Ebook Return On Influence: The Revolutionary Power of Klout, Social Scoring, and Influence Marketing
Ebook Return On Influence: The Revolutionary Power of Klout, Social Scoring, and Influence Marketing
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Return On Influence: The Revolutionary Power of Klout, Social Scoring, and Influence Marketing
Ebook Return On Influence: The Revolutionary Power of Klout, Social Scoring, and Influence Marketing
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Review
"This book is fascinating. I could not put it down and have written notes throughout!"Â -- 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. Â VERDICT:Â Â HIGHLY RECOMMENDEDÂ for anyone interested in the sociological as well as the practical impacts of social media and marketing."- The Library Journal
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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. Â 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!
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Product details
Hardcover: 240 pages
Publisher: McGraw-Hill Education; 1 edition (March 7, 2012)
Language: English
ISBN-10: 0071791094
ISBN-13: 978-0071791090
Product Dimensions:
6.3 x 0.9 x 9.2 inches
Shipping Weight: 1.1 pounds (View shipping rates and policies)
Average Customer Review:
4.5 out of 5 stars
78 customer reviews
Amazon Best Sellers Rank:
#381,702 in Books (See Top 100 in Books)
Return on Influence is a good read! The power of social scoring however doesn't prove you will be successful. Klout was the scoring technology that Turner Broadcasting used to promote Southland. It helped them find and engage with their audience. In a way this was like sending out a press release in the traditional sense. However, this is simply a system to get noticed and to have a successful campaign a company still needs a marketing strategy. Having a high score means nothing because all it does is say that you are more popular than someone else. The scoring system is fine if you actually use it to determine your metrics such as who you want to reach and what kind of emotion you want to generate to grow your presence. Mark Schaefer goes on to state that a company still needs to build a relevant network, have a strategy to provide compelling content and to engage the right influencers who can distribute content virally. In other words a company needs two things, content strategy and a network strategy. There are many sites that you can use to search and receive data such as Social Mention, Empire.Kred, Twitter Counter, Hootsuite Insights, and BuzzSumo. Yes, the author has a few pages written on how Disney used Klout to gather data to promote Tangled but Disney still had to have a marketing strategy in place. Amazon.com for example for over a decade didn’t make a profit rather It’s primary focus was to provide extreme value for its customers. Lithium Technologies shut down Klout on May 25, 2018. So, finding your target audience is one thing but you still have to offer value that lasts! Cody Horton, Internationally published author, Consciously Creating Wealth, The Secret to Wealth, Wisdom and Success.
Being influential on the social web these days is the holy grail of companies, bloggers, and a whole generation of people who don't know a Q score from an Ipod. Setting aside the money made by targeting the right people at the right time with the right product, what has taken the web 2.0 community by storm is the ability to put a number to everyone's influence on the web; or what is commonly known as social scoring.Social scoring not only signifies a person's ability to influence others into taking a specific action, but represents a number that companies can leverage to find success with product roll-outs, customer service issues and a whole host of business ventures that rely on positive word of mouth.Mark Schaefer in Return On Influence has set out to help us understand this brave new world in social scoring and uses three main pillars to get us there:One, explain the history of influence on the web or how anyone with passion and a story can become what he terms "Citizen Influencers".Two, describe what makes people influential on the web; which he does by relying heavily on Robert Cialdini's research found in his seminal work Influence. Schaefer's thoughts on perceived authority, consistency and commitment, and social proof and reciprocity are useful in making sense of where and how influence on the social web comes from.And finally, he outlines the effects Klout and companies like it; that aim to quantify this influence, mean for the future of influence marketing.Schaefer not only tells the story of influence on the web and highlights what makes someone influential on it, but at the same time offers great tips on using those same tactics so the reader can attempt to do the same.When it comes to Klout what I thought might be a simple "praise-fest" ended up a well-measured examination of its history, its good and bad consequences for the social web and even useful tips on increasing your own Klout score.Closing with his and other thought leader's views on the future of social scoring added impact to the overall narrative and like his earlier book The Tao of Twitter Schaefer has written a well-timed guide of the social web.This book will no doubt be useful to newbies and pro's in many diverse and impactful ways and I highly recommend it.
Return on Influence is even more relevant today than when it was first published. The rise of online influencers and involvement of brands has increased dramatically and is only set to continue to develop at a rapid pace. Despite this being an important topic in the field of marketing and communications, so much of what has been written to date is surface-level, introductory content. ROI stands out, as the author is clearly a true practitioner. He wrote the book with the rigor of an academic, delivered in an easy-to-follow, business-friendly manner. His anecdotes, stories, and interviews make for an engaging read - definitely not another dry business book. Highly recommended for anyone interested in influence marketing.
Mark did an excellent job on this book. Both the structure and content are well thought out and compelling. This book blends the "best of" for me: Great stories, case studies, insight into concepts, and practical how to knowledge that you can implement right away to increase your influence online and offline. If you like authors like Malcomb Gladwell, Seth Godin, and John Jantsch, you will like this book.The book takes you from understanding influence online and offline, to measuring the impacts of online action and authority. From there it shows you how social scoring works and where it is headed. The straight talk from Mark gives you an inside look on what top influencers think about social scoring and influence. The book brings it all together and should be in every library of people who want to grow their influence in the digital age and be social magnets.Ross Quintana - SocialMagnets.net
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