Influence Marketing: How to Create, Manage, and Measure Brand Influencers in Social Media Marketing (Paperback)

Danny Brown, Sam Fiorella

  • 出版商: QUE
  • 出版日期: 2013-05-10
  • 定價: $875
  • 售價: 8.0$700
  • 語言: 英文
  • 頁數: 240
  • 裝訂: Paperback
  • ISBN: 0789751046
  • ISBN-13: 9780789751041
  • 相關分類: 行銷/網路行銷 Marketing
  • 立即出貨 (庫存 < 4)

商品描述

Identify and Manage the Influence Paths That Convert Brand Awareness to Customer Acquisition!

 

Today, you face a brutally tough, maddeningly elusive new competitor: the “wisdom of crowds.” 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 won’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 leads—and converting them faster, at higher margins.

 

• Put the customer—not the influencer—at the center, and plan influence marketing accordingly

• Recognize where each prospect stands in the purchase life cycle right now

• Clarify how your consumers move from brand preference to purchase

• Identify key micro-influencers who impact decisions at every stage

• Gain indispensable insights into the context of online relationships

• Recognize situational factors that derail social media brand recommendations

• Understand social influence scoring models and overcome their limitations

• Re-engineer and predict influence paths to generate measurable action

• Master the “4 Ms” of influence marketing: make, manage, monitor, measure

• Transform influence marketing from a “nice-to-have” exercise into a powerful strategy

 

Additional online resources can be found at www.influencemarketingbook.com

 

商品描述(中文翻譯)

識別和管理將品牌知名度轉化為客戶獲得的影響途徑!

今天,您面臨著一個極其艱難且難以捉摸的新競爭對手:「眾人的智慧」。社交媒體使消費者能夠全天候地接觸到他們最積極參與的同行的態度和推薦。這些觀點塑造了購買決策。這些觀點是您必須塑造和利用的觀點。影響行銷不僅僅能幫助您識別和招募關鍵影響者,還能幫助您管理導致消費者購買的影響途徑。通過分享來自開創性影響行銷人員的寶貴經驗證據,Danny Brown和Sam Fiorella提供了一個藍圖,將影響行銷推向超越簡單品牌知名度,進入銷售獲得和客戶終身價值度量的領域。他們將新工具和技術整合到一個完整的方法論中,以產生更多更好的潛在客戶,並以更高的利潤轉化他們。

• 將客戶(而不是影響者)置於中心位置,並相應地規劃影響行銷
• 確定每位潛在客戶目前在購買生命週期中的位置
• 澄清消費者如何從品牌偏好轉向購買
• 確定在每個階段影響決策的關鍵微影響者
• 獲得對線上關係背景的不可或缺的洞察
• 認識破壞社交媒體品牌推薦的情境因素
• 理解社交影響評分模型並克服其局限性
• 重新設計和預測影響途徑以產生可衡量的行動
• 掌握影響行銷的「4M」:製作、管理、監控、測量
• 將影響行銷從「好事可做」的活動轉變為強大的策略

更多線上資源可在www.influencemarketingbook.com找到。