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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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