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Influence Marketing 101 & The
Future of Digital Marketing
@STEVEJLOCK
ABOUT LINKDEX

@STEVEJLOCK
CONSUMER JOURNEY

@STEVEJLOCK
CONTENT IS THE GLUE

@STEVEJLOCK
ORGANIC MARKETING

@STEVEJLOCK
STATE OF THE INDUSTRY
“The US could face a shortage of
140,000-190,000 people with deep
data analysis skills by 2018.”
- McKinsey Global Research

@STEVEJLOCK
STATE OF THE INDUSTRY
“1 in 3 CEO's are concerned that
skills shortages will impact their
company's ability to innovate
effectively.”
- PwC

@STEVEJLOCK
BREAKNECK SPEED

@STEVEJLOCK
IS THE BIG OPPORTUNITY INFLUENCE?

@STEVEJLOCK
DEFINITION OF INFLUENCE

“The capacity to have an effect on
the character, development, or
behaviour of someone or
something.”
- Oxford English Dictionary

@STEVEJLOCK
DEFINITION OF INFLUENCE

“The ability to cause or contribute to
a change in opinion or behavior.”
- WOMMA Definition of Influence

@STEVEJLOCK
INFLUENCE THEORY: GLADWELL

MOST	
  
AGENCIES	
  
RUN	
  ON	
  MY	
  
THEORIES	
  

@STEVEJLOCK
THE LAW OF THE FEW

@STEVEJLOCK
INFLUENCE THEORY: WATTS

I	
  CALL	
  
BS…	
  

5000%	
  SALES	
  
INCREASE	
  

@STEVEJLOCK
INFLUENCE THEORY: ADAMS

I	
  ALSO	
  
CALL	
  BS…	
  

@STEVEJLOCK
INFLUENCE THEORY: SHELDRAKE

@STEVEJLOCK
SIX INFLUENCE FLOWS

@STEVEJLOCK
WINNING THROUGH INNOVATION

@STEVEJLOCK
INFLUENCE & ORGANISATIONS

@STEVEJLOCK
THE PITFALLS OF INFLUENCE

@STEVEJLOCK
TOPICAL AUTHORITY

@STEVEJLOCK
INFLUENCE THEORY: GLADWELL

MOST	
  
AGENCIES	
  
RUN	
  ON	
  MY	
  
THEORIES	
  

@STEVEJLOCK
KEY INFLUENCER DEFINITION
“A person or group of people who
possess greater than average potential
to influence due to attributes such as
frequency of communication, personal
persuasiveness or size of and centrality
to a social network, among others.”
- WOMMA
@STEVEJLOCK
LINKDEX R&D: NETWORKS

@STEVEJLOCK
THE FUTURE OF MARKETING

@STEVEJLOCK
LEVERAGING SCIENCE

@STEVEJLOCK
BREAK DOWN THE SILOS

@STEVEJLOCK
THE TECHNICAL MARKETER

@STEVEJLOCK
TECHNICAL MARKETERS

@STEVEJLOCK
THE EXPERT GENERALIST

@STEVEJLOCK
BUILDING THE RIGHT TEAM

@STEVEJLOCK
HIRE PEOPLE THAT ARE PASSIONATE

@STEVEJLOCK
HIRE PEOPLE WHO LOVE LEARNING

@STEVEJLOCK
GOOGLE & HUMMINGBIRD

@STEVEJLOCK
THE RISE OF MOBILE

@STEVEJLOCK
CONSUMER JOURNEY

@STEVEJLOCK
CONTENT MARKETING EBOOK

@STEVEJLOCK
THANKS FOR LISTENING :-)
Feel free to connect:
q  Slides: slideshare.net/stevejlock
q  Email: stephen.lock@linkdex.com
q  Twitter: @stevejlock / @linkdex
q  LinkedIn: linkedin.com/in/stevejlock

@STEVEJLOCK

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Influence Marketing 101 - Content Marketing Association Digital Breakfast Dec 2013