A new social media measurement tool is upon us, a Pinterest influence score – but how do you calculate your score? With Klout, we have been able to calculate social media influence across multiple channels.
This influence has been calculated through the Klout Score, based on the your ability to drive action, every time you create content or engage you influence others. Klout explains that the Klout Score uses data from social networks in order to measure:
- True Reach: How many people you influence
- Amplification: How much you influence them
- Network Impact: The influence of your network
Klout covers all social media influence, pulled from your activity on Facebook, Twitter, Google+, LinkedIn, Instagram, and more…but what about Pinterest?
Calculate Pinterest Influence
Our social media toolbox is becoming more full as social media campaigns demand an increased knowledge of Science than Art (but Art is still important). With the rising popularity of Pinterest the past few weeks, I have come across the latest way to calculate and measure your Pinterest Influence. There are two companies that are vying for a piece of the Pinterest calculator pie, Pinpuff and PinClout.
Pinpuff calculates people’s ‘Pinfluence’ on Pinterest. It is a measure of your popularity, influence, and reach. It also decides monetary value of your pins and traffic your pins generate.
Pinpuff has worked to help people better understand why they are investing their business’ time in Pinterest; this is especially important as its popularity grows. Many businesses are creating Pinterest boards because of its popularity, but are forgetting to assess whether or not Pinterest will work for their brand, product, or niche market. It would be a misallocation of resources if a financial services institution spent time pinning to their virtual pinboards (yawn…!). With Pinpuff, businesses will be able to determine: to Pin…or not to Pin.
PinClout is another Pinterest Influence calculator. The PinClout website explains “PinClout is your source for Pinterest analytics. We are working to empower people and brands with the tools necessary to monitor trends, understand activity, and gauge impact, easily.”
They have hopes of becoming more than just a scoring devise, something that Klout has never managed. PinClout would like to offer analytics and data on Pinterest trends; this could prove useful to monitor ROI on your Pinterest campaign or to help plan one. As social media influencers gain popularity, tracking and analyzing social media ROI on a campaign will become crucial to not only the success of a campaign, it will also become the industry standard for social media business. Businesses need to identify and track their campaigns ROI now, before they are left behind.
Track Your Social Media Campaign’s ROI
PinClout, measures your Pinterest influence.
Tracking the ROI of your social media campaign is one of WhiteFire Social’s strengths. WhiteFire Social, a software created by
MavenSocial, works to track the ROI of a campaign through its dashboard analytics. Track your social media influencers, determine the Social Lift (free traffic) to your campaign, and determine Social ROI all through WhiteFire software.
Pinterest continues to gain popularity and longevity, signaled by Pinterest Influence trackers such as Pinpuff and PinClout. It will be interesting to see when and how these social media influence trackers evolve into an analytics and data tool for Pinterest. With its similarity to Klout, will Klout step in and lay claim to services such as these? Perhaps when Pinterest’s official API is released we will see some action. Until then, one fact still remains, the social media industry is moving towards tracking the ROI of social media campaigns.
When working with your brand’s social media influencers it is important that you are selective about the ones that you choose to work with.
But let me back up.
What are social media influencers anyways?
Social media influencers are the people who affect the success of your brand online. These people knowingly or unknowingly effectively disseminate information across multiple platforms to people. They are mega sharers – passing on information about your brand. They also do a fabulous job of drawing other people into a brand campaign, sometimes creating multiple layers of sharing…so it’s good to have them on your side!
Choose Your Influencers Carefully:
One of the influencers who is effecting positive change in your campaign has a high Kloutscore – so what? There is more to someone’s influence than their score. If you read through their tweets and blogs posts, and the most they have to say about make-up is that it looks good on a model, but they don’t wear it any time other than Halloween, why are you as a make-up
company trying to cater to them and get them on board? It’s all about perspective. Be picky, you have every right to.
Size doesn’t Matter:
Don’t judge someone based on the number of followers they have, blog posts or superbly high Klout score. It is more valuable for your brand to initiate a working relationship with someone who has a dedicated 300 people fan base, as opposed to a 3,000 person fan base that is at most listening and unresponsive.
Consider the Long-Term:
Where’s the brand loyalty? Companies like brand influencers because they can count on them to tweet or blog about an upcoming campaign or event…but how long will this honeymoon last? People’s attention spans are beginning to look a lot like Twitter’s 140 character limit – short and punchy – but short lived.
Be attentive to the needs of brand influencers – it’s all about the relationship that you create with them. Recognition is huge! If in your work and personal life you love to feel recognized and appreciated, why wouldn’t brand influencers want to feel the same way? It’s about quality over quantity and relational recognition.
The Solution – MavenSocial:
Here at MavenSocial, we use a software called WhiteFire Social, with this software we are able to determine who the social media influencers of are every campaign that is run through the system. With out backend analytics we can map out the effect the social media influencer has on the campaign, helping brands not only identify, but also understand the power of an influencer on their campaign.
Our software also helps us to identify Social Lift. Social lift is the free sharing and traffic that originates from the initial media spend on a campaign. This is all tracked, recorded, and reported on within the WhiteFire Social backend dashboard.
Mavens: The 20% of your customers who actually bring 80% of the responders to every marketing program!
Social media influences, or Mavens have a huge market and brand influence! It’s the 80/20 rule – 20% of people who use a product or service bring in 80% of the responders to a program. Take Coca Cola for example: they say that it is not simply about gaining millions of Facebook fans, it is about the community of people that they bring in because of their influence. It is about tapping into the community that these followers belong to. After all, only 20% of Coca Cola drinkers consume 80% of the product.
Identify Relevant Influencers:
There is a disconnect between influencers and brands. Just because a person tweets regularly and has a blog, doesn’t mean that they are creating real influence for your brand. It’s all about the DATA. You need to be able to track the actual influence that someone has over time. I recently read a great article by Tom Edwards, SVP and Digital Strategy & Emerging Technology at Red Urban (Omnicom) (Twitter: @blackfin360), he recommends Dan Zarella’s Retweetability Metric as just one way to measure an influencer’s reach:
How many re-tweets do you have per day, do you even tweet? What is Twitter, anyways…makes you think, eh?
It is also important to assess an individual’s Facebook reach, Youtube, blog and more. Edwards explains that “each data element
receives a 1-3 weighted ranking based on Primary, Secondary & Ancillary influencer target status and all scores are then averaged to gauge an influencers potential brand impact rating.” Another tool that is causing a lot of racket is Klout. Klout provides a good starting point for assessing influence online – but lacks the in-depth insight, or personalization for specific brands.
WhiteFire Social is a software that personalizes your brand’s influencer data. WhiteFire has a great backroom dashboard that creates spider graphs identifying the campaign’s social media influencers, and the people that they directly influenced to join the campaign, or opt-in. It is a powerful testament to the power of data, data, and more data. Brands are also able to create custom Facebook Apps and follow the campaign cycle from inception to completion, topped off with up-to-the-minute statistics. Software like WhiteFire will only continue to gain popularity as brands attempt to define and measure the impact of their social media influencers.
When 20% of people are influencers 80% of the purchasing decisions for a brand, brands can no longer ignore the impact that these Mavens have on the success, or failure of their brand.
There is a fundamental reset occurring in the marketing sector; is your company on board? In the past, emotions have been the prerequisite for a powerful marketing campaign. Leo Burnett once said “advertising is the ability to sense, interpret… to put the very heart throbs of a business into type, paper and ink.” While emotions are important, they are quickly taking a backseat to data, some may know it as, social media metrics.
What has brought data to the forefront, you may ask?
It started around the time of the 2008 Global Recession. People quickly lost confidence in not only the banking system, but the world around them. We all promised ourselves that we would not be duped again. Emotions are not quantifiable; data is. Data is the surest way to analyze a product, service, and business venture, etcetera.
A Marketing Digital Footprint:
The future of marketing is about identifying and tracking people’s digital footprints. Klout is a perfect example of the tracking and ranking of our impact. Klout explains on their website that
Klout measures influence online. When you create content or engage, you impact others. Klout analyzes that impact to find your Klout Score, influential topics, and your influencers.
Klout is the standard for influence. Top brands such as Disney, Audi, and Turner use Klout Perks to reach and engage influencers. Over 3,000 applications and partners use Klout data to display Klout Scores,
prioritize based on Score or topics, and segment users.”
Everyone who has a Facebook, Twitter, Foursquare, or a plethora of other social media outlets has a Klout score, already calculated online. Klout gives people a number between 1 and 100; the closer you are to 100 the better. Programs like Klout are taking data and extricating valuable information from it, ranking you on a virtual leaderboard with your peers.
Another form of data aggregation and interpretation is WhiteFire Social. WhiteFire is a Social Media Platform used to accelerate social media activity, which displays results in a dashboard compiled of deepSocial Analytics. One is able to identify their social media influencers, and see how social lift is created, right down to the name of the person!
Companies are able to see who influences the outcome of their campaigns, or disseminates their brand message across multiple platforms.
Now THIS is what I call powerful data.
Data allows companies to identify and connect with their social media influencers, changing the way they reach their market. It is key for businesses to understand and embrace the changing tides, and create a marketing strategy that is founded on data – facts, as opposed to emotions.