The Business of Influence

Philip Sheldrake 지음

Wiley 2011년 05월 04일 출간

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책소개

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

목차

Foreword xiAcknowledgements xiiiIntroduction xvThe questions this book seeks to answer xviThe business context xixInfluenceprofessional.com xxi1 Where We Are Today 1The Cluetrain and Permission Marketing 1Marketing and public relations 5Marketing 6Public relations 8Integrated marketing communications 11Summary 142 The Six Influence Flows 15A clean sheet 15Some defi nitions 16Mapping the interactions 17Mapping the influence flOws 18Contrasting the six influence flOws with the traditional emphases 19The 2nd flow and the Internet 20A new stakeholder 23Summary 243 Influence 25Summary 294 The Social Web 31Social Web analytics 33Characteristics of social Web analytics services 35Achieving an ‘Awesome Analytics Advantage' 43Summary 435 Measurement, Complexity and Influence-centricity 45Measurement 45The Barcelona Principles 45Influencer-centric 47No standard for influence 49The complexity of influence 51Innovation-driven complexity 59Why do we think it's not complex? 60Influence-centric 62Focus on the influenced 63Tracing influence 67Summary 746 The Balanced Scorecard 77An overview 78Business 101 &n- the problem 79The Balanced Scorecard perspectives 80The right metrics 82Cause and effect 84Strategy maps 84Offfice of strategy management 91Return on investment 93Back to influence 94Summary 957 The Influence Scorecard 97The Balanced Scorecard and the Influence Scorecard 98Taking a lead 100Influence objectives 101Influence strategy 104The CMO's dilemma 105Mapping the influence strategy 106The Influence Scorecar

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저자(글) Philip Sheldrake

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Philip Sheldrakeis a Chartered Engineer, a Co-Founding Partner of Meanwhile, the venture marketers, a Main Board Director of Intellect, the UK trade association for the technology industry, and Board Director of 6UK, a government backed non-profit to promote adoption of the new Internet protocol in the UK.He co-founded an award-winning PR consultancy at the end of the 90s, selling it to W2 Group, a Massachusetts based marketing services group, to become the European HQ of W2's PR company, Racepoint.Philip authored The Social Web Analytics eBook 2008, and the digital marketing chapter of The Marketing Century, a book celebrating the centenary of the Chartered Institute of Marketing. He chairs the Chartered Institute of Public Relations group on measurement and evaluation, presents CIPR TV, and designs and chairs Internetome, the Internet of Things Conference.