webinar slides: state of the twittersphere

State of the Twittersphere How Marketers Are Using Twitter

Rick BurnesHubSpot Marketing ManagerTwitter rickburnes

January 21 2010

Agenda

I About HubSpot amp Inbound Marketing

II New Data on Twitter UseIII Case Studies How Marketers are

Using TwitterIVHow to Measure Twitter as a

Marketing Tool

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

Twitter Feeds the Funnel amp Helps Convert

Blogging SEO Email Pay-Per-ClickTwitter

Website Visitors

Leads

Customers

Twitter

Not Sold on Twitter

8

Same recipe for success on every social network

Agenda

I About HubSpot amp Inbound Marketing

II New Data on Twitter UseIII Case Studies How Marketers are

Using TwitterIVHow to Measure Twitter as a

Marketing Tool

9

Old Twitter New Twitter

10

Flickr sandmanFlickr Don Van Dyke

Traffic Is Slowing

11

So Is User Growth

12

Now a More Mature Service

13

Image Wikipedia

More Followers on Average

14

Following More on Average

15

More Updates on Average

16

Same Goes for HubSpot Customers

17

Best Practices FTW

18

Put a Bio in Your Profile

Avg

Follo

wer

s

Put a Link in Your Profile

Avg

Follo

wer

s

Best Practices Followed More Often

21

July 2009 Jan 2010

Bio in Profile 24 53

Location in Profile 31 65

Web Address in Profile

20 41

A More International Service

22

Top Locations in July 2009 Report Top Locations in Jan 2010 ReportLondon London Los Angeles Brasil Chicago USA New York New York San Francisco California Toronto Los Angeles Atlanta UK Seattle Chicago Boston Canada Austin Germany Sydney Sau Paulo San Diego Singapore Washington DC Indonesia Melbourne Texas Portland Australia Houston Toronto Vancouver Florida Dallas India Brooklyn San Francisco Philadelphia Washington DC

Agenda

I About HubSpot amp Inbound Marketing

II New Data on Twitter UseIII Case Studies How Marketers are

Using TwitterIVHow to Measure Twitter as a

Marketing Tool

23

Twitter Drives Leads

24

HubSpot Social Media Leads

Twitter is largest category at gt40 of HubSpotrsquos total social media leads

Twitter Plays a Bigger SEO Role

25

Results from

Twitter

26

27

28

Key to Success Content

29

Blogging Increases Twitter Reach gt75

30

Links to Blog = Links to Landing Pages

31

Potential for Lead Gen

No Potential for Lead Gen

What to Publish

bull Blogbull Podcastbull Videosbull Photosbull Presentationsbull eBooksbull News Releases

32

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

34

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 New Data on Twitter UseIII Case Studies How Marketers are

Using TwitterIVHow to Measure Twitter as a

Marketing Tool

35

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

39

Measure the Impact on Your Funnel

Website Visitors

Customers

How to Track Your Funnel

Track visitors

40

How to Track Your Funnel

Track leads

41

How to Track Your Funnel

Track customers

42

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

43

44

Final Thoughts hellip

Twitter Is Part of a Complex System

45

Diagram Wikipedia

Social Media eg Twitter

SEO

Blogging

HubSpot Helps Navigate the System

46

Connect with meLinkedIn wwwlinkedincominrickburnesTwitter wwwtwittercomrickburnes

Thank YouSign up for a free trial of HubSpotwwwhubspotcomtrial