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

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