twitter for marketing webinar slides
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TTwitter for Marketing and PR
www.HubSpot.com
With Mike Volpe, Ellie Mirman and Rick BurnesWith Mike Volpe, Ellie Mirman and Rick Burnes
Welcome!
Mike VolpeVP I b d M k tiVP Inbound MarketingLinkedIn: http://www.linkedin.com/in/mikevolpe Twitter: @mvolpe
Ellie MirmanInbound Marketing ManagerLinkedIn: http://www.linkedin.com/in/elliemirmanTwitter: @ellieeille
Rick BurnesInbound Marketing ManagerLinkedIn: http://www.linkedin.com/in/rickburnesTwitter: @rickburnes
How to Participate on Twitter
Step One1. Login to your Twitter
account2. Comment and ask questions including the characters “@hubspot”
How to Participate on Twitter
Step Two1. Go to search.twitter.com2. Search for “@hubspot”
Agenda
• Inbound Marketing & the New RulesT itter 101• Twitter 101
• Build Your Network• Engage Your Community• Track & AnalyzeTrack & Analyze• Tools & Resources
Outbound Marketing
800-555-1234AnnoyingSalesperson
Inbound Marketing
Blog SEO Social Mediag
Rethinking MarketingOutbound Marketing• Telemarketing
Inbound Marketing• SEO / SEM
• Trade shows• Direct mail• Email blasts
• Blogging• Social Media• RSS• Email blasts
• Print ads• TV/radio ads
• RSS• Free tools/trials• Public Relations
Interruption Permission
HubSpot Inbound Marketing System
SEOContent
Blog
• SoftwareSEO Management Blog
SocialLanding
• Support + ExpertiseMedia
LeadIntelligence
Pages
• $250 or $500 / monthIntelligence
CRM
• No IT Required
CRM(Salesforce.com
or other)
Foundations of Inbound Marketing
Social BloggingNetworks
SEO
Agenda
• Inbound Marketing & the New RulesT itter 101• Twitter 101
• Build Your Network• Engage Your Community• Track & AnalyzeTrack & Analyze• Tools & Resources
What IS Twitter?
Lik E tLike … … Except
Only 140 characters
It’s viewable in lots of places
A giant chatroom You choose the people you follow
I M i I ’ bli d hi d hInstant Messaging It’s public and archived on the web
Twitter? No Time for That Nonsense!
Why Do I Need to Know This?
Twitter for PRNeed to urgently speak with a business that is very actively leveraging social media strategies; for ZDNet
I spoke about our use of social media for biz on 2 panels -
408 555-1234?
http://tinyurl.com/4v4cgh AND http://tinyurl.com/6943l9
I will call you right now
Elapsed Time:50 Minutes50 Minutes
How to Succeed With Twitter
Build Your Network
Track & Analyzey
EngageEngage With Your CommunityCommunity
Agenda
• Inbound Marketing & the New RulesT itter 101• Twitter 101
• Build Your Network• Engage Your Community• Track & AnalyzeTrack & Analyze• Tools & Resources
Dive In
Company Brand? Or Personal Brand?
Please, Personalize Your Profile
Let Your Brand Shine
Follow People
Follow Top Twitter Users
twitter.grader.com/topusers
See Who Thought-Leaders Follow
twitter.com/dmscott
Who’s Talking About Your Keywords?
search.twitter.com/search?q=lead+generation
Engage With People
2,700 followers
1,200 followers,
Create a Company Page
twitter.zappos.com/employees
Follow People Who Follow You
Agenda
• Inbound Marketing & the New RulesT itter 101• Twitter 101
• Build Your Network• Engage Your Community• Track & AnalyzeTrack & Analyze• Tools & Resources
It’s a Discussion, Not a Broadcast
Follow Your Brand in Conversations
Communicate With Customers
Use Favorites to Save Highlights
twitter.com/HubSpot/favourites
Save Testimonials
http://twitter.com/Scobleizer/statuses/774666561
Publish Helpful Content
Using Twitter for Events
Meet People - “Tweetup”
What Not to Do: TMI
Questions?Questions?
Post to Twitter, including “@hubspot”
Follow the conversation:http://search.twitter.com/search?q=@hubspot
Agenda
• Inbound Marketing & the New RulesT itter 101• Twitter 101
• Build Your Network• Engage Your Community• Track & AnalyzeTrack & Analyze• Tools & Resources
Follower Count
• A measure of your raw distribution power
Twitter Grader
• Inputs include followers AND follower influence
@replies
• A measure of community engagement & branding• On your profile or via search.twitter.com
Impact on Our Sales Funnel
30
35
500
600
20
25400
500
srs
10
15
200
300
Lead
s
Visitor HubSpot.com
Referrals From Twitter
Leads From Twitter
5
10
100
Leads From Twitter
00
New source of visitors & leads
Agenda
• Inbound Marketing & the New RulesT itter 101• Twitter 101
• Build Your Network• Engage Your Community• Track & AnalyzeTrack & Analyze• Tools & Resources
HubSpot Tracks Relevant Tweets
• HubSpot Owner & Marketer tracks industry and company keywords for you.
Tiny URL
• Make long URLs fit Twitter’s 140 characters• Other options: bit.ly, poprl.com, etc
Lots of Twitter Clients
• Many ways to connect to Twitter via third-party applicationsapplications
• Lots of mobile options
Flickr: Jeffery Simpson
Twitter Feed
Your Blog, Flickr or Any Feed
• Allows you to automatically update your Twitter• Allows you to automatically update your Twitter stream with content you’ve published elsewhere
Hashtags.org
• Follow topics and events (#IMS08)• Inbound Marketing Summit• Inbound Marketing Summit• IMS 2008
IMS08• IMS08• IMS2008
• Find people talking about similar topics
HubSpotters to Follow
HubSpottersh b t• hubspot
• Graderwww hubspot com/twitter/
And more …
• Onstartups• Bhalligan
www.hubspot.com/twitter/
• PC4media• Prashantkaw• Adbinoor• dunster
Some of Our Favorite Tweeple
• ChrisBrogan• Dmscott g
• Scobleizer
Dmscott
Guykawasaki • Scobleizer• Guykawasaki
• Xenijardin• TheOnion
• WholeFoods• Tdefren
Thank You!
Learn more about HubSpot:http://www.hubspot.com/products/owner/
http://www.hubspot.com/products/marketer/
Mike VolpeVP Inbound MarketingT itt @ l
Ellie MirmanInbound Marketing ManagerTwitter: @ellieeille
Rick BurnesInbound Marketing ManagerTwitter: @rickburnesTwitter: @mvolpe Twitter: @ellieeille Twitter: @rickburnes
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