Mastery of Twitter - or any social network - marketing depends on your execution of these four steps.

1. How to Use Twitter for
Real Business Impact
Smart Tips from the Dummies Author!
Laura “@Pistachio” Fitton

2. Twitter’s Not Just for Marketing…
Use
to
to
Generate
Real
Business
Impact:
1.
A%ract
a
targeted,
engaged
following
2.
Build
community
with
actual
business
impact
3.
Source
Leads
and
nurture
valuable
relaAonships
4.
Develop
relaAonships
With
media
and
influencers

3. 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!

4. Heh.
http://discover.twitter.com/first-tweet
Twitter
is
Dumb!

5. Laura @Pistachio Fitton
Evangelist, HubSpot
Founder (acq. By HubSpot)

6. How did THAT
Happen??!
Photo: http://www.flickr.com/photos/furryscalyman/

7. Twitter will
Change the
World
It Started a Bit Obsessively…

8. Twitter
HAS
Changed the World

9. We’ve Only
Just Begun…

10. Twitter’s Not Just for Marketing…
Use it to Generate Real Business Impact:
1. Attract
a targeted, engaged following
2. Build community
with actual business impact
3. Source Leads
and nurture valuable relationships
4. Develop relationships
With media and influencers

11. 1. Attract
a targeted, engaged following
1. WIIFT?
– NOT About You.
2. Be on a Mission
– WHO should follow you? WHY?

12. Influence (was)
ATTRACT
attention to yourself
WIIFT? What’s in it For Them?

13. PROVIDE
attention & value to others
Influence (is)
WIIFT? What’s in it For Them?

14. Twitter Marketing
in 2 Words:
WIIFT? What’s in it For Them?

15. Be
Useful
WIIFT? What’s in it For Them?

16. Image: http://inay.org

17. Either write something worth reading or
do something worth writing about.
Benjamin Franklin
“ Image Credit:"
lhalstead"

18. Image: http://inay.org

19. SOLVE FOR THE HUMANS
Not just their happiness,
but also their success.
Be on a Mission

20. Be on a Mission

21. Be on a Mission
Mission:
[@OurAcct] is where _(who)__
can find _(value offered)_.
Bio:
“follow us for…”

22. Be on a Mission

23. Use
it
to
Generate
Real
Business
Impact:
1.
A%ract
a
targeted,
engaged
following
2.
Build
community
with
actual
business
impact
3.
Source
Leads
and
nurture
valuable
relaAonships
4.
Develop
relaAonships
With
media
and
influencers
Twitter’s Not Just for Marketing…

24. 2. Build Community
with
actual
business
impact
1. Define
2. Nurture
3. Measure

25. Define
Do this:
• Write down everything you know about
your ideal personas
• What are their challenges?
• How are they measured?
• What do they read?
• What (and where) do they share on social
media?

26. Share this:
• 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
Define

27. Nurture

28. How Can I Get
More Followers?
Nurture

29. You don’t just want a following.
29

30. You want
screaming,
raving fans

31. 41

32. 32

33. No, Really, Pistachio.
How Can I Get
More Followers?
Measure

35. 35
Be
generous.
• the more you give,
the more you get
• build trust, credibility,
& goodwill
• increase # of pages &
inbound links

36. 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.

37. 39
Remarkable is the new
‘business as usual.’

38. Twitter’s Not Just for Marketing…
Use
it
to
Generate
Real
Business
Impact:
1.
A%ract
a
targeted,
engaged
following
2.
Build
community
with
actual
business
impact
3.
Source
Leads
and
nurture
valuable
relaAonships
4.
Develop
relaAonships
With
media
and
influencers

39. 3. Source Leads
and nurture valuable relationships
1. Listen,
look,
and
provide
value
2. Keep
in
touch
supporAvely

40. 1. Listen, look and provide value.
Twitter Marketing
in 4 Words:

41. Listen.
Learn.
Care.
Serve.

42. Listen.

43. Learn.

44. Care.

45. Serve.

46. 2. Keep in Touch Supportively

47. Integrate Social With Your
Marketing Database

48. Keep in Touch Supportively

49. Keep in Touch Supportively

50. Keep in Touch Supportively

51. Keep in Touch Supportively

52. Keep in Touch Supportively

53. Keep in Touch Supportively

54. Keep in Touch Supportively

55. Keep in Touch Supportively

61. Twitter’s Not Just for Marketing…
Use
to
to
Generate
Real
Business
Impact:
1.
A%ract
a
targeted,
engaged
following
2.
Build
community
with
actual
business
impact
3.
Source
Leads
and
nurture
valuable
relaAonships
4.
Develop
relaAonships
With
media
and
influencers

62. 4. Develop Relationships
with
media
and
influencers
1. Who
needs
your
service?
2. Who
do
they
listen
to?
3. What
you
can
do
for
these
influencers?

63. build relationships

65. PAY COMPLIMENTS:
RT right!
1. copy/paste
2. cleanup
3. edit
4. appendhttp://bit.ly/RTright

66. THANK THE
@REPORTER
for heaven’s sake, when
you get mentioned,
@mention the reporter
who wrote it.

67. Any
to
Many

68. 6.8
BILLION.

69. The Message is
the Influencer.
http://twitpic.com/135xa by @JKrums

71. Twitter’s Not Just for Marketing…
Use
to
to
Generate
Real
Business
Impact:
1. A%ract
a
targeted,
engaged
following
2. Build
community
with
actual
business
impact
3. Source
Leads
and
nurture
valuable
relaAonships
4. Develop
relaAonships
With
media
and
influencers

73. 4 FREE Tools for You…
Your marketing grade &
how to improve it
http://grader.com
Library
http://hubspot.com/library
Academy
http://academy.hubspot.com
FREE Trial
http://bit.ly/trySI

74. Effective Results
ma%er,
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
Twi%er,
later
with
your
product?)
• Where
are
the
people
who
need
you
already
tuned
in?

75. THANK YOU!

76. QUESTIONS?