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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...
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The seedy underbelly of advocate marketing
Advocate marketing is getting a bit … prickly. While there are undoubtedly some wonderful programs out there, and many brands are doing it well, there is a rising tide of weird stuff going on in the...
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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...
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8 Practical applications for influence marketing
In late 2011, I turned in a manuscript for the first book on social influence marketing, Return On Influence. At the end of the book I predicted that influence marketing would become a mainstream...
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An expanded view of influence marketing measurement
By Mark W. Schaefer 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...
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A course correction for influence marketing measurement
By Mark Schaefer I recently had a great conversation with Pierre-Loic Assayag of Traackr about the state of the nation on influence marketing. I continue to like the way Traackr has moved forward as a...
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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...
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An alternate view: The real influencer scam
Recently Seth Godin wrote a post that received a ton of commentary on the social media stream: “The real scam of influencers.” But there is no influencer scam at all. The premise of his article:...
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What makes you a digital influencer?
I count myself lucky to have been working in the digital space from the beginning and watch it unfurl into a tapestry of apps that connect the world — and sometimes divide it. One of the most...
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