Think Big, Act Small Interview: What’s Your Kred?
This week Peoplebrowsr joins the “Think Big, Act Small” interview series to explain why social Kredentials matter. Peoplebrowsr, versus Klout, is unleashing (social) information that spells more than a four letter word. Learn how Kred can, and should be, the foundation for establishing your industry footprint. The secret is in the data, even for SMBs and start-ups.
Interviewer: Michelle Fitzgerald
Interviewee: Shawn Roberts
Love Kred’s push to focus less on social popularity, but more on the value of industry credibility. Can you explain what that means? How do you differentiate the two – popularity vs. credibility?
Everything we do is based on real life relationships, as much as possible. We start with the philosophy that ‘We All Have Influence Somewhere’ and expect people’s influence to vary based on interests and expertise. Everyone has scores in over 70 interest-based communities based on their interactions and words. I would expect a tech reporter, for example, to have lots of credibility in the ‘Tech’ and ‘Reporters’ communities, but would be surprised to see it equaled among ‘Surfers’.
Kred’s scoring system is also built on interactions. If people are not reacting to what someone says, then they can’t be said to have influence even if they have hundreds of thousands of followers. We use mentions, re-tweets and replies to a person’s content as indicators that people are engaging with them.
To most small business owners (and start-ups) there’s a novelty surrounding social media. It’s often revered as the cheap, fast, I-can-be-a-superstar-without-spending-anything-on-marketing option. But frankly, many are still grappling with the implications (time, resources) it has on their business for the lesser-known ROI it will deliver. How important (or not) it is to build social presence today? And how does Kred, specifically, measure involvement in the online social community?
There are so many good reasons to be active at all ends of the sales cycle, from thought leadership to prospecting to customer service. Any of these on their own or in combination are good reasons to get involved, and stay involved.
Take prospecting, for example. Involvement in social media offers the same benefit that real life networking does – opportunities to target and meet people who can help you achieve your business goals.
With Kred you can find out how influential prospects are, how likely they are to interact with you, and what you have in common before you make your first approach. Increasing opportunities to get a message out to a pre-qualified crowd is super-efficient for both you and your potential customer.
Peoplebrowsr has invested a significant amount of resources and “Kred” on building a platform seeded on social data and analytics. To some, this might seem like data analysis-paralysis. Especially with small businesses, who have little time to analyze data and/or apply insights across their business. How does Peoplebrowsr/Kred simplify data extraction and analysis for SMBs?
Playground is very easy to use. Give our search function a try at rs.peoplebrowsr.com. Enter any keyword and in seconds you’ll see all the tweets with that term. (You can also do complex searches with AND, OR, and NOT.) Viral Analytics also has a ton of useful (standard) reports ready to go, and Grid exports data into CSVs if you prefer to make your own. Did I mention yet that we offer a full-featured, two-week free trial?
Accessibility of data for small businesses about people – what they search, buy and talk about – is limiting and poses a threat to making tangible decisions. How does this data become more available and actionable for small business owners via Kred?
Kred.com is free to use and there’s tons of useful research that can be done there. You can find top influencers by Community, view anyone’s Activity Statements to see who they interact with and what kind of content engages them, and use the Kredential pop-up to see what you have in common them along with their Top Communities, Links, Friends and Words Used.
For SMBs (or anyone) who wants to dig down even further, our social analytics platform Playground, starts at $149 a month. There ‘s over 1,000 days worth of social data in our platform and it updates in real time. Playground has everything needed for research, engagement and reporting – and allows searches and engagement on keywords, locations, Kred Influence scores, sentiment, gender or any combination of these. This is all the same data provided by much larger competitors delivered at a fraction of the cost and our clients range from undergrads doing research to international PR agencies.
You say that small business marketers can use Peoplebrowsr/Kred for reasons beyond social sentiment tracking – from market research, to competitive analysis to prospecting. Can you elaborate on that? And highlight how much time, on your platform, that a user should expect to set aside to make valuable conclusions?
Real people are talking about your brand, your market and your competitors all the time on social media. They are constantly self-identifying as interested in what you do and the products and services you sell. Social analytics and influence measures – admittedly, are still in their early days – but have finally reached a point targeting and engagement within smaller more informed networks are faster and simplified. What used to take days or weeks to learn and act on, now only takes hours or minutes.
To start using Peoplebrowsr/Kred for your small business marketing, please visit here.
Shawn Roberts joined PeopleBrowsr as its Marketing Communications Director in 2011. Before PeopleBrowsr Shawn was an independent marketing consultant, a Senior Sales Development Manager with Premier Retail Networks and Director Of Marketing for international consumer publisher Future US.
About Michelle FitzgeraldA product evangelist with over twelve years of traditional and emerging marketing experience. Provides FT and PT consultative services to the startup community to help brands develop a better understanding of what drives results (analytics), what drives connections (branding/PR/social media) and what drives revenue (performance marketing/media). Past and current work experience includes Tout, StyleStalk, iCharts, MyBuys, Zinio, Yahoo!, the LA Times and CareerBuilder. Michelle also publishes ebooks, regularly contributes to Upmarket Magazine, speaks at industry events and guest blogs.
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