The Influence Landscape

Launch of the Influence Landscape framework (Beta)

Buzzword Bingo at Future of Influence Summit 2009 today in San Francisco. Or not? Well,…

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.

Think about it…