PRX Releases

“The New Influencers: A Marketer’s Guide to the New Social Media” Now Available in Book Stores and Online

Must-Have Social Media Book by Paul Gillin, Respected Journalist and New Media Expert, Reveals How Ordinary People Are Changing All the Rules in Marketing and Media – And What to Do About It

Boston, MA, May 7, 2007

• Social media like blogs, podcasts, and viral video are profoundly disrupting mainstream media and marketing.
  
• As Paul Gillin explains in “The New Influencers”(Quill Driver Books), today’s influencers are no longer marketing experts, nor the traditional media that have always controlled and filtered messages, but millions of everyday people who now determine what people say about corporate brands, in direct and powerful ways.
• Instead of another how-to book on blogging, “The New Influencers” expertly chronicles – through dozens of real-world examples – the latest developments in social media and their profound implications for marketers. 
• With a foreword by Geoffrey A. Moore, author of Crossing the Chasm, the book explores:
  • Why social media are now so influential in consumer decisions 
  • How to interact with the blogosphere
  • The need for complete openness, honesty and transparency
  • Strategies and practical tips for both small and large businesses to achieve real business results
• The just-published book is now available in book stores, at www.amazon.com and other online retailers.
• Paul Gillin’s audio interviews with “new influencers” and other bonus features are available online.

MULTIMEDIA ELEMENTS

QUOTES

• “Messaging is history. The new world of marketing is all about engagement. It’s about creating conversations with customers that build long-term relationships and deliver value on both sides. Marketers need to become content providers.” —  Paul Gillin, author, “The New Influencers”
• “How can we understand this new force? How should we engage with it constructively? How can we protect ourselves from its darker side? These are the questions this book seeks to address, and I commend you to it. It is timely indeed, for we are seeing not just marketing campaigns, but political and social ones as well, playing out in this new venue.” — Geoffrey A. Moore, author of “Crossing the Chasm,” “Inside the Tornado,” and “The Gorilla Game”
• “Individuals, armed with technology, are seeking out others like themselves and sharing their opinions with the world. There’s a new breed of influencers and they’re talking about your brand. Gillin has managed to capture the essence of trend and what it means for marketers.” — Steve Rubel, MicroPersuasion
• “In his terrific exploration of The New Influencers, Paul Gillin shows, using real examples, how organizations are communicating directly with important constituents. Gillin’s book is an important riff on how the Web has made public relations public again, after years of almost exclusive focus on media.” — David Meerman Scott, author, “Cashing in with Content: How Innovative Marketers Use Digital Information to Turn Browsers into Buyers”
• “This is a benchmark book on the anatomy of influence in our rapidly changing world. Paul brings his engaging and most times brilliant journalistic style to a profound topic with flair and thoughtfulness. Read this book.”  — Larry Weber, founder of The Weber Group and W2Group
• “As ‘word of mouth’ loses opinion-forming power to ‘word of blog,’ companies are faced with a revolution in how their brands and corporate image will be shaped in the future.  Paul Gillin provides a very insightful and well-written guide on how to effectively benefit from these dramatic changes.  A must read!” — Patrick J. McGovern, Founder and Chairman, International Data Group (IDG)

For more quotes, see Advance Praise.

Check out the “Buzz in the Blogosphere.”

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