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    twitter and facebook for mrkting twitter and facebook for mrkting Presentation Transcript

    • How Businesses Are Marketing With Facebook & Twitter Six New Social Media Case Studies Rick Burnes HubSpot Marketing Manager Twitter: @rickburnes
    • Agenda I. About HubSpot & Inbound Marketing II. How Businesses Are Using Facebook III. How Businesses Are Using Twitter IV. How to Measure Social Media 2
    • What’s HubSpot? • Founded in July 2006; grew out of research at MIT • Sells inbound marketing software • 2,000+ customers; 100+ employees 3
    • Traditional Marketing (Outbound) 4
    • Marketing Today (Inbound) 5
    • 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
    • Social Media Feeds the Funnel Blogging SEO Social Media Email Pay-Per-Click Website Visitors Leads Customers 7
    • It’s an Ecosystem SEO Social Media Blog Flickr: Storm Crypt 8
    • Is Social Media Like Cotton Candy? Flickr: anitacanita • Colorful • Sticky • No nutritional or business value 9
    • No! It’s Like Whole Wheat Bread. Flickr: sierravalleygirl • Healthy • Used widely • A basic part of any diet or marketing mix 10
    • It Drives Leads! HubSpot Social Media Leads Twitter & Facebook are largest categories, at >60% of HubSpot’s total social media leads. 11
    • How to Succeed With Social Media Measure & Build a Analyze Network Share Content
    • Not Sold on Facebook or Twitter? Same recipe for success on every social network. 13
    • Agenda I. About HubSpot & Inbound Marketing II. How Businesses Are Using Facebook III. How Businesses Are Using Twitter IV. How to Measure Social Media 14
    • Facebook Momentum
    • How Businesses Participate: Pages 16
    • What Makes Great Facebook Pages?* Product Passion Content Community Fun Practical Information Je Ne Sais Quoi * In my opinion. 17
    • What Are Your Neighbors Up To? The best way to learn how to use Facebook for your business? Study the things that work for other businesses. 18
    • Don’t Focus Too Much on Your Industry The best marketers take off the blinders and look outside their world for inspiration. “But we’re a B2B company” is a BAD excuse not to dive into Facebook. beketchai on flickr 19
    • Tip: Be a Fan of Facebook Marketing 20
    • Case Study #1: MailChimp • Email Marketing Software • >5,000 fans 21
    • MailChimp Uses Notes & Photos B2B Tip: Share useful information; have fun. 22
    • Case Study #2: All Things Jeep • Website that sells Jeep paraphernalia • >2,300 fans 23
    • 272 Photos Contributed by Users B2B Tip: Engage your Facebook community. 24
    • Case Study #3: Nicholas Kristof • NYT Columnist • >146,543 fans 25
    • Context Provided for Each Link B2B Tips: Be passionate; share content, but share it with a personal voice. 26
    • Agenda I. About HubSpot & Inbound Marketing II. How Businesses Are Using Facebook III. How Businesses Are Using Twitter IV. How to Measure Social Media 27
    • Twitter Growth Is Slowing 28
    • Now a More Mature Service Image: Wikipedia 29
    • More Followers, on Average 30
    • Following More, on Average 31
    • More Updates, on Average 32
    • Same Goes for HubSpot Customers 33
    • Case Study #3: HubSpot 34
    • Case Study #2: Ken Lauher 35
    • Case Study #3: Webinetry 36
    • Key to Success: Content 37
    • Blogging Increases Twitter Reach >75% 38
    • Links to Blog = Links to Landing Pages Potential for No Potential Lead Gen for Lead Gen 39
    • What to Publish? • Blog • Podcast • Videos • Photos • Presentations • eBooks • News Releases 40
    • 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.
    • What Gets Shared? Rarely Frequently Shared Shared • Product info • New data • Free trials • Funny videos • Software documentation • Top-notch blog posts 42
    • Agenda I. About HubSpot & Inbound Marketing II. How Businesses Are Using Facebook III. How Businesses Are Using Twitter IV. How to Measure Social Media 43
    • 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
    • Facebook Grader - Business
    • Measure the Impact on Your Funnel Website Visitors Customers 48
    • How to Track Your Funnel Track visitors. 49
    • How to Track Your Funnel Track leads. 50
    • How to Track Your Funnel Track customers. 51
    • 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% 52
    • Final Thoughts … 53
    • 20th Century Customers Highly transactional, anonymous. 54
    • 21st Century Customers Relationship based; they want to go where everybody knows their name. 55
    • The Challenge? Too Many Pieces! d.j.k. on flickr 56
    • HubSpot Puts the Pieces Together 57
    • Thank You! Sign up for a free trial of HubSpot: www.hubspot.com/trial/ Connect with us: LinkedIn: www.linkedin.com/in/rickburnes Twitter: www.twitter.com/rickburnes More questions? Post them here: http://inbound.org