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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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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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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 (24 customer reviews)
  • Amazon Best Sellers Rank: #495,492 in Books (See Top 100 in Books)

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Most Helpful Customer Reviews

3 of 3 people found the following review helpful By B. Hansford on October 20, 2013
Format: Kindle Edition Verified Purchase
Influence Marketing by Brown & Fiorella
I had to write a book review of "Influence Marketing" by Danny Brown and Sam Fiorella. The book provides fantastic analysis and details for deploying social influence models that deliver the right results. They go well beyond the typical platitudes we see from so-called influence marketing 'experts' who spend more time speaking at conferences than working in the real-world delivering real solutions.

Brown and Fiorella conducted academic-level research and share a fantastic amount of empirical data and case studies on campaigns results. Make no mistake - this book takes effort to read and goes into tremendous detail on social behaviors and models, language, and paths to influence. Real influence marketing goes beyond Klout scores or Kred points and shows that rewarding so-called influencers doesn't actually drive purchase behavior. (I can attest to the fact that I have never move on to purchase any of the Klout Perk items I've received for free.) Influence Marketing shows how consumers ultimately socially influence each other.

The Twitterverse and trade shows are full of crap where some dude with slick hair or some woman with a dynamic personality someone knows how to build programs that actually engage with customers. The problem is those folks only know how to self-publish books and give Tony Robbin's-style speeches and they never do real world work. This is where Brown and Fiorella are different.

Where other Models Go Wrong

The huge failure of "traditional" influence marketing is how the Influencer is placed at the center, and not the customer. This is the wrong approach!

Buzz is Not Influence

CMO's and social marketing professionals often equate buzz with influence marketing.
Read more ›
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8 of 10 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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4 of 5 people found the following review helpful By Alan Kelly on June 2, 2013
Format: Paperback Verified Purchase
To float the phrase "Influence Marketing" is a bit like PR mavens talking about "Strategic Communications." You'd next expect CPAs to position their services as "Accurate Accounting." Even so, the title of Danny Brown's and Sam Fiorella's new book is all that I'd change or contest. Influence Marketing is the best primer and perspective-giver on the art and science of marketing -- social media-style -- out there today. Compare it to ROI: Return on Influence, a salute (perhaps a commissioned salute) to Klout, and you'll see the value. Beware, the authors do go geek. References to ontologies (p. 117) are spot-on and may scare the casual reader. But this is to say that Brown and Fiorella know not only the point we've come to in marketing, but where we're going next. Bravo!

Alan Kelly
Founder and Executive Director, Playmaker Systems, LLC
Adjunct Prof., The George Washington University
Author, The Elements of Influence
The Elements of Influence: Introducing the Playmaker's Standard: The New Essential System for Managing Competition, Reputation, Brand, and Buzz
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2 of 2 people found the following review helpful By Jeffespo on August 30, 2013
Format: Paperback Verified Purchase
Length: 2:24 Mins
This book is a great read if you have been hearing all the buzz about leveraging influencers in marketing, but are sick and tired of hearing about Klout, Kred and other scores that say how influential someone is because of social networking sites. The authors talk about methods companies can do to build up influence and purchases in their target audience. Yes numbers matter, but the not the ones on fancy sites with hipsteresque names that start in K, the ones that often are abbreviated with a number then a K. Yeah you know like this influencer drove 10K in new customer sales... not got a guy with a K score of 10 getting something for free and not getting others to buy.
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2 of 2 people found the following review helpful By DustinW on December 12, 2014
Format: Paperback Verified Purchase
Insightful book that all intermediate and experts should have setting on their reference shelves. I was new to the industry and the book was completely over my head, so I just kept reading until I was comfortable with the technical tone and dialogue of the insights. It is very wordy in the specific elements of the subject matter. I do recommend this book, learned a lot and will use in future as guide. Thanks.
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