Twitter for Marketing and PR www.HubSpot.com With Mike Volpe, Ellie Mirman and Rick Burnes
Welcome! Mike Volpe
VP IInbound b dM Marketing k ti LinkedIn: http://www.linkedin.com/in/mikevolpe Twitter: @mvolpe
Ellie Mirman
Inbound Marketing Manager LinkedIn: http://www.linkedin.com/in/elliemirman Twitter: @ellieeille
Rick Burnes
Inbound Marketing Manager LinkedIn: http://www.linkedin.com/in/rickburnes Twitter: @rickburnes
How to Participate on Twitter
Step One 1. Login to your Twitter account 2. Comment and ask questions including the characters “@hubspot”
How to Participate on Twitter
Step Two 1. Go to search.twitter.com 2. Search for “@hubspot”
Agenda • • • • • •
Inbound Marketing & the New Rules T itter 101 Twitter Build Your Network Engage Your Community Track & Analyze Tools & Resources
Outbound Marketing
800-555-1234 Annoying Salesperson
Inbound Marketing Blogg
SEO
Social Media
Rethinking Marketing Outbound Marketing • Telemarketing • Trade shows • Direct mail • Email blasts • Print ads • TV/radio ads
Inbound Marketing • SEO / SEM • Blogging • Social Media • RSS • Free tools/trials • Public Relations
Interruption
Permission
HubSpot Inbound Marketing System SEO
Content Management
• Software
Social Media
Landing Pages
• Support + Expertise
Lead Intelligence
• $250 or $500 / month CRM
• No IT Required
Blog
(Salesforce.com or other)
Foundations of Inbound Marketing
Blogging
Social Networks
SEO
Agenda • • • • • •
Inbound Marketing & the New Rules T itter 101 Twitter Build Your Network Engage Your Community Track & Analyze Tools & Resources
What IS Twitter? Lik Like …
… Except E t Only 140 characters
It’s viewable in lots of places A giant chatroom
You choose the people you follow
I Instant M Messaging i
IIt’s public and archived on the ’ bli d hi d h web
Twitter? No Time for That Nonsense!
Why Do I Need to Know This?
Twitter for PR Need 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 http://tinyurl.com/4v4cgh AND http://tinyurl.com/6943l9 408 555-1234?
I will call you right now
Elapsed Time: 50 Minutes 50 Minutes
How to Succeed With Twitter Track & Analyze y
Build Your Network
Engage Engage With Your Community
Agenda • • • • • •
Inbound Marketing & the New Rules T itter 101 Twitter Build Your Network Engage Your Community Track & 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
2,700Â followers
1,200Â followers ,
Create a Company Page
twitter.zappos.com/employees
Follow People Who Follow You
Agenda • • • • • •
Inbound Marketing & the New Rules T itter 101 Twitter Build Your Network Engage Your Community Track & 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? Post to Twitter, including “@hubspot” Follow the conversation: http://search.twitter.com/search?q=@hubspot
Agenda • • • • • •
Inbound Marketing & the New Rules T itter 101 Twitter Build Your Network Engage Your Community Track & 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 600
35
500
30 25 20
300 15 200
10
100
5
0
0
New source of visitors & leads
Leadss
Visitorrs
400
HubSpot.com Referrals From Twitter Leads From Twitter Leads From Twitter
Agenda • • • • • •
Inbound Marketing & the New Rules T itter 101 Twitter Build Your Network Engage Your Community Track & 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 •
•
Flickr: Jeffery Simpson
Many ways to connect to Twitter via third-party applications Lots of mobile options
Twitter Feed Your Blog, Flickr or Any Feed
•
Allows you to automatically update your Twitter stream with content you’ve published elsewhere
Hashtags.org • Follow topics and events (#IMS08) • • • •
Inbound Marketing Summit IMS 2008 IMS08 IMS2008
• Find people talking about similar topics
HubSpotters to Follow HubSpotters • hubspot h b t • Grader • Onstartups • Bhalligan • PC4media • Prashantkaw • Adbinoor • dunster
And more … www hubspot com/twitter/ www.hubspot.com/twitter/
Some of Our Favorite Tweeple • Dmscott
• ChrisBrogan g
• Guykawasaki
• Scobleizer
• TheOnion
• Xenijardin
• Tdefren
• WholeFoods
Thank You! Learn more about HubSpot: http://www.hubspot.com/products/owner/ http://www.hubspot.com/products/marketer/
Mike Volpe
VP Inbound Marketing T itt Twitter: @ @mvolpe l
Ellie Mirman
Inbound Marketing Manager Twitter: @ellieeille
Rick Burnes
Inbound Marketing Manager Twitter: @rickburnes