In the following video, I give a quick, 5-minute book review of Neal Schaffer’s, The Age of Influence: The Power of Influencers to Elevate Your Brand. I give the book 5 out of 5 starts and highly recommend giving it a read. Enjoy the Age of Influence Book Review and subscribe to my Youtube channel to be the notified when new videos are added.
Ok, here we go again, book review #2.
I met Neal years ago at a conference in San Francisco and I have been following his work for several years now.
And Neal and I have a very special bond, one that you really wouldn’t understand unless you are “real”, life-long and proven Lakers fan.
Ok, so let’s dig into the book.
The first thing I want to point out is that this book is reads like an academic paper. It’s linear and structured like a college textbook.
He starts the book answering the question why … why influencer marketing? And goes on to cite studies of brands who have seen really strong ROI from influencer marketing, as well studies that show brands that are planning on increasing their budgets as well.
He then moves into part of the book that discusses different ways when working with B2B influencers — in fact, he goes into detail about 16 different ways to do so.
Part of this section also highlights employees as influencers which I thought was a really nice addition.
He then moves into paid and organic influencer marketing, with different considerations on how and when do that.
He talks about the art and science of identifying the right influencer to partner with, measurement and ROI and he even covers several social platforms that can be used to either identify influencers or track them through campaigns.
He ends the book with some very actionable steps on how you or me can become an influencers.
A few case studies which I found interesting were more on the B2B side.
One being an unnamed company in the unified communications space that partnered with influencers and grew contract revenue by 30% a year.
The other case study was from VMWare, and the work they did with their annual conference VMWorld. They partnered with Onalytica, which is influencer management software and invited 75 influencers to the event in Barcelona. They did tweet chats, created unique content, and essentially reached 1.3M users.
Most of the other case studies were focused on consumer brands like Lord & Taylor, All Bar One, Mockberg and the Hawaiian Tourism Bureau.
This book is relevant to most audiences from the C-suite and middle management to agencies and college students. Please enjoy this Age of Influence Book Review.