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.
• Put the customer—not the influencer—at the center, and plan influence marketing accordingly
• Recognize where each prospect stands in the purchase life cycle right now
• Clarify how your consumers move from brand preference to purchase
• Identify key micro-influencers who impact decisions at every stage
• Gain indispensable insights into the context of online relationships
• Recognize situational factors that derail social media brand recommendations
• Understand social influence scoring models and overcome their limitations
• Re-engineer and predict influence paths to generate measurable action
• Master the “4 Ms” of influence marketing: make, manage, monitor, measure
• Transform influence marketing from a “nice-to-have” exercise into a powerful strategy
Additional online resources can be found at www.influencemarketingbook.com
Seems like everyone's talking about influence marketing - or, more precisely, everyone in social media is fighting about it. Does it work? Do services like Klout, PeerIndex, and Kred deliver what they promise to deliver? What is influence, anyway, and do we really know how to measure it and get more of it?
In Influence Marketing, two globally respected social media marketers bring empirical evidence and deep experience to these questions, and give you a start-to-finish blueprint for making influence marketing work in your organization. Reflecting their unsurpassed experience delivering winning social marketing campaigns for enterprises and organizations of all types, they demonstrate how to:
* Identify real social influencers based on the context of their relationships, the emotional connections they've built with their audiences, and the situation(s) their influence is exerted within
* Reverse engineer "influence paths,” moving from your end customer's needs and desires back to their potential influencers
* Implement effective predictive analysis of how specific influencers in unique micro-communities and within specific situations will impact their followers.
*Create "adaptive influence paths” to your customers, enabling greater control and higher ROI in your campaigns
* Leverage this influence marketing model in HR, customer service, PR, and beyond, so you can drive measurable results across the entire business.
