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Winner of a Choice Magazine Outstanding Business Book of the Year 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:
- 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 scoring company Klout and its process for assigning influence numbers to everyone
- Practical, actionable tips to increase your own personal power and online influence
- More than a dozen original social influence marketing case studies
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
- Sales Rank: #483673 in Books
- Published on: 2012-03-07
- Original language: English
- Number of items: 1
- Dimensions: 9.20" h x .90" w x 6.30" l, 1.10 pounds
- Binding: Hardcover
- 240 pages
Review
"This book is fascinating. I could not put it down and have written notes throughout!"�-- Gayle King, CBS News
"Mr. Schaefer's new book, "Return on Influence," is a highly readable primer on this brave new world of influence marketing."-- Wall Street Journal
"Social Media Examiner gives this brilliant and extraordinary book a full 5-star rating."-- Social Media Examiner
"In his easy-to-read manual, Schaefer fearlessly tackles the complexity and controversies of social media influence."
-- BookList Magazine
"Through timely and relevant anecdotes and an accessible writing style, (Schaefer) guides both veteran social media users and laypeople through the world of social influence. �VERDICT:��HIGHLY RECOMMENDED�for anyone interested in the sociological as well as the practical impacts of social media and marketing."
- The Library Journal
"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
From the Author
How do you become powerful on the Internet -- a world that rebels against rules, leaders and hierarchy? Seems impossible! And yet people are certainly becoming influential on the web every day. �Trying to understand these dynamics and the vast differences between influence in the "real" world versus the online world led me on a fascinating journey where not all is as it appears to be! Through "Return On Influence," I take you along on the ride. It's a fun book to read filled with interesting characters, amazing stories, and the inspirational new "Citizen Influencers" who have learned to harness the power of the web and establish their own voice despite all odds. You can do it too and this book teaches you how. Influence has been democratized. This is your time, no matter where you are, what you look like, or where you live. This is a book that teaches you how to find YOUR Return On Influence. Thanks for buying my book!
About the Author
Mark Schaefer is the executive director of U.S.-based Schaefer Marketing Solutions, and has 30 years of global sales and marketing experience and advanced degrees in business and applied behavioral sciences. He is an award-winning business writer, consultant, university lecturer, and innovator, receiving seven international patents for new product ideas with Fortune 100 companies. He is on the marketing faculty of Rutgers University and is also author of "The Tao of Twitter: Changing Your Life and Business 140 Characters at a Time." In 2012 Schaefer was named one of the world's 50 social media "power influencers" by Forbes magazine.
Most helpful customer reviews
13 of 14 people found the following review helpful.
Return On Influence - A Handbook for Influence in the Digital Age
By GlenGilmore
In "Return on Influence", Mark Schaefer has written what will no doubt become the seminal book for understanding online influence in the Digital Age. Bringing to bear a wealth of real-world experience and understanding as a trusted leader in the corporate world, Schaefer delves deeply into the subject of influence: how to get it, sustain it, judge it, and use it.
Having had the advantage of an advance, courtesy copy the book, as someone who has had the privilege to work with Mark Schaefer, I am once again reminded of his dedication to accuracy, scholarship and sharing challenging subjects in a way that makes it easy for others to understand. Very simply, in addition to being an essential read for online marketers, his book is a pleasure to read.
To understand the pivotal role of influence in relationships, marketing, communities, and more, in the Digital Age, "Return on Influence" is nothing less than a "Must Read". It is a book I will return to often and recommend to others who wish to understand a key subject that is threaded throughout our lives both online and in real life. "Return on Influence" will undoubtedly become a standard edition in the library of those who wish to understand and acquire influence.
13 of 14 people found the following review helpful.
Great Follow Up To "The Tao of Twitter"
By Lisa Knoxville
I am not a professional marketer but I do run a small business that is active on the social web. As everything is changing so quickly, I need to to stay up to date on the new trends, and did not know anything at all about Klout. What I like about this book is that it is a combination of a how-to in addition to a why-to with interesting real-life examples. But what makes it outstanding is that the author consistently focuses on succeeding with humanity. I am still not sure how I feel about Klout and social scoring, but now I understand it better and see the business opportunities it brings. This is the same way I did not really "get" Twitter until I read Mark Schaefer's previous book "The Tao of Twitter", (which if you haven't read you should.)
I had to laugh at the end of the book when the author quoted a statistic from Kindle mentioning that most business books are abandoned 1/3 of the way through. This is one you'll finish.
5 of 5 people found the following review helpful.
I'm drinking the Kool-Aid.
By Bridgette N. Borst
The more I learn about social media, the more I realize that I don't know (even as a so-called marketing professional). It's a monster of constant change, and if you don't keep up, you'll be eaten alive! Think of social media as a game, and the rules are always changing! Mark Schaefer's "Return on Influence" shines light on the Citizen Influencer and how the most influential people in the online world are disguised as your everyday "average Joe." ROI explains how general Facebook comments & status updates, blog posts, Tweets and much more travel across different platforms and reach millions of people each day. It's word-of-mouth marketing--*social style.* It's truly a marketing revolution, and the ingenious Mark Schaefer has it pegged in 215 pages. Newbies and experienced users alike, can learn so much from this book. It's a wealth of knowledge and surprisingly, the most entertaining "business book" that I've ever read!
I've nicknamed ROI the "Bible of Social Media."
-Bridgette
See all 78 customer reviews...
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