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Slides that explain how to use Twitter for marketing. The presentation covers inbound marketing, the reasons business should use Twitter and the keys to success with Twitter: building a network, sharing content with your network, and measuring the Twitter's impact on your business.
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How to Use Twitter for Business
AMA Webcast - July 23, 2009
Rick Burnes
HubSpot Marketing Manager
Twitter: @rickburnes
Agenda
I. About HubSpot & Inbound Marketing
II. Why Businesses Should Use TwitterTwitter
III. Building a Twitter Network
IV.Sharing Content & Driving Traffic
V. Twitter Measurement & ROI
2
Who’s HubSpot?
• Founded in July 2006 from research at MIT
• Cambridge, MA
• 1400+ customers, 85+ employees
3
What HubSpot Software Does
4
Traditional Marketing (Outbound)
5
Marketing Today (Inbound)
6
How Do the Best New Companies Market?
1950 - 2000 2000 - 2050
7
What Is Inbound Marketing?
Get Found
• Publish
• Promote
• Optimize
Process Tools
Get Found
• Content Mgmt
• Blogging
• Social Media
• SEO
Website Visitors
8
Leads• SEO
• Analytics
Convert
• Test
• Target
• Nurture
Customers
Convert
• Offers / CTAs
• Landing Pages
• Lead Intelligence
• Lead Mgmt
• Analytics
One Way to Feed the Funnel
Blogging SEO Email Pay-Per-ClickTwitter
Website Visitors
9
Leads
Customers
Agenda
I. About HubSpot & Inbound Marketing
II. Why Businesses Should Use TwitterTwitter
III. Building a Twitter Network
IV.Sharing Content & Driving Traffic
V. Twitter Measurement & ROI
10
What IS Twitter?
Like … … Except
Only 140 characters
It’s viewable in lots of
places
A giant chatroom You choose the people you
follow
Instant Messaging It’s public and archived on
the web
What Are the Uses?
Marketing
12
Customer Service
Listening
Is Twitter Like Cotton Candy?
13
• Colorful
• Sticky
• No nutritional or business value
Flickr: anitacanita
No! It’s Like Whole Wheat Bread.
14
• Healthy
• Used widely
• A basic part of any diet or marketing mix
Flickr: sierravalleygirl
A Twitter PR Anecdote
I will call you right now
Need to urgently speak with a business that is very actively leveraging social media strategies; for ZDNet
408 555-1234?
I spoke about our use of social media for biz on 2 panels -http://tinyurl.com/4v4cgh AND http://tinyurl.com/6943l9
Elapsed Time:
50 Minutes
Twitter Drives Real Traffic
HubSpot Blog Referrals (Q1 & Q2 2009)
16
>9% Twitter; 22.9% Google
How to Succeed With Twitter
Build a
Network
Measure & Analyze
Share Content
Agenda
I. About HubSpot & Inbound Marketing
II. Why Businesses Should Use TwitterTwitter
III. Building a Twitter Network
IV.Sharing Content & Driving Traffic
V. Twitter Measurement & ROI
18
Start by Building a Network
19
How do you build an engaged network?
You Already Have the Skills
You Just Do It Offline
• Meeting people
• Building relationships
• Asking questions
• Answering questions
20
• Answering questions
• Building trust
• Building a reputation
Company Profile? Personal Profile?
Let Your Brand Shine
Put a Bio in Your Profile
Follo
wers
Avg
Follo
wers
Put a Link in Your Profile
Follo
wers
Avg
Follo
wers
Follow People
Updates from the people you follow appear on your homepage.
Follow to Get Followers
Follow People Who Follow You
How to Find People to Follow
twitter.grader.com/search
See Who Thought-Leaders Follow
twitter.com/dmscott
Create a Company Page
twitter.zappos.com/employees
Follow Your Brand in Conversations
Engage With Your Network
32
Engagement Dominates
33
What Are Twitter Applications?
34
One telephone number,
many ways to call.
One Twitter handle,
many ways to tweet.
Agenda
I. About HubSpot & Inbound Marketing
II. Why Businesses Should Use TwitterTwitter
III. Building a Twitter Network
IV.Sharing Content & Driving Traffic
V. Twitter Measurement & ROI
35
Share Content With Your Network
Content Rule #1: It must be useful/interesting/fun
What to Publish?
• Blog
• Podcast
• Videos
• Photos• Photos
• Presentations
• eBooks
• News Releases
37
A Word of Caution
• Don’t Tweet too much
about your product.
NOBODY CARES.
• Create content that’s • Create content that’s
useful and interesting to
your target personas.
Conversation & Distribution
Conversation
39
Conversation
Distribution
AND
Good Content Spreads
40
If you provide interesting content,
your network will retweet it.
What Gets Shared?
Rarely
Shared
Frequently
Shared
41
• Product info
• Free trials
• Software documentation
• New data
• Funny videos
• Top-notch blog posts
Use Favorites to Save Highlights
twitter.com/HubSpot/favourites
Agenda
I. About HubSpot & Inbound Marketing
II. Why Businesses Should Use TwitterTwitter
III. Building a Twitter Network
IV.Sharing Content & Driving Traffic
V. Twitter Measurement & ROI
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
Measure the Impact on Your Funnel
Website Visitors
47
Customers
How to Track Your Funnel
Track visitors. Track leads. Track customers.
48
Track Conversions
Traffic to HubSpot.com
Visitors Leads Conversion Customers Net Conversion
Twitter 3,289 554 17% 12 0.4%
Facebook 504 75 15% 6 1.2%
Stumbleupon 511 28 5% 1 0.2%
Selected Channels
49
Final Thoughts …
50
Build Leverage
51
Too Many Pieces to Put Together!
52
d.j.k. on flickr
HubSpot Puts the Pieces Together
53
Thank You!
Sign up for a free trial of HubSpot:
www.hubspot.com/trial/
Connect with me:
LinkedIn: www.linkedin.com/in/rickburnes
Twitter: www.twitter.com/rickburnes
Email: [email protected]
Available to answer questions anytime: www.inboundmarketing.com/forum