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Return On Influence:
Realities of Personal Power on the Web




                         Mark W. Schaefer
               Schaefer Marketing Solutions
                                      #cmworld
                      @markwschaefer • #cmworld
#cmworld
Evolution of influence

                          “Influence at Work”
                         • Scarcity
                         • Likability
                         • Consistency
                         • Authority
                         • Reciprocity
                         • Social proof

                                         #cmworld
Examples of offline social proof




                                   #cmworld
Examples of online social proof




                                  #cmworld
CONTENT



          #cmworld
CONTENT
THAT MOVES IS
POWER




                #cmworld
#cmworld
#cmworld
#cmworld
#cmworld
HOW
can get it any
more exciting?




                 #cmworld
#cmworld
#cmworld
#cmworld
Klout does not measure ALL influence.
                … just one sliver of it.
                            … kind of.




                                     #cmworld
Does content   What do you   Who responds
  move?        talk about?     to you?

                                            #cmworld
#cmworld
#cmworld
#cmworld
#cmworld
#cmworld
#cmworld
#cmworld
#cmworld
Social Influence in a Crisis




                               #cmworld
#cmworld
WHO
is your company
SPOKESPERSION?



                  #cmworld
BUT
HOW?




       #cmworld
#cmworld
Relevant
         Audience




Meaningful      Consistent
 Content        Engagement


                             #cmworld
#cmworld
“RITE”
  Relevant
 Interesting
   Timely
Entertaining
        #cmworld
CONSISTENT ENGAGEMENT   #cmworld
Photo: Associated Press   #cmworld
#cmworld
Blog
BusinessesGROW.com

Twitter
@markwschaefer

eMail
Mschaefer700@gmail.com




                         #cmworld

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