{"product_id":"the-influencer-code-isbn-9781578268245","title":"The Influencer Code","description":"\u003cb\u003e\u003ci\u003eThe Influencer Code\u003c\/i\u003e is the essential reference for any company looking to leverage the power of influencers to elevate their brand and grow their business.\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003eFrom Fortune 500s to local fitness studios, whether you offer financial services or sell donuts, reaching today's consumers is more complicated than ever. More and more, marketers are reaching out to people who style themselves \"influencers\": those people who have a big—and, more importantly—loyal audience ready to hear what they have to say about anything.\u003cbr\u003e\u003cbr\u003eYet despite \"influencer marketing\" fast becoming one of the biggest buzz terms of the decade,  it couldn't be more misunderstood.\u003cbr\u003e\u003cbr\u003eWritten by an accomplished entrepreneur, professor, and award-winning YouTube star, \u003ci\u003e\u003cb\u003eThe Influencer Code\u003c\/b\u003e\u003c\/i\u003e breaks down the biggest myths that brands are getting wrong and shows you how to get it right by defining and showcasing what true influencer marketing is and how to leverage it to achieve your business goals in a simple yet powerful 3-step code.\u003cbr\u003e\u003cbr\u003e\u003ci\u003e\u003cb\u003eThe Influencer Code \u003c\/b\u003e\u003c\/i\u003esimplifies the complex world of influencer marketing, covering how to research, evaluate, and employ the right influencers for their markets, as well as how to legally and strategically integrate them into marketing campaigns to achieve specific goals.\u003cbr\u003e\u003cbr\u003eThe future of marketing depends on forming authentic partnerships between brands and influencers. The go-to resource for all things influencer marketing, \u003ci\u003e\u003cb\u003eThe Influencer Code\u003c\/b\u003e\u003c\/i\u003e is your shortcut to making that future a reality.Foreword by Jesse Itzler\u003cbr\u003eWhy We Need This Book\u003cbr\u003e\u003cbr\u003eINFLUENCER MARKETING\u003cbr\u003e1: Marketing Is Evolving\u003cbr\u003e2: The Biggest Misconceptions About Influence\u003cbr\u003e3: The Four Types Of Influencers\u003cbr\u003e\u003cbr\u003eSTEP ONE: ALWAYS START WITH THE END IN MIND\u003cbr\u003e4: Setting Smart Goals\u003cbr\u003e5: Beyond The Buzz\u003cbr\u003e6: The Roles Influencers Can Play Across Your Business\u003cbr\u003e\u003cbr\u003eSTEP TWO: OBSERVE AND IDENTIFY\u003cbr\u003e7: Influencing Your Customer\u003cbr\u003e8: Measuring An Influencer’s Influence\u003cbr\u003e9: Brand Ambassadors 101\u003cbr\u003e\u003cbr\u003eSTEP THREE: CONNECT\u003cbr\u003e10: Crafting The Irresistible Influencer Opportunity\u003cbr\u003e11: Making The Approach To Your Influencer\u003cbr\u003e12: Defining The Relationship\u003cbr\u003e13: HIIM: High Impact Influence Measurement\u003cbr\u003e14: The Keys To Developing Killer Influencer Marketing Content \u003cbr\u003e\u003cbr\u003eAPPLYING THE PRINCIPLES OF INFLUENCER MARKETING\u003cbr\u003e15: The Code in Action\u003cbr\u003e16: The Code of Tomorrow\u003cbr\u003eFinal Words“Thorough, thoughtful, and compelling. An industry game-changer and a terrific look at what makes one brand or person influential.” —\u003cb\u003eKatia Bassi,\u003c\/b\u003e CMO, Automobil Lamborghini\u003cbr\u003e\u003cbr\u003e“The Influencer Code enables you to leverage marketing as an asset instead of an expense. It arms you with a new way of thinking about a still evolving digital age.” —\u003cb\u003eAndy Roddick,\u003c\/b\u003e World Champion tennis player and Andy Roddick Foundation Chair\u003cbr\u003e\u003cbr\u003e“The Influencer Code puts a new meaning to influencer marketing and defines it more accurately and innovatively than it has been before.” —\u003cb\u003eBrandon Scott Roye,\u003c\/b\u003e Marketing Strategist, Google\u003cbr\u003e\u003cbr\u003e“Amanda is simply a force to reckon with in the influencer marketing industry and without question one of the most valuable marketing experts you will find.” —\u003cb\u003eShane Barker\u003c\/b\u003e, Forbes Council\u003cbr\u003e  \u003cbr\u003e “...a game-changing way of viewing the entire category of marketing for the future. I consider Amanda a true pioneer in the field of influencer marketing.” —\u003cb\u003eJoey Gonzalez,\u003c\/b\u003e CEO, Barry’s Bootcamp\u003cbr\u003e  \u003cbr\u003e “\u003ci\u003eThe Influencer Code\u003c\/i\u003e isn’t just an excellent book, it’s a plan for $7+ figure success both at the personal and organizational level. A must-read!” —\u003cb\u003eErik Qualman\u003c\/b\u003e, Digital Strategy Expert and best-selling author of \u003ci\u003eSocialnomics\u003c\/i\u003e\u003cbr\u003e  \u003cbr\u003e “Amanda is one of those rare professionals who has mastered many trades and has provided a positive impact on my course, helping students to ‘see the light,’ and bridge from books to the real world.” —\u003cb\u003eGreg O’ Brian, \u003c\/b\u003eCEO and co-founder, Noodle.Com and Professor, Harvard University\u003cbr\u003e \u003ci\u003e \u003c\/i\u003e\u003cbr\u003e “...an impactful book that will teach you all you need to create and implement an effective influencer marketing strategy.” —\u003cb\u003eNeal Schaffer\u003c\/b\u003e, author of \u003ci\u003eThe Age of Influence\u003c\/i\u003e\u003cbr\u003e \u003ci\u003e \u003c\/i\u003e\u003cbr\u003e “Amanda Russell is a force of nature with an indomitable zeal, and it’s all powered by a genuine passion and unparalleled insight and experience into a subject very few can articulate better. Amanda BREAKS the Code—couldn’t recommend more highly.” —\u003cb\u003eSimon Kelly,\u003c\/b\u003e CEO, Story Worldwide\u003cbr\u003e  \u003cbr\u003e “The business world has changed. If your company isn’t using influencers to grow, you are missing serious opportunities…a must-read for influencer marketing.” —\u003cb\u003eMickey Quinones, \u003c\/b\u003eDean of the Robins School of Business, University of Richmond\u003cbr\u003e  \u003cbr\u003e “Amanda is a dynamo who is redefining how individuals and companies should think about influencer marketing in the modern era.” —\u003cb\u003eTom X Lee, \u003c\/b\u003eCEO and founder, One Medical\u003cbr\u003e  \u003cbr\u003e “\u003ci\u003eThe Influencer Code\u003c\/i\u003e is what the marketing departments at many schools are missing. With real life stories and pop-culture references, it is engaging, knowledgeable, and essential for understanding what influencer marketing really is.” —\u003cb\u003eDr Dana Lascu, \u003c\/b\u003eProfessor of Marketing, University of Richmond.\u003cbr\u003e  \u003cbr\u003e “\u003ci\u003eThe Influencer Code\u003c\/i\u003e is a must for anyone wanting to stand out in a sea of numbers.”\u003cbr\u003e —\u003cb\u003eTamilee Webb,\u003c\/b\u003e Hall of Fame fitness instructor\u003cbr\u003e  \u003cbr\u003e “Amanda lifts the curtain and demonstrates how the best influencer marketing is rooted in the basic principles of brand partnerships and how you can apply them to make influencer marketing more trustworthy, more accountable, more measurable and, as a result, more effective.” —\u003cb\u003eNeil Waller,\u003c\/b\u003e Co-founder, Whalar, top Influencer Marketing Creative and Technology Agency\u003cbr\u003e  \u003cbr\u003e “I stand as one of Amanda’s biggest fans and fully recommend her as a valuable, needle-moving asset to your growth.” —\u003cb\u003eJim Wolf,\u003c\/b\u003e CEO, Ringers Technologies and former president, AIG\u003cbr\u003e  \u003cbr\u003e “Finally, the essential guide to influencer marketing has been written. Ignore this book at your own risk.” —\u003cb\u003eJesse Itzler,\u003c\/b\u003e author of \u003ci\u003eThe New York Times\u003c\/i\u003e Best-Seller \u003ci\u003eLiving With a SEAL\u003c\/i\u003e \u003cbr\u003e  \u003cbr\u003e “…a master of influencer marketing, and has powerful insights and recommendations to help brand leaders divert their resources away from generating attention and toward increasing influence. I consider Amanda a true pioneer in the field of influencer marketing.” —\u003cb\u003eChris Kneeland,\u003c\/b\u003e CEO \u0026amp; Co-Founder of Cult Collective and The Gathering of Cult Brands\u003cbr\u003e  \u003cbr\u003e “...a must-read for anyone that wants to deeply dive into influencer marketing and learn everything you should know about it. A definitive guide for brands, professionals, agencies and students!” —\u003cb\u003eAlessandro Bogliari, \u003c\/b\u003eCo-founder and CEO, The Influencer Marketing Factory\u003cbr\u003e  \u003cbr\u003e “Amanda Russell is one of the brightest voices in Influencer Marketing. With \u003ci\u003eThe Influencer Code,\u003c\/i\u003e she has created the definitive, how-to guide for practitioners. This book—true to its title—is the code.” —\u003cb\u003eJoAnn Sciarrino,\u003c\/b\u003e Director of Stan Richards School of Advertising University of Texas\u003cbr\u003e  \u003cbr\u003e “Engaging, thought-provoking and addictive. This book is well worth the read, and a foundational element for your influencer strategy.” —\u003cb\u003eKendra Bracken Ferguson, \u003c\/b\u003eFounder, BrainTrust and co-founder, Digital Brand Architects\u003cbr\u003e  \u003cbr\u003e “The first book on the subject I dare to recommend wholeheartedly.” —\u003cb\u003eAlex Nascimento, \u003c\/b\u003eCo-founder at UCLA Blockchain Lab, Faculty Marketing and Blockchain UCLA, CEO 7 Marketing Media\u003cbr\u003e  \u003cbr\u003e “Amanda thinks about influencer marketing in an entirely different way and can demonstrate what she teaches so effectively (and entertainingly) that people actually get it.” —\u003cb\u003eDr. Erin Fall Haskell, \u003c\/b\u003eHost\/Co-Producer of \u003ci\u003eGood Morning La La Land\u003c\/i\u003e\u003cbr\u003e \u003ci\u003e \u003c\/i\u003e\u003cbr\u003e “In the fast moving world of digital marketing, Amanda stands out as a true expert. With \u003ci\u003eThe Influencer Code,\u003c\/i\u003e she DOES spill the code, with actionable strategies to help you break through the noise. If you want to stand out and succeed in today’s world, read this book!” —\u003cb\u003eJames Dalthorpe,\u003c\/b\u003e Professor of Marketing, University  of Texas and co-founder, BravoZulu\u003cbr\u003e \u003ci\u003e \u003c\/i\u003e\u003cbr\u003e “If you want your business to maintain the status quo, do not read this book. But if you want to step on the throat of your competition and win in the digital marketplace, crack open \u003ci\u003eThe Influencer Code.\u003c\/i\u003e” —\u003cb\u003eBill Biggs, \u003c\/b\u003ePresident, Biggs \u0026amp; Associates and COO, Daniel Stark Law\u003cbr\u003e  \u003cbr\u003e “…unrivaled insight on influencer marketing.” —\u003cb\u003eTurney Duff,\u003c\/b\u003e \u003ci\u003eNew York Times\u003c\/i\u003e best-selling author, journalist, TV personality\u003cb\u003eAmanda Russell \u003c\/b\u003eis an international fitness icon, speaker, brand strategist and educator. She has been at the forefront of digital marketing and social media revolution from its infancy. As a pioneer in Influencer Marketing, she has developed an extensive following online including her over 83K followers on YouTube and over 135K followers on Facebook. After succeeding in launching her online fitness and lifestyle community Fit, Strong \u0026amp; Sexy, she went on to co-found the Interesting Agency, offering full-service brand strategy, marketing, and content production services. She is currently the Chief Marketing Officer at Valeo Securities, where she's heading up a re-brand and international re-launch as Valeo Fit. She graduated from the University of Richmond with an MBA in Marketing. She teaches the only fully accredited Influencer Marketing course in the world at UCLA.When you think “influencer marketing”, what do you picture? For many of you, the answer mightin be a pseudo-celebrity with a big social media following—someone who functions as a walking, talking billboard.\u003cbr\u003e\u003cbr\u003eYou know the drill: high-pressure product placement selfies, breathless testimonials, all-caps coupon codes, three-line affiliate links, and all manner of scammy, spammy, and interruptive calls-to-action.\u003cbr\u003e\u003cbr\u003eSome of these posts might seem pretty slick at first glance—it takes effort to look this good—but how do the brands or influencers find out if they’ve had any real impact on their business goals?\u003cbr\u003e\u003cbr\u003eAre all of those followers real, engaged people who actually want what you have? Or just a faceless army of bots? Even if the audience is real humans does the ‘influencer’ actually exert influence over them? And if so, does that influence translate to the action you are trying to reach with your brand?\u003cbr\u003e\u003cbr\u003eAdd to this, the increasing number of negative headlines…“The influencer marketing bubble is set to burst”\u003cbr\u003e “Influencer Fraud Is Costing Brands BIG $$$”\u003cbr\u003e\u003cbr\u003e“Influencer Marketing: A Phony Industry Based on False Premises”\u003cbr\u003e\u003cbr\u003eNo wonder there’s so much skepticism! But here’s the thing:\u003ci\u003e all of these thoughts are based on false stereotypes.\u003c\/i\u003e\u003cbr\u003e\u003cbr\u003eThe world is largely confusing attention with influence. Don’t get me wrong—as marketers, you absolutely need the attention of your target demographic. But by suggesting that we simply need to get in front of our audience with a great message, a great story, or an incredible product, we’re misled.\u003cbr\u003e\u003cbr\u003eSimply put, attention is currency; attention is not success.\u003cbr\u003e\u003cbr\u003eIn believing that attention is all we need, we overlook the most important part—the source of the attention. In marketing, we thrive on attention, but attention without trust is simply noise.\u003cbr\u003e\u003cbr\u003eImagine the following. Notice how both scenarios have achieved your attention, yet with completely different results:\u003cbr\u003e\u003cb\u003e\u003cbr\u003e\u003c\/b\u003e\u003cbr\u003e\u003cb\u003eScenario 1: \u003c\/b\u003eI recently looked at baby jogging strollers for a friend's baby shower, and now I'm bombarded by all things baby. From my Instagram feed, to my emails—everywhere I look, I see something for an expecting parent or an infant… and every company claims theirs is the very best.\u003cbr\u003e\u003cbr\u003eI've seen and even clicked on several of the ads or links, but did not end of buying any of the aforementioned in ads.\u003cbr\u003e\u003cb\u003e\u003cbr\u003e\u003c\/b\u003e\u003cbr\u003e\u003cb\u003eScenario 2:\u003c\/b\u003e My sister-in-law, who is also an active mom of two, highly recommended a specific baby jogger. I Googled the name, and bought the stroller she recommended.\u003cbr\u003e\u003cb\u003e\u003cbr\u003e\u003c\/b\u003e\u003cbr\u003e\u003cb\u003eResult:\u003c\/b\u003e While many of the ads got my attention, my ultimate behavior (to buy) was a result of the trust I had in my sister-in-law’s recommendation.\u003cbr\u003e\u003cbr\u003eBut why? It’s not that complex: people trust people. A brand ALWAYS say their product\/service\/idea is great.\u003cbr\u003e\u003cbr\u003eAdvertisements are a notorious turn-off, and if we don’t end up just ignoring them, we take them in with skepticism. However, the exact opposite is true when that same list of benefits comes from someone else’s lips—especially someone we trust to give us the real scoop.\u003cbr\u003eInfluencer marketing is one of the biggest buzzwords in business, and Fortune 500 brands are increasing their investment year over year. The influencer marketing industry is on track to be worth up to $15 billion by 2022, up from as much as $8 billion in 2019, according to Business Insider Intelligence estimates, based on Mediakix data, and that was\u003ci\u003e before\u003c\/i\u003e the exponential growth of TikTok and content creation under quarantine during the 2020 global coronavirus pandemic. So, it’s safe to say, it’s not going anywhere anytime soon. Seems like a simple solution to success, right? The core concept is simple, but simple does not mean easy. \u003cbr\u003e\u003cbr\u003eIn the modern market, if attention is currency, influence is wealth. Everyone wants to have the kind of impact it takes to drive action, but a failure to recognize that influence is king when it comes to building a business, leaves you very vulnerable to failure. \u003cbr\u003e\u003cbr\u003eIn order to leverage the magic of influencer marketing, we must first understand influence. \u003cbr\u003e\u003cbr\u003eIt’s staggering to watch some of the biggest brands, for all the millions they’re investing, fail at one or all of these three key things, which also happen to be the three biggest problems marketers face when it comes to influencer marketing: \u003cbr\u003e·         Selecting the right influencer (‘right’ being the key word) \u003cbr\u003e ·         Engaging and connecting with the right influencer \u003cbr\u003e·         Measuring success of their influencer marketing efforts \u003cbr\u003e\u003cbr\u003ePut another way, if you think that garnering a certain number of likes or followers on the platform ‘du jour’ is going to help you grow your business, you’re leaving yourself very vulnerable to the incredible speed at which the market is changing. If Instagram shut down tomorrow, the \u003ci\u003etrue\u003c\/i\u003e influencers wouldn’t lose their influence.  \u003cbr\u003e So why do so many brands get influencer marketing so wrong? And what can be done to turn their efforts around?\u003cbr\u003e  \u003cbr\u003e This book was born to answer those questions. Influencer marketing is much more than just another a strategy or a tactic. It's a new way to think, and a framework with the potential to transform your efforts… \u003ci\u003eif \u003c\/i\u003eyou get it right.\u003cbr\u003e  \u003cbr\u003e Here’s the good news: If you’re willing to invest a little more time, effort, and intention in your efforts to harness the power of influence, you’ll see a far greater response. \u003cbr\u003e  \u003cbr\u003e \u003cb\u003eInfluencer marketing can’t be a short game, because \u003ci\u003erelationships\u003c\/i\u003e are the key\u003c\/b\u003e. Real relationships take time. \u003cbr\u003e  \u003cbr\u003e The bottom line is that to be successful in influencer marketing, you need:\u003cbr\u003e   • The \u003cb\u003econfidence\u003c\/b\u003e to invest and collaborate with      others, without focusing on competition or popularity \u003cbr\u003e   • The \u003cb\u003ecommon sense\u003c\/b\u003e to realize that people buy      from brands they trust, not just the noisiest brand out there \u003cbr\u003e   • The \u003cb\u003eopenness and generosity\u003c\/b\u003e to share your own      resources and audience with others \u003cbr\u003e  \u003cbr\u003e In short, influencer marketing is more than just paying someone with an audience to promote your brand. Influencer marketing requires understanding true influence and who has that influence over your target audience. It’s not about one-off transactions but rather must be built on genuine relationships. It’s not a quick fix, it’s a long-term investment. \u003cbr\u003e  \u003cbr\u003e I’ve built my career—and helped others build theirs—by understanding the need for this type of relationship and how to create them. And I’ve put everything together here in \u003ci\u003eThe Influencer Code\u003c\/i\u003e, creating a roadmap for healthy, efficient—and above all, effective—relationships between brands and influencers.\u003cbr\u003e  \u003cbr\u003e The good news is I’m not teaching you anything you don’t already know; rather, I’m giving you a structured guide for creating long-term, win-win, always-on strategic influencer alliances, including: \u003cbr\u003e   • What influencer marketing      is and is not…and why the difference matters \u003cbr\u003e   • The biggest myths and misconceptions      about influencer marketing that get in the way of achieving success \u003cbr\u003e   • The four types of influence      and how you can put them to work for your brand \u003cbr\u003e   • The many roles influencers      can play across your business  \u003cbr\u003e   • Defining the right business      goals for your marketing efforts \u003cbr\u003e   • Identifying, and assessing      the right influencers for your brand and goals \u003cbr\u003e   • Selecting the right metrics      to track success \u003cbr\u003e   • Cultivating a long-term      relationship with influencers that moves beyond transaction to shared      value \u003cbr\u003e   • Facilitating, strategizing      and collaborating with influencers to produce high-impact content \u003cbr\u003e  \u003cbr\u003e You \u003ci\u003ewill\u003c\/i\u003e walk away from this book with a 360-degree understanding of influencer marketing, with all the framework and knowledge necessary to help you devise strategies, accomplish real results, and build a reputation as an expert in the process.\u003cbr\u003e  \u003cbr\u003e Throughout my research, I reached out to over 150 colleagues and experts who have run or are currently running successful influencer marketing programs or who are partnered with brands as influencers\u003ci\u003e.\u003c\/i\u003e I asked them for their insights, case studies, and examples of how companies, brands, leaders, and influencers are successfully using influence—\u003ci\u003eand \u003c\/i\u003ewhen they’re doing just the opposite. \u003cbr\u003e  \u003cbr\u003e I’ve filled these pages with stories, examples of influence at work (both good and bad), and key marketing lessons. In school, we’re taught to \u003ci\u003eanswer \u003c\/i\u003equestions; but as leaders in the marketing space, we need to know how to ask the right questions \u003ci\u003eand \u003c\/i\u003equestion the answers—especially when no one else is.\u003cb\u003e \u003c\/b\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eReady to get started? Let’s do this!\u003cbr\u003e\u003c\/b\u003e \u003cbr\u003e\u003cbr\u003e—Excerpt from the \"Why We Need This Book\" Introduction by Amanda Russell\u003cbr\u003e\u003cb\u003e \u003c\/b\u003e","brand":"Hatherleigh Press","offers":[{"title":"Default Title","offer_id":46302203216101,"sku":"NP9781578268245","price":25.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781578268245.jpg?v=1767739936","url":"https:\/\/k12savings.com\/products\/the-influencer-code-isbn-9781578268245","provider":"K12savings","version":"1.0","type":"link"}