You are previewing Influence Marketing: How to Create, Manage, and Measure Brand Influencers in Social Media Marketing.
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Influence Marketing: How to Create, Manage, and Measure Brand Influencers in Social Media Marketing

Book 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.

• 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

Table of Contents

  1. Title Page
  2. Copyright Page
  3. Contents at a Glance
  4. Table of Contents
  5. About the Authors
  6. Dedication
  7. Acknowledgments
  8. Online Files
  9. We Want to Hear from You!
  10. Reader Services
  11. 1. Logic and Reason (or How We Learned to Love Influence Marketing)
    1. Introducing MV-1 Canada
    2. Driving the Mission
    3. The 90-9-1 Rule
    4. A (Not So) Surprising Discovery
    5. Focusing on the Customer, Not the Influencer
    6. Winning Strategy: Charting Influence Paths
    7. Thinking Forward
    8. Endnotes
  12. 2. Influence and the Human Psyche
    1. Emotion, Logic, and Success Above Criticism
    2. The Emotionally Connected Consumer 1: The IKEA Effect
    3. The Emotionally Connected Consumer 2: 12for12k and Emotional Guilt
    4. The Intelligence Behind Emotional Marketing
    5. The Search for Emotional Loyalty
    6. The Manifestation of Emotional Marketing
    7. Emotion and Its Role in Influence Marketing
    8. Endnotes
  13. 3. The Rise of Social Media
    1. Logic, Branding, and Influence
    2. Project 1998—The Content Creators
    3. A Question of Two Cultures
    4. Social Media Dads Can Cook, Too
    5. The Shift to Social Media and the Rise of Citizen Influencers
    6. The New Personal Relationship Dynamic
    7. When Everyone Is an Influencer
    8. Endnotes
  14. 4. The Current Influence Model and Social Scoring
    1. The Carnegie Principle
    2. The Marketing Shift from Brand to Consumer
    3. The People Paradigm
    4. The Power of One
    5. The Domino Effect of Social Influence
    6. The Looming Storm Clouds of Social Scoring’s Effect on the Conversation
    7. Endnotes
  15. 5. Situational Influence: A New Model for a New Era
    1. Trend Currents
    2. Gravity
    3. Repositioning the Customer at the Center
    4. Situational Influence
    5. Situational Factors
    6. Micro-Influencers
    7. Geofencing
    8. Applying Situational Factors
    9. Endnotes
  16. 6. The Consumer Decision-Making Process
    1. Situational Factors Disrupting Purchase Decisions
    2. Missing Data Inputs
    3. Conflicted Decisions
    4. Psychological Factors Disrupting Decision-Making Processes
    5. Cognitive Dissonance
    6. Purchase Life Cycles
    7. References
  17. 7. Reversing the Social Influence Model
    1. Importance of Text Analytics to Reverse Engineering Influence
    2. Identifying the Purchase Life Cycle
    3. Creating Linguistic Maps
    4. Charting Relationships
    5. Identifying Situational Factors
    6. Managing Influence Paths Through Social Customer Relationship Management Software
    7. References
  18. 8. Managing Social Influence Paths
    1. Emotional Contagions
    2. Rethinking Macro-Influencers
    3. Mapping the Influence Paths
    4. Predicting Influence Paths
    5. Purposeful Influence Marketing
    6. Adaptive Influence Marketing
    7. Measuring Influence Marketing
    8. Endnotes
  19. 9. The Four Ms of Influence Marketing
    1. The Changing Nature of Predictive Influence
    2. The Complementing Arc of Consumers and the Four Ms
    3. Endnotes
  20. 10. The Future of Influence Marketing
    1. Tellagence
    2. Appinions
    3. Traackr
    4. TrendSpottr
    5. Squeeze
    6. oneQube
    7. The Future of Influence Is Fluid
    8. Endnotes
  21. 11. The Business of Influence Marketing
    1. Connecting Influence to Sales Revenue
    2. Impact on Customer Lifetime Value
    3. Influencers Versus Advocates
    4. Creating Brand Advocates
    5. Customizing Influence
    6. Stop Scoring Influence, Start Creating Influence Paths
    7. Conclusion
    8. Endnotes
  22. Index