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Identify and Manage the Influence Paths That Convert Brand Awareness to Customer Acquisition!
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Today, you face a brutally tough, maddeningly elusive new competitor: the “wisdom of crowds.” Social media gives consumers 24x7 access to the attitudes and recommendations of their most engaged peers. These are the views that shape buying decisions. These are the views you must shape and use. Influence Marketing won’t just help you identify and enlist key influencers: it will help you manage the influence paths that lead consumers to buy. By sharing empirical evidence of hard-won lessons from pioneering influence marketers, Danny Brown and Sam Fiorella provide a blueprint that moves influence marketing beyond simple brand awareness and into sales acquisition and customer life time value measurement. They integrate new tools and techniques into a complete methodology for generating more and better leads—and converting them faster, at higher margins.
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• Put the customer—not the influencer—at the center, and plan influence marketing accordingly
• Recognize where each prospect stands in the purchase life cycle right now
• Clarify how your consumers move from brand preference to purchase
• Identify key micro-influencers who impact decisions at every stage
• Gain indispensable insights into the context of online relationships
• Recognize situational factors that derail social media brand recommendations
• Understand social influence scoring models and overcome their limitations
• Re-engineer and predict influence paths to generate measurable action
• Master the “4 Ms” of influence marketing: make, manage, monitor, measure
• Transform influence marketing from a “nice-to-have” exercise into a powerful strategy
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- Sales Rank: #192176 in eBooks
- Published on: 2013-04-29
- Released on: 2013-04-29
- Format: Kindle eBook
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.
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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.
Most helpful customer reviews
4 of 4 people found the following review helpful.
Deep analysis, ideas, models. Not the usual social 101 fluff.
By TheBGH
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. 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." Hogwash.
Too many organizations are focused on how to create "buzz" from some sponsored ad campaign or social media amplification. The results, if anything happens at all, are short-term and rarely have a lasting impact on sales and customer loyalty. People become customers when they want to. Not when someone tells them to in a Super Bowl commercial. The emotional connection must happen between the customer and the brand or product.
Dyadic Relationships and Geofencing - Influential Paths of Peer Conversations
Brown and Fiorella show how influential conversations take dyadic paths between people who share common ideas or relationships. These dyadic relationships can be have more influence on each other than a recommendation coming from a celebrity, blogger or an outsider to the dyad. This model shows how peers, and friends have a tremendous amount of influence on each other. The challenge then becomes identifying the members of dyads and their relationships. These people are micro-influencers who share a common social graph and have direct impact on consumer behavior. These micros have influence based on context in different areas including anything from the environment, ideology, emotions.
Geofencing takes the dyadic relationships and "segments decision makers and their personal social graphs, including micro-influencers based on situational factors as applied to a specific stage in the decision-making process."
This section took a while for me to wrap my head around. And that's good. Influence follows a complex path that begins and ends with a consumer. This is impossible to score. There are popular platforms that attempt to score influencers but as Brown and Fiorella point out, that doesn't put the customer in the center.
Why is This Important to Understand?
These concepts are the foundation for understanding how people influence each other to make decisions - rational or not. Influence follows a path. It's not always logical or predictable simply because of human nature. And there are different ways to engage with consumers and influences. Social media technology platforms can help and hinder at the same time. Social media can help organizations list, amplify messages, build relationships and ultimately help drive sales. Putting the pieces together to navigate the path are the biggest challenge.
The Four M's of Influence and the Available Tools
Like any marketing approach, it's valuable to have a breakdown that's easy to remember. The Four M's are just that and provide a great way to build the paths to influence with the consumer, the tools that can support different spheres of the influence paths. The exciting news is more innovative tools are coming online that provide interest solutions to identify a path, find dyads, engage with influencers, and measure the impact.! really like how the book points out a library of innovative platforms in Chapter 10 that fit in the areas of the Four M's.
Why Read "Influence Marketing"
Danny Brown and Sam Fiorella take a refreshing approach with includes substance. They provide tremendous detail with real world case studies of how influence can and should work with consumers. Some may think the analysis is too academic but I will disagree. The world of marketing and social media needs deeper thought than the platitudes we are overwhelmed with currently.
Get Beyond Platitudes - Substance over Style
The snake-oil speakers and 'experts' that give Tony Robbins-style speeches at trade shows are boring, and frankly they have little credibility with me. It's time for the my fellow marketers to stop worshipping these people simply because they publish books and spoke at a conference, yet they have never done actual work. The real experts are the ones who get their hands dirty in the trenches, conduct extensive testing and analysis and deliver results with their clients and customers. Just because someone looks good in a head shot photo which slick hair and writes a book does not make them experts. That substance includes Influence Marketing which will have a shelf life of several years, versus the next tradeshow.
9 of 11 people found the following review helpful.
The only social media book I have ever read cover to cover - twice in fact!
By Christine DeGraff
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.
4 of 5 people found the following review helpful.
The Only Bad Thing About This Book is its Title
By Alan Kelly
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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