twitter marketing: what the world's most effective businesses are doing
TRANSCRIPT
March 26, 2014 Design ©2014 Social Media Examiner, Content Copyright Presenter • Do not distribute
Twitter Marketing: What the World’s Most
Effective Businesses are Doing
Presented by Laura @Pistachio Fitton
Twitter Marketing What the world’s most effec1ve businesses do: 1. A$ract
a targeted, engaged following
2. Build community with actual business impact
3. Source Leads and nurture valuable relaAonships
4. Develop relaAonships With media and influencers
^
Laura Fitton, Spring 2007 Homebound mom. Two kids under two.
NO business network in Boston
What’s Web 2.0?
Where do I upgrade my
browser?
Twitter is
Dumb!
Heh.
http://discover.twitter.com/first-tweet
Twitter is
Dumb!
Laura @Pistachio Fitton
@pistachio Founder (acq. By HubSpot)
Inbound Marketing Evangelist,
HubSpot more than a
few Twitter readers
(Don’t Believe the) Hype
Oneforty.
How did THAT Happen??!
Photo: http://www.flickr.com/photos/furryscalyman/
Twitter will Change the World
It Started a Bit Obesessively…
Twitter HAS Changed the World
We’ve Only Just Begun…
Twitter Marketing What the world’s most effec1ve businesses do: 1. A$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
^
1. Attract a targeted, engaged following
" WIIFT? " NOT About You.
" Be on a Mission " WHO should follow you? WHY?
Influence (was) ATTRACT
attention to yourself
WIIFT? What’s in it For Them?
PROVIDE attention & value to others
WIIFT?
Influence (is)
Twitter Marketing in 2 Words:
WIIFT?
WIIFT?
Be Useful
Image: http://inay.org
Either write something worth reading or do something worth writing about. Benjamin Franklin
“ Image Credit:!lhalstead!
Image: http://inay.org
SOLVE FOR THE HUMANS
Not just their happiness, but also their success.
Be on a Mission
Be on a Mission
Be on a Mission
[@OurAcct] is where _________ can find ________________.
Twitter Marketing What the world’s most effec1ve businesses do: 1. A$ract
a targeted, engaged following
2. Build community with actual business impact
3. Source Leads and nurture valuable relaAonships
4. Develop relaAonships With media and influencers
^
Build community with actual business impact
" Define
" Nurture
" Measure
Define
Do this: " Write down everything you know about your
ideal personas " What are their challenges? " How are they measured? " What do they read? " What (and where) do they share on social
media?
Define
Share this: " Content types that fit with everything you know
about their lives " Solutions to their challenges " Tools to help them crush their numbers " Must-read articles and digests " Shareable items that will make them look good
Nurture
How Can I Get More Followers?
Measure
You don’t just want a following.
29
You want screaming, raving fans
41
32
No, Really, Pistachio. How Can I Get
More Followers?
Measure
35
Be generous.
• the more you give, the more you get
• build trust, credibility, & goodwill
• increase # of pages & inbound links
37
Be helpful.
Helpful Relevant Remarkable Frequent
ask yourself how you can be of service to your current and potential customers. What problems can you solve? What questions can you answer? What knowledge can you share? Read more: http://blog.hubspot.com/blog/tabid/6307/bid/10291/Helpful-is-the-New-Viral.aspx#ixzz1GsSghdGN
Helpful is the new viral.
37
39
Remarkable is the new ‘business as usual.’
Twitter Marketing What the world’s most effec1ve businesses do: 1. A$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
^
Source Leads and nurture valuable rela8onships
" Listen, look, and provide value
" Keep in touch supporAvely
Twitter Marketing in 4 Words:
Listen. Learn. Care. Serve.
Social Inbox http://bit.ly/trySI
Keep in Touch – SUPPORTIVELY!
(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 Marketing What the world’s most effec1ve businesses do: 1. A$ract
a targeted, engaged following
2. Build community with actual business impact
3. Source Leads and nurture valuable relaAonships
4. Develop relaAonships With media and influencers
^
Develop Relationships with media and influencers
" Who needs your service?
" Who do they listen to?
" What you can do for these influencers?
build relationships
PAY COMPLIMENTS: RT right!
1. copy/paste 2. cleanup 3. edit 4. append
http://bit.ly/RTright
THANK THE @REPORTER
for heaven’s sake, when you get mentioned, @mention the reporter who wrote it.
Any to
Many
6.8 BILLION.
The Message is the Influencer.
http://twitpic.com/135xa by @JKrums
Twitter Marketing What the world’s most effec1ve businesses do: 1. A$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 Marketing TOOLS FOR YOU: Website grade and custom checklists http://grader.com
Marketing Library http://hubspot.com/library
Marketing Academy
http://academy.hubspot.com
Try Social Inbox: http://bit.ly/trySI
grader.com
Website grade and custom checklists http://grader.com
Marketing Library http://hubspot.com/library
Marketing Academy
http://academy.hubspot.com
Try Social Inbox: http://bit.ly/trySI
Twitter Marketing TOOLS FOR YOU:
hubspot.com/library
Website grade and custom checklists http://grader.com
Marketing Library http://hubspot.com/library
Marketing Academy
http://academy.hubspot.com
Try Social Inbox: http://bit.ly/trySI
Twitter Marketing TOOLS FOR YOU:
academy.hubspot.com
Website grade and custom checklists http://grader.com
Marketing Library http://hubspot.com/library
Marketing Academy
http://academy.hubspot.com
Try Social Inbox: http://bit.ly/trySI
Twitter Marketing TOOLS FOR YOU:
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?
THANK YOU!