Kl0ut Perks
Possibly another reason why Klout isn’t a measure of anything. It’s revenue model is daily deals (first come first served) WITH A TWIST (completely useless pieces of tat that’s not aimed at selling you anything; aimed at selling the advertisers 2 seconds of eyeballs).
“Klout Perks are exclusive products or experiences that you earn based on your influence.
Influencers have earned sweet perks like laptops and airline tickets.”
:-/
Unfortunately, Klout have managed to send me something rather unappetising: a reminder about a US-only reality TV show’s new season, starting 8/7C (whatever that means) (i know what that means).
Also an opportunity to get the DVD of the first season (no doubt with NTSC encoding).
See screenshot, they are using email marketing software, supposedly to deliver very BTL, niche opportunities for me to spend a la every daily deals site (HUGH, do you like EATING in NORTH LONDON?).
WHAT DOES THIS MEAN?
This means that they have no advertisers outside the US. This means that they don’t need to be spending lots of money on email marketing software, designed to segment audience. This means that they are selling on a CPM basis: we have 5million active users (hem hem), and through our email software, we know 2% open them, and we know that 1% of the 2% will INTERACT with your BIG ADVERT (see screenshot). It’s basically billboard advertising without any level of love and care.
They also sent me the exact same email again, once i’d opened this one! Way to nail email marketing Klout.
My prediction for 2012 is that Comscore or Nielsen buy it for about $50m, tempted by its “huge customer base”, “huge customer interaction” and “innovative revenue channels” and it will be the end of this silly silly thing.
Well done Klout, you heroes of the internet.
