Laura Fitton's career in social media and inbound marketing started as a stay-at-home mom looking for ways to connect online. She became an early adopter of new technologies like Twitter and blogs. This led her to founding a company that was later acquired by HubSpot, where she now works as an inbound marketing evangelist. The document outlines Fitton's views on how social media has changed consumer behavior and marketing, emphasizing useful, helpful, and generous engagement with current and potential customers over hard selling. It also provides tactical advice on listening to customers and building relationships through social platforms.

1. The
SAVVIES
of Social Media.
Laura Fitton, Evangelist @ HubSpot
@pistachio | pistachio@hubspot.com

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

3. (Don’t Believe the) Hype

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

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

6. Social Software
will Change the
World

7. Social Software HAS
Changed the World

8. We’ve
Only Just
Begun…

9. NO ONE WAKES UP
AND SAYS:
“I want to see an ad.”

10. SO WHY DO MARKETERS
WAKE UP AND SAY:
“Let’s make an ad”?

11. 11
Your customers are relying more &
more on social. 9 out of 10
9 out of 10 Internet users visited !
a social networking site each month in 2010.
SOURCE: COMSCORE, FEBRUARY 2011

12. 12
1 out of every 8
minutes online !
is spent on Facebook.
SOURCE: COMSCORE, FEBRUARY 2011

13. Changes in Consumer Attention
vs
THEN. NOW.

14. What we really need is
a mindset shift that will make us
relevant to today’s consumers,
a mindset shift from
‘telling & selling’
to building relationships.”
14
JIM STENGEL
FORMER GLOBAL MARKETING OFFICER !
FOR PROCTER & GAMBLE
“

15. SOLVE FOR THE
HUMANS
Not just their happiness,
but also their success.

16. Social Media Savvies: BIG PICTURE
• Be Useful
• Tame the Fox
• Nurture & maintain
loose ties

17. Image: http://inay.org

18. Social
Media
in
2
Words…

19. BE
!!!!USEFUL“

21. 21
Be helpful.
Helpful
Relevant
Remarkable
Frequent
ask yourself how you can be of service to
your current and potential customers. What
problems can you solve? What questions can
you answer? What knowledge can you share?
Read more: http://blog.hubspot.com/blog/
tabid/6307/bid/10291/Helpful-is-the-New-
Viral.aspx#ixzz1GsSghdGN
Helpful is the new viral.

22. 22
Generous
is the
new
cautious
& controlled.

23. 23
Remarkable is the new
‘business as usual.’

24. 24
Link love is the new ad buy.

25. 25

28. Influence (was)
Attract attention to yourself

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

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

31. Social
Media
in
4
Words…

32. Listen.
Learn.
Care.
Serve.
“

33. How Can I
Get More
Followers?“

34. You don’t just want a following.
34

35. You want
screaming,
raving fans

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

38. How Can I
Get More
Followers?“

39. 39
Be
generous.
• THE MORE YOU
GIVE, THE MORE !
YOU GET
• BUILD TRUST,
CREDIBILITY, !
& GOOD WILL
• INCREASE # !
OF PAGES!
& INBOUND LINKS

40. To
build
ANY
social
following…
Take
Good
AMAZING
Care
of
The
Network
You
Already
Have

41. Social Media Savvies: TACTICS
• We drink our own
champagne
• Here’s lookin at YOU,
#INCWOMEN

42. You don’t find customers anymore.
They find you.

43. Context
creates the
inbound
experience.
EMAIL SOCIAL
WEBSITESALES

44. SOCIAL INBOX
http://bit.ly/trySI

45. It’s so easy, even a CEO
can use it!

46. OUR OWN CHAMPAGNE

47. OUR OWN CHAMPAGNE

48. OUR OWN CHAMPAGNE

49. OUR OWN CHAMPAGNE

50. OUR OWN CHAMPAGNE

51. OUR OWN CHAMPAGNE

52. OUR OWN CHAMPAGNE

53. OUR OWN CHAMPAGNE

54. OUR OWN CHAMPAGNE

55. OUR OWN CHAMPAGNE

56. OUR OWN CHAMPAGNE

57. Social Media Savvies: TACTICS
• We drink our own
champagne
• Here’s lookin at YOU,
#INCWOMEN

62. http://www.shiftcomm.com/2013/09/
twitters-newest-hidden-feature-website-
analytics/

66. Social Media Savvies: VISION
• We’re only just
starting…

67. Global Sensing and Signaling Network

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

70. Any
to
Many
“

74. Social Media Savvies: NOW, YOU
• Try Social Inbox:
http://bit.ly/trySI
• Find out how YOU are
doing…
http://grader.com

76. Next Steps?
q Grade YOUR Marketing.
http://Grader.com
q Get FREE marketing help.
http://Blog.HubSpot.com
q Try Social Inbox.
http://bit.ly/trySI
q Learn more about us
www.HubSpot.com
Laura Fitton, Inbound Marketing Evangelist
@pistachio | pistachio@hubspot.com
For the love
of marketing.