PublishedQue, August 2013 |
ISBN9780789751041 |
FormatSoftcover, 240 pages |
Dimensions22.6cm × 15.5cm × 1.2cm |
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
