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Return On Influence: The Revolutionary Power of Klout, Social Scoring, and Influence Marketing [Hardcover]

Mark Schaefer

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Book Description

Feb. 15 2012

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:

  • 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


Frequently Bought Together

Customers buy this book with The Tao of Twitter: Changing Your Life and Business 140 Characters at a Time CDN$ 9.86

Return On Influence: The Revolutionary Power of Klout, Social Scoring, and Influence Marketing + The Tao of Twitter: Changing Your Life and Business 140 Characters at a Time
Price For Both: CDN$ 27.38

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Review

"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)

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.


Inside This Book (Learn More)
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Front Cover | Copyright | Table of Contents | Excerpt | Index
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Customer Reviews

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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com: 4.7 out of 5 stars  69 reviews
12 of 13 people found the following review helpful
5.0 out of 5 stars Great Follow Up To "The Tao of Twitter" Feb. 21 2012
By Lisa Knoxville - Published on Amazon.com
Format:Hardcover
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.
12 of 13 people found the following review helpful
5.0 out of 5 stars Return On Influence - A Handbook for Influence in the Digital Age Feb. 20 2012
By GlenGilmore - Published on Amazon.com
Format:Hardcover|Verified Purchase
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.
4 of 4 people found the following review helpful
5.0 out of 5 stars I'm drinking the Kool-Aid. July 23 2012
By Bridgette N. Borst - Published on Amazon.com
Format:Hardcover
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
4 of 4 people found the following review helpful
5.0 out of 5 stars I Highly Recommend! Feb. 21 2012
By Amy Howell - Published on Amazon.com
Format:Hardcover|Verified Purchase
Mark Schaefer's ROI is a fantastic book on social media for any reader, from the social media novice to the advanced; everyone has a lot to learn from this book. In the ever changing atmosphere of digital, public relations and marketing, a book like ROI is extremely helpful in presenting to and convincing my clients, potential clients, and naysayers the measurable value of social media. The how-to does not always tell us why we should be active participants in the conversation, but this book offers both the how-to and the why and is well worth the read.
2 of 2 people found the following review helpful
5.0 out of 5 stars Return on Influence... a must read...do you know your score? July 19 2012
By Matty C - Published on Amazon.com
Format:Hardcover|Verified Purchase
The Return on Influence has changed my entire outlook about social media.

Whether you're an online content producer, purveyor, or curator, or in any of the many related Social Media fields, this book is a must read.

Learn how new companies such as Klout, Kred and others are building vast data repositories from our social channels and assigning each of us scores based on our Social Media network & interactions. IN turn, this information is sold to large corporations who may use this data to propagate their brand message, sell to us, and if your score is high enough, even offer us perks.

#Influence Marketing in this form may be a new and a cost-effective method for small business to promote their brands...

Return on Influence is a strong addition to any business library!

Highly Recommended

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