How To Use Klout For Business, 7 Examples
Klout measures influence. But why is this useful for a business?
For brands committed to spending a lot of resources and time in social media, intelligence becomes a big piece of the puzzle.
Knowing you are spending your time wisely and efficiently goes a long way. It helps you commit your resources the tools, tactics, and strategies that really produce results.
When we think about influence, many marketers think of it in one way: How can they find influential social networking users to help them promote links and brand messages to their networks?
Klout’s Expanding Social Integration
Integration of Klout data, at the time of this writing, is up to 2150 API developers/partners. That is over 2,000 services, tools, and companies pulling in Klout data to help add intelligence to their social interactions. These API users include companies like Radian6, Hootsuite, and Huffington Post.
The ways in which marketers and businesses use Klout’s data is getting increasingly creative. Let’s take a closer look at how this data is being used today.
1. Community Intelligence
Interacting with brand stakeholders through social networking dashboards is becoming a much more informed relationship. We are talking context. Social media dashboard powerhouses like Cotweet and Hootsuite both build in Klout scores into profile information. You can also now embed this same feature on Twitter.com through a Klout for Chrome browser app.
Social media monitoring services such as Radian6 and Tap11 also build in Klout scores throughout their listening software.
Community managers add another level of intelligence to their tool set with Klout integration. When deciding how to interact with stakeholders on Twitter, Facebook and throughout the social web, more information makes for better decisions and smarter relationship building.
2. Customer Upgrades
The Las Vegas Palms Hotel and Casino launched an influencer reward program in the Fall of 2010 called The Klout Klub. during registration The Palms might upgrade high Klout score patron to a suite like the one pictured above. The same way they might upgrade a high roller or a loyalty customer. For that reason above, I think we all need to be working on our retweetability.
3. Special Event Invites
Getting the right invite list together for an exclusive event is always a challenge. PR disruptor Peter Shankman used Klout to help invite some people to his Christmas Party in 2010 (disclosure: Shankman is a friend and I was at the event).
At least one blogger gave Shankman a hard time at the event, calling it snobbish and exclusionary (my words, not his). As someone who has written positively about Klout I was happy to hear how Peter described this negative response at the event.
“You are not here because of your Klout score, you are here because you are passionate about something.”
- Peter Shankman
Virgin America has also used Klout scores to find and invite influencers to the Virgin America Toronto Launch Event last year. They flew qualifying influencers on their new San Francisco and LA roundtrip legs, to the Toronto event. With free flight wi-fi to boot. Even Klout itself uses their own algorithm to fill their party guest lists at industry events like Blogworld and SXSW.
4. Product Preview
The Virgin America flight could easily be classified as a product preview considering flights are what Virgin wants to sell and they wanted to get awareness out for these new destinations. Other companies have tried to get a new product in front of influencers use Klout’s reward program, Klout Perks.
Popchips, who has made a lot of social media investments recently, sends out free “snackpack” samples of their chips to influencers as they expand to new cities. In addition they allow the influencers in these cities to pick up to 5 of their friends to send the same sample pack to.
Lonestar, a short-lived Fox TV series, sent out viewing party packages to various influencers leading up to the series launch. It included “cocktail napkins, 4 plastic wine glasses, 4 plastic beer mugs, plastic ice bucket, soft cooler, bottle opener, corkscrew, 2 posters, tub of popcorn, t-shirt, 2 show posters and a DVD of the pilot of the show. All branded with the Lone Star name.”
5. Customer Service processing/sorting
We know from Klout that some of the companies using the data in their API are call centers. Is it your cell phone company’s customer service call center? Maybe. So far, no brands have publicly announced that they use this sort of data, but I have it on good authority that some big brand names integrate this information.
Klout can be an extra data point for call centers to, again, add intelligence to the processing of the calls they receive. For example, customers calling it with high Klout scores might get a shorter wait time. Or maybe high Klout score customers get routed to a different set of customer service responders entirely, employees that are tech and social media savvy.
6. Email Insights
Email is where a lot of community management, lead generation, business development, hiring and sales truly happen online. Where one on one longer from conversations can take place. Klout can add great intelligence to these conversations.
Email service providers such as Exact Target have integrated Klout data into their services. Another email provider, Mailchimp, has Klout scores listed in email user profiles. Services like Flowtown and Rapleaf also include Klout data in the insights they offer businesses based on their email databases.
Another interesting email use of Klout data is the Rapportive Kloutlet (see above). Rapportive builds in social and other data into the sidebar of your Gmail, including a person’s Klout score.
7. Blogger Outreach and Topic Influencers
Browsing influencers by topic is one of the real untapped opportunities of Klout. Saying someone has a high potential for influence is nice and as Shankman said tells us they are passionate about something. But if we know who is the most passionate about snow skiing or cooking or New York City, we have much more relevance.
Services like Blogdash, who connects companies with data on bloggers and blogger topics, integrate Klout scores as an important data point. Monitoring service Simply Measured includes Klout data so you can find influencer data on a certain hashtag or Facebook page fans.
Klout, especially when associated with a topic becomes a powerful research metric.
The Huffington Post integrates a “Top Influencers On This Topic” widget in the footer of every article now. It takes the topic from the article and lists a handful of influencers that you can get more information on.
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