How Brands Will Redeem Klout's Clout

Steph Parker
Steph Parker Senior Social Strategist, Brand Content

Posted on April 28th 2012

How Brands Will Redeem Klout's Clout

As a community manager, I'm constantly fascinated with social influence. So, when Klout introduced itself as the standard for that very thing, I took notice. You may already know from a previous article that I was less than impressed. As it stands today, Klout thinks I'm influential about a number of things, including bacon. My score has been hovering for months at a measly 51, despite the fact that my Facebook and Twitter audiences are bigger, and more engaged than ever before. Needless to say, I am just as unconvinced that Klout can determine how powerful my social voice is, and I'm not alone.

But, there's still hope for this fledgeling network, and it lies with brands. 

A few weeks ago, Klout announced that they were unrolling brand pages, starting with Red Bull. By turning a brand into a topic, Klout is expanding brand promotions into engaging, trackable metrics for the social crowd.

Here's how it works, in the case of Red Bull:

  1. I'm a consumer who loves Red Bull. I drink it almost daily. I love what the brand represents, and I'm plugged in, so I take my sentiments to Facebook and Twitter regularly.
  2. I discover that my favorite brand, Red Bull, is on Klout, meaning I can get credit for all of the conversations I'm starting about them. 
  3. The more I talk about them, the more +K points I get, and the more influential about them I become. 
  4. I become a featured influencer, and can unlock exclusive perks like Red Bull merchandise. 
  5. Replace Red Bull with your brand, rinse, and repeat.

So what if your Klout score isn't the best, and you have a few outliers in your topics? You, as a consumer, now have a reason to engage with a service that's previously only been reserved for the social media obsessed, and highly competitive. You have a reason to grow your social presence, and to start conversations that justify other users giving you +K about topics - in this case, about brands. 

By now, we all know that audiences love exclusive content. That's why we as brand marketers pull tricks like requiring a Facebook Like to access a tab. We as amateur psychologists also know that people like recognition and reinforcement. So, coupling exclusivivity with positive reinforcement, and the fame and glory associated with being a social media standout, means tons of free publicity.

Many people forget that social media needs to be social, and Klout will help brands succeed here by reminding them that it's the conversations that count in the space. In turn, brands will find opportunities for their fans with Klout, and it will slowly shift into a service that truly can live up to its claim: the standard for influence. 

Steph Parker

Steph Parker

Senior Social Strategist, Brand Content

Steph Parker is currently leads the social team at Brand Content, a full service ad shop in Boston. She was also named one of Forbes' 30 Under 30 in Marketing & Advertising in 2012. Steph gets her hands dirty with research, planning, content, and design, and has worked with several Fortune 500 brands on various campaigns and initiatives.

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Comments

DancingCompass
Posted on April 29th 2012 at 1:41PM

Personally I am still having an issue with Klout for use of Brands ... I signed up as myself and have a decent score in the 40's @IreneHaidner, however when attempting to bring new Klout to my Brands it's near impossible only 1 brand can be connected to your own account so I attempted to set up a NEW account for the Brand only ie DancingCompass ... well although you can connect the twitter specific to the brand to it ... this becomes a real issue when trying to connect things like the FB page for it....since it must run through your personal connection first and then pages you manage. So what happens so far is that my BRAND can not have its FB Page connected because it is already assigned to another user ie ME .... instead the Klout network tells me to MERGE accounts which would be fine except for the fact that then I can only promote 1 BRAND ... hmmm something tells me they still need a little work in that department. Guess my Klout score for Dancing Compass will remain relatively low until I can figure out how its possible to connect other social networks currently linked under my name at Klout account. Anyone else having these Brand issues?? Found a work around yet?? or know if Klout is looking into these problems?? Like to hear from you.

gerrymoran
Posted on April 30th 2012 at 11:14AM

Great points Irene! I am having the same challenges for our SAP accounts! - @GerryMoran & @SAPNorthAmerica