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The New Influencers: A Marketer's Guide to the New Social Media (Books to Build Your Career by) Paperback – 1 May 2009

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New Influencers The influence of bloggers, podcasters, and users of other social media is profoundly disrupting the mainstream media and marketing industries. Paul Gillins The New Influencers explores these forces, who these new influencers are, their goals and motivations, takes a look at the changes they have initiated, and offers strategies for marketing within this dynamic new macrocosm. The New Influencers explores: Why social media are now so influential in consumer decisions Interacting with those within the blogosphere How to take advantage of this new medium The need for complete transparency Strategies for both small and large businesses Whether your company or or...

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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Amazon.com: 51 reviews
83 of 84 people found the following review helpful
Disappointing, lots of stories, little hard info 18 Jan 2008
By Amazon Customer - Published on Amazon.com
Format: Hardcover Verified Purchase
I bought this after reading all of the glowing reviews, but I guess I should have read between the lines. When other reivewers say this book is the one to buy if you're clueless about social marketing, they aren't kidding. If you know even a little about blogging, which is what this book spends most of its time on virtually ignoring other forms of social marketing, then you'll be left with a bunch of stories about awesome bloggers would did awesome things with little to no real advice on how to do something awesome yourself. Gillin seems to worship the ground bloggers walk on and spends most of the book, including all of the first couple of chapters, saying so. There are endless profiles and anecdotes but little "how to". By page 40, I found myself saying "so what?" a lot. If you like reading profiles and "case study lite" type stories, then get this book. If you're looking for information on how to actually engage in social marketing (especially other than blogs), influence people and use social marketing to improve your business, a quick search on the net would turn up more useful (and free!) information.
19 of 21 people found the following review helpful
All Marketers and PR People Should Read This Book 30 April 2007
By Dianna Huff - Published on Amazon.com
Format: Hardcover
If you're an experienced marketer or PR professional and have no clue how social media will impact (if it hasn't already) your industry or business, then you must buy this book.

Using lots of case studies, interviews, and his own insights, Paul Gillin explains why blogging, podcasts, and social media sites such as Digg are changing how companies and their customers relate to each other.

In other words, thanks to these new technologies, the customer is now in the driver's seat. Make a wrong move -- ignore a negative blog post or post "canned" marketing messages to your corporate blog -- and your customers, prospects, and the blogosphere will let you know immediately that they don't appreciate your tactics.

Do it right and you'll win their appreciation.

However, this book isn't only about keeping the blogosphere happy. It's also about how you can use blogs and podcasts to gain media exposure, engage in converations with your customers, and build new business.

I read this book in three sittings. The content is well-written, easy to read, and interesting. Gillin explains all terms and gives detailed case studies about what works and what doesn't.

I came away with over a dozen ideas for my own blog plus ideas on how I can use things like podcasts for my clients. The key take-away for me is this, "Don't be afraid to experiment and see what works." Who knows -- you just may be the next big success story.

Bottom line: A must-read book for anyone involved in marketing and PR.
18 of 21 people found the following review helpful
Influencing people on the Web: Real word examples, not theory 5 May 2007
By David M. Scott - Published on Amazon.com
Format: Hardcover Verified Purchase
In his terrific exploration of The New Influencers, Paul Gillin shows how organizations are communicating directly with important constituents. And he does it using real word examples, not theory.

In the past, marketers could try all kinds of expensive advertising to get the word out to new buyers, with little to show for the investment. These are companies where the existing customers love the products, but the media doesn't seem to care. Many people are saying that big budget marketing and PR programs just aren't working anymore so they are asking: "How do you get noticed in a crowded marketplace?"

Gillin shows the power of online thought leadership and communicating to people directly without the advertising and media filter. Imagine if people learn about you on the Web first, so when they to contact you, the sale is already partly done, That's the power of online thought leadership.

The New Influencers shows marketers at agencies as well as those who work for companies, nonprofits, and other organizations how to harness the power the Web. It is an important riff on how the Web has made public relations public again, after years of almost exclusive focus on the media.
22 of 27 people found the following review helpful
A marketing book that explains a new approach to use when promoting yourself, your services, and/or your products! 22 July 2007
By Jeff Lippincott - Published on Amazon.com
Format: Hardcover
I'm one of the New Influencers! Yes, that's right. I write book reviews on Amazon about products that other people sell. I'm either helping or hurting those sales. Thus, I'm a new influencer within the meaning of this book.

I liked this book a lot. It was well-written and very informative. Not that it told me anything I probably didn't know since I use the Internet in a large part of my day-to-day life. But it documents what I believe to be reality when it comes to using the Internet to promote and market oneself, his services, and his products.

The book has 17 chapters as follows:

1. The origins of social media
2. From chaos, structure
3. Enthusiasts
4. Influencer profile - the Gadget King
5. Measures of influence
6. Corporate conversations
7. Influencer profile - the Corporate Renegade
8. Small is beautiful
9. Putting "public" back into public relations
10. Influencer profile - the Marketer
11. The talkers
12. Influencer profile - the Sound Man
13. Tools of the trade
14. Influencer profile - the Toolmaker
15. Going viral
16. Influencer profile - the Guerilla
17. Next stop

This book will help you harness the power of the Web in order to further your marketing efforts. You can play the game as a mere participant. Or, after reading this book, you can play the game as a leader and having the masses working for you for free the way Amazon has me writing book reviews. 5 stars!
3 of 3 people found the following review helpful
***Not for the timid marketer.*** 1 Nov 2007
By K. Primeau - Published on Amazon.com
Format: Hardcover
Marketers aspire to have that one-to-one with consumers in which there's two-way communication. With the rise of the social media, marketers have scrambled to attach themselves to the coattails of phenomena such as MySpace, Facebook, Second Life and others. Enthusiast sites, blogosphers and online portals where customers can express themselves, be heard, and connect with their peers certainly holds appeal and promise. But the fact remains that some elements that come along with two-way communication are - in a word - terrifying.

As Gillin writes, "Powerful voices are emerging: people and groups who have the capacity to move markets and challenge institutions". Never before has one consumer had the potential to directly impact the company's business and reputation. These "new influencers" are passionate, outspoken and they now have plenty of platforms to be heard.

Gillin navigates you through the ins and outs of this social medium. He gives real-world examples of what works, what doesn't, and why. If you have only one take-away from this book, understand rule #1 is that you must be genuine in your intentions as well as your communications. The New Influencers will know the difference and respond passionately for better or for worse.

But if you're brave enough to put your customers in the driver's seat AND you're genuine in your commitment to provide a service to them, you just may witness your customers transform into powerful brand advocates and champions.
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