Klout For Community Managers Tips and tricks on how to use the network to benefit your community
The Starting Point <ul><li>A few tips to pull together data... </li></ul><ul><ul><li>Create a list of followers user names...
Objectives For Community Managers <ul><ul><li>Develop a launching pad for social initiatives  </li></ul></ul><ul><ul><li>F...
Develop a launching pad for Social initiatives These are users that are most likely to re-share content. Include them in l...
<ul><li>Influencers of vs. Influenced by </li></ul><ul><ul><li>&quot;Influencers of&quot; are the most avid fans </li></ul...
Find Unique Points of View <ul><li>Step by Step Guide </li></ul><ul><li>Step 1: Open Excel list  </li></ul><ul><li>Step 2:...
Find Unique Points of View <ul><li>Step by Step guide  (continued)... </li></ul><ul><li>Step 4: Image </li></ul><ul><li>St...
Establish influence expectation <ul><li>Success Benchmarks on Klout (Questions to consider) </li></ul><ul><ul><li>What is ...
Establish influence expectation <ul><li>Influence Expectation Breakdown  </li></ul><ul><ul><li>What is the current score? ...
Establish influence expectation <ul><li>Influence Expectation Breakdown...  (Continued)  </li></ul><ul><ul><li>What is the...
Establish influence expectation <ul><li>Influence Expectation Breakdown...  (Continued) </li></ul><ul><ul><li>Is the score...
Fresh Topics for Content Calendar <ul><li>Where to look...  </li></ul><ul><ul><li>New users to target </li></ul></ul><ul><...
Determine the influence of influencers <ul><li>Every influencer is unique...  </li></ul><ul><li>How and where an person ha...
Determine the influence of influencers <ul><li>Every influencer is unique...  </li></ul><ul><li>How and where an person ha...
Determine the influence of influencers <ul><li>Key questions to ask. </li></ul><ul><ul><li>How do target influencers actua...
A Special Thanks To <ul><li>@CmgrCHAT  -For hosting the chat that launched this project </li></ul><ul><li>@JPedde   -For p...
Authors <ul><li>@mhandy1 </li></ul><ul><li>@DanielaBolzmann </li></ul>Daniela is a community manager at @Symbaloo and @Pix...
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Klout for community managers

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Highlighting how community managers can use Klout to reach their communities.

Published in: Technology, Business

Transcript of "Klout for community managers"

  1. 1. Klout For Community Managers Tips and tricks on how to use the network to benefit your community
  2. 2. The Starting Point <ul><li>A few tips to pull together data... </li></ul><ul><ul><li>Create a list of followers user names in excel </li></ul></ul><ul><ul><li>Estimate users scores before looking </li></ul></ul><ul><li>*This helps identify how well a community is known </li></ul><ul><ul><li>  Have a list of target keywords  </li></ul></ul><ul><ul><li>Prepare estimations on the brand's score also </li></ul></ul>
  3. 3. Objectives For Community Managers <ul><ul><li>Develop a launching pad for social initiatives </li></ul></ul><ul><ul><li>Find unique points of view </li></ul></ul><ul><ul><li>Establish influence expectation </li></ul></ul><ul><ul><li>Find commonalities and trends within the community </li></ul></ul><ul><ul><li>Find fresh topics for content calendar </li></ul></ul><ul><ul><li>Determine the influencers of influencers </li></ul></ul>
  4. 4. 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. 
  5. 5. <ul><li>Influencers of vs. Influenced by </li></ul><ul><ul><li>&quot;Influencers of&quot; are the most avid fans </li></ul></ul><ul><ul><li>&quot;Influenced by&quot; are great sources of content </li></ul></ul><ul><ul><li>&quot;Influencers of&quot; are generally more committed to the brand </li></ul></ul><ul><ul><li>&quot;Influenced by&quot; groups may not care that the brand exist </li></ul></ul><ul><ul><li>Pursue close relationships of members with Scores above 60 on both lists </li></ul></ul>Develop a launching pad for Social initiatives
  6. 6. Find Unique Points of View <ul><li>Step by Step Guide </li></ul><ul><li>Step 1: Open Excel list  </li></ul><ul><li>Step 2: Enter username in search bar (below) </li></ul><ul><li>Step 3: Look at &quot;Influencers of&quot; and &quot;Influenced by&quot; for users that do not have a relationship with the brand.  </li></ul><ul><li>     *Pay close attention to scores over 60* </li></ul><ul><li>Step 4: Look at content analysis for each user on the list </li></ul><ul><li>(Next page) </li></ul>
  7. 7. Find Unique Points of View <ul><li>Step by Step guide (continued)... </li></ul><ul><li>Step 4: Image </li></ul><ul><li>Step 5: Add appropriate keywords to target list </li></ul>
  8. 8. Establish influence expectation <ul><li>Success Benchmarks on Klout (Questions to consider) </li></ul><ul><ul><li>What is the current score? </li></ul></ul><ul><ul><li>What is the average competitor score? </li></ul></ul><ul><ul><li>What is the engagement strategy?  </li></ul></ul><ul><ul><li>How does the engagement strategy differ from competitors? </li></ul></ul><ul><ul><li>Is the score currently inflated because of a recent push? </li></ul></ul>
  9. 9. Establish influence expectation <ul><li>Influence Expectation Breakdown  </li></ul><ul><ul><li>What is the current score? </li></ul></ul><ul><ul><ul><li>If the brand's score is low because the account is new it will likely grow quickly </li></ul></ul></ul><ul><ul><ul><li>If the score is high (i.e. above 40 growth may not come as quickly) </li></ul></ul></ul><ul><ul><li>What is the average competitor score? </li></ul></ul><ul><ul><ul><li>This score should not be the target </li></ul></ul></ul><ul><ul><ul><li>Score provides a baseline in understanding success </li></ul></ul></ul><ul><ul><ul><li>The score is only a guidepost </li></ul></ul></ul>
  10. 10. Establish influence expectation <ul><li>Influence Expectation Breakdown... (Continued)  </li></ul><ul><ul><li>What is the engagement strategy?  </li></ul></ul><ul><ul><ul><li>Does all communication come through one account </li></ul></ul></ul><ul><ul><ul><li>Is the account primarily push </li></ul></ul></ul><ul><ul><ul><li>The engagement strategy should will effect the score </li></ul></ul></ul><ul><ul><li>How does the engagement strategy differ from competitors? </li></ul></ul><ul><ul><ul><li>Understanding the differences between what a brand does and competitors do is key.  </li></ul></ul></ul><ul><ul><ul><li>Generally the higher the engagement the higher  the Klout score  </li></ul></ul></ul>
  11. 11. Establish influence expectation <ul><li>Influence Expectation Breakdown...  (Continued) </li></ul><ul><ul><li>Is the score inflated because of a recent push? </li></ul></ul><ul><ul><ul><li>Assume Klout scores will slightly fall after major push events </li></ul></ul></ul><ul><ul><ul><li>Events such as contests, PR blasts, controversy, sweepstakes, partnerships could temporarily drastically increase score </li></ul></ul></ul><ul><ul><ul><li>Target score should be set in context to recent events </li></ul></ul></ul>
  12. 12. Fresh Topics for Content Calendar <ul><li>Where to look...  </li></ul><ul><ul><li>New users to target </li></ul></ul><ul><ul><ul><li>What are the topics of influence </li></ul></ul></ul><ul><ul><ul><li>What is included in their bios </li></ul></ul></ul><ul><ul><ul><li>What is the content of their blogs </li></ul></ul></ul><ul><ul><ul><li>What is the content of their tweets </li></ul></ul></ul><ul><ul><li>New keyword lists </li></ul></ul><ul><ul><li>&quot;Technographic&quot; profiles (is the group indexing heavy on facebook or twitter) </li></ul></ul>
  13. 13. Determine the influence of influencers <ul><li>Every influencer is unique...  </li></ul><ul><li>How and where an person has influence is important! </li></ul>
  14. 14. Determine the influence of influencers <ul><li>Every influencer is unique...  </li></ul><ul><li>How and where an person has influence is important! </li></ul><ul><li>Daniela is more influential on Facebook </li></ul><ul><li>I am drastically more influential on Twitter </li></ul>
  15. 15. Determine the influence of influencers <ul><li>Key questions to ask. </li></ul><ul><ul><li>How do target influencers actually influence? </li></ul></ul><ul><ul><li>What network are they more influential on? </li></ul></ul><ul><ul><li>How can the brand use their influence to accomplish objectives? </li></ul></ul><ul><ul><li>How can engagement strategy be adjusted to most effectively use the influence of community members? </li></ul></ul><ul><li>**Only the community manager can answer these questions </li></ul>
  16. 16. A Special Thanks To <ul><li>@CmgrCHAT -For hosting the chat that launched this project </li></ul><ul><li>@JPedde   -For providing insights and data </li></ul><ul><li>@JoeFernandez - The CEO of Klout </li></ul><ul><li>@meganberry - The marketing Director at Klout </li></ul><ul><li>And of course the rest of the Klout Team, that built the this amazing tool! </li></ul>
  17. 17. Authors <ul><li>@mhandy1 </li></ul><ul><li>@DanielaBolzmann </li></ul>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
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