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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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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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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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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)