I know you guys have big partnership programs for revenue, but the perks seem like a consumer approach. TM : The idea behind it is the same way brands buy search — we ask them to give us three to five words.
I can find topics and find the most influential people in those topics and introduce those brands to the influencers. The same way Larry Page built page rank, we're trying to build people ranking. You can then introduce your products — maybe a month or so before they go live — to them and allow those influencers to amplify the message in ways that marketers have had a difficult time of trying to do.
I really emphasize the term relationship, we aren't trying to hard sell a brand. When we introduce a user to that particular brand, there's no guarantee the influencers will be an advocate for that brand. But they should meet those people regardless of sentiment. How do you keep them from sticking their hands in a little too far?
Is that something you want to protect against? TM: In the early stages, brands looked at social media as a way to find celebrities and professional bloggers to get their products in their hands. They still do that strategy, we want to stay away from it.
We're always the buffer between the brand and the influencers. Any time we identify an influencer for a perk, we're the ones who reach out to them, not the brands. We deliver it to the user, then the user has the ability to opt in to be part of that perks program. Even through receiving the product, we stipulate in our code of conduct that the user is not obligated to write about it.
It's completely up to them if they speak about it, all we do is offer the introduction. By creating the buffer, we feel that's a more genuine, trusted environment. When we roll out the perks, we have our own customized boxes in our own Klout tangerine color. We want to make people feel like it isn't paid, that they are getting in and there's no obligation and it's simply because they get Klout.
BI: So what kind of access to Klout profiles do you give advertisers? We want to make sure who we introduce these influencers to are not professionals.
We want to find John Smith from Des Moines, those are the people we really want to reach. They are the true celebrities, it's just brands. TM : Nothing. Brands get nothing, it's completely obfuscated. You agree to receive updates, promotions, and alerts from ZDNet. You may unsubscribe at any time.
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A measly 62, even though it said I was an expert in subjects such as journalism, publishing and — oh — Made in Chelsea. What does it mean now that Klout has died?
It means we have entered a more sophisticated age of interaction. We have come to realise that the infinite richness of the human condition does not easily lend itself to the kind of cold, hard, robotic quantification that Klout offered. Make no mistake, this is a beat of the drum. Klout is dead — how will people continuously rank themselves online now? Klout users were given a score between 1 and to reflect their influence on social media. Photograph: Alamy. By , the Perks Programs had received more than one million claims across over campaigns.
In , Microsoft announced that it was making a strategic investment in Klout. Writing for the NewYorker. Lithium provided tools for businesses to build online communities. It ceased to exist as a separate entity after it merged with Spredfast a firm in social media marketing, community management, and software , creating Khoros LLC. Contact Advertise. What Happened To Klout. The History of Klout.
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