Product Description

The influence of bloggers, podcasters, and users of other social media is profoundly disrupting the mainstream media and marketing industries. Paul Gillin s 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 organization should start a blog

Product Details

• Amazon Sales Rank: #3372 in Books
• Published on: 2007-04-15
• Released on: 2007-03-01
• Original language: English
• Number of items: 1
• Binding: Hardcover
• 258 pages

Review
"As word of mouth loses opinion-forming power to word of blog, companies are faced with a revolution in how their brands and corporate image will be shaped in the future. Paul Gillin provides a very insightful and well-written guide on how to effectively benefit from these dramatic changes. A must read!" --Patrick J. McGovern, founder and chairman, International Data Group (IDG)

"I heartily recommend the books by both Robert Scoble and Paul Gillin and you should jump at the chance to hear them in person." -- Mike Moran, Biznology Blog

"I'd suggest this book for any manager or senior executive who doesn't "get" social media." -- Sam Decker, Decker Marketing

"If you're interested in blogging and how it's changing the face of marketing, then you should get your hands on Gillin's book." -- John Frost, The Disney Blog

"Individuals, armed with technology, are seeking out others like themselves and sharing their opinions with the world. There s a new breed of influencers and they re talking about your brand. Gillin has managed to capture the essence of trend and what it means for marketers." --Steve Rubel, Micro Persuasion

"Paul Gillin gets it. I don't know how to put it any other way. He not only sees the new social media, he has the clearest perspective on the actual cultural impact. This book is a must read-either in print or otherwise." -- Paul Greenberg, CRM at the Speed of Light 3rd Edition

"This is a benchmark book on the anatomy of influence in our rapidly changing world. Gillin brings his engaging and brilliant journalistic style to a profound topic with flair and thoughtfulness. Read this book." -- Larry Weber, founder of The Weber Group and W2Group

"This is a benchmark book...Gillin brings his engaging and most times brilliant journalistic style to a profound topic. Read this book." --Larry Weber, founder of The Weber Group and W2Group

From the Inside Flap
The New Influencers explores:

* Why social media are now so influential in consumer decisions

* How to 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 organization should start a blog

About the Author
Paul Gillin is a veteran technology journalist with more than 23 years of editorial leadership, including positions as editor in chief of Computerworld and TechTarget. He is principal of Paul Gillin Communications, a marketing firm specializing in technology and new media. Author hometown: Framingham, MA

Customer Reviews

Marketing and influencing on the web
For those of us who are just getting into a website of our own, this is an exceptionaly helpful book. Paul Gillin is one of the eight or ten highly knowledgeable marketer's on the web, and focuses on how to communicate effectively with your constituents. With my lack of experience in the field, I spend time every day searching for ways to build traffic and market my company. Gillin is a godsend and he's created a model which he calls conversation marketing. I've found that it works. When a book achieves its goals, which Gillin's certainly does, that's the best possible recommendation.

A Good Primer on Web 2.0 and Interactive Social Media...
Although it deals almost exclusively in detail with blogs and podcasts, and not too much with social networks and online communities, "The New Influencers" is a "must read" for anyone interested in next generation interactive online media. The author's analysis of the need for businesses, both large and small, to have an interactive "voice" online is right on the mark, as is his insight that its actually easier and immediate (and effective) for small businesses to begin to use blogs and podcasts than it is for larger more visible bureaucratic organizations. From his example of Thomas Mahon, the Saville Row tailor who revolutionized his business by using a blog to educate the world on quality tailoring, to Duane Keiser, who didn't make any money selling his art until he blogged, or the originations of the new media guerilla marketing firm NightAgency, Gillin does a good job of giving concrete, real world examples to back up statistics on interactive new media "influencers" influence. Right up there with "Groundswell," "We are smarter than Me," and "Smart Start-Ups," "The New Influencers" is one of a half a dozen or so books on the topic that deserve a permanent place in the library of any person or institution interested in or involved in the new world of social media.

Depth and perspective
Books about Web tools and strategies for marketers tend to be written hastily, for two reasons: primacy and recency. With respect to the former, the marketing consultants who write these books want to build visibility in the market quickly, and to be perceived as pioneers, because the competition is intense. With respect to the latter, the web environment evolves and shifts daily; so authors worry that taking time to cover these topics in depth, present meaningful case studies, verify factual accuracy, and polish prose might unduly delay publication beyond the point timeliness. Among the several books I've read about Web 2.0 marketing, Gillin's book is the most sophisticated, with ample real-world cases and examples -- and the least evangelistic. While many of the authors in this "space" come across as self-serving buzz-meisters, Gillin is enthusiastic but circumspect.