Return on Influence The Revolutionary Power of Klout, Social Scoring, and Influence Marketing

ISBN-10: 0071791094

ISBN-13: 9780071791090

Edition: 2012

Authors: Mark Schaefer

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We are on the cusp of a marketing revolution.And it is being led by you.“Influence is the ability to cause, affect, or change behavior. Mark Schaefer helps you define the outcomes you wish to see . . . and measure them!”—Brian Solis, author ofThe End of Business as Usual“Schaefer’s book has earned its place on the shelf of anyone looking to find influencers—or become one.”—Harold Burson, founder, Burson-Marsteller“Return on Influenceis definitive, exciting, and endlessly practical. In an age where marketing budgets are tight and getting tighter, social media—and particularly influence marketing—has become the silver bullet to solve all problems. Consider this book the marksmen’s manual.”—Rick Wion, Director of Social Media, McDonald’s“I could not stop reading this book. Mark Schaefer demystifies the power of influence in this insider’s guide to combining content strategy with network interactions to create social conversations that move markets.”—Ardath Albee, author ofeMarketing Strategies for the Complex Sale“A fascinating exploration at how you track and increase your online influence. Real-world strategies for real-world companies.”—Randy Gage, author ofProsperity MindAbout the Book:Return on Influenceis the first book to explore how brands are identifying and leveraging the world’s most powerful bloggers, tweeters, and YouTube celebrities to build product awareness, brand buzz, and new sales.In this revolutionary book, renowned marketing consultant and college educator Mark W. Schaefer shows you how to use the latest breakthroughs in social networking and influence marketing to achieve your goals through:In-depth explanations of the sources of online influence—and how they can work for or against youInterviews with more than 50 experts, including tech blogger Robert Scoble,Influenceauthor Robert Cialdini, and industry thought leaders such as Mitch Joel, Jay Baer, and Christopher S. PennAn insider’s look at the controversial social scoring company Klout and its process for assigning influence numbers to everyonePractical, actionable tips to increase your own personal power and online influenceMore than a dozen original social influence marketing case studiesEven if you already use social media platforms such as Facebook, LinkedIn, YouTube, Twitter, or blogging to maintain an online presence, this eye-opening, action-ready guide shows you how to reach the “superconnectors” who ignite epidemics through word-of-mouth influence . . . and become one yourself.This is the future of marketing at your fingertips: low-cost, high-speed, influence driven, and powerful. Filled with fascinating case studies, interviews, and insider advice, this essential guide prepares you for the next wave of social networking. This is how to win friends and influence people in the digital age—with aReturn on Influence.
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Book details

List price: $29.00
Copyright year: 2012
Publisher: McGraw-Hill Education
Publication date: 3/7/2012
Binding: Hardcover
Pages: 240
Size: 6.00" wide x 9.00" long x 1.00" tall
Weight: 0.242
Language: English

Mark W. Schaefer is a globally-recognized blogger, educator, business consultant and author of The Tao of Twitter. Mark has worked in global sales, PR, and marketing positions for nearly 30 years and now provides consulting services as Executive Director of U.S.-based Schaefer Marketing Solutions. He is also an adjunct marketing professor at Rutgers University's MBA program and has advanced degrees in international marketing and organizational development. A highlight for him was studying under Peter Drucker for several years at The Claremont Graduate University. Mark has extensive experience creating powerful marketing programs for diverse companies -- from Fortune 100 titans to start-ups. He holds seven patents for his business innovations and is known for his creative vision. Mark is recognized as one of the top-rated influencers on Twitter and is author of the blog {grow}, one of the Ad Age "Power 100" marketing blogs of the world at www.businessesGROW.com.

Foreword
Introduction
The Roots of Influence
The Rise of the Citizen Influencer
Igniting Epidemics
The New Rules of Online Influence
Social Proof and Reciprocity
Content: The Seventh Weapon
Personal Influence: The Marketer's Holy Grail
Klout and the Social Scoring Revolution
Klout and the Evolution of Influence Marketing
Controversy and Turmoil
The Business Benefits of Social Influence
How to Increase Your Klout Score
The Future of Social Scoring
Social Influence: A Personal View
Appendixes
References and Resources
Acknowledgments
Index
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