State of the Twittersphere

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

• Email

• Lead Intelligence

• Lead Mgmt

• Analytics

Twitter Feeds the Funnel & Helps Convert

Blogging SEO Email Pay-Per-ClickTwitter

Website Visitors

7

Leads

Customers

Twitter

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

15

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

Twitter

26

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

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Customers

How to Track Your Funnel

Track visitors.

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How to Track Your Funnel

Track leads.

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How to Track Your Funnel

Track customers.

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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 …

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Twitter Is Part of a Complex System

Social Media, eg Twitter

SEO

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Diagram: Wikipedia

Blogging

HubSpot Helps Navigate the System

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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