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Mass Relevance, the technology leader in enabling social experiences, and Klout, the standard for influence, today announced a strategic partnership to boost marketing performance by bringing earned media, in the form of Tweets, from top Klout influencers into television and brand content.
"Together with Mass Relevance, we are introducing a new way for brands to get more value from the influencers they have engaged," Singletary continued. "Brands can now surface and display this earned media in a variety of compelling visualizations that are built from the ground up to encourage participation and engagement. This allows brands to bring together the content and experiences that drives them forward for phenomenal performance at the scale that is required today."
"This partnership provides brands with an exciting way to integrate influencer marketing into their social strategy with Mass Relevance," said Sam Decker, CEO and Founder of Mass Relevance. "We are always looking for new ways to help our clients engage their audiences through social, and we're excited to team up with Klout to help brands build new forms of consumer connections and drive more from marketing and advertising spend immediately."
Now, through Klout and the Mass Relevance platform, brands can tap into contextually relevant conversations that top influencers are sharing across social networks in real time, and display and amplify earned media from these top influencers. Brands can easily set up filters to re-display content from consumers within a specified range of Klout Scores, ensuring that experiences include high-impact content that drives measurable engagement, sharing and click-throughs.
"We know for a fact that people are more compelled by content from Klout influencers," said Tyler Singletary, Director of Platform at Klout. "For example, people who see content from Klout influencers are 2X more likely to click through to advertiser pages, and content produced by Klout influencers garners 4x more retweets than average. This level of engagement offers a significant advantage for brands."
Brands can choose to use the new Klout integration in a wide variety of out-of-the box social experiences available through the Mass Relevance Product Studio. Content is sourced from Twitter and can be displayed with the influencer's Klout Score. For example, a brand can now easily create a stream of Tweets from influencers with a Klout Score of at least 65 to feed into a TV show, photowall or heatmap. Klout Scores are determined by a person's overall influence (defined as the ability to drive action and analyzed over 12 social networks), and takes into account the topics a person talks about and how they talk about them in order to identify influencers most relevant to a brand and its audience.
The integration is available to all Mass Relevance clients. For more information, visit www.massrelevance.com/blog/klout.