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Como atraer clientes con Twitter y Vine

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how to attract customers with twitter & Vine1

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ATTRACT CUSTOMERS WITH TWITTER AND VINE

Learn How to

optimize Your twitter & Vine Presence to Generate Leads & Sales

a publication of

ggB

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Introductory content is for marketers who are new to the subject.

this content typically includes step-by-step instructions on how

to get started with this aspect of inbound marketing and learn its

fundamentals. read our introductory-level ebook, How to Use

twitter for Business.

INTRODUCTORY

IS THIS BOOK RIGHT FOR ME?not quite sure if this ebook is right for you? See the below description to determine if

your level matches the content you are about to read.

Intermediate content is for marketers who are familiar with the

subject but have only basic experience in executing strategies and

tactics on the topic. this content typically covers the fundamentals

and moves on to reveal more complex functions and examples.

after reading it, you will feel comfortable leading projects with this

aspect of inbound marketing.

INTERMEDIATE

advanced content is for marketers who are, or want to be, experts

on the subject. In it, we walk you through advanced features of

this aspect of inbound marketing and help you develop complete

mastery of the subject. after reading it, you will feel ready not only

to execute strategies and tactics, but also to teach others how to

be successful.

ADVANCED

This ebook!

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HubSpot brings your whole marketing world together in one, powerful, integrated system.

HUBSPotS aLL-In-one MarketInG Software

Get Found: Help prospects find you online Convert: nurture your leads and drive conversions Analyze: Measure and improve your marketing. More: See marketplace for apps and integrations

request a Demo Video overview

SoCIaL ContaCtS

weMaIL

MarketInG

M

anaLYtICSSMart fIeLDS

n

ContaCtS DataBaSe

workfLowS

;U

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lEARN HOW TO ATTRACT CUSTOMERS WITH TWITTER & VINE

By anum Hussain

anum Hussain is an inbound content

strategist at HubSpot, leading the internal

offers team that helps generate 70,000 new

leads each month. In this role, she reviews

all the content HubSpot publishes, such as

ebooks, templates, and whitepapers. She

is an active writer for the HubSpot Internet

Marketing Blog, has previously written for

the Boston Globe and LinkedIn, and also

maintains her own blog on content strategy at

anumhussain.com.

FOllOW ME ON [email protected]

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CONTENTS

OpTIMIzE THE BRANDING OF YOUR TWITTER pROFIlE /9

6 STEpS TO OpTIMIzE TWITTER FOR SEARCH /16

TWITTER ETIqUETTE FOR BUSINESS /22

6 IDEAS TO jUMp START YOUR lEAD GENERATION STRATEGY /29

INCORpORATE VINE INTO YOUR TWITTER STRATEGY /37

HOW TO MEASURE THE ROI OF TWITTER & VINE /48

CONClUSION & ADDITIONAl RESOURCES /59

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whether youve read my book twitter for Dummies or not, we know

youre no dummy when it comes to making twitter work for your business.

were glad you dropped by HubSpot to learn more. twitters come a long

way, baby, and so have you!

ready to dig in past the basics and start showing the rest of your company

what twitter can really do? awesome. You came to the right spot.

Ever wonder how to optimize your Twitter profile for search? Got it. Unsure

what to do about measuring it all? well explain that too. well even show

you how to close the loop between marketing and sales with analytics so

you know what new leads and customers are coming from your twitter

efforts.

Hope youll enjoy putting these suggestions

to work, and join us at Inbound 2013 to keep

learning more about inbound marketing with

platforms like twitter.

Laura @Pistachio fitton Inbound Marketing evangelist, HubSpot Lead author, twitter for Dummies

Warmly,

Foreword by Laura Fitton

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42% of companies have acquired a customer via Twitter. the marketing world is transforming into an inbound one. with over 140

million active twitter accounts, and 340 million tweets a day, the social

network is becoming omnipresent in the business world. In fact, 42% of

companies have acquired a customer via Twitter.

this intermediate ebook will delve into how your business can best take

advantage of twitter -- turning 140-character tweets into quality leads.

You will learn to use twitter to promote and develop your brand, interact

with customers and prospects, follow what people are saying about your

company and develop direct relationships with bloggers, journalists, and

industry leaders.

and with twitters launch of Vine, theres even more to learn and explore.

the question for marketers now isnt if twitter or its new Vine app can

produce measurable roI, but how to take best advantage of the changing

social media landscape, and how to implement a closed-loop marketing

process to analyze and track your relationships from prospects to

customers.

Source: HubSpot

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A Note of Inspiration About New Tools

keeping pace with evolving technologies is a challenge for even the most

attuned marketers. the past several years have spelled tectonic shifts in

twitter. In 2012 alone, twitter and LinkedIn broke their partnership. and

now, as mentioned, theres Vine.

while there is no way to anticipate every social evolution, smart marketers

must stay on top of these developments. and it pays to be on the cutting

edge just ask John Landy, mostly the forgotten second man to break the

four-minute mile.

At HubSpot, we have managed to drive significant traffic by being the first

to review a new development, or discuss new industry trends, which is why

we are including a section in this ebook update.

this ebook will walk through how you can maximize twitter tools, and use

them to drive more leads and customers to your business.

Twitter is not a technology, its a conversation. And its happening with or without you.

-Charlene Li

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CHApTER 1

OpTIMIzE THE BRANDING OF YOUR TWITTER pROFIlE

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SWAG > [swag] verb, adj. aPPearanCe, StYLe

every good business has swag--the way you present your style. Particularly

in the image-driven world of social media, its important that your business

swag is unique and visually compelling.

twitter announced official brand pages in the fourth quarter of 2011, and

have continued to improve their functionality through 2012. Set up your

Twitter brand pages to take full advantage of the business benefits:

COVER pHOTOS

on the heels of 2011s call-to-action banners on twitter brand pages, in

2012, twitter followed facebooks example and added cover photos for

user and company profile pages.

Cover photos allow businesses to add a larger image, in addition to

promoting the your brands username, location, and a short description or

bio. this header is the perfect opportunity to show some more personality-

-and include a call-to-action (Cta), a link that directs visitors to a desired

action you want them to take.

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Gauge what is important to your specific Twitter audience and create a

custom Cta. If your company is running a new social campaign, you can

use this header to teach users more about it.

In HubSpots case, we could direct users to our ebook on How to Use

twitter for Business because that is something our twitter followers would

benefit from. Here you can see the HubSpot cover photo:

to add your cover photo, simply click on the gear at the top right of your

twitter page, and select settings from the drop-down menu. from there,

go to the profile tab on the left, and upload your photo under the header

option.

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FEATURED TWEETS

Brand pages also allow you to

feature a tweet at the top of your

twitter feed. this paid feature is

a great way to highlight particular

campaigns, promotions, or offers

youd like to give more visibility over

a longer period of time. You can

support these tweets with engaging

images and videos to better

illustrate your offer and give your

lead generation efforts even more

potency.

CUSTOM BACKGROUNDS

Creating a custom background is another

quick improvement. while once upon-a-time,

users expect to see your company name, logo,

and UrLs on your background, people are

now much more susceptible to more simplistic designs. to get your own

custom background up, read the step-by-step instructions on the next

pages and follow along during this video tutorial.

Make your

own

background

.

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Set the right Measurements

Your background can be made using any design

software so long as you follow the following

measurements:

Width: 2048 pixels

Height: 1900 pixels

Resolution: 72 pixels/inch

note that twitter backgrounds will not scroll down as

users scroll down a profile page. The text/images on the

background will be glued to one spot.

Define Your Design Space

Since your activity timeline (or feed) appears in the

center of your twitter screen, you need to position

your background so it isnt covered up by your feed. to

do this, check that your text and images are viewable

on any screen size. You dont want your feed to cut

off on a 13 screen because your background was

formatted for a 15 screen. Marking your design to

300-pixels horizontally, should allow your background

to show on most screens.

STEp 1

STEp 2

reMeMBer: 300 PIXeLS!

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Select a Background

as a background, you can make your entire canvas one

color or insert an image to fill the entire background. If

you decide on an image, be sure you own the rights to

the image you choose, and consider how it will look when

part of it is covered up by the twitter feed. a solid color is

always a safe option. Its also easier on the eyes.

add Your text

at this point, youre free to add any the text to the

300-pixel wide, left-hand column we created. Your

layout should reflect your companys identity, but

keep it simple. twitter is the world of 140-character

updates after all. Users are used to brevity, and they

will respond best to clean designs.

keep it short.

STEp 3

STEp 4

To define the design space, click on the vertical ruler and drag until the

line touches 300 on the horizontal ruler. this marker will not appear in

your final product, it is simply an indicator for you to keep all your work

inside that selected area. (If your design software that doesnt have a

marker, simply draw a line, and delete it after).

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Correctly Save Your file

Save the file to a safe place to ensure you can find the original file

again when you need to update it. With this backup, save the file

again as one of the three file types Twitter accepts: JPG, PNG, or

GIf. Be sure that the image size does not exceed 800k, because

that is the maximum file size Twitter accepts.

for those designing in Photoshop, you will automatically be

directed to a new prompt after clicking save, which will give you

the option of adjusting the image quality. Simply adjust the image

quality down one number, and you will notice an extreme drop in

file size, without hurting the quality to a great extent.

Upload to twitter

Upload the background you selected in Step three. Go to your new

personal or company Twitter profile, and select settings, which

is located in a drop-down menu under your twitter username on

the upper right-hand side of the screen. once youve navigated to

settings, click the design tab and select change background

image. Upload your new background, save changes, and your

beautiful, custom, background will appear right before your eyes.

STEp 5

STEp 6

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CHApTER 2

6 STEpS TO OpTIMIzE TWITTER FOR SEARCH

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now that your twitter brand page is prepared for the twitterverse, its

time to ensure users can find you in search engine results. A robust

social media presence enhances your Seo results. Your twitter handle

and updates can support your entire marketing program by helping your

business rank in search for industry keywords.

While you want your website to be the first hitwhy not have your

twitter posts display a few links below? when it comes to search engine

optimization, its okay to be greedy: You dont want just the number one

spot; you want as many as you can get.

I see Twitter impacting a lot of relationship building, which often leads to partnerships, links, referrals, and business development of all kinds.

-rand fishkin

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twItter Seo

reaCH

LenGtH

SPaM free

InBoUnDLInkS

keYworDS In BIo

keYworDS SUBSet

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keep Handles Spam-free

Your twitter handle can be changed at any time,

pending availability. to edit your handle, simply go

to the settings drop-down and find the field that

allows you to change your username.

Many spammers have twitter handles that include

a set of numbers (e.g., @name546789). when

Googles algorithm scans links on twitter, it often

disregards such usernames since there is no way

to differentiate between who is real and who isnt.

therefore, choose a unique and professional username.

Include keywords in Bios

to improve Seo, be sure to include at least one keyword

in your bio that reflects your business Dont riddle this

about section with industry keywords, as that will

look forced. a few keywords deployed in an accurate

way will help improve search visibility. keep in mind,

search engines often display your 160-character

twitter bio in the links description on the results pages,

so make your company description attention-grabbing.

STEp 2

STEp 1

K

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Build Your reach

this may sound like a no-brainer, but

gaining a following with high quality

followers is important for Seo purposes.

In an interview with Google and Bing, the

two primary search crawlers said that their

algorithms check the authority of every

user tweeting content. we do compute

and use author quality, said a Google

representative. we dont know who

anyone is in real life.

Create a Subset of keywords

while your business should have a set of keywords

it tries to rank for, all those keywords may not

translate over to twitter--especially if theyre

lengthy. analyze your keywords through various

tools (HubSpot customers use our keyword tool),

and pick a smaller subset of keywords specifically

for twitter. tweet these phrases throughout the

day tweets to help boost your rankings.

STEp 3

STEp 4

Get more authority.

K

K

K

KK

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keep tweets in rt Safe Zone

In order to ensure your

Seo-ready keywords are

not deleted when a user

shares your tweet via rt @

username, make sure your

tweets run short -- you want

a solid 10-20 characters of

legroom. additionally, data

shows that 120-130 character

tweets have the highest

clickthrough-rates (Ctr).

fuel Your Inbound Links

Make your content remarkable enough that other influencers retweet

it. Search engines will register the value of Twitter authority figures and

correlate that with the value of the link posted. this means that crawlers

are analyzing the number of followers of those who retweet your content,

and ranking your retweeted link based on that value -- the twitter

equivalent of an inbound link. Posting updates that appeal to influencers

will inevitably boost your optimization efforts.

STEp 5

STEp 6

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CHApTER 3

TWITTER ETIqUETTE FOR BUSINESS

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Monitoring your Twitter account can take time. Efficiently optimize both

the amount of time you spend monitoring twitter and, consequently, your

results. Heres a few ways to do so without sounding like a

robot or replying to every tweet.

REplY WHEN NECESSARY

there is little value in habitually replying to every tweet with an upbeat

thank you. However, you should make a habit of replying to two types of

tweets on an ongoing basis: questions and negative comments.

when you know the answer

to a question, answer it. If

you dont know the answer,

ask someone at your

company who does. a social

media manager is not hired

to know every intricacy

of your corporate policy,

but to manage how you

communicate them. Use

your resources well and give twitterers the proper responses they deserve.

? -

64% of twitter are more likely to make purchases from businesses that answer

their questions on twitter.

More Likelyas LikelyLess Likely

Source: InboxQ (Survey)

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AllOW DIRECT MESSAGING (DM)

wouldnt it be great if the tip recommended

before this one could be done privately? thats

precisely why its so important to follow back

users who follow you. If they have a question,

most will try to DM you, but twitter will only

allow them to send direct messages if you are

following them.

plACE @REplY IN FRONT OF TWEET

twitter differentiates between a reply and a mention based

on the twitter handle location in the composed tweet. If you place

a handle at the beginning of your update (e.g, @anummedia I

read your...), twitter considers the tweet a reply, as you are

responding directly to the user. If the handle is placed somewhere other

than the beginning of a tweet, it is recorded as a mention.

when responding to a twitter user, decide who you want to see your

tweet. replying directly to a user means that tweet appears only on your

profile page and in feeds those who follow you both. You may notice users

dodging this by including a period in front of their tweet ([email protected]).

Message me privately.

@

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SCHEDUlE, THEN MONITOR YOUR TWEETS

Scheduling tweets is a step to help minimize the amount of time you

spend scripting tweets each day. By knowing you have a steady amount of

content that will automatically publish, you are giving yourself more time

to follow where that content is going, how its being discussed, and what

leads its generating for you. now all you have to do is check in occasionally

to see what people are saying and respond accordingly. this technique is

much easier than worrying, or worse, forgetting, that you have to tweet.

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3 Set your blogs to auto-promote and see click-through data.

Create and send all your twitter posts from one central portal.

Send immediately or schedule your posts in advance.

Get suggested times based in the Science of timing research or set

your own suggested times for publishing.

3

3

REqUEST A DEMO

You know your content needs to be shared and spread across twitter -- youre just daunted by the task of constantly tweeting your content throughout the day. HubSpot eliminates that problem, allowing you to schedule and automate your social media publishing.

SaVe YoUr tIMe & SCHeDULe tweetS

WATCH VIDEO

w

3

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even equipped with the best practices shared above, many businesses get

lost in the twitterverse and end up using the social tool in a less customer-

friendly manner. this behavior is often due to some common myth in the

internet marketing space. Lets tackle three of these misconceptions and

discuss whats wrong with each of them.

LonGer MeMBerSHIP SHorter MeMBerSHIP

Your twitter presence is not measured by how long you have been a

member; its measured by the value you provide - which translates to

followers and engagement. People follow users to find information they

wouldnt stumble across on their own. to grow followers, make sure

you post truly valuable content, not simply spam about your product or

service.

MYTH 1

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tweetInG eVerY SeConD 15-25 tweetS Per DaY

while its true that tweets have a short shelf life, it doesnt necessarily

mean you should be a tweeting machine. with tweets sent every second,

your most recent updates move down a users feed almost instantly, and

constant tweets can irk your followers.

our data shows that 15-25 tweets per day is the sweet spot for increasing

following. while this sounds overwhelming, understand that its merely

the average; you can fluctuate above and below. Whats important to take

away is that posting too much too often could decrease your opportunities

to grow your following.

foLLowInG InDUStrY LeaDerS foLLowInG CUStoMerS

are you following industry leaders to learn from

the insights they share? following competitors to

keep an eye on their messaging? Great! But what

about your customers and evangelists?

Many businesses ignore these folks--which

makes no sense. If brand loyalists are willing to

publicly talk about and show that they follow your

company, doesnt it intuitively make sense to send them some love back?

MYTH 2

MYTH 3

follow birds?

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CHApTER 4

6 IDEAS TO jUMp START YOUR lEAD GENERATION STRATEGY

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the biggest mistake marketers make with twitter is not realizing it can

make you money. from a business standpoint, why do anything that

doesnt demonstrate concrete roI? twitter is still a place of positive brand

communication and conversation, but its also a place to generate leads.

when it comes down to it, your business needs to test what works best for

lead generation. You cant do everything, and what works for one business

may not work for yours. Heres a list of ideas weve experienced success

with. Use a few as a starting point and build your own strategy by following

what works for your business.

tweet offers

Sharing your offers is the simplest form of lead generation. Control how often you

share your offers to ensure your account doesnt turn into a spam-bot. Your specific

frequency is contingent upon your business. for example, a recruiter can naturally

share job openings frequently because users are vested in new opportunities.

However, they may not be as willing to download the same whitepaper about

improving heating systems, for example. Have difficulties coming up with content

ideas? Here is an ebook that will help you out.

IDEA 1

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ConneCt YoUr BLoG to YoUr twItter

If you have a blog, be sure to tweet links to all your posts (which should have

calls-to-action featured in them). this is an indirect but effective way to attract

new leads. If possible, connect your blog with twitter so that a post gets tweeted

the minute its published automatically. for HubSpot customers, the HubSpot

software can automatically set this up for you.

IDEA 2

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respond with Landing Pages

when a user sends you a question, use the opportunity to give them

proper feedback. when possible, and only when helpful to the user, add a

landing page link to your response.

for example, one user tweeted his Marketing Grader grade, adding

commentary about how he wanted to improve his overall score by

improving his website presence. @HubSpot responded with a link to our

ebook, 25 Website Must Haves for Driving Traffic, Leads & Sales. the

user appreciated our beneficial--not spammy--response. He filled out the

form and received the information he needed to improve his score!

Include Hashtags

Create a hashtag by simply adding a pound sign in front of a word.

But simply adding a hashtag to a tweet isnt going to give you

any results; you need to integrate them to a marketing campaign.

follow trends. If you see a trending hashtag relevant to your tweet or

content, include it in your updates. Similarly, if a user is tweeting with a

particular hashtag, include it in your retweet. this allows your tweets to

reach anyone who is looking for that particular hashtag.

when hosting an event, create a hashtag so users can chime in and

aggregate a list of tweets from potential leads.

IDEA 3

IDEA 4

#

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Build Your reach

whats the use of following any of the above suggestions if youre not

reaching anyone? this is where you need to revisit the basics of twitter

and remember to spend time building your following. the more people

youre sending information to, the higher your chance of generating leads.

to learn more ways to attract more social media fans and followers, read

this in-depth post. HubSpots software can also give you a quick snapshot

of your social media reach:

IDEA 5

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try twitter Chats

twitter chats are the next level of hashtags. from a business standpoint, a

twitter chat is an online discussion between a brand and the twitter world.

while there is no set format, most moderators will host weekly twitter

chats, asking about six to eight questions over the period of an hour.

for example, when HubSpot hosts #InboundChat, the @HubSpot twitter

account plays the role of moderator, while a specific HubSpotter will jump

in separately on their personal twitter handle, playing the role of expert.

this person is mentioned by @HubSpot at the beginning of the chat so

attendees can identify the expert and ask follow-up questions.

IDEA 6

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at the beginning of the chat, @HubSpot asks the audience to introduce

themselves and soon after jumps in with Question 1.

tactically, when asking a question during your chat, be sure to include

Q1: (Question 1) at the beginning of your tweet. This identifies which

number question youre asking. also insert your chat hashtag at the end.

when answering a question, include a1: (answer 1) at the beginning of

your tweet and include your chat hashtag at the end. there is no need to

include the moderators twitter handle in every answer, but do include

specific handles when/if youre

replying to someones follow-up

question for further discussion.

Note: If you do not include the chat

hashtag in your tweet, your answer

will not show up in the chat feed.

During the chat, a @HubSpot monitor

retweets (rt) other users comments

and answers follow-up questions.

#Inbound

Chat

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to push our lead generation efforts, we pair each chat with an offer. for

example, we paired a twitter for Business chat paired with this ebook! to

keep the theme strong, you may want to tweet a link to the ebook to help

users follow along, but you can also create a special landing page such

as our http://www.hubspot.com/inboundchat page, which is tailored for a

particular chat using appropriate calls-to-action (Ctas) and helpful copy.

keep in mind this platform of discussion may not work for every business,

and the only way to find out is to try it! Figure out how you want to format

your chat and give it a few test runs. Dont simply host one event and quit.

Make sure youre promoting the chat ahead of time so users know its

happening. You can also join one of the nearly 100 regularly scheduled

twitter chats on a huge variety of industry topics. Depending on your

business, joining rather than creating a chat may prove more beneficial.

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CHApTER 5

INCORpORATE VINE INTO YOUR TWITTER STRATEGY

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what is Vine?

In January 2013, twitter announced the launch of its new, integrated

mobile video app called Vine. the GIf-like app, which was acquired by

twitter in october 2012, enables mobile users to capture and share

short videos of six seconds or fewer, which complements the brevity of

140-character tweets quite nicely.

this six second time frame is perfect for a digital audience given the fact

that the average online attention span is about 8 seconds. In this fast-

moving social media space, it pays to get creative.

Vine offers an interesting fusion of video content and static visual content,

enabling mobile users to capture and share small moments. these videos

play on a loop, just like an animated GIf does. Vine videos also include

audio options.

Knowledge Check: What is a GIF file?

Short for Graphics Interchange Format, GIF files are a way

to save graphics files for use on websites that move as an

animation. Because the mini animations consists of

frames, they are similar to a movie, minus audio.

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although twitter purchased and launched Vine videos, they can be linked

to both twitter and facebook accounts. this move shows that twitter

cares more about the use and benefits of the tool (and the reach it can

get through facebook), than they do about having the tool limited to just

twitter. this move will help them see greater success and be a lovable

social platform. twitter also expects to expand to more social networks in

the near future.

at the moment, the Vine app currently is only available for use on the

iPhone and iPod touch, but we would expect twitter to expand this tool for

use on other platforms as its popularity grows.

Posts on Vine are about abbreviation -- the shortened form of something larger. Theyre little windows into the people, settings, ideas and objects that make up your life.

Source: Vine Blog

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Use Vine to expand Your Video Library

the Vine app is an easy-to-use tool

to help marketers incorporate more

video into your overall social media

strategy. they are also a great tool

to show your company personality

and reach a new audience.

Many marketers get overwhelmed,

or too focused on video-production

quality. Yet the quick upload, easy-

to-use interface, and minimal

emphasis on production quality

means that Vine is designed

to encourage a little more

experimentation.

Vines 6-second time limit also capitalizes on users short attention spans,

considering that about 20% of viewers will abandon your videos after just

10 seconds, according to Visible Measures.

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6 Quick Ideas to Inspire Your Vine Videos

Sneak peeks to promote an upcoming event or webinar, such as

speaker clips)

Quick, bite-sized product demos, perhaps focused on a particular

tool or feature

Clips showing off awesome new gear, swag, products, or the like,

in action

Behind the scenes looks at your office to show your companys

culture and the people behind your brand

Short features or case studies of customers enjoying your

product, services, or content

Clips highlighting Pr initiatives, like employees doing charity work

or award acceptance speeches

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Make sure your

companys twitter

account is connected

with the app itself.

STEp 1

How to Create Your Vine account

follow these steps to create your Vine account, and starting sharing little

videos today!

Go into the Settings

section and sign into

your companys twitter

account.

STEp 2

Sign in to your

Vine account.

STEp 3

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Go to the Vine homepage, click

on the video icon and start

recording. Its that simple!

STEp 4

BV

once your account is connected, you can publish your videos to both

your twitter and Vine feeds, which will appear for all your twitter and Vine

followers. remember, to grow your reach of these videos even further,

include relevant hashtags whenever possible.

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an Innovative example of Using Vine to Inspire Your own Creative Strategy

a lot can happen in six seconds. You can text your mom, read an email

(or delete 20), or snap a picture. But can you create a lasting impression

within six seconds?

Since twitter unleashed Vine unto the world, brands have been quick

to use the 6-second video app as a free marketing platform. while you

can browse through 15 examples of brands getting creative with Vine

for marketing here, we wanted to share one truly remarkable way we

incorporated real-time elements into our Vine marketing efforts with an

ask Me anything twitter chat. we hope it helps inspire your own ideas.

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our ask Me anything twitter

chat, hosted via the hashtag

#InboundChat, was a unique

twitter chat. Instead of

responding to user questions

with 140-character tweets, our

CMo Mike Volpe responded in

6-second Vine videos. while

the concept behind this chat is

similar to the twitter chats we

discussed in the previous chatter,

the ask and reply process is a

bit different.

once questions start rolling in,

the moderator (in this case,

@HubSpot) announces which question the expert (in this case, @mvolpe)

is currently answering so attendees can expect a video shortly after. once

you produced a video through the Vine app, you see an option to share

the video with your audience on twitter. twitter chats typically run about

an hour long, which gives you enough time to produce about 15-20 Vine

video responses.

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tips for running a Vine twitter Chat

Include multiple team members in your execution process. It

generally takes one person to film, one to act as the expert, and

one to moderate and monitor on twitter.

Using a tripod for your videos will produce the best results. that

way, your audience can focus on the experts answers without

any distractions.

remember that your experts answers must be 6 seconds long,

or fewer. ask your expert a few practice questions before starting

the chat so he/she can get the feel for how long 6 seconds is.

keep a backlog of good questions you want to ask your expert to

make the process quick and easy.

when uploading your video through Vine, dont forget to include

the chat hashtag and the experts twitter handle, and then select

Share on twitter to publish the video to both Vine and twitter.

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Incorporating Vine into your twitter strategy is a great way to expand your

interactions with leads, customers and evangelists online. the more

people youre reaching through your twitter and Vine accounts, the more

potential prospects to convert into customers. It also gives your company

culture a chance to shine -- interactive chats and other videos give your

audience an opportunity to chat with folks on the inside.

Use Vine to develop a deeper, more personal connection with your

audience and transform silent followers into serious brand evangelists.

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d

CHApTER 6

HOW TO MEASURE THE ROI OF TWITTER & VINE

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this ebook is essentially useless

unless youre measuring your efforts

along the way. weve covered how to

attract prospects and leads, but now

how do we know we attracted actual

customers? through analyzing twitter

marketing data, you can pull insights

and evaluate if youre spending your

time wisely to benefit your business.

twitter, however, doesnt have a

seamless way to check your

analytics. Vine doesnt have any

analytics. Closed-loop marketing is

what you need to look at to track the

power of twitter compared to your other

marketing channels. this means tracking the path of a user clicking a link

in a tweet, to visiting a page on your website, to filling out a landing page

to become a lead, and, ultimately, to converting into a customer. and isnt

that ultimately why youre using Twitter or Vine for business in the first

place? to bring in new customers?

YB

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Lets first look at actual business generated through leads. The basic first

step is look at traffic drawn from Twitter. While many people look at traffic

drawn from all their social media channels, you need to be able to analyze

twitter on its own.

twitter serves two purposes, and you need to be measuring both.

Business Generated through Leads

twitter followers/Database Growth

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2

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Measuring twitter Business Growth

In the screenshots on the previous page, youll notice three key metrics.

VISITS

Visits to your website from Twitter is reflective of the amount of traffic

twitter can help drive. However, visits cannot be the sole metric you track.

Traffic figures simply help you understand the next two metrics.

CONTACTS

Contacts is the number of new leads, the number of new people, who have

shown interest in your company. whether these people became contacts

through submitting a form for an ebook, entering their information for a

coupon, or submitting an application for a job, they have shown some

vested interest in your business. Contacts emphasize the new concept,

meaning they are not repeat leads. these are your potential customers. By

becoming a contacts, they are now a fresh opportunity for your sales team

to convert into a customer.

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VISITS-TO-CONTACTS RATE

While visits are important for understanding the traffic Twitter is sending

to your website, and contacts are important for understanding all the

new opportunities created for your sales team, in order to measure your

marketing effectiveness, you need to see the rate at which your visitors

are converting into contacts. this will not only allow you to analyze your

Twitter success month-over-month, but will also allow you to find problems

in your Twitter strategy. If your traffic volume is high, but youre visits-to-

contacts rate is low, you have a conversion problem. But if your visits-to-

contacts rate is high and your raw number of contacts is low, you have a

traffic problem.

over time, these three metrics will build up and add more and more

contacts into your database. from there, your sales reps can work on

converting them into customers.

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3 Collect data that shows which social channels deserve your time.

find out how many leads and customers are attributable to social

media.

Monitor your visits, new leads, and visits-to-contacts rate over any

period of time.

View number of clicks on individual posts or see social media

analytics in aggregate.

3

3

REqUEST A DEMO

Does twitter really work for business? How much time should you be spending on it? Until recently, the impact of twitter has been notoriously hard to measure. with HubSpot, you can finally start reporting on the roI of twitter marketing efforts.

MeaSUre twItterS BUSIneSS VaLUe

WATCH VIDEO

Y

3

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Measuring twitter Database Growth

Your followers on twitter are like your subscribers to your email marketing

-- they are your database of people to reach out and communicate with.

these are the people that you have to work on converting from twitter

follower to lead, to then customer. Unless you growth your twitter following,

you wont be able to convert followers into ultimate customers.

there are three metrics you can track your twitter database growth.

FOllOWER MONTH-TO-MONTH GROWTH

By pulling the number of twitter followers and net new followers, you can

get a sense of your twitter reach growth monthly. for example, if you were

to compute the following growth in March, you would pull the numbers

from february and March:

(MarCH twItter foLLowerS -- feBrUarY twItter foLLowerS) / feBrUarY twItter foLLowerS = GrowtH %

tracking this percentage monthly will allow you to see whether your

tweeting strategies and campaigns are helping to boost your reach, or

have become a waste of time.

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DAIlY FOllOWER GROWTH

While looking at your month-to-month growth is beneficial to tracking your

overall improvement on twitter, its important to also look at how you are

growing on a daily basis.

twitterCounter is a free tool that easily allows you to easily examine your

follower growth over time. this data can be used to see how many new

followers a certain campaign garnered on the day it launched. If your

following remains constant over time, this could indicate that youre not

using twitter as well as you could. Your goal should always be to increase

followers so that your reach grows. as stated before, more reach results in

more leads and customers.

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lINK ClICKS

Many of you know about bit.ly. It not only allows you to shorten links to

be twitter friendly, but it also provides you with the ability to analyze the

number of clicks on that specific link. While its tedious to look at each

link separately like this, it provides valuable insight into how many people

actually clicked on your link.

In fact, Dan Zarrella analyzed

at 2.7 million link-containing

tweets and found something

interesting: He discovered that

there is no correlation between

retweets and clicks. rather,

16.12% of the link-containing

tweets analyzed generated more

retweets than clicks, meaning

many people will retweet a tweet

with a link without even clicking

on that link.

this data simply highlights how important it is to also see how many

people are actually clicking on your links, as it will reflect true interest in

your content versus just retweeting for the sake of retweeting.

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How Do You Measure Vine?Unfortunately, there are not many ways to

measure your success on Vine. But creative,

data-driven marketers still find ways to track

how they are performing. while we hope to

see developments to Vine measurement, here

are some metrics to start watching.

HASHTAGS

as youve learned, you can upload a Vine video

and post it to twitter. while, like Instagram, you

cant include a link to your upload, this provides

you with the opportunity to add hashtags to the

tweet copy. the main link that populates with the

tweet is a link to the Vine video.

Hashtacks are trackable. there are many free tools available to marketers,

such as tweetreach, that digs through all the tweets on Twitter and finds

every mention of any search term you request for. So, simply search for

your custom-made hashtag for your Vine videos, and the tool will tell

you how many tweets that hashtag received, how many impressions it

garnered, and how many people it reached. this can provide you with

actual insight into the success of your Vine videos.

# B

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FOllOWER MONTH-TO-MONTH GROWTH

although Vine is owned by twitter, the mobile app is treated as its own

tool, naturally having its own following. Similar to twitter followers, Vine

followers are a part of your social database. the more people following you

on Vine, the people you have the opportunity to delight through short video

moments. and the more people you are sharing Vine videos with, the more

people who you have to speak to. overtime, your goal should be to convert

those people into twitter followers. You can then use those newly acquired

twitter followers to try and convert into leads! Its the circle of social life.

the equation for this metric is naturally the same as before, but here it is

again.

(DeCeMBer twItter foLLowerS -- JanUarY twItter foLLowerS) / JanUarY twItter foLLowerS = GrowtH %

Just like any other new social tool, measuring is difficult at first, and you

wont always see immediate results. test the waters with Vine and allow it

ample opportunity to help your business. If a few months down the line the

benefit is no longer there, feel free to stop. Or maybe keep using it for the

sake of the engagement, and just creating moments that people love.

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d

CONClUSION & ADDITIONAl RESOURCES

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Be smart about the way you prioritize your marketing initiatives.

By now we hope youve picked up on the fact that twitter is more than a

network for engaging in the conversation and creating a positive brand

image. the days of updating on-the-go tweets and leaving it at that are

over. Hopefully youve also realized the business benefit to trying Vine

for marketing. You must test and analyze all your efforts to understand

whether its even in your business best interest to be vesting time on

either twitter or Vine.

Dont invest too much effort on twitter unless you can measure the

results of your activities. If your closed-loop marketing process leads to

extremely low leads and roI, then its okay to back off and only maintain

your account rather than use it heavily.

at the end of the day, simply be smart about the way you prioritize your

marketing initiatives and keep an eye on the specific benefits these social

networks can offer your business. Good luck!

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MEASURE THE ROI OF TWITTERfind out whether your investment in twitter is paying off. Sign up for HubSpots 30-day trial to start tracking some insightful marketing analytics.

http://offers.hubspot.com/free-trial

optimize the branding of your twitter profile6 Steps to optimize twitter for searchtwitter etiquette for business6 IDEAS TO JUMP START YOUR LEAD GENERATION STRATEGYhow to measure the roi of twitterCONCLUSION & ADDITIONAL RESOURCES

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