Tag Archives: fan page

Involver & Klout for Cool Kids Only?

27 Jun
Involver, Klout, Audi

Last week Klout and Involver partnered together to do something very interesting on Facebook.

First, you should know what Klout is about. Klout is a tool that measures social influence across the web. The higher the Klout score, the higher the social influence, at least to according to the people at Klout. 

Involver is a social media management system that allows brands to publish, monitor, measure and manage social media content across multiple social networks in one dashboard.

Now that the formal introductions are out of the way here is what they have done.

Klout and Involver have allowed brands to deliver specific content to fans with a specific Klout score. The greater your “Klout” score the more exclusive content from the brand will become available to you. In theory this seems like it could be a rather interesting way to deliver specific content to a fan with a larger social reach than other fans with a smaller social reach.  While the two companies should be applauded for opening this proverbial door of social reach potential there are still some major fundamental problems with it.

Problem #1

The announcement of this partnership came with an example. If you visited the Audi USA Facebook page you were greeted with a message prompting you to “Get your Klout Score and download your Audi Le Mans desktop graphic.” Clicking on this image will prompt you to authorize access to your Klout Score and thus allow you to download the Le Mans graphic image. I wasn’t a fan of Audi before I authorized access and despite allowing Audi access to my Klout Score I wasn’t prompted to “like” the Audi page so I took my Le Mans graphic and ran. Since Audi doesn’t even gain a fan from me authorizing my Klout score there just doesn’t seem to be a lot of value here especially after just giving me an image to download.

Problem #2  

Having a higher Klout score will give me access to “more exclusive” content. So if I am not constantly working on increasing my Klout Score am I not worth it to the brand to give me access to something exclusive? According to Involver “the Klout Coupon App is an innovated way to engage users while targeting your most valuable promotions to your most influential fans.” Again, I guess since I do not spend 12 hours a day tweeting and increasing my Klout score I am not worth receiving that special promotion.  Cool kids only I guess. 

Right now there just doesn’t seem to be much value to this interesting play from Involver and Klout but that doesn’t mean that there wont be.  On one hand the brand really isn’t giving anything away of any value and on the other hand the brand makes itself seem like they will only cater to the really “popular kids.” There is a fine line here that needs to be balanced but I believe with a bit more thought and strategy surrounding it, things can be rather beneficial for both the brand and the fan. Kudos to Involver and Klout for opening this door of social influence now we just have to see if it makes sense for us to step through it.  

Don’t Leave New Fans Stranded on Your Facebook Page

20 Apr

Flip Burger Atlanta

While I appreciate your attempt to be socially engaging with your brand you haven’t really done anything to be socially engaging. Indulge me for a moment.

As I am sure you already know, its all the rage these days to build an engaging Facebook page if you plan to cultivate a following and rightfully so. Taking advantage of the tools that are out there to help you create a fancy Facebook page makes sense for your company and your fans.  But whatever you do, don’t leave your fans stranded on your page with nowhere to go or nothing to engage in.

Let us use Flip Burger here in Atlanta as our case in point and let me add this as a disclaimer, I love this restaurant. Seriously, they are amazing if you are looking for an incredible burger and shake but lets break down their Facebook page for a minute.

When you visit the page you see this wonderful image of one of their killer milkshakes prompting you to like their page and “sign up and join the conversation”.  Ok, sounds good right? Click on that “like” button notice NOTHING happening? I’m stranded on their Facebook page with nothing to do, I was ready to sign up and join the conversation. Hell, it doesn’t even take me to their wall, I’m stuck looking at this picture of a milkshake. I liked the page and nothing happened, what gives? This is a missed opportunity for Flip Burger; at the very least they could have captured my information once I clicked that like button. After all I was ready to sign up.

So what am I rambling about?

What I am referring to is what I call “Fan Gating” your page. Creating an image, similar to the one you see on the Flip Burger page that is designed to prompt a user to click that magical little like button. Once that user clicks “Like”, that image should be replaced or “turn over” to display some sort of exclusive engaging content for that new fan.  What we are doing is saying to our potential fans, “hey like us and check out something really cool” or “like our page and we will give you an exclusive coupon to redeem”. In the case of Flip Burger, according to their “sign up and join the conversation” message, that page should of flipped over and displayed some sort of sign up form. It could be a sign up for a mailing list, a coupon, a giveaway or really anything else they would like to offer. This way at the very least they are capturing that users information for future marketing efforts.

Here is the Flip Burger page:

http://www.facebook.com/flipburgerboutique

vs.

A proper fan gated page by The Milwaukee Motorcycle Clothing Company

http://www.facebook.com/MilwaukeeMotorcycleClothingCompany

As I said this is a missed marketing opportunity but nonetheless an awesome burger and shake, if you’re in Atlanta I suggest you get there, NOW.

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