2. Laura @Pistachio Fitton
“Excited & geeky about
where all this leads!" Twitter
for
Dummies
Inbound
Marketing
Evangelist
87,000
Twitter
@pistachio Founder Readers
(acq. By HubSpot)
3. 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
4.
5.
6. “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
13. If you have more money than
brains, you should focus on
outbound marketing. If you have
more brains than money, you
should focus on inbound
marketing.
GUY KAWASAKI
FORMER CHIEF EVANGELIST, APPLE
CO-FOUNDER, ALLTOP.COM
Image Credit: RangerRick
17. Less of this.
25%
of your list
expires each
year
91%
86% unsubscribe
skip TV ads
Email usage is
declining by as
much as
44% 59%
of direct mail is
never opened
2/3
on FTC’s
DO NOT CALL list
17
23. Twitter is not a technology.
It's a conversation.
And it's happening
with or without you.
CHARLENE LI
CO-AUTHOR OF GROUNDSWELL
Image Credit:
THEMACGIRL*
25. Top Reasons Consumers Follow Brands
• Updates on future • Fun/entertainment
products (#1: 38%) • Exclusive content
• Stay informed about • Learn more about the
company activities company
• Discounts and • Show others my support
promotions for the company
• Updates on upcoming • Share ideas/provide
sales feedback (#10: 20%)
• Samples/coupons
CoTweet ExactTarget 2010
26. “Just for PR & Marketing, Right?”
• Marketing • Brand Monitoring
• Advertising • SEO & Traffic
• PR/word of mouth • Promote events
• Social CRM • Create & share
• Sales content
• Contests & offers • Build community
• News & trends • Earn social capital
• Customer Service • Networking
27. Everything Email Touches, Social Will
• Events backchannel • Decentralized teams
• Research • Employee support
• Collaboration • Mentoring
• Innovation • Problem-solving
• Recruiting • Purely social
• Best practices • Knowledge
• Project status management
• Sourcing solutions
28.
29. 100 Million Monthly Actives
• 35 heads of state
• Every team: NFL, MLB, NBA, NHL & MLS
• 99% of top nonprofits
• 87% of top 2010 musicians
• 50 top TV shows
• 17 Languages
• SMS in 80 countries
= 230,000,000 tweets per day
49. Get Found. Convert. Analyze.
Blogging Prospect Marketing
Intelligence Analytics
Website Lead
Competitor
Intelligence
Tracking
Social Media Landing Pages
Blog Analytics
Email
SEO Tools Manager
Advanced
Lead Marketing
Nurturing Analytics
51. Get Found. Convert. Analyze.
Blogging Prospect Marketing
Intelligence Analytics
Website Lead
Competitor
Intelligence
Tracking
Social Media Landing Pages
Blog Analytics
Email
SEO Tools Manager
Advanced
Lead Marketing
Nurturing Analytics
57. Get Found. Convert. Analyze.
Blogging Prospect Marketing
Intelligence Analytics
Website Lead
Competitor
Intelligence
Tracking
Social Media Landing Pages
Blog Analytics
Email
SEO Tools Manager
Advanced
Lead Marketing
Nurturing Analytics
60. Get Found. Convert. Analyze.
Blogging Prospect Marketing
Intelligence Analytics
Website Lead
Competitor
Intelligence
Tracking
Social Media Landing Pages
Blog Analytics
Email
SEO Tools Manager
Advanced
Lead Marketing
Nurturing Analytics
66. Learn.
• Act on what you’re hearing
• Shine a light on others’ ideas
• Innovate
• Measure and notice what’s working
• Apologize when you screw up
• Encourage your team to explore and
take risks
• Try new stuff. Repeat.
66
67. Care.
Your Mother Taught You How To Tweet
1. Dress nicely
– Background & avatar
2. Introduce yourself
– Complete profile, link on your site
3. Be a good conversationalist
– Listen. Respond. Be relevant. Be useful.
68. Care.
Manage Customer Relationships
• Get involved where customers already are
• Build relationships and keep in touch
throughout the Customer Lifecycle
-- save searches, track deals, manage
contacts & projects
• TIP: Try a Social CRM tool with many
different integrations
68
69. Serve.
Create great content
• Twitter, blog, Facebook page, ebooks, white
papers & webinars
• What your customer cares about and needs to
know.
Curate great content
• Become one-stop-shop for customer info needs
• “Do what you do best and link to the rest!” -
@jeffjarvis
69
75. The ROI is MEASURABLE.
• Track conversions from social
media
• Build and track relationships
and leads
• Track converstions with in-
page analytics
• Retain customers and create
fans
• Save costs - customer support,
lead generation
76. Get Found. Convert. Analyze.
Blogging Prospect Marketing
Intelligence Analytics
Website Lead
Competitor
Intelligence
Tracking
Social Media Landing Pages
Blog Analytics
Email
SEO Tools Manager
Advanced
Lead Marketing
Nurturing Analytics