Philip Sheldrake

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Category: Measurement & Analysis (page 2 of 7)

Influence – request for comments

I'm chairing a session at midday today at the Social Media Measurement & Monitoring conference on selecting social media metrics. Joining me on the panel are Katie Delahaye Paine, Andrew Smith, Matt Owen, and Jacqui Taylor.

See you there?

To coincide with this event, I'm calling for comments regarding the standards setting process for the concept of influence ahead of the AMEC European Summit in June. Please take a look at this stack, and influence proceedings :-)

Setting the standards for influence

I'm a special advisor to AMEC (the Association for the Measurement and Evaluation of Communication), wearing a CIPR hat as and when. I'm part of a working group assembling recommendations on the topic of influence for deliberation at the AMEC European Summit in Madrid this June. We have input from IPR, PRSA, Womma, SNCR, IAB and other groups, associations and institutes.

I took an action to create "something to shoot at", and I distributed the following over the weekend. On the basis that we're an open and transparent working group, I thought I'd post it here too. Do get in touch if you'd like to tell me what you think. Now's the time for dialogue – particularly if you can't attend the Madrid summit – ahead of the standards setting. Read more

A Measure Of Influence – IABC Communication World magazine

Communication World, Jan/Feb 2013 coverJessica Burnette-Lemon is Senior Editor of Communication World, the IABC's member magazine. I had the pleasure of talking with Jessica on the topical and some might say controversial topic of influence (in the context of marketing and PR of course).

The resultant article appears in the current issue of the magazine, but because it's a publication for members' eyes only, I can't add a link here.

Fortunately, Jessica has given me permission to reproduce the article right here, "A Measure Of Influence" (PDF). I hope you find it interesting.

The article pulls out one quote up front. At the risk of stating the obvious:

The best way to exert useful influence remains to deliver great products and services so that your customers evangelize your brand to friends and family, and to be a well-run organization so that your employees and partners evangelize working with you.

 

 

Are you a professional or a user?

I've never been fond of the word 'user'? It lacks the caring qualities of a much more appropriate word, customer, and even evokes images of substance abuse.

On making this point, I'm asked what I'd call people benefitting from a service or application without handing over their hard-earned. Well, customers of course. In such situations they're simply paying with a different currency, such as their personal data and/or attention, which the supplier of the service does its utmost to monetize.

But in one instance, I like that evocation of substance abuse. Of addiction. Of misuse.

Do allow me to explain and let's see if I've just been critical of you or a colleague. Please go easy on me if I have, my intentions are honourable.

I had the privilege of speaking with 150 Masters students at Imperial College London yesterday, taking their Technology in Marketing module. All marketing activity in 2012 is underpinned or impacted by technology, and thousands of tech vendors tempt us with thousands of marketing and PR applications, tools and services. And we buy them. Lots of them. The question is, are you a professional or a user?

What's the difference?

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Planning. Love it.

It's September already. How did that happen?!

As we approach the final quarter of the calendar year, many of us will have our first thoughts of the 2013 planning process. A few will relish the task. Many more will issue a quiet but discernible sigh.

But while time is still on our hands, perhaps I can offer up a couple of points to place a refreshing perspective on proceedings.

First up, can I ask you what the economy and your particular marketplace will look like this time next year? How about by Easter? Come to that, what will the lie of the land be in January?

Who knows! Let's face it, we live in uncertain times.

So having acknowledged our lack of visibility, why do we still pivot our discipline around a yearly plan? What exactly have marketing and public relations got in common with the time it takes the Earth to complete a particular cycle around the Sun anyway?

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Share This: The Social Media Handbook for PR, by the CIPR Social Media Panel

Share This book cover

After three months of social collaboration involving two dozen authors, we're just a few days away from publishing Share This: The Social Media Handbook for PR (Amazon UK). The authors, all members of the CIPR Social Media panel or friends of, decided that that there was a need for a handbook that covers the full gamut of issues facing the PR practitioner in 2012.

Incredibly, Lord Sugar provides the endorsement for the front cover :-)

I'm delighted to have authored two of the chapters, Chapter 17 on real-time public relations, and the final chapter looking at the future, beyond social media.

Here's the introductory video featuring CIPR CEO Jane Wilson, and then the Table of Contents. Read the CIPR's press release here. Pre-order your copy today!

 

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The hunt for a new universal measure – we will never find it

PR Week podcast screenshot

The title of this post is one of my contributions to the recent PR Week video podcast on measurement where I was a guest alongside SpectrumInsight's Mark Westaby. PR Week's Sara Luker was in the chair, and it was fifteen minutes of good conversation.

As I say upfront, I'm a bit more optimistic than Mark about the future of the measurement and accountability of public relations, if only because I have faith in the Influence Scorecard approach.

For some reason only understood by PR Week I'm sure, the video cannot be embedded here, or indeed on PR Week's website. Not very social of them! It stands alone over on Brightcove, but you can click here to go and watch it now.

The accompanying article in PR Week is: "Measurement in PR has not changed in 20 years, say PROs". (PR Week may stop you reaching the article if you're not a subscriber, but at the time of writing any article on prweek.com is accessible if you search for the title on Google and then click the relevant search result.)

Influence – the use and abuse of the word in social media

The AMEC European Summit is taking place this week in Dublin. It's a really vibrant event, a credit to AMEC's Barry Leggetter and the delegates' enthusiasm. (Actually, perhaps it's a little less vibrant this morning after the visit last night to the Guiness brewery!)

I'm here representing the CIPR in a couple of sessions, and this morning I'm speaking in my own capacity... my slidestack is embedded above.

It's an old theme of mine, the misrepresentation of the idea of influence, and the stack I presented on the topic back in March 2010 has now been viewed some thirteen and a half thousand times – Influence, the bullshit, best practice and promise. It's now 2012 and I feel that we're starting to make some progress towards addressing the complexity of the business of influence. Onwards and upwards.

Q&A with Influencer Marketing Review

Influencer Marketing Review

[Originally published by Influencer Marketing Review.]

This is the third installment of our ‘Q&A with the Review’ series in which we talk with prominent members of the influencer marketing community about their work and thoughts on the industry. Amanda Maksymiw and Duncan Brown helped us get the series started, and now we’re grateful that Philip Sheldrake, author of The Business of Influence, is joining us for our third Q&A. 

IMR: Thanks so much for joining us, Philip. And congratulations on the book. We know that’s no easy feat.

Philip: Thanks for the invitation to chat here. And thanks for having my book cover on IMR’s homepage :-)

IMR: Oh yeah. It’s probably about time we change the image, huh.  

You’ve stated in the book and elsewhere that “the business of influence is broken.” What do you mean by that exactly? Some might think there wasn’t much of a “business of influence” in the first place. 

Philip: A definition of influence: you have been influenced when you do something you wouldn’t otherwise have done, or think something you wouldn’t otherwise have thought. There’s influence in everything an organization does, and sometimes in what it doesn’t do, and yet despite this we often apportion responsibility for influence to marketing and PR departments. The 2012 organization looks incredibly similar to the 1992 organization, which is crazy when you consider the impact of social media and related information technologies.

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Finally, Google adds social analytics to GA

Back in 2009, at that year's Monitoring Social Media conference, I forecast Google's entry into social analytics in Q1 2010. Whoops. Only fools do short-term forecasting. Wiser men look further out, by which time people have forgotten the prediction!

So here we are in Q2 2012 and the news from Google has dropped into my inbox. Verbatim:

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