Influence     Philip Sheldrake     www.philipsheldrake.com     @sheldrake     Author of The Business of Influence:     Ref...
An illustrated historyhttp://youtu.be/wp2eUSL4oHchttp://www.philipsheldrake.com/2011/01/content-an-illustrated-history
Why develop content?  To communicate.             Why communicate?                       To influence.                    ...
You have beeninfluenced when you  think in a way you wouldn‟t otherwise have thought, or do    something you wouldn‟t othe...
Are you influential?http://www.flickr.com/photos/philip_sheldrake/7015450481
“You dont have to be a „person of                  influence‟ to be influential. In fact, the                  most influe...
"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 ...
Klout – The standard for influenceWe have no scalable facility to ascertain or infer who or what caused someone   to chang...
Klout – The standard for influence           Klout – propensity to have your             stuff shared or referenced       ...
We are more influenced by the 150     nearest and dearest than the other             7 billion combinedhttp://www.flickr.c...
What is your measure ofcontent marketing success?  http://www.flickr.com/photos/philip_sheldrake/5723483505
EXCITING                                                                                     EXCITING            FOR THE  ...
The Six Influence Flows                                                  But content has context andTraditional focus of  ...
Not all content marketing is human-to-human.Machined media has growing potential influence –content that‟s automatically d...
The Influence View of ContentThe „paid, owned, earned‟ contenttaxonomy appears to do nothing butreinforce 20th Century sil...
The Business of Influence: ReframingMarketing and PR for the Digital AgePhilip Sheldrake, Wiley, May 2011ISBN 978-04709786...
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Content marketing 20 Nov 2012

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A 15 minute presentation to Content Marketing Show 2012, London

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Content marketing 20 Nov 2012

  1. 1. Influence Philip Sheldrake www.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
  2. 2. An illustrated historyhttp://youtu.be/wp2eUSL4oHchttp://www.philipsheldrake.com/2011/01/content-an-illustrated-history
  3. 3. Why develop content? To communicate. Why communicate? To influence. And to be influenced. http://www.flickr.com/photos/philip_sheldrake/6222250215
  4. 4. You have beeninfluenced 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
  5. 5. Are you influential?http://www.flickr.com/photos/philip_sheldrake/7015450481
  6. 6. “You dont 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 theyve taught me.” Scott Adams, Cartoonist.http://www.flickr.com/photos/philip_sheldrake/5629452844
  7. 7. "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
  8. 8. Klout – The standard for influenceWe have no scalable facility to ascertain or infer who or what caused someone to change their mind or behavior http://www.flickr.com/photos/philip_sheldrake/488970370
  9. 9. Klout – The standard for influence Klout – propensity to have your stuff shared or referenced (positively? negatively?)http://www.flickr.com/photos/philip_sheldrake/488970370
  10. 10. We are more influenced by the 150 nearest and dearest than the other 7 billion combinedhttp://www.flickr.com/photos/philip_sheldrake/3068588302
  11. 11. What is your measure ofcontent marketing success? http://www.flickr.com/photos/philip_sheldrake/5723483505
  12. 12. EXCITING EXCITING FOR THE FOR THE CONTENT ORG.  TEAMOpportunities to see. Comments. Questions. Purchases. Votes.Retweets. Reblogs. Debate. Measurable change inDownloads. Likes. Expressedintent and knowledge, opinion,Column inches. Views. emotion. behaviour, reputation. (aka Engagement.)Output metrics. Out-take metrics. Outcome metrics.See. Think. Do. http://www.flickr.com/photos/philip_sheldrake/104947731
  13. 13. The Six Influence Flows But content has context andTraditional focus of competition for attention, so ignorecontent marketing. the other flows at your peril. http://www.eulerpartners.com/influence-flows/
  14. 14. Not all content marketing is human-to-human.Machined media has growing potential influence –content that‟s automatically discovered, presentedand published by machines for humans. http://www.flickr.com/photos/philip_sheldrake/4324972193
  15. 15. The Influence View of ContentThe „paid, owned, earned‟ contenttaxonomy appears to do nothing butreinforce 20th Century silo thinking.Experimenting with the „InfluenceView of Content‟.What do you think?..http://eulr.co/infl_view_content http://www.flickr.com/photos/philip_sheldrake/488935955 15
  16. 16. The Business of Influence: ReframingMarketing and PR for the Digital AgePhilip Sheldrake, Wiley, May 2011ISBN 978-0470978627www.influenceprofessional.com#infpro@sheldrake

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