Do you have Klout?
Do you want it?
Dan Yurman djysrv@gmail.com @djysrv
January 26, 2012
1
What is Klout?
2
 Online measurement of Twitter influence
 http://www.klout.com
 Measures online impact and influence
...
Examples of Klout Scores
3
Dunkin Donuts – 65
1. Food
2. Coffee
3. Brand
Starbucks – 79
1. Brand
2. Coffee
3. Food
How Klout Measures Influence
4
 True Reach – the number of people who act
on or share your content
 Amplification – a me...
How to get more Klout
5
 Stick with a topic you know well
 Focus on mass markets / consumer goods
 Create meaningful co...
Benefits of a high Klout Score
6
 Drives traffic to your main web site or blog
 Increases brand awareness,
 Increases n...
Where does Klout work best?
Reason: Intense use of social media
7
 TV, movies, radio, arts, online media
 Sports: MLB, N...
Where does Klout not work well?
Reason: Low or no use of social media
8
 Science and industrial technology
 Supply chain...
1 Critique of Klout
9
 Unresolved privacy issues
 Possible exposure of identifies of minors
 Holes in measurement metho...
2 Critique of Klout
10
 Klout score is not the same as Google Page
Rank
 You may have a Klout score and not know it
 Kl...
1 ~ How to have a high quality Twitter
feed that builds a brand
11
 Stay interesting
 Be smart, opinionated, and enterta...
2 ~ How to have a high quality Twitter
feed that builds a brand
12
 Don’t use automated tools to tweet
 People follow ot...
Brand v. Klout
13
 Klout wants to be the de facto definer of
online influence
 Unlikely due to dominance of search engin...
The social media world doesn’t begin or
end with Twitter
Use Twitter wisely Twitter in 1902
14
 Lets the world know
you e...
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Do you have klout?

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Klout purports to measure the influence of brands on Twitter. This presentation looks at the strengths and weaknesses of the effort.

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Do you have klout?

  1. 1. Do you have Klout? Do you want it? Dan Yurman djysrv@gmail.com @djysrv January 26, 2012 1
  2. 2. What is Klout? 2  Online measurement of Twitter influence  http://www.klout.com  Measures online impact and influence  The more engagement measured with your tweets, the more influence you have  Uses a numerical score of 1-100, but numbers aren’t everything  Average score is 20, anything past 50 is good
  3. 3. Examples of Klout Scores 3 Dunkin Donuts – 65 1. Food 2. Coffee 3. Brand Starbucks – 79 1. Brand 2. Coffee 3. Food
  4. 4. How Klout Measures Influence 4  True Reach – the number of people who act on or share your content  Amplification – a measure of how likely people are to act on or share your content  Network – a measure of how many top influences are in your network
  5. 5. How to get more Klout 5  Stick with a topic you know well  Focus on mass markets / consumer goods  Create meaningful content  Engage with others authentically  No games or tricks  Publish frequently  Be persistent, building a brand takes time
  6. 6. Benefits of a high Klout Score 6  Drives traffic to your main web site or blog  Increases brand awareness,  Increases number of people who become prospects leading to sales  Supports differentiation from competition: quality, price, service, value
  7. 7. Where does Klout work best? Reason: Intense use of social media 7  TV, movies, radio, arts, online media  Sports: MLB, NFL, NBA, NHL  Consumer end use food & beverage products  Home consumer electronics  Personal care & OTC health products  Major retail: Fashion & soft goods  Stocks, investments  Politics
  8. 8. Where does Klout not work well? Reason: Low or no use of social media 8  Science and industrial technology  Supply chain parts manufacturing  Business services: accounting and legal  Extractive industries: coal, oil, gas  Government / Military / Non-profits  Pollution control / trash removal  Agriculture & food production
  9. 9. 1 Critique of Klout 9  Unresolved privacy issues  Possible exposure of identifies of minors  Holes in measurement methods  Not all networks are analyzed  New algorithm created new controversies  Benefits accrue to the firm, not to the person  Your score is their product. You are not their client.
  10. 10. 2 Critique of Klout 10  Klout score is not the same as Google Page Rank  You may have a Klout score and not know it  Klout score may just flat out be wrong  Inconsistencies in analysis of social networks  Spam accounts get counted  Your clients may be confused and possibly unhappy if they don’t like their score
  11. 11. 1 ~ How to have a high quality Twitter feed that builds a brand 11  Stay interesting  Be smart, opinionated, and entertaining. No one cares what you had for lunch  Be focused  Love cars or passionate about food, then tweet on what you know. Develop a specialty. Don’t tweet off-topic  Find your own pace  A few tweets every day makes sense  Don’t flood the channel with chatter
  12. 12. 2 ~ How to have a high quality Twitter feed that builds a brand 12  Don’t use automated tools to tweet  People follow other people on Twitter, not bots  Clean out spammers from followers  Mingle  Share interesting stuff from others, re-tweet!  Spread the word  Put your tweets on your web site, Facebook page, and blog.  Use mobile twitter tools for real time updates
  13. 13. Brand v. Klout 13  Klout wants to be the de facto definer of online influence  Unlikely due to dominance of search engines which don’t index Twitter  Coming divergence between Google+ and Facebook – different platforms with different uses  Where you seek influence depends on what you’re selling
  14. 14. The social media world doesn’t begin or end with Twitter Use Twitter wisely Twitter in 1902 14  Lets the world know you exist  Drive users to rich content  Build awareness of products, services, and brand value  Still better than a telegram
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