Twitter
for Agents of
Change.
Laura Fitton, Evangelist @ HubSpot
@pistachio | pistachio@hubspot.com
Laura Fitton, May 2007
Homebound mom.
Two kids under two.
NO business
network in Boston
What’s
Web 2.0?
Where do I
upgrade...
(Don’t Believe the) Hype
Laura @Pistachio Fitton
“Excited & geeky about
where all this leads!"
@pistachio Founder
(acq. By HubSpot)
Twitter for
Dum...
How did THAT
Happen??!
Photo: http://www.flickr.com/photos/furryscalyman/
Twitter-based
Software will
Change the
World
Twitter-based
Software HAS
Changed the World
We’ve
Only Just
Begun…
NO ONE WAKES UP
AND SAYS:
“I want to see an ad.”
SO WHY DO MARKETERS
WAKE UP AND SAY:
“Let’s make an ad”?
11
Your customers are relying more &
more on social. 9 out of 10
9 out of 10 Internet users visited !
a social networking ...
12
1 out of every 8
minutes online !
is spent on Facebook.
SOURCE: COMSCORE, FEBRUARY 2011
Changes in Consumer Attention
vs
THEN. NOW.
What we really need is
a mindset shift that will make us
relevant to today’s consumers,
a mindset shift from
‘telling & se...
SOLVE FOR THE
HUMANS
Not just their happiness,
but also their success.
Twitter for AOC: BIG PICTURE
• Be Useful
• Tame the Fox
• Nurture & maintain
loose ties
Influence (was)
Attract attention to yourself
Influence (is)
Provide attention & value to others
Social	
  Media	
  
in	
  2	
  Words…	
  
BE
!!!!USEFUL“
Image: http://inay.org
TWEET QUOTE!
“Make the customer
the hero of your
story.
ANN HANDLEY
CHIEF CONTENT OFFICER
MARKETINGPROFS
Image Credit: Fot...
Social	
  Media	
  
in	
  4	
  Words…	
  
Listen.
Learn.
Care.
Serve.
“
How Can I
Get More
Followers?“
You don’t just want a following.
29
You want
screaming,
raving fans
Either write something worth reading or
do something worth writing about.
BENJAMIN FRANKLIN
“ Image Credit:"
lhalstead"
How Can I
Get More
Followers?“
To	
  build	
  ANY	
  social	
  following…	
  
Take	
  	
  Good	
  	
  
AMAZING	
  Care	
  of	
  
The	
  Network	
  You	
 ...
35
Be 
generous.
• THE MORE YOU
GIVE, THE MORE
YOU GET
• BUILD TRUST,
CREDIBILITY, &
GOODWILL
• INCREASE # OF
PAGES & INBO...
36
Make !
stuff !
people !
want. 
• EDUCATIONAL EBOOKS
• HOW-TO VIDEOS
• ONLINE CALCULATORS
• PLANNING TOOLS
• ANSWERS TO ...
37
Be helpful.
Helpful

Relevant

Remarkable

Frequent

ask yourself how you can be of service to
your current and potenti...
38
Generous 
is the 
new 
cautious 
& controlled.
39
Remarkable is the new
‘business as usual.’
40
Link love is the new ad buy.
41
Twitter for AOC: TACTICS
• We drink our own
champagne
• Here’s lookin at YOU,
#aoc2013
You don’t find customers anymore.
They find you.
Context
creates the
inbound
experience.
EMAIL SOCIAL
WEBSITESALES
SOCIAL INBOX
http://bit.ly/trySI
It’s 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 for AOC: TACTICS
• We drink our own
champagne
• Here’s lookin at YOU,
#aoc2013
http://www.shiftcomm.com/2013/09/
twitters-newest-hidden-feature-website-
analytics/
Twitter for AOC: VISION
• We’ve only just
begun…
Global Sensing and Signaling Network
The Message is
the Influencer.
http://twitpic.com/135xa by @JKrums
Any
to
Many
“
Twitter for AOC: NOW, YOU
• See how YOU’RE doing…
http://grader.com
• Try Social Inbox:
http://bit.ly/trySI
Next Steps?
q  Grade YOUR Marketing.
http://Grader.com
q  Get FREE marketing help.
http://Blog.HubSpot.com
q  Try Socia...
Twitter for Agents of Change
Twitter for Agents of Change
Twitter for Agents of Change
Twitter for Agents of Change
Twitter for Agents of Change
Twitter for Agents of Change
Twitter for Agents of Change
Twitter for Agents of Change
Twitter for Agents of Change
Twitter for Agents of Change
Twitter for Agents of Change
Twitter for Agents of Change
Twitter for Agents of Change
Twitter for Agents of Change
Twitter for Agents of Change
Twitter for Agents of Change
Twitter for Agents of Change
Twitter for Agents of Change
Twitter for Agents of Change
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Twitter for Agents of Change

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Slides that supported my talk at Agents of Change 2013, as featured in the Portland Press Herald: http://www.pressherald.com/business/Firms-urged-to-cultivate-screaming-raving-fans.html

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Twitter for Agents of Change

  1. Twitter for Agents of Change. Laura Fitton, Evangelist @ HubSpot @pistachio | pistachio@hubspot.com
  2. Laura Fitton, May 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!
  3. (Don’t Believe the) Hype
  4. Laura @Pistachio Fitton “Excited & geeky about where all this leads!" @pistachio Founder (acq. By HubSpot) Twitter for Dummies Inbound Marketing Evangelist A lotta Twitter Readers
  5. How did THAT Happen??! Photo: http://www.flickr.com/photos/furryscalyman/
  6. Twitter-based Software will Change the World
  7. Twitter-based Software HAS Changed the World
  8. We’ve Only Just Begun…
  9. NO ONE WAKES UP AND SAYS: “I want to see an ad.”
  10. SO WHY DO MARKETERS WAKE UP AND SAY: “Let’s make an ad”?
  11. 11 Your customers are relying more & more on social. 9 out of 10 9 out of 10 Internet users visited ! a social networking site each month in 2010. SOURCE: COMSCORE, FEBRUARY 2011
  12. 12 1 out of every 8 minutes online ! is spent on Facebook. SOURCE: COMSCORE, FEBRUARY 2011
  13. Changes in Consumer Attention vs THEN. NOW.
  14. What we really need is a mindset shift that will make us relevant to today’s consumers, a mindset shift from ‘telling & selling’ to building relationships.” 14 JIM STENGEL FORMER GLOBAL MARKETING OFFICER ! FOR PROCTER & GAMBLE “
  15. SOLVE FOR THE HUMANS Not just their happiness, but also their success.
  16. Twitter for AOC: BIG PICTURE • Be Useful • Tame the Fox • Nurture & maintain loose ties
  17. Influence (was) Attract attention to yourself
  18. Influence (is) Provide attention & value to others
  19. Social  Media   in  2  Words…  
  20. BE !!!!USEFUL“
  21. Image: http://inay.org
  22. TWEET QUOTE! “Make the customer the hero of your story. ANN HANDLEY CHIEF CONTENT OFFICER MARKETINGPROFS Image Credit: Fotographia Guerilla TWEET EBOOK!
  23. Social  Media   in  4  Words…  
  24. Listen. Learn. Care. Serve. “
  25. How Can I Get More Followers?“
  26. You don’t just want a following. 29
  27. You want screaming, raving fans
  28. Either write something worth reading or do something worth writing about. BENJAMIN FRANKLIN “ Image Credit:" lhalstead"
  29. How Can I Get More Followers?“
  30. To  build  ANY  social  following…   Take    Good     AMAZING  Care  of   The  Network  You   Already  Have  
  31. 35 Be generous. • THE MORE YOU GIVE, THE MORE YOU GET • BUILD TRUST, CREDIBILITY, & GOODWILL • INCREASE # OF PAGES & INBOUND LINKS
  32. 36 Make ! stuff ! people ! want. • EDUCATIONAL EBOOKS • HOW-TO VIDEOS • ONLINE CALCULATORS • PLANNING TOOLS • ANSWERS TO COMMON QUESTIONS
  33. 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.
  34. 38 Generous is the new cautious & controlled.
  35. 39 Remarkable is the new ‘business as usual.’
  36. 40 Link love is the new ad buy.
  37. 41
  38. Twitter for AOC: TACTICS • We drink our own champagne • Here’s lookin at YOU, #aoc2013
  39. You don’t find customers anymore. They find you.
  40. Context creates the inbound experience. EMAIL SOCIAL WEBSITESALES
  41. SOCIAL INBOX http://bit.ly/trySI
  42. It’s 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 for AOC: TACTICS • We drink our own champagne • Here’s lookin at YOU, #aoc2013
  55. http://www.shiftcomm.com/2013/09/ twitters-newest-hidden-feature-website- analytics/
  56. Twitter for AOC: VISION • We’ve only just begun…
  57. Global Sensing and Signaling Network
  58. The Message is the Influencer. http://twitpic.com/135xa by @JKrums
  59. Any to Many “
  60. Twitter for AOC: NOW, YOU • See how YOU’RE doing… http://grader.com • Try Social Inbox: http://bit.ly/trySI
  61. Next Steps? q  Grade YOUR Marketing. http://Grader.com q  Get FREE marketing help. http://Blog.HubSpot.com q  Try Social Inbox. http://bit.ly/trySI q  Learn more about us www.HubSpot.com Laura Fitton, Inbound Marketing Evangelist @pistachio | pistachio@hubspot.com For the love of marketing.

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