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The Age of Influence: The Power of Influencers to Elevate Your Brand - Paperback | Diverse Reads

The Age of Influence: The Power of Influencers to Elevate Your Brand

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The Age of Influence is an essential guide for marketing professionals and business owners who want to create and implement a highly effective, sustainable influencer marketing plan in order for their brands to succeed.

We are amid 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.

Internationally-recognized social media marketing expert Neal Schaffer 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 credible and authentic way.

In The Age of Influence, 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, effectively spreading their message digitally, and increasing usage of ad-blocking technology.

ISBN-13: 9781400216369

Media Type: Paperback

Publisher: HarperCollins Leadership

Publication Date: 03-17-2020

Pages: 288

Product Dimensions: 7.00(w) x 17.10(h) x 11.30(d)

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.

Table of Contents

Acknowledgments vii

Introduction xiii

Part 1 Why Influencer Marketing? 1

1 The Origins of Influence in the Modern World 5

2 The Emergence of Digital and Social-And the Importance of Content 15

3 Social Media Was Made for People 25

4 How Visual Social Presents New Challenges to Businesses and New Opportunities to Influencers 37

5 Your Community Is Always a Subset 51

Part 2 Understanding Influencers and the Ways You Can Engage with Them 59

6 Understanding the Influencer Landscape 61

7 The Employee as Influencer 77

8 The Sixteen Different Ways to Collaborate with Influencers 89

Part 3 How to Work with Influences to Generate Massive Results 109

9 To Buy or to Build 111

10 Developing the Foundations of an Influencer Marketing Strategy 129

11 The Art and Science of Influencer Identification 149

12 Creating and Managing Influencer Relationships 165

13 The Tools of the Influencer Marketing Trade 183

14 Measuring Your Influencer Marketing ROI 197

Part 4 Becoming an Influencer Yourself 207

1 5 Why and How Every Business Should Become More Influential 209

16 How to Become a Social Media Influencer Yourself 221

17 Final Thoughts 235

Endnotes 245

Index 259

About the Author 267