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#INBOUND14 
Full-Circle Advocacy 
Marketing 
Going Beyond the Tip of the Iceberg
#INBOUND14 
l Pitfalls! 
Here we go! 
l Hunting BFFs 
l Storytelling & selling 
l The Crowdopticon: Gathering market 
...
#INBOUND14 
Wait a Second... 
Who is this guy?
Marshall 
Kirkpatrick 
Little Bird, ReadWriteWeb, 
TechCrunch, consultant 
#INBOUND14 
@marshallk
#INBOUND14 
1. Cold pitch with money 
2. Cold pitch without money 
Pitfalls!
#INBOUND14 
How to Rock Influencer Outreach
#INBOUND14 
1. Is this person relevant? 
2. Do they know who you are? 
6 Questions 
3. If no, do you have time to talk to ...
#INBOUND14 
Debatable... 
“Please give me free 
Lightweight content 
And then tell all your followers 
What great taste I ...
Happy Things: Let's Be Friends 
#INBOUND14 
• Paid, owned and earned 
• “What’s effective in the world of 
content has a l...
#INBOUND14 
Friendship is Magic!
What This Magic's Made Of 
How do you build influence among influencers? 
#INBOUND14 
l Trailblazing 
l Tool-building 
l...
Step 2. Content & Curation 
Digging deeper on what others have to offer 
#INBOUND14 
Paid-Owned-Earned 
l “The networked ...
#INBOUND14 
Deepening key relationships by making a habit of 
contributing to conversations. – John Stepper, 
@johnstepper...
#INBOUND14 
Step 3. Listening 
l “The networked organization 
knows that the majority of 
value in the market lies 
outsi...
Society for New 
Communications 
Research & Leader 
Networks (2014) 
#INBOUND14
Learning from Conversation 
l Keywords like Doc Searls and the USGS 
l Source selection – e.g. CB Insights new employee ...
#INBOUND14
My Life's Mission (for now) 
To help turn the state of social media 
listening around from self-referential 
#INBOUND14 
t...
#INBOUND14 
SOCIAL INTELLIGENCE SOFTWARE FOR MODERN MARKETERS & SALES 
GetLittleBird.com
#INBOUND14 
Thank you!
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FULL-CIRCLE ADVOCACY MARKETING: GOING BEYOND THE TIP OF THE ICEBERG [INBOUND 2014]

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Full-circle advocacy marketing is a method of marketing that focuses on reciprocity and creating abundance on the social web. It aims to deliver value that goes far beyond advocacy of your brand. Targeted, strategic relationship building offers businesses access to early market and competitive intelligence - and it amplifies your advocacy efforts, too. In this session we'll talk about some of the best ways to build abundant, reciprocal value through your online influencer relations and social media.

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

  1. 1. #INBOUND14 Full-Circle Advocacy Marketing Going Beyond the Tip of the Iceberg
  2. 2. #INBOUND14 l Pitfalls! Here we go! l Hunting BFFs l Storytelling & selling l The Crowdopticon: Gathering market intelligence through the eyes of others l The counter-clockwise virtuous circle
  3. 3. #INBOUND14 Wait a Second... Who is this guy?
  4. 4. Marshall Kirkpatrick Little Bird, ReadWriteWeb, TechCrunch, consultant #INBOUND14 @marshallk
  5. 5. #INBOUND14 1. Cold pitch with money 2. Cold pitch without money Pitfalls!
  6. 6. #INBOUND14 How to Rock Influencer Outreach
  7. 7. #INBOUND14 1. Is this person relevant? 2. Do they know who you are? 6 Questions 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...”)
  8. 8. #INBOUND14 Debatable... “Please give me free Lightweight content And then tell all your followers What great taste I have.”
  9. 9. Happy Things: Let's Be Friends #INBOUND14 • 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
  10. 10. #INBOUND14 Friendship is Magic!
  11. 11. What This Magic's Made Of How do you build influence among influencers? #INBOUND14 l Trailblazing l Tool-building l Teamwork l Translation HBR on risk management in banks
  12. 12. Step 2. Content & Curation Digging deeper on what others have to offer #INBOUND14 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
  13. 13. #INBOUND14 Deepening key relationships by making a habit of contributing to conversations. – John Stepper, @johnstepper, Deutsche Bank • Visible • Connected • Generous • Curious • Purposeful Working Out Loud
  14. 14. #INBOUND14 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.
  15. 15. Society for New Communications Research & Leader Networks (2014) #INBOUND14
  16. 16. 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) #INBOUND14
  17. 17. #INBOUND14
  18. 18. My Life's Mission (for now) To help turn the state of social media listening around from self-referential #INBOUND14 to strategic discovery. Do it well, and work out loud, and earned advocacy is a byproduct.
  19. 19. #INBOUND14 SOCIAL INTELLIGENCE SOFTWARE FOR MODERN MARKETERS & SALES GetLittleBird.com
  20. 20. #INBOUND14 Thank you!

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