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Influencer Relations: Marketing Und PR Mit Digitalen Meinungsführern by Annika Schach, Timo Lommatzsch

Influencer Relations: Marketing Und PR Mit Digitalen Meinungsführern

by Annika Schach , Timo Lommatzsch
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Book cover type: Paperback
  • ISBN13: 9783658211875
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Springer Gabler
  • Publisher Imprint: Springer Gabler
  • Publication Date:
  • Pages: 314
  • Original Price: USD 64.99
  • Language: German
  • Edition: 1. Aufl. 2018
  • Item Weight: 522 grams
  • BISAC Subject(s): E-Commerce / Online Trading

Die Zusammenarbeit mit digitalen Influencern wird f�r die Marketing- und PR-Abteilungen gro er Unternehmen immer interessanter. Neben klassischer Werbung, Media Relations und Content Marketing geh�rt auch das Influencer Marketing mittlerweile zum Handwerkszeug der Unternehmenskommunikation. Aber was sind eigentlich Influencer? Influencer sind die Meinungsf�hrer und Meinungsmacher des digitalen Zeitalters. Typischerweise haben sie sich �ber verschiedene digitale Kan�le (wie Blogs und Social Media) ein Netzwerk aufbauen k�nnen, in dem sie dank einer gewissen Themenkompetenz als Anlaufquelle f�r bestimmte Informationen gelten.
Influencer sind in der Regel also weder Journalisten noch klassischen Testimonials oder Prominente, die seit jeher in der Werbung als Botschafter eingesetzt werden, sondern viel mehr ganz normale Menschen, die sich in der digitalen �ffentlichkeit den Ruf eines Experten f�r bestimmte Themen erarbeiten konnten. In Unternehmen gilt daher die Pflege der Influencer Relations als Weiterentwicklung des Empfehlungsmarketings. Denn auch wenn die Theorie die Wirksamkeit des Influencer Marketings noch oft kritisch diskutiert, sind Unternehmen, die mittlerweile - ausschlie lich oder verst�rkt - auf diese Form der Kommunikation setzen, sehr erfolgreich damit.
Dieses Grundlagenwerk bietet erstmals eine fundierte Aufbereitung der Felder Influencer Relations und Influencer Marketing. Neben einer umfassenden Definition und Abgrenzung der wichtigen Begrifflichkeiten stellt es vor allem die Aspekte der strategischen Planung und praktischen Umsetzung vor und erl�utert die Themen Evaluation/Key Performance Indicators sowie rechtliche und medienethische Grundlagen. F�hrende Experten aus der Praxis geben anhand aktueller Best-Cases einen Einblick in den aktuellen Status quo der jungen Disziplin, der vor allem f�r Vertreter aus Unternehmen und Agenturen interessant ist. Insgesamt ein lohnendes Buchf�r Kommunikations- und Marketingexperten wie auch Studierende der Kommunikationswissenschaften sowie der Public Relations und des Marketings.

Annika Schach ist Professorin für Angewandte Public Relations an der Hochschule Hannover. Zuvor arbeitete sie rund zehn Jahre in der Kommunikationsbranche für verschiedene Agenturen und Unternehmen. Die gebürtige Rheinländerin studierte Soziologie und Psychologie in Duisburg und promovierte zum Dr. phil. in germanistischer Sprachwissenschaft in Greifswald. Ihr Schwerpunkt in Forschung, Lehre und Publikationen ist die Sprache in den Public Relations. Sie ist Autorin bei Springer Gabler und VS. Jüngste Publikationen sind die Herausgeberwerke "Storytelling - Geschichten in Text, Bild und Film" (Springer Gabler) und "Handbuch Sprache in den Public Relations" (VS).
Timo Lommatzsch ist Geschäftsführer der Agentur MT-Medien und arbeitet seit über 15 Jahren auf Unternehmens- und Agenturseite an der Schnittstelle von PR und Marketing mit einem starken Fokus auf den digitalen Wandel. Stationen seiner Karriere waren die Geschäftsführung Strategie und Beratung bei ORCA van Loon (PR/Kommunikations-Agentur), Unit Leiter Digital Dialogue bei der Vorgängeragentur Molthan van Loon, Leiter Endkundenmailorder bei Trashmark (Merchandiser) und Produktmanager bei Supersition/Poker Flat (Plattenlabel). Er begleitet Unternehmen, Behörden und Institutionen bei ihrer Kommunikation mit Influencern.

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