Klout For Community Managers

Tips and tricks on how to use the network to benefit your

community

The Starting Point

A few tips to pull together data...• Create a list of followers user names in excel

• Estimate users scores before looking*This helps identify how well a community is known•  Have a list of target keywords 

• Prepare estimations on the brand's score also

Objectives For Community Managers

• Develop a launching pad for social initiatives

• Find unique points of view

• Establish influence expectation

• Find commonalities and trends within the community

• Find fresh topics for content calendar

• Determine the influencers of influencers

Develop a launching pad for Social initiatives

These are users that are most likely to re-share content. Include them in lists when starting a launch/project. These are users that could/should be on a private message list. 

Influencers of vs. Influenced by

• "Influencers of" are the most avid fans

• "Influenced by" are great sources of content

• "Influencers of" are generally more committed to the brand

• "Influenced by" groups may not care that the brand exist

• Pursue close relationships of members with Scores above 60 on both lists

Develop a launching pad for Social initiatives

Find Unique Points of ViewStep by Step Guide

Step 1: Open Excel list Step 2: Enter username in search bar (below)

Step 3: Look at "Influencers of" and "Influenced by" for users that do not have a relationship with the brand.     *Pay close attention to scores over 60*

Step 4: Look at content analysis for each user on the list(Next page)

Find Unique Points of ViewStep by Step guide (continued)...

Step 4: Image

Step 5: Add appropriate keywords to target list

Establish influence expectation

Success Benchmarks on Klout (Questions to consider)

• What is the current score?

• What is the average competitor score?

• What is the engagement strategy? 

• How does the engagement strategy differ from competitors?

• Is the score currently inflated because of a recent push?

Establish influence expectation

Influence Expectation Breakdown 

• What is the current score?o If the brand's score is low because the account is new it

will likely grow quicklyo If the score is high (i.e. above 40 growth may not come as

quickly)

• What is the average competitor score?o This score should not be the targeto Score provides a baseline in understanding successo The score is only a guidepost

Establish influence expectation

Influence Expectation Breakdown... (Continued) 

• What is the engagement strategy? o Does all communication come through one accounto Is the account primarily pusho The engagement strategy should will effect the score

• How does the engagement strategy differ from competitors?o Understanding the differences between what a brand

does and competitors do is key. o Generally the higher the engagement the higher  the

Klout score 

Establish influence expectation

Influence Expectation Breakdown... (Continued)

• Is the score inflated because of a recent push?o Assume Klout scores will slightly fall after major push

eventso Events such as contests, PR blasts, controversy,

sweepstakes, partnerships could temporarily drastically increase score

o Target score should be set in context to recent events

Fresh Topics for Content CalendarWhere to look... • New users to target

o What are the topics of influenceo What is included in their bioso What is the content of their blogso What is the content of their tweets

• New keyword lists

• "Technographic" profiles (is the group indexing heavy on facebook or twitter)

Determine the influence of influencers

Every influencer is unique... How and where an person has influence is important!

Determine the influence of influencers

Every influencer is unique... How and where an person has influence is important!

Daniela is more influential on Facebook

I am drastically more influential on Twitter

Determine the influence of influencers

Key questions to ask.

• How do target influencers actually influence?

• What network are they more influential on?

• How can the brand use their influence to accomplish objectives?

• How can engagement strategy be adjusted to most effectively use the influence of community members?

**Only the community manager can answer these questions

A Special Thanks To@CmgrCHAT -For hosting the chat that launched this project@JPedde  -For providing insights and data@JoeFernandez - The CEO of Klout@meganberry - The marketing Director at Klout

And of course the rest of the Klout Team, that built the this amazing tool!

Authors@mhandy1

@DanielaBolzmann

Daniela is a community manager at @Symbaloo and @Pixspree by day and founder of @SocialSkoop by night.*Contributor

Mike helps community managers do what they do. He has worked with several brands and advertising agencies of all sizes.

*Project Coordinator