Which Way Will They Go? Klout’s Future Depends on . . . Klout

August 11, 2011 § Leave a comment

Klout is rolling along in its quest to become the official social network influence-measurement service. It just added five social networks to its arsenal; Blogger, Tumblr, Flickr, Instagram and Last.fm. Add this to Facebook, Twitter, YouTube, FourSquare and LinkedIn, and you have well rounded gauge of influence. Or do you?

I’m not here to question the success of Klout’s algorithms, or say that its scores are slightly irrelevant, and they suggest that some people can carry the “Social Media Expert” title. The scores do take in account how good your social voice is, or how much your network following RT’s, Replies, Comments or “Likes” the content you put out there. But, with this influx of new social networks, the big “what if” becomes “What if I’m not on all of these networks?”

Per the Klout Blog  “Connecting an account wil never lower your Score, but it may increase it as we can give you credit for your influence in that network.” – Sidenote: Yes, Klout has a typo – “wil” – on their corporate blog. UH OH

This is where the confusion begins to grow. Is Klout an honest tell-all of your entire social influence across all social channels, or is it an “Are you good at Twitter. . . and maybe decent at a few other social networks, too?”

So, you’re a self-proclaimed guru. And your Klout Score is inching closer to Oprah’s 65 Score. You magically pass her in a rat race, for you have a strong following on 8 out of the 10 networks that Klout currently supports.

That’s not a bad pick up line: “Hey, do you know me? You should. My Klout score is one notch higher than Oprah’s”

But what does your Klout score mean? Is it more of a score of your social influence or your social presence? Is there a difference?

To marketers, this can be all the difference. If you have a client, say Dr. Pepper, and they want to market content to the most influential people to help spread the word of a new flavor, Dr. Pepper X, how can you, as a marketer, differentiate which users to target? Is there a special Klout score that is the cross-over from social media serf to social media prince? And once you’ve located those users, do you target content on the basis of their following on Twitter, Instagram, Foursquare or the amount of “Likes” on Facebook?

Are there layers of “engaged’ users? Is a user who participates in a social survey or sweepstakes on Facebook more important than a user who comments and shares the content? Is an Instagram brand tag as important as a Tumblr blog post mention? This is what, at the moment, Klout cannot take into effect.

I don’t doubt Klout’s ability to be a helpful tool for marketers to figure out who to target, and how to get them to help spread the word. But, just because they keep adding – and will keep adding – a plethora of social networks, it does not give any better indication of how successful every user of a social network can be. To be the true social network influence tool, Klout must adapt and grow to meet marketer’s expectations and solve problems that currently can’t be solved.

For now, it seems your Klout Score is better suited as a pick up line than a marketers dream.

Direct Message Lab provides a central platform , REACH v4,  for brands to effectively build, manage, and analyze their social, mobile and app-based marketing. For more information, check out www.directmessagelab.com, and follow us on Twitter, @dmlinfo.

Advertisements

Track the Conversation with REACH’s Social Monitor

August 5, 2011 § Leave a comment

Direct Message Lab’s new and enhanced social media management platform, REACH v4, allows brands to gauge the conversation across not only Facebook, Twitter and YouTube, but an array of blogs, bookmarking sites, comments, images, networks and news portals.

Embedded into the Social Monitor feature is a Keyword Search, which provides brands the option to search for any keyword that relates to them or their competitors. Also included is a graphical representation of user sentiment — positive, negative and neutral — to give you insight on trends for future content and campaigns.

Direct Message Lab provides a central platform , REACH v4,  for brands to effectively build, manage, and analyze their social, mobile and app-based marketing. For more information, check out www.directmessagelab.com, and follow us on Twitter, @dmlinfo.

Why Video Will Soon Rollover Banner Ads

June 3, 2011 § 1 Comment

I recall when banner ads were the new trend. They were these rectangular flash-driven ads that quickly grabbed my attention. Some allowed me to pop balloons with darts, some to whack-a-mole, and some even allowed me to shoot a basketball into a hoop. One thing that banner ads were very effective at is interactivity. Yet, as the years went by, I smartened up and always knew that the last balloon or basket would always redirect me to a third-party site, and it ended up as a nuisance, more so than a fun 10-seconds of satisfaction.

In no way have banner ads decreased. Heck, if anything they’ve become more prevalant on more sites because of the pay-per-click incentive they offer not only big e-players, but micro bloggers and the every day you and me. But do they still have that feeling of resentment, knowing that your a click away from being distracted by another window, another advertisement? Enter video; a growing trend that will only develop further due to relatively low production costs and high ROI.

Video engages your target in a way that they want to be engaged, more so than a “I’ve seen that before” banner ad. Whether it be an relevant news article, a product testimonial or a creative YouTube video — which also enhances your SEO — depending on the “wow factor” of the video ad, users might have motivation to share it.

Video ads come in all shapes and sizes. Through a video player, they can actually be incorporated into a website where a banner ad used to be, or they can be a 15-second advertisement pause during a YouTube or Hulu video. And while some may choose to advertise on the top v-players, according to an article on DigiDay, in January 2011, consumers spent 87.6 billion minutes watching video on sites that weren’t listed in the Top 10 video share sites.

So where do you go? Obviously you have to do some research on your audience. Where do they go, how long do they spend when they get there, and ultimately, what will enhance their visit to the site? Once you have all that, the difficult part is over, and you’re now left to place a video that gives them some reasonable incentive to look at it and press play.

Direct Message Lab provides a central platform , REACH v4,  for brands to effectively build, manage, and analyze their social, mobile and app-based marketing. For more information, check out www.directmessagelab.com, and follow us on Twitter, @dmlinfo.

Where Am I?

You are currently browsing entries tagged with Viral at Direct Message Lab.