FULL-CIRCLE ADVOCACY MARKETING: GOING BEYOND THE TIP OF THE ICEBERG [INBOUND 2014]

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Full-Circle Advocacy Marketing

Going Beyond the Tip of the Iceberg

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l Pitfalls! l Hunting BFFs l Storytelling & selling l The Crowdopticon: Gathering market intelligence through the eyes of others

l The counter-clockwise virtuous circle

Here we go!

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Wait a Second...

Who is this guy?

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Little Bird, ReadWriteWeb, TechCrunch, consultant

@marshallk

Marshall Kirkpatrick

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1. Cold pitch with money

2. Cold pitch without money

Pitfalls!

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How to Rock Influencer Outreach

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1. Is this person relevant?

2. Do they know who you are?

3. If no, do you have time to talk to them about what they are interested in?

4. If yes, can you talk intelligently about something other than yourself?

5. If they know who you are: have you talked to them recently or known them a long time?

6. Are you annoying (Saying “you wrote once about X...”)

6 Questions

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Debatable...

“Please give me free Lightweight content

And then tell all your followers What great taste I have.”

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Happy Things: Let's Be Friends •  Paid, owned and earned

•  “What’s effective in the world of content has a lot to do with authenticity.” – Kevin Spacey, last week

•  Catalogue, grow and leverage

Photo: Dix & Eaton PR, Cleveland

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Friendship is Magic!

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What This Magic's Made Of How do you build influence among influencers? l  Trailblazing

l  Tool-building

l  Teamwork

l  Translation

HBR on risk management in banks

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Step 2. Content & Curation Digging deeper on what others have to offer

Paid-Owned-Earned l  “The networked organization knows that the majority of

value in the market lies outside its own walls.”- Dion Hinchcliffe

l  “I teach sales people to read...what their prospects are reading.”- Jill Rowley

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Deepening key relationships by making a habit of contributing to conversations. – John Stepper, @johnstepper, Deutsche Bank

•  Visible

•  Connected

•  Generous

•  Curious

•  Purposeful

Working Out Loud

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Step 3. Listening l  “The networked organization

knows that the majority of value in the market lies outside its own walls.”- Dion Hinchcliffe

l  Ask an influential person to talk about you & you'll be happy for a day. Learn to listen to the best & you'll capture business value all year long.

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Society for New Communications

Research & Leader Networks (2014)

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Learning from Conversation l  Keywords like Doc Searls and the USGS l  Source selection – e.g. CB Insights new employee

onboarding l  Advanced: filtering, variable thresholds, correlations,

alerts and monitoring (Splunk, Redmonk, First Rain, Little Bird)

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To help turn the state of social media listening around from self-referential

to strategic discovery.

Do it well, and work out loud, and earned advocacy is a byproduct.

My Life's Mission (for now)

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SOCIAL INTELLIGENCE SOFTWARE FOR MODERN MARKETERS & SALES

GetLittleBird.com

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Thank you!