Alisa Leonard, social media strategist for iCrossing, expected Twitter to announce a new ad platform at SXSW 2010. They didn't. Here's a summary of what she learned from Twitter instead.

1. TWITTER EVERYWHERE
The evolution of Twitter from application to platform

2. At SXSWi 2010, Evan Williams was the keynote
speaker.
There was a big expectation that Twitter would be
announcing an ad platform.
They didn’t. People were disappointed.
What they did announce, however, is significant.
What they announced is another step towards an
open, interoperable and socially contextual web.
Let’s start with where Twitter is at now….

3. billion tweets

4. Everyone is
doing it.
Even your
bank.
And your
mom.

5. So far, Twitter
has been
about, well…
Twittering

6. but what if Twitter could actually enhance your overall
web experience by providing more context &
relevancy to the touch points you visit

7. Twitter thought
so too.
So they
hatched
something.
It’s going to be
big.

8. @ANYWHERE

9. We’ve developed a new set of frameworks for adding this
Twitter experience anywhere on the
web. Soon, sites many of us visit every day will be able to
recreate these open, engaging interactions providing a new
layer of value for visitors without
sending them to Twitter.com. Our open
technology platform is well known and Twitter APIs are already
widely implemented but this is a different approach because
we’ve created something incredibly simple. Rather than
implementing APIs, site owners need only drop in a few lines of
javascript. This new set of
frameworks is called @anywhere.

10. In a nutshell….
• @anywhere is Twitter’s latest support for data
portability
• This new platform allows for a socially
contextual and seamless Twitter experience
across any site or service
• It allows this integration without the use of
API’s, thus making its implementation easier

11. let’s look at some of its features
• Users may sign into other sites using their Twitter credentials
Identity • 3rd party sites may deliver more relevancy and context based
on user’s Twitter identities and social graph
• Links may now provide a richer dimension to a reader’s
experience
Linking • When a user scrolls over a hyperlink, a flash “hovercard” will
appear displaying a the highlighted Twitter feed’s follower count,
and provide an option for the reader to follow that Twitter
feed without leaving the page

12. Link “hovercard”
allows readers to
see a Twitter feed’s
stats and follow
them without leaving
the page

13. Similar to Facebook Connect, initial
launch partners are largely media

14. “Imagine being able to follow a New York
Times journalist directly from her byline,
tweet about a video without leaving YouTube,
and discover new Twitter accounts while
visiting the Yahoo! home page—and that’s
just the beginning. Twitter has proven to be
compelling in a variety of ways. With
@anywhere, web site owners and operators
will be able to offer visitors more value with
less heavy lifting.”
-Twitter blog

15. What does @anywhere
mean for marketing?

16. Thought starters & questions
• Twitter’s partnership with Google and Bing would suggest that these search
engines will give increasingly more weight to the social equity of
links….
• How does the @anywhere linking feature affect SEO practices?
• Amazon is a launch partner, will we see merchandising models arise
based on a user’s social graph? How might that impact future e-comm
architectures?
• Aside from simply increasing ease of sign in, how can sites effectively
leverage Twitter identities for increased relevancy and usefulness for
users?
• How do we measure the success of an @anywhere implementation?

17. Alisa Leonard-Hansen
Social Media Evangelist
iCrossing
alisa.leonard-hansen@icrossing.com
www.TheWebisSocial.com
#dataportability #icrossing