Last night I received an email from Klout, the Twitter profile analysis tool and website, asking if I’d like to participate in a new program in which they pair big brands with influential Twitterers; specifically, the program is designed (or claims to be) so that the particular promotion is directed toward – not just Twitterers with a large number of followers or those with many retweets and @mentions – but those whose posted content indicates a some sort of authority or influence or maybe merely an affinity for discussing the topic related to the brand and promotion in question.
In this case, I apparently tweet often about coffee (guilty), and I assume, to some extent, those tweets incur replies and conversation, enough to warrant an offer for some free Starbucks coffee, anyway.
Take a look at the email and offer signup – [Screenshots included somewhere in this post]. What do you think of this program? I kinda like it – but then again, I’m getting free coffee :)
Have you received any offers like this? Starbucks is fairly social media savvy and have been undergoing a rebranding process for a while now – between the unbranded stores in Seattle to taking on the instant coffee market with Via to the successes of @Starbucks & My Starbucks Idea, so I’m not surprised that they’re’ paving the way in this arena. I’ve tried Ad.ly, My Likes, and Sponsored Tweets, but find their models a bit spammy. My gut feeling is that this is the closest we’ve come to a real step forward in a twitter ad/marketing model. The idea follows something I learned at a recent ARF event during social media week. The presentation was about the Science of Social Media, and one of the speakers, a brilliant man from Yahoo Research whose name escapes me at the moment, informed us that research indicated that a user’s influence on twitter couldn’t be predicted by followers or numbers alone. Rather, in order to determine if a tweet will cascade, you’d have to combine those figures with the specific area of expertise that the person has and whether or not the content posted falls within that area of authority. — This certainly seems to fit with that theory…
What do you think?