Understanding Klout, Influence Marketing And Mark Schaefer

by · March 22, 20127 comments

The hot new book on the market this spring is undoubtedly Mark Schaefer‘s first major label offering, Return on Influence: The Revolutionary Power of Klout, Social Scoring and Influence Marketing. With the identification of influencers and the often ego-driven game of social clout high on the need-to-know list of marketers, the time is right for an in-depth look at the subject. And Schaefer nails it with this book.

Now, this just so happens to coincide with Explore Nashville on April 13 which will feature, among other all-star speakers, Mark Schaefer. So I caught up with Mark this week to talk about the book, social influence’s long-term prospects, why Klout is the big focus right now and then what Mark will talk about in Nashville.

Wanna learn more from Mark? You can buy his book (affiliate link). Or you can take advantage of two in-person chances. First, Explore Nashville is April 13. Until Friday of this week you can get the first-100 pricing of $250. Sign up at GoToExplore.co now.

But on April 27, Mark hosts his own event, conveniently right down the road in Knoxville, Tenn., his hometown, called Social Slam. Learn more about his event over at the Social Slam website. Frankly, I’d sign up for both if I were you.

You won’t want to miss the business insights Mark has to give at Explore Nashville. He’ll be speaking there, along with an all-star lineup that includes H&R Block’s Scott Gulbransen, The Now Revolution co-author Amber Naslund, Edison Research’s Tom Webster, Edelman Digital’s Zena Weist, Nichole Kelly of Full Frontal ROI, Tim Hayden from 44 Doors, Sam Ford from Peppercom and more. The event will also feature a number of excellent software providers and companies to help you navigate the waters of digital marketing. They’ll bring their knowledge to share as well as their products. This is a must-attend event, so register now!

The full day’s content, breakfast, lunch and a cocktail reception is $400, but THIS WEEK ONLY, the price is just $250! Can’t beat that! Go reserve your spot!

Explore is a five-city conference event series from Social Media Explorer and presented by Expion and Raven Internet Marketing Tools. Learn more and sign up for email updates for the city nearest you at GoToExplore.co.

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About Jason Falls

Jason Falls

Jason Falls is the founder and chief instigator for Social Media Explorer's blog and signature Explore events. He is a leading thinker, speaker and strategist in the world of digital marketing and is co-author of two books, No Bullshit Social Media: The All-Business, No-Hype Guide To Social Media Marketing and The Rebel's Guide To Email Marketing. By day, he leads digital strategy for CafePress, one of the world's largest online retailers. His opinions are his, not necessarily theirs. Follow him on Twitter (@JasonFalls).

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Comments on Social Media Explorer are open to anyone. However, I will remove any comment that is disrespectful and not in the spirit of intelligent discourse. You are welcome to leave links to content relevant to the conversation, but I reserve the right to remove it if I don't see the relevancy. Be nice, have fun. Fair?

  • http://twitter.com/brandone Brandon Evans

    Jason, thanks for the great post and interview with Mark. I haven’t had a chance to read the book yet, but based on the interview and title/description of the book, it looks like Mark’s discussion of Influencer Marketing focuses pretty closely on scores and uber influencers. I just wrote an article for AdAge titled, “Why Influencer Marketing is not about “Influencers” which discusses how the true value to marketers around Influencer Marketing is around peer influence. While uber influencers and scores like Klout might be a great way to identify how articles and content can spread, they severely over estimate the impact that these “influencers” have on actual purchasing decisions. Most of us do not choose most of our common purchases like fashion, grocery, drug etc. from uber influencers but from our close network of friends, family and peers. With new technologies like ours (Crowdtap), scaling peer influence is now possible and has a much greater impact on actual purchase decisions for marketers. In any case, you can read more in the article but I think that any conversation around Influencer Marketing should take a broader perspective and consider other approaches, which in my 5+ years of experience in the field, prove to be much more powerful for driving real marketing results. 

    http://adage.com/article/digitalnext/influencer-marketing-influencers/233125/ 

    • http://socialmediaexplorer.com JasonFalls

      Awesome pushback, Brandon. And I actually did a webinar not too long ago with Chris Baggott on that point .. that influence marketing is more about marketing to individuals with pockets of influence rather than uber influencers.

      But I do think the topics go hand in hand. Will be interesting to hear Mark’s take. I’ll see if he can swing by.

  • http://brianvickery.com Brian Vickery

    As an aside, I definitely enjoyed Mark’s Tao of Twitter, and I am currently wrapping up the NO BS Social Media…so I enjoy both of you guys as authors. I’m also looking forward to going to Social Slam this year.

    Regarding Klout, I appreciate Mark’s perspective. I also like it that he went into his book research not having a preconceived outcome on the best influence scoring system. His conclusions do align with ours in that Klout is just so far ahead in the game regarding purpose, process/calcs and adoption. That is why it is currently the only influence score we have in our own Pulse Analytics social media monitoring solution.

    I would still like to see Klout incorporate Disqus and Livefyre because comments can also be a great component of influence and engagement. And of course, Pinterest has explosive growth, so it should be a connected network soon. I understand that probably makes the “refactoring” of the Klout algorithm a nightmare, though!

    See you in April, Mark – and good luck with Explore Nashville, Jason.

    • http://socialmediaexplorer.com JasonFalls

      Thanks Brian. My only real regret this year so far is not being able to come to Social Slam and scheduling Explore so close to it. But Tennessee is getting two awesome events in April!

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