Kristopher B. Jones discusses how social media signals are becoming increasingly important for search engine optimization and online reputation management. He explains how algorithms like Klout are used to measure social media influence based on factors like reach, amplification, and network impact. Jones provides tips for improving social media influence, such as engaging with influential accounts, automating follows, and thoughtfully sharing and interacting with others online.

1. Social Media Signals
Presented by:
Kristopher B. Jones
Founder & CEO, KBJ Capital

2. About Kris
• Founder & Former CEO / President of Pepperjam; Sold to
GSI Commerce / eBay (NASDAQ – EBAY)
• CEO of KBJ Capital – Advise & manage early stage
technology investments (Highligher.com, Yumm, APPEK,
VigLink, etc.)
• CEO of KBJ portfolio company ReferLocal.com
- Helping traditional media take on Groupon, Angie’s List,
and Craig’s List
• Best-selling author of SEO Visual Blueprint
- Book signing tomorrow morning at 9:45am
@krisjonescom facebook.com/krisjonescom

3. Why care about social?
• Reputation management (think SEO)
- push out negative reviews, manage brand, etc.
• Increasing integration / influence of social in real-time
search results..organic SERP’s
• More and more consumers are looking to social
networks (versus search engines)
• Your “Klout” score may end up more important than
link authority over time
• This is the year your Grandma joined Facebook;
Facebook has over 800 million members and growing
@krisjonescom facebook.com/krisjonescom

4. Social Media Influence
• Having a Facebook and Twitter account isn’t enough
• You need to engage and be engaged to move the
needle in search rankings and influence
• All of the entities attempting to measure social
media signals are fixated on influence
• Social media influence will continue to grow in
importance in nearly all relevant elements of search
ranking
@krisjonescom facebook.com/krisjonescom

5. Social Media Signals
Larry and Sergey’s Doctoral Dissertation Revisited?
• Seems a lot like what Google leveraged about links –
relevance through link authority (Pagerank)
• Search engines continue to look for QUALITY signals
• Quantity of social interactions - easy to game; will
be less important as algorithms analyzing social
media signals become more sophisticated
• Quality of social interactions - will become
increasingly more important over time; think
human, real, substantive engagements with
important people
@krisjonescom facebook.com/krisjonescom

6. What is Klout?
A closer look at one leading algorithmic scorer in the
social influence game
• Your “Klout” score is a measure of your
social media influence Get your score
at http://www.klout.com
• There are three primary drivers of your
overall Klout Score
- True Reach: How many people you influence
- Amplification: How much you influence them
- Network Impact: The influence of your network
@krisjonescom facebook.com/krisjonescom

7. A Closer Look at Klout
•“True Reach”
- Measures the number of people you influence
- Focuses on people that engage with your
content
- Looks at how people respond to your content
- Filters out spam and bots
- Quantity is tempered by quality
@krisjonescom facebook.com/krisjonescom

8. A Closer Look at Klout
•“Amplification”
- Measures how much you influence people
- Looks at when you post a message, how many
people respond to it or spread it further?
- If people often act upon your content you
have a high Amplification score.
@krisjonescom facebook.com/krisjonescom

9. A Closer Look at Klout
•“Network”
- Measures the influence of the people in your
true reach
- Looks at how often do top Influencers share
and respond to your content?
- The more interaction top influencers have
with your content the higher your Network
score
@krisjonescom facebook.com/krisjonescom

10. Five Tips to Influence Your Klout
(1) Be real and authentic!
(2) Get influencial Tweeters / Facebookers to share
your content (links)
(3) Engage strategically with influencers with high
Klout scores and share interesting contest / be
first to share and engage
(4) Prune your followers / friends
(5) Focus on your niche
@krisjonescom facebook.com/krisjonescom

11. Gaming Your Social Media
Influence
• Integrate your FB and Twitter feeds
- http://apps.facebook.com/twitter/
• Follow people actively in your field by leveraging
http://www.twitter.com/search
• Automate the Twitter follow process using
http://www.tweetadder.com
• Share / Retweet thoughtfully and frequently
• Engage – it’s all about social engagement and
building your social media authority
@krisjonescom facebook.com/krisjonescom

12. Questions…
Want some Klout?
• Follow and interact with me on Twitter
- @krisjonescom
• Follow and interact with me on
Facebook - /krisjonescom
• See you tomorrow morning at 9:45am
@krisjonescom facebook.com/krisjonescom