Don’t be surprised if you start hearing people ask about your “klout”; no, it’s not a new brand of Greek yogurt or a bizarre cloud and drought weather phenomenon, it’s a measure of your social influence.
Klout is a startup that measures users’ influence through social media platforms. Your Klout score is generated through a complex ranking algorithm that takes note of your retweets, number of comments on your links and other measures of your social influence.
Involver + Klout = Customized Fan Page
What has people talking recently is that Klout has partnered up with the social marketing platform Involver, and together they have some big ideas for Facebook fan pages.
Brands can now create a Klout widget on their fan page which measures visitors’ Klout and can customize the page experience based on their score.
The practice of fan-gating, that is, hiding Facebook Page content until a fan “likes” the page, isn’t new. But the added reputation and influence factor is a new idea that has a lot of potential.
Jascha Kaykas-Wolff, Involver's senior vice president of marketing and customer success, explains that:
"The first application is a simple coupon-esque experience. A brand will be able to bring an application out of their Page, configure to deliver content to people above and below certain Klout scores, and then input whatever that content is.”
Brands can see which users have the biggest influence on Facebook and offer them rewards for interacting with their brand. Brands can also determine which fans have the most sway in their specific product area and offer them VIP exclusive coupons or discounts.
“You got Klout kid”
Now before the feelings of inadequacy bombard you as you begin reliving how you weren’t cool enough to be invited to Stacey Damico’s birthday party in middle school, know that these VIP pages aren’t just for the big wigs. Klout is designed to find not just the CEOs and popular columnists, but also the average Joe whose friends rely on him for advice, or who simply has knowledge and experience in your brand’s field.
Prizes Big and Small
Audi has already started experimenting with the new Klout experience, offering up wallpapers (I’m so jealous) for those with a worthy Klout score.
But don’t be surprised when the prizes get bigger. There are big future possibilities here, and as Fast Company notes:
“The potential to lavish the socially savvy with prizes and have them post pictures of their newfound enthusiasm for the brand are endless: Weekend trips, tech give aways, and free concert tickets are likely on the horizon.”
In 2009, Ford promoted their new car with the “Ford Fiesta Movement”, in which they gave out 100 Fiestas to popular social media stars and had them promote Ford across Twitter, Facebook, and YouTube by having them document their scavenger-hunt style adventures with the Fiesta.
While this was a great idea, we don’t all have enough money to be dishing out free cars. That’s what is great about Klout—small businesses can bring the same VIP experience to their high-ranking Klouters with any number of different rewards and prizes.
Do you plan on giving Klout a shot? What kind of prizes would you recommend giving to heavy hitting influencers?