Cultivating Influence: Identify, Reach, and Engage Influencers

Influencer marketing is much more than who has the largest number of followers.

In our new eBook, Cultivating Influence, we’ll explore influencer management and marketing in depth:

Why does influence matter? Is it really worth our time? In an ever-changing digital landscape, the influencer may keep us afloat.

What is influence? We look back to ancient Greece for the first answers from Aristotle and the classics as our foundation of influence.

How does influence work? Discover the six principles of persuasion, originally developed by Dr. Robert Cialdini, adapted for influencer marketing. How do we use the principles of persuasion in our influencer communications?

Who is an influencer? Influencer identification used to be simple: just count who had the most followers. We know now that influence is far more than the biggest audience. We’ll explore our READ framework for identifying influencers:

  • Reach: audience size still does matter
  • Engagement: who can persuade audiences to take action?
  • Alignment: does the influencer spend most of their time topically aligned to our goals?
  • Data: how can we understand the influencer’s content and audience to craft the most relevant messages?

How do we measure influencer marketing? If we can’t measure it, we can’t manage it. We’ll look at how popular tools like Google Analytics can be adapted to measure influencer communications and what other tools we’ll need to build a complete picture.

Ready to get started? Download your copy of Cultivating Influence today!

Christopher S. Penn
Vice President, Marketing Technology

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Posted on February 1, 2016 in Book, Influence, Marketing, Public Relations

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About the Author

Christopher S. Penn is an authority on digital marketing and marketing technology. A recognized thought leader, author, and speaker, he has shaped three key fields in the marketing industry: Google Analytics adoption, data-driven marketing and PR, and email marketing. Known for his high-octane, here’s how to get it done approach, his expertise benefits companies such as Citrix Systems, McDonald’s, GoDaddy, McKesson, and many others. His latest work, Leading Innovation, teaches organizations how to implement and scale innovative practices to direct change. Christopher is a highly-sought keynote speaker thanks to his energetic, informative talks. In 2015, he delivered insightful, innovative talks on all aspects of marketing and analytics at over 30 events to critical acclaim. He is a founding member of IBM’s Watson Analytics Predictioneers, co-founder of the groundbreaking PodCamp Conference, and co-host of the Marketing Over Coffee marketing podcast. Christopher is a Google Analytics Certified Professional and a Google AdWords Certified Professional. He is the author of over two dozen marketing books including bestsellers such as Marketing White Belt: Basics for the Digital Marketer, Marketing Red Belt: Connecting With Your Creative Mind, and Marketing Blue Belt: From Data Zero to Marketing Hero.
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