Klout is a tool for measuring social networking influence. The concept is good but the execution is challenging because real influence isn't always measurable by clicks, retweets, fans, and followers. It's been interesting watching the site evolve over time. The addition of KloutPerks makes it more fun and appealing.
Promotional swag or "perks" is sent to online influencers identified by Klout in hopes that there will be favorable mentions. It's the same marketing tactic used for decades wrapped up with a digital bow. Celebrities are used to receiving all kinds of goodies for just being themselves. Klout gives everyday people the opportunity to be a celebrity. I got my first taste when I received this tweet:
Apparently my Klout identifies me as a television watcher who would be interested in a new TNT show. I rarely watch TV because I prefer curling up with a good book, but they did get my attention with the tweet. Technically, my interest was more in the marketing than the show, but I jumped on the opportunity. I immediately clicked on the link, accepted the invitation, and then Googled "Franklin & Bash." The tweet was posted on May 25th for a June 1st premiere. The timing was close. Since they required a street address, I presumed that it would be sent via overnight or two-day delivery.
I presumed wrong.
The package didn't arrive until June 15. It was shipped on June 10th via FedEx ground as shown below:
Two of the five scheduled shows had already aired and the third one was set to run that evening. I wondered why they invested the money in creating and executing a social media marketing campaign designed to build an audience for a new show if they couldn't deliver the package in a timely manner.
The package included a branded leather portfolio.
When opened, it included a DVD of the show that was scheduled for June 15 and a notepad with a logo cover, description of the show, a press release, and a cast list with bios. There was no cover letter or any mention of KloutPerks.
Fulfilling at least one of their objectives, I watched the show. It didn't appeal to me which wasn't particularly surprising. It didn't appeal to my teenage son either which did surprise me.
The best thing about this social media marketing campaign is the lessons to be learned:
- Timing is everything. It takes time for things to gain traction, even in our digital world. If you want to create a viral marketing campaign, seed it well and give it time to grow.
- Quality first. A create marketing campaign will always fail when the product is inferior. Investing in your product is better than throwing money into a marketing "hail Mary".
- Target well. Admittedly, it is harder to target people via social media, but there is information available. Use it to find the most likely candidates to promote your cause.
- Personalization matters. KloutPerks is an ego thing. Everyone wants to be someone special. Including a letter that acknowledges the recipient by name is a must.
- Packaging is important. Receiving a padded envelope from an unknown person and company isn't what one expects when they have been invited to participate in a preview.
- Invest wisely. Choose a marketing team that understands the nuances of timing, quality, targeting, and personalization. Or, hire a direct marketer. They understand fulfillment and know how to do it well.