(as of Oct 23,2021 11:59:44 UTC – Details)
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.
From the Publisher
The concept of leveraging celebrities or those with influence to endorse or promote a product has been a fundamental part of marketing for centuries. But harnessing the voices of influencers—social media celebrities—requires a different approach to how you’ve traditionally spread your brand’s message. While requiring a shift in how you communicate and interact with your customers and audience, it can deliver results far beyond traditional returns. An expert in using social media for business, author Neal Schaffer presents a compelling case for adding influencers to your marketing strategy. Learn how to create and manage relationships with influencers, measure influencer marketing ROI, and identify the influencers who are right for your brand—as well as how to become a social media influencer yourself.
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, Neal 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.
Using employees as influencers is still a largely untapped resource. When looking at engaging with influencers or exploring ways of expanding a brand’s social media community, most people overlook the power of their employee base and the strength already in their company. They care about your message and they’re actually the group that is best able to deliver that message.
Schaffer presents 16 ways to work with influencers including gifting swag, promotion codes and discounts, content co-creation, sponsored content creation, and product collaborations.
The biggest challenge for many in influencer marketing remains finding the right influencer to partner with in the first place. The second is finding ways to engage in a mutually beneficial relationship. Part of this challenge is changing everyone’s mind-set to understand that it’s a relationship and not a transaction.
The return on your investment comes down to three simple questions: What was your objective? Did you achieve it? At what cost? Schaffer shares a list of key performance indicators as well as a comprehensive list of tools to assist in your analysis.
John Lee Dumas, Founder and host of Entrepreneurs on Fire
“Neal has written the manifesto for influencer marketing. If you’re trying to figure out how your business can IGNITE from the explosion of digital influencers, look no further.”
Jay Baer, Founder of Convince & Convert and coauthor of Talk
“On time and on-target, The Age of Influence is the ultimate guide to the most important acquisition technique of the 2020s. If you don’t read it, your competition will.”
Michael Stelzner, Founder of Social Media Examiner and Social Media Marketing World
“Trust is essential for the modern marketer. Working with trusted influencers is the lever that can break open opportunity. Neal Schaffer shows you precisely how to unleash influence so you can rapidly accomplish your marketing goals.”
John Jantsch, TITLE Author of The Self-Reliant Entrepreneur and Duct Tape Marketing
“Whether you want to become an influencer or influence an influencer, Neal’s book is such a smart, important read.”
Publisher:HarperCollins Leadership (March 17, 2020)
Item Weight:8 ounces
Dimensions:5.5 x 0.72 x 8.4 inches