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The Business of Influence: Reframing Marketing and PR for the Digital Age

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The Business of Influence: Reframing Marketing and PR for the Digital Age

Philip Sheldrake

ISBN: 978-0-470-97862-7 April 2011 232 Pages

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Description

Media has most definitely evolved, as have the ways in which we contemplate, design, communicate and execute strategy. And rather than technological evolution, we’re plainly in the midst of a technological revolution.

We have no choice then but to reframe marketing and PR in the context of 21st Century technology, 21st Century media and disintermediation, and 21st Century articulation of and appreciation for business strategy.

“Today, every organization is in the influence business. We influence customers to buy from us, employees to work for us, and the media to write about us. Gone are the days when you could be your own island. Now, to be successful, you need to live within the influence ecosystem and that requires a change of mindset. Fortunately, Philip Sheldrake will show you how.”

David Meerman Scott, bestselling author of The New Rules of Marketing & PR and the new hit Real-Time Marketing & PR

Foreword xi

Acknowledgements xiii

Introduction xv

The questions this book seeks to answer xvi

The business context xix

Influenceprofessional.com xxi

1 Where We Are Today 1

The Cluetrain and Permission Marketing 1

Marketing and public relations 5

Marketing 6

Public relations 8

Integrated marketing communications 11

Summary 14

2 The Six Influence Flows 15

A clean sheet 15

Some defi nitions 16

Mapping the interactions 17

Mapping the influence flOws 18

Contrasting the six influence flOws with the traditional emphases 19

The 2nd flow and the Internet 20

A new stakeholder 23

Summary 24

3 Influence 25

Summary 29

4 The Social Web 31

Social Web analytics 33

Characteristics of social Web analytics services 35

Achieving an ‘Awesome Analytics Advantage' 43

Summary 43

5 Measurement, Complexity and Influence-centricity 45

Measurement 45

The Barcelona Principles 45

Influencer-centric 47

No standard for influence 49

The complexity of influence 51

Innovation-driven complexity 59

Why do we think it's not complex? 60

Influence-centric 62

Focus on the influenced 63

Tracing influence 67

Summary 74

6 The Balanced Scorecard 77

An overview 78

Business 101 – the problem 79

The Balanced Scorecard perspectives 80

The right metrics 82

Cause and effect 84

Strategy maps 84

Offfice of strategy management 91

Return on investment 93

Back to influence 94

Summary 95

7 The Influence Scorecard 97

The Balanced Scorecard and the Influence Scorecard 98

Taking a lead 100

Influence objectives 101

Influence strategy 104

The CMO's dilemma 105

Mapping the influence strategy 106

The Influence Scorecard and OSM 112

Constructing the Influence Scorecard 112

Selecting your metrics 113

The AMEC grid 115

Budgeting 117

ROI 117

In the face of chaos 121

Influence capability maturity model 124

Another scorecard 124

The Influence Scorecard and integrated marketing communications 126

Summary 132

8 Influence Trends 135

Mobile and other things 135

New opportunities 138

Privacy, data ownership and sharing 139

Who owns the data? 139

Digital detritus 142

Browser history 143

A question of policy 144

A question of leadership 145

A potential privacy framework for the influence professional 146

Buyer marketing 151

Knowing what it all means 153

Google loves the semantic Web 156

There's no influence without meaning 157

Summary 157

9 Reframing Marketing and PR 159

Influence performance management 159

10 The Chief Influence Offficer and Influence Professional 161

The Chief Influence Offficer 162

Chief Communications Offficer 162

Chief Marketing Offficer 164

Chief Information Offficer 166

Chief Operations Offficer 168

Chief Customer Offficer 168

Chief Culture Offficer 170

Other C-suite titles 170

The Chief Influence Offficer (CInflO) 171

The influence professional 173

Organization structure – the offfice of influence performance management 174

External agency and partners 176

Summary 178

11 What Now? 181

Prerequisites 181

Pre-board-approval actions 182

Post-board-approval actions 182

Glossary of Terms 185

Endnotes 197

Index 205