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.

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Full-Circle Advocacy
Marketing
Going Beyond the Tip of the Iceberg

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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

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Wait a Second...
Who is this guy?

4. Marshall
Kirkpatrick
Little Bird, ReadWriteWeb,
TechCrunch, consultant
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@marshallk

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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?
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...”)

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Debatable...
“Please give me free
Lightweight content
And then tell all your followers
What great taste I have.”

9. Happy Things: Let's Be Friends
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• 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!

11. What This Magic's Made Of
How do you build influence among influencers?
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l Trailblazing
l Tool-building
l Teamwork
l Translation
HBR on risk management in banks

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

15. Society for New
Communications
Research & Leader
Networks (2014)
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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)
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18. My Life's Mission (for now)
To help turn the state of social media
listening around from self-referential
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to strategic discovery.
Do it well, and work out loud, and
earned advocacy is a byproduct.

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SOCIAL INTELLIGENCE SOFTWARE FOR MODERN MARKETERS & SALES
GetLittleBird.com

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Thank you!