Winfluence: Reframing Influencer Marketing to Ignite Your Brand

Winfluence: Reframing Influencer Marketing to Ignite Your Brand

by Jason Falls

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Overview

Winfluence by award-winning digital strategist Jason Falls, is THE authoritative book about influencer marketing from the perspective of businesses and brands. An invaluable guidebook for marketing managers, small business owners, marketing consultants and agencies alike, the book explains how influencers came to be, how they came to be so powerful, why so many brands are counting on influencer marketing for business success and how anyone who is not, now can. This book not only explains the who, what, when, where, and why of influencer marketing but then adds the how—more specifically and predictably than other books can hope for. It offers detailed guidelines, case studies, cutting-edge ideas, how-tos for measuring success, and more to help any business owner, marketer, agency account person, or digital strategist see and seize the opportunity to drive business results. Through a series of narrative stories, interviews, and case studies, the book illustrates how to take what many people consider good influencer marketing to a new level of success from a long-tail perspective—not short-term, one-off executions.


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Product Details

ISBN-13: 9781642011340
Publisher: Entrepreneur Press
Publication date: 02/23/2021
Pages: 320
Sales rank: 569,692
Product dimensions: 6.00(w) x 8.90(h) x 0.80(d)

About the Author

Jason Falls is a leading digital strategist, author, speaker and thinker in the digital and social media marketing industry. He is an innovator in the conversation research segment of social analytics, having published the first-ever Conversation Report in 2012. That work eventually led to him founding the Conversation Research Institute which mined online conversations for consumer insights for businesses of all sizes. An award-winning strategist and widely read industry pundit, Falls has been noted as a top influencer in the social technology and marketing space by Forbes, Entrepreneur, Advertising Age and others. A 2014 Forbes article named him one of 10 business leaders all entrepreneurs should follow on Twitter, along side Richard Branson, Mark Cuban, Tom Peters and Tony Hseih. Jason Falls is the co-author of two books: No Bullshit Social Media: The All-Business, No-Hype Guide to Social Media Marketing (Que 2011), co-authored with Erik Deckers; and The Rebel’s Guide to Email Marketing (Que 2012), co-authored with DJ Waldow. His third book is slated to be published in the summer of 2020. Falls is also noted for founding SocialMediaExplorer.com, the top marketing blog in the world according to AdAge’s Power 150 in October of 2010.

Table of Contents

Foreword David Meerman Scott xv

Introduction The influencer stunt that wasn't xix

The Perfect Storm xx

The Truth xxii

Defining Winftuence xxiii

What You Can Expect from This Book xxiv

Part I The problem with "influencer" marketing

Chapter 1 How influencer marketing became a problem 3

Defining Influencers 5

How Influencers Came to Be 6

The Genesis of Social Media 7

The Signal to Noise Problem 10

Influencers Are Legit 12

Word of Mouth as Influencer Marketing 15

Chapter 2 Why consumers care about influencers 17

Fish Where the Fish Are 19

Conflicting Perspectives 21

Word of the Day: Surrogation 22

Chapter 3 The difference between influencers and those with influence 29

The Six Principles of Influence 31

Why Prescribe Arii's Future Efforts? 36

A Typology of German-Speaking Influencers 36

The Problem with "Influencer" Marketing 39

Chapter 4 Reframing "influencer" marketing 41

Defining Influence Marketing 42

Redefining the Types of Influential People 43

The Three Types of People Who Influence 45

How to Align with People Like Them 47

Types of Impact 50

Apply the Marketing Filter 52

Part II The strategy of influence

Chapter 5 Approaching influence marketing strategically 57

Ladder Up 59

The Business Drivers of Influence Marketing 60

Start with the Business Goals 62

Let Strategies Guide Tactics 63

Measure to Your Goals 65

Plan to Measure 66

Measure Influential People Granularly 69

The Residual Benefits of Being Smart with Influence Partners 71

Chapter 6 How to build influence marketing campaigns 73

Decide Goals 76

Define Your Audience 81

Delineate Influential People 82

Develop Assets 83

Deliver Messages 84

Determine Successes 84

Build Your Blueprint 85

Chapter 7 Identifying those with influence 87

How Do You Find Good Influence Partners? 90

Good Influence Partners Make Brand Sense 92

Good Influence Partners Deliver and Prove It 93

Good Influence Partners Meet Your Goals 93

The Winfluence Priority Scorecard 94

Influence Marketing Software 96

Software Alone Is Not the Solution 98

The Five Key 'Tudes of Your Audience 99

The Final Filter for Prioritizing Your People of Influence 101

The Payoff of Using Your Circles of Influence 104

Don't Lose Sight of Right 105

Chapter 8 Building a content arsenal 107

Build Your Arsenal 109

Anticipate Being Flexible 114

If Content Is King, You Become a Kingmaker 114

Chapter 9 The art of engaging those with influence 117

There's More Research to Do 119

Don't Forget People with Real Influence 120

Creating the Pitch Opportunity 120

The Gift of the Golden Phrase 122

Prioritizing Your Partners 123

Defining a Budget 123

Prepare the Pitches 125

Examples of a Good Pitch 127

What Happens When They Don't Respond? 132

Part III Winfluence in action

Chapter 10 The four purposes of influence 137

Influence Marketing's Reasons for Being 138

What the Purposes Mean for You 145

Chapter 11 Employing advertising influence (persuade) 147

Express Drives Sales, Efficiency 148

The Online/Off-line Success Hybrid 149

One Influence Partner, Increased Sales 150

One More Influence Partner, Increased Sales 151

The Beauty of a $1 Billion Influence Budget 152

Persuasion Is the New Trend 153

Chapter 12 Employing public relations influence (association) 155

Associating a Brand with a Lifestyle 157

Spend Marketing Dollars Today, Measure Success in 2040 158

An Influence Partner Without Influence Platforms 159

Aligning a Brand with Death 160

Changing Perceptions Through Influence Strategies 161

It's All About (Public) Relations 162

Chapter 13 Employing ratings and review influence (validate) 165

The Right Way and the Wrong Way to Manufacture Reviews 166

How to Use influence Marketing for Reviews 167

A Review for a Luxurious Night's Sleep 170

Leveraging Social Content as Online Reviews 171

The Power of Product-Only Payment 172

Be Intentional About Reviews 173

Chapter 14 Employing word-of-mouth influence (enthuse) 175

True Word-of-Mouth Is a Strategy 176

Is Payment an Authenticity Killer? 179

Influence Partners Are Word-of-Mouth Fire Starters 181

Got (Chocolate) Milk? 182

Creating Word of Mouth Across a Brand Portfolio 183

The Magic of Mutually Beneficial Organic Influence 184

Word of Mouth Is the Holy Grail of Influence Marketing 185

Chapter 15 Measuring influence success 187

We Can't Wait on Agreement 188

Measurement Is All About Goals 189

The Imperative of Goal Clarity 190

Measurement Mapping 191

Deploy the Mechanisms 195

Now You Can Measure Success 196

The Winfluence Success Scorecard 196

Part IV The human side of influence

Chapter 16 Where technology hurts, hot helps 203

Technology Is Not Meant to Replace Humanity 204

Technology Is Only as Good as Its User 205

The Influence Technology Gap 206

Technology Doesn't Build Relationships 207

The Mistake of Technology 208

Chapter 17 Becoming an influential brand 211

Becoming a Thought Leader 212

The Influence Approach to Building Trust 213

The Influence Brand Lesson from the Content Marketing Masters 215

The B2B Twitter Version of Becoming an Influential Brand 217

Is It Influence Marketing or Content Marketing? 218

Appendix A Winfluence priority scorecard 221

Appendix B Winfluence success scorecard 223

Acknowledgments 225

About the author 229

Index 231

Customer Reviews