People love to buy...but hate to be sold. How true is this statement? Seriously, in your mind..are you a consumer; do you love to buy? Even though I might be a cheap SOB at times, I sure love to buy. Nothing gives me greater pleasure than to walk up, pick something off the shelf and cart it home, giddy with joy. Or better yet, hit my handy-dandy one click button on Amazon and see it magically appear by drone (not yet… but soon).
Now let's think about how I hate to be sold. Every time I go into a retail store, I immediately put my head down and say "I'm just browsing." I do a quick scan around the place either grab something or head for the hills fast. I simply hate being sold...this is strange because I actually consider myself a professional salesman. Weird, huh?
This has evolved even further in the digital age. We consume massive amounts of information on a daily basis.We check our phones 150 times a day and are looking at many apps when we do. That's billions and billions of impressions a day marketers could be making on us. So what the heck are we buying..do brands even have a shot anymore at grabbing our attention? They've almost got to be pulling a Mr. Miyagi and catch us like he did with chopsticks and the fly. We move in and out of purchase consciousness and no one can catch us. We are increasingly hip to all that retargeting jazz and have turned on ad blockers. What's a marketer to do?
If we are going to be marketed to, let’s implore marketers to do it in Jeff Bezos or Steve Jobs style.* We buy..they don't sell. Why is that? First and foremost, an emphasis on customer experience resets the game. As brand marketers, we need to be the ones talking to operations, e-commerce, purchasing etc. Customer experience crosses silos. Every single moment is a marketing moment. Jobs was manically insane about design:included in the guts of his products were perfectly crafted squares and perpendicular chips. Every moment of a product is a marketing moment. So if the product sucks...boom right there it goes out on social media. If you have the next Pokemon Go with zero marketing dollars, word of mouth spreads like wildfire. Seriously, the news outlets that covered Pokemon Go only reported it after the fact that the game became so popular. So if I were to peer completely into the future with my crystal ball, and tell you absolutely everything essential in planning what’s next: put a marketer at every single stage of the product life cycle. When it's on the whiteboard, when it's in the lab, when it’s but a wee twinkle in your eye. It will pay dividends.
Okay, so that's great, but what if you’ve already got a product out there? What's the big martech game changing technology that will drop buckets of money from the sky? Well that's easy. Invent brain scanner technology to predict and influence us all. If you can't do that, then the future of martech is to market through people not to people. Read it again and let it sink in. Whether you want to call it influencer marketing, advocate, employee or whatever the plates have shifted to, you need people to do marketing for you.
The simple fact is that we all are operating in a different world and although marketing technology hasn't completely come of age yet, we desperately need it to. I see my friends enjoying some new taco joint, I then eventually go to Google and look at reviews, then I see Yelp’s, and then I wait a day and book through OpenTable. So if I was a restaurant marketer, who do I give credit to...likely the last click which was OpenTable. This is stupid, they were just the booking engine. so Google? Maybe, but they didn't influence my path there. Everyone needs to get a piece of the action, so the actual retailer knows how to direct their strategy. We need tech that contextually understands true points of origination to purchase and connects the entire ecosystem of dots. The next evolution is in being the connector..,not the creator.
Devon Wijesinghe is the CEO at Insightpool , The Influencer Marketing Solution that leverages social media data to identify relevant influencers and build authentic relationships with the world’s most innovative brands. Devon co-founded Insightpool in 2013, and in this short time has led the company from two to 50+ employees, acquired a Silicon Valley start-up, and is currently revolutionizing the ways brands do Influencer Marketing on social.
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I'll be available for any questions about Klout, the Klout APIs, and general product implementation and philosophy issues. While I might not be in the hackathon room the whole day, please feel free to ping me here or on Twitter and I'll be happy to help.
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I wasn't trying to say you were gaming it, simply that focusing on day-to-day changes, both on the score, and the network contributions, can both influence behavior (how do I change this?!) and causes some sometimes unnecessary concerns. The very act of measuring changes what you measure.
Without looking specifically into your activity, swings of less than a point (and sometimes more than that) aren't very often a concern, and from when we look at the data across the whole platform, isn't uncommon. Even a few points at time can be normal-- I personally swing about 4-5 points around particular events I'm engaged around as they wear off. This is normal. Something with high engagement may have fallen out of a 90-day window, or is approaching it, fluctuations in your network or the global network, a combination of all of these things. Your score isn't just a reflection of today and today's activities, it's a reflection of a longer halflife of activities you've taken, your network, and the whole network.
When scores are up in those upper echelons (80+ is fantastic!), the deltas in activity between an 81 and 82, and an 82 and an 83 are much wider, and wider still, than say 50 and 51. But perceptually users would tend to see the same sized gulf. They all look the same on the score history graph, and that can sometimes be an issue with the way we zoom in.
Scores on the cusp of 79 to 80 have some different rules applied to them, and at times users will see a more major swing as they move out of 80-- but again, these are still fantastic, top tier Klout Scores for individuals (as opposed to brands or celebrities).
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We haven't made any algorithmic changes (any large changes we would announce).
Part of the problems with the Moments feature in the past is that it implied that there was only a relationship with your score between each line item of activity you had. The Klout Score is more complicated than that. There are hundreds of signals that apply not only to you but apply to everyone else, and the balance of you against that whole ecosystem. Each of these signals has different decay factors on them (like the impact of each post lessens over time, some posts lasting longer than others, some relational signals lasting longer or shorter).
Likewise, the network contributions are a percentage of a whole-- paying attention to the percentage changes on a daily basis isn't going to be helpful in terms of identifying what's happened: if the decay factors on one network have reduced its impact on your score, another network is going to fill that void. If some new impact on a network outweighs another, it's network contribution is going to go up.
Gaming against the Score or other metrics we offer isn't really what I see Klout is about.
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@stevekrohn I am actually not sure-- I believe this means that the Lithium Community administrators don't allow identity changes, as this community was made primarily with Lithium's overall community base in mind. I'll ask the appropriate people, but I suspect it's a policy decision left up to the platform administrators.
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