The New Influencers: A Marketer's Guide to the New Social Media (Hardcover)

~ (Author)
Key Phrases: naked conversations, new influencers, blog swarms, The New Influencers, Steve Rubel, New York Times (more...)

Editorial Reviews

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

Review

"This is a benchmark book. Gillin brings his engaging and brilliant journalist style to a profound topic with flair and thoughtfulness. Read this book!" —Larry Weber, founder, The Weber Group and W2Group

"Gillin makes a persuasive case for companies' reaching out to bloggers—they are still seeking information, and many are embracing social media."  —Wall Street Journal

"If you haven't immersed yourself in blogs or started one yourself, The New Influencers can tell you what is popular, what type of blogs work, and what king of impact they're having across the consumer and corporate worlds." —Dean Takahashi, San Jose Mercury News

"Gillin has managed to capture the essence of trend and what it means for marketers. 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." —Steve Rubel, MicroPersuasion

"This is essential reading for anyone who missed the blogging train when it left the station."  —Seth Godin, author, Small Is the New Big

"Offers practical advice for anyone to increase brand presence and capture new audiences in the online space . . . Gillin's in-depth analysis, research and insights remain strong and reliable."  —Fast Company

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Product Details

• Hardcover: 258 pages
• Publisher: Linden Publishing (March 1, 2007)
• Language: English
• ISBN-10: 1884956653
• ISBN-13: 978-1884956652
• Product Dimensions: 9.4 x 6 x 1.2 inches
• Shipping Weight: 12 ounces
• Average Customer Review: 4.4 out of 5 stars  See all reviews (49 customer reviews)
• Amazon.com Sales Rank: #349,543 in Books (See Bestsellers in Books)

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Customer Reviews

Most Helpful Customer Reviews

77 of 78 people found the following review helpful:

1.0 out of 5 stars Disappointing, lots of stories, little hard info, January 17, 2008

By	C. Kim - See all my reviews (REAL NAME)

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:

5.0 out of 5 stars All Marketers and PR People Should Read This Book, April 30, 2007

By	Dianna Huff - See all my reviews (REAL NAME)

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:

5.0 out of 5 stars Influencing people on the Web: Real word examples, not theory, May 5, 2007

By	David M. Scott "David Meerman Scott" (Boston, MA) - See all my reviews (REAL NAME)

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.