What Really Happens When Influence Increases?

Crowd of InfluencersJoe Fernandez of Klout recently said Klout’s goal is to help every person maximize their individual influence.

It is no secret, as a marketer you want to influence purchases. You use advertising, content marketing, PR, and the influencer programs Klout wants to sell, to change perceptions and purchasing behavior.

But what would happen if Klout achieved this goal and every person became more influential? How would it impact you as an individual and as a B2B marketer? [Read more…]

Klout’s Best Move: Making You Not Care About Your Score

KloutWere you upset by Klout’s recent algorithm change? Do you pay less attention to Klout than you did before the algorithm changes? If so, you may be doing exactly what Klout wants you to do.

If you care about grades in school, you study for your exam. The algorithm is clear (test results, possibly quizzes, attendance or participation) and you work to influence the result. [Read more…]

Influencer Marketing: 10 Questions for Successful Plans

I do not want you to buy my product. I do not even want you to use my product. I want other people to buy and use my products and services because of you.

Influencer marketing is fundamentally different. You are marketing to individuals that influence a decision made by someone else and your goal is to see that influence benefit you.

So how do you plan and measure an influencer marketing program? Here are 10 questions that will help refine your goals, the barriers marketing needs to overcome and how you can measure your campaign. From there, you can begin to develop your strategy and plan. [Read more…]