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Whither
Twitter?
10 Things to Know
in 3 Easy Parts
Laura “@Pistachio” Fitton 5-17-12
Laura @Pistachio Fitton
“Excited & geeky about
where all this leads!"
                                         Twitter for
                                         Dummies



                             Inbound
                            Marketing
                            Evangelist
                                            94,000
                                             Twitter
          @pistachio Founder                Readers
                     (acq. By HubSpot)
Laura Fitton, May 2007
Homebound mom.
Two kids under two.
                                    Where do I
                                     upgrade
                                       my
                                    browser?
                          What’s
                         Web 2.0?


                                      Twitter
                                        is
                                      Dumb!
          NO business
          network in Boston
Whither Twitter?
Whither Twitter?
“Laura Fitton… has
thousands of people
following her on Twitter. …by
consistently touching a tribe
of people with generosity
and insight, she’s earned
the right to lead”

-Seth Godin, Tribes
Whither Twitter?
Founder/CEO	
  oneforty.com	
  
(Don’t Believe the) Hype




http://bit.ly/talkhubspot
10 Things to Know in 3 Easy Parts

    I WHAT?

        II HOW?
   4
  III   WHAT NEXT?
Twitter-Powered
Software will
Change the
World
Twitter-Powered
Software HAS
Changed the World
We’ve
Only Just
Begun…
10 Things to Know in 3 Easy Parts
 I   WHAT? •    An EKG for Attention
           •    Sensing & signaling network
           •    The Message is the Influencer
           •    Any to Many
           •    5 BILLION publishers

      II  HOW? •  Be Useful
               •  Tame the Fox
               •  Maintain loose ties
III WHAT NEXT?
       •  Vulnerabilities
       •  Explore the humble #
10 Things to Know in 3 Easy Parts
•    An EKG for Attention
•    Sensing & signaling network
•    The Message is the Influencer
•    Any to Many
•    5 BILLION publishers




                            I        WHAT?
“Facebook” search on tweetcharts.com May 17, 2012



  “it’s like an EKG for attention”
                 -Joel Lunenfeld @JoelL
Global Sensing and Signaling Network
Whither Twitter?
The Message is
     the Influencer.
http://twitpic.com/135xa by @JKrums
“   Any
     to
    Many
Whither Twitter?
Whither Twitter?
Whither Twitter?
Whither Twitter?
The balance of power shifted




                      mere mortal
10 Things to Know in 3 Easy Parts
 •  Be Useful
 •  Tame the Fox
 •  Maintain loose ties




                          II   HOW?
Image: http://inay.org
Twi$er	
  	
  
Marke+ng	
  
in	
  2	
  Words…	
  
“
BE
U   UL
 SEF !!!!
Whither Twitter?
Whither Twitter?
Influence (was)
Attract attention to yourself
Influence (is)
Provide attention & value to others
Image Credit: Fotographia Guerilla




“
Make the customer
the hero of your
story.
ANN HANDLEY
CHIEF CONTENT OFFICER
MARKETINGPROFS




                                         TWEET EBOOK!
                                               QUOTE
Twi$er	
  	
  
Marke+ng	
  
in	
  4	
  Words…	
  
“   Listen.
    Learn.
    Care.
    Serve.
“
How Can I
Get More
Followers?
You don’t just want a following.




                                   38
You want
screaming,
raving fans
“
Either write something worth reading or
do something worth writing about.
BENJAMIN FRANKLIN
                                          Image Credit:"
                                          lhalstead"
Whither Twitter?
“
How Can I
Get More
Followers?
If	
  you	
  want	
  to	
  build	
  your	
  following…   	
  
Take	
  	
  Good	
  	
  
AMAZING	
  Care	
  of	
  
The	
  Followers	
  You	
  
Already	
  Have	
  
10 Things to Know in 3 Easy Parts
 •  Explore the humble #
 •  Vulnerabilities




                      III   WHAT
                            NEXT?
#
Source: Twitter
Whither Twitter?
Whither Twitter?
Vulnerabili+es	
  
Vulnerabilities

   •  SPAM
   •  Poverty of consume-only experiences




Photo credit: http://www.flickr.com/photos/mrdodgy/59268619/
Whither Twitter?
Whither Twitter?
Whither Twitter?
Whither Twitter?
Grade	
  Yourself!	
  
http://marketing.grader.com
Whither Twitter?
Whither Twitter?
Whither Twitter?
Whither Twitter?
INSPIRED?

                            

Start working on your success
story. Sign up for a HubSpot
free trial and see how the
integration of content creation,
engagement and analytics leads
to awesome marketing results. 

    Learn more today! 
    http://bit.ly/talkhubspot 



Thank you!
                         Laura Fitton @pistachio
                                   pistachio@HubSpot.com
URLs mentioned in the talk

•  Ian Schafer’s (@ischafer) OMMA talk:
     http://www.ianschafer.com/2012/05/15/the-entire-twitter-ad-platform-in-30-
     minutes-my-omma-social-internet-week-presentation/

•    SocDir (fka oneforty) http://socdir.com
•    Marketing Grader http://marketing.grader.com
•    Twylah http://twylah.com
•    Social Flow http://socialflow.com
•    DataMinr http://dataminr.com

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