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eText: 
ISBN-13 9780133391695ISBN-10 0133391698
Print: 
ISBN-10 0789751046ISBN-13 9780789751041
Author(s): Danny Brown; Sam Fiorella
Publisher: Que
Copyright year: © 2013 Pages: 240
Description

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.

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