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Marshall Kirkpatrick's Blog

Last Build Date: Sun, 26 Feb 2017 05:51:53 +0000


The future of influencer marketing: B2B influencer engagement

Sun, 26 Feb 2017 05:48:33 +0000

When you hear the phrase “influencer marketing” – a consumer product example comes to mind, doesn’t it? It’s a kid on Instagram, being paid to post a photo of a pair of shoes, or some such thing. Well…that’s not the only game in town. In fact, it may not be the best game in town, over […]

The future of influencer marketing: Long term relationships

Fri, 17 Feb 2017 17:34:22 +0000

Influencer marketing, as most practices do, is advancing along a maturity curve.  Here is the first of three ways I see evidence it is moving, based on engagement with customers, watching other vendors in the space, and more. Then some thoughts on the consequences of these developments. Building long term relationships Influencer engagement has compounding returns and the […]

Source based vs keyword based social listening

Mon, 13 Feb 2017 16:18:14 +0000

Almost all social listening is done based on keywords, but as a former journalist that broke a lot of news stories by listening first to the right people online, no matter what words they happened to use, I can tell you that keyword based listening is not the whole opportunity. That’s what we do in […]

The challenge and opportunity of Extelligence

Mon, 13 Feb 2017 03:38:58 +0000

Being human is hard.  It’s complicated, at least if you want to do it well, I think.  Now picture the amount of data available to us exploding in the next few years.  Most of that data will be processed for us by machines, but the sheer number of analytical conclusions the machines offer us will be overwhelming, […]

One of the most important websites for the future of big data & AI is up for sale this week

Mon, 23 May 2016 18:47:39 +0000

The future of the world will be impacted in major ways by big data and artificial intelligence.  That much is undeniable, right? But how is data accessed and how does AI make connections and recommendations between technologies, data sets, and users?  Through something called an API, or Application Programming Interface. APIs are already big but they’re […]

Ethics in Autonomous Corporations, Investments in Human Community, and the Strategic Value of Social Media: Three Good Twitter Conversations This Week

Sun, 22 May 2016 18:34:19 +0000

Last weekend I started what I’d like to make a regular series of blog posts rounding up some of the most interesting conversations I was fortunate enough to have over the previous week on Twitter. Here’s last week’s about blockchain, news algorithms, and people discovery. Above: thinker @LAPrice, CMX community summit founder David Spinks, and marketer Dave Ewart. […]

Overzealous surveillance puts innovation at risk

Tue, 01 Dec 2015 16:26:16 +0000

The FBI has been demanding web browsing, cell location and other data from technology providers, without a warrant, for over a decade, it was demonstrated this week with a court ruling that ungagged a National Security Letter delivered to an internet service provider.  Techmeme coverage roundup here. You know why this bothers me?  For lots of […]

The Social Path Beyond the Clockwork Universe

Wed, 25 Nov 2015 01:55:53 +0000

“It is now very clear to me, that the world of L&D [Learning and Development] is splitting in two. “There are those who think that the old ways of training are still valid and sufficient for today’s workforce, and there are those who realise that the world has moved on and a new approach to […]

What the world will be like in 2020 (extrapolation)

Thu, 08 Oct 2015 14:54:54 +0000

In 5 years (2020), we’ll each be sharing 32 times as much data as we are today (“Zuckerberg’s Law” Sharing doubles per person each year), and each computer will be 8 times more powerful than it is today (Moore’s Law: computing power doubles every 18 months).  Those computers will be processing that data in networked […]

Foresight today is systematic, participatory, and focused on intelligence to impact the future 

Sun, 04 Oct 2015 19:08:55 +0000

As I work through business decisions I’m experimenting with foresight inspired models to try to think through all the things. I came across a great summary of the state of foresight research since the turn of the 21st century and an expansion of the field beyond a primary focus on quantitative models and prediction.  I […]

Two challenges in facing the future: past & deserved success

Fri, 02 Oct 2015 14:17:27 +0000

Reading Peter Drucker’s The Effective Executive over my morning coffee, I took note of the following and thought I’d share. (paraphrased)  Two of the biggest cost centers are things that used to work but no longer do & things we think deserve to work but for some reason don’t. Instead of presuming all initiatives should […]

Klout kills Perks, influencer engagement 1.0

Thu, 01 Oct 2015 22:17:59 +0000

TechCrunch reports that Klout has killed its Perks program and will replace it with a more sophisticated platform called Klout perquisites. Just kidding about the perquisites part. There was a time when influencer marketing was presumed to start and finish with nothing more than finding popular people, giving them free stuff and hoping they’ll say […]

Yes, getting retweeted does drive revenue growth.

Tue, 22 Sep 2015 02:30:37 +0000

“Getting your 100,000th ‘Like’ on Facebook, or having your latest pearl of wisdom retweeted 200 times is all well and good, but are these activities driving revenue? ” so asks McKesson marketing leader Rohit Prabhakar in a post on his otherwise excellent looking blog. Common question. The answer is YES. Getting retweeted does drive revenue, […]

How to do influencer marketing so it drives tons of business opportunity

Fri, 18 Sep 2015 06:30:32 +0000

I read a pretty good post titled How to Succeed at Influencer Marketing: Ten Tips From the Experts and I thought I should write down my approach. This is a simple and enjoyable, if challenging, way for people and companies to drive tons of business their way using social networks.  This is how I built my […]