Posts Tagged Klout

Book Review: Klout Matters

Posted by on Sunday, 22 December, 2013

Klout_MattersKlout Matters (Gina Carr and Terry Brock) is as close as you can get to a book-sized advertisement for Klout, without it being written by Klout.

If you’re wanting to know how to game your Klout score, then this is the book for you. Yes, I went there. Despite how many times the authors claim you can’t and they’re not instructing how to game Klout, this is a book how to game your Klout score.

The authors want this book to be a fair, definitive guide to Klout. There’s even an entire chapter on Klout’s shortcomings. It’s towards the back and positioned as their wishlist for development. Despite my personal dislike of Klout, I’m trying to be fair in this review. Author bias aside, there’s one major flaw with this book, the editing. I’m not sure any was done. My copy was a pre-release from NetGalley, a few days before its official release, so I can excuse the switching between podcast and pod-cast. I can’t excuse the inconsistent claims and weak narrative.

With some editing, this could be great. I’m afraid many would put it down before getting to chapter four and discovering why a Klout score is important or relevant. Also, mid-way through we’re told we must be content creators, but later we’re told to be expert content curators. Which is it? Personally, I think a mix. I’m also not sure who the book is targeting. It’s 90% at individuals for personal branding, but then a random corporate reference appears.

The marketing concepts are also a tad dated. Audiences and targeting are rarely mentioned, even within the tips on using social media to increase your Klout score. Chapter ten is definitely the most useful. It discusses getting to know your key influencers, putting value first, and, amusingly, that it’s not all about your Klout score.

Who is Klout Matters for?

This is tough. Probably people who are wanting a numeric score as a trophy, and are trying for freebies from companies. Not marketers who are wanting to see if Klout is relevant for their brands.

If there’s a second edition, with some strong editing, Klout Matters can be a useful book. Assuming Klout still has clout.

Direct mail isn’t dead. Ricola shows how it’s done.

Posted by on Thursday, 19 December, 2013

For the last few years the focus has been on digital. It’s faster, cheaper and can be more innovative. Many called it the death of direct mail.

Ricola shows it’s not dead. It’s just been neglected.

A few weeks ago Ricola offered me a Klout Perk. I like their lozenges, it’s cold season. I thought, why not? I was expecting a small padded bag in the mail.

Today, this box was delivered.

Ricola Direct Mail

I was impressed. It’s big, about 12″ long. It’s strongly branded. The postage label says it cost a whopping $8.90 to deliver.

Then I opened it…

(Turn up the volume)

Impressed? I am. Two packs of Ricola lozenges were inside the massive “lozenge”. One original flavor and one of their new extra strength menthol mint flavor.

While taking the photos and filming the box, all I could think was, “It’s a singing box!”.

Cough lozenges are a difficult thing to promote. No one actually likes them, because you only need them while ill. There’s minimal product differential, and low involvement.

Which is what makes this campaign by the Ricola marketing team so brilliant. Even though the packaging is the appeal, I know the lozenges are made from a Swiss recipe with herbs, and Ricola has a yodel catch phrase. Yes, I’m likely to buy these cough lozenges, and I’ve shared packaging photos on Instagram, Twitter and facebook. I guess that means I’ve behaved as desired.

Would I do anything different?

I’m not convinced on distribution via Klout. Generally, it’s a terrible way to identify influencers, but cough lozenges are a very difficult product to promote. I can’t think of a way to do it otherwise. Remember, they didn’t want their existing fans (they’ll buy and share anyway), and no one really wants to talk about illness.

Disclaimer: As mentioned, these were a gift via Klout. I’m sure you agree though that it hasn’t influenced my opinions. The packaging is brilliant marketing.

Ricola Direct MailDirect Mail Ricola

My social media life according to Klout

Posted by on Thursday, 22 September, 2011

I admit that I’m inconsistent on social media. I play in a lot of areas, but also work on many other social media projects too.

Klout thinks I’m more consistent. If I’m not active on my personal channels, I’m busy with the IABC/Seattle Twitter account.