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Separating klout from clout

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  • I want to be clear on a couple of things.First, this isn’t about who owns social, The purpose of this is to talk about influence within an organization.Also, I pick on klout in here, but really I’m talking about PeerIndex and all those other tools that try to put a single influencer rating on the masses.How many have tried using Klout or one of the other services?
  • Challenge of all the services is that they’re trying to drink from the firehose and offer insights to large audiences. They do a good job of that.
  • Really, for most of us, we just need a drink of water. We don’t need to reach the world, just the right people.
  • So, who has more influence?This is Setti Warren, most of you don’t know him. Klout says he’s a 50… mehThis other guy you may recognize. Sure, if you want a cup of really good coffee in the Boston area or you want to talk about tech PR, I’m your guy. Context is key Context can mean a lot of different thins. What is the topic, But you want to make a difference in Newton, or even the world? You really should talk to Setti.
  • Better, but still not perfect. Greg is the pres. Of the Chamber of Commerce… not really reflected.Setti Warren (44) is the campaign account, different than Mayor Warren, the official account.Gail Spector was an editor, now she’s not.You still need to do some good, solid PR research to know the market. You can’t rely on the tool.
  • All those pieces are different in different contexts.This isn’t about size and not about twitter followers, it’s not about number of likes.It’s about swaying opinion, driving decisions and creating action.What is that action? Well, that depends on what you want to do.
  • At a very high level, we size up influencers by using the Four Rs.Reach, Relevance, Reputation and ReceptivityThese are actually at the hear of a lot of those influence tools. The difference between them is how they balance… and (next slide)
  • They’re just not that transparent about it.From a report by Tonia Ries on Influence Management tools for The Realtime ReportBigger problem is no context –
  • What really matters when you balance all of these?I love this tweet from jeremiahOwyang that went out last week.
  • Social is kind of like the roads around the country. We all use them, but for different reasons. You may want to ship goods from one place to another, maybe you want to visit grandma, maybe you want to take a cross-country bike tour. It’s all using the same infrastructure, but you need to know where you’re going, why you’re going, how you’re going and what you want to accomplish, only then can you make the best plan.
  •  This is why you don’t want to talk about a “Facebook strategy” but instead a “social strategy.” Facebook is just one channel. Sure, people are there, but is your audience using that channel for your purpose?
  • We had another big hit after this in a more business publication… same story, different spin… it leaned more toward LinkedIn and Twitter.These numbers are from a great tool called sharedcount.com.
  • This is the New York Times cascade. It tracks activities, like creating a shortened URL or a tweet. Then they can look at how content is being shared. This allows them to see lots of tweets, but also see the key nodes, then help identify those people who are driving activity, based on any of a number of factors.
  • This is from a project with a large established company. We looked at their sales database and examined where people are, to at least provide some direction as to where to put their resources. Larger more aggregated information. So you can see that Twitter dominates most countries, except Taiwan where Facebook is the driver. In the US LinkedIn is secondary for their customers, while in Europe and Asia it’s mostly Facebook. Once you have this, kind of information you can go a layer deeper to determine who to contact where.
  • We all remember the 47% video. It hit the big time on September 18 2012 and the timing certainly meant something for the election.
  • What’s fascinating to me about this story is that it’s really a PR and media relations story. Even though for most people It reads like a viral story.Scott Prouty took the video, on May 17, he then posted clips on May 30thIn June he posted it on a few other sites including the Daily Kos and even went into the comments section of the Huffington Post.Prouty got OUSTED from the Daily Kos in July. He also engaged Rachel Maddow… who later denied that she did anything… in August Prouty even stent the clips direclty to the ROMNEY campaign in time for the RNC. Nothing. Four months of killer video… no one cared. Along the way he targets James Carter thanks to work Carter was doing on YouTube, the two started a conversation and engaged. They then engaged David Corn of Mother Jones and finally… FINALLY. In September the video found its footing and hit every TV show, Facebook, everything.5 months of work…. And a viral success.
  • Challenge: Client wanted to be in TechCrunchTraditional media relations wasn't working     Had the contacts     Had or created the news     Stories didn't materializePlan:     Target Alex Williams' influencers     Create our own influencerStrategy     Identify key influencers     Launch evangelist blog     Utilize panel at key cloud event     Surround Williams with information
  • This is just a few bullets, but really is the bulk of what we did. We identified and targeted influencers… but these were the influencers who already had influence over Alex Williams… they also had other influence. So we had the reach… 1 reporter … among others.Relevance – Cloud folksReputation – the ear of the reporterAnd different levels of receptivity.We also knew that they had different levels of Receptivity. Krish was far more likely to be with us, Krish also helped influence Ben.
  • The results? Krish was on our panel… he brought in both Ben, who had been invited to be part of it.. .and Alex.My colleague ruth was also at that event working Alex as much as possible… so there was also media relations going on. The results? Huge piece with our messaging in the headline and throughout. It included a quote from Ben. We were also part of other stories, including one on Microsoft when the announced minute-based billing, giving ProfitBricks credits as being first.
  • All numbers better than the site average, Only counts the referrals recorded, doesn’t count traffic generated in other forms, nor does it count general awareness just from these storiesThis also doesn’t count the traffic generated from the work we did leading up to this, all of which generated more traffic.
  • The bigger issue is when you want to apply the hyperfocus strategy at scale. That’s when you need contextual influence .There are a few steps here.
  •  This is why you don’t want to talk about a “Facebook strategy” but instead a “social strategy.” Facebook is just one channel. Sure, people are there, but is your audience using that channel for your purpose?
  • Thank you to Tonia Reis who wrote about these in the Realtime Report’s Guide to Influence Measurement ToolsSome like mBlast and Traackr do a great job of looking at online influence in a contextual situation, then helping you manage that. Appinions is fascinating in that it helps you also find the people who shape the conversations. So if you’re Ben Kepes and quoted in an article by Alex Williams, that influence gets noted and tracked. Salorix goes one step beyond that, by looking not only at the conversations and providing information, but also giving you recommendations…
  •  Now, when you look at the two klout scores, what do they mean? Sure, things happen online and around PR or even coffee, I’m your guy, but if you want to reach the person who drives decisions, Setti comes up. Afterall, he can call up and influence the president, I can’t… topline tools just can’t tell you that.
  • Transcript

    • 1. 1Fresh GroundSeparating the Klout from the Clout
    • 2. 2The Big ProblemMaking sense of the massive data feed whenwe only need some of it.
    • 3. 3
    • 4. 4
    • 5. How do we match up?5‣ Mayor of a city of85,000‣ Worked for Sec. ofState John F. Kerry‣ Gets phone callsfrom Pres. Obama‣ Lives in a city of85,000‣ Voted for Pres.Obama‣ Runs a small PRfirm
    • 6. However….6Dig a layer deeper
    • 7. 7What is influence?The power to sway opinion, drive decisions andcreate action.
    • 8. The 4 Rs‣ Reach• Traffic numbers, Alexa Rank, Followers, etc.‣ Relevance• Categories, Activity, Semantics‣ Reputation• Engagement, Linkbacks, Google Author Rank, Kloutscore, Ratings‣ Receptivity• The big question8How to Size Up an “Infuencer”
    • 9. 9“Many of the personal influencemeasurement tools are not verytransparent about theirmodel…”Tonia Ries, The Realtime Report
    • 10. What matters?10No one really knows
    • 11. Where are you going?11We all use the roadsPhoto by Jason Hollinger
    • 12. Three Approaches‣ Know Nothing• Need a general roadmap‣ Viral• Long haul trucking‣ Hyperfocused• Know exactly where to go, just need directions12Grab a map
    • 13. 13Stir the grass to startle the snakes
    • 14. Stir the grass to startle the snakes14‣ Facebook: 6765‣ Twitter: 124‣ Google +1: 46‣ LinkedIn: 50‣ Delicious: 3‣ StumbleUpon: 0Big Media Hit Examining Shares
    • 15. Stir the grass to startle the snakes15‣ Facebook: 36‣ Twitter: 319‣ Google +1: 15‣ LinkedIn: 47‣ Delicious: 2‣ StumbleUpon: 500Big Media Hit Examining Shares
    • 16. ‹#›
    • 17. Know Nothing17Starting with CRM
    • 18. Viral1847% Video
    • 19. Viral19Long path to overnight successMay June July August SeptemberVideo Goes LiveMay 17: VideoRecordedMay 30: First clipsappearCampaign StartsJune 10: Commentson HuffPo to promoteitPushed to Daily Kos,Pastebin and othersOutreachContinuesProuty gets oustedfrom Daily Kos;providence suspectedRachel Maddow alsoposts & then deniesBig BangHuffington Post andMother Jones postand promoteViral takes overGetting warmerProuty targets JamesCarter and David Cornbecause he respectstheir workPure media relationsEvent sent to Romney
    • 20. Hyperfocus‣ Challenge• Client wanted TechCrunch• Traditional Media Relations tactics failed‣ Plan• Target Alex Williams’ influencers• Create our own Influencer20Using Influence to Gain Media
    • 21. Hyperfocus‣ Strategy• Identify and target key influencers• Launch Evangelist blog• Utilize paid panel at a key cloud event• Focus on other key tech media21Using Influence to Gain Media
    • 22. Hyperfocus22‣ Reporter attendedpanel discussion‣ Major piece inTechCrunch‣ Included quotefrom Ben Kepes‣ Follow upcoverage in othercloud storiesUsing Influence to Gain Media
    • 23. Hyperfocus23Using Influence to Gain Media
    • 24. The Future‣ Identify Influencers relevant to a topic‣ Monitor topics over time‣ Manage relationships‣ See real-time information24Contextual Influence
    • 25. The Future‣ Measuring Influence only within topics andcontext• Relevance and Reputation‣ Tools based on Search‣ Some Overlap with monitoring tools• Radian6, Sysomos and Cision25Contextual Influence
    • 26. Four Contextual Influence Tools26Reviewed by Realtime ReportPros: Fast, easy to pullreports & dataCons: Lacks somemanagement toolsCost: $1000/ yrPros: Flexible reports forcampaigns and lists; VerymatureCons: Slow, expensiveCost: $499/ month;Limited access $95/ yrPros: Semantic enginetracks shape of opinions& conversationsCons: Power isn’t cheapCost: $1500/ monthPros: Focus onconversations; MakesrecommendationsCons: Power also isn’tcheapCost: $2000/ month andup based on data
    • 27. Context means everything27How do we match up now?
    • 28. Chuck TanowitzPrincipal, Fresh Ground, Inc.Contact Usctanowitz@itsfreshground.com617.575.9643Twitter: @ctanowitzGoogle Talk: tanowitzSkype: ctanowitzFacebook.com/ItsFreshGround

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