Twitter Gives Advertisers More Klout

Twitter provided more details on the Klout enrichment that it discussed in its announcement earlier this week that the updated (2.0) versions of its Gnip application-programming interfaces were generally available.

Twitter provided more details on the Klout enrichment that it discussed in its announcement earlier this week that the updated (2.0) versions of its Gnip application-programming interfaces were generally available.

Gnip product manager Greg Lyon said in a blog post that Twitter’s Klout enrichment 2.0 allows brands and agencies to:

  • Rank influencers based on Klout data to evaluate potential follow-up for promotional, endorsement or sponsorship opportunities.
  • Analyze the conversation about your products or brand to determine affinity groups.
  • Segment users based on matching influence or interest topics for further demographic analysis.
  • Evaluate the conversation around a competitive topic/brand and generate new content marketing ideas to win more share of voice from target customers.

Lyon also provided the following hypothetical use case for Klout enrichment 2.0:

As an example, let’s look at how a natural cosmetics company could use Klout topic data to find “citizen influencers” for its brand and reach its target audience with a promoted campaign. Using a combination of Klout score and influence topics, the brand would be able to find Twitter users who are influential in makeup but also match their target budget–users perhaps with scores in the range of 55 to 70 instead of the top tier of celebrities in the 80-to-90 range.

Once a spokesperson has been identified, the brand might use Klout interest topics to curate a list of Twitter users who are interested in cosmetics, but perhaps have not yet been introduced to natural cosmetics. The brand could then turn this list of users into a tailored audience campaign and target them with a tweet from the spokesperson championing the products.

Twitter said Klout enrichment 2.0 is available to all brands and agencies starting Thursday.

Twitter advertisers: Have you incorporated Klout into your previous campaigns?