May 1, 2014

Marshall Kirkpatrick on how to connect with social influencers

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Journalist-turned-entrepreneur Marshall Kirkpatrick after his talk at the Social Media Breakfast Club in Oakland (Photo by JD Lasica).

Follow the data and add value: Little Bird CEO’s advice to journalists & entrepreneurs

Target audience: Entrepreneurs, journalists, Web publishers, businesses, brands, digital marketers, advertising agencies, SEO specialists, educators.

JD LasicaRemember the admonition of the Watergate generation? Follow the money.

Well, new times deserve a new adage, and Marshall Kirkpatrick has one for us: Follow the data.

Marshall, a longtime if far-away friend, flew down from Portland this week and gave a talk at our 5-year-old Social Media Breakfast Club in Oakland. (We’re hosting BlogHer co-founder Jory des Jardins on May 22.) And, boy, was it riveting, if you care about ways that enterprising journalists can parse data to gain a competitive advantage and entrepreneurs can use a new set of influencer tools to identify potential champions. Continue reading

May 8, 2013

Little Bird: A game changer for tracking influencers

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Photo by Jessica May H on Flickr (CC BY license)

New social tool helps agencies, businesses mine verticals for the big kahunas

Target audience: Businesses, brands, digital marketers, advertising agencies, SEO specialists, entrepreneurs, educators, journalists, Web publishers.

JD LasicaIf you know how social media marketing works, then you know that social has changed the rules of marketing. It’s no longer about targeting a desired demographic and then bombarding that audience with one-way commercial messages. Madison Avenue and Don Draper live on in the form of mass marketing, but social marketing has transformed how we share commercial messages.

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In this new world, we create content, stories and shareable objects that people will find valuable and may want to share on their social networks. We try to build a community so that we can engage in a conversation that will eventually spur them to become evangelists or ambassadors for our brand. And we run campaigns that enlist their help in getting out the word about a new product, service, cause or idea.

But there’s always been a missing piece of the puzzle: Identifying your most ardent fans has been a painstaking process. Small or mid-size businesses and organizations either do it manually, through the use of Twitter and Google Analytics combined with inputting their names and social handles into a spreadsheets or Google doc, or they throw up their hands at such a daunting undertaking. Organizations with a budget and more resources dabble with a bevy of Social Customer Relationship Management (sCRM) tools or social media dashboards or social search engines or digital campaign platforms. (See my writeup on SocialToaster.) Tools like Sprout Social, Nimble, Traackr, Klout and SocialMention get you part of the way there — but only part way. (SmallAct’s SocialVision, due to launch next month, is geared to tracking brand influencers and potential donors in the nonprofit sector.) Continue reading