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

How to Use Twitter for Business
Rick Burnes
HubSpot Marketing Manager
Twitter: @rickburnes
BDI Webinar – November 4, 2009

Agenda
About HubSpot & Inbound Marketing
Why Businesses Should Use Twitter
Building a Twitter Network
Sharing Content & Driving Traffic
Twitter Measurement & ROI
2

Who’s HubSpot?

Founded in July 2006 from research at MIT

Cambridge, MA

2,000+ customers, 100+ employees

3

Traditional Marketing (Outbound)
4

Marketing Today (Inbound)
5

How Do the Best New Companies Market?
6
1950 - 2000
2000 - 2050

7
What Is Inbound Marketing?
Website Visitors
Process
Tools
Get Found

Content Mgmt
Blogging
Social Media
SEO
Analytics

Get Found

Publish
Promote
Optimize

Leads
Convert

Test
Target
Nurture

Convert

Offers / CTAs
Landing Pages
Email
Lead Intelligence
Lead Mgmt
Analytics

Customers

8
Twitter’s Roles in Inbound Marketing
Blogging
SEO
Pay-Per-Click
Twitter
Email
Website Visitors
Leads
Twitter
Customers

Agenda
9

What IS Twitter?

What Are the Uses?
11

Is Twitter Like Cotton Candy?
12
Flickr: anitacanita

Colorful
Sticky
No nutritional or business value

No! It’s Like Whole Wheat Bread.
13
Flickr: sierravalleygirl

Healthy
Used widely
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

How to Succeed With Twitter

Agenda
16

Start by Building a Network
17
How do you build an engaged network?

You Already Have the Skills
18
You Just Do It Offline
Meeting people
Building relationships
Asking questions
Answering questions
Building trust
Building a reputation

Company Profile? Personal Profile?

Let Your Brand Shine

Put a Bio in Your Profile
Avg Followers

Put a Link in Your Profile
Avg Followers

Follow People
Updates from the people you follow appear on your homepage.

Follow to Get Followers

Follow People Who Follow You

How to Find People to Follow
twitter.grader.com/search

See Who Thought-Leaders Follow
twitter.com/dmscott

Build a Company List
28
http://twitter.com/HubSpot/hubspotters

Follow Your Brand in Conversations

Engage With Your Network
30

Engagement Dominates
31

What Are Twitter Applications?
32
One telephone number,
many ways to call.
One Twitter handle,
many ways to tweet.

Agenda
33

Share Content With Your Network
Content Rule #1: It must be useful/interesting/fun

What to Publish?
Blog
Podcast
Videos
Photos
Presentations
eBooks
News Releases
35

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.

Conversation & Distribution
37
Conversation
AND
Distribution

Good Content Spreads
38
If you provide interesting content,
your network will retweet it.

What Gets Shared?
39
Rarely
Shared
Frequently
Shared

Product info
Free trials
Software documentation
New data
Funny videos
Top-notch blog posts

Use Favorites to Save Highlights
twitter.com/HubSpot/favourites

Agenda
41

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

45
Measure the Impact on Your Funnel
Website Visitors
Customers

How to Track Your Funnel
Track visitors.
Track leads.
Track customers.
46

Track Conversions
Traffic to HubSpot.com
Selected Channels
47

48
Final Thoughts …

Build Leverage
49

Too Many Pieces to Put Together!
50
d.j.k. on flickr

HubSpot Puts the Pieces Together
51

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