Mark Schaefer

Not to be confused with the American baseball pitcher Mark Schaeffer.
American Author and Consultant Mark W. Schaefer

Mark W. Schaefer (born June 7, 1960) is an American author, consultant, and speaker with a focus on social media marketing.

Early life

Schaefer was born in Pittsburgh, PA, and graduated from West Virginia University in 1982 with a BSJ in Journalism. He earned an MBA from Claremont Graduate University at the Peter F. Drucker and Masatoshi Ito Graduate School of Management in 1992. In 1997, Schaefer earned an MA in Applied Behavioral Sciences from Bastyr University in Kenmore, Washington.

Early career

Schaefer spent his early career in journalism, video production, public relations, and sales account management. In the mid-1990s he became a marketing director for Alcoa where he worked with global brands such as Coca-Cola and Anheuser-Busch. In 2001, Schaefer accepted a job to lead Alcoa's international eBusiness team and was responsible for CRM, eCommerce, and digital marketing implementations.

Career

In 2008 Schaefer formed the U.S.-based consulting company Schaefer Marketing Solutions LLC. In 2009, Schaefer founded his blog {grow}, which examines the intersection of marketing, technology, and humanity. In 2010 Schaefer became a faculty member at Rutgers University. Schaefer is founder and Executive Director of Schaefer Marketing Solutions, LLC. He authored five books on social media marketing including [1] Return on Influence and The Tao of Twitter, which describe social media practices and how content creation influences personal and business success.

Teaching

Schaefer began teaching at the college level in 2009 with courses at Tusculum College in Tennessee, and created one of the first social media marketing curriculums in the country later that year. He developed a similar curriculum[2] for Rutgers University in New Jersey in 2010. Schaefer now serves as an adjunct faculty member at the Rutgers University School of Business.

Speaking and consulting

Schaefer has appeared on national television shows and periodicals including the Wall Street Journal, Wired,[3] The New York Times,[4] National Public Radio, and CBS News.[5] His keynote appearances include The Institute for International and European Affairs, National Economic Development Conference, National Association of State CIOs, Word of Mouth Marketing Summit Tokyo, Content Strategy Conference Amsterdam, Online Influence Conference (Wales), Social Media Success Summit,[6] Blog World New Media Expo,[7] PR News Measurement Summit[8] and Social Media Week London.[9] Schaefer actively lectures on the university circuit and his appearances include Oxford University (UK), Carnegie-Mellon University in Pennsylvania, Princeton University in New Jersey, Indiana University, New York University, and many other institutions. He also consults on marketing strategy, business development, and social media marketing.[10] In 2010 Schaefer founded an annual national social media conference in Knoxville, Tennessee which is called Social Slam.[11]

As the founder of Schaefer Marketing Solutions, Mark Schaefer has led consulting assignments with many companies including IBM, AT&T, Johnson & Johnson, Pfizer, Bank of Ireland, Dell, and The U.S. Air Force.

Publications

Schaefer has written five best-selling business books.

Return on Influence: The revolutionary power of Klout, social scoring, and influence marketing[12] (ISBN 978-0071791090) was published in 2012 by McGrawHill. It is his most widely held book; WorldCat shows it in 587 libraries [13] It was the first book to examine the field of social influence marketing and "social scoring," where companies like Klout assign influence values to individuals based on the content they share on social media platforms. The American Library Association named Return On Influence as one its Outstanding Academic Titles of 2012. According to the Association, the book is a "path-finding contribution" and "an essential work for marketing professionals."

The Tao of Twitter - Changing Your Life and Business 140 Characters at a Time [14] (ISBN 978-0071802192) was self-published by Schaefer in 2010 and was re-launched in an updated edition in 2012 by McGraw.[15] According to WorldCat, the book is held in 233 libraries [16] An expanded and revised second edition of "The Tao of Twitter" was published by McGraw-Hill in 2014.

Born to Blog: Building your blog for personal and business success one post at a time written jointly with Stanford A. Smith.[17] It was published in 2013 by McGraw Hill. According to WorldCat, the book is held in 139 libraries [18]

In 2014, Schaefer self-published Social Media Explained, a tutorial on social media marketing strategy for executives based on his graduate school lectures. It was one of the top five best-selling social media books on Amazon in 2014.

The Content Code was Schaefer's fifth book, published in March, 2015. The key idea behind the book is that a primary economic benefit of social media marketing is in the consumer sharing of content. This social transmission influences purchasing decisions, generates brand awareness, and leads to powerful consumer advocacy. He proposes a six-factor model to achieve higher content transmission which is centered on strong branding, a focus on the "Alpha Audience" that shares, and creating content that is easily shared.

Mark Schaefer is also the publisher of the business blog {grow}. He coined the marketing terms "social scoring" in 2010,[19] "citizen influencer" in 2012 [20] and "content shock" in 2014.[21]

In 2013, he began a marketing-oriented podcast called The Marketing Companion. His podcast co-host is Tom Webster, an executive with Edison Research.

Awards

References

  1. ↑ Wilms, Todd. "The Democratization of Social Influence". Forbes. Retrieved June 8, 2012.
  2. ↑ "Mini-MBA: Social Media Marketing". Rutgers University Center of Management Development Website.
  3. ↑ Steveson, Seth. "What Your Klout Score Really Means". 4/24/12. Wired.
  4. ↑ Rosenbloom, Stephanie. "Got Twitter? You've Been Scored". New York Times.
  5. ↑ "Marketing clout of social media". CBS News website.
  6. ↑ "Social Media Success Summit 2012". Social Media Examiner.
  7. ↑ "BlogWorld Expo Speakers". BlogWorld Expo.
  8. ↑ "Social Media Measurement Conference Oct. 2 in NYC - Register Today! | PR NewsPR News". Prnewsonline.com. Retrieved 2014-03-14.
  9. ↑ "ROI by the guy who wrote the book on it - Mr. @MarkWSchaefer". TechMap. Retrieved April 2012.
  10. ↑ "Our Client List benefits from the most effective social media marketing strategies". Businessesgrow.com. Retrieved 2014-03-14.
  11. ↑ "Hundreds Get 'social' at annual conference". Knoxville News Sentinel Co.
  12. ↑ Schaefer, Mark (2012). Return on Influence. McGraw-Hill. p. 224. ISBN 0071791094.
  13. ↑ WorldCat item record
  14. ↑ Schaefer, Mark (2012). The Tao of Twitter - Changing Your Business and Life 140 Characters at a Time. McGraw-Hill. p. 112. ISBN 0071802193.
  15. ↑ Milliot, Jim. "Spring 2012 Announcements: Business: Global Reach". Publishers Weekly. Retrieved Spring 2012. Check date values in: |access-date= (help)
  16. ↑ WorldCat item record
  17. ↑ "Stanford Smith Profile". Pushing Social.
  18. ↑ WorldCat item record
  19. ↑ http://www.businessesgrow.com/2010/11/22/get-ready-social-scoring-will-change-your-life/
  20. ↑ http://www.businessesgrow.com/2012/01/03/are-you-ready-for-return-on-influence/
  21. ↑ http://www.businessesgrow.com/2014/01/06/content-shock/
  22. ↑ U.S. Patent Office http://patft.uspto.gov/netacgi/nph-Parser?Sect1=PTO2&Sect2=HITOFF&p=1&u=%2Fnetahtml%2FPTO%2Fsearch-adv.htm&r=1&f=G&l=50&d=PALL&S1=05881444&OS=05881444&RS=05881444
  23. ↑ Todd Andrlik; Charlie Moran. "Advertising Age Magazine". Crain Communications. Retrieved 20 August 2012 (As of accessed date, rankings are updated daily). Check date values in: |access-date= (help)
  24. ↑ http://www.forbes.com/sites/meghanbiro/2014/03/19/meet-the-top-30-most-social-salespeople-in-the-world/
  25. ↑ http://leadtail.com/wp-content/uploads/reports/Leadtail-PunchTab-Social-Insights-Report-Digital-Marketers-May2014.pdf
  26. ↑ Shaughnessy, Haydn. "Who are the Top 50 Social Media Influencers?". Forbes.
  27. ↑ "Twitter User of the Year, 2011: Mark Schaefer | Tweet Smarter". Blog.tweetsmarter.com. 2011-09-28. Retrieved 2014-03-14.
  28. ↑ http://blog.b2btoty.com/blog/bid/81347/2011-B2BTOTY-Winners

External links

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