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

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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

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Six Influence Flows

8th March 2011 / Philip Sheldrake / Creative Commons Attribution Share Alike License 2.0 England and Wales

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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.