Twitter for Marketing and PR

www.HubSpot.com

With Mike Volpe, Ellie Mirman and Rick Burnes

 Welcome!

Mike Volpe
VP IInbound
b dMMarketing
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 Inbound Marketing
• Telemarketing • SEO / SEM
• Trade shows • Blogging
• Direct mail • Social Media
• Email blasts • RSS
• Print ads • Free tools/trials
• TV/radio ads • Public Relations

Interruption Permission
 HubSpot Inbound Marketing System

Content
SEO Management Blog
• Software
Landing Social
Pages Media
• Support + Expertise Lead
Intelligence

• $250 or $500 / month

CRM
(Salesforce.com 
or other)
• No IT Required
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 &  Build Your 
Analyze
y 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

2,700 followers

1,200 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
400
20
Visitorrs

Leadss
HubSpot.com 
300
Referrals From 
15
Twitter
200
10 Leads From Twitter
Leads From Twitter

100 5

0 0

New source of visitors & leads

 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

• Many ways to connect to

Twitter via third-party
applications
• Lots of mobile options

Flickr: Jeffery Simpson

 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
And more …
• Grader
www hubspot com/twitter/
www.hubspot.com/twitter/
• Onstartups
• Bhalligan
• PC4media
• Prashantkaw
• Adbinoor
• dunster
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 Ellie Mirman Rick Burnes

VP Inbound Inbound Marketing Inbound Marketing
Marketing Manager Manager
T itt
Twitter: @
@mvolpe
l Twitter: @ellieeille Twitter: @rickburnes