Brand Development Influencer Marketing Luxury Luxury Brand Development Marketing Retail Social Media Marketing

Retailers must have more Klout

Social media influence is so important for a retail brand today.

Have you come across Klout yet? It’s a free tool that measures and monitors your influence across social media and gives you an indication of how you use the various social media networks. It then generates a score which you can compare against your peers. Klout has really been designed for individuals, but businesses can get some value from it too.

The magic formula for how social media should be utilised by retailers hasn’t yet been discovered, but one thing is for certain; if you’re actively using it, the rest of your marketing activities tend to hang together better and generate higher returns.

I’ve been looking at Klout for a few months now and I think it’s a good way to explore whether a brand is actively engaging in communication with its customers or has yet to get involved.

So, I’ve had a look at some of the well-known retail brands and explored how Klout measures their social media engagement. To understand the results, you’ll need to know that:

1. You are given an overall score from 1 to 100 (i.e. Barack Obama and Justin Bieber achieve a maximum score of 100)

2. Your social media style is plotted on a matrix, which looks something like this:

3. Klout measures any change in influence over time in a number of different ways. Here, I’ve looked at the change in “+k”, awarded to a brand or individual by Klout users as a recognition that you influence them. Klout users are also able to identify the areas of expertise in which you have influence. For example- we could suggest diamonds for Tiffany or Linen for Nicole Farhi. I’ve looked at the last 90 days.

4. To get an accurate score, you need to register and link up all your networks, including FaceBook, Google+, LinkedIn and FourSquare. Many of the retailers I’ve looked at haven’t done this yet so the results aren’t entirely accurate!

How did the brands perform against each other? I wouldn’t have been able to predict the results and they might surprise you.

10th: Jaeger

Score: 41

True reach: 685. Network 19. Last 90 days +K +19

Profile: Networker. Connect to the right people. Share what’s important to your audience. High level of engagement and an influential audience

9th: Erdem

Score: 51

True reach: 3k. Network 33. Last 90 days +K 18

Profile: Specialist. In your area of expertise your opinion is second to none. Content likely to be focused around a specific topic of industry with a highly-engaged audience.

8th: 3.1 Phillip Lim

Score: 57

True reach: 7k. Network 39. Last 90 days +K 20

Profile: Specialist. In your area of expertise your opinion is second to none. Content likely to be focused around a specific topic of industry with a highly-engaged audience.

7th: Alexander McQueen

Score: 62

True reach: 17k. Network 44. Last 90 days +K 29

Profile: Broadcaster. Great content that spreads like wildfire. An essential information source in the industry. Large and diverse audience that values content.

6th: Stella McCartney

Score: 64

True reach: 20k. Network 45. Last 90 days +K 19

Profile: Broadcaster. Great content that spreads like wildfire. An essential information source in the industry. Large and diverse audience that values content.

5th: Louis Vuitton

Score: 64

True reach: 19k. Network 45. Last 90 days +K 23

Profile: Broadcaster. Great content that spreads like wildfire. An essential information source in the industry. Large and diverse audience that values content.

4th: Gucci

Score: 65

True reach: 24k. Network: 47. Last 90 days +K 23

Profile: Broadcaster. Great content that spreads like wildfire. An essential information source in the industry. Large and diverse audience that values content.

3rd: Calvin Klein

Score: 66

True reach: 27k. Network: 47. Last 90 days +K 39

Profile: Pundit. Creates news and opinion. Trusted and recognized as an industry leader.

2nd: Marc Jacobs

Score: 68

True reach: 43k. Network: 49. Last 90 days +K 88

Profile: Pundit. Creates news and opinion. Trusted and recognized as an industry leader.

1st: Anya Hindmarch

Score: 79.

True reach: 100k. Network 60. Last 90 days +K +21

Profile: Taste Maker: Knows the trends but has an opinion that is respected.

What conclusions can we come to? Well the obvious one is that Klout could consider introducing a solution for brands as well as individuals.

I was surprised that some brands (Jaeger in particular) have yet to take full advantage of the potential reach through social networks. Some time spent conversing with their fanbase through Twitter would definitely give them more klout.

Improving your personal Klout score can become another digital obsession (the answer to your next question is 42) but I think that as a simple and clear key performance indicator, it’s an effective tool for businesses too.

(Featured Photo by Katya Austin on Unsplash)

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