Launch of the Influence Landscape framework (Beta)


Today we launch our Influence Landscape framework! Click on the image to download the pdf.


This continues our tradition of creating frameworks to elucidate where things are going, including extremely popular visuals such as Future of Media Strategic Framework, Future of the Media Lifecycle, Enterprise 2.0 Implementation Framework and many more.

The Influence Landscape framework is launched in a Beta version that will be refined and developed over time, as influence is now one of our major research and content directions.

Tomorrow 19 May The Insight Exchange runs The Power of Influence luncheon in Sydney, which will cover how to create value in the emerging influence landscape. We are also preparing our landmark Future of Influence Summit (evolving out of the Future of Media Summit), due 1 September – details very soon!

A few quick comments on the framework:


A wide array of forces are shifting value and attention to the influence landscape and from traditional media, advertising, and marketing.


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 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.


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 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.


This is a Beta which will be refined considerably, so please let us know your thoughts. It is not an attempt to be comprehensive, more an indication of the key issues in the space. However we’re particularly keen to hear what glaring omissions or oversights we may have made.

A lot more content on the influence landscape coming over the next months!

  • Nice chart!
    I was wondering why you separated ‘Social Media’ and ‘Personal Interactions’ because in my opinion blogs, microblogs, social networks, phone, email and face-to-face all function similarly, i.e. they enable interactions between the people … ‘Mass Media’, has you rightly showed are different …

  • Thanks Bartox!
    To draw out the distinction between these:
    The ‘Personal Interactions’ in the chart are all pretty much one-to-one connections, and certainly between people that know each other.
    The ‘Social Media’ mechanisms are to (potentially) far broader audiences, which will often include many that the influencers doesn’t know personally.

  • Why is there not a “friends” or “friends/peers” pod in the Influencer node? Just sayin’
    Also, I need more info on the “Influence Networks” node — what are these? Cascade Windows, Transmission Rations…
    Great work!

  • Very interesting.
    I think that social media area is the more strong in this moment.

  • Really like this chart, it pulls everything together, and describes how different sites, but also influences work. Really like it and will use it. Thanks

  • A great start to the framework, Ross! Looks fairly solid in terms of laying out all the key terms in detail. One thing that I would add to this – just as a clarification – is that the Influence-Landscape links (e.g., Influencers -> Influence) are actually full feedback mechanisms. The influence generated is then fed back into the system exerting influence on the same landscape that created it, and so on… It’s an extremely dynamic landscape!
    Nik – Big Click Studios

  • Marko, interesting point – I think that “friends” are defined by relationships, so that doesn’t fit in that part of the diagram, but it’s worth considering.
    I will define the terms in teh Influence Networks section in a future post, and include the definitions in the framework.
    Nik, yes absolutely, and it would be great to bring the feedback/ systems nature of this into the diagram. We’ll work on that.

  • I love where you’re going with this. I used to work at Regis McKenna (back in 1994) and this is the best thinking that I’ve seen to modernize the original relationship marketing concept. I can’t wait to see how this evolves.

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