January 27, 2012 2 Comments
Identifying topical influencers has been a key to driving awareness and activation for many socially progressive brands over the past few years. One of the measurement variables many brands have come to rely on is Klout.
Much has been written about Klout since it’s founding in 2008. Some praise & swear by the service, others question the validity of the score and ability to “game” the system. Regardless, users work each day to increase their Klout score and brands are eager to reward those indiviuduals.
At it’s core, Klout provides social media analytics to measure a user’s influence across their social networks such as Facebook, Twitter, Google+, Linkedin, Foursquare, and many more and assigns a score to the user. This daily score is meant to reflect the influence that individual has to drive action in social networks.
Currently, Klout boasts over 100 million profiles, 2.7 billion+ pieces of content & connections analyzed daily and 5,000+ partners & developers with over 45 billion+ API calls.
From a brand perspective, there are multiple ways to leverage this data and audience to drive action. From the Klout Perks program, to leveraging Klout’s API to the upcoming Klout brand pages.
Klout Perks – The most visible brand programs associated with Klout is tied to Klout perks. Perks are exclusive products or experiences that users can earn based on their influence. Perks are distributed to select influencers based on their topics of authority, location & score.
This summer, I was associated with a perk from Disney to attend a pre-screening of Winnie the Pooh. Being a dad of 3 young children it served as a great opportunity to provide a unique experience for our entire family.
Influencers who receive Perks can choose to talk about the perk/product or not but the thought here is that by enabling the product or experience, the influencer will feel compelled to share the perk with their network as I did with the Winnie the Pooh perk.
Examples of Klout perks offered previously include:
Chilis: Gift cards to try “Lighter Choices” menu items as well as a Chili’s 2 for $20 Steak dinner
Hyundai: Integrating their Social & Gaming activation with VIP tickets to their Veloster Gaming event.
PopChips: Samples of 6 different flavors mailed to recipients
Contraband Movie: Driving Sweeps activation via Influencers
Perk programs are categorized by Entertainment, Experiences, Food & Beverages, Retail, Sports & Technology. For a brand, Perk programs can enable new product launches, sampling programs, experiential entertainment and more. Affordably priced, brand perk programs are the most direct way to activate against the 100+ million Klout profiles.
Klout API – With over 5,000+ partners and developers, Klout’s API is leveraged by brands for multiple purposes. With Klout’s API, you can glean data such as Klout Score, which is the most used API, or specific sets of data tied to topics such as “Marketing” or “Facebook” and unveil up to 5 topics tied to users.
There are some requirements to fully maximize the API, such as in order to request a Klout score for someone through the API, you have to have their Twitter ID. This is key for brands developing their Social CRM programs. A brand may want to map existing data into Klout’s API and the brand should account for capturing Twitter handles as part of their social data mining strategy.
Some brands are using Klout’s API data in innovative ways, One example is CapitalOne. They leveraged the Klout API to accelerate users in their loyalty program. They offered bonus rewards to users based on their Klout scores. This means everyone who participates with a Klout score between 10-100 gets some form of bonus rewards based on their influence.
The API presents unique and compelling data that brands can leverage to drive engagement & target key topical influencers to drive action or reward and accelerate via loyalty programs.
Klout Brand Pages – In recent conversations with Klout’s Garth Holsinger, he provided insight into the upcoming February release of Brand Pages for Klout. “Currently, a brand is treated like an individual user, which in some cases does not necessarily make the most sense as a Klout score for a brand should mean something different.”
With Klout Brand Pages, brands will have an opportunity to build influencers groups that are related to their specific industry. An example for a brand such as American Airlines would be able to associate with specific topics such as travel and interact directly with those influencers.
Brands will be able to show their content & streams and also show the most influential content about American Airlines. Elements such as Facebook comment engagement, Retweets, etc.. will aggregate into Klout brand pages and the brand will have an aggregation point of influencers to drive direct communication. Premium levels will be available for brands to subscribe to for additional outreach capabilities.
I will follow up with a deeper dive into Klout brand pages once the service launches in February.
Thanks goes to Garth Holsinger of Klout as well as Brad Alesi of The Marketing Arm for data points included in this post.
Follow Tom Edwards @BlackFin360