Popular on Twitter? Your Klout score might soon get you a discount on a TV

Lithium announces Web widgets incorporating Klout influence scores

It might be time to change the adage "the customer is always right" to, "the customer with the most followers is always right."

On Wednesday, Lithium, which provides services to help businesses navigate social media, held its annual conference in San Francisco and explained how it plans to make use of Klout, the "social influence" company it said it had acquired two months ago.

Part of that plan includes new products that will let big retailers such as Best Buy or Sony embed buttons, or widgets, into their websites through which customers can give feedback about their products.

That's where Klout comes in. If the person clicking on the widget has a high Klout score, the retailer might send that person a discount coupon for, say, a TV. After all, you want to keep your influential customers happy, and who knows what they might say about you if they enjoy your product.

Lithium CEO Robert Tarkoff said the company is building a "shared value network" in which both consumers and brands can benefit from Lithium's analytics.

To do that, "we had to increase our investment on the consumer side," he said, explaining why Lithium bought Klout. He announced several new products designed to give businesses better information about who they should connect with online.

For starters, a series of "action widgets" will begin appearing later this year on certain businesses' websites. The partner companies haven't been decided but they're likely to be in retail or entertainment, like many of Lithium's current clients.

In a demonstration, Lithium showed a Sony product page for an expensive television. Toward the top, where a Facebook "like" button might appear, was a button marked "Want." By clicking on it, a consumer could provide feedback such as, "I would buy this TV, if it were cheaper by $50." Or, "I would buy this, if it came in silver."

"It's a wish list on steroids," as Lithium Chief Product Officer Tapan Bhat put it.

If the consumer has an account on file, the retailer might send him an email for that exact discount -- especially if they had a high Klout score.

The same could play out for customers who take to social media, like Twitter, to complain about poor customer service. Customers' Klout scores could be integrated into businesses' Lithium dashboards, making it easier to identify complaints from influential people.

Lithium is also developing a type of Klout score for products that consumers see on the retailer's site. The number would incorporate customer ratings from a new ratings widget, as well as chatter related to the product across social media.

This use of Klout scores for marketing purposes may irk its longtime users. Lithium and Klout, however, maintain it's part of a larger effort to identify the most "trusted" consumers.

Lithium's expanded set of tools come as many other businesses try to adapt to an online world overrun with social media chatter. Jive Software is another company that helps businesses leverage social media, as is Salesforce.

Zach Miners covers social networking, search and general technology news for IDG News Service. Follow Zach on Twitter at @zachminers. Zach's e-mail address is zach_miners@idg.com

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: ABC's Leisa Bacon

In this episode of Conversations over a Cuppa with CMO, ABC's director of audiences, Leisa Bacon, shares how she's navigated the COVID-19 crisis, the milestones and adaptability it's ushered in, and what sustained lessons there are for marketers as we start to recover.

More Videos

Zero proof spiritsUsa since 2011 www.arkaybeverages.com🤪🤟

Sylvie

How this alcohol-free spirits brand rode the health and wellness wave

Read more

okay this a good newsmaybe i gonna try it

kenzopoker1

CMO's top 8 martech stories for the week - 9 July 2020

Read more

Very insightful. Executive leaders can let middle managers decide on the best course of action for the business and once these plans are ...

Abi TCA

CMOs: Let middle managers lead radical innovation

Read more

One failing brand tying up with another failing brand!

Realist

Binge and The Iconic launch Inactivewear clothing line

Read more

I am 56 years old and was diagnosed with Parkinson's disease after four years of decreasing mobility to the point of having family dress ...

Nancy Tunick

The personal digital approach that's helping Vision RT ride out the crisis

Read more

Blog Posts

MYOD Dataset: Building a DAM

In my first article in this MYOD [Make Your Organisation Data-Driven] series, I articulated a one-line approach to successfully injecting data into your organisation’s DNA: Using a Dataset -> Skillset -> Mindset framework. This will take your people and processes on a journey to data actualisation.

Kshira Saagar

Group director of data science, Global Fashion Group

Business quiet? Now is the time to review your owned assets

For businesses and advertiser categories currently experiencing a slowdown in consumer activity, now is the optimal time to get started on projects that have been of high importance, but low urgency.

Olia Krivtchoun

CX discipline leader, Spark Foundry

Bottoms up: Lockdown lessons for an inverted marketing world

The effects of the coronavirus slammed the brakes on retail sales in pubs, clubs and restaurants. Fever-Tree’s Australia GM Andy Gaunt explains what they have learnt from some tricky months of trading

Andy Gaunt

General manager, Fever-Tree Australia and New Zealand

Sign in