Influence marketing
Subtitle: how to create, manage, and measure brand influencers in social media marketing
By: Danny Brown, Sam Fiorella
Contributors: Fiorella, Sam, author
Publisher: Que Pub
Published: 2013
Language: eng
Number of pages: 227
ISBN-13: 9780789751041
Subjects: Social media; Relationship marketing; Internet marketing
Description: Identify and Manage the Influence Paths That Convert Brand Awareness to Customer Acquisition! Today, you face a brutally tough, maddeningly elusive new competitor: the "wisdom of crowds." Social media gives consumers 24x7 access to the attitudes and recommendations of their most engaged peers. These are the views that shape buying decisions. These are the views you must shape and use. Influence Marketing won't just help you identify and enlist key influencers: it will help you manage the influence paths that lead consumers to buy. By sharing empirical evidence of hard-won lessons from pioneering influence marketers, Danny Brown and Sam Fiorella provide a blueprint that moves influence marketing beyond simple brand awareness and into sales acquisition and customer life time value measurement. They integrate new tools and techniques into a complete methodology for generating more and better leads-and converting them faster, at higher margins.
Notes: Includes bibliographical references and index.
Table of contents: title: 1. Logic and Reason (or How We Learned to Love Influence Marketing); title: 2. Influence and the Human Psyche; title: 3. The Rise of Social Media; title: 4. The current influence model and social scoring; title: 5. Situation influence: a new model for a new era; title: 6. The conusmer decision-making process; title: 7. Reversing the social influence model; title: 8. Managing social influence paths; title: 9. The 4Ms of influence marketing; title: 10. The future of influence marketing; title: 11. The business of influence marketing.