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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
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
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
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
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
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
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
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
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
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
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 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
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
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
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 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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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 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 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 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
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
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
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
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
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
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
Connect with usLinkedIn wwwlinkedincominrickburnesTwitter wwwtwittercomrickburnes
More questions Post them here httpinboundorg
Thank YouSign up for a free trial of HubSpotwwwhubspotcomtrial