Tom H. C. Anderson - Next Gen Market Research™autodesk maya v2015 win64iso fl
adobe flash cs3 professional indir
adobe audition 3.0 crack chomikuj
excel vba programming for dummies kindle
adobe photoshop cs6 extended mac amtlib.framework
nik software sharpener pro 3.0 review
autodesk maya 2011 serial
descargar adobe illustrator cs6 y crack
corel coreldraw graphics suite x5 crack x32x64
adobe creative suite 5 design premium digital classroom download
microsoft windows 8 professional 64 bit full activated
adobe premiere elements 10 youtube
digital painting in photoshop cs6 tutorials
adobe audition cs6 noise gate
intercambios virtuales vmware workstation 9 linux
adobe creative suite 5 web premium upgrade from cs4
autodesk autocad architecture 2012 sp1
chief architect premier x5 core libraries download
adobe illustrator cs6 keygen only
sony vegas pro 12 32 bit 4sh
autodesk 3ds max design 2011 descargar
descargar crack para el nero 8 ultra edition
eset smart security 5 username and password email
autodesk maya 2013 hardware requirements
adobe indesign cs5 keygen mac download
descargar adobe acrobat 3d gratis espaol
microsoft works 9 repair
microsoft office word 2007 download installer
filemaker server 11 advanced espaol download
microsoft expression studio 4 web professionalwindows
autodesk autocad 2013 lt service pack
nik softwares new hdr efex pro
sony sound forge 10 demo
adobe photoshop elements 10 rolling back installation
adobe illustrator cs5 download ita gratis
microsoft office project professional 2007 trial product key
ashampoo magical snap 2 test
adobe premiere elements 12 crack dll
microsoft visio professional 2013 product key crack
xin key adobe presenter 9
download software adobe audition 3.0 gratis
microsoft office 2007 enterprise blue edition iso
lynda com javascript essential training 2011 jgtiso part1 rar
autodesk sketchbook designer 2012 download crack
microsoft office home and student 2013 software
adobe illustrator cc download with crack
sony vegas movie studio hd platinum 12.0 build 576
chief architect premier x6 crack download
adobe audition cc free download full version
microsoft digital image suite 2006 gratis
amtlib.dll crack for adobe acrobat xi pro
tuneup utilities 2008 registration key
adobe premiere pro cs5.5 family serial keygen
adobe after effects cs4 projects free download
free templates for adobe dreamweaver cs3
corel paintshop pro x5 ultimate coupon code
sony vegas pro 12 best render settings for youtube 1080p
adobe creative suite 6 master collection mac xforce
ashampoo cover studio 2 mac serial
microsoft windows 8 professional 64 bit english download
microsoft visual studio ultimate 2012 x86 rtm final sp1
adobe creative suite 5.5 master collection 2012
hp microsoft windows server 2008 r2 enterprise
adobe illustrator cs4 crack 2012
sony sound forge 10 license key
solidworks 2010 premium free download
vmware workstation 10 export to ovf greyed out
adobe framemaker 9 silent uninstall
microsoft office professional plus 2013 preview activation crack
adobe after effects cs6 logo
cyberlink powercinema 5 manual
adobe dreamweaver cs5 download free full version
videostudio now corel videostudio ultimate x6
corel painter 12 tutorials pdf
crack corel digital studio 2010 gratis
adobe photoshop cs6 cc crack mac
adobe audition cs6 crack gratuit
adobe photoshop cs5 extended me serial
adobe creative suite 5 master collection trial for mac serial number
adobe creative suite 6 master collection new features
ashampoo core tuner 1.21 opinie
adobe photoshop lightroom 4 student and teacher edition macwindows
ashampoo cover studio 2.2.0 portable rus
para que sirve nero multimedia suite 10
adobe director 11.5 price
corel paintshop photo pro x3 ultimate tutorials
adobe director 11.5 serial keygen
adobe elearning suite 2.5 elearning software
autodesk 3ds max 2011 serial crack
adobe photoshop cc 14.1.2 update download
adobe dreamweaver cs5 help
eset smart security 5 username and password 2012 latest
adobe indesign cs3 tutorial download
xin key vmware workstation 6.5
adobe indesign cs3 mavericks
microsoft office visio professional 2007 product key crack
adobe flash professional cs5.5 classroom in a book
sony acid music studio 8 system requirements
magix samplitude 11.5 producer download version
eset smart security 5 username and password 27 october 2012
adobe contribute cs4 manual
adobe acrobat x pro serial number generator download
how to update to windows 8.1 without a microsoft account
microsoft office professional 2013 2 pc
autodesk autocad 2014 download free
adobe photoshop elements 12 actions
adobe dreamweaver cs4 crack for mac
tutorial sony vegas pro 9 iniciantes
solidworks premium 2012 64
os microsoft windows 8.1 pro ita 64 bit dvd oem
microsoft windows 8 professional rtm x64 english dvd wzt key
crack para validar microsoft office home and student 2007
adobe dreamweaver cs6 mac os x cool release h33t
roxio creator 2011 pro installation interrupted
microsoft office for mac home and business 2011 2 licenses for 1 user
vmware workstation 6.5 serial
adobe creative suite 5.5 design standard download trial
solidworks standard professional premium or solidnetwork license 2013
ableton suite 8 keygen
microsoft windows 8.1 64bit operating system
acronis disk director 11 home licence key
autodesk maya 2012 vs 3ds max 2012
autodesk autocad 2010 minimum system requirements
corel painter x3 oem
download microsoft powerpoint 2013 windows 7
adobe premiere pro cs4 tutorial for beginners
adobe after effects cs6 classroom in a book review
eset smart security 6 keys july 2013
microsoft word 2013 calendar free download
how to burn a cd using nero burning rom 10
telecharger sony vegas pro 9 crack
autodesk autocad architecture 2013 system requirements
mastering autodesk revit architecture 2011 activation code
autodesk 3ds max 2012 serial keygen
eset smart security 5 keys september 2012
autodesk quantity takeoff 2013 guide
autodesk 3ds max 2014 32 bit installer
adobe premiere pro cs4 classroom in a book free download
adobe illustrator cs5 download completo
autodesk autocad 2013 sp1.1 build g.114.0.0
microsoft office 2007 enterprise full version
sony dvd architect pro 5.2 build 135 keygen
nero multimedia suite 10 platinum hd multilingual
adobe flash professional cs6 free download trial version
microsoft visual studio 2008 professional edition enu is not installed
necesito el serial de activacin de coreldraw graphics suite x6
tutorials in adobe illustrator cs6
aimersoft video converter ultimate registration
roxio easy media creator 9 suite trial
free key for nikon capture nx2
autodesk maya 2012 extension
download adobe after effects cs6 full vnzoom
pinnacle studio 14 hd ultimate collection by mick full version serial
adobe after effects cs5 rar
autodesk maya 2013 32 bit free download
vmware workstation 5.5 disk mount utility windows 7
crack para adobe acrobat x pro 9
change product key on microsoft office home and student 2007
ia writer for mac free
autodesk maya 2013 mac key
telecharger pinnacle studio 14 hd ultimate collection gratuit
eset smart security 6 release date
nero 10 multimedia suite chip
adobe photoshop cs5 extended 12
will adobe photoshop elements 10 run on windows 7
adobe photoshop extended cs6 upgrade version from photoshop extended cs3cs4cs5 pc
adobe pagemaker 5.0 free download full version for windows 7
vmware workstation 8 quick switch
how to install sony movie studio platinum 12
adobe photoshop lightroom 5 for windows mac full version
download serial number microsoft office professional plus 2013
coreldraw graphics suite x6 ebay
adobe dreamweaver cs6 digital classroom
ableton live 9 suite push
adobe indesign cs4 business card template
autodesk product design suite ultimate 2014 german download
sony vegas pro 12 free full promo glassy orbitron stars
autodesk 3ds max 2010 bible pdf
sony vegas pro 12 remove watermark
adobe presenter 7 quiz
microsoft visual studio professional 2012 english
alguem sabe o key do camtasia studio 8
adobe dreamweaver cs4 serial number for mac
red giant trapcode suite 12.1 mac os x
download adobe photoshop lightroom 5.2 final
telecharger adobe fireworks cs5 gratuit
alien skin snap art 3 license code
adobe contribute cs5 trial key
coreldraw graphics suite x5 download free
adobe acrobat x pro trial version free download
free download vmware workstation 8 with keygen
microsoft office mac home student familypack 2011 3 lics nl
eset smart security 6 username and password absba
descargar adobe premiere pro cs6 con crack
acdsee photo manager 2009 review
access 2010 macros for dummies
learn autodesk maya 2011
steinberg cubase 4 ai
autodesk revit 2014 education
adobe creative suite 5.5 production premium free trial

More Than Market Research - Gain The Information Advantage

Tom H. C. Anderson - Next Gen Market Research™ header image 6

Klout CEO Joe Fernandez and Tom H C Anderson Discuss Influence

August 1st, 2011 · 9 Comments

One Digital Metric to Rule Them All - Social Influence

If you’re on Twitter or work with social media I’m sure you’ve heard of Klout. Klout has quickly become the social media influence metric of choice. A few weeks ago I was introduced to their CEO Joe Fernandez, and I thought I’d ask him a few questions here on the blog for those Next Gen market Researchers interested in better measuring and analyzing influence, or for those of you who are applying for a social media job and are listing your Klout score on your resume (it’s already happening)!

Before I get to the questions, a little more about Joe. He grew up in Las Vegas and attended University of Miami and Oxford University. Before Klout, Joe was Director of Innovation and Research at OnBoard Informatics, building large scale data solutions for the Real Estate industry. He also cofounded Evalulogix, which helped analyze special education testing data for over 5,000 school districts. He’s a web entrepreneur who says he loves building a great team and taking on the biggest challenges possible.

Tom: First of all let me say I love what you’re doing, and am fascinated by these types of analytics. You have quite an interesting background spanning from political science to business (finance) and computer science. Can you tell us a bit about what inspired you to start Klout back in 2008.

Joe: I had my jaw wired shut for 3 months in 2007. During that time I couldn’t talk and became deeply involved in social media as my main mode of communication. I became fascinated with the idea that there was real, measurable influence happening on the social web. Klout was born soon after.

Tom: I don’t think most marketing researchers quite understand the importance of what it is that you are doing. I believe it obviously goes far beyond what social media influence scores individuals have and may have a huge impact on how we view Advertising and PR. Can you tell me a bit about how if at all you think measuring influence may change the way we view Advertising and PR?

Joe: For the first time in history, influence of everyday people is very measurable. Your conversations with your friends and peers are happening publicly and online. Klout can measure that to understand who the influencers are in any location or topic. In essence we can now put a number behind a person’s word of mouth power.

Tom: Customer service is another critical area that may change of course. I’ve done a lot of work with hospitality companies like Starwood hotels on their customer satisfaction measurement and think adding this type of data would be super interesting.

Are there any customer service case examples you can tell us about. For instance, recently I tweeted something about a bad hotel stay and within a few minutes their CS contacted me and resolved the issue. I can’t help wondering if they may have had my Klout score?

Joe: Most social media clients now show Klout Scores and many businesses do use this as a factor when deciding who to respond to and how to do so. With Klout, businesses can factor in the network or word of mouth value of a customer instead of just their lifetime spend.

Tom: In regard to Klout Perks, one of the more noteworthy perks recently was the Spotify deal. Was it open to everyone on Klout or just users over a certain influence level?

Joe: All of our Perks are targeted based on a combination of Score, topic and location. This was no exception.

Tom: I was able to achieve the goal and get 5 folks to sign up for Klout and Spotify within a few hours, was this the norm? Can you say anything about how successful it was in terms of numbers.

Joe: You did very well then! Only the top influencers were able to get people to sign up that quickly.

Tom: What can you tell us about increasing Klout score, Mine seemed to jump around quite a bit, but now it won’t move no matter what I do.

Your Klout score is 4 points higher than mine yet you have several thousand fewer Twitter followers. What’s going on? Do I need to delete people to move up?

Joe: It really has nothing to do with followers. We believe influence is the ability to drive action so we focus on actions as opposed to friends or followers when measuring your Score.

For instance, getting your content retweeted or liked by top influencers is an indication of your influence.

Tom: Is it difficult to build a product around another co. like Twitter where you don’t have direct control. I know my Twitter account for instance often does not get picked up in the Twitter Search for whatever reason. Twitter doesn’t seem to have a customer service department to do anything about this. How do you deal with these types of issues?

Joe: We have been lucky in that we have a very close relationship with Twitter. They have been very helpful when we have issues.

Tom: I understand Klout Score index is 1-100. How does that fit into niche industries/professions like “marketing research” and “text analytics” for instance. It doesn’t seem fair to compare, say @TomHCAnderson Klout to Klout of movie stars like @AshtonKutcher?

Joe: Topic definitely matters here. If you’re focused on your industry you should look at others in your topic areas instead of comparing yourself to Ashton Kutcher. When you combine the two data points you have something very powerful.

Tom: How much does usability vs. true influence play into the decisions you make about the formulas. In other words, if it were too difficult to move up in score at the bottom of the index I imagine Klout wouldn’t be nearly as popular among as broad an audience as you have. But can we make any actual inferences in regard to Klout Influence being linked to ability to drive sales of products?

Joe: Our number one goal is always accuracy. We are not building a Score so it can be gamed, we are working to become the standard for influence. As a part of becoming that standard, we are definitely working to make the Score intuitive as well.

Tom: I know you have plans to add other media streams including YouTube, Tumbler and Foursquare in the future. If someone isn’t active on say Foursquare, but wants to have the highest possible Klout score, should they add Foursquare even if they don’t plan to be tremendously active, or could this actually hurt their score in the long run?

Joe: We never penalize you for not being active or not connecting a given network.

Tom: As it’s a special focus of my business I know Klout also uses text analytics to some degree. How important is this in Klout algorithms currently, and how if at all do you see this changing in the future?

Joe: We use semantic analysis to understand the topics people are influential in.
This is key for discovering the top influencers in given areas.

Tom: So I have to ask you about LinkedIn, partly because of the Next Gen Market Research group I moderate there with 12,500+ members is the most active place for marketing research related discussion on the web, and the group is public, yet I understand Klout and other social media monitoring software really aren’t taking advantage of this. When if at all do you think LinkedIn groups will be taken into consideration?

Joe: This might happen in the future, but our real goal is to understand the influence of individuals so this isn’t on our immediate priority list.

Tom: Growing so quickly and getting VC funding is an amazing feat. For others who are reading thinking about putting their analytical knowledge to use in social media, what tip would you give them?

Joe: This sounds corny but the biggest thing is not to give up. It took me 10 months and nearly 100 VC pitches before I was able to raise the money necessary for Klout. People still tell me the idea is crazy or impossible and we just keep pushing.

Tom: Thanks a lot Joe, many of us are looking forward to incorporating better influence into our marketing analysis in the future.

I’d be curious to hear what you think about Klout and if anyone has included Klout Influence scores in their market research analysis yet?


[Post to Twitter] 

Tags: Advertising · Analytics · Anderson Analytics · Datamining · Influence · Interview · Linkedin · Market Research · Marketing Guru · Marketing Research Guru · Marketing research · OdinText · PR · SEO · Social Media · Social Media Marketing · Social networks · Spotify · Text Analytics · Tom H. C. Anderson · Twitter · klout · text mining · tomhcanderson

9 responses so far ↓

  • 1 Chris // Aug 1, 2011 at 12:53 pm

    I think Klout is a good idea but very much a red herring for people running social media in the B2B space and even somewhat the B2C space. I’m definitely an open critic of Klout and its measurement. They over-simplify a very complex phenomenon. Also seems odd that a company would only reply to someone with a Klout score above a certain level. That company is effectively saying, anyone who isn’t influential in social media isn’t worth responding to. I have relatives that aren’t influential on social media but will happily complain on Facebook, Twitter, at coffee groups and among their vast networks of friends when they’re not happy. Not replying because their Klout score isn’t high enough is a big mistake because influence is far more expansive than a Tweet or Facebook update. That said, Klout has been very successful in getting people to buy into this so hats tipped to them and Joe.

  • 2 Lenny Murphy // Aug 1, 2011 at 1:09 pm

    Nice one Tom; kudos for a very interesting and relevant interview with a great subject!

  • 3 Internet Privacy Made Simple // Aug 1, 2011 at 5:53 pm

    [...] elegant yet simple and beautiful chart above courtesy of via Joe Fernandez (Klout [...]

  • 4 Meta Brown // Aug 1, 2011 at 6:18 pm

    The idea of measuring social media influence is an interesting and important one. It doesn’t seem to me that we’ve gotten very far along with this, though. Klout measures a rather narrow slice of social media in a narrow way, and doesn’t begin to touch the issue of what the influencer can actually persuade people to do. If the goal is to sell or educate, how would we measure that?

    And hey, no matter what the analysis says, I don’t really believe I am influential about Paris.

  • 5 Don Kincaid // Aug 2, 2011 at 8:07 pm

    Glad you two got together. Joe touched on the role of text analytics in topics. I’m interested in what Joe thought about improving their accuracy and if they are working at allowing user input on new topics as a signal to help refine the process.

  • 6 Edward Appleton // Aug 3, 2011 at 9:05 am

    Sorry if this is non-euphoric, but I know my Klout score, which is kinda average, monitor my twitter followers, my RT stufff - and so? My life hasn’t changed. Who either knows or cares about my online social influence, for what it is. To be provocative - what difference does it make if I write a blog that has, say 15 comments, and one that has zero comments? I don’t see one. Networking is a big word, but how often does it actually lead to something truly valuable, in what time frame, and with what effort level? I confess to being a sceptic. And influence? At the social media level? again, it’s a big word and for sure would exist at Celeb level - but for MR in my geographies? Hm.

  • 7 Tom H C Anderson // Aug 3, 2011 at 9:23 am

    @Don, Unfortunately, as you might expect, he didn’t seem to get into the models too much. But yes as I’ve understood it with the K+ they’re obviously looking at how to incorporate user input.

    @Edward, First my interest in Klout is not so much about my own score, though I do find it somewhat interesting as a relative measure of our social media marketing effectiveness, but rather as a research professional on behalf of our clients, I’m more interested in what these scores mean to us in aggregate.

    Just as I wouldn’t be to excited about one persons survey answers, I do get very excited when we have thousands of respondents which allow us to segment into groups, profile and make strategic decisions.

    On a tactical level too though, scoring like that of Klout can be very interesting, not just for large social media campaigns run on behalf of some of our clients, but even for our own smaller research companies.

    I’ll give you just one example. Last year we took Anderson Analytics CRM database from SalesForce with about 4,000 email records and merged it with social media data. I.e. I was able to sort and see which of our customers and leads were most ‘influential’ across various social media channels from Twitter to LinkedIn and Facebook to name just a few. We didn’t have a Klout Metric, so instead looked at Twitter Followers etc. By sorting the database I could quickly determine who was more influential on social media than others. Now of course there were some I certainly recognized, but to my surprise there were many who were extremely influential which I was not aware of. Subsequently we decided to reach out to some of these. Anyway, you start getting the picture.

    While many of us on Twitter like to talk about our own Klout Scores, yes unless you’re a Social Media expert like Scott Monty of Ford, and therefore feel the need to put your Klout score on your resume, the real value and true purpose of Klout is in allowing marketers, especially advertisers and PR firms to measure campaign effectiveness and make campaigns more powerful.

    This is something we as researchers should also be paying attention to. Including in customer segmentations etc

  • 8 Edward04 // Aug 7, 2011 at 6:52 am

    @tom I’m back with more scepticism. Just looked about what I was, according to Klout, meant to be influential about. Massively in first place: music, then vastly behind that business and Europe. Hm. I haven’t done much stuff over the recent past, but plenty on eg. market research - no mention of that. Just how useful would my Klout score be to someone if once you dig a little deeper even to the person in question there seems unusual elements to the tool?

  • 9 Tom H C Anderson // Aug 7, 2011 at 11:59 am

    No I agree, the “Influential About” section with the user provided “K+” are new/in beta and K+ doesn’t count towards the score yet. I agree, the terms, some of them don’t make sense.

    I asked about text analytics, but this is not their core area of expertise, it looks like they need some help in this area. I’m sure I could improve their current system with OdinText ;)

    Also, I’ve looked across several accounts, and I’ve never found anyone above mid 50’s to 60’s in Klout score who is influential about “Analytics” of any sort. But I think it’s still very useful in a number of ways and will be improved further.

    Aggregate usefulness is obvious (see my previous post on Spotify), but I’ve got other examples where it can be very useful on a smaller level as well. For instance, if you get the Chrome Klout plugin and use that on Twitter I think you can quickly understand how it can be useful. If not contact me privately and I can give you some tips, can’t share all our secrets on the blog ;)

Leave a Comment