Ross Dawson: Futurist, Keynote Speaker, Strategy Advisor

Keynote Speaker

Keynote Speaker

Books

Business Model

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?