Influence Marketing: How to Create, Manage, and Measure Brand Influencers in Social Media Marketing
(Sprache: Englisch)
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...
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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.
Inhaltsverzeichnis zu „Influence Marketing: How to Create, Manage, and Measure Brand Influencers in Social Media Marketing “
1 Logic and Reason (or How We Learned to Love Influence Marketing) 1 Introducing MV-1 Canada 3 Driving the Mission 5 The 90-9-1 Rule 7 A (Not So) Surprising Discovery 11 Focusing on the Customer, Not the Influencer 13 Winning Strategy: Charting Influence Paths 17 Thinking Forward 19 Endnotes 20 2 Influence and the Human Psyche 21 Emotion, Logic, and Success Above Criticism 22 The Emotionally Connected Consumer 1: The IKEA Effect 23 The Emotionally Connected Consumer 2: 12for12k and Emotional Guilt 24 The Intelligence Behind Emotional Marketing 26 The Search for Emotional Loyalty 27 Once You Go Mac 27 More Than Just a Game 27 The Manifestation of Emotional Marketing 28 Emotions in the Purchase Cycle 29 Measuring Online Emotion 29 Emotional Resonance Versus Controversial Disconnect 30 Emotion and Its Role in Influence Marketing 31 Endnotes 34 3 The Rise of Social Media 37 Logic, Branding, and Influence 38 Project 1998-The Content Creators 39 A Question of Two Cultures 40 Social Media Dads Can Cook, Too 41 The Shift to Social Media and the Rise of Citizen Influencers 42 Lebanon Ford, Lebanon, Ohio 43 The CNN iReport Fail 46 The Nate Silver Phenomenon 46 The New Personal Relationship Dynamic 47 Degree of Separation 48 The Five Degrees of Social Relationships 50 The Degree of Publicity-Online Networks 51 When Everyone Is an Influencer 52 Endnotes 53 4 The Current Influence Model and Social Scoring 55 The Carnegie Principle 56 The Marketing Shift from Brand to Consumer 57 The People Paradigm 58 Audience 60 Acceptance 60 Application 60 Amplification 61 The Power of One 62 Klout 64 Kred 65 PeerIndex 67 Empire Avenue 67 eCairn Conversation(TM) 68 The Domino Effect of Social Influence 70 The Looming Storm Clouds of Social Scoring's Effect on the Conversation 71 Endnotes 72 5 Situational Influence: A New Model for a New Era 73 Trend Currents 74 Gravity 76 Repositioning the Customer at the Center 77 Situational Influence 83 Communities 84 Economic 84 Social and Cultural
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Groupthink 85 Personal Ideology 87 Situational Factors 88 Personal Situational Factors 88 Environmental Situational Factors 89 Emotional Situational Factors 89 Life Cycle Situational Factors 90 Micro-Influencers 90 Geofencing 91 Step One: Community Identification 91 Step Two: Situational Analysis and Factors 92 Step Three: Identification of Customer and Micro-Influencer 92 Applying Situational Factors 93 Endnotes 94 6 The Consumer Decision-Making Process 95 Situational Factors Disrupting Purchase Decisions 96 Missing Data Inputs 97 Conflicted Decisions 97 Psychological Factors Disrupting Decision-Making Processes 100 Motivations Disrupt Decision-Making Processes 100 Personality Disrupts Decision-Making Processes 101 Learned Reactions Disrupt Decision-Making Processes 102 Attitudes Disrupt Decision-Making Processes 103 Social Proof Disrupts Decision-Making Processes 104 Lifestyle Disrupts Decision-Making Processes 105 Perception Disrupts Decision-Making Processes 106 Family Influence Disrupts Decision-Making Processes 107 Cognitive Dissonance 108 Purchase Life Cycles 109 References 112 7 Reversing the Social Influence Model 113 Importance of Text Analytics to Reverse Engineering Influence 115 Identifying the Purchase Life Cycle 119 Creating Linguistic Maps 121 Charting Relationships 124 Identifying Situational Factors 127 Managing Influence Paths Through Social Customer Relationship Management Software 129 8 Managing Social Influence Paths 131 Emotional Contagions 133 Rethinking Macro-Influencers 134 Mapping the Influence Paths 137 Predicting Influence Paths 140 Purposeful Influence Marketing 142 Building Awareness 144 Competitor or Trend Disruption 145 Adaptive Influence Marketing 146 Measuring Influence Marketing 148 Endnotes 150 9 The Four Ms of Influence Marketing 151 The Changing Nature of Predictive Influence 152 Understanding the Four Ms 154 Managing the Influencer 162 Monitoring Influencer Campaigns 165 Measuring an Influence Marketing Campaign 167 The Complementing Arc of Consumers and the Four Ms 170 Endnotes 171 10 The Future of Influence Marketing 173 Tellagence 174 Appinions 177 Earned Media 179 Paid Media 180 Owned Media 180 Traackr 180 Bottom Line Impact 181 Increased Potential for Advocacy 182 Faster Influencer Identification 182 Actionable Insights 182 Traackr Features 183 TrendSpottr 184 Internal Influence 185 External Influence 186 Squeeze 187 oneQube 189 The oneQube Twitter Influencer Connector 189 The Future of Influence Is Fluid 195 Endnotes 195 11 The Business of Influence Marketing 197 Connecting Influence to Sales Revenue 198 Case Study 198 Impact on Customer Lifetime Value 199 Influencers Versus Advocates 201 Creating Brand Advocates 203 Awareness 206 Nurturing 206 Conversion 206 Satisfaction 206 Loyalty 207 Advocacy 207 Case Study 208 Customizing Influence 209 Stop Scoring Influence, Start Creating Influence Paths 211 Conclusion 212 Endnotes 215 Index 217
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Autoren-Porträt von Danny Brown, Sam Fiorella
Danny Brown is Chief Technologist at ArCompany, a business intelligence consultancy helping organizations adapt to the changing communications landscape, allowing for more meaningful dialogue with customers and stakeholders. He is a multiple award-winning marketer, who has worked with leading consumer, technology, and digital companies including IBM, LG, FedEx, Ford Canada, Microsoft Canada, Scotiabank, Vodafone, Dell, BT, Orange, and BlackBerry. He has spoken at TEDx as well as numerous business conferences, and his blog is recognized as the #1 marketing blog in the world by HubSpot. Sam Fiorella is Partner at Sensei Marketing, a customer experience consultancy based in Toronto and New York. Over the past 20 years, Sam has developed the strategy and led the execution on over 1800 Web projects for clients and marketing agencies around the world including Morgan Stanley, AOL, Snyder's of Hanover, Deutsche Bank, Hyatt Gaming Management, and Intrawest Resorts. These experiences-and the proven results-have made Sam a highly sought-after strategist and public speaker on the importance of customer experience and measurement in social media marketing.
Bibliographische Angaben
- Autoren: Danny Brown , Sam Fiorella
- 240 Seiten, mit Abbildungen, Maße: 15,4 x 22,6 cm, Kartoniert (TB), Englisch
- Verlag: Que
- ISBN-10: 0789751046
- ISBN-13: 9780789751041
- Erscheinungsdatum: 10.05.2013
Sprache:
Englisch
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