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Full 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
Contents
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
