Dec 9 Posted 6 years ago
I diagree. Influencers are extremely important. Advocates are also extremely important. Valid point about klout. Klout scores on their own are interesting but sort of useless unless you can get an indepth analysis and actionable information. I think you're seeing it from a very biased point of view. All companies and brands are different. Not all brands have locations. Not all brands sell directly. Not all brands need the masses. Not all brands have the same cycles or products. Influence and advocacy matter. How you discover these will be unique for each brand.
Dec 6 Posted 6 years ago
Really enjoyed your thoughts, Kasey. I completely agree with your sentiment that numbers alone are not at all helpful in the grand scheme of things. I think what it comes down to is that influence is relative, in the sense that someone who focuses on fishing and wildlife would never find a social media "guru" influential - regardless of their stats. Like you said, the guy who checks in to your store four times a month is relevant to you - so, as a marketer, you may even take it one step further and try to find out what is relevant to him to find those who are truly influencing his buying habits. I work at a company that focuses on identifying online influencers, and we have always believed that influence is contextual and, while the stats play a role in their overall score, it is what the influencers talk about and who they reach that is ultimately the most important piece of the campaign.
Dec 6 Posted 6 years ago
Thanks for your comments Glenn. I think the concept of what they are trying to do is useful for some brands (luxury, as you mentioned, might be one of them). While I assume that the brands that are using Klout (Virgin America, The Palms, etc.) are only using this as one method of determining who and how they interact, I fear those brands and individuals who base their decision solely on "online influence."
A lot of us who work in the online space have a false sense of importance and value. We have our blinders on and assume the vast public all cares about influencers with a large follower base. While most people are online, their attitudes and values are different than those who live/work in the online space. If you target users with high Klout scores, you're leaving out a very valuable segment of your customer base. It's like giving incentives to non-customers and ignoring your current customers.
Dec 5 Posted 6 years ago
Nicely put together case, I agree with you. I think that while measurement is the buzz word (sentiment, anyone?) the truth of influence is closer to your idea than that of a Klout score. I have looked at Klout and not been impressed when I filtered whom I considered an influencer and was disappointed to see that in real-time the numbers really don't add up except in exponential terms.
With all due respect, I find, for example, Guy Kawasaki to be an informational influencer in terms of shear volume of information he's putting out there. I myself cull some interesting tid-bits from following him, but more often than not, I find his aggregation of content to be a cul-du-sac on the web.
Its all relevant to your goals. I think Fortune 100 companies look achieving scale on influence in a much different way than a niche brand or a luxury brand may. There is no turn-key solutions, its up to those in the business of marketing (and yes, public relations) to provide quantified and qualified information regarding the reach and constituencies any given program may be reaching.
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