Humans in the Future of Work Mobile Social Media Global Comparisons Video: Future of Work Crunch Time 2014 Future of the CIO 2013 Trends Future of Work Scenario Planning in Action

2012: 12 Themes Crowdsourcing Landscape Version 2 Crowd Business Models Transformation of Government Transformation of Business Success in a Connected World Map of the Decade Zeitgeist 2011

Newspaper Extinction Timeline iPad Media Strategy The NewsScape Media Revenue Models Knowledge Based CRM Framework Social Media Strategy Influence Landscape Enterprise 2.0 Implementation

Media Lifecycle Future of Media: Strategy Tools Key Elements of Media Business Models Trend Blend 2008 Web 2.0 Trend Blend 2007 Future of Media Framework

Influence Landscape

By

Influence Landscape

Click on the image to see full-size pdf

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.
– Democratization of media
– Social media aggregation
– Mass media fragmentation
– Decline of advertising impact
– Peer trust

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.
– Everyone
– Analysts
– Journalists
– Bloggers/Twitterers
– Experts
– Celebrities

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.
– Mass media: TV, Radio, Print
– Social media: Twitter, Blogs, Social Networks
– Personal interaction: Email, Phone, Meet

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.
– Digg
– delicious
– Tweetmeme
– Stumble Upon
– techmeme

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.
– Cascade windows
– Influence agents
– Transmission ratios
– Network density

DISCUSSION
* How can the framework be improved?

* What is missing from the framework

* Are the elements of the influence landscape changing?

  • Subhasis

    Hi Ross,

    How big is this market in terms of $ value.

    Subhasis