About the Influence 2.0 WikiMission
To help professionals in market-facing functions understand the macro changes that are diminishing their ability to drive revenue and profit for their companies. Vision
The changes that will be spurred by the social Web will dwarf the changes the Internet brought in its first 10 years. Purpose
To gather the collective intelligence of those of us who have the privilege of thinking about these changes every day, compiling them in one location, and promoting them to our colleagues across the marketing/PR/customer service/market research, etc. sectors so they can guide their companies through developing the new strategies that will be required to thrive. Participation
I welcome colleagues who share an interest in this change to contribute. Let’s show the world how this is done! I ask you not only to contribute but to help keep the project on track. Wikis are meant to reflect the new structure of Web 2.0 with very little central control. Instead the community polices the project. There aren’t many rules but there are a few principles that I suggest:
Stay on the topic of what our market-facing colleagues need to know about these changes to be effective in their jobs. There are lots of interesting offshoots of this topic: What will marketing look like in 10 years? How will society itself change as a result? How is this affecting the political realm? Very interesting topics, but just not relevant to the mission here.
The content will be open to the public to read. In order to contribute, you must register and be approved. We hope to clear these approvals within one business day, but if we get overloaded, it may take a bit longer. Please bear with us.
If you contribute a chapter, consider yourself the editor of it, and list your self as such at the opening of the chapter. When others come in to edit or expand on it, you may exercise your judgment to determine if it is appropriate. If you contribute something to someone else’s chapter, add your name in the “contributors” section. 
This work in licensed under Creative Commons Attribution-NonCommercial-ShareAlike 2.5 License. Please review and understand the terms of this license. All contributions submitted are subject to its terms. Creative Commons is in the spirit of allowing liberal sharing of knowledge for the good of the community, while hopefully preventing outright abuse of your intellectual property. In addition, we ask that you only contribute information that you have the right to contribute. This means that you either own the information or have the right to contribute the material. We do not want to infringe on anyone’s intellectual property. If we believe that the information infringes on others intellectual property rights, we may remove the information or request that you remove it. In addition, we may take steps to keep you from contributing to the wiki. When you cite information, data, examples, charts and ideas you find, please identify the source as “The Influence 2.0 Wiki, http://influence2.editme.com, contributed by…”. For example, if you use Figure 1, be sure that the citation in the figure is readable, or add the following: “Source: The Influence 2.0 Wiki, http://influence2.editme.com, contributed by Cymfony, Inc.” In a footnote or endnote, please also include the date you found the information (since it will be changing) the Chapter number, title, Lead Author, Contributors (exactly as listed on the wiki) and the url of the chapter, according to the following style: “The Influence 2.0 Wiki, June 19, 2006 Chapter 1: The Dawn of the Age of Influence 2.0, Lead Author: Jim Nail, Chief Strategy & Marketing Officer, Cymfony, Inc. Contributors: Brian Cavoli, Director of Marketing Cymfony, Inc; Todd Defren, Principal, SHIFT Communications. The full text can be found at http://influence2.editme.com/chap1”
We’ve built in a couple of stylistic elements that we think will help readers to understand the concepts and explain them to others: - Takeaway – You could call this “executive summary” or “elevator pitch”. It is meant as a topline of the main point you are trying to get across in the chapter.
- Storyline – This is a slightly longer summation, meant to support the Takeaway with the key pieces of evidence or supporting arguments. Think of this as the “taxi ride” version: you’re sharing a cab to the airport with a key executive and he asks you “What’s new?” This provides a short, focused, high-level answer.
When you use a quote a statistic or other key point, please identify the source, at least by name when you reference the data point. It adds credibility to the document and gives credit where credit is due. Proper endnotes with complete information (Publication name, article title, author name or organization, date, link etc.) are even better. No blatantly commercial self-promotion. No spam, obscenity, ad hominen diatribes, etc. Anything deemed to violate this principle will be deleted and, if an author persists in violating this, his or her editing privileges may be revoked. I will act as executive editor. I plan to take a light hand in overseeing the project but reserve the right to delete or edit something if I feel it goes against the spirit of the project as outlined above. I know you’ll let me know if you think I’m being heavy-handed. I hope you’ll join me in building this base of knowledge. I hope you will find it useful in understanding the ongoing changes in the marketing, communications, and media worlds.
Jim Nail, Cymfony | 