The business of influence reframing marketing and PR for the digital age
Media has most definitely evolved, as have the ways in which we contemplate, design, communicate and execute strategy. And rather than technological evolution, we're plainly in the midst of a technological revolution. We have no choice then but to reframe marketing and PR in the context of 21st...
| Autor principal: | |
|---|---|
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Chichester, West Sussex :
Wiley
2011.
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| Edición: | 1st edition |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009627668106719 |
Tabla de Contenidos:
- Intro
- The Business of Influence
- Contents
- Foreword
- Acknowledgements
- Introduction
- The questions this book seeks to answer
- The business context
- Influenceprofessional.com
- 1 Where We Are Today
- The Cluetrain and Permission Marketing
- Marketing and public relations
- Marketing
- Public relations
- Integrated marketing communications
- Summary
- 2 The Six Influence Flows
- A clean sheet
- Some definitions
- Mapping the interactions
- Mapping the influence flows
- Contrasting the six influence flows with the traditional emphases
- The 2nd flow and the Internet
- A new stakeholder
- Summary
- 3 Influence
- Summary
- 4 The Social Web
- Social Web analytics
- Characteristics of social Web analytics services
- Achieving an 'Awesome Analytics Advantage'
- Summary
- 5 Measurement, Complexity and Influence-centricity
- Measurement
- The Barcelona Principles
- Influencer-centric
- No standard for influence
- The complexity of influence
- Innovation-driven complexity
- Why do we think it's not complex?
- Influence-centric
- Focus on the influenced
- Tracing influence
- Summary
- 6 The Balanced Scorecard
- An overview
- Business 101 - the problem
- The Balanced Scorecard perspectives
- The right metrics
- Cause and effect
- Strategy maps
- Office of strategy management
- Return on investment
- Back to influence
- Summary
- 7 The Influence Scorecard
- The Balanced Scorecard and the Influence Scorecard
- Taking a lead
- Influence objectives
- Influence strategy
- The CMO's dilemma
- Mapping the influence strategy
- The Influence Scorecard and OSM
- Constructing the Influence Scorecard
- Selecting your metrics
- The AMEC grid
- Budgeting
- ROI
- In the face of chaos
- Influence capability maturity model
- Another scorecard.
- The Influence Scorecard and integrated marketing communications
- Summary
- 8 Influence Trends
- Mobile and other things
- New opportunities
- Privacy, data ownership and sharing
- Who owns the data?
- Digital detritus
- Browser history
- A question of policy
- A question of leadership
- A potential privacy framework for the influence professional
- Buyer marketing
- Knowing what it all means
- Google loves the semantic Web
- There's no influence without meaning
- Summary
- 9 Reframing Marketing and PR
- Influence performance management
- 10 The Chief Influence Officer and Influence Professional
- The Chief Influence Officer
- Chief Communications Officer
- Chief Marketing Officer
- Chief Information Officer
- Chief Operations Officer
- Chief Customer Officer
- Chief Culture Officer
- Other C-suite titles
- The Chief Influence Officer (CInflO)
- The influence professional
- Organization structure - the office of influence performance management
- External agency and partners
- Summary
- 11 What Now?
- Prerequisites
- Pre-board-approval actions
- Post-board-approval actions
- Glossary of Terms
- Endnotes
- Index.
