Where Klout Fits in a Marketer's Toolbox

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Anne Weiskopf
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Thanks Mitch.  Klout has just started to link influence and score to the Perk program.  For instance, "Glamorama SF" requires a Klout score of 40+ and influential in the following areas: Blogging, Charities, Fashion, Public Relations.  Now, I can pass on a "Glamorama" but if a "Shoearama" is coming to town, you can expect to find me in the first row!  #ILoveShoes

Mitch Wagner
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Re: Thanks for the perspective
Mitch Wagner   10/4/2011 10:57:34 AM
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Well put. Topical influence is more important to marketers than general influence. If you're selling shoes, you want someone who's influential on fashion, not a person with overall high influence who dresses like a slob. 

Anne Weiskopf
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Good morning Magneticnorth!  Yes, the score is good for something;  but not necessarily in the intuitive 'the highest score is best' scenario.  My friend Eric Andersen of IBM uses Klout in an interesting way: he imports all of his Twitter lists into Klout, and scans the lists to see who is trending up or down and uses that as a guide for which lists to spend more time with. For Eric, a score between 39 and 65 signifies a user with a reasonable Klout score.  Personally, I think the topical influence is going to be a better metric of value to a given brand/industry then the overall score.  Have a great day!  Anne

magneticnorth
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At least that's an indication that the score is worth something, if not everything ;)

Anne Weiskopf
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Hi Mitch - hope you had a great vacation!  Understand the point you are making;  I should wrap some context around my comments.  If someone is RTing, commenting, recommending, etc - they are "endorsing" you and clearly you have an influence on them.  Indeed, if no one is listening to them - the buck stops there.  I was referring to Christopher Penn's comments that his influencers are not the ones with the highest Klout scores (which he would group as 'celebrites') but those with medium to medium high scores who take action with his content - or - do what he has asked them to do - his definition of influence.

Mitch Wagner
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Klout had me listed as an expert on Las Vegas briefly after my trip there to attend an IBM conference in March. It was my first trip to Vegas in nine years, I was there for three days and spent the entire time either in my hotel room or at the conference center. In my case, what happens in Vegas stays in Vegas because it's not very interesting to anyone else. 

Still, I think Klout can theoretically be useful if viewed correctly -- as a tool by which marketers can identify influencers about their market. It scores some misses -- it had me down for an offer onAxe body spray, and I think I'm the balding guy that Anne mentions as getting offers for haircare products -- but those don't do any harm because I don't cash them in. And it does have me as influential on the subjects of marketing, technology, Facebook, the iPad and books, which aren't bad. 

(Notice how I didn't use the Oxford comma there.)

Mitch Wagner
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Hi, Anne! Thanks for a great blog. 

Anne - Who is RTing you tweets?  Or commenting on your blog posts?  Or recommending you to a friend?  Those are the 'real' influencers.

Not necessarily, if nobody's listening to them. 

Ariella
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John, sounds like a fun experience. If you ever want to really get assailed by people who pride themselves on their grammar, I can refer you to a number of LinkedIn groups. Most of the members are in favor of using the comma in a series before the and/or BTW. 

Anyway, about Klout, it's not just the number of followers who influence your score, but the extent to which you are willing to jump through Klout specific hoops. I don't participate in such things, but I do know of people who do. They admit they find it rather silly, but they want their Klout scores to go up. There is an ironic aspect to this: following directions blindly in order to prove you're a leader in your field.

Anne Weiskopf
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Hi Ivka.  Thanks for your comment.  If you have a moment, do check out SocialFlow, I referenced them on my response to John, the "Oxford Expert" - :)  Have a nice weekend!   Anne

Anne Weiskopf
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Ah John.  If I had a nickel for every time I referenced the Oxford Comma, I'd, um, have a nickel :)  (And next time you are considered an influence at Oxford, could you get my son a scholorship there?)  Do check out SocialFlow.  They've really done a good job catetorizing content and context.  For instance, their algorithm picks up the difference between, "My son has 102 degree fever, he is so sick" versus "Dude that kickflip was sick!"  Check out the quick video with Gilad....http://www.socialflow.com/.  And, have a great weekend!  Anne

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