Summary: The New Influencers: A Marketer’s Guide to the New Social Media by Paul Gillin (2007)

Introduction
Paul Gillin’s “The New Influencers: A Marketer’s Guide to the New Social Media”, published in 2007, is a critical exploration of how social media has revolutionized the marketing landscape. The book illustrates how blogs, podcasts, and other new media have transformed traditional marketing strategies, enabling individuals to create significant impacts and influence markets. This summary condenses the book’s primary themes, insights, and actionable steps.

1. The Evolution of Influence
Major Point: The democratization of influence through new media.
Gillin emphasizes the shift in power from traditional media gatekeepers to individuals who leverage blogs, podcasts, and other forms of new media. He observes that anyone with an internet connection can now potentially influence public opinion and consumer behavior.

Concrete Example: Gillin mentions the case of Jeff Jarvis, whose blog post about his negative experience with Dell led to significant PR issues for the company, illustrating how influential individual voices can be.

Actionable Step: Identify emerging influencers within your niche. Follow and engage with them by commenting on their posts and sharing relevant insights to build a relationship.

2. Understanding the New Influencers
Major Point: Identifying and categorizing new influencers.
The book classifies new influencers into bloggers, podcasters, forum leaders, and video content creators, each wielding influence in unique ways. Marketers need to recognize where their audience resides and tailor their strategies accordingly.

Concrete Example: Gillin explores how blogger Heather Armstrong of Dooce.com transformed personal blogging into a powerful platform that attracted extensive readership and commercial partnerships.

Actionable Step: Conduct research to map out the most popular bloggers, podcasters, and video content creators in your specific industry. Use social listening tools to track their influence and relevance.

3. The Influence of Blogging
Major Point: The mechanics and impact of blogging.
Gillin dives deep into the world of blogging, explaining its rise and the mechanics behind successful blogs. He discusses how authenticity, transparency, and engagement are integral components.

Concrete Example: The story of Shel Israel and Robert Scoble co-authoring “Naked Conversations” is cited, showing the importance of blogs in shaping corporate transparency.

Actionable Step: Start a company blog focused on sharing authentic stories and transparent updates about your brand. Engage with readers by encouraging comments and responding to feedback.

4. Strategies for Engagement
Major Point: Effective engagement with the social media community.
The book highlights the importance of engaging with the online community rather than using traditional advertising techniques. Engagement involves two-way communication and building relationships.

Concrete Example: Gillin cites the case of Stonyfield Farms, which used its blog and social media to engage directly with customers, improving brand loyalty and customer feedback.

Actionable Step: Develop a content calendar with the dual purpose of informational content and interactive posts. Use social media polls, Q&A sessions, and interactive storytelling to engage your audience.

5. Measuring Influence and Impact
Major Point: Tools and techniques for measuring social media influence.
Gillin discusses various methods for tracking and measuring the influence and impact of social media activities. Metrics go beyond mere follower counts to include engagement rates, reach, and sentiment analysis.

Concrete Example: The book references tools like Technorati and Google Analytics to demonstrate how marketers can track the influence of blogs and social media campaigns.

Actionable Step: Implement comprehensive analytics tools to measure the performance of your social media campaigns. Track metrics such as engagement rates, click-through rates, and sentiment analysis to adjust strategies accordingly.

6. Harnessing the Power of Podcasts
Major Point: The potential of podcasting for marketing.
Podcasts offer an auditory channel to reach audiences in a more personal and engaging manner. Gillin underscores their potential for storytelling and brand association.

Concrete Example: He discusses how podcasts like “The Daily Source Code” by Adam Curry reached significant audiences, demonstrating the platform’s reach and effectiveness.

Actionable Step: Launch a branded podcast focused on topics relevant to your industry. Share insights, success stories, and interviews with industry experts to connect with your audience on a deeper level.

7. Video Content as a Marketing Tool
Major Point: The impact of video content on digital marketing.
Video content is highlighted as a highly engaging medium that can effectively convey messages and emotions. The rise of platforms like YouTube has made video more accessible and influential.

Concrete Example: Gillin points out how Blendtec’s “Will It Blend?” series went viral, effectively showcasing their product’s power in an entertaining manner.

Actionable Step: Create a series of short, engaging videos that demonstrate your product’s features, customer testimonials, and behind-the-scenes looks. Upload them to platforms like YouTube and embed them into your social media channels.

8. The Role of Social Networks
Major Point: Leveraging social networks for marketing.
Gillin explains the role of social networks such as Facebook, LinkedIn, and MySpace (pre-dating the rise of newer platforms) in marketing. He discusses their capacity for targeted advertising and community building.

Concrete Example: Facebook groups and LinkedIn communities are mentioned as effective ways to build engaged audiences and facilitate discussions around brand interests.

Actionable Step: Create and manage dedicated social media groups on platforms relevant to your audience. Use these groups to share exclusive content, host discussions, and offer customer support.

9. Challenges and Risks
Major Point: Navigating the risks associated with social media marketing.
The book also addresses the challenges marketers face, such as negative publicity, trolls, and crisis management. Gillin advises on maintaining transparency and swift action to mitigate risks.

Concrete Example: The case of Kryptonite bike locks, where a viral blog post exposed a security flaw, underscores the potential for rapid dissemination of negative information.

Actionable Step: Develop a social media crisis management plan. Include protocols for responding to negative comments, managing PR crises, and recovering brand reputation.

10. The Future of Social Media Marketing
Major Point: Anticipating future trends in social media.
Gillin offers predictions about the evolving role of new influencers and the continuous growth of social media platforms. He stresses staying adaptive to embrace innovations in technology and consumer behaviors.

Concrete Example: Although specific future technologies are not detailed owing to the book’s 2007 publication date, the emphasis is on perpetual innovation and adaptability.

Actionable Step: Commit to continuous learning and staying updated on emerging social media trends and technologies. Allocate resources for R&D and experimentation with new platforms and strategies.

Conclusion
“The New Influencers” by Paul Gillin presents a comprehensive guide to navigating the evolving landscape of social media marketing. By highlighting the power of authentic engagement, the significance of new media influencers, and the strategies to measure and optimize impact, Gillin provides marketers with valuable insights and actionable steps. Implementing these strategies can help brands build robust online presences and foster meaningful connections with their audiences.