http://bit.ly/talkhubspSocial Media,InboundMarketing andBears! Oh My.Laura “@Pistachio” Fitton 6-27-12
1     Who am I to talk?2    Marketing has been    Transformed       34    How are YOU             Doing?
1   Who am I to    talk?
I’m Laura @Pistachio Fitton.I work atIt’s nice to meet you.    2011:                                        #2            ...
Laura Fitton, May 2007Homebound mom.Two kids under two.                                    Where do I                     ...
“Laura Fitton… hasthousands of peoplefollowing her onTwitter. …byconsistently touching atribe of people withgenerosity and...
Founder/CEO oneforty.com
(Don’t Believe the) Hypehttp://bit.ly/talkhubspot
How did THAT     Happen??!Photo: http://www.flickr.com/photos/furryscalyman/
2    Marketing    has been    Transformed
Times Have Changed
1990 Sales Demo  Please tell meabout your product.  You have my    undivided    attention.
2012 Sales Demo                                Search “Reviews           Does their blog      for Company XYZ”       Do I ...
The balance of power shifted                      mere mortal
The Message     is the     Influencer.http://twitpic.com/135xa by @JKrums
“   Any     to    Many
Influence (was)Attract attention to yourself
Influence (is)Provide attention & value to others
“How Can IGet MoreFollowers?
You don’t just want a following.                                   24
You wantscreaming,raving fans
“E h r r sm tin wr ra in o ite w e o e g ot ed g r      itB n m Fa k e j in rn l   a       in              h    hdo someth...
Get Found.     Convert.Analyze.      Prospect       Marketing  Blogging              Intelligence   Analytics  Website    ...
4    How are    YOU    Doing?
Less of this.                30
More of this.                31
http://marketing.grader.com
http://marketing.grader.com
Marketingin 2 Words…
“BEUS   UL   EF !!!!
Marketingin 4 Words…
“   Listen.    Learn.    Care.    Serve.
“                  Im age C re d it: F otograp h ia G u e rillaM k te utm r  ae h c s eothe hero o yu          fo rsr ty  ...
Image: http://inay.org
Marketingis a   Mess.
HubSpot  consolidates all the best inboundmarketing methods    in one spot
Less of this.                45
More of this.                46
THANK YOU Learn more today!THANK YOUhttp://bit.ly/talkhubspoTHANK YOU
MassChallenge Marketing Bootcamp
MassChallenge Marketing Bootcamp
MassChallenge Marketing Bootcamp
MassChallenge Marketing Bootcamp
MassChallenge Marketing Bootcamp
MassChallenge Marketing Bootcamp
MassChallenge Marketing Bootcamp
MassChallenge Marketing Bootcamp
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MassChallenge Marketing Bootcamp

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Slides I presented June 27th at MassChallenge during their marketing bootcamp.

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  • So, I’m intimately involved in the space - anticipated these needs in advance because of my depth in Twitter. Saw this train coming long in advance and it’s arriving to the station right on schedule. TOO TANGENTIAL: One year ago last week I re-launched my communications consultancy as the world’s first Twitter for Business agency. Eight days later the market crashed and by the end of Q1 $40,000 in contracts with media companies and ad agencies had fallen off the table. Today Pistachio constitutes a dozen consultants and support staff serving some of the world’s largest companies. $20,000 transactions on Twitter, Twitter for Business, Blue chip clients Origin story -- my credentials, Pistachio’s performance, etc. What convinced me this must exist Kawasaki, J&J, Ford, (IBM, SAP, revenues), HBS
  • So, I ’m intimately involved in the space - anticipated these needs in advance because of my depth in Twitter. Saw this train coming long in advance and it’s arriving to the station right on schedule. TOO TANGENTIAL: One year ago last week I re-launched my communications consultancy as the world ’s first Twitter for Business agency. Eight days later the market crashed and by the end of Q1 $40,000 in contracts with media companies and ad agencies had fallen off the table. Today Pistachio constitutes a dozen consultants and support staff serving some of the world’s largest companies. $20,000 transactions on Twitter, Twitter for Business, Blue chip clients Origin story -- my credentials, Pistachio ’s performance, etc. What convinced me this must exist Kawasaki, J&J, Ford, (IBM, SAP, revenues), HBS
  • So, I ’m intimately involved in the space - anticipated these needs in advance because of my depth in Twitter. Saw this train coming long in advance and it’s arriving to the station right on schedule. TOO TANGENTIAL: One year ago last week I re-launched my communications consultancy as the world ’s first Twitter for Business agency. Eight days later the market crashed and by the end of Q1 $40,000 in contracts with media companies and ad agencies had fallen off the table. Today Pistachio constitutes a dozen consultants and support staff serving some of the world’s largest companies. $20,000 transactions on Twitter, Twitter for Business, Blue chip clients Origin story -- my credentials, Pistachio ’s performance, etc. What convinced me this must exist Kawasaki, J&J, Ford, (IBM, SAP, revenues), HBS
  • So, I ’m intimately involved in the space - anticipated these needs in advance because of my depth in Twitter. Saw this train coming long in advance and it’s arriving to the station right on schedule. TOO TANGENTIAL: One year ago last week I re-launched my communications consultancy as the world ’s first Twitter for Business agency. Eight days later the market crashed and by the end of Q1 $40,000 in contracts with media companies and ad agencies had fallen off the table. Today Pistachio constitutes a dozen consultants and support staff serving some of the world’s largest companies. $20,000 transactions on Twitter, Twitter for Business, Blue chip clients Origin story -- my credentials, Pistachio ’s performance, etc. What convinced me this must exist Kawasaki, J&J, Ford, (IBM, SAP, revenues), HBS
  • WHY I FOUNDED ONEFORTY: Make sense of the exploding and confusing ecosystem of tools for businesses using Twitter that I was working with in my consulting.
  • WHY I FOUNDED ONEFORTY: Make sense of the exploding and confusing ecosystem of tools for businesses using Twitter that I was working with in my consulting.
  • Swap the dude that’s supposed to be your dad with a photo of your real dad. The way I set up the animation you can speak to how your dad gets info – then click and start with “well, I get a lot of info from tv as well… but I also get a shitload of info through email, twitter, etc… whereas newspapers, the phone, and mail don’t even register”
  • 36% feel Twitter is important or critical to their business, gaining 15% points over last year’s 21% 89% feel it is at least somewhat useful.
  • Mainly, during this aberrant period of mass media. Prior to that, (and to some extent, even during it on local levels,) we can to a very fine understanding of how influence is garnered, bargained, shared
  • And it is PARTICULARLY GOOD at picking up and relaying exceptional stuff.
  • Marketing has gotten complicated
  • HubSpot consolidates all the best inbound marketing methods in one spot
  • MassChallenge Marketing Bootcamp

    1. http://bit.ly/talkhubspSocial Media,InboundMarketing andBears! Oh My.Laura “@Pistachio” Fitton 6-27-12
    2. 1 Who am I to talk?2 Marketing has been Transformed 34 How are YOU Doing?
    3. 1 Who am I to talk?
    4. I’m Laura @Pistachio Fitton.I work atIt’s nice to meet you. 2011: #2 12.5 MILLION Marketing Leads Blog Generated 186,000 Twitter 6,500 Followers Customers 700+ 4.5 million VARs Users All-in-one marketing software
    5. Laura Fitton, May 2007Homebound 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… hasthousands of peoplefollowing her onTwitter. …byconsistently touching atribe of people withgenerosity and insight,she’s earned the rightto lead”-Seth Godin, Tribes
    7. Founder/CEO oneforty.com
    8. (Don’t Believe the) Hypehttp://bit.ly/talkhubspot
    9. How did THAT Happen??!Photo: http://www.flickr.com/photos/furryscalyman/
    10. 2 Marketing has been Transformed
    11. Times Have Changed
    12. 1990 Sales Demo Please tell meabout your product. You have my undivided attention.
    13. 2012 Sales Demo Search “Reviews Does their blog for Company XYZ” Do I know make them look anyone who smart? works there? Is there a demo video from an Do they actual user? have aAnyone use mobile app?Company XYZ?What’s it like?
    14. The balance of power shifted mere mortal
    15. The Message is the Influencer.http://twitpic.com/135xa by @JKrums
    16. “ Any to Many
    17. Influence (was)Attract attention to yourself
    18. Influence (is)Provide attention & value to others
    19. “How Can IGet MoreFollowers?
    20. You don’t just want a following. 24
    21. You wantscreaming,raving fans
    22. “E h r r sm tin wr ra in o ite w e o e g ot ed g r itB n m Fa k e j in rn l a in h hdo something wr w in a o t ot r g b u. h it Image Credit: lhalstead
    23. Get Found. Convert.Analyze. Prospect Marketing Blogging Intelligence Analytics Website Lead Competitor Intelligence Tracking Social Landing Media Pages Blog Analytics Email SEO Tools Manager Advanced Lead Marketing Analytics Nurturing
    24. 4 How are YOU Doing?
    25. Less of this. 30
    26. More of this. 31
    27. http://marketing.grader.com
    28. http://marketing.grader.com
    29. Marketingin 2 Words…
    30. “BEUS UL EF !!!!
    31. Marketingin 4 Words…
    32. “ Listen. Learn. Care. Serve.
    33. “ Im age C re d it: F otograp h ia G u e rillaM k te utm r ae h c s eothe hero o yu fo rsr ty o.A nH n l n ad y eC ie C ne t f e h f o tn Of r icM rein Po aktg rf s T et b o! we Q o e e ok ut
    34. Image: http://inay.org
    35. Marketingis a Mess.
    36. HubSpot consolidates all the best inboundmarketing methods in one spot
    37. Less of this. 45
    38. More of this. 46
    39. THANK YOU Learn more today!THANK YOUhttp://bit.ly/talkhubspoTHANK YOU

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