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Klout - What it is, How Brands Can Use It & How to Improve Your Score

Klout - What it is, How Brands Can Use It & How to Improve Your Score






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    Klout - What it is, How Brands Can Use It & How to Improve Your Score Klout - What it is, How Brands Can Use It & How to Improve Your Score Presentation Transcript

    • Find Out Now
      How To Increase Your Klout Scores
      August 25, 2011 | noon EST
    • Find Out Now agenda
      • What is Klout
      • #KloutWar2011
      • What We Learned
      • Case Study: Audi of America
      • Takeaways
      • Questions?
    • What is Klout?
    • What is Klout?
      • A social application that measures the influence you have on your social networks
      • Takes into consideration your Twitter, Facebook, LinkedIn and other social accounts
      • The higher your Klout score, the more influential you are
      • “The Standard for Influence”
    • How is your Klout score calculated?
      The Klout score is in essence "PeopleRank" and we take data from social networks in order to score users on the basis of:
      How many people you influence (True Reach)
      How much you influence those people (Amplification Score)
      How influential those people are (Network Score)
      The end result is your Klout Score — a measure of your influence on a scale of 1 to 100.
    • Klout topics
      In addition to score, Klout lists key topics they think you are influential about
      You can give +K to verify someone is influential about a given topic
      Useful for finding people or brands with similar interests
    • Klout style
      Klout also identifies your social media style
      Examples include a broadcaster, specialist, socializer and dabbler
      A visual chart compares you to others styles
    • Klout perks
      Users can unlock certain “Perks” if they qualify
      To qualify, must have a high Klout score & be influential on a topic specified by the Perk owner
      Perks range from coupons to free stuff
      Limited availability of Perks before they are sold out
    • Applications and alternatives to Klout?
      Klout is no replacement for true social media monitoring
      Can be used to quickly get a sense of relative popularity & influence, but actual number nothing to obsess over
      Other quick & easy social metrics?
      Twitter Follower Count
      Facebook Page Fan Count
      Compete.com traffic (blogs & such)
      Google+ circles
      Tumblr subscribers
      Flickr contacts
    • Possible uses for brands
      I don’t know how to put this, but I’m kind of a big deal (on Klout)
      Customer Service – make sure to take care of the influencers
      Klout Perks
      Blogger & Social Media Outreach
      Find Brand Advocates and RT & Share their content
      Competitor Analysis
    • #KloutWar2011
    • What is #KloutWar2011
      • @NickRoshon created a list on Klout measuring the Klout Score of those of us in the NSO department
      • Terms of the contest
      • May 27th – June 30th
      • “Winners” would be the person with the highest Klout Score and the person with the greatest improvement
      • As others decided to join #KloutWar2011, those with the lowest score would be kicked off the list
    • The competitors
    • We started getting competitive
      • Tweeting with greater frequency
      • Posting “like bait” on Facebook
      • No @mentions of other competitors in early tweets
      • Not including the leaders in tweets
      • Trash talk
    • Testing new strategies
      • Retweeting quality content
      • Connecting as many social accounts as possible
      • Deleting past Facebook posts that hadn’t received ‘likes’ or comments
      • Scheduling tweets while away from your computer
      • Using a newer account to see a greater increase
      • Tweet “spam bait” to get additional unique mentions and replies
    • A little mystery and intrigue
      • David Strader shot up on the score board faster than anyone else on the list
      • Achieved 2nd place overall within 2 weeks, despite
      • @straderade wasn’t tweeting nearly as often as the rest of us
      • His stats weren’t astronomically better than anyone else’s either
      • He would also skip tweeting and updating Facebook for days, and his Klout score would go up… how?
    • A come-from-behind “almost” win
      • 2 days before the end of #KloutWar2011, Collin Cornwell was in last place
      • By tweeting persistently, engaging authoritative accounts, linking his Facebook account and LinkedIn account and being an overall sneak, Collin managed to claim 2nd place in the final, and improved his Klout Score by 30 points in a month
      • Way to go! But, not good enough to win…
    • And the winner is…
      • Dana Notman, with an overall score of 61
      • Jayson Akers, for the greatest Klout Score increase over 30 days (+33)
    • Honorable mentions
    • What we learned
      • Interaction is key
      • Klout puts a lot of emphasis on Facebook interaction
      • Klout decides what you’re influential about based on your posted and shared content
      • The more linked accounts you have, the greater your Klout score
    • Case Study: Audi of America
    • Case Study: Audi
      Audi has worked with Klout through adding Perks & Facebook Page integration
      Rated “Most Engaged” fans on Facebook, beating Justin Bieber, Lady Gaga, and every other automaker, too.
      228 “Likes” out of every 100,000 fans
      #ProgressIs promotion
      Cross-promotion with Super Bowl TV Ad
      Used for launch of Audi A8
    • Audi case study – Klout perks
      • Key Influencers get a weekend test drive & group experience if they have high Klout scores in relevant topics
      • Part of “Klout Perks” program
      • Used to help launch the new 2011 Audi A8
      • Focused to SF area
    • Audi case study – Facebook integration
      Through Facebook you can qualify for special offers & perks by connecting via Facebook
      First brand to integrate Klout into their Facebook Page
      Perk was somewhat lame but got a lot of press anyway
      Celebrated 2011 Le Mans victory
    • Klout + Facebook App
      Brands and agencies can incorporate a user’s Klout scores to dynamically change the content/interaction with the Involver platform applications.
      The Klout app is available as a free application and with more features enabled as a part of Involver’s Professional, Business, and Enterprise offerings
      How the Klout App works:
      A brand deploys the Klout App and configures it settings
      Once fan interacts with the application the brand is able to show different content based on users’ Klout scores. Like a “fan-gate” on steroids.
      Example: When a user above a certain threshhold interacts, they get access to special, unreleased content (a new trailer, product, coupon, etc.). That person is more likely to share it, and it’s more likely to catch on.
    • Audi case study – Klout page
      High Score of 74
      Thought Leader style
      Topics include automobile, audi s5, engineering, cars
      Connected Accounts:
    • Audi case study – #ProgressIs
      Audi created a Super Bowl Commercial featuring the hashtag #ProgressIs
      Audi used Klout to find 1,100 influencers to help promote the hashtag
      Gave out 200 gift packages (travel mug + flashlight) to top Klout users that tweet #ProgressIshashtag
      The best #ProgressIs tweet received a trip to Sonoma to test drive Audis at Infineon Raceway, and a $25,000 donation was made to the charity of the winner’s choice (@jetsetbrunette)
    • The perk page - #ProgressIs
    • Audi case study – the results?
      "Today the equation to measure that doesn't exist" (referring to ROI on the campaign) says Doug Clark, Audi of America's general manager for social media and customer engagement
      Clark concedes that, so far, he doesn't have any numbers to prove that all this engagement has resulted in, you know, selling more cars.
      For Audi, Facebook and Twitter "are places where we know tech-minded consumers are active, where they're seeking to engage with the brand," Clark says.
      "But can I say that a fan is more likely to buy an Audi? No.“
      Still, Audi has “most engaged” fans on Facebook, have a very active Twitter presence, and are posting sales records each month here in the US
    • Audi takeaways
      Use Klout to find key influencers
      Being “early adopter” of Klout got Audi a lot of press
      Well rounded social media strategy helps brands connect no matter what the medium (Foursquare, Facebook, Twitter, Instagram, Flickr, etc)
      Klout is just one of many ways to identify influencers, but might be the quickest/easiest/most formal way to do so
      Integration of blogging platforms (Posterous, Tumblr, WordPress) into Klout could be a way to find influential bloggers in the future
      A good metric to monitor & compare against your competitors, but nothing to obsess over
    • Other global brands are using Klout, too…
    • How can you increase your Klout score?
    • How can you increase your Klout score?
      Position yourself as an authority
      Connect with other authoritative people
      Join in conversations happening around you
      Encourage interaction with your content
      Share often
      Share well
      Connect as many networks as possible
    • Questions?
    • thank you.
      Dana Notman
      Natural Search Strategist
      Nick Roshon
      Natural Search Strategist