network
•   Engage Your Community
...
What IS Twitter?

Like …
Lik                  … Except
                       E    t
                    Only 140 characte...
Twitter? No Time for That Nonsense!
Why Do I Need to Know This?
Twitter for PR
        Need to urgently speak with a business that is very
        actively leveraging social media strate...
How to Succeed With Twitter


   Track &              Build Your 
   Analyze
       y                 Network




        ...
Agenda
•   Inbound Marketing & the New Rules
•   T itter 101
    Twitter
•   Build Your Network
•   Engage Your Community
...
Dive In
Company Brand? Or Personal Brand?
Please, Personalize Your Profile
Let Your Brand Shine
Follow People
Follow Top Twitter Users




      twitter.grader.com/topusers
See Who Thought-Leaders Follow




          twitter.com/dmscott
Who’s Talking About Your Keywords?




       search.twitter.com/search?q=lead+generation
Engage With People



          2,700 followers




          1,200 followers
           ,
Create a Company Page




    twitter.zappos.com/employees
Follow People Who Follow You
Agenda
•   Inbound Marketing & the New Rules
•   T itter 101
    Twitter
•   Build Your Network
•   Engage Your Community
...
It’s a Discussion, Not a Broadcast
Follow Your Brand in Conversations
Communicate With Customers
Use Favorites to Save Highlights




       twitter.com/HubSpot/favourites
Save Testimonials




http://twitter.com/Scobleizer/statuses/774666561
Publish Helpful Content
Using Twitter for Events
Meet People - “Tweetup”
What Not to Do: TMI
Questions?
Post to Twitter, including “@hubspot”

          Follow the conversation:
      http://search.twitter.com/searc...
Agenda
•   Inbound Marketing & the New Rules
•   T itter 101
    Twitter
•   Build Your Network
•   Engage Your Community
...
Follower Count




•   A measure of your raw distribution power
Twitter Grader




•   Inputs include followers AND follower influence
@replies




•   A measure of community engagement & branding
•   On your profile or via search.twitter.com
Impact on Our Sales Funnel
           600                              35


           500                              30...
Agenda
•   Inbound Marketing & the New Rules
•   T itter 101
    Twitter
•   Build Your Network
•   Engage Your Community
...
HubSpot Tracks Relevant Tweets




•   HubSpot Owner & Marketer tracks industry and
    company keywords for you.
Tiny URL




•   Make long URLs fit Twitter’s 140 characters
•   Other options: bit.ly, poprl.com, etc
Lots of Twitter Clients


                          •   Many ways to connect to
                              Twitter via ...
Twitter Feed
Your Blog, Flickr or Any Feed




  •   Allows you to automatically update your Twitter
      stream with con...
Hashtags.org
• Follow topics and events (#IMS08)
  •   Inbound Marketing Summit
  •   IMS 2008
  •   IMS08
  •   IMS2008
•...
HubSpotters to Follow
HubSpotters
• h b
  hubspot t
                 And more …
• Grader
                 www hubspot com/...
Some of Our Favorite Tweeple

• Dmscott         • ChrisBrogan
                            g

• Guykawasaki     • Scobleize...
Thank You!

              Learn more about HubSpot:
      http://www.hubspot.com/products/owner/
     http://www.hubspot.c...
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Twitter for Marketing and PR

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There's a lot of buzz around Twitter but many marketers don't know how to translate that buzz into a worthwhile marketing tool for their business. Most people's first reaction to the social media "micro-blogging" tool is that it is a waste of time, but as Twitter becomes more and more mainstream, businesses are now using Twitter to engage with customers, reach the media directly, and further establish themselves as thought leaders in their industry. This webinar will go over all the basics for using Twitter for marketing and PR, including:
-What is Twitter and why is it important
-How to use Twitter to monitor your brand and engage customers and prospects directly
-How to reach media and bloggers directly to get PR coverage for your business
-What and how to measure the results of your social media efforts

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Twitter for Marketing and PR

  1. 1. Twitter for Marketing and PR www.HubSpot.com With Mike Volpe, Ellie Mirman and Rick Burnes
  2. 2. Welcome! Mike Volpe VP I b Inbound M k ti d Marketing LinkedIn: http://www.linkedin.com/in/mikevolpe Twitter: @mvolpe Ellie Mirman Inbound Marketing Manager LinkedIn: http://www.linkedin.com/in/elliemirman Twitter: @ellieeille Rick Burnes Inbound Marketing Manager LinkedIn: http://www.linkedin.com/in/rickburnes Twitter: @rickburnes
  3. 3. How to Participate on Twitter Step One 1. Login to your Twitter  account 2. Comment and ask  questions including the  characters “@hubspot”
  4. 4. How to Participate on Twitter Step Two 1. Go to search.twitter.com 2. Search for “@hubspot”
  5. 5. Agenda • Inbound Marketing & the New Rules • T itter 101 Twitter • Build Your Network • Engage Your Community • Track & Analyze • Tools & Resources
  6. 6. Outbound Marketing 800-555-1234 Annoying Salesperson
  7. 7. Inbound Marketing Blog g SEO Social Media
  8. 8. Rethinking Marketing Outbound Marketing Inbound Marketing • Telemarketing • SEO / SEM • Trade shows • Blogging • Direct mail • Social Media • Email blasts • RSS • Print ads • Free tools/trials • TV/radio ads • Public Relations Interruption Permission
  9. 9. HubSpot Inbound Marketing System Content SEO Management Blog • Software Landing Social Pages Media • Support + Expertise Lead Intelligence • $250 or $500 / month CRM (Salesforce.com  or other) • No IT Required
  10. 10. Foundations of Inbound Marketing Blogging Social Networks SEO
  11. 11. Agenda • Inbound Marketing & the New Rules • T itter 101 Twitter • Build Your Network • Engage Your Community • Track & Analyze • Tools & Resources
  12. 12. What IS Twitter? Like … Lik … Except E t Only 140 characters It’s viewable in lots of places A giant chatroom You choose the people you  follow Instant M I i Messaging I’ bli d hi d h It’s public and archived on the  web
  13. 13. Twitter? No Time for That Nonsense!
  14. 14. Why Do I Need to Know This?
  15. 15. Twitter for PR 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 50 Minutes
  16. 16. How to Succeed With Twitter Track &  Build Your  Analyze y Network Engage  Engage With Your  Community
  17. 17. Agenda • Inbound Marketing & the New Rules • T itter 101 Twitter • Build Your Network • Engage Your Community • Track & Analyze • Tools & Resources
  18. 18. Dive In
  19. 19. Company Brand? Or Personal Brand?
  20. 20. Please, Personalize Your Profile
  21. 21. Let Your Brand Shine
  22. 22. Follow People
  23. 23. Follow Top Twitter Users twitter.grader.com/topusers
  24. 24. See Who Thought-Leaders Follow twitter.com/dmscott
  25. 25. Who’s Talking About Your Keywords? search.twitter.com/search?q=lead+generation
  26. 26. Engage With People 2,700 followers 1,200 followers ,
  27. 27. Create a Company Page twitter.zappos.com/employees
  28. 28. Follow People Who Follow You
  29. 29. Agenda • Inbound Marketing & the New Rules • T itter 101 Twitter • Build Your Network • Engage Your Community • Track & Analyze • Tools & Resources
  30. 30. It’s a Discussion, Not a Broadcast
  31. 31. Follow Your Brand in Conversations
  32. 32. Communicate With Customers
  33. 33. Use Favorites to Save Highlights twitter.com/HubSpot/favourites
  34. 34. Save Testimonials http://twitter.com/Scobleizer/statuses/774666561
  35. 35. Publish Helpful Content
  36. 36. Using Twitter for Events
  37. 37. Meet People - “Tweetup”
  38. 38. What Not to Do: TMI
  39. 39. Questions? Post to Twitter, including “@hubspot” Follow the conversation: http://search.twitter.com/search?q=@hubspot
  40. 40. Agenda • Inbound Marketing & the New Rules • T itter 101 Twitter • Build Your Network • Engage Your Community • Track & Analyze • Tools & Resources
  41. 41. Follower Count • A measure of your raw distribution power
  42. 42. Twitter Grader • Inputs include followers AND follower influence
  43. 43. @replies • A measure of community engagement & branding • On your profile or via search.twitter.com
  44. 44. Impact on Our Sales Funnel 600 35 500 30 25 400 20 rs Leads s Visitor HubSpot.com  300 Referrals From  15 Twitter 200 10 Leads From Twitter Leads From Twitter 100 5 0 0 New source of visitors & leads
  45. 45. Agenda • Inbound Marketing & the New Rules • T itter 101 Twitter • Build Your Network • Engage Your Community • Track & Analyze • Tools & Resources
  46. 46. HubSpot Tracks Relevant Tweets • HubSpot Owner & Marketer tracks industry and company keywords for you.
  47. 47. Tiny URL • Make long URLs fit Twitter’s 140 characters • Other options: bit.ly, poprl.com, etc
  48. 48. Lots of Twitter Clients • Many ways to connect to Twitter via third-party applications • Lots of mobile options Flickr: Jeffery Simpson
  49. 49. Twitter Feed Your Blog, Flickr or Any Feed • Allows you to automatically update your Twitter stream with content you’ve published elsewhere
  50. 50. Hashtags.org • Follow topics and events (#IMS08) • Inbound Marketing Summit • IMS 2008 • IMS08 • IMS2008 • Find people talking about similar topics
  51. 51. HubSpotters to Follow HubSpotters • h b hubspot t And more … • Grader www hubspot com/twitter/ www.hubspot.com/twitter/ • Onstartups • Bhalligan • PC4media • Prashantkaw • Adbinoor • dunster
  52. 52. Some of Our Favorite Tweeple • Dmscott • ChrisBrogan g • Guykawasaki • Scobleizer • TheOnion • Xenijardin • Tdefren • WholeFoods
  53. 53. Thank You! Learn more about HubSpot: http://www.hubspot.com/products/owner/ http://www.hubspot.com/products/marketer/ Mike Volpe Ellie Mirman Rick Burnes VP Inbound Inbound Marketing Inbound Marketing Marketing Manager Manager Twitter: @ T itt @mvolpe l Twitter: @ellieeille Twitter: @rickburnes
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