Once extremely popular, social scoring platforms may no longer be the go-to tools for influencer discovery. However, they are still useful for influencer research and analysis. Learn what social scoring platforms are, what they do, and how to them properly.
- [Instructor] Now let's turn to social scoring platforms and based on examples study what they are, what they do, and how to use them. In August of 2011, General Motors kicked off the launch of Chevy's Sonic. In November, they tapped into influencer marketing. To promote the all new hatchback, they selected 130 consumers with Klout score of 45 or higher and loaned them their Sonic to test drive for three days in five major U.S. cities.
The results, Chevrolet said it got 16,000 positive social media mentions, user generated videos, three claims of a special discount, and one confirmed purchase. Judging by the fact that less than half a year later, Chevy employed an identical tactic to create a buzz around another model, the results were deemed satisfactory. Klout is one of the world's best known social scoring platforms. In 2012 and 13, analysis of Klout scores was widely employed in influencer marketing both online and offline, and it was even used by companies in their hiring process.
This platform scores social media users on a scale from one to 100 with an average score being around 40, and according to Klout users with a score of 63 are in the top five percent of all users. Believing that influence is the ability to generate action, Klout analyzes true reach, or the number of your influencees who interact with your content, amplification, or the effect received by having your message spread around, and network, or the influence of the people within your true reach.
There's also a plus K feature which helps users improve their scores when they receive a click endorsement from others who believe they are influential in a specific topic. This feature has often been criticized as the way to gain the score and contribute to mis-positioning of expertise. Let's look at an example. Here on my Klout page, you can see that I appear to have expertise in SEO, or search engine optimization, actually falling into the top 0.1% of experts in the field.
The reality is that I'm not an expert in SEO. Being heavily involved in online marketing, I do mention the term every so often, and it appears that some people give me a plus K in this topic. As a result, we have a situation where people may think they're looking at an influencer in a specific topic, whereas in fact the person is not one. The other social scoring platform worth mentioning is Kred. They are often credited with being transparent about the factors that affect score calculations and proactive in monitoring questionable behaviors and removing suspicious accounts.
At the time of this video's recording, they focus on two social platforms, Twitter and Facebook. The two key scores that Kred assigns are influence and outreach. Influence is scored on a 1,000 point scale and is measured by the frequency of people retweeting you, replying, mentioning you, and following you. The outreach level is measured on a 10 point scale and reflects your generosity in engaging with others and helping them spread their message.
Here they mention your retweets, replies, mentions of others, posts on your Facebook wall, as well as your posts on the walls of others. Another social scoring tool, which is frequently quoted as being in the same class as Klout and Kred is PeerIndex. After being around for about five years, this one got acquired by Brandwatch in late 2014 for 10 million British pounds. Brandwatch's CEO then commented that the two UK companies were coming together to take on the big U.S. companies.
In July of 2016, Brandwatch Audiences got rolled out. The tool is based on PeerIndex's influencer graph, which scores the influence of more than 230 million active Twitter accounts, and there's also Brandwatch's proprietary analytics functionality embedded in the tool. In conclusion, let me quote a thought provoking study. A 2013 influencer market survey by Sensei Marketing surveyed 1,300 marketing and PR professionals across the globe and revealed some staggering data.
Speaking of social scoring platforms specifically, 79% of respondents acknowledged that they did use social scoring platforms. Yet 55% stated that they found social scoring platforms to be ineffective at identifying influencers, and 94% stated that they don't fully trust the metrics of social influencer scoring platforms. Based on all of the above discussed, when you look at social influencer scoring, always take it with a grain of salt.
It is useful to pull your prospect social influence scores across different platforms, but do not rely on social scores alone. Analyze how engaged their audiences are, but because of many factors, remember to think critically.
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- Types of influencers
- Tools for influencer identification, research, and comparison
- Finding contact info
- Activating influencers
- Measuring the effectiveness of influencer marketing