Klout and Influence in a Transmedia Universe (Part 4)

Once again, hi everyone, welcome back.

Continuing…

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Example of some companies that are using Klout to adjust their media campaigns

So, this is test on its 2nd month started to become extremely weird.

I maintained my “Specialty” of course, but as of the 3rd of July, something had changed.

My topics were the same while some stuff started dropping and others rising (what the?!?).

My influence was now at 899. Yes, you read it right, 899… I was reaching 4 more people after a month of nothing in my social persona. Nada.

My peek, during the 90 day period was now on the 9th of June and it was a 56.56 high peek. I know! How could my score continue so high? Especially when it was under no influence by me whatsoever?

In July my score was at 51.52 (down from June). This was expected.

But I kept getting Retweeted (4), Mentioned (36), Commented (162), Liked (540), receiving wall posts (49)

The only thing that apparently didn’t change, was my Google+ page (at least in traffic on it).

During the peek in June, my true reach hit the highest point of 1549, giving me an amplification of 23 and a network impact of 46.07 (in July it was 38).

In June I was starting to become more active in our Haexagon Concepts Facebook page, but I had no contact with my Diogo Martins’ page. None.

I was signing all my posts as Haexagon Concepts.

Then it hit me… Is Klout counting my pages?

This thought was hastily demoted from my brain as I found out, Klout didn’t count Facebook Pages (they either count personal pages or company pages).

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In today’s day and age, having 1 million listeners is seen as something that others should aspire to, instead of something that should be cherished 

In terms of people I influence on a daily basis, I lost on this 2nd month Marco Sparmberg, Alexandra Ferreira and Jenson Cheung (as noted).

Influences – Mariana Silva 46 (Down)

       Elly Luo 44 (New addition to the influencees)

       Rui Abreu 47 (Huge spike up!)

      Huang Jianhong 12 (Down)

What was fun on this second month was the new additions to my influencers…

Apparently I became a Bieleber or rather, I started having Bieber Fever!!!

Influences –  Justin Bieber 100 (New Addition)

Pitchfork 79 (New – I do daily clicks on the site)

FilmBusinessAsia 39 (New but rather important in my network)

Juergen 60 (Maintained his statute)

Kevin Ma 46 (Down)

Marco Sparmberg 51 (Down)

Angelo Costadimas 50 (Down)

Paul Fox 36 (Down)

Sean Tierney 37 (Down)

The first thing I noticed on this month was that my Klout score has never gone under 50 – Lowest point 50.58! Something that Marco Sparmberg also noticed a few weeks back in his blog post.

Second was (and this one’s a doozy)… my Facebook network got bigger!
What, you may say?!? Yes… it grew.

MY network now was at 1106 people… I confirmed through my pages and at the Haexagon Page, there were 187 likes, SUI (a weekly screening page that has been inactive for a while) 39 and Audiophobia (a documentary page about teaching music) had increased in 170 (here the increase was largely due to the push from some of the other creators of the doc, to garner new likes).

My Twitter followers was at 94, my Linkedin network was at 356 and my Google Plus account was at 1229.

I was apparently reaping more benefits by not doing anything (objectively, although my Klout score was going down, everything else was going up!), than to actually spend “hours a day trying to control my networks of influence”…

This was something I did not expect.

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Not true…

Like before, join us next week for month 3 (and last) of this “odyssey”.

Part 1

Part 2

Part 3

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Klout and Influence in a Transmedia Universe (Part 3)

Hi everyone, welcome back.

So, continuing…

First, let me state something that I might have missed before – Klout in HK has almost to no influence in the market… there are no local perks, no local events or even any advertising in the city, all my connection to the site and its influence over me/those I know, was by getting information on it and browsing through the internet, something that is the M.O. for most silicone (or there about) companies suffer from, in this part of the world (Asia, East Asia, China, Hong Kong – where we are based).

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A month had past. It was the 3rd of June. At this point, things started to become complicated.

As we had just shot a short-film a few months back (Haexagon), we were needing @ HC to start pushing it online in our common social network channels. Having a different social/transmedia tactic than the previous product we had done at the company (Squattertown), the film wasn’t to be shown online, like most of what we do… it was to be teased with several types of videos (making of, deleted scenes, imaginative teasers and trailers, tests, sfx videos, pictures, events) until the film started being shown at local/international film festivals, to then, at a later date, us starting to figure/test out which monetizable, distribution channels might be interesting to pursue in the local market.
But… rather than being able to push those videos on my stream, I had to do it through the company Facebook page (HC) and that’s where some of the interesting differences between being a lurker, an active user and a Facebook page maintainer began appearing (at this stage there was no possible differentiation between me as a user and administrator at the page, something that since then has been changed on Facebook).

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My strategy (if it can be called that) on my network of most influence (Facebook personal page) has always been – since I watch, read, go through so much virtual information every day, I should post only the best/most interesting videos/texts/pictures, I’d find through my morning rituals (a 2/3 hour “browse” through my immensity of bookmarks, favorite sites, rss feeds, twitter feeds and Facebook/Google+ walls) – this tactic was also to maintain at least a following that when I’d post my personal/professional projects, they’d be interested in watching them since I’d have been curating my channel for a while. 

This of course, had to change drastically on my influence over the page (Haexagon Concepts Page, not my own), having to be more contained and cautious over what was divulged, advertised or pushed through HC. At first it was extremely complicated because as an impulse, the moment I’d see a good vid/text/whatever, I’d immediately go towards the share/like buttons that are readily available in most sites and having my face “covered” I couldn’t do anything… most content being completely different from what should be posted on our company page, this of course created a lul in my attitude. But, after a while, I learned to contain (relax rather), over what should be pushed online, having more fun over what was readily available through my sources and seeing how they’d become available on my personal streams, trying to figure out how/who/when/for what they’d appear online.

I digress…

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Let’s get back to the results:

So…. 1 month had passed:
What was I still you may ask? A Specialist… no change there. I was still Focused andConsistent.

Still, I got 1 new topic:

8 Topics – Photography, iPhone, Macau, YouTube, Hong Kong, Films, Entertainment, Cannes

Apparently I became rather influential on Cannes (funny as the only thing I’ve ever posted on Cannes was that a Portuguese kid had won a short film award there a few years back… and it wasn’t even at Cannes… it was at Cannes Lion)

Thee expected, of course, started happening (mathematics is of course, rather predictable and converting human interactions/actions into algorithms, like in every social/natural science makes us humans and what we do, mere variables in vast calculations… don’t know if I should be fascinated by this… or like with everything that can be manipulated according to “higher callings” – weary…)

On the 90 day analysis (so between my last postdate and this one) I had reached a peak of 57 on the 10th of May – almost a week where I’d been radio silent coincidentally. My score at the time of analysis was at 53.14.

In Twitter I had 7 Retweets, 64 Mentions, had lost 2 Followers – now 79, but had kept my Following the same – 353.

On Facebook the numbers started becoming weird (or rather, very variable). I had 260 Comments (down from 265, which means that for a 1 month period where I was inactive, in the 90 day counting system at Klout, I had only commented 5 times less…. like I said… weird…). I had 613 Likes (lol) and had received 50 Wall posts, 6 down from the previous month and in the 90 day stretch this would make, in my rather un-mathematical observation, rather similar between being active and inactive.

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If you’ve noticed a pattern, yes… my thinking of the 90 days of inactivity is intimately connected with the 90 days it takes the Klout computers to assert their calculations. 

By this point Klout also started integrating Google+ and Linkedin in their calculations but they only started presenting my results from my Google+ account.

During my first month of inactivity, I had 1 +1s, 0 comments and 2 reshares. Rather pointless statistically but we’ll continue this further down the next posts.

At this point in time, my true reach – reached the enormous hights of 1284 @ 11/05 but had gone down to a still rather flattering – 895 people reached.

My Amplification reduced drastically to 32 and my Network Impact was 42 (having had a Highest point @ 48.33).

So a little dip in my stats, but nothing to worry (or even to almost note about)

My Klout friends for which I had any influence, just like me, also slowly started to dip down so… I just gave my dip to a “general inactivity” on the networks I use.

Their numbers:

People I Influence – Marco Sparmberg – 52 (Down from previous momth)

Mariana Silva – 47

Alexandra Ferreira – 43 (New user so for now, irrelevant)

Rui Abreu – 40

Jenson Cheung – 22 (I stopped being influential to him, so his score was the same)

Huang Jianhong – 14 (Another New user so for now, irrelevant as well)

First take back from my analysis… it’s not just how I’m affected by my inactivity in my network… it’s how it affects everyone around me (rather egotistical I know…).

Those who influenced me also started to change (although slightly)

Influences –  The Hollywood Reporter 75 (Rather predictably, stopped being influential to me)

Casey Lau 64 (Down)

Juergen 60

Andrew Leyden 57 (Down)

James Marsh 56 (Stopped being influential)

Kevin Ma 48 (A new addition)

Marco Sparmberg 52 (Down)

Angelo Costadimas 51 (A new influence)

Paul Fox 40 (Down)

Sean Tierney 38 (And another New influence… funny how they became it, only after I became innactive… hmm…)

So… first conclusions for the first month of lurking through the internet social circles:

There was in fact a dip, but it was either insignificant, or unnoticeable in accordance to what almost everyone else suffered in my network.

My reach is decreasing and therefore, certain “channels” of communication between me and my network are closing.

Lastly, some of my online habits had to be adapted/changed drastically so… at least for the first month of tests, I’d consider it a success.

Other than these 3 points… no big achievements:

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Join us next week for month 2 of this “odyssey”.

Part 1

Part 2

Leave it to the Russians (QR Code Extravaganza!)

Full disclosure… I hate QR codes.

Yes, they serve a purpose, and so far, from what exists in the market, they are “revolutionizing” how brands communicate and “interact” with their customers (this of course is a pleonasm as the only one doing any interaction is the user… not the brand).

But…

They are esthetically unpleasing, sometimes bulky and attention deviating, most of the time extremely badly utilized in where they are presented and ultimately, bothersome.

A QR code, to me, looks (and feels) like a barcode – extremely effective in keeping track of a given product in a production line, but occupying premium advertising space in the cover/package of any well-developed object/content persona.

Barcodes… they are scanned by a laser reader, right? In a conveyer belt, right? Wouldn’t it be cool if we all could scan a QR code in the conveyer belt of daily life? Wait… what am I saying… of course we can.

Let me see:

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 What is that over there in the corner? The lower left-hand corner… Is it… YES!!! I believe it is! A perfectly located and strategically poised QR code (the lower left-hand corner is by far, the worst place you can locate a QR code, but in this advert, since the supposedly readable text is in the left, whomever developed the ad thought people would be easily directed to it).

Let me see if I can scan it:

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Hmm… no… too far… but I really wanted to know what Emperor Qianlong’s concubines are doing… OK… let me walk a few steps to another advert and try again:

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Closer Diogo… don’t be afraid to go closer! It’s nothing but an MTR train line between you and the enormous portal of knowledge that a QR is – and a train coming in 2 minutes. If you fall, it’ll be for the greater good!!!

SUCCESS! I can see the code in the camera! Let me go just a bit closer…

Damn… blurry image.

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 Train comes… I’ve just lost 3 minutes of my life trying to scan a little sequence of squares and dots 3 meters away (and no… the fault wasn’t my phone or my hands… the camera can see some of the mountains in the moon in a clear night and I’m pretty steady with my hands, so I’d think both would be good enough to scan something that’s so close ahead of them).

But I don’t give up. That’s just not my style (hmm we’ll let that slide). On the next train stop, I see this marvel:

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 I scan it and it directs me to a facebook page… Eureka! But… wait… it’s the same facebook page that right next to the code is perfectly advertised by a Facebook logo and the search query a user would make to find the product in the social network.

I start thinking… it’s just me. I must be stupid. Or rather, technologically impaired.

So I continue:

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Yes. Right-hand corner. You see it. I see it. I scan it. Failure… The rim of the ad space glass/metal cover  is obstructing half of the code.

I walk a few steps out in my stop and…

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AAARRRRGGGGHHHHH!!!!

So. Much. AWESOMENESS!!!

But wait!?! Which one should I scan?

The Ultra-Big-Awesome-Eye-Popping one to the left? Or the once again (Cof Cof) strategically located, one to the left?

I’m incompetent… I know… I scan both. Same page. Both of them. Success!

2 out of 5 ads in one night take me to a desired page. A “more information” page. A “trackable page”. An advertising, market strategy, mobile justifiable java enabled page.

I get out of the MTR glad from my evening’s successful advertisement consumer enterprise. Right next to my apartment entrance what do I see (I live in Mongkok so this wasn’t entirely unexpected):

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Another code.

At this stage I’m tired of the previous ordeal. I still try to scan it; too far away; go close to it; too far away; change to the camera not the scanner; take a picture; blow it up and… give up. But I think in the back of my head “I’ll just test it when I get home”.

And then it hits me.

Weren’t QR’s developed so advertisers could track and test out which costumers were willing to search for their products online? The ones that would be as interested to buy or at least learn about the product? The ones who would go to the trouble to take their phone out of their pocket, direct it at the ad, locate the QR, open the app, scan the image, wait for the page load and then get to where they (the advertisers) were trying to get them?

Yes… yes they were… but I’m a lazy consumer. I went to my browser, searched for the product name and I got all the information I needed to find me interested or not in the Vaio. I even got 2 pages that had pretty interesting reviews on the product and a great video advert from Japan, something that I didn’t get when I ultimately tested out the Code – it took me to the official page of the product – a page where the most valuable information I got was the price in HK dollars and some of the specs of the product.

Don’t get me wrong. I’m not saying QR Codes are evil or that they should be completely discarded from any and all physical/digital adverts existing in Hong Kong.

In an ideal world I’d just scan an ad (any ad) and the scanner would take me to the same place as a QR code (this exists, of course, but the technology is still in its early stages of “Augmented Reality Development”).

I’m just saying… If you go through the trouble of setting up a Code link, at least give me, the customer, some valuable information, enticing information, attention grabbing information on my mobile device.

Something that makes it worthwhile to go through the trouble of the situation that some customers might be put through while being “guided” by your market strategies. 

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Confirm that the package where you put your product and your code, don’t have enough gloss to almost make the customer go to a dark alley so they can scan your code (all criticism aside, this code takes you into the Apple Store where you can download a pretty neat app that further augments the experience of eating Skittles and advertising it – pushing it – to your network of Facebook/Twitter friends – by making you a Skittle-faced customer!).

Ohh… and by the way…. When you do put a QR Code on your product, a difficult to find, almost completely impossible to scan Code on it – Make it have fun content behind it.

Like the Skittles thing. But take it further.

I’ll give you an example. Sure… an extreme example, but a fun example nonetheless.

2 Months ago, out of nowhere, the advertising campaign for Branded started appearing in zee interwebs. Branded looks like a weird, weird experience for the movie goer, so they developed a great little advancement to their story &ndas
h; Branded content through QR Code dissemination – 100 QR Codes to be exact, the idea behind it is that the audience by interacting actively in their weird, advertised, universe, they’ll slowly see what the movie might be about (the global distortion of perception, advanced and perpertraited by big Branded companies).

And where can you see them? Their trailers, their posters, their everything!

Give it a try (this is the first trailer of the campaign):

Can’t get any? I’ll help you with one of the pages:

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But wait… there’s more, lots more… if you look hard enough, you’ll find them.

It takes time. It’s a pain to stop the videos. It’s frustrating at times but, you’re watching something new. Something that doesn’t appear if you search it online. New content. A new experience. You’re augmenting the experience of watching the trailer for a film. You’re using a QR Code the right way. The although hard and confusing, satisfactory way.

Here’s more (on the second trailer the codes are even harder to scan):

Once again. Stop the video. Can’t get them?

Here are some of them:

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Like I said… if you do use QR Codes – Make them fun.

Or else…

Leave it to the Russians.