outreach challenge - seattle interactive - kate morris

The Ultimate Outreach Challenge

Kate Morris

Why?

Outreach is hard but is the core of any successful marketing strategy online.

Relationships drive business.

@katemorris

The Challenge

20 Forbes Influencers

The Goal

A Quote to Rule from them ALL

Caveats

Outreach ≠ Link Building

Don’t be THAT guy

I knew they’d find out how I cheated.

Boring Topic??

Step 1: Creating the List

Organize Your List of Contacts

@katemorris

Name Company Email Twitter Website LinkedIn LinkedIn Level

Notes

Joe B Acme joe@b.com @joeb www.joeb.com

http://www.li …

3 Loves Ford Mustangs

Martha HUF Inc. @martha marthaspeaks.com

http://www.li …

2 Into Hot Tea

These will change depending on what your goal is and who you’re

talking to.And sometimes, not all information will be

available.

Twitter List

I left her off because she as a person wasn’t really into big

data. She was a freelance writer.

Step 2: Listening, Talking,

Reading

Read and Listen

Retweet

You’ll learn something new, tell people about it.

Ultimate Outreach Challenge @katemorris

Find Your Best Targets

Geography

Interests Writing Style

Ultimate Outreach Challenge @katemorris

Anoth

er

Seatt

lite

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Sim

ilar

to m

e o

n T

wit

ter

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FAIL

Ultimate Outreach Challenge @katemorris

Ultimate Outreach Challenge @katemorris

Reminder: Be Patient

Friendships are not made in a day … unless there is alcohol involved.

Step 3: Be Prepared to

Change Your Mind

The point of reading is to get to know more about the industry/topic.

“What is the next big thing in big data?”

Ultimate Outreach Challenge @katemorris

First Quote Idea

“What is your best advice for a company with lots of data?”“How do you get someone in an organization to make decisions by data?”

Ultimate Outreach Challenge @katemorris

After Reading

Step 4: Ask Nicely

Ultimate Outreach Challenge @katemorris

Tweets

Ultimate Outreach Challenge @katemorris

Em

ail

(Tra

dit

ion

al)

Ultimate Outreach Challenge @katemorris

Anoth

er

Seatt

lite

Step 5: Go Unorthodox?

Ultimate Outreach Challenge @katemorris

Results

Rather than trying to use Big Data to make sweeping, strategic judgments, I think organizations should focus on making these operational micro decisions more precise by applying a wide variety of data sources and thus Big Data.

James Taylor@jamet123 

Ultimate Outreach Challenge @katemorris

1

Ultimate Outreach Challenge @katemorris

He then DM’d me his email

Information is becoming more important to the business … 90% of that information is unstructured and in the cloud. It’s that information that will give me what I need to kill the competition.

@ChristianVe – HP

Ultimate Outreach Challenge @katemorris

2

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Those who own the data, make the rules.

Dion Hinchcliffe@dhinchcliffe

Ultimate Outreach Challenge @katemorris

3

Ultimate Outreach Challenge @katemorris

Big Data can deliver great value, but there is a limit to how much it can predict human behavior.   

Gregory Piatetsky@kdnuggets

Ultimate Outreach Challenge @katemorris

4

Ultimate Outreach Challenge @katemorris

Predictive analytics can figure out how to land on Mars, but not who will buy a Mars bar.

@kdnuggetshttp://blogs.hbr.org/cs/2012/10/big_data_hype_and_reality.html

Ultimate Outreach Challenge @katemorris

The best information [on cities and Big Data] comes from IBM’s TheSmarterCity Initiative. An example is Rio de Janiero …

Stephen DeAngelis@EnterraCEO

http://www-03.ibm.com/press/us/en/pressrelease/35945.wss

Ultimate Outreach Challenge @katemorris

5

Ultimate Outreach Challenge @katemorris

There is seemingly no area in which we can’t benefit from analyzing data: law enforcement, business, politics, economics, sports, even sex… and yet there is a real risk in overestimating our ability to use data to make accurate predictions. Big data is constrained by human limitations.

Klint Finley@klintron

Ultimate Outreach Challenge @katemorris

6

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You will Fail.

Ultimate Outreach Challenge @katemorris

FAIL

Ultimate Outreach Challenge @katemorris

FAIL

Sometimes Failure is Success Delayed.

Don’t Push It.

Procrastination Life Happens.

Hurricane Happens

Final Stats

20 Forbes Influencers

1 Disqualified (19)

2 No Interaction (17)

3 No Pushing (14)

6 In Progress

6 Done2 Failed

Big Data Lessons

Big Data Success

1. Your data is your competitive advantage. Use what you have to win. Own the market by listening.

2. Understand that while big data has potential it is not the cure all. It cannot answer all questions.

3. Get examples by following trendsetters like IBM and HP.

@katemorris

Outreach Lessons

Outreach Lessons

1. Plan and PrepareDo your research on your contacts.

2. Read, Listen and LearnAbsorb all the material you can, it’ll help you ask the right ?s later.

3. Share your LearningPrepare for intelligent conversations.

4. Be PatientFriendships don’t happen overnight.

5. Ask Nicely6. Get Attention7. Know you will Fail

And that’s okay.

8. Life Happens

@katemorris

Most influential people are those that talk about everyone else, and sometimes themselves.Not the other way around.

Thank You!@katemorris

kate.morris@distilled.net