Finding out who talks to who and who can influence other people is an age-old marketing tool. Now, companies are finding a goldmine of valuable information by mapping networks of influence -- both inside and outside their organizations.
A Sophisticated Tool For Engagement
The Klout application represents a more sophisticated way for brands to engage with users, combining the best of targeted customization, rewards and loyalty programs. By offering different content to fans, depending on their Klout score, the application encourages both short and long term participation, as fans strive to increase their score in order to earn different types of content.
Brands facilitate this engagement by setting an appropriate threshold for how influential a user needs to be in order to receive their most valuable content. Users are rewarded for getting their Klout score but given an even greater reward if their score is high. Brands can also use SML to customize Klout into a Facebook mashup tab. The goal in all these integrations is to encourage ongoing participation and sharing.