The New Influencers: A Marketer's Guide to the New Social Media [Hardcover]

Paul Gillin (Author), Geoffrey A. Moore (Foreword)

Book Description

Publication Date: April 15, 2007 | ISBN-10: 1884956653 | ISBN-13: 978-1884956652

Blogging, podcasting, and other social media are profoundly disrupting the mainstream media and marketing industries. Paul Gillin’s The New Influencers explores these forces at work, identifying the new influencers, their goals and motivations, and offers strategies for both large and small organizations on how to influence the influencers.

Editorial Reviews

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

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

See all Editorial Reviews

Product Details

• Hardcover: 258 pages
• Publisher: Linden Publishing (April 15, 2007)
• Language: English
• ISBN-10: 1884956653
• ISBN-13: 978-1884956652
• Product Dimensions: 9.4 x 6 x 1.2 inches
• Shipping Weight: 12 ounces (View shipping rates and policies)
• Average Customer Review: 4.4 out of 5 stars  See all reviews (51 customer reviews)
• Amazon Best Sellers Rank: #922,654 in Books (See Top 100 in Books)

More About the Author

Paul Gillin is a writer, speaker and online marketing consultant. For nearly 20 years he was a print journalist, but he fell in love with the Internet and made the switch to all-digital in 1999.

Today he specializes in advising businesses on how to use social media for marketing, customer service and business transformation. His 2007 book, The New Influencers, was one of the first to document changes in markets being driven by citizen publishers. He's written four more books since then, while also contributing regularly to BtoB magazine, an assortment of marketing blogs and two blogs of his own.

Based in Boston, Paul is an avid Red Sox fan and season ticket holder who enjoys travel, cooking, skiing and scuba diving. His twin toddler daughters keep him plenty busy.

His website is www.gillin.com and he blogs at www.paulgillin.com and www.newspaperdeathwatch.com.

Most Helpful Customer Reviews

82 of 83 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

Format:Hardcover|Amazon Verified Purchase

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

Format:Hardcover

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

Format:Hardcover|Amazon Verified Purchase

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.

22 of 27 people found the following review helpful

5.0 out of 5 stars A marketing book that explains a new approach to use when promoting yourself, your services, and/or your products! July 22, 2007

By Jeff Lippincott VINE™ VOICE

Format:Hardcover

I'm one of the New Influencers! Yes, that's right. I write book reviews on Amazon about products that other people sell. I'm either helping or hurting those sales. Thus, I'm a new influencer within the meaning of this book.

I liked this book a lot. It was well-written and very informative. Not that it told me anything I probably didn't know since I use the Internet in a large part of my day-to-day life. But it documents what I believe to be reality when it comes to using the Internet to promote and market oneself, his services, and his products.

The book has 17 chapters as follows:

1. The origins of social media
2. From chaos, structure
3. Enthusiasts
4. Influencer profile - the Gadget King
5. Measures of influence
6. Corporate conversations
7. Influencer profile - the Corporate Renegade
8. Small is beautiful
9. Putting "public" back into public relations
10. Influencer profile - the Marketer
11. The talkers
12. Influencer profile - the Sound Man
13. Tools of the trade
14. Influencer profile - the Toolmaker
15. Going viral
16. Influencer profile - the Guerilla
17. Next stop

This book will help you harness the power of the Web in order to further your marketing efforts. You can play the game as a mere participant. Or, after reading this book, you can play the game as a leader and having the masses working for you for free the way Amazon has me writing book reviews. 5 stars!