I dig Klout Perks. A lot. Why? Because I get free stuff. And I have to hand it to Klout: They’re figured out a clever little revenue model for their influence engine. Everybody wins in this game:
1. So-called “influencers” get free stuff.
2. Klout gets paid to help identify them for clients, reach out to them, and serve as a middle-man of sorts.
3. Brands get a deeper degree of exposure for their investment than through traditional advertising (even on social media channels). At least in theory.
This is the second Klout Perk I have received thus far. The first was a Nike golf jacket from TNT’s cop drama Southland. I don’t play golf, but it makes for a nice outer layer after a good cold weather run. It came with a nifty little card from TNT too, with flashing police lights and a police siren, and an invitation to catch the season premiere of their show. Nice touch. Somebody at TNT put a little effort into that promotion, and I have to give them props for that.
Today, what the FedEx man brought to my door was a box from Klout Perks containing some Audi swag: A ceramic coffee mug, and an aluminum LED flashlight/emergency glass-breaker. I dig them at least as much as my Nike jacket from TNT. The flashlight and the mug are both going to live in my car. The jacket is a semi-permanent addition to my gym bag. These items have already embedded themselves into my everyday life. In that, there’s a win for TNT and Audi already. And Klout Perks. And me.
Maybe if I ever become cool enough, I will be invited to participate in more Klout Perks promotions. Last month, some of my peers received free PSPs from Sony. Others are scoring free airline tickets and who knows what else. That sounds pretty swell to me. Seeing that I fly a lot AND am an ardent gamer (I don’t like to admit it, but it’s true,) I should probably fit in some airline or electronics advertiser target demo somewhere, right?
Wrong. I don’t.
Don’t get me wrong: This isn’t a complaint. I am lucky to get anything for free and treat every package from Klout with the giddiness of a six-year-old on Christmas morning. But as much as I like to cast a nod of approval in the general direction of KP’s model, I can’t shake the feeling that something is amiss with the targeting.
Case in point: I don’t play golf. I’m a triathlete. The closest I ever get to a green is when I run or pedal past it. I don’t even watch it on TV. (Tiger who?) I’m also not a fan of cop shows. I haven’t watched an episode of Law & Order in 10 years. I don’t even watch CSI. Yet TNT decided to target me for their Southland promotion? Me? 1. The guy who never blogs or tweets about what he watches on TV? Am I really an “influencer” when it comes to TV shows and police dramas? 2. Someone who doesn’t play golf and doesn’t even like the sport? Thanks for the free golf jacket, but… maybe the Klout computer targeted the wrong guy for that one?
As for the Audi swag, what’s the idea? That I will blog about it? Okay, I just did. I just showed off the mug and the flashlight and mentioned the Audi brand several times. I’ll even tweet a link to this blog post in a few minutes and get Audi a few extra impressions. And it is worth mentioning that I love Audi. I drive a VW Passat now, and nothing would make me happier than to upgrade to an A8 or even an R8. (See photos below.) Every time I see those unmistakable LED headlights on the road, I wish it were me behind the wheel. But… does Audi expect that a free mug and flashlight swag combo will either accelerate or strengthen my resolve to buy an Audi in the next 4-12 months?
The thing about the Audi promotion too is that, unlike the TNT campaign – which had a little flair and what felt like a personal touch (a Klout box, a card and a little drama to the packaging) – it feels like an afterthought. The box didn’t have any Klout or Audi markings on it. There was no card or note waiting for me inside. No Audi brochure. No DVD catalog. Not even a fake personal note. No call for action. No hello. No “thanks for being a fan.” Nothing. Just bubble-wrap, a mug, and a box from a warehouse in California marked in Sharpie with a scribbled #830 on the side. I wonder if #1 through #829 feel like maybe something might be missing too?
What kind of relationship is Audi building with people like me through a promotion like this? What kind of message is it sending? That it can afford to mail off hundreds of boxes of swag on the off chance that someone will tweet about them? Okay… But then what? As much as I like the swag (thanks Audi and Klout,) Audi has missed an opportunity to say hello and pull me into its world. Even with the mug and flashlight in my sights every day, I doubt that they will influence a purchase anytime soon, or even a recommendation. (This is, after all, about word-of-mouth, isn’t it?)
And that’s too bad because done right, a promotion like this could have yielded some solid results as opposed to just a few neutral mentions of the brand on WordPress, Facebook and Twitter. There’s a lesson in this somewhere. Maybe even two:
1. Definitely use Klout Perks promotions to reach potential customers, but target your “influencers” better. Put a little effort into it. I don’t know… a little keyword analysis, maybe?
2. How you produce these promotions matters at least as much as what you send in the box. $50 worth of swag can be a complete waste of money if you forget to add the all-important $0.99 cents worth of personal touch. Like… you know, a hand-written post-it note with a Twitter account for a signature, or a postcard with a specia url, or a polaroid picture of the swag staff. It doesn’t matter. You can be as traditional or as innovative as you want, but give us something more than just bubble-wrap and wrinkled packaging paper. Delight us with a little attention. A little secret handshake. Something. Anything. Don’t just send us free stuff with your logo on it. It isn’t really the Koozie we care about. 😉
Oh, and Klout people: whatever list I need to get on to be upgraded from “swag” to “product,” (you know, like getting a free PSP or scoring a round trip to Austin) go ahead and add me to it. I still want the pens and keychains, but I’ll take the XBox games, the Kindle covers and the iPads as well. Cheers.
In fact, to help you target me better for future promotions, I’ve even put together this little list of things I like and don’t like, so you’ll have a better sense of what will yield the best results –
What I like:
Electronics – laptops, tablets, mobile devices, storage, e-readers, media players, flat screen TVs, game consoles
Automotive/Cars/motorcycles – any brand
Cheese
Triathlon, cycling, running, swimming, fitness
Bike tires, especially from Michelin.
Nutella
Travel – airlines, rental cars, hotels, restaurants
Watches and writing instruments – Bell & Ross, Panerai, Tag Huer, Mont Blanc
Fine spirits, wine, tea and coffee
Clothing – Smalto, Façonnable, H&M, Kenneth Cole, Weston, Diesel, etc.
Photography – Especially Canon, Leica and Kodak, but I won’t poop on Nikon or Minolta.
Outdoorsy stuff like skis, scuba gear, gore-tex apparel, backpacks, chainsaws… that whole thing.
Chihuahua accessories
What I don’t particularly like:
Baggy clothes
Golf
Excess sugar
Glenn Beck
Celery
Impersonal packages and promotions
Monosodium Glutamate
The bandwidth that encompasses Entertainment Tonight and American Idol
Spam
Bad grammar
Themed ties (you know, like… golf, Christmas, trains, etc.)
Paper cuts
Having said that, I’m pretty stoked to be getting anything for free (except paper cuts), so keep the perks coming, Klout. I look forward to the next promotion. (And remember: product, not just swag.)
**** ****
Bonus: In case you were wondering what the blurry bits are in the background of that photo (taken at my desk):
From left to right: My trusty Sony VAIO laptop, a Dynex flat screen monitor, my favorite Swag Club magnetic calendar (a company so badass and exclusive, they operate without a website), the Brandbuilder’s official Xbox 360, 3 pairs of KAI shears (the best scissors I’ve ever owned, bar-none), postcards I haven’t sent yet, mail from my publisher about this, a bonded black leather folio from PRCG, a red Moleskine notebook, an Ikea wall magnet “Spontan” thingamajig (301.594.56), a French desk calendar (thanks, mom), a red leather desk blotter, a stainless steel container, and a nifty little Post-It sticky tab dispenser. On the magnet thing: A well-written personal note from a relative, Post-It notes ready to serve, cab fares in Euros, Canadian and Australian dollars, and Dirhams from the UAE, and French boat/ship driver’s license in case I should ever come to need it.
#InsideLookIntoTheTBBoffice
Carry on. Nothing to see here.
Brand Building and Online Marketing Blog 
First thing that comes in mind : Your desk is so tidy!
It doesn’t always look like that. Its other mode is “did a grenade go off in here?”
It gets bad.
*takes deep breath* In an effort not to whoop and holler here in comments or write an entire novel…Can I just instead give you Kudos and Props!! I love Klout Perks and think they are onto something yet it falls short whether that is on Klout’s end or the Brands end, who knows. Thank you!
So it isn’t just me? Whew.
Nope and have blogged about it a couple of times, specifically to Audi!! Heh, maybe that’s why you got the pencil holder!!
While I do enjoy Klout Perks, this is a sad one. I never thought the flashlight would be the cooler of the two gifts, but I’ve already Velcro’d it under my seat.
The ironic part, which makes me sad and laugh at the same time, is the complete lack of thought behind the mug. While pretty damn cool, hot coffee in it is a poor decision. The ceramic mug holds heat amazing well. Too well, in fact. Without a handle, it’s hot. Not too hot, but uncomfortable.
“Truth in Engineering”, right on the poorly design mug. Seriously. It’s at least worth a good giggle.
Also, I’m a golfer and tweet about it more often when I would like to admit.
… Bastards.
So, using the mug for anything other than holding my #2 pencils is a futile endeavor? Damn it!!!!!!!!!!!!!!!!!!!!!!!!!!!
I was really looking forward to handing it over to my barista and asking for a fill-up. This totally ruins my day.
You know the hammer part pops out to reveal a seatbelt cutter, right?
… I may have gone to a junk yard last night to cut seatbelts and break windows.
The mug itself cools down well enough to comfortably drink the hot coffee after 10 minutes or so. It just seems like a huge oversight to not include a handle.
Nice post, thanks for sharing.
It’s funny how no matter what the technology or how accessible, we always seem to revert to our old, massifying passive media ways. Today’s high profile blogger doing business with Klout is just like a mid-20th century television network. Except that he gets paid in flashlights instead of cash. Oh, and he’s never required to report on how many people actually ended up reading his stuff.
As I think your people like to say, plus ça change 😉
Yep. People just spending money and going through the motions. It’s kind of sad, given the potential of this thing.
Yes! “target your “influencers” better.”
Why did Mercedes Benz select young people who have no Twitter following and no affluent audience or friends to tweet about them on road trips?
I felt totally used by klout and Audi. We drove 2 hours in traffic one way for a drink and test drive.
GMC made me a better offer with no expectations from me. I’m just not ready to stop driving my Mustang GT convertible. Scott Monty, can I please have a coffee mug?
I think klout and influencers are so new, companies are learning how to make the most of the new marketing methods.
Jeanette, you have all the hookups! You got a test drive and a drink out of this?
I must be doing something wrong. 😀
What I think saddest of all is how the companies partnering with Klout like this could realize much better returns on such investments if they cut Klout out of the equation and just payed attention to their fans.
Who’s proud to be a brand (ugh) evangelist (don’thitme)?
About five months ago, word got back to Mitsubishi I’d given a couple of my favorite Mitsubishi shirts to new friends I made in Germany (also Mitsubishi owners/fans). I got a direct, personal email asking my shirt size, my wife’s shirt size, and our address.
A week or so later, I had a gigantic box with easily $300 in branded merchandise waiting for me when I got home. My wife and I regularly wear our matching Mitsubishi jackets out and about.
I was a fan before, but even moreso now. It’s personal.
And there was no popularity contest magic influencer number involved.
Anyway. Thought I would share a memorable (meaningful) automotive schwag story while we were on the subject.
PS: If there was automotive content on this site, I’d probably wet myself.
1. Wow. Mitsubishi understand this stuff better than Audi, obviously. I like what they did for you.
2. You want automotive stuff? I’ll start throwing some in.
Can you step back, please, and elaborate for newbies like me what a Klout Perk is all about?
http://klout.com/perks doesn’t really explain what an influencer is defined as, or is that a quadrant in their unscientific influence matrix? If so, they call me a specialist — so I wouldn’t be eligible for perks that apply to my specialization? Seems foolish.
Klout and its partners refer to it a rewards system for influencers. I look at it more as a promotional mechanism brands can buy into through Klout.
1. The assumption is that “influencers” will act as WOM middle-men between advertisers and the general public.
2. The idea is that by reaching out to “influencers” and giving them free stuff, they will blog and tweet about it. That means exposure and positive recommendations (with disclosure of course).
3. Klout claims to be able to measure influence on the web (at least on Twitter), and therefore is in a position to help identify and classify “influencers” for advertisers.
4. Advertisers can partner with Klout and use Klout Perks as a promotional program (see item 2, above).
It’s actually a good idea, but here’s the problem:
– Swag only goes so far. It’s basically koozies, keychains and T-shirts. Not exactly the best way to create the kind of brand experience “influencers” will rave about. These companies have to get serious about how they engage and what they engage with. They need to think about what they want to accomplish rather than simply going through the motions.
– Without a personal touch and a call to action, it’s a marketing dead end. Klout helps advertisers identify and reach out to “influencers.” That’s all it can do. If advertisers then turn the engagement into a weird automated process (fill box, mail box, repeat), it won’t ever amount to anything. There has to be purpose behind this beyond mentions, impressions and the occasional false WOM.
– Right now, Klout’s targeting seems way off. I am watching people on Twitter with relatively low Klout scores and virtually no following being targeted with free airline tickets and hotel packages, for example. What’s the outcome? Aside from bragging rights within their limited sphere of influence, not much. The stuff I have received so far also didn’t make a whole lot of sense given the topics I discuss and the types of activities I am into. So there’s a bit of a problem there as well. Your comment about specialization is spot on.
Cheers, Ari.
I think if brands are looking to solve the problems that you’ve mentioned above, they should consider BzzAgent. Having started word-of-mouth as a marketing platform, BzzAgent addresses all three of your concerns. Products and brand experiences are delivered to highly targeted influencers within a brands specified target demographic (with up to 250+ data points on their users, or Agents, this solves Klout’s targeting problems) and asks for specific calls to action, including sharing the products/brand experiences with their friends (who are often in the same target demo). High levels of interaction between brands and consumers ensue, often with insane amounts of UGC and product reviews.
I like the flashlight. I use the cup. I agree with everything you’ve said.
Presentation matters. The devil is in the details – as any good marketer knows. And opening up a plain brown box with nondescript packages inside is kind of a let down.
It could so very easily be so much more. And infinitely more valuable to the brand.
Yep. I was really excited when the FedEx guy pulled up. I was looking forward to seeing a Klout sticker on the box. No sticker. (Disappointment.) Even the paperwork didn’t mention Klout (or Audi, for that matter). When I saw that the box was devoid of company info, brochures, personal notes, etc, it was a let-down. (Underwhelming.)
I hope future promotions won’t feel as… dry as this one. Audi kind of missed out on a big opportunity here. I would love to speak to the person in charge of managing this promotion.
Hey Olivier,
This is a great post. I am one of the cofounders and ceo at Klout. I’ve sent this around to the whole company and agree that we need to take steps to create a better experience for influence. Your product interests are also noted for future perks 🙂
Thanks!
Wow. Thanks, Joe! I’m glad you spotted this. Looking forward to seeing what you guys will come up with. 🙂
Cheers.
Glad I made the wall and even gladder to count you as #149, NOT #830. Go change the world- these guys need to know how close they came to a good shot. No note? Nothing personal? No branding, riffing on why you are special?
No. Not close enough.
Meanwhile, this weird stalker guy keeps sending me love notes with terrorist graphics in the mail.
Speaking of which… I have to go make soap.
I still don’t see the value of Klout scores. I have been trying to determine how Scott Forstall (@forstall), Apple’s SVP for their iOS, has a Klout score of 59, more specifically calling him a “consistent” and “focused” influencer, however, he has never tweeted and only follows one person, Conan O’Brien. His Klout score sounds more like his potential influence to me.
Right. So you have potential influence, which seems a more adequate way of presenting what Klout tends to measure, and you also have the narrow bandwidth that Klout currently measures: Digital. And mostly Twitter at that.
That’s cool. I was eligible for something, signed up for it, and never got it. Klout doesn’t like me anymore I guess. :p
Ok that was funny…smart, witty and made some great points…but also funny 🙂 So far I only received one perk. Gotta get back on the radar so I can get my mug 🙂
Nice work, Olivier. You’re doing great stuff.
Thanks, Phil! 🙂
IIt is great you thought about Chico for the accessories you like. Just make sure that they don’t send nutella and chico gets a hold of it. I personally think many companies create campaigns so people can get to know their brand.
But why do people need to know your brand if they will buy or al least recommend the product.
I agree I think a little more homework should be done so you can target influencers with a high klout score that have mentioned your brand.
Now why do you want anything that has to do with Glenn Beck. If you get any Glenn Beck Swag you have to promise you are writing a positive post on him. 🙂
Ok, what’s your secret to playing XBox while at work? I’m so tempted to do it myself, but I would never get anything done.
Nice desk organization, BTW. Must be an influencing factor in your Klout score.
1. It’s to be used only as a reward for getting stuff done.
2. Time limits. I keep it short. Like a smoke break, except I don’t smoke.
3. It’s less destructive to my office than a makeshift basketball court, but just as effective when I need to clear my mind for a few minutes.
😉
Good insights! I also dig Klout and their concept, and was a recipient of their recent Audi goodies (and also one of 10 winners of the Audi contest). You make good points, and happily, the goodies and contests and special events are rapidly morphing with feedback, from what I’ve seen. So I look forward to more creativity from Klout and sponsors ongoing! BTW, your writing is brilliantly funny and personal. I too like cheese and fabulous electronic gizmos, and abhor MSG. 😉 LOL! Keep up the delightful posts!
I couldn’t help but lopsidedly grin (hey that’s how I do it) upon reading the comment from Mr. Joe Fernandez. That’s some fine influence, Olivier. That aside, some excellent insight here on much about which I have yet to learn!
Thanks!
So, this is an interesting topic for me in several different ways. I will be speaking about social influence in Boston and Toronto for unGeeked (looking fwd to meeting you in person), plus, I have an opportunity to do influence right.
At Triberr, we are rolling out Triberr Perks. (havent decided on the name yet…maybe we call it something else).
And one of the missing components of Klout, we have in spades. The keyword analysis.
Also, we dont look at twitter or facebook. Because we have a community of thousands of bloggers and pull in their RSS feeds anyways, we are plugged in directly to the source.
So, here is what I was thinking. Lets do a skype interview where you can share a few thoughts on the right way of doing this. One of the driving development principles of Triberr is that we incorporate what people suggest. It;s not just lip service, it’s our business model.
So I would love to incorporate your idea of Perks done the right way into what we do.
Email me dino.dogan at gmail
Completely agree with your assessment. I think Klout has an opportunity to drive a clearer CTA and follow-up – you aren’t promoted to provide any input into your experience with the brand/product – which I think is a miss. They also could increase their transparency – most consumers use this for their Score and aren’t aware Klout is sharing their info w/ companies.
please send all audi model n latest also
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