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Influencer Marketing For Dummies

Book Description

The easy way to get 'in' with influencer marketing

Are you a marketing guru looking to stay at the top of your game? Then you need to be in the know on influencer marketing. A hybrid of content marketing and native advertising, influencer marketing is an established trend in marketing that identifies and targets individuals with influence over potential buyers. Although this has usually meant focusing on popular celebrities and Internet personalities, there is a new wave of 'everyday consumers' that can have a large impact. In Influencer Marketing For Dummies, you'll find out how to market to those who rock social media—and, subsequently, grow your brand.

Influencer marketing relies on building strong relationships with customers. With the help of this hands-on, friendly guide, you'll discover how to build superior customer service and experience, make strong interactions with customers, and encourage organic and authentic sharing about your brand. Measure the most impact that content has on your overall marketing strategy

  • Find influencers: it's not just a numbers game or a 'who's who' of social media
  • Engage with influencers once you've found them
  • Recognize the best practices of influencer marketing and outreach

If you're a marketer, media agency professional, business owner, or anyone else who works hard to bring brands, products, and services to the largest audience possible, Influencer Marketing For Dummies is the go-to guide you don't want to be without.

Table of Contents

    1. Cover
    2. Introduction
      1. About This Book
      2. Foolish Assumptions
      3. Icons Used in This Book
      4. Beyond the Book
      5. Where to Go from Here
    3. Part I: Getting Started with Influencer Marketing
      1. Chapter 1: Influencer Marketing 101
        1. Defining Influencer Marketing
        2. Identifying the Primary Influencer Platforms
        3. Engaging Stellar Influencers
        4. Making Influencer Marketing Work for You
      2. Chapter 2: Digging Deeper into Influencer Marketing
        1. A Brief History of Marketing and Public Relations
        2. The Beginning of Influencer Marketing
        3. Diving In: The Present Landscape of Influencer Marketing
        4. Paid, Owned, Earned: A Messy Media Landscape
        5. The Exciting Future of Influencer Marketing
    4. Part II: Identifying Influencers
      1. Chapter 3: The Best Influencers: The Power of Women on Your Bottom Line
        1. Women Rule the Household
        2. Women Rule Social Media
        3. Women Rule Social Trends
      2. Chapter 4: The New Rules of Engagement
        1. Communicating Like a Pro
        2. Upping Your Game: Creating an Influencer Contract
        3. Compensating Influencers Fairly
      3. Chapter 5: Outsourcing Influencer Marketing
        1. So, You Want to Hire an Influencer Marketing Agency
        2. Deciding Which Type of Agency Is Right for You
        3. One-Off Events versus Continuity Campaigns
    5. Part III: The Main Platforms for Influencer Marketing
      1. Chapter 6: Blog Influencers
        1. Recognizing the Role Bloggers Play Today
        2. Finding the Bloggers Who Are Right for Your Brand
        3. Looking at the Details: Content Is King
        4. Sharing Is Caring: Repurposing Content
        5. Looking at Examples of Great Blogs
      2. Chapter 7: Instagram Influencers
        1. Finding Instagrammers to Share Your Brand Story
        2. Commissioning Custom Editorial Content
        3. Arranging an Influencer Channel Takeover
        4. Organizing an Instagram Flash Mob
        5. Putting Together Contests, Giveaways, and Promotions
        6. Hosting an Instagram Photo Challenge
        7. Taking Inspiration from Great Instagrammers
      3. Chapter 8: Twitter Influencers
        1. Seeing What Twitter Has to Offer
        2. Finding Twitter Influencers to Start the Conversation
        3. Hosting the Best Ever Online Cocktail Party
        4. Twitter Contests, Giveaways, and Promotions
        5. Measuring Your Engagement with Twitter Analytics
        6. Taking a Look at Some Top Twitter Influencers and What They Do Right
      4. Chapter 9: Facebook Influencers
        1. Seeing What Facebook Has to Offer
        2. Working with Influencers on Facebook
        3. Measuring Your Engagement on Facebook
        4. Taking a Look at Some Top Facebook Influencers and What They Do Right
      5. Chapter 10: Pinterest Influencers
        1. Seeing What Pinterest Is About
        2. Finding Pinfluencers to Share Your Brand Content
        3. Commissioning Pinnable Content
        4. Leveraging Guest Influencers on Your Brand Pin Boards or Group Boards
        5. Measuring the Success of Your Pinterest Efforts
        6. Learning from the Most Creative and Inspirational Pinfluencers
      6. Chapter 11: Video Influencers
        1. Looking at the Major Players in Video Sharing
        2. Finding Video Influencers to Create and Share Branded Content
        3. Measuring Results
        4. Checking Out the Most Creative Video Influencers
    6. Part IV: Measuring Your Success
      1. Chapter 12: Meeting Metrics
        1. How Influencer Marketing Can Help Your Business
        2. You Get What You Measure: Metrics Are Mandatory
        3. Interpreting the Data, and Deciding What to Do Next
      2. Chapter 13: Integrating Influencer Marketing with Your Sales Funnel
        1. The Sales Funnel: A Funnel of Love
        2. Integrating Influencer Marketing with the Rest of Your Sales Program
      3. Chapter 14: Using the Type of Marketing You Need: Influencer or Direct Marketing
        1. Influencer Marketing versus Direct Marketing: Similarities and Differences
        2. Direct Marketing: Measuring Data and Deliverables
        3. Influencer Marketing: Getting the Right People to Talk about You
        4. It’s Not Either/Or: Using Both Influencer and Direct Marketing to Meet Your Goals
        5. Believing Your Results
      4. Chapter 15: Setting and Measuring the Right Goals for Your Influencer Marketing Campaigns
        1. Testing and Learning as You Go
        2. Understanding the Value of Your Influencer Marketing Activity Relative to the Cost
        3. Measuring the Effect of Influencer Marketing Campaigns
    7. Part V: Creating Stellar Influencer Marketing Campaigns
      1. Chapter 16: The Six Secrets to Influencer Marketing Success
        1. Secret #1: Set Realistic Campaign Goals
        2. Secret #2: Know Your Audience
        3. Secret #3: Stay on Message
        4. Secret #4: Be Agile
        5. Secret #5: Recognize the Power of Emotional Stories
        6. Secret #6: You Get What You Measure
      2. Chapter 17: Putting It All Together
        1. Getting Creative and Letting Go
        2. What If It All Goes Wrong?
      3. Chapter 18: Five Pros Doing It Right
        1. Case Study: Ford Fiesta
        2. Case Study: Lay’s Do Us a Flavor
        3. Case Study: Heineken Coachella Snapchat
        4. Case Study: Blogust
        5. Case Study: Always Like a Girl
    8. Part VI: The Part of Tens
      1. Chapter 19: Ten Reasons Influencer Marketing Campaigns Fail
        1. Valuing Numbers More Than People
        2. Pursuing Passively
        3. Measuring the Wrong Stuff (Or No Stuff)
        4. Being a Control Freak
        5. Setting DUMB Goals
        6. Chasing Shiny Objects
        7. Picking the Wrong Message or Wrong Medium
        8. Letting the Intern Do It
        9. Being Tone Deaf
        10. Thinking It Will Be Easy
      2. Chapter 20: Ten Online Resources for Influencer Marketing Information
        1. Advertising Age
        2. Digiday
        3. iBlog Magazine
        4. Scott Monty
        5. Social Media Club
        6. Social Media Today
        7. Social Media Week
        8. SocialTimes
        9. Type-A Parent and Type-A Parent Conference
        10. The Word of Mouth Marketing Association
    9. Appendix: Federal Trade Commission Guidelines
      1. Blogs, Twitter, Instagram, Facebook, or Pinterest
      2. Contests and Sweepstakes
      3. Videos
      4. Online Reviews
      5. Marketing Agencies and Public Relations Firms
    10. About the Authors
    11. Cheat Sheet
    12. Advertisement Page
    13. Connect with Dummies
    14. End User License Agreement