View the complete webinar for more Twitter marketing goodness: http://www.hubspot.com/marketing-webinars/twitter-marketing/

1. Inbound
Marketing
With Twitter
Data and tips from the trenches
Laura Fitton
@pistachio
pistachio@hubspot.com

2. Laura @Pistachio Fitton
“Excited & geeky about
where all this leads!" Twitter
for
Dummies
Inbound
Marketing
Evangelist
87,000
Twitter
@pistachio Founder Readers
(acq. By HubSpot)

3. Laura Fitton, May 2007
Homebound mom.
Two kids under two.
Where do I
upgrade
my
browser?
What’s
Web 2.0?
Twitter
is
Dumb!
NO business
network in Boston

6. “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

9. Founder/CEO oneforty.com

10. How did THAT
Happen??!
Photo: http://www.flickr.com/photos/furryscalyman/

12. http://bit.ly/inbound101
3 Steps:
1 2 3
Get Found Convert Analyze
(Measure What
Matters)

13. 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

14. Marketing was
about
pushing
messages out.

15. Today it’s about
pulling
people in.

16. 16

17. Less of this.
25%
of your list
expires each
year
91%
86% unsubscribe
skip TV ads
Email usage is
declining by as
much as
44% 59%
of direct mail is
never opened
2/3
on FTC’s
DO NOT CALL list
17

18. More of this.
18

19. Humans Are Changing
???

20. Humans Are Changing

21. The balance of power shifted
mere mortal

23. Twitter is not a technology.
It's a conversation.
And it's happening
with or without you.
CHARLENE LI
CO-AUTHOR OF GROUNDSWELL
Image Credit:
THEMACGIRL*

24. What does it Do?

25. Top Reasons Consumers Follow Brands
• Updates on future • Fun/entertainment
products (#1: 38%) • Exclusive content
• Stay informed about • Learn more about the
company activities company
• Discounts and • Show others my support
promotions for the company
• Updates on upcoming • Share ideas/provide
sales feedback (#10: 20%)
• Samples/coupons
CoTweet ExactTarget 2010

26. “Just for PR & Marketing, Right?”
• Marketing • Brand Monitoring
• Advertising • SEO & Traffic
• PR/word of mouth • Promote events
• Social CRM • Create & share
• Sales content
• Contests & offers • Build community
• News & trends • Earn social capital
• Customer Service • Networking

27. Everything Email Touches, Social Will
• Events backchannel • Decentralized teams
• Research • Employee support
• Collaboration • Mentoring
• Innovation • Problem-solving
• Recruiting • Purely social
• Best practices • Knowledge
• Project status management
• Sourcing solutions

29. 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

30. SOURCE: HUBSPOT, 2011 30

31. Global Sensing and Signaling Network

35. Any to Many

37. Influence (was)
Attract attention to yourself

38. Influence (is)
Provide attention & value to others

39. The Message is
the Influencer.
http://twitpic.com/135xa by @JKrums

40. Only connect!
- E.M. Forster

43. Twitter
Inbound Marketing
in 2 Words…

44. Be Useful!

45. Image: http://inay.org

47. When I grow up
I don’t want to be a
lead!
47

48. http://bit.ly/inbound101
3 Steps:
1 2 3
Measure
Get Found Convert What
Matters

49. Get Found. Convert. Analyze.
Blogging Prospect Marketing
Intelligence Analytics
Website Lead
Competitor
Intelligence
Tracking
Social Media Landing Pages
Blog Analytics
Email
SEO Tools Manager
Advanced
Lead Marketing
Nurturing Analytics

50. 1 Get
Found

51. Get Found. Convert. Analyze.
Blogging Prospect Marketing
Intelligence Analytics
Website Lead
Competitor
Intelligence
Tracking
Social Media Landing Pages
Blog Analytics
Email
SEO Tools Manager
Advanced
Lead Marketing
Nurturing Analytics

52. Have more fun!
Try more things.

53. Don’t be afraid to polarize

54. Image Credit: Fotographia Guerilla
Make the
customer
the hero of your
story.
ANN HANDLEY
CHIEF CONTENT OFFICER
MARKETINGPROFS
TWEET QUOTE!!
EBOOK

55. Either write something worth reading or
do something worth writing about.
BENJAMIN FRANKLIN
Image Credit:
lhalstead

56. 2 Convert

57. Get Found. Convert. Analyze.
Blogging Prospect Marketing
Intelligence Analytics
Website Lead
Competitor
Intelligence
Tracking
Social Media Landing Pages
Blog Analytics
Email
SEO Tools Manager
Advanced
Lead Marketing
Nurturing Analytics

58. More of this.
58

59. 3 Analyze
(Measure What
Matters!)

60. Get Found. Convert. Analyze.
Blogging Prospect Marketing
Intelligence Analytics
Website Lead
Competitor
Intelligence
Tracking
Social Media Landing Pages
Blog Analytics
Email
SEO Tools Manager
Advanced
Lead Marketing
Nurturing Analytics

61. You don’t just want a following.
61

62. You want
screaming,
raving fans

63. Twitter
Inbound Marketing
in 4 Words…

64. Listen.
Learn.
Care.
Serve.

65. Listen.

66. 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

67. 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.

68. Care.
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

69. 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

70. Myths/What NOT to do.

71. We Need More Followers!
Clickthrus?
Fans?
Friends?
Traffic?
Klout?
Influentials?
SOMETHINGS? Right? Don’t we? Hello?

72. You Need Business Objectives.
Then, measure what you’re actually
trying to do.

73. We Need Social Campaigns!
not so much.
Invest in Social literacy.

74. The ROI is Unproven!
+

75. 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

76. Get Found. Convert. Analyze.
Blogging Prospect Marketing
Intelligence Analytics
Website Lead
Competitor
Intelligence
Tracking
Social Media Landing Pages
Blog Analytics
Email
SEO Tools Manager
Advanced
Lead Marketing
Nurturing Analytics

77. INSPIRED?
View the complete webinar:
http://bit.ly/HS-Twitter