This guide combines useful strategies with a compelling case for leveraging the power of influencers.
A marketing firm leader explains how to use social media influencers, public figures, and celebrities in marketing campaigns.
Katz begins his guide in 1985, when he attended, near the start of his two-decade music industry career, a Live Aid concert. The event was an example of what he terms the “Influencer Effect,” or the “exponential impact” that public figures (in this case, musicians) have by “throwing their popularity, social capital, and platform behind a particular cause or brand.” Now the leader of a firm called Entertain Impact, a “social impact marketing and advocacy agency,” the author first discusses how influencer marketing “is effective, growing, and here to stay,” citing various generational, demographic, and marketing research studies. He then focuses most of the book on how to “engage a public figure, celebrity, or social media influencer who has a passion for your particular brand or cause, even if you do not personally know them.” Katz puts influencers in mega, macro, micro, and nano categories based on their potential audience reach (drawn from such data as Twitter followers and other influencer research resources) and notes the advantages of leveraging any or all of these groups in campaigns. He organizes the approach to influencer engagement and activation via what he calls the “D.R.E.A.M.” method, or “Design your Action Plan, Research your Influencers, Engage your Influencers, Activate Your Campaign, Measure your Impact.” Tips include that six to nine months is generally needed to build a campaign from scratch, allowing time for plan development and approval. Companies will need to identify and target many influencers up front in order to get some positive responses. They must be specific about the level of commitment needed from influencers, be it just a supportive tweet or an event appearance.
Katz has written a guide that is inspirational and practical. He offers the heartening perspective that campaigns leveraging influencers, who often greatly reduce or even waive typical fees for the right cause, can help change the world for the good. Then, through case study examples, cited research studies, and how-to tips, he provides ammunition to anyone working for a for-profit or nonprofit company who wants to convince management to use influencers and be strategic in reaching out to them. While a cheerleader for this kind of marketing, Katz is cleareyed about its challenges, noting that many of the new, emerging influencers on social media will require payment and that breaking news can always distract or disrupt a campaign. This book largely focuses on campaigns that have some kind of cause-related tie-in, including what Katz terms a “Multi-Pact,” or a business partnering with a nonprofit and an influencer, which results in “amplified commercial & social impact to the Nth degree.” But the book also features some excellent examples of low-cost, high-impact campaigns in the for-profit arena, such as Dove’s offering cash and products to 50 nano influencers “to hyper-focus on an audience and create word of mouth or buzz about their product.” Some of Katz’s suggestions, including to have S.M.A.R.T. (“Specific, Measurable, Achievable, Relevant, and Time‐bound”) goals and a “Call to Action” in campaigns, are long-held marketing concepts. Yet they are essential to reiterate since they remain applicable in this exciting and growing part of the marketing world.
This guide combines useful strategies with a compelling case for leveraging the power of influencers.Pub Date: N/A
ISBN: 9798986326139
Page Count: 348
Publisher: Commit Media Books
Review Posted Online: Jan. 29, 2023
Review Program: Kirkus Indie
Striking research showing the immense complexity of ordinary thought and revealing the identities of the gatekeepers in our...
A psychologist and Nobel Prize winner summarizes and synthesizes the recent decades of research on intuition and systematic thinking.
The author of several scholarly texts, Kahneman (Emeritus Psychology and Public Affairs/Princeton Univ.) now offers general readers not just the findings of psychological research but also a better understanding of how research questions arise and how scholars systematically frame and answer them. He begins with the distinction between System 1 and System 2 mental operations, the former referring to quick, automatic thought, the latter to more effortful, overt thinking. We rely heavily, writes, on System 1, resorting to the higher-energy System 2 only when we need or want to. Kahneman continually refers to System 2 as “lazy”: We don’t want to think rigorously about something. The author then explores the nuances of our two-system minds, showing how they perform in various situations. Psychological experiments have repeatedly revealed that our intuitions are generally wrong, that our assessments are based on biases and that our System 1 hates doubt and despises ambiguity. Kahneman largely avoids jargon; when he does use some (“heuristics,” for example), he argues that such terms really ought to join our everyday vocabulary. He reviews many fundamental concepts in psychology and statistics (regression to the mean, the narrative fallacy, the optimistic bias), showing how they relate to his overall concerns about how we think and why we make the decisions that we do. Some of the later chapters (dealing with risk-taking and statistics and probabilities) are denser than others (some readers may resent such demands on System 2!), but the passages that deal with the economic and political implications of the research are gripping.
Striking research showing the immense complexity of ordinary thought and revealing the identities of the gatekeepers in our minds.Pub Date: Nov. 1, 2011
ISBN: 978-0-374-27563-1
Page Count: 512
Publisher: Farrar, Straus and Giroux
Review Posted Online: Sept. 3, 2011
Kirkus Reviews Issue: Sept. 15, 2011
BOOK REVIEW
IN THE NEWS
These are not hard and fast rules, but Meyer delivers important reading for those engaged in international business.
A helpful guide to working effectively with people from other cultures.
“The sad truth is that the vast majority of managers who conduct business internationally have little understanding about how culture is impacting their work,” writes Meyer, a professor at INSEAD, an international business school. Yet they face a wider array of work styles than ever before in dealing with clients, suppliers and colleagues from around the world. When is it best to speak or stay quiet? What is the role of the leader in the room? When working with foreign business people, failing to take cultural differences into account can lead to frustration, misunderstanding or worse. Based on research and her experiences teaching cross-cultural behaviors to executive students, the author examines a handful of key areas. Among others, they include communicating (Anglo-Saxons are explicit; Asians communicate implicitly, requiring listeners to read between the lines), developing a sense of trust (Brazilians do it over long lunches), and decision-making (Germans rely on consensus, Americans on one decider). In each area, the author provides a “culture map scale” that positions behaviors in more than 20 countries along a continuum, allowing readers to anticipate the preferences of individuals from a particular country: Do they like direct or indirect negative feedback? Are they rigid or flexible regarding deadlines? Do they favor verbal or written commitments? And so on. Meyer discusses managers who have faced perplexing situations, such as knowledgeable team members who fail to speak up in meetings or Indians who offer a puzzling half-shake, half-nod of the head. Cultural differences—not personality quirks—are the motivating factors behind many behavioral styles. Depending on our cultures, we understand the world in a particular way, find certain arguments persuasive or lacking merit, and consider some ways of making decisions or measuring time natural and others quite strange.
These are not hard and fast rules, but Meyer delivers important reading for those engaged in international business.Pub Date: May 27, 2014
ISBN: 978-1-61039-250-1
Page Count: 288
Publisher: PublicAffairs
Review Posted Online: April 15, 2014
Kirkus Reviews Issue: May 1, 2014
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