Summary of Amanda Russell's The Influencer Code

Everest Media

Description

Please note: This is a companion version & not the original book.
Sample Book Insights:
#1 The marketing landscape has changed, and some marketers may feel like they’re wandering in the desert. The traditional methods, venues, and strategies marketers have relied on for decades are not working anymore. You must rethink your objectives, reevaluate your metrics, and shift from focusing on transactions to building relationships.
#2 There are four primary types of relationships you can have with influencers: the influencer and their community, you and your potential new customers, you and your existing customers, and the influencer and you. It is important to develop a mutually beneficial relationship between you and the influencer.
#3 The most important element in building trust with an influencer is their credibility. It is difficult to earn and easy to lose trust in relationships, which is why influencer marketing is not like buying an ad or posting on Facebook.
#4 Influencer marketing allows you to benefit from the trust someone else has built up. It allows you to reach new audiences and gain credibility with them. It is a great way to begin building trust with potential customers.

Sujets

• Marketing digital
• Digital Marketing
• Marketing et communication
• Economics
• Business
• Communication digitale

Informations

• Publié par: Everest Media LLC
• Date de parution: 10 mai 2022
• Nombre de lectures: 0
• EAN13: 9798822506169
• Langue: English
• Poids de l'ouvrage: 1 Mo

Extrait

Insights on Amanda Russell's The Influencer Code
Contents Insights from Chapter 1 Insights from Chapter 2 Insights from Chapter 3 Insights from Chapter 4 Insights from Chapter 5 Insights from Chapter 6 Insights from Chapter 7 Insights from Chapter 8 Insights from Chapter 9 Insights from Chapter 10 Insights from Chapter 11 Insights from Chapter 12 Insights from Chapter 13 Insights from Chapter 14 Insights from Chapter 15 Insights from Chapter 16
Insights from Chapter 1

#1

The marketing landscape has changed, and some marketers may feel like they’re wandering in the desert. The traditional methods, venues, and strategies marketers have relied on for decades are not working anymore. You must rethink your objectives, reevaluate your metrics, and shift from focusing on transactions to building relationships.

#2

There are four primary types of relationships you can have with influencers: the influencer and their community, you and your potential new customers, you and your existing customers, and the influencer and you. It is important to develop a mutually beneficial relationship between you and the influencer.

#3

The most important element in building trust with an influencer is their credibility. It is difficult to earn and easy to lose trust in relationships, which is why influencer marketing is not like buying an ad or posting on Facebook.

#4

Influencer marketing allows you to benefit from the trust someone else has built up. It allows you to reach new audiences and gain credibility with them. It is a great way to begin building trust with potential customers.

#5

Influencer marketing amplifies your multi-channel exposure. Anywhere your influencer is, they create opportunities to share content about you and your company. This means you'll be exposed to new or niche social platforms.

#6

influencer marketing gives you bragging rights. When an influencer with a strong community uses your product or service, you have an immediate brag on your hands. This can be a huge advantage for a brand trying to generate steam.

#7

Influencer marketing is not about the one-off ad, but rather a strategy that must be integrated across all areas of a business. It must be an investment, not an add-on.

#8

Influencer marketing is based on influence, which is the ability to achieve a desired action. It offers a wide range of important benefits, including the ability to present traditional marketing messages to an existing audience that is already predisposed to engage and respond positively.
Insights from Chapter 2

#1

The biggest misconception about influencers is that popularity equals influence. While popularity is the number of people who like or do something, influence is the impact of one thing on another. Simply put, popularity is the state of being liked, even loved, which is not the same as being influential.

#2

Being famous does not equal influence. Being known is not the same as possessing authority or trust. To be influential, you must be trustworthy, credible, likeable, and provide value to those who turn to you.

#3

Influencer marketing is not advertising, and it is not limited to social media. It can be done online or offline, and it is not limited to influencers with big followings. It involves bringing value to a community.

#4

Vanity metrics, such as follower counts, views, likes, and comments, are meaningless. They’re easy to understand the appeal of: why not go with the easiest, quickest way of showing results. But by focusing on these metrics, we not only fail to get the full story, but we fail to build genuine long-term relationships.

#5

Influencer marketing is no longer just about advertising, but building real brand-influencer alliances based on trust. Real influence is the power of one source on another, resulting in desired action.
Insights from Chapter 3

#1

There are four types of influence: celebrity, authority, expert, and affinity. We must not only recognize them, but build unique strategies for each category.

#2

Celebrities have had influence for as long as there has been a pen, a paintbrush, a microphone, or a camera ready to capture their every move. Whether they acquire their fame via talent, wealth, association, or notoriety, people are drawn to the power, access, and privilege they possess.

#3

The four ways celebrities promote products are under their own name, through sponsorship, through swag, and through brand ambassador relationships. To determine whether a celebrity is properly aligned to represent your product or business, look for a natural alignment between the celebrity, the product, and the audience.

#4

Authority is one of the most common types of influence. It is generated by position or set of powers, and it is often accompanied by a title. It is used to get things done.

#5

Influence via expertise is achieved when a person has a high level of capability and their status as an expert is established through a variety of means, such as a history of successful results, the respect of their peers, or a particular certification or title.

#6

When choosing influencers, you should consider their level of expertise. The more expertise they have, the more likely they are to provide valuable advice.

#7

The concept of the insider is based on the belief that there are two versions of reality: how things look on the outside, and how they really are on the inside. We love insider opinions, insider jargon, and insider access.

#8

Connectors have vast networks of colleagues, friends, and acquaintances, and they are passionate about helping others build relationships. They collect connections like someone else might collect baseball cards or stamps.

#9

Activists are passionate about a particular cause or issue, and they have a unique ability to draw others in with their passion and commitment to it. They are problem solvers, game changers, and fearless advocates for their beliefs.

#10

There are four types of influence: Celebrity, Authority, Expertise, and Affinity. Celebrity is the most visible type of influence and is based on name recognition and/or popularity. Authority is based on role or position. Expertise is based on prior achievement, specialized knowledge, or training.

#11

The first question you should ask yourself when approaching an influencer is not What should I say. but What do I want to happen after they receive my message. To do influencer marketing right, you must be able to influence the influencer.

#12

The Code is comprised of three fundamental principles: simply but not easy. The vast majority of marketers, entrepreneurs, and brand executives I know either miss or shortcut at least one of these steps.

#13

Influencer marketing is a strategic approach that requires a clear goal. If you want your efforts to drive action, you can’t build a strong strategy without a clear goal.

#14

The second phase of influencer marketing is figuring out what matters to the influencers you identify and how you can provide them value. This involves paying attention and not brainstorming about what you want to say, but instead figuring out what you want to happen as a result of this action.

#15

When approaching an influencer, consider what they want, what they value, and what problems they want to solve. Focus on what you want to happen, and you'll miss out on what they want to happen.

#16

The final pillar of the Influencer Code is building authentic relationships with your influencers.