Enter your mobile number or email address below and we'll send you a link to download the free Kindle App. Then you can start reading Kindle books on your smartphone, tablet, or computer - no Kindle device required.

  • Apple
  • Android
  • Windows Phone
  • Android

To get the free app, enter your mobile phone number.

Have one to sell? Sell on Amazon
Flip to back Flip to front
Listen Playing... Paused   You're listening to a sample of the Audible audio edition.
Learn more
See this image

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

4.8 out of 5 stars 24 customer reviews

See all 2 formats and editions Hide other formats and editions
New from Used from
"Please retry"
"Please retry"
$832.54 $114.95

"Be Obsessed or Be Average"
A personal finance book about a man who went from rock bottom to multi-millionaire by pursuing his passion. Learn more | Kindle book
click to open popover

Editorial Reviews


"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.


New York Times best sellers
Browse the New York Times best sellers in popular categories like Fiction, Nonfiction, Picture Books and more. See more

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
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (24 customer reviews)
  • Amazon Best Sellers Rank: #1,171,205 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

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 ›
2 Comments 4 people found this helpful. Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse
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.
6 Comments 9 people found this helpful. Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse
Format: Kindle Edition Verified Purchase
There is a huge buzz around influence marketing. A lot noise about it, but not a lot of solid information. Enter two seasoned marketers, Danny and Sam. They expertly explain influence marketing through data, case studies, and product recommendations. You will learn something new in every chapter. While this is a marketing book, as a PR professional, I found ways the information shared in this book could be used to assist my clients.

I have to say this is: it is not a quick read. It is packed with lots of information. Information which will take time to digest. But it will be worth it.
1 Comment 2 people found this helpful. Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse
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.
1 Comment 2 people found this helpful. Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse
Format: Paperback Verified Purchase
o a search on influence marketing, and you will likely stumble upon these two pioneers What makes their book especially appealing to academia is its modelling of influence paths that shape our customer’s buying decisions. This fits well with sales funnel concepts discussed in marketing and lead management.

And rather than romancing high Klout scoring individuals that could amplify our messages, the authors help us dissect the situational factors surrounding a customer’s affinity for our brands. This centers the influence exercise more around the customer than the influencer.

The book, in my opinion, qualifies academically as a recommended reading for an MBA level program. Its appeal is limited to influence marketing topics in social media for which it has the following advantages:

1) The author’s provide numerous cases and stories related to the mapping and modelling of influence down to micro-influencers.
2) The modelling takes a bottom-line view of influence that transcends the more popular approaches to merely counting followers and likes or measuring Klout.
3) High academic rigor is applied to understanding the customer’s influence path with their Customer-Centric Influence Marketing and the Customer Life Cycle Continuum.
4) Their 4 M’s of influence marketing offer a structured approach to deploying influence strategies.
2 Comments 3 people found this helpful. Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse

Most Recent Customer Reviews

Pages with Related Products. See and discover other items: business marketing