What is influence, what characterizes the success of a business and how to stand out in the digital environment through creative storytelling and new technologies. These are the main questions addressed in the book “Economia da Influence”, by businessman Flávio Santos, CEO of MField, a company specializing in content and influencers for digital activations, which stands out in the market for its operating model, based on the construction of creative narratives. .
The 36-year-old publicist from Minas Gerais has been working in the marketing market for over 15 years, and has always been eager to hear and tell good stories, which motivated him to gather, in 11 chapters, notes and articles he wrote over the years. , aligned with the main surveys, data and insights about a segment that has been moving billions around the world.
The book, which has a preface written by the Content Director of GQ magazine, Daniel Bergamasco, begins by comparing the power of influence of great personalities, which many believe is related to the number of followers, and not in their representation as a whole. Next, the businessman addresses the question that serves as the main theme of his chapters, which is “What is influence?”. According to Santos, when we stop to think about it, influence acts today in different ways in our daily lives, from that restaurant tip given by a friend, to the piece of clothing or product/service we use on the recommendation of a content creator on social media. social.
To explain this relationship between influencer and influenced, which is not something new as many imagine, the entrepreneur points out that the social characteristic of interaction between people, whether physically or virtually, is so natural, that even without realizing it, they happen all the time. This is mainly due to the role that social networks play today, being this direct communication bridge, acting as a business card, which will capture more and more people through the type of content shared.
Along with this retrospect, the entrepreneur talks about the evolution of influence, which had great strength in television, until the emergence of social networks, where it started to branch out into different formats, which characterizes the profile of each influencer, aligned with how to build a good story. “There is no internet, much less social network, without content”, highlights the author. With this, Flávio shows the importance of building good narratives, however, a good story needs good communicators, as this is the only way to achieve the necessary efficiency through influence.
The book, after a rich and detailed explanation of the influence market, and everything that characterizes it as strategic and innovative, comes to the practical moment, where it presents all the tools to accelerate and enhance business, especially within the digital environment. And to close with a flourish, Santos points out the main reasons for investment, since the fear about the conversion of the strategy is still great, ending all his thoughts with the following sentence: “The communication challenge is not just a problem for brands. It is up to each of us to make the internet a better, safer and healthier environment.”.
With distribution by Editora Gente, the book will be available for sale in the main bookstores and e-commerce do Brasil as of June, with prices ranging between R$54.90 for the physical version and R$38.40 for e-books.
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