Feedback from the Influencer Scorecard Summit – two weeks ago appeared from K. D. Paine’s Notes from the Influence Scorecard Summit and Philip Sheldrake posted at Marcom Professional on How the Influence Scorecard radically transforms marketing and PR, both which I’ll comment about here.

The Influencer Scorecard transmutes Social Media and Public Relations by identifying, perhaps, for the first time, where every function of strategy, planning and execution belongs, who owns it, and what the right sequence ought to be (see the Influence Scorecard 2009,  below, along with a little movie I made on day one of the summit – to provide a flavor on our meeting ).

Influencer Scorecard Summit – short video — day 1.

Philip Sheldrake suggested major Social Web Analytics vendors adapt a methodology that can be built into a  scorecard – which might not be easy to do – but here’s what it would look like, in concept, if they did.

That’s contingent of course upon the leading social Web analytics vendors quickly picking up this approach and developing their products and services accordingly.

Philip envisions a “Chief Influencer Officer” rather than the CMO that currently exists, who ..

…. knows precisely the state of all six influence flows at any point in time. She is sensitised to her organisation’s environment in a way that makes most CMOs today look like they work in little bubbles where they had no choice but to “make stuff up“.

But, what’s interesting to me is the Chief Influencer Officer could actually be filled by a “Web Analyst” in much the way  Eric T. Peterson said (last year), someday, a Web Analyst would be on the cover of BusinessWell and Fortune Magazine -  of course, he or she would not be called a “data analyst”, but may end up being one, none the less.

Philip also saw the transformation of online commerce into “Buyer Marketing”

the balance of power shifted somewhat from the massive dominance of large organisations at the end of the 20th Century back towards the individual. This rebalancing will continue during the next decade. It will give rise to something I call buyer marketing; similar to what Doc Searl’s VRM initiative refers to as “personal RFP” and most recently what Scott Adams has labelled “broadcast shopping“.

Philip Sheldrake builds off my own prediction that Google will enter the Social Media Monitoring space in the next year or two and blow away half of the vendors currently in the market (by merging what Google already knows about us into Google Analytics profiles) – I think this is quite plausible and likely (see my deck, slide 15, below).

And PR will be transformed because advertising and marketing are moving into Public Relations, more and more, as CMO’s become Chief Influencer Officers (as Philip puts it, and some of them end up running PR agencies).