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

Book 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."

Table of Contents

  1. Cover
  2. Series page
  3. Dedication
  4. Title page
  5. Copyright
  6. FOREWORD
  7. ACKNOWLEDGEMENTS
  8. INTRODUCTION
    1. The questions this book seeks to answer
    2. The business context
    3. Influenceprofessional.com
  9. 1 WHERE WE ARE TODAY
    1. The Cluetrain and Permission Marketing
    2. Marketing and public relations
    3. Integrated marketing communications
    4. Summary
  10. 2 THE SIX INFLUENCE FLOWS
    1. A clean sheet
    2. Some definitions
    3. Mapping the interactions
    4. Mapping the influence flows
    5. Contrasting the six influence flows with the traditional emphases
    6. The 2nd flow and the Internet
    7. A new stakeholder
    8. Summary
  11. 3 INFLUENCE
    1. Summary
  12. 4 THE SOCIAL WEB
    1. Social Web analytics
    2. Summary
  13. 5 MEASUREMENT, COMPLEXITY AND INFLUENCE-CENTRICITY
    1. Measurement
    2. Influencer-centric
    3. Influence-centric
    4. Summary
  14. 6 THE BALANCED SCORECARD
    1. An overview
    2. Strategy maps
    3. Summary
  15. 7 THE INFLUENCE SCORECARD
    1. The Balanced Scorecard and the Influence Scorecard
    2. Taking a lead
    3. Influence objectives
    4. Influence strategy
    5. Mapping the influence strategy
    6. The Influence Scorecard and OSM
    7. Constructing the Influence Scorecard
    8. Budgeting
    9. ROI
    10. In the face of chaos
    11. Influence capability maturity model
    12. Another scorecard
    13. The Influence Scorecard and integrated marketing communications
    14. Summary
  16. 8 INFLUENCE TRENDS
    1. Mobile and other things
    2. Privacy, data ownership and sharing
    3. Buyer marketing
    4. Knowing what it all means
    5. Summary
  17. 9 REFRAMING MARKETING AND PR
    1. Influence performance management
  18. 10 THE CHIEF INFLUENCE OFFICER AND INFLUENCE PROFESSIONAL
    1. The Chief Influence Officer
    2. The influence professional
    3. Organization structure – the office of influence performance management
    4. External agency and partners
    5. Summary
  19. 11 WHAT NOW?
    1. Prerequisites
    2. Pre-board-approval actions
    3. Post-board-approval actions
  20. GLOSSARY OF TERMS
  21. ENDNOTES
  22. Index