Laura Fitton @pistachio pistachio@hubspot.com

Inbound Marketing With Twitter

Data and tips from the trenches

Laura @Pistachio Fitton “Excited & geeky about where all this leads!"

@pistachio Founder (acq. By HubSpot)

Twitter for

Dummies

Inbound Marketing Evangelist

87,000 Twitter

Readers

Laura Fitton, May 2007 Homebound mom. Two kids under two.

NO business network in Boston

What’s Web 2.0?

Where do I upgrade

my browser?

Twitter is

Dumb!

“Laura Fitton… has thousands of people following her on Twitter. …by consistently touching a tribe of people with generosity and insight, she’s earned the right to lead” -Seth Godin, Tribes

Founder/CEO oneforty.com

How did THAT Happen??!

Photo: http://www.flickr.com/photos/furryscalyman/

Get Found

1

3 Steps:

Convert

2

Analyze (Measure What

Matters)

3

http://bit.ly/inbound101

If you have more money than brains, you should focus on outbound marketing. If you have more brains than money, you should focus on inbound marketing.

GUY KAWASAKI FORMER CHIEF EVANGELIST, APPLE CO-FOUNDER, ALLTOP.COM

Image Credit: RangerRick

Marketing was about

pushing messages out.

Today it’s about

pulling people in.

16

17

86% skip TV ads

91% unsubscribe

2/3 on FTC’s

DO NOT CALL list

44% of direct mail is never opened

Email usage is declining by as

much as

59%

25% of your list

expires each year

Less of this.

More of this.

18

Humans Are Changing

???

Humans Are Changing

The balance of power shifted

mere mortal

CHARLENE LI CO-AUTHOR OF GROUNDSWELL

Twitter is not a technology. It's a conversation. And it's happening with or without you.

Image Credit:

THEMACGIRL*

What does it Do?

Top Reasons Consumers Follow Brands

• Updates on future

products (#1: 38%)

• Stay informed about

company activities

• Discounts and

promotions

• Updates on upcoming

sales

• Samples/coupons

CoTweet ExactTarget 2010

• Fun/entertainment

• Exclusive content

• Learn more about the

company

• Show others my support

for the company

• Share ideas/provide

feedback (#10: 20%)

• Marketing • Advertising • PR/word of mouth • Social CRM • Sales • Contests & offers • News & trends • Customer Service

• Brand Monitoring • SEO & Traffic • Promote events • Create & share

content • Build community • Earn social capital • Networking

“Just for PR & Marketing, Right?”

• Decentralized teams • Employee support • Mentoring • Problem-solving • Purely social • Knowledge

management • Sourcing solutions

• Events backchannel • Research • Collaboration • Innovation • Recruiting • Best practices • Project status

Everything Email Touches, Social Will

100 Million Monthly Actives

• 35 heads of state

• Every team: NFL, MLB, NBA, NHL & MLS

• 99% of top nonprofits

• 87% of top 2010 musicians

• 50 top TV shows

• 17 Languages

• SMS in 80 countries

= 230,000,000 tweets per day

SOURCE: HUBSPOT, 2011 30

Global Sensing and Signaling Network

Any to Many

Influence (was)

Attract attention to yourself

Influence (is)

Provide attention & value to others

The Message is the Influencer.

http://twitpic.com/135xa by @JKrums

Only connect! - E.M. Forster

Twitter Inbound Marketing in 2 Words…

Be Useful!

Image: http://inay.org

When I grow up I don’t want to be a

lead!

47

Get Found

1

3 Steps:

Convert

2

Measure What

Matters

3

http://bit.ly/inbound101

Blogging

Website

Social Media

SEO Tools

Prospect

Intelligence

Lead

Intelligence

Landing Pages

Email

Manager

Lead

Nurturing

Marketing Analytics Competitor Tracking Blog Analytics Advanced Marketing Analytics

Get Found. Convert. Analyze.

Get Found 1

Blogging

Website

Social Media

SEO Tools

Prospect

Intelligence

Lead

Intelligence

Landing Pages

Email

Manager

Lead

Nurturing

Marketing Analytics Competitor Tracking Blog Analytics Advanced Marketing Analytics

Get Found. Convert. Analyze.

Have more fun! Try more things.

Don’t be afraid to polarize

TWEET QUOTE!

Make the customer the hero of your story. ANN HANDLEY CHIEF CONTENT OFFICER MARKETINGPROFS

Image Credit: Fotographia Guerilla

TWEET EBOOK!

Either write something worth reading or do something worth writing about. BENJAMIN FRANKLIN

Image Credit:

lhalstead

Convert 2

Blogging

Website

Social Media

SEO Tools

Prospect

Intelligence

Lead

Intelligence

Landing Pages

Email

Manager

Lead

Nurturing

Marketing Analytics Competitor Tracking Blog Analytics Advanced Marketing Analytics

Get Found. Convert. Analyze.

More of this.

58

Analyze (Measure What Matters!) 3

Blogging

Website

Social Media

SEO Tools

Prospect

Intelligence

Lead

Intelligence

Landing Pages

Email

Manager

Lead

Nurturing

Marketing Analytics Competitor Tracking Blog Analytics Advanced Marketing Analytics

Get Found. Convert. Analyze.

You don’t just want a following.

61

You want

screaming,

raving fans

Twitter Inbound Marketing in 4 Words…

Listen. Learn. Care. Serve.

Listen.

Learn. • Act on what you’re hearing • Shine a light on others’ ideas • Innovate • Measure and notice what’s working • Apologize when you screw up • Encourage your team to explore and

take risks • Try new stuff. Repeat.

66

Care. Your Mother Taught You How To Tweet

1. Dress nicely

– Background & avatar

2. Introduce yourself

– Complete profile, link on your site

3. Be a good conversationalist

– Listen. Respond. Be relevant. Be useful.

Manage Customer Relationships • Get involved where customers already are • Build relationships and keep in touch

throughout the Customer Lifecycle -- save searches, track deals, manage

contacts & projects • TIP: Try a Social CRM tool with many

different integrations

68

Care.

Serve. Create great content • Twitter, blog, Facebook page, ebooks, white

papers & webinars • What your customer cares about and needs to

know.

Curate great content • Become one-stop-shop for customer info needs

• “Do what you do best and link to the rest!” -@jeffjarvis

69

Myths/What NOT to do.

We Need More Followers! Clickthrus?

Fans?

Friends?

Traffic?

Klout?

Influentials?

SOMETHINGS? Right? Don’t we? Hello?

You Need Business Objectives.

Then, measure what you’re actually trying to do.

We Need Social Campaigns!

not so much.

Invest in Social literacy.

The ROI is Unproven!

+

The ROI is MEASURABLE.

• Track conversions from social media

• Build and track relationships and leads

• Track converstions with in-page analytics

• Retain customers and create fans

• Save costs - customer support, lead generation

Blogging

Website

Social Media

SEO Tools

Prospect

Intelligence

Lead

Intelligence

Landing Pages

Email

Manager

Lead

Nurturing

Marketing Analytics Competitor Tracking Blog Analytics Advanced Marketing Analytics

Get Found. Convert. Analyze.

INSPIRED?

View the complete webinar:

http://bit.ly/HS-Twitter