#NewhouseSM4 Presentation by Nick Deyo Emily Maher Megan Murphy Rodney Fleming April 2, 2012

1. How your social
influence translates
to real-world
collateral
Megan Murphy
upGRADE⇧ Nick Deyo
Emily Maher
Rodney Fleming
#upGRADESU

2. INTRODUCTION
• Why we chose this topic
• “What’s in it for me?”
• What We Found
• social scoring
@NickDeyo @RodneyWFleming @eamaher90 @MeganRuthMurphy

3. Platforms Measuring Social Influence

4. Multi-Network Scoring

5. Measuring Social Influence
• What is Klout?
• Social “Perks”
• How to sign up for
Klout Perks

6. CASE STUDIES

7. How I Met Jay Fenster
@JayFenster

9. @JayFenster
Jay Fenster

10. What is Social Influence
@CaesarsPalace?
• Interaction

11. How is Social Influence
Calculated?

12. Perks @CaesarsPalace:
It's All About the Relationships
vs

13. Who Will Appreciate This?
People looking to create
memories!

14. What's the Best Perk for the Man
Giving all the Perks?
The Coffee Shop
@grouchyjohns
The Man Behind the
Counter
@jjwylie

15. Gilt Groupe Rewards Shoppers
• #giltperk
• First to offer direct
discounts consumers
could access
without being
targeted first
• Narrowing discounts
on scores ensures
brands are
attracting lifetime
value influencers -
"tastemakers"
• "Bait and Switch"
reaction

16. Launching Spotify Stateside
• #spotifyperk
• Invitation to digital
music service + 1 month
subscription to Spotify
Premium
• To reach middle
America
• Functional issues
hindered success
• 250% more traffic than
normal for both sites

17. Virgin America's New Route
• #VXToronto
• Free round-trip
airfare for new
route & invitation
to join VA's Toronto
launch event
• Success tracked
by impressions &
reach, counting
perk click-through
rate
“As a brand, we've found that social media is an informal,
authentic way for us to engage with guests and prospective
guests — and also amplify our awareness within limited ad
budgets. As we enter a brand new market we thought it was an
interesting approach to partner with clout in this way.”
– Okawa Fletcher. VA Spokesperson

18. Mark Schaefer
• Return on Influence -
The Revolutionary
Power of Klout, Social
Scoring, and
Influence Marketing
• “Unavoidably, we will be
known for our Klout scores
and followers and badges of
social proof. But the smartest
marketers will always
remember that we are
people too.” @MarkWSchaefer

19. The Future of Social Influence
from Return on Influence
• Online influence will become a
key indicator for professional roles
• Impending marketing arms race
• Online behaviors will influence
offline consumer behaviors
• Influence measurement scoring
will inspire varied treatment of
customers

20. Conclusions
“We’re at the dawn
of a new era of the
democratization of
influence.”
-Mark Schaefer

21. #upGRADESU Perk