Insights from Power of Influence Luncheon
Here it is a week after our launch event, The Power of Influence luncheon, and I’m finally getting around to posting about the experience. I do apologise and promise to make sure my next blog post happens the day of or the day after the event.
We had a great turnout but more imporantly there were some great insights that came from the event. Since I was facilitating the discussion, I wasn’t able to take many notes, so I will include some links here that will give you further insight into the conversation.
1: Ross Dawson’s comprehensive notes on the day.
2. Gavin Heaton’s (ServantOfChaos) insight from the event and connection of how influence may not be such an important concept.
3. And make sure you check out Tony Hollingsworth’s Blog. Tony was our most influencial Twitterer which shows he knows a little something about this influence thing.
If you’re interested in the event’s presentations, visit The InsightExchange’s SlidesShare account where we will be posting all presentations moving forward.
I’d like to thank Brian Giesen, Cliff Rosenberg, and Howard Parry-Husbands for contributing their expertise as presenters at the event and I’d especially like to thank those who attended and contributed to the interactive discussion. Feel free to let us know your thoughts by commenting below.
Our next event – Twitter’s Impact on Media and Journalism will take place on 23 June 2009 in Sydney. I’ll be speaking with all our presenters, Mark Pesce (@mpesce) and Renai Lemay (@renailemay) along with two others (to be announced) and posting my discussions with them before the event here, so stay tuned.
Launch of the Influence Landscape framework (Beta)
Today Advanced Human Technologies launched its Influence Landscape framework! Click on the image to download the pdf.
The Influence Landscape framework is launched in a Beta version that will be refined and developed over time, as influence is now one of our major research and content directions.
Tomorrow 19 May The Insight Exchange runs The Power of Influence luncheon in Sydney, which will cover how to create value in the emerging influence landscape. We are also preparing our landmark Future of Influence Summit (evolving out of the Future of Media Summit), due 1 September – details very soon!
A few quick comments on the framework:
DRIVING FORCES:
A wide array of forces are shifting value and attention to the influence landscape and from traditional media, advertising, and marketing.
INFLUENCERS:
There are a wide variety of roles played by influencers, with different dynamics for each in how they influence and how they can be reached.
INFLUENCE MECHANISMS:
Influence requires communication, and today a wide and ever-increasing range of channels, from face-to-face meetings to broadcast TV, are mechanisms to spread influence.
INFLUENCE AGGREGATORS:
While influence flows through many channels, one of the drivers making social media more important is that influence of many is aggregated through a variety of tools.
INFLUENCE NETWORKS:
Influence flows through networks – it cannot be understood as a linear mechanism focused on individual influencers. There are a number of key aspects of influence networks that need to be addressed to tap the power of influence.
OVERALL COMMENTS:
This is a Beta which will be refined considerably, so please let us know your thoughts. It is not an attempt to be comprehensive, more an indication of the key issues in the space. However we’re particularly keen to hear what glaring omissions or oversights we may have made.
A lot more content on the influence landscape coming over the next months!
Cliff Rosenberg – What about B2B influence?
It’s always busy here at The Insight Exchange on Friday’s. Today I spoke with our second presenter, Cliff Rosenberg on the topic “The Power of Influence”. Cliff will join Brian Giesen and a soon to be announced third presenter for our first luncheon series event. In speaking with Cliff, he brought to mind a whole new avenue of influence that I hadn’t thought about before.
When we think of “influence” from a macro point of view we think about how consumers use influencers and themselves influence others to change or enhance behavior. Companies, agencies, organisations and even the media are looking to tap the power of consumer influence. And Brian Giesen along with Ross Dawson will touch apon influence from this perspective. Today, however, I had the pleasure of speaking with Cliff Rosenberg about the event, he asked me a good question. ”What about influence in the B2B space?”
Join us for The Power of Influence lunch on 19 May 2009 at the Grace Hotel in Sydney to hear Cliff Rosenberg discuss his thoughts and concepts on how influence is being used in the B2B space. He’ll also touch upon technology in this space and how it’s being used to tap the power of influence. You won’t want to miss this unique perspective on the power of influence.
Check our the interactive agenda and get involved in the discussion.
I look forward to seeing you in a couple weeks time.
Cheers,
Beth
Chat with Brian Giesen
Today I spoke with one of our presenters, Brian Giesen, about the topic of our first monthly luncheon series The Power of Influence. I was looking to get a better understanding of how influence is playing a role in everyday life and how companies and agencies can tap into that power.
We all know that technology is making it easier for consumers to communicate with each other but does that mean individuals are shifting their trust from mainstream media to their peers? Or are they just shifting the way they’re acquiring their information?
Brian believes consumers are shifting their trust and companies, agencies, organizations need to have a plan to make sure they’re gaining that trust. By moving from an “earned media” model to creating conversations, Brian believes it’s possible and imperative for companies to have a plan to continually tap online influencers. With technology advancing at an unparalleled rate, Brian explained that by finding an internal champion and implementing his three pillar action plan, companies can and will succeed in tapping the power of influence.
Join us on Tuesday 19 May (register online) to hear Brian’s insights and engage in the conversation. After all, dealing with influencers will ultimately become a part of the marketing mix – if it isn’t already.
