You've Got Klout! Audi Test-Drives Social Rewards on Facebook
Malcolm Gladwell所著《引爆趨勢Tipping Point》部分關注在討論對社會有影響力的人身上。而現在有一項新興工具可以為品牌在線上搜尋這些重要意見。社群行銷平台和Klout合作,透過Klout可以用來衡量個人在線上社群的影響力,並依據其影響力之高低,在Facebook上獎勵和品牌有所互動的用戶。Klout判斷Twitter上影響力是根據其推文及回推等;在Facebook上則是由超過7億用戶所創造的評論和“讚”等,來檢視對話內容如何引起興趣。Audi USA已經開始用Klout分數來衡量Facebook的粉絲,並依分數高低給予不同客製化的品牌體驗,例如:桌布下載。研究亦指出在Facebook或Twitter上按讚或追蹤的人,對於品牌也會有較高的忠誠度。
Malcolm Gladwell’s Tipping Point partially focused on society’s influencers, the people we all listen to and are affected by for one reason or another. These are the individuals are always after and now there is a new tool for brands to find those important voices online.
Social-marketing platform Involver has partnered with Klout, a startup that measures the online influence of individuals across social networks, to help brands “interact with and reward their fans on Facebook” based on how much online clout they have with other users.
As their press release notes, Involver will allow “brands to create a Klout widget on their Facebook page that engages users to measure their Klout score” across different types of social media. Brands can then get a sense of which of their followers or fans are having the most influence over their peers. The brand can then “reward users for signing-up and/or interacting with the brand.”
Klout works in different ways, depending on which social network it is measuring. On Twitter, it is all about “a user’s ability to drive action through tweets, retweets and more," while on Facebook, “Klout will examine how conversations and content generate interest and engagement, via likes, comments, and more, from the network’s nearly 700 million users.”
Audi USA is the first brand on-board, already using the Klout App for its more than 3.5 million fans on Facebook. Each will receive a "customized brand experience, tailored to them based on their Klout score" — in the case above, that's a free Le Mans wallpaper download.
Recently a study showed that if someone who “likes” or “follows” something on Facebook or Twitter, they are much more likely to actually be loyal to that brand.
LINK: http://www.brandchannel.com/home/post/2011/06/23/Audi-Klout-Involver.aspx