Further Reading
The authors of Influencer Marketing have written several white papers on the emerging debate surrounding influencers. Check out some of their other work:
The Insanity of Marketing
Who's really influencing your customers?
Analyst influence is diminishing
How Influencers Influence
To understand the wider context of Influencer Marketing the titles below provide a good grounding, and are recommended to everyone interested in marketing. The authors' comments on each title are in blue.
The Tipping Point: How Little Things Can Make a Big Difference
Malcolm Gladwell
How it all started. Should be on every book shelf, well-thumbed.
Edward Keller & Jonathan Berry
Defines how influence works in consumer-land. Essential reading.
Influence: Science and Practice
Robert B. Cialdini
How to influence and be influenced. Fascinating stuff.
The Dip: The Extraordinary Benefits of Knowing When to Quit
Seth Godin
We were so wowed by page 67 we adopted it as the foreword for our
own book. Read it (and the other pages too!).
Fred Reichheld
Explains why what your customers say about you matters.
The Anatomy of Buzz: How to Create Word of Mouth Marketing
Emanuel Rosen
The inspiration behind our thinking on how influencers optimise WOM.
Connected Marketing: The Viral, Buzz and Word of Mouth Revolution
Kirby & Marsden (eds)
WOM by the practitioners. A how-to guide to buzz.
Robert Scoble & Shel Israel
The inspiration behind our own blog, and for our research on the influence of social media.
The Long Tail: How Endless Choice Is Creating Unlimited Demand
Chris Anderson
Describes the market dynamics of social media in a nutshell.
John Jantsch
Don't be put off by the 'Small Business' tag - as relevant for the largest of enterprises. Crammed with ideas.
Geoffrey A. Moore
Still the best description of market entry dynamics around.
Word of Mouth Marketing: How Smart Companies Get People Talking
Andy Sernovitz
The definitive guide to WOM - "advertising is the price for being boring." Indeed!
Purple Cow: Transform Your Business by Being Remarkable
Seth Godin
Inspirational. And contains the big idea that it's useless to market to anyone other than an influencer...
