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Influence Marketing: How to Create, Manage, and Measure Brand Influencers in Social Media Marketing (Que Biz-Tech) Paperback – May 10, 2013


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Influence Marketing: How to Create, Manage, and Measure Brand Influencers in Social Media Marketing (Que Biz-Tech) + Return On Influence: The Revolutionary Power of Klout, Social Scoring, and Influence Marketing
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Product Details

  • Series: Que Biz-Tech
  • Paperback: 240 pages
  • Publisher: Que Publishing; 1 edition (May 10, 2013)
  • Language: English
  • ISBN-10: 0789751046
  • ISBN-13: 978-0789751041
  • Product Dimensions: 6 x 0.5 x 9 inches
  • Shipping Weight: 12 ounces (View shipping rates and policies)
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (21 customer reviews)
  • Amazon Best Sellers Rank: #478,672 in Books (See Top 100 in Books)

Editorial Reviews

Review

"Sometimes a book changes the way we do business. Influence Marketing: How to Create, Manage and Measure Brand Influencers in Social Media Marketing will be one of those books." Evy Wilkins, VP Marketing, Traackr.


"This book will shake up the social media world, the marketing world, the ROI world." Ann Hawkins, The Social Media Show.

"This book is a marketing book but it is really a business book, it will be a keep close for a go-to reference as you discover the power of your customers as well as insight into the context of your online relationships." Randy Bowden, Principal Partner, Bowden2Bowden LLC.

"Sam and Danny don't just demystify influence marketing, they make it understandable and actionable. In an age where the term "influence" is used loosely, and scored with the same abandon, I'd recommend this book to anybody in customer-facing roles (sales, marketing, agency, CXX, product, etc. )." Fred McClimans, Principal, Intelligist Group.

"A must-read for any marketing person. Brings structure into this crazy world. Can't name any other book that conveys so much detail without losing its grip on you. Years of experience on a plate. A+."  Anatoly Volkhover, CEO, Manumatix.

About the Author

Danny Brown is Chief Technologist at ArCompany, a business intelligence consultancy helping organizations adapt to the changing communications landscape, allowing for more meaningful dialogue with customers and stakeholders. He is a multiple award-winning marketer, who has worked with leading consumer, technology, and digital companies including IBM, LG, FedEx, Ford Canada, Microsoft Canada, Scotiabank, Vodafone, Dell, BT, Orange, and BlackBerry. He has spoken at TEDx as well as numerous business conferences, and his blog is recognized as the #1 marketing blog in the world by HubSpot.

 

Sam Fiorella is Partner at Sensei Marketing, a customer experience consultancy based in Toronto and New York. Over the past 20 years, Sam has developed the strategy and led the execution on over 1800 Web projects for clients and marketing agencies around the world including Morgan Stanley, AOL, Snyder’s of Hanover, Deutsche Bank, Hyatt Gaming Management, and Intrawest Resorts. These experiences—and the proven results—have made Sam a highly sought-after strategist and public speaker on the importance of customer experience and measurement in social media marketing.


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Customer Reviews

4.8 out of 5 stars
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See all 21 customer reviews
I'll just hit the highlight: READ.
Brian V.
With situational influence, marketers must consider the factors that impact the customer's decision making process as they move from awareness to purchase.
Mike Hale
The battle-cry we hear is "we need to reach more influencers. If we get one endorsement from DJ DonkeyKong our product will fly off shelves."
B. Hansford

Most Helpful Customer Reviews

8 of 9 people found the following review helpful By Christine DeGraff on September 23, 2013
Format: Paperback Verified Purchase
I have purchased over a dozen social media marketing books, several of which focus on influence marketing, and this is the first one I ever actually read from cover to cover - twice in fact. As an avid reader who cannot seem to consume information fast enough, I tend to skim in order to "get the gist of it" while skipping the fluff. I was not able to do that with this book, nor did I want to.

This book is a serious read and hands down the best of any of the social media books I have read to date. Danny and Sam provide facts, case studies, examples, charts, data and concepts that will likely cause a shift in the way the reader thinks about influence marketing - it did for me; however, I think it will be another 2 years or more before brands "get it" and come to realize that an influencer's Klout score, Twitter followers and Facebook likes are meaningless if there is no bottom line impact.

If you are the type to focus on your Klout score, or if you are a brand who is ready to look beyond numbers and understand how to create rather than find brand influencers, then this book is for you. Highly recommended.
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3 of 3 people found the following review helpful By Brian V. on November 11, 2013
Format: Kindle Edition Verified Purchase
I read this book back in May, and I wrote a blog post about it under the same title that I've used here. I'll just hit the highlight:

READ.THE.BOOK.

Pretty easy, right? Actually, the title is based upon the book's opening case study where intelligent, experienced marketers run an influence marketing campaign...and realize they missed something. They tweak a few times and discover some great insights along the way. One of my favorite quotes in the book regarding influencers: "Their influence was one-dimensional; relationships without depth, amplification without action, and recommendation without comprehension of the audience's need."

Along the way, Brown and Fiorella talk about the IKEA Effect, comparisons between a Fisherman's Influence Marketing model and a Customer-Centric Influence Marketing model, the Customer Life Cycle Continuum, and the dangers of doing influence marketing campaigns based exclusively upon an algorithmic score.

This is a deep read that is not for the faint of heart. Bring coffee, and plan to stay awhile. However, the result will be enlightenment regarding influence marketing that goes beyond a score...brought to you by a couple of guys who love a debate and who are not afraid to adapt their viewpoints to reality. That attitude earns my respect.
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5 of 6 people found the following review helpful By Mike Hale on June 6, 2013
Format: Kindle Edition Verified Purchase
Influence Marketing explores a new model of marketing: Situational Influence. With situational influence, marketers must consider the factors that impact the customer's decision making process as they move from awareness to purchase. Personal, economic, environmental and emotional factors must be considered and how other messages can interrupt the messages you are sending to potential customers.

Instead of reaching out to influencers based on social scoring, hoping they'll amplify your brand's message, situational influence starts with the customer. The customer-centric model focuses on identifying the impact of influence from those people already in the customer's social graph. You also need to understand how other messages can interrupt the messages trying to reach potential buyers.

Mixed in with detailed case studies, practical advice and in-depth reviews of the tools and platforms you'll use to put it their lessons into practice, Sam & Danny lay out the 4 M's of influence marketing: Make influencers, Manage campaigns, Monitor message, and Measure success.

This book teaches companies, personal brands, or anyone trying to spread their message what influence is, how to measure it, and how marketers attempt to use influence as a marketing tactic. It describes in detail the many social, economic and situational factors that impact the effectiveness of an influence marketing campaign. Influence marketing is, obviously, a book about marketing, but community managers and anyone using social media to build their audience will find it beneficial.
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5 of 6 people found the following review helpful By Randy Bowden on May 23, 2013
Format: Paperback Verified Purchase
The buzz word on the "marketing" street today is influence marketing, with a handful of heavy marketed platforms that claim to know the code but have been plagued with many missteps and justified criticism. Several are on the road of reinvention and hopefully will discover the password. However Danny Brown and Sam Fioella have tackled the practice with their new release and aptly named book, Influence Marketing. Reading the book you will discover the need to focus on the customer and not the influencer, understanding how your customers move from brand preference to brand purchasers. We all want and need sales and in todays competitive digital space it is key to focus marketing efforts on the right spots. Their reveal is a reverse engineering tactic for you to "make" influencers by identifying the people who truly can be responsible to affect change. Going further the marketer naturally needs to manage, monitor and measure each campaign. This book is a marketing book but it is really a business book, it will be a keep close for a go-to reference as you discover the power of your customers as well as insight into the context of your online relationships. So buy it and expect change your tactics gaining a course of measurable winning actions.
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