Table of Contents

Foreword
From ‘The Dip’ by Seth Godin

Preface
Nick Hayes

Introduction xi
Duncan Brown and Nick Hayes

1 Marketing is broken
2 What’s wrong with traditional marketing today?
4 Decision-maker ecosystems
5 How influence works
6 Who are your influencers?
7 Identifying and ranking influencers
8 Who should evaluate the influencers in your market?
9 Marketing to influencers
10 Good, bad and ugly influencers
11 Marketing through influencers
12 Marketing with influencers
13 Evaluating influencer marketing
14 Influencer marketing and word of mouth
15 Social media – the new influence enablers
16 Influencing through social media
17 Influencing consumers
18 Influencers in consumer markets
19 How to structure influencer marketing in your organisation
20 Making influencer marketing work for your company
21 The future of influencer marketing

Index

About the Author

Duncan Brown is Influencer50's Head of European Operations. He has 18 years of experience in the IT industry, firstly as a software developer and latterly as an Industry analyst. He was formerly Director of Consulting at IDC, and held a similar role at Ovum. His clients include BT, HP, IBM, Microsoft, Oracle, Vodafone and other leading IT and telecoms providers. Duncan is in high demand as a thought leader and keynote speaker. Nick Hayes is Influencer50's managing director. He has over 20 years experience working in technology marketing, for companies as large as Microsoft, HP, Sun Microsystems and Adobe to start-ups and niche players. Former founder of a successful technology PR firm, Nick saw that traditional PR was becoming commoditised, with clients simply trying to squeeze a little more coverage out of the same model of press relations.

Reviews

Brown and Hayes have written a wonderful, well structured and easy to read page turner about a fascinating idea that should affect the way every thinking marketer should see the world. Christoph Kaderli, Vice President EMEA Marketing, Performance Management & Alliances at Cognos Ltd & CMO Council Europe Advisory Board Member.

"Today's market is truly 'always on'. This is having a dramatic impact on the way that we market and sell to our existing customers and prospects.
Influencer Marketing provides an excellent reference on how you can drive and achieve significant change in your traditional mindset to ensure that you can address the new and dynamic challenges that now appear every day'.
Ask yourself, 'Do I change or do more of the same? There is only one correct answer" . Jim Cassidy VP Marketing EMEA, BEA Systems

A thought provoking book that challenges the way we think and who we target. A must for any skilled marketer wishing to beat his competitor." Dr Anthony Marsella, Chief Marketing Officer Samsung Electronics and co-author "Marketing Revolution".

"Cutting Edge Marketing at its best. This is a must read for any Technology Marketer" James Hart, Marketing Director, EMEA, Research In Motion
(Blackberry)

"If you think you know about marketing in the 21st century, press & analyst relations, the value of conferences, the buying cycle - think again.
Influencer Marketing will make you question even your basic understanding of marketing, and who really wields power in the market place." Joe Barrett, Director, Strategic Marketing, Qualcomm Europe

"This book explains why today's marketing model is a very different playing field. ROI is high on the agenda. The power of the network enables emphasis on 1:1 conversations and choice, dialogues and communities, which in turn leads to honesty and transparency in messaging." Jon Tutcher Head of Marketing, Sun Microsystems UK & Ireland

"Influencer Marketing brings together common sense with some insightful ideas in a book that provides marketers with useful tips for extending their own influence." Ruth Mortimer, Editor, Brand Strategy Magazine

“It is rare to find a marketing book which is useful from page one. Most provide useful maxims to include in presentations, but few back this up with practical approaches to use in anger in the workplace. Influencer Marketing has been invaluable in focusing my organisation on the invisible influencer". Robert Posner, European Marketing Director, Harte-Hanks