The authors of Influencer Marketing have written several white papers on the emerging debate surrounding influencers. Check out some of their other work:
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.
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.
Robert B. Cialdini
How to influence and be influenced. Fascinating stuff.
We were so wowed by page 67 we adopted it as the foreword for our own book. Read it (and the other pages too!).
Explains why what your customers say about you matters.
The inspiration behind our thinking on how influencers optimise WOM.
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.
Describes the market dynamics of social media in a nutshell.
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.
The definitive guide to WOM - "advertising is the price for being boring." Indeed!
Inspirational. And contains the big idea that it's useless to market to anyone other than an influencer...