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

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

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

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

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

Outbound Marketing
800-555-1234
Annoying
Salesperson

Inbound Marketing
Blog
g SEO Social Media

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

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

Foundations of Inbound Marketing
Blogging Social
Networks
SEO

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

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

Twitter? No Time for That Nonsense!

Why Do I Need to Know This?

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

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

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

Dive In

Company Brand? Or Personal Brand?

Please, Personalize Your Profile

Let Your Brand Shine

Follow People

Follow Top Twitter Users
twitter.grader.com/topusers

See Who Thought-Leaders Follow
twitter.com/dmscott

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

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

Create a Company Page
twitter.zappos.com/employees

Follow People Who Follow You

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

It’s a Discussion, Not a Broadcast

Follow Your Brand in Conversations

Communicate With Customers

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

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

Publish Helpful Content

Using Twitter for Events

Meet People - “Tweetup”

What Not to Do: TMI

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

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

Follower Count
• A measure of your raw distribution power

Twitter Grader
• Inputs include followers AND follower influence

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

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

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

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

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

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

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

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

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

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

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