A 15 minute presentation to Content Marketing Show 2012, London

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. An illustrated history
http://youtu.be/wp2eUSL4oHc
http://www.philipsheldrake.com/2011/01/content-an-illustrated-history

3. Why develop content?
To communicate.
Why communicate?
To influence.
And to be influenced.
http://www.flickr.com/photos/philip_sheldrake/6222250215

4. 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

5. Are you influential?
http://www.flickr.com/photos/philip_sheldrake/7015450481

6. “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.
http://www.flickr.com/photos/philip_sheldrake/5629452844

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. Klout – The standard for influence
We 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. 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. We are more influenced by the 150
nearest and dearest than the other
7 billion combined
http://www.flickr.com/photos/philip_sheldrake/3068588302

11. What is your measure of
content marketing success?
http://www.flickr.com/photos/philip_sheldrake/5723483505

12. EXCITING
EXCITING
FOR THE
FOR THE
CONTENT
ORG. 
TEAM
Opportunities to see. Comments. Questions. Purchases. Votes.
Retweets. Reblogs. Debate. Measurable change in
Downloads. 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. The Six Influence Flows
But content has context and
Traditional focus of
competition for attention, so ignore
content marketing.
the other flows at your peril.
http://www.eulerpartners.com/influence-flows/

14. Not all content marketing is human-to-human.
Machined media has growing potential influence –
content that‟s automatically discovered, presented
and published by machines for humans.
http://www.flickr.com/photos/philip_sheldrake/4324972193

15. The Influence View of Content
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
15

16. The Business of Influence: Reframing
Marketing and PR for the Digital Age
Philip Sheldrake, Wiley, May 2011
ISBN 978-0470978627
www.influenceprofessional.com
#infpro
@sheldrake