Online influence is a puzzle wrapped up in an enigma for most marketers. What exactly is influence? Who has it? How do they get it? How can marketers tapped in to it effectively? With 3.2 billion likes and comments per day and over 400 million tweets per day, the social media world is based on how well we can sway the opinions of others both on and offline. (more...)

[typography font="Lobster" size="26"][dropcap]B[/dropcap][/typography] etween Facebook, Twitter, Google+, Pinterest, Tumblr, FourSquare, and Instagram, do you feel like you need a new social media platform?...Probably not. So then why use Pheed, the newest social media platform to take the stage?   Because Pheed creators promise this will not only be a “mashup”  of the best elements of all of these social media platforms, but it will also encourage users to upload a higher caliber of content through the use of a monetized business model. (more...)

Happy Halloween! We hope you enjoyed your weekend and find yourself sharing trick or treat goodies around the office. This week's mashup features YouTube's new content channels, Klout's upgraded scores, ASICS' RFID activation at the ING NYC Marathon, and Facebook Credits testing on outside websites.

YouTube Content Channels

YouTube is launching nearly 100 premium video channels in partnership with some high-profile names.  The channels are a way for YouTube to get more premium content on the site with hopes to generate more money from advertising and challenge cable television.  Robert Kynci, YouTube’s global head of content partnerships, wrote:  

Today, the Web is bringing us entertainment from an even wider range of talented producers, and many of the defining channels of the next generation are being born, and watched, on YouTube.

  Some of the channel producers are Reuters, Electus, Slate and The Wall Street Journal.  Other high-profile names include Jay-Z, Amy Poehler and Ashton Kutcher.  The project plans to create more than 25 hours of new programming a day.  The idea has been in the works for months and YouTube has touted the initiative as offering channels from:  

well-known personalities and content producers as well as some of the most innovative up-and-coming media companies and some of YouTube’s own existing partners.

  YouTube’s goal is to generate major bucks from these content providers, but it might take a little while.  It was reported that the video site offered the partners an advance of $5 million for a few hours of programming each week.  Once the money is returned through advertising, the revenues will be shared - the majority going back to the partner.  

YouTube holds the exclusive rights to the content for 18 months and videos must stay on the site for three years, then they can be taken down.   Here are some of the channels that will soon be launching on YouTube:  

• Awesomeness, from Brian Robbins, the producer of “Smallville”
• Car and Driver Television
• “Life and Times,” from Jay-Z
• Pop culture channel from Ben Silverman
• “Smart Girls at the Party” with Amy Poehler, Meredith Walker and Amy Miles
• “Thrash Lab” from Ashton Kutcher
• A dance channel by Madonna

Klout Scores Get an Upgrade

Last week Klout announced new changes in its scoring model that may have affected your score.  According to Director of Ranking, Ash Rust:  

[The new model] represents the biggest step forward in accuracy, transparency and our technology in Klout’s history.

  Klout Scores are computed by the PeopleRank algorithm and determines scores based on 1) how many people you influence 2) how much you influence them and 3) how influential you are.

Almost 3 billion pieces of content are analyzed daily by Klout.  The service is expanding with more networks and can be computed faster.  The Insights feature will allow you to figure out why your score has changed and what subscore and people caused that change.  Not only will you be able to see your Insights, you will also be able to see your friends’.  

Your score may change some due to the new scoring model, however, the distribution chart below shows that the majority of users will see only a small change.

 

NYC Marathon ASICS Activation

ASICS is activating its sponsorship with RFID tags for runners during the New York Marathon with the “Support Your Marathoner” project.  Runners can register for the program prior to the event and friends and family can create messages to cheer on the participant during the run.  The messages will be displayed on three LED screens placed along the marathon route when triggered by the runner as they run past them by the RFID tags they will be wearing.   The activation started during last year’s marathon, but this year has grown to include Facebook to gather messages, video and images from the participant’s supporters.   After the race, runners will be able to see a gallery of images, video and messages that they may have missed while running.  Currently “Support Your Marathoner” has received over 2,750 messages since launching in mid-October.

Facebook Credits Coming to Outside Websites?

Facebook’s form of payment, Facebook Credits, may be coming to a website near you.  Last week Facebook developer’s blog reported the following:  

We have begun working with a few developers to test the ability to offer Facebook Credits on websites, with the goal of helping them offer a more unified app experience to users beyond apps on Facebook.

  The first site to add the virtual payment is Collapse! Blast on Gamehouse.com.  Rather than using PayPal or credit cards as payment, users can now use Facebook Credits with 30% of profits returning to Facebook.   The payments are currently in a testing stage, gathering developer feedback.  If you are interested in signing up to try out Credits on your website you can sign up here.  Do you think Facebook Credits will be the new form of online payment in the near future?

Yesterday, Klout, which measures social media influence based on a user's ability to drive action among friends and peers, released a blog post rating the top 10 most influential MLB baseball players on rosters of playoff contending teams.  

In case you are unfamiliar, Klout pulls data from various social media websites in order to determine an individual's influence on the web based on three specific categories:

 

1. True Reach: How many people you influence
2. Amplification: How much you influence them
3. Network Impact: The influence of your network

 

According to the San Francisco based start-up, Red Bull athlete, Philadelphia Phillies MVP shortstop, and Activ8Social client Jimmy Rollins has the highest Klout score among all players in the MLB playoffs in 2011. Check out the rest of the list from Klout to see if you’re favorite player made the list of most influential baseball players on the web.

Although NFL players might not have the same Klout as Justin Bieber (he's only 100 out of 100), they are pretty influencial. The end of the lockout brought happiness to households all around America and proof that Sunday might not really be the day of rest. No one questions that the NFL dominates Sunday and most of Monday night, but just how much do NFL players influence us online on a daily basis? Well… Klout has recently released a blog post highlighting the top 10 Klout scores in the NFL.  

1. Chad Ochocinco • @OGOchoCinco • Facebook

  What can be said about Ochocinco that hasn’t already been said? He is the NFL’s Social Media king. He even created @Priusgangordie to promote the Toyota Prius. The only question that remains is will Ochocinco still be Ochocinco in “Heaven?” Heaven of course being the name that Chad has given to his new home in New England? Will Billicheck keep 85 on a tight leash monitoring his constant communication with fans and propensity for saying whatever he feels like saying.  Word on the street is that Chad is still looking for a Roomate in Boston, so maybe some lucky Bostian will learn his social media secrets.

  2. Reggie Bush • @Reggie_Bush • Facebook   Activ8Social has helped shape Reggie's social media strategy more than two years so we are particularly proud of this Klout rating. Back in September 2010 when the Saints played in the NFL season opening game against the Vikings, A8S was there with @redbull athlete Reggie Bush to give back to fans in the streets of New Orleans. We can't say for sure but we think the #RedZones scavenger hunt helped Reggie's Klout! When he was wearing #5 at USC, we all knew we were watching an athletically gifted football player. While Reggie never grabbed the started running back role, he did play a critical role in the New Orleans Saints road to Super Bowl victory, including his SI magazine cover moment on the field (ironically against the Miami Dolphins). With Reggie moving his talents to South Beach, it's only a matter of time before @KingJames and @DWade chat it up with Miami's newest sports personality. Between his enigmatic play on the football field coupled with his @KimKardashian aided celebrity status, who wouldn’t want to read this guy's tweets?  

  3. Mike Vick • @MikeVick • Facebook

Regardless of your personal feelings or convictions about Vick, there is no denying that the man is an exciting football player. Playing in the city of brotherly love is exactly what the doctor ordered for QB #7 ... winning sports games in Philly is to win the hearts of the people. There's no arguing that point. Whether it's to criticize or to admire, Americans are hanging on to this man's every move given the enormous amount of controversy surrounding his return to the NFL after two years in prison. Now with Philly looking at a Super Bowl or bust this year, Mike Vick is positioned to become the epicenter of attention among NFL players online thus lending himself to a case study of brand image rebuilding 101, good or bad depending on the outcome.  

 

4. Tim Tebow • @TimTebow • Facebook

  Who says you need to start at quarterback for your NFL team in order have one of the top selling jerseys in the league or even have influence on line for that matter? At the age of 24, Mr. Tebow, affectionately known as "Football Jesus" to many, already has a biography to his name and yet he has only scored a handful of touchdowns. From the University of Florida to the Mile High City, everyone in Denver and the sunshine state is ready to get behind the Facebook and Twitter accounts of one of the most beloved college football players in recent memory. Whether Tim is Twitter battling with ESPN analysts named Merril Hoge or running the Wildcat, fans are following his every move. Soooo, at this point, we’re just wondering if Kyle Orton follows Tim on Twitter and if he’s worried that the more people Tebow influences the more people will want to see number 15 star.  

 

5. Braylon Edwards • @OfficialBraylon 

 

Former University of MIchigan wide receiver Braylon Edwards is no stranger to controversy. He's certainly no Chad Ochocinco or Terrell Owens, but catching footballs in the NFL apparently doesn't something bad to the prefrontal cortex because Edwards doesn't seem have the appropriate social filters at times. Earlier in the month, the Pro Bowler tweeted before and after a bar fight that he has adamantly denied involvement or any wrongdoing. Nonetheless, Braylon Edwards boasts over 100k followers backed by fans from one of the largest public universities in the United States. When it all comes together, people listen and respond to the free agent soon to be 49ers wide receiver, whether good or bad.

 

  For the rest of Klout's Top 10 most influential NFL athletes using social media, go ahead and take a look at the graphic below:  

  Who's your favorite athlete to follow on Twitter and Facebook and why do you follow them?

Earlier this week, I received a tweet from @KloutPerks alerting me to the fact that I was eligible for a free $10 gift card to Subway restaurants because of my Klout. After clicking through the link, I became aware that the world's largest fast food chain wanted me to try it's new fresh avocado option on its subs and sandwiches.  

To be honest, as much as I read the likes of the Wall Street Journal, CNN Money, and Fast Company, I somehow missed the industry news that Subway was rolling out an avocado spread (not to be confused with guacamole which has other ingredients beside the fruit) and fresh avocado slices nationwide. My guess is that this simple fact met one objective of the company leveraging Klout—raised awareness.

Upon arriving at Klout.com for my new perk, I was greeted with the landing page shown below which informed me, the consumer, that Subway restaurants had started "serving a creamy avocado spread made entirely of fresh avocados and containing no preservatives or additives". A far cry from a foodie, I am not ashamed to say that sometimes I grab a quick meal from Subway, Quiznos, or Chipotle to meet my on the go lifestyle. This coupled with my love for social media drove me to quickly entertain the promotion by signing into Twitter and moving onto the next step.

If you have never received a Klout perk, it's important to know that the service requests your names, mailing address, and phone number (optional). Klout seemingly serves four (4) measurable goals for a partnering brand: 1) identification of relevant and influential consumers, 2) increased awareness of a product launch/campaign, 3) consumer contact database info, and 4) trial usage of a product/service.

After providing all necessary information, I decided to share the tasty news of Subway's new avocado options, which cost $0.50 to $1.00 extra on all sandwiches and subs other than the Turkey & Bacon Avocado sandwich. Seeing how this only my second Klout Perk in recent memory, I was eager to show off what I had earned to family and friends (you can see my not so exciting Tweet below).

Launched in 2009, Klout has raised $10 million in funding and already undergone a re-branding effort. The service originally only measured reach and influence of people on Twitter but has recently added Facebook and LinkedIn to the algorithm (but only if the user connects the latter two social media identities). Foursquare is on the way.

For those of you who are not intimately familiar with Klout, I should clarify that the service measures your social influence. It does not, on the other hand, monitor your social media activity, meaning the service is not going to identify which one of your recent tweets reached the most people online. Klout leaves those details to other existing services.  

Klout claims to not only target the "A-List" of social media but instead makes it their mission "to help every individual understand and leverage their influence thus aiming to be the standard measure of influence on the social web.

  A Klout score ranges from 1-100 with higher scores representing a wider and stronger sphere of influence. The company's algorithm considers three main factors when calculating the score: 1) Network Influence which is the influence level of the person's engaged audience, 2) Amplification Probability which is the likelihood that a person's content will be acted upon, and 3) True Reach which is the number of engaged people in a user's network.

Klout is not without critics and understandably so. One of the major flaws in Klout's scoring system is that it fails to take into account a sentiment measurement, meaning the service only measures raw reactions and network growth. Some pundits also knock Klout for generalizing influence. Just because person X has a super high Klout score of 79, doesn't mean we should trust them on every subject they form opinions on but that's where the Klout Perks system tries to step in and precisely pinpoint the most effective influencers for partnering brands.   Some companies are buying heavily into Klout's measurement system. The Las Vegas Palms Hotel and Casino made major headlines last fall by announcing they were building "The Klout Klub," which allowed "high-ranking influencers to experience Palms' impressive set of amenities in hopes that [those] influencers [would] want to communicate their positive experience to their followers."   Despite it's shortcomings, I agree with Dan Schwabel who says "we are living in a world now where visibility creates opportunities and reputation builds trust." Dan calls it the "Reputation Economy". In fact, just two weeks ago, Klout announced the release of their +K button. A smart move in my opinion because the service is essentially turning to a user's peers to crowdsource that user's authority thus lending more to the idea that people are increasingly accountable for the opinions they share online.   As the world becomes more digitally integrated, information become instantly accessible, and the social web becomes smarter, I wouldn't bet against Klout in the long run as the necessity for brands to find influencers in their respective markets and sway their opinions will only become valuable.

If there is one thing that Charlie Sheen is definitely #winning at right now, it's the social media game.  In case you haven't been following celebrity news (or mainstream media for that matter) as of late, Charlie Sheen has been a bit of a loose cannon on radio and television, but he's certainly been entertaining to say the least. This interview on Good Morning America serves as a good example. (more...)