Last week I was delighted to learn that my friend Laura Fitton’s company, oneforty, was being acquired by HubSpot. I knew nothing of the deal in advance, but feel very “interconnected” to the whole shebang…
Laura started up oneforty as “entrepreneur in residence” in SHIFT‘s Boston offices. I recall strolling into her office one day to say hello, and still smile to remember the look on her face as she glanced up with a wild mix of excitement and weariness. At that very moment she was plotting her course for “an appstore for Twitter” across a batch of scribbles laid along the desk. In short order she not only had funding but began a slow-motion land-grab of SHIFT cubicles as she staffed up, ultimately leaving the nest.
Meanwhile, SHIFT was the lucky firm that not only got to launch HubSpot back-in-the-day, but more importantly got to LEARN from HubSpot’s early and relentless focus on content marketing. I hold Brian Halligan, Dharmesh Shah and Mike Volpe in the highest esteem, and am jazzed to see what happens when Laura is added to that potent mix.
Lastly, the release announcing the oneforty acquisition represents the latest iteration of the Social Media Press Release (which I also hold near-and-dear). In it, each and every sentence comprising the release is fashioned as a standalone tweet, complete with hashtags:
Like @HubSpot, @oneforty recognizes the importance of social media in the transformation of marketing. #Hub140 Tweet This
@oneforty created a directory of social media applications and the social media marketing tool SocialBase. #Hub140 Tweet This
The @oneforty directory will merge into the @HubSpot App Marketplace, the largest app store for marketing. #Hub140 Tweet This
Of course this format could not have even been envisioned when the SMPR concept debuted in 2006, since Twitter was not even around at that point. That’s a meaningless distinction. The original SMPR template was never intended to become “official.” It was intended as a wake-up call to the industry that the hidebound, over-written, text-driven press release was becoming archaic in the Web 2.0 mediascape.
The HubSpot/oneforty announcement is just the latest iteration of the idea: “Let’s innovate this sucker. Let’s try something different.” I saw some complain that the “twitteresque” treatment of this release was a bit kludgy or heavy-handed, but given oneforty’s roots, I find it appropriate — and awesome.
And it got results.
Kudos to all involved, on every aspect of this deal. Good luck!
Posted on: August 22, 2011 at 12:20 pm By Todd Defren