Good Influence: How to Engage Influencers for Purpose and Profit
Paul M. Katz, the founder and CEO of social impact agency Entertain Impact, considers himself a cultural change agent, meaning that he builds marketing and awareness campaigns for charities and social justice needs using popular culture. In this clear, step-by-step guide, he lays out the strategies and guidelines around harnessing the power of influencers to market goods or services.
Katz’s methodology rests on a five step D.R.E.A.M. process – Design your action plan, Research your influencers, Engage your influencers, Activate your campaign and Measure your impact – “for identifying, engaging and successfully partnering with your perfect influencer.” Katz’s book is most successful when he guides readers through practical concerns such as partnerships, sponsorships, managing relationships and putting together a marketing calendar. His direction on “making the ask” and on audience targeting is particularly well thought out. Readers who recognize the value of influencer marketing but don’t know the ins and outs of working with influencers will appreciate his plain language and clear directions.
Two areas that could use improvement are his case studies and the introduction. Virtually all the examples used are from Katz’s own company, making the whole feel uneasily self-promotional, like a brochure for potential clients. And, while the book is admirably straightforward and easy to understand, it starts out on too basic a level. He begins by explaining what an influencer is, how social media works and other 101-level topics unlikely to be interesting to anyone who’s already aware they need influencers in their marketing plans.
Nonetheless, Good Influence is a well-organized, encouraging guide to a particular marketing strategy that will be well received by its intended audience.
Also available in hardcover, ebook and audiobook.