Return On Influence: The Revolutionary Power of Klout, Social Scoring, and Influence Marketing (BUSINESS BOOKS) - Hardcover

Schaefer, Mark

Hardcover

ISBN 10: 0071791094 ISBN 13: 9780071791090

Publisher: McGraw Hill, 2012

Synopsis

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 of The 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 Influence is 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 of eMarketing 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 of Prosperity Mind About the Book: Return on Influence is 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 you Interviews with more than 50 experts, including tech blogger Robert Scoble, Influence author Robert Cialdini, and industry thought leaders such as Mitch Joel, Jay Baer, and Christopher S. Penn An insider's look at the controversial social

About this title

Review:

"This book is a pathfinding contribution on how social media platforms are reconstructing the traditional concept of influence. Schaefer demonstrates that the world of social media has enormous consequences (opportunities and problems) for people and organizations that seek online power and influence. The book is supercharged with examples, interviews, and case studies detailing the experiences and thoughts of industry leaders. Among the many attractive attributes of the book are appendixes that feature an excellent social media primer and a description of how the leading websites and platforms measure online personal influence. Schaefer offers a splendid description of Klout, the undisputed market leader among companies that measure the level of online influence. Many practical ideas are put forth on how to improve a Klout score by building a relevant network; a clear strategy to provide compelling content; and a system to engage those influencers and advocates most likely to distribute one's content virally. The book is essential for those who want a thorough understanding of online influence--how to gain it and why it is so important to organizations and individuals. Summing Up: Essential. Marketing and social media collections at all levels." Choice 20130101

About the Author:

Mark Schaefer is the director of Schaefer Marketing Solutions, and has 28 years of global sales and marketing experience and advanced degrees in business and applied behavioral sciences. He is an award-winning business writer, university lecturer, and innovator, receiving seven international patents for new product ideas with Fortune 100 companies. He serves as an adjunct professor of marketing at Rutgers University.

About this edition

• Publisher: McGraw Hill
• Publication date: 2012
• ISBN 10: 0071791094
• ISBN 13: 9780071791090
• Binding: Hardcover
• Number of pages: 240