名人2.0：社交媒体影响力营销在打造品牌中的作用

社交媒体影响者统治世界！
崇拜电影明星和运动员只是为了他们的才华的日子已经一去不复返了。日常生活中的人们正迅速成为新的名人，从而对千禧一代和Z一代产生影响。在过去几年中，社交媒体的影响者主宰着流行文化，而品牌也渴望与他们合作建立自己的品牌。从音乐到游戏；从时尚到运动；从健康到生活方式品牌，有5000多万人自称为“创造者”，许多人都是影响力人士，聚集了一个高度参与的社区。对于品牌而言，识别和培养影响者并支持内容创作的最有效方法是什么？
这本书是为任何想了解影响者营销的景观，并着眼于影响者和公司之间的合作的人准备的。这本书非常适合于品牌经理和代理专业人士、有前途的影响者，以及希望进入这个令人兴奋的市场营销领域的学生。本书结合了实用的建议和例子，并概述了迄今为止的学术见解。主题包括创作者和创作者经济、影响者的类型、如何与他们合作、活动设计和实施的考虑因素。
名人2.0：社交媒体影响者营销在打造品牌方面的作用是影响者营销生态系统和影响者营销关系框架的重要入门，以了解内容营销、本土广告和内容营销是如何结合在一起的。
Celebrity 2.0: The Role of Social Media Influencer Marketing in Building Brands
Social media influencers rule the world!
Gone are the days of worshipping movie stars and athletes only for their talent. Everyday people are fast becoming the new celebrities and thus influencers for Millennials and Generation Z. In the past few years, social media influencers dominate pop culture and brands are eager to work with them to build their brands. From music to gaming; from fashion to sports; from wellness to lifestyle branding there are more than 50 million people calling themselves “creators” and many are influencers amassing a highly engaged community. For brands, what are the most effective ways to identify and cultivate influencers and support content creation?
This book is for anyone who wants to understand the landscape of influencer marketing with an eye for collaborations between influencers and companies. Perfect for brand managers and agency professionals, up and coming influencers, and students wanting to enter this exciting field of marketing, this book combines practical advice and examples with an overview of the academic insights to date. Topics include creators and the creator economy, typology of influencers, how to work with them, considerations for campaign design and implementation.
Celebrity 2.0: The Role of Social Media Influencer Marketing to Build Brands is a great primer to the influencer marketing ecosystem and the influencer marketing relationship framework to learn how content marketing, native advertising and content marketing all come together.

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