InfluencePhilip Sheldrake The Future of InfluenceManaging Partner, Euler Ketchum, LondonPartners with Traackrwww.eulerpartners.com@sheldrake 16th April 2013Author of The Business of Influence:Reframing Marketing and PR for theDigital Age, Wiley, 2011Creative Commons License Attribution-Noncommercial-Share Alike 2.0 England & Wales License 1
A few questions for you …What do you think of Adidas?How will you vote at the next election?Why did you see that last film at the cinema?Where would you really like to go on vacation?Which company would you really like to work for?Why did you select those items at the supermarket?
You’ve been influenced, right?You‟ve been influenced when youthink something you wouldn‟totherwise have thought or dosomething you wouldn‟t otherwisehave done.
reputation management ≠ managing reputation brand management ≠ managing a brand They mean actively attending to the business ofinfluencing and being influenced such that the resultant beliefs or opinions held about us and our products are conducive to our achieving organizational objectives.
And lest we forget the Excellence model of public relations, or indeed common sense:To influence better,be influenced better.
The best way to exert useful influence remains to deliver great products andservices so that your customers evangelizeyour brand to others, and to be a well-run organization so that your employees and partners evangelize working with you.
Fundamentally …We have no scalable facility to ascertain or infer who orwhat caused someone to change their mind or behavior,without falling into some kind of last-click attribution trap,so how then can we pretend to score an individual‟slikelihood to exert that influence, and as if they did so withapparent Newtonian simplicity?http://www.guardian.co.uk/media-network/media-network-blog/2012/feb/15/complexity-influence-challenge-opportunity
Influence is complex. Vehicles => phenomenon of traffic Molecules of air => phenomenon of weatherPopulation of Cairo => phenomenon of political uprising.
When you‟re stuck in traffic, do you ask:Which car started it?
Nearest and dearestFull GestureCommunication™in UnaugmentedReality™ We are more influenced by the 150 nearest to us than bythe other six or so billion combined.
“For every complexproblem there is ananswer that is clear,simple, and wrong.” H.L. Mencken
Influence maximisation.… the problem of finding a small subset of nodes (seednodes) in a social network that could maximize the spread ofinfluence.It is a discrete optimization problem in a social network thatchooses an optimal initial seed set of given size to maximizeinfluence under a certain information diffusion model.
We can simulate complexity.We can simulate influence / contagion in social networks.We can learn how to identify a “subset of seeds” / a cohort of individuals, that will help maximize influence flow.
AMEC* / Terminology. So that‟s all 7 billion of us. This is important to recognise. It‟s a complex system.Influence – a change in opinion or behaviour.Influencer – anyone who contributes to someone else changing theiropinion or behaviour.Key influencer – Someone who, following statistical modeling andanalysis, is considered with some degree of confidence to be part of acohort central to the efficacy of a program of influence.* Work in progress. http://www.philipsheldrake.com/2013/03/influence-request-for-comments/
If you procure such analytical services with allthis in mind, you‟ll do better than buying „scores‟.
OUT MID-MAY 2013 Wiley May 2011 See www.attenzi.com ISBN 978-0470978627 Follow @sheldrake 17