How to Use Twitter for Marketing & PR, Hubspot webinar

1. Twitter for Marketing and PR
www.HubSpot.com
With Mike Volpe, Ellie Mirman and Rick Burnes

2. Welcome!
Mike Volpe
VP I b
Inbound M k ti
d Marketing
LinkedIn: http://www.linkedin.com/in/mikevolpe
Twitter: @mvolpe
Ellie Mirman
Inbound Marketing Manager
LinkedIn: http://www.linkedin.com/in/elliemirman
Twitter: @ellieeille
Rick Burnes
Inbound Marketing Manager
LinkedIn: http://www.linkedin.com/in/rickburnes
Twitter: @rickburnes

3. How to Participate on Twitter
Step One
1. Login to your Twitter
account
2. Comment and ask
questions including the
characters “@hubspot”

4. How to Participate on Twitter
Step Two
1. Go to search.twitter.com
2. Search for “@hubspot”

5. Agenda
• Inbound Marketing & the New Rules
• Twitter
T itter 101
• Build Your Network
• Engage Your Community
• Track & Analyze
• Tools & Resources

6. Outbound Marketing
800-555-1234
Annoying
Salesperson

7. Inbound Marketing
Blog
g SEO Social Media

8. Rethinking Marketing
Outbound Marketing Inbound Marketing
• Telemarketing • SEO / SEM
• Trade shows • Blogging
• Direct mail • Social Media
• Email blasts • RSS
• Print ads • Free tools/trials
• TV/radio ads • Public Relations
Interruption Permission

9. HubSpot Inbound Marketing System
Content
SEO Management Blog
• Software
Landing Social
Pages Media
• Support + Expertise Lead
Intelligence
• $250 or $500 / month
CRM
(Salesforce.com
or other)
• No IT Required

10. Foundations of Inbound Marketing
Blogging Social
Networks
SEO

11. Agenda
• Inbound Marketing & the New Rules
• Twitter
T itter 101
• Build Your Network
• Engage Your Community
• Track & Analyze
• Tools & Resources

12. What IS Twitter?
Like …
Lik … Except
E t
Only 140 characters
It’s viewable in lots of places
A giant chatroom You choose the people you
follow
Instant M
I Messaging
i It’s public and archived on the
I’ bli d hi d h
web

13. Twitter? No Time for That Nonsense!

14. Why Do I Need to Know This?

15. Twitter for PR
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
50 Minutes

16. How to Succeed With Twitter
Track & Build Your
Analyze
y Network
Engage
Engage
With Your
Community

17. Agenda
• Inbound Marketing & the New Rules
• Twitter
T itter 101
• Build Your Network
• Engage Your Community
• Track & Analyze
• Tools & Resources

18. Dive In

19. Company Brand? Or Personal Brand?

20. Please, Personalize Your Profile

21. Let Your Brand Shine

22. Follow People

23. Follow Top Twitter Users
twitter.grader.com/topusers

24. See Who Thought-Leaders Follow
twitter.com/dmscott

25. Who’s Talking About Your Keywords?
search.twitter.com/search?q=lead+generation

26. Engage With People
2,700 followers
1,200 followers
,

27. Create a Company Page
twitter.zappos.com/employees

28. Follow People Who Follow You

29. Agenda
• Inbound Marketing & the New Rules
• Twitter
T itter 101
• Build Your Network
• Engage Your Community
• Track & Analyze
• Tools & Resources

30. It’s a Discussion, Not a Broadcast

31. Follow Your Brand in Conversations

32. Communicate With Customers

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

34. Save Testimonials
http://twitter.com/Scobleizer/statuses/774666561

35. Publish Helpful Content

36. Using Twitter for Events

37. Meet People - “Tweetup”

38. What Not to Do: TMI

39. Questions?
Post to Twitter, including “@hubspot”
Follow the conversation:
http://search.twitter.com/search?q=@hubspot

40. Agenda
• Inbound Marketing & the New Rules
• Twitter
T itter 101
• Build Your Network
• Engage Your Community
• Track & Analyze
• Tools & Resources

41. Follower Count
• A measure of your raw distribution power

42. Twitter Grader
• Inputs include followers AND follower influence

43. @replies
• A measure of community engagement & branding
• On your profile or via search.twitter.com

44. Impact on Our Sales Funnel
600 35
500 30
25
400
20
rs
Leads
s
Visitor
HubSpot.com
300
Referrals From
15
Twitter
200
10 Leads From Twitter
Leads From Twitter
100 5
0 0
New source of visitors & leads

45. Agenda
• Inbound Marketing & the New Rules
• Twitter
T itter 101
• Build Your Network
• Engage Your Community
• Track & Analyze
• Tools & Resources

46. HubSpot Tracks Relevant Tweets
• HubSpot Owner & Marketer tracks industry and
company keywords for you.

47. Tiny URL
• Make long URLs fit Twitter’s 140 characters
• Other options: bit.ly, poprl.com, etc

48. Lots of Twitter Clients
• Many ways to connect to
Twitter via third-party
applications
• Lots of mobile options
Flickr: Jeffery Simpson

49. Twitter Feed
Your Blog, Flickr or Any Feed
• Allows you to automatically update your Twitter
stream with content you’ve published elsewhere

50. Hashtags.org
• Follow topics and events (#IMS08)
• Inbound Marketing Summit
• IMS 2008
• IMS08
• IMS2008
• Find people talking about similar topics

51. HubSpotters to Follow
HubSpotters
• h b
hubspot t
And more …
• Grader
www.hubspot.com/twitter/
www hubspot com/twitter/
• Onstartups
• Bhalligan
• PC4media
• Prashantkaw
• Adbinoor
• dunster

52. Some of Our Favorite Tweeple
• Dmscott • ChrisBrogan
g
• Guykawasaki • Scobleizer
• TheOnion • Xenijardin
• Tdefren • WholeFoods

53. Thank You!
Learn more about HubSpot:
http://www.hubspot.com/products/owner/
http://www.hubspot.com/products/marketer/
Mike Volpe Ellie Mirman Rick Burnes
VP Inbound Inbound Marketing Inbound Marketing
Marketing Manager Manager
Twitter: @
T itt @mvolpe
l Twitter: @ellieeille Twitter: @rickburnes