RSA Conference Exhibitor List 2024 - Exhibitors Data
twitter and facebook for mrkting
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
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
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
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
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
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
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
