| Introduction |
The marketer's field guide to measuring customers' online clout'and using it to build long-term loyalty For the first time ever, organizations and individuals can measure their online social influence (based on recommendations, content creation, sharing, etc.), using new online tools like Klout and PeerIndex. These 'influence scores' are like FICO scores for reputation and influence'and they are can be highly valuable for marketing professionals who know how to use them. Return on Influence provides the tools and methods for building powerful relationships with the most influential customers. It explains what social influence is, describes how to find and reward influencers, and helps marketers hone their skills by understanding the critical difference between popularity and influence.
Mark Schaefer (Knoxville, TN) is the director of Schaefer Marketing Solutions and teaches social media marketing at Rutgers. |
| About the book |
Winner of a Choice Magazine Outstanding Academic Title Award!We are on the cusp of a marketing revolution. And it is being led by you. 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:
Even 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 a Return on Influence. Praise for Return on Influence: '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 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. |
