The power of Peer Influence - 5 Keys To Success in Influencer Marketing

Abstract

EXECUTIVE SUMMARY Influencer marketing is one of the hottest topics in marketing today and is unlikely to go away. The advent of social media has created an environment where far more people’s voices are now heard, de- mocratizing information and increasing the potential power of every individual to influence behaviors. Given the power and prevalence of social technology, the content each of us consumes will increasingly come from our personal networks as these technologies become deeply engrained throughout all media. To date, much of the focus in Influencer Marketing has centered on uber influencers and scores like Klout Adver and PeerIndex that aim to identify those with the broadest reach in spreading content. In a recent Isn’t About the “Influencers”, Evans detailed the argument for why peer influencers and not these uber “influencers” are really the key for marketers looking to drive changes in purchasing behavior. Due to tising Age article written by Crowdtap Founder and CEO Brandon Evans, Why Influencer Marketing the strong reception from that article, we created this white paper to help marketers navigate the rapidly growing Influencer Marketing space. In particular, we explain why peer influencers are the most powerful force in social marketing today. This paper will explore: - The History and current state of Influencer Marketing - Why Peer Influencers are the key to any Influencer Marketing strategy - 5 critical tips for developing a successful Influencer Marketing program