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A webinar on highlighting data from HubSpot's State of the Twittersphere report, released in January 2009. The report covers the new data and introduces three case studies of businesses using Twitter.
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State of the Twittersphere: How Marketers
Are Using TwitterJanuary 21, 2009
Rick Burnes
HubSpot Marketing Manager
Twitter: @rickburnes
Agenda
I. About HubSpot & Inbound Marketing
II. New Data on Twitter Use
III. Case Studies: How Marketers are III. Case Studies: How Marketers are Using Twitter
IV.How to Measure Twitter as a Marketing Tool
2
What’s HubSpot?
• Founded in July 2006; grew out of research at MIT
• Sells inbound marketing software
• 2,000+ customers; 100+ employees
3
Traditional Marketing (Outbound)
4
Marketing Today (Inbound)
5
What Is Inbound Marketing?
Get Found
• Publish
• Promote
• Optimize
Process Tools
Get Found
• Content Mgmt
• Blogging
• Social Media
• SEO
Website Visitors
6
Leads• SEO
• Analytics
Convert
• Test
• Target
• Nurture
Customers
Convert
• Offers / CTAs
• Landing Pages
• Lead Intelligence
• Lead Mgmt
• Analytics
Twitter Feeds the Funnel & Helps Convert
Blogging SEO Email Pay-Per-ClickTwitter
Website Visitors
7
Leads
Customers
Not Sold on Twitter?
Same recipe for success on every social network.
8
Agenda
I. About HubSpot & Inbound Marketing
II. New Data on Twitter Use
III. Case Studies: How Marketers are III. Case Studies: How Marketers are Using Twitter
IV.How 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
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Image: Wikipedia
More Followers, on Average
14
Following More, on Average
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More Updates, on Average
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Same Goes for HubSpot Customers
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Best Practices, FTW
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Put a Bio in Your Profile
Follo
wers
Avg
Follo
wers
Put a Link in Your Profile
Follo
wers
Avg
Follo
wers
Best Practices Followed More Often
July 2009 Jan. 2010
Bio in Profile 24% 53%
Location in Profile 31% 65%
21
Location in Profile 31% 65%
Web Address in
Profile
20% 41%
A More International Service
Top Locations in July 2009 Report Top Locations in Jan 2010 Report
London London
Los Angeles Brasil
Chicago USA
New York New York
San Francisco California
Toronto Los Angeles
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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 & Inbound Marketing
II. New Data on Twitter Use
III. Case Studies: How Marketers are III. Case Studies: How Marketers are Using Twitter
IV.How to Measure Twitter as a Marketing Tool
23
Twitter Drives Leads
HubSpot Social Media Leads
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Twitter is largest category, at >40% of HubSpot’s total social media leads.
Twitter Plays a Bigger SEO Role
25
Results
from
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27
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Key to Success: Content
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Blogging Increases Twitter Reach >75%
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Links to Blog = Links to Landing Pages
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Potential for
Lead Gen
No Potential
for Lead Gen
What to Publish?
• Blog
• Podcast
• Videos
• Photos• Photos
• Presentations
• eBooks
• News Releases
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A Word of Caution
• Don’t Tweet too much
about your product.
NOBODY CARES.
• Create content that’s
useful and interesting to
your target personas.
What Gets Shared?
Rarely
Shared
Frequently
Shared
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• Product info
• Free trials
• Software documentation
• New data
• Funny videos
• Top-notch blog posts
Agenda
I. About HubSpot & Inbound Marketing
II. New Data on Twitter Use
III. Case Studies: How Marketers are III. Case Studies: How Marketers are Using Twitter
IV.How to Measure Twitter as a Marketing Tool
35
Follower Count
• A measure of your raw distribution power
@replies
• A measure of community engagement & branding
• On your profile or via search.twitter.com
Twitter Grader
• Inputs include followers, influence, follower influence
and patterns of use
Measure the Impact on Your Funnel
Website Visitors
39
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 3,289 554 17% 12 0.4%
Facebook 504 75 15% 6 1.2%Facebook 504 75 15% 6 1.2%
Stumbleupon 511 28 5% 1 0.2%
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Final Thoughts …
44
Twitter Is Part of a Complex System
Social Media, eg Twitter
SEO
45
Diagram: Wikipedia
Blogging
HubSpot Helps Navigate the System
46
Thank You!
Sign up for a free trial of HubSpot:
www.hubspot.com/trial/
Connect with me:
LinkedIn: www.linkedin.com/in/rickburnes
Twitter: www.twitter.com/rickburnes
