Influence Marketing: How to Create, Manage, and Measure Brand Influencers in Social Media Marketing (Que Biz-Tech)

Book Detail

Amazon Business : For business-only pricing, quantity discounts and FREE Shipping. Register a free business account Series: Que Biz-Tech Paperback: 240 pages Publisher: Que Publishing; 1 edition (May 10, 2013) Language: English ISBN-10: 0789751046 ISBN-13: 978-0789751041 Product Dimensions: 6 x 0.5 x 9 inches

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 â€œwisdom of crowds.â€ 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 wonâ€™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 leadsâ€”and converting them faster, at higher margins. â€¢ Put the customerâ€”not the influencerâ€”at the center, and plan influence marketing accordingly â€¢ Recognize where each prospect stands in the purchase life cycle right now â€¢ Clarify how your consumers move from brand preference to purchase â€¢ Identify key micro-influencers who impact decisions at every stage â€¢ Gain indispensable insights into the context of online relationships â€¢ Recognize situational factors that derail social media brand recommendations â€¢ Understand social influence scoring models and overcome their limitations â€¢ Re-engineer and predict influence paths to generate measurable action â€¢ Master the â€œ4 Msâ€ of influence marketing: make, manage, monitor, measure â€¢ Transform influence marketing from a â€œnice-to-haveâ€ exercise into a powerful strategy Additional online resources can be found at www.influencemarketingbook.com

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