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.
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
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...”)
“Please give me free
And then tell all your followers
What great taste I have.”
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
• Catalogue, grow and leverage
Photo: Dix & Eaton PR, Cleveland
What This Magic's Made Of
How do you build influence among influencers?
HBR on risk management in banks
Step 2. Content & Curation
Digging deeper on what others have to offer
l “The networked organization knows that the majority of
value in the market lies outside its own walls.”- Dion
l “I teach sales people to read...what their prospects are
reading.”- Jill Rowley
Deepening key relationships by making a habit of
contributing to conversations. – John Stepper,
@johnstepper, Deutsche Bank
Working Out Loud
Step 3. Listening
l “The networked organization
knows that the majority of
value in the market lies
outside its own walls.”- Dion
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
Society for New
Research & Leader
Learning from Conversation
l Keywords like Doc Searls and the USGS
l Source selection – e.g. CB Insights new employee
l Advanced: filtering, variable thresholds, correlations,
alerts and monitoring (Splunk, Redmonk, First Rain,
My Life's Mission (for now)
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.
SOCIAL INTELLIGENCE SOFTWARE FOR MODERN MARKETERS & SALES