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| earned media value influencer marketing: Winfluence Jason Falls, 2021-02-23 Winfluence by award-winning digital strategist Jason Falls, is THE authoritative book about influencer marketing from the perspective of businesses and brands. An invaluable guidebook for marketing managers, small business owners, marketing consultants and agencies alike, the book explains how influencers came to be, how they came to be so powerful, why so many brands are counting on influencer marketing for business success and how anyone who is not, now can. This book not only explains the who, what, when, where, and why of influencer marketing but then adds the how—more specifically and predictably than other books can hope for. It offers detailed guidelines, case studies, cutting-edge ideas, how-tos for measuring success, and more to help any business owner, marketer, agency account person, or digital strategist see and seize the opportunity to drive business results. Through a series of narrative stories, interviews, and case studies, the book illustrates how to take what many people consider good influencer marketing to a new level of success from a long-tail perspective—not short-term, one-off executions. |
| earned media value influencer marketing: Spin Sucks Gini Dietrich, 2014 Go beyond PR spin! Master better ways to communicate honestly and regain the trust of your customers and stakeholders with this book. |
| earned media value influencer marketing: Ultimate Guide to Influencer Marketing Eric Butow, Stephanie Garcia, 2024-05-07 Leverage the power of influencer marketing for your business. The Ultimate Guide to Influencer Marketing is a comprehensive resource that equips small business owners with the knowledge they need to effectively connect with influencers. This book covers crucial aspects of influencer marketing, offering practical advice and actionable strategies. Learn more about: The importance of investing in influencer marketing for your business Identifying the right type of influencer for your brand and product Working with micro-influencers that are niche specific and budget friendly Organizing and running your influencer marketing campaigns Analyzing the results of your campaign to maximize your ROI Leveraging influencer relationships to grow your business Ultimate Guide to Influencer Marketing is an essential tool for small business owners looking to harness the power of influencer marketing. |
| earned media value influencer marketing: The Age of Influence Neal Schaffer, 2020-03-17 The Age of Influence is an essential guide for marketing professionals and business owners who want to create and implement a highly effective, sustainable influencer marketing plan in order for their brands to succeed. We are amid an unprecedented digital transformation and tapping into this change is vital to any brand in today’s climate. Social media has democratized authority and influence, and information is created and consumed in ways that are constantly evolving. Internationally-recognized social media marketing expert Neal Schaffer explains how that shift plays a significant role in online marketing in the Influencer Era. Influencer marketing is about establishing relationships, turning fans into influencers, and leveraging that influence to share your message in a credible and authentic way. In The Age of Influence, Schaffer teaches entrepreneurs, marketing executives, and cutting-edge agencies how to: Identify,?approach, and engage the right influencers for their brand or product. Determine?what resources to put behind influencer campaigns. Manage the business side of influencer marketing, including tools that will help?measure ROI. Develop?their brand’s social media voice to become an influencer in its own right. This book is the definitive guide to addressing the issues disrupting marketing trends, including declining television viewership, growing social media audiences, effectively spreading their message digitally, and increasing usage of ad-blocking technology. |
| earned media value influencer marketing: Influencer Marketing Lauren Gurrieri, Jenna Drenten, Crystal Abidin, 2024-12-16 Influencer marketing often gets touted as more authentic, democratised, credible, and relatable than traditional marketing tactics. But such hype glosses over its messy sociocultural dynamics and underlying disparities. This book discusses and debates the complexities of influencer marketing, casting a critical and interdisciplinary lens on its practices, consumption, and far-reaching societal impact. Beneath the surface of likes, shares, and selfies lies critical questions around power imbalances, tensions, and transformations in a content-driven marketplace. How have historical, economic, and technological changes shaped the development and maturation of influencer marketing as a scholarly field and an industry practice? Who attains the mantle of an influencer; what attributes transcend traditional categorisations; how are the complexities of identity portrayed through influencer culture; and how do so-called ‘nontraditional influencers’ connect with audiences and disseminate their perspectives in unique ways? How do evolving influencer-audience relationships foster mutual benefits and potential pitfalls? Influencer marketing has evolved from a marketing tactic to a cultural phenomenon. It is shaped, and is shaped by, the currents of culture. By bridging theoretical perspectives and crossing disciplinary boundaries, the chapters in this volume advance the readers’ understanding of influencer marketing by bringing to life its complexities, embracing its messiness, and highlighting future potentialities. The chapters in this book were originally published as a special issue of Journal of Marketing Management. |
| earned media value influencer marketing: Influencers and Creators Robert V Kozinets, Ulrike Gretzel, Rossella Gambetti, 2023-04-15 Influencers and content creators have profoundly impacted business and culture. This textbook combines cutting-edge conceptual and critical thinking on the subject with practical advice to go above and beyond what existing social media marketing textbooks offer. Using examples from around the world, it examines the influencer phenomenon from a variety of perspectives and also explains why influencers are becoming indispensable to governments, platforms, and brands. Key topics explored are: the influencer phenomenon as a form of persuasion as a structural change in media as a culture shift as a challenge to equality regulations impacting the phenomenon ethical implications With useful features, readers will gain a 360-degree view of one of the world′s most important new media phenomena. |
| earned media value influencer marketing: Marketing Terminologies: Digital, E-commerce, Influencer, and Email Marketing Terms Chetan Singh, 2023-08-17 In today's rapidly evolving business landscape, understanding the language of marketing is essential for success. 'Marketing Terminologies: Digital, E-commerce, Market Research, Public Relations, Influencer, and Email Marketing Terms' book is your ultimate guide to navigating the complex world of marketing terminologies. Whether you're new to the field or a seasoned professional, this book offers a clear and concise exploration of essential concepts. Delve into the realms of Digital Marketing, where you'll unravel the intricacies of online strategies and techniques. Dive into E-commerce terminology and discover the vocabulary that drives online shopping experiences. Gain insights into Market Research, exploring terminology that fuels data-driven decisions. Uncover the art of Public Relations as you grasp the terminology that shapes brand reputation and communication strategies. But that's not all. 'Marketing Terminologies: Digital, E-commerce, Market Research, Public Relations, Influencer, and Email Marketing Terms' goes beyond the basics, introducing you to the captivating world of Influencer Marketing. Explore the language that connects brands with influential personalities, forging authentic connections. And let's not forget the indispensable realm of Email Marketing, where you'll uncover the terminology behind engaging, targeted communication. This Marketing Terminology book equips entrepreneurs, marketers, and business enthusiasts with the tools to excel. Whether you're a business owner, marketer, or simply curious about the language that drives today's marketing landscape, this Marketing book is your gateway to proficiency. Sharpen your skills, expand your knowledge, and confidently navigate the dynamic world of marketing. |
| earned media value influencer marketing: Influence Marketing Danny Brown, Sam Fiorella, 2013-04-29 Identify and Manage the Influence Paths That Convert Brand Awareness to Customer Acquisition! Today, you face a brutally tough, maddeningly elusive new competitor: the “wisdom of crowds.” Social media gives consumers 24x7 access to the attitudes and recommendations of their most engaged peers. These are the views that shape buying decisions. These are the views you must shape and use. Influence Marketing won’t just help you identify and enlist key influencers: it will help you manage the influence paths that lead consumers to buy. By sharing empirical evidence of hard-won lessons from pioneering influence marketers, Danny Brown and Sam Fiorella provide a blueprint that moves influence marketing beyond simple brand awareness and into sales acquisition and customer life time value measurement. They integrate new tools and techniques into a complete methodology for generating more and better leads—and converting them faster, at higher margins. • Put the customer—not the influencer—at the center, and plan influence marketing accordingly • Recognize where each prospect stands in the purchase life cycle right now • Clarify how your consumers move from brand preference to purchase • Identify key micro-influencers who impact decisions at every stage • Gain indispensable insights into the context of online relationships • Recognize situational factors that derail social media brand recommendations • Understand social influence scoring models and overcome their limitations • Re-engineer and predict influence paths to generate measurable action • Master the “4 Ms” of influence marketing: make, manage, monitor, measure • Transform influence marketing from a “nice-to-have” exercise into a powerful strategy Additional online resources can be found at www.influencemarketingbook.com |
| earned media value influencer marketing: Content Marketing Strategies For Dummies Stephanie Diamond, 2016-01-26 Drive your content marketing campaign toward success Blogs and social platforms are all the rage right now—especially for strategists looking to cultivate influence among target audience members through content marketing. Content Marketing Strategies For Dummies explains how you can use content marketing to gain an edge over your competition, even in the most crowded of marketplaces. This timely text introduces you to the Five C Cycle: Company Focus, Customer Experience, Content Creation, Channel Promotion, and Closed-Loop Analysis. The Five C Cycle drives the creation and documentation of a targeted content marketing strategy, and allows you to approach your content marketing campaign with confidence. By helping you determine your company's focus, uncover your customers' experience with data, develop channel promotions across social platforms, create actionable online content, and use closed-loop analysis to build on previous success, this will become your go-to content marketing guide. Content marketing entails creating and curating content online via blog posts, social media platforms, and more. The goal is to acquire and retain customers by creating content that brings value to their lives, and that encourages them to engage with your brand. This easy-to-understand guide will help you do just that. Analyze customer data to better understand your target audience's journey Leverage social platforms, such as Facebook and Twitter, to develop channel promotions Create and curate intelligent, engaging content that leads to action Build upon your previous success with closed-loop analysis Whether you work for a large corporation, are part of a small business, are a solo thought leader, or are an educator, Content Marketing Strategies For Dummies tells you how to gain a critical, competitive advantage through targeted content marketing strategies. |
| earned media value influencer marketing: Social Media Strategy Keith A. Quesenberry, 2024-02-12 The fourth edition of Social Media Strategy is an essential step-by-step blueprint for innovating change, supporting traditional marketing, advertising, and PR efforts, and leveraging consumer influence in the digital world. With a completely integrated marketing, advertising, and public relations framework, Keith Quesenberry’s up-to-date textbook goes beyond tips and tricks to systematically explore the unique qualities, challenges, and opportunities of social media. Students learn core principles and proven processes to build unique social media plans that integrate paid, earned, shared, and owned media based on business objectives, target audiences, big ideas, and social media categories. This classroom- and industry-proven text has been updated with a new infographics and concise reading sections with frequent tables, checklists, and templates. New and updated case studies in each chapter engage students in contemporary examples from small businesses, large corporations, and non-profit organizations. Focusing on cross-disciplinary strategic planning, content creation, and reporting, this accessible and highly practical text is an essential guide for students and professionals alike. Features: Each chapter includes a preview, chapter objectives, case studies, pull quotes, video links, bulleted lists, infographics, tables, and templates. Chapters end with a chapter checklist, key terms and definitions, and Experiential Learning sections with questions, exercises, and Discover and Explore activities. Keywords are bolded and defined in the text, at the end of each chapter, and in a comprehensive glossary. Template worksheets for key strategy components with business context examples. New to the Fourth Edition: Fully redesigned, robust graphics engage students visually. New figures include average online advertising costs, uses of AI in social media, and the latest generative AI integrations by company and platform. Fact sheets for each social media platform provide essential data for easy reference. Data includes daily and monthly user activity, main user demographics, advertising CPC and CPM, and content insights. Recurring College Cupcakes business example allows students to follow a strategic process in context. Appendix with a list of practical resources to keep students current in the world of social media, recommended professional certifications, personal branding, and a section on the negative effects of social media on mental health and society. Instructor Support Materials: https://textbooks.rowman.com/quesenberry4e Test banks Template worksheets Case Briefs Sample syllabi PowerPoint slides Student Flashcards Find additional templates and social media strategy updates on the author’s blog: https://www.postcontrolmarketing.com |
| earned media value influencer marketing: Will Post for Profit Justin Blaney D.M., Kate Fleming, 2020-10-13 Since the rise of social media, Influencer Marketing has emerged as one of the most powerful alternatives to traditional marketing channels that have become too expensive and ineffective for the majority of businesses today. Between 2016 and 2019, spending on Influencer Marketing tripled to over $6 billion. This has created a gold rush of opportunity for those on the cutting edge. However, few resources are available to guide influencers and brands through this rapidly evolving landscape. As a result, millions of dollars in profits are being wasted. Will Post for Profit unpacks the critical components that are necessary to successfully navigate today’s complex digital world, in an in-depth, how-to, and easily digestible format—exploring topics like how to select a platform, FTC compliance, ethics, audience growth strategy, designing successful campaigns, finding brands or influencers to work with, contracts, key performance indicators (KPIs), and more. Included are more than a dozen interviews with successful brands and influencers who reveal their top secrets to success and biggest mistakes to avoid. Whether brand or influencer, just starting out or a well-seasoned social guru, Will Post for Profit will leave readers with the necessary tools and understanding to grow their audience, make the most of their campaigns or collaborations, and ultimately generate profit from social influence. |
| earned media value influencer marketing: Brand Storytelling Miri Rodriguez, MIRIANIS RODRIGUEZ, 2020-03-03 WINNER: Independent Press Award 2021 - Marketing & Public Relations category WINNER: NYC Big Book Award 2020 - Sales and Marketing category WINNER: The Stevie Awards 2020 - 'Book of the Year' Silver award, Women in Business category Written by the award-winning storyteller Miri Rodriguez at Microsoft, this actionable guide goes beyond content strategy and, instead, demonstrates how to leverage brand storytelling in the marketing mix to strengthen brand engagement and achieve long-term growth, with advice from brands like Expedia, Coca Cola, McDonalds, Adobe and Google. Despite understanding essential storytelling techniques, brands continue to explain how their product or service can help the customer, rather than showcasing how the customer's life has changed as a result of them. Brand Storytelling gets back to the heart of brand loyalty, consumer behaviour and engagement as a business strategy: using storytelling to trigger the emotions that humans are driven by. It provides a step by step guide to assess, dismantle, and rebuild a brand story, shifting the brand from a 'hero' to 'sidekick' mentality, and positioning the customer as a key influencer to motivate the audience. Simplifying where to begin, how to benchmark success and ensure a consistent brand voice throughout every department, this book clearly shows how readers can align an emotive connection with the customer's personal values, experiences and aspirations, and how that will enable brand leaders, employees and influencers to celebrate and strengthen brand engagement for the long-term, rather than simply trying to win it. Clarifying why machine-learning, AI and automation only tell one side of the story, this book will inspire you with cutting edge interviews and case studies from leading brands like Expedia, Coca Cola, McDonalds, Adobe and Google, to tap into authentic brand loyalty and human connection. |
| earned media value influencer marketing: Digital Marketing All-in-One For Dummies Stephanie Diamond, 2019-05-07 Unlock the value in online marketing A well-executed digital marketing plan is a proven component of success in business, and Digital Marketing All-In-One For Dummies covers everything you need to build and implement a winning plan. Whether you’re a novice in the online space or an expert marketer looking to improve your digital ROI, this book has easy-to-absorb tips and insights that will turn online prospects into loyal customers. This book compresses the essential information on 8 topics, so you have all the information you need and none of what you don’t. You’ll learn social media marketing, marketing to millennials, account-based marketing, influencer marketing, content marketing strategies, and more! Use targeted, measurable marketing strategies to promote brands and products Increase brand awareness, customer acquisitions, and audience engagement Measure what your online traffic is worth and improve ROI on digital marketing Develop a solid digital marketing plan and put it to work for your brand From SEO and SEM to brand awareness and why you need it, Digital Marketing All-In-One For Dummies will help you level up your digital marketing game and avoid the common mistakes that might be holding your business back. |
| earned media value influencer marketing: Advances in Social Media for Travel, Tourism and Hospitality Marianna Sigala, Ulrike Gretzel, 2017-07-20 This book brings together cutting edge research and applications of social media and related technologies, their uses by consumers and businesses in travel, tourism and hospitality. The first section addresses topical issues related to how social media influence the operations and strategies of tourism firms and help them enhance tourism experiences: open innovation, crowdsourcing, service-dominant logic, value co-creation, value co-destruction and augmented reality. The second section of the book looks at new applications of social media for marketing purposes in a variety of tourism-related sectors, addressing crowd-sourced campaigns, customer engagement and influencer marketing. The third section uses case studies and new methodologies to analyze travel review posting and consumption behaviors as well as the impact of social media on traveller perceptions and attitudes, with a focus on collaborative consumption and sharing economy accommodation. Finally, the fourth section focuses on hot topics and issues related to the analysis, interpretation and use of online information and user-generated content for deriving business intelligence and enhancing business decision-making. Written by an international body of well-known researchers, this book uses fresh theoretical lenses, perspectives and methodological approaches to look at the practical implications of social media for tourism suppliers, destinations, tourism policy makers and researchers alike. For these reasons, it will be a valuable resource for students, managers and academics with an interest in information and communication technologies, marketing for tourism and hospitality, and travel and transportation management. |
| earned media value influencer marketing: Digital Marketing Excellence Dave Chaffey, PR Smith, 2022-07-22 Now in its sixth edition, the hugely popular Digital Marketing Excellence is a practical guide to creating and executing integrated digital marketing plans, combining established approaches to marketing planning with the creative use of new digital models and digital tools. Written by two highly experienced digital marketing consultants, the book shows you how to: Draw up an outline integrated digital marketing plan Evaluate and apply digital marketing principles and models Integrate online and offline communications Implement customer-driven digital marketing as part of digital transformation Reduce costly trial and error Measure and enhance your digital marketing Learn best practices for reaching and engaging your audiences using the key digital marketing platforms. This new edition has been streamlined to seamlessly integrate the latest developments in digital analytics, ethics and privacy, Predictive Analytics, Machine Learning and Artificial Intelligence. Including new international case studies and up-to-date examples throughout, this book cuts through the jargon to show marketers how to leverage data and digital technologies to their advantage. Offering a highly structured and accessible guide to a critical and far-reaching subject, Digital Marketing Excellence, 6th edition, provides a vital reference point for all digital marketing students, and managers involved in digital marketing strategy and implementation. Online resources have been fully updated for the new edition and include a new set of PowerPoint slides and a full test bank of questions and exercises. |
| earned media value influencer marketing: Impacts of Online Advertising on Business Performance Semerádová, Tereza, Weinlich, Petr, 2019-11-22 Creating a brand´s image to ultimately sell promoted products has made digital advertising a key instrument for reaching marketing and business goals for many companies. In order to expand fan bases, promote company culture, and engage in communication with current customers, business professionals have made monitoring the impact of their advertisements a fundamental priority. Impacts of Online Advertising on Business Performance is a collection of innovative research that merges the theoretical background presented in the scientific research with the practical experience and real-life data originating from real advertising campaigns and website traffic. While highlighting topics including data analytics, digital advertising, and consumer behavior, this book is ideally designed for managers, marketers, advertisers, business administrations, researchers, industry professionals, investors, academicians, and students concerned with the management of online marketing activities. |
| earned media value influencer marketing: Fitness Influencers. Impact on Purchase Intentions and Attitudes of Instagram Users Ben Schiefer, 2023-03-27 Master's Thesis from the year 2018 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,3, Berlin School of Economics and Law, language: English, abstract: This master thesis empirically assesses the impact of the fit between digital fitness influencers and promoted brands on attitudes and purchase intentions of Instagram users. The study identifies attitudes toward source – both source credibility and source trustworthiness, attitudes towards ads and attitudes towards brands as important constructs to measure the advertising impact on attitudes. Based on a review of the existing literature regarding digital influencers and the concept 'fit', an experiment with two conditions was conducted via independent online surveys. They were carried out to members of online fitness forums and communities and fitness groups on social network sites. Data collected from 109 respondents in survey A and 110 in survey B was analyzed and tested using unpaired 2-sided tests. The empirical study reveals the relevance of influencer-/brand fit. The results confirm that the impact on all tested constructs is significantly more positive for the test group exposed to the survey including a post of a digital fitness influencer with a high perceived influencer-/brand. The findings require further confirmation in other settings and industry sectors before they can be generalized, but offer helpful new insights to better allocate efforts and resources to effectively manage the collaboration with digital influencers. A high influencer-/brand fit serves as a key driver for advertising effectiveness of influencer marketing. |
| earned media value influencer marketing: Participation Marketing Michael Brito, 2018-03-03 Trust is an invaluable commodity in any business environment. Organizations benefit from being viewed as transparent, open and human, and one of the best ways of achieving this is through authentic employee advocacy. Participation Marketing takes a detailed look at the benefits that arise when employees are fully subscribed to a brand's ethos, and how this can be used to magnify a brand's voice. After all, it's likely that every individual employee of a company now has several hundred unique social media connections, if not more. So by engaging staff and encouraging them to participate in company activity and share via their own channels, they will be broadcasting trusted brand experiences to entirely new groups of consumers. Employee advocacy has always been worth investing in, but as the combination of constant connectedness and conversation becomes standard in our everyday lives, so too grows the importance of leveraging it. Participation Marketing will convince business leaders to think hard about employee advocacy as a channel that has many positive business outcomes. Internally, it will engage employees and make them feel part of something bigger, which will naturally result in employee satisfaction, retention and an increase in productivity. Externally, it will help brands reach new audiences with trusted and relevant stories. |
| earned media value influencer marketing: Content - The Atomic Particle of Marketing Rebecca Lieb, 2017-06-03 DISTINGUISHED FAVOURITE: NYC Big Book Awards 2017 Content, in all its forms, is the single most critical element of any marketing campaign. Finding a successful equilibrium between content marketing and content strategy is difficult, but essential. Content - The Atomic Particle of Marketing goes beyond superficial descriptions of how to produce engaging social media content to offer the results of many years of deep quantitative research, and hours of interviews with senior marketers at some of the world's leading brands. Written by a recognized industry thought leader, Content - The Atomic Particle of Marketing explores how content functions in the broader framework of all marketing, as well as organizational concerns and IT decision making. It demonstrates the value content brings not only to owned media initiatives, such as a company website or blog, but also the essential role content plays in all other marketing initiatives, from social media to advertising to offline channels. It will enable readers to make the organizational, staffing, tools and process decisions necessary to get content up and running across divisions and organizational silos. Deeply researched and insightful, Content - The Atomic Particle of Marketing is, quite simply, the definitive research-based guide to content marketing. |
| earned media value influencer marketing: Social Media Influencers in Strategic Communication Nils S. Borchers, 2021-12-21 This book seeks to draw a comprehensive picture of influencer collaborations from a strategic communication perspective. The contributors tackle strategic influencer communication from multidisciplinary perspectives, from varying actor foci, and from different methodological frameworks and methods. Influencers cross traditional boundaries in many ways and oscillate between intimacy and publicity, authenticity and commercialization, ingratiation and critical distance. From a strategic communication perspective, this variability makes influencers hard to capture: organizations can cooperate with influencers to achieve both marketing and PR objectives. Influencers can act as cooperation partners, integrating commercial content into organic narratives, or as independent critics. Influencers also combine different roles that have traditionally been occupied by separate actors such as intermediary, content distributor, creative content producer, community manager, testimonial, strategic counsellor, and event host. The combination of these roles in just one actor opens new opportunities for strategic communication and can produce appreciated synergy effects. It is therefore hardly surprising that influencer collaborations have become a firmly established instrument in the toolbox of strategic communicators. The chapters in this book were originally published in the International Journal of Advertising and the International Journal of Strategic Communication. |
| earned media value influencer marketing: Influence Marketing for CEO's Stéphane Bouillet, 2020-11-06 This book will reveal why influence marketing is THE type of media that has been growing the most in the last 5 years as well as how to measure the impact of your campaigns on consumers. You will be able to know if your teams and agencies are really reaching your growth targets. You will also be able to find a common language with your influence manager to respond to your challenges/targets as a CEO, managing director or marketing director. Perhaps you are not a CEO, but you work in the influence marketing team? This book is also for you: it will help you to improve how you measure influence and highlight your achievements and expertise, to your CEO. In short, this is a book for everyone who wants to incorporate influence marketing into their strategy and measure the true business impacts. |
| earned media value influencer marketing: Digital Trust Barry Connolly, 2020-02-06 A guide to how e-SMEs can successfully engage within social media communities to positively influence their brand trust and reputation. Consumer trust is more important than ever, as digital platforms and social media have redefined the relationship between businesses and consumers. In this new and disruptive commercial environment, consumers have developed an expectancy of direct, transparent communication through social media. The traditional means of building and maintaining trust have been rendered obsolete by the chaotic, competitive magnitude of multiple online platforms. With a unique combination of academic rigour and practical guidance, Digital Trust is the definitive guide to effectively using social media to build an authentic, trustful connection with your consumer base. Drawing on his extensive experience in marketing and communications, Barry Connolly demonstrates how to harness the commercial opportunities provided by social media, while also showing how you can avoid its most common mistakes and pitfalls. With original research and illuminating case studies, Digital Trust provides adaptable and accessible social media strategies that will strengthen and expand your consumer base. |
| earned media value influencer marketing: Research Perspectives on Social Media Influencers and Brand Communication Brandi Watkins, 2020-11-12 Research Perspectives on Social Media Influencers and Brand Communication examines the myriad ways in which social media and the unique characteristics of the internet have changed brand communication for both brands and consumers, focusing on the social media influencer as a brand communicator. As brands have noticed the rise of social media influencers as tastemakers and leaders in public opinion, they have increasingly begun to incorporate social media influencers into their brand communication strategies. Each chapter of this book represents a unique theoretical and methodological approach to examining the emergence and growing legitimacy of the social media influencer as a brand communicator from a variety of perspectives and contexts, discussing challenges and opportunities afforded to brands by social media influencers and providing an overview of the current research on the use of these branding approaches. Scholars of media studies, communication, and marketing will find this book particularly useful. |
| earned media value influencer marketing: Machine Learning, Image Processing, Network Security and Data Sciences Naveen Chauhan, |
| earned media value influencer marketing: The Gen Z Frequency Gregg L. Witt, Derek E. Baird, 2018-09-03 Generation Z has enormous spending power yet is one of the most challenging cohorts to reach. Ensure your brand stays tuned-in to the demographic's impatience, confidence and evolving trends. Generation Z is projected to be the largest consumer demographic in history, driving a forecast from the HRC Retail Advisory of 40% of all US consumer spending, and another 40% of all consumers in the US, Europe and BRIC by 2020 (Brazil, Russia, India, China), according to other sources. Embodying an unrelenting relationship with information and mobile technology from a young age, Generation Z's ecosystem is infinitely more complex and varied than any generation before, which can be daunting for any marketer trying to keep up. The Gen Z Frequency offers a comprehensive guide for any brand or organization trying to reach this demographic, covering fundamental truths, content creation, engagement strategies and tactics such as social media, experiential, emerging technologies, and much more. It is woven with fascinating case studies and real-world stories from the trenches, plus key insights from leading youth brands and Gen Z themselves. Whether you are new to marketing or a seasoned expert, The Gen Z Frequency is the ultimate resource for tuning in to Generation Z. |
| earned media value influencer marketing: The Media Handbook Helen Katz, 2022-07-07 The eighth edition of The Media Handbook continues to provide a practical introduction to the media planning and buying processes. Starting with the broader context in which media planning occurs, including a basic understanding of competitive spending and target audiences, the book takes readers through the fundamentals of each media channel, leading to the creation of a media plan. Throughout, concepts and calculations are clearly explained. This new edition reflects the changes in how people consume media today with: a new chapter on how audiences are defined and created reorganization of the media channel chapters to cover planning and buying together expanded coverage of digital formats in all channels added discussion of measurement completely updated data and examples. The Media Handbook, Eighth Edition is the ideal text for courses in media planning and buying in advertising/communication departments. Supplemental online resources for both students and instructors are also available. For students, there is a list of key media associations and chapter overviews. To assist in their course preparation, instructors will find lecture slides, sample test questions, and new sample media planning exercise scenarios with accompanying practice spreadsheets. These resources are available at www.routledge.com/9780367775568, under Support Material. |
| earned media value influencer marketing: Influencer Marketing Sevil Yesiloglu, Joyce Costello, 2020-11-29 This is one of the first textbooks to explore the phenomenon of Influencer Marketing and how it fits within marketing communications to build brands and their communities. Influencers – those who can impact a brand’s marketing and advertising strategies as well as build brand communities – are making extensive use of the new digital and traditional communications platforms. Influencers offer brands the ability to deliver the “right” communication and marketing messages to a specific target audience. Across four core sections, this book brings together the key theory and practical implications of this new marketing tool: how it works as part of communications campaigns, including how to select the right influencers and measure their success, the dark side of influencer marketing, and the legal and ethical framework. With contributions from authors across the globe, each chapter is also accompanied by an in- depth case study – from the Kardashians to Joe Wicks – that demonstrates how the theory translates to practice. Influencer Marketing is important reading for advanced, postgraduate and executive education students of Marketing, Digital Marketing, Marketing Communications, Brand Management and Public Relations. With its accessible style and practical content, it is also highly valuable for Marketing Communications, Branding and PR specialists. |
| earned media value influencer marketing: Influencer Marketing Strategy Gordon Glenister, 2021-03-03 SHORTLISTED: Business Book Awards 2022 - Sales & Marketing category Create an influencer marketing strategy that benefits both brand and the influencer with this fascinating guide, rich in case studies from the biggest and the best and the small and specialist. Influencer marketing can no longer be ignored. Whether it's broad scale celebrity endorsement, or micro-influencers with niche, highly targeted followings, influencer marketing has become a natural extension of content marketing. However, while the opportunities are vast, the very nature of influencer marketing means that a brand must relinquish control of their marketing message to allow the influencer to communicate in their natural style. This can be unnerving, and it's therefore imperative to have a clearly defined campaign that mutually benefits and protects both the brand and the influencer. Influencer Marketing Strategy gives readers everything they need to create influencer marketing strategy. It will walk readers through the key considerations, and offer insight into decisions such as choosing the right influencer, planning content, and how to incorporate influencer marketing into your wider marketing strategy. This book presents fascinating, in-depth case studies from the beauty, fashion, gaming, travel, health and tech industries, demonstrating the variety of ways that influencer marketing can be utilized, and the huge opportunities it presents for organizations and industries of all sizes. Influencer Marketing Strategy is the ultimate guide to developing a successful influencer marketing strategy - and building campaigns that create real value. |
| earned media value influencer marketing: Digital and Social Media Marketing Nripendra P. Rana, Emma L. Slade, Ganesh P. Sahu, Hatice Kizgin, Nitish Singh, Bidit Dey, Anabel Gutierrez, Yogesh K. Dwivedi, 2019-11-11 This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing. |
| earned media value influencer marketing: Social Media Strategy Julie Atherton, 2023-10-03 Social media marketing is no longer optional. This book unpacks the winning formula for effective social media marketing complete with comprehensive updates and latest developments. Integrated marketing and PR strategies are a requirement for all businesses but with the explosion of social media and content marketing many organizations still struggle to know which channels to invest in and how to maximize their impact. Social Media Strategy gives clear guidance with a simple structured approach to executing campaigns that work. It provides a blueprint for planning, delivering and measuring social media's contribution to your business through: - Identifying and targeting audience segments - Maximizing social search - Enhanced reputation management - Managing a diversified influencer portfolio - Selecting the right channels for organic and paid social - Creating a process and structure to improve efficiencies - Using appropriate technology including AI With explanations of best-practice tools and practical downloadable templates, this new edition includes new and updated interviews and case studies from industry leaders, influencers and brands including TUI, Greggs, Lego, Ryan Air, National Geographic and others. Social Media Strategy delivers a long-term solution for maximizing social media-led business development. |
| earned media value influencer marketing: 戰勝學測 文意選填+篇章結構完全攻略 LiveABC編輯群, 2022-04-13 #符合111學年度起適用最新學測題型 #108課綱核心素養 專攻英文科文意選填+篇章結構兩大題型 通曉單字文意，剖析文本架構，高效拿下學測重點分 ■ 本書四大特色 ① 題材多元 試題選文多元，跨學科、跨領域，取材發揮不設限 ② 對症下藥 針對文意選填＋篇章結構廣泛練習，深入要領奪取高分 ③ 高頻命中 重要字詞詳列學測歷屆出現年份，迅速掌握高考頻單字 ④ 解析詳盡 文章中英對照，翻譯與解題，重點一目了然，自學便利 適用對象→欲加強升大學考試中「文意選填」與「篇章結構」兩大題型的學測應考生，以及想增進英語閱讀能力的一般讀者。 108新課綱強調「核心素養」，除了落實教學層面，也將此概念融入評量中。大學學科能力測驗體現新課綱精神，不僅取材更多元，跨領域、貼近生活的各式素材入題，完整反映資訊來源的廣度。出題方式亦趨靈活，自111學年度起，學測英文科加入「篇章結構」與「混合題」。整體來說，除了考驗學生對文章脈絡的理解深度外，邏輯推論、統整分析的能力也不可或缺。 本書因應新型學測題型編纂，共20個單元，專攻學測選擇題中的「文意選填」與「篇章結構」兩大重點題型。朝向新課綱「跨領域」的訴求，全書文章選材豐富多元，橫跨社會、生物、音樂等學科，並涉及文化、環保、科技、飲食、生活、藝術等，兼容並包。 l 文意選填 每篇文章依大考形式設計10處考點，精選重點實詞、虛詞、語態、時態變化及慣用語等。應考時可藉由分析原句句構決定需要填入的詞性，或觀察、推敲空格前後是否運用某固定片語、句型，再透過語意篩選出正確答案。 l 篇章結構 每篇文章依新型學測趨勢設計4處考點，每格需填入一個完整句子。此題型的重點為正確理解文章架構，對於起承轉合的寫作模式也須有基本認識，並透過轉承語精準訓練篇章（discourse）概念。 本書在文章選材、試題設計方面都經過精心規劃，詳盡的解析也有助學生在試後檢討時融會貫通，達到最強學習功效，乃考生準備大考時的最佳工具書！ 目錄介紹 Unit 1 Animals動物奇觀 Unit 2 Arts and Humanities 藝術人文 Unit 3 Business商業趨勢 Unit 4 Daily Life日常生活 Unit 5 Ecology生態保育 Unit 6 Education / Schooling學校教育 Unit 7 Entertainment影視娛樂 Unit 8 Environmental Concern環保議題 Unit 9 Food 美食饗宴 Unit 10 Health健康知識 Unit 11 Medicare醫療保健 Unit 12 Nature自然奧秘 Unit 13 People / Celebrities人物專題 Unit 14 Science科學探索 Unit 15 Society社會關懷 Unit 16 Sports運動軼事 Unit 17 Technology科技新知 Unit 18 Tourist Attractions旅遊景點 Unit 19 Trends趨勢瞭望 Unit 20 World Culture世界文化 單元簡答表 |
| earned media value influencer marketing: Marketing in the Round Gini Dietrich, Geoff Livingston, 2012-04-24 Drive more value from all your marketing and communications channels--together! Demolish your silos and sync all your messaging, strategies, and tactics (really!). Optimize every medium and platform, from iPad and Facebook to TV and direct. This book is a must-read for every senior marketing, communications, and PR decision-maker. It’s not about social media. Or new (or old) media. It’s about results—and there’s only one way to get results. You must finally bite the bullet, tear down your silos, and integrate all your marketing and communications. That’s how you choose the best platforms and messages for each customer. That’s how you make research and metrics work. That’s how you overcome today’s insane levels of complexity and clutter. You’re thinking: Oh, that’s all I need to do? “Just” integrate my whole organization? Are you nuts? No. We’re not. It can be done. This book’s authors have done it. They’ve shown others how to do it. And now they’re going to show you. Step by step. Strategy. Tactics. Research. Metrics. Culture. Social. Mobile. Direct. Broadcast. Print. All of it. With you, the marketing/communications decision-maker, right at the center...right where you belong! Even now, organizational silos prevent most companies from conversing coherently with customers, delivering the right targeted messages, and building real synergies across all their marketing and communications programs. Now, Gini Dietrich and Geoff Livingston show how to finally break down those silos, bridging traditional and newer disciplines to drive more value from all of them. You’ll learn how to create a flexible marketing hub with integrated spokes including sales, PR, advertising, customer service, HR, social media, and the executive team. Then, you’ll learn how to use your hub to speak cohesively with each customer through the tools and platforms that deliver the best results at the lowest cost. Dietrich and Livingston guide you through hands-on strategic planning, illustrating key points with real case studies and offering practical exercises for applying their principles. You’ll learn how to perform baseline analyses of media from iPad apps to radio, optimize resource allocation, change culture to overcome siloed behavior, use measurement to clear away obstacles, and gain more value from every marketing investment you make. Pull it all together--finally! How to successfully integrate your tactics, tools, messages, and teams Better goals, better results: beyond “SMART” to “SMARTER” Specific, measurable, attainable, relevant, time-bound, evaluate, and reevaluate Better listening: stakeholders, customers, and research that works How to make sure you hear what really matters Four powerful ways to market in the round When to go direct, come from above, use the groundswell, or execute flanking maneuvers |
| earned media value influencer marketing: Effectiveness of Influencer Marketing Jane Johne, 2023-06-15 Influencers are defined as independent opinion leaders on social media networks who influence the attitudes of their followers through blogs, tweets and the use of other social media. As a result, influencer marketing has become an integral part of brands' marketing strategies. This book has the overarching goal to examine the impact of influencer marketing on consumer behavior and the resulting business success. The first empirical project explicitly examines the question of which influencer characteristics should be considered in the selection process in order to increase different campaign metrics along the consumer decision journey. Campaign data from several brands is used for the project and is extended with survey data from a large-scale consumer survey. The second empirical project examines how the influencer marketing channel, compared to other firm and consumer activities, affects consumer interest and firm performance. The project uses historical data from one of Europe's largest specialized online retailers and analyzes it in a time series model. |
| earned media value influencer marketing: Maximize Your Social Neal Schaffer, 2013-09-06 Create and maintain a successful social media strategy for your business Today, a large number of companies still don't have a strategic approach to social media. Others fail to calculate how effective they are at social media, one of the critical components of implementing any social media strategy. When companies start spending time and money on their social media efforts, they need to create an internal plan that everyone can understand. Maximize Your Social offers a clear vision of what businesses need to do to create—and execute upon—their social media for business road map. Explains the evolution of social media and the absolute necessity for creating a social media strategy Outlines preparation for, mechanics of, and maintenance of a successful social media strategy Author Neal Schaffer was named a Forbes Top 30 Social Media Power Influencer, is the creator of the AdAge Top 100 Global Marketing Blog, Windmill Networking, and a global social media speaker Maximize Your Social will guide you to mastery of social media marketing strategies, saving you from spending a chunk of your budget on a social media consultant. Follow Neal Schaffer's advice, and you'll be able to do it yourself—and do it right. |
| earned media value influencer marketing: The Visual Marketing Revolution Stephanie Diamond, 2013 Skip past the filters: jump straight into your customer`s powerful visual instinct,where 83% of all humen learning is processed. |
| earned media value influencer marketing: Hug Your Haters Jay Baer, 2016-03 Includes a detachable folded poster of The Hatrix. |
| earned media value influencer marketing: Proceedings of International Conference on Recent Innovations in Computing Zoltán Illés, |
| earned media value influencer marketing: Influencer Marketing Patricia SanMiguel, 2020-02 Nos encontramos en la era de la influencia. Nuestras decisiones de compra y la elección de productos y servicios están constantemente influidas por nuestros amigos, familiares, la comunicación de las marcas y cientos de influencers con los que interactuamos en las redes sociales. Pero ¿está tu marca preparada para conectar con su público y activar la influencia 3.0? Muchas marcas colaboran con influencers, sin embargo: ¿Sabes realmente todo lo que los influencers pueden aportar a tu empresa y cómo influir durante todo el proceso de compra a los millennials o a la generación Z? ¿Tienes claro cuáles son las estrategias más efectivas y cómo medir y optimizar tus campañas? ¿Cuál es el ROInfluence? ¿Has pensado en desarrollar tus propios influencers y trabajar la influencia orgánica? ¿Sabes cómo se aplican los códigos éticos y legales al influencer marketing? Influencer Marketing es una guía completa que te facilitará, paso a paso, la elaboración de planes de marketing de influencia, desde la elección de los influyentes óptimos para tu empresa y marca hasta la correcta medición del retorno de inversión. Además, podrás conocer estrategias de éxito, aprender de los casos de estudio y conocer herramientas y agencias especializadas en influencers. |
| earned media value influencer marketing: Marketing Case Studies in Emerging Markets Dilip S. Mutum, |
| earned media value influencer marketing: Your Brand, the Next Media Company Michael Brito, 2014 Content is now king - and if you're a brand marketer, you need to be a media company, too. Your Brand, The Next Media Company brings together the strategic insights, operational techniques, and insights and practical approaches for transforming your brand into a highly successful media company - and a winning social business! Social business pioneer Michael Brito covers every step of the process, including: Understanding your social customer and their new world Planning your social business and content strategies Building infrastructure and teams, and setting the stage for transformation Identifying and overcoming the specific content challenges you face Recognizing the central role content now plays Developing your content message Transitioning from brand messaging to high content relevancy Moving from content creation to curation to aggregation Successfully integrating paid, earned, and owned media content Distributing the right content at the right time through the right channels to the right customers Mastering the critical new roles of the community manager in your media company Evaluating the content technology vendors and software platforms vying for your businessAlong the way, Brito presents multiple case studies from brand leaders worldwide, including Coca Cola, RedBull, Oreo, Skittles, Old Spice, Dos Equis, Gatorade, Tide, and the NFL - delivering specific, powerfully relevant insights you can act on and profit from immediately. --Publisher description. |
EARNED | English meaning - Cambridge Dictionary
EARNED definition: 1. past simple and past participle of earn 2. to receive money as payment for work that you do: 3…. Learn more.
EARN Definition & Meaning - Merriam-Webster
The meaning of EARN is to receive as return for effort and especially for work done or services rendered. How to use earn in a sentence.
75 Synonyms & Antonyms for EARNED | Thesaurus.com
Find 75 different ways to say EARNED, along with antonyms, related words, and example sentences at Thesaurus.com.
Earned - definition of earned by The Free Dictionary
1. To gain especially for the performance of service, labor, or work: earned money by mowing lawns. 2. To acquire or deserve as a result of effort or action: She earned a reputation as a …
Earned - Definition, Meaning & Synonyms | Vocabulary.com
adjective gained or acquired; especially through merit or as a result of effort or action “a well- earned reputation for honesty” “ earned income” “an earned run in baseball” synonyms: attained
EARNED definition in American English | Collins English Dictionary
EARNED definition: to gain or be paid (money or other payment ) in return for work or service | Meaning, pronunciation, translations and examples in American English
EARN Definition & Meaning | Dictionary.com
to gain as due return or profit. Savings accounts earn interest. to bring about or cause deservedly. His fair dealing earned our confidence.
Earnt vs. Earned — What’s the Difference?
Feb 24, 2024 · "Earnt" is an informal, less commonly used past tense of "earn," primarily in British English, while "earned" is the widely accepted and standard past tense form in both American …
earned - WordReference.com Dictionary of English
to merit as compensation, as for service; deserve: to receive more than one has earned. to acquire through merit: to earn a reputation for honesty. to gain as due return or profit: Savings …
earn verb - Definition, pictures, pronunciation and usage notes ...
Definition of earn verb from the Oxford Advanced Learner's Dictionary. [transitive, intransitive] to get money for work that you do. earn (something) He earns about $40 000 a year. It's not easy …
EARNED | English meaning - Cambridge Dictionary
EARNED definition: 1. past simple and past participle of earn 2. to receive money as payment for work that you do: 3…. Learn more.
EARN Definition & Meaning - Merriam-Webster
The meaning of EARN is to receive as return for effort and especially for work done or services rendered. How to use earn in a sentence.
75 Synonyms & Antonyms for EARNED | Thesaurus.com
Find 75 different ways to say EARNED, along with antonyms, related words, and example sentences at Thesaurus.com.
Earned - definition of earned by The Free Dictionary
1. To gain especially for the performance of service, labor, or work: earned money by mowing lawns. 2. To acquire or deserve as a result of effort or action: She earned a reputation as a …
Earned - Definition, Meaning & Synonyms | Vocabulary.com
adjective gained or acquired; especially through merit or as a result of effort or action “a well- earned reputation for honesty” “ earned income” “an earned run in baseball” synonyms: attained
EARNED definition in American English | Collins English Dictionary
EARNED definition: to gain or be paid (money or other payment ) in return for work or service | Meaning, pronunciation, translations and examples in American English
EARN Definition & Meaning | Dictionary.com
to gain as due return or profit. Savings accounts earn interest. to bring about or cause deservedly. His fair dealing earned our confidence.
Earnt vs. Earned — What’s the Difference?
Feb 24, 2024 · "Earnt" is an informal, less commonly used past tense of "earn," primarily in British English, while "earned" is the widely accepted and standard past tense form in both American …
earned - WordReference.com Dictionary of English
to merit as compensation, as for service; deserve: to receive more than one has earned. to acquire through merit: to earn a reputation for honesty. to gain as due return or profit: Savings …
earn verb - Definition, pictures, pronunciation and usage notes ...
Definition of earn verb from the Oxford Advanced Learner's Dictionary. [transitive, intransitive] to get money for work that you do. earn (something) He earns about $40 000 a year. It's not easy …
