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What our customer's say!

"Marketing and influencing on the web", For those of us who are just getting into a website of our own, this is an exceptionaly helpful book. Paul Gillin is one of the eight or ten highly knowledgeable marketer's on the web, and focuses on how to communicate effectively with your constituents. With my lack of experience in the field, I spend time every day searching for ways to build traffic and market my company. Gillin is a godsend and he's created a model which he calls conversation marketing. I've found that it works. When a book achieves its goals, which Gillin's certainly does, that's the best possible recommendation.

"A Good Primer on Web 2.0 and Interactive Social Media...", Although it deals almost exclusively in detail with blogs and podcasts, and not too much with social networks and online communities, "The New Influencers" is a "must read" for anyone interested in next generation interactive online media. The author's analysis of the need for businesses, both large and small, to have an interactive "voice" online is right on the mark, as is his insight that its actually easier and immediate (and effective) for small businesses to begin to use blogs and podcasts than it is for larger more visible bureaucratic organizations. From his example of Thomas Mahon, the Saville Row tailor who revolutionized his business by using a blog to educate the world on quality tailoring, to Duane Keiser, who didn't make any money selling his art until he blogged, or the originations of the new media guerilla marketing firm NightAgency, Gillin does a good job of giving concrete, real world examples to back up statistics on interactive new media "influencers" influence. Right up there with "Groundswell," "We are smarter than Me," and "Smart Start-Ups," "The New Influencers" is one of a half a dozen or so books on the topic that deserve a permanent place in the library of any person or institution interested in or involved in the new world of social media.

"Depth and perspective", Books about Web tools and strategies for marketers tend to be written hastily, for two reasons: primacy and recency. With respect to the former, the marketing consultants who write these books want to build visibility in the market quickly, and to be perceived as pioneers, because the competition is intense. With respect to the latter, the web environment evolves and shifts daily; so authors worry that taking time to cover these topics in depth, present meaningful case studies, verify factual accuracy, and polish prose might unduly delay publication beyond the point timeliness. Among the several books I've read about Web 2.0 marketing, Gillin's book is the most sophisticated, with ample real-world cases and examples -- and the least evangelistic. While many of the authors in this "space" come across as self-serving buzz-meisters, Gillin is enthusiastic but circumspect.

"A Must-Have", This book is a must-have if you want to know more about how to promote more effectively today. The Internet is not to be ignored!

"Read Before You Blog!", Gillin not only goes into great detail about the power of The New Influencers but provides an exceptional collection of real-world examples that combine to create a veritable "How To" for anyone considering a conversation-based approach to marketing.

Read this reviews before You buy...

"You must buy this book!", The New Influencers is an insightful overview of how marketer's can integrate social media into their branding and awareness programs. It provides a candid assessment of an emerging phenomenon, with practical examples and an honest and straightforward assessment of today's realities, the roles we all play, and how to welcome emerging and often hard-to-manage tools to influence a market. This is a must-read for all PR people, journalists, marketing firms and CEOs struggling to deliver messages to evolving markets.

"Required Reading for Every Marketer", The market is quickly getting flooded with books on social media platforms and techniques. The New Influencers rises above that noise by providing an excellent overview of the marketplace as well as a great deal of practical advice you can put to use today.

Author Paul Gillin, the former editor-in-chief of ComputerWorld magazine, presents a thoroughly researched look at how yesterday's word-of-mouth model has evolved into the socially-networked world we live in today. Gillin does a great job of keeping things interesting by mixing in a number of interviews and profiles of noteworthy influencers. This book also has a fantastic companion website that provides updates and bonus material, including the audio recordings of several influencer interviews.

This subject is definitely a constantly moving target but Paul Gillin does a remarkably good job of summarizing the social media of today as well as a glimpse of the future. If you're involved in any sort of marketing you definitely need to read this book.

"What a Challenge!", I bought this book after hearing Paul speak at the Public Relations Society of America International Conference in October 2007. Just finished reading it on the beach in Oahu (will have to shake out the sand before I bring it back into the office).

This engaging and well-written (though it could use some more proofreading) book provides many real-world examples and practical advice on how those of us with deep roots in the traditional marketing and PR worlds can respond to the challenges and opportunities of new media/social media. I will use Paul's book as a guide to help me:
1. Find the new influencers in my market; and
2. Much more important, make sure my organization becomes an important infuencer.

Thanks, Paul

"Right Book at the Right Time...", "The New Influencers" is the right book at the right time. Paul Gillin has taken a snapshot of the chaos that is known as Web 2.0, specifically the social networking aspects, and broken down the opportunities for marketers and "C level" executives. It's incredibly difficult to take a breath when you're in the throws of keeping up with technological trends and their impact on consumers, this book puts the breaks on- allowing the reader to make sense of it all in a timely fashion.

Terms like; "conversation marketing", "blog swarms", "supernodes", "special interest communities", "transparency", "link economy", "tagging", "peer power", and "aggregation engines" are just some of the terms in today's Web 2.0 lexicon. If you feel overwhelmed by the Web 2.0 speak, give this book a read.

"The New Influencers" puts a rational perspective on what's happening from a guy who knows technology. Paul Gillin incorporates several illustrative stories that tell the short but important history of Web 2.0 and its key players. Taking the time to write this book and tell the relatively short history of Web 2.0 is the key here. If you don't know the players and the technologies by now, how will you prepare for Web 3.0 which may be just around the corner?

"***Not for the timid marketer.***", Marketers aspire to have that one-to-one with consumers in which there's two-way communication. With the rise of the social media, marketers have scrambled to attach themselves to the coattails of phenomena such as MySpace, Facebook, Second Life and others. Enthusiast sites, blogosphers and online portals where customers can express themselves, be heard, and connect with their peers certainly holds appeal and promise. But the fact remains that some elements that come along with two-way communication are - in a word - terrifying.

As Gillin writes, "Powerful voices are emerging: people and groups who have the capacity to move markets and challenge institutions". Never before has one consumer had the potential to directly impact the company's business and reputation. These "new influencers" are passionate, outspoken and they now have plenty of platforms to be heard.

Gillin navigates you through the ins and outs of this social medium. He gives real-world examples of what works, what doesn't, and why. If you have only one take-away from this book, understand rule #1 is that you must be genuine in your intentions as well as your communications. The New Influencers will know the difference and respond passionately for better or for worse.

But if you're brave enough to put your customers in the driver's seat AND you're genuine in your commitment to provide a service to them, you just may witness your customers transform into powerful brand advocates and champions.