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Define Your Twitter Mission
and Execute for Real Results
Laura “@Pistachio” Fitton
Laura Fitton, Spring 2007
Homebound mom.
Two kids under two.
NO business
network in Boston
What’s
Web 2.0?
Do I
upgrade
my...
Heh.
http://discover.twitter.com/first-tweet
Twitter
is
Dumb!
Laura @Pistachio Fitton
Evangelist, HubSpot
Founder (acq. By HubSpot)
WHAT ARE YOU DOING?
WHAT
ARE YOU
DOING?
WHAT ARE YOUR RESULTS?
RESULTS.
MISSION
1. 	
  Who	
  &	
  What	
  (Value)	
  
2. 	
  Why	
  
1 WHO & WHAT
[@OurAcct]
is where
[who]
can find
[value offered]
MISSION
BIO
“Follow us for…”
“Follow Us For…”
2 WHY
WHAT’S IN IT FOR THEM?
Influence (was)
ATTRACT
attention to yourself
PROVIDE
attention & value to others
Influence (is)
1. 	
  Iden5fy	
  your	
  target	
  audience	
  
2. 	
  Know	
  what	
  they’re	
  looking	
  for	
  
3. 	
  AAract	
  and...
1 IDENTIFY TARGET AUDIENCE
WRITE DOWN:
Everything You Know About Personas
1  What are their challenges?
2  How are they measured?
3  What do they rea...
2 WHAT ARE THEY LOOKING FOR
Image: http://inay.org
SOLVE FOR THE
HUMANS
Not just their happiness,
but also their success.
WRITE DOWN:
Everything You Know About Personas
1  What are their challenges?
2  How are they measured?
3  What do they rea...
Share Material Relevant to Their Lives
•  Content types that fit with everything you
know about their lives
•  Solutions t...
3 ATTRACT AND ENGAGE
Twitter Marketing
in 2 Words:
Be
Useful
Tweet Quote!
“Make the customer
the hero of your
story.
Ann Handley
Chief Content Officer
MarketingProfs
Image Credit: Fot...
4 BUILD TRUST & EARN LEADS
Build Trust and Earn Leads
Either write something worth reading or
do something worth writing about.
Benjamin Franklin
“ Image Credit:
lhalstead
build relationships
Social Marketing
in 4 Words:
Listen.
Learn.
Care.
Serve.
How Can I Get
More Followers?
You don’t just want a following.
29
You want
engaged fans
No, Really, Pistachio.
How Can I Get
More Followers?
37
Be helpful.
Helpful
Relevant
Remarkable
Frequent
ask yourself how you can be of service to
your current and potential c...
5 MEASURE & IMPROVE
41
48
•  Your grade and checklist to-dos
http://grader.com
•  Marketing Library
http://hubspot.com/library
•  Marketing Academy
...
Am I Doing it Right?
Results	
  maAer,	
  not	
  raw	
  effort
•  What’s	
  in	
  it	
  for	
  THEM?	
  
•  What	
  is	
  y...
Blogging Social SEO
Tools to Attract Visitors
Tools to Convert Leads
Tools to Close Customers
Landing
Pages
Forms
Email Ma...
Define Your Twitter Mission
What’s	
  your	
  company	
  doing	
  with	
  TwiAer?	
  Are	
  you	
  geQng	
  the	
  
result...
Define Your Twitter Mission and Execute for Real Results
Define Your Twitter Mission and Execute for Real Results
Define Your Twitter Mission and Execute for Real Results
Define Your Twitter Mission and Execute for Real Results
Define Your Twitter Mission and Execute for Real Results
Define Your Twitter Mission and Execute for Real Results
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Define Your Twitter Mission and Execute for Real Results

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What’s your company doing with Twitter? Are you getting the results you want? Most companies are “doing Twitter” these days, but it’s often an ineffective scattershot of tactics across the board. In this session, Laura Fitton (co-author, Twitter for Dummies) helps you define your Twitter strategy and provides free tools and resources to carry it out. You’ll discover how to identify your target audience on Twitter, what they’re doing there, how to attract them and generate leads, and practical ways to measure and keep improving upon your efforts.

Slides from my presentation at Social Media Marketing World 2015. #SMMW15

Published in: Social Media, Business
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Define Your Twitter Mission and Execute for Real Results

  1. Define Your Twitter Mission and Execute for Real Results Laura “@Pistachio” Fitton
  2. Laura Fitton, Spring 2007 Homebound mom. Two kids under two. NO business network in Boston What’s Web 2.0? Do I upgrade my browser to see web 2.0? Twitter is Dumb!
  3. Heh. http://discover.twitter.com/first-tweet Twitter is Dumb!
  4. Laura @Pistachio Fitton Evangelist, HubSpot Founder (acq. By HubSpot)
  5. WHAT ARE YOU DOING?
  6. WHAT ARE YOU DOING?
  7. WHAT ARE YOUR RESULTS?
  8. RESULTS.
  9. MISSION 1.   Who  &  What  (Value)   2.   Why  
  10. 1 WHO & WHAT
  11. [@OurAcct] is where [who] can find [value offered] MISSION
  12. BIO “Follow us for…”
  13. “Follow Us For…”
  14. 2 WHY
  15. WHAT’S IN IT FOR THEM?
  16. Influence (was) ATTRACT attention to yourself
  17. PROVIDE attention & value to others Influence (is)
  18. 1.   Iden5fy  your  target  audience   2.   Know  what  they’re  looking  for   3.   AAract  and  engage  them   4.   Build  trust  and  earn  leads   5.   Measure  and  improve   Execute for Real Results
  19. 1 IDENTIFY TARGET AUDIENCE
  20. WRITE DOWN: Everything You Know About Personas 1  What are their challenges? 2  How are they measured? 3  What do they read? 4  What (and where) do they share on social media?
  21. 2 WHAT ARE THEY LOOKING FOR
  22. Image: http://inay.org
  23. SOLVE FOR THE HUMANS Not just their happiness, but also their success.
  24. WRITE DOWN: Everything You Know About Personas 1  What are their challenges? 2  How are they measured? 3  What do they read? 4  What (and where) do they share on social media?
  25. Share Material Relevant to Their Lives •  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
  26. 3 ATTRACT AND ENGAGE
  27. Twitter Marketing in 2 Words:
  28. Be Useful
  29. Tweet Quote! “Make the customer the hero of your story. Ann Handley Chief Content Officer MarketingProfs Image Credit: Fotographia Guerilla
  30. 4 BUILD TRUST & EARN LEADS
  31. Build Trust and Earn Leads
  32. Either write something worth reading or do something worth writing about. Benjamin Franklin “ Image Credit: lhalstead
  33. build relationships
  34. Social Marketing in 4 Words:
  35. Listen. Learn. Care. Serve.
  36. How Can I Get More Followers?
  37. You don’t just want a following. 29
  38. You want engaged fans
  39. No, Really, Pistachio. How Can I Get More Followers?
  40. 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.
  41. 5 MEASURE & IMPROVE
  42. 41
  43. 48
  44. •  Your grade and checklist to-dos http://grader.com •  Marketing Library http://hubspot.com/library •  Marketing Academy http://academy.hubspot.com •  Social Inbox free trial: http://bit.ly/trySI FREE TOOLS:
  45. Am I Doing it Right? Results  maAer,  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  TwiAer,  later   with  your  product?)   •  Where  are  the  people  who  need  you  already   tuned  in?  
  46. Blogging Social SEO Tools to Attract Visitors Tools to Convert Leads Tools to Close Customers Landing Pages Forms Email Marketing Automation Analytics Salesforce Sync Calls-to-action Lead Management All the tools you need to do marketing – all in one place. Four FREE TOOLS FOR YOU: Your grade and checklist to-dos http://grader.com Marketing Library http://hubspot.com/library Marketing Academy http://academy.hubspot.com Try Social Inbox: http://bit.ly/trySI THANK YOU!
  47. Define Your Twitter Mission What’s  your  company  doing  with  TwiAer?  Are  you  geQng  the   results  you  want?  Most  companies  are  “doing  TwiAer”  these   days,  but  it’s  oUen  an  ineffec5ve  scaAershot  of  tac5cs  across   the  board.  In  this  session,  Laura  FiAon  (co-­‐author,  TwiAer  for   Dummies)  helps  you  define  your  TwiAer  strategy  and  provides   free  tools  and  resources  to  carry  it  out.  You’ll  discover  how  to   iden5fy  your  target  audience  on  TwiAer,  what  they’re  doing   there,  how  to  aAract  them  and  generate  leads,  and  prac5cal   ways  to  measure  and  keep  improving  upon  your  efforts.    

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