As the official launch date of Influence Marketing: How to Create, Manage, and Measure Brand Influencers in Social Media Marketing nears, Danny Brown and I have been releasing teasers that highlight the work we’ve been doing over the past year.
Our Google+ Community has been participating in our planning, conversations and video chats, last week we released the results of an influence marketing survey of marketing and PR professionals, and this week we’re pleased to share a free download of Chapter 5 – Situational Influence: A New Model for a New Era
Here is a quick peak at the chapter’s opening:
“The end result of any good marketing effort is to identify, engage, and nurture the most qualified prospects, ensuring the leads generated drive the highest customer acquisition rate—or at least it should be. There’s been a backlash against the marketing industry, marketing professionals, and even some marketing software platforms because of what many see as their inability to measure the direct result of their efforts vis-à-vis the business’s bottom line.
The study of marketing—and social media in particular—is often criticized for being a soft science. Critics point to exercises such as branding, community building, and social engagement as examples of efforts that may raise awareness of the brand name but are rarely able to link directly to the specific sales or profits generated by those activities. The need to measure the return on investment (ROI) of social media activities—and by extension marketing—has become a rallying cry of business executives and pundits alike.
Others claim that many modern social engagement programs are ineffectual due to their focus on short-term strategies instead of long-term value. Here critics point to the trend in acquisition of simple measures of success such as followers, “Likes,” and shares. Others cite the use of social influence scoring platforms to identify brand advocates as short-cuts driving poor and inaccurate results because they avoid the real work required to drive long-term business value and bottom-line results.
Criticisms aside, the practice of influence marketing must be re-strategized if it’s going to become an effective marketing tactic for businesses and gain the favor of executives who control marketing budgets. The advent and use of today’s popular social influence platforms and scores is not influence marketing. These platforms are a good exercise in product and brand amplification, whereas true influence marketing is about measurable customer acquisition and lead conversion. This chapter lays the foundation for an influence marketing blueprint that demonstrates how the practice of influence marketing may return to driving measurable sales instead of just broad brand awareness.”
Expert from: Influence Marketing by Danny Brown and Sam Fiorella
Copyright © 2013 by Que Publishing
Thanks to all of the Sensei Blog’s community for your continued support and feedback!