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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 browser
to see web
2.0?
Twitter
is
Dumb!
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	
  engage	
  them	
  
4. 	
  Build	
  trust	
  and	
  earn	
  leads	
  
5. 	
  Measure	
  and	
  improve	
  
Execute for Real Results
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 read?
4  What (and where) do they share on social
media?
2 WHAT ARE THEY LOOKING FOR
Define Your Twitter Mission and Execute for Real Results
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 read?
4  What (and where) do they share on social
media?
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
3 ATTRACT AND ENGAGE
Twitter Marketing
in 2 Words:
Be
Useful
Define Your Twitter Mission and Execute for Real Results
Tweet Quote!
“Make the customer
the hero of your
story.
Ann Handley
Chief Content Officer
MarketingProfs
Image Credit: Fotographia Guerilla
Define Your Twitter Mission and Execute for Real Results
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
Define Your Twitter Mission and Execute for Real Results
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?
Define Your Twitter Mission and Execute for Real Results
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.
5 MEASURE & IMPROVE
41
48
Define Your Twitter Mission and Execute for Real Results
•  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:
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?	
  
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!
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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Define Your Twitter Mission and Execute for Real Results