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  • For example, I am a “networker” Klout score: 39, I am influential about: College, blogging, Dallas, deals, cats and yoga – which is strangely almost all accurate! I’m in college, I read and post multiple blogs, I’m a Dallas-explorer, I’m a shopaholic who loves good deals, and I love yoga and am experience hot yoga for the first time this summer! About cats … I’m not too sure I think it’s because I posted a silly video and got a lot of feedback.
  • Empire Avenue- Make new valuable connections by investing your social capital in people and networks by buying virtual shares.
  • Web technology company that is “algorithmically mapping out the social web.” Provides “detailed analytics on your social stream” and “enhanced discoverability in Google and other search engines.” Have “My Groups” and “My Topics” functions. Have 8 benchmark topics instead of the 16 categories that Klout has. Also uses a comparison graph to compare your audience and authority with others. Ultimately, most useful when trying to develop an influencer list.
  • But in case you don’t really engage on LinkedIn, Klout says that your overall influence score won’t go down. In most cases users will see a score increase, even for infrequent LinkedIn users, says Klout.
  • In other words, influence is about engagement and motivation, not just racking up legions of followers. Don’t be a generalist. Most importantly: be passionate, knowledgeable and trustworthy.
  • Audi- first hashtag on TV, Audi purchased a Promoted Trend ad from Twitter, and it hired Klout.
  • Says an influence score or automated grade does not work because it attempts to take something qualitative and make it quantitative. Social Media Examiner cautions brands “that intend to use Klout to reach out to influencers in a certain niche.” Says algorithm is good, but not great.
  • Measures how influential your engaged audience is.
  • Attempt to get an overall classification of your average content. Lets users give their peers a +K if that person has influenced them on a topic. Can only give five +K’s away each day. Rankings based on data from Facebook, Twitter and LinkedIn. Introduced June 1.
  • I.e. X person can have higher stats in all categories and still have a lower Klout score than Y individual. Alex Braunstein (research scientist at Chomp, statistician), Ben Keighran (CEO of Chomp), Binh Tran (co-founder and CTO of Klout).

Klout presentation Klout presentation Presentation Transcript

  • Klout: The Standard for Influence
  • About Klout
    • In General
    • It is more important to participate in conversations and engage with your audience than to worry if your score drops a few points or your style changes to the other side of the board.
  • Klout Kompetitors
    • Empire Avenue
    • The “Social Stock Market”- can earn virtual currency and expand networks.
    • Twylah
    • Organizes Twitter stream into topical folders.
    • Twitter Grader
    • Measures the power and authority of Twitter profiles.
    • MyImpact
    • Measures and records impact within volunteer, nonprofit and related organizations.
  • Kompetitors Kontinued
    • Peer Index
    • Measures online reputation and authority, in an attempt to "help you discover the authorities and opinion formers on a given topic.”
    • Looks at Twitter, Facebook, LinkedIn, Quora and up to three personal blogs/websites to determine a person’s influence.
    • Too few topics and too few authorities.
    • Social Media Today: “While it’s too early to say whether or not this is a tool everyone must use, it’s definitely a must-watch. Test it out next time you have to create an influencer list. I’ll bet you find some people you weren’t already thinking about adding to your campaign.”
  • Klout’s Advantage
    • Twitter: Klout’s influence score is based on a user’s ability to drive action through Tweets, Retweets and more.
    • Facebook: Klout will examine how conversations and content generate interest and engagement, via likes, comments, and more, from the network’s nearly 700 million users.
    • LinkedIn: Recently added this social media site to evaluate Klout scores.
  • LinkedIn with Klout
    • Founder and CEO Joe Fernandez says that LinkedIn integration was one of the most requested features for Klout users. The company says that some users aren’t as active on Twitter, but are active on LinkedIn, and this is a way to make Klout scores more accurate.
    • Now that LinkedIn has over 100 million users and is also encouraging more sharing and engagement on the network, it probably makes sense for influence on the professional network to be measured.
  • Klout Plus
    • Klout released a new feature June 1 st called +K, it is the ability to vouch for your peers’ influence in topics.
    • Give +K on topics: If a user has recently influenced you in a topic, give them +K in that topic
    • More topics: our topics model is even more accurate, and now surfaces up to 10 topics per user
    • Hide topics: You can now opt to hide your topics from public display
    • With the +K system, you’ll see a +K button next to all users’ topics: this is a 1-click way to let us know that this user has recently influenced you in this topic.
  • Klout Plus
    • “ Klout is basically your social credit score. Consumers should care because it affects the way employers, companies and everyone looks at your ability to spread information as a critical part of the attention economy today.”
    • “ For the first time, it’s not just how much money you have or what you look like. It’s what you say and how you say it.” – Joe Fernandez, Co-founder of Klout
    • The average score is in the high teens. A score in the 40s suggests a strong, but niche, following. A 100, on the other hand, means you’re a celeb.
  • Klout Plus
    • Success Stories
    • Las Vegas’ Palms Hotel
      • Special treatment according to Klout score
    • Audi Campaign
      • Klout helped Audi find more than 1,100 people to reach out to about the campaign
    • California job interviews
      • Influencing job interview process
    • Success Stories
    • Las Vegas’ Palms Hotel
      • Special treatment according to Klout score
    • Audi Campaign
      • Klout helped Audi find more than 1,100 people to reach out to about the campaign
    • California job interviews
      • Influencing job interview process
  • Klout Doubt
  • Klout Doubt
    • Reputation & Opinions
    • TheFutureBuzz said, “Welcome to Klout: the app where everything’s made up and your score doesn’t matter.”
    • Memeburn calls Klout “the latest cyber self-esteem bully.”
    • “ It’s another version of cool kids vs. ‘you’re not’” –Barbara Johnson, MarketWave Account Director
  • Klout Doubt – Features
    • Network Influence
    • Measures the influence of those individuals who follow the original user
    • Called the online version of “Are you popular?”
    • Determines if you are influencing important people. Problem: Klout uses its own Klout score to determine who is influential and important.
  • Klout Doubt – Features
    • Klout Style
    • Confusing because it frequently changes even if your content remains the same. 16 different classifications with overlapping descriptions.
    • + K
    • Called a copy of Google’s +1, released in March
    • “ Although Klout is not in the search market it is quite evident that they
    • intended to use the likeness of Google +1 to their advantage and for a
    • company like Klout that is banking on influence I have to say they are
    • honestly failing because influential people tend to push originality and not
    • clone other peoples ideas.” – Blogging Google
  • Klout Doubt
    • Difficult to Measure Online Influence
    • No exact, definitive number to associate with social influence
    • According to Business Insider , most of the information comes from Twitter. Facebook is used in a more personal manner and LinkedIn is used in more of a professional manner.
  • Klout Doubt
    • Can be “Gamed”
    • The system is easy to break because numbers can always be gamed, at end of day Klout is a number.
    • Says an influence score or automated grade does not work because it attempts to take something qualitative and make it quantitative.
    • Example: Multiple incidents where people are labeled influential on subjects they have never or only once tweeted about.
  • Klout Doubt
    • Inconsistent
    • Does not correctly order individuals in terms of how influential they are
    • Connecting an additional account will always increase your Klout
    • Results are not monotonic
    • @The_JMoney: Dear @Klout; why do scores skyrocket and nosedive seemingly at random despite no real changes in user behavior?
    • @Klout: @the_jmoney it’s not about your behavior but about your audience’s reactions and influence
  • Klout Konclusions
    • Professionals
    • According to Dan Bergeron from Likeable Media , “While Klout is an innovator in attempting to measure social influence, there is still a lot of gray area that’s hard to define. It is more important to participate in conversations and engage with your audience than to worry if your score drops a few points or your style changes to the other side of the board.”
    • According to Basil C. Puglisi from DigitalBrandMarketing.com Klout received $8.5 million in funding in January, a “sign that investors believe in the future” of Klout.
  • Klout Konclusions
    • According to research within MarketWave, 75 percent of employees doubt Klout.
    • Personal Recommendations from Catherine and Whitney
  • #superinterns