All posts in “Klout”

Social Media Round Up for April 20

Social Media Event Of The Week: Foursquare Day

Foursquare enthusiasts worldwide observed Foursquare Day on April 16, 2012. As part of the celebration, Foursquare announced it now has over 20 million users who have checked-in over 2 billion times.

Radian6 took a look at the social media conversations generated around Foursquare Day 2012 and provided some interesting stats on their blog this week.

On April 16, Foursquare Day was mentioned 322,274 times in social media channels, with conversation peaking between 7-8am EST at 25,226 mentions. The United States led the way with over 14,000 mentions, with Brazil coming in close behind, followed by Mexico, Indonesia, Chile, Turkey, Japan, the UK and Thailand. The 25-34 demographic led the conversation with 48.1% of Foursquare Day mentions.

For more insights on social media conversation around the 2012 Foursquare Day event, check out Radian6’s blog.

Klout Launches Brand Pages to Connect Companies with Influencers

Klout announced the launch of a new feature called Brand Squads, which is basically a brand page for companies to engage with users whom Klout has indicated as influential. They are kicking off this new feature with Red Bull as a launch partner. Take a look at the Red Bull ‘brand squad’ to see what they’re rolling out to their Klout influencers over the next few weeks. (Some influencers will get a trip the upcoming X Games.)

Google’s Cloud Service (Google Drive) Interface Leaked in Employee Presentation

It was rumored this week that Google will soon be launching Google Drive, its own cloud service. Yesterday Mashable posted an exclusive screen shot (shown below) of a Google employee’s screen during a presentation at a university in Brazil. It shows the presenter accessing the file IA Google Drive. A Google spokesperson responded by simply saying “We don’t comment on rumor or speculation.”

 

 

Twitter is Just One Piece of the Influencer Puzzle

Karly Gaffney is a Manager on the Content and Community team at Social Media Group.

social media group

If you’re a regular SNL watcher you would have seen this past weekend’s ‘You Can Do Anything’ skit, poking fun at “the incredibly high self esteem of the YouTube Generation.” They featured bloggers, an independent filmmaker, a popular tweeter and a YouTube personality in the skit. You can watch the entire skit below. (Our Canadian readers may not be able to view the video, I’m sure they’re savvy enough to find a screener online though :) )

This quote says it all:

Roger Knight (Independent Film-maker): Tell us about yourself
Taylor Dawn (Popular Twitter Personality): Well, I’m what you would call Twitter Famous
Roger Knight: Which means?
Taylor Dawn: Not famous.

Admittedly I did get a few chuckles out of it, but it made me think about how online influence is perceived not only to us in ‘the biz’ but to the general public, and how brands and agencies alike need to ensure they’re aligning with the right influencer partners when executing earned media campaigns.

Mark Schaefer wrote a post in March of last year about how important Twitter influence is (as it pertains to Klout score) and he basically told us there is little true influence on Twitter.

But wait, don’t freak out! That 2012 influencer campaign your client just approved isn’t about to fall apart. Twitter is just one (albeit integral) piece of the entire digital influence puzzle. Marketers should be looking at the whole picture when identifying influencers for campaign partnerships. What does that mean? It means Twitter, Facebook and most importantly – blogs.

A successful digital influencer campaign starts with top-notch high quality earned content—content that lives on the blog. Facebook and Twitter are both extremely important to amplifying that content and driving awareness, but it starts with the blog.

BlogHer’s April 2011 Social Media Matters report found that both blog readership and social media use are on the rise in the United States. BlogHer reported 40 percent of online Americans surveys said they read blogs (up from 37 percent in 2010).

BlogHer 2011 Social Media Matters

 

In May 2011, eMarketer estimated the number of blog readers in the US would reach 122.6 million in 2011, representing 53.5% of internet users. Furthermore, they expect that number to reach 150.4 million by 2014, representing a whopping 60% of internet users.

social media group

 

Okay, okay, blogs are important. We get it, right? So how do we identify the right bloggers/influencers who will provide high quality content and increased reach through their social properties? Do your research.

Facebook Likes, Twitter followers and a high Klout score does not guarantee quality content or awesome ROI. It merely provides a benchmark for potential impressions and if the content isn’t good, the impressions won’t help. Influencers need to be able to offer companies and brands something of value in return for what they’re getting. For starters, they need to have awesome social media marketing skills, and know the rules of professional blogging inside and out.

Here are a few other rules of thumb:

  1. What does their blog look like? Is it aesthetically pleasing to the eye? Does it look professional?
  2. How active is the person? Do they blog daily? Weekly? Monthly? (Hopefully not annually!)
  3. How engaged is their audience? Do you see the potential influencer engaging in conversation on their blog comments and/or Facebook and Twitter? Do they provide additional value to their readers through these conversations?
  4. How relevant to their market is their content? Is your tech blogger writing about the new oatmeal recipe he’s trying?
  5. Have they worked with competitors in the past? This is a big one. Be sure to inquire about potential conflict of interest, even if it was years ago – you need to be made aware.

You should have an evaluation system in place when it comes to identifying the perfect influencer(s) for your campaign. We use SMG Rank™ (SMG’s proprietary influencer identification and ranking methodology) when determining appropriate influencers for our client campaigns. It’s a pretty awesome secret sauce of metrics…not to toot our own horn ;)

So would Taylor Dawn, the SNL Twitter personality, make a good influencer? Not if his only claim to fame is a large Twitter following and his budding songwriting career.  Remember, when it comes to choosing influencers for your earned campaigns, look past the Klout score, Facebook Likes and follower count to see what they’re really made of before you pitch.

Social Media Roundup for November 25

This week the roundup covers changes to Facebook’s Sponsored Stories ad unit, the shiny updated Facebook Insights (with handy infographic), Klout’s explanation of changes to their algorithm for influence and how it works by a couple of their executives. And we wrap it up with the news that through Facebook we’re only 3.74 degrees away from anyone (what does this mean for poor Kevin Bacon?).

Facebook Ads in the Ticker

This week Facebook began showing ads in the Ticker in the form of Sponsored Stories. When Sponsored Stories ad units were launched last year, they only to showed up in your News Feed and then this summer they expanded into the Games Ticker. Since Facebook didn’t receive significant complaints, they expanded even further to include them in the standard Ticker, which happened this week. These ads will be subtle — the only difference from the regular content is that they will be labeled “Sponsored”. Some people see this as a sneaky approach to getting people to click on ads. But as long as these ads aren’t flooding the Ticker, I think it could be a positive shift in advertisements because the ads will include some social content or context. It will be interesting to see what the further reactions to this roll out will be. What do you think of this change?

Facebook’s New Insights

Facebook also rolled out their new insights this week. All of the analytics are presented in a visual format, giving Page administrators a more organized and detailed look at the analytics about fan interaction and engagement on their Page. The insights tab is further broken down by “Likes,” “Reach,” and “Talking About This.” The “Likes” section will help you narrow in on your target market, making sure that your tone, voice of brand and content are resonating with the right people by providing detail about the demographics of your fans.

The “Reach” section shows you the number of people that have seen your content and then this information can be leveraged by looking into which days had the most reach and what you shared on those days. Lastly, the “Talking About This,” section shows you who have reacted to content on your Page so you can better target your content.

The new algorithm focuses on “People Talking About This” or the number of “stories” your Page is producing and in turn creating shared content. A story is: when someone “Likes” your Page, posts to your Wall, “Likes,” comments or shares one of your posts, answers a question, mentions your Page, tags your Page, checks in at your Place or recommends your Place. Admins can now obtain insights into what type of posts have greater chances of going viral (the number of people reached multiplied by the number that actually took action).

Take a look at this Infographic for a little cheat sheet:

 

Klout on Algorithms and their Business

Klout has been taking heat over user privacy and the legitimacy the algorithms they use for determining an individual’s online influence. Klout actually changed their algorithm last month and Social Media Today author, Rohn Jay Miller interviewed Klout’s CEO Joe Fernandez, which you can read here.

Also check out this video of Klout’s VP of Platform, Matt Thomson at the WOMMA Summit in Las Vegas talking about their business and its mission. I found it interesting to hear that they consider themselves more consumer-focused than business-focused. They say that individuals can know whom they are influencing and then identify brands that they may want to connect with and reach out to. I like this angle, put the power in the influencer’s hands because they are the ones that have achieved their influence!

4 Degrees of Separation?

You’ve heard of the six degrees of separation right? Well it just got smaller, thanks to no other than the world’s largest social network, Facebook. New research shows that we are now only 3.74 people away from knowing someone. Facebook’s study looked to see if modern technology made it easier to connect with people worldwide and of course the answer is yes, resulting in cutting the six degree rule almost in half. It really is a small world after all!