4. Laura @Pistachio Fitton
“Excited & geeky about
where all this leads!"
Inbound
Marketing
Evangelist
94,000
Twitter
@pistachio Founder Readers
(acq. By HubSpot)
5. 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
6.
7.
8. “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
11. Recent Awards
• Pepsi Women’s Inspiration Network
• Boston Globe – Top 10 Influential Women “Up
& Comer”
• WEST Leadership Award
• MHT Women to Watch
12. How did THAT
Happen??!
Photo: http://www.flickr.com/photos/furryscalyman/
16. “
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*
30. 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
31. Get More
CUSTOMERS 55%
of ALL B2C
in Retail/Wholesale
70%
have acquired new
customers from
Twitter
HubSpot State of Inbound Marketing Report, 2012.
35. “
E h r r sm tin wr ra in o
ite w e o e g ot ed g r
it
B n m Fa k
e j in rn l
a in
h h
do something wr w in a o t
ot r g b u.
h it
Image Credit:
lhalstead
39. 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
46. “
Im age C re d it: F otograp h ia G u e rilla
M k te utm r
ae h c s eo
the hero o yu
fo r
sr
ty
o.
A nH n l
n ad y e
C ie C ne t f e
h f o tn Of r
ic
M rein Po
aktg rf s
T et b o!
we Q o e
e ok
ut
50. 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 Messaging
http://bit.ly/nPhHDC
51.
52. Understand Your Twitter
Traffic
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
60. “learn to not be afraid
of who you actually
are.”
http://pistachio.posterous.com/lauras-rules-0
61. laura’s rules
1. be kind and fair to
everyone. 1. love yourself.
2. don't 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
64. 300+
employees
$65M
Google Ventures
Sequoia
Salesforce.com
6000+
customers
65. THANK YOU Learn more today!
THANK YOUhttp://bit.ly/talkhubspo
THANK YOU
Editor's Notes
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