Klout: Focus on social media impact assessment

140 Words Guide

Some of the main points of my article are reviewed:
1 The impact assessment of social media is more likely to be achieved than offline real impact assessments, and the use of marketing is broader.
2 social media impact assessment lets you find out where the real opinion leader is. They may not be celebrities, but they have an impact on a topic or keyword.
3 The marketing campaign with opinion leaders as the main body is more social media and Cross-platform. You're not focusing on social media platforms, it's about people. Where the opinion leader is, the fans are there.
4 Find the opinion leader, make your product really affordable to everyone who needs it.

written in front of the words

According to TechWeb, in 2011, 13 of the most popular VC technology start-ups, ranked Nineth in the social networking site impact assessment Service Klout. I think it must be a headache for people to have such a round and controversial term for social impact assessment. I give you an example that I think is really lame but everyone should have seen, Sina Weibo has a lot of messy applications, I believe you must have seen some relationship testing and impact assessment on your timeline TL. Everyone is holding a one-time entertainment mentality to see their influence on Weibo.

But why is the focus on Klout not one-off? Why is there a lot of investment pouring into Klout? Where is the potential of klout?

Through this article, I will answer two questions with my understanding.

1 I assume that you are not very familiar with Klout, I have a brief introduction of what is Klout, what is social impact assessment.
2 through some of my references through the article and the actual klout operation experience, talk about Klout in the marketing perspective of the value and importance. How it will change our understanding of Word-of-mouth marketing.

Finally, there will be a practical application to simply describe how to promote your product through Klout, giving you a general impression.

The positioning of this article is still in the analysis and exploration of social impact assessment of the surface stage, the lack of technical expertise in understanding and mining, with regard to social impact assessment of the perspective of extension and social media marketing focused. And this time will focus on and Klout, does not involve some domestic klout-like application.

about Klout-what is Klout anyway!?

Klout is a social impact assessment service company in the United States, established with 2008 years. Klout believes that in the age of social media, everyone has influence. By Klout, you can see your own influence in social media, who you influence, and on which topics you influence. It tests your influence index on social media by 0-100 points.

The following are some data about Klout:

The

Klout index mainly evaluates your influence by three indicators.

1 You really affect the number of people (true reach), it calculates when you post a message in social media, some of your followers ' behavior, their comments and forwarding. Here it can automatically filter out robots (like zombie powder), but the real living behavior.
2 Your two times of communication (amplification), when you send a message in social media, your message is two times, three times share with the number of comments.
3 Your Social network (receptacle), your online social network is also in the range of evaluation. You're in Facebook,twitter,foursquare, et cetera. The social media you participate in will be evaluated in your comprehensive influence-kout index. In other words, Klout evaluates your influence on the Web.

Social impact Assessment-why Social influence matters?

Why is social media impact assessment important? This question is actually very difficult to answer, you from different angles, marketing, sociology, psychology, etc. can have different views.

First of all my question, impact assessment, is it possible?

Let's talk about traditional impact assessments, in other words, is it possible to assess the impact of real life offline? My answer is impossible. Living online, your influence is difficult to really objective assessment, you know, initial assessment of your easiest way is through your resume, business cards and grades to determine your influence. It can be imagined that the real life in a lot of big, famous head of a lot of people. Offline influence is difficult to assess because the information you can relate to is limited, hard, and not recorded. We can grasp personal hard information, such as his working company, position, achievements, awards. In neutral objective point, you can put me in his circle, his friends, friends friend. On a softer note, he spoke in public and private. And all of these comprehensive summaries of information are very costly and unrealistic.

This is one reason why social media, such as Weibo, are so popular in the workplace that people are happy to put their personal websites or microblogging addresses on their business cards. This can be more neutral objective assessment of the individual.

Yes, social media influence, Klout he assesses your influence on social networks. I think the level of this figure is not important. What matters to him is what you have in the topic (topics) that you have and what you have to communicate with your speech, and who you influence. Although Klout still has immature places, or social media impact assessment of the service is still immature, but this area I think as social media users mature, social media impact assessment is possible.

Back to the original question, why social media impact assessment is important. Here, I want to talk about two points, social media impact assessment in marketing, especially Word-of-mouth marketing on the absolute importance and application of the enterprise.

social media impact assessment will unleash a word-of-mouth marketing revolution?

The output level of social media marketing is also word-of-mouth marketing. Through the Internet, how do you send your product information to consumers in a variety of ways, so that they understand the likes of your product is very important. So for personal marketing, Target marketing will be higher. Because social media gives you a great environment to get in touch with individuals, a product that you design applies to the group. And you can reach your consumer group in different ways (viral video, content marketing, campaign marketing, and Word-of-mouth marketing).

But the question here is, who are you going to send the message to?

How do you know if you're talking to a social media or talking to a consumer who really needs your product? On Weibo, all the activities of the enterprise are basically shouted, but the difference is that it is softer and more human, and the person who responds is more visible in real time. But still in the shouting, you can rarely see consumers in lieu of business there, said Socaibeta is really good, and so on. They exist, but one is scarce, but it is that which is concerned.

This is why I have advocated the use of content marketing in niche media in past articles. To put it simply, focus on a theme circle and probably shoot the user. For example, you put your users from the watercress, focus on the XX group, so that even if the shooting can lay a ticket "bird." There is also a reason for the small media users, active degrees are generally very high, are tribal, circle, autonomous. For example, girls love fashion, nature will take the initiative to send fashionable photos, you do not have to shout, you just provide a good material on the line, the timely and gentle echo a few words.

To be sure, the corporate-led content marketing of social media is better than the traditional (no absolute) effect, and leveraging the marketing of niche social media is better than the marketing of content on a large stream of social media (which is not absolute). However, after the Word-of-mouth marketing era, how to strengthen consumers through social media, so that consumers become your brand endorsement rather than unreachable endorsement star. The spread of Word-of-mouth is a phenomenon, it has a natural also has been manipulated, but through opinion leaders to manipulate word-of-mouth marketing, transmission of product real information to the real concern, the value of this process exists.

Yes, send the message to someone who is really concerned and influential.

Social media impact assessments can tell you which people are influential in what areas. In other words, we do not look for the "Woods", we find the forest Bird boss-opinion leader. They are influential in the topic, they are real, they analyze your product's good and bad, let consumers really understand your products, but also resonate, let consumers really understand what they need.

All products have advantages and bad points, there is no perfect product. But the past advertising model is to pass to consumers perfect information, but also "wrong" information, engaged in a half-day consumers do not know what they need. From a single point of view, consumers need to know is not the product, but similar to their experience with a group of people, sometimes as long as he is in use, I think I and he has resonance, similar places, I will use.

For instance, @puting recommend a book on Weibo. He does not have to rigidly recommend, say he is reading this book, talk about feeling, natural many people will click to see what book, also will someone to buy.

Therefore, from the marketing point of view, social media influence I think is very important, very valuable. Through the excavation of effective opinion leaders, brand personal image endorsement in marketing is very meaningful and valuable. Klout is concerned that influence is focused on the impact of the theme that real people do, which can be across social media platforms. By finding these people, you can observe your product-related information two times, three reviews and spreads by influencing opinion leaders to achieve the desired effect of word-of-mouth marketing. In other words, businesses can find out who is really influential in my products, they say this sentence affects who.

Klout perk-benefits to those in need

Klout perk is such an extension product that I am optimistic about. Klout perk concept is my understanding, in Chinese interpretation is to give benefits to everyone who needs. This is an ideal way for an enterprise to happy and happy the individual. We all have the experience of sending or getting trial supplies, Klout perk to deliver the benefits to the people who really need them.

For example, the perk of this drink, users get free trial supplies. Businesses get good feedback and see who these individuals are impacting (this level is only two times spread).

There are many different items on the Klout perk, from entertainment to catering to service. Enterprises by giving concessions, free trial supplies, free tickets, coupons and so on grass-roots ordinary grassroots users get benefits, enterprises can also get a publicity their own platform. These opinion leaders will express the personal use of your products to their loved ones, friends, or people who are concerned.

wrote at the last words:

There are a lot of places I'm interested in Klout. They include some specific evaluations of Klout, Klout framework design for individual users, some of his application cases, some similar klout services in the country, social media assessment in the personal and business applications of the imagination, and then have the opportunity to discuss with you.

About whether social media impact assessment can set off a word-of-mouth marketing revolution, in the United States some big brands are being used, such as Starbucks, Disney, Nike and so on. I personally prefer similar klout services. Other U.S. companies also have a number of different focus on impact assessment services. I personally think that this area has a lot of unknown and imaginary space, worthy of continued attention.

Some references:

Klout Http://klout.com/corp/about

Why Klout matters A Lot http://www.businessesgrow.com/2011/09/12/why-klout-matters-a-lot/

Bzzagent Use Klout Marketing Handbook English original version micro-disk download "Kloutmarketingmanual.pdf" Http://t.cn/Sfd6aM

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The author @ Fan Ryan, welcome to Weibo questions and discussions, exchange learning.
This article link: http://www.socialbeta.cn/articles/social-media-influence-matters-2011.html