TWITTER EVERYWHEREThe evolution of Twitter from application to platform

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….

billion tweets

Everyone is

doing it.

Even your

bank.

And your

mom.

So far, Twitter

has been

about, well…

Twittering

but what if Twitter could actually enhance your overall

web experience by providing more context &

relevancy to the touch points you visit

Twitter thought

so too.

So they

hatched

something.

It’s going to be

big.

@ANYWHERE

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.

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

let’s look at some of its features

• Users may sign into other sites using their Twitter credentials

• 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

• 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

Identity

Linking

Link “hovercard”

allows readers to

see a Twitter feed’s

stats and follow

them without leaving

the page

Similar to Facebook Connect, initial

launch partners are largely media

“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

What does @anywhere

mean for marketing?

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?

Alisa Leonard-Hansen

Social Media Evangelist

iCrossing

alisa.leonard-hansen@icrossing.com

www.TheWebisSocial.com#dataportability #icrossing