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How Companies Succeed in Social Business: Case Studies and Lessons from Adobe, Cisco, Unisys, and 18 More Brands by Shawn Santos

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8. The Silent Revolution: How Influencers Are Redefining Social Business Models

Nestor Portillo, Global Social Media Marketing Manager, Cisco

Why Influencers and Why Now?

It is very well known that there are some individuals who are seen by peers, friends, and families as a trusted source for product or service advice, usage, and so on. These individuals are considered “influencers” because they also drive actions and behaviors. Most importantly is the fact that they have an above-average impact on customers’ purchase decisions, which is key to succeed in the new social business landscape.

Today, it is common to see how product reviews and user-generated content ranks higher on search engine results than branded content, when people are researching ...

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