Champlain College - Tweeting!

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Slides that supported my March 22, 2012 "Speaking From Experience" talk at Champlain College in Burlington, VT

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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.
  • Let’s pretend for a moment that neither Twitter nor another realtime network ever go truly mainstream and ubiquitous. We already have an ENORMOUS sample size… and they’ve holding phones remarking on… whatever is remarkable in their environment
  • 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
  • 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.
  • HubSpot State of Inbound Marketing Report, 2012. 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.
  • Image http://www.flickr.com/photos/netzkobold/ Source: SOIM 2012 55% of B2B 70% of Retail/wholesale – have acquired a customer 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.
  • HubSpot State of Inbound Marketing Report, 2012.
  • And it is PARTICULARLY GOOD at picking up and relaying exceptional stuff.
  • 1. Hit Your Followers at the Right Time: This is probably the most basic use of Promoted Tweets. You can set up campaigns that push your tweets toward the top of your followers’ timeline when they log in to Twitter. Set up Promoted Tweets that are targeted to your followers so you can ensure that your most important tweets have the best shot at being read, clicked, retweeted, favorited, etc. 2. Target Relevant Keywords: A critical component of Twitter is its search functionality. Twitter’s search engine allows users to search for tweets using keywords and phrases so they can find other users who are talking about stuff they're interested in. Promoted Tweets allows you to target specific keywords or phrases so your tweets appear in their search results. This is a great way to target people who are not yet following you. 3. Find People Who Resemble Your Followers:  Twitter’s latest enhancement will let you target users who resemble your current list of followers. Obviously, this is an excellent way to increase your follower base while ensuring that your tweets hit qualified eyeballs. Very cool! 4. Use Geo-Targeting for Events and Local Businesses: You can also set up a Promoted Tweets campaign that is targeted to a specific geo-location. It will then only trigger your ad when a targeted user is in that location. This is great if you want to establish an event-specific hashtag or if you are marketing a local business. 5. Promote Offers: Use Promoted Tweets to let your followers know about upcoming deals and offers. Better yet, create an offer that ’ s exclusively for them! 6. Test Content and Messaging: Use Promoted Tweets to determine what sort of messages resonate best with your follower base. Maybe they only like syndicated content, or perhaps they are most interested in your latest deal. Use Promoted Tweets to identify which types of content and messaging get the most action. You can then also implement these findings in your normal Twitter activity. Also, don't forget that Twitter offers analytics within its Promoted Tweets platform so you can track performance and optimize your campaigns for maximum engagement. Looking to take Twitter sponsorships even farther? Set up a Promoted Account. Promoted Accounts allow your Twitter username to show up in the “Who to Follow” section of other users' Twitter profile pages.
  • NEW Twitter website analytics will track: amount of traffic Twitter drives overall extent to which Twitter users are sharing a site's content effectiveness of a website's Tweet button integration
  • Marketing has gotten complicated
  • HubSpot consolidates all the best inbound marketing methods in one spot
  • Champlain College - Tweeting!

    1. http://bit.ly/talkhubspTweeting??!!Laura “@Pistachio” Fitton – March 22, 2012
    2. 1 @Pistachio WTH?? 2 Twitter Twitter Twitter Twitter3 3 things to STOP asking & BONUS: New Data!! 44 How are YOU Doing?
    3. 1 @Pistachio WTH?????
    4. Laura @Pistachio Fitton“Excited & geeky aboutwhere all this leads!" Inbound Marketing Evangelist 94,000 Twitter @pistachio Founder Readers (acq. By HubSpot)
    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. Recent Awards• Pepsi Women’s Inspiration Network• Boston Globe – Top 10 Influential Women “Up & Comer”• WEST Leadership Award• MHT Women to Watch
    9. How did THAT Happen??!Photo: http://www.flickr.com/photos/furryscalyman/
    10. The balance of power shifted mere mortal
    11. 2 Twitter Twitter Twitter Twitter
    12. “ T it r n t t h o g. wt is o a e n l y e c o I a o vr tn t c nes io . s a A dit h p e in n s a p n g wh r ito to . it o wh u yu C al e i h rn L e C - uh r f ou ds oa to o Gr n well Image Credit: THEMACGIRL*
    13. Global Sensing and Signaling Networ
    14. The Message is the Influencer.http://twitpic.com/135xa by @JKrums
    15. “ Any to Many
    16. Influence (was)Attract attention to yourself
    17. Influence (is)Provide attention & value to others
    18. 3 3 Things you NEED to stop asking
    19. “ Does Twitter Matter?
    20. TwitterMATTERS 36%call it Important or Critical 89% call Twitter at Least Somewhat Useful HubSpot State of Inbound Marketing Report, 2012.
    21. “Are MYCustomersonTwitter?
    22. 44 of a c co us mp to an % m ie er s th ha ro ve ug a h T cq wi uir tte ed r.Source: hubspot, 2011 30
    23. Get MoreCUSTOMERS 55% of ALL B2C in Retail/Wholesale 70% have acquired new customers from Twitter HubSpot State of Inbound Marketing Report, 2012.
    24. “How Can IGet MoreFollowers?
    25. You don’t just want a following. 33
    26. You wantscreaming,raving fans
    27. “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
    28. 4 How are YOU Doing?
    29. http://marketing.grader.com
    30. 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
    31. Less of this. 40
    32. More of this. 41
    33. TwitterMarketingin 2 Words…
    34. “BEUS UL EF !!!!
    35. TwitterMarketingin 4 Words…
    36. “ Listen. Learn. Care. Serve.
    37. “ 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
    38. Image: http://inay.org
    39. Capitalize on Promoted Tweets 1. Hit Your Followers at the Right Time 2. Target Relevant Keywords 3. Find People Who Resemble Your Followers 4. Use Geo-Targeting for Events and Local Businesses 5. Promote Offers 6. Test Content and Messaginghttp://bit.ly/nPhHDC
    40. Understand Your TwitterTrafficNEW Twitter website analytics will track:•amount of traffic Twitter drives overall•extent to which Twitter users are sharing asites content•effectiveness of a websites Tweet buttonintegration
    41. http://marketing.grader.com
    42. “learn to not be afraid of who you actually are.”http://pistachio.posterous.com/lauras-rules-0
    43. laura’s rules 1. be kind and fair to everyone. 1. love yourself. 2. dont worry whether or not 2. love others. (try radical anyone likes you. forgiveness) 3. help people. 3. gratitude for everything. 4. ask. 4. hope is your only hope. (and 5. act. (get excited and fear is your only worry) share it) 5. be present.http://pistachio.posterous.com/lauras-rules-0
    44. Marketingis a Mess.
    45. HubSpot consolidates all the best inboundmarketing methods in one spot
    46. 300+ employees $65M Google Ventures Sequoia Salesforce.com6000+customers
    47. THANK YOU Learn more today!THANK YOUhttp://bit.ly/talkhubspoTHANK YOU

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