Book Review: Return on Influence (ROI) The Revolutionary Power of KLOUT, Social Scoring and Influence Marketing
Mark W Schaefer.
Wow, I could not put this book down! If you work in social media or your business, organisation is both involved in it, then this is a book for you! The author, Mark W Schaefer is a leading consultant in marketing and an educator. This cutting edge book probes how brands can harness the world’s most authoritative figures in their fields of expertise, to help you build product awareness, brand buzz and new sales with these Influencers. Mark W Schaefe explains Klout comprehensively and explains how social scoring can be used for influence marketing. The rise of the “Citizen influencer”is introduced plus tips on how to build and increase your own Klout score.
Through reading this book, you will find out about: What Klout is, How social scoring and Influence marketing works, the rise of the Citizen Influencer and how to Increase Your Klout Score.
Joe Fernandez is the CEO of Klout and is based in San Francisco. Klout has been recognised as the leading authority on social media scoring according to Mark W Schaefer.
“Klout is one of a number of new status-measuring companies whose purpose is to curate billions of individual pieces of information, apply complex mathematical algorithms, and feed that information to businesses in ways that will create new marketing programs aimed at selling more of their skin care products, cars, and movies.” (Return On Influence, Schaefer, Page 5)
When a Klout score is built for an individual it takes into consideration over a 100 factors both online and offline. Influence is the ability to drive action. When you share something on social media or in real life, people respond, that’s influence. The more influential you are, the higher your Klout Score. A score that is over 50 is considered exceptional. The diagram below outlines how the scoring works.
What is Social Scoring?
How you interact with others and how they interact with you online and soon offline forms your social scoring. This measurement can potentially be used for your influence level and social score. With anything online one would guess data is being collected and analysed for future marketing campaigns. Klout is not the only social scoring service available to you. My 3 favourites at present are Klout, Kred, and PeerIndex. Others that are up and coming include Twitalyzer, PeekYou.
What is Influence Marketing?
Influence marketing is when you connect to an influencer within their field of expertise. They are also known as thought leaders as well. Research suggests that if your tweet or post is likes/favorited/commented on then your post has a bigger audience reach but also is endorsed by the influencer giving you more credibility online. Three key that will help you is to identify, reach out, and connect to that influencer. Finally Two words that will go a long way with Influencers is the word “Thank You”! For even more information read Dr. Robert Cialdini’s book Influence: The Psychology of Persuasion.
The “Rise of the Citizen Influencer”
A Citizen influencer is a person who understands what content to share and how to connect with other people in great and growing numbers. Calvin Lee, the author’s example in the book, is a graphic designer in Los Angeles. He has a high Klout score and a massive following on the top social networks such as Facebook and Twitter.
“The traditional view of influence assumes that a small number of the members of our society possess qualities that make them exceptionally persuasive, driving trends on behalf of the majority of ordinary people. In business, society, politics, and the press, they may be called our opinion, or thought leaders. Today, anybody can be a hub, a connector, an igniter of a personal epidemic of information, collaboration, or inspiration.”
(Return On Influence, Schaefer,Page 63)
How to Increase Your Klout Score – 3 Steps
Step 1 – Firstly be very clear about building your network(s) , Choose the sector(s). Step 2 – Build a content calendar, execute it Step 3 – Engage with influences!
“Unless you are a true-life celebrity (and if you are, I’d like to meet you so you can sign my book), it does not make any difference how big your network is or how good your content is if it is not activated by engaging with people in such a way that your content moves across the web.”
(Return On Influence, Schaefer, p. 164)
Drop me a line at @mrkgrayson if you have any questions about Return on Influence.