The Age of Influence
Description
If today's brands want to succeed, they have to be in the conversation, and influencers make that happen. The Age of Influence is an essential guide for marketing professionals and business owners who want to create and implement a highly effective and sustainable influencer marketing plan.
We are in the midst of an unprecedented digital transformation and tapping into this change is vital to any brand in today's climate. Social media has democratized authority and influence, and information is created and consumed in ways that are constantly evolving.
In The Age of Influence, Neal Schaffer, an internationally recognized social media marketing expert, explains how that shift plays a significant role in online marketing in the Influencer Era. Influencer marketing is about establishing relationships, turning fans into influencers and leveraging that influence to share your message in a more credible and authentic way. This is a handbook for anyone who wants to successfully spread a message in the age of social media.
Schaffer teaches entrepreneurs, marketing executives, and cutting-edge agencies how to:
- Identify, approach, and engage the right influencers for their brand or product.
- Determine what resources to put behind influencer campaigns.
- Manage the business side of influencer marketing, including tools that will help measure ROI.
- Develop their brand's social media voice to become an influencer in its own right.
This book is the definitive guide to addressing the issues disrupting marketing trends, including declining television viewership, growing social media audiences, and increasing usage of ad-blocking technology.
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Person
For almost a decade, Neal Schaffer has been a trusted leading educator in the world of social media for business. Beyond consulting with dozens of companies large and small and teaching social media marketing to executives at universities in the United States, Ireland, and Finland, Schaffer has been hired by leading brands as an influencer and spoken on influencer marketing at conferences around the globe. He's launched and managed influencer marketing campaigns on behalf of his agency clients and consulted and educated countless more.
Content
- Cover
- Title Page
- Copyright
- Contents
- Acknowledgments
- Introduction
- Part One: Why Influencer Marketing?
- 1. The Origins of Influence in the Modern World
- 2. The Emergence of Digital and Social - And the Importance of Content
- 3. Social Media Was Made for People
- 4. How Visual Social Presents New Challenges to Businesses and New Opportunities to Influencers
- 5. Your Community Is Always a Subset
- Part Two: Understanding Influencers and the Ways You Can Engage with Them
- 6. Understanding the Influencer Landscape
- 7. The Employee as Influencer
- 8. The Sixteen Different Ways to Collaborate with Influencers
- Part Three: How to Work with Influencers to Generate Massive Results
- 9. To Buy or to Build
- 10. Developing the Foundations of an Influencer Marketing Strategy
- 11. The Art and Science of Influencer Identification
- 12. Creating and Managing Influencer Relationships
- 13. The Tools of the Influencer Marketing Trade
- 14. Measuring Your Influencer Marketing ROI
- Part Four: Becoming an Influencer Yourself
- 15. Why and How Every Business Should Become More Influential
- 16. How to Become a Social Media Influencer Yourself
- 17. Final Thoughts
- Endnotes
- Index
- About the Author
