Webinar

1. How Businesses Are Marketing With Facebook
& Twitter
Six New Social Media Case Studies
Rick Burnes
HubSpot Marketing Manager
Twitter: @rickburnes

2. Agenda
I. About HubSpot & Inbound
Marketing
II. How Businesses Are Using
Facebook
III. How Businesses Are Using Twitter
IV. How to Measure Social Media
2

3. What’s HubSpot?
• Founded in July 2006; grew out of research at MIT
• Sells inbound marketing software
• 2,000+ customers; 100+ employees
3

4. Traditional Marketing (Outbound)
4

5. Marketing Today (Inbound)
5

6. What Is Inbound Marketing?
Process Website Visitors Tools
Get Found Get Found
• Publish • Content Mgmt
• Promote • Blogging
• Optimize • Social Media
• SEO
Leads • Analytics
Convert Convert
• Test • Offers / CTAs
• Landing Pages
• Target
• Email
• Nurture • Lead Intelligence
• Lead Mgmt
• Analytics
Customers
6

7. Social Media Feeds the Funnel
Blogging SEO Social Media Email Pay-Per-Click
Website Visitors
Leads
Customers
7

8. It’s an Ecosystem
SEO
Social
Media
Blog
Flickr: Storm Crypt
8

9. Is Social Media Like Cotton Candy?
Flickr: anitacanita
• Colorful
• Sticky
• No nutritional or business value
9

10. No! It’s Like Whole Wheat Bread.
Flickr: sierravalleygirl
• Healthy
• Used widely
• A basic part of any diet or marketing mix
10

11. It Drives Leads!
HubSpot Social Media Leads
Twitter & Facebook are largest categories, at >60% of HubSpot’s total social media leads.
11

12. How to Succeed With Social Media
Measure & Build a
Analyze Network
Share
Content

13. Not Sold on Facebook or Twitter?
Same recipe for success on every social network.
13

14. Agenda
I. About HubSpot & Inbound
Marketing
II. How Businesses Are Using
Facebook
III. How Businesses Are Using Twitter
IV. How to Measure Social Media
14

15. Facebook Momentum

16. How Businesses Participate: Pages
16

17. What Makes Great Facebook Pages?*
Product Passion
Content
Community
Fun
Practical Information
Je Ne Sais Quoi
* In my opinion.
17

18. What Are Your Neighbors Up To?
The best way to learn how to use Facebook for your business?
Study the things that work for other businesses.
18

19. Don’t Focus Too Much on Your Industry
The best marketers take off the
blinders and look outside their
world for inspiration.
“But we’re a B2B company” is a
BAD excuse not to dive into
Facebook.
beketchai on flickr
19

20. Tip: Be a Fan of Facebook Marketing
20

21. Case Study #1: MailChimp
• Email Marketing
Software
• >5,000 fans
21

22. MailChimp Uses Notes & Photos
B2B Tip: Share useful information; have fun.
22

23. Case Study #2: All Things Jeep
• Website that
sells Jeep
paraphernalia
• >2,300 fans
23

24. 272 Photos Contributed by Users
B2B Tip: Engage your Facebook community.
24

25. Case Study #3: Nicholas Kristof
• NYT Columnist
• >146,543 fans
25

26. Context Provided for Each Link
B2B Tips: Be
passionate; share
content, but share it
with a personal voice.
26

27. Agenda
I. About HubSpot & Inbound
Marketing
II. How Businesses Are Using
Facebook
III. How Businesses Are Using Twitter
IV. How to Measure Social Media
27

28. Twitter Growth Is Slowing
28

29. Now a More Mature Service
Image: Wikipedia
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30. More Followers, on Average
30

31. Following More, on Average
31

32. More Updates, on Average
32

33. Same Goes for HubSpot Customers
33

34. Case Study #3: HubSpot
34

35. Case Study #2: Ken Lauher
35

36. Case Study #3: Webinetry
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37. Key to Success: Content
37

38. Blogging Increases Twitter Reach >75%
38

39. Links to Blog = Links to Landing Pages
Potential for No Potential
Lead Gen for Lead Gen
39

40. What to Publish?
• Blog
• Podcast
• Videos
• Photos
• Presentations
• eBooks
• News Releases
40

41. 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.

42. What Gets Shared?
Rarely Frequently
Shared Shared
• Product info • New data
• Free trials • Funny videos
• Software documentation • Top-notch blog posts
42

43. Agenda
I. About HubSpot & Inbound
Marketing
II. How Businesses Are Using
Facebook
III. How Businesses Are Using Twitter
IV. How to Measure Social Media
43

44. Follower Count
• A measure of your raw distribution power

45. @replies
• A measure of community engagement & branding
• On your profile or via search.twitter.com

46. Twitter Grader
• Inputs include followers, influence, follower influence
and patterns of use

47. Facebook Grader - Business

48. Measure the Impact on Your Funnel
Website Visitors
Customers
48

49. How to Track Your Funnel
Track visitors.
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50. How to Track Your Funnel
Track leads.
50

51. How to Track Your Funnel
Track customers.
51

52. Why Tracking Via Channels Is Critical
Net
Visitors Leads Conversion Customers
Conversion
Twitter 3,289 554 17% 12 0.4%
Facebook 504 75 15% 6 1.2%
Stumbleupon 511 28 5% 1 0.2%
52

53. Final Thoughts …
53

54. 20th Century Customers
Highly transactional, anonymous.
54

55. 21st Century Customers
Relationship
based; they want
to go where
everybody knows
their name.
55

56. The Challenge? Too Many Pieces!
d.j.k. on flickr
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57. HubSpot Puts the Pieces Together
57

58. Thank You!
Sign up for a free trial of HubSpot:
www.hubspot.com/trial/
Connect with us:
LinkedIn: www.linkedin.com/in/rickburnes
Twitter: www.twitter.com/rickburnes
More questions? Post them here: http://inbound.org