1. Influence is More than
Skin Deep
Matt Thomson
VP of Platform, Klout
@daddymention / @klout

2. What is Influence?

3. Not about followers and friends

4. in•flu•ence: the ability
to drive action

5. How is influence
measured?

6. Network Analysis

7. Social Actions
Clicks Conversations ListsMessages

8. Quality of content.
Basis of knowledge.

9. What is Klout?

10. The Standard for Influence
❝
❞
800+ API Partners Influencer Perks

11. The Klout Score
0 100
11 (average)
Most InfluentialMost InfluentialMost InfluentialMost InfluentialInactiveInactiveInactiveInactive

12. Score Components
True Reach Amplification Network

13. Sub-heading will take up two lines
usually

14. Why Do Consumers Care?
1.Know who to trust
2.Know how to tend

15. Virgin America Perk

16. Klout Influencer Campaigns
1. Targeting 2. Invitation 3. Engagement 4. Measurement

17. Influencer campaign seeded the initial buzz surrounding
the launch of the new route
Timeline
First roundFirst round
of invitesof invites
First roundFirst round
of invitesof invites
June 20
June 29
Last dayLast day
to flyto fly
Last dayLast day
to flyto fly
August 23
Official routeOfficial route
launch & partylaunch & party
Official routeOfficial route
launch & partylaunch & party
All 120All 120
flights bookedflights booked
All 120All 120
flights bookedflights booked
July 9
June 2010 July 2010 August 2010

18. Klout delivered 30 email invitations on a rolling basis.
Results were 2-3x industry average
Invitation
Open Rate Click RateCity Open Rates

19. 570570
264264
120120
2,0872,087outside contributors
targeted
engaged
participated
Engagement
Klout quickly acquired the total participants,
along with 2,000+ additional contributors.

20. Klout influencers generated a torrent of tweets
surrounding the campaign
Engagement
264
Engaged Influencers
5000+
Total Tweets
5.6
Avg Tweets / Influencer

21. Klout analyzed the news articles and blog posts
generated around the campaign for sentiment
Blog Sentiment
Blog Sentiment
excludes 57% neutral posts
90unique posts

22. Klout analyzed sentiment for the body of tweets to
understand the nature of engagement
Tweet Sentiment
Participant Sentiment
excludes 48% neutral tweets
(based on ~ 1500 tweets)
Overall Sentiment
excludes 70% neutral tweets
(based on sample of 500 tweets)

23. 2.38 M2.38 M
1.92 M1.92 M
Campaign ContributorsCampaign Contributors
True ReachTrue Reach
Reach
The campaign spread virally
to millions of people
Engaged InfluencersEngaged Influencers
True ReachTrue Reach

24. Impressions
The campaign drove millions of impressions to influencers
41Million

25. Q’s
Please reach out:
@daddymention
matthew@klout.com