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Digital Influence in Two Letters

Recently we have been asked by a number of clients to explain the concept of digital influence.  How are people influenced through digital communications media to purchase, believe, or become involved in something?  We always say it’s a combination of blogs, search engines, online (and offline) media, and yes, even advertising.  But it all sounds too complicated.  What about boiling it down to a simpler concept?  Digital influence in two letters … FW.

Forwarded emails are a good analogy for digital influence.  At work, when I see those two letters in the subject line, I am likely to assume that the email comes from a trusted source, and that it has been filtered by the sender for relevance.  From the point of view of the sender, it requires low involvement.  If I find an email that communicates a position or has information that is valuable, forwarding it to a friend or colleague is often the best way to share that knowledge.  In my work inbox, I am likely to trust and be influenced by emails that have FW in the subject line. And most importantly, I tend to read them more often.

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A keynote speaker on trends, innovation, marketing, storytelling and diversity.

Rohit Bhargava is on a mission to inspire more non-obvious thinking in the world. He is the #1 Wall Street Journal and USA Today bestselling author of eight books and is widely considered one of the most entertaining and original speakers on disruption, trends and marketing in the world.

Rohit has been invited to keynote events in 32 countries … and over the past year, given more than 100 virtual talks from his home studio. He previously spent 15 years as a marketing strategist at Ogilvy and Leo Burnett and also teaches marketing and storytelling as an adjunct professor at Georgetown University.

He loves the Olympics, actively hates cauliflower and is a proud dad of boys.

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