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How Businesses Are Marketing With Facebook & Twitter Rick Burnes HubSpot Marketing Manager Twitter: @rickburnes Six New Social Media Case Studies

How Businesses Are Marketing with Facebook & Twitter

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Page 1: How Businesses Are Marketing with Facebook & Twitter

How Businesses Are Marketing With Facebook amp Twitter

Rick BurnesHubSpot Marketing ManagerTwitter rickburnes

Six New Social Media Case Studies

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

2

Whatrsquos HubSpot

bull Founded in July 2006 grew out of research at MITbull Sells inbound marketing softwarebull 2000+ customers 100+ employees

3

Traditional Marketing (Outbound)

4

Marketing Today (Inbound)

5

6

What Is Inbound Marketing

Leads

Get Foundbull Publishbull Promotebull Optimize

Process ToolsGet Foundbull Content Mgmtbull Bloggingbull Social Mediabull SEObull Analytics

Convertbull Testbull Targetbull Nurture

Website Visitors

Customers

Convertbull Offers CTAsbull Landing Pagesbull Emailbull Lead Intelligencebull Lead Mgmtbull Analytics

7

Social Media Feeds the Funnel

Blogging SEO Email Pay-Per-ClickSocial Media

Website Visitors

Leads

Customers

Itrsquos an Ecosystem

8

Social Media

Blog

SEO

Flickr Storm Crypt

Is Social Media Like Cotton Candy

9

bull Colorfulbull Stickybull No nutritional or business value

Flickr anitacanita

No Itrsquos Like Whole Wheat Bread

10

bull Healthybull Used widelybull A basic part of any diet or marketing mix

Flickr sierravalleygirl

It Drives Leads

11

HubSpot Social Media Leads

Twitter amp Facebook are largest categories at gt60 of HubSpotrsquos total social media leads

How to Succeed With Social Media

Build a Network

Share Content

Measure amp Analyze

Not Sold on Facebook or Twitter

13

Same recipe for success on every social network

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

14

Facebook Momentum

How Businesses Participate Pages

16

What Makes Great Facebook Pages

17

Product PassionContentCommunityFunPractical InformationJe Ne Sais Quoi

In my opinion

What Are Your Neighbors Up To

18

The best way to learn how to use Facebook for your businessStudy the things that work for other businesses

Donrsquot Focus Too Much on Your Industry

19

The best marketers take off the blinders and look outside their world for inspiration

ldquoBut wersquore a B2B companyrdquo is a BAD excuse not to dive into Facebook

beketchai on flickr

Tip Be a Fan of Facebook Marketing

20

Case Study 1 MailChimp

21

bull Email Marketing Softwarebull gt5000 fans

MailChimp Uses Notes amp Photos

22

B2B Tip Share useful information have fun

Case Study 2 All Things Jeep

23

bull Website that sells Jeep paraphernaliabull gt2300 fans

272 Photos Contributed by Users

24

B2B Tip Engage your Facebook community

Case Study 3 Nicholas Kristof

25

bull NYT Columnistbull gt146543 fans

Context Provided for Each Link

26

B2B Tips Be passionate share content but share it with a personal voice

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

27

Twitter Growth Is Slowing

28

Now a More Mature Service

29

Image Wikipedia

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 gt75

38

Links to Blog = Links to Landing Pages

39

Potential for Lead Gen

No Potential for Lead Gen

What to Publish

bull Blogbull Podcastbull Videosbull Photosbull Presentationsbull eBooksbull News Releases

40

A Word of Caution

bull Donrsquot Tweet too much about your product NOBODY CARES

bull Create content thatrsquos useful and interesting to your target personas

What Gets Shared

42

Rarely Shared

FrequentlyShared

bull Product infobull Free trialsbull Software documentation

bull New databull Funny videosbull Top-notch blog posts

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

43

Follower Count

bull A measure of your raw distribution power

replies

bull A measure of community engagement amp brandingbull On your profile or via searchtwittercom

Twitter Grader

bull Inputs include followers influence follower influence and patterns of use

Facebook Grader - Business

48

Measure the Impact on Your Funnel

Website Visitors

Customers

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

Visitors Leads Conversion Customers Net Conversion

Twitter 3289 554 17 12 04

Facebook 504 75 15 6 12

Stumbleupon 511 28 5 1 02

52

53

Final Thoughts hellip

20th Century Customers

54

Highly transactional anonymous

21st Century Customers

55

Relationship based they want to go where everybody knows their name

The Challenge Too Many Pieces

56djk on flickr

HubSpot Puts the Pieces Together

57

Connect with usLinkedIn wwwlinkedincominrickburnesTwitter wwwtwittercomrickburnes

More questions Post them here httpinboundorg

Thank YouSign up for a free trial of HubSpotwwwhubspotcomtrial

  • How Businesses Are Marketing With Facebook amp Twitter
  • Agenda
  • Whatrsquos HubSpot
  • Traditional Marketing (Outbound)
  • Marketing Today (Inbound)
  • Slide Number 6
  • Slide Number 7
  • Itrsquos an Ecosystem
  • Is Social Media Like Cotton Candy
  • No Itrsquos Like Whole Wheat Bread
  • It Drives Leads
  • How to Succeed With Social Media
  • Not Sold on Facebook or Twitter
  • Agenda
  • Facebook Momentum
  • How Businesses Participate Pages
  • What Makes Great Facebook Pages
  • What Are Your Neighbors Up To
  • Donrsquot Focus Too Much on Your Industry
  • Tip Be a Fan of Facebook Marketing
  • Case Study 1 MailChimp
  • MailChimp Uses Notes amp Photos
  • Case Study 2 All Things Jeep
  • 272 Photos Contributed by Users
  • Case Study 3 Nicholas Kristof
  • Context Provided for Each Link
  • Agenda
  • Twitter Growth Is Slowing
  • Now a More Mature Service
  • More Followers on Average
  • Following More on Average
  • More Updates on Average
  • Same Goes for HubSpot Customers
  • Case Study 3 HubSpot
  • Case Study 2 Ken Lauher
  • Case Study 3 Webinetry
  • Key to Success Content
  • Blogging Increases Twitter Reach gt75
  • Links to Blog = Links to Landing Pages
  • What to Publish
  • A Word of Caution
  • What Gets Shared
  • Agenda
  • Follower Count
  • replies
  • Twitter Grader
  • Facebook Grader - Business
  • Slide Number 48
  • How to Track Your Funnel
  • How to Track Your Funnel
  • How to Track Your Funnel
  • Why Tracking Via Channels Is Critical
  • Slide Number 53
  • 20th Century Customers
  • 21st Century Customers
  • The Challenge Too Many Pieces
  • HubSpot Puts the Pieces Together
  • Slide Number 58
Page 2: How Businesses Are Marketing with Facebook & Twitter

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

2

Whatrsquos HubSpot

bull Founded in July 2006 grew out of research at MITbull Sells inbound marketing softwarebull 2000+ customers 100+ employees

3

Traditional Marketing (Outbound)

4

Marketing Today (Inbound)

5

6

What Is Inbound Marketing

Leads

Get Foundbull Publishbull Promotebull Optimize

Process ToolsGet Foundbull Content Mgmtbull Bloggingbull Social Mediabull SEObull Analytics

Convertbull Testbull Targetbull Nurture

Website Visitors

Customers

Convertbull Offers CTAsbull Landing Pagesbull Emailbull Lead Intelligencebull Lead Mgmtbull Analytics

7

Social Media Feeds the Funnel

Blogging SEO Email Pay-Per-ClickSocial Media

Website Visitors

Leads

Customers

Itrsquos an Ecosystem

8

Social Media

Blog

SEO

Flickr Storm Crypt

Is Social Media Like Cotton Candy

9

bull Colorfulbull Stickybull No nutritional or business value

Flickr anitacanita

No Itrsquos Like Whole Wheat Bread

10

bull Healthybull Used widelybull A basic part of any diet or marketing mix

Flickr sierravalleygirl

It Drives Leads

11

HubSpot Social Media Leads

Twitter amp Facebook are largest categories at gt60 of HubSpotrsquos total social media leads

How to Succeed With Social Media

Build a Network

Share Content

Measure amp Analyze

Not Sold on Facebook or Twitter

13

Same recipe for success on every social network

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

14

Facebook Momentum

How Businesses Participate Pages

16

What Makes Great Facebook Pages

17

Product PassionContentCommunityFunPractical InformationJe Ne Sais Quoi

In my opinion

What Are Your Neighbors Up To

18

The best way to learn how to use Facebook for your businessStudy the things that work for other businesses

Donrsquot Focus Too Much on Your Industry

19

The best marketers take off the blinders and look outside their world for inspiration

ldquoBut wersquore a B2B companyrdquo is a BAD excuse not to dive into Facebook

beketchai on flickr

Tip Be a Fan of Facebook Marketing

20

Case Study 1 MailChimp

21

bull Email Marketing Softwarebull gt5000 fans

MailChimp Uses Notes amp Photos

22

B2B Tip Share useful information have fun

Case Study 2 All Things Jeep

23

bull Website that sells Jeep paraphernaliabull gt2300 fans

272 Photos Contributed by Users

24

B2B Tip Engage your Facebook community

Case Study 3 Nicholas Kristof

25

bull NYT Columnistbull gt146543 fans

Context Provided for Each Link

26

B2B Tips Be passionate share content but share it with a personal voice

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

27

Twitter Growth Is Slowing

28

Now a More Mature Service

29

Image Wikipedia

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 gt75

38

Links to Blog = Links to Landing Pages

39

Potential for Lead Gen

No Potential for Lead Gen

What to Publish

bull Blogbull Podcastbull Videosbull Photosbull Presentationsbull eBooksbull News Releases

40

A Word of Caution

bull Donrsquot Tweet too much about your product NOBODY CARES

bull Create content thatrsquos useful and interesting to your target personas

What Gets Shared

42

Rarely Shared

FrequentlyShared

bull Product infobull Free trialsbull Software documentation

bull New databull Funny videosbull Top-notch blog posts

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

43

Follower Count

bull A measure of your raw distribution power

replies

bull A measure of community engagement amp brandingbull On your profile or via searchtwittercom

Twitter Grader

bull Inputs include followers influence follower influence and patterns of use

Facebook Grader - Business

48

Measure the Impact on Your Funnel

Website Visitors

Customers

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

Visitors Leads Conversion Customers Net Conversion

Twitter 3289 554 17 12 04

Facebook 504 75 15 6 12

Stumbleupon 511 28 5 1 02

52

53

Final Thoughts hellip

20th Century Customers

54

Highly transactional anonymous

21st Century Customers

55

Relationship based they want to go where everybody knows their name

The Challenge Too Many Pieces

56djk on flickr

HubSpot Puts the Pieces Together

57

Connect with usLinkedIn wwwlinkedincominrickburnesTwitter wwwtwittercomrickburnes

More questions Post them here httpinboundorg

Thank YouSign up for a free trial of HubSpotwwwhubspotcomtrial

  • How Businesses Are Marketing With Facebook amp Twitter
  • Agenda
  • Whatrsquos HubSpot
  • Traditional Marketing (Outbound)
  • Marketing Today (Inbound)
  • Slide Number 6
  • Slide Number 7
  • Itrsquos an Ecosystem
  • Is Social Media Like Cotton Candy
  • No Itrsquos Like Whole Wheat Bread
  • It Drives Leads
  • How to Succeed With Social Media
  • Not Sold on Facebook or Twitter
  • Agenda
  • Facebook Momentum
  • How Businesses Participate Pages
  • What Makes Great Facebook Pages
  • What Are Your Neighbors Up To
  • Donrsquot Focus Too Much on Your Industry
  • Tip Be a Fan of Facebook Marketing
  • Case Study 1 MailChimp
  • MailChimp Uses Notes amp Photos
  • Case Study 2 All Things Jeep
  • 272 Photos Contributed by Users
  • Case Study 3 Nicholas Kristof
  • Context Provided for Each Link
  • Agenda
  • Twitter Growth Is Slowing
  • Now a More Mature Service
  • More Followers on Average
  • Following More on Average
  • More Updates on Average
  • Same Goes for HubSpot Customers
  • Case Study 3 HubSpot
  • Case Study 2 Ken Lauher
  • Case Study 3 Webinetry
  • Key to Success Content
  • Blogging Increases Twitter Reach gt75
  • Links to Blog = Links to Landing Pages
  • What to Publish
  • A Word of Caution
  • What Gets Shared
  • Agenda
  • Follower Count
  • replies
  • Twitter Grader
  • Facebook Grader - Business
  • Slide Number 48
  • How to Track Your Funnel
  • How to Track Your Funnel
  • How to Track Your Funnel
  • Why Tracking Via Channels Is Critical
  • Slide Number 53
  • 20th Century Customers
  • 21st Century Customers
  • The Challenge Too Many Pieces
  • HubSpot Puts the Pieces Together
  • Slide Number 58
Page 3: How Businesses Are Marketing with Facebook & Twitter

Whatrsquos HubSpot

bull Founded in July 2006 grew out of research at MITbull Sells inbound marketing softwarebull 2000+ customers 100+ employees

3

Traditional Marketing (Outbound)

4

Marketing Today (Inbound)

5

6

What Is Inbound Marketing

Leads

Get Foundbull Publishbull Promotebull Optimize

Process ToolsGet Foundbull Content Mgmtbull Bloggingbull Social Mediabull SEObull Analytics

Convertbull Testbull Targetbull Nurture

Website Visitors

Customers

Convertbull Offers CTAsbull Landing Pagesbull Emailbull Lead Intelligencebull Lead Mgmtbull Analytics

7

Social Media Feeds the Funnel

Blogging SEO Email Pay-Per-ClickSocial Media

Website Visitors

Leads

Customers

Itrsquos an Ecosystem

8

Social Media

Blog

SEO

Flickr Storm Crypt

Is Social Media Like Cotton Candy

9

bull Colorfulbull Stickybull No nutritional or business value

Flickr anitacanita

No Itrsquos Like Whole Wheat Bread

10

bull Healthybull Used widelybull A basic part of any diet or marketing mix

Flickr sierravalleygirl

It Drives Leads

11

HubSpot Social Media Leads

Twitter amp Facebook are largest categories at gt60 of HubSpotrsquos total social media leads

How to Succeed With Social Media

Build a Network

Share Content

Measure amp Analyze

Not Sold on Facebook or Twitter

13

Same recipe for success on every social network

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

14

Facebook Momentum

How Businesses Participate Pages

16

What Makes Great Facebook Pages

17

Product PassionContentCommunityFunPractical InformationJe Ne Sais Quoi

In my opinion

What Are Your Neighbors Up To

18

The best way to learn how to use Facebook for your businessStudy the things that work for other businesses

Donrsquot Focus Too Much on Your Industry

19

The best marketers take off the blinders and look outside their world for inspiration

ldquoBut wersquore a B2B companyrdquo is a BAD excuse not to dive into Facebook

beketchai on flickr

Tip Be a Fan of Facebook Marketing

20

Case Study 1 MailChimp

21

bull Email Marketing Softwarebull gt5000 fans

MailChimp Uses Notes amp Photos

22

B2B Tip Share useful information have fun

Case Study 2 All Things Jeep

23

bull Website that sells Jeep paraphernaliabull gt2300 fans

272 Photos Contributed by Users

24

B2B Tip Engage your Facebook community

Case Study 3 Nicholas Kristof

25

bull NYT Columnistbull gt146543 fans

Context Provided for Each Link

26

B2B Tips Be passionate share content but share it with a personal voice

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

27

Twitter Growth Is Slowing

28

Now a More Mature Service

29

Image Wikipedia

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 gt75

38

Links to Blog = Links to Landing Pages

39

Potential for Lead Gen

No Potential for Lead Gen

What to Publish

bull Blogbull Podcastbull Videosbull Photosbull Presentationsbull eBooksbull News Releases

40

A Word of Caution

bull Donrsquot Tweet too much about your product NOBODY CARES

bull Create content thatrsquos useful and interesting to your target personas

What Gets Shared

42

Rarely Shared

FrequentlyShared

bull Product infobull Free trialsbull Software documentation

bull New databull Funny videosbull Top-notch blog posts

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

43

Follower Count

bull A measure of your raw distribution power

replies

bull A measure of community engagement amp brandingbull On your profile or via searchtwittercom

Twitter Grader

bull Inputs include followers influence follower influence and patterns of use

Facebook Grader - Business

48

Measure the Impact on Your Funnel

Website Visitors

Customers

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

Visitors Leads Conversion Customers Net Conversion

Twitter 3289 554 17 12 04

Facebook 504 75 15 6 12

Stumbleupon 511 28 5 1 02

52

53

Final Thoughts hellip

20th Century Customers

54

Highly transactional anonymous

21st Century Customers

55

Relationship based they want to go where everybody knows their name

The Challenge Too Many Pieces

56djk on flickr

HubSpot Puts the Pieces Together

57

Connect with usLinkedIn wwwlinkedincominrickburnesTwitter wwwtwittercomrickburnes

More questions Post them here httpinboundorg

Thank YouSign up for a free trial of HubSpotwwwhubspotcomtrial

  • How Businesses Are Marketing With Facebook amp Twitter
  • Agenda
  • Whatrsquos HubSpot
  • Traditional Marketing (Outbound)
  • Marketing Today (Inbound)
  • Slide Number 6
  • Slide Number 7
  • Itrsquos an Ecosystem
  • Is Social Media Like Cotton Candy
  • No Itrsquos Like Whole Wheat Bread
  • It Drives Leads
  • How to Succeed With Social Media
  • Not Sold on Facebook or Twitter
  • Agenda
  • Facebook Momentum
  • How Businesses Participate Pages
  • What Makes Great Facebook Pages
  • What Are Your Neighbors Up To
  • Donrsquot Focus Too Much on Your Industry
  • Tip Be a Fan of Facebook Marketing
  • Case Study 1 MailChimp
  • MailChimp Uses Notes amp Photos
  • Case Study 2 All Things Jeep
  • 272 Photos Contributed by Users
  • Case Study 3 Nicholas Kristof
  • Context Provided for Each Link
  • Agenda
  • Twitter Growth Is Slowing
  • Now a More Mature Service
  • More Followers on Average
  • Following More on Average
  • More Updates on Average
  • Same Goes for HubSpot Customers
  • Case Study 3 HubSpot
  • Case Study 2 Ken Lauher
  • Case Study 3 Webinetry
  • Key to Success Content
  • Blogging Increases Twitter Reach gt75
  • Links to Blog = Links to Landing Pages
  • What to Publish
  • A Word of Caution
  • What Gets Shared
  • Agenda
  • Follower Count
  • replies
  • Twitter Grader
  • Facebook Grader - Business
  • Slide Number 48
  • How to Track Your Funnel
  • How to Track Your Funnel
  • How to Track Your Funnel
  • Why Tracking Via Channels Is Critical
  • Slide Number 53
  • 20th Century Customers
  • 21st Century Customers
  • The Challenge Too Many Pieces
  • HubSpot Puts the Pieces Together
  • Slide Number 58
Page 4: How Businesses Are Marketing with Facebook & Twitter

Traditional Marketing (Outbound)

4

Marketing Today (Inbound)

5

6

What Is Inbound Marketing

Leads

Get Foundbull Publishbull Promotebull Optimize

Process ToolsGet Foundbull Content Mgmtbull Bloggingbull Social Mediabull SEObull Analytics

Convertbull Testbull Targetbull Nurture

Website Visitors

Customers

Convertbull Offers CTAsbull Landing Pagesbull Emailbull Lead Intelligencebull Lead Mgmtbull Analytics

7

Social Media Feeds the Funnel

Blogging SEO Email Pay-Per-ClickSocial Media

Website Visitors

Leads

Customers

Itrsquos an Ecosystem

8

Social Media

Blog

SEO

Flickr Storm Crypt

Is Social Media Like Cotton Candy

9

bull Colorfulbull Stickybull No nutritional or business value

Flickr anitacanita

No Itrsquos Like Whole Wheat Bread

10

bull Healthybull Used widelybull A basic part of any diet or marketing mix

Flickr sierravalleygirl

It Drives Leads

11

HubSpot Social Media Leads

Twitter amp Facebook are largest categories at gt60 of HubSpotrsquos total social media leads

How to Succeed With Social Media

Build a Network

Share Content

Measure amp Analyze

Not Sold on Facebook or Twitter

13

Same recipe for success on every social network

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

14

Facebook Momentum

How Businesses Participate Pages

16

What Makes Great Facebook Pages

17

Product PassionContentCommunityFunPractical InformationJe Ne Sais Quoi

In my opinion

What Are Your Neighbors Up To

18

The best way to learn how to use Facebook for your businessStudy the things that work for other businesses

Donrsquot Focus Too Much on Your Industry

19

The best marketers take off the blinders and look outside their world for inspiration

ldquoBut wersquore a B2B companyrdquo is a BAD excuse not to dive into Facebook

beketchai on flickr

Tip Be a Fan of Facebook Marketing

20

Case Study 1 MailChimp

21

bull Email Marketing Softwarebull gt5000 fans

MailChimp Uses Notes amp Photos

22

B2B Tip Share useful information have fun

Case Study 2 All Things Jeep

23

bull Website that sells Jeep paraphernaliabull gt2300 fans

272 Photos Contributed by Users

24

B2B Tip Engage your Facebook community

Case Study 3 Nicholas Kristof

25

bull NYT Columnistbull gt146543 fans

Context Provided for Each Link

26

B2B Tips Be passionate share content but share it with a personal voice

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

27

Twitter Growth Is Slowing

28

Now a More Mature Service

29

Image Wikipedia

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 gt75

38

Links to Blog = Links to Landing Pages

39

Potential for Lead Gen

No Potential for Lead Gen

What to Publish

bull Blogbull Podcastbull Videosbull Photosbull Presentationsbull eBooksbull News Releases

40

A Word of Caution

bull Donrsquot Tweet too much about your product NOBODY CARES

bull Create content thatrsquos useful and interesting to your target personas

What Gets Shared

42

Rarely Shared

FrequentlyShared

bull Product infobull Free trialsbull Software documentation

bull New databull Funny videosbull Top-notch blog posts

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

43

Follower Count

bull A measure of your raw distribution power

replies

bull A measure of community engagement amp brandingbull On your profile or via searchtwittercom

Twitter Grader

bull Inputs include followers influence follower influence and patterns of use

Facebook Grader - Business

48

Measure the Impact on Your Funnel

Website Visitors

Customers

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

Visitors Leads Conversion Customers Net Conversion

Twitter 3289 554 17 12 04

Facebook 504 75 15 6 12

Stumbleupon 511 28 5 1 02

52

53

Final Thoughts hellip

20th Century Customers

54

Highly transactional anonymous

21st Century Customers

55

Relationship based they want to go where everybody knows their name

The Challenge Too Many Pieces

56djk on flickr

HubSpot Puts the Pieces Together

57

Connect with usLinkedIn wwwlinkedincominrickburnesTwitter wwwtwittercomrickburnes

More questions Post them here httpinboundorg

Thank YouSign up for a free trial of HubSpotwwwhubspotcomtrial

  • How Businesses Are Marketing With Facebook amp Twitter
  • Agenda
  • Whatrsquos HubSpot
  • Traditional Marketing (Outbound)
  • Marketing Today (Inbound)
  • Slide Number 6
  • Slide Number 7
  • Itrsquos an Ecosystem
  • Is Social Media Like Cotton Candy
  • No Itrsquos Like Whole Wheat Bread
  • It Drives Leads
  • How to Succeed With Social Media
  • Not Sold on Facebook or Twitter
  • Agenda
  • Facebook Momentum
  • How Businesses Participate Pages
  • What Makes Great Facebook Pages
  • What Are Your Neighbors Up To
  • Donrsquot Focus Too Much on Your Industry
  • Tip Be a Fan of Facebook Marketing
  • Case Study 1 MailChimp
  • MailChimp Uses Notes amp Photos
  • Case Study 2 All Things Jeep
  • 272 Photos Contributed by Users
  • Case Study 3 Nicholas Kristof
  • Context Provided for Each Link
  • Agenda
  • Twitter Growth Is Slowing
  • Now a More Mature Service
  • More Followers on Average
  • Following More on Average
  • More Updates on Average
  • Same Goes for HubSpot Customers
  • Case Study 3 HubSpot
  • Case Study 2 Ken Lauher
  • Case Study 3 Webinetry
  • Key to Success Content
  • Blogging Increases Twitter Reach gt75
  • Links to Blog = Links to Landing Pages
  • What to Publish
  • A Word of Caution
  • What Gets Shared
  • Agenda
  • Follower Count
  • replies
  • Twitter Grader
  • Facebook Grader - Business
  • Slide Number 48
  • How to Track Your Funnel
  • How to Track Your Funnel
  • How to Track Your Funnel
  • Why Tracking Via Channels Is Critical
  • Slide Number 53
  • 20th Century Customers
  • 21st Century Customers
  • The Challenge Too Many Pieces
  • HubSpot Puts the Pieces Together
  • Slide Number 58
Page 5: How Businesses Are Marketing with Facebook & Twitter

Marketing Today (Inbound)

5

6

What Is Inbound Marketing

Leads

Get Foundbull Publishbull Promotebull Optimize

Process ToolsGet Foundbull Content Mgmtbull Bloggingbull Social Mediabull SEObull Analytics

Convertbull Testbull Targetbull Nurture

Website Visitors

Customers

Convertbull Offers CTAsbull Landing Pagesbull Emailbull Lead Intelligencebull Lead Mgmtbull Analytics

7

Social Media Feeds the Funnel

Blogging SEO Email Pay-Per-ClickSocial Media

Website Visitors

Leads

Customers

Itrsquos an Ecosystem

8

Social Media

Blog

SEO

Flickr Storm Crypt

Is Social Media Like Cotton Candy

9

bull Colorfulbull Stickybull No nutritional or business value

Flickr anitacanita

No Itrsquos Like Whole Wheat Bread

10

bull Healthybull Used widelybull A basic part of any diet or marketing mix

Flickr sierravalleygirl

It Drives Leads

11

HubSpot Social Media Leads

Twitter amp Facebook are largest categories at gt60 of HubSpotrsquos total social media leads

How to Succeed With Social Media

Build a Network

Share Content

Measure amp Analyze

Not Sold on Facebook or Twitter

13

Same recipe for success on every social network

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

14

Facebook Momentum

How Businesses Participate Pages

16

What Makes Great Facebook Pages

17

Product PassionContentCommunityFunPractical InformationJe Ne Sais Quoi

In my opinion

What Are Your Neighbors Up To

18

The best way to learn how to use Facebook for your businessStudy the things that work for other businesses

Donrsquot Focus Too Much on Your Industry

19

The best marketers take off the blinders and look outside their world for inspiration

ldquoBut wersquore a B2B companyrdquo is a BAD excuse not to dive into Facebook

beketchai on flickr

Tip Be a Fan of Facebook Marketing

20

Case Study 1 MailChimp

21

bull Email Marketing Softwarebull gt5000 fans

MailChimp Uses Notes amp Photos

22

B2B Tip Share useful information have fun

Case Study 2 All Things Jeep

23

bull Website that sells Jeep paraphernaliabull gt2300 fans

272 Photos Contributed by Users

24

B2B Tip Engage your Facebook community

Case Study 3 Nicholas Kristof

25

bull NYT Columnistbull gt146543 fans

Context Provided for Each Link

26

B2B Tips Be passionate share content but share it with a personal voice

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

27

Twitter Growth Is Slowing

28

Now a More Mature Service

29

Image Wikipedia

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 gt75

38

Links to Blog = Links to Landing Pages

39

Potential for Lead Gen

No Potential for Lead Gen

What to Publish

bull Blogbull Podcastbull Videosbull Photosbull Presentationsbull eBooksbull News Releases

40

A Word of Caution

bull Donrsquot Tweet too much about your product NOBODY CARES

bull Create content thatrsquos useful and interesting to your target personas

What Gets Shared

42

Rarely Shared

FrequentlyShared

bull Product infobull Free trialsbull Software documentation

bull New databull Funny videosbull Top-notch blog posts

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

43

Follower Count

bull A measure of your raw distribution power

replies

bull A measure of community engagement amp brandingbull On your profile or via searchtwittercom

Twitter Grader

bull Inputs include followers influence follower influence and patterns of use

Facebook Grader - Business

48

Measure the Impact on Your Funnel

Website Visitors

Customers

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

Visitors Leads Conversion Customers Net Conversion

Twitter 3289 554 17 12 04

Facebook 504 75 15 6 12

Stumbleupon 511 28 5 1 02

52

53

Final Thoughts hellip

20th Century Customers

54

Highly transactional anonymous

21st Century Customers

55

Relationship based they want to go where everybody knows their name

The Challenge Too Many Pieces

56djk on flickr

HubSpot Puts the Pieces Together

57

Connect with usLinkedIn wwwlinkedincominrickburnesTwitter wwwtwittercomrickburnes

More questions Post them here httpinboundorg

Thank YouSign up for a free trial of HubSpotwwwhubspotcomtrial

  • How Businesses Are Marketing With Facebook amp Twitter
  • Agenda
  • Whatrsquos HubSpot
  • Traditional Marketing (Outbound)
  • Marketing Today (Inbound)
  • Slide Number 6
  • Slide Number 7
  • Itrsquos an Ecosystem
  • Is Social Media Like Cotton Candy
  • No Itrsquos Like Whole Wheat Bread
  • It Drives Leads
  • How to Succeed With Social Media
  • Not Sold on Facebook or Twitter
  • Agenda
  • Facebook Momentum
  • How Businesses Participate Pages
  • What Makes Great Facebook Pages
  • What Are Your Neighbors Up To
  • Donrsquot Focus Too Much on Your Industry
  • Tip Be a Fan of Facebook Marketing
  • Case Study 1 MailChimp
  • MailChimp Uses Notes amp Photos
  • Case Study 2 All Things Jeep
  • 272 Photos Contributed by Users
  • Case Study 3 Nicholas Kristof
  • Context Provided for Each Link
  • Agenda
  • Twitter Growth Is Slowing
  • Now a More Mature Service
  • More Followers on Average
  • Following More on Average
  • More Updates on Average
  • Same Goes for HubSpot Customers
  • Case Study 3 HubSpot
  • Case Study 2 Ken Lauher
  • Case Study 3 Webinetry
  • Key to Success Content
  • Blogging Increases Twitter Reach gt75
  • Links to Blog = Links to Landing Pages
  • What to Publish
  • A Word of Caution
  • What Gets Shared
  • Agenda
  • Follower Count
  • replies
  • Twitter Grader
  • Facebook Grader - Business
  • Slide Number 48
  • How to Track Your Funnel
  • How to Track Your Funnel
  • How to Track Your Funnel
  • Why Tracking Via Channels Is Critical
  • Slide Number 53
  • 20th Century Customers
  • 21st Century Customers
  • The Challenge Too Many Pieces
  • HubSpot Puts the Pieces Together
  • Slide Number 58
Page 6: How Businesses Are Marketing with Facebook & Twitter

6

What Is Inbound Marketing

Leads

Get Foundbull Publishbull Promotebull Optimize

Process ToolsGet Foundbull Content Mgmtbull Bloggingbull Social Mediabull SEObull Analytics

Convertbull Testbull Targetbull Nurture

Website Visitors

Customers

Convertbull Offers CTAsbull Landing Pagesbull Emailbull Lead Intelligencebull Lead Mgmtbull Analytics

7

Social Media Feeds the Funnel

Blogging SEO Email Pay-Per-ClickSocial Media

Website Visitors

Leads

Customers

Itrsquos an Ecosystem

8

Social Media

Blog

SEO

Flickr Storm Crypt

Is Social Media Like Cotton Candy

9

bull Colorfulbull Stickybull No nutritional or business value

Flickr anitacanita

No Itrsquos Like Whole Wheat Bread

10

bull Healthybull Used widelybull A basic part of any diet or marketing mix

Flickr sierravalleygirl

It Drives Leads

11

HubSpot Social Media Leads

Twitter amp Facebook are largest categories at gt60 of HubSpotrsquos total social media leads

How to Succeed With Social Media

Build a Network

Share Content

Measure amp Analyze

Not Sold on Facebook or Twitter

13

Same recipe for success on every social network

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

14

Facebook Momentum

How Businesses Participate Pages

16

What Makes Great Facebook Pages

17

Product PassionContentCommunityFunPractical InformationJe Ne Sais Quoi

In my opinion

What Are Your Neighbors Up To

18

The best way to learn how to use Facebook for your businessStudy the things that work for other businesses

Donrsquot Focus Too Much on Your Industry

19

The best marketers take off the blinders and look outside their world for inspiration

ldquoBut wersquore a B2B companyrdquo is a BAD excuse not to dive into Facebook

beketchai on flickr

Tip Be a Fan of Facebook Marketing

20

Case Study 1 MailChimp

21

bull Email Marketing Softwarebull gt5000 fans

MailChimp Uses Notes amp Photos

22

B2B Tip Share useful information have fun

Case Study 2 All Things Jeep

23

bull Website that sells Jeep paraphernaliabull gt2300 fans

272 Photos Contributed by Users

24

B2B Tip Engage your Facebook community

Case Study 3 Nicholas Kristof

25

bull NYT Columnistbull gt146543 fans

Context Provided for Each Link

26

B2B Tips Be passionate share content but share it with a personal voice

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

27

Twitter Growth Is Slowing

28

Now a More Mature Service

29

Image Wikipedia

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 gt75

38

Links to Blog = Links to Landing Pages

39

Potential for Lead Gen

No Potential for Lead Gen

What to Publish

bull Blogbull Podcastbull Videosbull Photosbull Presentationsbull eBooksbull News Releases

40

A Word of Caution

bull Donrsquot Tweet too much about your product NOBODY CARES

bull Create content thatrsquos useful and interesting to your target personas

What Gets Shared

42

Rarely Shared

FrequentlyShared

bull Product infobull Free trialsbull Software documentation

bull New databull Funny videosbull Top-notch blog posts

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

43

Follower Count

bull A measure of your raw distribution power

replies

bull A measure of community engagement amp brandingbull On your profile or via searchtwittercom

Twitter Grader

bull Inputs include followers influence follower influence and patterns of use

Facebook Grader - Business

48

Measure the Impact on Your Funnel

Website Visitors

Customers

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

Visitors Leads Conversion Customers Net Conversion

Twitter 3289 554 17 12 04

Facebook 504 75 15 6 12

Stumbleupon 511 28 5 1 02

52

53

Final Thoughts hellip

20th Century Customers

54

Highly transactional anonymous

21st Century Customers

55

Relationship based they want to go where everybody knows their name

The Challenge Too Many Pieces

56djk on flickr

HubSpot Puts the Pieces Together

57

Connect with usLinkedIn wwwlinkedincominrickburnesTwitter wwwtwittercomrickburnes

More questions Post them here httpinboundorg

Thank YouSign up for a free trial of HubSpotwwwhubspotcomtrial

  • How Businesses Are Marketing With Facebook amp Twitter
  • Agenda
  • Whatrsquos HubSpot
  • Traditional Marketing (Outbound)
  • Marketing Today (Inbound)
  • Slide Number 6
  • Slide Number 7
  • Itrsquos an Ecosystem
  • Is Social Media Like Cotton Candy
  • No Itrsquos Like Whole Wheat Bread
  • It Drives Leads
  • How to Succeed With Social Media
  • Not Sold on Facebook or Twitter
  • Agenda
  • Facebook Momentum
  • How Businesses Participate Pages
  • What Makes Great Facebook Pages
  • What Are Your Neighbors Up To
  • Donrsquot Focus Too Much on Your Industry
  • Tip Be a Fan of Facebook Marketing
  • Case Study 1 MailChimp
  • MailChimp Uses Notes amp Photos
  • Case Study 2 All Things Jeep
  • 272 Photos Contributed by Users
  • Case Study 3 Nicholas Kristof
  • Context Provided for Each Link
  • Agenda
  • Twitter Growth Is Slowing
  • Now a More Mature Service
  • More Followers on Average
  • Following More on Average
  • More Updates on Average
  • Same Goes for HubSpot Customers
  • Case Study 3 HubSpot
  • Case Study 2 Ken Lauher
  • Case Study 3 Webinetry
  • Key to Success Content
  • Blogging Increases Twitter Reach gt75
  • Links to Blog = Links to Landing Pages
  • What to Publish
  • A Word of Caution
  • What Gets Shared
  • Agenda
  • Follower Count
  • replies
  • Twitter Grader
  • Facebook Grader - Business
  • Slide Number 48
  • How to Track Your Funnel
  • How to Track Your Funnel
  • How to Track Your Funnel
  • Why Tracking Via Channels Is Critical
  • Slide Number 53
  • 20th Century Customers
  • 21st Century Customers
  • The Challenge Too Many Pieces
  • HubSpot Puts the Pieces Together
  • Slide Number 58
Page 7: How Businesses Are Marketing with Facebook & Twitter

7

Social Media Feeds the Funnel

Blogging SEO Email Pay-Per-ClickSocial Media

Website Visitors

Leads

Customers

Itrsquos an Ecosystem

8

Social Media

Blog

SEO

Flickr Storm Crypt

Is Social Media Like Cotton Candy

9

bull Colorfulbull Stickybull No nutritional or business value

Flickr anitacanita

No Itrsquos Like Whole Wheat Bread

10

bull Healthybull Used widelybull A basic part of any diet or marketing mix

Flickr sierravalleygirl

It Drives Leads

11

HubSpot Social Media Leads

Twitter amp Facebook are largest categories at gt60 of HubSpotrsquos total social media leads

How to Succeed With Social Media

Build a Network

Share Content

Measure amp Analyze

Not Sold on Facebook or Twitter

13

Same recipe for success on every social network

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

14

Facebook Momentum

How Businesses Participate Pages

16

What Makes Great Facebook Pages

17

Product PassionContentCommunityFunPractical InformationJe Ne Sais Quoi

In my opinion

What Are Your Neighbors Up To

18

The best way to learn how to use Facebook for your businessStudy the things that work for other businesses

Donrsquot Focus Too Much on Your Industry

19

The best marketers take off the blinders and look outside their world for inspiration

ldquoBut wersquore a B2B companyrdquo is a BAD excuse not to dive into Facebook

beketchai on flickr

Tip Be a Fan of Facebook Marketing

20

Case Study 1 MailChimp

21

bull Email Marketing Softwarebull gt5000 fans

MailChimp Uses Notes amp Photos

22

B2B Tip Share useful information have fun

Case Study 2 All Things Jeep

23

bull Website that sells Jeep paraphernaliabull gt2300 fans

272 Photos Contributed by Users

24

B2B Tip Engage your Facebook community

Case Study 3 Nicholas Kristof

25

bull NYT Columnistbull gt146543 fans

Context Provided for Each Link

26

B2B Tips Be passionate share content but share it with a personal voice

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

27

Twitter Growth Is Slowing

28

Now a More Mature Service

29

Image Wikipedia

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 gt75

38

Links to Blog = Links to Landing Pages

39

Potential for Lead Gen

No Potential for Lead Gen

What to Publish

bull Blogbull Podcastbull Videosbull Photosbull Presentationsbull eBooksbull News Releases

40

A Word of Caution

bull Donrsquot Tweet too much about your product NOBODY CARES

bull Create content thatrsquos useful and interesting to your target personas

What Gets Shared

42

Rarely Shared

FrequentlyShared

bull Product infobull Free trialsbull Software documentation

bull New databull Funny videosbull Top-notch blog posts

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

43

Follower Count

bull A measure of your raw distribution power

replies

bull A measure of community engagement amp brandingbull On your profile or via searchtwittercom

Twitter Grader

bull Inputs include followers influence follower influence and patterns of use

Facebook Grader - Business

48

Measure the Impact on Your Funnel

Website Visitors

Customers

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

Visitors Leads Conversion Customers Net Conversion

Twitter 3289 554 17 12 04

Facebook 504 75 15 6 12

Stumbleupon 511 28 5 1 02

52

53

Final Thoughts hellip

20th Century Customers

54

Highly transactional anonymous

21st Century Customers

55

Relationship based they want to go where everybody knows their name

The Challenge Too Many Pieces

56djk on flickr

HubSpot Puts the Pieces Together

57

Connect with usLinkedIn wwwlinkedincominrickburnesTwitter wwwtwittercomrickburnes

More questions Post them here httpinboundorg

Thank YouSign up for a free trial of HubSpotwwwhubspotcomtrial

  • How Businesses Are Marketing With Facebook amp Twitter
  • Agenda
  • Whatrsquos HubSpot
  • Traditional Marketing (Outbound)
  • Marketing Today (Inbound)
  • Slide Number 6
  • Slide Number 7
  • Itrsquos an Ecosystem
  • Is Social Media Like Cotton Candy
  • No Itrsquos Like Whole Wheat Bread
  • It Drives Leads
  • How to Succeed With Social Media
  • Not Sold on Facebook or Twitter
  • Agenda
  • Facebook Momentum
  • How Businesses Participate Pages
  • What Makes Great Facebook Pages
  • What Are Your Neighbors Up To
  • Donrsquot Focus Too Much on Your Industry
  • Tip Be a Fan of Facebook Marketing
  • Case Study 1 MailChimp
  • MailChimp Uses Notes amp Photos
  • Case Study 2 All Things Jeep
  • 272 Photos Contributed by Users
  • Case Study 3 Nicholas Kristof
  • Context Provided for Each Link
  • Agenda
  • Twitter Growth Is Slowing
  • Now a More Mature Service
  • More Followers on Average
  • Following More on Average
  • More Updates on Average
  • Same Goes for HubSpot Customers
  • Case Study 3 HubSpot
  • Case Study 2 Ken Lauher
  • Case Study 3 Webinetry
  • Key to Success Content
  • Blogging Increases Twitter Reach gt75
  • Links to Blog = Links to Landing Pages
  • What to Publish
  • A Word of Caution
  • What Gets Shared
  • Agenda
  • Follower Count
  • replies
  • Twitter Grader
  • Facebook Grader - Business
  • Slide Number 48
  • How to Track Your Funnel
  • How to Track Your Funnel
  • How to Track Your Funnel
  • Why Tracking Via Channels Is Critical
  • Slide Number 53
  • 20th Century Customers
  • 21st Century Customers
  • The Challenge Too Many Pieces
  • HubSpot Puts the Pieces Together
  • Slide Number 58
Page 8: How Businesses Are Marketing with Facebook & Twitter

Itrsquos an Ecosystem

8

Social Media

Blog

SEO

Flickr Storm Crypt

Is Social Media Like Cotton Candy

9

bull Colorfulbull Stickybull No nutritional or business value

Flickr anitacanita

No Itrsquos Like Whole Wheat Bread

10

bull Healthybull Used widelybull A basic part of any diet or marketing mix

Flickr sierravalleygirl

It Drives Leads

11

HubSpot Social Media Leads

Twitter amp Facebook are largest categories at gt60 of HubSpotrsquos total social media leads

How to Succeed With Social Media

Build a Network

Share Content

Measure amp Analyze

Not Sold on Facebook or Twitter

13

Same recipe for success on every social network

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

14

Facebook Momentum

How Businesses Participate Pages

16

What Makes Great Facebook Pages

17

Product PassionContentCommunityFunPractical InformationJe Ne Sais Quoi

In my opinion

What Are Your Neighbors Up To

18

The best way to learn how to use Facebook for your businessStudy the things that work for other businesses

Donrsquot Focus Too Much on Your Industry

19

The best marketers take off the blinders and look outside their world for inspiration

ldquoBut wersquore a B2B companyrdquo is a BAD excuse not to dive into Facebook

beketchai on flickr

Tip Be a Fan of Facebook Marketing

20

Case Study 1 MailChimp

21

bull Email Marketing Softwarebull gt5000 fans

MailChimp Uses Notes amp Photos

22

B2B Tip Share useful information have fun

Case Study 2 All Things Jeep

23

bull Website that sells Jeep paraphernaliabull gt2300 fans

272 Photos Contributed by Users

24

B2B Tip Engage your Facebook community

Case Study 3 Nicholas Kristof

25

bull NYT Columnistbull gt146543 fans

Context Provided for Each Link

26

B2B Tips Be passionate share content but share it with a personal voice

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

27

Twitter Growth Is Slowing

28

Now a More Mature Service

29

Image Wikipedia

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 gt75

38

Links to Blog = Links to Landing Pages

39

Potential for Lead Gen

No Potential for Lead Gen

What to Publish

bull Blogbull Podcastbull Videosbull Photosbull Presentationsbull eBooksbull News Releases

40

A Word of Caution

bull Donrsquot Tweet too much about your product NOBODY CARES

bull Create content thatrsquos useful and interesting to your target personas

What Gets Shared

42

Rarely Shared

FrequentlyShared

bull Product infobull Free trialsbull Software documentation

bull New databull Funny videosbull Top-notch blog posts

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

43

Follower Count

bull A measure of your raw distribution power

replies

bull A measure of community engagement amp brandingbull On your profile or via searchtwittercom

Twitter Grader

bull Inputs include followers influence follower influence and patterns of use

Facebook Grader - Business

48

Measure the Impact on Your Funnel

Website Visitors

Customers

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

Visitors Leads Conversion Customers Net Conversion

Twitter 3289 554 17 12 04

Facebook 504 75 15 6 12

Stumbleupon 511 28 5 1 02

52

53

Final Thoughts hellip

20th Century Customers

54

Highly transactional anonymous

21st Century Customers

55

Relationship based they want to go where everybody knows their name

The Challenge Too Many Pieces

56djk on flickr

HubSpot Puts the Pieces Together

57

Connect with usLinkedIn wwwlinkedincominrickburnesTwitter wwwtwittercomrickburnes

More questions Post them here httpinboundorg

Thank YouSign up for a free trial of HubSpotwwwhubspotcomtrial

  • How Businesses Are Marketing With Facebook amp Twitter
  • Agenda
  • Whatrsquos HubSpot
  • Traditional Marketing (Outbound)
  • Marketing Today (Inbound)
  • Slide Number 6
  • Slide Number 7
  • Itrsquos an Ecosystem
  • Is Social Media Like Cotton Candy
  • No Itrsquos Like Whole Wheat Bread
  • It Drives Leads
  • How to Succeed With Social Media
  • Not Sold on Facebook or Twitter
  • Agenda
  • Facebook Momentum
  • How Businesses Participate Pages
  • What Makes Great Facebook Pages
  • What Are Your Neighbors Up To
  • Donrsquot Focus Too Much on Your Industry
  • Tip Be a Fan of Facebook Marketing
  • Case Study 1 MailChimp
  • MailChimp Uses Notes amp Photos
  • Case Study 2 All Things Jeep
  • 272 Photos Contributed by Users
  • Case Study 3 Nicholas Kristof
  • Context Provided for Each Link
  • Agenda
  • Twitter Growth Is Slowing
  • Now a More Mature Service
  • More Followers on Average
  • Following More on Average
  • More Updates on Average
  • Same Goes for HubSpot Customers
  • Case Study 3 HubSpot
  • Case Study 2 Ken Lauher
  • Case Study 3 Webinetry
  • Key to Success Content
  • Blogging Increases Twitter Reach gt75
  • Links to Blog = Links to Landing Pages
  • What to Publish
  • A Word of Caution
  • What Gets Shared
  • Agenda
  • Follower Count
  • replies
  • Twitter Grader
  • Facebook Grader - Business
  • Slide Number 48
  • How to Track Your Funnel
  • How to Track Your Funnel
  • How to Track Your Funnel
  • Why Tracking Via Channels Is Critical
  • Slide Number 53
  • 20th Century Customers
  • 21st Century Customers
  • The Challenge Too Many Pieces
  • HubSpot Puts the Pieces Together
  • Slide Number 58
Page 9: How Businesses Are Marketing with Facebook & Twitter

Is Social Media Like Cotton Candy

9

bull Colorfulbull Stickybull No nutritional or business value

Flickr anitacanita

No Itrsquos Like Whole Wheat Bread

10

bull Healthybull Used widelybull A basic part of any diet or marketing mix

Flickr sierravalleygirl

It Drives Leads

11

HubSpot Social Media Leads

Twitter amp Facebook are largest categories at gt60 of HubSpotrsquos total social media leads

How to Succeed With Social Media

Build a Network

Share Content

Measure amp Analyze

Not Sold on Facebook or Twitter

13

Same recipe for success on every social network

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

14

Facebook Momentum

How Businesses Participate Pages

16

What Makes Great Facebook Pages

17

Product PassionContentCommunityFunPractical InformationJe Ne Sais Quoi

In my opinion

What Are Your Neighbors Up To

18

The best way to learn how to use Facebook for your businessStudy the things that work for other businesses

Donrsquot Focus Too Much on Your Industry

19

The best marketers take off the blinders and look outside their world for inspiration

ldquoBut wersquore a B2B companyrdquo is a BAD excuse not to dive into Facebook

beketchai on flickr

Tip Be a Fan of Facebook Marketing

20

Case Study 1 MailChimp

21

bull Email Marketing Softwarebull gt5000 fans

MailChimp Uses Notes amp Photos

22

B2B Tip Share useful information have fun

Case Study 2 All Things Jeep

23

bull Website that sells Jeep paraphernaliabull gt2300 fans

272 Photos Contributed by Users

24

B2B Tip Engage your Facebook community

Case Study 3 Nicholas Kristof

25

bull NYT Columnistbull gt146543 fans

Context Provided for Each Link

26

B2B Tips Be passionate share content but share it with a personal voice

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

27

Twitter Growth Is Slowing

28

Now a More Mature Service

29

Image Wikipedia

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 gt75

38

Links to Blog = Links to Landing Pages

39

Potential for Lead Gen

No Potential for Lead Gen

What to Publish

bull Blogbull Podcastbull Videosbull Photosbull Presentationsbull eBooksbull News Releases

40

A Word of Caution

bull Donrsquot Tweet too much about your product NOBODY CARES

bull Create content thatrsquos useful and interesting to your target personas

What Gets Shared

42

Rarely Shared

FrequentlyShared

bull Product infobull Free trialsbull Software documentation

bull New databull Funny videosbull Top-notch blog posts

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

43

Follower Count

bull A measure of your raw distribution power

replies

bull A measure of community engagement amp brandingbull On your profile or via searchtwittercom

Twitter Grader

bull Inputs include followers influence follower influence and patterns of use

Facebook Grader - Business

48

Measure the Impact on Your Funnel

Website Visitors

Customers

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

Visitors Leads Conversion Customers Net Conversion

Twitter 3289 554 17 12 04

Facebook 504 75 15 6 12

Stumbleupon 511 28 5 1 02

52

53

Final Thoughts hellip

20th Century Customers

54

Highly transactional anonymous

21st Century Customers

55

Relationship based they want to go where everybody knows their name

The Challenge Too Many Pieces

56djk on flickr

HubSpot Puts the Pieces Together

57

Connect with usLinkedIn wwwlinkedincominrickburnesTwitter wwwtwittercomrickburnes

More questions Post them here httpinboundorg

Thank YouSign up for a free trial of HubSpotwwwhubspotcomtrial

  • How Businesses Are Marketing With Facebook amp Twitter
  • Agenda
  • Whatrsquos HubSpot
  • Traditional Marketing (Outbound)
  • Marketing Today (Inbound)
  • Slide Number 6
  • Slide Number 7
  • Itrsquos an Ecosystem
  • Is Social Media Like Cotton Candy
  • No Itrsquos Like Whole Wheat Bread
  • It Drives Leads
  • How to Succeed With Social Media
  • Not Sold on Facebook or Twitter
  • Agenda
  • Facebook Momentum
  • How Businesses Participate Pages
  • What Makes Great Facebook Pages
  • What Are Your Neighbors Up To
  • Donrsquot Focus Too Much on Your Industry
  • Tip Be a Fan of Facebook Marketing
  • Case Study 1 MailChimp
  • MailChimp Uses Notes amp Photos
  • Case Study 2 All Things Jeep
  • 272 Photos Contributed by Users
  • Case Study 3 Nicholas Kristof
  • Context Provided for Each Link
  • Agenda
  • Twitter Growth Is Slowing
  • Now a More Mature Service
  • More Followers on Average
  • Following More on Average
  • More Updates on Average
  • Same Goes for HubSpot Customers
  • Case Study 3 HubSpot
  • Case Study 2 Ken Lauher
  • Case Study 3 Webinetry
  • Key to Success Content
  • Blogging Increases Twitter Reach gt75
  • Links to Blog = Links to Landing Pages
  • What to Publish
  • A Word of Caution
  • What Gets Shared
  • Agenda
  • Follower Count
  • replies
  • Twitter Grader
  • Facebook Grader - Business
  • Slide Number 48
  • How to Track Your Funnel
  • How to Track Your Funnel
  • How to Track Your Funnel
  • Why Tracking Via Channels Is Critical
  • Slide Number 53
  • 20th Century Customers
  • 21st Century Customers
  • The Challenge Too Many Pieces
  • HubSpot Puts the Pieces Together
  • Slide Number 58
Page 10: How Businesses Are Marketing with Facebook & Twitter

No Itrsquos Like Whole Wheat Bread

10

bull Healthybull Used widelybull A basic part of any diet or marketing mix

Flickr sierravalleygirl

It Drives Leads

11

HubSpot Social Media Leads

Twitter amp Facebook are largest categories at gt60 of HubSpotrsquos total social media leads

How to Succeed With Social Media

Build a Network

Share Content

Measure amp Analyze

Not Sold on Facebook or Twitter

13

Same recipe for success on every social network

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

14

Facebook Momentum

How Businesses Participate Pages

16

What Makes Great Facebook Pages

17

Product PassionContentCommunityFunPractical InformationJe Ne Sais Quoi

In my opinion

What Are Your Neighbors Up To

18

The best way to learn how to use Facebook for your businessStudy the things that work for other businesses

Donrsquot Focus Too Much on Your Industry

19

The best marketers take off the blinders and look outside their world for inspiration

ldquoBut wersquore a B2B companyrdquo is a BAD excuse not to dive into Facebook

beketchai on flickr

Tip Be a Fan of Facebook Marketing

20

Case Study 1 MailChimp

21

bull Email Marketing Softwarebull gt5000 fans

MailChimp Uses Notes amp Photos

22

B2B Tip Share useful information have fun

Case Study 2 All Things Jeep

23

bull Website that sells Jeep paraphernaliabull gt2300 fans

272 Photos Contributed by Users

24

B2B Tip Engage your Facebook community

Case Study 3 Nicholas Kristof

25

bull NYT Columnistbull gt146543 fans

Context Provided for Each Link

26

B2B Tips Be passionate share content but share it with a personal voice

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

27

Twitter Growth Is Slowing

28

Now a More Mature Service

29

Image Wikipedia

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 gt75

38

Links to Blog = Links to Landing Pages

39

Potential for Lead Gen

No Potential for Lead Gen

What to Publish

bull Blogbull Podcastbull Videosbull Photosbull Presentationsbull eBooksbull News Releases

40

A Word of Caution

bull Donrsquot Tweet too much about your product NOBODY CARES

bull Create content thatrsquos useful and interesting to your target personas

What Gets Shared

42

Rarely Shared

FrequentlyShared

bull Product infobull Free trialsbull Software documentation

bull New databull Funny videosbull Top-notch blog posts

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

43

Follower Count

bull A measure of your raw distribution power

replies

bull A measure of community engagement amp brandingbull On your profile or via searchtwittercom

Twitter Grader

bull Inputs include followers influence follower influence and patterns of use

Facebook Grader - Business

48

Measure the Impact on Your Funnel

Website Visitors

Customers

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

Visitors Leads Conversion Customers Net Conversion

Twitter 3289 554 17 12 04

Facebook 504 75 15 6 12

Stumbleupon 511 28 5 1 02

52

53

Final Thoughts hellip

20th Century Customers

54

Highly transactional anonymous

21st Century Customers

55

Relationship based they want to go where everybody knows their name

The Challenge Too Many Pieces

56djk on flickr

HubSpot Puts the Pieces Together

57

Connect with usLinkedIn wwwlinkedincominrickburnesTwitter wwwtwittercomrickburnes

More questions Post them here httpinboundorg

Thank YouSign up for a free trial of HubSpotwwwhubspotcomtrial

  • How Businesses Are Marketing With Facebook amp Twitter
  • Agenda
  • Whatrsquos HubSpot
  • Traditional Marketing (Outbound)
  • Marketing Today (Inbound)
  • Slide Number 6
  • Slide Number 7
  • Itrsquos an Ecosystem
  • Is Social Media Like Cotton Candy
  • No Itrsquos Like Whole Wheat Bread
  • It Drives Leads
  • How to Succeed With Social Media
  • Not Sold on Facebook or Twitter
  • Agenda
  • Facebook Momentum
  • How Businesses Participate Pages
  • What Makes Great Facebook Pages
  • What Are Your Neighbors Up To
  • Donrsquot Focus Too Much on Your Industry
  • Tip Be a Fan of Facebook Marketing
  • Case Study 1 MailChimp
  • MailChimp Uses Notes amp Photos
  • Case Study 2 All Things Jeep
  • 272 Photos Contributed by Users
  • Case Study 3 Nicholas Kristof
  • Context Provided for Each Link
  • Agenda
  • Twitter Growth Is Slowing
  • Now a More Mature Service
  • More Followers on Average
  • Following More on Average
  • More Updates on Average
  • Same Goes for HubSpot Customers
  • Case Study 3 HubSpot
  • Case Study 2 Ken Lauher
  • Case Study 3 Webinetry
  • Key to Success Content
  • Blogging Increases Twitter Reach gt75
  • Links to Blog = Links to Landing Pages
  • What to Publish
  • A Word of Caution
  • What Gets Shared
  • Agenda
  • Follower Count
  • replies
  • Twitter Grader
  • Facebook Grader - Business
  • Slide Number 48
  • How to Track Your Funnel
  • How to Track Your Funnel
  • How to Track Your Funnel
  • Why Tracking Via Channels Is Critical
  • Slide Number 53
  • 20th Century Customers
  • 21st Century Customers
  • The Challenge Too Many Pieces
  • HubSpot Puts the Pieces Together
  • Slide Number 58
Page 11: How Businesses Are Marketing with Facebook & Twitter

It Drives Leads

11

HubSpot Social Media Leads

Twitter amp Facebook are largest categories at gt60 of HubSpotrsquos total social media leads

How to Succeed With Social Media

Build a Network

Share Content

Measure amp Analyze

Not Sold on Facebook or Twitter

13

Same recipe for success on every social network

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

14

Facebook Momentum

How Businesses Participate Pages

16

What Makes Great Facebook Pages

17

Product PassionContentCommunityFunPractical InformationJe Ne Sais Quoi

In my opinion

What Are Your Neighbors Up To

18

The best way to learn how to use Facebook for your businessStudy the things that work for other businesses

Donrsquot Focus Too Much on Your Industry

19

The best marketers take off the blinders and look outside their world for inspiration

ldquoBut wersquore a B2B companyrdquo is a BAD excuse not to dive into Facebook

beketchai on flickr

Tip Be a Fan of Facebook Marketing

20

Case Study 1 MailChimp

21

bull Email Marketing Softwarebull gt5000 fans

MailChimp Uses Notes amp Photos

22

B2B Tip Share useful information have fun

Case Study 2 All Things Jeep

23

bull Website that sells Jeep paraphernaliabull gt2300 fans

272 Photos Contributed by Users

24

B2B Tip Engage your Facebook community

Case Study 3 Nicholas Kristof

25

bull NYT Columnistbull gt146543 fans

Context Provided for Each Link

26

B2B Tips Be passionate share content but share it with a personal voice

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

27

Twitter Growth Is Slowing

28

Now a More Mature Service

29

Image Wikipedia

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 gt75

38

Links to Blog = Links to Landing Pages

39

Potential for Lead Gen

No Potential for Lead Gen

What to Publish

bull Blogbull Podcastbull Videosbull Photosbull Presentationsbull eBooksbull News Releases

40

A Word of Caution

bull Donrsquot Tweet too much about your product NOBODY CARES

bull Create content thatrsquos useful and interesting to your target personas

What Gets Shared

42

Rarely Shared

FrequentlyShared

bull Product infobull Free trialsbull Software documentation

bull New databull Funny videosbull Top-notch blog posts

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

43

Follower Count

bull A measure of your raw distribution power

replies

bull A measure of community engagement amp brandingbull On your profile or via searchtwittercom

Twitter Grader

bull Inputs include followers influence follower influence and patterns of use

Facebook Grader - Business

48

Measure the Impact on Your Funnel

Website Visitors

Customers

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

Visitors Leads Conversion Customers Net Conversion

Twitter 3289 554 17 12 04

Facebook 504 75 15 6 12

Stumbleupon 511 28 5 1 02

52

53

Final Thoughts hellip

20th Century Customers

54

Highly transactional anonymous

21st Century Customers

55

Relationship based they want to go where everybody knows their name

The Challenge Too Many Pieces

56djk on flickr

HubSpot Puts the Pieces Together

57

Connect with usLinkedIn wwwlinkedincominrickburnesTwitter wwwtwittercomrickburnes

More questions Post them here httpinboundorg

Thank YouSign up for a free trial of HubSpotwwwhubspotcomtrial

  • How Businesses Are Marketing With Facebook amp Twitter
  • Agenda
  • Whatrsquos HubSpot
  • Traditional Marketing (Outbound)
  • Marketing Today (Inbound)
  • Slide Number 6
  • Slide Number 7
  • Itrsquos an Ecosystem
  • Is Social Media Like Cotton Candy
  • No Itrsquos Like Whole Wheat Bread
  • It Drives Leads
  • How to Succeed With Social Media
  • Not Sold on Facebook or Twitter
  • Agenda
  • Facebook Momentum
  • How Businesses Participate Pages
  • What Makes Great Facebook Pages
  • What Are Your Neighbors Up To
  • Donrsquot Focus Too Much on Your Industry
  • Tip Be a Fan of Facebook Marketing
  • Case Study 1 MailChimp
  • MailChimp Uses Notes amp Photos
  • Case Study 2 All Things Jeep
  • 272 Photos Contributed by Users
  • Case Study 3 Nicholas Kristof
  • Context Provided for Each Link
  • Agenda
  • Twitter Growth Is Slowing
  • Now a More Mature Service
  • More Followers on Average
  • Following More on Average
  • More Updates on Average
  • Same Goes for HubSpot Customers
  • Case Study 3 HubSpot
  • Case Study 2 Ken Lauher
  • Case Study 3 Webinetry
  • Key to Success Content
  • Blogging Increases Twitter Reach gt75
  • Links to Blog = Links to Landing Pages
  • What to Publish
  • A Word of Caution
  • What Gets Shared
  • Agenda
  • Follower Count
  • replies
  • Twitter Grader
  • Facebook Grader - Business
  • Slide Number 48
  • How to Track Your Funnel
  • How to Track Your Funnel
  • How to Track Your Funnel
  • Why Tracking Via Channels Is Critical
  • Slide Number 53
  • 20th Century Customers
  • 21st Century Customers
  • The Challenge Too Many Pieces
  • HubSpot Puts the Pieces Together
  • Slide Number 58
Page 12: How Businesses Are Marketing with Facebook & Twitter

How to Succeed With Social Media

Build a Network

Share Content

Measure amp Analyze

Not Sold on Facebook or Twitter

13

Same recipe for success on every social network

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

14

Facebook Momentum

How Businesses Participate Pages

16

What Makes Great Facebook Pages

17

Product PassionContentCommunityFunPractical InformationJe Ne Sais Quoi

In my opinion

What Are Your Neighbors Up To

18

The best way to learn how to use Facebook for your businessStudy the things that work for other businesses

Donrsquot Focus Too Much on Your Industry

19

The best marketers take off the blinders and look outside their world for inspiration

ldquoBut wersquore a B2B companyrdquo is a BAD excuse not to dive into Facebook

beketchai on flickr

Tip Be a Fan of Facebook Marketing

20

Case Study 1 MailChimp

21

bull Email Marketing Softwarebull gt5000 fans

MailChimp Uses Notes amp Photos

22

B2B Tip Share useful information have fun

Case Study 2 All Things Jeep

23

bull Website that sells Jeep paraphernaliabull gt2300 fans

272 Photos Contributed by Users

24

B2B Tip Engage your Facebook community

Case Study 3 Nicholas Kristof

25

bull NYT Columnistbull gt146543 fans

Context Provided for Each Link

26

B2B Tips Be passionate share content but share it with a personal voice

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

27

Twitter Growth Is Slowing

28

Now a More Mature Service

29

Image Wikipedia

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 gt75

38

Links to Blog = Links to Landing Pages

39

Potential for Lead Gen

No Potential for Lead Gen

What to Publish

bull Blogbull Podcastbull Videosbull Photosbull Presentationsbull eBooksbull News Releases

40

A Word of Caution

bull Donrsquot Tweet too much about your product NOBODY CARES

bull Create content thatrsquos useful and interesting to your target personas

What Gets Shared

42

Rarely Shared

FrequentlyShared

bull Product infobull Free trialsbull Software documentation

bull New databull Funny videosbull Top-notch blog posts

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

43

Follower Count

bull A measure of your raw distribution power

replies

bull A measure of community engagement amp brandingbull On your profile or via searchtwittercom

Twitter Grader

bull Inputs include followers influence follower influence and patterns of use

Facebook Grader - Business

48

Measure the Impact on Your Funnel

Website Visitors

Customers

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

Visitors Leads Conversion Customers Net Conversion

Twitter 3289 554 17 12 04

Facebook 504 75 15 6 12

Stumbleupon 511 28 5 1 02

52

53

Final Thoughts hellip

20th Century Customers

54

Highly transactional anonymous

21st Century Customers

55

Relationship based they want to go where everybody knows their name

The Challenge Too Many Pieces

56djk on flickr

HubSpot Puts the Pieces Together

57

Connect with usLinkedIn wwwlinkedincominrickburnesTwitter wwwtwittercomrickburnes

More questions Post them here httpinboundorg

Thank YouSign up for a free trial of HubSpotwwwhubspotcomtrial

  • How Businesses Are Marketing With Facebook amp Twitter
  • Agenda
  • Whatrsquos HubSpot
  • Traditional Marketing (Outbound)
  • Marketing Today (Inbound)
  • Slide Number 6
  • Slide Number 7
  • Itrsquos an Ecosystem
  • Is Social Media Like Cotton Candy
  • No Itrsquos Like Whole Wheat Bread
  • It Drives Leads
  • How to Succeed With Social Media
  • Not Sold on Facebook or Twitter
  • Agenda
  • Facebook Momentum
  • How Businesses Participate Pages
  • What Makes Great Facebook Pages
  • What Are Your Neighbors Up To
  • Donrsquot Focus Too Much on Your Industry
  • Tip Be a Fan of Facebook Marketing
  • Case Study 1 MailChimp
  • MailChimp Uses Notes amp Photos
  • Case Study 2 All Things Jeep
  • 272 Photos Contributed by Users
  • Case Study 3 Nicholas Kristof
  • Context Provided for Each Link
  • Agenda
  • Twitter Growth Is Slowing
  • Now a More Mature Service
  • More Followers on Average
  • Following More on Average
  • More Updates on Average
  • Same Goes for HubSpot Customers
  • Case Study 3 HubSpot
  • Case Study 2 Ken Lauher
  • Case Study 3 Webinetry
  • Key to Success Content
  • Blogging Increases Twitter Reach gt75
  • Links to Blog = Links to Landing Pages
  • What to Publish
  • A Word of Caution
  • What Gets Shared
  • Agenda
  • Follower Count
  • replies
  • Twitter Grader
  • Facebook Grader - Business
  • Slide Number 48
  • How to Track Your Funnel
  • How to Track Your Funnel
  • How to Track Your Funnel
  • Why Tracking Via Channels Is Critical
  • Slide Number 53
  • 20th Century Customers
  • 21st Century Customers
  • The Challenge Too Many Pieces
  • HubSpot Puts the Pieces Together
  • Slide Number 58
Page 13: How Businesses Are Marketing with Facebook & Twitter

Not Sold on Facebook or Twitter

13

Same recipe for success on every social network

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

14

Facebook Momentum

How Businesses Participate Pages

16

What Makes Great Facebook Pages

17

Product PassionContentCommunityFunPractical InformationJe Ne Sais Quoi

In my opinion

What Are Your Neighbors Up To

18

The best way to learn how to use Facebook for your businessStudy the things that work for other businesses

Donrsquot Focus Too Much on Your Industry

19

The best marketers take off the blinders and look outside their world for inspiration

ldquoBut wersquore a B2B companyrdquo is a BAD excuse not to dive into Facebook

beketchai on flickr

Tip Be a Fan of Facebook Marketing

20

Case Study 1 MailChimp

21

bull Email Marketing Softwarebull gt5000 fans

MailChimp Uses Notes amp Photos

22

B2B Tip Share useful information have fun

Case Study 2 All Things Jeep

23

bull Website that sells Jeep paraphernaliabull gt2300 fans

272 Photos Contributed by Users

24

B2B Tip Engage your Facebook community

Case Study 3 Nicholas Kristof

25

bull NYT Columnistbull gt146543 fans

Context Provided for Each Link

26

B2B Tips Be passionate share content but share it with a personal voice

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

27

Twitter Growth Is Slowing

28

Now a More Mature Service

29

Image Wikipedia

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 gt75

38

Links to Blog = Links to Landing Pages

39

Potential for Lead Gen

No Potential for Lead Gen

What to Publish

bull Blogbull Podcastbull Videosbull Photosbull Presentationsbull eBooksbull News Releases

40

A Word of Caution

bull Donrsquot Tweet too much about your product NOBODY CARES

bull Create content thatrsquos useful and interesting to your target personas

What Gets Shared

42

Rarely Shared

FrequentlyShared

bull Product infobull Free trialsbull Software documentation

bull New databull Funny videosbull Top-notch blog posts

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

43

Follower Count

bull A measure of your raw distribution power

replies

bull A measure of community engagement amp brandingbull On your profile or via searchtwittercom

Twitter Grader

bull Inputs include followers influence follower influence and patterns of use

Facebook Grader - Business

48

Measure the Impact on Your Funnel

Website Visitors

Customers

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

Visitors Leads Conversion Customers Net Conversion

Twitter 3289 554 17 12 04

Facebook 504 75 15 6 12

Stumbleupon 511 28 5 1 02

52

53

Final Thoughts hellip

20th Century Customers

54

Highly transactional anonymous

21st Century Customers

55

Relationship based they want to go where everybody knows their name

The Challenge Too Many Pieces

56djk on flickr

HubSpot Puts the Pieces Together

57

Connect with usLinkedIn wwwlinkedincominrickburnesTwitter wwwtwittercomrickburnes

More questions Post them here httpinboundorg

Thank YouSign up for a free trial of HubSpotwwwhubspotcomtrial

  • How Businesses Are Marketing With Facebook amp Twitter
  • Agenda
  • Whatrsquos HubSpot
  • Traditional Marketing (Outbound)
  • Marketing Today (Inbound)
  • Slide Number 6
  • Slide Number 7
  • Itrsquos an Ecosystem
  • Is Social Media Like Cotton Candy
  • No Itrsquos Like Whole Wheat Bread
  • It Drives Leads
  • How to Succeed With Social Media
  • Not Sold on Facebook or Twitter
  • Agenda
  • Facebook Momentum
  • How Businesses Participate Pages
  • What Makes Great Facebook Pages
  • What Are Your Neighbors Up To
  • Donrsquot Focus Too Much on Your Industry
  • Tip Be a Fan of Facebook Marketing
  • Case Study 1 MailChimp
  • MailChimp Uses Notes amp Photos
  • Case Study 2 All Things Jeep
  • 272 Photos Contributed by Users
  • Case Study 3 Nicholas Kristof
  • Context Provided for Each Link
  • Agenda
  • Twitter Growth Is Slowing
  • Now a More Mature Service
  • More Followers on Average
  • Following More on Average
  • More Updates on Average
  • Same Goes for HubSpot Customers
  • Case Study 3 HubSpot
  • Case Study 2 Ken Lauher
  • Case Study 3 Webinetry
  • Key to Success Content
  • Blogging Increases Twitter Reach gt75
  • Links to Blog = Links to Landing Pages
  • What to Publish
  • A Word of Caution
  • What Gets Shared
  • Agenda
  • Follower Count
  • replies
  • Twitter Grader
  • Facebook Grader - Business
  • Slide Number 48
  • How to Track Your Funnel
  • How to Track Your Funnel
  • How to Track Your Funnel
  • Why Tracking Via Channels Is Critical
  • Slide Number 53
  • 20th Century Customers
  • 21st Century Customers
  • The Challenge Too Many Pieces
  • HubSpot Puts the Pieces Together
  • Slide Number 58
Page 14: How Businesses Are Marketing with Facebook & Twitter

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

14

Facebook Momentum

How Businesses Participate Pages

16

What Makes Great Facebook Pages

17

Product PassionContentCommunityFunPractical InformationJe Ne Sais Quoi

In my opinion

What Are Your Neighbors Up To

18

The best way to learn how to use Facebook for your businessStudy the things that work for other businesses

Donrsquot Focus Too Much on Your Industry

19

The best marketers take off the blinders and look outside their world for inspiration

ldquoBut wersquore a B2B companyrdquo is a BAD excuse not to dive into Facebook

beketchai on flickr

Tip Be a Fan of Facebook Marketing

20

Case Study 1 MailChimp

21

bull Email Marketing Softwarebull gt5000 fans

MailChimp Uses Notes amp Photos

22

B2B Tip Share useful information have fun

Case Study 2 All Things Jeep

23

bull Website that sells Jeep paraphernaliabull gt2300 fans

272 Photos Contributed by Users

24

B2B Tip Engage your Facebook community

Case Study 3 Nicholas Kristof

25

bull NYT Columnistbull gt146543 fans

Context Provided for Each Link

26

B2B Tips Be passionate share content but share it with a personal voice

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

27

Twitter Growth Is Slowing

28

Now a More Mature Service

29

Image Wikipedia

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 gt75

38

Links to Blog = Links to Landing Pages

39

Potential for Lead Gen

No Potential for Lead Gen

What to Publish

bull Blogbull Podcastbull Videosbull Photosbull Presentationsbull eBooksbull News Releases

40

A Word of Caution

bull Donrsquot Tweet too much about your product NOBODY CARES

bull Create content thatrsquos useful and interesting to your target personas

What Gets Shared

42

Rarely Shared

FrequentlyShared

bull Product infobull Free trialsbull Software documentation

bull New databull Funny videosbull Top-notch blog posts

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

43

Follower Count

bull A measure of your raw distribution power

replies

bull A measure of community engagement amp brandingbull On your profile or via searchtwittercom

Twitter Grader

bull Inputs include followers influence follower influence and patterns of use

Facebook Grader - Business

48

Measure the Impact on Your Funnel

Website Visitors

Customers

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

Visitors Leads Conversion Customers Net Conversion

Twitter 3289 554 17 12 04

Facebook 504 75 15 6 12

Stumbleupon 511 28 5 1 02

52

53

Final Thoughts hellip

20th Century Customers

54

Highly transactional anonymous

21st Century Customers

55

Relationship based they want to go where everybody knows their name

The Challenge Too Many Pieces

56djk on flickr

HubSpot Puts the Pieces Together

57

Connect with usLinkedIn wwwlinkedincominrickburnesTwitter wwwtwittercomrickburnes

More questions Post them here httpinboundorg

Thank YouSign up for a free trial of HubSpotwwwhubspotcomtrial

  • How Businesses Are Marketing With Facebook amp Twitter
  • Agenda
  • Whatrsquos HubSpot
  • Traditional Marketing (Outbound)
  • Marketing Today (Inbound)
  • Slide Number 6
  • Slide Number 7
  • Itrsquos an Ecosystem
  • Is Social Media Like Cotton Candy
  • No Itrsquos Like Whole Wheat Bread
  • It Drives Leads
  • How to Succeed With Social Media
  • Not Sold on Facebook or Twitter
  • Agenda
  • Facebook Momentum
  • How Businesses Participate Pages
  • What Makes Great Facebook Pages
  • What Are Your Neighbors Up To
  • Donrsquot Focus Too Much on Your Industry
  • Tip Be a Fan of Facebook Marketing
  • Case Study 1 MailChimp
  • MailChimp Uses Notes amp Photos
  • Case Study 2 All Things Jeep
  • 272 Photos Contributed by Users
  • Case Study 3 Nicholas Kristof
  • Context Provided for Each Link
  • Agenda
  • Twitter Growth Is Slowing
  • Now a More Mature Service
  • More Followers on Average
  • Following More on Average
  • More Updates on Average
  • Same Goes for HubSpot Customers
  • Case Study 3 HubSpot
  • Case Study 2 Ken Lauher
  • Case Study 3 Webinetry
  • Key to Success Content
  • Blogging Increases Twitter Reach gt75
  • Links to Blog = Links to Landing Pages
  • What to Publish
  • A Word of Caution
  • What Gets Shared
  • Agenda
  • Follower Count
  • replies
  • Twitter Grader
  • Facebook Grader - Business
  • Slide Number 48
  • How to Track Your Funnel
  • How to Track Your Funnel
  • How to Track Your Funnel
  • Why Tracking Via Channels Is Critical
  • Slide Number 53
  • 20th Century Customers
  • 21st Century Customers
  • The Challenge Too Many Pieces
  • HubSpot Puts the Pieces Together
  • Slide Number 58
Page 15: How Businesses Are Marketing with Facebook & Twitter

Facebook Momentum

How Businesses Participate Pages

16

What Makes Great Facebook Pages

17

Product PassionContentCommunityFunPractical InformationJe Ne Sais Quoi

In my opinion

What Are Your Neighbors Up To

18

The best way to learn how to use Facebook for your businessStudy the things that work for other businesses

Donrsquot Focus Too Much on Your Industry

19

The best marketers take off the blinders and look outside their world for inspiration

ldquoBut wersquore a B2B companyrdquo is a BAD excuse not to dive into Facebook

beketchai on flickr

Tip Be a Fan of Facebook Marketing

20

Case Study 1 MailChimp

21

bull Email Marketing Softwarebull gt5000 fans

MailChimp Uses Notes amp Photos

22

B2B Tip Share useful information have fun

Case Study 2 All Things Jeep

23

bull Website that sells Jeep paraphernaliabull gt2300 fans

272 Photos Contributed by Users

24

B2B Tip Engage your Facebook community

Case Study 3 Nicholas Kristof

25

bull NYT Columnistbull gt146543 fans

Context Provided for Each Link

26

B2B Tips Be passionate share content but share it with a personal voice

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

27

Twitter Growth Is Slowing

28

Now a More Mature Service

29

Image Wikipedia

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 gt75

38

Links to Blog = Links to Landing Pages

39

Potential for Lead Gen

No Potential for Lead Gen

What to Publish

bull Blogbull Podcastbull Videosbull Photosbull Presentationsbull eBooksbull News Releases

40

A Word of Caution

bull Donrsquot Tweet too much about your product NOBODY CARES

bull Create content thatrsquos useful and interesting to your target personas

What Gets Shared

42

Rarely Shared

FrequentlyShared

bull Product infobull Free trialsbull Software documentation

bull New databull Funny videosbull Top-notch blog posts

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

43

Follower Count

bull A measure of your raw distribution power

replies

bull A measure of community engagement amp brandingbull On your profile or via searchtwittercom

Twitter Grader

bull Inputs include followers influence follower influence and patterns of use

Facebook Grader - Business

48

Measure the Impact on Your Funnel

Website Visitors

Customers

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

Visitors Leads Conversion Customers Net Conversion

Twitter 3289 554 17 12 04

Facebook 504 75 15 6 12

Stumbleupon 511 28 5 1 02

52

53

Final Thoughts hellip

20th Century Customers

54

Highly transactional anonymous

21st Century Customers

55

Relationship based they want to go where everybody knows their name

The Challenge Too Many Pieces

56djk on flickr

HubSpot Puts the Pieces Together

57

Connect with usLinkedIn wwwlinkedincominrickburnesTwitter wwwtwittercomrickburnes

More questions Post them here httpinboundorg

Thank YouSign up for a free trial of HubSpotwwwhubspotcomtrial

  • How Businesses Are Marketing With Facebook amp Twitter
  • Agenda
  • Whatrsquos HubSpot
  • Traditional Marketing (Outbound)
  • Marketing Today (Inbound)
  • Slide Number 6
  • Slide Number 7
  • Itrsquos an Ecosystem
  • Is Social Media Like Cotton Candy
  • No Itrsquos Like Whole Wheat Bread
  • It Drives Leads
  • How to Succeed With Social Media
  • Not Sold on Facebook or Twitter
  • Agenda
  • Facebook Momentum
  • How Businesses Participate Pages
  • What Makes Great Facebook Pages
  • What Are Your Neighbors Up To
  • Donrsquot Focus Too Much on Your Industry
  • Tip Be a Fan of Facebook Marketing
  • Case Study 1 MailChimp
  • MailChimp Uses Notes amp Photos
  • Case Study 2 All Things Jeep
  • 272 Photos Contributed by Users
  • Case Study 3 Nicholas Kristof
  • Context Provided for Each Link
  • Agenda
  • Twitter Growth Is Slowing
  • Now a More Mature Service
  • More Followers on Average
  • Following More on Average
  • More Updates on Average
  • Same Goes for HubSpot Customers
  • Case Study 3 HubSpot
  • Case Study 2 Ken Lauher
  • Case Study 3 Webinetry
  • Key to Success Content
  • Blogging Increases Twitter Reach gt75
  • Links to Blog = Links to Landing Pages
  • What to Publish
  • A Word of Caution
  • What Gets Shared
  • Agenda
  • Follower Count
  • replies
  • Twitter Grader
  • Facebook Grader - Business
  • Slide Number 48
  • How to Track Your Funnel
  • How to Track Your Funnel
  • How to Track Your Funnel
  • Why Tracking Via Channels Is Critical
  • Slide Number 53
  • 20th Century Customers
  • 21st Century Customers
  • The Challenge Too Many Pieces
  • HubSpot Puts the Pieces Together
  • Slide Number 58
Page 16: How Businesses Are Marketing with Facebook & Twitter

How Businesses Participate Pages

16

What Makes Great Facebook Pages

17

Product PassionContentCommunityFunPractical InformationJe Ne Sais Quoi

In my opinion

What Are Your Neighbors Up To

18

The best way to learn how to use Facebook for your businessStudy the things that work for other businesses

Donrsquot Focus Too Much on Your Industry

19

The best marketers take off the blinders and look outside their world for inspiration

ldquoBut wersquore a B2B companyrdquo is a BAD excuse not to dive into Facebook

beketchai on flickr

Tip Be a Fan of Facebook Marketing

20

Case Study 1 MailChimp

21

bull Email Marketing Softwarebull gt5000 fans

MailChimp Uses Notes amp Photos

22

B2B Tip Share useful information have fun

Case Study 2 All Things Jeep

23

bull Website that sells Jeep paraphernaliabull gt2300 fans

272 Photos Contributed by Users

24

B2B Tip Engage your Facebook community

Case Study 3 Nicholas Kristof

25

bull NYT Columnistbull gt146543 fans

Context Provided for Each Link

26

B2B Tips Be passionate share content but share it with a personal voice

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

27

Twitter Growth Is Slowing

28

Now a More Mature Service

29

Image Wikipedia

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 gt75

38

Links to Blog = Links to Landing Pages

39

Potential for Lead Gen

No Potential for Lead Gen

What to Publish

bull Blogbull Podcastbull Videosbull Photosbull Presentationsbull eBooksbull News Releases

40

A Word of Caution

bull Donrsquot Tweet too much about your product NOBODY CARES

bull Create content thatrsquos useful and interesting to your target personas

What Gets Shared

42

Rarely Shared

FrequentlyShared

bull Product infobull Free trialsbull Software documentation

bull New databull Funny videosbull Top-notch blog posts

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

43

Follower Count

bull A measure of your raw distribution power

replies

bull A measure of community engagement amp brandingbull On your profile or via searchtwittercom

Twitter Grader

bull Inputs include followers influence follower influence and patterns of use

Facebook Grader - Business

48

Measure the Impact on Your Funnel

Website Visitors

Customers

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

Visitors Leads Conversion Customers Net Conversion

Twitter 3289 554 17 12 04

Facebook 504 75 15 6 12

Stumbleupon 511 28 5 1 02

52

53

Final Thoughts hellip

20th Century Customers

54

Highly transactional anonymous

21st Century Customers

55

Relationship based they want to go where everybody knows their name

The Challenge Too Many Pieces

56djk on flickr

HubSpot Puts the Pieces Together

57

Connect with usLinkedIn wwwlinkedincominrickburnesTwitter wwwtwittercomrickburnes

More questions Post them here httpinboundorg

Thank YouSign up for a free trial of HubSpotwwwhubspotcomtrial

  • How Businesses Are Marketing With Facebook amp Twitter
  • Agenda
  • Whatrsquos HubSpot
  • Traditional Marketing (Outbound)
  • Marketing Today (Inbound)
  • Slide Number 6
  • Slide Number 7
  • Itrsquos an Ecosystem
  • Is Social Media Like Cotton Candy
  • No Itrsquos Like Whole Wheat Bread
  • It Drives Leads
  • How to Succeed With Social Media
  • Not Sold on Facebook or Twitter
  • Agenda
  • Facebook Momentum
  • How Businesses Participate Pages
  • What Makes Great Facebook Pages
  • What Are Your Neighbors Up To
  • Donrsquot Focus Too Much on Your Industry
  • Tip Be a Fan of Facebook Marketing
  • Case Study 1 MailChimp
  • MailChimp Uses Notes amp Photos
  • Case Study 2 All Things Jeep
  • 272 Photos Contributed by Users
  • Case Study 3 Nicholas Kristof
  • Context Provided for Each Link
  • Agenda
  • Twitter Growth Is Slowing
  • Now a More Mature Service
  • More Followers on Average
  • Following More on Average
  • More Updates on Average
  • Same Goes for HubSpot Customers
  • Case Study 3 HubSpot
  • Case Study 2 Ken Lauher
  • Case Study 3 Webinetry
  • Key to Success Content
  • Blogging Increases Twitter Reach gt75
  • Links to Blog = Links to Landing Pages
  • What to Publish
  • A Word of Caution
  • What Gets Shared
  • Agenda
  • Follower Count
  • replies
  • Twitter Grader
  • Facebook Grader - Business
  • Slide Number 48
  • How to Track Your Funnel
  • How to Track Your Funnel
  • How to Track Your Funnel
  • Why Tracking Via Channels Is Critical
  • Slide Number 53
  • 20th Century Customers
  • 21st Century Customers
  • The Challenge Too Many Pieces
  • HubSpot Puts the Pieces Together
  • Slide Number 58
Page 17: How Businesses Are Marketing with Facebook & Twitter

What Makes Great Facebook Pages

17

Product PassionContentCommunityFunPractical InformationJe Ne Sais Quoi

In my opinion

What Are Your Neighbors Up To

18

The best way to learn how to use Facebook for your businessStudy the things that work for other businesses

Donrsquot Focus Too Much on Your Industry

19

The best marketers take off the blinders and look outside their world for inspiration

ldquoBut wersquore a B2B companyrdquo is a BAD excuse not to dive into Facebook

beketchai on flickr

Tip Be a Fan of Facebook Marketing

20

Case Study 1 MailChimp

21

bull Email Marketing Softwarebull gt5000 fans

MailChimp Uses Notes amp Photos

22

B2B Tip Share useful information have fun

Case Study 2 All Things Jeep

23

bull Website that sells Jeep paraphernaliabull gt2300 fans

272 Photos Contributed by Users

24

B2B Tip Engage your Facebook community

Case Study 3 Nicholas Kristof

25

bull NYT Columnistbull gt146543 fans

Context Provided for Each Link

26

B2B Tips Be passionate share content but share it with a personal voice

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

27

Twitter Growth Is Slowing

28

Now a More Mature Service

29

Image Wikipedia

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 gt75

38

Links to Blog = Links to Landing Pages

39

Potential for Lead Gen

No Potential for Lead Gen

What to Publish

bull Blogbull Podcastbull Videosbull Photosbull Presentationsbull eBooksbull News Releases

40

A Word of Caution

bull Donrsquot Tweet too much about your product NOBODY CARES

bull Create content thatrsquos useful and interesting to your target personas

What Gets Shared

42

Rarely Shared

FrequentlyShared

bull Product infobull Free trialsbull Software documentation

bull New databull Funny videosbull Top-notch blog posts

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

43

Follower Count

bull A measure of your raw distribution power

replies

bull A measure of community engagement amp brandingbull On your profile or via searchtwittercom

Twitter Grader

bull Inputs include followers influence follower influence and patterns of use

Facebook Grader - Business

48

Measure the Impact on Your Funnel

Website Visitors

Customers

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

Visitors Leads Conversion Customers Net Conversion

Twitter 3289 554 17 12 04

Facebook 504 75 15 6 12

Stumbleupon 511 28 5 1 02

52

53

Final Thoughts hellip

20th Century Customers

54

Highly transactional anonymous

21st Century Customers

55

Relationship based they want to go where everybody knows their name

The Challenge Too Many Pieces

56djk on flickr

HubSpot Puts the Pieces Together

57

Connect with usLinkedIn wwwlinkedincominrickburnesTwitter wwwtwittercomrickburnes

More questions Post them here httpinboundorg

Thank YouSign up for a free trial of HubSpotwwwhubspotcomtrial

  • How Businesses Are Marketing With Facebook amp Twitter
  • Agenda
  • Whatrsquos HubSpot
  • Traditional Marketing (Outbound)
  • Marketing Today (Inbound)
  • Slide Number 6
  • Slide Number 7
  • Itrsquos an Ecosystem
  • Is Social Media Like Cotton Candy
  • No Itrsquos Like Whole Wheat Bread
  • It Drives Leads
  • How to Succeed With Social Media
  • Not Sold on Facebook or Twitter
  • Agenda
  • Facebook Momentum
  • How Businesses Participate Pages
  • What Makes Great Facebook Pages
  • What Are Your Neighbors Up To
  • Donrsquot Focus Too Much on Your Industry
  • Tip Be a Fan of Facebook Marketing
  • Case Study 1 MailChimp
  • MailChimp Uses Notes amp Photos
  • Case Study 2 All Things Jeep
  • 272 Photos Contributed by Users
  • Case Study 3 Nicholas Kristof
  • Context Provided for Each Link
  • Agenda
  • Twitter Growth Is Slowing
  • Now a More Mature Service
  • More Followers on Average
  • Following More on Average
  • More Updates on Average
  • Same Goes for HubSpot Customers
  • Case Study 3 HubSpot
  • Case Study 2 Ken Lauher
  • Case Study 3 Webinetry
  • Key to Success Content
  • Blogging Increases Twitter Reach gt75
  • Links to Blog = Links to Landing Pages
  • What to Publish
  • A Word of Caution
  • What Gets Shared
  • Agenda
  • Follower Count
  • replies
  • Twitter Grader
  • Facebook Grader - Business
  • Slide Number 48
  • How to Track Your Funnel
  • How to Track Your Funnel
  • How to Track Your Funnel
  • Why Tracking Via Channels Is Critical
  • Slide Number 53
  • 20th Century Customers
  • 21st Century Customers
  • The Challenge Too Many Pieces
  • HubSpot Puts the Pieces Together
  • Slide Number 58
Page 18: How Businesses Are Marketing with Facebook & Twitter

What Are Your Neighbors Up To

18

The best way to learn how to use Facebook for your businessStudy the things that work for other businesses

Donrsquot Focus Too Much on Your Industry

19

The best marketers take off the blinders and look outside their world for inspiration

ldquoBut wersquore a B2B companyrdquo is a BAD excuse not to dive into Facebook

beketchai on flickr

Tip Be a Fan of Facebook Marketing

20

Case Study 1 MailChimp

21

bull Email Marketing Softwarebull gt5000 fans

MailChimp Uses Notes amp Photos

22

B2B Tip Share useful information have fun

Case Study 2 All Things Jeep

23

bull Website that sells Jeep paraphernaliabull gt2300 fans

272 Photos Contributed by Users

24

B2B Tip Engage your Facebook community

Case Study 3 Nicholas Kristof

25

bull NYT Columnistbull gt146543 fans

Context Provided for Each Link

26

B2B Tips Be passionate share content but share it with a personal voice

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

27

Twitter Growth Is Slowing

28

Now a More Mature Service

29

Image Wikipedia

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 gt75

38

Links to Blog = Links to Landing Pages

39

Potential for Lead Gen

No Potential for Lead Gen

What to Publish

bull Blogbull Podcastbull Videosbull Photosbull Presentationsbull eBooksbull News Releases

40

A Word of Caution

bull Donrsquot Tweet too much about your product NOBODY CARES

bull Create content thatrsquos useful and interesting to your target personas

What Gets Shared

42

Rarely Shared

FrequentlyShared

bull Product infobull Free trialsbull Software documentation

bull New databull Funny videosbull Top-notch blog posts

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

43

Follower Count

bull A measure of your raw distribution power

replies

bull A measure of community engagement amp brandingbull On your profile or via searchtwittercom

Twitter Grader

bull Inputs include followers influence follower influence and patterns of use

Facebook Grader - Business

48

Measure the Impact on Your Funnel

Website Visitors

Customers

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

Visitors Leads Conversion Customers Net Conversion

Twitter 3289 554 17 12 04

Facebook 504 75 15 6 12

Stumbleupon 511 28 5 1 02

52

53

Final Thoughts hellip

20th Century Customers

54

Highly transactional anonymous

21st Century Customers

55

Relationship based they want to go where everybody knows their name

The Challenge Too Many Pieces

56djk on flickr

HubSpot Puts the Pieces Together

57

Connect with usLinkedIn wwwlinkedincominrickburnesTwitter wwwtwittercomrickburnes

More questions Post them here httpinboundorg

Thank YouSign up for a free trial of HubSpotwwwhubspotcomtrial

  • How Businesses Are Marketing With Facebook amp Twitter
  • Agenda
  • Whatrsquos HubSpot
  • Traditional Marketing (Outbound)
  • Marketing Today (Inbound)
  • Slide Number 6
  • Slide Number 7
  • Itrsquos an Ecosystem
  • Is Social Media Like Cotton Candy
  • No Itrsquos Like Whole Wheat Bread
  • It Drives Leads
  • How to Succeed With Social Media
  • Not Sold on Facebook or Twitter
  • Agenda
  • Facebook Momentum
  • How Businesses Participate Pages
  • What Makes Great Facebook Pages
  • What Are Your Neighbors Up To
  • Donrsquot Focus Too Much on Your Industry
  • Tip Be a Fan of Facebook Marketing
  • Case Study 1 MailChimp
  • MailChimp Uses Notes amp Photos
  • Case Study 2 All Things Jeep
  • 272 Photos Contributed by Users
  • Case Study 3 Nicholas Kristof
  • Context Provided for Each Link
  • Agenda
  • Twitter Growth Is Slowing
  • Now a More Mature Service
  • More Followers on Average
  • Following More on Average
  • More Updates on Average
  • Same Goes for HubSpot Customers
  • Case Study 3 HubSpot
  • Case Study 2 Ken Lauher
  • Case Study 3 Webinetry
  • Key to Success Content
  • Blogging Increases Twitter Reach gt75
  • Links to Blog = Links to Landing Pages
  • What to Publish
  • A Word of Caution
  • What Gets Shared
  • Agenda
  • Follower Count
  • replies
  • Twitter Grader
  • Facebook Grader - Business
  • Slide Number 48
  • How to Track Your Funnel
  • How to Track Your Funnel
  • How to Track Your Funnel
  • Why Tracking Via Channels Is Critical
  • Slide Number 53
  • 20th Century Customers
  • 21st Century Customers
  • The Challenge Too Many Pieces
  • HubSpot Puts the Pieces Together
  • Slide Number 58
Page 19: How Businesses Are Marketing with Facebook & Twitter

Donrsquot Focus Too Much on Your Industry

19

The best marketers take off the blinders and look outside their world for inspiration

ldquoBut wersquore a B2B companyrdquo is a BAD excuse not to dive into Facebook

beketchai on flickr

Tip Be a Fan of Facebook Marketing

20

Case Study 1 MailChimp

21

bull Email Marketing Softwarebull gt5000 fans

MailChimp Uses Notes amp Photos

22

B2B Tip Share useful information have fun

Case Study 2 All Things Jeep

23

bull Website that sells Jeep paraphernaliabull gt2300 fans

272 Photos Contributed by Users

24

B2B Tip Engage your Facebook community

Case Study 3 Nicholas Kristof

25

bull NYT Columnistbull gt146543 fans

Context Provided for Each Link

26

B2B Tips Be passionate share content but share it with a personal voice

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

27

Twitter Growth Is Slowing

28

Now a More Mature Service

29

Image Wikipedia

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 gt75

38

Links to Blog = Links to Landing Pages

39

Potential for Lead Gen

No Potential for Lead Gen

What to Publish

bull Blogbull Podcastbull Videosbull Photosbull Presentationsbull eBooksbull News Releases

40

A Word of Caution

bull Donrsquot Tweet too much about your product NOBODY CARES

bull Create content thatrsquos useful and interesting to your target personas

What Gets Shared

42

Rarely Shared

FrequentlyShared

bull Product infobull Free trialsbull Software documentation

bull New databull Funny videosbull Top-notch blog posts

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

43

Follower Count

bull A measure of your raw distribution power

replies

bull A measure of community engagement amp brandingbull On your profile or via searchtwittercom

Twitter Grader

bull Inputs include followers influence follower influence and patterns of use

Facebook Grader - Business

48

Measure the Impact on Your Funnel

Website Visitors

Customers

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

Visitors Leads Conversion Customers Net Conversion

Twitter 3289 554 17 12 04

Facebook 504 75 15 6 12

Stumbleupon 511 28 5 1 02

52

53

Final Thoughts hellip

20th Century Customers

54

Highly transactional anonymous

21st Century Customers

55

Relationship based they want to go where everybody knows their name

The Challenge Too Many Pieces

56djk on flickr

HubSpot Puts the Pieces Together

57

Connect with usLinkedIn wwwlinkedincominrickburnesTwitter wwwtwittercomrickburnes

More questions Post them here httpinboundorg

Thank YouSign up for a free trial of HubSpotwwwhubspotcomtrial

  • How Businesses Are Marketing With Facebook amp Twitter
  • Agenda
  • Whatrsquos HubSpot
  • Traditional Marketing (Outbound)
  • Marketing Today (Inbound)
  • Slide Number 6
  • Slide Number 7
  • Itrsquos an Ecosystem
  • Is Social Media Like Cotton Candy
  • No Itrsquos Like Whole Wheat Bread
  • It Drives Leads
  • How to Succeed With Social Media
  • Not Sold on Facebook or Twitter
  • Agenda
  • Facebook Momentum
  • How Businesses Participate Pages
  • What Makes Great Facebook Pages
  • What Are Your Neighbors Up To
  • Donrsquot Focus Too Much on Your Industry
  • Tip Be a Fan of Facebook Marketing
  • Case Study 1 MailChimp
  • MailChimp Uses Notes amp Photos
  • Case Study 2 All Things Jeep
  • 272 Photos Contributed by Users
  • Case Study 3 Nicholas Kristof
  • Context Provided for Each Link
  • Agenda
  • Twitter Growth Is Slowing
  • Now a More Mature Service
  • More Followers on Average
  • Following More on Average
  • More Updates on Average
  • Same Goes for HubSpot Customers
  • Case Study 3 HubSpot
  • Case Study 2 Ken Lauher
  • Case Study 3 Webinetry
  • Key to Success Content
  • Blogging Increases Twitter Reach gt75
  • Links to Blog = Links to Landing Pages
  • What to Publish
  • A Word of Caution
  • What Gets Shared
  • Agenda
  • Follower Count
  • replies
  • Twitter Grader
  • Facebook Grader - Business
  • Slide Number 48
  • How to Track Your Funnel
  • How to Track Your Funnel
  • How to Track Your Funnel
  • Why Tracking Via Channels Is Critical
  • Slide Number 53
  • 20th Century Customers
  • 21st Century Customers
  • The Challenge Too Many Pieces
  • HubSpot Puts the Pieces Together
  • Slide Number 58
Page 20: How Businesses Are Marketing with Facebook & Twitter

Tip Be a Fan of Facebook Marketing

20

Case Study 1 MailChimp

21

bull Email Marketing Softwarebull gt5000 fans

MailChimp Uses Notes amp Photos

22

B2B Tip Share useful information have fun

Case Study 2 All Things Jeep

23

bull Website that sells Jeep paraphernaliabull gt2300 fans

272 Photos Contributed by Users

24

B2B Tip Engage your Facebook community

Case Study 3 Nicholas Kristof

25

bull NYT Columnistbull gt146543 fans

Context Provided for Each Link

26

B2B Tips Be passionate share content but share it with a personal voice

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

27

Twitter Growth Is Slowing

28

Now a More Mature Service

29

Image Wikipedia

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 gt75

38

Links to Blog = Links to Landing Pages

39

Potential for Lead Gen

No Potential for Lead Gen

What to Publish

bull Blogbull Podcastbull Videosbull Photosbull Presentationsbull eBooksbull News Releases

40

A Word of Caution

bull Donrsquot Tweet too much about your product NOBODY CARES

bull Create content thatrsquos useful and interesting to your target personas

What Gets Shared

42

Rarely Shared

FrequentlyShared

bull Product infobull Free trialsbull Software documentation

bull New databull Funny videosbull Top-notch blog posts

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

43

Follower Count

bull A measure of your raw distribution power

replies

bull A measure of community engagement amp brandingbull On your profile or via searchtwittercom

Twitter Grader

bull Inputs include followers influence follower influence and patterns of use

Facebook Grader - Business

48

Measure the Impact on Your Funnel

Website Visitors

Customers

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

Visitors Leads Conversion Customers Net Conversion

Twitter 3289 554 17 12 04

Facebook 504 75 15 6 12

Stumbleupon 511 28 5 1 02

52

53

Final Thoughts hellip

20th Century Customers

54

Highly transactional anonymous

21st Century Customers

55

Relationship based they want to go where everybody knows their name

The Challenge Too Many Pieces

56djk on flickr

HubSpot Puts the Pieces Together

57

Connect with usLinkedIn wwwlinkedincominrickburnesTwitter wwwtwittercomrickburnes

More questions Post them here httpinboundorg

Thank YouSign up for a free trial of HubSpotwwwhubspotcomtrial

  • How Businesses Are Marketing With Facebook amp Twitter
  • Agenda
  • Whatrsquos HubSpot
  • Traditional Marketing (Outbound)
  • Marketing Today (Inbound)
  • Slide Number 6
  • Slide Number 7
  • Itrsquos an Ecosystem
  • Is Social Media Like Cotton Candy
  • No Itrsquos Like Whole Wheat Bread
  • It Drives Leads
  • How to Succeed With Social Media
  • Not Sold on Facebook or Twitter
  • Agenda
  • Facebook Momentum
  • How Businesses Participate Pages
  • What Makes Great Facebook Pages
  • What Are Your Neighbors Up To
  • Donrsquot Focus Too Much on Your Industry
  • Tip Be a Fan of Facebook Marketing
  • Case Study 1 MailChimp
  • MailChimp Uses Notes amp Photos
  • Case Study 2 All Things Jeep
  • 272 Photos Contributed by Users
  • Case Study 3 Nicholas Kristof
  • Context Provided for Each Link
  • Agenda
  • Twitter Growth Is Slowing
  • Now a More Mature Service
  • More Followers on Average
  • Following More on Average
  • More Updates on Average
  • Same Goes for HubSpot Customers
  • Case Study 3 HubSpot
  • Case Study 2 Ken Lauher
  • Case Study 3 Webinetry
  • Key to Success Content
  • Blogging Increases Twitter Reach gt75
  • Links to Blog = Links to Landing Pages
  • What to Publish
  • A Word of Caution
  • What Gets Shared
  • Agenda
  • Follower Count
  • replies
  • Twitter Grader
  • Facebook Grader - Business
  • Slide Number 48
  • How to Track Your Funnel
  • How to Track Your Funnel
  • How to Track Your Funnel
  • Why Tracking Via Channels Is Critical
  • Slide Number 53
  • 20th Century Customers
  • 21st Century Customers
  • The Challenge Too Many Pieces
  • HubSpot Puts the Pieces Together
  • Slide Number 58
Page 21: How Businesses Are Marketing with Facebook & Twitter

Case Study 1 MailChimp

21

bull Email Marketing Softwarebull gt5000 fans

MailChimp Uses Notes amp Photos

22

B2B Tip Share useful information have fun

Case Study 2 All Things Jeep

23

bull Website that sells Jeep paraphernaliabull gt2300 fans

272 Photos Contributed by Users

24

B2B Tip Engage your Facebook community

Case Study 3 Nicholas Kristof

25

bull NYT Columnistbull gt146543 fans

Context Provided for Each Link

26

B2B Tips Be passionate share content but share it with a personal voice

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

27

Twitter Growth Is Slowing

28

Now a More Mature Service

29

Image Wikipedia

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 gt75

38

Links to Blog = Links to Landing Pages

39

Potential for Lead Gen

No Potential for Lead Gen

What to Publish

bull Blogbull Podcastbull Videosbull Photosbull Presentationsbull eBooksbull News Releases

40

A Word of Caution

bull Donrsquot Tweet too much about your product NOBODY CARES

bull Create content thatrsquos useful and interesting to your target personas

What Gets Shared

42

Rarely Shared

FrequentlyShared

bull Product infobull Free trialsbull Software documentation

bull New databull Funny videosbull Top-notch blog posts

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

43

Follower Count

bull A measure of your raw distribution power

replies

bull A measure of community engagement amp brandingbull On your profile or via searchtwittercom

Twitter Grader

bull Inputs include followers influence follower influence and patterns of use

Facebook Grader - Business

48

Measure the Impact on Your Funnel

Website Visitors

Customers

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

Visitors Leads Conversion Customers Net Conversion

Twitter 3289 554 17 12 04

Facebook 504 75 15 6 12

Stumbleupon 511 28 5 1 02

52

53

Final Thoughts hellip

20th Century Customers

54

Highly transactional anonymous

21st Century Customers

55

Relationship based they want to go where everybody knows their name

The Challenge Too Many Pieces

56djk on flickr

HubSpot Puts the Pieces Together

57

Connect with usLinkedIn wwwlinkedincominrickburnesTwitter wwwtwittercomrickburnes

More questions Post them here httpinboundorg

Thank YouSign up for a free trial of HubSpotwwwhubspotcomtrial

  • How Businesses Are Marketing With Facebook amp Twitter
  • Agenda
  • Whatrsquos HubSpot
  • Traditional Marketing (Outbound)
  • Marketing Today (Inbound)
  • Slide Number 6
  • Slide Number 7
  • Itrsquos an Ecosystem
  • Is Social Media Like Cotton Candy
  • No Itrsquos Like Whole Wheat Bread
  • It Drives Leads
  • How to Succeed With Social Media
  • Not Sold on Facebook or Twitter
  • Agenda
  • Facebook Momentum
  • How Businesses Participate Pages
  • What Makes Great Facebook Pages
  • What Are Your Neighbors Up To
  • Donrsquot Focus Too Much on Your Industry
  • Tip Be a Fan of Facebook Marketing
  • Case Study 1 MailChimp
  • MailChimp Uses Notes amp Photos
  • Case Study 2 All Things Jeep
  • 272 Photos Contributed by Users
  • Case Study 3 Nicholas Kristof
  • Context Provided for Each Link
  • Agenda
  • Twitter Growth Is Slowing
  • Now a More Mature Service
  • More Followers on Average
  • Following More on Average
  • More Updates on Average
  • Same Goes for HubSpot Customers
  • Case Study 3 HubSpot
  • Case Study 2 Ken Lauher
  • Case Study 3 Webinetry
  • Key to Success Content
  • Blogging Increases Twitter Reach gt75
  • Links to Blog = Links to Landing Pages
  • What to Publish
  • A Word of Caution
  • What Gets Shared
  • Agenda
  • Follower Count
  • replies
  • Twitter Grader
  • Facebook Grader - Business
  • Slide Number 48
  • How to Track Your Funnel
  • How to Track Your Funnel
  • How to Track Your Funnel
  • Why Tracking Via Channels Is Critical
  • Slide Number 53
  • 20th Century Customers
  • 21st Century Customers
  • The Challenge Too Many Pieces
  • HubSpot Puts the Pieces Together
  • Slide Number 58
Page 22: How Businesses Are Marketing with Facebook & Twitter

MailChimp Uses Notes amp Photos

22

B2B Tip Share useful information have fun

Case Study 2 All Things Jeep

23

bull Website that sells Jeep paraphernaliabull gt2300 fans

272 Photos Contributed by Users

24

B2B Tip Engage your Facebook community

Case Study 3 Nicholas Kristof

25

bull NYT Columnistbull gt146543 fans

Context Provided for Each Link

26

B2B Tips Be passionate share content but share it with a personal voice

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

27

Twitter Growth Is Slowing

28

Now a More Mature Service

29

Image Wikipedia

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 gt75

38

Links to Blog = Links to Landing Pages

39

Potential for Lead Gen

No Potential for Lead Gen

What to Publish

bull Blogbull Podcastbull Videosbull Photosbull Presentationsbull eBooksbull News Releases

40

A Word of Caution

bull Donrsquot Tweet too much about your product NOBODY CARES

bull Create content thatrsquos useful and interesting to your target personas

What Gets Shared

42

Rarely Shared

FrequentlyShared

bull Product infobull Free trialsbull Software documentation

bull New databull Funny videosbull Top-notch blog posts

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

43

Follower Count

bull A measure of your raw distribution power

replies

bull A measure of community engagement amp brandingbull On your profile or via searchtwittercom

Twitter Grader

bull Inputs include followers influence follower influence and patterns of use

Facebook Grader - Business

48

Measure the Impact on Your Funnel

Website Visitors

Customers

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

Visitors Leads Conversion Customers Net Conversion

Twitter 3289 554 17 12 04

Facebook 504 75 15 6 12

Stumbleupon 511 28 5 1 02

52

53

Final Thoughts hellip

20th Century Customers

54

Highly transactional anonymous

21st Century Customers

55

Relationship based they want to go where everybody knows their name

The Challenge Too Many Pieces

56djk on flickr

HubSpot Puts the Pieces Together

57

Connect with usLinkedIn wwwlinkedincominrickburnesTwitter wwwtwittercomrickburnes

More questions Post them here httpinboundorg

Thank YouSign up for a free trial of HubSpotwwwhubspotcomtrial

  • How Businesses Are Marketing With Facebook amp Twitter
  • Agenda
  • Whatrsquos HubSpot
  • Traditional Marketing (Outbound)
  • Marketing Today (Inbound)
  • Slide Number 6
  • Slide Number 7
  • Itrsquos an Ecosystem
  • Is Social Media Like Cotton Candy
  • No Itrsquos Like Whole Wheat Bread
  • It Drives Leads
  • How to Succeed With Social Media
  • Not Sold on Facebook or Twitter
  • Agenda
  • Facebook Momentum
  • How Businesses Participate Pages
  • What Makes Great Facebook Pages
  • What Are Your Neighbors Up To
  • Donrsquot Focus Too Much on Your Industry
  • Tip Be a Fan of Facebook Marketing
  • Case Study 1 MailChimp
  • MailChimp Uses Notes amp Photos
  • Case Study 2 All Things Jeep
  • 272 Photos Contributed by Users
  • Case Study 3 Nicholas Kristof
  • Context Provided for Each Link
  • Agenda
  • Twitter Growth Is Slowing
  • Now a More Mature Service
  • More Followers on Average
  • Following More on Average
  • More Updates on Average
  • Same Goes for HubSpot Customers
  • Case Study 3 HubSpot
  • Case Study 2 Ken Lauher
  • Case Study 3 Webinetry
  • Key to Success Content
  • Blogging Increases Twitter Reach gt75
  • Links to Blog = Links to Landing Pages
  • What to Publish
  • A Word of Caution
  • What Gets Shared
  • Agenda
  • Follower Count
  • replies
  • Twitter Grader
  • Facebook Grader - Business
  • Slide Number 48
  • How to Track Your Funnel
  • How to Track Your Funnel
  • How to Track Your Funnel
  • Why Tracking Via Channels Is Critical
  • Slide Number 53
  • 20th Century Customers
  • 21st Century Customers
  • The Challenge Too Many Pieces
  • HubSpot Puts the Pieces Together
  • Slide Number 58
Page 23: How Businesses Are Marketing with Facebook & Twitter

Case Study 2 All Things Jeep

23

bull Website that sells Jeep paraphernaliabull gt2300 fans

272 Photos Contributed by Users

24

B2B Tip Engage your Facebook community

Case Study 3 Nicholas Kristof

25

bull NYT Columnistbull gt146543 fans

Context Provided for Each Link

26

B2B Tips Be passionate share content but share it with a personal voice

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

27

Twitter Growth Is Slowing

28

Now a More Mature Service

29

Image Wikipedia

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 gt75

38

Links to Blog = Links to Landing Pages

39

Potential for Lead Gen

No Potential for Lead Gen

What to Publish

bull Blogbull Podcastbull Videosbull Photosbull Presentationsbull eBooksbull News Releases

40

A Word of Caution

bull Donrsquot Tweet too much about your product NOBODY CARES

bull Create content thatrsquos useful and interesting to your target personas

What Gets Shared

42

Rarely Shared

FrequentlyShared

bull Product infobull Free trialsbull Software documentation

bull New databull Funny videosbull Top-notch blog posts

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

43

Follower Count

bull A measure of your raw distribution power

replies

bull A measure of community engagement amp brandingbull On your profile or via searchtwittercom

Twitter Grader

bull Inputs include followers influence follower influence and patterns of use

Facebook Grader - Business

48

Measure the Impact on Your Funnel

Website Visitors

Customers

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

Visitors Leads Conversion Customers Net Conversion

Twitter 3289 554 17 12 04

Facebook 504 75 15 6 12

Stumbleupon 511 28 5 1 02

52

53

Final Thoughts hellip

20th Century Customers

54

Highly transactional anonymous

21st Century Customers

55

Relationship based they want to go where everybody knows their name

The Challenge Too Many Pieces

56djk on flickr

HubSpot Puts the Pieces Together

57

Connect with usLinkedIn wwwlinkedincominrickburnesTwitter wwwtwittercomrickburnes

More questions Post them here httpinboundorg

Thank YouSign up for a free trial of HubSpotwwwhubspotcomtrial

  • How Businesses Are Marketing With Facebook amp Twitter
  • Agenda
  • Whatrsquos HubSpot
  • Traditional Marketing (Outbound)
  • Marketing Today (Inbound)
  • Slide Number 6
  • Slide Number 7
  • Itrsquos an Ecosystem
  • Is Social Media Like Cotton Candy
  • No Itrsquos Like Whole Wheat Bread
  • It Drives Leads
  • How to Succeed With Social Media
  • Not Sold on Facebook or Twitter
  • Agenda
  • Facebook Momentum
  • How Businesses Participate Pages
  • What Makes Great Facebook Pages
  • What Are Your Neighbors Up To
  • Donrsquot Focus Too Much on Your Industry
  • Tip Be a Fan of Facebook Marketing
  • Case Study 1 MailChimp
  • MailChimp Uses Notes amp Photos
  • Case Study 2 All Things Jeep
  • 272 Photos Contributed by Users
  • Case Study 3 Nicholas Kristof
  • Context Provided for Each Link
  • Agenda
  • Twitter Growth Is Slowing
  • Now a More Mature Service
  • More Followers on Average
  • Following More on Average
  • More Updates on Average
  • Same Goes for HubSpot Customers
  • Case Study 3 HubSpot
  • Case Study 2 Ken Lauher
  • Case Study 3 Webinetry
  • Key to Success Content
  • Blogging Increases Twitter Reach gt75
  • Links to Blog = Links to Landing Pages
  • What to Publish
  • A Word of Caution
  • What Gets Shared
  • Agenda
  • Follower Count
  • replies
  • Twitter Grader
  • Facebook Grader - Business
  • Slide Number 48
  • How to Track Your Funnel
  • How to Track Your Funnel
  • How to Track Your Funnel
  • Why Tracking Via Channels Is Critical
  • Slide Number 53
  • 20th Century Customers
  • 21st Century Customers
  • The Challenge Too Many Pieces
  • HubSpot Puts the Pieces Together
  • Slide Number 58
Page 24: How Businesses Are Marketing with Facebook & Twitter

272 Photos Contributed by Users

24

B2B Tip Engage your Facebook community

Case Study 3 Nicholas Kristof

25

bull NYT Columnistbull gt146543 fans

Context Provided for Each Link

26

B2B Tips Be passionate share content but share it with a personal voice

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

27

Twitter Growth Is Slowing

28

Now a More Mature Service

29

Image Wikipedia

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 gt75

38

Links to Blog = Links to Landing Pages

39

Potential for Lead Gen

No Potential for Lead Gen

What to Publish

bull Blogbull Podcastbull Videosbull Photosbull Presentationsbull eBooksbull News Releases

40

A Word of Caution

bull Donrsquot Tweet too much about your product NOBODY CARES

bull Create content thatrsquos useful and interesting to your target personas

What Gets Shared

42

Rarely Shared

FrequentlyShared

bull Product infobull Free trialsbull Software documentation

bull New databull Funny videosbull Top-notch blog posts

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

43

Follower Count

bull A measure of your raw distribution power

replies

bull A measure of community engagement amp brandingbull On your profile or via searchtwittercom

Twitter Grader

bull Inputs include followers influence follower influence and patterns of use

Facebook Grader - Business

48

Measure the Impact on Your Funnel

Website Visitors

Customers

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

Visitors Leads Conversion Customers Net Conversion

Twitter 3289 554 17 12 04

Facebook 504 75 15 6 12

Stumbleupon 511 28 5 1 02

52

53

Final Thoughts hellip

20th Century Customers

54

Highly transactional anonymous

21st Century Customers

55

Relationship based they want to go where everybody knows their name

The Challenge Too Many Pieces

56djk on flickr

HubSpot Puts the Pieces Together

57

Connect with usLinkedIn wwwlinkedincominrickburnesTwitter wwwtwittercomrickburnes

More questions Post them here httpinboundorg

Thank YouSign up for a free trial of HubSpotwwwhubspotcomtrial

  • How Businesses Are Marketing With Facebook amp Twitter
  • Agenda
  • Whatrsquos HubSpot
  • Traditional Marketing (Outbound)
  • Marketing Today (Inbound)
  • Slide Number 6
  • Slide Number 7
  • Itrsquos an Ecosystem
  • Is Social Media Like Cotton Candy
  • No Itrsquos Like Whole Wheat Bread
  • It Drives Leads
  • How to Succeed With Social Media
  • Not Sold on Facebook or Twitter
  • Agenda
  • Facebook Momentum
  • How Businesses Participate Pages
  • What Makes Great Facebook Pages
  • What Are Your Neighbors Up To
  • Donrsquot Focus Too Much on Your Industry
  • Tip Be a Fan of Facebook Marketing
  • Case Study 1 MailChimp
  • MailChimp Uses Notes amp Photos
  • Case Study 2 All Things Jeep
  • 272 Photos Contributed by Users
  • Case Study 3 Nicholas Kristof
  • Context Provided for Each Link
  • Agenda
  • Twitter Growth Is Slowing
  • Now a More Mature Service
  • More Followers on Average
  • Following More on Average
  • More Updates on Average
  • Same Goes for HubSpot Customers
  • Case Study 3 HubSpot
  • Case Study 2 Ken Lauher
  • Case Study 3 Webinetry
  • Key to Success Content
  • Blogging Increases Twitter Reach gt75
  • Links to Blog = Links to Landing Pages
  • What to Publish
  • A Word of Caution
  • What Gets Shared
  • Agenda
  • Follower Count
  • replies
  • Twitter Grader
  • Facebook Grader - Business
  • Slide Number 48
  • How to Track Your Funnel
  • How to Track Your Funnel
  • How to Track Your Funnel
  • Why Tracking Via Channels Is Critical
  • Slide Number 53
  • 20th Century Customers
  • 21st Century Customers
  • The Challenge Too Many Pieces
  • HubSpot Puts the Pieces Together
  • Slide Number 58
Page 25: How Businesses Are Marketing with Facebook & Twitter

Case Study 3 Nicholas Kristof

25

bull NYT Columnistbull gt146543 fans

Context Provided for Each Link

26

B2B Tips Be passionate share content but share it with a personal voice

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

27

Twitter Growth Is Slowing

28

Now a More Mature Service

29

Image Wikipedia

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 gt75

38

Links to Blog = Links to Landing Pages

39

Potential for Lead Gen

No Potential for Lead Gen

What to Publish

bull Blogbull Podcastbull Videosbull Photosbull Presentationsbull eBooksbull News Releases

40

A Word of Caution

bull Donrsquot Tweet too much about your product NOBODY CARES

bull Create content thatrsquos useful and interesting to your target personas

What Gets Shared

42

Rarely Shared

FrequentlyShared

bull Product infobull Free trialsbull Software documentation

bull New databull Funny videosbull Top-notch blog posts

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

43

Follower Count

bull A measure of your raw distribution power

replies

bull A measure of community engagement amp brandingbull On your profile or via searchtwittercom

Twitter Grader

bull Inputs include followers influence follower influence and patterns of use

Facebook Grader - Business

48

Measure the Impact on Your Funnel

Website Visitors

Customers

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

Visitors Leads Conversion Customers Net Conversion

Twitter 3289 554 17 12 04

Facebook 504 75 15 6 12

Stumbleupon 511 28 5 1 02

52

53

Final Thoughts hellip

20th Century Customers

54

Highly transactional anonymous

21st Century Customers

55

Relationship based they want to go where everybody knows their name

The Challenge Too Many Pieces

56djk on flickr

HubSpot Puts the Pieces Together

57

Connect with usLinkedIn wwwlinkedincominrickburnesTwitter wwwtwittercomrickburnes

More questions Post them here httpinboundorg

Thank YouSign up for a free trial of HubSpotwwwhubspotcomtrial

  • How Businesses Are Marketing With Facebook amp Twitter
  • Agenda
  • Whatrsquos HubSpot
  • Traditional Marketing (Outbound)
  • Marketing Today (Inbound)
  • Slide Number 6
  • Slide Number 7
  • Itrsquos an Ecosystem
  • Is Social Media Like Cotton Candy
  • No Itrsquos Like Whole Wheat Bread
  • It Drives Leads
  • How to Succeed With Social Media
  • Not Sold on Facebook or Twitter
  • Agenda
  • Facebook Momentum
  • How Businesses Participate Pages
  • What Makes Great Facebook Pages
  • What Are Your Neighbors Up To
  • Donrsquot Focus Too Much on Your Industry
  • Tip Be a Fan of Facebook Marketing
  • Case Study 1 MailChimp
  • MailChimp Uses Notes amp Photos
  • Case Study 2 All Things Jeep
  • 272 Photos Contributed by Users
  • Case Study 3 Nicholas Kristof
  • Context Provided for Each Link
  • Agenda
  • Twitter Growth Is Slowing
  • Now a More Mature Service
  • More Followers on Average
  • Following More on Average
  • More Updates on Average
  • Same Goes for HubSpot Customers
  • Case Study 3 HubSpot
  • Case Study 2 Ken Lauher
  • Case Study 3 Webinetry
  • Key to Success Content
  • Blogging Increases Twitter Reach gt75
  • Links to Blog = Links to Landing Pages
  • What to Publish
  • A Word of Caution
  • What Gets Shared
  • Agenda
  • Follower Count
  • replies
  • Twitter Grader
  • Facebook Grader - Business
  • Slide Number 48
  • How to Track Your Funnel
  • How to Track Your Funnel
  • How to Track Your Funnel
  • Why Tracking Via Channels Is Critical
  • Slide Number 53
  • 20th Century Customers
  • 21st Century Customers
  • The Challenge Too Many Pieces
  • HubSpot Puts the Pieces Together
  • Slide Number 58
Page 26: How Businesses Are Marketing with Facebook & Twitter

Context Provided for Each Link

26

B2B Tips Be passionate share content but share it with a personal voice

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

27

Twitter Growth Is Slowing

28

Now a More Mature Service

29

Image Wikipedia

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 gt75

38

Links to Blog = Links to Landing Pages

39

Potential for Lead Gen

No Potential for Lead Gen

What to Publish

bull Blogbull Podcastbull Videosbull Photosbull Presentationsbull eBooksbull News Releases

40

A Word of Caution

bull Donrsquot Tweet too much about your product NOBODY CARES

bull Create content thatrsquos useful and interesting to your target personas

What Gets Shared

42

Rarely Shared

FrequentlyShared

bull Product infobull Free trialsbull Software documentation

bull New databull Funny videosbull Top-notch blog posts

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

43

Follower Count

bull A measure of your raw distribution power

replies

bull A measure of community engagement amp brandingbull On your profile or via searchtwittercom

Twitter Grader

bull Inputs include followers influence follower influence and patterns of use

Facebook Grader - Business

48

Measure the Impact on Your Funnel

Website Visitors

Customers

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

Visitors Leads Conversion Customers Net Conversion

Twitter 3289 554 17 12 04

Facebook 504 75 15 6 12

Stumbleupon 511 28 5 1 02

52

53

Final Thoughts hellip

20th Century Customers

54

Highly transactional anonymous

21st Century Customers

55

Relationship based they want to go where everybody knows their name

The Challenge Too Many Pieces

56djk on flickr

HubSpot Puts the Pieces Together

57

Connect with usLinkedIn wwwlinkedincominrickburnesTwitter wwwtwittercomrickburnes

More questions Post them here httpinboundorg

Thank YouSign up for a free trial of HubSpotwwwhubspotcomtrial

  • How Businesses Are Marketing With Facebook amp Twitter
  • Agenda
  • Whatrsquos HubSpot
  • Traditional Marketing (Outbound)
  • Marketing Today (Inbound)
  • Slide Number 6
  • Slide Number 7
  • Itrsquos an Ecosystem
  • Is Social Media Like Cotton Candy
  • No Itrsquos Like Whole Wheat Bread
  • It Drives Leads
  • How to Succeed With Social Media
  • Not Sold on Facebook or Twitter
  • Agenda
  • Facebook Momentum
  • How Businesses Participate Pages
  • What Makes Great Facebook Pages
  • What Are Your Neighbors Up To
  • Donrsquot Focus Too Much on Your Industry
  • Tip Be a Fan of Facebook Marketing
  • Case Study 1 MailChimp
  • MailChimp Uses Notes amp Photos
  • Case Study 2 All Things Jeep
  • 272 Photos Contributed by Users
  • Case Study 3 Nicholas Kristof
  • Context Provided for Each Link
  • Agenda
  • Twitter Growth Is Slowing
  • Now a More Mature Service
  • More Followers on Average
  • Following More on Average
  • More Updates on Average
  • Same Goes for HubSpot Customers
  • Case Study 3 HubSpot
  • Case Study 2 Ken Lauher
  • Case Study 3 Webinetry
  • Key to Success Content
  • Blogging Increases Twitter Reach gt75
  • Links to Blog = Links to Landing Pages
  • What to Publish
  • A Word of Caution
  • What Gets Shared
  • Agenda
  • Follower Count
  • replies
  • Twitter Grader
  • Facebook Grader - Business
  • Slide Number 48
  • How to Track Your Funnel
  • How to Track Your Funnel
  • How to Track Your Funnel
  • Why Tracking Via Channels Is Critical
  • Slide Number 53
  • 20th Century Customers
  • 21st Century Customers
  • The Challenge Too Many Pieces
  • HubSpot Puts the Pieces Together
  • Slide Number 58
Page 27: How Businesses Are Marketing with Facebook & Twitter

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

27

Twitter Growth Is Slowing

28

Now a More Mature Service

29

Image Wikipedia

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 gt75

38

Links to Blog = Links to Landing Pages

39

Potential for Lead Gen

No Potential for Lead Gen

What to Publish

bull Blogbull Podcastbull Videosbull Photosbull Presentationsbull eBooksbull News Releases

40

A Word of Caution

bull Donrsquot Tweet too much about your product NOBODY CARES

bull Create content thatrsquos useful and interesting to your target personas

What Gets Shared

42

Rarely Shared

FrequentlyShared

bull Product infobull Free trialsbull Software documentation

bull New databull Funny videosbull Top-notch blog posts

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

43

Follower Count

bull A measure of your raw distribution power

replies

bull A measure of community engagement amp brandingbull On your profile or via searchtwittercom

Twitter Grader

bull Inputs include followers influence follower influence and patterns of use

Facebook Grader - Business

48

Measure the Impact on Your Funnel

Website Visitors

Customers

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

Visitors Leads Conversion Customers Net Conversion

Twitter 3289 554 17 12 04

Facebook 504 75 15 6 12

Stumbleupon 511 28 5 1 02

52

53

Final Thoughts hellip

20th Century Customers

54

Highly transactional anonymous

21st Century Customers

55

Relationship based they want to go where everybody knows their name

The Challenge Too Many Pieces

56djk on flickr

HubSpot Puts the Pieces Together

57

Connect with usLinkedIn wwwlinkedincominrickburnesTwitter wwwtwittercomrickburnes

More questions Post them here httpinboundorg

Thank YouSign up for a free trial of HubSpotwwwhubspotcomtrial

  • How Businesses Are Marketing With Facebook amp Twitter
  • Agenda
  • Whatrsquos HubSpot
  • Traditional Marketing (Outbound)
  • Marketing Today (Inbound)
  • Slide Number 6
  • Slide Number 7
  • Itrsquos an Ecosystem
  • Is Social Media Like Cotton Candy
  • No Itrsquos Like Whole Wheat Bread
  • It Drives Leads
  • How to Succeed With Social Media
  • Not Sold on Facebook or Twitter
  • Agenda
  • Facebook Momentum
  • How Businesses Participate Pages
  • What Makes Great Facebook Pages
  • What Are Your Neighbors Up To
  • Donrsquot Focus Too Much on Your Industry
  • Tip Be a Fan of Facebook Marketing
  • Case Study 1 MailChimp
  • MailChimp Uses Notes amp Photos
  • Case Study 2 All Things Jeep
  • 272 Photos Contributed by Users
  • Case Study 3 Nicholas Kristof
  • Context Provided for Each Link
  • Agenda
  • Twitter Growth Is Slowing
  • Now a More Mature Service
  • More Followers on Average
  • Following More on Average
  • More Updates on Average
  • Same Goes for HubSpot Customers
  • Case Study 3 HubSpot
  • Case Study 2 Ken Lauher
  • Case Study 3 Webinetry
  • Key to Success Content
  • Blogging Increases Twitter Reach gt75
  • Links to Blog = Links to Landing Pages
  • What to Publish
  • A Word of Caution
  • What Gets Shared
  • Agenda
  • Follower Count
  • replies
  • Twitter Grader
  • Facebook Grader - Business
  • Slide Number 48
  • How to Track Your Funnel
  • How to Track Your Funnel
  • How to Track Your Funnel
  • Why Tracking Via Channels Is Critical
  • Slide Number 53
  • 20th Century Customers
  • 21st Century Customers
  • The Challenge Too Many Pieces
  • HubSpot Puts the Pieces Together
  • Slide Number 58
Page 28: How Businesses Are Marketing with Facebook & Twitter

Twitter Growth Is Slowing

28

Now a More Mature Service

29

Image Wikipedia

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 gt75

38

Links to Blog = Links to Landing Pages

39

Potential for Lead Gen

No Potential for Lead Gen

What to Publish

bull Blogbull Podcastbull Videosbull Photosbull Presentationsbull eBooksbull News Releases

40

A Word of Caution

bull Donrsquot Tweet too much about your product NOBODY CARES

bull Create content thatrsquos useful and interesting to your target personas

What Gets Shared

42

Rarely Shared

FrequentlyShared

bull Product infobull Free trialsbull Software documentation

bull New databull Funny videosbull Top-notch blog posts

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

43

Follower Count

bull A measure of your raw distribution power

replies

bull A measure of community engagement amp brandingbull On your profile or via searchtwittercom

Twitter Grader

bull Inputs include followers influence follower influence and patterns of use

Facebook Grader - Business

48

Measure the Impact on Your Funnel

Website Visitors

Customers

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

Visitors Leads Conversion Customers Net Conversion

Twitter 3289 554 17 12 04

Facebook 504 75 15 6 12

Stumbleupon 511 28 5 1 02

52

53

Final Thoughts hellip

20th Century Customers

54

Highly transactional anonymous

21st Century Customers

55

Relationship based they want to go where everybody knows their name

The Challenge Too Many Pieces

56djk on flickr

HubSpot Puts the Pieces Together

57

Connect with usLinkedIn wwwlinkedincominrickburnesTwitter wwwtwittercomrickburnes

More questions Post them here httpinboundorg

Thank YouSign up for a free trial of HubSpotwwwhubspotcomtrial

  • How Businesses Are Marketing With Facebook amp Twitter
  • Agenda
  • Whatrsquos HubSpot
  • Traditional Marketing (Outbound)
  • Marketing Today (Inbound)
  • Slide Number 6
  • Slide Number 7
  • Itrsquos an Ecosystem
  • Is Social Media Like Cotton Candy
  • No Itrsquos Like Whole Wheat Bread
  • It Drives Leads
  • How to Succeed With Social Media
  • Not Sold on Facebook or Twitter
  • Agenda
  • Facebook Momentum
  • How Businesses Participate Pages
  • What Makes Great Facebook Pages
  • What Are Your Neighbors Up To
  • Donrsquot Focus Too Much on Your Industry
  • Tip Be a Fan of Facebook Marketing
  • Case Study 1 MailChimp
  • MailChimp Uses Notes amp Photos
  • Case Study 2 All Things Jeep
  • 272 Photos Contributed by Users
  • Case Study 3 Nicholas Kristof
  • Context Provided for Each Link
  • Agenda
  • Twitter Growth Is Slowing
  • Now a More Mature Service
  • More Followers on Average
  • Following More on Average
  • More Updates on Average
  • Same Goes for HubSpot Customers
  • Case Study 3 HubSpot
  • Case Study 2 Ken Lauher
  • Case Study 3 Webinetry
  • Key to Success Content
  • Blogging Increases Twitter Reach gt75
  • Links to Blog = Links to Landing Pages
  • What to Publish
  • A Word of Caution
  • What Gets Shared
  • Agenda
  • Follower Count
  • replies
  • Twitter Grader
  • Facebook Grader - Business
  • Slide Number 48
  • How to Track Your Funnel
  • How to Track Your Funnel
  • How to Track Your Funnel
  • Why Tracking Via Channels Is Critical
  • Slide Number 53
  • 20th Century Customers
  • 21st Century Customers
  • The Challenge Too Many Pieces
  • HubSpot Puts the Pieces Together
  • Slide Number 58
Page 29: How Businesses Are Marketing with Facebook & Twitter

Now a More Mature Service

29

Image Wikipedia

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 gt75

38

Links to Blog = Links to Landing Pages

39

Potential for Lead Gen

No Potential for Lead Gen

What to Publish

bull Blogbull Podcastbull Videosbull Photosbull Presentationsbull eBooksbull News Releases

40

A Word of Caution

bull Donrsquot Tweet too much about your product NOBODY CARES

bull Create content thatrsquos useful and interesting to your target personas

What Gets Shared

42

Rarely Shared

FrequentlyShared

bull Product infobull Free trialsbull Software documentation

bull New databull Funny videosbull Top-notch blog posts

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

43

Follower Count

bull A measure of your raw distribution power

replies

bull A measure of community engagement amp brandingbull On your profile or via searchtwittercom

Twitter Grader

bull Inputs include followers influence follower influence and patterns of use

Facebook Grader - Business

48

Measure the Impact on Your Funnel

Website Visitors

Customers

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

Visitors Leads Conversion Customers Net Conversion

Twitter 3289 554 17 12 04

Facebook 504 75 15 6 12

Stumbleupon 511 28 5 1 02

52

53

Final Thoughts hellip

20th Century Customers

54

Highly transactional anonymous

21st Century Customers

55

Relationship based they want to go where everybody knows their name

The Challenge Too Many Pieces

56djk on flickr

HubSpot Puts the Pieces Together

57

Connect with usLinkedIn wwwlinkedincominrickburnesTwitter wwwtwittercomrickburnes

More questions Post them here httpinboundorg

Thank YouSign up for a free trial of HubSpotwwwhubspotcomtrial

  • How Businesses Are Marketing With Facebook amp Twitter
  • Agenda
  • Whatrsquos HubSpot
  • Traditional Marketing (Outbound)
  • Marketing Today (Inbound)
  • Slide Number 6
  • Slide Number 7
  • Itrsquos an Ecosystem
  • Is Social Media Like Cotton Candy
  • No Itrsquos Like Whole Wheat Bread
  • It Drives Leads
  • How to Succeed With Social Media
  • Not Sold on Facebook or Twitter
  • Agenda
  • Facebook Momentum
  • How Businesses Participate Pages
  • What Makes Great Facebook Pages
  • What Are Your Neighbors Up To
  • Donrsquot Focus Too Much on Your Industry
  • Tip Be a Fan of Facebook Marketing
  • Case Study 1 MailChimp
  • MailChimp Uses Notes amp Photos
  • Case Study 2 All Things Jeep
  • 272 Photos Contributed by Users
  • Case Study 3 Nicholas Kristof
  • Context Provided for Each Link
  • Agenda
  • Twitter Growth Is Slowing
  • Now a More Mature Service
  • More Followers on Average
  • Following More on Average
  • More Updates on Average
  • Same Goes for HubSpot Customers
  • Case Study 3 HubSpot
  • Case Study 2 Ken Lauher
  • Case Study 3 Webinetry
  • Key to Success Content
  • Blogging Increases Twitter Reach gt75
  • Links to Blog = Links to Landing Pages
  • What to Publish
  • A Word of Caution
  • What Gets Shared
  • Agenda
  • Follower Count
  • replies
  • Twitter Grader
  • Facebook Grader - Business
  • Slide Number 48
  • How to Track Your Funnel
  • How to Track Your Funnel
  • How to Track Your Funnel
  • Why Tracking Via Channels Is Critical
  • Slide Number 53
  • 20th Century Customers
  • 21st Century Customers
  • The Challenge Too Many Pieces
  • HubSpot Puts the Pieces Together
  • Slide Number 58
Page 30: How Businesses Are Marketing with Facebook & Twitter

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 gt75

38

Links to Blog = Links to Landing Pages

39

Potential for Lead Gen

No Potential for Lead Gen

What to Publish

bull Blogbull Podcastbull Videosbull Photosbull Presentationsbull eBooksbull News Releases

40

A Word of Caution

bull Donrsquot Tweet too much about your product NOBODY CARES

bull Create content thatrsquos useful and interesting to your target personas

What Gets Shared

42

Rarely Shared

FrequentlyShared

bull Product infobull Free trialsbull Software documentation

bull New databull Funny videosbull Top-notch blog posts

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

43

Follower Count

bull A measure of your raw distribution power

replies

bull A measure of community engagement amp brandingbull On your profile or via searchtwittercom

Twitter Grader

bull Inputs include followers influence follower influence and patterns of use

Facebook Grader - Business

48

Measure the Impact on Your Funnel

Website Visitors

Customers

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

Visitors Leads Conversion Customers Net Conversion

Twitter 3289 554 17 12 04

Facebook 504 75 15 6 12

Stumbleupon 511 28 5 1 02

52

53

Final Thoughts hellip

20th Century Customers

54

Highly transactional anonymous

21st Century Customers

55

Relationship based they want to go where everybody knows their name

The Challenge Too Many Pieces

56djk on flickr

HubSpot Puts the Pieces Together

57

Connect with usLinkedIn wwwlinkedincominrickburnesTwitter wwwtwittercomrickburnes

More questions Post them here httpinboundorg

Thank YouSign up for a free trial of HubSpotwwwhubspotcomtrial

  • How Businesses Are Marketing With Facebook amp Twitter
  • Agenda
  • Whatrsquos HubSpot
  • Traditional Marketing (Outbound)
  • Marketing Today (Inbound)
  • Slide Number 6
  • Slide Number 7
  • Itrsquos an Ecosystem
  • Is Social Media Like Cotton Candy
  • No Itrsquos Like Whole Wheat Bread
  • It Drives Leads
  • How to Succeed With Social Media
  • Not Sold on Facebook or Twitter
  • Agenda
  • Facebook Momentum
  • How Businesses Participate Pages
  • What Makes Great Facebook Pages
  • What Are Your Neighbors Up To
  • Donrsquot Focus Too Much on Your Industry
  • Tip Be a Fan of Facebook Marketing
  • Case Study 1 MailChimp
  • MailChimp Uses Notes amp Photos
  • Case Study 2 All Things Jeep
  • 272 Photos Contributed by Users
  • Case Study 3 Nicholas Kristof
  • Context Provided for Each Link
  • Agenda
  • Twitter Growth Is Slowing
  • Now a More Mature Service
  • More Followers on Average
  • Following More on Average
  • More Updates on Average
  • Same Goes for HubSpot Customers
  • Case Study 3 HubSpot
  • Case Study 2 Ken Lauher
  • Case Study 3 Webinetry
  • Key to Success Content
  • Blogging Increases Twitter Reach gt75
  • Links to Blog = Links to Landing Pages
  • What to Publish
  • A Word of Caution
  • What Gets Shared
  • Agenda
  • Follower Count
  • replies
  • Twitter Grader
  • Facebook Grader - Business
  • Slide Number 48
  • How to Track Your Funnel
  • How to Track Your Funnel
  • How to Track Your Funnel
  • Why Tracking Via Channels Is Critical
  • Slide Number 53
  • 20th Century Customers
  • 21st Century Customers
  • The Challenge Too Many Pieces
  • HubSpot Puts the Pieces Together
  • Slide Number 58
Page 31: How Businesses Are Marketing with Facebook & Twitter

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 gt75

38

Links to Blog = Links to Landing Pages

39

Potential for Lead Gen

No Potential for Lead Gen

What to Publish

bull Blogbull Podcastbull Videosbull Photosbull Presentationsbull eBooksbull News Releases

40

A Word of Caution

bull Donrsquot Tweet too much about your product NOBODY CARES

bull Create content thatrsquos useful and interesting to your target personas

What Gets Shared

42

Rarely Shared

FrequentlyShared

bull Product infobull Free trialsbull Software documentation

bull New databull Funny videosbull Top-notch blog posts

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

43

Follower Count

bull A measure of your raw distribution power

replies

bull A measure of community engagement amp brandingbull On your profile or via searchtwittercom

Twitter Grader

bull Inputs include followers influence follower influence and patterns of use

Facebook Grader - Business

48

Measure the Impact on Your Funnel

Website Visitors

Customers

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

Visitors Leads Conversion Customers Net Conversion

Twitter 3289 554 17 12 04

Facebook 504 75 15 6 12

Stumbleupon 511 28 5 1 02

52

53

Final Thoughts hellip

20th Century Customers

54

Highly transactional anonymous

21st Century Customers

55

Relationship based they want to go where everybody knows their name

The Challenge Too Many Pieces

56djk on flickr

HubSpot Puts the Pieces Together

57

Connect with usLinkedIn wwwlinkedincominrickburnesTwitter wwwtwittercomrickburnes

More questions Post them here httpinboundorg

Thank YouSign up for a free trial of HubSpotwwwhubspotcomtrial

  • How Businesses Are Marketing With Facebook amp Twitter
  • Agenda
  • Whatrsquos HubSpot
  • Traditional Marketing (Outbound)
  • Marketing Today (Inbound)
  • Slide Number 6
  • Slide Number 7
  • Itrsquos an Ecosystem
  • Is Social Media Like Cotton Candy
  • No Itrsquos Like Whole Wheat Bread
  • It Drives Leads
  • How to Succeed With Social Media
  • Not Sold on Facebook or Twitter
  • Agenda
  • Facebook Momentum
  • How Businesses Participate Pages
  • What Makes Great Facebook Pages
  • What Are Your Neighbors Up To
  • Donrsquot Focus Too Much on Your Industry
  • Tip Be a Fan of Facebook Marketing
  • Case Study 1 MailChimp
  • MailChimp Uses Notes amp Photos
  • Case Study 2 All Things Jeep
  • 272 Photos Contributed by Users
  • Case Study 3 Nicholas Kristof
  • Context Provided for Each Link
  • Agenda
  • Twitter Growth Is Slowing
  • Now a More Mature Service
  • More Followers on Average
  • Following More on Average
  • More Updates on Average
  • Same Goes for HubSpot Customers
  • Case Study 3 HubSpot
  • Case Study 2 Ken Lauher
  • Case Study 3 Webinetry
  • Key to Success Content
  • Blogging Increases Twitter Reach gt75
  • Links to Blog = Links to Landing Pages
  • What to Publish
  • A Word of Caution
  • What Gets Shared
  • Agenda
  • Follower Count
  • replies
  • Twitter Grader
  • Facebook Grader - Business
  • Slide Number 48
  • How to Track Your Funnel
  • How to Track Your Funnel
  • How to Track Your Funnel
  • Why Tracking Via Channels Is Critical
  • Slide Number 53
  • 20th Century Customers
  • 21st Century Customers
  • The Challenge Too Many Pieces
  • HubSpot Puts the Pieces Together
  • Slide Number 58
Page 32: How Businesses Are Marketing with Facebook & Twitter

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 gt75

38

Links to Blog = Links to Landing Pages

39

Potential for Lead Gen

No Potential for Lead Gen

What to Publish

bull Blogbull Podcastbull Videosbull Photosbull Presentationsbull eBooksbull News Releases

40

A Word of Caution

bull Donrsquot Tweet too much about your product NOBODY CARES

bull Create content thatrsquos useful and interesting to your target personas

What Gets Shared

42

Rarely Shared

FrequentlyShared

bull Product infobull Free trialsbull Software documentation

bull New databull Funny videosbull Top-notch blog posts

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

43

Follower Count

bull A measure of your raw distribution power

replies

bull A measure of community engagement amp brandingbull On your profile or via searchtwittercom

Twitter Grader

bull Inputs include followers influence follower influence and patterns of use

Facebook Grader - Business

48

Measure the Impact on Your Funnel

Website Visitors

Customers

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

Visitors Leads Conversion Customers Net Conversion

Twitter 3289 554 17 12 04

Facebook 504 75 15 6 12

Stumbleupon 511 28 5 1 02

52

53

Final Thoughts hellip

20th Century Customers

54

Highly transactional anonymous

21st Century Customers

55

Relationship based they want to go where everybody knows their name

The Challenge Too Many Pieces

56djk on flickr

HubSpot Puts the Pieces Together

57

Connect with usLinkedIn wwwlinkedincominrickburnesTwitter wwwtwittercomrickburnes

More questions Post them here httpinboundorg

Thank YouSign up for a free trial of HubSpotwwwhubspotcomtrial

  • How Businesses Are Marketing With Facebook amp Twitter
  • Agenda
  • Whatrsquos HubSpot
  • Traditional Marketing (Outbound)
  • Marketing Today (Inbound)
  • Slide Number 6
  • Slide Number 7
  • Itrsquos an Ecosystem
  • Is Social Media Like Cotton Candy
  • No Itrsquos Like Whole Wheat Bread
  • It Drives Leads
  • How to Succeed With Social Media
  • Not Sold on Facebook or Twitter
  • Agenda
  • Facebook Momentum
  • How Businesses Participate Pages
  • What Makes Great Facebook Pages
  • What Are Your Neighbors Up To
  • Donrsquot Focus Too Much on Your Industry
  • Tip Be a Fan of Facebook Marketing
  • Case Study 1 MailChimp
  • MailChimp Uses Notes amp Photos
  • Case Study 2 All Things Jeep
  • 272 Photos Contributed by Users
  • Case Study 3 Nicholas Kristof
  • Context Provided for Each Link
  • Agenda
  • Twitter Growth Is Slowing
  • Now a More Mature Service
  • More Followers on Average
  • Following More on Average
  • More Updates on Average
  • Same Goes for HubSpot Customers
  • Case Study 3 HubSpot
  • Case Study 2 Ken Lauher
  • Case Study 3 Webinetry
  • Key to Success Content
  • Blogging Increases Twitter Reach gt75
  • Links to Blog = Links to Landing Pages
  • What to Publish
  • A Word of Caution
  • What Gets Shared
  • Agenda
  • Follower Count
  • replies
  • Twitter Grader
  • Facebook Grader - Business
  • Slide Number 48
  • How to Track Your Funnel
  • How to Track Your Funnel
  • How to Track Your Funnel
  • Why Tracking Via Channels Is Critical
  • Slide Number 53
  • 20th Century Customers
  • 21st Century Customers
  • The Challenge Too Many Pieces
  • HubSpot Puts the Pieces Together
  • Slide Number 58
Page 33: How Businesses Are Marketing with Facebook & Twitter

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 gt75

38

Links to Blog = Links to Landing Pages

39

Potential for Lead Gen

No Potential for Lead Gen

What to Publish

bull Blogbull Podcastbull Videosbull Photosbull Presentationsbull eBooksbull News Releases

40

A Word of Caution

bull Donrsquot Tweet too much about your product NOBODY CARES

bull Create content thatrsquos useful and interesting to your target personas

What Gets Shared

42

Rarely Shared

FrequentlyShared

bull Product infobull Free trialsbull Software documentation

bull New databull Funny videosbull Top-notch blog posts

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

43

Follower Count

bull A measure of your raw distribution power

replies

bull A measure of community engagement amp brandingbull On your profile or via searchtwittercom

Twitter Grader

bull Inputs include followers influence follower influence and patterns of use

Facebook Grader - Business

48

Measure the Impact on Your Funnel

Website Visitors

Customers

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

Visitors Leads Conversion Customers Net Conversion

Twitter 3289 554 17 12 04

Facebook 504 75 15 6 12

Stumbleupon 511 28 5 1 02

52

53

Final Thoughts hellip

20th Century Customers

54

Highly transactional anonymous

21st Century Customers

55

Relationship based they want to go where everybody knows their name

The Challenge Too Many Pieces

56djk on flickr

HubSpot Puts the Pieces Together

57

Connect with usLinkedIn wwwlinkedincominrickburnesTwitter wwwtwittercomrickburnes

More questions Post them here httpinboundorg

Thank YouSign up for a free trial of HubSpotwwwhubspotcomtrial

  • How Businesses Are Marketing With Facebook amp Twitter
  • Agenda
  • Whatrsquos HubSpot
  • Traditional Marketing (Outbound)
  • Marketing Today (Inbound)
  • Slide Number 6
  • Slide Number 7
  • Itrsquos an Ecosystem
  • Is Social Media Like Cotton Candy
  • No Itrsquos Like Whole Wheat Bread
  • It Drives Leads
  • How to Succeed With Social Media
  • Not Sold on Facebook or Twitter
  • Agenda
  • Facebook Momentum
  • How Businesses Participate Pages
  • What Makes Great Facebook Pages
  • What Are Your Neighbors Up To
  • Donrsquot Focus Too Much on Your Industry
  • Tip Be a Fan of Facebook Marketing
  • Case Study 1 MailChimp
  • MailChimp Uses Notes amp Photos
  • Case Study 2 All Things Jeep
  • 272 Photos Contributed by Users
  • Case Study 3 Nicholas Kristof
  • Context Provided for Each Link
  • Agenda
  • Twitter Growth Is Slowing
  • Now a More Mature Service
  • More Followers on Average
  • Following More on Average
  • More Updates on Average
  • Same Goes for HubSpot Customers
  • Case Study 3 HubSpot
  • Case Study 2 Ken Lauher
  • Case Study 3 Webinetry
  • Key to Success Content
  • Blogging Increases Twitter Reach gt75
  • Links to Blog = Links to Landing Pages
  • What to Publish
  • A Word of Caution
  • What Gets Shared
  • Agenda
  • Follower Count
  • replies
  • Twitter Grader
  • Facebook Grader - Business
  • Slide Number 48
  • How to Track Your Funnel
  • How to Track Your Funnel
  • How to Track Your Funnel
  • Why Tracking Via Channels Is Critical
  • Slide Number 53
  • 20th Century Customers
  • 21st Century Customers
  • The Challenge Too Many Pieces
  • HubSpot Puts the Pieces Together
  • Slide Number 58
Page 34: How Businesses Are Marketing with Facebook & Twitter

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 gt75

38

Links to Blog = Links to Landing Pages

39

Potential for Lead Gen

No Potential for Lead Gen

What to Publish

bull Blogbull Podcastbull Videosbull Photosbull Presentationsbull eBooksbull News Releases

40

A Word of Caution

bull Donrsquot Tweet too much about your product NOBODY CARES

bull Create content thatrsquos useful and interesting to your target personas

What Gets Shared

42

Rarely Shared

FrequentlyShared

bull Product infobull Free trialsbull Software documentation

bull New databull Funny videosbull Top-notch blog posts

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

43

Follower Count

bull A measure of your raw distribution power

replies

bull A measure of community engagement amp brandingbull On your profile or via searchtwittercom

Twitter Grader

bull Inputs include followers influence follower influence and patterns of use

Facebook Grader - Business

48

Measure the Impact on Your Funnel

Website Visitors

Customers

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

Visitors Leads Conversion Customers Net Conversion

Twitter 3289 554 17 12 04

Facebook 504 75 15 6 12

Stumbleupon 511 28 5 1 02

52

53

Final Thoughts hellip

20th Century Customers

54

Highly transactional anonymous

21st Century Customers

55

Relationship based they want to go where everybody knows their name

The Challenge Too Many Pieces

56djk on flickr

HubSpot Puts the Pieces Together

57

Connect with usLinkedIn wwwlinkedincominrickburnesTwitter wwwtwittercomrickburnes

More questions Post them here httpinboundorg

Thank YouSign up for a free trial of HubSpotwwwhubspotcomtrial

  • How Businesses Are Marketing With Facebook amp Twitter
  • Agenda
  • Whatrsquos HubSpot
  • Traditional Marketing (Outbound)
  • Marketing Today (Inbound)
  • Slide Number 6
  • Slide Number 7
  • Itrsquos an Ecosystem
  • Is Social Media Like Cotton Candy
  • No Itrsquos Like Whole Wheat Bread
  • It Drives Leads
  • How to Succeed With Social Media
  • Not Sold on Facebook or Twitter
  • Agenda
  • Facebook Momentum
  • How Businesses Participate Pages
  • What Makes Great Facebook Pages
  • What Are Your Neighbors Up To
  • Donrsquot Focus Too Much on Your Industry
  • Tip Be a Fan of Facebook Marketing
  • Case Study 1 MailChimp
  • MailChimp Uses Notes amp Photos
  • Case Study 2 All Things Jeep
  • 272 Photos Contributed by Users
  • Case Study 3 Nicholas Kristof
  • Context Provided for Each Link
  • Agenda
  • Twitter Growth Is Slowing
  • Now a More Mature Service
  • More Followers on Average
  • Following More on Average
  • More Updates on Average
  • Same Goes for HubSpot Customers
  • Case Study 3 HubSpot
  • Case Study 2 Ken Lauher
  • Case Study 3 Webinetry
  • Key to Success Content
  • Blogging Increases Twitter Reach gt75
  • Links to Blog = Links to Landing Pages
  • What to Publish
  • A Word of Caution
  • What Gets Shared
  • Agenda
  • Follower Count
  • replies
  • Twitter Grader
  • Facebook Grader - Business
  • Slide Number 48
  • How to Track Your Funnel
  • How to Track Your Funnel
  • How to Track Your Funnel
  • Why Tracking Via Channels Is Critical
  • Slide Number 53
  • 20th Century Customers
  • 21st Century Customers
  • The Challenge Too Many Pieces
  • HubSpot Puts the Pieces Together
  • Slide Number 58
Page 35: How Businesses Are Marketing with Facebook & Twitter

Case Study 2 Ken Lauher

35

Case Study 3 Webinetry

36

Key to Success Content

37

Blogging Increases Twitter Reach gt75

38

Links to Blog = Links to Landing Pages

39

Potential for Lead Gen

No Potential for Lead Gen

What to Publish

bull Blogbull Podcastbull Videosbull Photosbull Presentationsbull eBooksbull News Releases

40

A Word of Caution

bull Donrsquot Tweet too much about your product NOBODY CARES

bull Create content thatrsquos useful and interesting to your target personas

What Gets Shared

42

Rarely Shared

FrequentlyShared

bull Product infobull Free trialsbull Software documentation

bull New databull Funny videosbull Top-notch blog posts

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

43

Follower Count

bull A measure of your raw distribution power

replies

bull A measure of community engagement amp brandingbull On your profile or via searchtwittercom

Twitter Grader

bull Inputs include followers influence follower influence and patterns of use

Facebook Grader - Business

48

Measure the Impact on Your Funnel

Website Visitors

Customers

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

Visitors Leads Conversion Customers Net Conversion

Twitter 3289 554 17 12 04

Facebook 504 75 15 6 12

Stumbleupon 511 28 5 1 02

52

53

Final Thoughts hellip

20th Century Customers

54

Highly transactional anonymous

21st Century Customers

55

Relationship based they want to go where everybody knows their name

The Challenge Too Many Pieces

56djk on flickr

HubSpot Puts the Pieces Together

57

Connect with usLinkedIn wwwlinkedincominrickburnesTwitter wwwtwittercomrickburnes

More questions Post them here httpinboundorg

Thank YouSign up for a free trial of HubSpotwwwhubspotcomtrial

  • How Businesses Are Marketing With Facebook amp Twitter
  • Agenda
  • Whatrsquos HubSpot
  • Traditional Marketing (Outbound)
  • Marketing Today (Inbound)
  • Slide Number 6
  • Slide Number 7
  • Itrsquos an Ecosystem
  • Is Social Media Like Cotton Candy
  • No Itrsquos Like Whole Wheat Bread
  • It Drives Leads
  • How to Succeed With Social Media
  • Not Sold on Facebook or Twitter
  • Agenda
  • Facebook Momentum
  • How Businesses Participate Pages
  • What Makes Great Facebook Pages
  • What Are Your Neighbors Up To
  • Donrsquot Focus Too Much on Your Industry
  • Tip Be a Fan of Facebook Marketing
  • Case Study 1 MailChimp
  • MailChimp Uses Notes amp Photos
  • Case Study 2 All Things Jeep
  • 272 Photos Contributed by Users
  • Case Study 3 Nicholas Kristof
  • Context Provided for Each Link
  • Agenda
  • Twitter Growth Is Slowing
  • Now a More Mature Service
  • More Followers on Average
  • Following More on Average
  • More Updates on Average
  • Same Goes for HubSpot Customers
  • Case Study 3 HubSpot
  • Case Study 2 Ken Lauher
  • Case Study 3 Webinetry
  • Key to Success Content
  • Blogging Increases Twitter Reach gt75
  • Links to Blog = Links to Landing Pages
  • What to Publish
  • A Word of Caution
  • What Gets Shared
  • Agenda
  • Follower Count
  • replies
  • Twitter Grader
  • Facebook Grader - Business
  • Slide Number 48
  • How to Track Your Funnel
  • How to Track Your Funnel
  • How to Track Your Funnel
  • Why Tracking Via Channels Is Critical
  • Slide Number 53
  • 20th Century Customers
  • 21st Century Customers
  • The Challenge Too Many Pieces
  • HubSpot Puts the Pieces Together
  • Slide Number 58
Page 36: How Businesses Are Marketing with Facebook & Twitter

Case Study 3 Webinetry

36

Key to Success Content

37

Blogging Increases Twitter Reach gt75

38

Links to Blog = Links to Landing Pages

39

Potential for Lead Gen

No Potential for Lead Gen

What to Publish

bull Blogbull Podcastbull Videosbull Photosbull Presentationsbull eBooksbull News Releases

40

A Word of Caution

bull Donrsquot Tweet too much about your product NOBODY CARES

bull Create content thatrsquos useful and interesting to your target personas

What Gets Shared

42

Rarely Shared

FrequentlyShared

bull Product infobull Free trialsbull Software documentation

bull New databull Funny videosbull Top-notch blog posts

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

43

Follower Count

bull A measure of your raw distribution power

replies

bull A measure of community engagement amp brandingbull On your profile or via searchtwittercom

Twitter Grader

bull Inputs include followers influence follower influence and patterns of use

Facebook Grader - Business

48

Measure the Impact on Your Funnel

Website Visitors

Customers

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

Visitors Leads Conversion Customers Net Conversion

Twitter 3289 554 17 12 04

Facebook 504 75 15 6 12

Stumbleupon 511 28 5 1 02

52

53

Final Thoughts hellip

20th Century Customers

54

Highly transactional anonymous

21st Century Customers

55

Relationship based they want to go where everybody knows their name

The Challenge Too Many Pieces

56djk on flickr

HubSpot Puts the Pieces Together

57

Connect with usLinkedIn wwwlinkedincominrickburnesTwitter wwwtwittercomrickburnes

More questions Post them here httpinboundorg

Thank YouSign up for a free trial of HubSpotwwwhubspotcomtrial

  • How Businesses Are Marketing With Facebook amp Twitter
  • Agenda
  • Whatrsquos HubSpot
  • Traditional Marketing (Outbound)
  • Marketing Today (Inbound)
  • Slide Number 6
  • Slide Number 7
  • Itrsquos an Ecosystem
  • Is Social Media Like Cotton Candy
  • No Itrsquos Like Whole Wheat Bread
  • It Drives Leads
  • How to Succeed With Social Media
  • Not Sold on Facebook or Twitter
  • Agenda
  • Facebook Momentum
  • How Businesses Participate Pages
  • What Makes Great Facebook Pages
  • What Are Your Neighbors Up To
  • Donrsquot Focus Too Much on Your Industry
  • Tip Be a Fan of Facebook Marketing
  • Case Study 1 MailChimp
  • MailChimp Uses Notes amp Photos
  • Case Study 2 All Things Jeep
  • 272 Photos Contributed by Users
  • Case Study 3 Nicholas Kristof
  • Context Provided for Each Link
  • Agenda
  • Twitter Growth Is Slowing
  • Now a More Mature Service
  • More Followers on Average
  • Following More on Average
  • More Updates on Average
  • Same Goes for HubSpot Customers
  • Case Study 3 HubSpot
  • Case Study 2 Ken Lauher
  • Case Study 3 Webinetry
  • Key to Success Content
  • Blogging Increases Twitter Reach gt75
  • Links to Blog = Links to Landing Pages
  • What to Publish
  • A Word of Caution
  • What Gets Shared
  • Agenda
  • Follower Count
  • replies
  • Twitter Grader
  • Facebook Grader - Business
  • Slide Number 48
  • How to Track Your Funnel
  • How to Track Your Funnel
  • How to Track Your Funnel
  • Why Tracking Via Channels Is Critical
  • Slide Number 53
  • 20th Century Customers
  • 21st Century Customers
  • The Challenge Too Many Pieces
  • HubSpot Puts the Pieces Together
  • Slide Number 58
Page 37: How Businesses Are Marketing with Facebook & Twitter

Key to Success Content

37

Blogging Increases Twitter Reach gt75

38

Links to Blog = Links to Landing Pages

39

Potential for Lead Gen

No Potential for Lead Gen

What to Publish

bull Blogbull Podcastbull Videosbull Photosbull Presentationsbull eBooksbull News Releases

40

A Word of Caution

bull Donrsquot Tweet too much about your product NOBODY CARES

bull Create content thatrsquos useful and interesting to your target personas

What Gets Shared

42

Rarely Shared

FrequentlyShared

bull Product infobull Free trialsbull Software documentation

bull New databull Funny videosbull Top-notch blog posts

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

43

Follower Count

bull A measure of your raw distribution power

replies

bull A measure of community engagement amp brandingbull On your profile or via searchtwittercom

Twitter Grader

bull Inputs include followers influence follower influence and patterns of use

Facebook Grader - Business

48

Measure the Impact on Your Funnel

Website Visitors

Customers

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

Visitors Leads Conversion Customers Net Conversion

Twitter 3289 554 17 12 04

Facebook 504 75 15 6 12

Stumbleupon 511 28 5 1 02

52

53

Final Thoughts hellip

20th Century Customers

54

Highly transactional anonymous

21st Century Customers

55

Relationship based they want to go where everybody knows their name

The Challenge Too Many Pieces

56djk on flickr

HubSpot Puts the Pieces Together

57

Connect with usLinkedIn wwwlinkedincominrickburnesTwitter wwwtwittercomrickburnes

More questions Post them here httpinboundorg

Thank YouSign up for a free trial of HubSpotwwwhubspotcomtrial

  • How Businesses Are Marketing With Facebook amp Twitter
  • Agenda
  • Whatrsquos HubSpot
  • Traditional Marketing (Outbound)
  • Marketing Today (Inbound)
  • Slide Number 6
  • Slide Number 7
  • Itrsquos an Ecosystem
  • Is Social Media Like Cotton Candy
  • No Itrsquos Like Whole Wheat Bread
  • It Drives Leads
  • How to Succeed With Social Media
  • Not Sold on Facebook or Twitter
  • Agenda
  • Facebook Momentum
  • How Businesses Participate Pages
  • What Makes Great Facebook Pages
  • What Are Your Neighbors Up To
  • Donrsquot Focus Too Much on Your Industry
  • Tip Be a Fan of Facebook Marketing
  • Case Study 1 MailChimp
  • MailChimp Uses Notes amp Photos
  • Case Study 2 All Things Jeep
  • 272 Photos Contributed by Users
  • Case Study 3 Nicholas Kristof
  • Context Provided for Each Link
  • Agenda
  • Twitter Growth Is Slowing
  • Now a More Mature Service
  • More Followers on Average
  • Following More on Average
  • More Updates on Average
  • Same Goes for HubSpot Customers
  • Case Study 3 HubSpot
  • Case Study 2 Ken Lauher
  • Case Study 3 Webinetry
  • Key to Success Content
  • Blogging Increases Twitter Reach gt75
  • Links to Blog = Links to Landing Pages
  • What to Publish
  • A Word of Caution
  • What Gets Shared
  • Agenda
  • Follower Count
  • replies
  • Twitter Grader
  • Facebook Grader - Business
  • Slide Number 48
  • How to Track Your Funnel
  • How to Track Your Funnel
  • How to Track Your Funnel
  • Why Tracking Via Channels Is Critical
  • Slide Number 53
  • 20th Century Customers
  • 21st Century Customers
  • The Challenge Too Many Pieces
  • HubSpot Puts the Pieces Together
  • Slide Number 58
Page 38: How Businesses Are Marketing with Facebook & Twitter

Blogging Increases Twitter Reach gt75

38

Links to Blog = Links to Landing Pages

39

Potential for Lead Gen

No Potential for Lead Gen

What to Publish

bull Blogbull Podcastbull Videosbull Photosbull Presentationsbull eBooksbull News Releases

40

A Word of Caution

bull Donrsquot Tweet too much about your product NOBODY CARES

bull Create content thatrsquos useful and interesting to your target personas

What Gets Shared

42

Rarely Shared

FrequentlyShared

bull Product infobull Free trialsbull Software documentation

bull New databull Funny videosbull Top-notch blog posts

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

43

Follower Count

bull A measure of your raw distribution power

replies

bull A measure of community engagement amp brandingbull On your profile or via searchtwittercom

Twitter Grader

bull Inputs include followers influence follower influence and patterns of use

Facebook Grader - Business

48

Measure the Impact on Your Funnel

Website Visitors

Customers

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

Visitors Leads Conversion Customers Net Conversion

Twitter 3289 554 17 12 04

Facebook 504 75 15 6 12

Stumbleupon 511 28 5 1 02

52

53

Final Thoughts hellip

20th Century Customers

54

Highly transactional anonymous

21st Century Customers

55

Relationship based they want to go where everybody knows their name

The Challenge Too Many Pieces

56djk on flickr

HubSpot Puts the Pieces Together

57

Connect with usLinkedIn wwwlinkedincominrickburnesTwitter wwwtwittercomrickburnes

More questions Post them here httpinboundorg

Thank YouSign up for a free trial of HubSpotwwwhubspotcomtrial

  • How Businesses Are Marketing With Facebook amp Twitter
  • Agenda
  • Whatrsquos HubSpot
  • Traditional Marketing (Outbound)
  • Marketing Today (Inbound)
  • Slide Number 6
  • Slide Number 7
  • Itrsquos an Ecosystem
  • Is Social Media Like Cotton Candy
  • No Itrsquos Like Whole Wheat Bread
  • It Drives Leads
  • How to Succeed With Social Media
  • Not Sold on Facebook or Twitter
  • Agenda
  • Facebook Momentum
  • How Businesses Participate Pages
  • What Makes Great Facebook Pages
  • What Are Your Neighbors Up To
  • Donrsquot Focus Too Much on Your Industry
  • Tip Be a Fan of Facebook Marketing
  • Case Study 1 MailChimp
  • MailChimp Uses Notes amp Photos
  • Case Study 2 All Things Jeep
  • 272 Photos Contributed by Users
  • Case Study 3 Nicholas Kristof
  • Context Provided for Each Link
  • Agenda
  • Twitter Growth Is Slowing
  • Now a More Mature Service
  • More Followers on Average
  • Following More on Average
  • More Updates on Average
  • Same Goes for HubSpot Customers
  • Case Study 3 HubSpot
  • Case Study 2 Ken Lauher
  • Case Study 3 Webinetry
  • Key to Success Content
  • Blogging Increases Twitter Reach gt75
  • Links to Blog = Links to Landing Pages
  • What to Publish
  • A Word of Caution
  • What Gets Shared
  • Agenda
  • Follower Count
  • replies
  • Twitter Grader
  • Facebook Grader - Business
  • Slide Number 48
  • How to Track Your Funnel
  • How to Track Your Funnel
  • How to Track Your Funnel
  • Why Tracking Via Channels Is Critical
  • Slide Number 53
  • 20th Century Customers
  • 21st Century Customers
  • The Challenge Too Many Pieces
  • HubSpot Puts the Pieces Together
  • Slide Number 58
Page 39: How Businesses Are Marketing with Facebook & Twitter

Links to Blog = Links to Landing Pages

39

Potential for Lead Gen

No Potential for Lead Gen

What to Publish

bull Blogbull Podcastbull Videosbull Photosbull Presentationsbull eBooksbull News Releases

40

A Word of Caution

bull Donrsquot Tweet too much about your product NOBODY CARES

bull Create content thatrsquos useful and interesting to your target personas

What Gets Shared

42

Rarely Shared

FrequentlyShared

bull Product infobull Free trialsbull Software documentation

bull New databull Funny videosbull Top-notch blog posts

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

43

Follower Count

bull A measure of your raw distribution power

replies

bull A measure of community engagement amp brandingbull On your profile or via searchtwittercom

Twitter Grader

bull Inputs include followers influence follower influence and patterns of use

Facebook Grader - Business

48

Measure the Impact on Your Funnel

Website Visitors

Customers

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

Visitors Leads Conversion Customers Net Conversion

Twitter 3289 554 17 12 04

Facebook 504 75 15 6 12

Stumbleupon 511 28 5 1 02

52

53

Final Thoughts hellip

20th Century Customers

54

Highly transactional anonymous

21st Century Customers

55

Relationship based they want to go where everybody knows their name

The Challenge Too Many Pieces

56djk on flickr

HubSpot Puts the Pieces Together

57

Connect with usLinkedIn wwwlinkedincominrickburnesTwitter wwwtwittercomrickburnes

More questions Post them here httpinboundorg

Thank YouSign up for a free trial of HubSpotwwwhubspotcomtrial

  • How Businesses Are Marketing With Facebook amp Twitter
  • Agenda
  • Whatrsquos HubSpot
  • Traditional Marketing (Outbound)
  • Marketing Today (Inbound)
  • Slide Number 6
  • Slide Number 7
  • Itrsquos an Ecosystem
  • Is Social Media Like Cotton Candy
  • No Itrsquos Like Whole Wheat Bread
  • It Drives Leads
  • How to Succeed With Social Media
  • Not Sold on Facebook or Twitter
  • Agenda
  • Facebook Momentum
  • How Businesses Participate Pages
  • What Makes Great Facebook Pages
  • What Are Your Neighbors Up To
  • Donrsquot Focus Too Much on Your Industry
  • Tip Be a Fan of Facebook Marketing
  • Case Study 1 MailChimp
  • MailChimp Uses Notes amp Photos
  • Case Study 2 All Things Jeep
  • 272 Photos Contributed by Users
  • Case Study 3 Nicholas Kristof
  • Context Provided for Each Link
  • Agenda
  • Twitter Growth Is Slowing
  • Now a More Mature Service
  • More Followers on Average
  • Following More on Average
  • More Updates on Average
  • Same Goes for HubSpot Customers
  • Case Study 3 HubSpot
  • Case Study 2 Ken Lauher
  • Case Study 3 Webinetry
  • Key to Success Content
  • Blogging Increases Twitter Reach gt75
  • Links to Blog = Links to Landing Pages
  • What to Publish
  • A Word of Caution
  • What Gets Shared
  • Agenda
  • Follower Count
  • replies
  • Twitter Grader
  • Facebook Grader - Business
  • Slide Number 48
  • How to Track Your Funnel
  • How to Track Your Funnel
  • How to Track Your Funnel
  • Why Tracking Via Channels Is Critical
  • Slide Number 53
  • 20th Century Customers
  • 21st Century Customers
  • The Challenge Too Many Pieces
  • HubSpot Puts the Pieces Together
  • Slide Number 58
Page 40: How Businesses Are Marketing with Facebook & Twitter

What to Publish

bull Blogbull Podcastbull Videosbull Photosbull Presentationsbull eBooksbull News Releases

40

A Word of Caution

bull Donrsquot Tweet too much about your product NOBODY CARES

bull Create content thatrsquos useful and interesting to your target personas

What Gets Shared

42

Rarely Shared

FrequentlyShared

bull Product infobull Free trialsbull Software documentation

bull New databull Funny videosbull Top-notch blog posts

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

43

Follower Count

bull A measure of your raw distribution power

replies

bull A measure of community engagement amp brandingbull On your profile or via searchtwittercom

Twitter Grader

bull Inputs include followers influence follower influence and patterns of use

Facebook Grader - Business

48

Measure the Impact on Your Funnel

Website Visitors

Customers

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

Visitors Leads Conversion Customers Net Conversion

Twitter 3289 554 17 12 04

Facebook 504 75 15 6 12

Stumbleupon 511 28 5 1 02

52

53

Final Thoughts hellip

20th Century Customers

54

Highly transactional anonymous

21st Century Customers

55

Relationship based they want to go where everybody knows their name

The Challenge Too Many Pieces

56djk on flickr

HubSpot Puts the Pieces Together

57

Connect with usLinkedIn wwwlinkedincominrickburnesTwitter wwwtwittercomrickburnes

More questions Post them here httpinboundorg

Thank YouSign up for a free trial of HubSpotwwwhubspotcomtrial

  • How Businesses Are Marketing With Facebook amp Twitter
  • Agenda
  • Whatrsquos HubSpot
  • Traditional Marketing (Outbound)
  • Marketing Today (Inbound)
  • Slide Number 6
  • Slide Number 7
  • Itrsquos an Ecosystem
  • Is Social Media Like Cotton Candy
  • No Itrsquos Like Whole Wheat Bread
  • It Drives Leads
  • How to Succeed With Social Media
  • Not Sold on Facebook or Twitter
  • Agenda
  • Facebook Momentum
  • How Businesses Participate Pages
  • What Makes Great Facebook Pages
  • What Are Your Neighbors Up To
  • Donrsquot Focus Too Much on Your Industry
  • Tip Be a Fan of Facebook Marketing
  • Case Study 1 MailChimp
  • MailChimp Uses Notes amp Photos
  • Case Study 2 All Things Jeep
  • 272 Photos Contributed by Users
  • Case Study 3 Nicholas Kristof
  • Context Provided for Each Link
  • Agenda
  • Twitter Growth Is Slowing
  • Now a More Mature Service
  • More Followers on Average
  • Following More on Average
  • More Updates on Average
  • Same Goes for HubSpot Customers
  • Case Study 3 HubSpot
  • Case Study 2 Ken Lauher
  • Case Study 3 Webinetry
  • Key to Success Content
  • Blogging Increases Twitter Reach gt75
  • Links to Blog = Links to Landing Pages
  • What to Publish
  • A Word of Caution
  • What Gets Shared
  • Agenda
  • Follower Count
  • replies
  • Twitter Grader
  • Facebook Grader - Business
  • Slide Number 48
  • How to Track Your Funnel
  • How to Track Your Funnel
  • How to Track Your Funnel
  • Why Tracking Via Channels Is Critical
  • Slide Number 53
  • 20th Century Customers
  • 21st Century Customers
  • The Challenge Too Many Pieces
  • HubSpot Puts the Pieces Together
  • Slide Number 58
Page 41: How Businesses Are Marketing with Facebook & Twitter

A Word of Caution

bull Donrsquot Tweet too much about your product NOBODY CARES

bull Create content thatrsquos useful and interesting to your target personas

What Gets Shared

42

Rarely Shared

FrequentlyShared

bull Product infobull Free trialsbull Software documentation

bull New databull Funny videosbull Top-notch blog posts

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

43

Follower Count

bull A measure of your raw distribution power

replies

bull A measure of community engagement amp brandingbull On your profile or via searchtwittercom

Twitter Grader

bull Inputs include followers influence follower influence and patterns of use

Facebook Grader - Business

48

Measure the Impact on Your Funnel

Website Visitors

Customers

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

Visitors Leads Conversion Customers Net Conversion

Twitter 3289 554 17 12 04

Facebook 504 75 15 6 12

Stumbleupon 511 28 5 1 02

52

53

Final Thoughts hellip

20th Century Customers

54

Highly transactional anonymous

21st Century Customers

55

Relationship based they want to go where everybody knows their name

The Challenge Too Many Pieces

56djk on flickr

HubSpot Puts the Pieces Together

57

Connect with usLinkedIn wwwlinkedincominrickburnesTwitter wwwtwittercomrickburnes

More questions Post them here httpinboundorg

Thank YouSign up for a free trial of HubSpotwwwhubspotcomtrial

  • How Businesses Are Marketing With Facebook amp Twitter
  • Agenda
  • Whatrsquos HubSpot
  • Traditional Marketing (Outbound)
  • Marketing Today (Inbound)
  • Slide Number 6
  • Slide Number 7
  • Itrsquos an Ecosystem
  • Is Social Media Like Cotton Candy
  • No Itrsquos Like Whole Wheat Bread
  • It Drives Leads
  • How to Succeed With Social Media
  • Not Sold on Facebook or Twitter
  • Agenda
  • Facebook Momentum
  • How Businesses Participate Pages
  • What Makes Great Facebook Pages
  • What Are Your Neighbors Up To
  • Donrsquot Focus Too Much on Your Industry
  • Tip Be a Fan of Facebook Marketing
  • Case Study 1 MailChimp
  • MailChimp Uses Notes amp Photos
  • Case Study 2 All Things Jeep
  • 272 Photos Contributed by Users
  • Case Study 3 Nicholas Kristof
  • Context Provided for Each Link
  • Agenda
  • Twitter Growth Is Slowing
  • Now a More Mature Service
  • More Followers on Average
  • Following More on Average
  • More Updates on Average
  • Same Goes for HubSpot Customers
  • Case Study 3 HubSpot
  • Case Study 2 Ken Lauher
  • Case Study 3 Webinetry
  • Key to Success Content
  • Blogging Increases Twitter Reach gt75
  • Links to Blog = Links to Landing Pages
  • What to Publish
  • A Word of Caution
  • What Gets Shared
  • Agenda
  • Follower Count
  • replies
  • Twitter Grader
  • Facebook Grader - Business
  • Slide Number 48
  • How to Track Your Funnel
  • How to Track Your Funnel
  • How to Track Your Funnel
  • Why Tracking Via Channels Is Critical
  • Slide Number 53
  • 20th Century Customers
  • 21st Century Customers
  • The Challenge Too Many Pieces
  • HubSpot Puts the Pieces Together
  • Slide Number 58
Page 42: How Businesses Are Marketing with Facebook & Twitter

What Gets Shared

42

Rarely Shared

FrequentlyShared

bull Product infobull Free trialsbull Software documentation

bull New databull Funny videosbull Top-notch blog posts

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

43

Follower Count

bull A measure of your raw distribution power

replies

bull A measure of community engagement amp brandingbull On your profile or via searchtwittercom

Twitter Grader

bull Inputs include followers influence follower influence and patterns of use

Facebook Grader - Business

48

Measure the Impact on Your Funnel

Website Visitors

Customers

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

Visitors Leads Conversion Customers Net Conversion

Twitter 3289 554 17 12 04

Facebook 504 75 15 6 12

Stumbleupon 511 28 5 1 02

52

53

Final Thoughts hellip

20th Century Customers

54

Highly transactional anonymous

21st Century Customers

55

Relationship based they want to go where everybody knows their name

The Challenge Too Many Pieces

56djk on flickr

HubSpot Puts the Pieces Together

57

Connect with usLinkedIn wwwlinkedincominrickburnesTwitter wwwtwittercomrickburnes

More questions Post them here httpinboundorg

Thank YouSign up for a free trial of HubSpotwwwhubspotcomtrial

  • How Businesses Are Marketing With Facebook amp Twitter
  • Agenda
  • Whatrsquos HubSpot
  • Traditional Marketing (Outbound)
  • Marketing Today (Inbound)
  • Slide Number 6
  • Slide Number 7
  • Itrsquos an Ecosystem
  • Is Social Media Like Cotton Candy
  • No Itrsquos Like Whole Wheat Bread
  • It Drives Leads
  • How to Succeed With Social Media
  • Not Sold on Facebook or Twitter
  • Agenda
  • Facebook Momentum
  • How Businesses Participate Pages
  • What Makes Great Facebook Pages
  • What Are Your Neighbors Up To
  • Donrsquot Focus Too Much on Your Industry
  • Tip Be a Fan of Facebook Marketing
  • Case Study 1 MailChimp
  • MailChimp Uses Notes amp Photos
  • Case Study 2 All Things Jeep
  • 272 Photos Contributed by Users
  • Case Study 3 Nicholas Kristof
  • Context Provided for Each Link
  • Agenda
  • Twitter Growth Is Slowing
  • Now a More Mature Service
  • More Followers on Average
  • Following More on Average
  • More Updates on Average
  • Same Goes for HubSpot Customers
  • Case Study 3 HubSpot
  • Case Study 2 Ken Lauher
  • Case Study 3 Webinetry
  • Key to Success Content
  • Blogging Increases Twitter Reach gt75
  • Links to Blog = Links to Landing Pages
  • What to Publish
  • A Word of Caution
  • What Gets Shared
  • Agenda
  • Follower Count
  • replies
  • Twitter Grader
  • Facebook Grader - Business
  • Slide Number 48
  • How to Track Your Funnel
  • How to Track Your Funnel
  • How to Track Your Funnel
  • Why Tracking Via Channels Is Critical
  • Slide Number 53
  • 20th Century Customers
  • 21st Century Customers
  • The Challenge Too Many Pieces
  • HubSpot Puts the Pieces Together
  • Slide Number 58
Page 43: How Businesses Are Marketing with Facebook & Twitter

Agenda

I About HubSpot amp Inbound Marketing

II How Businesses Are Using Facebook

III How Businesses Are Using TwitterIVHow to Measure Social Media

43

Follower Count

bull A measure of your raw distribution power

replies

bull A measure of community engagement amp brandingbull On your profile or via searchtwittercom

Twitter Grader

bull Inputs include followers influence follower influence and patterns of use

Facebook Grader - Business

48

Measure the Impact on Your Funnel

Website Visitors

Customers

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

Visitors Leads Conversion Customers Net Conversion

Twitter 3289 554 17 12 04

Facebook 504 75 15 6 12

Stumbleupon 511 28 5 1 02

52

53

Final Thoughts hellip

20th Century Customers

54

Highly transactional anonymous

21st Century Customers

55

Relationship based they want to go where everybody knows their name

The Challenge Too Many Pieces

56djk on flickr

HubSpot Puts the Pieces Together

57

Connect with usLinkedIn wwwlinkedincominrickburnesTwitter wwwtwittercomrickburnes

More questions Post them here httpinboundorg

Thank YouSign up for a free trial of HubSpotwwwhubspotcomtrial

  • How Businesses Are Marketing With Facebook amp Twitter
  • Agenda
  • Whatrsquos HubSpot
  • Traditional Marketing (Outbound)
  • Marketing Today (Inbound)
  • Slide Number 6
  • Slide Number 7
  • Itrsquos an Ecosystem
  • Is Social Media Like Cotton Candy
  • No Itrsquos Like Whole Wheat Bread
  • It Drives Leads
  • How to Succeed With Social Media
  • Not Sold on Facebook or Twitter
  • Agenda
  • Facebook Momentum
  • How Businesses Participate Pages
  • What Makes Great Facebook Pages
  • What Are Your Neighbors Up To
  • Donrsquot Focus Too Much on Your Industry
  • Tip Be a Fan of Facebook Marketing
  • Case Study 1 MailChimp
  • MailChimp Uses Notes amp Photos
  • Case Study 2 All Things Jeep
  • 272 Photos Contributed by Users
  • Case Study 3 Nicholas Kristof
  • Context Provided for Each Link
  • Agenda
  • Twitter Growth Is Slowing
  • Now a More Mature Service
  • More Followers on Average
  • Following More on Average
  • More Updates on Average
  • Same Goes for HubSpot Customers
  • Case Study 3 HubSpot
  • Case Study 2 Ken Lauher
  • Case Study 3 Webinetry
  • Key to Success Content
  • Blogging Increases Twitter Reach gt75
  • Links to Blog = Links to Landing Pages
  • What to Publish
  • A Word of Caution
  • What Gets Shared
  • Agenda
  • Follower Count
  • replies
  • Twitter Grader
  • Facebook Grader - Business
  • Slide Number 48
  • How to Track Your Funnel
  • How to Track Your Funnel
  • How to Track Your Funnel
  • Why Tracking Via Channels Is Critical
  • Slide Number 53
  • 20th Century Customers
  • 21st Century Customers
  • The Challenge Too Many Pieces
  • HubSpot Puts the Pieces Together
  • Slide Number 58
Page 44: How Businesses Are Marketing with Facebook & Twitter

Follower Count

bull A measure of your raw distribution power

replies

bull A measure of community engagement amp brandingbull On your profile or via searchtwittercom

Twitter Grader

bull Inputs include followers influence follower influence and patterns of use

Facebook Grader - Business

48

Measure the Impact on Your Funnel

Website Visitors

Customers

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

Visitors Leads Conversion Customers Net Conversion

Twitter 3289 554 17 12 04

Facebook 504 75 15 6 12

Stumbleupon 511 28 5 1 02

52

53

Final Thoughts hellip

20th Century Customers

54

Highly transactional anonymous

21st Century Customers

55

Relationship based they want to go where everybody knows their name

The Challenge Too Many Pieces

56djk on flickr

HubSpot Puts the Pieces Together

57

Connect with usLinkedIn wwwlinkedincominrickburnesTwitter wwwtwittercomrickburnes

More questions Post them here httpinboundorg

Thank YouSign up for a free trial of HubSpotwwwhubspotcomtrial

  • How Businesses Are Marketing With Facebook amp Twitter
  • Agenda
  • Whatrsquos HubSpot
  • Traditional Marketing (Outbound)
  • Marketing Today (Inbound)
  • Slide Number 6
  • Slide Number 7
  • Itrsquos an Ecosystem
  • Is Social Media Like Cotton Candy
  • No Itrsquos Like Whole Wheat Bread
  • It Drives Leads
  • How to Succeed With Social Media
  • Not Sold on Facebook or Twitter
  • Agenda
  • Facebook Momentum
  • How Businesses Participate Pages
  • What Makes Great Facebook Pages
  • What Are Your Neighbors Up To
  • Donrsquot Focus Too Much on Your Industry
  • Tip Be a Fan of Facebook Marketing
  • Case Study 1 MailChimp
  • MailChimp Uses Notes amp Photos
  • Case Study 2 All Things Jeep
  • 272 Photos Contributed by Users
  • Case Study 3 Nicholas Kristof
  • Context Provided for Each Link
  • Agenda
  • Twitter Growth Is Slowing
  • Now a More Mature Service
  • More Followers on Average
  • Following More on Average
  • More Updates on Average
  • Same Goes for HubSpot Customers
  • Case Study 3 HubSpot
  • Case Study 2 Ken Lauher
  • Case Study 3 Webinetry
  • Key to Success Content
  • Blogging Increases Twitter Reach gt75
  • Links to Blog = Links to Landing Pages
  • What to Publish
  • A Word of Caution
  • What Gets Shared
  • Agenda
  • Follower Count
  • replies
  • Twitter Grader
  • Facebook Grader - Business
  • Slide Number 48
  • How to Track Your Funnel
  • How to Track Your Funnel
  • How to Track Your Funnel
  • Why Tracking Via Channels Is Critical
  • Slide Number 53
  • 20th Century Customers
  • 21st Century Customers
  • The Challenge Too Many Pieces
  • HubSpot Puts the Pieces Together
  • Slide Number 58
Page 45: How Businesses Are Marketing with Facebook & Twitter

replies

bull A measure of community engagement amp brandingbull On your profile or via searchtwittercom

Twitter Grader

bull Inputs include followers influence follower influence and patterns of use

Facebook Grader - Business

48

Measure the Impact on Your Funnel

Website Visitors

Customers

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

Visitors Leads Conversion Customers Net Conversion

Twitter 3289 554 17 12 04

Facebook 504 75 15 6 12

Stumbleupon 511 28 5 1 02

52

53

Final Thoughts hellip

20th Century Customers

54

Highly transactional anonymous

21st Century Customers

55

Relationship based they want to go where everybody knows their name

The Challenge Too Many Pieces

56djk on flickr

HubSpot Puts the Pieces Together

57

Connect with usLinkedIn wwwlinkedincominrickburnesTwitter wwwtwittercomrickburnes

More questions Post them here httpinboundorg

Thank YouSign up for a free trial of HubSpotwwwhubspotcomtrial

  • How Businesses Are Marketing With Facebook amp Twitter
  • Agenda
  • Whatrsquos HubSpot
  • Traditional Marketing (Outbound)
  • Marketing Today (Inbound)
  • Slide Number 6
  • Slide Number 7
  • Itrsquos an Ecosystem
  • Is Social Media Like Cotton Candy
  • No Itrsquos Like Whole Wheat Bread
  • It Drives Leads
  • How to Succeed With Social Media
  • Not Sold on Facebook or Twitter
  • Agenda
  • Facebook Momentum
  • How Businesses Participate Pages
  • What Makes Great Facebook Pages
  • What Are Your Neighbors Up To
  • Donrsquot Focus Too Much on Your Industry
  • Tip Be a Fan of Facebook Marketing
  • Case Study 1 MailChimp
  • MailChimp Uses Notes amp Photos
  • Case Study 2 All Things Jeep
  • 272 Photos Contributed by Users
  • Case Study 3 Nicholas Kristof
  • Context Provided for Each Link
  • Agenda
  • Twitter Growth Is Slowing
  • Now a More Mature Service
  • More Followers on Average
  • Following More on Average
  • More Updates on Average
  • Same Goes for HubSpot Customers
  • Case Study 3 HubSpot
  • Case Study 2 Ken Lauher
  • Case Study 3 Webinetry
  • Key to Success Content
  • Blogging Increases Twitter Reach gt75
  • Links to Blog = Links to Landing Pages
  • What to Publish
  • A Word of Caution
  • What Gets Shared
  • Agenda
  • Follower Count
  • replies
  • Twitter Grader
  • Facebook Grader - Business
  • Slide Number 48
  • How to Track Your Funnel
  • How to Track Your Funnel
  • How to Track Your Funnel
  • Why Tracking Via Channels Is Critical
  • Slide Number 53
  • 20th Century Customers
  • 21st Century Customers
  • The Challenge Too Many Pieces
  • HubSpot Puts the Pieces Together
  • Slide Number 58
Page 46: How Businesses Are Marketing with Facebook & Twitter

Twitter Grader

bull Inputs include followers influence follower influence and patterns of use

Facebook Grader - Business

48

Measure the Impact on Your Funnel

Website Visitors

Customers

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

Visitors Leads Conversion Customers Net Conversion

Twitter 3289 554 17 12 04

Facebook 504 75 15 6 12

Stumbleupon 511 28 5 1 02

52

53

Final Thoughts hellip

20th Century Customers

54

Highly transactional anonymous

21st Century Customers

55

Relationship based they want to go where everybody knows their name

The Challenge Too Many Pieces

56djk on flickr

HubSpot Puts the Pieces Together

57

Connect with usLinkedIn wwwlinkedincominrickburnesTwitter wwwtwittercomrickburnes

More questions Post them here httpinboundorg

Thank YouSign up for a free trial of HubSpotwwwhubspotcomtrial

  • How Businesses Are Marketing With Facebook amp Twitter
  • Agenda
  • Whatrsquos HubSpot
  • Traditional Marketing (Outbound)
  • Marketing Today (Inbound)
  • Slide Number 6
  • Slide Number 7
  • Itrsquos an Ecosystem
  • Is Social Media Like Cotton Candy
  • No Itrsquos Like Whole Wheat Bread
  • It Drives Leads
  • How to Succeed With Social Media
  • Not Sold on Facebook or Twitter
  • Agenda
  • Facebook Momentum
  • How Businesses Participate Pages
  • What Makes Great Facebook Pages
  • What Are Your Neighbors Up To
  • Donrsquot Focus Too Much on Your Industry
  • Tip Be a Fan of Facebook Marketing
  • Case Study 1 MailChimp
  • MailChimp Uses Notes amp Photos
  • Case Study 2 All Things Jeep
  • 272 Photos Contributed by Users
  • Case Study 3 Nicholas Kristof
  • Context Provided for Each Link
  • Agenda
  • Twitter Growth Is Slowing
  • Now a More Mature Service
  • More Followers on Average
  • Following More on Average
  • More Updates on Average
  • Same Goes for HubSpot Customers
  • Case Study 3 HubSpot
  • Case Study 2 Ken Lauher
  • Case Study 3 Webinetry
  • Key to Success Content
  • Blogging Increases Twitter Reach gt75
  • Links to Blog = Links to Landing Pages
  • What to Publish
  • A Word of Caution
  • What Gets Shared
  • Agenda
  • Follower Count
  • replies
  • Twitter Grader
  • Facebook Grader - Business
  • Slide Number 48
  • How to Track Your Funnel
  • How to Track Your Funnel
  • How to Track Your Funnel
  • Why Tracking Via Channels Is Critical
  • Slide Number 53
  • 20th Century Customers
  • 21st Century Customers
  • The Challenge Too Many Pieces
  • HubSpot Puts the Pieces Together
  • Slide Number 58
Page 47: How Businesses Are Marketing with Facebook & Twitter

Facebook Grader - Business

48

Measure the Impact on Your Funnel

Website Visitors

Customers

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

Visitors Leads Conversion Customers Net Conversion

Twitter 3289 554 17 12 04

Facebook 504 75 15 6 12

Stumbleupon 511 28 5 1 02

52

53

Final Thoughts hellip

20th Century Customers

54

Highly transactional anonymous

21st Century Customers

55

Relationship based they want to go where everybody knows their name

The Challenge Too Many Pieces

56djk on flickr

HubSpot Puts the Pieces Together

57

Connect with usLinkedIn wwwlinkedincominrickburnesTwitter wwwtwittercomrickburnes

More questions Post them here httpinboundorg

Thank YouSign up for a free trial of HubSpotwwwhubspotcomtrial

  • How Businesses Are Marketing With Facebook amp Twitter
  • Agenda
  • Whatrsquos HubSpot
  • Traditional Marketing (Outbound)
  • Marketing Today (Inbound)
  • Slide Number 6
  • Slide Number 7
  • Itrsquos an Ecosystem
  • Is Social Media Like Cotton Candy
  • No Itrsquos Like Whole Wheat Bread
  • It Drives Leads
  • How to Succeed With Social Media
  • Not Sold on Facebook or Twitter
  • Agenda
  • Facebook Momentum
  • How Businesses Participate Pages
  • What Makes Great Facebook Pages
  • What Are Your Neighbors Up To
  • Donrsquot Focus Too Much on Your Industry
  • Tip Be a Fan of Facebook Marketing
  • Case Study 1 MailChimp
  • MailChimp Uses Notes amp Photos
  • Case Study 2 All Things Jeep
  • 272 Photos Contributed by Users
  • Case Study 3 Nicholas Kristof
  • Context Provided for Each Link
  • Agenda
  • Twitter Growth Is Slowing
  • Now a More Mature Service
  • More Followers on Average
  • Following More on Average
  • More Updates on Average
  • Same Goes for HubSpot Customers
  • Case Study 3 HubSpot
  • Case Study 2 Ken Lauher
  • Case Study 3 Webinetry
  • Key to Success Content
  • Blogging Increases Twitter Reach gt75
  • Links to Blog = Links to Landing Pages
  • What to Publish
  • A Word of Caution
  • What Gets Shared
  • Agenda
  • Follower Count
  • replies
  • Twitter Grader
  • Facebook Grader - Business
  • Slide Number 48
  • How to Track Your Funnel
  • How to Track Your Funnel
  • How to Track Your Funnel
  • Why Tracking Via Channels Is Critical
  • Slide Number 53
  • 20th Century Customers
  • 21st Century Customers
  • The Challenge Too Many Pieces
  • HubSpot Puts the Pieces Together
  • Slide Number 58
Page 48: How Businesses Are Marketing with Facebook & Twitter

48

Measure the Impact on Your Funnel

Website Visitors

Customers

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

Visitors Leads Conversion Customers Net Conversion

Twitter 3289 554 17 12 04

Facebook 504 75 15 6 12

Stumbleupon 511 28 5 1 02

52

53

Final Thoughts hellip

20th Century Customers

54

Highly transactional anonymous

21st Century Customers

55

Relationship based they want to go where everybody knows their name

The Challenge Too Many Pieces

56djk on flickr

HubSpot Puts the Pieces Together

57

Connect with usLinkedIn wwwlinkedincominrickburnesTwitter wwwtwittercomrickburnes

More questions Post them here httpinboundorg

Thank YouSign up for a free trial of HubSpotwwwhubspotcomtrial

  • How Businesses Are Marketing With Facebook amp Twitter
  • Agenda
  • Whatrsquos HubSpot
  • Traditional Marketing (Outbound)
  • Marketing Today (Inbound)
  • Slide Number 6
  • Slide Number 7
  • Itrsquos an Ecosystem
  • Is Social Media Like Cotton Candy
  • No Itrsquos Like Whole Wheat Bread
  • It Drives Leads
  • How to Succeed With Social Media
  • Not Sold on Facebook or Twitter
  • Agenda
  • Facebook Momentum
  • How Businesses Participate Pages
  • What Makes Great Facebook Pages
  • What Are Your Neighbors Up To
  • Donrsquot Focus Too Much on Your Industry
  • Tip Be a Fan of Facebook Marketing
  • Case Study 1 MailChimp
  • MailChimp Uses Notes amp Photos
  • Case Study 2 All Things Jeep
  • 272 Photos Contributed by Users
  • Case Study 3 Nicholas Kristof
  • Context Provided for Each Link
  • Agenda
  • Twitter Growth Is Slowing
  • Now a More Mature Service
  • More Followers on Average
  • Following More on Average
  • More Updates on Average
  • Same Goes for HubSpot Customers
  • Case Study 3 HubSpot
  • Case Study 2 Ken Lauher
  • Case Study 3 Webinetry
  • Key to Success Content
  • Blogging Increases Twitter Reach gt75
  • Links to Blog = Links to Landing Pages
  • What to Publish
  • A Word of Caution
  • What Gets Shared
  • Agenda
  • Follower Count
  • replies
  • Twitter Grader
  • Facebook Grader - Business
  • Slide Number 48
  • How to Track Your Funnel
  • How to Track Your Funnel
  • How to Track Your Funnel
  • Why Tracking Via Channels Is Critical
  • Slide Number 53
  • 20th Century Customers
  • 21st Century Customers
  • The Challenge Too Many Pieces
  • HubSpot Puts the Pieces Together
  • Slide Number 58
Page 49: How Businesses Are Marketing with Facebook & Twitter

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

Visitors Leads Conversion Customers Net Conversion

Twitter 3289 554 17 12 04

Facebook 504 75 15 6 12

Stumbleupon 511 28 5 1 02

52

53

Final Thoughts hellip

20th Century Customers

54

Highly transactional anonymous

21st Century Customers

55

Relationship based they want to go where everybody knows their name

The Challenge Too Many Pieces

56djk on flickr

HubSpot Puts the Pieces Together

57

Connect with usLinkedIn wwwlinkedincominrickburnesTwitter wwwtwittercomrickburnes

More questions Post them here httpinboundorg

Thank YouSign up for a free trial of HubSpotwwwhubspotcomtrial

  • How Businesses Are Marketing With Facebook amp Twitter
  • Agenda
  • Whatrsquos HubSpot
  • Traditional Marketing (Outbound)
  • Marketing Today (Inbound)
  • Slide Number 6
  • Slide Number 7
  • Itrsquos an Ecosystem
  • Is Social Media Like Cotton Candy
  • No Itrsquos Like Whole Wheat Bread
  • It Drives Leads
  • How to Succeed With Social Media
  • Not Sold on Facebook or Twitter
  • Agenda
  • Facebook Momentum
  • How Businesses Participate Pages
  • What Makes Great Facebook Pages
  • What Are Your Neighbors Up To
  • Donrsquot Focus Too Much on Your Industry
  • Tip Be a Fan of Facebook Marketing
  • Case Study 1 MailChimp
  • MailChimp Uses Notes amp Photos
  • Case Study 2 All Things Jeep
  • 272 Photos Contributed by Users
  • Case Study 3 Nicholas Kristof
  • Context Provided for Each Link
  • Agenda
  • Twitter Growth Is Slowing
  • Now a More Mature Service
  • More Followers on Average
  • Following More on Average
  • More Updates on Average
  • Same Goes for HubSpot Customers
  • Case Study 3 HubSpot
  • Case Study 2 Ken Lauher
  • Case Study 3 Webinetry
  • Key to Success Content
  • Blogging Increases Twitter Reach gt75
  • Links to Blog = Links to Landing Pages
  • What to Publish
  • A Word of Caution
  • What Gets Shared
  • Agenda
  • Follower Count
  • replies
  • Twitter Grader
  • Facebook Grader - Business
  • Slide Number 48
  • How to Track Your Funnel
  • How to Track Your Funnel
  • How to Track Your Funnel
  • Why Tracking Via Channels Is Critical
  • Slide Number 53
  • 20th Century Customers
  • 21st Century Customers
  • The Challenge Too Many Pieces
  • HubSpot Puts the Pieces Together
  • Slide Number 58
Page 50: How Businesses Are Marketing with Facebook & Twitter

How to Track Your Funnel

Track leads

50

How to Track Your Funnel

Track customers

51

Why Tracking Via Channels Is Critical

Visitors Leads Conversion Customers Net Conversion

Twitter 3289 554 17 12 04

Facebook 504 75 15 6 12

Stumbleupon 511 28 5 1 02

52

53

Final Thoughts hellip

20th Century Customers

54

Highly transactional anonymous

21st Century Customers

55

Relationship based they want to go where everybody knows their name

The Challenge Too Many Pieces

56djk on flickr

HubSpot Puts the Pieces Together

57

Connect with usLinkedIn wwwlinkedincominrickburnesTwitter wwwtwittercomrickburnes

More questions Post them here httpinboundorg

Thank YouSign up for a free trial of HubSpotwwwhubspotcomtrial

  • How Businesses Are Marketing With Facebook amp Twitter
  • Agenda
  • Whatrsquos HubSpot
  • Traditional Marketing (Outbound)
  • Marketing Today (Inbound)
  • Slide Number 6
  • Slide Number 7
  • Itrsquos an Ecosystem
  • Is Social Media Like Cotton Candy
  • No Itrsquos Like Whole Wheat Bread
  • It Drives Leads
  • How to Succeed With Social Media
  • Not Sold on Facebook or Twitter
  • Agenda
  • Facebook Momentum
  • How Businesses Participate Pages
  • What Makes Great Facebook Pages
  • What Are Your Neighbors Up To
  • Donrsquot Focus Too Much on Your Industry
  • Tip Be a Fan of Facebook Marketing
  • Case Study 1 MailChimp
  • MailChimp Uses Notes amp Photos
  • Case Study 2 All Things Jeep
  • 272 Photos Contributed by Users
  • Case Study 3 Nicholas Kristof
  • Context Provided for Each Link
  • Agenda
  • Twitter Growth Is Slowing
  • Now a More Mature Service
  • More Followers on Average
  • Following More on Average
  • More Updates on Average
  • Same Goes for HubSpot Customers
  • Case Study 3 HubSpot
  • Case Study 2 Ken Lauher
  • Case Study 3 Webinetry
  • Key to Success Content
  • Blogging Increases Twitter Reach gt75
  • Links to Blog = Links to Landing Pages
  • What to Publish
  • A Word of Caution
  • What Gets Shared
  • Agenda
  • Follower Count
  • replies
  • Twitter Grader
  • Facebook Grader - Business
  • Slide Number 48
  • How to Track Your Funnel
  • How to Track Your Funnel
  • How to Track Your Funnel
  • Why Tracking Via Channels Is Critical
  • Slide Number 53
  • 20th Century Customers
  • 21st Century Customers
  • The Challenge Too Many Pieces
  • HubSpot Puts the Pieces Together
  • Slide Number 58
Page 51: How Businesses Are Marketing with Facebook & Twitter

How to Track Your Funnel

Track customers

51

Why Tracking Via Channels Is Critical

Visitors Leads Conversion Customers Net Conversion

Twitter 3289 554 17 12 04

Facebook 504 75 15 6 12

Stumbleupon 511 28 5 1 02

52

53

Final Thoughts hellip

20th Century Customers

54

Highly transactional anonymous

21st Century Customers

55

Relationship based they want to go where everybody knows their name

The Challenge Too Many Pieces

56djk on flickr

HubSpot Puts the Pieces Together

57

Connect with usLinkedIn wwwlinkedincominrickburnesTwitter wwwtwittercomrickburnes

More questions Post them here httpinboundorg

Thank YouSign up for a free trial of HubSpotwwwhubspotcomtrial

  • How Businesses Are Marketing With Facebook amp Twitter
  • Agenda
  • Whatrsquos HubSpot
  • Traditional Marketing (Outbound)
  • Marketing Today (Inbound)
  • Slide Number 6
  • Slide Number 7
  • Itrsquos an Ecosystem
  • Is Social Media Like Cotton Candy
  • No Itrsquos Like Whole Wheat Bread
  • It Drives Leads
  • How to Succeed With Social Media
  • Not Sold on Facebook or Twitter
  • Agenda
  • Facebook Momentum
  • How Businesses Participate Pages
  • What Makes Great Facebook Pages
  • What Are Your Neighbors Up To
  • Donrsquot Focus Too Much on Your Industry
  • Tip Be a Fan of Facebook Marketing
  • Case Study 1 MailChimp
  • MailChimp Uses Notes amp Photos
  • Case Study 2 All Things Jeep
  • 272 Photos Contributed by Users
  • Case Study 3 Nicholas Kristof
  • Context Provided for Each Link
  • Agenda
  • Twitter Growth Is Slowing
  • Now a More Mature Service
  • More Followers on Average
  • Following More on Average
  • More Updates on Average
  • Same Goes for HubSpot Customers
  • Case Study 3 HubSpot
  • Case Study 2 Ken Lauher
  • Case Study 3 Webinetry
  • Key to Success Content
  • Blogging Increases Twitter Reach gt75
  • Links to Blog = Links to Landing Pages
  • What to Publish
  • A Word of Caution
  • What Gets Shared
  • Agenda
  • Follower Count
  • replies
  • Twitter Grader
  • Facebook Grader - Business
  • Slide Number 48
  • How to Track Your Funnel
  • How to Track Your Funnel
  • How to Track Your Funnel
  • Why Tracking Via Channels Is Critical
  • Slide Number 53
  • 20th Century Customers
  • 21st Century Customers
  • The Challenge Too Many Pieces
  • HubSpot Puts the Pieces Together
  • Slide Number 58
Page 52: How Businesses Are Marketing with Facebook & Twitter

Why Tracking Via Channels Is Critical

Visitors Leads Conversion Customers Net Conversion

Twitter 3289 554 17 12 04

Facebook 504 75 15 6 12

Stumbleupon 511 28 5 1 02

52

53

Final Thoughts hellip

20th Century Customers

54

Highly transactional anonymous

21st Century Customers

55

Relationship based they want to go where everybody knows their name

The Challenge Too Many Pieces

56djk on flickr

HubSpot Puts the Pieces Together

57

Connect with usLinkedIn wwwlinkedincominrickburnesTwitter wwwtwittercomrickburnes

More questions Post them here httpinboundorg

Thank YouSign up for a free trial of HubSpotwwwhubspotcomtrial

  • How Businesses Are Marketing With Facebook amp Twitter
  • Agenda
  • Whatrsquos HubSpot
  • Traditional Marketing (Outbound)
  • Marketing Today (Inbound)
  • Slide Number 6
  • Slide Number 7
  • Itrsquos an Ecosystem
  • Is Social Media Like Cotton Candy
  • No Itrsquos Like Whole Wheat Bread
  • It Drives Leads
  • How to Succeed With Social Media
  • Not Sold on Facebook or Twitter
  • Agenda
  • Facebook Momentum
  • How Businesses Participate Pages
  • What Makes Great Facebook Pages
  • What Are Your Neighbors Up To
  • Donrsquot Focus Too Much on Your Industry
  • Tip Be a Fan of Facebook Marketing
  • Case Study 1 MailChimp
  • MailChimp Uses Notes amp Photos
  • Case Study 2 All Things Jeep
  • 272 Photos Contributed by Users
  • Case Study 3 Nicholas Kristof
  • Context Provided for Each Link
  • Agenda
  • Twitter Growth Is Slowing
  • Now a More Mature Service
  • More Followers on Average
  • Following More on Average
  • More Updates on Average
  • Same Goes for HubSpot Customers
  • Case Study 3 HubSpot
  • Case Study 2 Ken Lauher
  • Case Study 3 Webinetry
  • Key to Success Content
  • Blogging Increases Twitter Reach gt75
  • Links to Blog = Links to Landing Pages
  • What to Publish
  • A Word of Caution
  • What Gets Shared
  • Agenda
  • Follower Count
  • replies
  • Twitter Grader
  • Facebook Grader - Business
  • Slide Number 48
  • How to Track Your Funnel
  • How to Track Your Funnel
  • How to Track Your Funnel
  • Why Tracking Via Channels Is Critical
  • Slide Number 53
  • 20th Century Customers
  • 21st Century Customers
  • The Challenge Too Many Pieces
  • HubSpot Puts the Pieces Together
  • Slide Number 58
Page 53: How Businesses Are Marketing with Facebook & Twitter

53

Final Thoughts hellip

20th Century Customers

54

Highly transactional anonymous

21st Century Customers

55

Relationship based they want to go where everybody knows their name

The Challenge Too Many Pieces

56djk on flickr

HubSpot Puts the Pieces Together

57

Connect with usLinkedIn wwwlinkedincominrickburnesTwitter wwwtwittercomrickburnes

More questions Post them here httpinboundorg

Thank YouSign up for a free trial of HubSpotwwwhubspotcomtrial

  • How Businesses Are Marketing With Facebook amp Twitter
  • Agenda
  • Whatrsquos HubSpot
  • Traditional Marketing (Outbound)
  • Marketing Today (Inbound)
  • Slide Number 6
  • Slide Number 7
  • Itrsquos an Ecosystem
  • Is Social Media Like Cotton Candy
  • No Itrsquos Like Whole Wheat Bread
  • It Drives Leads
  • How to Succeed With Social Media
  • Not Sold on Facebook or Twitter
  • Agenda
  • Facebook Momentum
  • How Businesses Participate Pages
  • What Makes Great Facebook Pages
  • What Are Your Neighbors Up To
  • Donrsquot Focus Too Much on Your Industry
  • Tip Be a Fan of Facebook Marketing
  • Case Study 1 MailChimp
  • MailChimp Uses Notes amp Photos
  • Case Study 2 All Things Jeep
  • 272 Photos Contributed by Users
  • Case Study 3 Nicholas Kristof
  • Context Provided for Each Link
  • Agenda
  • Twitter Growth Is Slowing
  • Now a More Mature Service
  • More Followers on Average
  • Following More on Average
  • More Updates on Average
  • Same Goes for HubSpot Customers
  • Case Study 3 HubSpot
  • Case Study 2 Ken Lauher
  • Case Study 3 Webinetry
  • Key to Success Content
  • Blogging Increases Twitter Reach gt75
  • Links to Blog = Links to Landing Pages
  • What to Publish
  • A Word of Caution
  • What Gets Shared
  • Agenda
  • Follower Count
  • replies
  • Twitter Grader
  • Facebook Grader - Business
  • Slide Number 48
  • How to Track Your Funnel
  • How to Track Your Funnel
  • How to Track Your Funnel
  • Why Tracking Via Channels Is Critical
  • Slide Number 53
  • 20th Century Customers
  • 21st Century Customers
  • The Challenge Too Many Pieces
  • HubSpot Puts the Pieces Together
  • Slide Number 58
Page 54: How Businesses Are Marketing with Facebook & Twitter

20th Century Customers

54

Highly transactional anonymous

21st Century Customers

55

Relationship based they want to go where everybody knows their name

The Challenge Too Many Pieces

56djk on flickr

HubSpot Puts the Pieces Together

57

Connect with usLinkedIn wwwlinkedincominrickburnesTwitter wwwtwittercomrickburnes

More questions Post them here httpinboundorg

Thank YouSign up for a free trial of HubSpotwwwhubspotcomtrial

  • How Businesses Are Marketing With Facebook amp Twitter
  • Agenda
  • Whatrsquos HubSpot
  • Traditional Marketing (Outbound)
  • Marketing Today (Inbound)
  • Slide Number 6
  • Slide Number 7
  • Itrsquos an Ecosystem
  • Is Social Media Like Cotton Candy
  • No Itrsquos Like Whole Wheat Bread
  • It Drives Leads
  • How to Succeed With Social Media
  • Not Sold on Facebook or Twitter
  • Agenda
  • Facebook Momentum
  • How Businesses Participate Pages
  • What Makes Great Facebook Pages
  • What Are Your Neighbors Up To
  • Donrsquot Focus Too Much on Your Industry
  • Tip Be a Fan of Facebook Marketing
  • Case Study 1 MailChimp
  • MailChimp Uses Notes amp Photos
  • Case Study 2 All Things Jeep
  • 272 Photos Contributed by Users
  • Case Study 3 Nicholas Kristof
  • Context Provided for Each Link
  • Agenda
  • Twitter Growth Is Slowing
  • Now a More Mature Service
  • More Followers on Average
  • Following More on Average
  • More Updates on Average
  • Same Goes for HubSpot Customers
  • Case Study 3 HubSpot
  • Case Study 2 Ken Lauher
  • Case Study 3 Webinetry
  • Key to Success Content
  • Blogging Increases Twitter Reach gt75
  • Links to Blog = Links to Landing Pages
  • What to Publish
  • A Word of Caution
  • What Gets Shared
  • Agenda
  • Follower Count
  • replies
  • Twitter Grader
  • Facebook Grader - Business
  • Slide Number 48
  • How to Track Your Funnel
  • How to Track Your Funnel
  • How to Track Your Funnel
  • Why Tracking Via Channels Is Critical
  • Slide Number 53
  • 20th Century Customers
  • 21st Century Customers
  • The Challenge Too Many Pieces
  • HubSpot Puts the Pieces Together
  • Slide Number 58
Page 55: How Businesses Are Marketing with Facebook & Twitter

21st Century Customers

55

Relationship based they want to go where everybody knows their name

The Challenge Too Many Pieces

56djk on flickr

HubSpot Puts the Pieces Together

57

Connect with usLinkedIn wwwlinkedincominrickburnesTwitter wwwtwittercomrickburnes

More questions Post them here httpinboundorg

Thank YouSign up for a free trial of HubSpotwwwhubspotcomtrial

  • How Businesses Are Marketing With Facebook amp Twitter
  • Agenda
  • Whatrsquos HubSpot
  • Traditional Marketing (Outbound)
  • Marketing Today (Inbound)
  • Slide Number 6
  • Slide Number 7
  • Itrsquos an Ecosystem
  • Is Social Media Like Cotton Candy
  • No Itrsquos Like Whole Wheat Bread
  • It Drives Leads
  • How to Succeed With Social Media
  • Not Sold on Facebook or Twitter
  • Agenda
  • Facebook Momentum
  • How Businesses Participate Pages
  • What Makes Great Facebook Pages
  • What Are Your Neighbors Up To
  • Donrsquot Focus Too Much on Your Industry
  • Tip Be a Fan of Facebook Marketing
  • Case Study 1 MailChimp
  • MailChimp Uses Notes amp Photos
  • Case Study 2 All Things Jeep
  • 272 Photos Contributed by Users
  • Case Study 3 Nicholas Kristof
  • Context Provided for Each Link
  • Agenda
  • Twitter Growth Is Slowing
  • Now a More Mature Service
  • More Followers on Average
  • Following More on Average
  • More Updates on Average
  • Same Goes for HubSpot Customers
  • Case Study 3 HubSpot
  • Case Study 2 Ken Lauher
  • Case Study 3 Webinetry
  • Key to Success Content
  • Blogging Increases Twitter Reach gt75
  • Links to Blog = Links to Landing Pages
  • What to Publish
  • A Word of Caution
  • What Gets Shared
  • Agenda
  • Follower Count
  • replies
  • Twitter Grader
  • Facebook Grader - Business
  • Slide Number 48
  • How to Track Your Funnel
  • How to Track Your Funnel
  • How to Track Your Funnel
  • Why Tracking Via Channels Is Critical
  • Slide Number 53
  • 20th Century Customers
  • 21st Century Customers
  • The Challenge Too Many Pieces
  • HubSpot Puts the Pieces Together
  • Slide Number 58
Page 56: How Businesses Are Marketing with Facebook & Twitter

The Challenge Too Many Pieces

56djk on flickr

HubSpot Puts the Pieces Together

57

Connect with usLinkedIn wwwlinkedincominrickburnesTwitter wwwtwittercomrickburnes

More questions Post them here httpinboundorg

Thank YouSign up for a free trial of HubSpotwwwhubspotcomtrial

  • How Businesses Are Marketing With Facebook amp Twitter
  • Agenda
  • Whatrsquos HubSpot
  • Traditional Marketing (Outbound)
  • Marketing Today (Inbound)
  • Slide Number 6
  • Slide Number 7
  • Itrsquos an Ecosystem
  • Is Social Media Like Cotton Candy
  • No Itrsquos Like Whole Wheat Bread
  • It Drives Leads
  • How to Succeed With Social Media
  • Not Sold on Facebook or Twitter
  • Agenda
  • Facebook Momentum
  • How Businesses Participate Pages
  • What Makes Great Facebook Pages
  • What Are Your Neighbors Up To
  • Donrsquot Focus Too Much on Your Industry
  • Tip Be a Fan of Facebook Marketing
  • Case Study 1 MailChimp
  • MailChimp Uses Notes amp Photos
  • Case Study 2 All Things Jeep
  • 272 Photos Contributed by Users
  • Case Study 3 Nicholas Kristof
  • Context Provided for Each Link
  • Agenda
  • Twitter Growth Is Slowing
  • Now a More Mature Service
  • More Followers on Average
  • Following More on Average
  • More Updates on Average
  • Same Goes for HubSpot Customers
  • Case Study 3 HubSpot
  • Case Study 2 Ken Lauher
  • Case Study 3 Webinetry
  • Key to Success Content
  • Blogging Increases Twitter Reach gt75
  • Links to Blog = Links to Landing Pages
  • What to Publish
  • A Word of Caution
  • What Gets Shared
  • Agenda
  • Follower Count
  • replies
  • Twitter Grader
  • Facebook Grader - Business
  • Slide Number 48
  • How to Track Your Funnel
  • How to Track Your Funnel
  • How to Track Your Funnel
  • Why Tracking Via Channels Is Critical
  • Slide Number 53
  • 20th Century Customers
  • 21st Century Customers
  • The Challenge Too Many Pieces
  • HubSpot Puts the Pieces Together
  • Slide Number 58
Page 57: How Businesses Are Marketing with Facebook & Twitter

HubSpot Puts the Pieces Together

57

Connect with usLinkedIn wwwlinkedincominrickburnesTwitter wwwtwittercomrickburnes

More questions Post them here httpinboundorg

Thank YouSign up for a free trial of HubSpotwwwhubspotcomtrial

  • How Businesses Are Marketing With Facebook amp Twitter
  • Agenda
  • Whatrsquos HubSpot
  • Traditional Marketing (Outbound)
  • Marketing Today (Inbound)
  • Slide Number 6
  • Slide Number 7
  • Itrsquos an Ecosystem
  • Is Social Media Like Cotton Candy
  • No Itrsquos Like Whole Wheat Bread
  • It Drives Leads
  • How to Succeed With Social Media
  • Not Sold on Facebook or Twitter
  • Agenda
  • Facebook Momentum
  • How Businesses Participate Pages
  • What Makes Great Facebook Pages
  • What Are Your Neighbors Up To
  • Donrsquot Focus Too Much on Your Industry
  • Tip Be a Fan of Facebook Marketing
  • Case Study 1 MailChimp
  • MailChimp Uses Notes amp Photos
  • Case Study 2 All Things Jeep
  • 272 Photos Contributed by Users
  • Case Study 3 Nicholas Kristof
  • Context Provided for Each Link
  • Agenda
  • Twitter Growth Is Slowing
  • Now a More Mature Service
  • More Followers on Average
  • Following More on Average
  • More Updates on Average
  • Same Goes for HubSpot Customers
  • Case Study 3 HubSpot
  • Case Study 2 Ken Lauher
  • Case Study 3 Webinetry
  • Key to Success Content
  • Blogging Increases Twitter Reach gt75
  • Links to Blog = Links to Landing Pages
  • What to Publish
  • A Word of Caution
  • What Gets Shared
  • Agenda
  • Follower Count
  • replies
  • Twitter Grader
  • Facebook Grader - Business
  • Slide Number 48
  • How to Track Your Funnel
  • How to Track Your Funnel
  • How to Track Your Funnel
  • Why Tracking Via Channels Is Critical
  • Slide Number 53
  • 20th Century Customers
  • 21st Century Customers
  • The Challenge Too Many Pieces
  • HubSpot Puts the Pieces Together
  • Slide Number 58
Page 58: How Businesses Are Marketing with Facebook & Twitter

Connect with usLinkedIn wwwlinkedincominrickburnesTwitter wwwtwittercomrickburnes

More questions Post them here httpinboundorg

Thank YouSign up for a free trial of HubSpotwwwhubspotcomtrial

  • How Businesses Are Marketing With Facebook amp Twitter
  • Agenda
  • Whatrsquos HubSpot
  • Traditional Marketing (Outbound)
  • Marketing Today (Inbound)
  • Slide Number 6
  • Slide Number 7
  • Itrsquos an Ecosystem
  • Is Social Media Like Cotton Candy
  • No Itrsquos Like Whole Wheat Bread
  • It Drives Leads
  • How to Succeed With Social Media
  • Not Sold on Facebook or Twitter
  • Agenda
  • Facebook Momentum
  • How Businesses Participate Pages
  • What Makes Great Facebook Pages
  • What Are Your Neighbors Up To
  • Donrsquot Focus Too Much on Your Industry
  • Tip Be a Fan of Facebook Marketing
  • Case Study 1 MailChimp
  • MailChimp Uses Notes amp Photos
  • Case Study 2 All Things Jeep
  • 272 Photos Contributed by Users
  • Case Study 3 Nicholas Kristof
  • Context Provided for Each Link
  • Agenda
  • Twitter Growth Is Slowing
  • Now a More Mature Service
  • More Followers on Average
  • Following More on Average
  • More Updates on Average
  • Same Goes for HubSpot Customers
  • Case Study 3 HubSpot
  • Case Study 2 Ken Lauher
  • Case Study 3 Webinetry
  • Key to Success Content
  • Blogging Increases Twitter Reach gt75
  • Links to Blog = Links to Landing Pages
  • What to Publish
  • A Word of Caution
  • What Gets Shared
  • Agenda
  • Follower Count
  • replies
  • Twitter Grader
  • Facebook Grader - Business
  • Slide Number 48
  • How to Track Your Funnel
  • How to Track Your Funnel
  • How to Track Your Funnel
  • Why Tracking Via Channels Is Critical
  • Slide Number 53
  • 20th Century Customers
  • 21st Century Customers
  • The Challenge Too Many Pieces
  • HubSpot Puts the Pieces Together
  • Slide Number 58