Just a quick response on this side (in addition to the other post!), the association of content to your Klout profile doesn't contribute to the Klout scoring algorithm, which generally only considers the connected (and scored) social network content you create. It's more of an experimental value-add in place of the now-departed Google Authorship.
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It may not be picked up by Klout as authorship for your profile page, but it may still be picked up for the content discovery system as suggested content. As a contributing author to other publications you don't own, you're not going to have a whole lot of control over how you're represented in the HTML and markup behind the post. The best you can do is ensure that your Twitter handle (in the form of @wittier ) and potentially a link to your profile ( in the form of http://twitter.com/wittier ) is present in the article/post/whatever-it-may-be. Platforms like Medium add the metatags automatically if you've associated a Twitter account with your Medium account, for example, but it's doubtful that this is that widespread yet.
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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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There's a lot to address here, and it'll largely be better as a blog post, but let me try some. I know I come in and make big statements-- and they contradict your firsthand experience-- but that doesn't make them any less true.
We don't measure content that we pick up and associate with a user (that which shows up on the Content Tab on profiles) any differently than anything else-- and it doesn't contribute to the Klout Score any differently than any other type of content on their respective networks. I'd love it if we did (less so for the impact, more to improve how we associate content to people)! But we didn't build that yet. You probably see this correlation because the very fact that we picked up the content means that it's getting engagement, and we're likely able to associate that engagement back to the author based on how the tweets, shares, etc. are structured.
All of our investments are currently on backend improvements. We've been busy upgrading and improving our collection infrastructure up to more reliable and faster standards. Unfortunately, this doesn't leave much room for fixing some known broken windows, and that's honestly painful. Users won't even see or know the impact from these fixes-- always tough. But necessary for the long haul. I'd love to see the scheduler work more reliably-- but that's an entirely different system. Luckily, we do have some changes for that on deck. We are still a small team. Bear with us.
Our support team does a fantastic job with the resources they are afforded, and unfortunately can't resolve many issues that sit squarely on an engineering back. I'm proud of and laud the work they do with what they have. Without getting too deep into the weeds, the toolset they have available to them for investigating and resolving issues is very small, and mostly was designed around the Perks experience. Given that, I think they are due a certain amount of respect (but I understand that it's not fully visible to users).
I'll repeat again: the Klout Score algorithms are unchanged. We have great instrumentation and understanding of what's going on there. The natural inclination for the score will always be decline for users, not increase, and changes of less than a point at a time are normal. Is this a bad user experience that doesn't "feel" good? Almost certainly! But the alternative is to make things less authentic or more volatile, and that doesn't serve things well. I'll warn that repeated interactions and engagements that look spammy and aren't particularly content and context rich don't have as strong effects as genuine content. Inputs from areas other than your content creation may also play a role. Ratios of these things play a role. There is no one input.
The Score Contribution is local to _you_. It's the balance of what makes up your score, but it's not as simple as "my score is 53% Twitter!" Remember that there are dozens to hundreds of features contributing in each network, and this doesn't reflect that quite as well. It's an area for improvement. I'd argue that it's not very interesting or useful for many.
The Topics/Expertise lists are indeed volatile. These algorithms change, the inputs to them change, and they're based, again, on a lot more than the individuals in the list (as well as the rest of the population, the weight we put on certain types of features that affect them). They're also dependent on how we define those topics-- the definition of which are regularly in flux to adapt to the modern world and better, more precise (and sometimes less precise!) understandings of conversations on social media. These aren't expected to be static. Have we had some issues with faulty loads or understandings? Sure. This is only really an issue because we publish these semi-publicly. The hundreds of other similar products, often with much worse accuracy, are only used in paid-customer facing internal tools.
Scores effectively start at 10. They always have. 10 is "no to little activity detected".
I just want to make sure that there's no misunderstanding or mistake.
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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 can be unequivocal: we made absolutely no changes to the algorithm or backend systems. The natural inclination, absent of majorly engaged changes, is a decline. It has to be sustained elements of engagement. A .09 drop in two days is not out of the ordinary. Any problems with adding topics previously were unrelated and front-end site issues. We'll be doing a blog post in the next few weeks about how to connect the "content" onto a profile, but the short version is: Content that is assigned to a profile must: - be a link discovered by us on social, and has engagement on social - have appropriate metatags that allow us to identify it with your authorship. - The best way is to have Twitter Cards and OpenGraph tags set up on your blog, clearly with your Twitter Handle as the author.
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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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I can help with a few of these.
1) Are you talking about the images on content in the content discovery feed? This is often just an artifact of making the images from articles and blogs fit into the sizing we have there. The images that share to social (if they come with it) shouldn't be affected by how we display them here.
2) Expertise badges are a subset of our topical influence and expertise systems, when the scoring gets above a certain threshold. As with any NLP and data science, there's a margin of error, and some signals either misfire on incomplete information, or overpower other things. At times with these topics it's probably the case that you were engaged about something with related terminology that we misclassified. Some signals come from things that aren't necessarily about content-level engagement, like things we understand about your followers, and they can get to an incorrect critical mass. This is expected! The best thing you can do is help us out and reject topics that are incorrect by editing your profile and clicking the little X to remove the topic. This gives us a signal that says we were wrong (or it wasn't wanted), and we can learn from it. Data science is all about feedback loops.
3) Do you mean you can't complete authenticating Pinterest? At this time Pinterest doesn't yet contribute to the Klout Score or our topical information. It takes a long time to build a scoring model for a new network, and it requires a certain critical mass of users who have authorized the network so we can get a quasi-global pulse on the engagement patterns that are happening there. I don't have an ETA on when Pinterest will be a scored network, but I can at least say that we added it as a connected network so that we can gather enough data to promote it to a scored network.
4) It can take a bit for G+ activities to register. We're also limited on the types of interactions we can see happen on G+ because of the way Google has setup those APIs. As with any network, we can only score and collect what we receive from the network. It's also important to know that while on Klout.com in the network contributions, we may list "0%" contribution, behind the scenes everything works at a higher precision (many more significant digits), so it could just be that it's something more like "0.322222%".
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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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Thank you for being with us and being engaged, as well as referring us in your company!
@edaccessible is correct about the proper procedure for Wikipedia connection. Because Wikipedia doesn't have a programmatic way to verify authenticity, our team has to go through a manual procedure to connect and accept a Wikipedia page. email@example.com can help get that process started.
Our analytics have not gone away: The Klout Score and our topical metrics remains and are simple ways to stay on top of your reach, share of voice, and audience engagement. And it's worth saying that this revision isn't the only revision we'll have, there will likely be some more refinements to the feature after launch. The score graph will still be there, along with an easier summary of your top areas of expertise. I think these metrics ought to meet your CEO's needs.
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First, thank you to those who took the time to respond to our survey-- your feedback is extremely valuable and critical to improving Klout. We’re still going through thousands of responses with a fine-toothed comb, but expect to see your suggestions incorporated in future product cycles.
We are committed to providing you with tools and guidance to better understand, leverage, and grow your social presence. To that end, on Monday, April 18th, we will be discontinuing two Klout.com features that no longer meet our mission:
The Network Activity tabs on the Measure Page will be replaced with a new widget, offering a closer look at your top areas of expertise.
Moments from user profiles will be removed.
Keep better tabs on your expertise
We found these features do not provide relevant insight into the areas of your success and don’t provide added guidance on how to be more successful. Now, you can see the progress you’re making in specific topical expertise.
Many social products, including Twitter and Facebook, have released free analytics suites of their own that duplicate, and, in some cases, enhance, these efforts. Twitter’s Analytics , for example, gives you a great overview of your social engagement performance and has expanded to include real-time impression data. Similarly, you can use this to customize your top moments through products that leverage Twitter’s Collections API, or simply pin a Tweet to your profile. This isn’t a ticker tape of how your score is calculated, but it is an excellent way to monitor how your content is performing in real-time.
Where We’re Going
Relevance is one of the most important insights we can provide: how well are you engaging and growing your audience in certain areas? Context isn’t just moment-to-moment, engagement-to-engagement, post-to-post. It is also built up over time, encompassing hundreds of features, calculations, and ratios, and we’ll be looking for ways to make this more visual, relevant, and useful.
Klout Topics add much-needed context to that engagement. The Klout Score is a broad, high-level insight describing, at-a-glance, your consistent potential to be engaged. Behind the scenes, Klout Topics also have a scoring algorithm behind them, and you see a product of that in Klout Experts badging, along with the percentages we display. Both the Klout Score and Klout Topics are part of a larger system: your scores aren’t only based on how you and your brand is performing, but how the entire known social landscape is performing. Macro and micro effects have weight.
In the future, we want to deliver more actionable insights and content that will guide you towards building a more relevant and engaged audience.
Tyler Singletary is the VP & GM of Klout and Consumer Data for Lithium. He is responsible for the operation, health, and direction of Klout’s website, integrations, and data assets, such as Klout.com, the Klout API, and partnerships with Twitter and others. Tyler has 18+ years of experience across technology, from law firms to startups. Prior to joining Lithium, he led Data Strategy & Developer Relations at Klout . He is a board member of the Big Boulder Initiative, a social data trade organization, and a recognized writer and speaker on data & API ethics and strategy. On Twitter, he’s @harmophone.
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Today, we’re pleased to announce a new partnership with Wayin, our preferred social display partner, that will enable marketers using the Wayin platform to find and promote the best social content possible. . With the Wayin platform, marketers can discover, analyze, and engage the social stream with Klout's rich profile data.
Along with keywords, location information and demographic details, Wayin customers can now leverage Klout Data to filter out low-quality accounts and spammers from their searches, focusing on more relevant, top-level influencers. Searches can also be ranked according to Klout Scores, which is particularly beneficial for customers who want to prioritize top influencers while still including lower-quality accounts in a search. Further, Wayin customers will be able to filter the stream for profiles with relevant interests and influence topics, tailored to the campaign and brand’s goals.
Klout’s data goes well beyond the Klout Score, including a deep knowledge of the topic areas people are influential in, have expertise on, and are interested in. Klout Data recently launched the availability of expanded topics coverage: Klout Influence Topics (the things an account is influential in), Klout Interest Topics (the things an account is interested in), and Klout Audience Interests (the things an account’s audience are interested in). Klout Data is widely used in leading analytics, engagement, CRM, and marketing platforms to help brands discover relevant and efficient social insights to deliver top consumer experiences.
To learn more about Klout’s data offering and APIs, visit http://developer.klout.com or contact firstname.lastname@example.org.
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