Event report: the Future of Influence #tfoi

Here's a summary of Traackr's Future of Influence event (#tfoi) at Ketchum, London, on 16 April as shared by attendees via Twitter. The speakers included myself (@wadds) from Ketchum, Euler's Phillip Sheldrake (@sheldrake) and Traackr's Pierre-Loic Assayag (@pierreloic).

Thank you to everyone that attended the event and contributed to the conversation.

Event report: the Future of Influence #tfoi

Here's a summary of Traackr's Future of Influence event (#tfoi) at Ketchum, London last night as shared by attendees via Twitter. Speakers included myself (@wadds) from Ketchum, Euler's Phillip Sheldrake (@sheldrake) and Traakr's Pierre-Loic Assayag (@pierreloic).

Storified by Stephen Waddington· Wed, Apr 17 2013 04:48:03

Coming to ours for The Future of Online Influence event tonight? We're looking forward to seeing you! #TFOIKetchum UK

Share This Too book is due out this year featuring @wadds and @Sheldrake #tfoi #ciprsmShareThisToo

Stephen Waddington (@wadds) - the democratisation of influence

First up is @wadds talking about the democratisation of influence. Have questions - tweet us. #TFOI pic.twitter.com/KW9uiVveEnKetchum UK

“@nicochabs: Everyone is an influencer says @wadds #tfoi” Everyone with a Twitter or Facebook account anyway.Andrew Carrier

@wadds introduces @never_seconds ... Martha Payne's blog as great case study #TFOIJonathan Bowker

Talking about the influence of Martha's blog on school dinners. @wadds #TFOISarah Nadif

@wadds using @nclairport as a great (and flirtatious) example of relationship marketing #TFOIKirsty

Challenge for brands is to build one to one relationship with influencers #tfoiNicolas Chabot

Philip Sheldrake (@sheldrake) - the future of influence

Geek off @sheldrake #tfoi pic.twitter.com/WiU0OvvXGIStephen Waddington

"The best way to exert influence is to be bloody good at what you do" - @Sheldrake #tfoi #LikeMindsAndrew Gerrard

In 90's the PR's role was to be veil between rubbish work and what the world saw #TFOISarah Nadif

Big problem is we're not talking the same language - paid content (advertising agencies) vs unpaid content (PR's) #TFOISarah Nadif

Mathematicians are looking at measurement of influence - our egos are fueling poor procurement #TFOISarah Nadif

"Metrics are your sensory feedback in an impersonal world." #tfoi #bleak @sheldrakeAndrew Baggs

Pierre-Loic Assayag (@pierreloic) - Key trends in influence marketing

As Eric Schmidt @Google said "97% of web content is social. At Google, we're good at searching that 3%" #TFOISarah Nadif

Measure when you start your project, not as an afterthought via @pierreloic #TfoiNicolas Chabot

@pierreloic "brands need brand facilitators not brand managers" #tfoiJonathan Bowker

"Context trumps popularity. Relevance beats reach"- nice quote from @traackr CEO @ #TFOI. Love It!Justin & Jen

Great quote "measure what matters" - ask yourself why you're trying to? #TFOISarah Nadif

Don't forget - "We're serving a new generation of customers" #TFOISarah Nadif