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Would you find it useful to have influencer metrics integrated into your CRM/ SCRM?
Would you find it useful to have influencer metrics from Klout or PeerIndex integrated into your CRM solution? Would those numbers alter your workflow in any way (e.g.: would you help a person w/ a higher influencer score over another)?
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5 Answers
Wow - here is the can-o-worms opened and spread out for all to see.
The answer for me is quite simple; I want to understand the value of the individual to my business, now and over time. Value is defined to be beyond transactional value, and may come in non-monetary forms - like influence.
The question is really whether Klout, PeerIndex or another 3rd party tool can actually add value to the 'value' equation for my business. I believe the integration would be valuable and some have it already. I would not alter my workflows based on this metric alone, I would use it (and recommend its use) in context along with other known LTV type metrics.
Great question.
I think a lot depends on the segment your are selling in. For example in a lot of B2B segments, your key decision makers & influencers may or may not have a twitter account in the first place, let alone be "influential" on it. So using Klout score to prioritize may not be a good idea at all.
At the same time, when you are building PR via bloggers and mainstream media the Klout score of the writers will definitely be a huge factor in helping you streamline your effort.
Having said that, I think social influence metrics can definitely be integrated into marketing automation applications to allow better segmentation for reaching out to prospects who can drive word of mouth.
Vaibhav Domkundwar
Founder & CEO
Nurture: The World's Easiest to Use Marketing Automation Solution
http://www.NurtureHQ.com
Hi Cathy
I'm the CEO of PeerIndex - so let me provide my answer here.
Context matters - take an informed purchase category like computer security products. You almost certainly want to take people who are recognised as global or local specialists more seriously - because they will impact your referral and retention rates.
In other words, as an IT security vendor you probably want to deal with @gcluley or @mikohypponen (two of the leading experts in the world) differently. It isn't clear that a broad influencer measure (which tells you the celebrity status of someone) would matter in that use case.
To Vaibhav's point - this is about segmentation. You already segment by demographic, income, previous revenues, why not also by authority and influence?
Full disclosure - I'm a bit biased since that's something my company (Terametric) does - but I say absolutely, positively yes.
Mitch and Azeem said it very well - it's all about context. Justin Bieber has a very high Klout score but that probably means very little to your company. There are almost certainly less-famous but much more relevant influencers in your space - how do you identify and interact with them? Integration with CRM would be a key way of enabling that.
Short answer will be YES and we need a better way to manage it at the human level than as a sales process.
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