Table of Contents
Table of Contents
Acknowledgments xi
Introduction 1
How to Use This Book 5
Tools and Resources 8
Chapter 1: The Influencer Effect 11
The Influencer Effect 13
What Makes an Influencer? 15
Why Engage Influencers? 18
Who Should Use the Influencer Effect 20
Amplifying Influence Through Multi-Pacts 22
How the Influencer Effect Benefits You 24
Unintended Consequences 46
What's In It For the Influencer? 47
A Growing Field 49
The D.R.E.A.M. Method 50
Chapter 2: Step 1: Design Your Action Plan 51
Are You Ready for Action? 52
Now Create Your Action Plan 58
Get Your Action Plan Approved 89
Chapter 3: Step 2: Research Rules 91
Three Criteria for Vetting Your Influencer 92
Classifying Influencers 94
Choosing Your Number of Influencers 103
Setting Your Timetable 104
Identifying the Researcher 105
Preparing for Research 106
Creating a Tiered System 107
Knowing the Criteria to Research 108
Getting the Message Out 129
Where to Research: Influencer Information Sources 134
Making Your Choices 136
How to Get Your Choices Approved 145
Conclusion 148
Chapter 4: Step 3: Engage 149
An Overview of the Ask 152
Components of the Ask 155
Types of Asks 160
Around the Ask 163
Who Do You Ask? 168
How to Find Contact Information 174
Who Makes the Ask? 178
After the Ask: Keys to Success 181
Chapter 5: Step 4: Activate 189
Pre-Production-Setting Up for Success 193
Production-It Will Be Alright on the Night 226
Post-Production-Be Loud, Be Proud, and Be Heard 231
Chapter 6: Step 5: Measure 237
Why We Measure 238
Who Cares What We Measure? 241
When We Measure 243
What to Measure 244
How to Measure 275
Presenting Your Findings 289
Chapter 7: Make your D.R.E.A.M. a Reality 293
What Can You Do Now? 296
Music Lyric Acknowledgments 299
Bibliography 303
Index 309
