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

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9780789751041: Influence Marketing: How to Create, Manage, and Measure Brand Influencers in Social Media Marketing (Que Biz-Tech)

Identify and Manage the Influence Paths That Convert Brand Awareness to Customer Acquisition!

 

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.

 

· 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

 

Additional online resources can be found at www.influencemarketingbook.com

 

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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.

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.

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