Further Reading

Duncan Brown posts his thoughts and experiences in Influencer Identification & Engagement on his blog.

The authors of Influencer Marketing have written several white papers on the emerging debate surrounding influencers. Check out their earlier work:

The Insanity of Marketing

Who's really influencing your customers?

Analyst influence is diminishing

To understand the wider context of Influencer Marketing the titles below provide a good grounding, and are recommended to evryone intersting in marketing. The authors' comments on each title are in italics.

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.

The Influentials, 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!)

The Ultimate Question, 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.

Naked Conversations, 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.

Duct Tape Marketing, John Jantsch

Don't be put off by the "Small Business" tag - as relevant for the largest of enterprises. Crammed with ideas.

Crossing the Chasm, 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...