'The Topology of Influence' Jonny Bentwood, Edelman

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The Topology of Influence
This interactive talk will explain how marketing professionals should be focussing their limited time attention on the influential people that have the greatest probability of making a message spread throughout the relevant ecosystem. Most significantly though any engagement with these new influentials should be in the most appropriate way to match their behaviour. These people can be: idea starters, amplifiers, curators, commentators, viewers. Influencers within these different categories all portray behavioural attributes that when complemented are more likely to promote the spread of a message.
Find more info at: http://chinwag.com/insight/psychology

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'The Topology of Influence' Jonny Bentwood, Edelman

  1. 1. Idea Starter vs. Amplifiers
  2. 2. Idea Starter vs. Amplifiers Name Influence NHS 29.51 WHO 21.51 Department of Health 18.22 The European Union 15.07 FSA 12.44 British Medical Journal 10.65 The Scotish Executive 10.05 BBC 9.77 NICE 9.42 NIH 7.63 The National Obesity Forum 7.30 BHF 7.21 DFES 6.62 Health Protection Agency 6.23 NAO 6.02 OFCOM 5.94 British Medical Association 5.53 Audit Commission 5.42 OFSTED 5.14 Sport England 4.80 Jamie Oliver 4.74 British Nutrition Foundation 4.62 Guardian 4.13 Dept for CMS 4.02 University of Oxford 4.00 The Home Office 3.91 10 Downing Street 3.82 Diabetes UK 3.78 The Food Commission 3.75 International Obesity Task Force 3.71
  3. 3. Idea Starter vs. Amplifiers Name Influence NHS 29.51 WHO 21.51 Department of Health 18.22 The European Union 15.07 FSA 12.44 British Medical Journal 10.65 The Scotish Executive 10.05 BBC 9.77 NICE 9.42 NIH 7.63 The National Obesity Forum 7.30 BHF 7.21 DFES 6.62 Health Protection Agency 6.23 NAO 6.02 OFCOM 5.94 British Medical Association 5.53 Audit Commission 5.42 OFSTED 5.14 Sport England 4.80 Jamie Oliver 4.74 British Nutrition Foundation 4.62 Guardian 4.13 Dept for CMS 4.02 University of Oxford 4.00 The Home Office 3.91 10 Downing Street 3.82 Diabetes UK 3.78 The Food Commission 3.75 International Obesity Task Force 3.71
  4. 4. Thank youJonny BentwoodEdelmanjonny.bentwood@edelman.com@jonnybentwood

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