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About Klout – and why I don’t consider it to be a relevant measure of influence

Klout was the theme at the October #SSMC (Stockholm Social Media Club) today. Below are some basic information about Klout and the new Klout score algorithms, and why I don’t think it is a relevant measure of influence (today).

There was an interesting discussion with Annika Lidne (@annika), Therese Reuterswärd(@trulytherese) Simon Sundén (@joinsimon) and Brit Stakston (@britstakston) among others see it below.

What is Klout?

Klout is a web service trying to assess how influential you are. It started out as a service for Twitter, measuring your Twitter influence with a score from 1-100. They are now aiming to give a broader picture, also involving other social networks in the grading, striving to show how influential a person is in total on the social web.

Klout score – how influential are you?

Last week, the founder, Joe Fernandez, announced a change of the Klout algorithms, saying: ”I am excited to announce the biggest improvement to the Klout Score in our history is launching next week” followed by a thousand comments from people wondering about the algorithm and being worried about their Klout scores disappearing.

Two days ago the change was launched, followed by another post from the Klout blog:

”Influence is the ability to drive action and is based on quality, not quantity. When someone engages with your content, we assess that action in the context of the person’s own activity. These principles form the basis of our PeopleRank algorithm which determines your Score based on: how many people you influence, how much you influence them and how influential they are.”

At the lunch today, Simon Sundin, @joinsimon, who has looked deeper into the new algorithms gave a short walkthrough. I got curious and had to do some more reading when I got home. A mix below.

True Reach – does not show how many I do reach with my tweet or post – is shows how many I actually influence in my network. Those who interact with my content. In practice this means that if I have 5000 followers, but no one interacts with my post – no results. Klout sais ”It is a real number of people we find by looking at the impact you have on your connections”. For how long this is measured, latest two weeks, 30 days, is not known to anyone in the room.

Amplification – what influences my network, how many will share the info further on. Klout takes into account the person’s activity ”For instance, if I rarely like or comment on anyone’s posts, but choose to do so to yours, that is more meaningful than if I like 60 posts a day. Amplification indicates the effect you have on your audience.” This will be affected by the number of followers you have and your interaction with them, meaning if you have many followers but only interact with a few of them your Amplification score will be low.

Network Impact – how influential are my contacts? If they are not influential, according to the Klout model, my score goes down.  The network impact is meant to indicate the influence level of people who engage with my content.

Why I don’t consider Klout to be a relevant measure of influence

I have not really understood the big fuzz about Klout. I think its dangerous, and actually quite naive, if you stare yourself blind at numbers when it comes to human relations and conversations. As with measuring the number of followers, instead of analysing the type of discussions going on with and about your company and how the interaction vary with time and content. Keeping track of the number of followers is only relevant if you follow up on sudden changes, analysing what might have caused the drop or increase of followers.

Though, we have been looking at Klout even in our organisation, but only to get an indication of how we are doing on Twitter in our different markets. For taking the temperature of how the accounts are feeling, noticing changes. It could also be used as an inspirational thing for improving the client dialouge on Twitter, if your internal Twitter users are inspired by competition between countries or brands. Right now I am also looking into Peoplebrowsr, who calles themselves a Social Engagement and Team Collaboration Platform, and have signed up to their new beta feature Kred, that I believe will be competing wiht Klout.

There are a few things woth thinking of (probably lots more, but all I can come up with friday night) considering Klout for your organisation:

Closed groups/circles. As discussed during lunch, Klout looks at open data. That means closed groups will not be taken in consideration. People who are influential in nisched closed networks will not gain any Klout scores for that interaction.

Klout does not measure personal influence – it measures, or is meant to be measuring, an instant view of the persons influence within specific networks. Klout must be interpreted with an opened mind. A person who is new to Twitter might not be new to his/her knowledge network. I have a good example of this myself, but it is too long to fit in here. I would recommend an article from Joanne Jacobs who has done an experiment on her own Klout scores and has sane thoughts about influencers.

No consideration for interest or nische areas
Klout does not take into considaration what nische you are influential in, what you and your networks’ interests are and what you are actually talking about with a certain group. It would make me interested if I were able to see a more accurat personalised (corporatefied) Klout score for the influence that a person actualy has in my company’s specific areas, and also in my specific network.

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Mynewsday highlights – ”An inspirational kick in the ass”

This week I´ve been busy with Mynewsday, encouraging and monitoring the social media dialogue around the event.

Mynewsday, a day of seminars within pr and digital marketing, that Mynewsdesk arranged for clients and stakeholders, has been the main focus in my work for the last couple of weeks. My part being to manage the social media activities around the event, enabling and encouraging dialogue, making content available and monitoring what is said. We decided to keep to two central places for content sharing and interaction – the Event Newsroom, where we publish all the content before, during and after the event, and Twitter. We have also used Facebook, Bambuser, Instagram and Youtube.

My five highlights from Mynewsday and some thoughts about next year:

1. The rich interaction on Twitter.

Two days in a row, we hit the most trending topics on Twitter in Scandinavia for our hashtag #mnday. All thanks to the participants, gladly talking about the event on Twitter, sharing the content from the seminars with their networks. Since the event took place in three different cities, we were discussing the risk a risk to ”let the information out” beforehand. What if the last day would be empty, people having already taken part of the information? But as I hoped, it was quite the opposite. The people who had canceled earlier, were eager to ”uncancel” their bookings, when they saw the buzz and didn’t want to miss out. We also got some new guests, asking to join the party.

We had all together over 3000 tweets with the hashtag #mnday during the three days.

2. Great speakers and and content.

The guest speakers was warmly welcomed and highly appreciated. We chose not to invite any known Swedish speakers, but instead take a chance and invite some new acquaintances from Australia, though stationed i London. Adam Vincenzini and Joanne Jacobs. That was the right choice. Above 17800 views in the newsroom and almost 3000 views of the livestream (numbers updated the 6:th of november) we also broadened our own network of influencers.


 

 

 

3. New contacts – and interest from outside.

I have gotten to know some new interesting people that I will definately keep contact with on Twitter – both personally, from my own account, and from the corporate accounts. We got tons of questions and interest for the event from people picking up our conversation on Twitter and Facebook. The funniest example was when I quoted a colleague about investigative journalism, and the Head of the Swedish investigative journalism conference decided to take part in the discussion.

4. ”An inspirational kick in the ass”

a Mynewsdesk client called the event. I believe that is the nicest complement of them all, not only inspiring people but actually giving them the tools and confidence to make a change. This particular guy had gone right back to the office in the very same afternoon and updated their Mynewsdesk newsroom. Several persons created personal Twitter accounts, and newsrooms for their companies, during or right after attending the seminars.

5. Mynewsdesk People – internal boost

I think these days was a confidence boost for all the people taking part, from all departments. A nice collaboration exercise with a great result. We operate in a highly competitive market and our sales people sometimes feel insecure. As anyone we need confirmation that we are on the right track.

During Mynewsday, many of my colleagues got comments like ”it really shows that you like what you are doing”, ”you are so personal and relaxed, those red pants are hilarious”. One funny thing was the response from a visiting competitor, at that time choosing to jump into the conversation ”oh well, we are a little bit like that too, we also have flip flop Fridays” followed by silence. I am mentioning that because it is such a good example of what we are not. At Mynewsdesk you can be whoever you are and wear whatever you feel good in. And it is not the red pants in itself that gathers the people, it is the community of mutual interests and compassion, the love for what we are doing. The red pants are just a way of expressing ourselves, showing a belonging. About as far from ”flip-flop Friday” you can come, I would say.

Not so great

The only down side for me, was not having the time to speak to people who I would have liked to meet face to face, since I had my nose deep down in the computer all day. My arms are actually still sore from twittering, two days after.

Another thing was some unhappy participants expecting coffee to be included for free, not only served during the morning and afternoon ”fika” as it was, but also after the free lunch and beverages that they were offered ;). I am sorry the expectations was not met on that point, we simply could not afford it in the budget. Next time we will inform better in the program!

Next year!

I hope one Mynewsday will never be the same. I’m not so much for routines and fade copies. This Mynewsday was great. It was great because it was the first of its kind and it was different, for us, with happy participants who now has a better understanding of our company and mission. I am convinced it has enhanced our position as the market leader in Sweden (also giving it for free, since these types of events are usually rather expensive to attend) It was also the most ”plastic” or mainstream marketing activity we have ever done. And that is not how we want to be positioned in the long run. I think next year’s Mynewsday should be something completely different. Something surprising. Perhaps a canoe adventure in the archipelago for mynewsdesk users, with fire camps and story telling.
What do you want the next Mynewsday to be like?  (comment in English or Swedish)

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Mynewsday second most trending topic on Twitter!

Mynewsday’s third and last day in Sweden, starting in ten minutes. Today we’re broadcast live from Gothenburg.

Today is the last day of a three day seminar tour with Mynewsday, arranged in Stockholm, Malmö and Gothenburg. It’s fun to be me this week. Two days in a row, we ended up among the top three trending topics on Twitter in Scandinavia, on the hashtag #mnday. Let’s see how it goes today.. (Unfortunately the wifi is reserved for our live streaming, since the house do not offer cables, but most people with a twitter device has 3G I guess).

We have had a surprisingly strong Twitter participation, compared to last year when I got accompanied of a handful of enthusiasts. Partially, the increase is due to our own communication and information before the event. Several guests has started Twitter accounts solely to engage during Mynewsday. Of course it’s also because social media usage has increased since last year.

 

You can see the livestream below. As the day goes, I will post the speakers in here.

 

 

 


Today’s news is Johan Höjvall, head of the office in Gothenburg, who takes over the torch from Kristofer Björkman to present the latest Mynewsdesk features.

This is the Mynewsdesk crew on stage after Mynewsday on Rival in Stockholm, wednesday.

Need to get back to work, but I will publish some tips of how to socialize your event later!

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Crayfish party with IAA

Thanks for a nice crayfish party again this year, Open. The relaxed atmosphere at the boat club, the host being interviewed with a fork, ”snapsvise” contest, bibs for adults and silly hats are so very different from all other advertising events in Sweden. In a nice way.
I do not really know how it happened, but before the evening was over we got an honorable welcome and became members of the IAA

 

 

 

 

 

 

 

 

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Därför återvänder jag till SSWC. Och ett par lärdomar av mina #fail.

För tredje året anordnades SSWC på Tjärö. En idyllisk ö i Blekinge där får och kossor strövar fritt bland gröna kullar och åldriga ekar, där ekorrarna leker med trådlösa nätverksstationer och en och annan vilsen webbutvecklare irrar omkring sökandes efter dödsklippan.

Sweden Social Web Camp, SSWC, är en sk unconference (en konferens där deltagarna står för innehålle), i campingformat. Där ca 400 entusiaster samlas en helg per år för att utbyta kunskap om den sociala webben.

Det är andra året jag själv deltar på sswc. I år var jag med privat medan jag förra året lyckades jag få med mig en sponsorpeng från mitt företag.

En journalist från TV4 som jag blev bekant med på färjan över, ville veta varför man återvänder till SSWC. Som ett steg i att bekämpa min videorädsla gick jag med på att svara på frågan i hennes stora farliga kamera. Det blev så där. (Vill du veta mer om vad sswc är så se istället den 45 min långa dokumentär som iStudios gjort).

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Jag funderade lite på det där sedan, varför återvänder jag till sswc, mitt i semesterveckorna, långt åt skogen och dessutom på en helg? Det är deltagarna som står för innehållet och för mig är det liksom deltagarna som är innehållet. För att träffa spännande människor, är svaret, som alla delar ett genuint personligt intresse för den sociala webben. Gärna som kan mer än jag eller gör saker på ett annorlunda sätt, vilket det finns gott om på sswc.

Det är också uppfriskande att slänga bort konferensettiketten. Att byta höga klackar och kallprat i mingelpausen mot gummistövlar och diskussion under eken eller reflektioner vid lägerelden. Det leder till öppnare diskussioner. Eventet är skönt opretantiöst och man pratar över gränser. När marknadsflummarna, entreprenörerna och technördarna plötsligt står på samma ö och ska samsas om utrymmet på gridden blir det ett spännande utbyte. Vi borde mötas oftare, inte minst på våra egna företag!

Några SSWC #fail som du kan undvika.

När jag och min kollega klev iland förra året, ivriga över vår sponsoraktivitet och brandade upp till tänderna, and beyond, så var det första vi gjorde att rigga upp vår flagga mitt på kullen. Den var säkert sex meter hög. Riktigt stolta var vi över den nya skinande logotypen i rött som fladdrade med vinden så att alla kunde se (det var första gången vi hade råd att fräsa på ordentligt med lite lyxigare eventmaterial). Den där flaggan gjorde nog mer skada än nytta där på berget, i efterhand insåg vi att det var för väl att vi fick lov att ta bort den, men just då var vi lite bekymrade. Skam den som ger sig, tänkte vi, vana med kreativa nollbudgetlösningar lommade vi in i Veideketältet och byggde beslutsamt en egen flagga, slet i timtal med papper och kritor och en satans massa tejp, och resultatet blev resligt. Hårresande. Thomas Wennström och Kristin Heinonen måste ha förfasats, men lät oss behålla den. Tills den blåste ned. Hur som helst. Det är bra att det finns så lite logotyper på sswc, tack för att ni är stenhårda på den och vi ska inte göra om det! Se även gridden nedan,

Bilsport och champagnedusch

Det vi skulle ha flaggan till var att markera vår racingbana. Vi arrangerade en liten rallytävling i hopp om att glädja någon som ville aktivera sig mellan sessions. Förstapriset var tio flaskor champagne, som vinnaren fick – finstilt – äran att bjuda de andra medtävlandes på.

Det visade sig vara en ganska bra satsning och deltagarna var förtjusta. Tävlingen vanns av @Fritjof, med en sån imponerande precision att @morris_mc i förtret klippte sin racing lisens i två delar. Vinnarpallen delades med @bjornalberts och @ingemarsdotter, som bjöd på vaskning, eller champagnedusch i vinnaryran. (Ledsen att ni blev mer eller mindre lila på filmen, något hände med kameran).

Några tips för att hålla session på SSWC

Ett annat misstag vi gjorde 2010 var hur vi promotade vår session på gridden. Vad kunde väl vara mer spännande än Mynewsdesks produktnyheter? Så tänkte vi. Det var rätt skralt på folk i vårt konferensrum. I alla fall i jämförelse med Brit Stakston och Niclas Strandhs fullsmockade Facebooksession. Men de som kom var genuint intresserade och det blev en bra diskussion. I år tog vi lärdomen med oss.

1. Förhandsgridden, ny för 2011 med reserverade sessions där deltagare i förhand fick rösta fram sina favoriter. (jättebra så länge det är deltagare som röstar och inte initiativtagarens hela kompisskara ;), host host).
2. Välj hellre ett väl avgränsat ämne än övergripande – diskussionerna når upp till en djupare nivå och du får engagerade deltagare.
3. Håll dig till temat. Moderera och avbryt om det krävs, många tycker om att prata och ämnet flyger lätt iväg.
4. Sälj inte in ditt företag eller dina produkter (se ovan trial and error).
5. En bra sak detta år var uppdelningen på tech och otech. Jag gick på en tech session och kände mig otäckt dum, som första språklektionen i 4:an.
6. Definiera på programmet om du tänker hålla i en diskusson eller presentation, så att deltagarna vet vad de kan vänta sig.

Se även:
Kan företag bygga nätverk
Vad händer med varumärket när personalen blir mer spännande än företaget?

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