Return On Influence

    • Influencer marketing grows up

      By Mark Schaefer Back in 2010, I wrote one of the most fun and fascinating blog posts of my life. A new trend was coming into view, led by a company called Klout. By analyzing millions of bits of social media data and the reactions the posts caused, the company proclaimed it could estimate your social media influence. At the time, it was a revolutionary idea.

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  • Six transformative trends in influencer marketing (is it really marketing?)

    … By Mark Schaefer This month marks the fifth anniversary of the release of Return On Influence, the first book on social influence marketing. It’s hard to believe, but when I wrote that book, few people had even heard of the term “influence marketing.” At the end of the book, I predicted that this would become a mainstream channel…

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

    …, and a commitment to quality content to work. Even in a noisy marketing world crippled by Content Shock, there are still plenty of unsaturated niches to find and dominate. And in an increasingly ad-free world, every business needs to at least consider a role for content marketing in its strategy. Mark Schaefer is the chief blogger for this site…

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  • Four marketing mega trends nobody’s talking about

    … courtesy Flickr CC and Balint Foldesi Related Posts Tags: google +, mark schaefer, marketing trends. facebook, Twitter Posted in Artificial Intelligence, Big Data and Analytics, Content Marketing, Content Shock, Facebook marketing, futurist, Google techologies, Influence and Power, Influence marketing, Mobile marketing, Return On Influence, Social Media best practices, Social Media Strategy, Twitter, YouTube and video | No Comments » All posts …

    {grow}in Social Content Twitter- 35 readers -
  • 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…

    {grow}in Social- 14 readers -
  • 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…

    {grow}in Content Facebook Twitter- 29 readers -
  • 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

    … When I wrote Return On Influence in 2012, the term “influence marketing” wasn’t even on the radar. At the end of the book I boldly predicted that within a few years, this would become a mainstream marketing channel. Undoubtedly it has. Research I did for a client indicates that 85 percent of advertising and marketing agencies now have some sort…

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  • 8 Practical applications for influence marketing

    …,” he said. “When the brand is being mentioned in a tweet, in a Facebook post, in a blog post, video, or comment, there’s great value to that. We are going out to people who have a huge following and a high degree of influence. “When you do an ROI analysis, the cost per thousand impressions (CPM) I’ve seen is coming in around $1.50 to $3.00. Very…

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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

    …, Return On Influence Crowdly The book The Content Code: Six essential strategies to ignite your content, your marketing, and your business Augustine Fou’s Slideshare channel on ad corruption New York Times article on why brands and influencers are getting picky Please support our extraordinary sponsors. Our content is free because…

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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- 12 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…

    {grow}in Twitter- 10 readers -
  • 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- 12 readers -
  • Social advocacy marketing gains legitimacy

    … Possibly no trend has captured the attention of marketers more than the opportunity to tap into the emerging group of Citizen Influencers. Propelled by their content and legions of loyal fans, true product advocates are seen as an extremely powerful force for any online marketing mix these days. It has also been the scene of some ugly abuses…

    {grow}in Social- 5 readers -
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