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A 15 minute presentation to Content Marketing Show 2012, London
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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