State of the Twittersphere: How Marketers
Are Using Twitter
January 21, 2010




          Rick Burnes
          HubSpot M...
Agenda

         I. About HubSpot & Inbound
              Marketing
         II. New Data on Twitter Use
         III. Cas...
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
What Is Inbound Marketing?

      Process        Website Visitors       Tools
    Get Found                           Get ...
Twitter Feeds the Funnel & Helps Convert

      Blogging    SEO       Twitter        Email   Pay-Per-Click




           ...
Not Sold on Twitter?

            Same recipe for success on every social network.




8
Agenda

         I. About HubSpot & Inbound
              Marketing
         II. New Data on Twitter Use
         III. Cas...
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%    ...
A More International Service


            Top Locations in July 2009 Report   Top Locations in Jan 2010 Report
          ...
Agenda

      I. About HubSpot & Inbound
           Marketing
      II. New Data on Twitter Use
      III. Case Studies: H...
Twitter Drives Leads

                       HubSpot Social Media Leads




     Twitter is largest category, at >40% of H...
Twitter Plays a Bigger SEO Role




                               Results
                                from
          ...
26
27
28
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
...
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...
What Gets Shared?

     Rarely                           Frequently
     Shared                              Shared




  ...
Agenda

      I. About HubSpot & Inbound
           Marketing
      II. New Data on Twitter Use
      III. Case Studies: H...
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
            ...
Final Thoughts …




44
Twitter Is Part of a Complex System



                                           SEO
                    Social Media,
  ...
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/r...
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Webinar Slides: State of the Twittersphere

  1. 1. State of the Twittersphere: How Marketers Are Using Twitter January 21, 2010 Rick Burnes HubSpot Marketing Manager Twitter: @rickburnes
  2. 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. 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. 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. 7. Twitter Feeds the Funnel & Helps Convert Blogging SEO Twitter Email Pay-Per-Click Website Visitors Twitter Leads Customers 7
  8. 8. Not Sold on Twitter? Same recipe for success on every social network. 8
  9. 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. 10. Old Twitter, New Twitter Flickr: Don Van Dyke Flickr: .:sandman 10
  11. 11. Traffic Is Slowing 11
  12. 12. So Is User Growth 12
  13. 13. Now a More Mature Service Image: Wikipedia 13
  14. 14. More Followers, on Average 14
  15. 15. Following More, on Average 15
  16. 16. More Updates, on Average 16
  17. 17. Same Goes for HubSpot Customers 17
  18. 18. Best Practices, FTW 18
  19. 19. Put a Bio in Your Profile Avg Followers
  20. 20. Put a Link in Your Profile Avg Followers
  21. 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. 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. 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. 24. Twitter Drives Leads HubSpot Social Media Leads Twitter is largest category, at >40% of HubSpot’s total social media leads. 24
  25. 25. Twitter Plays a Bigger SEO Role Results from Twitter 25
  26. 26. 26
  27. 27. 27
  28. 28. 28
  29. 29. Key to Success: Content 29
  30. 30. Blogging Increases Twitter Reach >75% 30
  31. 31. Links to Blog = Links to Landing Pages Potential for No Potential Lead Gen for Lead Gen 31
  32. 32. What to Publish? • Blog • Podcast • Videos • Photos • Presentations • eBooks • News Releases 32
  33. 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. 34. What Gets Shared? Rarely Frequently Shared Shared • Product info • New data • Free trials • Funny videos • Software documentation • Top-notch blog posts 34
  35. 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. 36. Follower Count • A measure of your raw distribution power
  37. 37. @replies • A measure of community engagement & branding • On your profile or via search.twitter.com
  38. 38. Twitter Grader • Inputs include followers, influence, follower influence and patterns of use
  39. 39. Measure the Impact on Your Funnel Website Visitors Customers 39
  40. 40. How to Track Your Funnel Track visitors. 40
  41. 41. How to Track Your Funnel Track leads. 41
  42. 42. How to Track Your Funnel Track customers. 42
  43. 43. 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
  44. 44. Final Thoughts … 44
  45. 45. Twitter Is Part of a Complex System SEO Social Media, eg Twitter Blogging Diagram: Wikipedia 45
  46. 46. HubSpot Helps Navigate the System 46
  47. 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
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