Philip Sheldrake

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Tag: influencer marketing

“We called it influencing the influencers.” Adobe. Late-80s.

Adobe influencing the influencersYou have been influenced when you think something you wouldn't otherwise have thought, or do something you wouldn't otherwise have done.

In the 20th Century, the marketing department did marketing, the PR people did PR, and no job title included the word influence. To this day, no role or team or department in the typical organization incorporates the word, which is why I pivot my client workshops around the topic of influencing and being influenced – not only does it address the actual thing we're all interested in, it helps lower ego defence and removes functional blinkers.

Only very recently are organisations looking up from the typically too-narrow focus of PR, which for some reason appears to have restricted itself to media and analyst relations of recent times, and looking away from the pay-to-spray-and-pray domain traditionally occupied by the bods in advertising, to investigate the effectiveness of so-called influencer marketing.

While this is just a sub-domain itself of the deeper and wider influence system, I thought, given this trend, you might find the following 30 seconds of video interesting. It documents the efforts Adobe Systems went to towards the end of the 1980s to get its Illustrator software accepted.

We called it influencing the influencers.

Influencing Influencer Marketing

WOMMA Influencer Guidebook 2013

WOMMA's new guidance on influencer marketing begins with the assertion: "This is not an update to the 2008 WOMMA Influencer Handbook - this is a complete rewrite ..."

I'm not a WOMMA member but I am a special adviser to AMEC and The Conclave, and it was in this capacity that Brad Fay and I invested more than a few hours with WOMMA's Neil Beam to lend our insight and points of view and, we hope, help make this guidebook the complete rewrite it's turned out to be.

I've expressed Euler Partners' approach to influence in recent posts, notably "Influence - request for comments" (slidestack included below for your convenience), and we were delighted to have the opportunity to present these to the WOMMA team. In particular: Read more

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