Learn how the benefits of using Digital Online Influence tools to help build your personal brand or company! A presentation by Gencan Lam and Kyle Irani

1. DIGITAL
ONLINE
INFLUENCE
BY: GENCAN LAM, KYLE IRANI

2. “Think like a publisher, not a marketer.”
- David Meerman Scott, American Online Strategist

3. What in the world is
Online Influence?
The ability to make you think or do
something based off an individual’s
words through an online medium.

4. Vanity Metrics?!
 Number of Facebook Fans/Reach
 Number of Twitter Followers/Reach
 Number of App downloads
 Number of Registered users
 Total email addresses

5. Images Courtesy of allfacebook.com

6. It Help businesses
 Differentiate themselves
 Healthy margins
 Builds relationships Images Courtesy of impactlearning.com
 Builds trust (information shared)

7. Where is Online Influence
Beneficial?
B2B B2C
 Contribute thoughts  Connects brands and
and show leadership to consumers
their industry  Keep customers
 Reach new customers engaged
 Attract top-notch  Attracts customers to
employees locations

8. Online Influence Tools
Images Courtesy of agendacom.com

9.  Sign-in with Facebook or Twitter
 Measures online influence
 Your score represents your online influence
out of 100
 Quick fact: Klout Score of 50 or more represents
the 95th percentile of population!
 How many people – True Reach
 How much you influence – Amplification
 How influential they are – Network score
Images Courtesy of Klout.com

10. #Linsanity
 Jeremy Lin, Point Guard for the New
York Knicks
 Former Asian-American Harvard
player who no one knew about
 Led the Knicks to an amazing
9-2 streak
 Each victory and the rise in online
buzz correlated with his rise in
popularity
 Klout score grew from 57 to 84 in less
than a month!
 His twitter follower grew from
100,000 to 700,000 in 2 months
Images Courtesy of Klout.com

11. Cont’d
 How the score is based; All Activity on
 Twitter, Facebook, Tumblr, LinkedIn, FourSquare,
MySpace, Instagram
 Earn Klout Perks based on your influence
for exclusive access to products and
experiences from top brands
Images Courtesy of Klout.com

12. How is KloutPerks useful for business?
 Audi 2011 A8
Launch Event
 Mission: Target -> Engage -> Amplify
 Invited the top 217
influencers in design, luxury
and technology
 Test drove at the event
 As a result, the influencers
reached 3.1 million people in
North America and left 51.14
million impressions
Images Courtesy of Klout.com

13. Another Example of a Klout Perk!
Gilt Gives Discounts to Match
Klout Scores
By Liz Gannes, March 5th, 2012
 Gilt offering discounts based on Klout scores
 For example;
 Klout score of 20 will give you 20% off Gilt purchase
 Klout score of 60 will give you 60% off Gilt purchase
 Limited number of discounts each day
 As a result, this campaign drew lots of people visiting and inquiring
about the website!
Images Courtesy of Klout.com

14.  Measures solely on Twitter influence
 Score increases by retweets, @replies, followers
 Score ranges from 1 to 1000, with higher scores representing
greater influence
Influence Points Distribution Outreach Points Distribution
Retweet, <10,000 10 points Retweet 10 points
Retweet, >10,000 25 points @reply or mention 10 points
Retweet, <100,000 50 points Follow a(n) @name 1 point
New Follow 1 point
Images Courtesy of Kred.com

15. Cont’d
 Offline Kred
 Only influence tool to include points accrued for ‘real world’ accomplishments such as:
 Frequent flyer medals, memberships, degrees, ceremonies, sports, charities
 Kred communities
 Interest-based community membership is determined by words used in a person's Twitter Bio as well
as keywords and hashtags they have historically used in their posts
 Kred score is relative and ranked from within your own
community
 Other things that are analyzed include top communities, most
used #hashtag, most clicked links, and levelling up
Images Courtesy of Kred.com

16.  How is Kred useful for business?
1. Huge opportunity to expand network
2. Helps identify the most respected and influential
people within your own community/ network
3. Builds influence by people passing along your
message across and amplifying it through
tweets, retweets and followers
Images Courtesy of Kred.com

17.  Sign in with Facebook or Twitter
 Measures online influence
 Through Twitter, Facebook, LinkedIn, Quora, and
Blog Stats
 Able to indicate your most talked about topic
 Overall score based on 8 benchmark topics /
communities out of 100
 Therefore, you must be influential on all aspects
Images Courtesy of Peerindex.com

18. Cont’d
 Score is based on
 Authority – how much others rely on your
recommendations
 Audience – the number of people who are impacted by
your actions
 Activity – how much you do that is related to the topic
community
 Obtain PeerPerks on products that you
are influential on
 Very Similar to Klout!
Images Courtesy of Peerindex.com

19. How is Peerindex good for
business?
1. Shows the importance of participating in meaningful
exchanges of information online
2. Helps identifies the authority of members and the
people who follow them
3. Identifies and prioritizes the most talked about topics
and people in social media as a whole
Images Courtesy of Peerindex.com

20. Spot Influence
• A tool used to find contextual influence
• Measures three main criteria:
1. Relevance
2. Reach
3. Impact
• With these metrics and there specific
calculation they can find out how influential a
company or individual is.
Images Courtesy of Spotinfluence.com

21. For Profit & Non Profit
Organization
Images Courtesy of dypadvisros.com

22. For Profit Companies with Online Influence
• Starbucks Coffee is a thought leader on Klout
• Influential in 15 topics:
1. Coffee
2. Starbucks
3. Branding
• Klout Score of 78
• Over 2,000,000 followers on twitter alone
Image Courtesy of Starbucks.com
• Obama 2012 Campaign has been steady on Klout
• Influential in 20 topics:
1. Politics
2. Business
3. Government
• Klout Score of 91
• Over 13,000,000 followers on twitter alone
Image Courtesy of advocate.com

23. Non-Profit Organization
Beth Kanter
Co-Author, The Networked Nonprofit Image Courtesy of Twitter:@Kanter
CEO of Zoetica, nonprofits and socially conscious companies
 bethkanter.org, longest running and most popular blogs for nonprofits orgs
 The first person to use Twitter for fundraising in 2007
 Internationally recognized trainer who has developed and
implemented effective sector capacity building programs that help
organizations integrate
 social media
 network building
 relationship marketing best practices
 Designed workshops and training programs
 Named by Fast Company Magazine as one of the most influential women in
technology and one of Business Week's "Voices of Innovation for Social
Media"
Images Courtesy of bethkanter.org

24. Non-Profit Organization
Image Courtesy of Twitter:@Invisible
Jason Russell
Image Courtesy of YouTube
Co-Founder/ Film Maker of Invisible Children
Non-Profit Organization
 Programs rely on talented staff, volunteers, young activists who want to use their voices for peace
 Headquarters in San Diego with offices in a vast amount of offices in Central Africa
 Mission: A partnership between Invisible Children and LRA-affected communities
 Enable children to take responsibility for their futures
 Quality education, mentorships, the redevelopment of schools, and financial stability,
Civilian protection and rehabilitation.
Image Courtesy of Facebook.com
Image Courtesy of YouTube.com
Image Courtesy of Time Magazine

25. Non-Profit Organization
Donna Norton
Campaign Director, MomsRising
Women who have been unable to purchase health insurance
because of a pre-existing condition such as cancer or having
been pregnant now have an option to obtain the insurance they
need through the new Pre-Existing Condition Insurance Plan.
Image Courtesy of Twitter:@momsrising
 Working to bring together millions of people who share a common concern at all
income about the need to build a more family-friendly and equity-centric America
 Goal is to positively change the policies at congressional and State levels
 Twitter Account @MomsRising
 15,831 followers
 10,160 tweets
M Maternity and Paternity Leave
O Open Flexible Work
T Toxic Free Families
H Health care for Kids
E Early Care and Education
R Realistic and Fair Wages
S Sick Days, Paid
Images Courtesy of momsrising.com

26. Suggestions for Businesses!
1. Trying new things = learning new things!
 Try out different tools to see which one works best for you
 Most of the tools offer free versions that allows you to get a first
impression
2. Expand Your Network Online!
 Always try to meet new people
 Use tools to find the community or group of people that has a
similar passion as you
3. Quality over Quantity
 When creating/ blogging messages online, try to create quality posts
rather than repeated messages
 Remember, everything you post online are published! Like it or not!

27. Resources
Image Courtesy of Artofhustle.com

28. Why Klout really matters:
Money, Money, Money!
By Derrick Harris, March 13th, 2012
http://gigaom.com/cloud/why-klout-really-matters-money-money-money/
 Social media influences search results
 Twitter activity translates into Twitter
influence
 Business partners pay Klout to put their perks
for the “right” set of people
 If they like it, they will express their feelings
via social media
Images Courtesy of Klout.com

29. A Website measures online
influence, which is more valuable
than you think.
Toronto Sun, May 10, 2011
http://www.torontosun.com/2011/05/09/a-website-measures-online-influence-which-is-more-valuable-than-you-think
 Social media becoming the worlds biggest
popularity contest
 Influence is the ability to drive action
 Beginning of an era where people have become Image Courtesy of Torontosun.com
publishers, and Klout is the first of its kind when it comes
to measuring the influence of these micropublishers
 Everything you post online will be graded

30. Additional Resources
 Ways to increase your online influence:
 http://www.copyblogger.com/increase-influence-online/
 Developing the Organization’s Online Influence
 http://blog.prnewswire.com/category/online-influence/
 How to manage Online Influence
 http://www.link-assistant.com/blog/how-to-manage-your-online-influence/
 Why to be active in Online Influence
 http://www.brandignity.com/2011/04/increase-online-influence-tips/
 Tools To Boost Your Online Influence
 http://www.theglobeandmail.com/report-on-business/small-
business/digital/web-strategy/tools-to-boost-your-online-
influence/article2231866/

31.  Why Klout Is Really And Truly Valuable
 http://marshallk.com/why-klout-is-really-and-truly-valuable
 The Difference between Popularity and Influence Online
 http://paidcontent.org/article/419-the-difference-between-popularity-and-
influence-online/
 Why Small Businesses Should Care About Their “Social
Influence”
 http://www.entrepreneur.com/blog/222505
 The Rise of Digital Influence and How to Measure It
 http://www.briansolis.com/2012/03/report-the-rise-of-digital-influence/