Influence

Philip Sheldrakewww.philipsheldrake.com

@sheldrake

Author of The Business of Influence: Reframing Marketing and PR for the Digital Age, Wiley, 2011

Managing Partner, Euler Partners

www.eulerpartners.com

An illustrated history

http://youtu.be/wp2eUSL4oHc

http://www.philipsheldrake.com/2011/01/content-an-illustrated-history

Why develop content?

http://www.flickr.com/photos/philip_sheldrake/6222250215

To communicate.

Why communicate?

To influence.

And to be influenced.

You have been influenced when

you think in a way you wouldn’t

otherwise have thought, or do something you

wouldn’t otherwise have done

http://www.flickr.com/photos/philip_sheldrake/160365265

Are you influential?

http://www.flickr.com/photos/philip_sheldrake/7015450481

http://www.flickr.com/photos/philip_sheldrake/5629452844

“You don't have to be a ‘person of influence’ to be influential. In fact, the most influential people in my life are probably not even aware of the things they've taught me.” Scott Adams, Cartoonist.

"If society is ready to embrace a trend, almost anyone can start one – and if it isn’t, then almost no one can." Dr. Duncan Watts.

http://www.flickr.com/photos/philip_sheldrake/87055500

Klout – The standard for influence

http://www.flickr.com/photos/philip_sheldrake/488970370

We have no scalable facility to ascertain

or infer who or what caused someoneto change their mind or behavior

Klout – The standard for influence

http://www.flickr.com/photos/philip_sheldrake/488970370

Klout – propensity to have yourstuff shared or referenced(positively? negatively?)

We are more influenced by the 150nearest and dearest than the other

7 billion combined

http://www.flickr.com/photos/philip_sheldrake/3068588302

What is your measure of content marketing success?

http://www.flickr.com/photos/philip_sheldrake/5723483505

Output metrics.

http://www.flickr.com/photos/philip_sheldrake/104947731

Opportunities to see. Retweets. Reblogs. Downloads. Likes. Column inches. Views.

Purchases. Votes. Measurable change

in knowledge, opinion, behaviour,

reputation.

Comments. Questions. Debate.

Expressed intent and emotion.

(aka Engagement.)

Out-take metrics. Outcome metrics.

See. Think. Do.

EXCITING FOR THE CONTENT

TEAM

EXCITING FOR THE ORG.

WHATEVER

NOW WE’RE

TALKING

The Six Influence Flows

Traditional focus of content marketing.

But content has context and competition for attention, so ignore the other flows at your peril.

http://www.eulerpartners.com/influence-flows/

Not all content marketing is human-to-human.

http://www.flickr.com/photos/philip_sheldrake/4324972193

Machined media has growing potential influence – content that’s automatically discovered, presented and published by machines for humans.

The ‘paid, owned, earned’ content taxonomy appears to do nothing but reinforce 20th Century silo thinking.

Experimenting with the ‘Influence View of Content’.

What do you think?..http://eulr.co/infl_view_content

http://www.flickr.com/photos/philip_sheldrake/488935955

The Influence View of Content

15

The Business of Influence: Reframing Marketing and PR for the Digital Age

Philip Sheldrake, Wiley, May 2011ISBN 978-0470978627

www.influenceprofessional.com#infpro@sheldrake