How to Use Twitter for Business<br />Rick Burnes<br />HubSpot Marketing Manager<br />Twitter: @rickburnes<br />BDI Webinar...
Agenda<br />About HubSpot & Inbound Marketing<br />Why Businesses Should Use Twitter<br />Building a Twitter Network<br />...
Who’s HubSpot?<br /><ul><li>Founded in July 2006 from research at MIT</li></ul>Cambridge, MA<br /><ul><li>2,000+ customers...
Traditional Marketing (Outbound)<br />4<br />
Marketing Today (Inbound)<br />5<br />
How Do the Best New Companies Market?<br />6<br />1950 - 2000<br />2000 - 2050<br />
7<br />What Is Inbound Marketing?<br />Website Visitors<br />Process<br />Tools<br />Get Found<br /><ul><li>Content Mgmt
Blogging
Social Media
SEO
Analytics</li></ul>Get Found<br /><ul><li>Publish
Promote
Optimize</li></ul>Leads<br />Convert<br /><ul><li>Test
Target
Nurture</li></ul>Convert<br /><ul><li>Offers / CTAs
Landing Pages
Email
Lead Intelligence
Lead Mgmt
Analytics</li></ul>Customers<br />
8<br />Twitter’s Roles in Inbound Marketing<br />Blogging<br />SEO<br />Pay-Per-Click<br />Twitter<br />Email<br />Website...
Agenda<br />About HubSpot & Inbound Marketing<br />Why Businesses Should Use Twitter<br />Building a Twitter Network<br />...
What IS Twitter?<br />
What Are the Uses?<br />11<br />
Is Twitter Like Cotton Candy?<br />12<br />Flickr: anitacanita<br /><ul><li> Colorful
 Sticky
 No nutritional or business value</li></li></ul><li>No! It’s Like Whole Wheat Bread.<br />13<br />Flickr: sierravalleygirl...
 Used widely
 A basic part of any diet or marketing mix</li></li></ul><li>A Twitter PR Anecdote<br />Need to urgently speak with a busi...
How to Succeed With Twitter<br />
Agenda<br />About HubSpot & Inbound Marketing<br />Why Businesses Should Use Twitter<br />Building a Twitter Network<br />...
Start by Building a Network<br />17<br />How do you build an engaged network? <br />
You Already Have the Skills<br />18<br />You Just Do It Offline<br />Meeting people<br />Building relationships<br />Askin...
Company Profile? Personal Profile?<br />
Let Your Brand Shine<br />
Put a Bio in Your Profile<br />Avg Followers<br />
Put a Link in Your Profile<br />Avg Followers<br />
Follow People<br />Updates from the people you follow appear on your homepage.<br />
Follow to Get Followers<br />
Follow People Who Follow You<br />
How to Find People to Follow<br />twitter.grader.com/search<br />
See Who Thought-Leaders Follow<br />twitter.com/dmscott<br />
Build a Company List<br />28<br />http://twitter.com/HubSpot/hubspotters<br />
Follow Your Brand in Conversations<br />
Engage With Your Network<br />30<br />
Engagement Dominates<br />31<br />
What Are Twitter Applications?<br />32<br />One telephone number,<br />many ways to call.<br />One Twitter handle, <br />m...
Agenda<br />About HubSpot & Inbound Marketing<br />Why Businesses Should Use Twitter<br />Building a Twitter Network<br />...
Share Content With Your Network<br />Content Rule #1: It must be useful/interesting/fun<br />
What to Publish?<br />Blog<br />Podcast<br />Videos<br />Photos<br />Presentations<br />eBooks<br />News Releases<br />35<...
A Word of Caution<br />Don’t Tweet too much about your product. NOBODY CARES.<br />Create content that’s useful and intere...
Conversation & Distribution<br />37<br />Conversation<br />AND<br />Distribution<br />
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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
Rick Burnes, Inbound Marketing Manager, HubSpot
www.bdionline.com

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

  1. 1. How to Use Twitter for Business<br />Rick Burnes<br />HubSpot Marketing Manager<br />Twitter: @rickburnes<br />BDI Webinar – November 4, 2009<br />
  2. 2. Agenda<br />About HubSpot & Inbound Marketing<br />Why Businesses Should Use Twitter<br />Building a Twitter Network<br />Sharing Content & Driving Traffic<br />Twitter Measurement & ROI <br />2<br />
  3. 3. Who’s HubSpot?<br /><ul><li>Founded in July 2006 from research at MIT</li></ul>Cambridge, MA<br /><ul><li>2,000+ customers, 100+ employees</li></ul>3<br />
  4. 4. Traditional Marketing (Outbound)<br />4<br />
  5. 5. Marketing Today (Inbound)<br />5<br />
  6. 6. How Do the Best New Companies Market?<br />6<br />1950 - 2000<br />2000 - 2050<br />
  7. 7. 7<br />What Is Inbound Marketing?<br />Website Visitors<br />Process<br />Tools<br />Get Found<br /><ul><li>Content Mgmt
  8. 8. Blogging
  9. 9. Social Media
  10. 10. SEO
  11. 11. Analytics</li></ul>Get Found<br /><ul><li>Publish
  12. 12. Promote
  13. 13. Optimize</li></ul>Leads<br />Convert<br /><ul><li>Test
  14. 14. Target
  15. 15. Nurture</li></ul>Convert<br /><ul><li>Offers / CTAs
  16. 16. Landing Pages
  17. 17. Email
  18. 18. Lead Intelligence
  19. 19. Lead Mgmt
  20. 20. Analytics</li></ul>Customers<br />
  21. 21. 8<br />Twitter’s Roles in Inbound Marketing<br />Blogging<br />SEO<br />Pay-Per-Click<br />Twitter<br />Email<br />Website Visitors<br />Leads<br />Twitter<br />Customers<br />
  22. 22. Agenda<br />About HubSpot & Inbound Marketing<br />Why Businesses Should Use Twitter<br />Building a Twitter Network<br />Sharing Content & Driving Traffic<br />Twitter Measurement & ROI <br />9<br />
  23. 23. What IS Twitter?<br />
  24. 24. What Are the Uses?<br />11<br />
  25. 25. Is Twitter Like Cotton Candy?<br />12<br />Flickr: anitacanita<br /><ul><li> Colorful
  26. 26. Sticky
  27. 27. No nutritional or business value</li></li></ul><li>No! It’s Like Whole Wheat Bread.<br />13<br />Flickr: sierravalleygirl<br /><ul><li> Healthy
  28. 28. Used widely
  29. 29. A basic part of any diet or marketing mix</li></li></ul><li>A Twitter PR Anecdote<br />Need to urgently speak with a business that is very actively leveraging social media strategies; for ZDNet<br />I spoke about our use of social media for biz on 2 panels - http://tinyurl.com/4v4cgh AND http://tinyurl.com/6943l9<br />408 555-1234?<br />I will call you right now<br />Elapsed Time:<br />50 Minutes<br />
  30. 30. How to Succeed With Twitter<br />
  31. 31. Agenda<br />About HubSpot & Inbound Marketing<br />Why Businesses Should Use Twitter<br />Building a Twitter Network<br />Sharing Content & Driving Traffic<br />Twitter Measurement & ROI <br />16<br />
  32. 32. Start by Building a Network<br />17<br />How do you build an engaged network? <br />
  33. 33. You Already Have the Skills<br />18<br />You Just Do It Offline<br />Meeting people<br />Building relationships<br />Asking questions<br />Answering questions<br />Building trust<br />Building a reputation<br />
  34. 34. Company Profile? Personal Profile?<br />
  35. 35. Let Your Brand Shine<br />
  36. 36. Put a Bio in Your Profile<br />Avg Followers<br />
  37. 37. Put a Link in Your Profile<br />Avg Followers<br />
  38. 38. Follow People<br />Updates from the people you follow appear on your homepage.<br />
  39. 39. Follow to Get Followers<br />
  40. 40. Follow People Who Follow You<br />
  41. 41. How to Find People to Follow<br />twitter.grader.com/search<br />
  42. 42. See Who Thought-Leaders Follow<br />twitter.com/dmscott<br />
  43. 43. Build a Company List<br />28<br />http://twitter.com/HubSpot/hubspotters<br />
  44. 44. Follow Your Brand in Conversations<br />
  45. 45. Engage With Your Network<br />30<br />
  46. 46. Engagement Dominates<br />31<br />
  47. 47. What Are Twitter Applications?<br />32<br />One telephone number,<br />many ways to call.<br />One Twitter handle, <br />many ways to tweet.<br />
  48. 48. Agenda<br />About HubSpot & Inbound Marketing<br />Why Businesses Should Use Twitter<br />Building a Twitter Network<br />Sharing Content & Driving Traffic<br />Twitter Measurement & ROI <br />33<br />
  49. 49. Share Content With Your Network<br />Content Rule #1: It must be useful/interesting/fun<br />
  50. 50. What to Publish?<br />Blog<br />Podcast<br />Videos<br />Photos<br />Presentations<br />eBooks<br />News Releases<br />35<br />
  51. 51. A Word of Caution<br />Don’t Tweet too much about your product. NOBODY CARES.<br />Create content that’s useful and interesting to your target personas.<br />
  52. 52. Conversation & Distribution<br />37<br />Conversation<br />AND<br />Distribution<br />
  53. 53. Good Content Spreads<br />38<br />If you provide interesting content,<br />your network will retweet it.<br />
  54. 54. What Gets Shared?<br />39<br />Rarely <br />Shared<br />Frequently<br />Shared<br /><ul><li> Product info
  55. 55. Free trials
  56. 56. Software documentation
  57. 57. New data
  58. 58. Funny videos
  59. 59. Top-notch blog posts</li></li></ul><li>Use Favorites to Save Highlights<br />twitter.com/HubSpot/favourites<br />
  60. 60. Agenda<br />About HubSpot & Inbound Marketing<br />Why Businesses Should Use Twitter<br />Building a Twitter Network<br />Sharing Content & Driving Traffic<br />Twitter Measurement & ROI <br />41<br />
  61. 61. Follower Count<br /><ul><li>A measure of your raw distribution power</li></li></ul><li>@replies<br /><ul><li>A measure of community engagement & branding
  62. 62. On your profile or via search.twitter.com </li></li></ul><li>Twitter Grader<br /><ul><li>Inputs include followers, influence, follower influence and patterns of use</li></li></ul><li>45<br />Measure the Impact on Your Funnel<br />Website Visitors<br />Customers<br />
  63. 63. How to Track Your Funnel<br />Track visitors.<br />Track leads.<br />Track customers.<br />46<br />
  64. 64. Track Conversions<br />Traffic to HubSpot.com<br />Selected Channels<br />47<br />
  65. 65. 48<br />Final Thoughts …<br />
  66. 66. Build Leverage <br />49<br />
  67. 67. Too Many Pieces to Put Together!<br />50<br />d.j.k. on flickr<br />
  68. 68. HubSpot Puts the Pieces Together<br />51<br />
  69. 69. Thank You!<br />Sign up for a free trial of HubSpot:<br />www.hubspot.com/trial/<br />Connect with me:<br />LinkedIn: www.linkedin.com/in/rickburnes<br />Twitter: www.twitter.com/rickburnes<br />Available to answer questions anytime: <br />www.inboundmarketing.com/forum<br />

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