what is the value of influence
Post on 27-May-2015
1.495 Views
Preview:
DESCRIPTION
TRANSCRIPT
What’s the Value of Influence?
Radian6 Social 20118 April @ 1-2pm
Pacific A-C
Panelists
Chuck Hemann, Ogilvy PR WorldwidePhillip Sheldrake, Author
Andrea Zwerdling, Beachbody
Topics
• Influence versus influencer• Best practices for identifying and engaging
influencers• Measuring impact
4
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.
Defining Influence
8th March 2011 / Philip Sheldrake / Creative Commons Attribution Share Alike License 2.0 England and Wales
The Business of Influence – Reframing Marketing and
PR for the Digital Age Philip Sheldrake, Wiley, April
2011
5
Six Influence Flows
8th March 2011 / Philip Sheldrake / Creative Commons Attribution Share Alike License 2.0 England and Wales
6
Maturity of Influence Approach
8th March 2011 / Philip Sheldrake / Creative Commons Attribution Share Alike License 2.0 England and Wales
Maturity Characteristics
High Trace the influence (the action) back to source.
Focused on business outcomes, as we should be. Best practice, intelligent and you could say scientific and professional marketing and PR, and associated activities.
Influence-
centric
Medium It’s quality not quantity. Not how many people you interact with, but how and in what context?
Low Number of followers, friends, subscribers, circulation. Empirically supported network science.
Akin to column inches and AVE – measurement because you can, not because you should.
Influencer-
centricPitiful Obfuscating compound measures of non-contextual trivial variables. No empirical evidence.
top related