Return On Influence

  • What is the role of content marketing in an ad-free world?

    …. Many content marketing best practices are still just advertising in disguise and that needs to change. “Lead nurturing” is a kind way to say we’re going to keep bugging you until you tell us to go away. Pop-up ads are so annoying that Google is taking action to penalize sites that use them. Ultimately, we have to treat people with respect online…

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  • Four marketing mega trends nobody’s talking about

    … By Mark Schaefer This is the time of year people post their prognostications for the next year. The predictions will be … predictable: More video! More Snapchat! More podcasts! Well, OK. It’s pretty easy to make a prediction based on what’s already happening. But there are less obvious tectonic forces rumbling through our marketplace. Here’s…

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  • The disconnect between social media popularity and business effectiveness

    … influence you really need to run a business.” Is that kind of influence sustainable? Can real personal influence be really built on content that is unsubstantiated by personal performance, authority, intellect, or experience? In my book Return On Influence,, Dr. Robert Cialdini (best-selling author of Influence: The Psychology of Persuasion) told me…

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  • A course correction for influence marketing measurement

    … business discipline and broader measures into consideration to reap the vast potential benefits of these powerful advocates. If you enjoyed this article, you might benefit from my book Return On Influence, a book the American Library Association characterized as “path-finding.” The post A course correction for influence marketing measurement…

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  • Too much of a good thing? The weird truth about social proof.

    … five-star reviews. But I bought the book and was pleasantly surprised that yes, it is a five-star book.” Isn’t that weird? The book had great reviews and he didn’t believe it? In fact, arguably the five-star reviews hurt my credibility. That, my friends, is the bizarre world of “social proof.” Sometimes too much of a good thing is, well … a bad…

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  • An expanded view of influence marketing measurement

    …. Another view of influence marketing measurement With the help of Dr. Jonah Berger, the Keller Fay Group conducted research on what they called “micro-influencers,” (I referred to them as the Citizen Influencers in my book). These folks are not traditional celebrities, but knowledgeable, passionate experts seen as a trusted source through the content…

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  • 8 Practical applications for influence marketing

    … In late 2011, I turned in a manuscript for the first book on social influence marketing, Return On Influence. At the end of the book I predicted that influence marketing would become a mainstream activity within two years, a bold prediction since nobody was even using the term back then! But my prediction did come true. The ability for everyone…

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  • A lesson in the remarkable marketing power of reciprocity

    … Rod Swanson, the owner of Colonel Mustard’s shop in Highlands, NC demonstrates the results of the power of reciprocity as he packs up my purchases. In my book Return On Influence, I do a deep dive on the changing nature of power on the web. The old ways of accumulating influence through connections, wealth, and a position on an organizational…

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  • The seedy underbelly of advocate marketing

    … Advocate marketing is getting a bit … prickly. While there are undoubtedly some wonderful programs out there, and many brands are doing it well, there is a rising tide of weird stuff going on in the influencer space, as we explore on the latest episode of The Marketing Companion. The ability for anybody to publish content and gain an active…

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  • Can Marketers Predict and Measure Influence, Down to the Dollar?

    … deep into customer data and predict which customers would drive more spending through social media? Marketers have been wondering about this for years. In his 2012 book Return on Influence, Mark Schaefer predicted that companies would seek to assign dollar values to influencers. Even then, Schaefer saw influence as having a direct and measurable…

    {grow}in Social Google Twitter- 8 readers -
  • The secret to getting me to become your brand advocate

    … classes and speeches. I would guess in the last 12 months 5,000 people have heard me mention IBM and they are not paying me to do it. I BELIEVE in what they are doing and they gave me extraordinary insight — not a sales pitch — so I could do my job better. That is advocacy done right. 5. Agency for advocacy? In my book Return On Influence (the first…

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  • 7 Ways social media has changed leadership

    …. Which one do you choose? The sad and strange truth is that these numbers matter and actually create an image of leadership from nothing. In my book Return On Influence, I tell the story about a former social media leader who admitted to me that he had manufactured his entire social media presence. He bought Twitter followers and Facebook Likes…

    {grow}in Social Google Facebook Twitter- 11 readers -
  • Social advocacy marketing gains legitimacy

    … months? Walter: When I started with Branderati, we knew we had a lot to prove. Not only about our platform and our unique point of view, but about advocacy marketing as a whole. Over the past year we have witnessed a much wider acceptance of the power of advocacy marketing to drive real results. The conversation has changed. We spend far less…

    {grow}in Social- 5 readers -
    Earlier about the same topic:
  • Should you make the leap into sponsored content?

    … book Return On Influence. As the effectiveness of “traditional” advertising channels dries up, marketers will seek to “borrow” the large and loyal audiences of bloggers and other content creators. This movement has exploded so fast in the past 12 months, one journalist asked me last week if it needed to be regulated. She pointed out the number…

    {grow}in Social Content- 10 readers -
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