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The best new thing in measurement, according to Katie Paine (Little Bird!)

Measuring social media is a complex, contentious and ever-changing field. Bulk metrics like page views and mentions have their place, but as you move upstream into more strategic uses of social – how do you put a number on learning, leadership and high-value intangibles?

carmenmarginThat’s a question we were looking at when our advisor Joe Chernov introduced us to Katie Paine, a long-admired leader in social media measurement. I remember hearing great things about Katie Paine’s work before I’d ever worked a day in social media. Our data shows she’s had long-standing online relationships with leading practitioners and thinkers like Jeremiah Owyang, Dan Zarrella, Rohit Bhargava and many others. (Just to give you an idea of her provenance on the social web!)

That’s why I’m so excited that our conversation with Katie led to this very generous blog post in which she calls Little Bird, “The best new thing in measurement.” And that after a conversation that included some heated debate!

Katie zeroed right in on what makes Little Bird different, too. “The difference between Little Bird and other systems like Traackr,” she writes, “is in how they identify influencers. Most systems rely on key words and Boolean searches to identify the people who write frequently and with authority about your market or topic. Little Bird uses network analysis to identify the people with the largest, strongest network ties in your business. Most importantly, it isn’t just looking at Twitter or blog posts. It includes everything from Instagram to LinkedIn.

“The result is a system that is both fast and accurate. I know from experience that this is a great thing, since I’ve spent a goodly amount of time developing key word searches that are both broad enough to find influencers yet accurate enough to be on topic.”

Thanks, Katie! We couldn’t have said it better ourselves.

What comes next, after discovery and measurement? Learning from the best, engaging with them online, growing your social capital and measuring the results! All using the power of the social graph, the ungamable measure of influence powered by peer validation.

Photo: Katie Paine at SXSWi, by TopRank Marketing Blog. (hint: I saw her that year too, she was in the Blogger Lounge!)

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The future of enterprise content marketing: cloudy

a 2 minute read

The future of Content Marketing is cloudy. That’s one of the conclusions in a new report published this week by the Content Marketing Institute (CMI): The State of Enterprise Content Marketing: 2014

Many of us are excited about the awesome publishing power of social media and how it could help make marketing more genuinely useful, interesting and effective. But now there’s trouble afoot — institutional, cultural and operational. Hopefully we can get through it, but it isn’t going to be easy.

The CMI report is based on conversations among almost 40 leaders in the field from companies like 3M, Autodesk, IBM and more. The group was split evenly between West and East coast of the US. We turned the participants into a Twitter list here if you’d like to see who they are and engage with these leaders in the field over time.

You might think that the future is cloudy because (a) the web is now drowning in low-quality content, and (b) because it’s hard to “feed the beast” with content worth the time of consumers (see Forrester’s scathing post yesterday) — but the smart people surveyed by CMI offer more detail than that.

The 14-page document is a bullet pointed executive summary of those conversations; it took me about 30 minutes to read. I took notes as I did and thought I’d share some highlights with you. If you read about 400 words per minute, this blog post will take you less than 2 minutes to read. I heard you liked bullet points, so…

Insights discussed in the report include:

* Content marketing (hereafter CM) is often a multi-departmental effort, but generally grows bottom-up and has to prove itself in fits and starts.

* Some participants have seen success by explicitly avoiding an enterprise-wide approach.

* Budgets are now allocated, on average, in a 50/25/25 split among content creation, management and promotion. Promotion is essential to back up the resources invested in creation. “If you are going to invest in creating content, you MUST invest in promoting it as well,” the report argues.

* CM typically requires education; corporate cultures that are unfamiliar with CM and are focused on control are a major challenge. It can be difficult to get employee buy-in, as more education is needed in all things related to social media. (It’s in the Content Marketing Institute’s interests to argue this, but it’s also true in our experience.)

* A shortage of familiarity with data and measurement is a challenge faced by people interested in CM.

* The future of CM is cloudy. Consensus is that measurement, while essential for CM to survive as a strategic practice, is fundamentally broken and needs new ideas to measure success. (Does this mean attribution? We’ve got some ideas here, mostly about metrics around relationship building, but measurement is hard.)

* In the future, the Content Marketing Institute will explore a variety of new topics, including how companies can get better at the creation of content, not just managing it.

“Content will affect business,” writes CMI’s Robert Rose in his blog post about the report. “It’s just a matter of ‘how,’ not ‘if’ — so enterprises must make a choice: Content can be managed as the strategic asset that it has (or can) become, or it can be an expensive by-product that ultimately weighs down a company as it tries to navigate the broader disruptions taking place.”

A word about the bird

Here at Little Bird, we believe that one approach to improve your content marketing is to:

* Find something interesting to talk about.

* Find it and talk about it before other people do.

* Find those things to discuss by knowing who to listen to, and listening actively so that you can build meaningful relationships with smart people who will help distribute your content later, when it comes time to talk about yourself.

That’s the approach we work with our customers to take and that we support with our software: expert source discovery, early news detection and more. We analyze connections to discover great content! Not just to “feed the beast” – but in support of strategic relationship building and business goals.

Little Bird customers who use our software for content marketing do it like this: find credible sources, read their best content, engage with those sources and their content through either curation or inspiration, and thus grow credibility in their target markets.

We see the organizational challenges enterprise content marketers face as well, and our experience so far validates what CMI found in its excellent survey of leaders in the field.

We’re helping the future of content marketing grow less cloudy, or at least your experience in it, by helping companies create and curate great content in a competitive way.

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Why Newsle is awesome; no wonder LinkedIn acquired them!

From one social connection data company to another – congratulations, Newsle!

There’s nothing as interesting to people as information about ourselves. Most of us aren’t in the news every day, but you might be surprised how often someone one degree away from you is!

Today LinkedIn announced that it has acquired Newsle (I pronounce it like News’-el, others say News-lee’), a super-cool technology that tells you when people you know online are in the news. You sync up your LinkedIn and Facebook accounts and it sends you an email with article previews – it’s like Google Alerts for your friends and professional contacts. You should go try it.

People LOVE Newsle, I hear people talk about it all the time. That and Refresh.io.

Why is Newsle so compelling? I think it’s because it’s a great combination of technology and humanity – which respects the line between the two. The Newsle team has built a machine learning system that does a really good job telling the difference between people with the same names and spidering across the news really quickly.

All that tech is on the back end and we users just see a stream of big pictures of the faces of our friends and links to things those friends are celebrating. Your friend made a big announcement, maybe they won something, maybe they got a promotion, maybe the media asked for their opinion about something.

No matter what the reason, you probably hadn’t been thinking about that person until BAM – they had a life highlight and you got notified. You got to be there for them for their happy time. (Most news about individual people is happy.) That’s an emotionally rewarding experience.

Here at Little Bird we talk a lot about “intelligent machines helping humble humans.” I bet that resonates with the Newsle team, too.

Newsle told me a few months ago that they have an iPhone app with push notifications coming soon. I hope today’s news doesn’t derail that. You may have noticed that LinkedIn is already doing “your friend was in the news” notes, too, but they weren’t as good as Newsle’s. Hopefully the emails will continue to live on, hopefully they’ll continue to support Facebook contacts and hopefully they’ll sync up with Rapportive for your email sidebar! (?)

Here at Little Bird, we think that the connections between people are really valuable as well. We look at the people you’re connected to, but also the people you’re not yet connected to, as part of our larger analysis of communities of Subject Matter Experts and the things they’re excited about.

I’ve got to hand it to the Newsle team, though, they really struck a vein where technology and the human experience can come together.

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Little Bird offers next generation blog discovery, now that Technorati's classic index is gone

News hit the tech blogs this week that one of the most useful blog discovery tools of the early social media era, Technorati’s index, has been shut down. It used to be the place you’d go to find the best blogs on a topic of interest to you. It was probably way too far ahead of its time, though (business interest in blogs was too nascent to drive enough traffic and ad viewership to a free index to justify the expense of maintaining the system, I’d guess). Technorati the business is alive and well as an ad network, but the blog index is gone.

Here at Little Bird, we think there’s huge value not just in finding content that contains certain keywords, like traditional social media monitoring products find, but also in finding great sources that are likely to create great content in the future. That’s what we do.

Technorati had a global top 100 list (trivia: who were the only authors who wrote professionally on more than 1 of the top 10 blogs in the global Technorati index? Engadget & Gizmodo’s Peter Rojas and me at TechCrunch & ReadWriteWeb). You could also search for topics and find a list of blogs ranked that were related to that particular topic. Ranking was based on something like a blog-specific pagerank and it was pretty good. Technorati’s business model allowed anyone to see the blog discovery for free, but the ad network that paid the bills ate the whole company in time. Here at Little Bird we sell access to the tools to discover the data and strategic collaboration for making use of that data.

Below: A preview of top 3D Design blogs, one part of a Little Bird report.
 

Welcome_to_Little_Bird_-3
Author authority: ticket to the future

Blog discovery and ranking is an important part of what we do here at Little Bird, too. Little Bird customers are able to search on any topic and in addition to finding the most-connected people on Twitter, then LinkedIn, Facebook, YouTube, Google+ and elsewhere, we find the top blogs in that community.

Much as Google has expanded beyond PageRank to include AuthorRank, or the influence of the author of a piece of content, Little Bird ranks blogs by the inbound connections from peers of each blog’s author.

Little Bird customers do things like look over top blogs in their target markets to discover what topics people are talking about and how they talk about them. Then they create their own content that’s responsive and industry-appropriate—one example of how people use Little Bird for what we call Owned Content Optimization.

In a world of tweets and other short-form content, blogs still deliver a ton of important information and audience. We take great pride in offering a new way to discover them. We’d love to show you more.

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Enterprise sales leadership arrives at Little Bird with hire of Jessica Rickson

Update: See also coverage of this news at the Portland Business Journal and the Oregonian.

Lots of startups look for an experienced, successful player/coach combo to build out their enterprise sales efforts. Good ones are hard to find – big bonus points if they’re likable people, too. We’re thrilled to announce that Jessica Rickson (right), a local sales leader with a history of success at Jama, Jive, StepChange (acquired by Dachis Group) and elsewhere has joined the team at Little Bird.

carmenmarginLeading the new team with savvy new sales rep Nell Loomis (below, formerly at Webtrends), along side marketing leader Carmen Hill (formerly of Babcock & Jenkins), Rickson has made an immediate impact on Little Bird’s strategy and execution of sales to enterprise marketing and sales organizations. After selling millions of dollars of software to happy customers of some of Portland’s most successful startups, we’re honored that Jess has joined our team.

Jama Software’s VP of Worldwide Sales Christian Prusia is enthusiastic too. “Little Bird has just secured an incredible sales capability with the hiring of Jessica Rickson. She has an unparalleled mixture of curiosity, persistence and smarts, combined with years of rapid growth experience. There are only a handful of people that can fit this mold, and Jessica is definitely one of them.”

J.D. Mooney, Jive’s Director of Sales for four years, through the company’s A and B rounds of financing, says, “I’ve worked with Jess twice (at Jive and Unicru), and she’s like a great athlete with a broad skill set. Customers love her—she’s very smart, a quick study and advocates for them.”

Little Bird’s CTO Michael Jones, who worked with Jess at StepChange (acquired by Dachis Group), says “Jess’s passion for solving real problems coupled with her experience in the social SaaS space made her uniquely qualified for the position. The hustle, enthusiasm and caring she brings makes it an absolute joy to work with her!”

Both Jess and Nell are great additions to our team and are really smart about social strategy. If you’d like to get on the phone with them and talk about how Little Bird can help move your marketing and sales department into a much stronger strategic position on the social web, we hope you’ll drop us a line. They’ll be happy to talk with you about how some of the biggest companies in the world are already using Little Bird and how you can too.

The Network Effect of Experience

One of the biggest lessons we’ve learned since raising our most recent financing from the Oregon Angel Fund early this year is that one great hire supports the next.

nellmargin(Left: Enterprise sales pro Nell Loomis)

After building a strong and scrappy team of people doing their jobs for the first time, we got tapped into a great network through Wieden & Kennedy’s PIE program. That network included PIE mentor and now Instrument Marketing CFO Marshall King. Marshall connected us to Ben Kaufman, who in January became Little Bird’s COO. Ben’s super connected and respected around the Portland startup scene and was how we met Jess. She’s worked with both Ben and Little Bird’s experienced new CTO Michael Jones in other successful Portland startups (StepChange and Monsoon).

Now Jess’s network has already led to our next blockbuster hire, which we’ll announce in two weeks. These internal referrals are incredibly valuable because they help us connect with a new level of experienced professionals. Big new hires already know our team and our team already knows how effective they can be. That makes both recruiting and execution stronger and faster. It’s awesome!

Every day is getting more exciting here at Little Bird and we’re thrilled to build the future of the company with our new team members.

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Influencer relations platforms: some are transactional, some are strategic

There are a lot of technology options available to power your influencer marketing. Why? Because the power of the individual voice on the social web is growing increasingly well-known. Its power may be widely acknowledged, but that doesn’t mean it’s widely understood. Most people presume that the goal is to get influential people to talk about you or your brand, but there’s so much more that can be done now.

How can we best understand the full range of technology options? We’d like to offer the following articulation of two ends of the spectrum: from transactional to strategic.

Continuum
Transactional

  • Generally limited to list-building, initial discovery and lightweight analytics.
  • May be pay-for-play, low-cost or free.
  • One-time advocacy is generally the goal.
  • “Influencers” may have a relationship with the platform.
  • “Influencers” are generally C or D list social media publishers with bulk-bin audiences.

Strategic

  • Discovery of influencers is just the first step.
  • Influencers are independent of the platform—they generally do important work beyond social media and generally aren’t “for sale” as transactional advocates.
  • May take the form of earned, owned or paid media.
  • If it’s about earned media, work-flow requires investment of time and resources. May include consulting services or significant Customer Success support.
  • Advocacy is just the tip of the iceberg: The biggest forms of value are early learning about industry trends, co-creation of the future, and the opportunity to build authentic relationships and meaningful thought leadership.

(Little Bird puts itself firmly on the strategic end of this spectrum.)

Taking a more strategic approach to relating to the most influential people in your market can prove helpful in a variety of ways. As Chris Musselwhite and Tammie Plouffe wrote on HBR a few years ago, but from a would-be influencer’s perspective, “Influence becomes ineffective when individuals become so focused on the desired outcome that they fail to fully consider the situation. While the influencer may still gain the short-term desired outcome, he or she can do long-term damage to personal effectiveness and the organization, as it creates an atmosphere of distrust where people stop listening, and the potential for innovation or progress is diminished.” (When Your Influence is Ineffective, HBR, 2012)

Engaging with influential people in serious topics from a transactional perspective runs the risk of landing both parties in that kind of situation. There’s far more to be gained through considered, strategic engagement.

How does this view of transactional to strategic work with your understanding of the space? Are there other qualities you’d use to describe the two ends of this spectrum?

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Social Selling: 3 Great Ways to Learn More About It

Imagine a world where sales people compete to be the most useful, helpful, genuine and credible people online! That’s the world we’re moving towards, say advocates of the paradigm referred to as Social Sales. Sounds great to me. This is a big example of one of the ways that the social web is changing how business is done; in this case it’s not about pushing out promotional content, or listening to what people are saying about you – it’s about listening to learn and contribute meaningfully. Thanks to the structure of social networks, it’s now possible to listen and contribute in a variety of strategic ways. You can do it with sheer effort, or you can use power tools, but either way – sales is changing.

The used car salesman is on his way out. The cold call is a thing of the past and Glengarry Glen Ross seems woefully shrill and out of date in an increasingly social world. Instead, always be…connecting, says social sales thought leader Jill Rowley.

Many leading social business thinkers are practicing and sharing what they’re learning about social sales.

I’ve appreciated the following three resources about how to make your sales social, and I thought I’d share them here. I hope you and your organization finds them useful as well.

Little Bird customers use our technology for social sales: to focus their time online on the most high-impact thought leaders, to discover content and conversations to engage with publicly, to add value to the network, and to increase their discoverability and credibility. Then they use our social graph data to better understand the people who come from the web to learn about what they’re selling. It’s a powerfully different way to do business.

If you’re a Little Bird user, you can check out the Share and Engage page on a report about Social Selling to track the hottest conversations around the web about this movement, too.

Visualization___Socialselling

Above: A Little Bird network visualization for SocialSelling. It’s a relatively nascent and diverse community of specialists. That means lots of opportunities to get in the game and start connecting!

An introduction to Social Sales

Sales For Life is a ten year old organization that does social sales training. The video on their home page is a great introduction to the basic idea, in under 2 minutes! I’ve watched it several times and shared it with my team.

In-depth with Jill Rowley

Jill Rowley is one of the most influential thought leaders in the world of social selling and gives a great in-depth interview in this 30 minute podcast with Marketing Profs.

Sales_-_Social_Selling_and_the_Modern_Buyer__Jill_Rowley_Talks_to_Marketing_Smarts__Podcast____Marketing_Podcast
I listened to this and immediately changed the way I was relating to the companies I was selling to. I knew it was important to add value but now I go out of my way to send as many valuable resources as possible during the sales cycle – instead of hoarding access to the product, I’ve been saying “this is the kind of value you can continue to access, indefinitely, if you become a customer. In the mean time, would you like some more?” People have been really responsive.

One for the future

Jim Claussen is a Social Business Strategy Leader and new media producer at IBM. He’s been podcasting about using IBM collaboration tools for some time and has recently begun a new show called From Selling to Serving. I enjoyed the first episode, which offered some good tips on using LinkedIn that I was not familiar with. The second episode is about LinkedIn as well and presumably has the same production value, usefulness and succinctness that characterizes the rest of Jim’s podcasts. This is a good one to subscribe to; I have it in my SoundCloud iPhone app.

I enjoyed  those three resources and and find them really useful. I hope you do too. May the social selling movement make us all not only more effective – may it also help us become better contributors to the social web.

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Boom: Carmen Hill Is Little Bird's New Director of Marketing!

Carmen Hill is the first of three incredible women who will be building our sales and marketing team starting next month! See also coverage at Venturebeat and the Portland Business Journal.

carmenmarginWhen I wrote up a job posting for Little Bird’s new Director of Marketing position, I knew a lot of people were going to be interested. It’s a pretty sweet gig, getting to lead the storytelling of a startup that’s early enough in its growth to give you loads of creative control – but fortunate enough to have received great branding help from Weiden + Kennedy (thanks PIE!), nationally known investors, has scads of inbound interest every day, a really fun and powerful product, and more.

I did not expect, though, that one of our own customers, and one of the most respected content marketers in the world, would inquire. The internet is a big place but Carmen Hill has worked for the past few years in an office just a block and a half from ours here in downtown Portland.

I am very excited to announce that Little Bird’s marketing and sales enablement is about to get a very big boost when Carmen Hill joins our leadership team next month as Director of Marketing!

Carmen has won awards for her content strategy of projects she led for Google, Adobe, Jive and others while at agency Babcock and Jenkins. (She led content strategy on projects that won Content Marketing World Silver awards for Best Content Campaign, Best Landing Page and Highest Response Rate Generated.) Our own data shows (see below) that she’s won the respect of many of the most influential people in the B2B marketing world. She’s also humble, kind and a great person to be around. We’re very honored to have Carmen join our growing team as we challenge early models of social network use for business and herald a new horizon of opportunity!

“Marshall and team have already built a solid foundation for growth, with enviable brand awareness and influential advocates,” Carmen says. “Marketing today is about content, connections and conversations. Buyers decide when, where, how and whether to engage with brands. Their perceptions and purchase decisions are influenced more by trusted peers and social networks than on traditional marketing messages.

“That’s why Little Bird is such a valuable part of the modern marketing and sales toolkit. Unlike tools that rank influence based on vanity metrics such as total number of followers or retweets, Little Bird reveals meaningful relationships within specific communities of interest. It provides VIP access to the people and information that matter, and gives sales and marketing intelligence they can actually use. And I can’t imagine a more exciting opportunity than helping grow Little Bird to its next phase of awesome.”

Below: Little Bird data shows that the heavy hitters know Carmen. That’s an all-star list of earned connections. Hey Jason Falls and Brian Solis, you don’t know what you’re missing! Continue below for even more great news…
carmencontentmarketing

And that’s not all!

As good fortune would have it, after our recent financing from the Oregon Angel Fund and subsequent addition of serious startup-power in the form of CTO Michael Jones and COO Ben Kaufman, Little Bird is now in its best position ever in the young life of the company to make big leaps forward with big hires.

Carmen will be joined next month by two other super-smart women who have years of experience in enterprise sales. (Announcements forthcoming.) That’s three incredible experienced women joining the team in one month. Carmen in marketing and our new sales organization are going to be a dream-team left-right punch and we are so excited about it!

What’s next? We’re hiring now for an Interaction Designer who’s going to help level up the product and marketing materials, we’re always looking for more great developers who want to build amazing systems to analyze social data.

If you haven’t checked out Little Bird yet, for yourself or for companies you work with, I would urge you to do so now. Because things are about to start moving real fast.

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[HIRED] Little Bird Seeks Interaction Designer for World-Changing Technology Used By Incredible Companies

[UPDATE: This position has been filled.]

Do you believe that the social web is transforming the world? That the data gathered from our online relationships will inform and impact the way we will relate to one another in the future? Do you love to learn, succeed, and share your knowledge with others?

If so, we’d like to invite you to grow your career by joining Portland’s high-flying data startup, Little Bird. Founded by former leading tech journalist Marshall Kirkpatrick, and backed by world-famous investors like Mark Cuban, we’re a 15-person team of fun-loving, hard-working, fast-learning people aiming to change the social web.  We have some of the most interesting large companies in the world as our customers and our product is awesome.  We’d like your help making it even cooler.

We are looking to add an Interaction / Visual Designer to our  team. You’ll be working with our highly skilled team to imagine and deliver the next generation of social intelligence. One with the graph concept baked into it’s core. The right candidate will have a 4-year degree, and/or experience and proven success in these areas:

  • Interaction Design (first & foremost)

  • Visual Design (very strong capabilities)

  • UI Development (+Bonus)

interactivedesignviz

As an Interaction Designer, you:

- have a solid understanding of what a functional relationship between people and product entails, and the psychology behind those relationships (especially in a digital, social space)

- are able to look objectively at the behavior of a product with a critical technical eye, as well as with a non-technical human user perspective

- have a unique propensity for efficient and effective research (internally and externally) to determine what’s working and what isn’t, and maintain the ability to solve for needs that aren’t being met

- are unafraid to present your solutions to a room full of people, and come prepared with analysis and evidence to back them up

- have a strong sense of empathy–you truly seek to understand what the customer feels, and how you can improve the product to improve their experience

 

As a Visual Designer, you:

- know how to create balance in the look, feel, and functionality both technically, and on a more subtle sensory level

- are acutely aware of how branding and messaging falls into play with the interaction-based design of a product, in order to create a cohesive visual experience for the user

- know how to design a product that engages a user, and creates the desire to return

- have a solid understanding of graphic design (you hold a degree in graphic design, or have equivalent field experience)

- have significant experience using a wide variety of web design and graphic design tools, and understand how to design for cross-platform functionality and responsiveness (desktop, mobile, tablet, etc)

 

As a User Interface / Front-end Developer, you:

- you have a solid working knowledge of and experience writing HTML, Javascript, & CSS (bonus points if you know Ruby, Sinatra, LESS, and Bootstrap)

- you understand what user-centered design really means, and how to structure a product accordingly

- know how to build a product that’s adaptable to scaling and flexible with evolving needs

- have an efficiency mentality, and have an effective approach for resolving clutter and excess

- are innovative and forward-thinking in your approach to development, optimization, and market demand

 

Additionally, you must:

- be comfortable working in a team environment and being held accountable for your responsibilities

- communicate clearly and effectively with solid interpersonal skills, cross-departmentally

- be swift and highly organized

- have a self-starter attitude

- truly enjoy the process of building, iterating, and refining (and it shows in your demeanor)

- have an interest in being part of a growing technology startup

- have a real focus on consistently growing and learning, both personally and professionally

The Little Bird headquarters is located in central downtown Portland, and the full-time position includes a great benefits package with comprehensive health insurance, a 401k & flex-spending account, and competitive stock options. If you’ve got what it takes to join an innovative, fast-moving team at Little Bird, please apply by email to jobs@getlittlebird.com with your resume and cover letter. Thank you!

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#reachhack: @marshallk on your Personal Brand

How can you participate best on social media to support your business goals? In a SXSW 2014 workshop, our CEO and cofounder Marshall Kirkpatrick outlines his own experience that made him a successful data journalist and inspired the technology and practices that Little Bird brings to the world.

Marshall was recently honored to be named one of the top 25 B2B Marketing Influencers in the world by leading CRM company InsideView – so this is the real deal.

Marshall’s recipe is straightforward. Raise your own game on social with three simple focuses and generate real benefits for yourself and your business, whether you are a solopreneur or working for one of the world’s largest corporations.

  1. Curate effectively
  2. Narrate your work openly
  3. Make social engagement a habit

Diving down on Marshall’s first point, effective curation can also be broken down into a simple recipe: don’t just parrot the popular stuff that flows by, but instead use the following strategies:

  1. Be first
  2. Say it best
  3. Aggregate viewpoints
  4. Bring a unique perspective
  5. Be funny

Explore Marshall’s complete presentation below (slides 78-96) and as a bonus, browse the wisdom from the rest of the 4-hour workshop on digital marketing with Heroku‘s Margaret Francis and Annalect‘s Israel Mirsky and Blake Robinson.

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