11/04/09 BDI HubSpot Webinar - Rick Burnes - Twitter For Business

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How to Use Twitter For Business …

How to Use Twitter For Business
Rick Burnes, Inbound Marketing Manager, HubSpot
www.bdionline.com

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  • 1. How to Use Twitter for Business
    Rick Burnes
    HubSpot Marketing Manager
    Twitter: @rickburnes
    BDI Webinar – November 4, 2009
  • 2. Agenda
    About HubSpot & Inbound Marketing
    Why Businesses Should Use Twitter
    Building a Twitter Network
    Sharing Content & Driving Traffic
    Twitter Measurement & ROI
    2
  • 3. Who’s HubSpot?
    • Founded in July 2006 from research at MIT
    Cambridge, MA
    • 2,000+ customers, 100+ employees
    3
  • 4. Traditional Marketing (Outbound)
    4
  • 5. Marketing Today (Inbound)
    5
  • 6. How Do the Best New Companies Market?
    6
    1950 - 2000
    2000 - 2050
  • 7. 7
    What Is Inbound Marketing?
    Website Visitors
    Process
    Tools
    Get Found
    Get Found
    Leads
    Convert
    Convert
    Customers
  • 21. 8
    Twitter’s Roles in Inbound Marketing
    Blogging
    SEO
    Pay-Per-Click
    Twitter
    Email
    Website Visitors
    Leads
    Twitter
    Customers
  • 22. Agenda
    About HubSpot & Inbound Marketing
    Why Businesses Should Use Twitter
    Building a Twitter Network
    Sharing Content & Driving Traffic
    Twitter Measurement & ROI
    9
  • 23. What IS Twitter?
  • 24. What Are the Uses?
    11
  • 25. Is Twitter Like Cotton Candy?
    12
    Flickr: anitacanita
    • Colorful
    • 26. Sticky
    • 27. No nutritional or business value
  • No! It’s Like Whole Wheat Bread.
    13
    Flickr: sierravalleygirl
    • Healthy
    • 28. Used widely
    • 29. A basic part of any diet or marketing mix
  • 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
  • 30. How to Succeed With Twitter
  • 31. Agenda
    About HubSpot & Inbound Marketing
    Why Businesses Should Use Twitter
    Building a Twitter Network
    Sharing Content & Driving Traffic
    Twitter Measurement & ROI
    16
  • 32. Start by Building a Network
    17
    How do you build an engaged network?
  • 33. You Already Have the Skills
    18
    You Just Do It Offline
    Meeting people
    Building relationships
    Asking questions
    Answering questions
    Building trust
    Building a reputation
  • 34. Company Profile? Personal Profile?
  • 35. Let Your Brand Shine
  • 36. Put a Bio in Your Profile
    Avg Followers
  • 37. Put a Link in Your Profile
    Avg Followers
  • 38. Follow People
    Updates from the people you follow appear on your homepage.
  • 39. Follow to Get Followers
  • 40. Follow People Who Follow You
  • 41. How to Find People to Follow
    twitter.grader.com/search
  • 42. See Who Thought-Leaders Follow
    twitter.com/dmscott
  • 43. Build a Company List
    28
    http://twitter.com/HubSpot/hubspotters
  • 44. Follow Your Brand in Conversations
  • 45. Engage With Your Network
    30
  • 46. Engagement Dominates
    31
  • 47. What Are Twitter Applications?
    32
    One telephone number,
    many ways to call.
    One Twitter handle,
    many ways to tweet.
  • 48. Agenda
    About HubSpot & Inbound Marketing
    Why Businesses Should Use Twitter
    Building a Twitter Network
    Sharing Content & Driving Traffic
    Twitter Measurement & ROI
    33
  • 49. Share Content With Your Network
    Content Rule #1: It must be useful/interesting/fun
  • 50. What to Publish?
    Blog
    Podcast
    Videos
    Photos
    Presentations
    eBooks
    News Releases
    35
  • 51. 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.
  • 52. Conversation & Distribution
    37
    Conversation
    AND
    Distribution
  • 53. Good Content Spreads
    38
    If you provide interesting content,
    your network will retweet it.
  • 54. What Gets Shared?
    39
    Rarely
    Shared
    Frequently
    Shared
  • Use Favorites to Save Highlights
    twitter.com/HubSpot/favourites
  • 60. Agenda
    About HubSpot & Inbound Marketing
    Why Businesses Should Use Twitter
    Building a Twitter Network
    Sharing Content & Driving Traffic
    Twitter Measurement & ROI
    41
  • 61. Follower Count
    • A measure of your raw distribution power
  • @replies
    • A measure of community engagement & branding
    • 62. On your profile or via search.twitter.com
  • Twitter Grader
    • Inputs include followers, influence, follower influence and patterns of use
  • 45
    Measure the Impact on Your Funnel
    Website Visitors
    Customers
  • 63. How to Track Your Funnel
    Track visitors.
    Track leads.
    Track customers.
    46
  • 64. Track Conversions
    Traffic to HubSpot.com
    Selected Channels
    47
  • 65. 48
    Final Thoughts …
  • 66. Build Leverage
    49
  • 67. Too Many Pieces to Put Together!
    50
    d.j.k. on flickr
  • 68. HubSpot Puts the Pieces Together
    51
  • 69. 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
    Available to answer questions anytime:
    www.inboundmarketing.com/forum