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