Klout for community managers

Klout For Community Managers Tips and tricks on how to use the network to benefit your community

The Starting Point
A few tips to pull together data...
Create a list of followers user names in excel
Estimate users scores before looking
*This helps identify how well a community is known
Have a list of target keywords
Prepare estimations on the brand's score also

Objectives For Community Managers
Develop a launching pad for social initiatives
Find unique points of view
Establish influence expectation
Find commonalities and trends within the community
Find fresh topics for content calendar
Determine the influencers of influencers

Develop a launching pad for Social initiatives These are users that are most likely to re-share content. Include them in lists when starting a launch/project. These are users that could/should be on a private message list.

Influencers of vs. Influenced by
"Influencers of" are the most avid fans
"Influenced by" are great sources of content
"Influencers of" are generally more committed to the brand
"Influenced by" groups may not care that the brand exist
Pursue close relationships of members with Scores above 60 on both lists
Develop a launching pad for Social initiatives

Find Unique Points of View
Step by Step Guide
Step 1: Open Excel list
Step 2: Enter username in search bar (below)
Step 3: Look at "Influencers of" and "Influenced by" for users that do not have a relationship with the brand.
*Pay close attention to scores over 60*
Step 4: Look at content analysis for each user on the list
(Next page)

Find Unique Points of View
Step by Step guide (continued)...
Step 4: Image
Step 5: Add appropriate keywords to target list

Success Benchmarks on Klout (Questions to consider)
What is the current score?
What is the average competitor score?
What is the engagement strategy?
How does the engagement strategy differ from competitors?
Is the score currently inflated because of a recent push?

Influence Expectation Breakdown
What is the current score?
If the brand's score is low because the account is new it will likely grow quickly
If the score is high (i.e. above 40 growth may not come as quickly)
What is the average competitor score?
This score should not be the target
Score provides a baseline in understanding success
The score is only a guidepost

Influence Expectation Breakdown... (Continued)
What is the engagement strategy?
Does all communication come through one account
Is the account primarily push
The engagement strategy should will effect the score
How does the engagement strategy differ from competitors?
Understanding the differences between what a brand does and competitors do is key.
Generally the higher the engagement the higher the Klout score

Influence Expectation Breakdown... (Continued)
Is the score inflated because of a recent push?
Assume Klout scores will slightly fall after major push events
Events such as contests, PR blasts, controversy, sweepstakes, partnerships could temporarily drastically increase score
Target score should be set in context to recent events

Fresh Topics for Content Calendar
Where to look...
New users to target
What are the topics of influence
What is included in their bios
What is the content of their blogs
What is the content of their tweets
New keyword lists
"Technographic" profiles (is the group indexing heavy on facebook or twitter)

Determine the influence of influencers
Every influencer is unique...
How and where an person has influence is important!

Every influencer is unique...
How and where an person has influence is important!
Daniela is more influential on Facebook
I am drastically more influential on Twitter

Key questions to ask.
How do target influencers actually influence?
What network are they more influential on?
How can the brand use their influence to accomplish objectives?
How can engagement strategy be adjusted to most effectively use the influence of community members?
**Only the community manager can answer these questions

A Special Thanks To
@CmgrCHAT -For hosting the chat that launched this project
@JPedde -For providing insights and data
@JoeFernandez - The CEO of Klout
@meganberry - The marketing Director at Klout
And of course the rest of the Klout Team, that built the this amazing tool!

Authors
@mhandy1
@DanielaBolzmann
Daniela is a community manager at @Symbaloo and @Pixspree by day and founder of @SocialSkoop by night. *Contributor Mike helps community managers do what they do. He has worked with several brands and advertising agencies of all sizes. *Project Coordinator

http://socialskoop.com	98
http://thecollabs.tumblr.com	17
http://paper.li	12
http://feeds.feedburner.com	8
http://twitter.com	4
http://danielabolzmann.com	2
http://community-manager.tumblr.com	1
http://www.danielabolzmann.com	1
http://safe.tumblr.com	1
http://aprendersociales.blogspot.com	1

Klout for community managers

by @mhandy1 on Feb 10, 2011

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Klout for community managers — Presentation Transcript