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Reviews
"This is a
benchmark book on the anatomy of influence in our
rapidly changing
world. Gillin brings his engaging and most times brilliant journalistic
style to a profound topic with flair and thoughtfulness. Read this
book."
—Larry
Weber, founder of The Weber Group and W2Group
"Individuals,
armed with technology, are
seeking out others like themselves and sharing their opinions with the
world. There’s a new breed of influencers and they’re talking about your
brand. Gillin has managed to capture the essence of trend and what it
means for marketers."
—Steve Rubel,
MicroPersuasion
"In his terrific
exploration of
The New
Influencers,
Paul Gillin shows, using real examples, how organizations are
communicating directly with important constituents. Gillin’s book is an
important riff on how the Web has made public relations public again,
after years of almost exclusive focus
on media."
—David
Meerman Scott, author,
Cashing
in with Content: How Innovative Marketers Use Digital Information to
Turn Browsers into Buyers
"Between
consumers transforming into producers,
branding occurring not in the boardroom but from the bottom up, and
customers, not CMOs, calling the shots, today’s companies are presented
with a choice: embrace these tools to improve and innovate or face
irrelevance in this evolving landscape.
"
—Christina
Kerley, ckEpiphany Marketing
"Instead of
another how-to book on blogging,
Gillin expertly unwraps the dynamics behind this fast-evolving
phenomenon—and its profound implications for marketers. Using a large
number of case studies, he shows how “influencers” are changing the
marketing equation."
—Ellis Booker,
Editor, BtoB magazine
"As ‘word of
mouth’ loses opinion-forming power to ‘word of blog,’ companies are
faced with a revolution in how their brands and corporate image will be
shaped in the future. Paul Gillin provides a very insightful and
well-written guide on how to effectively benefit from these dramatic
changes. A must read!"
—Patrick J.
McGovern, founder and chairman, International Data Group (IDG).
"Paul Gillin
gets it. I don’t know how to put it any other way. He not only sees the
new social
media, he has the clearest perspective on the actual cultural impact.
This book is a must read–either in print or otherwise."
—Paul Greenberg,
CRM at the
Speed of Light 3rd Edition
"How can we
understand this new force? How should we engage with it constructively?
How
can we protect ourselves from its darker side? These are the questions
this book seeks to address, and I commend you to it. It is timely
indeed, for we are seeing not just marketing campaigns, but political
and social ones as well, playing out in this new venue."
—Geoffrey Moore,
Crossing the Chasm, Inside the Tornado, The Gorilla
Game
"Paul Gillin
goes beyond trends such as blogging, podcasting, or social networks to
look at the
underlying dynamics of influence and conversation marketing. Marketers
need to understand, embrace and participate in this brave new world."
—Eric
Kintz, Vice President, Global Marketing Strategy & Excellence,
Hewlett-Packard Company
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