March 26, 2014Design ©2014 Social Media Examiner, Content Copyright Presenter • Do not distribute
Twitter Marketing:
What ...
Twitter Marketing
What	
  the	
  world’s	
  most	
  effec1ve	
  businesses	
  do:	
  
1.  A$ract	
  	
  
a	
  targeted,	
  ...
Laura Fitton, Spring 2007
Homebound mom.
Two kids under two.
NO business network in Boston
What’s
Web 2.0?
Where do I
upgr...
Heh.
http://discover.twitter.com/first-tweet
Twitter
is
Dumb!
Laura @Pistachio Fitton
@pistachio Founder
(acq. By HubSpot)
Inbound
Marketing
Evangelist,
HubSpot more than a
few Twitter...
(Don’t Believe the) Hype
Oneforty.
How did THAT
Happen??!
Photo: http://www.flickr.com/photos/furryscalyman/
Twitter will Change
the World
It Started a Bit Obesessively…
Twitter
HAS
Changed the World
We’ve Only
Just Begun…
Twitter Marketing
What	
  the	
  world’s	
  most	
  effec1ve	
  businesses	
  do:	
  
1.  A$ract	
  	
  
a	
  targeted,	
  ...
1. Attract
a	
  targeted,	
  engaged	
  following
"  WIIFT?	
  
"  NOT	
  About	
  You.	
  
"  Be	
  on	
  a	
  Mission	
 ...
Influence (was)
ATTRACT
attention to yourself
WIIFT? What’s in it For Them?
PROVIDE
attention & value to others
WIIFT?
Influence (is)
Twitter Marketing
in 2 Words:
WIIFT?
WIIFT?
Be
Useful
Image: http://inay.org
Either write something worth reading or
do something worth writing about.
Benjamin Franklin
“
Image Credit:!
lhalstead!
Image: http://inay.org
SOLVE FOR THE
HUMANS
Not just their happiness,
but also their success.
Be on a Mission
Be on a Mission
Be on a Mission
[@OurAcct] is where
_________ can find
________________.
Twitter Marketing
What	
  the	
  world’s	
  most	
  effec1ve	
  businesses	
  do:	
  
1.  A$ract	
  	
  
a	
  targeted,	
  ...
Build community	
  	
  
with	
  actual	
  business	
  impact
"  Define	
  
"  Nurture	
  
"  Measure	
  
Define
Do this:
"  Write down everything you know about your
ideal personas
"  What are their challenges?
"  How are they ...
Define
Share this:
"  Content types that fit with everything you know
about their lives
"  Solutions to their challenges
"...
Nurture
How Can I Get
More Followers?
Measure
You don’t just want a following.
29
You want screaming,
raving fans
41
32
No, Really, Pistachio.
How Can I Get
More Followers?
Measure
35
Be
generous.
• the more you give,
the more you get
• build trust, credibility,
& goodwill
• increase # of pages
& inbou...
37
Be helpful.
Helpful
Relevant
Remarkable
Frequent
ask yourself how you can be of service to your current and
potential c...
39
Remarkable is the new
‘business as usual.’
Twitter Marketing
What	
  the	
  world’s	
  most	
  effec1ve	
  businesses	
  do:	
  
1.  A$ract	
  	
  
a	
  targeted,	
  ...
Source Leads
and	
  nurture	
  valuable	
  rela8onships
"  Listen,	
  look,	
  and	
  
provide	
  value	
  	
  
"  Keep	
 ...
Twitter Marketing
in 4 Words:
Listen.
Learn.
Care.
Serve.
Social Inbox http://bit.ly/trySI
Keep in Touch – SUPPORTIVELY!
(so easy, even a CEO
can use it!)
Our Own Champagne
Our Own Champagne
Our Own Champagne
Our Own Champagne
Our Own Champagne
Our Own Champagne
Our Own Champagne
Our Own Champagne
Our Own Champagne
Our Own Champagne
Our Own Champagne
Twitter Marketing
What	
  the	
  world’s	
  most	
  effec1ve	
  businesses	
  do:	
  
1.  A$ract	
  	
  
a	
  targeted,	
  ...
Develop Relationships 	
  
with	
  media	
  and	
  influencers
"  Who	
  needs	
  your	
  service?	
  
"  Who	
  do	
  they...
build relationships
PAY COMPLIMENTS:
RT right!
1.  copy/paste
2.  cleanup
3.  edit
4.  append
http://bit.ly/RTright
THANK THE
@REPORTER
for heaven’s sake, when
you get mentioned,
@mention the reporter
who wrote it.
Any
to
Many
6.8
BILLION.
The Message is
the Influencer.http://twitpic.com/135xa by @JKrums
Twitter Marketing
What	
  the	
  world’s	
  most	
  effec1ve	
  businesses	
  do:	
  
1.  A$ract	
  	
  
a	
  targeted,	
  ...
Twitter Marketing
TOOLS FOR YOU:
Website grade and custom checklists
http://grader.com
Marketing Library
http://hubspot.co...
grader.com
Website grade and custom checklists
http://grader.com
Marketing Library
http://hubspot.com/library
Marketing Academy
http:...
hubspot.com/library
Website grade and custom checklists
http://grader.com
Marketing Library
http://hubspot.com/library
Marketing Academy
http:...
academy.hubspot.com
Website grade and custom checklists
http://grader.com
Marketing Library
http://hubspot.com/library
Marketing Academy
http:...
Effective Results	
  ma:er,	
  not	
  raw	
  effort
"  What’s	
  in	
  it	
  for	
  THEM?	
  
"  What	
  is	
  your	
  comm...
THANK YOU!
Twitter Marketing: What the World's Most Effective Businesses Are Doing
Twitter Marketing: What the World's Most Effective Businesses Are Doing
Twitter Marketing: What the World's Most Effective Businesses Are Doing
Twitter Marketing: What the World's Most Effective Businesses Are Doing
Twitter Marketing: What the World's Most Effective Businesses Are Doing
Twitter Marketing: What the World's Most Effective Businesses Are Doing
Twitter Marketing: What the World's Most Effective Businesses Are Doing
Twitter Marketing: What the World's Most Effective Businesses Are Doing
Twitter Marketing: What the World's Most Effective Businesses Are Doing
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Twitter Marketing: What the World's Most Effective Businesses Are Doing

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Social Media Marketing World slides for my talk at #SMMW14

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Twitter Marketing: What the World's Most Effective Businesses Are Doing

  1. March 26, 2014Design ©2014 Social Media Examiner, Content Copyright Presenter • Do not distribute Twitter Marketing: What the World’s Most Effective Businesses are Doing Presented by Laura @Pistachio Fitton
  2. Twitter Marketing What  the  world’s  most  effec1ve  businesses  do:   1.  A$ract     a  targeted,  engaged  following   2.  Build  community     with  actual  business  impact   3.  Source  Leads   and  nurture  valuable  relaAonships   4.  Develop  relaAonships   With  media  and  influencers   ^
  3. Laura Fitton, Spring 2007 Homebound mom. Two kids under two. NO business network in Boston What’s Web 2.0? Where do I upgrade my browser? Twitter is Dumb!
  4. Heh. http://discover.twitter.com/first-tweet Twitter is Dumb!
  5. Laura @Pistachio Fitton @pistachio Founder (acq. By HubSpot) Inbound Marketing Evangelist, HubSpot more than a few Twitter readers
  6. (Don’t Believe the) Hype Oneforty.
  7. How did THAT Happen??! Photo: http://www.flickr.com/photos/furryscalyman/
  8. Twitter will Change the World It Started a Bit Obesessively…
  9. Twitter HAS Changed the World
  10. We’ve Only Just Begun…
  11. Twitter Marketing What  the  world’s  most  effec1ve  businesses  do:   1.  A$ract     a  targeted,  engaged  following   2.  Build  community     with  actual  business  impact   3.  Source  Leads   and  nurture  valuable  relaAonships   4.  Develop  relaAonships   With  media  and  influencers   ^
  12. 1. Attract a  targeted,  engaged  following "  WIIFT?   "  NOT  About  You.   "  Be  on  a  Mission   "  WHO  should  follow  you?  WHY?  
  13. Influence (was) ATTRACT attention to yourself WIIFT? What’s in it For Them?
  14. PROVIDE attention & value to others WIIFT? Influence (is)
  15. Twitter Marketing in 2 Words: WIIFT?
  16. WIIFT? Be Useful
  17. Image: http://inay.org
  18. Either write something worth reading or do something worth writing about. Benjamin Franklin “ Image Credit:! lhalstead!
  19. Image: http://inay.org
  20. SOLVE FOR THE HUMANS Not just their happiness, but also their success. Be on a Mission
  21. Be on a Mission
  22. Be on a Mission [@OurAcct] is where _________ can find ________________.
  23. Twitter Marketing What  the  world’s  most  effec1ve  businesses  do:   1.  A$ract     a  targeted,  engaged  following   2.  Build  community     with  actual  business  impact   3.  Source  Leads   and  nurture  valuable  relaAonships   4.  Develop  relaAonships   With  media  and  influencers   ^
  24. Build community     with  actual  business  impact "  Define   "  Nurture   "  Measure  
  25. Define Do this: "  Write down everything you know about your ideal personas "  What are their challenges? "  How are they measured? "  What do they read? "  What (and where) do they share on social media?
  26. Define Share this: "  Content types that fit with everything you know about their lives "  Solutions to their challenges "  Tools to help them crush their numbers "  Must-read articles and digests "  Shareable items that will make them look good
  27. Nurture
  28. How Can I Get More Followers? Measure
  29. You don’t just want a following. 29
  30. You want screaming, raving fans
  31. 41
  32. 32
  33. No, Really, Pistachio. How Can I Get More Followers? Measure
  34. 35 Be generous. • the more you give, the more you get • build trust, credibility, & goodwill • increase # of pages & inbound links
  35. 37 Be helpful. Helpful Relevant Remarkable Frequent ask yourself how you can be of service to your current and potential customers. What problems can you solve? What questions can you answer? What knowledge can you share? Read more: http://blog.hubspot.com/blog/tabid/6307/bid/10291/ Helpful-is-the-New-Viral.aspx#ixzz1GsSghdGN Helpful is the new viral.
  36. 39 Remarkable is the new ‘business as usual.’
  37. Twitter Marketing What  the  world’s  most  effec1ve  businesses  do:   1.  A$ract     a  targeted,  engaged  following   2.  Build  community     with  actual  business  impact   3.  Source  Leads   and  nurture  valuable  relaAonships   4.  Develop  relaAonships   With  media  and  influencers   ^
  38. Source Leads and  nurture  valuable  rela8onships "  Listen,  look,  and   provide  value     "  Keep  in  touch   supporAvely  
  39. Twitter Marketing in 4 Words:
  40. Listen. Learn. Care. Serve.
  41. Social Inbox http://bit.ly/trySI Keep in Touch – SUPPORTIVELY!
  42. (so easy, even a CEO can use it!)
  43. Our Own Champagne
  44. Our Own Champagne
  45. Our Own Champagne
  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. Twitter Marketing What  the  world’s  most  effec1ve  businesses  do:   1.  A$ract     a  targeted,  engaged  following   2.  Build  community     with  actual  business  impact   3.  Source  Leads   and  nurture  valuable  relaAonships   4.  Develop  relaAonships   With  media  and  influencers   ^
  55. Develop Relationships   with  media  and  influencers "  Who  needs  your  service?   "  Who  do  they  listen  to?   "  What  you  can  do  for  these  influencers?  
  56. build relationships
  57. PAY COMPLIMENTS: RT right! 1.  copy/paste 2.  cleanup 3.  edit 4.  append http://bit.ly/RTright
  58. THANK THE @REPORTER for heaven’s sake, when you get mentioned, @mention the reporter who wrote it.
  59. Any to Many
  60. 6.8 BILLION.
  61. The Message is the Influencer.http://twitpic.com/135xa by @JKrums
  62. Twitter Marketing What  the  world’s  most  effec1ve  businesses  do:   1.  A$ract     a  targeted,  engaged  following   2.  Build  community     with  actual  business  impact   3.  Source  Leads   and  nurture  valuable  relaAonships   4.  Develop  relaAonships   With  media  and  influencers   ^
  63. Twitter Marketing TOOLS FOR YOU: Website grade and custom checklists http://grader.com Marketing Library http://hubspot.com/library Marketing Academy http://academy.hubspot.com Try Social Inbox: http://bit.ly/trySI
  64. grader.com
  65. Website grade and custom checklists http://grader.com Marketing Library http://hubspot.com/library Marketing Academy http://academy.hubspot.com Try Social Inbox: http://bit.ly/trySI Twitter Marketing TOOLS FOR YOU:
  66. hubspot.com/library
  67. Website grade and custom checklists http://grader.com Marketing Library http://hubspot.com/library Marketing Academy http://academy.hubspot.com Try Social Inbox: http://bit.ly/trySI Twitter Marketing TOOLS FOR YOU:
  68. academy.hubspot.com
  69. Website grade and custom checklists http://grader.com Marketing Library http://hubspot.com/library Marketing Academy http://academy.hubspot.com Try Social Inbox: http://bit.ly/trySI Twitter Marketing TOOLS FOR YOU:
  70. Effective Results  ma:er,  not  raw  effort "  What’s  in  it  for  THEM?   "  What  is  your  community  for  and  how  do  you  nurture   it?   "  Who  can  you  help?  (first  via  Twi$er,  later  with  your   product?)   "  Where  are  the  people  who  need  you  already  tuned  in?  
  71. THANK YOU!

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