This document summarizes a presentation about using Twitter for marketing and PR. It introduces the presenters Mike Volpe, Ellie Mirman, and Rick Burnes. It then covers how to participate in the presentation on Twitter, an agenda including inbound marketing, building your Twitter network, engaging communities, tracking analytics and tools. It provides guidance on personalizing profiles, following others, engaging conversations and using analytics to measure impact.

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